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Focus Your Information Strategy On Business Impact


Today’s organizations must manage the explosive growth of all types of information while addressing greater-than-ever business demand for insights into customer needs and the business environment. Meanwhile, the significant regulatory and compliance risk associated with information security has increased the urgency for tightly controlled information management capabilities. These requirements are hard to meet, with scant best practices available to tame the complexity that firms encounter when trying to manage their information architecture. Enterprise architects must define the organizational capabilities they need to develop and evolve their information resources — as well as the technology to exploit them. You can only achieve all this with a coherent information strategy that defines and prioritizes your needs and focuses resources on high-impact goals.


Crafting a detailed information strategy and successfully executing it is a tall order, one that has eluded most organizations. IT has been managing information ever since businesses embraced the use of computers — so why are most organizations so ill-prepared to maximize the potential in their information assets? One word: volume. The sheer magnitude implied by the term “enterprise information” turns organizations away from the Sisyphean task of managing at the enterprisewide level and toward the much more controllable scope of information in silos. However, the siloed view is an operational view, and maximizing information’s potential means looking across silos for relationships, strategic synergies, and insights. Unfortunately, few organizations are mature at harnessing subject matter expertise from the various business and IT areas and engaging in the collaboration necessary to establish the structure in information to make it available for analysis. But time’s up! You need to establish a clear information strategy and formalize your information architecture practice because:


Getting the right information to the right people at the right time.There’s little more frustrating than knowing that somewhere, inaccessible to you, your firm has collected the data that can inform the decision you’re trying to make. Does the loyalty of the customer on the phone warrant waiving your standard policy on returns? Is there a pattern to the process errors you’re experiencing in part of your operation? Is there conflicting information in the forms you’ve collected to comply with regulations before launching an expensive initiative? A well-defined information architecture tells you where that information is, and a well-executed information strategy provides the tools to access it to the staff that needs them, when it needs them.

Establishing and maintaining trustworthy information in a secure manner.Forrester has found that in many cases the catalyzing event that has driven firms to information management maturity was a business disaster that could have been avoided. For example, a pharmaceutical firm looking to market a drug in a new region included incorrect molecule data that delayed the regulatory acceptance of the drug — as well as the revenue from selling it in the new market. The root cause? Conflicting changes to information due to a poor understanding of who had access to what — something that a basic RACI chart (responsible, accountable, consulted, and informed) and standard governance processes would catch. That firm now has mature information management practices, complete with a strategy and a formal information architecture practice. This is not an isolated story — can you afford to wait for a high-profile incident involving inaccurate or insecure information to be the trigger for better management?


Taking advantage of the new business opportunities in new information sources.The unprecedented level of detail coming from newly digitized processes, such as smart grids in the utilities industry or customer location data available from ubiquitous smartphones, has created opportunities in new information sources. The opportunities range from more effective marketing to entirely new business models. Any firm that does not pursue them leaves money on the table and cedes competitive advantage to the firm that does.


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MindMap of Envisioning Information

MindMap of Envisioning Information | Enterprise Architecture ◭ Tech Strategy | Scoop.it

Envisioning Information by Edward Tufte.


#MindMap #Model 

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Static Website Is Dead—Long Live Personalized Content

Static Website Is Dead—Long Live Personalized Content | Enterprise Architecture ◭ Tech Strategy | Scoop.it
Personalized content marketing is the next wave of the dynamic web. Find out how you can better incorporate personalization into your own strategies.


Delivering the right message to the right person at the right time is tricky. But existing techniques and new technology are upping the ante in an emerging trend called content personalization. Your content marketing could benefit big time from it — especially if you cater to different audience segments.


Content personalization (or customization — take your pick) is a strategy that relies on visitor data to deliver relevant content based on audience interests and motivations. It ranges from a highly targeted call to action to a revolving landing page based on geographic or industry-specific segments. It’s a user experience shortcut that connects your audience with the information it needs more quickly, enhancing the chance of converting the lead.

For example, B2B marketers targeting professional service firms may use personalization to deliver unique content to attorneys and engineers, respectively. There are countless use case scenarios where the strategy comes in handy. As a content marketer, a thorough audience analysis will help you weigh the value of using the strategy. From placing cookies in a visitor’s browser to simply asking for visitor information, content marketers have a variety of options to help them get started with personalizing their content.


Which data points are important for delivering personalized content?


Content personalization takes a variety of forms — all of which come down to audience segmentation. Typically, marketers can pare down how they segment the audience through categories like:

Location: If clothing is your niche, you may want to deliver different types of content to a visitor from Florida than one from Alaska. While collecting locational data has gotten easier, sometimes you need confirmation for a long-term commitment. Groupon, for instance, asks you to confirm your location as soon as you visit the site so it can deliver accurate geo-targeted offerings. Interest: If your content targets different industries, niches, or general interests, finding the visitor’s top-level motivation requires you to understand the goals of the category that visitor best fits into. Collecting this information may require asking for it on the landing page — or, in some lucky cases, sourcing it from social sign-in information. Behavior: How has the visitor interacted with your website in the past? Behavioral data continues to evolve in real time. Delivering targeted email content relies on past data. But revolving web content may revolve around timely data collection —and that data begs the question, “What do you want the visitor to see next?” Referral: Watching where your traffic comes from is also a powerful way to help segment your audience. You might want to deliver different content to a visitor who clicked a Google Ad for a specific keyword than you would an inbound visitor who arrived through a guest blog post, for example. Active participation and automation: How to deliver personalized content

For your content personalization strategy to perform well, you’ll need to follow a few critical paths. 

Be transparent: For content marketing, what’s more important than trust? It’s probably one of the goals of your strategy in the first place. Abusing that trust could transform content personalization from helper to hazard.

“Transparency is key to any content personalization strategy,” Loni explains. “If you’re using the personal data of your visitor, be explicit: Tell them why you need their data and what they get in turn. Visitors are so much more open to sharing data if it provides value.”

Think small: Content personalization doesn’t have to be complicated. Why would you need hundreds of different audience segments? Think small and you’ll avoid a convoluted nightmare.

“Personas should be limited to a handful, especially in the beginning,” Loni says. “Simple segmentation makes it easier to align your content strategy across the board. If you aren’t changing your content for each of your fifty attributes, why do you need them? Stick with the five major ones.”

Localize assets: We covered the importance of form-agnostic content a few weeks ago. It’s even more important for content personalization, which may require you to feature the same content in different presentations.

According to Loni, “GM has more than a hundred microsites. Some of the sites use the same digital assets — videos of cars, for instance. These assets are localized but simple to distribute over different channels — or, in a content marketer’s case, to different personas.”

Integrate your CRM: To simplify how you identify visitors, hook everything together with your CRM processes. After all, it’s easier to deliver personalized content to existing customers.
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