Rock U - Personalization - Personalization

Transcribed Video Content

Rock is all about personalization and Rock has all kinds of features that allow you to tailor your message so that people hear what makes sense to them. Let's look at how to set up personalization in Rock and a couple different ways that you can personalize your message. Let's look into personalization segments and request filters, how to set those up. But first of all, I wanna show you how to make sure that personalization is enabled on your website. You'll do that by going to admin tools, then websites. And in this case, we're looking at the external website. You'll click edit and scroll And the things that you'll wanna pick here is, first of all, whether you want to enable visitor tracking and that means anonymous visitors will get some information using cookies that can be helpful for us and also enable personalization. And this really simply just allows you to start tracking data you need to give people content that makes sense to them. So we've got this set up. Now we're gonna go to admin tools, settings, and start typing in personalization, and we'll click on personalization segments. We have quite a few set up here already, and you can kinda get some context for how these work. You can pick a category, you can pick a data view if you'd , all kinds of things to get a group of people that you can use so that you can personalize content based on these segments of people. And clicking here on any one of these segments will start giving you a list of people that match this segment just so you can make sure the segment you set up makes sense. You can also secure these segments and see how long it takes to update these if they're on a persistent schedule, as well as how many anonymous individuals are in that list. So just as an example, let's look into the female personalization segment. So we've picked the name, also a key, which is important if you're gonna be using this in contexts where you're using Lava or other things. It's just nice to pick a key that makes sense to you. Then also one nice thing can be to write out a description so who this segment is tailored to and anyone else who comes across this segment in the future knows when they should use it. Then we've picked the category of communications here. Now persistent schedule. This is helpful if you wanna have a regularly updated running list of who's in this personalization segment, especially if you're using this segment on a recurring basis. And you can pick a schedule that you set up, whether it's a named schedule that you wanna use in multiple places or unique schedule you want to set up, but let's just pick an interval and we'll say every seven days come and update this personalization segment. Now filters, this is really important. First of all, one thing to know is you won't get any anonymous visitors if you're using a data view because inherently data views are pulling in people that we know. But we've picked a specific data view, which just it's just pulling all the females that are in the organization. And here we have some other filters we can filter on so that we can really specify who's in this segment. And something to note is between all of these, you can pick whether you want any or all of these filters to be met for a person to be in this segment. Also note that as you add filters here, people will have to be in essentially all of these conditions to be a part of the segment. So for example, if we add a session filter here, and this is just saying how many sessions has this person had on a site. So we could say this person has visited our external site three times between a certain number of days and we save this, then that means people in this segment not only have to be in this female data view, they also have to meet this session filter. We're gonna remove it for now. Another thing you can filter on is page views. So you can pick a site, a specific page, and even the child pages beneath that page and how many data views or sorry, how many page views they will have had to have on this page to be considered a part of this segment. You can even pick a date range and be super specific about things the URL and some UTM related things so you can pick exactly who the person is who matches this profile. Then interaction filters, this allows you to get really specific because Rock tracks quite a few interactions that give you context. For example, we could say people who've interacted with Rock check-in and you could even pick a specific component within that channel, interaction type, how many interactions, and a date range. But we have the filters that we want here, we're gonna save. And now just remember this female personalization segment. Now let's look at request filters. We'll go admin tools, settings, and start typing in request filters, then click on it. We already have a request filter set up here, but let's add a new one. And let's just name this new visitors, and it's automatically creating a key for us. We can pick a site as well. In this case, we're just gonna leave it open so we can use it on multiple sites. But the thing is with request filters, this is collecting data that you don't need to have a person logged in for. So this can be super helpful if you wanna personalize your site for people who are not logged in. You can pick which kind of visitor we want, which visitor type, and we're saying new here because we're just looking for new visitors. We can also pick the device type and so we can track whether we want the content that we're gonna filter on. We want these people, we can know if they are using a desktop, tablet, or mobile device to access the website. You can even pick which browser, and we just have a list of browser families and even the major version they're on in case we wanna be really specific about the filters. Also the location and timing, what day of week or time of day is this person accessing the site, even geolocation. Get super specific about country codes, region codes, city, so you can really tailor your website to these people. And then request signals are some other things, and it takes query string parameters in the URL, and you can customize whether people meet these request filters based on what's in the query string, which is just the thing that's appended to the end of a URL, you can set this up. Also, if a person has specific cookies present in their browser And with these, you're just using a key and it's the cookie name and then the value of that cookie and whether it has to be equal to, contain, does not contain, start with, end with. Then IP addresses as well. You can pick parts of the IP address such as the beginning and end and just have a range or just say not in range of this IP address and then you can have someone match this request filter. But in this case, we're just going to leave this as new for the visitor type, meaning this person is having their first visit to the site, and we wanna show them something specific based on this. Now we've saved and we have personalization segments and request filters at our disposal. Let's talk about what we can do with that. First of all, with Lava, we have a special Lava filter called personalization items, and it returns an array of personalization items for a specified person in the current page context, meaning that you can use segments and request filters to dynamically show different content on a page. For more on this, please read our Lava documentation on the community site. Now another helpful thing also Lava related is the personalized command. So this command allows you to pick again segments and request filters. It's super simple and you can show content only when people meet certain standards and you can pick whether they need to match all or any of these segments and filters. So that's another really helpful way to filter or personalize your site. Now back to our internal page, I wanna show you how we can connect these segments and filters to a content channel. So we're going to go to a content channel under admin tools, content channels, and we're going to pick here. Let's see. So in this case on our external site, we're showing some content. We have some content channel items shown, and these are the external website ads. I'm gonna show you how we can personalize these. So we're gonna go to our external website ads content channel and we're gonna click edit, then we have settings here. We wanna make sure that we have enable personalization on. And with that enabled, we can be specific about either who sees certain content items or make it more likely that someone sees a content item. So just for this example, I'll show you right now, we have the car show showing up first here, but we want Rock solid finances to actually show up to a specific group of people. So we're gonna go find that content item and we're gonna load it up. And you'll see here since we have personalization enabled, we have segments and request filters available. So I'll click on segments and we have all those personalization segments you saw earlier. Let's say we only want people who are female to see this item or actually we're not explicitly saying that, we're just personalizing and then we can pick with this personalization what we wanna do when it comes to the actual block that I just showed you. So we can even pick multiple segments. And what this is doing here is if we have multiple segments, then for this item to be personalized, it's only going to be shown to people that are female or male, which is obviously encompassing everything. So you wanna make sure that whatever you put in these segments are actually going to be the list of people that you want to show this to. This means the segments are female and active giver with a scheduled recurring gift and male. Now something different is if you pick a request filter, we're gonna pick the new visitors request filter, then this is saying this will be personalized to people who are both in the segment of female and have a request filter of new visitors. So it's different than having two things within segments or two things within request filters because for example, if we add new visitors and givers, we're again saying new visitors or givers. But with segments and request filters, you're narrowing down who this is personalizing to. Now for the sake of this example, we're gonna be viewing the external site as Alicia and she's in the female segment, but she's not a new visitor, so I'm gonna remove this request filter and we'll go and save. Now this item has been personalized. Let's go back to the external site and look at how we can make Alicia's experience actually different. So if we scroll down here, once we're getting more towards the bottom, there's this filter and sorting settings. So what we can do here is we can actually pick between these options and it changes how personalization is treated. If we say ignore, then nothing will be reordered based on people's segments or filters. If we pick prioritize, then it will put the thing that's personalized to you at the front or the top of this list of items. Or if you filter, it will only show things that either have been filtered to you or personalized to you. And it will also show things that you've not specifically picked personalization for, but say in the case of Alicia Marble right now, we had other items that we had put the personalization segment of male for, then she wouldn't be able to see those. She'd only see the personalization segments not marked or marked as female. But for the sake of this example, we'll pick prioritize and then boom. There we go. Rock solid finances has been elevated to the top of the list, and now Alicia is seeing what she wants to see. Great. Now your site adapts more to people depending on what makes sense to them, and it allows you to meet them where they're at. Thanks for watching this video and have a great day.