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The Personalised University
Clifford Sanders
Online Projects Manager
Gareth McAleese
Web Development Manager
Presentation Overview
 Customisation and Personalisation what are
they?
 Why Personalise?
 Personalisation Components
 Visitor Relationship Marketing
 Privacy Concerns
 My University of Ulster
 Some Summary Points
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’
What is Personalisation?
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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”
Why Personalise?

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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)
“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
“Sites who fail to provide
relevant content and helpful
functionality drive away
approximately 40% of repeat
traffic”
Source: Forrester Research
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
Personalisation Components
 The Key components
 User Profile
 Preferences
 Platforms
 Processes
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
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)
Business Rules
 Explicitly defined rules
 Constantly evolving (or should be)
 Can sometimes be hard to express
electronically
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
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
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”
Some Example Sites
 www.amazon.com
 www.blackstar.co.uk
 www.bbc.co.uk
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
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?
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
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)
Summary
 Requires
 a clearly thought out Internet policy
 Highly competent technical team
 Benefits (Visitor)
 Saves Time & Money
 Better Information
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