A Taxonomy for Dynamic Content Personalization
Personalized Content for More Conversions and Increased Loyalty
We optimized Salesforce’s taxonomy and tagging strategy to enable a more dynamic, targeted, and personalized user experience on salesforce.com
- Taxonomy audit
- Personalization rules and requirements
- Content tagging roadmap
- Taxonomy and governance workflows
- Overview of taxonomy tools
The Situation
Salesforce wanted to evolve its content taxonomy to facilitate personalization on its website. Personalized content delivery creates richer user experiences, deepens customer relationships, increases engagement, and boosts conversion rates. But successful personalization requires a solid back-end taxonomy and tagging strategy to serve up the right content.
The Challenge
Several different taxonomies were being managed in multiple systems. Primary tags had been created in Adobe Experience Manager but had only been applied to some content and were largely used for filtering. The digital content strategy team needed a consolidated, enterprise-wide, user-friendly taxonomy with a clear roadmap for long-term management and governance. This would allow for consistent tagging, which is essential for effective personalization.
The Approach
- Researched end-user priorities and validated current taxonomy structure with stakeholders across teams
- Audited existing taxonomy structures and their current application and use across the content ecosystem
- Defined pilot personalization use cases and rules
- Prioritized content attributes used to drive personalization
- Reviewed and recommended taxonomy management tools
- Mapped workflows and developed taxonomy governance framework
- Recommended reorganization of taxonomy namespaces and categories
The Result
“We brought Tendo in to validate a taxonomy that was created for us years before we could use it for dynamic content personalization. Tendo corrected course for us and showed us that while we had the proper tags, many were organized incorrectly. We now have more than 750 assets consistently tagged and ready to be surfaced across our website using simple business rules. Tendo also helped establish best practices for tagging, which allows various parties to tag content similarly.”
–Arthur Patterson, Content Strategy Manager, Salesforce
