How Can Automated Tag-Driven Experience Management Help Me?

What is Automated Tag-Driven Experience Management? What is it good for?

In a nutshell, it’s about the power of tagging and enabling smart customer experiences. But what does this mean, exactly? We will explore this in detail by presenting several out-of-the-box and custom use cases that leverage CoreMedia Content Cloud.

But first, let’s first take a step back: A standard Digital Experience Platform (DXP) will allow you to create content, steer the approval and publication process and roll the content out to multiple channels. So far, so good.

CoreMedia Content Cloud, being an advanced DXP, adds on top of these standard capabilities, a powerful tag-driven approach. But again: What does this mean?

Simple use cases can probably be done by any modern DXP or Content Management System (CMS): You can tag content like articles and stories, and then the consumer sees the list of tags below the content, enabling them to navigate to pages that show more content related to that tag and reflects their interests.

Figure-1a

Figure 1: An article with tags enabling consumers to explore topics further

Figure-2Figure 2: An automatically assembled experience based on the tag “Jeans”

This is common functionality.

But CoreMedia offers more: You can insert these tags anywhere into the customer experience, including banners, imagery, and more. Take a look at the screenshot below: When a customer hovers over a teaser picture, the tags for that content item pop up automatically, enabling the customer to navigate directly to the content items related to that particular tag. This is a totally new user concept - allowing users to explore your site, shop, or whatever digital experience is active - in his or her own way.

Figure-3aFigure 3: An article with tags as overlays for any story teaser

Think about it: this opens up entirely new user journeys – and thanks to the automatic page assembly capabilities of CoreMedia Content Cloud - all of these tag-based pages that we call Topic Pages do not require any manual intervention from business users. This follows the general CoreMedia philosophy: Let the system take over dull tasks that can be automated and free the business user up to focus on creative tasks.

Control and Customization

But it goes further. There is always a situation where the rule needs to support some exception. To address this, CoreMedia Content Cloud enables business users to control and customize the content and layout of these automatically generated Topic Pages. Let’s face it: automation is great, but in real life, there will be some tags that are more important than others, so you need the ability to create an experience that overwrites the automated standard.

Here’s how this works: simply open the Topic Pages app within CoreMedia Studio and override the automatically applied page layout and header content, creating a manually curated page like the example below.

Figure 4: Overriding the standard Topic Page (step 1): Click on “Create Manually Edited Page”

Figure-5Figure 5: Overriding the standard Topic Page (step 2): Adapt the standard header content and layout

Publishing Content Fast

So far, so good. But this is still just the beginning. Now let’s look at some more sophisticated examples of tag-driven experience management.

One of the key requirements today is that businesses must be able to publish news and updated content to their audiences within seconds. This is exactly what CoreMedia Content Cloud was designed for. Business users can create content and push it out immediately to all channels, including pure content-driven experiences, headless experiences, or experiences that are tied into other systems like eCommerce or other transactional systems.

Think of an urgent update or breaking news (or basically any content): with CoreMedia Content Cloud, you simply apply tagging to any content item to flag it to be shown on certain areas within the experience at just the right moment. This can be a ticker in the header or any other form of alert. Whenever you need to get your news out quickly, just create the content, tag it and publish it – CoreMedia Content Cloud will make sure that it’s shown immediately. This is near real-time content publication.

Figure_6-1Figure 6: The ticker front-end module: “Breaking News”

This underlying technology is an integral part of CoreMedia Content Cloud and can also be used in an eCommerce scenario to connect content to specific product detail pages (PDPs) or product listing pages (PLPs). Simply tag some content with a product ID or Stock Keeping Unit (SKU) and it will be displayed right next to the product or category where you want to have it.

Tag Hierarchies and Taxonomy

But there’s more. The tags are organized into a hierarchy, including parent tags, child tags and siblings, which build up a taxonomy tree. Content Cloud is smart enough to leverage this hierarchy, which again creates automatic tag-driven experiences based on the concept of content inheritance.

For example, simply tag a content item with a product category like “dresses”. This content can now be shown for all product detail pages (PDP) within this category. And, of course, as we have seen above with the Topic Pages, business users can overwrite the default by just tagging other content with specific term “dresses”. These will then be considered either additionally or exclusively.

CoreMedia Studio, the business user interface of CoreMedia Content Cloud, has built-in support for managing taxonomy trees. New tags can be added to the tree, they can be moved via drag and drop and they can even reference external taxonomies. It is also possible to have multiple separate taxonomies - see the examples below for standard “subject” taxonomies as well as “location” taxonomies.

Figure 7: “Subject” taxonomy managing within CoreMedia Studio

Figure 8: “Location” taxonomy managing within CoreMedia Studio

These taxonomies can also be used to create self-refreshing lists of dynamic content that can be placed anywhere within the experience. Examples include editorial use cases such as “show me the five most recent articles from our author Michelle” or “show me all videos about fashion trends in London”. These rules can be created easily with just a few clicks within CoreMedia Studio and then be placed within the experiences. You can see the rules configuration for the two examples mentioned above in the next two screenshots.

Figure-9Figure 9: Dynamic tag-based rule creation: “Show me the five most recent articles from our author Michelle”

Figure-10Figure 10: Dynamic tag-based rule creation: “Show me all videos about fashion trends in London”

The important aspect here is this: once these rules-based tags have been set up, they will be updated instantaneously whenever new content is created that matches the criteria. This is based on the underlying real-time, event-based architecture of CoreMedia Content Cloud.

It’s Really That Simple

Create the content, tag it and all rule-driven lists are updated automatically in real-time, regardless of where they are placed within the experience.

But there is more to it than that: the content is of course independent of its layout module. So, if the business user decides to change the visual appearance, which is defined by a different layout module, they would simply change the selection of the front-end module, publish this change and the new appearance will take effect immediately.

Figure-11Figure 11: Selecting a new front-end module from the list of available widgets

Out-of-the-box support for tagging content with publicly visible authors is also available. Simply add the author to a story and the content automatically appears in the author’s page:

Figure-12Figure 12: The standard experience for an Author page, showing automatically generated content

As a final example, here’s how you can leverage tags to create interactive buying guides, guided information drill-downs and more. Imagine a three-step buying guide that looks like this: 

Figure 13: A buying guide – step 1: Select your style: Casual or Elegant?

Figure-13-2

Figure 13: A buying guide – step 2: Select the gender: Male or Female

Figure-13-3Figure 13: A buying guide – step 3: Finally select the product category: Dresses, Accessories or Shoes

The result could look like the page shown in the next screenshot: Remember, the results are driven dynamically, just by tagging the original content. The rest happens automatically.

Figure-13-4

Figure 13: A buying guide – step 4: The best matches based on tags

Flexibility in Creating - and Adjusting - Experiences

It’s all about flexibility in creating and adjusting the experience: the rules for creating a buying guide or for any other tag-based interactive information drill-down are not set in stone. They are configurable for an advanced user in the flexible CoreMedia Studio settings configurator. You can see an example for the three-step drill-down in the following screenshot. It’s basically just a few simple tags with some metadata.

Figure-14

Figure 14: The dynamic tag-based configuration of the buying guide example

The only remaining question is this: How does a business user actually add a tag to a content item? There are several easy options:

  • based on manual input (including type-ahead support)
  • based on suggestions created natively by CoreMedia
  • by leveraging suggestions provided by third-party services that recommend tags based on heuristics or artificial intelligence (AI)

You can see examples of these options in action in the following screenshots.

Figure-15-1Figure 15 – example 1: Tagging of content based on manual input (including type-ahead support)

Figure-15-2Figure 15 – example 2: Tagging of content based on suggestions created natively by CoreMedia

Figure-15-3Figure 15 – example 3: Tagging of content based on suggestions by third-party services

Stay Ahead of the Curve

These are all just examples. With CoreMedia Content Cloud, you are free to configure or customize your own extensions to drive tag-based consumer navigation, interactive applications, and AI-based tagging. And, of course, tagging is also the basis for solid customer experience analytics and personalized experiences.

The future is now. Stay ahead of the curve and talk to us to learn more about how CoreMedia Content Cloud supports your ability to deliver iconic digital experiences – quickly and at a global scale.

 

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About the Author

Oliver leads CoreMedia's EMEA Solution Architect Team. He is a Content Experience enthusiast with more than 20 years of experience in consulting, delivery, and solution design. He has worked across EMEA with large brands, retailers, and telcos helping them with major business initiatives around digital content, e-Commerce integrations and omni-channel experiences. He is based in Hamburg, Germany.