This document discusses contextography and the customer experience. It notes that huge amounts of content and data are produced every day across various platforms. Contextography aims to harmonize different data sources about a customer, such as their social network information, CRM data, preferences and interests, to gain a holistic understanding of them. This contextual data can then be used to adapt interfaces, tailor relevant information, improve search and discovery, make interactions more implicit, and build smart environments. The document advocates for taking a context-driven approach to managing customer experience, engagement, content and communications.
8. Harmonized Pro le
Social Network Information
CRM Data
Preferences, Collaborative
Filtering, Interests
ClickStream Cloud
Immediate Page context
Language, Nav Depth
Very “Current”
Environment
Activity Stream Information
Events from SiteCatalyst
Resolved Segments
“Insights”
Simulate. Experiment. Visualize. Extend.
Immediate, Scalable, Client-Sided*
10. C O N T E N T
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12. C O N T E X T
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17. (a) adapt interfaces,
(b) tailor the set of application-relevant data,
(c) increase the precision of information retrieval,
(d) discover services,
(e) make the user interaction implicit, or
(f) build smart environments.
32. Learn Validate Decide Use Commit
Web Social Selection Interactive
Uni ed
Experience Brand and Customer
Workspace
Management Engagement Enrolment Communication
Integrated Content Review