そのAdobe MAXに日本から参加する「MAX Insiders 」として、ソーシャルメディアインフルエンサーや若手アーティストの8名をアドビは招待しています。彼らがブログやYouTube、Twitterなど、さまざまなメディアからAdobe MAXの情報を速報でお届けします。それでは、参加されるMAX Insiders（順不同）をご紹介します。
Tweets by nobi
@nobi さんことソーシャルインフルエンサーの林信行さん。アドビ製品のお気に入りは「Adobe Stock」（一番恩恵を受けているサービスだそう）。アプリは、オーディオ編集ソフトのAudition。Adobe MAXで楽しみにしているのはクリエイターによる基調講演だそう。「２年ほど前からプロクリエイターの制作プラットフォームがどんどんモバイルに移行している。今年 #MakeItOnMobile がさらにどこまで進むかが楽しみにしています！」とコメント。ラスベガスの会場から速報で届けられる @nobi さんのツイートに注目しよう。
Tweets by fladdict
UI/UXデザイン界にこの人あり！リツイートされるとサーバーが落ちるという絶大な影響力がある @fladdict こと深津貴之さんが初めてAdobe MAXに参戦。お気に入りの製品はPhotoshop、Illustrator、XD。楽しみにしているセッションはAI（人工知能）関連。「AI企業としてのアドビにとても期待してます。ほかのプレイヤーとはまったく異なった角度から、提案される新しい画像認識のAIが発表されるか注目しています！」と語る、深津さんが見るアドビの現在と未来は！？
100万フォロワーを誇る福井弁なまりの人気YouTuber。カズチャンネルさんが初Adobe MAXに参加します。普段からAdobe Premiere Proで動画を編集して番組作りをしている、カズチャンネルさんが見るアドビの最先端の技術とは！？お気に入りの製品はPhotoshop。初めての参加なので全部のイベントを楽しみにしているそうです。「会場の楽しい雰囲気を視聴者さんに届けるぞ！」と意気込んでいます。
サンフランシスコ在住のソフトウェアエンジニア。三年連続Adobe MAXに参戦！ガジェットを自腹で散財しつつ日々の生活を動画で発信するYouTubeチャンネル「DRIKIN VLOG」や、ネット業界で人気のポッドキャスト「backspace.fm」を運営。お気に入りの製品はPremiere ProとAudition。注目のセッションは「Premiere Proをはじめとする動画編集ツールの進化」とのこと。意気込みは、「YouTuberの大先輩であるカズチャンネルさんと一緒に参加できるということで、今回かなり気合が入ってます。リスナーのみなさんが、次はAdobe MAXに参加してみたい！と思えるようなレポートができるようがんばります！」
Tweets by kobaka7
UI/UXデザイナーのこばかなさんは、Adobe MAXはもちろん海外のイベントは初参加。UI/UXを図解するイラストのTwitter投稿 #kobaka7_sketch が人気のクリエイター。お気入りの製品は、高校生の時から使っているPhotoshop。「日本のデザイナー陣が興味持っていただけるように頑張ります。」Adobe MAXも、こばかなさんの図解でわかりやすく解説してくれるはず！
Tweets by rin_shimohama
“toki-“シリーズで知られるメディアアーティストの後藤映則さんがAdobe MAX初参加。アメリカに住んでいたときに言葉が通じない思いをしたことが、言葉がなくても伝わるアートを作るきっかけになったという後藤さんが、Adobe MAXでどんな体験をされるのでしょうか？お気に入りの製品は、「別にそんなに使えるわけではないのですが、なぜかAfter Effects好き」という。「世界最大のクリエイターの祭典ということで、どんなヤバい人と出会えるのか楽しみ」と語ります。#Illustrator30_30 にも登場。
Tweets by takumatn
#Illustrator30_30 にも登場したインタラクションデザイナーの中田拓馬さん。「過去バージョンも使えるCreative Cloudに今いちばん恩恵を受けている」という中田さん。世界中から集まるクリエイターとの交流会でいろいろな人と知り合って今後一緒にプロジェクトを進められるような仲間を見つけたいのだそう。「（海外生活で培った）語学力を活かして、多くの人とつながれるように楽しみたい！」とのこと。
ぜひ、みなさんのソーシャルアカウントをフォローして、MAX Insider独自の視点によるAdobe MAX速報をお楽しみください。アドビ公式Twitterアカウント＠creativecloudjp @adobemax のフォローもお忘れなく！公式ハッシュタグは #AdobeMAX #AdobeMAXJP（日本語）です。また、世界中から招待されているMAX Insidersはコチラで紹介しています。
Airbus is a worldwide leader in the aerospace sector, leading markets as a manufacturer of commercial aircraft, helicopters, space, and defense craft. With fierce competition in the transportation industry from both incumbents and newcomers, Airbus knew that it had to look for new ways to expand its global reach and communicate with its target audiences efficiently over any device.
As a massive, global company, Airbus’ digital efforts were previously siloed and fragmented. The company decided to undertake a digital transformation and deploy integrated Adobe Experience Cloud solutions.
With Adobe Experience Manager Managed Services, part of Adobe Marketing Cloud, Airbus brings together marketing assets and communication efforts from around the world under one umbrella. By creating a central communications hub powered by Adobe Experience Manager, Airbus is encouraging collaboration, enhancing branding consistency, and improving efficiency by allowing marketers and communications teams to share content globally across all digital channels.
Adobe Analytics, part of Adobe Analytics Cloud, provides measurements and data that enable Airbus to understand audiences and find success. By understanding what content engages which audiences, Airbus communication teams target more relevant messaging.
Airbus took a major leap into its new digital age with its first website aimed directly at passengers, not just commercial airlines. The Airbus A380 is a new standard in airline luxury. This beautifully designed two-deck aircraft, the largest commercial aircraft today, is filled with technologies that dampen noise, refresh the air, and help passengers fly in comfort.
Airbus encourages passengers to share their A380 experiences, become excited about A380 travel, and even find A380 flights where they can experience the plane for themselves. While the website is aimed at passengers, it helps drive traffic and bookings to commercial airlines, which in turn helps to increase profits and loyalty from Airbus customers.
“All that insight allows us to understand the final clients of our clients a little better,” says Jeremiah Bousquet, Digital Transformation Leader at Airbus.
쇼핑을 즐기며 직접 조립도 해볼 수 있는 매장을 꾸민 이케아, 테마파크에 버금가는 다양한 재미를 선사하는 대규모 쇼핑몰. 모두 고객이 직접 체험해 보도록 하는 것이 얼마나 중요한지 일깨워 주는 비즈니스 마케팅의 단적인 사례들이다. 시장조사업체 이컨설턴시(Econsultancy)가 발표한 2017 디지털 트렌드에 따르면 전세계 1만4000명의 마케팅 및 디지털 전문가 중 20%가 올해 가장 획기적인 기회 요소로 ‘고객 경험의 최적화’를 꼽기도 했다.
4차 산업혁명의 도래로 산업뿐 아니라 생활 전반에 큰 변화가 올 것으로 예상된다. 지난해 다보스 포럼에서 주요 의제로 다뤄진 이후, 4차 산업혁명은 산업 전반과 정부 정책에 걸쳐 주요 담론의 중심에 서게 됐다. 이러한 흐름 속에 고객에게 어떠한 경험을, 어떤 방식으로 제공하는지가 기업의 경쟁력 확보 여부를 결정하는 주요 요소로 작용할 전망이다.
탁월한 고객 경험은 고객의 호감을 얻는 데 그치는 것이 아니라 실제로 비즈니스를 성장시키는 동력이 되기도 한다. 포레스터 리서치(Forrester Research)는 고객 경험의 선두 기업의 경우, 평균 17%의 매출 증가율을 기록한 데 비해, 그렇지 못한 기업의 매출 증가율은 3%에 그쳤다는 보고서를 내놓기도 했다. 경험 만족도가 높게 나온 기업의 고객은 지속적으로 해당 기업의 서비스를 이용하는 경향이 높을 뿐 아니라, 지인에게 해당 기업을 추천하는 비중도 높은 것으로 조사됐다.
smiling man typing text message
4차 산업혁명 시대에 기업에게 요구되는 고객 경험의 핵심은 개인화와 일관성이다. 철저하게 고객 맞춤형이어야 한다는 것과 이것이 지속적으로 이어져야 한다는 것이다. 모바일 퍼스트(Mobile first)를 넘어 모바일 온리(Mobile only) 시대라고 불릴 정도로 스마트폰과 태블릿PC 등 모바일 디바이스 사용이 많아지고 있다. 한 사람이 여러 개의 디바이스를 사용하면서 기업이 고객과 만나는 접점은 갈수록 다양해지고 있다. 이에 따라 고객과 만나는 모든 접점에서 개인적인 경험을 일관되게 제공하는 것이 경험 비즈니스의 중요한 요소가 된 것이다.
이러한 차별화된 고객 경험을 풍부하게 해주는 것이 바로 클라우드나 인공지능, 사물인터넷과 같은 4차 산업혁명에 기반한 기술이다. 고객에게 사물인터넷이나 비콘 등의 기술을 활용해 해당 고객이 매장을 방문할 때 필요한 프로모션 쿠폰을 전송할 수 있다. 여기에 요즘 주목 받고 있는 인공지능 비서도 큰 효과를 발휘한다. 호텔 체인의 경우, 인공지능 비서가 음성 데이터에 축적돼 있는 고객의 음성을 파악한다. 해당 고객이 투숙하면 마일리지를 확인해 라이브쇼와 같은 로열티 프로그램을 안내하거나, 객실 예약 시 포인트를 사용하도록 유도할 수 있다.
고객 경험과 4차 산업혁명의 접목으로는 영국 히드로 공항도 좋은 사례다. 매년 7500만명이 찾는 영국 히드로 공항은 고객의 여행정보와 공항 내에서의 와이파이 접속 정보, 상점에서 산 물품 정보 등을 취합해 여행자의 취향을 파악한다. 쇼핑 고객에게는 쿠폰을, 주차 고객에게는 안내사항 고지를, 환승 고객에게는 편의시설 소개 등을 하는 식이다. 고객은 웹은 물론, 모바일로도 이러한 서비스를 받을 수 있다. 덕분에 ‘유럽에서 가장 정신없는 공항’의 대명사였던 히드로 공항은 이제 스카이트랙스가 선정하는 세계 톱 10 공항에 매년 이름을 올리는 공항이 됐다.
4차 산업혁명은 전세계적으로 이미 진행 중이다. 하지만 국내 기업은 여전히 이에 대한 준비가 부족한 것이 현실이다. 최근 현대경제연구원의 조사에 따르면 국내 기업 10곳 중 7곳 이상이 4차 산업혁명에 대한 준비를 하지 못하고 있는 것으로 나타났다. 4차 산업혁명은 경험이 곧 브랜드의 차이를 결정짓는 ‘경험 비즈니스’ 시대가 도래한다는 것과 다르지 않다. 결국 탁월한 고객 경험을 제공할 수 있는 기업만이 생존하게 될 것이며, 이는 인공지능이나 클라우드, 사물인터넷과 같은 첨단 기술을 통한 디지털 혁신이 바탕이 되어야 한다. 4차 산업혁명 시대에 첨단 기술의 도입은 선택이 아니라 생존의 문제다.
I often talk about digital transformation as a way to help businesses preserve documents and streamline processes, but the customer experience is the driving force behind the transformation. And the customer experience goes beyond daily transactions – it extends to their personal life and the ability for the business to make the customer’s life easier in any way they can.
Each day, thousands of people are affected by some form of disaster. This time, disaster hit home for me and my family. Hurricane Harvey slammed Houston hard and it deeply affected my family and friends. From our family restaurant being in the line of destruction, to seeing friends and family who needed assistance from local aid organizations, it was an eye-opening experience. I realized just how big of a role digital transformation can have in improving lives and experiences.
Even in the wake of natural disasters, it’s important that people can return to some sense of normalcy quickly. Electronic documents, forms, and processes can enable organizations to help people do just that. And not only help people, but help people help people.
How Organizations Can Use Electronic Documents to Aid Efforts
Disaster relief is no small effort. It takes support from aid organizations on the national and local scale and requires thousands of man hours from volunteers as well as astounding amounts of tangible goods and cash. While many organizations are prepared to handle disaster recovery on a large scale, it’s still important that they continually streamline and adjust their processes to increase their support capacity and cut down on response time. Mobile technology, for example, is crucial to those efforts, and my colleague Dan Puterbaugh recently wrote about the important role it plays in a catastrophe.
In addition to mobile preparedness, electronic forms and documents are another, small way that national organizations are simplifying their processes so that they can serve more people faster. The Red Cross is an example of a relief organization using electronic forms and documents to efficiently facilitate their recovery efforts. Among the digital elements they’ve enabled to better serve their communities are electronic volunteer management tools. Electronic volunteer forms enable them to bring in volunteers quickly and without much overhead so that they can serve populations affected by disaster without the impediments of standard paperwork.
But it’s not just large organizations that benefit from electronic documents and digital processes. During the Hurricane Harvey relief efforts, one of the local organizations on the ground, the Texas Lighthouse Charity Team, was able to pursue their mission uninterrupted because of digital processes they put in place ahead of time. From taking online donations to establishing a digital network of vendors and volunteers, the team provided life-saving relief, including emergency rescues and food deliveries, to those in need and extended their reach by enabling others to use their network to serve in other ways.
Even organizations that are not normally associated with disaster recovery can help ease the process for those affected. Banks that utilize electronic forms and documents can conduct better outreach to their customers in affected areas and ease the burden of making payments or conducting business while they are recovering. Electronic forms can help people apply for payment deferral, apply for financial support, and many other tasks that help ease the burden of recovery.
Document Preservation – A Small, but Critical Part of Recovery
Businesses are in a uniquely vulnerable position when disaster strikes. On one hand they are concerned with their personal welfare, but on the other they have to focus on continuing or preserving their business operations. Documents play a key role in daily operations for businesses to run and by using electronic document services, they enable operations to continue with minimal delay. They also allow businesses to protect their most important documents from natural elements out of their control, such as flood waters from a hurricane.
However, as I pointed out previously, automating forms and documents isn’t just for large organizations. Small businesses and organizations can leverage their power as well. For example, by creating digital forms for donations and volunteer sign up, local non-profits can make it easier for people wanting to help to give both financially and with their time.
Small businesses are often the most affected by disasters and digital transformation can be a large component of getting their business back up and running. Tasks such as payroll are often overlooked in digital transformation, but if you’re in the middle of disaster recovery and are unable to get out paper checks, your business and your employees will suffer when they need help the most. Automating your business processes, such as payroll, can keep everyone on track when times are hardest.
Electronic Documents Serve Organizations Large and Small
Many organizations are already using these technologies to better serve their clients and benefactors – some on a massive scale. Though electronic documents are a small piece of the puzzle, they can be an important step toward bringing normalcy back to those in need.
The Global Fund, a not-for-profit that mobilizes nearly $4 billion annually to fight the diseases, is speeding up delivery of life-saving medicine and assistance with help from Adobe Sign, an Adobe Document Cloud solution. When budgets and plans need to be executed on quickly, having digital document processes such as concurrent signatures and preserved formatting (via PDF) are critical to delivering aid. Having a digital process also enables the organization to complete recruiting activities in less than a day, which helps to staff the fast-growing areas where they serve.
Digital transformation is one of the key components of enabling organizations and businesses to deliver their services without interruption and allow them to serve a greater number of people in less time. Both characteristics that are crucial during disaster recovery.
Hello everyone! My name is Danielle M. Villegas, and I’m the “resident blogger” at Adobe DITA World 2017. In this blog post I will sum up the presentations of Day 1 of the conference.
There was a lot of informationon this first day of Adobe DITA World, but hopefully, I’ll be able to give you some of the highlights of each talk.
After Adobe TechComm Evangelist Stefan Gentz and Adobe Solutions Consulting Manager Dustin Vaughn opened up the virtual conference room, things started quickly. We were told that last year, +1,400 attendees signed up for the event. This year, Adobe DITA World got +2,500 registrations worldwide. That’s a lot of people attending!
The conference started off with a short welcome note from Adobe President and CEO, Shantanu Narayen. His main message was that our devices enable us to do so much more and in a personalized way, and we are the creators! He emphasized that this week, we’ll be hearing from experts who will help us to create, manage, and deliver world-class experiences for the best customer experiences. Adobe provides all the tools to make this happen!
In this post:
[Keynote] Scott Abel: “The Cognitive Era and the Future of Content”
Juhee Garg: “Technical content as part of your Marketing Strategy”
Philipp Baur: “The Triple C of Good DITA”
Ulrike Parson: “Bringing together what belongs together: DITA as the glue between content silos”
Tom Aldous: “Using DITAMAP / FrameMaker for non-DITA content”
Sarah O’Keefe: “Content – Is it really a business asset?”
Robert Anderson: “What Is DITA Open Toolkit, and What Should FrameMaker Authors Know About It?”
Keynote from Scott Abel: “The Cognitive Era and the Future of Content”
Scott Abel is the CEO of “The Content Wrangler” company, which is the official media partner of Adobe DITA World 2017. Scott is always a dynamic speaker!
The main focus of Scott’s talk was centered around how the future of technical communications will be about creating content that does things FOR our customers by producing on machine-ready content, as content is a business asset!
Scott started his talk talking about obesity and provided some stats about that. As someone who is watching his own health, he used the business of his nutritionist, Manuel, as an example to explain how Manuel needed to create better capabilities in his content. Manuel hired Scott after Manuel helped Scott reach one of his health goals (a satisfied customer!). Manuel needed to publish his content to multiple channels, but lacked some capabilities like personalized content. His content was created to be read by humans, but not computers. As a result, this prevented the automatic interchange between systems. This problem could be fixed through single-source publishing, adopting a unified content strategy, creating intelligent content, or even adopting DITA for topic-based content. However, it might not be enough to beat the competition. A differentiator was needed, but right now, Manuel’s not able to be scalable. Patients want exceptional experiences – we make them search for what they need. As content creators, we need to focus on how we deliver those exceptional experiences. Customers don’t want to learn your jargon or search for things; they don’t want to do the work that should’ve been already done for them to get to what they want.
This is where Scott cognitive computing comes into play. Cognitive computing involves self-learning systems that learn at scale and can make reason with purpose from the data. They interact with humans naturally with natural language processing. It’s a collection of different applications. Manuel could use cognitive computing to collect various preferences and habits, as well as family and other health history data, combine it with customer personal data and public data to create a personalized content experience for his customers.
What if he could connect his services to others offering similar services? Scott presented the idea that personal service managed using content management can yield an exceptional customer experience.
What if you could do the same thing? Scott suggested that it takes at least five steps to go in this direction:
You must have a willingness to explore, not always have ROI in mind,
You will need a disruptive mindset,
You will need intrapreneurial thinking – be a risk taker,
You will need top-level leadership support, and
You will need to have the resources, time and budget.
While cognitive content is the future, it’s not as close as we’d like to think. Depending on whom you ask, artificial intelligence (AI) is estimated to be used in full practice somewhere in the next 28-75 years from now! Cognitive content relies on AI, which was originally derived from science fiction ideas.
There are three main types of AI, as Scott explained:
Strong AI – This is AI like in the movie “Her,” where the AI had god-like intelligence
Full AI – This would be more generalized AI, set to perform intellectual tasks, like HAL in the movie, “2001: A Space Odyssey” performing a Turing Test.
Narrow AI – This is what we have now, also known as Weak AI. Example of weak AI would include digital assistants like Apple’s Siri, Amazon’s Alexa, Microsoft’s Cortana, or Google Home. These all require machine ready content, as they are mostly chatbots. We provide commands, and the chatbots provide answers within their programmed scope.
We’re stuck in the assistive past utilizing assistive solutions. We need to move towards acting on behalf of our users to help them achieve their goal, which means we need an agentive solution that works like personal valets. We are starting to move in that direction, but we’re not quite there yet. For example, a narrow AI agent would be Roomba or a Nest Thermostat, in which the AI in each of these devices learns your behavior. Information awareness plus machines doing the work equals an agentive action like Google alerts.
How do you decide between assistive versus agentive solutions?
Agentive solutions are delegated, measurable, have user focus, and have user input. Otherwise, it’s for assistance or automatic. They are vigilant and don’t need reminders or suffer from decreasing expertise. They are attentive to details, don’t look for workarounds, and are built for speed. Assistive solutions don’t employ these features.
Scott warned that the perceived dangers using AI are
“AI Washing,” which is basically marketing mumbo-jumbo,
AI will create autonomous weapons used to kill us, and
Robots will replace us.
Scott concluded that there are many types of niche content professionals that will be needed moving forward. Technical communicators are important in the content equation! He recommended that we can learn more with a book he recommends, Designing Agentive Technology by Christopher Noessel. He also invited us all to attend the conference he runs, Information Development World, which is set to be a great conference about preparing for chatbots and other cognitive computing, which takes place on November 28th – 30th, 2017.
Juhee Garg: “Technical content as part of your Marketing Strategy”
Juhee Garg works for Adobe regarding the XML Documentation Add-on for Adobe Experience Manager (AEM), Adobe’s enterprise-class DITA CCMS.
Juhee started talking out by talking about the digital evolution, whereby the behavior of buyers is changing because they can learn a lot of information just through a click of a button. Buyers are forming opinions based on digital searches now. Business buyers don’t contact suppliers until 57% of the purchase process is complete.
A typical buyer research process might be something where the user starts at the product website, then proceeds to investigate white papers, product manuals, how-to videos, user guides, and case studies, then looking at a competitive comparison before finally looking at an admin guide. Buyers are now looking between marketing content and technical content, as it is all product information. Boundaries are blurring between these kinds of content, yet the technical content is not usually part of marketing strategy because it’s considered a cost center and lacks IT support. A better alignment of these kinds of content is needed. However, it’s hard to do when ecosystems are creating different content. System integration is an IT nightmare. It can be hard to coordinate tech content with web CMS/Marketing content, difficult to keep templates in sync, keep content integrity, push updates; shared content can get duplicated, and it’s difficult to maintain multiple systems.
How do we break down the silos? We can bring the appropriate tools, and bring the two content creation groups together on a common platform and content model that could go out to the users. The advantages of this approach would be a unified content strategy, a consistent user experience, shared and reused content, resulting in effective content and communication.
The XML Documentation add-on for AEM is a tool that provides that link between authoring and collaboration. Authoring and collaboration using DITA content directly on AEM can be done, providing end-to-end content management capabilities and multi-channel publishing.
The benefits are that it produces blended publishing, and it allows you to inject technical communication content based on DITA directly into AEM through mixing Marketing and Technical Communication on one website.
Juhee gave us a demo of how this works in AEM directly. The add-on tool provides a WYSYWIG-friendly editor that allows someone who is not familiar with writing in DITA to write and edit in AEM in a DITA-friendly way. There is still a source view as well, so you can see all the XML tags and tweak as needed if you are a tech writer. All DITA features are supported by this editor. The publishing model is also very user-friendly, and easy to move elements around in the structure to change taxonomy as needed. DITA can be published as an AEM site. You can reuse templates from the marketing site if needed. It’s easy to publish, as you can publish content as a website, a PDF, HTML5, an EPub, and other advanced features. Pagewise PDF is a special output feature to create a PDF of each AEM page in the site. Much of the editing of a website in AEM is “drag and drop” of components/widgets, which looked very easy to do! Through the demo, Juhee was able to show how marketing and tech comm can align easily using these tools, and how it worked when it was published. The add-on can be specified on whichever version of DITA you are using, as well as DITA specialization. AEM integrates well with Adobe Marketing Cloud or Adobe Target so that you can see analytics as well. The new 2.5 release is expected next week showing these features and new ones as well!
Philipp Baur: “The Triple C of Good DITA”
Philipp Baur is from Congree Language Technologies, a 30-year-old company based in Germany which focuses on software and services for author assistance, serving about 90 customers. Congree Authoring Server software is an authoring server which checks spelling, grammar, style according to company standards, terminology according to the term database, abbreviation use, looks up similar sentences, looks up terminology information, and stores new content for everyone to use automatically and in real-time as you are using it. It is directly integrated into the editor you are using and can be used company-wide for consistency.
Philipp started his talk reviewing talking about topic-oriented documentation and DITA. He started with a definition of a topic, which he defined as
Independent information carrier
Contains enough information to be viable by itself
Answers a specific & unique question
Can be combined freely with other topics
Not created for specific documents but for the entire company
Why would we write this way?
Topics make content more manageable
Several authors write on the same document
Makes proofreading and translation more flexible
Saves money by reusing content
Modern devices require optimal space management
Single point of truth
Easy to apply thanks to standards like DITA
DITA offers a predefined structured for topics, and with the help of metadata topics, they can serve different target groups, products, and purposes.
The Triple Cs of good DITA was defined as cohesion, consistency, and coherence.
It’s the glue between two sentences.
It’s Necessary for the reader to link two sentences.
Examples would be words like and, so, yet, etc. or pronouns like this, some, or it.
Unnecessary or wrong use of cohesion undermines the purpose of topics.
Example: I like my cat. The cat would kill me if she could.
Change to: I like my cat. But she would kill me if she could.
Ensures that content has some sort of inner connection.
Incomplete topics increase the risk of confusion.
Example: My cat is not for sale. Contact me if you want to buy my cat.
The invisible thread accompanying the reader through your documentation.
It can be split into language consistency, style consistency, and content consistency.
Language consistency – British vs. American English and spelling, etc.
Style consistency – how the user is addressed; tone of voice; use of passive voice; level of politeness; sentence complexity; use of modal verbs
Content consistency – identical sentences for identical ideas; using the same word for the same concept; violations are problematic for translation and for the reader
Hard to achieve
Inconsistencies throw off the reader, interrupt concentration and can lead to misunderstandings
How Congree can help
Users can use Congree in conjunction with FrameMaker.
Philipp gave a demo, which showed that Congree can display violations of what needs correcting in a FrameMaker document so that it can be fixed for consistency. You can click on each violation to make changes as needed, and it provides the style guide integrated into Congree
You can learn more about Congree on their website.
You can contact Philipp at firstname.lastname@example.org, or at email@example.com. And check out the Congree channel on YouTube! If you are interested in seeing a personal demo to see if this is an appropriate product for you, email Philipp!
Ulrike Parson: “Bringing together what belongs together: DITA as the glue between content silos”
Ulrike Parson is also from Germany and owns Parson AG. She presented a case study based on work she did with a semiconductor company that showed how she and her colleague broke down the content silos of her client using DITA as the glue.
The challenges they faced:
They had to look at customer facing and developer technical documentation.
Documents were created by different groups.
Information was created in different life cycle phases.
There was a diversity of tools for authoring, content management, and publication.
Reuse across lifecycle phases and systems were done mostly by copy and paste.
There was a high effort for changing information and keeping it consistent.
It was impossible to estimate the consequences of change.
The goals set by the team were to do a lot of workshops and meetings to figure out definitions of measures, connect the content silos, make information consistent and reusable across systems, bring together information products and company groups, and make relations between artifacts from different domains visible. This would be done by creating a requirement, then providing a test case, then developing the code or device, which would yield the documentation.
The solution to connect silos involved defining the requirements and engineering domains. They found that semantic middleware was needed that had properties to connect all the groups to each other. These connectors were necessary to import objects and relations. The output decided was DITA for content, and metadata for better control of all the elements imported. Instead of using one tool for everything, this allowed teams to keep each tool’s purpose, and full features would only be required for its original purpose. It allowed for different updates and release cycles, as well as hard to change functioning workflows. It used the existing IT infrastructure and focused on reuse and consistency requirements.
Documentation 3.0 was essential to making this work. It included:
Inputs from original silos feed, made up of:
Requirements, systems, formats, exports, etc. , format export in DITA
Test Cases – original system, export format, test specifications produced in DITA
Source Code – original system, export tool, code comments, all in DITA
Technical parameters – define characteristics, parameters, features, values – DITA subject schema maps and DITAVAL
Documentation – DITA-XML based files, managed, subject scheme maps for variants, DITA keymaps for configurable data
It would all feed into the middleware, which would include:
A semantic model for intelligent information,
Some products like IBM Watson, or graft databases products,
Components that would act as the glue; the components were those used in products
Used established standards, DITA, RDF, Req-IF
Use established Interfaces REST
No interface? Use a standard exchange format. Start with one direction only
Reusable DITA modules
Use of DITA
Use centralized framework, templates and subject scheme maps
Use intelligent referencing mechanisms and configurable data as keys
If no CMS, find a way to trace use of modules
Consider how much of the semantics to transport to DITA
Documentation formed by combining generated and authored text. They found that single-sourcing of documents and the single-sourcing of variants for documents for publication on the website, internal use, and certifications were optimal. Documents could automatically be published on a build server, while monitoring generated DITA modules for changes in the original system on a company-wide DITA framework.
They had less success building a dashboard in the web portal. They found that it was not as successful as hoped. There were issues with traceability of modules from source to documentation, and problems with coverage analysis and metrics from relations such as between requirements and test cases. Despite creating a central access point all information for development projects, it was hard for workers to migrate as they were used to their old ways.
Lessons learned from this experience were the following:
Reuse of information must be based on a solid and scalable metadata model.
Use of standards makes your solution future proof.
DITA provides a good basis for intelligent content.
Creating integrated information for reuse requires a corporate effort.
Integrated information requires new processes.
Migration can be a huge effort.
“More authors” means “more training.”
Ulrike considered what it would take to work towards Information 4.0, but said, for now, it’s better to stick to Information 3.0 because:
Intelligent content is more than reusing information.
Intelligent content is modular, machine-readable content, enriched and delivered with metadata for enhanced usage.
DITA is the perfect basis for intelligent content as it supports modularization and metadata
Standards for metadata for technical communication are emerging (like iiRDS).
Technical communicators will become content and metadata curators.
You can contact Ulrike at firstname.lastname@example.org
Tom Aldous: “Using DITAMAP / FrameMaker for non-DITA content”
Thomas Aldous has been in the technical communications industry for 30 years, including stints at InTech, Adobe, Acrolinx, and now consulting as The Content Era.
The goal of this session was to provide solutions for those who had non-DITA XML content in a non-FrameMaker application, but would like to change authoring and publishing environments, those who were currently authoring non-DITA XML Structured content but would like to slowly migrate from current structured or unstructured content to DITA, and those would like to manage all content in DITA XML structure and publish to output like a complete website, HTML5, PDF, mobile app, or help.
Tom was going a little fast for me to keep up with him, but this is what I was able to glean:
A DITAMAP can let you organize topics that you want to publish. You can also generate navigation files based on the map structure and generate links that get added to the topics.
A map file references one or more of any XML file using <topicref> elements. The <topicref> elements can be nested to reflect the desired hierarchical relationship of the topics.
Why does it matter? FrameMaker supports DITA, including DITAMAPs, even if the content is structured in a none-DITA structure, and can be configured for most structures.
Tom called FrameMaker the “monkey wrench” of structured publishing, as it can handle just about anything related to DITA.
XML content comes in several “flavors”:
1 long file
1 small file map with pointers to file in the order they should be published. Entity reference do not normally have DTD callouts
1 small file map with a pointer to a file in the order they should be published. With Arbortext and others, use DTD callouts
DITA-DITAMAP and BOOK MAP have pointers to topic files in the order of publish
If starting with one long XML file (the example he used had over 6,000 lines in it), the long XML File could be converted into a DITAMAP, whereby it was cut up into chunks of content using some scripting, then mapped.
Tom noted that there are lots of examples of custom XML structures and other standards and that you don’t have to move completely to DITA, but you can also create an XSL stylesheet used to transform your current XML into the DITA structured.
Tom proceeded with a demo, which he started by opening the long XML file, which showed that you could bring in the DTD, name your application, create a template, read/write rules, namespace, and define doctypes, and also support entity locations.
By using an ExtendScript utility that The Content Era created that can chunk the files, he was able to create the DITAMAP as well. The XML view configures content in any way you want, showing that the ExtendScript will merge all the chunks seamlessly.
The way he did this within FrameMaker was to access from the top navigation Structure > Structured Application Designer. You would load up an existing application, then add all the details in the pop-up screen. Tom warned that rules are the most difficult and powerful, but it’s easily editable now in FrameMaker, as you can add the template, add doctypes, etc.
His advice was that you should understand your own domain content – make it intuitive, and create solutions for your content.
Tom likes complex challenges, so contact him if you are really stuck! He reminded us that XML is 16 years old now, so it’s a strong standard.
You can contact Tom through his company website, LinkedIn, or on Twitter. He’ll also be seen next at an Adobe event the day before the start at LavaCon 2017.
Sarah O’Keefe: “Content – Is it really a business asset?”
Sarah O’Keefe from Scriptorium Publishing contends that content is a business asset, especially if it’s good content. It means that people don’t return products or call customer service. Quoting Tim O’Reilly, “Technical information changes the world by spreading the knowledge of innovators.”
How is content an asset?
Meets regulatory requirements
Enables customer to use a product successfully
Provides reference information to prospective buyer doing research
Support brand message
When assets go wrong, it can be due to a number of reasons. They can include:
Product is recalled because of incorrect content
Frustrated customers return products – 25 % of returns are due to bad instructions
Prospective buyers don’t find what they need
It contradicts the branding
Information is out of date
The content is not appropriate for audience
How do you determine if your content an asset or liability? It needs to meet a hierarchy of content needs:
The minimum amount of viable content are the Available, Accurate, and Appropriate levels shown. If these aren’t met, then these are liabilities. Content that is Connected and Intelligent is an asset.
The customer journey now has to be looked at holistically. Content types are converging – we used to have a marketing funnel, but now we have a circular process. In marketing funnel, you matter until you buy, then you don’t matter. It’s the battle between pre-sale documents versus post-sales documents and persuasive information versus product information. In customer journey, we care about you in every step – you matter through the whole process. Convergence happens when using all the different documentation.
Sarah gave an example by telling a story about the disconnection between the website and the instructions included in the box of a product she bought. She emphasized that, unfortunately, you can’t control content use in the customer journey.
The Internet of things (IoT) and connected enterprise pulls in many of these concepts in which content is a huge asset. In the connected home, you can communicate with devices in your smart home by getting information and the device performing actions. The connected enterprise is the connected factory, such as industry 4.0, robotics, and automation, with concerns related to security.
IoT devices require intelligent content that islocation-aware, time aware, context-aware, system context-aware, and provide context-sensitive help. This can be achieved by improving search, such as the searchability (information is exposed to a search engine), findability (information shows up when people search for it, performs well with certain keywords, etc.), and discoverability (other people create links to your content, others recommend your content, reputation matters). Your reputation affects content distribution!
Digital business transformation occurs through good data hygiene. The ways to achieve this include:
No more back-formation of data
Single source of truth
Content is derived from data
Content is not data storage
For example, a product gets made, then technical publications capture information. Then product specifications change. But instead, corrections aren’t being made at the source. The document is now the source of truth, which is not an appropriate role for tech pubs. Content Management 1.0 needed namely traceability (where did content come from), content usable in various forms, distribution, and localization workflows (reduce reuse recycle). Localization is very important is this process.
Sarah concluded by saying that good content is an asset if you are following content trends by going beyond technical accuracies.
Sarah has written a white paper on the topic called, The Age of Accountability: Unifying Marketing and Technical Content with Adobe Experience Manager which you can access for more information. Technical documentation is all about scalability. Sarah concluded that content needs to be useful and consistent to the customer at an affordable rate.
Robert Anderson: “What Is DITA Open Toolkit, and What Should FrameMaker Authors Know About It?”
Robert D. Anderson from IBM has been working on DITA-OT almost since its inception.
What is DIT Open Toolkit?
Open Source software
It’s a program (technically a collection of programs) intended to read DITA and produce something else
It’s not part of DITA, but it’s there to make your DITA do something
DITA-OT is software that turns your stuff into something else (that’s not usually DITA)
It’s an implementation of DITA
Originally a developer works project at IBM
DITA-OT became open source when DITA became an open standard
Without tools who would use DITA? If it’s not a shared standard, who would want DITA- OT?
DITA-OT was created to help all DITA users off the ground more easily, including authors and vendors trying to support DITA.
DITA-OT core features:
Link and metadata management
Branch filtering, and more
It also includes pre-processing steps like merging DITAVAL conditions, merging maps, retrieving link text, evaluating @copyto, adding ditaval flags, and more
How do I pre-process? You don’t – usually, it’s for those who want to super-customize things
From core to publish:
Ships formats out of the box: HTML5 PDF, XHTML, Eclipse Help, CHM, Troff and a few others (RTF, ODT, Java Help). Some are add-ons that are not maintained anymore
Plugins available for other formats
Styles are generic and meant for customization. Check out Jarno’s PDF generator to create a custom PDF.
More exciting stuff that DITA-OT can do:
Add preprocessing steps
Add or modify generated text
Custom HTML5 navigation
Switch or extend CSS
Use XSLT to override styles
Create entirely new output formats
Extensions usually stored in a plugin as with PDF plugin generator
FrameMaker does not use DITA-OT, as it can publish in PDF, which is not DITA-OT. The more complicated you get, more than you use the toolkit.
Should you care about toolkit updates?
If you’ve decided to use an open standard, you or your tools or any partners using DITA OT, or want the benefit of common, shared Open Source, then yes! Update!
When working with business partners who use custom HTML5 framework, or use an elaborate PDF style w/custom plugins, need to publish as Morse Cole, or as XML input into an automated system, then you need DITA OT
Updates are like:
Common preprocess fixes
Changes to how final rendered content is generated for all
Who governs DITA-OT?
Active participants – anybody can participate, the more you participate, the more influence you have
Most are from language, communication, and comp science backgrounds
With great open source, comes great responsibility.
Most are volunteers or report to their own managers
If anyone CAN fix a bug or add a feature … then sometimes you have to add it on your own
Useful skills to have to use DITA-OT:
The best way to suggest changes?
GitHub pull request
GitHub issue tracker
Attend contributor calls
Ask your DITA vendor
Resources that Robert provided:
Day 1 Conclusions
The day concluded with Stefan and Dustin thanking today’s presenters, and inviting everyone to return for tomorrow’s presentations.
See you tomorrow on Day 2 of Adobe DITA World 2017!
Les noces et le cinéma partagent énormément de points communs. De la même manière qu’un film se construit autour d’un scénario marqué par un début et une fin avec, au milieu, quelques larmes et autant d’éclats de rire, le photographe de mariage raconte et célèbre l’histoire des jeunes mariés. Les couples souhaitant garder des souvenirs de cette magnifique journée et les partager avec leurs proches dans les années qui suivent, il appartient au photographe de mariage de les immortalizer.
Nous avons interrogé Jen Huang et Alina Schessler, deux spécialistes de la photographie de mariage et contributrices Adobe Stock Premium, sur les techniques qu’elles emploient pour intégrer la narration dans leurs travaux, et avons sollicité leurs conseils pour immortaliser cette journée si particulière.
Cerner votre client
Le parcours professionnel de Jen a débuté avec la photographie argentique. Bien que les jeunes mariés fassent appel à elle pour ses clichés oniriques, qui sont sa marque de fabrique, chaque couple repart avec un jeu de clichés aussi originaux que remarquables. En guise de préparatifs, Jen s’efforce de saisir la personnalité des époux. Que vous travailliez avec une jeune mariée extravertie douée pour l’art dramatique, ou discrète et un peu timide, à vous de façonner les poses et le décor en fonction de sa personnalité.
Mettre en scène le décor
Tout signe de nervosité ou tout air guindé transparaîtra dans le cliché, alors pour obtenir des photographies naturelles, il importe que le couple se sente à l’aise. Certains n’aimant pas forcément être devant l’objectif, Alina a une petite astuce pour détendre l’atmosphère : « Il m’arrive de demander au couple de plaisanter, ou de chuchoter à l’oreille de l’autre ce qu’il préfère en lui ou en elle, ce qui a le don de provoquer un sourire ou un rire sincère. » Cette authenticité est la clé de la beauté et de l’émotion, et du portrait fidèle d’un couple amoureux.
Jen adopte une démarche cinématographique pour diriger ses clients. Par exemple, au lieu de demander au couple de s’embrasser, elle l’invite à faire quelques pas, puis à choisir le moment pour s’enlacer. « Ce faisant, je mets en place la scène idéale pour un baiser sincère, et chacun de mes couples dispose alors d’une photo bien à lui », précise Jen.
Contrôler ce qui peut l’être
Il est certes impossible de maîtriser chaque instant du mariage, mais vous pouvez agir sur certains éléments pour faire en sorte d’obtenir le cliché adéquat. Jen conçoit, arrange et contrôle autant que possible l’éclairage, le décor et les accessoires, pour en faire des écrins propices à des instants sincères. « Lorsque j’arrive dans la pièce où se prépare la mariée », explique Jen, « je redécore le tout et place la mariée et ses demoiselles d’honneur dans un espace ouvert, épuré et baigné de lumière. Elles peuvent continuer à se faire coiffer et maquiller, à s’habiller et à s’entraider, mais la scène paraît impeccable et raffinée. »
Pour cette photo de mariée se préparant pour la cérémonie, Jen a placé son modèle face à un miroir ancien et a attendu le moment propice. Lorsque la mariée a bougé la main pour rectifier son maquillage, Jen en a profité pour immortaliser son geste délicat.
Se soucier des détails
L’environnement joue un rôle essentiel dans la définition de la tonalité du mariage. Les couples passent des mois à préparer leurs noces, à en régler les moindres détails. Il convient de photographier le lieu et le cadre de la cérémonie, notamment les fleurs, les décorations, l’ameublement, etc. car chaque mariage a ses spécificités. Des instantanés consacrés aux différents moments qui ponctuent la journée, comme le dressage de la table ou la disposition des compositions florales, constituent autant d’éléments descriptifs à l’appui de la narration.
Personnaliser les photographies classiques
Bien souvent, pour terminer, le client demande des photographies de mariage « traditionnelles ». La robe de mariée suspendue sur un cintre accroché au rebord d’une fenêtre est un grand classique, mais comme l’explique Jen, la raison pour laquelle ce cliché plaît tant, c’est parce qu’il évoque les instants qui précèdent la cérémonie. Il sait capter l’impatience et l’enthousiasme, sentiment dans lequel nous nous reconnaissons tous. Pour autant, même les photographies classiques peuvent être adaptées, avec un éclairage et des accessoires adéquats.
Savoir se fondre dans la foule
Lorsqu’il s’agit de photographier l’ambiance et les invités, mieux vaut savoir se fondre dans la foule. Alina Schessler estime que les invités sont généralement plus tendus lorsqu’ils réalisent que c’est elle la photographe. De ce fait, ils risquent de prendre des poses peu naturelles. C’est la raison pour laquelle elle préfère parfois recourir à des appareils photo compacts : « Les gens ne me dévisagent pas en permanence, en se disant que je suis photographe. Ils évoluent plus naturellement, et je peux alors prendre des photos plus naturelles. »
Soumettre des photos de mariage à Adobe Stock
Lorsque vous envoyez des photographies de mariage pour les vendre sur Adobe Stock, veillez à disposer d’une autorisation de droit à l’image pour toute personne ou lieu reconnaissable. Vous trouverez les clauses juridiques applicables sur notre page HelpX. Les autorisation de droit à l’image, pour les personnes comme pour les biens, peuvent être envoyées directement depuis le portail réservé aux contributeurs grâce à l’intégration d’Adobe Sign.
Enfin, les mots-clés sont essentiels pour aider les acheteurs à trouver vos photographies dans la banque d’images. Veillez donc à ce qu’ils soient pertinents, précis et classés par ordre d’importance. Outre le libellé en objet de vos envois, pensez à des termes plus abstraits comme l’amour, le couple, la célébration, etc. Vous pouvez aussi tester l’outil de génération automatique de mots-clés sur le portail Contributeur.
Découvrez d’autres photographies sur ce thème dans les portfolios Adobe Stock de Jen et d’Alina.
Image d’en-tête par Alina Schessler.
Partant du principe que l’art reflète les joies et les inquiétudes de l’époque, nous nous sommes demandés ce que les artistes dits « Millennials » avaient à nous dire. Nous savons qu’ils atteignent l’âge adulte dans un monde d’instabilité politique et d’incertitude économique. À l’instar des générations qui les ont précédés, ils veulent éviter de reproduire les erreurs de leurs parents et grands-parents, et changer le monde. Mais à une époque où la situation politique change rapidement et les technologies évoluent constamment, comment les Millennials peuvent-ils laisser leur empreinte ?
Vivre dans les limbes
La récession économique étant survenue au moment où les jeunes atteignaient l’âge de la majorité, leurs expériences en tant qu’adultes ont pour l’instant surtout été empreintes d’un sentiment d’incertitude. Le New York Times décrit « une génération dans les limbes », en attente d’une nouvelle stabilité économique. En Grande Bretagne, le sentiment d’incertitude professionnelle et financière s’est cristallisé l’an dernier autour du Brexit, voté en majorité par les anciennes générations qui sont passées outre la volonté prédominante des Millennials de rester dans l’Union Européenne.
En attendant que leurs perspectives de carrière s’améliorent, de nombreux jeunes acceptent un emploi n’offrant pas de réelles opportunités d’évolution, vivent chez leurs parents et mettent plus de temps que les générations précédentes à atteindre une certaine stabilité financière. Lorsque le New York Times a interrogé les jeunes diplômés sur la situation, Amy Klein a expliqué comment ses camarades de Harvard voyaient les choses. « Ils pensent davantage à se créer un style de vie qui les intéresse plutôt qu’à suivre une idée toute faite de la réussite et de la sécurité de l’emploi », a-t-elle déclaré.
Pour Amy, cela a consisté à participer à la tournée d’un groupe de punk rock. Pour d’autres, cela consiste à faire du bénévolat afin de trouver une occupation ayant du sens ou à explorer leurs talents artistiques. En mettant à profit ce temps pour cultiver leur créativité et trouver leur voie, les Millennials pourraient bien orienter le monde de l’art vers de nouveaux horizons surprenants et prometteurs.
Le reflet d’un « Zeitgeist » fracturé
Trouver sa voie n’est pas chose aisée et nous vivons une époque difficile. Prenez le cas d’Eric Yahnkers, dont l’art s’inspire de la pop culture pour poser des questions délibérément embarrassantes sur le racisme, le sexisme et l’élitisme. Eric s’est récemment entretenu avec Vice de son travail et de la difficulté pour les générations X et Y de trouver leur place dans une époque politiquement instable :
« Mes derniers travaux portent sur le ‘Zeitgeist’ sociopolitique néoprogressiste actuel, plus particulièrement sur un groupe de personnes des générations X et Y, majoritairement blanches, diplômées et membres de la classe moyenne et moyenne supérieure, qui se sont retrouvées prisonnières des limbes en voulant participer au combat pour l’égalité et une réforme sociale radicale, tout en essayant désespérément de rejeter les stéréotypes qu’on leur prête : des privilèges et une conduite horripilante. Il s’agit d’une négociation intérieure qui mène souvent à d’étranges accès de surcompensation, d’ignorance et de discrimination involontaires », déclare-t-il.
Dans ses œuvres, Eric place des icônes familières de la pop culture dans le contexte des débats politiques actuels. Par exemple, son dessin intitulé Purple Lives Matter représente Prince, chevauchant une moto avec son costume pourpre et son fameux regard mystérieux, cerné par des agents de police pointant leur arme sur lui.
« Cette œuvre m’a mis mal à l’aise », a confié Eric à Vice. « Elle fait évidemment référence à l’opposition entre les slogans Black Lives Matter et All Lives Matter, qui est devenu un symbole ou tout du moins un message distinctif permettant d’identifier les opposants à la cause, les personnes ouvertement ou secrètement intolérantes… Prince arbore la nuance de pourpre parfaite pour véhiculer le message dans cet espace confus qui règne entre pouvoir et ignorance. »
Si vous êtes mal à l’aise, renversez la table
L’une des tendances créatives que nous avons observées est la volonté des Millennials de remettre en question le statu quo. Prenez par exemple la nouvelle application Beme, qui permet aux utilisateurs de filmer et publier de courtes vidéos — mais pas de les revoir ou de les monter avant leur mise en ligne. Cela s’inscrit dans un mouvement plus vaste visant à détruire le monde hyperpolicé des médias sociaux. Selon Casey Neistat, le créateur de Beme, « la vérité est beaucoup plus intéressante que la fiction à laquelle nous sommes habitués. »
Dans une veine similaire, Wanted Design a récemment créé une installation artistique pop-up, DataCafé.biz, afin de remettre en question notre relation aux données personnelles. Au lieu d’accepter purement et simplement que les entreprises collectent et vendent nos informations, Data Café met en évidence la transaction en parodiant un don du sang. Les utilisateurs reçoivent un accès Internet et un cookie en échange de leurs données, ainsi qu’un autocollant incitant à la réflexion sur lequel on peut lire : « Aujourd’hui, j’ai fait don de mes données ».
Un mois dans l’univers des Millennials
Continuez à nous suivre sur le blog tout au long du mois. Nous nous pencherons sur d’autres moyens d’expression utilisés par les jeunes designers pour répondre aux interrogations que soulève la société actuelle. Nous leur demanderons comment ils gèrent les outils de création en constante évolution, quand ils décident de tester de nouvelles tendances, et quand ils décident de suivre leur propre voie. Et n’oubliez pas de jeter un œil à la galerie d’images du mois.
Image de la bannière de marioav
오늘날 마케터는 넘쳐나는 데이터를 처리하기 위해 많은 노동력을 투입하고 있습니다. EMC에서 발간한 보고서에 따르면 2020년에는 전 세계 디지털 데이터 양이 40제타바이트에 이르러 2005년 대비 300배 더 많아질 것으로 전망하고 있습니다.
데이터의 양은 갈 수록 많아지고 복잡해져 가는데 반해, 처리할 수 있는 양은 극히 일부에 지나지 않습니다. 이마저도 비즈니스 의사 결정 과정에서 적절하게 사용되지 못하는 경우가 많은데요. 머신러닝 기술을 이용하면 방대한 데이터 양을 제대로 처리할 수 있을 뿐만 아니라, 알고리즘을 바탕으로 이전까지 발견해내지 못했던 인사이트를 찾는 것도 가능합니다.
다양한 목표 설정 및 성과 달성
마케터는 최적화된 마케팅 전략을 위해 마케팅 요소의 다양한 상관관계를 이해, 통제할 수 있어야 합니다. 머신러닝을 이용하면 한 번에 두 가지 이상의 요소가 마케팅 성과에 미치는 영향을 측정할 수 있어 효과적인 전략 수립이 가능한데요. 분기 수익 대비 고객 유지율과 같이 달성해야 하는 목표에 맞춰 목표를 설정할 수 있고, 어떠한 행동을 취하지 않았을 때의 영향력도 측정할 수 있어 다양한 상황과 비교해 볼 수 있습니다.
최근 고객들은 맞춤형 고객 경험에 길들여져 더 나은 서비스를 기대하게 되었고, 마케터와 서비스 공급자는 더욱 세분화된 타기팅을 위한 과제에 직면하게 됐습니다. 설령, 데이터 과학자 및 마케팅 전문가를 보유하고 있는 기업이라 할지라도 데이터 기반의 머신러닝 기술은 효율 및 효과 측면에 큰 도움이 되므로 성공적인 마케팅 성과 달성의 지름길이 됩니다.
다양한 분석을 통한 새로운 인사이트 도출
전통적인 방식의 A/B 테스트는 매출 상승을 극대화하기 어렵습니다. 기존의 수동적인 테스트 방식은 각 요소를 통제하기 위해 매우 복잡한 방법을 이용해야 했을 뿐만 아니라 한정된 시간 동안 많은 테스트를 진행하는 데 어려움이 있었습니다.
반면 머신러닝은 엄청난 규모의 경우의 수를 테스트하는 것이 가능합니다. 실제로 수천 가지의 마케팅 인터렉션을 수백만 명의 고객에게 시도해볼 수 있으므로 최적의 타기팅 조건 및 맥락에 대한 인사이트를 발견해낼 수 있습니다.
머신러닝을 통한 장기적인 성과 측정
대부분의 마케터는 클릭 수, 응답률과 같은 단기적인 성과 척도로 성공 여부를 측정합니다. 수집한 데이터는 고객이 느끼는 흥미 또는 최초의 반응에 대해서만 제한적으로 파악할 수 있습니다.
머신러닝을 이용한 디지털 마케팅에서는 각 고객별로 개인화된 메시지를 전달할 수 있고, 고객이 어떻게 반응하는지 장기적으로 측정할 수 있습니다. 예를 들면, 14일 동안의 수익 및 90일 동안의 고객 유지율처럼 장기적인 데이터를 측정하는 것이 가능합니다. 이렇게 도출해낸 장기적인 성과를 바탕으로 더욱 최적화된 고객 경험을 제공해 비즈니스 수익을 창출할 수 있는 것입니다.
머신러닝을 통한 디지털 마케팅의 미래
머신러닝은 우리가 시장에 나아가야 할 방법과 고객을 이해하는 방법을 혁신적으로 만들어 줍니다. 마케터가 요청하지 않더라도 주도적인 학습을 통해 마케터가 해야할 일에 대해 문제제기를 하거나, 외부 변수를 고려해 깊이 있는 인사이트를 제공해주므로 이전에는 갖지 못했던 통찰력을 가질 수 있습니다.
머신러닝 기술을 빠르고 효율적으로 사용하는 기업은 시장의 선두로 자리매김하게 될 것입니다. 방대한 데이터와 마케팅 전략을 일관되게 유지하는 것을 통해 머신러닝 흐름의 선단에 설 수 있습니다.
MarioAV is a photographer, videographer and Adobe Stock contributor who has made the jump to pursuing stock full time. We caught up with him to hear about his challenges and triumphs, and how he balances producing both photographs and videos for the stock marketplace.
Adobe Stock: Can you tell us a little bit about yourself and your background?
MarioAV: I am originally from Russia, now based in beautiful Barcelona. In my boyhood I would never have thought I would become a photographer. But as soon as I got my first camera – a gift from my grandma – I felt a passion for this art form. I even learned English because of photography. At that time there was a lack of useful information about photography in Russian forums, so I spent nights with a dictionary, translating almost every world to get knowledge and experience.
AS: How and why did you decide to get into the stock business?
MarioAV: Back in the day I worked as freelance photographer, then switched to image retouching because I wanted the flexibility to work from anywhere in the world. After a while I grew tired of client work. What clients want don’t always match your own style or what you like. I had many friends who already swapped their freelance job for independent stock business and became successful. They often encouraged me to do same but I did not believe that it could be profitable enough to be a full-time gig. So I started casually, with my smartphone. I submitted photos I made for my Instagram for stock. After few months, this small hobby gave me €80-100 in month.
But I also understood that you need to take it seriously, like a real job, if you want to be financially dependent on your stock business. So I made the difficult decision to stop working with clients, and instead, fully concentrated on stock photography. And this time with a real camera, not just a smartphone.
AS: What are the advantages and rewards of selling your work in the stock marketplace?
MarioAV: It is obvious – you are independent in your choices, projects, and work schedules. You do what do you like most, and you learn a lot about patience.
AS: What are some of the challenges you’ve had to overcome to become successful in the market?
MarioAV: The challenge is to keep everything running. As a freelancer, you have to be disciplined, because it’s often tempting to just take it easy and chill! I still have a lot of learning to do.
AS: Can you speak to the difference between photos and videos as a stock contributor?
MarioAV: Photos give you fast sales feedback and you see how your market grows. It is easier to make a still image and retouch it after to achieve the look you want. You can make a lot of photos from one shoot.
Videos are more expensive. Filming can teach you a lot of new things: grading, converting, shooting at night and in low light – there are a lot of things you pick up as you along the way. Videos are more alive, and in my opinion, people come across more beautiful in videos than in a still image. With videos, you can share full expression of the moment. This is quite hard with photography if you aren’t a skilled photojournalist. The future belongs to video.
AS: How is producing stock images different from producing stock videos?
MarioAV: For stock images, often the only thing you need is a camera. You can make some mistakes, and use Photoshop to fix shadows, highlights, imperfections, etc. With footage, it doesn’t work like that. You have to be very careful and pay attention to many, many small technical things to get good footage. I find videos harder, but the challenge drives me.
AS: Do you have a preference between the two mediums?
MarioAV: Nowadays I prefer videos over photos. I love the process of footage making and grading too. I see the video as the future going forward. It is more alive and inspirational.
AS: Should new stock contributors focus on photo or video, or try to develop both simultaneously?
MarioAV: Better to start with one thing, find the way to develop it as you like it, and only then, add the other. To develop both, especially in the beginning, you will end up splitting your time and risk being mediocre at both of them. But, after all, this is just my opinion and you can do as you like!
AS: Do you have any other advice for people trying to build their stock portfolios?
MarioAV: The only things that are proven are patience and self-improvement. If you are hungry for new things and willing to learn how to be better than you were yesterday, you will be rewarded.
See more of MarioAV’s work on Adobe Stock.
Header image by MarioAV.
With fall in full swing, now is a great time to expand your design horizons and check out some fresh ideas in web and app design. So we asked UXperts from across the globe to share some of the designs they’re loving, right now. Here are their top UX picks for October.
Caroline Williams, Senior Digital Design Manager at Wyndham Hotel Group
As an avid Untappd user for quite some time, the thing I most appreciate about this app is how far it has come within the past few years. When it first launched, the UX was challenging, to say the least. But after paying close attention to user demand, the latest redesign proves to be a much more enjoyable experience (aside from the fact that you’re already using it with a beer in hand).
With each beer check-in, you can now add more detail about the serving style, purchase location, and flavor profile. The cleaned-up map view allows for a much quicker browsing experience, with easy access to beer lists from any venue or brewery around the world. You can also set alerts on certain beers and know when they’ve been added to a nearby venue.
With so many new features, there’s a lot of potential for cluttered navigation, but the app continues to focus on the core check-in feature. At any point throughout the browsing process, you’re never more than a simple click away from the ability to find or check-in that latest beer.
Daniel Schutzsmith, Digital Technology Manager at Amnesty International
SmartNews is a news reader application available for iOS and Android. The application automatically categorizes content based on topic and source. There are several ways that this application stands out for its amazing UX and UI: Color Coding, Masonry Layout, Smartview, and Easy Sources.
The color coding of tabs makes it easy and fun to switch between them to see what new content there is. It brings a sense of playfulness by using primary colors but doesn’t make the UI feel contrived.
Part of why the app works so well is the layout of articles in a masonry layout. It fits articles in much the same way a newspaper would. Contrast this to the article flow of another news reader like Flipboard and you’ll see why SmartNews’ layout is easier to scan. Even in small phone layouts, the articles are easy to read and scan through quickly.
A great feature of SmartNews is its Smartview that removes all the advertising and extra formatting from a web page and just gives you the article in a straightforward layout.
This news reader has managed to solve many UX and UI challenges that several others have not. The developers are constantly making improvements, which makes me think we’ve only seen the beginning of what SmartNews can become as more users start to include it in their daily routine.
Ash Huang, UX Designer at Adobe XD
Pick: Indian Type Foundry
I’ve been into Indian Type Foundry lately. It’s a multilingual type house based in India and has so many beautiful faces available. Design is becoming more and more global, so it’s awesome to see designers from different backgrounds join forces and create something special together.
The website is also very pleasing to look at and unsurprisingly, features lots of beautiful type design. Although it’s really satisfying to see all of their faces at once, check out how they handle searching for fonts in different languages. The search result manipulator is really powerful and yet simple, so you can peep your results with different options like leading, tracking capitalization, and alignment.
Yu Siang, Visual Designer at International Design Foundation
Pick: iTranslate Converse
There are many translation apps out there, but what I love about Converse is how simple it is. Unlike apps like Google Translate, Converse’s sole purpose is to, like its name suggests, enable people to converse in different languages. It’s dead simple to use: tap and hold when you speak, release to hear what you said translated into the other language. The great thing is, once you’ve selected 2 languages to translate (out of the 38 languages it supports), you just tap and hold to talk without having to toggle between input and output languages.
An interesting (and, I think, really smart) feature of Converse is that it asks users to flip the phone upside down because it claims it’ll detect voices better that way. That might be true (and in my own use, I do find the app to be pretty accurate at picking up words), but it has a side effect of making the app experience just that much more memorable. I’ll always remember Converse as the translation app that I use while my phone’s upside down.
What websites or apps are you loving right now? Let us know in the comments!