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Jack Aaronson

Feb 13, 2017

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Page 1: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Metadata and Taxonomies forArtificial Intelligence,

Personalization and eCommerce

Jack AaronsonCEO – The Aaronson Group

Page 2: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Who Are We?

• The Aaronson Group is focused on building customer loyalty and satisfaction through personalized multi-channel marketing and user experiences

• Write bi-weekly CRM/Customer Loyalty column at ClickZ.com (75+ articles) and in addition to my own newsletter

• Conference topics include: Personalization Best Practices, EmailRetention Strategies, Multi-Channel Marketing Best Practices, and Customer Loyalty Strategies

• Academic: World Congress of Mass Customization & Personalization(Germany), Adaptive Hypermedia Association, Contextual Web Group(AKT, Southampton), Wharton School of Business, U. of Malaga, U. of Southampton, Columbia Business School, Stern School of Management, University of Munich, etc…

• Artificial Intelligence Software Architect/Engineer; Solutions Architect (Financial Consulting Company); 3 years as Director of Personalization atBarnes&Noble.com

Page 3: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Some of our clients

Page 4: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

User-centric Experiences

• Can/should use three different type of knowledge– Deep knowledge of your products/services/content– Deep knowledge of your users– Ability to connect two knowledge bases in some

meaningful way

• Different types of projects can be built based on any combination of these groups of knowledge

Page 5: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Case Studies

Page 6: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 7: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 8: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 9: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 10: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Typical Site Wireframe

Lifestyle photo Promo box #1

Call to actionsPromo box #2: Promo box #3:

Copyright 2004 ABC Company   | Privacy Policy | Contact Us

Logo – targeted for each segment

Page 11: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Typical Information Architecture

Homepage

Shops Auctions

Jewelry Watches Computers

Necklaces

Earrings

Page 12: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 13: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 14: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 15: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 16: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 17: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 18: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 19: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 20: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Multi-lingual Universes

Meta-data separates display from internal nomenclature

Page 21: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 22: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 23: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 24: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Page 25: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Metadata, Artificial Intelligence andPersonalization

Metadata-based personalization answers the question “why?” and not “what?”

Page 26: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Metadata

• Understand why someone is shopping, not just what they are shopping for

• Recommend products and services based on their needs, not on their history

• Let’s look at an example…

Page 27: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Metadata Example

A Tale of Two Book buyers

Page 28: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

History

United States

Civil War

The Civil WarBook 1

History Campaigns

United States Battlefields

Civil War

Great Battlesof the Civil WarBook 2

History Campaigns

United States Children

Civil War

Battle Cry of FreedomBook 3

Page 29: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Person #1

The Red Badgeof Courage

History Juvenile Drama

United States Children

Civil War Virginia

Book 4

We Were There, Too!:Young People in U.S. History

History Children

United States

Youth

Book 5

Page 30: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Person #2

Historic Walks in Old Boston

History United States

Civil War Guidebooks

Battlefields Historic Sites

Civil WarBattlefields

Book 4

Guidebooks Boston

Massachusetts Walking

Tours

Book 5

Page 31: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

In a statistical world…

Recommendations

Affinity Group

Person 1 Person 2

Page 32: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

In a world of metadata…

• Person 1– History (5)– United States (5)– Civil War (4)– Children (3)– Campaigns (2)– Youth– Virginia– Juvenile Drama

• Person 2– History (4)– United States (4)– Civil War (4)– Campaigns (2)– Guidebooks (2)– Battlefields (2)– Historic Sites– Walking– Tours– Boston – Massachusetts– Children

Page 33: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Recommendations

Person #1

Abraham's Battle: A Novel of Gettysburg

In 1863, as the Civil War approaches his home in Gettysburg and he realizes that a big battle is about to begin, a freed slave named Abraham decides to join the ambulance corps of the Union Army.

Page 34: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Recommendations

The Civil War Battlefield Guide

Definitively depicting the 55 major battlefields of the Civil War, this complete guide describes each battle vividly in an essay bya distinguished historian. Color photographs show the battlefields as they are today, while detailed maps plot the movements of the armies as well as the topography of the land.

Person #2

Page 35: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

For more information

• Articles at AaronsonGroup.com or ClickZ.com:– Meta-data and Personalized Shopping and Gift Advisors– Meta-data to drive Configurators– User-centric Meta-data for connecting people and products– Product Meta-data to Simply Product Categories– Meta-data for multi-lingual applications– Needs-based (user-centric) browsing and searching– Unifying customer view over multiple channels

• Other projects we have done or are working on:– Meta-data driven visual gift advisors – Meta-data driven site syndication

Page 36: Jack Aaronson

www.aaronsongroup.com

the aaronson groupmulti‐channel user experience experts

Thank you!

Jack [email protected]