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Atomizer - Microcontent and the Future of IA
Apr. 25, 2015•0 likes•2,687 views
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Digital content experiences emerging in the next decade will look, feel, and be consumed very differently from those of today. As today’s “app and page” consumption paradigm gradually recedes, replaced by a much more immediate, fragmented, and continuous core experience, content management organizations face a point of consequence. The demands of emerging digital experiences threaten to strain traditional enterprise content management approaches to the breaking point. Enterprise IA organizations will be forced to evolve to meet the complexity of this challenge by becoming increasingly granular in their content and information modeling. This shift will place heavy emphasis on the development of flexible information models containing rich secondary data to describe increasingly small, interoperable, and portable units of content. Session Takeaways Get in front of this paradigm shift before your organization gets buried in its own confusion. Learn what steps you can take as you begin to prepare your organization’s information model to accommodate the content and data demands of these rich new experiences. See how the discipline of Information Architecture is theoretically well-suited to meet this challenge, but must also adapt and evolve in the ways it is practiced on the ground. This session will begin by demonstrating how the trend toward micro-content is unfolding, citing examples of how emerging digital experiences are straining the framework of traditional taxonomy, metadata, and attribution approaches. It will then describe how rich, sophisticated enterprise information models designed to accommodate these shifts can evolve to meet the demands of data-rich, microcontent-driven digital experiences, focusing on the first steps organizations can take to prepare.
Bram WesselFollow
Principal at Factor LLCAdvertisement
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Atomizer - Microcontent and the Future of IA
- @bramwessel @factorfirm/ factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com ???
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com More and more experiences involve multiple contexts.
- @bramwessel*|*@factorfirm*|*factorfirm.com “Context is an agent’s understanding of the relationships between the elements of the agent’s environment.” -Andrew Hinton, Understanding Context
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com Proliferation of contexts is an inexorable trend.
- @bramwessel*|*@factorfirm*|*factorfirm.com In/the/US/64%/of/people/own/a/ smartphone. pewinternet.org/2015/04/01/introduction>20/
- @bramwessel*|*@factorfirm*|*factorfirm.com People/spend/more/time/online/ with/mobile/devices/than/PC’s./ 84%/use/a/smartphone/or/tablet/to/multitask. nielsen.com/us/en/insights/reports/2014/the>us>digital>consumer>report.html
- @bramwessel*|*@factorfirm*|*factorfirm.com There/are/now/more/devices/than/ people/on/this/planet!
- @bramwessel*|*@factorfirm*|*factorfirm.com Topology/of/Awesome! f
- @bramwessel*|*@factorfirm*|*factorfirm.com The problem with the “Omni-Channel” model…
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com “Today, I think I’ll engage with one of the many channels my favorite brand offers,” — said no one, ever.
- @bramwessel*|*@factorfirm*|*factorfirm.com Immediate, fragmented, and continuous. The challenge of proliferating contexts…
- @bramwessel*|*@factorfirm*|*factorfirm.comdonttextdrive.com
- @bramwessel*|*@factorfirm*|*factorfirm.com Content organizations are at a point of consequence…
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com The Atomization of Content
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com How is micro content different from content as we know it, or just plain old data?
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com Blob Blob Blob Blob Metadata: a few terms
- @bramwessel*|*@factorfirm*|*factorfirm.com Compound Content Element Chunk Chunk Chunk Chunk ChunkChunk Chunk Chunk Chunk
- @bramwessel*|*@factorfirm*|*factorfirm.com Chunk Metadata set: a shit-ton of terms Metadata set: a shit-ton of terms Metadata set: a shit-ton of terms Metadata set: a shit-ton of terms
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com Microcontent Chunk Chunk Chunk Chunk ChunkChunk Chunk Chunk Chunk Chunk Metadata set: a shit-ton of terms Metadata set: a shit-ton of terms Metadata set: a shit-ton of terms Metadata set: a shit-ton of terms
- @bramwessel*|*@factorfirm*|*factorfirm.com Simple objects, Massive complexity.
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.cominformationweek.com/big>data>analytics/catalina>marketing>aims>for>the>cutting>edge>of>big>data
- @bramwessel*|*@factorfirm*|*factorfirm.com Compound Content Element Chunk Chunk Chunk Chunk ChunkChunk Chunk Chunk Chunk Chunk Metadata set: a shit-ton of terms Metadata set: a shit-ton of terms Metadata set: a shit-ton of terms Metadata set: a shit-ton of terms
- @bramwessel*|*@factorfirm*|*factorfirm.com Coupons — ubiquitous microcontent.
- @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
- @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
- @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand = $
- @bramwessel*|*@factorfirm*|*factorfirm.com Transaction Augmentation As A Service
- @bramwessel*|*@factorfirm*|*factorfirm.com •What items are being purchased? •Where are they being purchased? •What partners of the coupon provider are involved in the transaction? •Are there offers or campaigns related to any of the items being purchased?
- @bramwessel*|*@factorfirm*|*factorfirm.com •What items are being purchased? •Where are they being purchased? •What partners of the coupon provider are involved in the transaction? •Are there offers or campaigns related to any of the items being purchased?
- @bramwessel*|*@factorfirm*|*factorfirm.com •What items are being purchased? •Where are they being purchased? •What partners of the coupon provider are involved in the transaction? •Are there offers or campaigns related to any of the items being purchased? Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
- @bramwessel*|*@factorfirm*|*factorfirm.com Coupons and Contexts
- @bramwessel*|*@factorfirm*|*factorfirm.com Distribution: Customer Acquisition Customer Retention Average Order Value
- @bramwessel*|*@factorfirm*|*factorfirm.com Redemption
- @bramwessel*|*@factorfirm*|*factorfirm.com So… How does this work in real life?
- @bramwessel*|*@factorfirm*|*factorfirm.com Meet/Andrea
- @bramwessel*|*@factorfirm*|*factorfirm.com Andrea/shops/at…
- @bramwessel*|*@factorfirm*|*factorfirm.com …and/at…
- @bramwessel*|*@factorfirm*|*factorfirm.com Andrea/clips/coupons…
- @bramwessel*|*@factorfirm*|*factorfirm.com Andrea/uses…
- @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…
- @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…
- @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…
- @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…
- @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…
- @bramwessel*|*@factorfirm*|*factorfirm.com Step 1: Distribution Step 2: Redemption Step 3: Profit!
- @bramwessel*|*@factorfirm*|*factorfirm.com Contemporary Disruptions
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…
- @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…disrupted.
- @bramwessel*|*@factorfirm*|*factorfirm.com Digital Coupons
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…disrupted.
- @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…disrupted.
- @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
- @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
- @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand ?
- @bramwessel*|*@factorfirm*|*factorfirm.com ?
- @bramwessel*|*@factorfirm*|*factorfirm.com ? ? ? ? ?
- @bramwessel*|*@factorfirm*|*factorfirm.com Modeling a new coupon experience in the near future
- @bramwessel*|*@factorfirm*|*factorfirm.com Remember/Andrea?
- @bramwessel*|*@factorfirm*|*factorfirm.com Andrea,/18N36/months/from/now… Can we show you the quickest route for today’s list items at Fred Meyer? Accepting will allow Fred Meyer to share information with Grocery IQ. Accept
- @bramwessel*|*@factorfirm*|*factorfirm.com Are you at Fred Meyer at 130th and Lake City Way? Yes Can we show you the quickest route for today’s list items at Fred Meyer? Accepting will allow Fred Meyer to share information with Grocery IQ. Accept
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com Implications for Enterprise Content Management
- @bramwessel*|*@factorfirm*|*factorfirm.com ? ? ? ?
- @bramwessel*|*@factorfirm*|*factorfirm.com Compound Content Element Chunk Chunk Chunk Chunk ChunkChunk Chunk Chunk Chunk Chunk Metadata set: a shit-ton of terms Metadata set: a shit-ton of terms Metadata set: a shit-ton of terms Metadata set: a shit-ton of terms
- @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
- @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
- @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy
- @bramwessel*|*@factorfirm*|*factorfirm.com The Coupon as a distributed microcontent experience.
- @bramwessel*|*@factorfirm*|*factorfirm.com Implications for Enterprise Information Architecture
- @bramwessel*|*@factorfirm*|*factorfirm.com ? ? ? ? Acquisition?/ Retention?/ AOV?/ Other?
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com Campaigns a shit-ton of terms Offers in Market a shit-ton of terms Retailers a shit-ton of terms Locations a shit-ton of terms Floor Plans a shit-ton of terms Stock a shit-ton of terms Apps a few terms, at least Payment Systems a few terms, at least Loyalty Programs a shit-ton of terms Transaction Histories a big taxonomy with a shit-ton of data Brands a shit-ton of terms Sub-Brands a shit-ton of terms Products a shit-ton of terms SKU#’s a shit-ton of terms UPC#’s a shit-ton of terms Competitors a shit-ton of terms
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com
- @bramwessel*|*@factorfirm*|*factorfirm.com Modeling Behind the Scenes
- @bramwessel*|*@factorfirm*|*factorfirm.com Microcontent As A Service
- @bramwessel*|*@factorfirm*|*factorfirm.com Retailers a shit-ton of terms Locations a shit-ton of terms Floor Plans a shit-ton of terms Stock a shit-ton of terms Loyalty Programs a shit-ton of terms Microcontent As A Service
- @bramwessel*|*@factorfirm*|*factorfirm.com Can Current Techniques (and systems) Handle Microcontent as a Service?
- @bramwessel*|*@factorfirm*|*factorfirm.commartinfowler.com/articles/microservices.html
- @bramwessel*|*@factorfirm*|*factorfirm.com Agile +/ IA =
- @bramwessel*|*@factorfirm*|*factorfirm.com “A content-driven API stores data in a central place where other services can access and use it.” - Sarah Wachter- Boettcher
- @bramwessel*|*@factorfirm*|*factorfirm.com 1. An Evolution from Monolithic to Decentralized
- @bramwessel*|*@factorfirm*|*factorfirm.com 2. Business-Driven
- @bramwessel*|*@factorfirm*|*factorfirm.com 3. Smart Endpoints and Dumb Pipes
- @bramwessel*|*@factorfirm*|*factorfirm.com 4. Services, not Projects
- @bramwessel*|*@factorfirm*|*factorfirm.com 5. Decentralized Governance
- @bramwessel*|*@factorfirm*|*factorfirm.com Let’s not get too crazy…
- @bramwessel*|*@factorfirm*|*factorfirm.com What is an Enterprise Information Model?
- @bramwessel*|*@factorfirm*|*factorfirm.com Enterprise Information Models: Tying it all back together.
- @bramwessel*|*@factorfirm*|*factorfirm.com It’s not about an ontology for context; it’s about building contextual ontologies
- THANK/YOU! @bramwessel @factorfirm/ factorfirm.com
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