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@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 ...
@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/introduct...
@bramwessel*|*@factorfirm*|*factorfirm.com
People/spend/more/time/online/

with/mobile/devices/than/PC’s./
84%/use/a/smart...
@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 off...
@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 ...
@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
Metad...
@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
Metadat...
@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>e...
@bramwessel*|*@factorfirm*|*factorfirm.com
Compound Content Element
Chunk Chunk Chunk
Chunk ChunkChunk
Chunk Chunk Chunk
C...
@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 partner...
@bramwessel*|*@factorfirm*|*factorfirm.com
•What items are being purchased?
•Where are they being purchased?
•What partner...
@bramwessel*|*@factorfirm*|*factorfirm.com
•What items are being purchased?
•Where are they being purchased?
•What partner...
@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
l...
@bramwessel*|*@factorfirm*|*factorfirm.com
Are you at Fred Meyer at
130th and Lake City Way?

Yes
Can we show you the
quic...
@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
C...
@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 ...
@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-...
@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
a...
@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 ontologi...
THANK/YOU!
@bramwessel

@factorfirm/
factorfirm.com
Atomizer - Microcontent and the Future of IA
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Atomizer - Microcontent and the Future of IA

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Published on

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.

Published in: Technology

Atomizer - Microcontent and the Future of IA

  1. 1. @bramwessel
 @factorfirm/ factorfirm.com
  2. 2. @bramwessel*|*@factorfirm*|*factorfirm.com ???
  3. 3. @bramwessel*|*@factorfirm*|*factorfirm.com
  4. 4. @bramwessel*|*@factorfirm*|*factorfirm.com More and more experiences involve multiple contexts.
  5. 5. @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
  6. 6. @bramwessel*|*@factorfirm*|*factorfirm.com
  7. 7. @bramwessel*|*@factorfirm*|*factorfirm.com Proliferation of contexts 
 is an inexorable trend.
  8. 8. @bramwessel*|*@factorfirm*|*factorfirm.com In/the/US/64%/of/people/own/a/ smartphone. pewinternet.org/2015/04/01/introduction>20/
  9. 9. @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
  10. 10. @bramwessel*|*@factorfirm*|*factorfirm.com There/are/now/more/devices/than/ people/on/this/planet!
  11. 11. @bramwessel*|*@factorfirm*|*factorfirm.com Topology/of/Awesome! f
  12. 12. @bramwessel*|*@factorfirm*|*factorfirm.com The problem with the
 “Omni-Channel” model…
  13. 13. @bramwessel*|*@factorfirm*|*factorfirm.com
  14. 14. @bramwessel*|*@factorfirm*|*factorfirm.com “Today, I think I’ll engage with one of the many channels my favorite brand offers,” — said no one, ever.
  15. 15. @bramwessel*|*@factorfirm*|*factorfirm.com Immediate, fragmented, and continuous.
 The challenge of proliferating contexts…
  16. 16. @bramwessel*|*@factorfirm*|*factorfirm.comdonttextdrive.com
  17. 17. @bramwessel*|*@factorfirm*|*factorfirm.com Content organizations are 
 at a point of consequence…
  18. 18. @bramwessel*|*@factorfirm*|*factorfirm.com
  19. 19. @bramwessel*|*@factorfirm*|*factorfirm.com
  20. 20. @bramwessel*|*@factorfirm*|*factorfirm.com The Atomization of Content
  21. 21. @bramwessel*|*@factorfirm*|*factorfirm.com
  22. 22. @bramwessel*|*@factorfirm*|*factorfirm.com
  23. 23. @bramwessel*|*@factorfirm*|*factorfirm.com
  24. 24. @bramwessel*|*@factorfirm*|*factorfirm.com How is micro content different from content as we know it, 
 or just plain old data?
  25. 25. @bramwessel*|*@factorfirm*|*factorfirm.com
  26. 26. @bramwessel*|*@factorfirm*|*factorfirm.com Blob Blob Blob Blob Metadata: a few terms
  27. 27. @bramwessel*|*@factorfirm*|*factorfirm.com Compound Content Element Chunk Chunk Chunk Chunk ChunkChunk Chunk Chunk Chunk
  28. 28. @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
  29. 29. @bramwessel*|*@factorfirm*|*factorfirm.com
  30. 30. @bramwessel*|*@factorfirm*|*factorfirm.com
  31. 31. @bramwessel*|*@factorfirm*|*factorfirm.com
  32. 32. @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
  33. 33. @bramwessel*|*@factorfirm*|*factorfirm.com Simple objects, 
 Massive complexity.
  34. 34. @bramwessel*|*@factorfirm*|*factorfirm.com
  35. 35. @bramwessel*|*@factorfirm*|*factorfirm.com
  36. 36. @bramwessel*|*@factorfirm*|*factorfirm.cominformationweek.com/big>data>analytics/catalina>marketing>aims>for>the>cutting>edge>of>big>data
  37. 37. @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
  38. 38. @bramwessel*|*@factorfirm*|*factorfirm.com Coupons — 
 ubiquitous microcontent.
  39. 39. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
  40. 40. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
  41. 41. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand = $
  42. 42. @bramwessel*|*@factorfirm*|*factorfirm.com Transaction 
 Augmentation 
 As A Service
  43. 43. @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?
  44. 44. @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?
  45. 45. @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
  46. 46. @bramwessel*|*@factorfirm*|*factorfirm.com Coupons 
 and Contexts
  47. 47. @bramwessel*|*@factorfirm*|*factorfirm.com Distribution: Customer Acquisition Customer Retention Average Order Value
  48. 48. @bramwessel*|*@factorfirm*|*factorfirm.com Redemption
  49. 49. @bramwessel*|*@factorfirm*|*factorfirm.com So… 
 How does this work in real life?
  50. 50. @bramwessel*|*@factorfirm*|*factorfirm.com Meet/Andrea
  51. 51. @bramwessel*|*@factorfirm*|*factorfirm.com Andrea/shops/at…
  52. 52. @bramwessel*|*@factorfirm*|*factorfirm.com …and/at…
  53. 53. @bramwessel*|*@factorfirm*|*factorfirm.com Andrea/clips/coupons…
  54. 54. @bramwessel*|*@factorfirm*|*factorfirm.com Andrea/uses…
  55. 55. @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…
  56. 56. @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…
  57. 57. @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…
  58. 58. @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…
  59. 59. @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…
  60. 60. @bramwessel*|*@factorfirm*|*factorfirm.com Step 1: Distribution
 Step 2: Redemption
 Step 3: Profit!
  61. 61. @bramwessel*|*@factorfirm*|*factorfirm.com Contemporary Disruptions
  62. 62. @bramwessel*|*@factorfirm*|*factorfirm.com
  63. 63. @bramwessel*|*@factorfirm*|*factorfirm.com
  64. 64. @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…
  65. 65. @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…disrupted.
  66. 66. @bramwessel*|*@factorfirm*|*factorfirm.com Digital Coupons
  67. 67. @bramwessel*|*@factorfirm*|*factorfirm.com
  68. 68. @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…disrupted.
  69. 69. @bramwessel*|*@factorfirm*|*factorfirm.com A/typical/transaction…disrupted.
  70. 70. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
  71. 71. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
  72. 72. @bramwessel*|*@factorfirm*|*factorfirm.com
  73. 73. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
  74. 74. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand ?
  75. 75. @bramwessel*|*@factorfirm*|*factorfirm.com ?
  76. 76. @bramwessel*|*@factorfirm*|*factorfirm.com ? ? ? ? ?
  77. 77. @bramwessel*|*@factorfirm*|*factorfirm.com Modeling 
 a new coupon experience 
 in the near future
  78. 78. @bramwessel*|*@factorfirm*|*factorfirm.com Remember/Andrea?
  79. 79. @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
  80. 80. @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
  81. 81. @bramwessel*|*@factorfirm*|*factorfirm.com
  82. 82. @bramwessel*|*@factorfirm*|*factorfirm.com
  83. 83. @bramwessel*|*@factorfirm*|*factorfirm.com
  84. 84. @bramwessel*|*@factorfirm*|*factorfirm.com
  85. 85. @bramwessel*|*@factorfirm*|*factorfirm.com
  86. 86. @bramwessel*|*@factorfirm*|*factorfirm.com
  87. 87. @bramwessel*|*@factorfirm*|*factorfirm.com Implications
 for Enterprise
 Content Management
  88. 88. @bramwessel*|*@factorfirm*|*factorfirm.com ? ? ? ?
  89. 89. @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
  90. 90. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
  91. 91. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
  92. 92. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy
  93. 93. @bramwessel*|*@factorfirm*|*factorfirm.com The Coupon as a distributed 
 microcontent experience.
  94. 94. @bramwessel*|*@factorfirm*|*factorfirm.com Implications
 for Enterprise
 Information Architecture
  95. 95. @bramwessel*|*@factorfirm*|*factorfirm.com ? ? ? ? Acquisition?/ Retention?/ AOV?/ Other?
  96. 96. @bramwessel*|*@factorfirm*|*factorfirm.com
  97. 97. @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
  98. 98. @bramwessel*|*@factorfirm*|*factorfirm.com
  99. 99. @bramwessel*|*@factorfirm*|*factorfirm.com
  100. 100. @bramwessel*|*@factorfirm*|*factorfirm.com Modeling Behind the Scenes
  101. 101. @bramwessel*|*@factorfirm*|*factorfirm.com Microcontent As A Service
  102. 102. @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
  103. 103. @bramwessel*|*@factorfirm*|*factorfirm.com Can Current Techniques (and systems) Handle Microcontent as a Service?
  104. 104. @bramwessel*|*@factorfirm*|*factorfirm.commartinfowler.com/articles/microservices.html
  105. 105. @bramwessel*|*@factorfirm*|*factorfirm.com Agile
 +/ IA
 =
  106. 106. @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
  107. 107. @bramwessel*|*@factorfirm*|*factorfirm.com 1. An Evolution 
 from Monolithic 
 to Decentralized
  108. 108. @bramwessel*|*@factorfirm*|*factorfirm.com 2. Business-Driven
  109. 109. @bramwessel*|*@factorfirm*|*factorfirm.com 3. Smart Endpoints 
 and 
 Dumb Pipes
  110. 110. @bramwessel*|*@factorfirm*|*factorfirm.com 4. Services, 
 not 
 Projects
  111. 111. @bramwessel*|*@factorfirm*|*factorfirm.com 5. Decentralized 
 Governance
  112. 112. @bramwessel*|*@factorfirm*|*factorfirm.com Let’s not get too crazy…
  113. 113. @bramwessel*|*@factorfirm*|*factorfirm.com What is an Enterprise 
 Information Model?
  114. 114. @bramwessel*|*@factorfirm*|*factorfirm.com Enterprise 
 Information Models:
 Tying it all back together.

  115. 115. @bramwessel*|*@factorfirm*|*factorfirm.com It’s not about an ontology for context; it’s about building contextual ontologies
  116. 116. THANK/YOU! @bramwessel
 @factorfirm/ factorfirm.com

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