Digital Platform Selection Best Practices


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Digital Platform Selection Best Practices

  1. 1. Digital Platform Selection Blending Creativity and Technology to Deliver Better Business SolutionsNew York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
  2. 2. Agenda Introduction to eDynamic Digital Platform Selection OverviewChallenges with Selecting a Digital Platform Road to Success 1 Case Study: Large Electronics Retailer
  3. 3. About eDynamiceDynamic is a digital solutions firm that helps marketers acquire andengage customers with strategy, experience and technology expertiseExperienced. Founded in 1999, 200+ clients worldwideTrusted. Diverse business critical projects delivered for mid-sizeto Fortune 500 organizationsVersatile. Experience across diverse verticals, includingFinancial Services, Technology, Manufacturing, Retail, Travel andHospitality, Oil and Gas and othersGlobal. Locations in New York, Toronto, Dubai and New Delhi 2
  4. 4. eDynamic Empowers Digital MarketingOur capabilities center around empowering the marketer duringthe entire customer lifecycle, from acquisition to engagement 3
  5. 5. A snapshot of our global client listOur customers include mid-size to Fortune 500 companies with a mix of HighTech, Financial Services, Publishing, Retail, Education and Travel clients 4
  6. 6. So what is a digital platform? Digital Platform Selection 5
  7. 7. Digital Platform SelectionChoosing technologies for your 6digital marketing effortsis not as simple as it appears…
  8. 8. …there is more thanmeets the eye once youget started. 7 7
  9. 9. Quite often CMS is the only productthat decision makers consider when selecting technology for their digital 88 platform…
  10. 10. …but your digital platform is 9an ecosystem of solutions…
  11. 11. …that leads you tolook at a basket ofplatform options. 10 10
  12. 12. So what is a digital platform? What is a digital platform ? A Digital Platform is a solution ecosystem that marketing uses to accomplish online customer acquisition, retention and engagement goals. 11
  13. 13. Web Content Management SystemsWCMS is typically the center of a digital platform strategy thatbecomes the foundation for other surrounding solutionsTrends to watch Considerations Vendors are focused on Technology platform differentiation, as CMS Focus on how rather what capabilities are commoditized Beyond CMS; extension of core Vendors are encroaching on capabilities other solutions: marketing/email User expectations automation, digital asset management, e-commerce Ease of use Focus on customer Same features, different engagement through approach personalization and context Platforms 12 Acquisition and consolidation Sitecore, Day, SDL Tridion, Microsoft, Drupal , Autonomy, Fatwire, Ektron
  14. 14. Site SearchSite search has typically been included as part of many CMSplatforms, but search must now work across digital platformsTrends to watch Considerations Solutions are providing unified Will the CMS-integrated search search across platforms work across platforms Semantic search will quickly Structure bias of your content become common place Control over the search results Faceted search is now available Sophistication of visitors in most search solutions Out-of-the-box connectors Platforms FAST, Coveo, Autonomy, Endeca, Lucene 13
  15. 15. AnalyticsAnalytics is becoming more common within CMS platforms, butcross-platform analytics may warrant an external solutionIndustry Trends Considerations Vendors focus on driving Will pre-integrated CMS actions, not just reports Analytics work across platforms Support of integrated marketing Using platform-specific Analytics across channels is common platforms Social media listening tools are Out-of-the-box connectors gaining notice and value Fewer options Measurement of visitor engagement across sessions Platforms Mobile analytics become an Omniture, Unica, Coremetrics, integrated part of the picture Webtrends, Nedstat 14
  16. 16. Purpose-driven SolutionsMany solutions within the ecosystem are purpose driven,creating a whole-solution within the digital platformCustomer Relationship Management (CRM), Microsoft Dynamics CRM, SugarCRMDigital Asset Management (DAM) Extensis, Scene7eCommerce Microsoft Commerce Server, Hybris, Magento 15
  17. 17. Emerging PlatformsMany of the “hottest” platforms are still emerging—still workingtoward maturity, but can offer some of the biggest gainsMarketing Automation Eloqua, Marketo, NeolaneCommunities Jive, Lithium, Telligent, KickApps, Get SatisfactionSocial Media HubSpot, Buzzeo 16
  18. 18. So what is a digital platform? Why is the Digital Platform selection process complex? 17
  19. 19. Why is the Selection Process Complex? Increased marketing sophistication requires products to deliver more capabilities CMS does not cater to all digital needs Commoditization, Proliferation and Overlap Emerging technology vendors are unproven Things are changing quickly; hard to keep track Gap between marketing and IT 18 leads to selection process gaps
  20. 20. Marketers drivePlatformsThe sophisticationand expectation ofMarketing drive theneed for broader,yet integratedcapabilities—asingle platform nolonger supports 19Marketing’s needs.
  21. 21. Your CMScannot be theonly one thatcarries a loadMany CMS selectioninitiatives spiral out ofcontrol, as theyrealize the a singleplatform cannot 20deliver all capabilitieswell.
  22. 22. Commoditization As platforms become more commoditized, there are more to choose from.Proliferation A single ecosystem can contain WCMS, DAM, technologies, Search, Analytics, eCommerce, Marketing Automation and CRM.Overlap Multiple platforms provide 21 seemingly the same capabilities
  23. 23. The road to success 22
  24. 24. The road to success Get educated Needs not features Solution not products Set-up a team to succeed Follow a process to the right solution Define a roadmap Vendor stability 23
  25. 25. Educate yourselfAnalysts provide plenty of contextGartner, Forrester, blogs, CMSWire.comLearn from your colleagues 24
  26. 26. Set up a team that will winInvolving a broad stakeholder team lays the foundation for latersuccess; Marketing should lead the effort with goals in mindNot a technology projectMarketing should be a key decision maker in the initiativeDrive stakeholder participationDrive hard to get internal sign-off of requirementsConsultants can bring value Broad expertise 25 Strong understanding of products and gaps Beyond theory
  27. 27. Follow a processUse a proven process the to make sure the proper approach andtechniques are used to make best-fit platform decisionsProven 4-step process Discovery—understand the vision and objectives for the project Analysis—capture and prioritize requirements Investigation—identify vendors with align with requirements Selection—prove vendor recommendations to a final selectionHolistic approach to incorporating stakeholder input Designed to incorporate and balance key corporate objectives Engage all stakeholders equally, while prioritizing requirements 26 Enable open discussions of requirements with software aspects
  28. 28. Selection Process 27
  29. 29. Discovery 28
  30. 30. Analysis 29
  31. 31. Investigation 30
  32. 32. Selection 31
  33. 33. Selection Funnel 32
  34. 34. Case Study: Consumer ElectronicsLarge, international consumer electronics manufacturer waslooking to replace their decade-old digital platformObjective Replace aging digital platform supporting the corporate website, e- commerce website and partner portal Platform selection for WCMS, Search, E-commerce and Product information management (PIM)Background Project duration: 12 weeks Number of stakeholders: 30+ 33 Number of departments: 6 Number of countries: 5+
  35. 35. Case Study: Research overviewKey requirements stakeholder groups: IT, Marketing, Productmanagement, Customer support, EMEA and APACGroup education and elicitation Kick-off, Best-practices review and Team elicitation session 1-2 hour long sessions that were performed in person and on the phone with groupsIndividual discussions 1-2 hours with key stakeholders—particularly department managementSpecial attention 34 The EMEA and APAC regions
  36. 36. Case Study: Key decision pointsKey decision points: Must-have characteristics, requirements-driven RFI responses and vendor demonstrationsMust have characteristics: Formed the basis and directionfor the vendor selection process Proven longevity—Gartner and Forrester vetted participants Multi-language support—clear support of regional stakeholders Open architecture—clear path for integration with systemsRFI responses: Revealed commonality and differences Three RFIs—for Web CMS, eCommerce/PIM and Search platforms 35Vendor demonstrations: Provided insight into productsubtleties and the potential vendor relationship
  37. 37. Case Study: Using buckets of optionsBucket approach: Look at holistic solution buckets instead ofcomparing individual products within a platform categoryExamples of a bucket approachPlatform abbreviations CS: Microsoft Commerce Server DR: DigitalRiver 36 OMS: Sitecore online marketing suite
  38. 38. Case Study: Unexpected findingLack of product information management (PIM) system: Thecritical path for a successful e-commerce implementationA repeated theme: Product managers and marketers need productinformation management toolsProduct information management: Current state Incomplete—does provide the rich attributes demanded by web visitors Low accessibility—few people can access systems or find information Unmanaged—distributed across multiple systems and formats Difficult—hard to use and typically accessed through gatekeepersCritical path: Introduction of a PIM 37 Lack of product information—poor user experience and brand impression from the e-commerce website Web content is product content—90% of all content is product content that originates from outside the web CMS
  39. 39. Case Study: ConclusionSuccessful selection of three products—an unexpectedcombination that provides the mix of capabilities and costWeb CMS: Sitecore CMSE-Commerce and PIM: HybrisSearch: Endeca 38
  40. 40. Conclusion Questions?Contact Information: Rahul Khosla, Rolf Kraus, Partner CMS Practice Director 39 Visit us at: