Learn eight key Marketing Technology myths. The real story is that these tools don't work the way vendors say they do, but you can master your MarTech destiny with clear thinking and approaches.

1. Copyright © 2017 Real Story Group | @realstorygroup @TonyByrne www.realstorygroup.com
Digital Experience
Myths and Truths
November, 2017
Tony Byrne
@TonyByrne
tbyrne@realstorygroup.com
www.realstorygroup.com

2. Copyright © 2017 Real Story Group | @realstorygroup @TonyByrne www.realstorygroup.com
My Life as a Mythbuster
credits: theawl.com
thedailybeast.com

3. Copyright © 2017 Real Story Group | @realstorygroup @TonyByrne www.realstorygroup.com
The Mythical Quadrant…
GEEKS MYTHS
LOSERS POSERS

4. Copyright © 2017 Real Story Group | @realstorygroup @TonyByrne www.realstorygroup.com
Putting It All Together: Real Quadrant
4
www.realstorygroup.com/Tools/

5. EVERTEAM
CITRIX
BOX
ACCELLION
SPRINGCM
M-FILES
HYLAND
ALFRESCO
IMANAGE
SYNCPLICITY
EQUILIBRIUM
CANTO
WAVE
RAZUNA
NETX
EXTENSIS
BRIGHT
INTERACTIVE
FOTOWARE
MERLINONE
PICTUREPARK
WEBDAM
WIDEN
WOODWING
RESOURCESPACEBRANDWORKZEVOLPHIN
INFOR
PEGA
BPM’ONLINE
ATLASSIAN
THOUGHTFARMER
SLACK
TRACTION
FACEBOOK
IGLOO
–
VERINT
ATOSBLUEKIWI
JIVE
EXO
SITRION
HARMON.IE
NEUDESIC
INTERACT
VMWARE
TIBCO
ATEX
GOSS
SITECORE
E-SPIRIT
ENONIC
CROWNPEAK
CONTENTFUL
COREMEDIA
TYPO3
CCI EUROPE
HANNONHILL
BLOOMREACH
UMBRACO
KENTICO
OMNIUPDATE
BRIGHTSPOT
CRAFTERSOFTWARE
CONTENS
INGENIUX
JOOMLA!
MODX
PROGRESSSOFTWARE
TERMINALFOUR
MAGNOLIA
UPLAND
SOFTWARE
DOTNETNUKE
GX
EZSYSTEMS
EPISERVER
BACKBASE
LIFERAY
SUGAR
MARKETO
HUBSPOT
VUTURE
ACT-ON
INFUSIONSOFT TERADATA
APRIMO
ESKO/
MEDIABEACON
NORTH
PLAINS
CELUM
CENSHARE
ENTERMEDIA
INTELLIGENCE
BANK
STYLELABS
ADAM
BYNDER
AVID
KEY
Digital Workplace&MarketingTechnologyVendor Map
Real StoryGroup’svendor evaluationsandadvisoryserviceshavehelped
thousandsof organizationsfindtheir way.Wecanhelpyoutoo.
—downloada sampletoday:
www.realstorygroup.com/try
WebContent &ExperienceManagement
Digital Asset Management
EnterpriseCollaboration&Social Software
MarketingAutomation&Campaign/
LeadManagement
EnterprisePortals
ECM&CloudFileSharing
Customer RelationshipManagement
Takea test ride
Real StoryGroup
www.realstorygroup.com/vendormap/
SAP
SDL
SALESFORCE
EMC-DELL
GOOGLE
PLONE
DRUPAL NUXEO
IBM
OPENTEXT
ORACLE
MICROSOFT
ADOBE
WORDPRESS

6. Copyright © 2017 Real Story Group | @realstorygroup @TonyByrne www.realstorygroup.com
Myth #2: The Digital Engagement “Cloud”
6

7. Copyright © 2017 Real Story Group | @realstorygroup @TonyByrne www.realstorygroup.com
Don’t Be This Guy….
I love the smell of Salesforce in the
morning…
7

8. Copyright © 2017 Real Story Group | @realstorygroup @TonyByrne www.realstorygroup.com
Sure, Test It…
Copyright © 2017

9. Copyright © 2017 Real Story Group | @realstorygroup @TonyByrne www.realstorygroup.com
Nor This…
Copyright © 2017

10. Copyright © 2017 Real Story Group | @realstorygroup @TonyByrne www.realstorygroup.com
Testable Narratives
Part Science, Part Art….

11. www.realstorygroup.com
The Real Story
“A fully integrated
marketing platform
is as mythical as
the Himalayan
Yeti.”
- RSG Marketplace Analysis 2016
Image source: Phillippe Semeria.

12. Copyright © 2017 Real Story Group | @realstorygroup @TonyByrne www.realstorygroup.com
Digital Marketing Stacks
Source: ChiefMartec.com

13. Copyright © 2017 Real Story Group | @realstorygroup @TonyByrne www.realstorygroup.com
Myth #3: “We can scale”
Actors: How many?
Permissions?
Number of campaigns?
Languages?
Repeatable campaigns?
Content & Asset Mgmt?
The Real Story: No, you mostly cannot

14. Copyright © 2017 Real Story Group www.realstorygroup.com
Myth #4 “Headless” Is the CMS Future
14
Image sources: Envano, Inc.

15. Copyright © 2017 Real Story Group www.realstorygroup.com
The Case for Head-Optional
15
Key Issues w/
Headless
• Content in Applications
• Content in Channels
• Content in Devices
• Where Used?
• Preview & Simulation?
• Experience Syndication?

16. Copyright © 2017 Real Story Group www.realstorygroup.com
CaaS REST to Delivery Channel
Copyright © 2017 RSG
16
29.11.2017 realstorygroup.com
{
"name": "Govino-Shatterproof-Recyclable-Stemless-Wine-Glasses",
"displayName": "Govino-Shatterproof-Recyclable-Stemless-Wine-Glasses",
"primaryNodeTypeName": "hippogogreen:product",
"links": [
{
"Link": {
"rel": "http://www.onehippo.org/cms7/hst/rest/relations/mount:rest",
"type": null,
"href": "https://www.demo.onehippo.com/restapi/products/kitchen/Govino-
Shatterproof-Recyclable-Stemless-Wine-Glasses",
"title": "Govino Shatterproof Recyclable Stemless Wine Glasses"
}
},
{
"Link": {
"rel": "http://www.onehippo.org/cms7/hst/rest/relations/mount:site",
"type": null,
"href": "https://www.demo.onehippo.com/products/kitchen/Govino-Shatterproof-
Recyclable-Stemless-Wine-Glasses.html",
"title": "Govino Shatterproof Recyclable Stemless Wine Glasses"
}
}
],
"title": "Govino Shatterproof Recyclable Stemless Wine Glasses",
"summary": "Shatterproof, Elegant, Reusable...and Recyclable! This is the ultimate go
anywhere, reusable, ergonomic stemless wine glass.",
"description": "
<p>The Govino shatterproof wine glass was originally created as a trade tool to
help professional salespeople showcase their wines whenever and wherever proper
stemware wasn't accessible. Govino was designed for commercial use and can
withstand most industrial glass sanitation systems (1-2 minutes at 160F). Since
domestic dishwashers are so widely varied, we cannot claim this product is 100%
dishwasher safe. The govino wine glass is meant to be replaced after an extended
period of use.</p>

17. Copyright © 2017 Real Story Group www.realstorygroup.com
EaaS: Rendered Component
Issues:
• Performance
• Security
• Context-switching
• Where-used reports
• Multichannel preview?

18. Copyright © 2017 Real Story Group www.realstorygroup.com

19. Copyright © 2017 Real Story Group www.realstorygroup.com
The Real Story on Personalization
• Analytics Conundrums
• Performance
• Content Strategy & Execution
• Visualization and Reporting
• Preview, Impersonation, Simulation
• Retention and Compliance
• Babysitting... tho AI is helping here
• Should you bind personalization to
your WCM in your DX stack?
19
Discussed more than implemented…

20. Copyright © 2017 Real Story Group www.realstorygroup.com
Trend 5: Maturing AI (sort of…)
Microsoft Google Clarifai
a close up of a
sandwich on a plate - -
table food food
food dish no person
indoor meat grow
sandwich pot roast bread
food pork meat
cooked slider delicious
roast beef dairy product
Sandwich Refreshment
Myth #6: AI (and Chatbots, and ML) Will Make My Problems Go Away

21. Copyright © 2017 Real Story Group www.realstorygroup.com
Myth #7: “We’re Behind”

22. Your RealScore Results: WCM Effectiveness Model
Prepared for: Tony Byrne
Copyright Real Story Group 201605/24/2016 22
Your Results Compared Continued
Total Possible: 65
Your Raw Score: 28
Technology Benchmark: 44
Cross-Industry Average: 32.8
Organizational Capacity Digital Capabilities Systems Maturity

23. Your RealScore Results: WCM Effectiveness Model
Prepared for: Tony Byrne
Copyright Real Story Group 201605/24/2016 23
Digital Capabilities by Metric
Covers the range of digital services and benefits that the enterprise could want to realize
in a WCM system
Campaign Management
Total Possible: 30 Your Score: 10 Benchmark: 22 Cross-Industry Avg: 14.8
Segmentation &
Personalization
Multisite & Multinational
Engagement
Content Creation &
Curation
Technology
Multichannel
Engagement
Content Lifecycle

24. Copyright © 2017 Real Story Group www.realstorygroup.com
Customer Digital Engagement Reference Model
ENTERPRISE DATA FOUNDATION
Social
Engagement
Connect and engage
in social media
CDN
Speed digital
delivery
OVP
Deliver Streaming
Video
Optimization
Analyze, test,
and improve
Mobile Middleware
Custom mobile
experiences
E-commerce
Conduct
Transactions
Community
Discussions
and profiles
Consumer Analytics
Collect and report
on behavior
Portals
Transact business
Page Layout
Develop Print materials
and packaging
Contact Center
Address customer
inquiries
BI Analytics PIM MDM ERP CRM
Marketing
Automation
Manage email and
social campaigns
WCM
Manage web content
and customer
experience
DAM / MAM
Manage images
and video
CONTENT & ENGAGEMENT MANAGEMENT
Social Email Website Mobile Print Video
MAJOR CHANNELS
Enterprise Customer Data Backbone
PRODUCTION, INTERACTION, & DELIVERY SERVICES
Customer Data Platform

26. • Honest self-appraisal
• UX/UCD as a Discipline not a Role
• Content Strategies that you can
actually execute
• Greater business ownership
• Product Management co-equal to
Program Management
@TonyByrne

27. Copyright © 2017 Real Story Group www.realstorygroup.com
Your DX Future
TODAY FUTURE
Magic Quadrants w/ Clouds & Suites Real Quadrants w/ Best-fit Svcs & Micro-Svcs
Marketplace Consolidation More: Segments | Vendors | Experiments
Technical Scalability Business Scalability
Chatbots! Meaningful Information
Headless vs. Traditional WCM Head-Optional and EaaS
Technological Determinism Pervasive UCD and Content Execution
“We’re Behind” Effectiveness Roadmaps
System-Centric Customer-Centric

28. Copyright © 2017 Real Story Group www.realstorygroup.com
Term of the Day….
“Design-Thinking”
Team
Test
Iterate
Adapt
Now or in Exhibit Hall

29. Copyright © 2017 Real Story Group | @realstorygroup @TonyByrne www.realstorygroup.com
Stay in Touch…
tbyrne@realstorygroup.com
www.linkedin.com/in/tonybyrne1
www.realstorygroup.com/Try