JahiaOne 2015- 360° with privacy - The Road to an Ethical WEM by Elie Auvray
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With the expansion of Digital Marketing, web users and brands customers are subjected to an increasing amount of tracking that leads to the collection of their browsing and behavioral data. As technologies evolve and digital expands, data privacy is more and more threatened. Data exchanges and usage grow exponentially without the ability for end users / visitors / consumers to actually control it, lest to understand it. It is time for Digital Marketing tools to be more ethical and transparent. This message should also resonate well with brands. To strengthen this wavering data privacy, Jahia initiated a standardization process with the OASIS consortium early April. Now, reflecting this standardization process, Jahia is aiming at launching an open source community project at the Apache Foundation, whose mission it is to provide software for the public good. One of the Apache Foundation many strengths in this respect is to provide a license that is both business-friendly and open to any development community. Thus this project would allow all software vendors, brands, organizations and communities to use an open, agreed upon and community-enriched engine to collect and share user context data.
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JahiaOne 2015- 360° with privacy - The Road to an Ethical WEM by Elie Auvray
- 1. 360° with Privacy The Road To An Ethical WEM Elie Auvray – CEO & Co-Founder © 2002 - 2015 Jahia Solutions Group SA
- 2. © 2002 - 2015 Jahia Solutions Group SA How To Manage Your Digital Customer Journey ?
- 3. © 2002 - 2015 Jahia Solutions Group SA Custom Business / Customer Application CRM Marketing SEM Analytics Website, Mobile Content & Digital Asset Management Commerce
- 4. © 2002 - 2015 Jahia Solutions Group SA It’s all about brand EXPERIENCE
- 5. © 2002 - 2015 Jahia Solutions Group SA Gene Phifer VP Distinguished Analyst
- 6. © 2002 - 2015 Jahia Solutions Group SA “How do you scale and adapt to the latest technologies for an organization the size of Ben and Jerry's?” “Its a very interconnected web of software, data and process that lets the technology be kind of managed in a way that brings a little sanity to the chaos.” Jim Keyt, Senior Manager of Global Technology Strategy
- 7. © 2002 - 2015 Jahia Solutions Group SA (to bring) “a little sanity into chaos”
- 8. © 2002 - 2015 Jahia Solutions Group SA Gene Phifer VP Distinguished Analyst
- 9. Digital Industrialization answer: Uninterrupted delivery © 2002 - 2015 Jahia Solutions Group SA
- 10. Digital Industrialization answer: CMO’s team Autonomy © 2002 - 2015 Jahia Solutions Group SA
- 11. © 2002 - 2015 Jahia Solutions Group SA
- 12. © 2002 - 2015 Jahia Solutions Group SA Gene Phifer VP Distinguished Analyst
- 13. © 2002 - 2015 Jahia Solutions Group SA Gene Phifer VP Distinguished Analyst “Maintain a 360 Degree View of Your Customer, but Don't Be Creepy”
- 14. Really a choice ? © 2002 - 2015 Jahia Solutions Group SA Digital Marketing Capabilities OR Data Privacy ?
- 15. Jahia’s Ethical WEM © 2002 - 2015 Jahia Solutions Group SA
- 16. Ethical WEM Vision With the expansion of digital marketing, web users and brands customers are subjected to an increasing amount of tracking that leads to the collection of their browsing and behavioral data. There is no question about the value of Digital Marketing anymore considering all the benefits enterprise and brands can leverage. Data exchanges and usage grow exponentially without the ability for end users / visitors / consumers to actually control or even understand it Customer starts to be really defensive about sharing their data because of unclear usage of all those tools (even not control by the brand itself) © 2002 - 2015 Jahia Solutions Group SA
- 17. Ethical WEM Vision It is time for Digital Marketing tools to be more transparent and thus, ethical. © 2002 - 2015 Jahia Solutions Group SA
- 18. Open To strengthen this wavering data privacy, Jahia initiated a standardization process with the OASIS consortium early April after 18 month of work Aims to launch an open source community project at the Apache Foundation: the Unomi project The source code of Unomi is right now available on Github, under Apache License This project would allow all software vendors, brands, organizations and communities to use an open, agreed upon and community-enriched engine to collect and share user context data. This new initiative would ensure a reinforced data privacy as the code of the engine would be accessible by all - being an open source project. The open source approach is widely embraced by the industry and has been repeatedly used in the past in other sensitive areas. © 2002 - 2015 Jahia Solutions Group SA
- 19. Leading the WEM standardization initiative ConteXt Server standardization (TC proposal) The purpose of the Technical Committee will be to create specifications for a Context Server as a core technology for enabling the delivery of personalized digital experiences. Organizations currently struggle to create and deliver consistent personalized experiences across channels, markets, and systems. The Context Server will simplify management, integration, and interoperability between solutions providing services like Web Content Management, CRM, BigData, Machine Learning, Digital Marketing, and Data Management Platforms. © 2002 - 2015 Jahia Solutions Group SA
- 20. Leading the WEM standardization initiative “CXS will affect so many facets of the marketplace. Its success hinges on having the broadest possible range of organizations involved. We’re calling on the marketing automation companies, data management platform providers and companies involved in machine learning and Big Data and to work with the traditional WCM and CRM software providers to ensure CXS reflects everyone’s use cases. We applaud Jahia and Enonic for initiating this vital standardization project” Laurent Liscia, CEO of OASIS” © 2002 - 2015 Jahia Solutions Group SA
- 21. Digital Factory, Marketing Factory … and beyond © 2002 - 2015 Jahia Solutions Group SA
- 22. Marketing Factory: The Digital Industrialization Way Comprehensive : useful capabilities for marketers actionable data for marketers Industrialized : Without the pain of complex high end marketing engines that take weeks to set up Based on scalable industry standards © 2002 - 2015 Jahia Solutions Group SA
- 23. A clean architecture for CIO’s team A new software engine to gather and compute marketing / visitors related data based on Elasticsearch A new set of administration modules to build & manage all related digital marketing tools (segmentation, goals, reports etc.) A new set of personalization modules for marketers and website managers © 2002 - 2015 Jahia Solutions Group SA
- 24. A clean architecture for CIO’s team © 2002 - 2015 Jahia Solutions Group SA
- 25. WITH a user interface geared for CMO’s teams © 2002 - 2015 Jahia Solutions Group SA
- 26. Objective © 2002 - 2015 Jahia Solutions Group SA How to get closer to your customer ?
- 27. Path Take control of customer data and application BACK End the marketing tool chaos Reduce third tier dependency for brand power : Product distribution Leverage brand power to launch their own marketplace © 2002 - 2015 Jahia Solutions Group SA
- 28. 360° ? From the Digital Chaos to the Unified Digital hub Companies deployed a lot of marketing tools that require a “profile” to store their own related data. As a consequence, a visitor or a customer are spread through several database source Marketing Factory could easily become customers marketing hub, as it can aggregate existing data (segmentation, customer intelligence, marketing, etc.) from other solutions and make that data immediately actionable within Digital Factory in order to personalize each visitor’s user experience. © 2002 - 2015 Jahia Solutions Group SA
- 29. 360° ? From the Digital Chaos to the Unified Digital hub Thanks to application aggregation solutions provided, not only the data but also RELEVANT external application features or data can be accessible through Digital Factory authoring interfaces transforming Digital Factory into a unified digital hub / control tower in the process for the benefit of CMO’s team that need those tools to manage the digital presence of their organization. © 2002 - 2015 Jahia Solutions Group SA
- 30. Digital Factory: The Marketing Control Tower © 2002 - 2015 Jahia Solutions Group SA
- 31. Matching CMO’s expectations Get closer to your leads and customers: by aggregating all your marketing tool in ONE place for all omni-channel projects: Digital Factory becomes your digital control tower / digital hub Centralizing AND leveraging at the same time all data coming from your customers but NOT at the cost of customer privacy (Marketing factory) Leverage your brand power to engage your customer by building your own marketplace (Commerce Factory) © 2002 - 2015 Jahia Solutions Group SA
- 32. 360° with Privacy The Road To An Ethical WEM Elie Auvray – CEO & Co-Founder © 2002 - 2015 Jahia Solutions Group SA
Notas do Editor
- To Manage the Unified Customer Journey, CMO need to deal with those capabilities either developed internally and / or relying on a lot of third parties software.
- But ultimately it’s all about brand EXPERIENCE
- Remember Gene yesterday presentation
- Remember Jim Keyt of BEN&JERRY Jim Keyt, Senior Manager of Global Technology Strategy “How do you scale and adapt to the latest technologies for an organization the size of Ben and Jerry's?” “Its a very interconnected web of software, data and process that lets the technology be kind of managed in a way that brings a little sanity to the chaos.”
- The First Chaos
- Working together in the process. Remember Europcar. IT and Marketing lifecycles are just DIFFERENT. A release versus a publication. No one better than the other. They just have to CO EXIST. Remember yesterday presentation by David Roux. David, that I thank again, made it clear: the success of that project rely on having the Business AND the IT working together. The Day 15 website has been launched ? Email
- Remember another great insight from Gene: content is no longer king, content in context is king
- BUT watch out “little princess”, the wolf might be here. I remember plugin of firefox that show you the nupmber of marketing services you interact with without knowing it. It twice the number for kids !
- Do we really have to choice between Marketing OR Data Privacy ? After 2 years of work, we decided to solve that question, the Jahia way: Open source, industrialized, standard based With the expansion of digital marketing, web users and brands customers are subjected to an increasing amount of tracking that leads to the collection of their browsing and behavioral data. There is no question about the value of Digital Marketing anymore considering all the benefits enterprise and brands can leverage. Data exchanges and usage grow exponentially without the ability for end users / visitors / consumers to actually control it, lest to understand it. As a consequence, data privacy seems to be more and more threatened from brand audiences point of view. It is time for Digital Marketing tools to be more ethical and transparent. This message should resonate well with brands.
- We can solve those issues, helping brands to get closer to their customers in the process This message can be leveraged by brands from a communication stand point (and get better data in the process)
- But for WHAT ? What is the objective ? The objective is to answer to that question :
- But for WHAT ? What is the objective ? The objective is to answer to that question :