1. WGBH My Public Media Portal and myWGBH July 2015 Teri Lamitie and Cate Twohill

2. Why Does Personalization Matter?  Creates context for our content and messaging which means greater relevancy to donor or prospect  We can act on explicit requests, providing expected service  Deliver benefits and experiences unique to donors  Improves the marketing, bringing audience to our content  Average a 19% uplift in revenue (With real-time up to 33%)  25% higher open rate, 51% higher CTR 2 If you can do it right, it works © 2015 WGBH PROPRIETARY & CONFIDENTIAL

3. Types of Personalization  Custom profiles  Anonymous personalization  Real-time decision making driving content/messaging  Predictive content delivery based on visit patterns  Related/Recommendations  Specific membership messaging  Based on calendar, time of day, location, transactions  Email messaging and dynamic content 3 © 20145 WGBH PROPRIETARY & CONFIDENTIAL How do we get there?

4. Which Types Have Impact on ROI? 4 © 2015 WGBH PROPRIETARY & CONFIDENTIAL

5. Top Barriers to Success 5 Technology  Disparate sources  Inability to translate data into action Data  Legacy systems  IT roadblocks © 2015 WGBH PROPRIETARY & CONFIDENTIAL

6. We Live in a Multi-Screen World 6  Expectation exists in the marketplace for sequential and simultaneous usage © 2015 WGBH PROPRIETARY & CONFIDENTIAL

7. Goal: Create My Public Media Portal 7  Connects membership and registration, across screens  Self-service member portal – manage contact info, preferences  Exists independently from CMS, can be integrated with apps  Marry with content delivery — Based on giving levels — Based on program preferences

8. WGBH’s Technology Ecosystem On-Air Pledges 8 My Public Media Telemar keting Lockbox Car donation Online Pledges

9. Process: Bringing Together Two Large Projects 9 © 2014 WGBH PROPRIETARY & CONFIDENTIAL WGBH.org Responsive templates Content strategy Membership marketing strategy My Public Media Portal Preference management Contact info management Relationship to CRM Integration Connecting the portal to the site Registration flow Authorization of content access myWGBH

10. Process: Collaboration with Cross-Unit Teams 10 © 2015 WGBH PROPRIETARY & CONFIDENTIAL WGBH.org TeamCRM Services SkyWorld (CMS) RedPoint Global (Portal) Digital Marketing Membership Audience Services Communications

11. Achieving Omni-Channel Personalization 11 Data Mart CRM Contact Info Explicit Preferences Device info Referral source Past behavior Visit patterns CMS Media Management Delivery across channels Multiple Personalization Features in Use Transaction Data © 2015 WGBH PROPRIETARY & CONFIDENTIAL Web Visits Implicit Preferences

12. myWGBH with Portal: Version 1 Beta 12 My Contact Info My Subscriptions © 2014 WGBH PROPRIETARY & CONFIDENTIAL

13. myWGBH with Portal: Version 1 Beta 13 © 2014 WGBH PROPRIETARY & CONFIDENTIAL Website User ViewView Inside the CRM

14. myWGBH with Portal: Version 1 Beta 14 © 2014 WGBH PROPRIETARY & CONFIDENTIAL

15. Preference Management in the Portal 15 Management of explicit preferences in CRM become universally actionable across screens in an integrated environment © 2015 WGBH PROPRIETARY & CONFIDENTIAL

16. Future: Individualized Content Profile 16 © 2015 WGBH PROPRIETARY & CONFIDENTIAL