1. Strategic approach
In the first step, we defined the goals, data culture, and data maturity. An important preliminary process to make the team aware of the importance of a strong data culture and how they need to think about personalization to address it from a well-founded strategy. The focus was mainly on defining key personas: students looking for higher education, current staff, and others like high schools, job seekers, and companies. Among the student persona, we distinguished 2 types of students:
- generational students, graduating from high school
- lateral students, adult students who are reorienting or doing a side course and thus often study and work at the same time
An important finding to keep in mind is the significant rise of the second type, the lateral students. An audience to target with relevant personalization.
What is relevant personalization? To make sure visitors get the right information, relevant to their profile, content is personalized for their specific needs. If you’re labeled under the category ‘lateral student', the website is adjusted with information to your profile. For example, you’ll automatically get extra information on work-student facilities, exemptions, educational leave… that regular students don’t see.