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E-mail problem reports to: olooney@cviog.uga.edu

General Introduction to the Marketing Reports (for Everyone)


Sub Task Strategies for Occurrence Group
Marketing Report Exercises for Occurrence Group
Sub Task Strategies for Priority Group
Marketing Report Exercise for Priority Group

 

 

USABILITY TEST of PERSONALIZATION SOFTWARE

There is a tremendous potential for using the Internet to provide citizens personalized advice.  Your packet includes General Directions on using this web personalization authoring software, some Specific Strategies for your group (Occurrence or Priority),  and a Research Report from a marketing firm that will provide you with data on which to base a design for a personalized web site.  These data suggest how different individuals in your target group tend to have different interests or experience different risks than others.  Your task is to take these interests or risk profiles and use them to personalize a government portal web site.    (A portal web site is one that is designed to quickly link the user to all the resources provided by the portal sponsor. A personalized portal is one that selects and orders the links so as to place the ones that the user is most likely to need in a prominent position).  Specifically, you will want to shape a specific message for each profile factor.  For example, if the marketing report indicates that only persons above age 55 are likely to benefit from having a EKG health risk test, while those under that age do not need such a tests, you would want to craft one message touting the need and benefits of the test for those over age 55 and another message noting that they do not need the test at this point for those younger than age 55. For each personalization application building task, you should craft only the limited number of  message variations that are called for by the marketing report and you should keep your messages to one or two sentences each as there is only so much room for personalized messages on the local government’s portal web site.

 

General Directions for Personalization Application Building

 

Login: 

 

1) Type in a Unique Id for yourself (e.g., Initials plus last 4 digits of your Social Security number).

2) Choose between two basic types of personalized responses:

Once you have logged in, you will be taken to a Control Page where you will begin to build an application.  The type of application you chose will be displayed. Since this is your first time using the software, choose the New Application button

 

Later, after you have created an application, you can return to this page to load it again, or you can also use the condition statements from one type of application as the basis for building the other type of applications, but you can ignore this “Transform to…Application Type” box.

 

 

 

Step 1: Add Profile Questions/Conditions

Click on the New Application button. to go to the Create Personalization Form (light brown).

When you reach this form, you will notice that it has already been given a unique name and that two sample profile questions have been filled in  You can click the submit button if you wanted to finish setting up an application that provided personalized messages to people based on their age and whether they smoked or not.  However, if you want to set up your own application, you should give it a unique name and should

overwrite the existing profile questions as well as add any others you want.   

You can ignore Weight and other optional  factors that are marked in blue. .

 

 

 (When a person (or system user or client) fills out a profile form on the web, they will be answering the questions or responding to the condition statements you have specified.)  You can develop up to 15 profile questions


{ For Priority Type applications the only choice is for a SCALE response since this type application provides a priority list of messages based on how far from the ideal choice the client's choice is.  }

[  For Occurrence Type applications, these condition statements can be of  3 Kinds: 

·1)  YES-NO:  this choice automatically provide a Yes and No label for these two answer choices. 

  2)  SCALE:  this choice automatically create a response set of five choices, essentially 1 to 5 on a 5 point Very False-to-Very True Scale, 

·  3)  LABEL: you can create up to 5 specific answers for which you provide a label.  By labeling a choice using the label input fields, you will be able to make the personalization applications more efficient in that you will be able to construct conditions/questions that require a specific answer rather than a response on a numerical scale. ]


 When you submit the Creation Form, you will see two buttons.

By clicking the “Step 2: Add Messages” button you will be taken to a form where you can begin creating messages:


 

When you have finished creating a message, you click the Add Message button.  You will then be given the options to correct your message, add another message, or moving on to Step 3 (finish adding messages and begin building logic).  

 

 

Step 3: Adding Logic

When you have created all the messages you want, choose the Finish Adding Messages button. This will bring you to an Adding Logic form where you will begin to establish a link between one of the messages and the conditions statements you want to be involved in whether a person receives that particular message.    

 

 

 

 

 

 

For Occurrence Type applications, You specify the required pattern by using the series of  Condition Direction radio buttons in combination with the series of Value radio buttons .  The Direction buttons are:  [   =          or Equal to  ]     [   =LT     or Equal to or Less Than]   [  =GT    or Equal to or Greater Than]

Value buttons include an NA or Not Applicable button and five more buttons that have underlying values ranging from left to right or 1 to 5. (Note: if you specified a YesNO or Label kind of condition statement, you may not have all five of the value buttons, but for those button you have the underlying values still run from 1 to how ever many buttons you have.) Using a combination of a Direction and a Value, you can specify that a text will be returned based on any set of values (both within a single condition statement or across a number of condition statements). The default Value button begins with each condition statement being NA or Not Applicable to whether text will be returned or not. You will need to specify that at least one of the statements is applicable. 
Important Tip: If you want a textblock to be returned no matter what, you will need to set one of the statements to a logic value  of 1 (or very false) and keep the default direction value of Greater than or equal to (GT=).

Example: You have three conditions. 1. You are over 25 years old.  2. You are interested in sports.  3. You value advice from famous people. A simple logic statement might say that the text, "This text is for an older person who does not like sports…" will be returned whenever a system user indicated that they were over 25 years old. In this case, the logic value of the age question might be 3 (the middle value) with a directional value of "equal to or greater than " (GT= ). …AND below (or less than or equal LT= ) a certain level of interest in sports WHILE the condition “ respect for celebrity spokespersons” remains Not Applicable. By setting out different texts that will be returned based on different patterns of logic one might have one client, who is interested in sports, receive a Yogi Bera endorsement while another receives an endorsement from a different type of celebrity figure or no spokesperson at all. 

Once you have set logic pattern, you then submit the form. At this point, you can stop or more likely you will want to keep adding new TextLogic blocks in ways that insure, for example, that no matter how a person answers their profile questions or conditions, they will receive some response that is tailor to their needs. For example, one might want to have those who have responded at a 3 level or greater to the statement "You are old." receive the message "Now is the time to sign up for our retirement plan.", while those that responded at 2 or lower would receive the message "Buy your ski tickets now." This would be accomplished by creating two TextLogic blocks (one set with the Direction button at =GT and the value button at 3, and the other with the Direction button at =LT and the value button at 2).  Tips:  Ignore the Priority Value dropdown box and the Optional Parameters with one exception: If you want to repeat a message that you have already written out in a previous Textblock you can use the Set Text the same as Textblock# dropdown box in the optional parameter. 

After you submit your logic by clicking on the Make Logical Connection button,  you can choose to Return to the Logic Connection (to make corrections), Make More Logical Connections, Review your logic and messages, GO to Step 4 (Finish & Test the Application) or  Go to the Control Panel.

Step 4: Demo or Test Response 

If you choose the Finish and Text button, you will then see a form that replicates what a potential client or user might see. Click on the various radio buttons, to provide profile data, and click the submit button. Test the various responses to the condition statements to be sure that they return the appropriate text.

 

Options: You can choose among different separators for the text that is returned (Sep1) as well as for the text that exists in the system but that is not being returned (NullSep).  You can also choose to allow repetition of the same text block or message (by setting the Allow Repeats selection to "true")  or to not allow repetition (by setting the Allow Repeats selection to "false").    If you created a Priority Type application, the Priority Type dropdown list must be set to "true",  but if you created an Occurance Type application the Priority Type dropdown list must be set to "false".  The Priority Type value is automatically set by your log in choice or by the Priority Type check box on the control page, but if you get an error page when you try to demo the application, try resetting this Priority Type choice

 

.
 

Step 5: Revise Application

 

Often you will need to revise an application you have built.  To do so you will need to go to the Control Panel. 

 

 

 

The first four buttons on the Control Panel allow you to add to the existing application’s store of profile questions, messages and logical links between messages and profiles.  You can pretty much use these functions as you did the first time you created the application.  The next two buttons allow you to revise the application.  Use the Revise Profile button to call up a form with all the existing profile questions.  Once this form is up, you can make and submit the changes. 

 

Use the Review Messages/Logic to revise these elements of the application.  When you click on this button, you will be presented with a page with a list of the text of the messages on the right hand and two sets of links on the left hand.  If you want to revise the message, you will click on the Revise Message link.  This will take you to a form with the existing message.  You can make the changes needed and submit the revisions.  Your corrected message will be returned

 

 

.  To Revise the logic links, choose the Review Logic Links hyperlink.  If there is only logic link pattern for this message, you will be returned a form with this logic pattern from which you can make the necessary revisions.  If there is more than one logic link pattern, you will be returned a form with the first logic set you created for the message as well as a set of links to the subsequent logic linked you created for this message.  (i.e., Logic Set 1… to  Logic Set N).  When you click on a link to the logic set you want to revise, you will be taken to a form for revising that logic pattern.

 

 

 

 

 

 

 

 


 
 
 


 Strategies for Occurrence Group

 

 

For each personalization application-building task there are a number of subtasks that can vary in difficulty. Your first task is to discover all of the possible condition statements or profile questions that would need to be asked in order to develop the application.  Once these have been entered, you will need to set up the logic for what text messages would be returned under what circumstances. 

 

Your greatest challenge will be to make sure that a complete set of text-logic configurations are specified so that no matter how a web client answers a profile question, the client will receive some message and will not receive any conflicting messages.  For example, if you are asked to create an application such that clients receive a message that they are either at high or low risk (or probability) of experiencing a particular outcome (e.g., being eligible for a program or experiencing an illness).  This  requirement that there not be multiple messages requires a working out of the logic in advance. Here are some suggestions for dealing with different types of text-logic challenges related to the requirement of  providing the client with a single, non-repeated  message for each issue.

 

 

 

Simple One Factor Relationship

 

Example Marketing Report:  All else being equal, wealthier people are more likely to need a reminder to file a luxury tax. 

 

Impacted Condition Statements:   You are very wealthy.   (SCALE)         

Scale:                                                         Very False    1   2   3  4  5  Very True

 

Example Text-Logic Patterns Needed

Text Message

Logic

1. HIGH RISK: You are very likely to need to file a luxury tax.    

Wealth condition is equal to or greater than (=GT) 4.

 

 

3. LOW RISK: You are not likely to need to file a luxury tax.    

Wealth condition is equal to or less than (=LT) 2.

 

 

Simple One Factor Relationship with Qualifications

 

Example Marketing Report: 

 

All else being equal, wealthier people are more likely to need a reminder to file a luxury tax. 

No matter how other factors affect the likely need to file a luxury tax, a person with a disability will be at a low risk of having to file a luxury tax..

 

 

Impacted Condition Statements:  

            You have a disability   (YES/NO)

You are very wealthy.   (SCALE)  

 

Scale:                                                         Very False    1   2   3  4  5  Very True

 

Example Text-Logic Patterns Needed

Text Message

Logic

1. HIGH RISK: You are very likely to need to file a luxury tax.    

1. Wealth condition is equal to or greater than (=GT) 4.  

Disability condition is No (=) NO.

 

2.LOW RISK:  You are not likely to need to file a luxury tax.    

 

2. Wealth condition is equal to or less than    3. (=LT) 3

Disability condition is No (=) NO.

 

3. Wealth condition is equal to or greater than  (=GT) 1. (i.e., any wealth condition)

Disability condition is Yes (=) Yes.

 

 

 

Note that in One Factor Relationship with Qualifications case, a person is only likely to get a message of having a high probability of having to file if the disability factor is not evident.  However, there are two sets of conditions under which a person would receive the low probability message: one where there is no disability condition, but wealth is low, and one where there is a disability condition.

 

 

Two Factor Relationship

 

Example Marketing Report: 

 

All else being equal, wealthier people are more likely to need a reminder to file a luxury tax.  (SCALE)

All else being equal,  the more homes people own the  more likely they are to  need to file a luxury tax.  (SCALE)

 

 

Impacted Condition Statements:  

You are very wealthy.

You own several homes..

      

Scale:                                                         Very False    1   2   3  4  5  Very True

 

Example Text-Logic Patterns Needed

Text Message

Logic Settings

1. HIGH RISK: You are very likely to need to file a luxury tax.    

1. Wealth condition is equal to or greater than (=GT) 4.

Home ownership condition is equal to or greater than (=GT) 3.

 

 2. Wealth condition is equal to or greater than (=GT) 3.

Home ownership condition is equal to or greater than (=GT) 4.

 2. LOW RISK: You are unlikely to have to file a luxury tax.

3. Wealth condition is equal to or greater than (=GT) 1.

Home ownership condition is equal to or less than  (=LT) 2.

 

4. Wealth condition is equal to or less than (=LT) 2.

Home ownership condition is equal to or greater than  (=GT) 1.

 

 

In the Two Factor Relationship situation,  it is necessary to set some criteria that allows one to discriminate among the two  message types.  While there could be different ways of doing this, for the purpose of this exercise, you are instructed to specify high probability  in the following manner: at least one condition has to be equal to or greater than 4, while the other condition has to be equal to or greater than 3. 

The low probability group must include all of the remaining possibilities. This would mean that if either condition was equal to or less than 2, the person would be of low risk –no matter what the value of the other condition was.

 

Important Tip: Even though there are only two possible messages, you will need to complete four Text-Logic forms.  In the example above, you would repeat Message #2 (the LOW RISK message) under two different logic patterns (i.e., #3  & #4 under Logic Settings)

 

Two-Factor-Plus-Qualification Scenario

 

Example Marketing Report: 

 

All else being equal, wealthier people are more likely to need a reminder to file a luxury tax. (SCALE) 

All else being equal,  the more homes people own the  more likely they are to  need to file a luxury tax.  (SCALE)

No matter how other factors affect the likely need to file a luxury tax, a person with a disability will be at a low risk of having to file a luxury tax.(YES/NO).

 

 

Impacted Condition Statements:  

You are very wealthy.

You own more than one home.

You have a disability.

      

Scale:                                                         Very False    1   2   3  4  5  Very True

 

Example Text-Logic Patterns Needed

Text Message

Logic Settings

1. HIGH RISK: You are very likely to need to file a luxury tax.    

1. Wealth condition is equal to or greater than (=GT) 4.

Home ownership condition is equal to or greater than (=GT) 3. Disability condition is equal to NO (=) No

 

 2. Wealth condition is equal to or greater than (=GT) 3.

Home ownership condition is equal to or greater than (=GT) 4.  Disability condition is equal to NO (=) No

 2. LOW RISK: You are unlikely to have to file a luxury tax.

3. Wealth condition is equal to or greater than (=GT) 1.

Home ownership condition is equal to or less than  (=LT) 2. Disability condition is equal to NO (=) No

 

4. Wealth condition is equal to or less than (=LT) 2.

Home ownership condition is equal to or greater than  (=GT) 1. Disability condition is equal to NO (=) No.

 

5. Wealth condition is equal to or greater than (=GT) 1.

Home ownership condition is equal to or greater than  (=GT) 1.  Disability condition is equal to NO (=) No.

 

 

 

 

 

 

The Two Factor Plus Qualification situation essentially is the same as the preceding one except that now one must factor in a qualification condition in each of the logic settings.  This requirement results in the example above in: 1) the need to set the disability condition to a not evident setting (i.e.,= NO or in  a scale setting =LT 2) for all the situations where one is going to indicate that a luxury tax filing might be called for; and 2) to need to include all possible responses to the first two conditions (wealth & home ownership) along with a disability setting of evident (= NO or in a scales setting  =GT 3).  Essentially, the qualifying factor acts as a sort of trump card.  Whenever it is not evident, the logic the message response is dependent on the other factors; however, when it is evident, it controls the response no matter what the values for the other settings.  

 

Important Tip: Even though there are only two possible messages, you will need to complete five Text-Logic forms.  In the example above, you would repeat Message #2 (the LOW RISK message) under three different logic patterns (i.e., #3 , #4, #5 under Logic Settings)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Marketing Reports for Occurrence Group

 

Basic Guidelines for Usability Test.

1.      Keep your messages very simple:  “You are at [high/low] risk of …..”.

2.      One message (e.g., “You are at high risk of illness”) will sometimes need to be linked to more than one logic pattern that will produce the message. The exercise will tell you the total number of expected logic patterns needed.  Remember to create at least one “high risk” message and one “low risk” message for each dimension of the exercise (e.g., risk of illness, crime, etc.).

3.      Each message should convey only ONE idea  (e.g., “You are at high risk of illness”, NOT “You are at high risk of illness and high risk of crime.”). 

4.      Use only the SCALE and YES/NO options.  Do not use the LABEL option.  

EXERCISE 1: Emergency Management Application Marketing Report

 

Your goal in personalizing the emergency management section of the web site should be to provide the citizen-users with a sense of their risk (HIGH or LOW) for each of the following dangers:

  1. Sudden illness
  2. Neighborhood Dispute Risk
  3. Crime

To keep the messages simple, you will need only to indicate whether a family is likely to be at high or low risk for each of these threats. For the entire exercise you will need to produce:

 

 

Issue A.  Illness Risk  [2 logic patterns]

One Condition/profile factor affects illness risk:

 

Issue B. Neighborhood Dispute Risk [3 logic patterns]

Two Condition/profile factors affect dispute risk:

 

 

 

GUIDING EXAMPLE for Dealing with Issue B

All else being equal, wealthier people are more likely to need a reminder to file a luxury tax. 

No matter how other factors affect the likely need to file a luxury tax, a person with a disability will be at a low risk of having to file a luxury tax..

 

Example Text-Logic Patterns Needed

Text Message

Logic

1. HIGH RISK: You are very likely to need to file a luxury tax.    

1. Wealth condition is equal to or greater than (=GT) 4.  

Disability condition is No (=) NO.

2.LOW RISK:  You are not likely to need to file a luxury tax.    

 

2. Wealth condition is equal to or less than    3. (=LT) 3

Disability condition is No (=) NO.

 

3. Wealth condition is equal to or greater than  (=GT) 1. (i.e., any wealth condition)

Disability condition is Yes (=) Yes.

 

 

 

Issue C. Crime Risk  [5 logic patterns]

Two Condition/profile factors affect crime risk:

 

a.       All else being equal, families with more aggressive pets are at higher risk of crime (SCALE).

 

b.      All else being equal, families with more children are at higher risk of crime (SCALE).

 

While a number of different logic patterns could be used to establish high and low risk, for the purpose of this exercise, you are instructed to provide a high risk message when: at least one condition is at the True or Very True level (i.e., equal to or greater than 4), while the other condition is at least at the neutral level (i.e., equal to or greater than 3).  Because the low risk group must include all of the remaining possibilities, this would mean that if either condition were less than the neutral level (i.e., equal to or less than 2), the person would be of low risk –no matter what the value of the other condition was.  Low risk would also occur when both conditions are neutral. It takes three logic patterns to state this.

 

Example Text-Logic Patterns Needed

Text Message

Logic Settings

1. HIGH RISK: You are very likely to need to file a luxury tax.    

1. Wealth condition is equal to or greater than (=GT) 4.

Home ownership condition is equal to or greater than (=GT) 3.

 

 2. Wealth condition is equal to or greater than (=GT) 3.

Home ownership condition is equal to or greater than (=GT) 4.

 2. LOW RISK: You are unlikely to have to file a luxury tax.

3. Wealth condition is equal to or greater than (=GT) 1.

Home ownership condition is equal to or less than  (=LT) 2.

 

4. Wealth condition is equal to or less than (=LT) 2.

Home ownership condition is equal to or greater than  (=GT) 1.

 

5. Wealth condition is equal to (=) 3.

Home ownership condition is equal to (=) 3.

 

 

 

 

 

 

 

 

 

 

 

 

EXERCISE 2: Health and Wellness Advisor Application Marketing Report

 

Your immediate goal in personalizing the health and wellness section of the web site is to provide the citizen-users with a sense of their level of risk (HIGH or LOW) for each of the following dangers:

  1. Heart attack
  2. Bone disease
  3. Cancer

 

Keep the messages simple: only indicate whether a family is likely to be at high or low risk for each of these threats

 

For the entire exercise you will need to produce:

 

 

 

Our research indicates that:

 

Issue A.  Heart Attack [2 logic patterns]

 

 

Issue B.  Cancer [3 logic patterns]

 

 

 

Issue C.  Workplace Injury [5 logic patterns]

 

 

 

While a number of different logic patterns could be used to establish high and low risk, for the purpose of this exercise, you are instructed to provide a high risk message when: at least one condition is at the True or Very True level (i.e., equal to or greater than 4), while the other condition is at least at the neutral level (i.e., equal to or greater than 3).  Because the low risk group must include all of the remaining possibilities, this would mean that if either condition were less than the neutral level (i.e., equal to or less than 2), the person would be of low risk –no matter what the value of the other condition was.  Low risk would also occur when both conditions are neutral. It takes three logic patterns to state this. (see example from first marketing report).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Strategies for Priority Group: Prioritizing Web Site

 

In building a  Priority Type personalization application, your goal will be to determine in what sequence (or priority order from top to bottom) a series of messages will appear.  The priority order should be guided by the information in the marketing report.  For some issues in the report, there will be only a single factor that is reported as affecting a person’s risk or interest (and hence the priority of a textblock or message).  For other issues, multiple factors will contribute to risk or interest.  In the case where multiple factors make a contribution, the contribution to risk/interest is apportioned equally to each factor.  The key thing to remember is the highest priority message for an end user is the one in which there is the least difference between the text-logic of the message and the logic pattern of the end user’s responses to the profile questions.   For example, assume a text message (e.g., “This is a message for Tall people.” ) is associated with a profile/condition statement (e.g., You  are tall? ) that has been given a  Priority Value of 5 (or very true) .  If an end user responds to the question about whether they are tall with a 5 (or very true),  the specified text message will have a very high probability of being returned at the top of the list of messages because there would be zero distance between the priority value (5) and the response value (5).   To help you judge the level of priority of any give text message a number representing the difference between the set priority and the end user’s response is returned with each message.  Numbers closer to zero have higher priority.

 

 

Example: You are asked to build an application where there are separate messages indicating likely computer job success and professional wrestling success that will be returned in a priority order depending on the degree to which an end user answers three profile questions:

 

 

The marketing report indicates that the only factor found to contribute to computer job success is school grades.  However, two factors (e.g.,  flexibility and weight) are found to contribute to success as a wrestler. 

 

A person would be of equal likelihood of  computer job success and wrestling success only in cases where  grades, flexibility and weight were all of equal value on the Personalization System’s 5-point value scale.  However, if the Grades factor is rated at a 4, and Flexibility is rated at a 4, but Weight is rated at a 3, then the computer job success message will be returned before wrestling success one—because the total wrestling success priority points were distributed among the contributing factors.   

 

 That is,  Computer Job success = The score for the factor grade factor/number of factors  or

 

Computer Job success = 4/1  =   4

 

 

Wrestling success =  (The score for the factor Flexibility factor + The score for the factor Weight factor) /number of factors 

 

Wrestling success = (4+3)/2  =  3.5

 

 

Now assuming that you set the Priority value = 5, the message with the highest priority is the one where the end user’s response is closest to the Priority Value setting.  In this case, the end users response would result in the message of “You are likely to have computer job success”  being of higher priority.

                                   

Wrestling Success =                             5 - 3.5 =                1.5

Computer Job Success =                   5 –4 =                   1         ----à  closest to zero!

 

Hence, the Job Success message in this case would have the highest priority.

 

 

Example for Prioritizing Web Site

 

Imagine that you were given the task of building a web site where different types of tax advice were given priority on the page based on a person’s profile.  Specifically, you are asked to prioritize taxpayer:

 

Condition Statements & Logic:  These area the things you will know about your web visitors and how these things relate to the visitor’s need for specific types of information.  

·        You are very wealthy. (Increases probability of luxury and estate tax, but is not applicable to Childhood deduction)

 

·        You own more than one home. (Increases probability of estate tax, but is not applicable to luxury tax or childhood deduction)

 

·        You have lots of children (Increases probability of childhood deduction; lowers probability of estate tax, but is not applicable to luxury tax )

 

      

Scale: You will know to what extent these conditions are true for each visitor based on a scale of :

                                                       Very False    1   2   3   4  5  Very True

 

 

 

Three Text-Logic Patterns Needed for Example Priority Type Application

 

1. Text Message: Here is some advice on how to deal with a luxury tax.

 

2. Text Message: Here is some advice on how to deal with the Estate Tax.

 

*Note:  By setting the priority value to 1 and, one is essentially saying that the Advice on Estate Tax will be of lower probability if the user indicates having a lot of children. 

 

3. Text Message: Here is some advice on how to work with Tax Deductions for children.

 

Marketing Reports for Priority Group

 

Basic Rules for Usability Test.

·         Be sure not to confuse the condition/profile with the message textblocks.  Condition/profile questions usually will take the form of something like “Are you old?”  All message textblocks  should take the simple form of:  “You are at [high/low] risk of …..”. 

·         Each exercise can and should be completed within a single application.  Only create a second application for the second exercise.  need to create a larger number of textblocks than you probably expect.  The exercise will tell you the total number of expected textblock messages.  Remember to create at least one “high risk” message and one “low risk” message for each dimension of the exercise (e.g.,  risk of illness or of crime would be a dimension). Often you will need to create more than one of the same basic high/low risk messages for a dimension.  The  duplicate messages, however, will have a different underlying logic.

·         Each message textblock should convey ONLY ONE message (e.g., “You should be concerned about your risk of illness”, NOT “You should be concerned about your risk of illness and you should be concerned about your risk of crime.”). 

 

Exercise1: Emergency Management Application Marketing Report

 

Your goal in personalizing the emergency management section of the web site should be to provide the citizen-users with priority-ordered information that is relevant to the level of risk that a family is likely to experience in each of the following area:

  1. Sudden illness
  2. Fire
  3. Neighborhood Dispute Risk
  4. Crime

Specifically, your task will be to have a series of risk advice messages (e.g., “You should consider preparing to prevent fire” or “Here are some tips on how to resolve neighborhood disputes”) appear in the order that one is likely to be at risk of a particular threat or danger i.e., the message for the risk with the highest probability of occurring for a particular user will appear at the top of the list of  messages.

 

Number of expected condition statements/questions:  4

Number of expected textblock messages:  4

 

 

Our research indicates that:

 

 Illness Risk

 

One condition/profile factor affects illness risk:

 

 

 

Fire Risk

 

Two condition/profile factors affect fire risk:

 

 

 

Neighborhood Dispute Risk

 

Three condition/profile factors affect dispute risk :

 

Crime Risk

Two condition/profile factors affect dispute risk :

 

 

 

 

 

 

 

 

 

 

 


  Exercise 2: Health and Wellness Advisor Application Marketing Report

 

Your immediate goal in personalizing the health and wellness section of the web site is to provide the citizen-users with priority-ordered information that is relevant to the level of risk that they might experience with respect to each of the following dangers:

  1. Heart attack
  2. Bone disease
  3. Cancer
  4. Workplace injury

Specifically, your task will be to have a series of advice messages appear in the order that one is likely to be at risk of a particular health problem, i.e., the message for the problem with the highest probability of occurring for a particular user will appear at the top of the list of messages.

 

Number of expected condition statements/questions:  4

Number of expected textblock messages:  4

 

 

Our research indicates that:

 

 Heart Attack

 

 

 

Cancer

 

 

 

Workplace Injury

 

 

 

Bone Disease

 

 

 

 

 

 

 

 


 
 
 
 

Technical Notes

Step 5: Client Profiles

Use the Store Personal Profile control to create and store client profiles for your application. To create a proflie, the client needs to choose the application for which they want to create a profile for, type a unique ID into the ID field, and click the submit button. This will bring up the set of conditions/questions for the selected application. After they have answered the questions and submitted their responses. The profile is stored in the database and a cookie is set on the client's machine. With this cookie in place, you are then able to build web pages that request the cookie ID so that the client does not have to always enter their ID to receive personalized information. 

Technical Stuff: 

·  One can create a separate web page by which your clients can create and store their responses by using the code below and replacing the NameofYourApplication with the actual name of your application. 

<form name=b ACTION =upstoreprofile.asp Method = Post>
<input type =hidden Name=UBERx value="NameofYourApplication">
<input Name=idx size=8 >
<BR><input type =submit>

When a client supplies an Id this Id and the values of the client's answers to the condition statements is stored in a database. The id and the name of the application is also set as a cookie on the client's browser. 

·  In order to have the system automatically respond to a client the next time the client returns to the web site, it will be necessary to have a webpage that can read the specific cookie and respond appropriately. The showcookieresultsL file presents a template for this process. The administrator needs to only replace the value of the name of the application (use the application name for both the Uber and Id values; e.g., replace "healthadvice" with the name of your application) and rename the file (to something with an .asp ending) to have the personalization occur on a client's hitting that page of the web site. .

Special Considerations for Priority Type Applications

First, prioritization applications only allow one to set the logic in one direction--the greater than (GT=) direction. That is, you will want to create all your conditions so that the greater (more true) their responese are the more likely they will receive a certain bit of text. (Only statements that meet the minimum will be returned, but those that exceed the minimum by a great deal will be higher up on the priority list than those that exceed it by only a little). Also, you should set weights when you build your condition statements. The prioritization score is actually be the product of the condition weight (that the administrator sets) times the value that the client identifies as their response to a condition statement. 

Second, one of the primary uses for a prioritization type personalization is the abiltiy to guide clients through a web site by giving them a set of prioritized links to pages in the site that they are likely to find of interest. This Personalization System provide you with a means of going through and rating a set of web site links automatically. The current version provides a set of demonstration links from a local goverment in Georgia. See List Sites to Rate in the control panel. However, by using a search engine, it is easy to create a database of links for any web site. These links can then be integrated into the system so as to allow easy rating.