Content Management
Have We Been Here before??
ITC e-Business Practice Jan 2001
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)
• Hasn’t someone done something like this
before? Shouldn’t these look consistent?
• I need it in a different form
• I don’t 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
10/12/2011 consumer satisfaction, -usability, loyalty
Content Management a Tier Briefing 7
Popular e-CM Tools
Vignette Content Emphasises combining sources.
Management Directory paradigm. Market
Server (etc.) leader.
IBM Content Manager Emphasises Application / data
(etc.) source integration
Partners.
Xpedio Content Server, Emphasises web site content
Publisher, authoring, publishing,
Converter management, dynamic HTML/PDF
delivery
Poet Content Emphasises collaborative
Management authoring, combining multi-
Suite sources.
DataJunction Data Junction XML Schema design & mgmt, run
Integration Suite time translation engine, mining
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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
B2C • XML documents B2E
• Public Web Site Portal • Intranet Portal
• 3rd party portal • E-Intelligence (rich DW)
• e-Shop
Content
Manager
Designers Doc Imaging
Artists Approvers
Mgt External
Authors Rpts, feeds,
Desktop DW trawls
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? Be more specific
– Schema management Why are these
– Consistency of semantics issues?
– Repository vs Directory (copy vs in place)
– Technical - stability, performance, reliability,
scalability
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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 Management
Key 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 CM’s 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
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