1. The Personalised University Clifford Sanders Online Projects Manager Gareth McAleese Web Development Manager

2. Presentation Overview  Customisation and Personalisation what are they?  Why Personalise?  Personalisation Components  Visitor Relationship Marketing  Privacy Concerns  My University of Ulster  Some Summary Points

3. What is Customisation  User driven process  Gives the user the control over the interaction  Allows the user to change the appearance and importance of information  Allows users to define their interests using a questionnaire approach  Information is ‘remembered’ between visits  UU ‘Who am I’

4. What is Personalisation?  Knowledge driven experience  Behavior – based  Is an ongoing incremental process  Content tailored to individuals based on knowledge about their preferences and behavior  Enables you to quickly and easily tailor the experiences of your visitors and customers across all your interaction points  Customer Profile - Leverage History to Push “The Right Information at The Right Time”

5. Why Personalise?  Get to know your visitors  Treat them as individuals  Deliver more appropriate content  Provide added value  Improve your customer service  Make the site easier to use – we’ll tell you what you need to know  Large websites - makes information easier to find (or more correctly target information)

6. “Users of personalized sites view at least 10 times more pages then the four to five page views common on a non-personalized site” Source: Internet.com

7. “Sites who fail to provide relevant content and helpful functionality drive away approximately 40% of repeat traffic” Source: Forrester Research

8. Personalisation Requires  A different approach to website design and implementation – content separated from design and its delivery method/channel  Content to be tagged at a granular level  Closer interaction with the complete business – integration with your offline activity

9. Personalisation Components  The Key components  User Profile  Preferences  Platforms  Processes

10. User Profile  Information on Visitors and customers (e.g. registration data)  Information on their browsing behaviour and purchases (e.g. click streams)  Events (searches and data/form feedback)  Use of Data Mining / Artificial Intelligence to deduce new rules  A rich profile is The Key to personalisation

11. Platforms  Information on delivery channels, www, wap, call center (call me) etc  User preferences for each channel (call work number during day, home in evenings)

12. Business Rules  Explicitly defined rules  Constantly evolving (or should be)  Can sometimes be hard to express electronically

13. Rules Engine  A system for applying the rules either online or offline  Adaptive, using Data-Mining/AI techniques to deduce new rules based on other visitor patterns

14. Visitor Relationship Marketing  Establishing relationships  Two way information flow - feedback on product range  Enhanced service elements/response times/ one-to-one contact with customers  Mutual rewards and commitment (loyalty scheme)  Customer Retention  Less running costs once established

15. Privacy Issues  Key principles of consent, fairness and transparency  Shopping with a ski mask on  Driving without license plates  Big Brother is watching you  Data Protection / Freedom of Information Acts  When it goes wrong  Intel, DoubleClick, Amazon buying circles...  The Key is to “Remember information for people, not about them”

16. Some Example Sites  www.amazon.com  www.blackstar.co.uk  www.bbc.co.uk

29. My University of Ulster  Driven From Marketing Perspective  User ‘Portals’  My Intranet  My StudentWeb  My Visitor  Implementation of a Content Management System (probably Zope)  Data Warehouse – User Profile  Rules Engine

31. My University of Ulster…  All courses held in a central database  Searchable by selecting options  Response given on screen, sent by email or printed  University gathers information on customer preferences  Register for updates / new course info etc  Problem: will service element be matched by conventional approach?

32. My University of Ulster…  Campaign Management  Integrating offline marketing activities  News and Events  Integration of email with website (weekly update)  Alumni Portal  Student Recruitment Portal

33. My University of Ulster…  Customisation (done)  Content Management System (done)  Custom DB (done)  Moving towards ZOPE (next 12 months)  Profile Data Warehouse (50%)  Simple profiles developed – will develop as personalisation system develops  Personalisation (next big step)

34. Summary  Requires  a clearly thought out Internet policy  Highly competent technical team  Benefits (Visitor)  Saves Time & Money  Better Information

35. The Future  Integration of other mediums – Call Centre, WAP, Digital Televisions etc.  Delivery of mass open and distance learning programs  Technology watch – what's around the corner