It’s 2015, Finally Time to Fix Your Content Management Systems

© 2015 Merkle. All Rights Reserved. Confidential

It’s 2015, Finally Time to Fix Your Content

Management Systems

(or else we’ll be back here again next year!)

Justin Stayrook

VP, Experience Technology

[email protected]


Company Overview

2

• Largest privately-held agency in U.S., Ad Age ’13

• 3rd Largest Google Media Partner ’13

• 7th Largest CRM/Direct Marketing Agency, Ad Age ’13

• Fastest Growing US Search Agency, Ad Age ’13

• 19th Largest Mobile Agency, Ad Age ‘13

• Ad Age A-List: “Agency to Watch in 2012”

• NCDM Awards ’04, ’05, ’06, ’09, ’10, ‘11

• Recognized by Forrester ’03, ‘06, ’07 &’10

• Multiple DMA Innovation Award Winner ’10 ‘13

Quick facts Distinctive experience

Sustained 25% growth since 1989 Awarded and recognized

Reve

nu

e in m

illio

ns

• Privately held by current management since 1988

• 150+ world class clients

• 2,600+ Employees

• Headquartered in Columbia, MD

• 17 locations around the world

• Manage over 140 marketing databases

• Manage 3.7 billion 1st party customer records

• Inform over $10 billion marketing decisions annually

• Manage over $500 million in digital media spend

• Manage over 1 billion permission based emails

$171 $182 $210

$246 $266

$315

$390

$0

$50

$100

$150

$200

$250

$300

$350

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$450

2008 2009 2010 2011 2012 2013 2014E

© 2015 Merkle. All Rights Reserved. Confidential© 2014 Merkle. All Rights Reserved. Confidential

VP, Experience Technology

Justin Stayrook spearheads an industry-

leading practice of experience technology

consulting and delivery services that

encompasses web content management,

eCommerce, and digital asset management.

Stayrook has more than 15 years of

experience as a consultant and solution

architect with online and mobile

technologies.


A Brief History of WCM

Circa 1995

First content

management

systems

4

2010-2015

Golden age of

content

management

Marketing Tools

Hub of all digital

engagement

2000-2009

Product companies

Consolidation and

competition

IT centric solutions

1995-1999

Simple page editing

Done on production

systems

Custom systems

© 2015 Merkle. All Rights Reserved. Confidential© 2014 Merkle. All Rights Reserved. Confidential5

What exactly is a CMS in 2015?


So in 2015, what exactly is a CMS?

» Well…

• Like a ‘vehicle’, it’s a type of thing, rather than a thing itself

• Content Management is a function handled by many systems

• Deprecate ‘CMS’ from vocabulary (it’s soooooo…. 00’s)

6



7

» Forrester’s Digital Experience Delivery Platform

Source: Forrester Research, Inc. Market Overview: Digital Customer Experience Delivery Platforms. Dec, 2014.


Experience Technology – Delivery Platforms

8

Customer Data

Digital Content Platforms

Personalization/Testing Engine

Digital Content Delivery



9

Three major sources of content

to be managed and delivered

from the Digital Content Platform

Curated content used

for web, mobile, and

other channels

Web Content

Images, video, audio,

brochures

Digital Assets

Structured data

specific to product or

product lines

Product Data

Digital Content PlatformsDigital Content Platforms

Web Content

Management System

WCM

Digital Asset

Management

DAM

Product Information

Management

PIM

And there is a product category

to handle each content source


So why is Content Management so important?


Why is Content Management so important?

11

WCM and eCommerce are core to

delivering engaging digital experiences

And their reach is expanding



So why is doing Content Management right

so difficult?


Why is Content Management so difficult?

13

Products

Fu

nc

tio

ns

Web Content

Management

Product Information

Management

Digital Asset

Management

WCM(e.g. Sitecore,

Adobe AEM)

eComm(e.g. Hybris,

Magneto, ATG)

DAM(e.g. ADAM,

OpenText)

Digital content product

vendors have developed

functionality that is beyond

core capabilities. So…

• What functionality do I need to support my digital

marketing requirements?

• Do I need each one of these platforms, or can I get

along with the secondary functionality of another product

I own or plan to own?


Why is Content Management so difficult?

14

Is it better to go with best of

breed from a lot of products or

should I stick with one?

Should I stick with one vendor

or bring in a specialist for each

functional area?



So how do I fix my Content Management (for good)?


Recommendations

» Figure out your core

16

WCM eComm


Recommendations


• WCM or eComm

17


Recommendations


• WCM or eComm

» Determine your digital experience goals

• E.g. Acquisition, Customer Service, Mobile, Conversion

18


Recommendations


• WCM or eComm



» Determine what “Point Solutions” you need

19


Recommendations


• WCM or eComm



» Determine what “Point Solutions” you have or need

• E.g. Analytics, Optimization, Email

20


Recommendations


• WCM or eComm





» Do a current platform assessment

• Am I good, do I need a new one

• Extensibility, Governance, Etc.

21


Digital Content Platform Consulting Services

22

• After need is determined for a specific product category (e.g. WCM),

determine the best fit product for that category

• Focus on differentiating requirements (not the 1000’s of requirements

that all products have in common)

- Requirements that have significant meaning to IT and Business

- Requirements that are market differentiators

• Develop a consideration set of up to 4 products and rate them side-by-

side against these differentiating requirements

• Work through established partner channels to produce targeted vendor

demos that handle specific use cases that include the discovered

differentiating requirements

Digital Content Platform – Product Selection


Digital Content Platform Consulting Services

23

• PDF or PPT format

• Interview Highlights

• Overview of Research

Methodology

• Side-by-side ratings of short

listed products

• Facilitate vendor demos with

targeted information from

report

Final Deliverable

Digital Content Platform – Product Selection

Adobe

AEMDrupal Sitecore

SDL

TridionTeamsite

Integrate with CRMAbility to integrate with a current

marketing database for

personalization5 2 5 3 4

Localized ContentLocalize content for language

and design4 3 3 5 3

Custom MetadataAbility to add and manage

custom metadata db5 3 3 3 3

eCommerce IntegrationUtilize product data in existing

Hybris instillation5 3 3 2 2

Total Score: 85 72 86 70 65


Recommendations


• WCM or eComm





» Do a current platform assessment

• Am I good, do I need new one(s)

• Extensibility, Governance, Etc.

» Find the right partner

• Go with a partner who can handle strategy, creative, and technology

• Go with a partner with technical expertise in core solutions (WCM, eComm) and associated Point Solutions

24


Design vs. Engineering

25


Design vs Engineering

26

Design Engineering

As many as 50% of failed CMS

projects can be traced to poor

communication, incomplete

deliverables, and cold handoffs

between design and engineering

• Designers not taking into account

the capabilities of the CMS

• Engineers making assumptions

and filling in the gaps

This leads to a CMS implementation

that doesn’t meet expectations of

business or IT


WCM Implementation @ Merkle

27

Design Engineering

At Merkle, our CMS projects utilize

and important process deliverable

to pull engineering into the design

process and design into the

engineering process

The CTX

(Content/Technology/Experience)

Architecture Process documents:

• Content reuse and inheritance

within the CMS

• editable page regions

• CMS template construct

• CMS administrative interfaces

required

• location and function of integrated

content from external systems

CTX

• Working through the CTX Architecture Process

requires engineering to be present at key points

in the design process and designers to

understand how the CMS will support their vision

• The output of this process is a jointly authored

document


Thank You!

merkleinc.com

Justin StayrookVP, Experience Technology

[email protected]

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