Gilbane Conferences & Advisor

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Category: Gilbane Boston 2013 (page 2 of 3)

Speaker Spotlight: John Felahi – Making content findable

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker John Felahi, Chief Strategy Officer at Content Analyst Company, LLC. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

John_Felahi-horiz

Speaker Spotlight: John Felahi

Chief Strategy Officer

Content Analyst Company, LLC

 

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge? Development and maintenance cost? Content control? Brand management? Technology expertise?

One of the biggest challenges to delivering content to the web is making it as findable as possible to potential interested viewers.  While traditional, manual tagging and keyword search methods may have gotten us this far, and may be good enough for some use cases, they’re still not without limitations. The good news is, there are far more advanced, sophisticated – and automated – technologies available to remedy the numerous limitations of manual tagging content and keyword-based search. The limitations of manual tagging and keyword-based include:

  • Term creep – New terms constantly emerge, requiring taxonomies to be constantly updated.
  • Polysemy – Take Apple, for example. Is your user searching for the company, the Beatles’ record label, or the fruit?
  • Acronyms – Texting has introduced an entirely new language of acronyms (LOL, TTYL, WDYT).  Manually tagging content requires the editor to consider possible acronyms the users will be searching for.
  • Abbreviations – Tagging content with long, scientific terms, geographies, etc. require editors to factor these in along with the long terms they represent.
  • Misspellings – Thanks to spellcheck and autocorrect, technology has become much more forgiving for those who never made it past the first round eliminations in their sixth grade spelling bee. Content search, unfortunately, needs to be equally accommodating, if you want your users to find your content – which means tagging it with common misspellings.
  • Language – The web has certainly made the world a much smaller place, but that doesn’t mean everyone speaks English.  Making content findable in any language means it has to also be tagged in multiple languages.

On to the good news – there’s technology that’s been used for years in eDiscovery and the US Intelligence Community to overcome these very challenges, but for different reasons. Because the bad guys aren’t tagging their content to make it more findable, the intel community needs a better way to find what they’re looking for. And in eDiscovery, finding relevant content can make a multi-million dollar difference to the outcome of a particular litigation or other regulatory matter. That’s why tens of thousands of legal reviewers and countless analysts in the intel community use a technology known as concept-aware advanced analytics.

How concept-aware advanced analytics differs from manual tagging and keyword search

As its name implies, concept-aware understands the underlying concepts within the content. As such, it can tag content automatically.  On the viewer’s side, content can be found by simply saying, “find more like this.” Categories are defined by taking examples that represent the concepts of a category. The system “learns” what that category is all about, and can then identify conceptually similar content and apply the same category. The process is the same on the search side. The user points to a piece of content and says, “find more like this.” Or as the content publisher, you present the viewer with conceptually similar content, i.e., “you may also be interested in these articles.”

While concept-aware advanced analytics doesn’t necessarily replace manual tagging and keyword search – which work very well in certain situations – the technology clearly overcomes many of the limitations of traditional tagging and search methods.

Catch Up with John at Gilbane

Track E: Content, Collaboration, and the Employee Experience

E7: Strategic Imperatives for Enterprise Search to Succeed
Wednesday, December, 4: 2:00 p.m. – 3:20 p.m.

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Can Human Sensors Contribute to Improving Search Technology?

Information Today fall meetings usually have me in the Enterprise Search Summit sessions but this year KM World was my focus. Social networking, social media and tools are clearly entering the mainstream of the enterprise domain as important means of intra-company communication, as many corporate case presentations revealed. But it was Dave Snowden’s Thursday keynote, Big Data vs. Human Data, which encouraged me because he conveyed a message of how we must synthesize good knowledge management practices out of both human and machine-based information. Set aside 52+ minutes and be prepared to be highly stimulated by his talk .

Snowden does the deep thinking and research on these topics; at present, my best option is to try to figure out how to apply concepts that he puts forth to my current work.

Having long tried to get enterprises to focus on what people need to do to make search work meaningfully in an organization, instead of a list of technology specifications, I welcome messages like Snowden’s. Martin White called for information specialists for search management roles earlier this year in a CMSWire piece. While it may be a stretch to call for “search specialists” to act as “human sensors,” it does merit consideration. Search specialists have a critical role to play in any enterprise where knowledge assets (content and human expertise), data retrieval and analysis , and understanding user needs must fit cohesively together to deliver a searchable corpus that really works for an organization. This is not typically an assignment for a single IT professional focused on installing software, hardware and network oversight.

One of the intangible capital assets defined by a recent start-up, Smarter-Companies, Inc., is human capital. Founder Mary Adams has devised a methodology to be used by a person she calls an Icountant. An Icountant establishes values for intangible capital and optimizing its use. Adam’s method is a new way of thinking about establishing asset value for organizations whose real worth has more to do with people and other intangibles than fixed assets like buildings and equipment.

Let’s consider the merit of assigning value to search specialists, those experts who can really make search technology work optimally for any given enterprise. How should we value them? For what competencies will we be assigning jobs to individuals who will own or manage search technology selection, implementation/tuning and administration?

Rather than defaulting to outside experts for an evaluation process, installation and basic training for a particular technology, we need internal people who are more astute about characteristics of and human needs of an organization. High value human sensors have deep experience in and knowledge of an enterprise; this knowledge would take the consultant off-the-street months or years to accrue. People with experience as searchers and researchers supporting the knowledge intensive units of a company, with library and information science training in electronic information retrieval methods must be on the front lines of search teams.

Knowledge of users, what searchable content is essential across all business units, and what is needed just for special cases is a human attribute that search teams must have. Consider the points in White’s article and the wisdom of placing humans in charge of algorithm-based solutions. What aptitudes and understanding will move the adoption of any technology forward? Then pick the humans with highly tuned sensitivity to what will or will not work for the technology selection and deployment situation at hand. Let them place search technology in the role of augmenting human work instead of making human workers slaves to technology adaptation.

If you are at the Gilbane Conference next week, and want to further this discussion, please look for me and let me know what you think. Session E7 will have a special focus on search, Strategic Imperatives for Enterprise Search to Succeed, a Panel Discussion. I will be moderating.

Speaker Spotlight: Scott Brinker – Technology is marketing’s interface to the world

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Scott Brinker, Founder & CTO, ion interactive, inc., and author of the Chief Marketing Technologist Blog. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Technology is marketing's interface - Scott Brinker | Gilbane Conference 2013

Speaker Spotlight: Scott Brinker

Founder & CTO

ion interactive, inc.

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

Marketing has been sucked into a digital world.

In this world, the majority of interactions that marketing has with its audience happen through channels that are mediated by software. Software has become the eyes and ears by which marketers observe people in their market — through tools for analytics, attribution, and social media listening. Software has become the hands and mouth by which marketers touch and talk with their prospects and customers — through web content and experiences, mobile apps, and social media outposts.

Let’s face it: technology is now marketing’s interface to the world.

Marketing technology is no longer an option but a necessity for brands that want to market in a digital world and engage with a digital consumer anytime anywhere & every time everywhere.

To thrive in this environment, organizations absolutely need “marketing technologists” who understand how to select, configure, operate, and extend these marketing technologies that provide that interface. They need people who blend technical talents with marketing insights and ideas to produce compelling experiences throughout the buyer’s journey.

The titles don’t matter. Some call these folks creative technologists, or marketing IT, or growth hackers. What matters is that the organization is finding and nurturing this next generation of marketing talent. They’re integrating them with the broader marketing organizations. They’re giving them a seat at the table in defining marketing strategy and the operational roadmap to execute it.

Catch Up with Scott at Gilbane

Opening Keynotes
Tuesday, December, 3: 8:30 a.m. – 10:00 a.m.

Track C: Content, Marketing, and the Customer Experience

C1. Q&A with Real Live Marketing Technologists
Tuesday, December, 3: 1:30 p.m. – 3:30 p.m.

Follow Scott on Twitter – @chiefmartec.

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The top 103 Gilbane conference speakers

Once again we are thrilled to have attracted such an impressive collection of experts to be Gilbane Conference speakers. We’ll continue to publish some speaker spotlights, but obviously will not be able to do justice to the entire list. With the conference only two weeks away you’ll just have to join us in Boston to hear from them all. Be sure to check out the conference program to see what each of these pros will be speaking about.

Chris Adams, CoFounder & CTO, gShift Labs

Rick Allen, Content Strategist, ePublish Media, Inc.

Tom Anderson, President, Anderson Digital

Rahel Anne Bailie, Founder and Senior Content Strategy Consultant, Intentional Design

Luke Barton, Technical Director, Siteworx

Bryan Bell, VP, Enterprise Solutions, Expert System

Elisabeth Beller, Director of Web and Mobile Solutions, Celerity

Diane Berry, Senior Vice President, Marketing and Communication, Coveo

Kipp Bodnar, Director of Marketing, Hubspot

Doug Bolin, Associate Director, User Experience Design, Digitas

Arno Bose, Senior Software Consultant, e-Spirit Inc.

Marcel Boucher, Marketing Cloud Evangelist, Adobe

Robert Bredlau, COO, e-Spirit Inc.

Scott Brinker, Founder & CTO, ion interactive, inc.

Jim Brockman, Senior Interactive Producer, Boston Interactive

Tom Brown, VP, Multichannel Solutions, HP

Rich Buchheim, President & CEO, CirrusBridge Consulting

Adam Buhler, Vice President, Creative Technology / Labs / Mobile, Digitas

Gloria Burke, CKO (Chief Knowledge Officer) and Global Practice Portfolio Leader, Unisys

Joseph A. Busch, Founder and Principal, Taxonomy Strategies

Tony Byrne, Founder, Real Story Group

Arjé Cahn, CTO, Hippo

Christopher S Carter, General Manager, aLanguageBank

Sandro Catanzaro, Founder and SVP, Analytics and Innovation, DataXu

Larry Chait, Managing Director, Chait and Associates, Inc

Dale Cruse, Software Engineer, McGraw-Hill Education Labs

Michael Daitch, Vice President, Group Creative Director, Digitas

Russ Danner, Vice President, Products, Crafter Software

Pawan Deshpande, Founder & CEO, Curata

Jake DiMare, Senior Project Manager, ISITE Design

Matt Dion, VP Marketing, Elastic Path

John Felahi, Chief Strategy Officer, Content Analyst Company, LLC

Jaime Fitzgerald, Founder & Managing Partner, Fitzgerald Analytics

Jordan Frank, VP, Sales & Business Development, Traction Software

Jane H Frankel, Principal, The Art of Performance LLC

Greg Fuller, VP Marketing Technology/Operations, Pearson Education

Frank Gilbane, CEO, Bluebill Advisors Inc

Jarrod Gingras, Analyst and Director of Advisory Services, Real Story Group

Ken Golkin, Technical Project Manager, Wolters Kluwer Health

Mayur Gupta, Global Head of Marketing and Technology, Kimberly Clark

Irina Guseva, Senior Analyst, Real Story Group

Frank Hamerlinck, Chief Operating Officer, NGDATA

Rachel Happe, Founder, The Community Roundtable

Kristen Harris, Director, ECM Solutions, Zia Consulting

Heather Hedden, Taxonomy Consultant, Hedden Information Management

Urban Hedström, Founder, Findwise

Bruno Herrmann, Director Of Globalization and Localization, The Nielsen Company

Demian Hess, System Architect, Avalon Consulting, LLC

David Hobbs, Website Transformation Consultant, David Hobbs Consulting

Mark Jacobson, Senior Consultant, Delta Think, Incorporated

Oliver Jaeger, VP Marketing & Communications, e-Spirit Inc.

Pradeep Jain, Chief Content Architect, Ictect, Inc.

Aaron Kechley, Senior Vice President, Products, DataXu

In Koo Kim, Senior Manager, NorthPoint Digital

Pamela Kostur, Partner, Parallax Communications

Sara Larsen, Vice President, Digital Marketing, SAP

David H. Lipsey, Partner, Media & Entertainment, Optimity Advisors

Brian Makas, Director of Marketing Technology and Business Intelligence, Thomas Publishing

Hilary Marsh, Chief Strategist, Content Company

John Matthews, Managing Principal & Founder, Comscient Group, Inc

Steve McMillan, Director, Enterprise Knowledge Management, Apollo Group, Inc.

Christopher McNulty, SharePoint CTO, Dell

Michael Meinhardt, Chief Customer Officer and Co-founder, Cloudwords

Teri Mendelsohn, President, Mendelsohn Consulting

Gerry Mintz, Managing Partner, Percepta Partners LLC

Sheldon Monteiro, CTO, SapientNitro

Lynda Moulton, Principal, LWM Technology Services

Dom Nicastro, Contributing Author, CMSWire.com

Kevin Nichols, Director and Global Practice Lead, Content Strategy, SapientNitro

Niels Nielsen, Managing Director, Avalon Consulting, LLC

Scott Noonan, Chief Technology Officer, Boston Interactive

Peter O’Kelly, Big Data Solutions Architect, Savvis

Vikram Pant, Lead Associate, Booz Allen Hamilton

Kendal Peiguss, Inbound Marketing Manager, SmartBear Software

Chris Pena, Global VP Engineering for Online and Ecommerce Platforms, Pearson Education

Ron Person, Sr. Consultant, Business Optimization Services, Sitecore

Christine Polewarczyk, Senior Director, Global Enterprise Marketing, SDL

Stephen Powers, Vice President and Research Director, Forrester Research

Adam Ribaudo, Vice President, Digital Strategy, Velir

Rebecca Rodgers, Senior Consultant, Step Two Designs

Lindy Roux, Principal Content Strategist, Siteworx

Pat Sabosik, President, Elm City Consulting, LLC

Frank Schneider, VP Customer Experience Solutions, Creative Virtual USA

Kathy Greenler Sexton, VP & General Manager, SIIA

Bryant Shea, NorthPoint Digital

Pete Sheinbaum, CEO, LinkSmart

Philip Smolin, Senior Vice President, Market Solutions, Turn

Jake Sorofman, Research Director, Marketing Leaders Research Team, Gartner

Loni Stark, Director of Product, Industry Marketing, Adobe

Marc Strohlein, Principal, Agile Business Logic

Ian Truscott, VP Product Marketing, SDL

Karla Turcios, User Experience Lead, Esri

Keelin Vaccaro, Internal Communications Director, National Geographic

Michael Vessella, Vice President, Director, Experience Design, Digitas

Sal Visca, CTO, Elastic Path

Meghan Walsh, Senior Director, eCommerce Platform System Management, Marriott International

Mark Walter, Director, Strategic Solutions, Managing Editor Inc. (MEI)

Melissa Webster, Program VP, Content & Digital Media Technologies, IDC

Tom Wentworth, CMO, Acquia

Dave White, Chief Technology Officer, Quark Software Inc.

Tim Wilmot, President & CEO, KnowSo, Inc

Karl Wirth, CEO/Founder, Evergage

Speaker Spotlight: Mayur Gupta – Web Content Management – Not the Only Cog in the Wheel

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Mayur Gupta, Global Head, Marketing Technology, Kimberly-Clark. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Mayur Gupta on Web Content Management at Gilbane Conference

Speaker Spotlight: Mayur Gupta

Global Head, Marketing Technology

Kimberly-Clark

Do you think “web content management” should be the hub of digital experience management implementations? If so, should it have a new name to match an expanded role? If not, what should be at the center?

It’s a great question. Often as marketers and technologists, we get excited with naming conventions & terminologies and get swayed away by new, shiny objects. Back to the question though, I strongly believe that there is no CENTER or HUB for digital experience management anymore, the entire ecosystem is the center. What does that mean? The challenge as well as the opportunity in the marketing technology landscape lies in the inter connectivity (data & context) between the different technology layers and components. It’s like a bicycle wheel with many cogs, Web content management or Digital Experience Management is just one of them, if you move the wheel forward or backward, you’ll have another cog appearing to be the center. For instance, data analytics & CRM is equally central to driving personalized consumer experiences but either of them (WCMS or Analytics) in isolation is incomplete. The simultaneous diversification and consolidation of various technology providers and platforms is an effort to address this challenge — making the ecosystem as the center instead of a particular technology or platform.

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

I head the global marketing technology capability @ Kimberly Clark, so in that regard yes we do have the “marketing technologist” role in our organization and we are expanding it each day. We are one of the very few Fortune 500 companies that have acknowledged the massive transformation in business at the intersection of Marketing & Technology, so I have a lot of respect for my leadership for being one of the pioneers in this space. Having said that, “marketing technology” as a role is just a nomenclature, what is critical is the concept of “marketing technology” as a capability, regardless of organizational boundaries, titles and ownerships.

Marketing technology is a progressive outcome of the dramatic evolution in the digital landscape within the last decade, with an extremely demanding, strong and in-control consumer at the epicenter. This evolution and innovation has reduced the conventional gulf between consumer experiences, marketing strategies and technologies that enable them to the extent that technology itself is the experience now. We can no longer define brand strategies in isolation from technology or build technology roadmaps without connecting it to consumer experiences that enable brand strategies. And, that is the role of a “marketing technologist” – connecting & combining brand strategies, creative consumer experiences with emerging and innovative technologies. Besides the technology landscape itself, marketing technology demands a more agile, nimble and lean perspective to technology innovation and adoption and therefore it requires more of a behavioral, mindset and cultural shift as compared to the conventional ways of technology delivery.

Marketing technology is no longer an option but a necessity for brands that want to market in a digital world and engage with a digital consumer anytime anywhere & every time everywhere.

Catch Up with Mayur at Gilbane

Track C: Content, Marketing, and the Customer Experience

C1. Q&A with Real Live Marketing Technologists
Tuesday, December, 3: 1:30 p.m. – 3:30 p.m.

Follow Mayur on Twitter – @inspiremartech.

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Speaker Spotlight: Arjé Cahn – What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels?

In another installment of Speaker Spotlight, we posed one of our frequently asked questions to speaker Arjé Cahn, CTO at Hippo. We’ve included his answer that question here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Arje Cahn headshot

Speaker Spotlight: Arjé Cahn

CTO

Hippo

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge?

One of the biggest challenges for delivering multichannel content is getting the people inside your organization to look past modes of distribution and think instead in terms of target audiences.  It’s important to remember that ultimately, it’s the customer choosing the channel—be it web, mobile or any upcoming digital channel. You’ve got to abstract from the idea that you’re “managing a website” and think instead of managing content, and make sure the content created makes for an optimal experience for every channel.

The challenge, in other words, is understanding your audiences. It’s important to remember that they are plural and varied. You’ve got to know who they are, what their background is, what they want—and respond accordingly, with the best personalized content. This is a business challenge that Hippo helps to solve. We help discover and understand audiences—and engage these different audiences in an understandable fashion. Hippo provides real time visitor analysis—allowing you to monitor who is experiencing your site, and keep track of the content they engage with.  With this analysis, you can see patterns over time, and turn them into personas. There’s no need to rush into targeting by applying preconceived personas to visitors. Hippo supports you in the process, providing the tools and analysis to discover personas and audiences that you might be missing out on. We help you discover and understand your audiences in an organic way—the first step to creating optimal content and customer experience.

Catch Up with Arjé at Gilbane

Track C: Content, Marketing, and the Customer Experience

C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
Wednesday, December, 4: 2:00 p.m. – 3:20 p.m.

Follow Arjé on Twitter – @arjecahn.

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Speaker Spotlight: Jake DiMare – Web Content Management Hub, Multiple Channels, and Marketing Technologists

In another installment of Speaker Spotlight, we posed three of our frequently asked questions to speaker Jake DiMare, Senior Project Manager at ISITE Design. We’ve included his answers to those questions here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Jake DiMare - Gilbane Conference

 

Speaker Spotlight: Jake DiMare

Senior Project Manager

ISITE Design

Do you think “web content management” should be the hub of digital experience management implementations?

My personal perspective is the customer is at the center and everything else orbits around them. Thus, if I must use a label, customer experience management makes the most sense to me. That said, and to extend the metaphor, I do think content management is the hub of technology in the ‘low customer orbit’. I believe customers make decisions about where to focus their attention in the digital world based on the content available and so it stands to reason the technology that delivers your content must be rock solid.

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels?

To borrow an acronym from NPR (National Public Radio), in my humble opinion, the best strategy is COPE or “Create Once Publish Everywhere”.

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

Frankly, ‘Marketing Technologist’ has been an imperative, existing role within digital agencies and on the client side for over a decade. Whether the need is recognized and respected is the real question… And so the title and associated job description are laggards. Predictably, the result is many people within an organization will wear the marketing technologist hat.

In the most practical sense, if your organization engages with customers through any digital channels, whether you want it or not, somebody at some point will play the role of marketing technologist. The size of your organization will certainly dictate when this becomes a full time job or jobs, but the following responsibilities will always need attention:

  1. Coordinating internal and external digital strategists, designers and engineers for the purpose of designing, building and maintaining digital properties.
  2. Working with content strategists to ensure a seamless transition of content across channels.
  3. Coordinating with traditional marketing to ensure digital channels are aligned with overall initiatives.
  4. Measurement and optimization of customer engagement through existing digital channels using analytics and reporting.
  5. Looking forward to determine how to engage audiences with emerging technology.
  6. Understand and grow customer engagement management.
  7. Work with brand strategists to ensure the overall digital customer experience is aligned with brand values.
  8. Accountable for digital projects.

 

Catch Up With Jake at Gilbane

Track E- E5. Incorporating Content Strategy into Your Project: Why and How?
Wednesday, December, 4: 9:40 a.m. – 10:40 a.m.

Hear more from Jake when you subscribe to his blog, The CMS Myth.

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These accounts are more than us posting about sessions, tracks, and sponsors. We want to connect you with speakers and other attendees. Feel free to start a discussion, ask us questions, and interact! Let’s start the conference experience before December!

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