Reuploaded some older, but relevant stuff, since noticed this ser became hidden after LinkedIn took over SlideShare :-?

1. 360 digital marketing metadata
Heimo Hänninen
@heimohanninen
www.talentbase.fi

2. Today’s shop window and clerk look like these

3. The tide is turning
Source:
http://markbean.tumblr.com/

4. The pain
• Big data 3V
• Is this the same thing here as it is in other source?
• What does this thing mean – no definition, context ?
• Is your definition different than customer's?
• Can I trust this data?
• Who is responsible of maintaining this data?
• Why customers don’t like our content?
• The product is out, but no-one seems to find it?
• Are we putting our money on the right content?
• Are we maintain the content which no one cares?
• What customers might expect next?
• A lot of traffic but not many clicks to buy – why?

5. Some facts
• SEO and Social are the most important drivers to your site
– 75% of users never scroll past the first page of results
– Inbound leads costs 61% less than outbound leads
• a prospect coming from Facebook to your eShop vs one bombarded by
campaigns, newsletters mass broadcasts…
• By Ektron study 2013
• Content must be relevant for the visitors
– Keywords should be derived from the content – not creating content
around the keywords
• to create conversation, to add relevant keywords
• Business systems are optimized locally but damaged as whole
– The relevant metadata about your products and customers is somewhere
(in isolated system) but not inserted to the web pages

6. Metadata behind user experience
Content
Descriptive,
management,
targeting
Business
Offerings,
Biz targets
A / B testing
Customer
Location, site
behaviour,
search history,
community
activities
Other
customers
History data,
patterns,
reviews

7. Life cycle as you may think
Create Publish Engage
Manage
Analytics

8. Life cycle of metadata - evolving
Creation
Publishing
Engagement
Analytics Management

9. CREATION
Content related
ANALYTICS
Behaviour
ENGANGEMENT
Conversion
PUBLISH
Business context
Five content metadata types for 360 view
Dynamic Static
User generated:
- review, rate, posts
- augmentations
- content curation
How customers value it.
Learn from customers.
Conversation
Content meta: e.g.
title, creator,
description,
keywords… How author meant it
Created
Analytics:
- user’s actions
- other users’ action
- Social data mining
How customer behaves and
previous customers behaved
Observed
Business substance
categories: e.g.
product, market,
customer, price…
How business sees it
Applied
Auto-
tagging
Management

10. small data on top of Big Data
Ontology
Product
Model
Life Sport
Technology
Customer Car
Audi
Market

11. How big is the big?
Connected 2012
99% to be connected

12. High level architecture
DB-Pedia
LOD
Common
terms
Web publishing, user interaction
Presentation
RTD
Content
publishing
CMS
Campaign
Data
Customer
Data
Product Data
Site
Operational core data
New terms
Terms for
tagging
User generated Targets
Indexing &
Search
SEO keywords
SOLR
Metadata service
Ontology
Enterprise
graph
PoolParty
Virtuoso
Facebook
Graph API
Web
analytics
Results
Apache Hadoop
MapReduce
SocialDevice
Behaviour
LED

13. Layers
Big Data Storage
Data Sources LOD
Data Processing &
Analysis
Apache Hadoop DFS
DB-Pedia CRM
MapReduce…
Facebook
Graph API
Enterprise Graph
Business Ontology =
small data CMS
PoolParty…
Virtuoso, Neo4j…
PDM
Publishing
CMS
CRM
PDM
LED

14. Sample: 5 type of Content Metadata
User generated
-contest results
-blog comments
-shared own video URL
Business related
-Auto type: Sports/Roadster
-Segment: promoter
-KPI: Number of new
customers per month
-Campaign type: local store
Analytics based, observed
-number of page visits
-time spend on page
-next click to the Event –rate
- Call To Action success
Content related
-Title: Sales event in Münich
-Description: Pink prize to…
-Content type: Teaser
-Format: MPG4
Promoted by
Teaser
A press release:
Content Item Smart Car Radio
Product
Ontology
Product
Model
Life Sport
Technology
Customer Car
Audi
Management
-CMS ID
-Online FROM – TO date
-author

15. Demo - smart car radio: triplets

16. Demo - smart car radio: enterprise graph

17. Demo - smart car radio: Biz Ontology

18. Demo
Let’s have a PoolParty

19. Demo: Smart car radio
Three key points are demonstrated in the following video:
1. Smart Car Radio as SKOS thesaurus
• Customized as business ontology (relations, attributes)
2. Five type of metadata of Content Items
3. Linked Open Data connectivity and auto-populating concepts
Play

20. Questions?
…please contact
heimo.hanninen@talentbase.fi
Thank You