acronym soup: cms, dam, wcxm, cem, cxm, ecm, wcm dissected

Acronym Soup: CMS, DAM, ECM, CEM, WCXM, CXM, WCM – Errrmm….!

Research and advisory services to help you make the right technology and strategy decisions.!

Specific advice. Best-practice approaches. The Real Story.!

Irina Guseva Senior Analyst @irina_guseva

Copyright © 2012 Real Story Group

Real Story Group: What We Do

Analyze weaknesses and strengths of the tools....and vendors

Advise on successful technology selection and implementation best practices


What Independence Really Means…


About this session

•  Much confusion among technology buyers –  Many choices of tools –  No single answer –  Vendors complicate by claiming their product does

everything

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About this session

•  We’ll look at some guidelines that will help you make the right choice

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Digital and Media Asset Management

Document Management

Web Content & Experience Management

Enterprise Content Management


#Crapronym Soup

6

ECM

DAM DRM

RM

DM WCM

WEM

WCXM MAM

ERP

CRM

BPM

IM

CMS CXM

CEM


Portals

Digital RightsManagement

Imaging

Product DataManagement

Learning Management

Web ContentManagement

Email Management

Digital AssetManagement

Business ProcessManagement

DocumentManagement

Collaboration

< SCM >

RecordsManagement

Storage & Archiving

KnowledgeManagement

Source ControlManagement Enterprise Search

Information Management Landscape


Every use case is different

Digital & Media Asset Management

Document Management

Web Content & Experience Management

Enterprise Content Management

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Example: Employee Intranet

Technical

Security

Logging

Integrations

Admin

Exceptions

Monitoring

Document Sharing

Collaboration

Activity Streams

Forum Blog/Wiki

Policies

Look and Feel Personalization

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Example: Telco’s Customer Self Service Site

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Example: Pharma Company

Retention, archival, eDiscovery Services!

Document Management

(DM)!

Services Layer!

Authorization and Authentication Services!

Records Management (RM)!Workflow!Repository Storage & Revision Control!

Workflow/BPM Services!

Archive!

Application Services Layer!

Web Content & Experience

Mgmt (WCXM)!

Collaboration Services!

Digital Asset Management

(DAM)!

Search & Information Access!

Digital Marketing (DigiMark)!


Historical Stages of Acronymization

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CMS

WCM

WCMS

2000-2011

WEM

WXM

WCXM

2011-?


When to use WCXM tools

•  Content driven web sites as opposed to application driven web sites

•  Personalization at content level •  Need one source to manage content but may want to

publish to multiple channels

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Website is more or less the complete application


When to use Portal tools

•  Application driven websites as opposed to content driven websites

•  Lot of aggregation and Integration •  “Dashboard” motif is most appropriate •  User management and segmentation/personalization is

key at application level

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Aggregation, Integration, Personalization, Applications


When to use DAM tools

•  Audio and video are primary content types •  Encoding and Transcoding, cull specialized metadata

from multimedia assets •  Content creation via desktop or specialized tools,

ingestion from outside sources •  Digital Rights Management (DRM) •  DAM tools often used in conjunction with WCM, DAM,

Portals •  One more acronym: MAM

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Services around rich multimedia assets


When to use Document Management tools

•  Key content type is document and you need sophisticated services around documents

•  Complex business processes instead of simple workflows •  Handle large file sizes, archival and records management •  Paper is involved somehow (either at the beginning and

needs to be imaged, or throughout…)

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document centric collaboration, business process management, case management, Imaging


Content Types Mapped to Systems

Documents

•  PDFs •  TIFFs •  PPTs • Word docs •  Excel

spreadsheets

Digital Assets

•  Video •  Audio •  Image files •  InDesign files •  Photoshop

files

Web & App Content

• Web text • Web images • Web video •  Templates:

web, mobile, etc.

• Mobile apps text

• Mobile apps images

•  Code

Digital Marketing

•  Leads •  Campaigns •  E-mails •  Social •  Sentiment

analysis •  Analytics

Document Management / ECM

Digital Asset Management (DAM)

Web Content & Experience Management (WCXM, WCM)

Digital Marketing / Marketing Automation


Web Publishing (WCM, CMS etc)

Document Management (DM, ECM etc)


CEM/CXM

Core Content Type

HTML, Images, Text, XML

Office, PDF, BMP MulFmedia

Content Creation In context ediFng NaFve Tools (Office) Specialized Tools

Security Basic Roles and Groups some SSO (Single Sign On)

Highly granular DRM (Digital Rights Management)

Workflow Publishing & Editorial Enterprise wide, integraFon oriented

Asset Format Conversion

Integration Portal, AnalyFcs, etc. Very wide range from Archives to SAP

Desktop tools and DM systems for archival

Publishing MulFple Environments

Same physical environment

Same physical environment

Summary

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Web Publishing (WCM, CMS etc)

Document Management (DM, ECM etc)


CEM/CXM

Key Challenges Addressed

•  Basic web publishing

•  MulFchannel component delivery

•  Mobile delivery •  Web Experience

Management

•  BPM •  Imaging •  Document

centric processes

•  Case management

•  Archiving •  Records

management

•  IngesFon and processing of graphics, audio and video files

•  Management of naFve files

•  Support various sophisFcated renditons

•  Rich media output and distribuFon

•  Customer experience strategy

•  Customer service

•  Maintenance and opFmizaFon of a CEM pracFce

•  Brand loyalty

Summary

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What is CEM and CXM?

•  Practice and strategy for managing customer experiences online (including social and mobile) and offline

•  Examples: Kimpton Hotels, KLM, Delta, T-Mobile •  Not a technology •  Variety of definitions among analysts and vendors •  Much confusion among buyers

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Thank you!

•  Please visit our web site: realstorygroup.com –  Vendor/product evaluations –  Analyst advisory papers –  Webinars –  Education courses –  One-on-one analyst advice

Download a free research sample: www.realstorygroup.com/Sample

Follow us on Twitter: @realstorygroup @irina_guseva Contact me at [email protected]

acronym soup: cms, dam, wcxm, cem, cxm, ecm, wcm dissected

Technology