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Consumer-Centric Information Management

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Boris Otto
Boris Otto

Consumer-centric information management comprises all activites required to manage corporate information in a consumer-centric way. The presentation was given at the 8th CC CDQ workshop on April 19, 2012, in Basel, Switzerland. The CC CDQ is a consortium research program organized by the Institute of Information Management at the University of St. Gallen.

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Consumer-Centric Information Management Toward a Topic Map Prof. Dr. Boris Otto, Assistant Professor Basel, April 19, 2012
Agenda  Consumer-Centric Business  Expert Interviews on Consumer-Centric Information Management  Toward a Topic Map for Consumer-Centric Information Management  Outlook on Upcoming Activities © BEI St. Gallen – Basel, 2012-04-19, Otto / 2
Agenda  Consumer-Centric Business  Expert Interviews on Consumer-Centric Information Management  Toward a Topic Map for Consumer-Centric Information Management  Outlook on Upcoming Activities © BEI St. Gallen – Basel, 2012-04-19, Otto / 3
Consumer Services Today1 oSalaah Rom.Cath. Confession BioID Hindu Calender Payment OpenID eBanking Horoscope Burlesque Bible Calendar Tax StepStone Sleep Productivity Values Cycle Gym Machine Medication Innocentive Working Health Limmex Consumer Audi Codecheck MMI Mobility Shopping MyTaxi Ticketcorner Living Communication BVB HRS YouTube M-Go Personal News Service Platform • Laundry eMail myhammer • Garden Qype SMS Wikipedia • Card Games RSS-Feeds • Excursions Alarm ToDos XING Systems Kontakte SmartMetering 1) Österle, H.: Servicemanagement für Phone Konsumenten. SOA Days, 2012. © BEI St. Gallen – Basel, 2012-04-19, Otto / 4
Changes in the Ecosystem: Flows of Ingredient Information in the Consumer Goods Industry 2007 2012 Media NB: Display is “Betweenness”, i.e. the number of connections between two nodes that run over the node in question. © BEI St. Gallen – Basel, 2012-04-19, Otto / 5
Consumer-Centric Business as a paradigm shift Business Consumer Processes Processes © BEI St. Gallen – Basel, 2012-04-19, Otto / 6
Migipedia is Migros’ consumer interaction platform © BEI St. Gallen – Basel, 2012-04-19, Otto / 7
«Passenger Diary» at Lufthansa Consumer Process Interact w/ Search & Consume Reflect User Book Service Service Inform Service Experience Provider Ecosystem Legend: Process Scope Data Exchange © BEI St. Gallen – Basel, 2012-04-19, Otto / 8
Sanofi-Aventis runs a Facebook page with integrated shop functionality © BEI St. Gallen – Basel, 2012-04-19, Otto / 9
Agenda  Consumer-Centric Business  Expert Interviews on Consumer-Centric Information Management  Toward a Topic Map for Consumer-Centric Information Management  Outlook on Upcoming Activities © BEI St. Gallen – Basel, 2012-04-19, Otto / 10
Consumer-Centricity in the Context of Business Engineering1 Innovation and other Triggers Consumer-Centricity Strategy Consumer Process and Consumer-Centric Information Information Systems and Technology Transforming the Business 1) Based on Österle, H., Winter, R., Business Engineering, in: Österle, H., Winter, R. (Hrsg.), Business Engineering, Springer, Berlin, 2003, S. 3-18. © BEI St. Gallen – Basel, 2012-04-19, Otto / 11
Findings from a Series of Expert Interviews: Focus Topics in Consumer-Centric Information Management1 Consumer-  Value of  Need for 360  Ethics of data  Outside-in Centricity “followers” degree view use view Strategy  Objectives of on customer  Multichannel  How to model, social media strategy document, activities  From data understand collection to consumer use of data needs Consumer  E-commerce  Performance  Passenger  Consumer  “Assignio” Process and processes management experience data model project (e- Consumer-  Harmonizing for social chain  Data standard health for all) Centric CRM media  Integration of identification Information processes activities both internal and  Data and external evaluation protection data Information  Image  Passenger  Consolidation Systems and database (for diary of web sites, Technology digital rights application shops etc. management)  Complaint database  Single-sign on 1) Interviews conducted between November 2011 and February 2012. © BEI St. Gallen – Basel, 2012-04-19, Otto / 12
Agenda  Consumer-Centric Business  Expert Interviews on Consumer-Centric Information Management  Toward a Topic Map for Consumer-Centric Information Management  Outlook on Upcoming Activities © BEI St. Gallen – Basel, 2012-04-19, Otto / 13
A Topic Map for Consumer-Centric Information Management Consumer Realm Corporate Realm Strategy 1 Strategic Objectives for CCIM Consumer 2 CCIM Performance Management Processes Processes 3 own own 3rd own Consumer Processes 4 101 Text mpg Quality Systems Consumer-Centric Information 5 Consumer-Centric Systems Legend: CCIM - Consumer-Centric Information Management © BEI St. Gallen – Basel, 2012-04-19, Otto / 14
Open Questions Today 1 2 3 4 5 Strategic Performance Consumer Consumer- Consumer- Objectives Management Process Centric Information Centric Systems  What is the  What are  Which part of the  Which pieces of  Which technological ecosystem? appropriate consumer process information/data are channels do we Strategic partners? performance do we cover? necessary? have to support?  Who in the measures?  How to align  Where does the  What support company is leading  What are “SMART” consumer and information/data organization is a CCIM initiative? objectives? business come from? appropriate?  How to design a  How do peers processes?  Who owns and  Do we have the strategic action perform?  How to analyze, controls the right skills? plan? What are  Can we measure model, design the information/data?  Which priorities? the impact on consumer process?  How does a infrastructure business goals?  How local/global consumer-centric technology do we should be the data model look need (e.g. single- consumer-process like? sign on, identity support?  How to design the management, web information flows? analytics etc.)?  What is an appropriate data architecture?  What data protection issues exist? © BEI St. Gallen – Basel, 2012-04-19, Otto / 15
Consumer-Centric Product Information GTIN Claim Weight & Measures Long Text Product name Supply Chain Data Marketing Information Value Proposition Product description Image Manufacturer Product No. Ingredients Quality Information Allergen information Brand Sustainability information Brand & Manufacturer Manufacturer Data Country of Origin How to apply videos Product Videos How it works videos Recommendations Consumer Community Ratings Information Price Links to Social Networks Shopping Information Where to buy Tweets © BEI St. Gallen – Basel, 2012-04-19, Otto / 16
Typical Information/Data Readiness for Consumer- Centricity: A Case Study Types of Examples Readiness Comment Data/Information Supply Chain Data  Article number  Subject to sound master data  GTIN governance  Article type  Centrally managed in ERP or PLM  Article name systems  Price  etc. Marketing Information  Product long name  Ownership and stewardship unclear  Product descriptions  Information lifecycle and architecture  Texts for not defined advertisements  Pictures  Product features  etc. Quality information  Ingridients  To be managed through central PIM  Nutrition information system  Allergene information  Information lifecycle and architecture  etc. currently to be designed 1) Anonymized project example. Legend: GTIN - Global Trade Item Number; ERP - Enterprise Resource Planning; PLM - Product Lifecycle Management; PIM - Product Information Management. © BEI St. Gallen – Basel, 2012-04-19, Otto / 17
Agenda  Consumer-Centric Business  Expert Interviews on Consumer-Centric Information Management  Toward a Topic Map for Consumer-Centric Information Management  Outlook on Upcoming Activities © BEI St. Gallen – Basel, 2012-04-19, Otto / 18
Focus Group Workshop on Consumer-Centric Information Management © BEI St. Gallen – Basel, 2012-04-19, Otto / 19
Bilateral Project CONCENTRIC with Beiersdorf The project CONsumer CENTRIC aims at enabling Beiersdorf to manage product information according to the needs of a consumer-centric economy The project will deliver the following results:  Identification of product information needs and information quality requirements  Recommendations for data architecture and data lifecycle design  Reflection of Beiersdorf's approach within the peer group © BEI St. Gallen – Basel, 2012-04-19, Otto / 20
European Data Forum 2012 © BEI St. Gallen – Basel, 2012-04-19, Otto / 21
Contact Information Prof. Dr. Boris Otto Assistant Professor University of St. Gallen CC Corporate Data Quality boris.otto@unisg.ch © BEI St. Gallen – Basel, 2012-04-19, Otto / 22

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Consumer-Centric Information Management

  • 1. Consumer-Centric Information Management Toward a Topic Map Prof. Dr. Boris Otto, Assistant Professor Basel, April 19, 2012
  • 2. Agenda  Consumer-Centric Business  Expert Interviews on Consumer-Centric Information Management  Toward a Topic Map for Consumer-Centric Information Management  Outlook on Upcoming Activities © BEI St. Gallen – Basel, 2012-04-19, Otto / 2
  • 3. Agenda  Consumer-Centric Business  Expert Interviews on Consumer-Centric Information Management  Toward a Topic Map for Consumer-Centric Information Management  Outlook on Upcoming Activities © BEI St. Gallen – Basel, 2012-04-19, Otto / 3
  • 4. Consumer Services Today1 oSalaah Rom.Cath. Confession BioID Hindu Calender Payment OpenID eBanking Horoscope Burlesque Bible Calendar Tax StepStone Sleep Productivity Values Cycle Gym Machine Medication Innocentive Working Health Limmex Consumer Audi Codecheck MMI Mobility Shopping MyTaxi Ticketcorner Living Communication BVB HRS YouTube M-Go Personal News Service Platform • Laundry eMail myhammer • Garden Qype SMS Wikipedia • Card Games RSS-Feeds • Excursions Alarm ToDos XING Systems Kontakte SmartMetering 1) Österle, H.: Servicemanagement für Phone Konsumenten. SOA Days, 2012. © BEI St. Gallen – Basel, 2012-04-19, Otto / 4
  • 5. Changes in the Ecosystem: Flows of Ingredient Information in the Consumer Goods Industry 2007 2012 Media NB: Display is “Betweenness”, i.e. the number of connections between two nodes that run over the node in question. © BEI St. Gallen – Basel, 2012-04-19, Otto / 5
  • 6. Consumer-Centric Business as a paradigm shift Business Consumer Processes Processes © BEI St. Gallen – Basel, 2012-04-19, Otto / 6
  • 7. Migipedia is Migros’ consumer interaction platform © BEI St. Gallen – Basel, 2012-04-19, Otto / 7
  • 8. «Passenger Diary» at Lufthansa Consumer Process Interact w/ Search & Consume Reflect User Book Service Service Inform Service Experience Provider Ecosystem Legend: Process Scope Data Exchange © BEI St. Gallen – Basel, 2012-04-19, Otto / 8
  • 9. Sanofi-Aventis runs a Facebook page with integrated shop functionality © BEI St. Gallen – Basel, 2012-04-19, Otto / 9
  • 10. Agenda  Consumer-Centric Business  Expert Interviews on Consumer-Centric Information Management  Toward a Topic Map for Consumer-Centric Information Management  Outlook on Upcoming Activities © BEI St. Gallen – Basel, 2012-04-19, Otto / 10
  • 11. Consumer-Centricity in the Context of Business Engineering1 Innovation and other Triggers Consumer-Centricity Strategy Consumer Process and Consumer-Centric Information Information Systems and Technology Transforming the Business 1) Based on Österle, H., Winter, R., Business Engineering, in: Österle, H., Winter, R. (Hrsg.), Business Engineering, Springer, Berlin, 2003, S. 3-18. © BEI St. Gallen – Basel, 2012-04-19, Otto / 11
  • 12. Findings from a Series of Expert Interviews: Focus Topics in Consumer-Centric Information Management1 Consumer-  Value of  Need for 360  Ethics of data  Outside-in Centricity “followers” degree view use view Strategy  Objectives of on customer  Multichannel  How to model, social media strategy document, activities  From data understand collection to consumer use of data needs Consumer  E-commerce  Performance  Passenger  Consumer  “Assignio” Process and processes management experience data model project (e- Consumer-  Harmonizing for social chain  Data standard health for all) Centric CRM media  Integration of identification Information processes activities both internal and  Data and external evaluation protection data Information  Image  Passenger  Consolidation Systems and database (for diary of web sites, Technology digital rights application shops etc. management)  Complaint database  Single-sign on 1) Interviews conducted between November 2011 and February 2012. © BEI St. Gallen – Basel, 2012-04-19, Otto / 12
  • 13. Agenda  Consumer-Centric Business  Expert Interviews on Consumer-Centric Information Management  Toward a Topic Map for Consumer-Centric Information Management  Outlook on Upcoming Activities © BEI St. Gallen – Basel, 2012-04-19, Otto / 13
  • 14. A Topic Map for Consumer-Centric Information Management Consumer Realm Corporate Realm Strategy 1 Strategic Objectives for CCIM Consumer 2 CCIM Performance Management Processes Processes 3 own own 3rd own Consumer Processes 4 101 Text mpg Quality Systems Consumer-Centric Information 5 Consumer-Centric Systems Legend: CCIM - Consumer-Centric Information Management © BEI St. Gallen – Basel, 2012-04-19, Otto / 14
  • 15. Open Questions Today 1 2 3 4 5 Strategic Performance Consumer Consumer- Consumer- Objectives Management Process Centric Information Centric Systems  What is the  What are  Which part of the  Which pieces of  Which technological ecosystem? appropriate consumer process information/data are channels do we Strategic partners? performance do we cover? necessary? have to support?  Who in the measures?  How to align  Where does the  What support company is leading  What are “SMART” consumer and information/data organization is a CCIM initiative? objectives? business come from? appropriate?  How to design a  How do peers processes?  Who owns and  Do we have the strategic action perform?  How to analyze, controls the right skills? plan? What are  Can we measure model, design the information/data?  Which priorities? the impact on consumer process?  How does a infrastructure business goals?  How local/global consumer-centric technology do we should be the data model look need (e.g. single- consumer-process like? sign on, identity support?  How to design the management, web information flows? analytics etc.)?  What is an appropriate data architecture?  What data protection issues exist? © BEI St. Gallen – Basel, 2012-04-19, Otto / 15
  • 16. Consumer-Centric Product Information GTIN Claim Weight & Measures Long Text Product name Supply Chain Data Marketing Information Value Proposition Product description Image Manufacturer Product No. Ingredients Quality Information Allergen information Brand Sustainability information Brand & Manufacturer Manufacturer Data Country of Origin How to apply videos Product Videos How it works videos Recommendations Consumer Community Ratings Information Price Links to Social Networks Shopping Information Where to buy Tweets © BEI St. Gallen – Basel, 2012-04-19, Otto / 16
  • 17. Typical Information/Data Readiness for Consumer- Centricity: A Case Study Types of Examples Readiness Comment Data/Information Supply Chain Data  Article number  Subject to sound master data  GTIN governance  Article type  Centrally managed in ERP or PLM  Article name systems  Price  etc. Marketing Information  Product long name  Ownership and stewardship unclear  Product descriptions  Information lifecycle and architecture  Texts for not defined advertisements  Pictures  Product features  etc. Quality information  Ingridients  To be managed through central PIM  Nutrition information system  Allergene information  Information lifecycle and architecture  etc. currently to be designed 1) Anonymized project example. Legend: GTIN - Global Trade Item Number; ERP - Enterprise Resource Planning; PLM - Product Lifecycle Management; PIM - Product Information Management. © BEI St. Gallen – Basel, 2012-04-19, Otto / 17
  • 18. Agenda  Consumer-Centric Business  Expert Interviews on Consumer-Centric Information Management  Toward a Topic Map for Consumer-Centric Information Management  Outlook on Upcoming Activities © BEI St. Gallen – Basel, 2012-04-19, Otto / 18
  • 19. Focus Group Workshop on Consumer-Centric Information Management © BEI St. Gallen – Basel, 2012-04-19, Otto / 19
  • 20. Bilateral Project CONCENTRIC with Beiersdorf The project CONsumer CENTRIC aims at enabling Beiersdorf to manage product information according to the needs of a consumer-centric economy The project will deliver the following results:  Identification of product information needs and information quality requirements  Recommendations for data architecture and data lifecycle design  Reflection of Beiersdorf's approach within the peer group © BEI St. Gallen – Basel, 2012-04-19, Otto / 20
  • 21. European Data Forum 2012 © BEI St. Gallen – Basel, 2012-04-19, Otto / 21
  • 22. Contact Information Prof. Dr. Boris Otto Assistant Professor University of St. Gallen CC Corporate Data Quality boris.otto@unisg.ch © BEI St. Gallen – Basel, 2012-04-19, Otto / 22
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