atomizer - microcontent and the future of ia
Post on 15-Jul-2015
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@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
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
The problem with the“Omni-Channel” model…
@bramwessel*|*@factorfirm*|*factorfirm.com
“Today, I think I’ll engage with one of the manychannels my favorite brand offers,”— said no one, ever.
@bramwessel*|*@factorfirm*|*factorfirm.com
Immediate, fragmented, and continuous.The challenge of proliferating contexts…
@bramwessel*|*@factorfirm*|*factorfirm.com
Content organizations are at a point of consequence…
@bramwessel*|*@factorfirm*|*factorfirm.com
How is micro content different from content as we know it, or just plain old data?
@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
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.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
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 providerare involved in the transaction?
•Are there offers or campaigns relatedto 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 providerare involved in the transaction?
•Are there offers or campaigns relatedto 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 providerare involved in the transaction?
•Are there offers or campaigns relatedto any of the items being purchased?
Marketing Copy
Image
Value and Qualifier Copy
Legal Copy
Retailer Brand
@bramwessel*|*@factorfirm*|*factorfirm.com
Distribution: Customer Acquisition Customer Retention
Average Order Value
@bramwessel*|*@factorfirm*|*factorfirm.com
So… How does this work
in real life?
@bramwessel*|*@factorfirm*|*factorfirm.com
Step 1: DistributionStep 2: Redemption
Step 3: Profit!
@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
Marketing Copy
Image
Value and Qualifier Copy
Legal Copy
Retailer Brand
?
@bramwessel*|*@factorfirm*|*factorfirm.com
Modeling a new coupon experience
in the near future
@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
Implicationsfor Enterprise
Content Management
@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
Implicationsfor Enterprise
Information Architecture
@bramwessel*|*@factorfirm*|*factorfirm.com
? ? ? ?
Acquisition?/Retention?/
AOV?/Other?
@bramwessel*|*@factorfirm*|*factorfirm.com
Campaignsa shit-ton of terms
Offers in Marketa shit-ton of terms
Retailersa shit-ton of terms
Locationsa shit-ton of terms
Floor Plansa shit-ton of terms
Stocka shit-ton of terms
Appsa few terms, at least
Payment Systemsa few terms, at least
Loyalty Programsa shit-ton of terms
Transaction Historiesa 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
Retailersa shit-ton of terms
Locationsa shit-ton of terms
Floor Plansa shit-ton of terms
Stocka shit-ton of terms
Loyalty Programsa 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
“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
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
THANK/YOU!
@bramwessel @factorfirm/
factorfirm.com
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