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Taxonomy: Hero of Advanced Content - GS1 Connect 2019

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Learn how taxonomy and structured content can support you in building advanced content like chatbots, voice skills, and AI, and in succeeding in today's ecommerce landscape.

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Taxonomy: Hero of Advanced Content - GS1 Connect 2019

  1. 1. GS1 Connect 2019 | June 19-21 Taxonomy: Advanced Content Hero Laura Creekmore | Director of Taxonomy & Content Strategy | Syndigo Session 609: Thursday, June 20, 2019
  2. 2. © 2019 GS1 US All Rights Reserved Antitrust Caution GS1 US is committed to complying fully with antitrust laws. We ask and expect everyone to refrain from discussing prices, margins, discounts, suppliers, the timing of price changes, marketing or product plans, or other competitively sensitive topics. If anyone has concerns about the propriety of a discussion, please inform a GS1 US® representative as soon as possible. Please remember to make your own business decisions and that all GS1 Standards are voluntary and not mandatory. Please review the complete GS1 US antitrust policy at: www.gs1us.org/gs1-us-antitrust-compliance-policy 2
  3. 3. © 2019 GS1 US All Rights Reserved Legal Disclosure GS1 US, Inc. is providing this presentation, as is, as a service to interested parties. GS1 US MAKES NO REPRESENTATIONS IN THIS REGARD AND DISCLAIMS ALL WARRANTIES, EITHER EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO, ANY WARRANTY OF ACCURACY OR RELIABILITY OF ANY CONTENT, NONINFRINGEMENT, MERCHANTABILITY, OR FITNESS FOR A PARTICULAR PURPOSE. GS1 US shall not be liable for any consequential, special, indirect, incidental, liquidated, exemplary, or punitive damages of any kind or nature whatsoever, or any lost income or profits, under any theory of liability, arising out of the use of this presentation or any content herein, even if advised of the possibility of such loss or damage or if such loss or damage could have been reasonably foreseen. *GS1 US employees are not representatives or agents of the U.S. FDA, and the content of this presentation has not been reviewed, approved, or authorized by the U.S. FDA. *If applicable 3
  4. 4. My favorite internet word
  5. 5. © 2019 GS1 US All Rights Reserved ➢ Extremely cluttered landscape ➢ Burdensome requirements ➢ Endless content variations ➢ Ineffective and expensive to adapt for every channel ➢ Channels not aligned
  6. 6. © 2019 GS1 US All Rights Reserved
  7. 7. 11
  8. 8. © 2019 GS1 US All Rights Reserved Identify customers, prospects, people Identify their goals and needs Identify your goals and find synergy Identify tools, channels you can use Design systems that meet your goals + audience goals Use systems to create and publish content Evaluate success toward goals Iterate Determine ongoing decisions to be made Define framework for decisions Use framework
  9. 9. © 2019 GS1 US All Rights Reserved Identify customers, prospects, people Identify their goals and needs Identify your goals and find synergy Identify tools, channels you can use Design systems that meet your goals + audience goals Use systems to create and publish content Evaluate success toward goals Iterate Determine ongoing decisions to be made Define framework for decisions Use framework
  10. 10. © 2019 GS1 US All Rights Reserved Topics Formats Create Publish Define information sets to support conversations Build conversation triggers Test, rewrite Determine interactions useful in voice environment Design content for common voice interactions Test Promote Determine where data and needs intersect Jumpstart with taxonomy/ ontology/ semantic content Train Document buyer’s journey Determine content need Structure to create/store/ deliver content Design CX
  11. 11. © 2019 GS1 US All Rights Reserved Topics Formats Create Publish Define information sets to support conversations Build conversation triggers Test, rewrite Determine interactions useful in voice environment Design content for common voice interactions Test Promote Determine where data and needs intersect Jumpstart with taxonomy/ ontology/ semantic content Train Document buyer’s journey Determine content need Structure to create/store/ deliver content Design CX
  12. 12. © 2019 GS1 US All Rights Reserved Topics Formats Create Publish Define information sets to support conversations Build conversation triggers Test, rewrite Determine interactions useful in voice environment Design content for common voice interactions Test Promote Determine where data and needs intersect Jumpstart with taxonomy/ ontology/ semantic content Train Document buyer’s journey Determine content need Structure to create/store/ deliver content Design CX
  13. 13. © 2019 GS1 US All Rights Reserved ➢Throw it all in there; Google will sort it out. ➢I don’t need to structure it. ➢I need to structure everything. ➢My customer will see what I want them to see. ➢I’m starting from scratch.
  14. 14. © 2019 GS1 US All Rights Reserved ➢ Critical to start with customer perspective. ➢ You can’t script everything. ➢ Creating the domain and content model pays off. ➢ Metadata for the win. ➢ You should test some more.
  15. 15. 23 You shortcut the pattern recognition.
  16. 16. © 2019 GS1 US All Rights Reserved What it is: An organized way to describe the topics and information related to your [business, industry, area of interest] How you create it: Look for existing models, create your own Format: No specific format. Could be an outline, a set of topics and descriptions What it’s good for: Overlay on your customer journey to find where content is needed. A starting point for any content strategy.
  17. 17. © 2019 GS1 US All Rights Reserved What it is: A structured representation of content types and their relationships. The content version of a data model. How you create it: Organize content types, determine internal structure of each. Create metadata to make the system work. Format: Represented by fields in a content management system. Designed in variety of software. What it’s good for: Designing structure within a body of content. Good starting point to write, even better for determining how content can be reused.
  18. 18. © 2019 GS1 US All Rights Reserved • Domain models • Content models • Structured content
  19. 19. © 2019 GS1 US All Rights Reserved What it is: A group of electronic documents on a set of topics, ideally in some organized form. How you create it: Assemble all your stuff! Format: Ideally, documents are text with metadata and semantic structure. YMMV. What it’s good for: Base of content for AI, chatbots.
  20. 20. © 2019 GS1 US All Rights Reserved
  21. 21. © 2019 GS1 US All Rights Reserved What it is: A hierarchical structure for organizing information. Could be topics, products, whatevs. How you create it: Build categories that make sense. Create metadata to extend the structure into other uses. Format: Spreadsheet, folder structure, semantic tags, XML, special software…possibilities are endless. What it’s good for: Organizing items like content, products. Structural base for AI, chatbot content, more.
  22. 22. © 2019 GS1 US All Rights Reserved What it is: A structure for demonstrating relationships. Could be topics, products, whatevs. How you create it: Group like entities, outline relationships between them. Create metadata to extend the structure into other uses. Format: Semantic tags, XML, special software…many possibilities. What it’s good for: Organizing items like content, products, and especially complex information. Structural base for AI, chatbot content, more.
  23. 23. © 2019 GS1 US All Rights Reserved What it is: Google presents structured data in a box on the right side of the search results page. How you create it: Put good metadata on your content, be liked by Google’s algorithm. What it’s mixed up with: Non- branded information representations.
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  25. 25. © 2019 GS1 US All Rights Reserved ➢ Does any other system need to understand your structure? ➢ Do you need to map to any other system? ➢ Does your industry have a standard structure? ➢ What can your tech system do now?
  26. 26. © 2019 GS1 US All Rights Reserved Define topics covered Define unsuccessful interactions Q & A/ Triggers Supporting content Similar to chatbots, but add challenges of speech recognition Evaluate voice vs. typed conversation
  27. 27. © 2019 GS1 US All Rights Reserved Define knowledge base Create taxonomy/ ontology Add semantic structure ➢ PPC program management ➢ Topic and editorial calendar recommendations ➢ Competitor analysis ➢ The Holy Grail: Content creation?
  28. 28. 39 No, even more. Still more. More than that, even.
  29. 29. Current experience shows that AI initiatives often fail due to the lack of appropriate data or low data quality.
  30. 30. 41
  31. 31. © 2019 GS1 US All Rights Reserved Determine integrations Define existing structures Structure at least as granular as the most granular system Structure to create/store/ deliver content ➢ Integration between all suppliers/retailers ➢ Make it easy to find and buy your products ➢ Create faceted navigation, search filters ➢ Create comparison tools, rich content experiences
  32. 32. © 2019 GS1 US All Rights Reserved Manage information well Integrate with other systems Help people find things Support advanced content What will be covered? How will info be categorized? What facets matter? How do you identify the characteristics? Are relationships important? Document and understand integrations Be flexible Maintain organizing principles until there’s reason not to Look for industry standards Group like things together Seek clarity Use user language for labels Be cautious and intentional about redundancy Test!
  33. 33. © 2019 GS1 US All Rights Reserved
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  35. 35. © 2019 GS1 US All Rights Reserved
  36. 36. © 2019 GS1 US All Rights Reserved ➢ Investigate industry standards ➢ https://schema.org ➢ SKOS compliant ➢ Use plain language ➢ Clarity over all
  37. 37. My favorite internet word
  38. 38. © 2019 GS1 US All Rights Reserved 52 • Taxonomy in the Age of Amazon Echo. Mike Doane, Taxonomy Bootcamp 2018 • Taxonomies and AI Chatbots. Gary Carlson, Taxonomy Bootcamp 2018 • AI UX: 7 Principles of Designing Good AI Products • Machine Learning for Everyone • Designer’s Field Guide to Data • How Voice-Activated Tech Will Change Content Marketing • Opportunities for AI in Content Marketing • Google’s Machine Learning Crash Course • Designing Connected Content by Mike Atherton and Carrie Hane • The Human Insights Missing From Big Data, Ted Talk by Tricia Wang • Why Big Data Needs Thick Data, Medium post by Tricia Wang • Designing Bots by Amir Shevat • Designing Voice User Interfaces by Cathy Pearl • The Accidental Taxonomist by Heather Hedden • The Battle for the Body Field article by Jeff Eaton • Training the CMS article by Eileen Webb • Card Sorting by Donna Spencer • Conversational Design by Erika Hall • Content Design for the Conversational UI. Melanie Seibert, STC Summit 2019
  39. 39. Laura Creekmore @lauracreekmore laura.creekmore@syndigo.com https://slideshare.net/lauracreekmore
  40. 40. https://slideshare.net/lauracreekmore

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