Posts Tagged ‘agile’

Scott Brinker presents “A NEW BRAND OF MARKETING” (Free eBook)

Click to dowload Scott Brinker's "A NEW BRAND OF MARKETING: The 7 Meta-Trends of Modern Marketing as a Technology-Powered Discipline"Scott Brinker, whom we have covered many times in the past because of his insights into semantic technology and marketing, has written a new short book about modern marketing trends.  The author presents “seven transformative meta-trends in modern marketing.” In the forward, he identifies these trends as “…wield[-ing] tremendous influence on the current evolution of marketing strategy and management.” The trends Brinker identifies are:

  1. From traditional to digital
  2. From media silos to converged media
  3. From outbound to inbound
  4. From communications to experiences
  5. From art and copy to code and data
  6. From rigid plans to agile iterations
  7. From agencies to in-house marketing

While he does not mention semantics explicitly in the book, knowing Scott as we do, we were curious about his thoughts on the subject. We caught up with him to ask, “So, how does this fit in with Semantic Web Technologies?”

Brinker responded, “Semantic web technologies are a great example of how technology is continuously changing what’s possible in marketing and business. But in the absence of ‘marketing technologists’ — these hybrid professionals who can translate technology capabilities to marketing opportunities, and vice versa — much of that potential remains untapped.”

“Structured and linked data can have such a tremendous impact on shaping customer experiences in a digital world. While not every marketer needs to understand the technical layer of how to make that happen, they need to have a sense of what’s possible — and they need to be able to work with more technical talent, as part of the modern marketing team, to make it happen.”

Brinker, who coined the term ”Chief Marketing Technologist,” is offering the 40-pager as a free download on his website.

 

Semantic Technology Drives Agile Business (White Paper)

Cognizant White Paper coverWe are pleased to publish a new white paper for free download, “How Semantic Technology Drives Agile Business,” from Thomas Kelly, a Director in Cognizant’s Enterprise Information Management practice.

Kelly’s experience and pragmatic approach to Enterprise Data Management shows through in this paper.  As Kelly posits in the introduction, “To achieve sustainable competitive advantage and facilitate operational agility, organizations must speed the time to business value of newly acquired data assets from months to weeks or days. Semantic technology provides the architectural foundation for getting there.”

Kelly addresses how the pace of business today is increasing while becoming more complex with considerations like big data and mobile. He points out that traditional Data Warehousing and Business Intelligence approaches simply cannot keep up with that pace. The solution he points to is Semantic Technologies, and he covers how they improve on both DW and BI while delivering “Smart Data” integration and analytics.

Download a free copy of the full white paper by filling out the form below:

About the Author

Photo of Thomas KellyThomas Kelly is a Director in Cognizant’s Enterprise Information Management (EIM) Practice and heads its Semantic Technology Center of Excellence, a technology specialty of Cognizant Business Consulting. He has 20 plus years of technology consulting experience in leading data warehousing, business intelligence, and big data projects, focused primarily on the life sciences and healthcare industries.

 

A Tale of Agile Development… of a Standard

Some in the Semantic Technology community have pointed out that from a development perspective, Semantic Technologies are well suited for an agile approach to programming, and we will be discussing that idea more in future here at SemanticWeb.com. Today, however, we’re taking a look at some novel thoughts on agile development of a standard, thanks to guest contributor, Andreas Gebhard. He is Director, Editorial at Getty Images, and Board member of the IPTC.

We caught up with Gebhard at the recent Semantic Technology & Business Conference in New York, where he initially shared this idea with us.

He has expanded on these ideas in a post on the Getty Images blog. As Gebhard says, “I want to tell you the story of how we got there in just about a year — tremendously fast, in the world of standards.”

We re-print the post in its entirety below with thanks to the author and Getty Images.

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