Targeted Access for Varied Audiences to Integrated, Heterogeneous Digital Information Resources

Paper accompanying a poster presentation for the 2003 ASIS&T Annual Conference. This paper describes the University of North Texas (UNT) Libraries' Portal to Texas History project, which aims to integrate and ensuer long-term access to large quantities of heterogeneous digital resources from many different institutions

To boardrooms and sustainability: the changing nature of segmentation

Market segmentation is the process by which customers in markets with some heterogeneity are grouped into smaller homogeneous segments of more ‘similar’ customers. A market segment is a group of individuals, groups or organisations sharing similar characteristics and buying behaviour that cause them to have relatively similar needs and purchasing behaviour. Segmentation is not a new concept: for six decades marketers have, in various guises, sought to break-down a market into sub-groups of users, each sharing common needs, buying behavior and marketing requirements. However, this approach to target market strategy development has been rejuvenated in the past few years. Various reasons account for this upsurge in the usage of segmentation, examination of which forms the focus of this white paper. Ready access to data enables faster creation of a segmentation and the testing of propositions to take to market. ‘Big data’ has made the re-thinking of target market segments and value propositions inevitable, desirable, faster and more flexible. The resulting information has presented companies with more topical and consumer-generated insights than ever before. However, many marketers, analytics directors and leadership teams feel over-whelmed by the sheer quantity and immediacy of such data. Analytical prowess in consultants and inside client organisations has benefited from a stepchange, using new heuristics and faster computing power, more topical data and stronger market insights. The approach to segmentation today is much smarter and has stretched well away from the days of limited data explored only with cluster analysis. The coverage and wealth of the solutions are unimaginable when compared to the practices of a few years ago. Then, typically between only six to ten segments were forced into segmentation solutions, so that an organisation could cater for these macro segments operationally as well as understand them intellectually. Now there is the advent of what is commonly recognised as micro segmentation, where the complexity of business operations and customer management requires highly granular thinking. In support of this development, traditional agency/consultancy roles have transitioned into in-house business teams led by data, campaign and business change planners. The challenge has shifted from developing a granular segmentation solution that describes all customers and prospects, into one of enabling an organisation to react to the granularity of the solution, deploying its resources to permit controlled and consistent one-to-one interaction within segments. So whilst the cost of delivering and maintaining the solution has reduced with technology advances, a new set of systems, costs and skills in channel and execution management is required to deliver on this promise. These new capabilities range from rich feature creative and content management solutions, tailored copy design and deployment tools, through to instant messaging middleware solutions that initiate multi-streams of activity in a variety of analytical engines and operational systems. Companies have recruited analytics and insight teams, often headed by senior personnel, such as an Insight Manager or Analytics Director. Indeed, the situations-vacant adverts for such personnel out-weigh posts for brand and marketing managers. Far more companies possess the in-house expertise necessary to help with segmentation analysis. Some organisations are also seeking to monetise one of the most regularly under-used latent business assets… data. Developing the capability and culture to bring data together from all corners of a business, the open market, commercial sources and business partners, is a step-change, often requiring a Chief Data Officer. This emerging role has also driven the professionalism of data exploration, using more varied and sophisticated statistical techniques. CEOs, CFOs and COOs increasingly are the sponsor of segmentation projects as well as the users of the resulting outputs, rather than CMOs. CEOs because recession has forced re-engineering of value propositions and the need to look after core customers; CFOs because segmentation leads to better and more prudent allocation of resources – especially NPD and marketing – around the most important sub-sets of a market; COOs because they need to better look after key customers and improve their satisfaction in service delivery. More and more it is recognised that with a new segmentation comes organisational realignment and change, so most business functions now have an interest in a segmentation project, not only the marketers. Largely as a result of the digital era and the growth of analytics, directors and company leadership teams are becoming used to receiving more extensive market intelligence and quickly updated customer insight, so leading to faster responses to market changes, customer issues, competitor moves and their own performance. This refreshing of insight and a leadership team’s reaction to this intelligence often result in there being more frequent modification of a target market strategy and segmentation decisions. So many projects set up to consider multi-channel strategy and offerings; digital marketing; customer relationship management; brand strategies; new product and service development; the re-thinking of value propositions, and so forth, now routinely commence with a segmentation piece in order to frame the ongoing work. Most organisations have deployed CRM systems and harnessed associated customer data. CRM first requires clarity in segment priorities. The insights from a CRM system help inform the segmentation agenda and steer how they engage with their important customers or prospects. The growth of CRM and its ensuing data have assisted the ongoing deployment of segmentation. One of the biggest changes for segmentation is the extent to which it is now deployed by practitioners in the public and not-for-profit sectors, who are harnessing what is termed social marketing, in order to develop and to execute more shrewdly their targeting, campaigns and messaging. For Marketing per se, the interest in the marketing toolkit from non-profit organisations, has been big news in recent years. At the very heart of the concept of social marketing is the market segmentation process. The extreme rise in the threat to security from global unrest, terrorism and crime has focused the minds of governments, security chiefs and their advisors. As a result, significant resources, intellectual capability, computing and data management have been brought to bear on the problem. The core of this work is the importance of identifying and profiling threats and so mitigating risk. In practice, much of this security and surveillance work harnesses the tools developed for market segmentation and the profiling of different consumer behaviours. This white paper presents the findings from interviews with leading exponents of segmentation and also the insights from a recent study of marketing practitioners relating to their current imperatives and foci. More extensive views of some of these ‘leading lights’ have been sought and are included here in order to showcase the latest developments and to help explain both the ongoing surge of segmentation and the issues under-pinning its practice. The principal trends and developments are thereby presented and discussed in this paper

Dialogic interaction with diversified audiences in Twitter for research dissemination purposes

International research groups are expected to ensure global dissemination and visibility of their knowledge production, for which Twitter is effectively employed to reach diversified audiences. This paper analyses the dialogic dimension of tweets published in accounts of Horizon2020 research projects, where group’s productivity and work are promoted, and multiple readers addressed. Our study focuses on the use, in these Twitter accounts, of interactional pragmatic strategies, their verbal realisation through engagement markers, as well as on medium affordances and non-verbal markers. A sample of 1 454 tweets from 10 accounts of the EUROPROtweets corpus were coded and analysed through NVivo. The data-driven pragmatic analysis triggered the identification of 8 interactional strategies. We then quantitatively analysed the use of engagement makers and qualitatively studied the characteristic non-verbal markers with a dialogic function within each of these. Our findings will help understand the complexities of current digital academic professional practices, especially as regards the dynamics of dialogic interaction in social media. © 2022 Universidad Complutense de Madrid

Climate Change Games as Boundary Objects: Fostering Dialogic Communication within Stakeholder Engagement

Rising waters and the increasing devastation of flood events make coastal resilience a significant issue in the Hampton Roads region of Virginia, particularly in the city of Norfolk. Enhancing resilience requires ongoing stakeholder engagement designed to invite dialogue while encouraging cross-jurisdictional collaboration and comprehensive problem-solving. Climate change games have been employed to support these endeavors. This dissertation provides a response to the following research questions: 1) What is the origin of the climate change game genre? 2) Why are key stakeholders in coastal resilience using climate change games? And 3) how do these games operate for these key stakeholders? To answer these questions, I focused on two games used in resilience-related stakeholder engagement workshops in 2018 in Coastal Virginia: the Multi-hazard Tournament (MHT) and the Game of Floods. I conducted semistructured observational field notes and survey research, including interview and questionnaires, followed by thematic analysis according to notions of Susan Leigh Star and James Griesemer’s (1989) boundary objects. Designed for a wide range of contexts, including public outreach, education, training, and stakeholder engagement, I found that the CC game genre emerges from (and is a manifestation of) a number of related traditions: technical communication, urban planning, modeling and simulation, and game studies—fields that are, themselves, intertwined with a broad array of disciplines. These games are complex and idiosyncratic; while no one disciplinary tradition can adequately explain their work, the notion of boundary objects can. These games are boundary objects (a manifestation of a range of disciplinary traditions), and they operate as boundary objects for these key stakeholders (encouraging dialogic communication among diverse audiences). I merge multidisciplinary scholarship with data from survey research to generate a rhetorical boundary work heuristic that articulates the goals of these games: foster boundary work for varied audiences within intense design periods using charrette and game design strategies. I analyze the MHT and the Game of Floods according to this heuristic, demonstrating that, while both games work toward these goals, more could be done to enhance their boundary work, and I close with key takeaways for practitioners to use as they continue developing and employing CC games

Internet of robotic things : converging sensing/actuating, hypoconnectivity, artificial intelligence and IoT Platforms

The Internet of Things (IoT) concept is evolving rapidly and influencing newdevelopments in various application domains, such as the Internet of MobileThings (IoMT), Autonomous Internet of Things (A-IoT), Autonomous Systemof Things (ASoT), Internet of Autonomous Things (IoAT), Internetof Things Clouds (IoT-C) and the Internet of Robotic Things (IoRT) etc.that are progressing/advancing by using IoT technology. The IoT influencerepresents new development and deployment challenges in different areassuch as seamless platform integration, context based cognitive network integration,new mobile sensor/actuator network paradigms, things identification(addressing, naming in IoT) and dynamic things discoverability and manyothers. The IoRT represents new convergence challenges and their need to be addressed, in one side the programmability and the communication ofmultiple heterogeneous mobile/autonomous/robotic things for cooperating,their coordination, configuration, exchange of information, security, safetyand protection. Developments in IoT heterogeneous parallel processing/communication and dynamic systems based on parallelism and concurrencyrequire new ideas for integrating the intelligent “devices”, collaborativerobots (COBOTS), into IoT applications. Dynamic maintainability, selfhealing,self-repair of resources, changing resource state, (re-) configurationand context based IoT systems for service implementation and integrationwith IoT network service composition are of paramount importance whennew “cognitive devices” are becoming active participants in IoT applications.This chapter aims to be an overview of the IoRT concept, technologies,architectures and applications and to provide a comprehensive coverage offuture challenges, developments and applications

Panel: The Architectural Touch: Gestural Approaches to Library Search

This panel centers on the LibViz project—a touch and gesture-based interface that allows users to navigate through library collections using visual queries—and the issues surrounding such efforts. The LibViz project, for which we have done initial research and constructed a prototype, aims to increase the discoverability of library materials, particularly those of non-textual objects, which are difficult to access via traditional search and which do not circulate. Many collections are currently preparing large scale digitizing of threedimensional objects and it is imperative to develop appropriate methods to work with this new kind of data. The established methods only do a poor job at providing access to 3D-object data. Based in theories of “grounded cognition,” the LibViz interface will be optimized for use on personal mobile devices, but it can also be used on large format touch screens equipped with depth cameras that track user gestures. In other words, the interactive flow of LibViz allows both gestural interaction and touch commands, effectively extending the sensory modalities involved in the cognitive processing of the search results. By engaging a fuller range of human cognitive capabilities, the LibViz interface also hopes to help transform search. The amount of data generated in the digital era is growing exponentially, and so we must find novel ways of analyzing and interpreting these vast data archives. Moreover, the ways in which information is categorized and databases are created are value laden. As such, the processes by which these structures are established should be more transparent than conventional systems currently allow. The project turns library search into a powerful and pleasurable experience, stimulating engagement with the collections and the library itself

‘Where else is the money? A study of innovation in online business models at newspapers in Britain’s 66 cities’

Much like their counterparts in the United States and elsewhere, British newspaper publishers have seen a sharp decline in revenues from traditional sources—print advertising and copy sales—and many are intensifying efforts to generate new income by expanding their online offerings. A study of the largest circulation newspapers in the 66 cities in England, Scotland, Wales and Northern Ireland showed that while only a small minority did not have companion websites, many of the publishers who do have an online presence have transferred familiar revenue models. It has also been recognised that income from these sources is not enough to sustain current operations and innovative publishers have diversified into additional broad categories of Web business models. Significantly, this study did not only compare the approaches of various news publishers with each other, but it also considered how active newspaper publishers were in taking advantage of the variety of business models generally being employed on the Web—and which opportunities were ignored

Potential Influences of Graphic Design, And Critical Thinking on Publishing Scientific Products and Performance of Academic Services

Graphic design is a creative process that includes art and technology to convey thoughts, particularly if it is accompanied with creative skills based on strong academic knowledge. It can be used to reflect ideas, trends, and tendencies and this helps touching their reality. This research is mainly aiming at studying how critical presentation of scientific findings, data and applications with graphic and creative designs using an expressive visual language would help enhancing data dissemination and simplifying difficult scientific data and phenomenon making them more convenient for a wide range of audiences and better understood by various levels of background and professionality