Content Management

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Content Management

• Have We Been Here before??

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What is Content Management?
Content Text, images, web pages business
e-documents, DB tables, interface files, live
data feeds, Management collect, validate,
approve, assemble / combine, locate, translate,
distribute, version, update, archive e-CM human
or appl target is via Internet
Configuration Management For Information
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Why Is Content Management Important?
B2C
E-Commerce
B2E
Needs
Community
Who Come Because
Content
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Why Is Content Management Important?
B2B
E-Commerce
Needs
Relationships
Which are mutually beneficial efficient because
Content
(processes, data commonality)
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The e-CM ProblemSpace

• The webmaster bottleneck
• Approval, legal risk (authoring workflow)
• Hasnt someone done something like this before?
  Shouldnt these look consistent?
• I need it in a different form
• I dont want ALL that stuff
• Where is that information?
• Currency of hard data within soft content
• How will your application understand my data?

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Content Management Who Needs It?

• Organisations that
• Have a network of business partners or agents or
  with broad and varying information needs
• Are struggling with the volume, accuracy or
  timeliness of information on their intranet or
  internet sites
• Need to combine structured and unstructured
  information to and from both humans and
  applications
• See strategic advantage in using all their
  information assets in creative ways
• Are coupling core supply chain systems with other
  organisations

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e-CM Value Proposition

• Automation
• Reduced costs
• Workflow management - reduced time to info
  consumer -
• Structured, formalised data embedded in documents
  can be used by applications
• Accuracy
• Reduced legal risk
• Info consumer satisfaction, efficiency, trust,
  loyalty
• Produce once, consume many
• Filter, personalise for audience
• Available for CRM, MI, mining
• Reduced costs
• Richness, Aesthetics
• Info consumer satisfaction, usability, loyalty

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Popular e-CM Tools
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CM Tools - Considerations

• Price affordable
• 4 12 weeks implementation
• Decide on integration scope
• Incremental scope, coverage adoption
• Generally, CM tools lack B2B support (schema
  management, mapping rules)
• Need all the project management stuff

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e-CM In Practice
B2B

• Extranet
• Partner portal
• XML documents

B2C
B2E

• Public Web Site Portal
• 3rd party portal
• e-Shop

• Intranet Portal
• E-Intelligence (rich DW)

Deliver e-Content Interactions
Personalise
Combine
Content Manager
Designers
Doc Imaging
Artists
Approvers
External feeds, trawls
Mgt Rpts, DW
Authors
Desktop App files
Core Enterprise Apps
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e-CM In Practice Case Studies

• Distribution of repair / maintenance manuals
• Tenix/Navy, Mazda, Sharp Electronics
• E-Market brokers
• a
• Intranet / Internet content
• Delta Air
• Automated supply chain connections
• CISCO
• Customer services, sales
• Hawaii Electric, Dell
• Business intelligence
• e

CRM
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System Integration Issues

• Integration of
• Workflow, core applications, DW, desktop, supply
  chain partners, external feeds
• Issues
• XML, but which XML?
• Schema management
• Consistency of semantics
• Repository vs Directory (copy vs in place)
• Technical - stability, performance, reliability,
  scalability

Be more specific Why are these issues?
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Associated Services

• Business case preparation
• Integration architecture
• Tool evaluation
• Schema evaluation, extension, negotiation
• Project management of implementation

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e-Content ManagementKey Points

• Problem space is
• Publishing controls automation
• Integration of information sources
• Mappings for B2B application data exchange
• Technology is outstripping our ability to manage
  and use it. Tools help, but KISS.
• Web site functionality is a commodity ? content
  is the differentiator
• CM is a large part of e-Appl dev
• Needs familiar management disciplines project,
  change, config, document

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Key Points the future

• Look forward to
• Pervasive XML, (WML, VML.)
• Convergence of publishing CMs and system
  repositories
• Repositories as active agents
• More help for semantic consistency issues
• Content workflow
• Increased emphasis on aesthetics
• Extranet applications the norm
• Desktop always the interface for systems for
  both info input output

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Questions Arguments