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The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
The future of digital marketing. London . Poznań, New York
Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom ...
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Content Modelling for Personalisation Mar2016

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Content Modelling for Personalisation at Intelligent Content Conference 2016.

Personalization of content for better customer experiences.

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Content Modelling for Personalisation Mar2016

  1. 1. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Modelling: For Personalisation Cleve Gibbon @cleveg / Kate Kenyon @kate-kenyon Intelligent Content Conference, Mar 2016
  2. 2. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Introduction
  3. 3. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Introduction & Content Modelling 101 Coffee Break Content Examples & Relationships Lunch Personalisation 101 Coffee Break Personalising a model 75 mins 15 mins 75 mins 30 mins 75 mins 15 mins 75 mins Thank you Shutterstock
  4. 4. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Use the Parking Lot
  5. 5. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Workshop Description Today, personalised experiences are cursed by the digital three wise monkeys. •  We hear this: personalisation helps us win and retain customers. •  We see this: poor, inconsistent and non-personalised customer experiences. •  We say this (A LOT!): useful and useable content is critical for those ‘right-time’ experience. How do you approach creating content for personalised experiences? Where do you start? Who needs to be involved? What don’t we know? Cleve Gibbon will help answer these questions by giving examples of how clients, big and small, are approaching personalisation. What does a content model for personalisation look like? Cleve will walk through common content challenges and help turn them into future strengths, in order to help capitalise on the opportunities that content modelling for personalisation brings. •  Learn how to approach personalisation conversations around content. •  Understand how to evaluate and critique content models for personalisation. •  Get up to speed, fast, with how others are shaping content to deliver multi-channel personalised experiences. •  Work with your industry peers to self-organise and work in cross-disciplinary teams.
  6. 6. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 To better understand how to approach to designing structured content for personalisation.
  7. 7. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Who am I? •  ‘70s – hyperac(ve child to nightshi3 nurses •  ‘80s – designer, come gamer, and console hacker •  ‘90s – student, lecturer, modeler and UI developer •  ‘00s – pla;orm developer / architect building trading & pla;orms •  ‘10s – consultant in content, pla;orms, experience management to opera(onalise client promises I work equally across the business, content and technology to create engaging pla;orms to beBer serve our customers
  8. 8. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Who am I? •  ‘80s – bookish child of an IT dev and a PM •  ‘90s – linguist, magazine writer •  ‘00s – marketer, journalist, CMS wrangler, technologist, content strategist Today, I work across content and technology to help businesses make content a genuine asset.
  9. 9. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Say hello!
  10. 10. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Think Big, Start Small
  11. 11. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Why did you choose our workshop?
  12. 12. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 What issues or challenges have you had with personalised content or content modelling?
  13. 13. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 What is the one thing you want to take away from our workshop? Understand how other companies are doing it successfully.Walk away with a roadmap for my team.
  14. 14. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Modelling 101
  15. 15. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Why content model? enhance author experience shared language content modelling build x-discipline teams APIs for access define structure add meaning Align Thinking http://www.slideshare.net/cleveg/why-content-model better manage content (CMS) …
  16. 16. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Architecture Content Context Users Content Wireframes, Blueprints Metadata, Taxonomy, Thesauri Labelling, Navigation, Search Content Inventories & Mapping Content Models, Author Experience, Workflow Structured, Reusable & Personalised Content Content Administration, Asset Organisation Role-Based Content, Permissions Content Scale, Storage, Analytics MIND THE GAPFILL THAT GAPWITH CONTENT, UX AND TECHNOLOGY PEOPLE Information Architecture Content Architecture
  17. 17. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Deliver Content-Driven Experiences Plan, manage, publish and optimise content in a predictable, repeatable and scalable manner to deliver contextually relevant, personalised experiences. What How Why
  18. 18. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Context Personalised Experience Content Services Content Personalised Experience Content Engine Intelligent Content Plan, manage, publish and optimise content in a predictable, repeatable and scalable manner Please Model Your Content Here!
  19. 19. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 http://www.markboulton.co.uk/journal/structure-first-content-always You can create good experiences without knowing the content. What you can’t do is create good experiences, without knowing your content structure.
  20. 20. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Modelling Benefits: A few 1.  Adap-ve Content – to enhance the “flow” of content. 2.  Responsive Design – to display content across mul(ple devices. 3.  Author Experience – to create smart, author friendly, interfaces.
  21. 21. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Adaptive content Don't get set into one form. Adapt it and build your own, and let it grow, be like water. Empty your mind, be formless, shapeless — like water. Now you put water in a cup, it becomes the cup; You put water into a boBle it becomes the boBle; You put it in a teapot it becomes the teapot. Now water can flow or it can crash. Be water, my friend. Bruce Lee: A Warrior’s Journey (2000)
  22. 22. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Raw Self Describing Modular Content modelling enables adap(ve content to transform and transport everywhere it needs to be.
  23. 23. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Responsive Design http://mediaqueri.es/
  24. 24. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content modelling is cri(cal to con-nuously communica-ng the structure and meaning of content to and from designers. Content Model Web Developer Content Modeller Visual Designer CMS Engineer
  25. 25. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Author Experience Give authors rich experiences for producing content.
  26. 26. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content modelling provides early and con-nuous access to content structure to define and design the best experience for authors to create great content. Structured Content Content Model Authoring Interfaces understands creates
  27. 27. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 27 ©2014 All rights reserved. Author Experience Experiences that enforce and make taxonomy accessible.
  28. 28. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 28 ©2014 All rights reserved. Author Experience Experiences that facilitate search and the reuse of structured content.
  29. 29. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Summary of benefits •  Adap-ve content uses the model to make content flow like water. •  Responsive design uses it to best display within mul(ple devices. •  Author enhanced interfaces use it to produce intelligent content. •  All these benefit Personalisa(on too.
  30. 30. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Discussion How does this fit within your part of the world?
  31. 31. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 The Content Model
  32. 32. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 A content model is a formal representa-on of structured content as a collec-on of content types and their inter-rela-onships.
  33. 33. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Chart Song Album Page Ar(st Profile
  34. 34. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 officeContact pressReleaseContact articleContact Article heading subtitle date author categories sourceUrl Office city continent imageUrl attachment description Contact firstName lastName email offices categories contact Press Release twitterUrl facebookUrl Map latitude longitude title description officeMap
  35. 35. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
  36. 36. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
  37. 37. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Design-Time: Type and Attributes A content type is an information asset. It is an abstraction that captures the essential characteristics (attributes) of content that distinguish it from all other kinds of content. An attribute is a property of a content type. For example, the content type Person may have three attributes, age, name, and title. Collectively, the attributes define what a content type is. Event name logo summary organiser startDate endDate
  38. 38. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Run-Time: Content Items Event name logo organiser startDate endDate Content ItemContent Type Instantiate Event name logo organiser startDate endDate Copy Structure Event name logo organiser startDate endDate TheOlympics JPEG IOC 5th Aug, 2016 21st Aug, 2016 Assign Values Event: Summer Olympics name logo organiser startDate endDate TheOlympics JPEG IOC 5th Aug, 2016 21st Aug, 2016 Assign Name
  39. 39. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Packages
  40. 40. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Summary •  Content models are formal representa(ons of structured content. •  Content models should be simple, clear and relevant. •  Content models are the result of content modelling.
  41. 41. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Modelling By Example
  42. 42. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content modelling is the process of crea(ng a content model to add structure and meaning to informa(on.
  43. 43. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Modelling: 3 Simple Steps 1 2 3 Define each content type and their attributes. Refine how content types relate to one another. Mine all the different types of content.
  44. 44. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Remember to… …value content modelling over the content model.
  45. 45. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Group Content Modelling Session 20 Mins Content Types
  46. 46. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Movie Series Episode MemberReview title duration synopsis cast director starring genres moods keywords longDescription audio subtitles movieReviews netflixProduction title year duration synopsis imageTeaser maturityRating memberRating cast director starring genres moods keywords longDescription seriesEpisodes audio subtitles seriesReviews netflixProduction title year duration synopsis imageTeaser maturityRating memberRating season sequence imageTeaser rating description reviewAsset feedback
  47. 47. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Our ‘Netflix’ Content Types •  Mined out the content types. •  Defined aBributes for content types. Now before we think… •  Author Experience •  Adap(ve Content •  Responsive Design •  Content APIs •  Personalisa(on SeriesMovie Episode MemberReview Let’s talk Rela(onships
  48. 48. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Relationships
  49. 49. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 A content model is a formal representa-on of structured content as a collec-on of content types and their inter-rela-onships.
  50. 50. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Design-Time: Type, Attributes and Relationships A content type is an information asset. It is an abstraction that captures the essential characteristics (attributes) of content that distinguish it from all other kinds of content. An attribute is a property of a content type. For example, the content type Person may have three attributes, age, name, and title. Collectively, the attributes define what a content type is. A relationship defines how one content type relates to another. There are many different types of relationship, e.g. whole-part, inheritance, association, depending on the level of detail. Event Venue name logo description address capacity cost name logo summary organiser startDate endDate This is a BIG DEAL
  51. 51. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Event name logo summary organiser startDate endDate name logo description address capacity cost Venue What is my rela(onship to Venue? What is my rela(onship to Event? Let’s figure it out. We’re both adults here.
  52. 52. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Event name logo summary organiser startDate endDate name logo description address capacity cost Venue Dependency Rela(onship •  Express a connection •  Weak Semantics
  53. 53. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Event name logo summary organiser startDate endDate name logo description address capacity cost Venue Dependency Rela(onship •  Express a connection •  Weak Semantics •  Name it eventVenue
  54. 54. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Event name logo summary organiser startDate endDate name logo description address capacity cost Venue Whole / Part Rela(onship •  Strong semantics •  A declaration of ownership •  Bind together lifecycle eventVenue Whole •  Owns the part •  Venue is a part of Event •  When the Event is destroyed, so too is the Venue Part •  Owned by the Whole •  Venue does not make sense without an Event •  No Event. No Venue.
  55. 55. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Event name logo summary organiser startDate endDate name logo description address capacity cost Venue Aggrega(on Rela(onship •  Strong semantics •  A declaration of shared access •  Lifecycle is not bound eventVenue Composite •  Accesses the part •  Venue is a part of Event •  When the Event is destroyed, the Venue lives on Part •  Accessed by the Composite •  Venue makes sense outside of an Event •  Venue can be part of multiple Events
  56. 56. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Cardinality Expresses the number of content items that can par(cipate in a rela(onship between content types. Event Venue 1 * For every event, there are zero or more venues
  57. 57. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Cardinality Examples Cardinality Alterna-ve Descrip-on 0..0 0 Zero content items 0..1 Zero or one content items 1..1 1 Exactly one content item 0..* * Zero or more content items 1..* At least one content item 5..5 5 Exactly 5 content items m..n At least m but no more than n instances
  58. 58. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 And More Cardinality Examples Event Venue 1 0..1 Event Venue 1 * Event Venue1 5 Event Venue 0..1 * An event can have an unlimited number of venues Every event has exactly five venues An event can have unlimited venues, And an venue is linked to at most one event An event may or may not have a venue, but at most one
  59. 59. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 More Cardinality Examples Event Venue 1 1 Event Venue1 1..7 Every event has exactly one venue An event can have between 1 and 7 venues
  60. 60. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Relationships: Summary We have three rela(onships: •  Dependency •  Whole/Part •  Aggrega(on Each rela(onship: •  Give it a name, if required •  Add cardinality, if required
  61. 61. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Relationships By Example
  62. 62. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Team Content Modelling Session 20 Mins Content Relationships
  63. 63. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Dependency Relationship •  Turn the follow aBributes into rela(onships –  movieReviews –  seriesReviews –  seriesEpisodes –  Others? •  Add aBribute name to each rela(onship Content Type A Content Type B Dependency Rela(onship attributeName
  64. 64. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Member Review EpisodeSeriesMovie movieReviews related seriesEpisodes seriesReviews
  65. 65. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Strengthen Relationship Where appropriate, turn dependency rela(onships into either: 1.  Whole/Part Rela(onships 2.  Aggrega(on Rela(onships Content Type A Content Type B Whole/Part Rela(onship Content Type A Content Type B Aggrega(on Rela(onship
  66. 66. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Member Review EpisodeSeriesMovie * movieReviews related seriesEpisodes seriesReviews
  67. 67. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Cardinality Add cardinality to the rela(onships Content Type A Content Type B 1 Whole Many Parts *
  68. 68. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Member Review EpisodeSeriesMovie * * ** * movieReviews related seriesEpisodes seriesReviews
  69. 69. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Our ‘Netflix’ Content Model •  Mined out the content types. •  Defined aBributes for content types. •  Refined rela(onships between content types. Now think… •  Author Experience •  Adap(ve Content •  Responsive Design •  Content APIs •  Personalisa-on
  70. 70. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 And remember… …No model survives first contact with real content. http://www.clevegibbon.com/2013/09/no-model-survives-first-contact-with-real-content/
  71. 71. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Personalisation 101
  72. 72. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Mutually beneficial connections
  73. 73. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Personalisation: an invitation to connect, not a demand
  74. 74. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Personalisation isn’t about abuse of information (Not a strictly accurate headline, but you get the point…)
  75. 75. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Reasons to do personalisation There is a clear, iden(fied need amongst users for it •  Diverse audiences with dis(nct content needs •  Large number of similar products/content elements •  Repeat customers who need to see their history •  When recogni(on and loyalty is a clear part of the customer experience
  76. 76. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Clues to identify those needs •  Persona approach Where two or more audience personas are accessing the same piece of content, looking for difference elements of informa(on •  Top Tasks approach Where a key customer task has an outcome that is subject to their own personal taste or preference
  77. 77. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Personalisation How much can you do?
  78. 78. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 How much personalisation can you do? received data collected data given data ANYONE JUST YOU CONTEXT PERSONALISATION GENERAL SPECIFIC TO YOU
  79. 79. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Received data http://www.houseofkaizen.com/conversion-rate-optimisation/services/content-personalisation/
  80. 80. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Collected data
  81. 81. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Given Data
  82. 82. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Personalisation How much can you do: Netflix
  83. 83. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix Received Data
  84. 84. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix Collected Data •  Personal details: name, address, billing details •  Account details: –  length of membership –  frequency of use –  what you watched –  what day and (me you watched –  how much of it you watched –  device(s) used
  85. 85. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix Given Data
  86. 86. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix Given Data
  87. 87. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix Given Data
  88. 88. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Personalisation Netflix: Making it personal
  89. 89. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 How do we use that data? ME
  90. 90. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Me, expressed as a content type Netflix member name address billingDetails membershipStartDate membershipFrequency membershipDevices genresPreferences moodPreferences memberWatched Collected data Received data Given data
  91. 91. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 memberReviews * Member reviews EpisodeSeriesMovie * * * * related seriesEpisodes memberReviews Member * * memberWatched memberReviews memberWatched
  92. 92. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Personalisation Netflix: in action
  93. 93. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix personalisation results
  94. 94. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix personalisation results
  95. 95. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix personalisation results ü ü ü ü
  96. 96. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 …but it’s not perfect
  97. 97. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix Collected Data – you already know what I watch!
  98. 98. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 …and what about if I want to choose by actor?
  99. 99. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Personalisation By Example
  100. 100. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix User Task – the personalisation rationale “I want to find a film or TV show that I will enjoy that I haven’t seen before”
  101. 101. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Movie Series cast director starring genres moods keywords longDescription audio subtitles movieReviews netflixProduction title year duration synopsis imageTeaser maturityRating memberRating cast director starring genres moods keywords longDescription seriesEpisodes audio subtitles seriesReviews netflixProduction title year duration synopsis imageTeaser maturityRating memberRating Episode title duration synopsis season sequence imageTeaser MemberReview rating description reviewAsset feedback Netflix member name address billingDetails membershipStartDate membershipFrequency membershipDevices genresPreferences moodPreferences memberWatched memberComplete
  102. 102. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 If memberComplete = yes, then DON’T SHOW IN FEED!
  103. 103. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Netflix User Task – the personalisation rationale “I want to find a new film or TV show based on my favourite actors”
  104. 104. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Search by actor
  105. 105. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Movie Series cast director starring genres moods keywords longDescription audio subtitles movieReviews netflixProduction title year duration synopsis imageTeaser maturityRating memberRating cast director starring genres moods keywords longDescription seriesEpisodes audio subtitles seriesReviews netflixProduction title year duration synopsis imageTeaser maturityRating memberRating Episode title duration synopsis season sequence imageTeaser MemberReview rating description reviewAsset feedback Netflix member name address billingDetails membershipStartDate membershipFrequency membershipDevices actorPreferences genresPreferences moodPreferences memberWatched memberComplete
  106. 106. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 An actor content type Actor name image bio isinMovies isinSeries isinEpisodes
  107. 107. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 ! Stop, think – where are you going to get the data? Don’t model with data you don’t have
  108. 108. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Movie Series cast director starring genres moods keywords longDescription audio subtitles movieReviews netflixProduction title year duration synopsis imageTeaser maturityRating memberRating cast director starring genres moods keywords longDescription seriesEpisodes audio subtitles seriesReviews netflixProduction title year duration synopsis imageTeaser maturityRating memberRating Episode title duration synopsis season sequence imageTeaser MemberReview rating description reviewAsset feedback Netflix member name address billingDetails membershipStartDate membershipFrequency membershipDevices genresPreferences moodPreferences memberWatched memberComplete
  109. 109. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 IF Movies OR Series where (memberCompleted = yes AND starring = actor name X) >=3 instances THEN show Movies OR Series where (memberCompleted = no AND starring = actor name) Tom Hardy Movies A formula for fans
  110. 110. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Personalisation Your turn!
  111. 111. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 How would you make Netflix better? What would you do to make Ne;lix really personal to you?
  112. 112. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Exercise! Use the data sets and the content model to extend Ne;lix’s content personaliza(on. Work with your neighbours to help users improve their NeAlix experience 30 Mins
  113. 113. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Make it personal •  Define a user goal •  Consider your model •  Consider if you can –  Use the exis(ng model? –  Extend the exis(ng model? –  Add to the exis(ng model?
  114. 114. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 How did you do?
  115. 115. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Summary Wrap Up
  116. 116. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Parting Thoughts •  Content modelling enables you to do as much personaliza(on as your users need •  Content modelling and personaliza(on are con(nuous ac(vi(es, not ‘fire and forget’ •  Content people are the best people to design content with personal data. If not you, then who?
  117. 117. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 The Parking Lot Did we miss anything? 15 Mins
  118. 118. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200
  119. 119. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Resources •  hBp://www.clevegibbon.com/content-modeling •  hBp://www.slideshare.net/cleveg/why-content-model •  hBp://www.slideshare.net/cleveg/content-modelling-2013-lite
  120. 120. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Advise. Deliver. Support. cleve.gibbon@cognifide.com | kate.kenyon@cognifide.com
  121. 121. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Content Modelling Design Guidelines http://www.clevegibbon.com/content-modeling/design-guidelines/
  122. 122. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Why design guidelines? Outcome: •  Increase consistency •  Reduced duplica(on •  Standardised work Output: •  A shared language •  A common representa(on •  A shared set of rules “In order to achieve operational excellence, we standardise on those things that will reduce the amount of waste within the existing processes used to run the business.”
  123. 123. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 What are design guidelines? Content model design guidelines serve to share design experience by making it accessible through examples. •  A list of simple (ps to consider when designing structured content: –  For diagram style; do not cross lines, work on an invisible grid, use square boxes. –  For types and aRributes; never use verbs for content type names, all names should be singular, don’t abbreviate names. –  For rela-onships and modules; do not model every dependency, place related content types in the same module, make cardinality explicit
  124. 124. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Design Guidelines for Diagram Style http://www.clevegibbon.com/content-modeling/design-guidelines/content-model-diagrams/
  125. 125. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Pick a shape for your content types. Value boxes over anything else. •  There is nothing as clear as a rectangular box. •  Use a rectangular box for content types.
  126. 126. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Keep your straight lines. Avoid diagonals and curves. •  Sloppy, swishy, swirly lines do not make for effec(ve lines of communica(on. •  Straight lines represent clear and concise rela(onships between content types.
  127. 127. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Do not cross the streams. Avoid overlapping lines where possible. •  Try to reduce the number of overlapping lines with your content models. •  Overlapping lines introduce visual complexity and reduce readability.
  128. 128. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Don’t stop now… …keep going! http://www.clevegibbon.com/content-modeling/design-guidelines/content-model-diagrams/
  129. 129. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Design Guidelines for Content Types & Attributes http://www.clevegibbon.com/content-modeling/design-guidelines/content-types-and-attributes/
  130. 130. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Do not use plurals for names. •  Do not use plurals for content type or aBributes. •  A content type is singular because you will use it to create many content items. •  Prefer Ar(cle over Ar(cles. The content type defines the Ar(cle; its content items are the ar(cles.
  131. 131. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Do not add attributes because it’s easy. •  It’s so easy just to add aBributes to content types today, but really hard to remove them later. •  Start out with a less is more aytude. Profile name age dateOfBirth nickName location birthPlace email userName
  132. 132. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Be smart and store only what you need. •  Do you need to store both the age and dateOfBirth? •  If you know someone’s dateOfBirth, you can figure out their age. •  Look at your aBributes in totality and only define what you need. Profile name age dateOfBirth nickName location birthPlace email userName
  133. 133. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Don’t stop now… …keep going! http://www.clevegibbon.com/content-modeling/design-guidelines/content-types-and-attributes/
  134. 134. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Movie
  135. 135. The future of digital marketing. London . Poznań, New York Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom +44 (0)20 3475 7200 Movie title year duration synopsis imageTeaser maturityRating memberRating cast director starring genres moods keywords longDescription audio subtitles movieReviews netflixProduction
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