"The Future is in Delivery" - eZ Publish Partner Conference, Lisbon, Portugal 2012


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Deane Barker's presentation on the difference between content management and content delivery - and our need to focus on the latter.

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"The Future is in Delivery" - eZ Publish Partner Conference, Lisbon, Portugal 2012

  1. 1. The Future is in Delivery
  2. 2. About MeDeane BarkerContent Management Practice DirectorBlend Interactive17 people in the U.S. Midwest.Working with eZ publish since 2004Work both sides of the platform divide: Microsoft .Net LAMPPRESENTER: DEANE BARKER 2/14/2012 2
  4. 4. 2/14/2012 5
  5. 5. Content Management is Dead 2/14/2012 7
  6. 6. The Future is in DeliveryThere is a difference between content management and content delivery.This division has widened in the last few years.Content management is something of a solved problem.Most of the new features in the commercial CMS space are happening on the deliveryside.Open-source is slow to adopt this trend……but customers are slower.
  7. 7. A cultural disclaimer… 2/14/2012 9
  8. 8. Management vs Delivery 2/14/2012 10
  9. 9. “Management” has become an abused word inthis industry. 2/14/2012 11
  10. 10. The Content Lifecycle 2/14/2012 12
  11. 11. The Content Lifecycle Content Management
  12. 12. The Content Lifecycle Publish Content Content Content Production Management Delivery
  13. 13. The Content Lifecycle Content Content Content Production Management Delivery
  14. 14. Content Production The process of creating or modifying content. 2/14/2012 16
  15. 15. Content ProductionContent Modeling Definition of content types Definition of attributes Development of custom datatypesContent Production Editing of content Organization/relating of contentContent Collaboration Workflow Task management
  16. 16. Content Management The process of managing existing content.
  17. 17. Content ManagementRepository Services Versioning Differencing ArchivingGovernance Services Permissions WorkflowOrganization Services Metadata Search
  18. 18. Content Delivery The process of enhancing content in the delivery tier, after it has been published.
  19. 19. Content DeliveryIntegrated AnalyticsMulti-Variate TestingConversion TrackingInbound Campaign ManagementKPI Management and TrackingTraditional PersonalizationAnonymous Personalization Demographic Segmentation Behavior SegmentationUser-Generated Content
  20. 20. A/B TestingServing different versions of content to random selections of users
  21. 21. Campaign Management and IntegrationBinding site entry back to specific campaigns
  22. 22. Analytics IntegrationCombining the anonymity of third-party analytics with the repository
  23. 23. User-generated ContentCommentingRating“Liking”Sharing
  24. 24. Multi-Channel DeliveryTraditional Web PageRSSMobile DevicesFacebook PagesTwitter
  25. 25. Visitor SegmentationSegmenting visitors into groups to deliver customized content to them. 2/14/2012 27
  26. 26. Visitor Segmentation 2/14/2012 28
  27. 27. The Common Theme:All of these things happen after publication. 2/14/2012 29
  28. 28. Management is about CONTROL
  29. 29. Delivery is about EFFECTIVENESS
  30. 30. Management belongs to DEVELOPERS,EDITORS, and ADMINISTRATORS.
  31. 31. Delivery belongs to MARKETERS.
  32. 32. Management is the Training Montage
  33. 33. Delivery is the Main Event
  34. 34. Inversion of Effort Production / Management Delivery 2/14/2012 36
  35. 35. Inversion of Effort P/M Delivery 2/14/2012 37
  36. 36. Launch day is not the finish line, but rather isthe starting line. 2/14/2012 38
  37. 37. What’s in a name? 2/14/2012 39
  38. 38. What’s in a name?“Web Experience Management” / WEM (2,150,000)“Customer Experience Management” / CXM (1,050,000)“Customer Engagement Management” (468,000)“Web Engagement Management” (239,000)“Marketing Automation” (2,540,000) 2/14/2012 40
  39. 39. WEMI “Web Experience Management is a redefinition or evolution of Web Content Management. Where WCM provides the foundation for collaboration by offering users the ability to manage content, WEM emphasizes the importance of the delivery of the aggregated content into a total Web Experience.” 2/14/2012 41
  40. 40. Forrester “These solutions promise to enable businesses to manage and optimize the customer experience across customer touchpoints through a combination of content management, search, customer targeting, analytics, personalization, and optimization capabilities.” 2/14/2012 42
  41. 41. Is Management Solved?
  42. 42. Could content MANAGEMENT be a solvedproblem?Could it become a commodity?Will the real market differentiator of the future becontent DELIVERY?
  43. 43. “Content management is largely a solvedproblem. Almost all of the advances in the fieldare happening in the delivery/marketing space.” 2/14/2012 45
  44. 44. All seven agreed. Some regretfully. 2/14/2012 46
  45. 45. “Development on our repository is strictly to support our delivery services.”“The majority of our development effort is focused outside our core managementproduct.”“Content management was commoditized as soon as open-source solutions reachedsufficient competency at a no-cost price point.”“The focus on the management side is now on strictly reducing implementationcosts.” 2/14/2012 47
  46. 46. “The ‘money shot’ of a content management solution is no longer ‘here’s how you edita page of content.’”“…how many different ways can you demo core content management?”“We build our product 100% for marketers. The idea of a ‘content editor’ is anantiquated notion.”PRESENTER: FLORIAN RÖLLIG 2/14/2012 SLIDE 48
  47. 47. In many commercial products, the delivery tierlicenses for 2-3 times the management tier. 2/14/2012 SLIDE 49
  48. 48. What has caused this division? 2/14/2012 55
  49. 49. Management technology has gotten ahead of thecustomer
  50. 50. The delivery tier is now much more dynamic
  51. 51. 2/14/2012 58
  52. 52. The delivery tier is now much more fractured
  53. 53. 2/14/2012 60
  54. 54. The post-publish life of content is the most complicated phase in its lifecycle.PRESENTER: FLORIAN RÖLLIG 2/14/2012 SLIDE 61
  55. 55. The Rise of Content Strategy
  56. 56. The Rise of Content StrategyMore thought is going into the production of content – what happens before publish.This thought process is bleeding over into what happens after publish.When thought is put into how content must perform before it is created, inevitablystructures will arise to ensure or document this performance after it is published. 2/14/2012 63
  57. 57. The delivery tier is becoming a framework thatbinds content at request time.
  58. 58. It’s like music…
  59. 59. The Marketing Technologist The Marketing Technologist
  60. 60. The Marketing Technologist
  61. 61. Recruiting the Marketing Technologist “A talent gap is growing between the skills that many new advertising jobs require and the number of people who have those skills. The dilemma, […] is particularly acute for jobs that require hard-core quantitative, mathematical and technical skills.” 2/14/2012 69
  62. 62. Skills Required of the Marketing TechnologistBasic understand of web technologies (HTML, CSS, Javascript, HTTP, Ajax, etc.)Basic understanding of quantitative analysis and data visualizationAbility to recognize and understand patternsThorough understanding of web usability and interface designThorough understanding of web analyticsUnderstanding of and commitment to a primarily experimental methodologyCommitment to a never-ending incremental improvement process“Mashable software fluency” 2/14/2012 70
  63. 63. “They have to be fascinated with their topic. Thereneeds to be a way to develop this fascination fromeither side.”─ Michael Fischler, Markitek 2/14/2012 71
  64. 64. The Sad Truth:Very few clients have the skills the exploit thecurrent wave of delivery technologies. 2/14/2012 72
  65. 65. What does this mean to me? 2/14/2012 77
  66. 66. 1.Customers will approach CMS purchasingdecisions from what happens after publish, notbefore.
  67. 67. 2.CMS demos that concentrate on commoditizedservices will not compete. 2/14/2012 79
  68. 68. 3.Selling CMS will require a clear understanding ofCXM services, both in general and in terms ofmarket providers. 2/14/2012 80
  69. 69. 4.CMS customers may bring their own CXM suiteto the selling process and demandinteroperability. 2/14/2012 81
  70. 70. Core Belief:Content serves no purpose other than that of amarketing tool. If content doesn’t perform, itshouldn’t exist. 2/14/2012 82
  71. 71. “The developers looked at me like I was crazy, likethey couldn’t understand why I wanted to betray theiropen-source ideals with something as trivial asmarketing.”─ Anonymous Drupal User 2/14/2012 83
  72. 72. Deane BarkerBlend Interactivehttp://gadgetopia.com@gadgetopia 2/14/2012 84