This document discusses the shopper journey through the stages of awareness, consideration, evaluation, purchase, re-engagement, and referral. It argues that applying the "science" of digital information architecture can help retailers improve their "art" of digital merchandising. Specifically, it recommends that retailers (1) establish robust taxonomies and metadata to organize products and dynamically display the right assets across channels, (2) implement product information management and digital asset management systems, and (3) use analytics to create accurate customer profiles and identify opportunities for personalized engagement and conversions at each stage of the shopper journey.
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...Susan Smith
How do you increase awareness and educate contractors on your latest products and services in today’s fragmented media landscape? Connecting with an on-the-go (mobile), busy contractor and grabbing their attention is not easy. The ability to narrow down and target contractors, and engage, educate, and convince them with content in the buying – decision-making process (buyer’s journey or purchase journey) is crucial to ensuring you have a solid return on investment. The success of content marketing is based on convincing and converting customers. By testing these channels and creative, optimizing, and collecting data, you can grow your brand’s owned channels to build an ongoing, valuable relationship with your audience. To build your business you need to run your brand’s marketing more like a modern publisher or media company providing ongoing value to your customers.
2016 B2B Content Marketing Benchmarks, Budgets and Trends ReportMarketingProfs
For six years, MarketingProfs and Content Marketing Institute have put together this report on how marketers use content and how they develop content strategies (if at all). Dive in to learn more about the state of content marketing in B2B organizations!
The Best in Financial Services Content MarketingNewsCred
NewsCred's “Trends + Trendsetters” guides aim to educate marketers on trends, opportunities and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the financial services industry -- specifically American Express's OPEN Forum and First Round Capital's The Review.
B2B Lead Generation - the content that will work for youB2B Marketing
Content and lead generation should be the closest of bedfellows, yet recent research discovered that very few UK B2B marketers have a content marketing strategy, let alone one that considers its role in lead generation. This session will outline the strategies that you can employ to improve your content, assets and email lead generation campaigns.
Key points to be discussed:
• Current B2B lead generation and content marketing trends
• How to design the perfect content strategy for lead generation
• What content works for email lead generation (and why)
• 7 golden rules for asset download (and the 7 things that will doom your campaign)
Gut Checking Your 2014 Integrated Digital Marketing PlanMike Corak
How progressive brands are considering and prioritizing digital integration in their 2014 plans. This deck shares key considerations throughout the planning process, discussing research and strategy, digital tactics v. integrated programs, and full-funnel analytics. American Marketing Association event, sponsored by ethology, presented by Mike Corak of ethology and Tina Hodson of Conn's Home Plus.
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...Susan Smith
How do you increase awareness and educate contractors on your latest products and services in today’s fragmented media landscape? Connecting with an on-the-go (mobile), busy contractor and grabbing their attention is not easy. The ability to narrow down and target contractors, and engage, educate, and convince them with content in the buying – decision-making process (buyer’s journey or purchase journey) is crucial to ensuring you have a solid return on investment. The success of content marketing is based on convincing and converting customers. By testing these channels and creative, optimizing, and collecting data, you can grow your brand’s owned channels to build an ongoing, valuable relationship with your audience. To build your business you need to run your brand’s marketing more like a modern publisher or media company providing ongoing value to your customers.
2016 B2B Content Marketing Benchmarks, Budgets and Trends ReportMarketingProfs
For six years, MarketingProfs and Content Marketing Institute have put together this report on how marketers use content and how they develop content strategies (if at all). Dive in to learn more about the state of content marketing in B2B organizations!
The Best in Financial Services Content MarketingNewsCred
NewsCred's “Trends + Trendsetters” guides aim to educate marketers on trends, opportunities and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the financial services industry -- specifically American Express's OPEN Forum and First Round Capital's The Review.
B2B Lead Generation - the content that will work for youB2B Marketing
Content and lead generation should be the closest of bedfellows, yet recent research discovered that very few UK B2B marketers have a content marketing strategy, let alone one that considers its role in lead generation. This session will outline the strategies that you can employ to improve your content, assets and email lead generation campaigns.
Key points to be discussed:
• Current B2B lead generation and content marketing trends
• How to design the perfect content strategy for lead generation
• What content works for email lead generation (and why)
• 7 golden rules for asset download (and the 7 things that will doom your campaign)
Gut Checking Your 2014 Integrated Digital Marketing PlanMike Corak
How progressive brands are considering and prioritizing digital integration in their 2014 plans. This deck shares key considerations throughout the planning process, discussing research and strategy, digital tactics v. integrated programs, and full-funnel analytics. American Marketing Association event, sponsored by ethology, presented by Mike Corak of ethology and Tina Hodson of Conn's Home Plus.
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
How to Rock Content Marketing in the Age of 'Content Shock'Carmen Hill
Business communicators have been doing content marketing, in one way or another, since we’ve been doing marketing. But digital technologies and social media have changed the game. We’re now under pressure to produce, distribute and measure more content, more often on more platforms than ever before. Our content isn’t just vying for attention with the other guy’s white paper; it’s competing with cute kittens and screaming goats. And even though businesses are dedicating about a third of their marketing budgets to content, most of us still don’t have enough time or resources to keep up. In this presentation for the Omaha, Nebraska IABC Communicators Camp, Carmen Hill shares the latest content marketing trends, along with ideas for focusing your content strategy and standing out in the stream. Content marketing may be at the peak of the hype cycle, but it’s never too late to learn a few new tricks.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
SearchCon 2015: Digital Strategy Elevating Your PerspectiveConcise Path
Marketers are unclear as to what works for them digitally because of gaps in strategy, execution, skills, and technology. Here is how you can help elevate your perspective to connect Digital to reality.
10 B2B Masters Reveal Their Storytelling SecretsLinkedIn
It’s not businesses but the people within businesses who make buying decisions. B2B decision makers, like all consumers, decide with emotion and then justify their decisions with logic. And there’s no better way to connect with human emotions than a compelling story.
That's why we have compiled and published a new eBook, 10 B2B Masters Reveal Storytelling Secrets, to help marketers like you create content that stands out and inspires action by tapping into the human element. You’ll learn marketing humanization tactics, inspiring brand examples and storytelling tips from the following B2B marketing experts:
Jay Baer
Beth Comstock
Jason Miller
Jonah Sachs
David Raab
Bryan Eisenberg
Bryan Kramer
Lee Odden
Tim Washer
DJ Waldow
We sincerely hope you enjoy reading the excellent insights from these thought leaders as much as we enjoyed receiving them. Have your own storytelling tips to share? Tweet us http://www.twitter.com/LinkedInMktg
The changing face of B2B buyer behaviourHN Marketing
B2B buyer behaviour is changing. The buying team is made up of digital millennials with short attention spans and a need to be entertained. We discuss 4 differences in buyer behaviour now that millennials are in the picture – and how B2B content marketing should adapt to keep your sales funnel full.
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
The Basics of Digital Marketing - Learn online marketing today!Aarti Mohan
This presentation will enlighten you on the basics of digital and online marketing including seo, social media, content marketing, affiliate marketing, mobile marketing and much more. It's a fairly broad overview of the digital and social media marketing landscape today.
Do you want to increase traffic and sales to your website or company? Get in touch with me or visit my website at http://www.modifyed.in
The Digital Marketing Workshop is a short intensive class that will introduce you to the fundamentals of digital marketing. The course aims to develop your skills to be able to plan, implement and measure effective campaigns. It will cover different digital platforms and tools to help you craft sound recommendations for your company or your client’s business. In this course, you will learn:
Digital Marketing Dynamics
Pillars of Digital Marketing
Measuring Data
Intro to SEO
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
The Complete Guide to Agile Content MarketingRachel Burger
Rachel Burger details her Agile content marketing strategy from "why" to "how." This presentation is primarily for digital marketers looking to break into new processes for fast team-centric growth. Some specifics have been removed for client privacy.
Earley Executive Roundtable for May 2016. Topic: Predictive Analytics, AI and the Promise of Personalization. Panelists are Seth Earley, EIS; Julie Penzott, Amplero; Adam Pease, Articulate Software. Host: Dino Eliopulos, EIS
"What Matters" is Activate's look at the ideas that companies at the intersection of media, technology and entertainment will use to grow their businesses.
How to Rock Content Marketing in the Age of 'Content Shock'Carmen Hill
Business communicators have been doing content marketing, in one way or another, since we’ve been doing marketing. But digital technologies and social media have changed the game. We’re now under pressure to produce, distribute and measure more content, more often on more platforms than ever before. Our content isn’t just vying for attention with the other guy’s white paper; it’s competing with cute kittens and screaming goats. And even though businesses are dedicating about a third of their marketing budgets to content, most of us still don’t have enough time or resources to keep up. In this presentation for the Omaha, Nebraska IABC Communicators Camp, Carmen Hill shares the latest content marketing trends, along with ideas for focusing your content strategy and standing out in the stream. Content marketing may be at the peak of the hype cycle, but it’s never too late to learn a few new tricks.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
SearchCon 2015: Digital Strategy Elevating Your PerspectiveConcise Path
Marketers are unclear as to what works for them digitally because of gaps in strategy, execution, skills, and technology. Here is how you can help elevate your perspective to connect Digital to reality.
10 B2B Masters Reveal Their Storytelling SecretsLinkedIn
It’s not businesses but the people within businesses who make buying decisions. B2B decision makers, like all consumers, decide with emotion and then justify their decisions with logic. And there’s no better way to connect with human emotions than a compelling story.
That's why we have compiled and published a new eBook, 10 B2B Masters Reveal Storytelling Secrets, to help marketers like you create content that stands out and inspires action by tapping into the human element. You’ll learn marketing humanization tactics, inspiring brand examples and storytelling tips from the following B2B marketing experts:
Jay Baer
Beth Comstock
Jason Miller
Jonah Sachs
David Raab
Bryan Eisenberg
Bryan Kramer
Lee Odden
Tim Washer
DJ Waldow
We sincerely hope you enjoy reading the excellent insights from these thought leaders as much as we enjoyed receiving them. Have your own storytelling tips to share? Tweet us http://www.twitter.com/LinkedInMktg
The changing face of B2B buyer behaviourHN Marketing
B2B buyer behaviour is changing. The buying team is made up of digital millennials with short attention spans and a need to be entertained. We discuss 4 differences in buyer behaviour now that millennials are in the picture – and how B2B content marketing should adapt to keep your sales funnel full.
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
The Basics of Digital Marketing - Learn online marketing today!Aarti Mohan
This presentation will enlighten you on the basics of digital and online marketing including seo, social media, content marketing, affiliate marketing, mobile marketing and much more. It's a fairly broad overview of the digital and social media marketing landscape today.
Do you want to increase traffic and sales to your website or company? Get in touch with me or visit my website at http://www.modifyed.in
The Digital Marketing Workshop is a short intensive class that will introduce you to the fundamentals of digital marketing. The course aims to develop your skills to be able to plan, implement and measure effective campaigns. It will cover different digital platforms and tools to help you craft sound recommendations for your company or your client’s business. In this course, you will learn:
Digital Marketing Dynamics
Pillars of Digital Marketing
Measuring Data
Intro to SEO
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
The Complete Guide to Agile Content MarketingRachel Burger
Rachel Burger details her Agile content marketing strategy from "why" to "how." This presentation is primarily for digital marketers looking to break into new processes for fast team-centric growth. Some specifics have been removed for client privacy.
Earley Executive Roundtable for May 2016. Topic: Predictive Analytics, AI and the Promise of Personalization. Panelists are Seth Earley, EIS; Julie Penzott, Amplero; Adam Pease, Articulate Software. Host: Dino Eliopulos, EIS
"What Matters" is Activate's look at the ideas that companies at the intersection of media, technology and entertainment will use to grow their businesses.
Trends in media and entertainment are causing us to wonder and to think again about the evolution of the media and tech ecosystem – and how media and tech businesses will grow their companies.
How are companies creating value from big data? They're developing a meaningful understanding of the users they're working to connect with through data from publishers and advertisers, and not just in real time.
This year, the team at Activate has defined the 9 most important insights for tech and media in 2017. Key points:
*Super-serve the super-users and chase the attention unicorns
*Subscriptions will feed the world (or at least internet and media businesses)
*Learn to live with the discovery oligopoly
*The bot battles are about winning the great messaging war
*eSports is the next tech phenomenon
*You already know the new winners in Pay TV
*Video Streaming: The bundle is the future
*Audio: Smart Speakers, Gray Music
*Post-Household America: A new era of users
Many corporations recognize their future depends on digital transformation. Earley Information Science outlines the 4 step process for building a roadmap to transformation.
At Activate, we've identified the 9 most important insights for tech and media in 2016. Key points:
* The average American spends more time on tech and media than on work or sleep
* Messaging will blow past social networking as the dominant personal media activity
* The next big winners in streaming music and audio are already (quietly!) here
* The long-awaited cord cutting moment isn't coming any time soon
* There is potential for a "cable killer" to show up, but it won't look like you expect
* E-sports and wagering really are going to change the game in gaming
* Want to get rich in the App Store? Good luck!
* These are the companies grabbing all the money in consumer tech and media
* And we demonstrate a simple way to predict what acquisitions and partnerships tech and media companies will be making to stay competitive
Also available here:
http://www.wsj.com/articles/think-again-nine-top-insights-into-tech-and-media-for-2016-1445618763
http://www.businessinsider.com/michael-wolf-predicts-what-will-happen-in-the-tech-industry-in-2016-2015-10
This contains the entire 4-napkin health care series in one file. It makes more sense to read this one now than the others since it is the complete set all in one file.
This presentation gives you eight simple tips on how to make your PowerPoint presentation slides more visually engaging, creative and fun. Try out these advice and you will make your best PowerPoint presentation ever.
This presentation was created by my powerpoint design agency Slides. We are based in Spain but have clients worldwide.
Drop me an email and we will discuss your project.
Today we all live and work in the Internet Century, where technology is roiling the business landscape, and the pace of change is only accelerating.
In their new book How Google Works, Google Executive Chairman and ex-CEO Eric Schmidt and former SVP of Products Jonathan Rosenberg share the lessons they learned over the course of a decade running Google.
Covering topics including corporate culture, strategy, talent, decision-making, communication, innovation, and dealing with disruption, the authors illustrate management maxims with numerous insider anecdotes from Google’s history.
In an era when everything is speeding up, the best way for businesses to succeed is to attract smart-creative people and give them an environment where they can thrive at scale. How Google Works is a new book that explains how to do just that.
This is a visual preview of How Google Works. You can pick up a copy of the book at www.howgoogleworks.net
Go-to browsing channels vary
*(38%) start on Amazon
* (35%) search engines
* (21%) brand or retaile web sites
* (6%) e-Commerce marketplaces, such as eBay and Etsy
Informes PwC - Encuesta Total Retail GlobalPwC España
El informe "Hacia un modelo de Total Retail", elaborado por PwC, analiza las expectativas y hábitos de consumo del comprador online, a partir de 15.000 entrevistas a compradores digitales de todo el mundo, y las implicaciones para las compañías del sector de distribución y consumo en los próximos años.
Informe de PwC sobre las expectativas y hábitos de consumo del comprador onlineMaría Bretón Gallego
El informe Hacia un modelo de ‘Total Retail’, elaborado por PwC, analiza las expectativas y hábitos de consumo del comprador online, a partir de 15.000 entrevistas a compradores digitales de todo el mundo, y las implicaciones para las compañías del sector de distribución y consumo en los próximos años.
Internet y las nuevas tecnologías han multiplicado la influencia del consumidor, pero, ¿qué les están pidiendo a las marcas? Las nuevas expectativas y hábitos del consumidor digital tendrán importantes implicaciones para las compañías del sector en los próximos años
The Future of Retail - Marketing and Merchandising Trend ReportNurun
Nurun's Toronto office has created a Marketing and Merchandising report that offers a thought-provoking look at six key trends:
Social Product Discovery, Consideration and Evaluation
Product Placement Morphs into Content + Commerce
The Integrated Expansion of the Omni-Channel Storefront
The New Geography of Merchandising
I’ll Trade My Privacy for a $5 Coupon
Sophisticated Frugality
This is the first of five trend reports. The culmination of trend scanning and subsequent phases will inform future scenarios in our final strategic foresight report, to be released in 2013.
Retail Analytics Helps You Grow Your Sales (Everything You Should Know)Kavika Roy
With customers becoming increasingly flexible in their purchasing habits and switching seamlessly between in-store and online, knowledge and observations are becoming crucial to understanding essential business factors such as inventory, supply chain, demand for goods, customer behavior, etc. More than 35 percent of the top 5000 retail firms struggle to do so, according to some reports.
Retail analytics plays a vital role in this.
https://www.datatobiz.com/blog/ecommerce-retail-analytics-benefits-case-studies/
Creating loyal omnichannel customers is critical. Retailers who embrace the customer-centric trend and build better shopping experiences will leap ahead of the competition.
Building a blended customer experience isn't easy. Need some help getting started? Check out our latest in retail trend research.
The term “buyer persona” refers to an all-inclusive representation of a group of people’s psychographics, demographics, requirements, and irritants. You can use the buyer persona you create for marketing purposes and unearth previously unknown details about your customers. Since you’re planning to move your business online, you have to contemplate the necessity of buyer personas.
Source: https://www.moontechnolabs.com/blog/create-buyer-persona-to-your-grocery-business-to-beat-your-competitors/
In an era where artificial intelligence (AI) stands at the forefront of business innovation, Information Architecture (IA) is at the core of functionality. See “There’s No AI Without IA” – (from 2016 but even more relevant today)
Understanding and leveraging how Information Architecture (IA) supports AI synergies between knowledge engineering and prompt engineering is critical for senior leaders looking to successfully deploy AI for internal and externally facing knowledge processes. This webinar be a high-level overview of the methodologies that can elevate AI-driven knowledge processes supporting both employees and customers.
Core Insights Include:
Strategic Knowledge Engineering: Delve into how structuring AI's knowledge base is required to prevent hallucinations, enable contextual retrieval of accurate information. This will include discussion of gold standard libraries of use cases support testing various LLMs and structures and configurations of knowledge base.
Precision in Prompt Engineering: Learn the art of crafting prompts that direct AI to deliver targeted, relevant responses, thereby optimizing customer experiences and business outcomes.
Unified Approach for Enhanced AI Performance: Explore the intersection of knowledge and prompt engineering to develop AI systems that are not only more responsive but also aligned with overarching business strategies.
Guiding Principles for Implementation: Equip yourself with best practices, ethical guidelines, and strategic considerations for embedding these technologies into your business ecosystem effectively.
This webinar is designed to empower business and technology leaders with the knowledge to harness the full potential of AI, ensuring their organizations not only keep pace with digital transformation but lead the charge. Join us to map a roadmap to fully leverage Information Architecture (IA) and AI chart a course towards a future where AI is a key pillar of strategic innovation and business success.
Many Organizations are struggling with the best way to govern and manage the use of Generative AI in the enterprise. There are many dimensions to this challenge ranging from ethical issues, data architecture and quality, legal and copywrite, operational and more.
This is why a governance framework needs to be carefully designed and put into place so the business can make the most use of this truly revolutionary technology, reduce and mitigate risks, control costs, maintain a positive employee and customer experience and most importantly, find competitive advantage in the marketplace.
Improving product data quality will inevitably increase your sales. However, there are other benefits (beyond improved revenue) from investing in product data to sustain your margins while lowering costs.
One poorly understood benefit of having complete, accurate, consistent product data is the reduction in costs of product returns. Managing logistics and resources needed to process returns, as well as the reduction in margins based on the costs of re-packaging or disposing of returned products, are getting more attention and analysis than in previous years.
This is a B2C and a B2B issue, and keeping more of your already-sold product in your customer’s hands will lower costs and increase margins at a fraction of the cost of building new market share.
This webinar will discuss how EIS can assist in all aspects of product data including increasing revenue and reducing the costs of returns. We will discuss how to frame the data problems and solutions tied to product returns, and ways to implement scalable and durable changes to improve margins and increase revenue.
In the rapidly evolving world of ChatGPT and Large Language Models (LLMs), businesses are understandably apprehensive. Numerous potential hazards and hurdles exist such as:
Unrealistic expectations of LLMs as a magic solution to managing corporate content without requisite human involvement
Difficulty distinguishing between creative outputs and fabricated responses (hallucinations)
Decisions around training models: balancing usefulness with the threat of exposing trade secrets or other proprietary knowledge
Absence of clear audit trails and citation sources
The risk of generating responses misaligned with company policies or brand image
Potential financial burden of proprietary LLMs and related enterprise software platforms
In this webinar, we will examine a structured approach to harvest, utilize, and protect corporate knowledge resources. We will explore how both commercial and open-source large language models can be leveraged to deliver precise conversational responses without jeopardizing intellectual property.
Learn how your organization can effectively use LLM based applications for competitive advantage. Using a general LLM will provide efficiency, but through standardization. Differentiation using your corporate terminology and knowledge will allow for competitive advantage. You don’t have to deploy ChatGPT to benefit from these approaches. They will improve the information metabolism of the enterprise and pave the way for advanced AI applications.
In this session we will be discussing the challenges the organization faced in content usability, traceability, and findability, hindering their internal training workflows and access to critical knowledge assets.
We will also discuss what’s next on the content and information horizon, including the role of machine learning and why these approaches are needed for AI-Powered applications, including LLMs and ChatGPT types of information access.
Generative AI is getting all the attention, headlines, and industry hype. Organizations are looking at how it can be used to create better employee and customer experiences by unlocking the potential stored in the vast troves of unstructured data that house knowledge assets.
We will begin by providing an overview of the fundamental concepts and advances in generative AI, followed by an in-depth examination of the importance of knowledge management in developing, implementing, and improving these systems.
We’ll discuss knowledge management approaches for the organization and retrieval of information, how retrieval fits in with content generation, and the challenges and opportunities it presents for the enterprise.
The Increasing Criticality of MDM for Personalization for Customers and Employees
Master data management seems to be one of those perennial, evergreen programs that organizations continue to struggle with.
Every couple of years people say, “we're going to get a handle on our master data” and then spend hundreds of thousands to millions and tens of millions of dollars working toward a solution.
The challenge is that many of these solutions are not really getting to the root cause of the problem. They start with technology and begin by looking at specific data elements rather than looking at the business concepts that are important to the organization.
MDM programs are also difficult to anchor on a specific business value proposition such as improving the top line. Many initiatives are so deep in the weeds and so far upstream that executives lose interest and they lose faith in the business value that the project promises. Meanwhile frustrated data analysts, data architects and technology organizations feel cut off at the knees because they can't get the funding, support and attention that they need to be successful.
We've seen this time after time and until senior executives recognize the value and envision where the organization can go with control over its data across domains, this will continue to happen over and over again. Executives all nod their heads and say “Yes! Data is important, really important!” But when they see the price tag they say, “Whoa hold on there, it's not that important”.
Well, actually, it is that important.
We can't forget that under all of the systems, processes and shiny new technologies such as artificial intelligence and machine learning lies data. And that data is more important than the algorithm. If you have bad data your AI is not going to be able to fix it. Yes there are data remediation applications and there are mechanisms to harmonize or normalize certain data elements. But looking at this holistically requires human judgment: understanding business processes, understanding data flows, understanding dependencies and understanding of the entire customer experience ecosystem and the role of upstream tools, technologies and processes that enable that customer experience.
Until we take that holistic approach and connect it to business value these things are not going to get the time, attention and resources that they need.
Seth Earley, Founder & CEO, Earley Information Science
Dan O'Connor, Senior Product Manager at inriver
A knowledge graph is a type of data representation that utilizes a network of interconnected nodes to represent real-world entities and the relationships between them. This makes it an ideal tool for data discovery, compliance, and governance tasks, as it allows users to easily navigate and understand complex data sets.
In this webinar, we will demystify knowledge graphs and explore their various applications in data discovery, compliance, and governance. We will begin by discussing the basics of knowledge graphs and how they differ from other data representation methods. Next, we will delve into specific use cases for knowledge graphs in data discovery, such as for exploring and understanding large and complex datasets or for identifying hidden patterns and relationships in data.
We will also discuss how knowledge graphs can be used in compliance and governance tasks, such as for tracking changes to data over time or for auditing data to ensure compliance with regulations. Throughout the webinar, we will provide practical examples and case studies to illustrate the benefits of using knowledge graphs in these contexts.
Finally, we will cover best practices for implementing and maintaining a knowledge graph, including tips for choosing the right technology and data sources, and strategies for ensuring the accuracy and reliability of the data within the graph.
Overall, this webinar will provide an executive level overview of knowledge graphs and their applications in data discovery, compliance, and governance, and will equip attendees with the tools and knowledge they need to successfully implement and utilize knowledge graphs in their own organizations.
*Thanks to ChatGPT for help writing this abstract.
Some product information management (PIM) tools make it difficult to change core data models once they have been set up in the system. To avoid costly rework, you can utilize a “pre-PIM” design tool as a PIM accelerator. This class of software allows you to:
**Iterate on designs before committing to a PIM architecture
Improve data quality
**Collaborate on decision-making and audit trails
**Set up metrics around product data and attribute structure
**Correlate performance measures with metrics – product data and hierarchy improvements are correlated with user behaviors and outcomes
**Integrate governance content prior to PIM load
**Decrease reliance on spreadsheets
While some PIM tools include a subset of these functions, they are often lacking in flexibility, functionality, and integration capabilities, especially around product data model and hierarchy design changes.
In this webinar our PIM experts introduce a pre-PIM software solution that enables fluid design changes while ensuring data integrity, reducing risk, increasing stakeholder engagement, and showing clear ROI on investments in product data.
If you want to deliver a truly personalized product experience and strengthen customer loyalty, a Product Information Management System (PIM) is a must. PIM systems ensure clean, complete, and consistent data to enhance both the customer and employee experience. With intuitive management of complex product information, PIM unites internal teams with better visibility and reporting.
In this session our experts in enterprise information architecture and PIM technology explain ways you can:
--Streamline the complexity of supply chain information
--Publish consistent product information across all channels
--Adapt quickly to market changes and bring products to market faster
--Increase the total performance and profitability your Ecommerce business
Speakers:
Chantal Schweizer, Director of Solution Delivery at Earley Information Science
Jon C. Marsella, Founder, Chairman, and CEO at Jasper Commerce Inc.
How Large Enterprises are Saving Millions in Operational Costs and Improving the Employee Experience.
In this session, Earley Information Science, with partner PeopleReign, will show how these programs can rapidly produce measurable results in weeks rather than months and years. While large-scale knowledge problems cannot be solved overnight, by focusing on narrow AI with clearly defined processes and curated knowledge, organizations can see ROI in as little as 30 days.
In today's world everyone, including your B2B customers, expect personalized buying experiences. Unless you have the right information architecture in place to power your digital experience tools you will not be able to scale and retain trust with your customers.
In this webinar, B2B ecommerce experts Allison Brown with Earley Information Science and Jason Hein with Bloomreach walk through the reasons why you must invest in information architecture foundations in order to compete.
Understand the key steps to set up your next data discovery initiative for success using the latest methodology and technologies with Earley Information Science. In this webinar we partner with Expert.AI, a recognized leader in document-oriented text analytics platforms to explain the technical and methodological advances that enable better data discovery.
Seth Earley, CEO & Founder of Earley Information Science and Peter Crocker, CEO & Co-founder of Oxford Semantic Technologies discuss powering personalized search with knowledge graphs to transform legacy faceted search into personalized product discovery.
In this webinar Seth Earley establishes the formula for AI success, demystifies the topic for executives and provides actionable advice for data strategists.
Key Takeaways:
**AI-Powered solutions begin with a focus on business goals
**Successful AI requires a semantic data layer built on a solid enterprise information architecture.
**Instrumenting measuring ROI should be part of every AI program
Enterprises are increasingly recognizing the critical need for knowledge management (KM) to power cognitive AI. In fact, KM and AI are two sides of the same coin. Training a chatbot requires the same organized information that we use to train a human. When you engineer knowledge correctly, you serve the needs of people today and prepare for greater automation in the future. In fact, the long term success of the organization will depend on doing just that – especially when the competition builds high functionality bots that will produce lower costs and better customer service. Those without the capability will not be competitive.
In this panel discussion, our experts discuss examples and approaches that show how KM supports AI and how to ensure the success of your KM initiative.
Knowledge management and AI
People and cultural considerations
Business justification for long term investment
In this session Seth Earley, author of the AI Powered Enterprise, discusses how to harness the power of artificial intelligence to drive extraordinary competitive advantage.
Seth Earley, Founder & CEO of Earley Information Science and author of the award winning book, "The AI Powered Enterprise" explains how advanced concepts in information architecture, such as ontologies and knowledge engineering, are the basis for streamlined content workflows.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
2. Table of Contents
1 Digital Experience (DX) Defines the New Shopper Journey …..…. 03
2 The New Retailer Business Model .…………………………………... 05
3 AWAR E N E S S …………………………...................…….……….…. 08
4 C O N S I D E R AT I O N ……………………………………………..….… 12
5 E VAL U AT I O N ……………………………………………………....…. 16
6 P U R C H AS E …………...………………………………………………. 19
7 R E - E N G AG E M E N T …………………………………………..…..…. 21
8 R E F E R R AL ………………………………………………………….…. 24
9 Improving the Art of Digital Merchandising with the Science of
Digital Information Architecture ……………………………………..….. 26
5. 5
1 | DX Defines the New Shopper Journey
Technology and easy access to information has
transformed the way that consumer’s make
purchase decisions and buy products and
services. Information is at the consumer’s
fingertips and therefore, control is in the hands of
the consumer.
The shopper journey can take many forms as the
consumer moves through the stages of
AWARENESS – CONSIDERATION –
EVALUATION – PURCHASE – RE-
ENGAGEMENT – REFERRAL. Information-
hungry, price-savvy, empowered consumers rely
on in-store associates and displays, but also turn
to retailer and brand websites, online review
sites, online marketplaces and social media.
Mobile device usage is now the norm rather than
the exception, enabling seamless and ‘always on’
purchase and engagement options from
anywhere in the world at any time.
Not only has the shopper journey been
transformed, so too, have customer expectations
for authentic, entertaining and relevant content.
Consumers have expectations for being enticed
by a captivating product experience, at the right
channel touch point, at precisely their inspired
shopping moment.
There is a need to satisfy the immediacy of
that moment with alluring, relevant brand
storytelling that engages.
THE NEW SHOPPER
JOURNEY OFFERS
RETAILERS BOTH
OPPORTUNITY AND
CHALLENGE
7. 7
2 | The New Retailer Business Model
Retail organizations must be guided by the
strategic and measurable goals of greater
customer loyalty and less churn, as well as
tangible measures of conversion rates, average
order value, reduction in online returns and a
wide range of supply chain measures. The new
shopper journey offers retailers both opportunity
and challenge.
It enables retailers to lure consumers at any point
along the shopping journey to create customer
experiences that truly differentiate, and to
continually re-inspire customer loyalty in
innovative new ways. But it also means that for
most retailers – they can’t do things the way they
used to!
Retailers can no longer just rely on branding or
long campaign gestation cycles. This new
purchasing / real-time personalization paradigm
requires a stepped-up go-to-market execution
that applies a type of ‘science’ ― a more
disciplined approach to the art of creating a
captivating shopper experience. Let’s examine
how retailers can apply science to the art of
digital merchandising.
We’ll follow Sarah as she moves through her
own personal shopping journey.
MOST RETAILERS STRUGGLE
TO KEEP UP WITH THEIR
OWN PRODUCT CHANGES
ACROSS TOUCH POINTS,
LET ALONE SHOPPER
CONTEXT
10. 10
3 | AWARENESS Gotta have it!
At this stage of the shopper journey the consumer may not know they are looking for
anything in particular. A consumer can be made aware of a brand or product offering
with or without the desire to purchase. Awareness can be based on a
communications message, word of mouth or independent discovery, so at this stage
social media in particular is a very important place to engage.
Retailers should begin ‘storytelling’ in social media contexts, like Pinterest. With the
introduction of Rich Pins for Products, Pinterest has become the platform driving the
lion’s share of social commerce revenue (not just higher traffic) for e-Retailers and
should count as a big factor in any mobile channel strategy.
Sarah sees the room of her dreams on Pinterest. Since she’s noticed her sofa is
worn out, she has been thinking about a re-fresh and now she is inspired to
make it happen. She notices the products available in the room are shoppable
right from the Pinterest Collection, and clicks directly through to the website
landing page for details about all the pieces in the room.
11. 11
3 | AWARENESS Gotta have it!
Keeping up with the fast clock speed of sCommerce, and keeping product assets
social-media ready and ‘shoppable’ is a significant challenge for most retail
organizations. Information like price, color, availability, size and digital assets can
become out-of-date. The ‘shelf life’ of product assets and information varies a great
deal depending on the social media context. In Twitter, the shelf life may be
seconds, minutes or hours, where in Pinterest, Facebook, the shelf life can be
weeks, months or seasons.
Here is where the science begins….
Aside from just a Pin It button sitting passively next to featured products, what Rich
Pins do is tie a lot of product information directly to the Pinned content. Retailer
name, brand, price, SKU, product description, availability, color, up to 6 images,
even promotional sales dates and related product pages can now go with the Pin
across the social network – and since Pinterest grabs all that info from the retailer’s
website, it’s never out of date when a Pinner shares or clicks through it.
When coupled with the cue that Sarah arrived on your site from a social media
platform, the shopper context signals AWARENESS while the product assortment
interest signals a LIFESTYLE FURNISHINGS collection.
12. To use Rich Pins to drive revenue, retailers requires a Digital Information
Architecture (IA) for ‘social commerce-ready’ product attributes. Mapping product
category colors to the Pinterest-standard color attribute is just one example of the
Digital IA agility needed during product item on-boarding.
Establishing a robust Digital IA requires better management of product information
and product level assets. The deployment of Product Information Management (PIM)
and / or Digital Asset Management (DAM) systems may be required. If already
deployed, maturing the Attribute Framework to accommodate both product collection
interest and shopper journey context is critical to intelligent DX.
12
3 | AWARENESS Gotta have it!
RETAILERS REQUIRE A DIGITAL
INFORMATION ARCHITECTURE
FOR SOCIAL COMMERCE-
READY PRODUCT AND
SHOPPER ATTRIBUTES
14. 14
4 | CONSIDERATION What are the options?
Consideration is one the most important parts of a shopper's journey toward a
purchase. In this phase shoppers are considering their options, such as similar items
that are available, cost of shipping, quality of the product, background information. If
done effectively, storytelling in social media will lure the consumer to the retailers’
websites where retailers can continue to engage the shopper to convince them of
the specific brand of products they should consider buying. This is the time to offer
shoppers objective information, such as reviews, ratings, comparison charts, and
educational information.
Once on the website two primary things become important―how well retailers have
been able to feature product collections in the ways that the consumer wants to
shop and how effectively shoppers can navigate and search the site to see the
collections they are most interested in.
Sarah has zeroed in on a 3-cushion, rolled arm style. She would like a linen
look, but wants it to wear well. She doesn’t shop for furniture often, and wants
to see more of what is new in the marketplace. She decides to browse, search
and compare online to see similar styles and options, with some pieces saved in
her cart and others in her wish list.
15. 15
4 | CONSIDERATION What are the options?
To ensure products are discovered by high potential prospects who are exploring the
site for consideration, retailers need to develop taxonomies that can reflect product
categories in the language of the key customer segments and provide adaptable
variations for product assortments by season, by lifestyle, by channel or device, and
by regional markets. With properly designed taxonomies, the online customer
experience enables shoppers to easily navigate to see full collections, including
related rich content assets.
In today’s digital commerce environment, each channel and customer touch point
requires a variation of a digital asset for the same product. Asset variations may
also be useful for situational shopping factors, such as seasonality, geography, local
weather condition, limited time marketing campaigns or even shopper journey
events (like weddings, household relocation, scheduled servicing, reordering or
replacement). The proliferation of channels and touch points is responsible for an
even bigger explosion in the number and type of assets under management by
retailers. It is no longer practical to rely solely on manual efforts to select the most
appropriate asset for a given context. Techniques in taxonomy and metadata design
are evolving to orchestrate dynamic presentation based on channel format, device,
customer segment, geo-location and other shopper journey events and
classifications. Touch point rules need to be defined as Marketing Attributes in the
taxonomy and assigned at asset tagging time by site merchandising teams.
16. Emerging trends include storing customer channel touch point rules directly in the
assets and organizing cross-channel asset collections with shopper event metadata.
Storing touch point rules with the assets enables the appropriate dynamic selection
and presentation of assets based on the channel being engaged.
Aligning asset collections, marketing content and product data with shopper
event metadata enables the appropriate assets and content to be shared in
real time when CONSIDERATION events occur, increasing shopper
engagement and differentiating the retailer.
16
4 | CONSIDERATION What are the options?
TAXONOMY AND METADATA DESIGN IS
EVOLVING TO ORCHESTRATE DYNAMIC
PRESENTATION BASED ON CHANNEL,
DEVICE, SEGMENT, LOCATION, EVENT
AND SHOPPER PERSONAS
18. 18
5 | EVALUATION What’s the best value?
At this phase of the shopper journey, the potential customer has decided they want
or need a product similar to the one the retailer provides, and they are narrowing
their choices. They are likely to start reading reviews, comparing product features,
evaluating quality and service differences, weighing influential opinions, and using
online and print (yes! long live the glossy magazine and catalog!) to research value
in detail. They may visit a store, pop-up shop or showroom where they can have a
more direct, tactile experience with their ‘short-list’ products.
Once again, a robust Digital Information Architecture will ensure that retailers are
able to provide value even before the purchase. Product comparisons, curated
relationships to higher value products for up-sell and ensembles or complete
collections for cross-sell can influence evaluation and perceived retailer value. They
After reviewing variations online, Sarah decides to visit the store (which posted
her favorite room on Pinterest) to see the collection first hand. She sits on the
sofa and likes the dimensions. She also talks with a Sales Associate who
recommends fabric choices, tells her about leather upgrade options, and shows
her other pieces in the collection at the store kiosk. She compares dimensions,
fabric grade, fill, service and price against her 2 other options on mobile.
19. 19
5 | EVALUATION What’s the best value?
can also potentially convince the shopper to expand the immediate purchase
selection. And when the personal touch of a sales associate is equally
knowledgeable about product information, as well as empowered with ‘eService’
incentives, the experience is powerful and convincing.
The progression from item-focused “product-informing” to themed collection and rich
content ‘story-telling,’ and eventually to event-focused, moment of truth ‘story-selling’
is best executed with a light, personalized touch at important consumer decision-
making moments. Consistently designed and deployed Digital IA enables retailers to
flexibly offer promotions and limited time offer incentives at every touch point and
channel during the shopper EVALUATION stage (e.g. white glove delivery service,
BOGOs, etc.). Better curated product data, content and assets not only differentiate,
but lead to higher conversion rates, larger average order values and minimized
product returns.
More engaging content with aspirational lifestyle and ‘how-to’ assets reassure
shoppers during EVALUATION. Product information is still important, but the
emphasis shifts to Storytelling and value-add cross-sell techniques. Collection
shoots and interactive videos driven by Marketing attributes are critical for pointing
to the collection of related products, services, promotions and content.
PROGRESS
FROM
‘PRODUCT
INFORMING’ TO
‘STORYTELLING’
AND FINALLY
‘STORYSELLING’
21. 21
6 | PURCHASE OK, I’ll take it!
Once the shopper has made the purchase decision, the conversion process must be
easy and seamless, with information that correlates across channels whether they
make the purchase online, at a kiosk or in the store with the help of a sales
associate. Customers who have made a purchase expect that information to be
known and acknowledged.
Retailers must align and engage cross-department stakeholders to establish the
governance, content lifecycle and publishing policies needed to ensure that valuable
content is created, managed and published efficiently and consistently within a
distributed but unified omnichannel workflow.
Frictionless purchasing requires frictionless operations, from supply chain to
every selling channel and associate.
Sarah is now happy with all her research and her choice. She tells the Sales
Associate she’s ready to buy. She is offered a new loyalty member incentive on
“white glove delivery” service with the purchase of a coordinating item, so she
decides to also order the area rug and arranges delivery for the following
week. She receives an email receipt, a delivery appointment that is easily
added to her calendar, and gets a personalized thank you for her purchase.
23. 23
7 | RE-ENGAGEMENT Now I want that, too!
Once the consumer has bought, they will very quickly form an opinion on the
product. If the opinion is especially positive they may spread the news of the
retailer’s brand via word of mouth promotion and positive reviews. Retailers will
want to develop ways to follow-up with the customer to ensure that whatever the
review, it can be improved or strengthened.
It's an established marketing fact that existing customers are significantly more
valuable as return buyers than a completely new prospect. The retail strategy for
interactions post-sale must encourage personalized follow-up that feels
authentic and delivers the next right product, service or encouragement at the
right contextual moment.
After her sofa and rug have been delivered, Sarah gets another email from her
Sales Associate telling her about new arm chairs that will be perfect with her
sofa, with 2 personally selected fabric choices that will coordinate with the
colors in the rug. Sarah has so much confidence in the Sales Associate and the
quality of the products and service that she immediately orders 2 chairs online.
She will get white glove service and the confidence that her pieces will match,
and never has to leave home.
24. 24
7 | RE-ENGAGEMENT Now I want that, too!
Here again, a robust contextualized information architecture can help. Extracting
deeper meaning from data and analytics can provide insights and intelligence to
create an accurate profile of customers including their behaviors and interests in
order to continue to create highly personalized interactions.
Establishing and managing a shopper event attribute model that extends to post-
sale scenarios, can help to identify ‘next right product or ‘next right service’
opportunities that continues to harvest conversions and can lead to long term
customer loyalty.
A SHOPPER EVENT
ATTRIBUTE MODEL
EXTENDS TO POST-SALE
SCENARIOS TO
HARVEST LONG TERM
CUSTOMER LOYALTY
26. 26
8 | REFERRAL You will love this place!
It is at this stage that the fruit of the retailer’s merchandising efforts are potentially
harvested with a satisfied customer that shares their shopping journey experience or
possible feedback of the products and services purchased. Feedback, positive or
negative is often shared, not only by word of mouth but also through social media
channels.
Retailers should be on the alert with a social monitoring approach to harvest
insights, capitalize on emerging trends, reward influential customers and
address potential moments of churn.
Sarah is thrilled with her purchases, and the quality of products and service she
has gotten. She posts pictures of her new room on Pinterest and Facebook and
recommends this store and Sales Associate to her entire network.
27. Improving the Art of
Digital Merchandising
with the Science of
Digital Information Architecture
9
27
28. The bar has been set high and retail organizations must step-up their digital
merchandising execution with considerations for how people, systems, process,
content and context intersect. An intelligent approach, design and deployment of
Digital Information Architecture will bridge traditionally fragmented product
operations, marketing, online channels, in-store and merchandising organizations to
enable greater collaboration, and help choreograph a delightful and consistent
customer experience.
To realize a digital commerce vision, aggregating, cleansing, enriching and
syndicating information from a wide range of enterprise systems, including Product
Information Management (PIM), Digital Asset Management (DAM), Web Content
Management (WCM), eCommerce platforms, Site Search, Customer Relationship
Management (CRM) and more is essential. Harmonizing, modeling and analyzing
cross-enterprise data from these systems is critical for taking retail execution to the
next level, and requires a DX information architecture framework that unifies data
and content for frictionless operations
28
9 | DX Art & Science through Digital IA
29. 29
9 | DX Art & Science through Digital IA
Winning in today’s competitive marketplace is defined by a retailer’s ability to truly
differentiate the digital experience in order to drive greater loyalty. Differentiation
can only be achieved by creating a personalized and contextualized shopping
experience that showcases product lines in innovative and informative ways, while
providing seamless navigation through a relevant and meaningful shopper journey.
A winning DX takes the art of digital merchandising to a new level, reached
and sustained through the science of Digital IA ― producing effectively
choreographed product information, digital assets and content marketing from
the supply chain through to every channel.
SATISFY THE IMMEDIACY OF THE
MOMENT WITH ALLURING,
RELEVANT BRAND STORYTELLING
THAT ENGAGES, AND DELIVER ON
AUTHENTIC, SEAMLESS SERVICE
THAT SUSTAINS LOYALTY
30. EIS – Retail
We help market-leading
brands succeed at
the speed of digital agility
www.earley.com
Founded – 1994
Headquarters – Boston, MA