Digital content experiences emerging in the next decade will look, feel, and be consumed very differently from those of today. As today’s “app and page” consumption paradigm gradually recedes, replaced by a much more immediate, fragmented, and continuous core experience, content management organizations face a point of consequence. The demands of emerging digital experiences threaten to strain traditional enterprise content management approaches to the breaking point. Enterprise IA organizations will be forced to evolve to meet the complexity of this challenge by becoming increasingly granular in their content and information modeling. This shift will place heavy emphasis on the development of flexible information models containing rich secondary data to describe increasingly small, interoperable, and portable units of content. Session Takeaways Get in front of this paradigm shift before your organization gets buried in its own confusion. Learn what steps you can take as you begin to prepare your organization’s information model to accommodate the content and data demands of these rich new experiences. See how the discipline of Information Architecture is theoretically well-suited to meet this challenge, but must also adapt and evolve in the ways it is practiced on the ground. This session will begin by demonstrating how the trend toward micro-content is unfolding, citing examples of how emerging digital experiences are straining the framework of traditional taxonomy, metadata, and attribution approaches. It will then describe how rich, sophisticated enterprise information models designed to accommodate these shifts can evolve to meet the demands of data-rich, microcontent-driven digital experiences, focusing on the first steps organizations can take to prepare.

1. @bramwessel
@factorfirm/
factorfirm.com

2. @bramwessel*|*@factorfirm*|*factorfirm.com
???

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

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

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

7. @bramwessel*|*@factorfirm*|*factorfirm.com
Proliferation of contexts
is an inexorable trend.

8. @bramwessel*|*@factorfirm*|*factorfirm.com
In/the/US/64%/of/people/own/a/
smartphone.
pewinternet.org/2015/04/01/introduction>20/

9. @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

10. @bramwessel*|*@factorfirm*|*factorfirm.com
There/are/now/more/devices/than/
people/on/this/planet!

11. @bramwessel*|*@factorfirm*|*factorfirm.com
Topology/of/Awesome!
f

12. @bramwessel*|*@factorfirm*|*factorfirm.com
The problem with the
“Omni-Channel” model…

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

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…

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

17. @bramwessel*|*@factorfirm*|*factorfirm.com
Content organizations are
at a point of consequence…

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

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

20. @bramwessel*|*@factorfirm*|*factorfirm.com
The Atomization of Content

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

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

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

24. @bramwessel*|*@factorfirm*|*factorfirm.com
How is micro content different
from content as we know it,
or just plain old data?

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

26. @bramwessel*|*@factorfirm*|*factorfirm.com
Blob
Blob
Blob
Blob
Metadata:
a few terms

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

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

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

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

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

33. @bramwessel*|*@factorfirm*|*factorfirm.com
Simple objects,
Massive complexity.

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

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

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

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
= $

42. @bramwessel*|*@factorfirm*|*factorfirm.com
Transaction
Augmentation
As A Service

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

46. @bramwessel*|*@factorfirm*|*factorfirm.com
Coupons
and
Contexts

47. @bramwessel*|*@factorfirm*|*factorfirm.com
Distribution:
Customer Acquisition
Customer Retention
Average Order Value

48. @bramwessel*|*@factorfirm*|*factorfirm.com
Redemption

49. @bramwessel*|*@factorfirm*|*factorfirm.com
So…
How does this work
in real life?

50. @bramwessel*|*@factorfirm*|*factorfirm.com
Meet/Andrea

51. @bramwessel*|*@factorfirm*|*factorfirm.com
Andrea/shops/at…

52. @bramwessel*|*@factorfirm*|*factorfirm.com
…and/at…

53. @bramwessel*|*@factorfirm*|*factorfirm.com
Andrea/clips/coupons…

54. @bramwessel*|*@factorfirm*|*factorfirm.com
Andrea/uses…

55. @bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…

56. @bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…

57. @bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…

58. @bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…

59. @bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…

60. @bramwessel*|*@factorfirm*|*factorfirm.com
Step 1: Distribution
Step 2: Redemption
Step 3: Profit!

61. @bramwessel*|*@factorfirm*|*factorfirm.com
Contemporary
Disruptions

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

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

64. @bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…

65. @bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…disrupted.

66. @bramwessel*|*@factorfirm*|*factorfirm.com
Digital
Coupons

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

68. @bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…disrupted.

69. @bramwessel*|*@factorfirm*|*factorfirm.com
A/typical/transaction…disrupted.

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

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

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
?

75. @bramwessel*|*@factorfirm*|*factorfirm.com
?

76. @bramwessel*|*@factorfirm*|*factorfirm.com
?
? ? ? ?

77. @bramwessel*|*@factorfirm*|*factorfirm.com
Modeling
a new coupon experience
in the near future

78. @bramwessel*|*@factorfirm*|*factorfirm.com
Remember/Andrea?

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

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

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

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

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

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

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

87. @bramwessel*|*@factorfirm*|*factorfirm.com
Implications
for Enterprise
Content Management

88. @bramwessel*|*@factorfirm*|*factorfirm.com
? ? ? ?

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.

94. @bramwessel*|*@factorfirm*|*factorfirm.com
Implications
for Enterprise
Information Architecture

95. @bramwessel*|*@factorfirm*|*factorfirm.com
? ? ? ?
Acquisition?/
Retention?/
AOV?/
Other?

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

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

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

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

100. @bramwessel*|*@factorfirm*|*factorfirm.com
Modeling
Behind the Scenes

101. @bramwessel*|*@factorfirm*|*factorfirm.com
Microcontent As A Service

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?

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

105. @bramwessel*|*@factorfirm*|*factorfirm.com
Agile
+/
IA
=

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

108. @bramwessel*|*@factorfirm*|*factorfirm.com
2. Business-Driven

109. @bramwessel*|*@factorfirm*|*factorfirm.com
3. Smart Endpoints
and
Dumb Pipes

110. @bramwessel*|*@factorfirm*|*factorfirm.com
4. Services,
not
Projects

111. @bramwessel*|*@factorfirm*|*factorfirm.com
5. Decentralized
Governance

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

117. THANK/YOU!
@bramwessel
@factorfirm/
factorfirm.com