jahiaone 2015- 360° with privacy - the road to an ethical wem by elie auvray

© 2002 - 2015 Jahia Solutions Group SA

360° with PrivacyThe Road To An Ethical WEM

Elie Auvray – CEO & Co-Founder


How To Manage Your Digital Customer Journey ?


CustomBusiness / Customer

Application

CRMMarketing

SEMAnalytics

Website, Mobile

Content & Digital Asset Management

Commerce


It’s all about brand EXPERIENCE


Gene PhiferVP Distinguished Analyst


“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


(to bring) “a little sanity into chaos”


Digital Industrialization answer:Uninterrupted delivery


Digital Industrialization answer:CMO’s team Autonomy



“Maintain a 360 Degree View of Your Customer, but Don't Be Creepy”

Really a choice ?


Digital Marketing Capabilities

OR

Data Privacy ?

Jahia’s Ethical WEM


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)


Ethical WEM Vision

It is time for Digital Marketing tools to be

more transparent and thus, ethical.


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.


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.


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


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


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


A clean architecture for CIO’s team



WITH a user interface geared for CMO’s teams

Objective


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


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.


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.


Digital Factory:The Marketing Control Tower


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)



360° with PrivacyThe Road To An Ethical WEM

Elie Auvray – CEO & Co-Founder

jahiaone 2015- 360° with privacy - the road to an ethical wem by elie auvray

Technology

digital marketing tools

expansion of digital

value of digital marketing

behavioral data

data exchanges

digital customer journey

reinforced data privacy

wavering data privacy