{"id":17153,"date":"2023-01-13T10:22:31","date_gmt":"2023-01-13T15:22:31","guid":{"rendered":"https:\/\/enterprise-knowledge.com\/?p=17153"},"modified":"2023-01-13T13:16:43","modified_gmt":"2023-01-13T18:16:43","slug":"breaking-it-down-what-is-personalization","status":"publish","type":"post","link":"https:\/\/enterprise-knowledge.com\/breaking-it-down-what-is-personalization\/","title":{"rendered":"Breaking it Down: What is Personalization?"},"content":{"rendered":"<p>I consistently hear \u201cpersonalized\u201d used to describe technical features, and it is not always clear what the term means. The term \u201cpersonalized\u201d often leads us to ask,<\/p>\n<ul>\n<li aria-level=\"1\">How is the feature personalized, i.e. what factors lead to the outcome?<\/li>\n<li aria-level=\"1\">At what level is the feature personalized, for a group or individual?<\/li>\n<li aria-level=\"1\">What criteria can we use to measure the personalized results?<\/li>\n<\/ul>\n<p>Personalization applies to content, learning materials, notifications, and several other features in everyday software. When implemented effectively, personalization improves user engagement, experience, and retention. In this blog, I will define personalization, discuss the goal and benefits of personalization, and provide a few examples of how to implement personalization successfully.<\/p>\n<p><a href=\"https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/EK_Blog_James_Midkiff_01062023-scaled.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-17203 aligncenter\" src=\"https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/EK_Blog_James_Midkiff_01062023-771x405.jpeg\" alt=\"\" width=\"640\" height=\"336\" srcset=\"https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/EK_Blog_James_Midkiff_01062023-771x405.jpeg 771w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/EK_Blog_James_Midkiff_01062023-336x176.jpeg 336w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/EK_Blog_James_Midkiff_01062023-768x403.jpeg 768w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/EK_Blog_James_Midkiff_01062023-1536x806.jpeg 1536w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/EK_Blog_James_Midkiff_01062023-2048x1075.jpeg 2048w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<h2>Defining Personalization<\/h2>\n<p>As Joe Hilger mentioned in his recent <a href=\"https:\/\/enterprise-knowledge.com\/taking-content-personalization-to-the-next-level-graphs-and-componentized-content-management\/\" target=\"_blank\" rel=\"noopener\"><strong>content personalization blog<\/strong><\/a>, \u201cA common phrase in Knowledge Management is \u2018Deliver people the right information at the right time!\u2019.\u201d Personalization can be defined by the shorter phrase, \u201cdeliver people the right information.\u201d The right information is determined by adapting results based on the following:<\/p>\n<p><strong><a href=\"https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-profile-139145-64266E.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-17205\" src=\"https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-profile-139145-64266E-140x140.png\" alt=\"\" width=\"50\" height=\"50\" srcset=\"https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-profile-139145-64266E-140x140.png 140w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-profile-139145-64266E-336x336.png 336w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-profile-139145-64266E-771x771.png 771w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-profile-139145-64266E-768x768.png 768w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-profile-139145-64266E-390x400.png 390w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-profile-139145-64266E.png 1200w\" sizes=\"auto, (max-width: 50px) 100vw, 50px\" \/><\/a>Rules:<\/strong> Changing what is shown based on known facts about the individual (i.e. their background, interests, or department in the organization, etc.).<\/p>\n<p>&nbsp;<\/p>\n<p><strong><a href=\"https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-consumer-behavior-898392-332950.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-17206\" src=\"https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-consumer-behavior-898392-332950-140x140.png\" alt=\"\" width=\"50\" height=\"50\" srcset=\"https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-consumer-behavior-898392-332950-140x140.png 140w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-consumer-behavior-898392-332950-336x336.png 336w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-consumer-behavior-898392-332950-771x771.png 771w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-consumer-behavior-898392-332950-768x768.png 768w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-consumer-behavior-898392-332950-390x400.png 390w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-consumer-behavior-898392-332950.png 1200w\" sizes=\"auto, (max-width: 50px) 100vw, 50px\" \/><\/a>Behavior:<\/strong> Identifying patterns and similarities between users to show likely results.<\/p>\n<p>&nbsp;<\/p>\n<p><strong><a href=\"https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-prediction-4487270-5A2B84.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17207 alignleft\" src=\"https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-prediction-4487270-5A2B84-140x140.png\" alt=\"\" width=\"50\" height=\"50\" srcset=\"https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-prediction-4487270-5A2B84-140x140.png 140w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-prediction-4487270-5A2B84-336x336.png 336w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-prediction-4487270-5A2B84-771x771.png 771w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-prediction-4487270-5A2B84-768x768.png 768w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-prediction-4487270-5A2B84-390x400.png 390w, https:\/\/enterprise-knowledge.com\/wp-content\/uploads\/2023\/01\/noun-prediction-4487270-5A2B84.png 1200w\" sizes=\"auto, (max-width: 50px) 100vw, 50px\" \/><\/a>Predictions:<\/strong> Learning from rules and known behaviors to make best-guess predictions about an individual.<\/p>\n<p>When marketers sell products, they have more success selling to consumers who can relate to their purchases. If a marketer intentionally connects their product with a consumer based on a profile of a consumer\u2019s behavior, characteristics, and preferences, the consumer is more likely to purchase the product. Personalization leverages the wants, needs, and attributes of a consumer or end-user to provide relevant content, learning materials, or other digital touch-points like notifications. If content design utilizes end-user information to customize content for a particular user or group of users, they are more likely to engage with the content.<\/p>\n<h2>The Benefits of Personalization<\/h2>\n<p>As a result of the information age, the amount of content available to users increases exponentially daily. Finding key information in the vast knowledge space of an organization is more difficult each day. The steps we can take to curate the data that employees or consumers have to sift through before finding what they need are critical to reducing time spent searching and improving satisfaction with results.<\/p>\n<p>According to <a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/personalizing-the-customer-experience-driving-differentiation-in-retail\" target=\"_blank\" rel=\"noopener\"><strong>McKinsey<\/strong><\/a>, a personalized experience increases employee engagement 20-30%, and <strong><a href=\"https:\/\/c.smarterhq.com\/resources\/Retail-Personalization-Playbook.pdf?focal=none&amp;mtime=20200616175059\" target=\"_blank\" rel=\"noopener\">SmarterHQ<\/a><\/strong> reinforces that with their finding that 72% of consumers say they only engage with personalized messaging. There are numerous benefits to using personalization including enhanced <a href=\"https:\/\/enterprise-knowledge.com\/user-centric-content-engineering-to-improve-customer-experience\/\" target=\"_blank\" rel=\"noopener\"><strong>user experience<\/strong><\/a>, improved performance of daily tasks, and reduced time and clutter of information. The benefits of leveraging personalization vary depending on the use case, so let\u2019s take a look at some examples of how to impactfully apply personalization.<\/p>\n<h2>Personalization Use Cases<\/h2>\n<p>A common use of personalization is in a learning ecosystem when developing a course (or learning path) for an individual learner. In this case, the learning materials and assignments presented to the learner can change based on the learner\u2019s preferences, previously proven abilities, or other background information. Every learner grasps concepts differently, and the ability to adapt courses to optimize comprehension and retention of course material so learners can accurately utilize the information is key to meeting success criteria. An example of this is personalizing learner feedback based on how a learner reacted to an interactive prompt. If a learner answers a formative assessment question incorrectly, we may want to provide more specific resources or a plan to reinforce relevant material. Going beyond the course, learners may want to personalize their coursework timeline by configuring the timing and set up of microlearning assets and notifications to remind them to re-engage and strengthen lesson reinforcement.<\/p>\n<blockquote><p>\u201cDelivering personalized digital experiences is another tool in your knowledge management toolbox \u2013 helping deliver the right information to the right people at the right time.\u201d &#8211; Enterprise Knowledge (on building a <a href=\"https:\/\/enterprise-knowledge.com\/content-personalization\/\" target=\"_blank\" rel=\"noopener\"><strong>personalization<\/strong>\u00a0<strong>proof of<\/strong> <strong>concept<\/strong><\/a>)<\/p><\/blockquote>\n<p>Another emerging personalization trend in the knowledge management space is using personalized search results in company public or internal-facing search platforms. When a user enters a search query, search platforms can leverage more than just the query to produce the result. The system may also recognize the user\u2019s<\/p>\n<ul>\n<li aria-level=\"1\">department,<\/li>\n<li aria-level=\"1\">geographic region,<\/li>\n<li aria-level=\"1\">company or project role, and<\/li>\n<li aria-level=\"1\">current projects.<\/li>\n<\/ul>\n<p>By using all this information, we can boost search results produced by the same department, related to a region, or match objectives tied to the user\u2019s current role and projects. The personalization approach and specifics of boosting should be<strong>\u00a0<a href=\"https:\/\/enterprise-knowledge.com\/action-oriented-search-workshop\/\" target=\"_blank\" rel=\"noopener\">workshopped<\/a>,<\/strong> iterated on, and tested to optimize results, and <a href=\"https:\/\/enterprise-knowledge.com\/taxonomy-in-the-age-of-personalization\/\" target=\"_blank\" rel=\"noopener\"><strong>tied into a<\/strong> <strong>taxonomy<\/strong><\/a> best describing the knowledge domain.<\/p>\n<h2>Conclusion<\/h2>\n<p>Personalization is an important aspect of improving the findability and discoverability of information. With successful application, personalization provides individuals access to relevant information that was previously buried or obscure. If you or your organization have questions about starting your personalization journey or have a topic of interest you would like us to cover next in our \u201cBreaking it down\u201d blog series, <a href=\"https:\/\/enterprise-knowledge.com\/contact-us\/\" target=\"_blank\" rel=\"noopener\"><strong>contact us<\/strong><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I consistently hear \u201cpersonalized\u201d used to describe technical features, and it is not always clear what the term means. The term \u201cpersonalized\u201d often leads us to ask, How is the feature personalized, i.e. what factors lead to the outcome? At &hellip; <a href=\"https:\/\/enterprise-knowledge.com\/breaking-it-down-what-is-personalization\/\"  class=\"with-arrow\">Continue reading<\/a><\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[187,186],"tags":[445,1063,1197],"article-type":[100],"solution":[1091],"ppma_author":[1391],"class_list":["post-17153","post","type-post","status-publish","format-standard","hentry","category-advanced-content","category-software-development","tag-content-design","tag-content-personalization","tag-personalization","article-type-blog","solution-content-assembly"],"acf":[],"featured_image_urls_v2":{"full":"","thumbnail":"","medium":"","medium_large":"","large":"","1536x1536":"","2048x2048":"","slideshow":"","slideshow-2x":"","banner":"","home-large":"","home-medium":"","home-small":"","gform-image-choice-sm":"","gform-image-choice-md":"","gform-image-choice-lg":""},"post_excerpt_stackable_v2":"<p>I consistently hear \u201cpersonalized\u201d used to describe technical features, and it is not always clear what the term means. The term \u201cpersonalized\u201d often leads us to ask, How is the feature personalized, i.e. what factors lead to the outcome? At what level is the feature personalized, for a group or individual? What criteria can we use to measure the personalized results? Personalization applies to content, learning materials, notifications, and several other features in everyday software. When implemented effectively, personalization improves user engagement, experience, and retention. In this blog, I will define personalization, discuss the goal and benefits of personalization, and&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/enterprise-knowledge.com\/category\/advanced-content\/\" rel=\"category tag\">Content Strategy and Operations<\/a>, <a href=\"https:\/\/enterprise-knowledge.com\/category\/software-development\/\" rel=\"category tag\">Technology Solutions<\/a>","author_info_v2":{"name":"EK Team","url":"https:\/\/enterprise-knowledge.com\/author\/enterprise-knowledge\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Breaking it Down: What is Personalization? - Enterprise Knowledge<\/title>\n<meta name=\"description\" content=\"Personalization applies to content, learning materials, notifications, and several other features in everyday software.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterprise-knowledge.com\/breaking-it-down-what-is-personalization\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Breaking it Down: What is Personalization? 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