Who is this for?

Granulized, accurate, complete, and timely data helps everyone in the organization.

And everyone in the organization has a responsibility to capture data in a granulized, accurate, complete and timely fashion.

We are here to help.

  • Senior Management

    Better planning processes

    Better reporting

    Better customer communications

    More efficient teams

    Better Business results

  • Marketing Teams

    Quicker execution

    Clear definition of objectives

    Comparable results across programs

    Better access to audience information

    Quicker reporting/deeper analysis

  • Sales Teams

    Better qualified leads

    Greater understanding of lead needs

    More productive meeting follow ups

    Better data for resource allocation

  • Service Teams

    Better understanding of customer context

    Easier onboarding and training

    Shared overhead costs

    Better customer service experience

  • Data Management

    Cleaner data

    Increased data control

    Report automation

    Better alignment with end user needs

  • Channel Management Teams

    Consistent service requests

    Better channel reporting

    Clear guidelines on channel best practices

    Empowerment to improve capabilities

  • Product Management Teams

    Better understanding of audience

    Better tracking of audience experience

    Better insight of audience experience

    Cohesive experiences across touch points

  • Creative Teams

    Consistent work requests

    Less data tagging and responsibilities

    Component and element reuse

    Insightful reports and analysis

  • Segment Managers

    Consistent segment requests

    Tighter audience attributes

    Streamlined CDM solutions

    Better reporting and analysis

  • Tech Architecture and Planning

    Shared understanding of existing structure

    Clearly articulated gaps and needs

    Flexibility to easily add new solutions

    Clearer business objectives and needs

  • Tech Operations and Support

    System and services deduplication

    Easier system integrations

    Consistent support requests

    Less complicated infrastructure

  • Legal and Compliance

    Tighter controls

    Increased visibility across organization

    Less manual oversight

    Flexibility to react to regulation change

  • Finance

    Better insight to spend/benefit

    Reporting that aligns with operations

    Tighter spend controls

    Greater efficiencies, less expense

Common Concerns

  • While a fully integrated ontology across your organization has tremendous benefits, the ontology does not have to be fully deployed for benefits to accrue.

    The ontology can be deployed locally to deliver great benefits for very specific teams while isolating the rest of your organization from any change or impact.

    If properly implemented the adoption of the six W's on topology should be nearly invisible to most in your organization.

  • While every organization is unique, and every team within a group has their own idiosyncrasies, all organizations share the same basic audience relationship needs and utilize the same basic set of tools to meet those needs. This creates great opportunities to repurpose and reuse ideas and methods, avoiding the effort and risk of building custom solutions from scratch.

    The 6W's ontology is a universal framework that delivers the benefits of a shared ontology while still enabling customization where it is needed and warranted.

  • If properly implemented, the 6Ws ontology can show positive benefits at every step of implementation. Any effort in will receive a corresponding higher value out.

    In addition, the value deliverd can increase while effort and expense decrease as each new implementation builds on the previous set.

  • While an “all at once” approach to deployment can be taken, it is not recommended. Incremental deployment decreases effort and risk and breaks the amount of change the organization must work through into manageable chunks.

    An organization’s ontology is never finished, because organizations are constantly changing and evolving. If implemented correctly, the ontology can actually help the organization react to and deploy the changes an organization will face.

  • While some tools and technologies will likely need to be acquired to properly manage and govern an ontology, the solution can’t be bought. The work required and value derived from an ontology is the description of each organization’s offerings and approach to providing those offerings. That kind of insight and understanding does not come off a shelf.

    The good news is, most organizations know how their offerings and operations better than anyone else. It is mostly a matter of making the effort to write down what what you know in way that aligns with the 6W's ontology.

  • It doesn't have to be. The ontology is not intended to replace entire systems and processes, but to translate your existing systems and processes into universally shared and recognized terms and terminology. The ontology can exist outside of your current workflow and processes.

    That said most organizations eventually see value in modifying their existing systems and workflows to align with the 6W ontology as the ontology becomes widely used.

    Once the benefit and costs associated with integration are understood ,investments in technology configuration and change management may be desired.

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