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Acronym Soup: CMS, DAM, ECM, CEM,   WCXM, CXM, WCM – Errrmm….!Research and advisory services to help you make theright tec...
Real Story Group: What We DoAnalyzeweaknesses andstrengths of thetools....andvendorsAdvise on successfultechnology selecti...
What Independence Really Means…Copyright © 2012 Real Story Group
About this session    •  Much confusion among technology buyers       –  Many choices of tools       –  No single answer  ...
About this session     •  We’ll look at some guidelines that will help you make the        right choice                   ...
#Crapronym Soup                                                BPM                  ECM                RM                 ...
Information Management Landscape                       Storage & Archiving                                                ...
Every use case is different                                    Document Management                                        ...
Example: Employee Intranet       Personalization    Document Sharing         Look and Feel                                ...
Example: Telco’s Customer Self Service SiteCopyright © 2012 Real Story Group   10
Example: Pharma Company                                             Application Services Layer!                           ...
Historical Stages of Acronymization              2000-                                           2011-?              2011 ...
When to use WCXM tools    •  Content driven web sites as opposed to application driven       web sites    •  Personalizati...
When to use Portal tools    •  Application driven websites as opposed to content driven       websites    •  Lot of aggreg...
When to use DAM tools    •  Audio and video are primary content types    •  Encoding and Transcoding, cull specialized met...
When to use Document Management tools    •  Key content type is document and you need sophisticated       services around ...
Content Types Mapped to Systems                                                          Web & App          Digital       ...
Summary                              Web	  Publishing	               Document	                   Digital	  Asset	         ...
Summary                             Web	  Publishing	         Document	                Digital	  Asset	      CEM/CXM	     ...
What is CEM and CXM?    •  Practice and strategy for managing customer experiences       online (including social and mobi...
Finding Your Way...Copyright © 2010 Real Story Group Copyright © 2012 Real Story Group   www.realstorygroup.com
Thank you!•  Please visit our web site: realstorygroup.com        –    Vendor/product evaluations        –    Analyst advi...
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Acronym Soup: CMS, DAM, WCXM, CEM, CXM, ECM, WCM Dissected

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You know you have an information management problem, and that you will likely have to implement new software solutions. But what kind of software should you be looking at? The content and information management industry loves to confuse, and buyers often end up comparing apples with oranges. This session aims to explain in clear terms the various types of software available, and how to distinguish and chose between them. Our goal is to ensure that your shortlist contains nothing but the best for your needs.

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Acronym Soup: CMS, DAM, WCXM, CEM, CXM, ECM, WCM Dissected

  1. 1. Acronym Soup: CMS, DAM, ECM, CEM, WCXM, CXM, WCM – Errrmm….!Research and advisory services to help you make theright technology and strategy decisions.!Specific advice. Best-practice approaches. The Real Story.! Irina Guseva Senior Analyst @irina_guseva
  2. 2. Real Story Group: What We DoAnalyzeweaknesses andstrengths of thetools....andvendorsAdvise on successfultechnology selectionand implementationbest practicesCopyright © 2012 Real Story Group
  3. 3. What Independence Really Means…Copyright © 2012 Real Story Group
  4. 4. About this session •  Much confusion among technology buyers –  Many choices of tools –  No single answer –  Vendors complicate by claiming their product does everythingCopyright © 2012 Real Story Group 4
  5. 5. About this session •  We’ll look at some guidelines that will help you make the right choice Document Management Digital and Media Asset ManagementEnterprise ContentManagement Web Content & Experience Management Copyright © 2012 Real Story Group 5
  6. 6. #Crapronym Soup BPM ECM RM ERP IM DAM CRM CXM DRM CMS WCM WCXM CEM MAM DM WEMCopyright © 2012 Real Story Group 6
  7. 7. Information Management Landscape Storage & Archiving Business Process Digital Rights Management Management Portals Imaging Learning Management Document Management Product Data Management Knowledge Management Digital Asset Management Collaboration < SCM > Email Management Records Web Content Management Source Control Management Management Enterprise SearchCopyright © 2012 Real Story Group
  8. 8. Every use case is different Document Management Digital & Media Asset ManagementEnterpriseContent Web Content & Experience ManagementManagementCopyright © 2012 Real Story Group 8
  9. 9. Example: Employee Intranet Personalization Document Sharing Look and Feel Activity Streams Policies Collaboration Blog/Wiki ForumTechnical Integrations Security Exceptions Monitoring Logging AdminCopyright © 2012 Real Story Group 9
  10. 10. Example: Telco’s Customer Self Service SiteCopyright © 2012 Real Story Group 10
  11. 11. Example: Pharma Company Application Services Layer! Services Layer ! Search & Information Access ! Document Digital Asset Web Content & Digital Management Management Experience Marketing (DM) ! (DAM) ! Mgmt (WCXM) ! (DigiMark)! Collaboration Services ! Authorization and Authentication Services ! Retention, archival, eDiscovery Services! Workflow/BPM Services ! Repository Storage & Revision Control Workflow! ! Records Management (RM) ! Archive!Copyright © 2012 Real Story Group
  12. 12. Historical Stages of Acronymization 2000- 2011-? 2011 CMS WEM WCM WXM WCMS WCXMCopyright © 2012 Real Story Group 12
  13. 13. 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 Website is more or less the complete applicationCopyright © 2012 Real Story Group 13
  14. 14. 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 Aggregation, Integration, Personalization, ApplicationsCopyright © 2012 Real Story Group 14
  15. 15. 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 Services around rich multimedia assetsCopyright © 2012 Real Story Group 15
  16. 16. 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…) document centric collaboration, business process management, case management, ImagingCopyright © 2012 Real Story Group 16
  17. 17. Content Types Mapped to Systems Web & App Digital Documents Digital Assets Content Marketing •  PDFs •  Video •  Web text •  Leads •  TIFFs •  Audio •  Web images •  Campaigns •  PPTs •  Image files •  Web video •  E-mails •  Word docs •  InDesign files •  Templates: •  Social •  Excel •  Photoshop web, mobile, •  Sentiment spreadsheets files etc. analysis •  Mobile apps •  Analytics text •  Mobile apps images •  Code Document Digital Asset Web Content & Digital Management Management Experience Marketing / Management / ECM (DAM) Marketing (WCXM, WCM) AutomationCopyright © 2012 Real Story Group
  18. 18. Summary Web  Publishing   Document   Digital  Asset   CEM/CXM   (WCM,  CMS  etc)   Management   Management  (DAM)   (DM,  ECM  etc)  Core Content HTML,  Images,  Text,   Office,  PDF,  BMP   MulFmedia  Type XML  Content Creation In  context  ediFng   NaFve  Tools  (Office)   Specialized  Tools  Security Basic  Roles  and   Highly  granular   DRM  (Digital  Rights   Groups  some  SSO   Management)   (Single  Sign  On)  Workflow Publishing  &  Editorial   Enterprise  wide,   Asset   integraFon  oriented    Format  Conversion  Integration Portal,  AnalyFcs,  etc.   Very  wide  range   Desktop  tools  and  DM   from  Archives  to   systems  for  archival   SAP  Publishing MulFple   Same  physical   Same  physical   Environments environment   environment   Copyright © 2012 Real Story Group 18
  19. 19. Summary Web  Publishing   Document   Digital  Asset   CEM/CXM   (WCM,  CMS  etc)   Management   Management  (DAM)   (DM,  ECM  etc)  Key Challenges •  Basic  web   •  BPM   •  IngesFon  and   •  Customer  Addressed publishing   •  Imaging   processing  of   experience   •  MulFchannel   •  Document   graphics,  audio   strategy   component   centric   and  video  files   •  Customer   delivery   processes   •  Management  of   •  Mobile  delivery   •  Case   naFve  files   service   •  Web  Experience   management   •  Support  various   •  Maintenance   Management     •  Archiving   sophisFcated   and   •  Records   renditons   opFmizaFon  of   management   •  Rich  media   a  CEM  pracFce   output  and   •  Brand  loyalty   distribuFon     Copyright © 2012 Real Story Group 19
  20. 20. 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 buyersCopyright © 2012 Real Story Group 20
  21. 21. Finding Your Way...Copyright © 2010 Real Story Group Copyright © 2012 Real Story Group www.realstorygroup.com
  22. 22. Thank you!•  Please visit our web site: realstorygroup.com –  Vendor/product evaluations –  Analyst advisory papers –  Webinars –  Education courses –  One-on-one analyst adviceDownload a free research sample:www.realstorygroup.com/SampleFollow us on Twitter: @realstorygroup@irina_gusevaContact me at irina@realstorygroup.comCopyright © 2012 Real Story Group

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