- 18 Jun 2018
- Scott Cole
At eventfolio we spend the vast majority of our time building event websites, complex registration processes and customer portals which require significant levels of personalisation. This is generally driven by the membership associations we work with, and that these organisations really want to deliver the most engaging experience possible for their users.
In order to deliver a truly personalised and optimised event experience we need data, and compared to most, membership organisations are very good at knowing all about their members. Member data can consist of almost anything from the level of membership to areas of special interest. Whether of course, they are able to use that data with their event website will depend on a number of factors - the quality of their CRM or back office systems and their chosen event platform and provider capabilities.
Assuming that there is solid integration between the event website and back office systems, it is common to use tags and flags within the CRM to flag content and allow the user to also identify their areas of interest or preferences using the same flags, this creates a single source of truth.
Permissioning a page based on membership level or highlighting a resource based on a flagged specialist interest offers some value however, quite often we want to nudge users based on more advanced rules.
eventfolio have invested heavily in perfecting our rules engine and it is the single most important component for personalisation.
- "If the logged in user has attended an event in the last 30 days but their email has just bounced" → Show this content
- "If the time to the event is X days and the user has not booked to attend any sessions" → Send them a reminder email and highlight specific sessions based on their interests
- "If the user is due to renew their membership in less than 30 days " → Show this visual reminder
- "If the user is visiting from outside the UK" → Display the cost of the event in their home currency and automatically apply reasonable adjustment if applicable
- "If the user filling in the registration form is a member" → Hide the questions we already know the answers to
By making a rich set of data available to the event platform around user profile and activity, rules are automatically generated based on the data relationships and then we provide a simple drag and drop rules engine. This enables us to focus our efforts on data rather than determining all the personalisation options up front and coding all the functionality. We can make these personalisations available in the event website content or to individual email recipients
We’re massively excited about our rules engine, we see it as the personalisation game changer, and like anything else in our eventfolio platform, developers can code their own at lightning speed.
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