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May 12, 2010




                                                          How DocZone is
                                ...
Webinar Agenda

       Welcome
       Overview
       Introductions
       Q&A




                                   ...
Who is Really Strategies?
                    Founded: 2000
                    Consulting Services to Publishers
      ...
ONLINE POLL…

                                                   4

©2010 Really Strategies, Inc. | www.reallysi.com      ...
Serving over 100 companies
                          STM                      Educational       Media   Tech Pubs




    ...
Webinar Presenters


       Mark Hoeber
         Sr. Manager, Technical Documentation




                               ...
Unica’s Adoption of DocZone
                                   Mark Hoeber, Sr. Manager, Technical Documentation




©2010...
About Unica

          Leading provider of enterprise and on demand
           marketing management solutions
           ...
Unica Technical Documentation

       Content in XML/DITA
       Move to DITA pre-dated DocZone adoption
       Uploade...
Unica Technical Documentation

       Current documentation deliverables
            PDF
            HTML
             ...
Content Delivery

       Content through hosted service
            In the “cloud”
            Linked to from products
...
Content Delivery

       Concurrent multiple version, language support
            Users directed to appropriate content...
DocZone Implementation




©2010 Really Strategies, Inc. | www.reallysi.com            Confidential
Content Formats

       DITA topics
            Concepts
            Tasks

            References

       Bookmaps
 ...
Publishing

    DITA  FO  PDF (Legacy)
    DITA  Simplified XML  Topleaf  PDF
    DITA  HTML
    DITA  (Leave D...
Publishing

       Multi-layer conditional publishing
            Product condition: e.g., Print different product name
...
Goals with DocZone




©2010 Really Strategies, Inc. | www.reallysi.com        Confidential
Goal 1

       Content Reuse

               Reduce the maintenance nightmare

               Speed up creating new pub...
Goal 2

       Streamlined Publishing
            Moving publishing off the desktop to a centralized,
             consi...
Goal 3

       Ease of Translation
                                                                    Guten
            ...
Measuring Success




©2010 Really Strategies, Inc. | www.reallysi.com       Confidential
Content Reuse

       No good formula for measuring

       How often should you reuse topics vs. how often
        you ...
Content Reuse

       Our Results: Many topics used in multiple
        contexts.

       Biggest gains:
            In...
Streamlined Publishing

       How quickly can we assemble new publication
        from existing assets for new context?
...
Ease of Translation

       How quickly and easily can we translate
        content?
            No error-prone file man...
Results

       Able to cover rapid growth of product offerings

       75+ Publications, 2-3 active versions each

  
...
Strategy Lessons




©2010 Really Strategies, Inc. | www.reallysi.com      Confidential
Complement Business Strategy

       Move towards solution selling = prioritize reuse

       International expansion = ...
Culture of Content Management

       Content Management isn’t just technology

       Challenges more cultural than tec...
Culture of Content Management

       Across team, different approaches, attitudes
        towards adoption
            ...
Culture of Content Management

       Teamwork more important than before
               Silos will negate benefits

  ...
Content Management Choices

       Own vs. Outsource
               Even with outsourcing, you need in-house expertise

...
Content Management Choices

       Specificity vs. Flexibility
               How precise does your DITA extension need ...
Questions

       Thank you
  Mark Hoeber (mhoeber@unica.com)




                                                       ...
Upcoming Webinars

     Content Goes In, Products Come Out: End-to-
        End Publishing with RSuite, eXtyles, and
     ...
Upcoming SlideShare
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How DocZone is helping Unica Corporation to achieve new production milestones and single-source publishing

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Unica selected DocZone for authoring, managing, translating, and publishing DITA content. Unica used XML/DITA during content production and needed an efficient, scalable solution to facilitate productivity and adherence to these standards.

In this presentation, Mark Hoeber, Unica’s senior manager of technical documentation, illustrates the:

* business challenges that led Unica to select DocZone
* process that Unica followed to implement the DocZone DITA-based environment
* details of the first production run through with DocZone
* metrics that show the impact DocZone made to Unica's environment: increased content re-use, reduced localization costs, faster time-to-market, and higher productivity

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Transcript of "How DocZone is helping Unica Corporation to achieve new production milestones and single-source publishing "

  1. 1. May 12, 2010 How DocZone is helping Unica Corporation achieve new production milestones and single- source publishing ©2009 Really Strategies, Inc. | www.rsuitecms.com
  2. 2. Webinar Agenda  Welcome  Overview  Introductions  Q&A 2 ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  3. 3. Who is Really Strategies?  Founded: 2000  Consulting Services to Publishers 2007, 2009  Specialists in XML-based Content Management Solutions  Project/Program Management  Workflow Analysis and Reengineering 2004 - 2009  Content and Metadata Modeling  Technology Assessment and Roadmaps  Much more… 2006, 2007, 2008  RSuite CMS – A Content Management System for Publishers  DocZone – The first SaaS XML Content Management 2007, 2009 System 2004, 2005, 2007 3 ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  4. 4. ONLINE POLL… 4 ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  5. 5. Serving over 100 companies STM Educational Media Tech Pubs 5 ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  6. 6. Webinar Presenters  Mark Hoeber Sr. Manager, Technical Documentation 6 ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  7. 7. Unica’s Adoption of DocZone Mark Hoeber, Sr. Manager, Technical Documentation ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  8. 8. About Unica  Leading provider of enterprise and on demand marketing management solutions  Interactive Marketing  Customer and Web Analytics  Cross-channel Campaign Management  Integrated Marketing Operations  1000+ customers around the world 8 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  9. 9. Unica Technical Documentation  Content in XML/DITA  Move to DITA pre-dated DocZone adoption  Uploaded existing DITA content in DocZone with a few changes  Move to a more “restrictive” schema in DocZone; the right thing to do, but presented challenges  Switched from Maps to Bookmaps 9 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  10. 10. Unica Technical Documentation  Current documentation deliverables  PDF  HTML  Single pages  HTML-based Help; frameset, context-sensitive  8 languages Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  11. 11. Content Delivery  Content through hosted service  In the “cloud”  Linked to from products  Updated, enhanced independently of software 11 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  12. 12. Content Delivery  Concurrent multiple version, language support  Users directed to appropriate content  Much content duplicated in cloud, but not in source  Management of versions of source in DocZone is critical  Snapshots taken of all delivered content  Branches for released content edited separately  Merge content changes forwards/backwards Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  13. 13. DocZone Implementation ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  14. 14. Content Formats  DITA topics  Concepts  Tasks  References  Bookmaps  Multiple editing interfaces  XMLSpy preferred for speed 14 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  15. 15. Publishing  DITA  FO  PDF (Legacy)  DITA  Simplified XML  Topleaf  PDF  DITA  HTML  DITA  (Leave DocZone) WebWorks  Help Hardcopy D E L Transformation I Web V E Transform to PDF, R HTML, custom formats Y Help Files 15 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  16. 16. Publishing  Multi-layer conditional publishing  Product condition: e.g., Print different product name depending on publication  Platform: e.g., Same publication, different output for different operating systems  XSL management a challenge Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  17. 17. Goals with DocZone ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  18. 18. Goal 1  Content Reuse  Reduce the maintenance nightmare  Speed up creating new publications  Stop reinventing the wheel 18 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  19. 19. Goal 2  Streamlined Publishing  Moving publishing off the desktop to a centralized, consistent, multi-format system that takes authors a single-click to use  Remove burden of formatting from authors 19 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  20. 20. Goal 3  Ease of Translation Guten Tag  Streamline translation tasks and publication  Reduce overhead costs  Provide greater visibility into translation needs 20 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  21. 21. Measuring Success ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  22. 22. Content Reuse  No good formula for measuring  How often should you reuse topics vs. how often you appropriately do?  But this is qualitative 22 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  23. 23. Content Reuse  Our Results: Many topics used in multiple contexts.  Biggest gains:  Installation content  Content for solutions repackaged for different markets Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  24. 24. Streamlined Publishing  How quickly can we assemble new publication from existing assets for new context?  Results: Hours vs. Days  No time spent in formatting documents  Results: Time saved, presentation lower priority 24 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  25. 25. Ease of Translation  How quickly and easily can we translate content?  No error-prone file management  Management overhead still large because needs differ across projects  Cost savings  Reduced cost/publication largely through reuse 25 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  26. 26. Results  Able to cover rapid growth of product offerings  75+ Publications, 2-3 active versions each   10,000+ topics First simultaneous 5-language release in March 2010 $  Big strategic win in markets that demand immediate localization 26 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  27. 27. Strategy Lessons ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  28. 28. Complement Business Strategy  Move towards solution selling = prioritize reuse  International expansion = simplify translation  Focus on top line, not bottom  “Productivity” alone won’t suffice  Tie goals to company’s growth plan 28 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  29. 29. Culture of Content Management  Content Management isn’t just technology  Challenges more cultural than technical  Buy technical improvements  Lead cultural change 29 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  30. 30. Culture of Content Management  Across team, different approaches, attitudes towards adoption  Need to address all views  In a mid-size team, no writer “owns” a document  No single point of control  Collaborate and compromise  E.g., modify a topic so it works for everyone instead of creating a new one that’s 80% the same Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  31. 31. Culture of Content Management  Teamwork more important than before  Silos will negate benefits  Spend 2x more on team training than on technical training  If you need more technical training, revisit implementation Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  32. 32. Content Management Choices  Own vs. Outsource  Even with outsourcing, you need in-house expertise  Features vs. Simplicity  How complicated of a workflow do you need, and what’s the minimum you could work with? 32 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  33. 33. Content Management Choices  Specificity vs. Flexibility  How precise does your DITA extension need to be? Or do you need it at all?  Savings vs. Growth  Do you need to save $$ today, or grow tomorrow? Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  34. 34. Questions  Thank you Mark Hoeber (mhoeber@unica.com) 34 Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential
  35. 35. Upcoming Webinars Content Goes In, Products Come Out: End-to- End Publishing with RSuite, eXtyles, and Typefi June 23, 2010 | 2:00 to 3:00 PM EST More Information: www.reallysi.com/webinars Confidential ©2010 Really Strategies, Inc. | www.reallysi.com Confidential

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