Digital Marketing Customer Experience – Personalization Accelerator for SharePoint (PAS)

1. Digital Marketing Customer Experience – Personalization Accelerator for SharePoint (PAS) • EPG World Wide Industry Platform and Solutions Team • Colin Masson (Industry Manager) • Kevin Kerr (Technology Strategist)

2. What is PAS?Personalization Accelerator for SharePoint PAS uses a Targeting Cookie and Profile to “learn” user behavior from multiple levels deep in your site PAS uses that information to modify your landing page and sub-pages with PAS Web parts that you have interacted with or are interested in the most PAS doesn’t require login or authentication Learning can be un-learned as requested or stopped as requested by the user PAS adds competitive advantage to our consumer Web experience platform. Our competitors don’t have this capability.

3. Digital Marketing SA: Behavioral Targeting (PAS) Persona: Christine Hughes 40 years old, married, two kids,works full time Always trying to make the best choices for her family Uses online tools on a daily basis to stay current Christine’s husband is a diabetic who is carefully managing his diet and is concerned with a healthy and active lifestyle Visit 1 Christine visits Contoso foods, she starts to browse around to discover what is on the site and the kinds of information available. During this visit, PAS starts to learn Christine’s interests and behaviors. At this point she has been presented with the default Web experience.

4. Digital Marketing SA: Behavioral Targeting (PAS) Visit 2 Christine has a little more time today and finds some interesting recipes on the Contoso site. Christine notices there is a Healthy Living page on Contoso and clicks it.

5. Digital Marketing SA: Behavioral Targeting (PAS) Visit 2 On the Healthy Living page, Christine finds the Diabetes Daily page which provides a lot of good information to help her better understand food choices available that support a low-sugar and diabetic healthy diet. Christine Bookmarks this page so she can find it again on her next visit. Christine clicks the “Managing Diabetes” articles and clicks on an interesting article about a diabetic success story.

6. Digital Marketing SA: Behavioral Targeting (PAS) Visit 2 These articles are going to be very helpful for Christine. The PAS system makes note of these selections and click-through behaviors and stores them in Christine’s Cookie and Profile.

7. Digital Marketing SA: Behavioral Targeting (PAS) Visit 3 On this visit, Christine finds the Healthy Living Message Board. She begins to read through some of the messages. PAS makes note of this for later use.

8. Digital Marketing SA: Behavioral Targeting (PAS) Visit 4 Because Christine has two children, today she decidesto visit the “Your Kids” section of the Web page where she finds some interesting kid-friendly recipes.

9. Digital Marketing SA: Behavioral Targeting (PAS) Visit 4 At this point PAS has “learned” that Christine has an interest in diabetes information, recipes, healthy living, and kid-friendly foods. These preferences have been stored in Christine’s profile and cookie.

10. Digital Marketing SA: Behavioral Targeting (PAS) Visit 5 When Christine returns to Contoso Foods, her landing page has been “Morphed” to fit her interests and behaviors. The Managing Diabetes Web Part has been rendered on the main page, and PAS has matched her interests in diabetes, recipes, and kid-friendly foods to provide her a recipe for sugar-free whole wheat pancakes. Microsoft Tag delivers to her mobile for shopping. PAS data also integrates with Microsoft’s AdCenter platform which provides targeted ad content. Christine feels like Contoso knows her, what she is interested in and her “experience” with Contoso Foods Digital Marketing Web has been greatly enhanced. Learned Content

11. Digital Marketing SA: Behavioral Targeting (PAS) Visit 5 If Christine were to return to her bookmarked Diabetes Daily page instead of the main landing page she will receive a notice in her menu bar. This notice will inform her that the main page has been “Morphed” to meet her needs. At this time she can click that notification and go to the main page, or turn off the PAS learning behavior. At any time Christine can “Reset” learned behaviors if her interests change completely. Until then PAS will continue to learn and provide greater and more refined personalization experiences for Christine with each visit to Contoso Foods.

12. Digital Marketing: Behavioral Targeting (PAS) Presentation Layer Consumer Web Site Mobile Experience Blog Web Part Wiki Web Part Ad’s PAS XAML Web Parts Search Mapping Social Networking Windows Mobile Gadgets Cross-Channel integration with Microsoft Tag Mobile Sites Application Layer Profile Web Service FAST ESP WPF Silverlight XAML Web Parts Blog Wiki Web Sites Virtual Earth Live API’s Behavioral Targeting Microsoft TAG Live Search XML Metadata Podcasting SPS Content Management Telligent Mobile Gadgets .NET Live Services SharePoint FIS Data Layer Universal Cookie Ad Inventory User Profile Data Store Content Management Repository XML Metadata OS

13. © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.