Atomizer - Microcontent and the Future of IA
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The document discusses the increasing complexity of content organizations in an era dominated by multiple digital contexts and devices. It highlights challenges around omni-channel marketing, the atomization of content into microcontent, and the implications for enterprise content management and information architecture. The author emphasizes the need for new models in the distribution and management of digital coupons and microcontent experiences.
Atomizer - Microcontent and the Future of IA
- 4. @bramwessel*|*@factorfirm*|*factorfirm.com More and more experiences involve multiple contexts.
- 5. @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
- 7. @bramwessel*|*@factorfirm*|*factorfirm.com Proliferation of contexts is an inexorable trend.
- 10. @bramwessel*|*@factorfirm*|*factorfirm.com There/are/now/more/devices/than/ people/on/this/planet!
- 12. @bramwessel*|*@factorfirm*|*factorfirm.com The problem with the “Omni-Channel” model…
- 14. @bramwessel*|*@factorfirm*|*factorfirm.com “Today, I think I’ll engage with one of the many channels my favorite brand offers,” — said no one, ever.
- 15. @bramwessel*|*@factorfirm*|*factorfirm.com Immediate, fragmented, and continuous. The challenge of proliferating contexts…
- 17. @bramwessel*|*@factorfirm*|*factorfirm.com Content organizations are at a point of consequence…
- 24. @bramwessel*|*@factorfirm*|*factorfirm.com How is micro content different from content as we know it, or just plain old data?
- 27. @bramwessel*|*@factorfirm*|*factorfirm.com Compound Content Element Chunk Chunk Chunk Chunk ChunkChunk Chunk Chunk Chunk
- 28. @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
- 32. @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
- 37. @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
- 38. @bramwessel*|*@factorfirm*|*factorfirm.com Coupons — ubiquitous microcontent.
- 39. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
- 40. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
- 41. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand = $
- 43. @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?
- 44. @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?
- 45. @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
- 47. @bramwessel*|*@factorfirm*|*factorfirm.com Distribution: Customer Acquisition Customer Retention Average Order Value
- 49. @bramwessel*|*@factorfirm*|*factorfirm.com So… How does this work in real life?
- 60. @bramwessel*|*@factorfirm*|*factorfirm.com Step 1: Distribution Step 2: Redemption Step 3: Profit!
- 70. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
- 71. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
- 73. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
- 74. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand ?
- 77. @bramwessel*|*@factorfirm*|*factorfirm.com Modeling a new coupon experience in the near future
- 79. @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
- 80. @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
- 89. @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
- 90. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
- 91. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy Legal Copy Retailer Brand
- 92. @bramwessel*|*@factorfirm*|*factorfirm.com Marketing Copy Image Value and Qualifier Copy
- 93. @bramwessel*|*@factorfirm*|*factorfirm.com The Coupon as a distributed microcontent experience.
- 95. @bramwessel*|*@factorfirm*|*factorfirm.com ? ? ? ? Acquisition?/ Retention?/ AOV?/ Other?
- 97. @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
- 102. @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
- 103. @bramwessel*|*@factorfirm*|*factorfirm.com Can Current Techniques (and systems) Handle Microcontent as a Service?
- 106. @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
- 107. @bramwessel*|*@factorfirm*|*factorfirm.com 1. An Evolution from Monolithic to Decentralized
- 109. @bramwessel*|*@factorfirm*|*factorfirm.com 3. Smart Endpoints and Dumb Pipes
- 112. @bramwessel*|*@factorfirm*|*factorfirm.com Let’s not get too crazy…
- 113. @bramwessel*|*@factorfirm*|*factorfirm.com What is an Enterprise Information Model?
- 114. @bramwessel*|*@factorfirm*|*factorfirm.com Enterprise Information Models: Tying it all back together.
- 115. @bramwessel*|*@factorfirm*|*factorfirm.com It’s not about an ontology for context; it’s about building contextual ontologies