360 metadata - crucial for digital marketing - framework for you
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360 digital marketing metadata Heimo Hänninen @heimohanninen www.talentbase.fi
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Transcript of 360 metadata - crucial for digital marketing - framework for you
Today’s shop window and clerk look like these
The tide is turning
FROM OUTBOUNDTO INBOUNDWEB SITES
Source:http://markbean.tumblr.com/
The pain
• Big data 3V• Is this the same thing here as it is in other source?• What does this thing mean – no definition, context ?• Is your definition different than customer's?• Can I trust this data?• Who is responsible of maintaining this data?• Why customers don’t like our content?• The product is out, but no-one seems to find it?• Are we putting our money on the right content?• Are we maintain the content which no one cares?• What customers might expect next?• A lot of traffic but not many clicks to buy – why?
Some facts• SEO and Social are the most important drivers to your site
– 75% of users never scroll past the first page of results– Inbound leads costs 61% less than outbound leads
• a prospect coming from Facebook to your eShop vs one bombarded by campaigns, newsletters mass broadcasts…
• By Ektron study 2013
• Content must be relevant for the visitors– Keywords should be derived from the content – not creating content around
the keywords• to create conversation, to add relevant keywords
• Business systems are optimized locally but damaged as whole– The relevant metadata about your products and customers is somewhere
(in isolated system) but not inserted to the web pages
Metadata behind user experience
ContentDescriptive, management, targeting
BusinessOfferings, Biz targets
A / B testing
Customer
Location, site behaviour, search history, community activities
Other customers
History data, patterns,
reviews
Life cycle as you may think
Create Publish Engage
Manage
Analytics
Chronos
Life cycle of metadata - evolving
Creation
Publishing
Engagement
Analytics Management
Kairos
CREATIONContent related
ANALYTICSBehaviour
ENGANGEMENTConversion
PUBLISHBusiness context
Five content metadata types for 360 view
Dynamic Static
User generated: - review, rate, posts- augmentations- content curation
How customers value it.Learn from customers.
Conversation
Content meta: e.g. title, creator, description, keywords… How author meant it
Created
Analytics: - user’s actions- other users’ action- Social data mining
How customer behaves and previous customers behaved
Observed
Business substance categories: e.g.product, market, customer, price…
How business sees it
Applied
Auto-tagging
Management
small data on top of Big Data
The beefOntology
Product
Model
Life Sport
Technology
Customer Car
Audi
Market
How big is the big?
Connected 2012
99% to be connected
High level architecture
DB-Pedia
LOD
Commonterms
Web publishing, user interaction
Presentation
RTDContent
publishing
CMS
Smart-radio.com
Campaign Data
Customer Data Product Data
Site
Operational core dataNew terms
Terms fortagging
User generated Targets
Indexing & Search
SEO keywords
SOLR
Metadata serviceOntology
Enterprise graph
PoolParty
Virtuoso
FacebookGraph API
Web analytics
Results
Apache Hadoop
MapReduce
SocialDevice
Behaviour
LED
Layers
Big Data Storage
Data Sources LOD
Data Processing & Analysis
Apache Hadoop DFS
DB-Pedia CRM
MapReduce…
FacebookGraph API
Enterprise Graph
Business Ontology =small data CMS
PoolParty…
Virtuoso, Neo4j…
PDM
Publishing
CMS
CRMPDM
LED
Sample: 5 type of Content Metadata
User generated-contest results-blog comments-shared own video URL
Business related-Auto type: Sports/Roadster-Segment: promoter-KPI: Number of new customers per month-Campaign type: local store
Analytics based, observed-number of page visits-time spend on page-next click to the Event –rate- Call To Action success
Content related-Title: Sales event in Münich-Description: Pink prize to…-Content type: Teaser-Format: MPG4
Promoted by
Teaser
A press release:Content Item Smart Car Radio
Product
SampleOntology
Product
Model
Life Sport
Technology
Customer Car
Audi
Management-CMS ID-Online FROM – TO date-author
Demo - smart car radio: triplets
Analysis
Demo - smart car radio: enterprise graph
Populate
Demo - smart car radio: Biz Ontology
Small data
DemoLet’s have a PoolParty
Demo: Smart car radio
Three key points are demonstrated in the following video:1. Smart Car Radio as SKOS thesaurus
• Customized as business ontology (relations, attributes)2. Five type of metadata of Content Items3. Linked Open Data connectivity and auto-populating concepts
Play
