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The Future is in Delivery

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

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The Future is in Delivery

Deane Barker

Content Management Practice Director

Blend Interactive

17 people in the U.S. Midwest.

Working with eZ publish since 2004

Work both sides of the platform divide:

Microsoft .Net

LAMP

2/14/2012PRESENTER: DEANE BARKER 2

About Me

2/14/2012PRESENTER: DEANE BARKER SLIDE 3

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Content Management is Dead

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The Future is in Delivery

There 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…

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Management vs Delivery

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“Management” has become an abused word inthis industry.

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The Content Lifecycle

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Content Management

The Content Lifecycle

ContentProduction

ContentManagement

ContentDelivery

The Content Lifecycle

Publish

ContentProduction

ContentManagement

ContentDelivery

The Content Lifecycle

Content Production

The process of creating or modifying content.

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Content Production

Content Modeling

Definition of content types

Definition of attributes

Development of custom datatypes

Content Production

Editing of content

Organization/relating of content

Content Collaboration

Workflow

Task management

Content Management

The process of managing existing content.

Content Management

Repository Services

Versioning

Differencing

Archiving

Governance Services

Permissions

Workflow

Organization Services

Metadata

Search

Content Delivery

The process of enhancing content in the delivery tier, after it hasbeen published.

Content Delivery

Integrated Analytics

Multi-Variate Testing

Conversion Tracking

Inbound Campaign Management

KPI Management and Tracking

Traditional Personalization

Anonymous Personalization

Demographic Segmentation

Behavior Segmentation

User-Generated Content

A/B Testing

Serving different versions of content to random selections of users

Campaign Management and Integration

Binding site entry back to specific campaigns

Analytics Integration

Combining the anonymity of third-party analytics with the repository

User-generated Content

Commenting

Rating

“Liking”

Sharing

Multi-Channel Delivery

Traditional Web Page

RSS

Mobile Devices

Facebook Pages

Twitter

Visitor Segmentation

Segmenting visitors into groups to deliver customized content to them.

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Visitor Segmentation

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The Common Theme:All of these things happen after publication.

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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

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Inversion of Effort

DeliveryP / M

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Launch day is not the finish line, but rather isthe starting line.

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What’s in a name?

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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)

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WEMI

“Web Experience Managementis a redefinition or evolution ofWeb Content Management.Where WCM provides thefoundation for collaboration byoffering users the ability tomanage content, WEMemphasizes the importance ofthe delivery of the aggregatedcontent into a total WebExperience.”

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Forrester

“These solutions promise to enablebusinesses to manage and optimize thecustomer experience across customertouchpoints through a combination of contentmanagement, search, customer targeting,analytics, personalization, and optimizationcapabilities.”

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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.”

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All seven agreed. Some regretfully.

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“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.”

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“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.”

2/14/2012PRESENTER: FLORIAN RÖLLIG 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?

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Management technology has gotten ahead of thecustomer

The delivery tier is now much more dynamic

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The delivery tier is now much more fractured

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The post-publish life of content is the mostcomplicated phase in its lifecycle.

2/14/2012PRESENTER: FLORIAN RÖLLIG SLIDE 61

The Rise of Content Strategy

The Rise of Content Strategy

More 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.

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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 growingbetween the skills that manynew advertising jobs requireand the number of people whohave those skills. The dilemma,[…] is particularly acute for jobsthat require hard-corequantitative, mathematical andtechnical skills.”

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Skills Required of the Marketing Technologist

Basic understand of web technologies (HTML, CSS, Javascript, HTTP, Ajax, etc.)

Basic understanding of quantitative analysis and data visualization

Ability to recognize and understand patterns

Thorough understanding of web usability and interface design

Thorough understanding of web analytics

Understanding of and commitment to a primarily experimental methodology

Commitment to a never-ending incremental improvement process

“Mashable software fluency”

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“They have to be fascinated with their topic. Thereneeds to be a way to develop this fascination fromeither side.”

─ Michael Fischler, Markitek

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The Sad Truth:Very few clients have the skills the exploit thecurrent wave of delivery technologies.

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What does this mean to me?

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

2.CMS demos that concentrate on commoditizedservices will not compete.

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3.Selling CMS will require a clear understanding ofCXM services, both in general and in terms ofmarket providers.

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4.CMS customers may bring their own CXM suiteto the selling process and demandinteroperability.

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

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“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

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Deane BarkerBlend Interactive

http://gadgetopia.com

@gadgetopia

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