Transcription
The Evolution Of MDMContent And Customer Data MashupBy Gene Bishop1
Who is this guy?“When you combine greattechnologies, with greatteams of people andleadership- the possibilitiesare endless.” VP of Technology, ALM Career in media, publishing Develop, deliver andsupport solutions forcustomers internal andexternal.
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About ALM96Mpage views per year30Mvisits per yearIndustryInformationIntelligence4
MarkLogic and MDM at ALM5
MarkLogic At ALMDeliverContentTrackContentArchiveContentMaster rkLogic used both on content and businessapplications
Data Management at ALM
MDM at ALM: An IntroductionALM Current State ArchitectureMarketingSalesFulfillment - PrintFulfillment - DigitalMarketing ListsVerticalResponseSharedSystemMDM(Mark Logic)FinanceAnalyticsAnalytics M SystemOracle ummitSystemSubscriptionsDomoMarketing A CActOnSFDCREM SystemAudienceDatabaseMarketing ListsSubscriptionGeniusSQLReportingServerMS CRMMSDynamics GPElan MSGLeadsHallmarkSite CatalystADBasePeopleSoftAdvertisingData OriginationPointTealiumCustomer Order HistoryIntegration(Cross function)Manual DataTransfer sManual DataTransferSolomonData SubscriptionsBooksLyrisIntegrationMultiPubOASMedia VoiceTableauAtexAdFrontOASData On24MOAT
Subscriptions / Advertising / EventsWhy MDM?ALM Conceptual Future lmentFinanceAnalyticsMDMMarkLogicMarket ListData Interchange (BackboneOne)MulesoftNeuron ESBMarketing icsDomoGoogleAnalyticsTableauMOATMS Great PlainsMarketing lideCRMSystemdirectlyintegratedwith CRMSystem notconnectedto CRMIntegrationData OriginationPointData ReceivingPoint
MDM DashboardOverall DatabaseCountsDatabase ManagementFunctionsType of AudienceEngagementTrend History
MDM Admin/UIUsers will be associated withseveral different data classesJust the CurrentPerson ClassEach class can have hundreds of datapoints that can be associated with theuser tied together by the users MDM ID
The Content and Data Mashup12
The Content and Data Mashup Bring Data together (Big Data) Put a fence around the data Gatekeeper, Key Master Data Access Rules, Business Rules Data Governance Add Context And Connect toContento Content, Taxonomy Make it availableo Digital, Marketing, Sales, Audience Dev.
The Mashup Steps14
First: Identify The Data BucketsProduct Print, DigitalBooksBundles Behavior Site usageMobile usageArticle viewsClick throughsClick stream Demos Internal Records LinkedIn Transaction Orders Subscriptions Context Taxonomy Content
Second: Define The Framework
Third: Bring Data TogetherBuilt from the ground-up using MarkLogic Enterprise NoSQL Database60 Data mmendationsCONVERGE MDMGoldenRecordBehavioralLoad As-is,ProcessDeduplication,MappingLinkingALM Properties & Info nsights andReportsSourcePrioritizationand ScoringProvenanceand Point-intime ScoringPermissionsDescriptiveSyndication
ALM Data: MDMOriginal ScopeGlobe StreetALMPrevious LegalMarketing DatabaseLegal SitesFormer SummitShare PlatformsFalconPinpointDBRegHallmark
ALM Data EcosystemProject OneAudience ExtensionBehavioral Targeting &RemarketingCampaign AutomationALM Data PortalData Sources
Fourth: Add Context and ContentTEMISMETADATAMETADATAPractice Area: IP LawTaxonomy Node: IP LawNamed Entity: Jane SmithAttorney Name: Jane SmithResponseQueryLEGAL INTELLIGENCE.DELIVERABLESQueryResponseCONTENT DELIVERABLES
The Content and Data MashupAlso now need to coordinate efforts on the Project Oneinitiative as well MDMProject OneOriginal ScopeBrokersGlobe StreetALMJudgesAttorneysPrevious LegalMarketingDatabaseFormer SummitCredit UnionsShare PlatformsBrokersFalconLaw tructionLaw Schools
Fifth: Phase The RolloutSUB-PROGRAMSRecommendPROGRAMPROJECTS Content modules Product modules Ad TargetingLeads Query engine Marketing automation Sales automationReporting Client reporting Internal single view Account managementProductContextBehaviorBig DataTransactionDemographicsInfrastructure Datamart Data sources Data governance
Sixth: LeverageMaster RecordsJudges Profiles:Attorneys:Insurance Brokers:Email: janedoe@alm.comName: Jane DoeAttorney ID: 456Consulting ID: Judge ID: -RegistrationEmail: janedoe@alm.comName: Jane DoeFirm: ALMSector: LegalJob Title: AttorneyProducts: TAL, NLJNewsletters: HeadlinesOther ALM Data SetsEvents: eTouchesWebinars: On24Newsletters: SailthruMarketing: Exact TargetBehavior Profiles: TealiumOther ALM: Law Jobs, CLE, etcFirm ID: 12345Firm: ALMSiteCatalystFat WireArticle ID: 123123Headline:Source:Byline:Word Count:Taxonomy:DrupalArticle ID: 213532Headline:Byline:Taxonomy:Email: janedoe@alm.comSites: TAL, LTNDevices: Mobile PhoneApps: Law AppArticle IDs:- 123123- 265465- 456546- 564336FalconArticle ID: 456456Headline:Byline:Taxonomy:“Offline” BehaviorFirm ID: 12345EIN: 98765D&B: 456Dun & BradstreetD&B: 456Firm Name: ALMAddress: 120 BroadwayNAICS: 511120SIC: 27210102Employees: 850MSA: 35620Sales Volume:Executives:ALI/Rival EdgeFirm ID: 12345Firm Name: ALMAttorneys: 100Partners: 50Address: 120 BroadwayNLJ 350 Firm: noAM Law 100 Firm: noAM Law 200 Firm: noRecognition Event Winner:- A, B, CDept. of LaborEIN: 98765Firm Name: ALMState: NYBenefits Plans: A, B, COther:
Leverage The Mashup24
Leverage 1: Customer ProfilesAs a media company, with multiple touch points, we gather unique insight into our customers.Reading Habits DeviceTime of DaySubject MatterDelivery Mechanisms Transactions PurchasesEventsSpendAttendance Engagement Levels Visit FrequencyTime SpentDepth of visitCross platform usage Subscriptions ProductsTenureType DBRegFirmographics Size of Firm Specialty of Firm IndustryRegistration EmailFirmJob TitleGeographyCompany25
Leverage 2: Audience TargetingDefine Ad Target: In-house attorneys NY, NJ, PA Read at least 5 IP Lawarticles last 30 daysTealium attributesenrich generaluser profiles aswell as ability tocreate segmentsfrom databaseAds, content, etc., can followuser across entire ALM NetworkTarget AudienceBadgedAbility to Expand Reachand FrequencyCreate “Badges”Users click aroundon ALM Sites
Leverage 3: Article TaxonomyCategoriesAll ALM legal pub articles tagged withvalues from a set article taxonomyPractice Areas- Parent- Child- GrandchildExample Values- White Collar CrimeSubjectOrganization- Law Firm Client Relationships- Law Firm Partners- Large Firms- Government- Non-Profit- EntertainmentIndustry
Leverage 4: Exact Target 2.0No more separatelist pulls for followup campaignwaves – 30% ofmonthly requestsAudience BuilderPassing dataon a daily basisMDMStandard audiencetargets (includingbehavioral & events)can be createddirectly in ETJourney Builder
Leverage 5: BI Platform: Birst1. Improved Dashboardsa.More flexible reportingb.Easier templated reporting (so easier/fasterto duplicate dashboards)c.Better design layout capabilities2. Better scalabilitya.Not limited by seat licensesb.White label capability for possible “ALM”client login portal3. Better Integrationa.Integrations and with Salesforceb.Single sign on options within ALM
The Future30
Where We Are Headed: Data ScienceProjectApproachAcquisition modeling –order & registrationsRandom Forests, Boosting,Bagging, TreesLead ScoringBayesian, RecommenderSystemsContent OptimizationData Envelopment Analysis,OptimizationContentRecommendationsNeural Networks, Clustering Modeling is an iterative process -no overnight solutions Models only as good as the data –importance of the MDM and DataQuality initiatives
Genius ADBase AdFront OAS Media Voice Atex ExactTarget DBReg Store.Law.Com MDM (Mark Logic) Lyris Site Catalyst Solomon Access Central Dropbox SQL Reporting Server MS . Marketing automation Sales automation Client reporting Internal single view Account management Datamart Data sources Data governance PROJECTS
