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.

1. Contextography & The Customer Experience
Ben Watson, Principal Customer Experience Strategist
@bitpakkit #AdobeCEM

2. 10,000,000 posts every day on Tumblr

3. 35 hours of video every minute on YouTube

4. 60,000 new websites every day

5. 190,000,000 tweets
14 billion pieces of Facebook content

6. 25,000 pieces of content are
produced every second.

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*

9. Contextography
neolexia

10. C O N T E N T
Rseaerch icntidaes taht the
oerdr of the l eers in a wrod
dnsoe’t relaly me ar.
If the frist and lsat lee r in the
wrod are in the rhgit palce, you
can sitll raed the wdors.

11. RSS is really useful.

12. C O N T E X T
Rseaerch icntidaes taht the
oerdr of the l eers in a wrod
dnsoe’t relaly me ar.
If the frist and lsat lee r in the
wrod are in the rhgit palce, you
can sitll raed the wdors.

13. Categories, tags, popularity,
sharing, history, snapshots
and noti cations are more
useful for people.

14. Information held in memory responds to external stimuli.

15. For a limited time,

16. you can use context to:

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.

20. The Alt-Tab Conundrum

26. Context
Channel
Co-existence

32. Learn Validate Decide Use Commit
Web Social Selection Interactive
Uni ed
Experience Brand and Customer
Workspace
Management Engagement Enrolment Communication
Integrated Content Review

33. Work is social.

34. Brands are temporal.

35. Experiences form patterns.

37. http://adobe.com/enterprise
http://experiencedelivers.com
http://contextography.com
@bitpakkit