1.
Acronym Soup: CMS, DAM, ECM, CEM,
WCXM, CXM, WCM – Errrmm….!
Research and advisory services to help you make the
right technology and strategy decisions.!
Specific advice. Best-practice approaches. The Real Story.!
Irina Guseva
Senior Analyst
@irina_guseva

2.
Real Story Group: What We Do
Analyze
weaknesses and
strengths of the
tools....and
vendors
Advise on successful
technology selection
and implementation
best practices
Copyright © 2012 Real Story Group

3.
What Independence Really Means…
Copyright © 2012 Real Story Group

4.
About this session
• Much confusion among technology buyers
– Many choices of tools
– No single answer
– Vendors complicate by claiming their product does
everything
Copyright © 2012 Real Story Group 4

5.
About this session
• We’ll look at some guidelines that will help you make the
right choice
Document Management
Digital and Media Asset Management
Enterprise Content
Management
Web Content & Experience Management
Copyright © 2012 Real Story Group 5

6.
#Crapronym Soup
BPM
ECM RM ERP
IM
DAM CRM CXM
DRM CMS
WCM
WCXM CEM
MAM DM
WEM
Copyright © 2012 Real Story Group 6

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 Search
Copyright © 2012 Real Story Group

8.
Every use case is different
Document Management
Digital & Media
Asset Management
Enterprise
Content Web Content & Experience
Management
Management
Copyright © 2012 Real Story Group 8

9.
Example: Employee Intranet
Personalization Document Sharing Look and Feel
Activity Streams
Policies
Collaboration Blog/Wiki Forum
Technical
Integrations Security Exceptions
Monitoring Logging Admin
Copyright © 2012 Real Story Group 9

10.
Example: Telco’s Customer Self Service Site
Copyright © 2012 Real Story Group 10

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.
Historical Stages of Acronymization
2000-
2011-?
2011
CMS WEM
WCM WXM
WCMS WCXM
Copyright © 2012 Real Story Group 12

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
application
Copyright © 2012 Real Story Group 13

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,
Applications
Copyright © 2012 Real Story Group 14

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 assets
Copyright © 2012 Real Story Group 15

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,
Imaging
Copyright © 2012 Real Story Group 16

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)
Automation
Copyright © 2012 Real Story Group

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.
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.
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 buyers
Copyright © 2012 Real Story Group 20

21.
Finding Your Way...
Copyright © 2010 Real Story Group
Copyright © 2012 Real Story Group www.realstorygroup.com

22.
Thank you!
• Please visit our web site: realstorygroup.com
– Vendor/product evaluations
– Analyst advisory papers
– Webinars
– Education courses
– One-on-one analyst advice
Download a free research sample:
www.realstorygroup.com/Sample
Follow us on Twitter: @realstorygroup
@irina_guseva
Contact me at irina@realstorygroup.com
Copyright © 2012 Real Story Group