jahiaone 2015- 360° with privacy - the road to an ethical wem by elie auvray
TRANSCRIPT
© 2002 - 2015 Jahia Solutions Group SA
360° with PrivacyThe Road To An Ethical WEM
Elie Auvray – CEO & Co-Founder
© 2002 - 2015 Jahia Solutions Group SA
How To Manage Your Digital Customer Journey ?
© 2002 - 2015 Jahia Solutions Group SA
CustomBusiness / Customer
Application
CRMMarketing
SEMAnalytics
Website, Mobile
Content & Digital Asset Management
Commerce
© 2002 - 2015 Jahia Solutions Group SA
It’s all about brand EXPERIENCE
© 2002 - 2015 Jahia Solutions Group SA
Gene PhiferVP Distinguished Analyst
© 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
© 2002 - 2015 Jahia Solutions Group SA
(to bring) “a little sanity into chaos”
© 2002 - 2015 Jahia Solutions Group SA
Gene PhiferVP Distinguished Analyst
© 2002 - 2015 Jahia Solutions Group SA
Digital Industrialization answer:Uninterrupted delivery
© 2002 - 2015 Jahia Solutions Group SA
Digital Industrialization answer:CMO’s team Autonomy
© 2002 - 2015 Jahia Solutions Group SA
© 2002 - 2015 Jahia Solutions Group SA
Gene PhiferVP Distinguished Analyst
© 2002 - 2015 Jahia Solutions Group SA
Gene PhiferVP Distinguished Analyst
“Maintain a 360 Degree View of Your Customer, but Don't Be Creepy”
Really a choice ?
© 2002 - 2015 Jahia Solutions Group SA
Digital Marketing Capabilities
OR
Data Privacy ?
Jahia’s Ethical WEM
© 2002 - 2015 Jahia Solutions Group SA
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
Ethical WEM Vision
It is time for Digital Marketing tools to be
more transparent and thus, ethical.
© 2002 - 2015 Jahia Solutions Group SA
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
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
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
Digital Factory,Marketing Factory… and beyond
© 2002 - 2015 Jahia Solutions Group SA
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
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
A clean architecture for CIO’s team
© 2002 - 2015 Jahia Solutions Group SA
© 2002 - 2015 Jahia Solutions Group SA
WITH a user interface geared for CMO’s teams
Objective
© 2002 - 2015 Jahia Solutions Group SA
How to get closer to your customer ?
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
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
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
Digital Factory:The Marketing Control Tower
© 2002 - 2015 Jahia Solutions Group SA
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
© 2002 - 2015 Jahia Solutions Group SA
360° with PrivacyThe Road To An Ethical WEM
Elie Auvray – CEO & Co-Founder