Professional Documents
Culture Documents
Donald A. DePalma, Ph.D. President & Founder Common Sense Advisory, Inc.
Agenda
z Detail some interesting examples of eContentbased communications z Introduce the transformational imperative z Discuss how this affects communication strategies z Outline steps toward a more strategic approach to information management and distribution
eContent begs a bigger issue that most companies could manage much better that is, how can you establish one version of the truth?
z Hyundai said the errors occurred because it did not have a procedure to verify that preliminary horsepower matched actual horsepower. z Similar misrepresentations occurred with the U.S.market Mazda Miata and the Ford Mustang Cobra
Prototype on Dynamometer
T T T T
M
Z
Marketing
Dealers
Consumers
English, Cambodian, Spanish, Vietnamese
Copyright 2002 Common Sense Advisory, Inc.
Demand chain
Branding Quality concerns Price point demographics Eastern Bloc reputation for service
Dealers; buyers; auto writers; government regulators; OEM suppliers; SEMA designers
And they live and work Multinational supply chain; Serbian workers; Danube river transport workers; U.S. Port of Entry staff; U.S. in various places They interact with the info in various ways
Paper reports and pick lists; computers; phones; faxes; mail of both sorts; courier; telematics
Or more generally
and repeat this process ad infinitum for multiple business units across multiple enterprises around the world with different consumables, participants, sources, destinations
In Malcolms head On disk In the field At corporate On paper In your head ...
www.zmw-usa.com
OEM telematics
Distributor in Mahwah, NJ
Factory in Kragujevac, SR
z They seek to establish one version of truth through major investments in:
Data warehouses, business intelligence, analytics Enterprise application integration, ETL Collaboration and knowledge management Content management (broadly defined)
z Multilingual communications groups frequently fall outside the fold of mainstream efforts at information integration.
Corral the runaway cardinality caused by information silos and cul de sacs
z Within a single company: (C) = num(info-sources) * num(distribution-targets) * num(transforms) z Within a supply chain or trading value network: (SC) = (C1) * (C2) * (Cn)
Simple transformations
Operational transformations
File Type
File type and storage structure changes such as rich text format to HTML; HTML to WML; WordPerfect to Word; SQL to Excel; SGML to CMS. Scheduled broadcast of data in different formats for uses such as demand chain, supply chain, online help, or intranet portal. Summarization or abbreviation of text from a fullscreen browser application to a cell phones small screen to in-car telematics. Changes in information required by different currency, payment, measures or other market-specific business issues and practices. Added features or modifications required by regulatory bodies, such as privacy statements or EU-mandated disclosures for distance selling and data usage.
Copyright 2002 Common Sense Advisory, Inc.
Syndication
Regulatory
Marketing transformations
Tailored delivery of content depending on medium or if online, ranging from time- or click-actuated differences to profile-driven 1-1 personalization. Modification of content dependent on ideolect of target audience, such as the same info tailored to service manual or owners manual. Modification of content to meet expectations of different cultural enclaves, such as changes to reflect cultural or religious differences. Translation from Serbian to English, Cambodian, Spanish, and Vietnamese.
Ethnicity
Language
Marketing
database data ZMW macrocontent product info customer images information industry conventions
Consumer
t ar S n O
Conclusions
z Companies manage much information in silos intimately tied to the software that manages it z Much of this eContent has greater unrealized value than where its currently managed or used z There are benefits both immediate and longer term in thinking about critical adaptations at the strategic level of the Transformational Imperative
Nissan Moco
Mitsubishi Pajero
Copyright 2002 Common Sense Advisory, Inc.
Thank you.
Don DePalma don@commonsenseadvisory.com
To buy the book, visit Amazon or Barnes & Noble. For information about our independent research, see www.commonsenseadvisory.com/lrc
Copyright 2002 Common Sense Advisory, Inc.