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

The Future is in Delivery

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

PRESENTER: DEANE BARKER 2/14/2012 SLIDE 3

2/14/2012 5

Content Management is Dead 2/14/2012 7

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.

A cultural disclaimer… 2/14/2012 9

Management vs Delivery 2/14/2012 10

“Management” has become an abused word inthis industry. 2/14/2012 11

The Content Lifecycle 2/14/2012 12

The Content Lifecycle Content Management

The Content Lifecycle Publish Content Content Content Production Management Delivery

The Content Lifecycle Content Content Content Production Management Delivery

Content Production The process of creating or modifying content. 2/14/2012 16

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

Content Management The process of managing existing content.

Content ManagementRepository Services Versioning Differencing ArchivingGovernance Services Permissions WorkflowOrganization Services Metadata Search

Content Delivery The process of enhancing content in the delivery tier, after it has been published.

Content DeliveryIntegrated AnalyticsMulti-Variate TestingConversion TrackingInbound Campaign ManagementKPI Management and TrackingTraditional PersonalizationAnonymous Personalization Demographic Segmentation Behavior SegmentationUser-Generated Content

A/B TestingServing different versions of content to random selections of users

Campaign Management and IntegrationBinding site entry back to specific campaigns

Analytics IntegrationCombining the anonymity of third-party analytics with the repository

User-generated ContentCommentingRating“Liking”Sharing

Multi-Channel DeliveryTraditional Web PageRSSMobile DevicesFacebook PagesTwitter

Visitor SegmentationSegmenting visitors into groups to deliver customized content to them. 2/14/2012 27

Visitor Segmentation 2/14/2012 28

The Common Theme:All of these things happen after publication. 2/14/2012 29

Management is about CONTROL

Delivery is about EFFECTIVENESS

Management belongs to DEVELOPERS,EDITORS, and ADMINISTRATORS.

Delivery belongs to MARKETERS.

Management is the Training Montage

Delivery is the Main Event

Inversion of Effort Production / Management Delivery 2/14/2012 36

Inversion of Effort P/M Delivery 2/14/2012 37

Launch day is not the finish line, but rather isthe starting line. 2/14/2012 38

What’s in a name? 2/14/2012 39

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

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

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

Is Management Solved?

Could content MANAGEMENT be a solvedproblem?Could it become a commodity?Will the real market differentiator of the future becontent DELIVERY?

“Content management is largely a solvedproblem. Almost all of the advances in the fieldare happening in the delivery/marketing space.” 2/14/2012 45

All seven agreed. Some regretfully. 2/14/2012 46

“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

“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

In many commercial products, the delivery tierlicenses for 2-3 times the management tier. 2/14/2012 SLIDE 49

What has caused this division? 2/14/2012 55

Management technology has gotten ahead of thecustomer

The delivery tier is now much more dynamic

2/14/2012 58

The delivery tier is now much more fractured

2/14/2012 60

The post-publish life of content is the most complicated phase in its lifecycle.PRESENTER: FLORIAN RÖLLIG 2/14/2012 SLIDE 61

The Rise of Content Strategy

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

The delivery tier is becoming a framework thatbinds content at request time.

It’s like music…

The Marketing Technologist The Marketing Technologist

The Marketing Technologist

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

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

“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

The Sad Truth:Very few clients have the skills the exploit thecurrent wave of delivery technologies. 2/14/2012 72

What does this mean to me? 2/14/2012 77

1.Customers will approach CMS purchasingdecisions from what happens after publish, notbefore.

2.CMS demos that concentrate on commoditizedservices will not compete. 2/14/2012 79

3.Selling CMS will require a clear understanding ofCXM services, both in general and in terms ofmarket providers. 2/14/2012 80

4.CMS customers may bring their own CXM suiteto the selling process and demandinteroperability. 2/14/2012 81

Core Belief:Content serves no purpose other than that of amarketing tool. If content doesn’t perform, itshouldn’t exist. 2/14/2012 82

“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

Deane BarkerBlend Interactivehttp://gadgetopia.com@gadgetopia 2/14/2012 84

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

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