Make friends with personalized content and digital experience

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A customer of mine had a problem. They have bank locations across the state of Missouri, and there are two professional baseball teams in the state–the Kansas City Royals in the West and the St. Louis Cardinals in the East. The bank wanted to show an image of one of the team’s stadiums to their website visitors–but they needed to make sure that each visitor saw the right stadium!

How can they do this? The answer is simple: take advantage of the powerful–yet easy to use–personalization engine within IBM’s digital experience solution.

IBM’s digital experience is a comprehensive software portfolio for creating engaging omni-channel experiences with integrated content, social, mobile and analytic tools. It includes a robust, pluggable framework for injecting personalized content into your user’s experience, so they see the right content, at the right time, in the right format.

Personalized content is essential. On the plus side, 82 percent of site visitors feel more positive about a company after reading custom content. The negative? 74 percent of visitors get frustrated when they see content which has nothing to do with their interests.

My customer is aware of these and other statistics, so they know their site must be personalized to each visitor as much as possible. They also know that this personalization must be easy to create and maintain if it is to have any benefit.

The personalization framework within IBM digital experience makes it easy for them to plug their geolocation code directly into the site, and turn it into a business rule. What’s more, this rule can be reused in other parts of the site as well. So when my customer creates a rule identifying a “Royals fan” or a “Cardinals fan”, they can then use that rule to show more than just the right stadium–they can apply it to any content or application.

Rule creation is easy to do and is designed to be completed without IT involvement. It follows a simple “if… then” format, and the values are chosen from lists–no cumbersome and complex language to learn or rules to write! Rules can even be combined to create other rules. In the following example, a visitor is determined to be in the “KC Gold Tier” when his location is in the KC Area and his status is Gold.

darren1, Digital Experience

Again, this rule can now be applied to any piece of content, any page, and can even be invoked from within applications via the framework’s extensive API. Business users can now take control of page content and create dynamic and personalized experiences for site visitors. This ease of use is critical because the majority of marketers (66 percent) are reporting that it’s difficult to secure enough internal resources to effectively execute personalized marketing programs.

My customer is learning how easy it is to make friends and influence people by creating personalized digital experiences. The IBM InterConnect 2016 conference is a great place to learn more about these and other IBM solutions. I hope to see you there, but if you can’t make it, stream the opening session live with IBMGo.

darrentile, Digital Experience

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