The Evolution Of MDM - MarkLogic

The Evolution Of MDM - MarkLogic

The Evolution Of MDMContent And Customer Data Mashup By Gene Bishop 1 Who is this guy? “When you combine great technologies, with great teams of p...

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The Evolution Of MDMContent And Customer Data Mashup

By Gene Bishop

1

Who is this guy? “When you combine great technologies, with great teams of people and leadership- the possibilities are endless.”

• VP of Technology, ALM • Career in media, publishing • Develop, deliver and support solutions for customers internal and external.

3

About ALM

96M page views per year

30M visits per year

Industry Information Intelligence

4

MarkLogic and MDM at ALM

5

MarkLogic At ALM Deliver Content

Track Content

Archive Content

Master Data Management

Manage Taxonomy

Content

Customer Share Content

Repurpose Content

Customer Behavior

Universal Profiles

Transactions

Content Feeds Power Websites

Product

MarkLogic used both on content and business applications

Data Management at ALM

MDM at ALM: An Introduction ALM Current State Architecture Marketing

Sales

Fulfillment - Print

Fulfillment - Digital

Marketing Lists

Vertical Response

Shared System

MDM (Mark Logic)

Finance

Analytics

Analytics Data

Store.Law .Com

DBReg

Five9 Clearslide

ExactTarget

ALM System

Oracle CRM

Access Central

Quadrant

Publications

Kennedy System Summit System

Subscriptions

Domo Marketing A ssets

Sailthru

Leads

Books

Dropbox

Marketing Database

SFDC

ActOn

SFDC

REM System Audience Database

Marketing Lists

Subscription Genius

SQL Reporting Server

MS CRM

MS Dynamics GP

Elan MSG Leads

Hallmark Site Catalyst

ADBase PeopleSoft

Advertising

Data Origination Point

Tealium

Customer Order History

Integration (Cross function) Manual Data Transfer (Cross Function)

Google Analytics

Quickfill

Publications

Manual Data Transfer

Solomon

Data Subscriptions

Books

Lyris

Integration

MultiPub

OAS

Media Voice Tableau

Atex AdFront

OAS

Data Receiving Point

Events

Compusystems E-Touches E-Touches

On24

MOAT

Subscriptions / Advertising / Events

Why MDM? ALM Conceptual Future State Marketing

Sales

Audience Database MarkLogic

Fulfillment

Finance

Analytics

MDM MarkLogic Market List

Data Interchange (BackboneOne) Mulesoft Neuron ESB

Marketing Lists

Marketing ExactTarget SailThru

CRMOne Leads

Fufillment AdFront Multipub Quadrant Dbreg Quickfill

G/L

Analytics Domo Google Analytics Tableau MOAT

MS Great Plains

Marketing Collateral

ECM

Dropbox, Entermedia, WittyParrot, Clearslide

CRM

System directly integrated with CRM

System not connected to CRM

Integration

Data Origination Point Data Receiving Point

MDM Dashboard Overall Database Counts

Database Management Functions

Type of Audience Engagement

Trend History

MDM Admin/UI Users will be associated with several different data classes

Just the Current Person Class

Each class can have hundreds of data points that can be associated with the user tied together by the users MDM ID

The Content and Data Mashup

12

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 to Content o Content, Taxonomy

• Make it available o Digital, Marketing, Sales, Audience Dev.

The Mashup Steps

14

First: Identify The Data Buckets

Product • • • •

Print, Digital Books Bundles …

Behavior • • • • • •

Site usage Mobile usage Article views Click throughs Click stream …

Demos • Internal Records • LinkedIn •…

Transaction • Orders • Subscriptions •…

Context • Taxonomy • Content •…

Second: Define The Framework

Third: Bring Data Together Built from the ground-up using MarkLogic Enterprise NoSQL Database 60+ Data Sources Predictive Analytics

Transactional

Website Recommendations

CONVERGE MDM Golden Record

Behavioral Load As-is, Process

Deduplication, Mapping Linking

ALM Properties & Info Solutions

Website Personalization Marketing Campaigns Insights and Reports

Source Prioritization and Scoring

Provenance and Point-intime Scoring

Permissions

Descriptive Syndication

ALM Data: MDM Original Scope

Globe Street

ALM Previous Legal Marketing Database

Legal Sites

Former Summit Share Platforms

Falcon

Pinpoint DBReg

Hallmark

ALM Data Ecosystem Project One

Audience Extension

Behavioral Targeting & Remarketing Campaign Automation

ALM Data Portal

Data Sources

Fourth: Add Context and Content

TEMIS

METADATA

METADATA

Practice Area: IP Law

Taxonomy Node: IP Law Named Entity: Jane Smith

Attorney Name: Jane Smith

Response

Query

LEGAL INTELLIGENCE . DELIVERABLES

Query

Response

CONTENT DELIVERABLES

The Content and Data Mashup Also now need to coordinate efforts on the Project One initiative as well…

MDM

Project One

Original Scope

Brokers

Globe Street ALM

Judges

Attorneys

Previous Legal Marketing Database Former Summit

Credit Unions

Share Platforms

Brokers

Falcon

Law Firms

DBRe g

Pinpoin t Hallm ark

Consultants Companies

Construction Law Schools

Fifth: Phase The Rollout SUB-PROGRAMS

Recommend

PROGRAM

PROJECTS • Content modules • Product modules • Ad Targeting

Leads

• Query engine • Marketing automation • Sales automation

Reporting

• Client reporting • Internal single view • Account management

Product

Context

Behavior

Big Data

Transaction

Demographics

Infrastructure

• Datamart • Data sources • Data governance

Sixth: Leverage Master Records Judges Profiles: Attorneys: Insurance Brokers:

Email: [email protected] Name: Jane Doe Attorney ID: 456 Consulting ID: Judge ID: -

Registration Email: [email protected] Name: Jane Doe Firm: ALM Sector: Legal Job Title: Attorney Products: TAL, NLJ Newsletters: Headlines

Other ALM Data Sets Events: eTouches Webinars: On24 Newsletters: Sailthru Marketing: Exact Target Behavior Profiles: Tealium Other ALM: Law Jobs, CLE, etc

Firm ID: 12345 Firm: ALM

SiteCatalyst Fat Wire Article ID: 123123 Headline: Source: Byline: Word Count: Taxonomy:

Drupal Article ID: 213532 Headline: Byline: Taxonomy:

Email: [email protected] Sites: TAL, LTN Devices: Mobile Phone Apps: Law App Article IDs: - 123123 - 265465 - 456546 - 564336

Falcon Article ID: 456456 Headline: Byline: Taxonomy:

“Offline” Behavior

Firm ID: 12345 EIN: 98765 D&B: 456

Dun & Bradstreet D&B: 456 Firm Name: ALM Address: 120 Broadway NAICS: 511120 SIC: 27210102 Employees: 850 MSA: 35620 Sales Volume: Executives:

ALI/Rival Edge Firm ID: 12345 Firm Name: ALM Attorneys: 100 Partners: 50 Address: 120 Broadway NLJ 350 Firm: no AM Law 100 Firm: no AM Law 200 Firm: no Recognition Event Winner: - A, B, C

Dept. of Labor EIN: 98765 Firm Name: ALM State: NY Benefits Plans: A, B, C Other:

Leverage The Mashup

24

Leverage 1: Customer Profiles As a media company, with multiple touch points, we gather unique insight into our customers.

Reading Habits • • • •

Device Time of Day Subject Matter Delivery Mechanisms …

Transactions • • • • •

Purchases Events Spend Attendance …

Engagement Levels • • • • •

Visit Frequency Time Spent Depth of visit Cross platform usage …

Subscriptions • • • •

Products Tenure Type …

DBReg

Firmographics • Size of Firm • Specialty of Firm • Industry

Registration • • • • •

Email Firm Job Title Geography Company

2 5

Leverage 2: Audience Targeting Define Ad Target: • In-house attorneys • NY, NJ, PA • Read at least 5 IP Law articles last 30 days

Tealium attributes enrich general user profiles as well as ability to create segments from database

Ads, content, etc., can follow user across entire ALM Network

Target Audience Badged

Ability to Expand Reach and Frequency

Create “Badges” Users click around on ALM Sites

Leverage 3: Article Taxonomy Categories

All ALM legal pub articles tagged with values from a set article taxonomy

Practice Areas - Parent - Child - Grandchild

Example Values - White Collar Crime

Subject

Organization

- Law Firm Client Relationships - Law Firm Partners - Large Firms - Government - Non-Profit

- Entertainment

Industry

Leverage 4: Exact Target 2.0 No more separate list pulls for follow up campaign waves – 30% of monthly requests

Audience Builder Passing data on a daily basis

MDM

Standard audience targets (including behavioral & events) can be created directly in ET

Journey Builder

Leverage 5: BI Platform: Birst 1. Improved Dashboards a.

More flexible reporting

b.

Easier templated reporting (so easier/faster to duplicate dashboards)

c.

Better design layout capabilities

2. Better scalability a.

Not limited by seat licenses

b.

White label capability for possible “ALM” client login portal

3. Better Integration a.

Integrations and with Salesforce

b.

Single sign on options within ALM

The Future

30

Where We Are Headed: Data Science Project

Approach

Acquisition modeling – order & registrations

Random Forests, Boosting, Bagging, Trees

Lead Scoring

Bayesian, Recommender Systems

Content Optimization

Data Envelopment Analysis, Optimization

Content Recommendations

Neural Networks, Clustering

• Modeling is an iterative process -no overnight solutions • Models only as good as the data – importance of the MDM and Data Quality initiatives