consumer-centric information management
DESCRIPTION
Consumer-centric information management comprises all activites required to manage corporate information in a consumer-centric way. The presentation was given at the 8th CC CDQ workshop on April 19, 2012, in Basel, Switzerland. The CC CDQ is a consortium research program organized by the Institute of Information Management at the University of St. Gallen.TRANSCRIPT
Consumer-Centric Information
Management
Prof. Dr. Boris Otto, Assistant Professor
Basel, April 19, 2012
Toward a Topic Map
© BEI St. Gallen – Basel, 2012-04-19, Otto / 2
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Agenda
Consumer-Centric Business
Expert Interviews on Consumer-Centric Information Management
Toward a Topic Map for Consumer-Centric Information Management
Outlook on Upcoming Activities
© BEI St. Gallen – Basel, 2012-04-19, Otto / 3
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Agenda
Consumer-Centric Business
Expert Interviews on Consumer-Centric Information Management
Toward a Topic Map for Consumer-Centric Information Management
Outlook on Upcoming Activities
© BEI St. Gallen – Basel, 2012-04-19, Otto / 4
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Consumer Services Today1
Communication
Working
Mobility
Health
Values
Living
Productivity
Shopping
Qype
M-Go
eBanking
RSS-Feeds
Calendar
Wikipedia
YouTube
BioID
OpenID
Alarm
Systems
Gym
Machine
Codecheck
Ticketcorner
Audi
MMI
Limmex
Sleep
Cycle
Personal News
SMS
ToDos
Kontakte
Phone
BVB
Tax
Service Platform
• Laundry
• Garden
• Card Games
• Excursions
oSalaah
Rom.Cath. Confession
Hindu Calender
Horoscope
Burlesque Bible
StepStone
myhammer
Innocentive
HRS
SmartMetering
MyTaxi
Payment
Medication
Consumer
1) Österle, H.: Servicemanagement für
Konsumenten. SOA Days, 2012.
© BEI St. Gallen – Basel, 2012-04-19, Otto / 5
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Changes in the Ecosystem: Flows of Ingredient
Information in the Consumer Goods Industry
2007
Media
2012
NB: Display is “Betweenness”, i.e. the number of connections between two nodes that run over the node in question.
© BEI St. Gallen – Basel, 2012-04-19, Otto / 6
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Consumer-Centric Business as a paradigm shift
Business
Processes
Consumer
Processes
© BEI St. Gallen – Basel, 2012-04-19, Otto / 7
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Migipedia is Migros’ consumer interaction platform
© BEI St. Gallen – Basel, 2012-04-19, Otto / 8
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
«Passenger Diary» at Lufthansa
Ecosystem
Data Exchange Process Scope
Interact w/
Service
Provider
Consume
Service
Reflect User
Experience Book Service
Search &
Inform
Consumer Process
Legend:
© BEI St. Gallen – Basel, 2012-04-19, Otto / 9
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Sanofi-Aventis runs a Facebook page with integrated
shop functionality
© BEI St. Gallen – Basel, 2012-04-19, Otto / 10
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Agenda
Consumer-Centric Business
Expert Interviews on Consumer-Centric Information Management
Toward a Topic Map for Consumer-Centric Information Management
Outlook on Upcoming Activities
© BEI St. Gallen – Basel, 2012-04-19, Otto / 11
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Consumer-Centricity in the Context of Business
Engineering1
Innovation and other Triggers
Transforming the Business
Consumer-Centricity Strategy
Consumer Process and Consumer-Centric Information
Information Systems and Technology
1) Based on Österle, H., Winter, R., Business Engineering, in: Österle, H., Winter, R. (Hrsg.), Business Engineering, Springer, Berlin, 2003, S. 3-18.
© BEI St. Gallen – Basel, 2012-04-19, Otto / 12
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Findings from a Series of Expert Interviews: Focus
Topics in Consumer-Centric Information Management1
Consumer-
Centricity
Strategy
Value of
“followers”
Objectives of
social media
activities
Need for 360
degree view
on customer
Ethics of data
use
Multichannel
strategy
From data
collection to
use of data
Outside-in
view
How to model,
document,
understand
consumer
needs
Consumer
Process and
Consumer-
Centric
Information
E-commerce
processes
Harmonizing
CRM
processes
Data
protection
Performance
management
for social
media
activities
Passenger
experience
chain
Integration of
both internal
and external
data
Consumer
data model
Data standard
identification
and
evaluation
“Assignio”
project (e-
health for all)
Information
Systems and
Technology
Image
database (for
digital rights
management)
Complaint
database
Single-sign on
Passenger
diary
application
Consolidation
of web sites,
shops etc.
1) Interviews conducted between November 2011 and February 2012.
© BEI St. Gallen – Basel, 2012-04-19, Otto / 13
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Agenda
Consumer-Centric Business
Expert Interviews on Consumer-Centric Information Management
Toward a Topic Map for Consumer-Centric Information Management
Outlook on Upcoming Activities
© BEI St. Gallen – Basel, 2012-04-19, Otto / 14
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
A Topic Map for Consumer-Centric Information
Management
Consumer
Processes
Strategy
Processes
Systems
Consumer Realm Corporate Realm
Strategic Objectives for CCIM
CCIM Performance Management
Consumer Processes
Consumer-Centric Information
Consumer-Centric Systems
own own 3rd own
101 Text mpg Quality
Legend: CCIM - Consumer-Centric Information Management
1
2
3
4
5
© BEI St. Gallen – Basel, 2012-04-19, Otto / 15
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Open Questions Today
Strategic
Objectives
Performance
Management
Consumer
Process
Consumer-
Centric Information
Consumer-
Centric Systems
1 2 3 4 5
What is the
ecosystem?
Strategic partners?
Who in the
company is leading
a CCIM initiative?
How to design a
strategic action
plan? What are
priorities?
What are
appropriate
performance
measures?
What are “SMART”
objectives?
How do peers
perform?
Can we measure
the impact on
business goals?
Which part of the
consumer process
do we cover?
How to align
consumer and
business
processes?
How to analyze,
model, design the
consumer process?
How local/global
should be the
consumer-process
support?
Which pieces of
information/data are
necessary?
Where does the
information/data
come from?
Who owns and
controls the
information/data?
How does a
consumer-centric
data model look
like?
How to design the
information flows?
What is an
appropriate data
architecture?
What data
protection issues
exist?
Which technological
channels do we
have to support?
What support
organization is
appropriate?
Do we have the
right skills?
Which
infrastructure
technology do we
need (e.g. single-
sign on, identity
management, web
analytics etc.)?
© BEI St. Gallen – Basel, 2012-04-19, Otto / 16
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Consumer-Centric Product Information
Supply Chain Data
GTIN
Weight & Measures
Product name
Product description
Brand &
Manufacturer Data
Brand
Manufacturer
Country of Origin
Manufacturer Product No.
Marketing Information
Claim
Long Text
Value Proposition
Image
Quality Information
Ingredients
Allergen information
Sustainability information
Consumer Community
Information
Recommendations
Ratings
Tweets
Links to Social
Networks
Product Videos How to apply videos
How it works videos
Shopping Information
Price
Where to buy
© BEI St. Gallen – Basel, 2012-04-19, Otto / 17
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Typical Information/Data Readiness for Consumer-
Centricity: A Case Study
Types of
Data/Information
Examples Readiness Comment
Supply Chain Data Article number
GTIN
Article type
Article name
Price
etc.
Subject to sound master data
governance
Centrally managed in ERP or PLM
systems
Marketing Information Product long name
Product descriptions
Texts for
advertisements
Pictures
Product features
etc.
Ownership and stewardship unclear
Information lifecycle and architecture
not defined
Quality information Ingridients
Nutrition information
Allergene information
etc.
To be managed through central PIM
system
Information lifecycle and architecture
currently to be designed
1) Anonymized project example.
Legend: GTIN - Global Trade Item Number; ERP - Enterprise Resource Planning; PLM - Product Lifecycle Management; PIM - Product Information Management.
© BEI St. Gallen – Basel, 2012-04-19, Otto / 18
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Agenda
Consumer-Centric Business
Expert Interviews on Consumer-Centric Information Management
Toward a Topic Map for Consumer-Centric Information Management
Outlook on Upcoming Activities
© BEI St. Gallen – Basel, 2012-04-19, Otto / 19
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Focus Group Workshop on Consumer-Centric
Information Management
© BEI St. Gallen – Basel, 2012-04-19, Otto / 20
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Bilateral Project CONCENTRIC with Beiersdorf
The project CONsumer CENTRIC aims at enabling Beiersdorf to manage product information
according to the needs of a consumer-centric economy
The project will deliver the following results:
Identification of product information needs and information quality requirements
Recommendations for data architecture and data lifecycle design
Reflection of Beiersdorf's approach within the peer group
© BEI St. Gallen – Basel, 2012-04-19, Otto / 21
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
European Data Forum 2012
© BEI St. Gallen – Basel, 2012-04-19, Otto / 22
18 92 47
76 132 99
137 173 151
183 206 192
128 163 204
64 117 180
0 71 153
178 199 224
253 216 137
251 197 80
249 178 15
254 232 185
192 192 192
150 150 150
119 119 119
234 234 234
Contact Information
Prof. Dr. Boris Otto Assistant Professor
University of St. Gallen
CC Corporate Data Quality