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@bramwessel

@factorfirm/
factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
???
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
More and more experiences
involve multiple contexts.
@bramwessel*|*@factorfirm*|*factorfirm.com
“Context is an agent’s understanding
of the relationships between the
elements of the agent’s
environment.” 

-Andrew Hinton, 

Understanding Context
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
Proliferation of contexts 

is an inexorable trend.
@bramwessel*|*@factorfirm*|*factorfirm.com
In/the/US/64%/of/people/own/a/
smartphone.
pewinternet.org/2015/04/01/introduction>20/
@bramwessel*|*@factorfirm*|*factorfirm.com
People/spend/more/time/online/

with/mobile/devices/than/PC’s./
84%/use/a/smartphone/or/tablet/to/multitask.
nielsen.com/us/en/insights/reports/2014/the>us>digital>consumer>report.html
@bramwessel*|*@factorfirm*|*factorfirm.com
There/are/now/more/devices/than/
people/on/this/planet!
@bramwessel*|*@factorfirm*|*factorfirm.com
Topology/of/Awesome!
f
@bramwessel*|*@factorfirm*|*factorfirm.com
The problem with the

“Omni-Channel” model…
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
“Today, I think I’ll engage with one of the many
channels my favorite brand offers,”
— said no one, ever.
@bramwessel*|*@factorfirm*|*factorfirm.com
Immediate, fragmented, and continuous.

The challenge of proliferating contexts…
@bramwessel*|*@factorfirm*|*factorfirm.comdonttextdrive.com
@bramwessel*|*@factorfirm*|*factorfirm.com
Content organizations are 

at a point of consequence…
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
The Atomization of Content
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
How is micro content different
from content as we know it, 

or just plain old data?
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
Blob
Blob
Blob
Blob
Metadata:
a few terms
@bramwessel*|*@factorfirm*|*factorfirm.com
Compound Content Element
Chunk Chunk Chunk
Chunk ChunkChunk
Chunk Chunk Chunk
@bramwessel*|*@factorfirm*|*factorfirm.com
Chunk
Metadata set:
a shit-ton of terms
Metadata set:
a shit-ton of terms
Metadata set:
a shit-ton of terms
Metadata set:
a shit-ton of terms
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
Microcontent
Chunk Chunk Chunk
Chunk ChunkChunk
Chunk Chunk Chunk
Chunk
Metadata set:
a shit-ton of terms
Metadata set:
a shit-ton of terms
Metadata set:
a shit-ton of terms
Metadata set:
a shit-ton of terms
@bramwessel*|*@factorfirm*|*factorfirm.com
Simple objects, 

Massive complexity.
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.cominformationweek.com/big>data>analytics/catalina>marketing>aims>for>the>cutting>edge>of>big>data
@bramwessel*|*@factorfirm*|*factorfirm.com
Compound Content Element
Chunk Chunk Chunk
Chunk ChunkChunk
Chunk Chunk Chunk
Chunk
Metadata set:
a shit-ton of terms
Metadata set:
a shit-ton of terms
Metadata set:
a shit-ton of terms
Metadata set:
a shit-ton of terms
@bramwessel*|*@factorfirm*|*factorfirm.com
Coupons — 

ubiquitous microcontent.
@bramwessel*|*@factorfirm*|*factorfirm.com
Marketing Copy
Image
Value and Qualifier Copy
Legal Copy
Retailer Brand
@bramwessel*|*@factorfirm*|*factorfirm.com
Marketing Copy
Image
Value and Qualifier Copy
Legal Copy
Retailer Brand
@bramwessel*|*@factorfirm*|*factorfirm.com
Marketing Copy
Image
Value and Qualifier Copy
Legal Copy
Retailer Brand
= $
@bramwessel*|*@factorfirm*|*factorfirm.com
Transaction 

Augmentation 

As A Service
@bramwessel*|*@factorfirm*|*factorfirm.com
•What items are being purchased?
•Where are they being purchased?
•What partners of the coupon provider
are involved in the transaction?
•Are there offers or campaigns related
to any of the items being purchased?
@bramwessel*|*@factorfirm*|*factorfirm.com
•What items are being purchased?
•Where are they being purchased?
•What partners of the coupon provider
are involved in the transaction?
•Are there offers or campaigns related
to any of the items being purchased?
@bramwessel*|*@factorfirm*|*factorfirm.com
•What items are being purchased?
•Where are they being purchased?
•What partners of the coupon provider
are involved in the transaction?
•Are there offers or campaigns related
to any of the items being purchased?
Marketing Copy
Image
Value and Qualifier Copy
Legal Copy
Retailer Brand
@bramwessel*|*@factorfirm*|*factorfirm.com
Coupons 

and
Contexts
@bramwessel*|*@factorfirm*|*factorfirm.com
Distribution:
Customer Acquisition
Customer Retention
Average Order Value
@bramwessel*|*@factorfirm*|*factorfirm.com
Redemption
@bramwessel*|*@factorfirm*|*factorfirm.com
So… 

How does this work
in real life?
@bramwessel*|*@factorfirm*|*factorfirm.com
Meet/Andrea
@bramwessel*|*@factorfirm*|*factorfirm.com
Andrea/shops/at…
@bramwessel*|*@factorfirm*|*factorfirm.com
…and/at…
@bramwessel*|*@factorfirm*|*factorfirm.com
Andrea/clips/coupons…
@bramwessel*|*@factorfirm*|*factorfirm.com
Andrea/uses…
@bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…
@bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…
@bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…
@bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…
@bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…
@bramwessel*|*@factorfirm*|*factorfirm.com
Step 1: Distribution

Step 2: Redemption

Step 3: Profit!
@bramwessel*|*@factorfirm*|*factorfirm.com
Contemporary
Disruptions
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…
@bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…disrupted.
@bramwessel*|*@factorfirm*|*factorfirm.com
Digital
Coupons
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…disrupted.
@bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…disrupted.
@bramwessel*|*@factorfirm*|*factorfirm.com
Marketing Copy
Image
Value and Qualifier Copy
Legal Copy
Retailer Brand
@bramwessel*|*@factorfirm*|*factorfirm.com
Marketing Copy
Image
Value and Qualifier Copy
Legal Copy
Retailer Brand
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
Marketing Copy
Image
Value and Qualifier Copy
Legal Copy
Retailer Brand
@bramwessel*|*@factorfirm*|*factorfirm.com
Marketing Copy
Image
Value and Qualifier Copy
Legal Copy
Retailer Brand
?
@bramwessel*|*@factorfirm*|*factorfirm.com
?
@bramwessel*|*@factorfirm*|*factorfirm.com
?
? ? ? ?
@bramwessel*|*@factorfirm*|*factorfirm.com
Modeling 

a new coupon experience 

in the near future
@bramwessel*|*@factorfirm*|*factorfirm.com
Remember/Andrea?
@bramwessel*|*@factorfirm*|*factorfirm.com
Andrea,/18N36/months/from/now…
Can we show you the
quickest route for today’s
list items at Fred Meyer?



Accepting will allow Fred Meyer to
share information with Grocery IQ.
Accept
@bramwessel*|*@factorfirm*|*factorfirm.com
Are you at Fred Meyer at
130th and Lake City Way?

Yes
Can we show you the
quickest route for today’s
list items at Fred Meyer?



Accepting will allow Fred Meyer to
share information with Grocery IQ.
Accept
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
Implications

for Enterprise

Content Management
@bramwessel*|*@factorfirm*|*factorfirm.com
? ? ? ?
@bramwessel*|*@factorfirm*|*factorfirm.com
Compound Content Element
Chunk Chunk Chunk
Chunk ChunkChunk
Chunk Chunk Chunk
Chunk
Metadata set:
a shit-ton of terms
Metadata set:
a shit-ton of terms
Metadata set:
a shit-ton of terms
Metadata set:
a shit-ton of terms
@bramwessel*|*@factorfirm*|*factorfirm.com
Marketing Copy
Image
Value and Qualifier Copy
Legal Copy
Retailer Brand
@bramwessel*|*@factorfirm*|*factorfirm.com
Marketing Copy
Image
Value and Qualifier Copy
Legal Copy
Retailer Brand
@bramwessel*|*@factorfirm*|*factorfirm.com
Marketing Copy
Image Value and Qualifier Copy
@bramwessel*|*@factorfirm*|*factorfirm.com
The Coupon as a distributed 

microcontent experience.
@bramwessel*|*@factorfirm*|*factorfirm.com
Implications

for Enterprise

Information Architecture
@bramwessel*|*@factorfirm*|*factorfirm.com
? ? ? ?
Acquisition?/
Retention?/
AOV?/
Other?
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
Campaigns
a shit-ton of terms
Offers in Market
a shit-ton of terms
Retailers
a shit-ton of terms
Locations
a shit-ton of terms
Floor Plans
a shit-ton of terms
Stock
a shit-ton of terms
Apps
a few terms, at least
Payment Systems
a few terms, at least
Loyalty Programs
a shit-ton of terms
Transaction Histories
a big taxonomy with a
shit-ton of data
Brands

a shit-ton of terms
Sub-Brands

a shit-ton of terms
Products

a shit-ton of terms
SKU#’s

a shit-ton of terms
UPC#’s

a shit-ton of terms
Competitors

a shit-ton of terms
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
@bramwessel*|*@factorfirm*|*factorfirm.com
Modeling
Behind the Scenes
@bramwessel*|*@factorfirm*|*factorfirm.com
Microcontent As A Service
@bramwessel*|*@factorfirm*|*factorfirm.com
Retailers
a shit-ton of terms
Locations
a shit-ton of terms
Floor Plans
a shit-ton of terms
Stock
a shit-ton of terms
Loyalty Programs
a shit-ton of terms
Microcontent As A Service
@bramwessel*|*@factorfirm*|*factorfirm.com
Can Current Techniques
(and systems) Handle
Microcontent as a Service?
@bramwessel*|*@factorfirm*|*factorfirm.commartinfowler.com/articles/microservices.html
@bramwessel*|*@factorfirm*|*factorfirm.com
Agile

+/
IA

=
@bramwessel*|*@factorfirm*|*factorfirm.com
“A content-driven
API stores data in a
central place where
other services can
access and use it.”
- Sarah Wachter-
Boettcher
@bramwessel*|*@factorfirm*|*factorfirm.com
1. An Evolution 

from Monolithic 

to Decentralized
@bramwessel*|*@factorfirm*|*factorfirm.com
2. Business-Driven
@bramwessel*|*@factorfirm*|*factorfirm.com
3. Smart Endpoints 

and 

Dumb Pipes
@bramwessel*|*@factorfirm*|*factorfirm.com
4. Services, 

not 

Projects
@bramwessel*|*@factorfirm*|*factorfirm.com
5. Decentralized 

Governance
@bramwessel*|*@factorfirm*|*factorfirm.com
Let’s not get too crazy…
@bramwessel*|*@factorfirm*|*factorfirm.com
What is an Enterprise 

Information Model?
@bramwessel*|*@factorfirm*|*factorfirm.com
Enterprise 

Information Models:

Tying it all back together.

@bramwessel*|*@factorfirm*|*factorfirm.com
It’s not about an
ontology for context;
it’s about building
contextual ontologies
Atomizer - Microcontent and the Future of IA
THANK/YOU!
@bramwessel

@factorfirm/
factorfirm.com

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