Content Modelling for Personalisation

The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
Content Modelling:
For Personalisation
Cleve Gibbon @cleveg / Kate Kenyon @kate-kenyon
Confab Intensive, Sep 2015

Introduction

Introduction
Content
Modelling 101
Content Modelling
Exercise
Caffeine
break
Personalisation
101
Personalisation
Exercise
Discussion
15 mins
30 mins
30 mins
15 mins
30 mins
30 mins
30 mins
Thank you Shutterstock

Use the Parking Lot

Workshop Description
Today, personalised experiences are cursed by the digital three wise monkeys.
• We hear this: personalisation helps us win and retain customers.
• We see this: poor, inconsistent and non-personalised customer experiences.
• We say this (A LOT!): useful and useable content is critical for those ‘right-time’ experience.
How do you approach creating content for personalised experiences? Where do you start? Who needs to be involved?
What don’t we know? Cleve Gibbon will help answer these questions by giving examples of how clients, big and small, are
approaching personalisation. What does a content model for personalisation look like? Cleve will walk through common
content challenges and help turn them into future strengths, in order to help capitalise on the opportunities that content
modelling for personalisation brings.
• Learn how to approach personalisation conversations around content.
• Understand how to evaluate and critique content models for personalisation.
• Get up to speed, fast, with how others are shaping content to deliver multi-channel personalised experiences.
• Work with your industry peers to self-organise and work in cross-disciplinary teams.

To better understand how to approach to designing structured content
for personalisation.

Who am I?
• ‘70s – hyperactive child to nightshift nurses
• ‘80s – designer, come gamer, and console hacker
• ‘90s – student, lecturer, modeler and UI developer
• ‘00s – platform developer / architect building trading &
platforms
• ‘10s – consultant in content, platforms, experience
management to operationalise client promises
I work equally across the business, content and technology to
create engaging platforms to better serve our customers

Who am I?
• ‘80s – bookish child of an IT dev and a PM
• ‘90s – linguist, magazine writer
• ‘00s – marketer, journalist, CMS wrangler,
technologist, content strategist
Today, I work across content and technology to
help businesses make content a genuine asset.

Say
hello!

Why did you choose our workshop?

What issues or challenges have you had with
personalised content or content modelling?

What is the one thing you want to take away from our
workshop?

Content Modelling 101

Why content model?
enhance
author experience
shared
language
content
modelling
build
x-discipline teams
APIs
for access
define
structure
add
meaning
Align
Thinking
http://www.slideshare.net/cleveg/why-content-model
better manage
content
(CMS)
…

Content Architecture
Content
Context Users
Content
Wireframes, Blueprints
Metadata, Taxonomy, Thesauri
Labelling, Navigation, Search
Content Inventories & Mapping
Content Models, Author Experience, Workﬂow
Structured, Reusable & Personalised Content
Content Administration, Asset Organisation
Role-Based Content, Permissions
Content Scale, Storage, Analytics
MIND THE GAPFILL THAT GAPWITH CONTENT, UX AND TECHNOLOGY PEOPLE
Information
Architecture
Content
Architecture

Deliver Content-Driven Experiences
Plan, manage, publish and optimise content
in a predictable, repeatable and scalable manner
to deliver contextually relevant, personalised experiences.
WhatHow
Why

Context
Personalised Experience
Content Services
Content Personalised
Experience
Content
Engine
Intelligent Content
Plan, manage,
publish and
optimise content
in a predictable,
repeatable and
scalable manner
Please
Model Your Content
Here!

http://www.markboulton.co.uk/journal/structure-first-content-always
You can create good experiences without knowing the content.
What you can’t do is create good experiences,
without knowing your content structure.

Content Modelling Benefits: A few
1. Adaptive Content – to enhance the “flow” of content.
2. Responsive Design – to display content across multiple devices.
3. Author Experience – to create smart, author friendly, interfaces.

Adaptive content
Don't get set into one form.
Adapt it and build your own, and let it grow, be like water.
Empty your mind, be formless, shapeless — like water.
Now you put water in a cup, it becomes the cup;
You put water into a bottle it becomes the bottle;
You put it in a teapot it becomes the teapot.
Now water can flow or it can crash.
Be water, my friend.
Bruce Lee: A Warrior’s Journey (2000)

Raw
Self
Describing
Modular
Content modelling enables adaptive content to transform and
transport everywhere it needs to be.

Responsive Design
http://mediaqueri.es/

Content modelling is critical to continuously communicating
the structure and meaning of content to and from designers.
Content
Model
Web
Developer
Content
Modeller
Visual
Designer
CMS
Engineer

Author Experience
Give authors rich experiences for producing content.

Content modelling provides early and continuous access
to content structure to define and design
the best experience for authors to create great content.
Structured
Content
Content
Model
Authoring
Interfaces
understands creates

26
©2014 All rights reserved.
Author Experience
Experiences that enforce and make taxonomy accessible.

27
©2014 All rights reserved.
Author Experience
Experiences that facilitate search and the reuse of structured content.

Summary of benefits
• Adaptive content uses the model to make content flow like water.
• Responsive design uses it to best display within multiple devices.
• Author enhanced interfaces use it to produce intelligent content.
• All these benefit Personalisation too.

Discussion
How does this fit within
your part of the world?

The Content Model

A content model is a formal representation of
structured content as a collection of content types
and their inter-relationships.

Chart Song
Album Page
Artist Profile

Design-Time: Type, Attributes and Relationships
A content type is an information asset. It is an abstraction that
captures the essential characteristics (attributes) of content that
distinguish it from all other kinds of content.
An attribute is a property of a content type. For example, the
content type Person may have three attributes, age, name, and
title. Collectively, the attributes define what a content type is.
A relationship defines how one content type relates to another.
There are many different types of relationship, e.g. whole-part,
inheritance, association, depending on the level of detail.
Event
Venue
name
logo
description
address
capacity
cost
name
logo
summary
organiser
start date
end date

Run-Time: Content Items
Event
name
logo
organiser
start date
end date
Content ItemContent Type
Instantiate
Event
name
logo
organiser
start date
end date
Copy
Structure
Event
name
logo
organiser
start date
end date
TheOlympics
JPEG
IOC
5th Aug, 2016
21st Aug, 2016
Assign
Values
Event: Summer Olympics
name
logo
organiser
start date
end date
TheOlympics
JPEG
IOC
5th Aug, 2016
21st Aug, 2016
Assign
Name

Content Packages

Summary
• Content models are formal representations of structured content.
• Content models should be simple, clear and relevant.
• Content models are the result of content modelling.

Content Modelling
By Example

Content modelling is the process of creating a content
model to add structure and meaning to information.

Content Modelling: 3 Simple Steps
1 2 3
Define each content
type and their attributes.
Refine how content types
relate to one another.
Mine all the different
types of content.

Remember to…
…value content
modelling over the
content model.

Group Content Modelling Session 30
Mins

Member
Review
EpisodeSeriesMovie
* *
** *
movieReviews
related seriesEpisodes
seriesReviews

Movie Series
Episode MemberReview
title
duration
synopsis
cast
director
starring
genres
moods
keywords
longDescription
audio
subtitles
movieReviews
memberRating
netflixProduction
minutesWatched
title
year
duration
synopsis
imageTeaser
maturityRating
memberRating
cast
director
starring
genres
moods
keywords
longDescription
seriesEpisodes
audio
subtitles
seriesReviews
memberRating
netflixProduction
minutesWatched
title
year
duration
synopsis
imageTeaser
maturityRating
memberRating
season
sequence
imageTeaser
rating
description
reviewAsset
feedback

Our ‘Netflix’ Content Model
• Mined out the content types.
• Defined attributes for content types.
• Refined relationships between content types.
Member
Review
EpisodeSeriesMovie
* *
** *
movieReviews
related seriesEpisodes
seriesReviews
Now think…
• Author Experience
• Adaptive Content
• Responsive Design
• Content APIs
• Personalisation

And remember…
…No model survives first contact with real content.
http://www.clevegibbon.com/2013/09/no-model-survives-first-contact-with-real-content/

Personalisation 101

Mutually beneficial connections

Personalisation: an invitation to connect, not a demand

Personalisation isn’t about abuse of information
(Not a strictly accurate headline, but you get the point…)

Reasons to do personalisation
There is a clear, identified need amongst users for it
• Diverse audiences with distinct content needs
• Large number of similar products/content elements
• Repeat customers who need to see their history
• When recognition and loyalty is a clear part of the customer
experience

Clues to identify those needs
• Persona approach
Where two or more audience personas are accessing the same
piece of content, looking for difference elements of information
• Top Tasks approach
Where a key customer task has an outcome that is subject to their
own personal taste or preference

Personalisation
How much can you do?

How much personalisation can you do?
received data
collected data
given
data
ANYONE
JUST YOU
CONTEXT
PERSONALISATION
GENERAL
SPECIFIC TO
YOU

Received data
http://www.houseofkaizen.com/conversion-rate-optimisation/services/content-personalisation/

Collected data

Given Data

Personalisation
How much can you do: Netflix

Netflix Top Task – the personalisation rationale
“I want to find a film or TV show
that I will enjoy watching right now”

Netflix Received Data

Netflix Collected Data
• Personal details: name, address, billing details
• Account details:
– length of membership
– frequency of use
– what you watched
– what day and time you watched
– how much of it you watched
– device(s) used

Netflix Given Data

Netflix personalisation results

Netflix personalisation results
   

…but not everywhere

Exercise!
Use the data sets to extend the
content model, so that users can
more confidently choose a film
they like.
Work as a table group, and
report back
30
Mins

Wrap Up

Parting Thoughts
• Content modelling enables you to do as much personalization
as your users need
• Content modelling and personalization are continuous
activities, not ‘fire and forget’
• Content strategists are the best people to design content with
personal data. If not you, then who?

The Parking Lot
Did we miss
anything?
5
Mins

Resources
• http://www.clevegibbon.com/content-modeling
• http://www.slideshare.net/cleveg/why-content-model
• http://www.slideshare.net/cleveg/content-modelling-2013-lite

Advise. Deliver. Support.
cleve.gibbon@cognifide.com | kate.kenyon@cognifide.com

Content Modelling for Personalisation

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