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.

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
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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
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7. Migipedia is Migros’ consumer interaction platform
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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
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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
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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.
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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.
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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
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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
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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?
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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
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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.
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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
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19. Focus Group Workshop on Consumer-Centric
Information Management
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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
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21. European Data Forum 2012
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22. Contact Information
Prof. Dr. Boris Otto
Assistant Professor
University of St. Gallen
CC Corporate Data Quality
boris.otto@unisg.ch
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