atomizer - microcontent and the future of ia

@bramwessel @factorfirm/

factorfirm.com

http://factorfirm.com

@bramwessel*|*@factorfirm*|*factorfirm.com

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More and more experiences involve multiple contexts.



“Context is an agent’s understanding of the relationships between the elements of the agent’s environment.”

-Andrew Hinton, Understanding Context



Proliferation of contexts is an inexorable trend.



In/the/US/64%/of/people/own/a/smartphone.

pewinternet.org/2015/04/01/introduction>20/


http://pewinternet.org/2015/04/01/introduction-20/


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


http://nielsen.com/us/en/insights/reports/2014/the-us-digital-consumer-report.html


There/are/now/more/devices/than/people/on/this/planet!



Topology/of/Awesome!

f



The problem with the“Omni-Channel” model…



“Today, I think I’ll engage with one of the manychannels my favorite brand offers,”— said no one, ever.



Immediate, fragmented, and continuous.The challenge of proliferating contexts…


@bramwessel*|*@factorfirm*|*factorfirm.comdonttextdrive.com



Content organizations are at a point of consequence…



The Atomization of Content



How is micro content different from content as we know it, or just plain old data?



Blob

Blob

Blob

Blob

Metadata: a few terms



Compound Content Element

Chunk Chunk Chunk

Chunk ChunkChunk

Chunk Chunk Chunk



Chunk

Metadata set: a shit-ton of terms






Microcontent

Chunk Chunk Chunk

Chunk ChunkChunk

Chunk Chunk Chunk

Chunk







Simple objects, Massive complexity.


@bramwessel*|*@factorfirm*|*factorfirm.cominformationweek.com/big>data>analytics/catalina>marketing>aims>for>the>cutting>edge>of>big>data


http://informationweek.com/big-data-analytics/catalina-marketing



Chunk Chunk Chunk

Chunk ChunkChunk

Chunk Chunk Chunk

Chunk







Coupons — ubiquitous microcontent.



Marketing Copy

Image

Value and Qualifier Copy

Legal Copy

Retailer Brand



Marketing Copy

Image


Legal Copy

Retailer Brand

= $



Transaction Augmentation As A Service



•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?



•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


Legal Copy

Retailer Brand



Coupons and

Contexts



Distribution: Customer Acquisition Customer Retention

Average Order Value



Redemption



So… How does this work

in real life?



Meet/Andrea



Andrea/shops/at…



…and/at…



Andrea/clips/coupons…



Andrea/uses…



A/typical/transaction…



Step 1: DistributionStep 2: Redemption

Step 3: Profit!



Contemporary Disruptions



A/typical/transaction…



A/typical/transaction…disrupted.



Digital Coupons



A/typical/transaction…disrupted.



Marketing Copy

Image


Legal Copy

Retailer Brand



Marketing Copy

Image


Legal Copy

Retailer Brand

?



?



?

? ? ? ?



Modeling a new coupon experience

in the near future



Remember/Andrea?



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



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



Implicationsfor Enterprise

Content Management



? ? ? ?




Chunk Chunk Chunk

Chunk ChunkChunk

Chunk Chunk Chunk

Chunk







Marketing Copy

Image


Legal Copy

Retailer Brand



Marketing Copy

Image Value and Qualifier Copy



The Coupon as a distributed microcontent experience.



Implicationsfor Enterprise

Information Architecture



? ? ? ?

Acquisition?/Retention?/

AOV?/Other?



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



Modeling Behind the Scenes



Microcontent As A Service



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



Can Current Techniques (and systems) Handle

Microcontent as a Service?


@bramwessel*|*@factorfirm*|*factorfirm.commartinfowler.com/articles/microservices.html


http://martinfowler.com/articles/microservices.html


Agile +/IA=



“A content-driven API stores data in a central place where other services can access and use it.” - Sarah Wachter-Boettcher



1. An Evolution from Monolithic to Decentralized



2. Business-Driven



3. Smart Endpoints and

Dumb Pipes



4. Services, not

Projects



5. Decentralized Governance



Let’s not get too crazy…



What is an Enterprise Information Model?



Enterprise Information Models:

Tying it all back together.


It’s not about an ontology for context;

it’s about building contextual ontologies

THANK/YOU!

@bramwessel @factorfirm/

factorfirm.com

atomizer - microcontent and the future of ia

Technology

termsmetadata set

comchunkmetadata set

atomization of content

fac of contexts

micro content different

multiple contexts

agents environment

ofpeople problem