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Home / Sessions / Personalization Foundations

Personalization Foundations

IAC 2020

Time(s)

April 10, 2020

Description

In a perfect world, IA would be at the heart of every digital publishing project, and personalization would be just another tool to deliver the best results. In reality, however, most IA practitioners encounter “personalization” initiatives long after critical decisions have been made. Too often, a product is demo’d (or sold) to a high-level marketing stakeholder, then content specialists and information architects are tasked with spinning straw into gold.

The goal of this talk is providing a meaningful high-level framework for personalization planning that leads to more successful initiatives AND more effective reality-checks when the product sales team comes calling. It provides set of questions and decisions that matter regardless of the personalization product a company is using, the CMS they’re running, or the industry they’re in. These questions and the answers they tease out can help cut through product-centric sales pitches and reconnect executive mandates to the reality of the underlying content.

Key takeaways from the session:

If your business publishes to the web, odds are you’ve heard the sales pitch for content personalization. Content marketers, enthusiastic CEOs, and thirsty vendors all seem to agree that visitor-tailored content is the future, but the reality on the ground rarely lives up to the promise of well-polished demos.

In this talk, we’ll step back and study four building blocks of tailored content: the stuff bot you and your boss need to understand *before* launching a bold new personalization initiative or purchasing a cutting-edge product. Along the way, you’ll learn how to save your sanity when the rollout arrives.

About the speakers

Jeff Eaton
Jeff Eaton

Jeff Eaton brings nearly two decades of web development experience to his role as Digital Strategist at Lullabot. He’s designed and implemented large-scale web platforms for clients including Sony/BMG Music, Fast Company and Inc. Magazine, Harvard University, World Wrestling Entertainment, Verizon Wireless, and more.

He’s also the co-author of O’Reilly Media’s Using Drupal; the host of the Insert Content Here content strategy podcast; a frequent writer and speaker at web and open source conferences; and an active contributor to the Drupal project. In a previous life he worked as a freelance writer and a copy editor, jobs that he recalls fondly while building editorial tools for today’s content teams.

Sponsor IAC

We’re looking for organizations who share our commitment to building and sustaining programs that drive a more inclusive industry. Learn more on the Sponsor IAC23 page or contact us directly at info@theiaconference.com for more information.

Thanks to this year’s sponsors!

Logo for sponsor Optimal Workshop
Platinum sponsor
Optimal Workshop
Logo for sponsor Factor Firm
Gold sponsor
Factor Firm
Logo for sponsor Last Call Media
Silver sponsor
Last Call Media
Logo for sponsor Design for Context
Scholarship sponsor
Design for Context

Logo for sponsor A Book Apart
In-Kind sponsor
A Book Apart
Logo for sponsor Balsamiq
In-Kind sponsor
Balsamiq
Logo for sponsor MURAL
In-Kind sponsor
MURAL
Logo for sponsor OOUX Masterclass
In-Kind sponsor
OOUX Masterclass
Logo for sponsor Rosenfeld Media
In-Kind sponsor
Rosenfeld Media

Logo for sponsor UX Camp DC
Community sponsor
UX Camp DC
Logo for sponsor World IA Day
Community sponsor
World IA Day

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