Do we really need another Content Management System?
Interesting that historically, a Content Management System (CMS) is typically defined as a tool to manage assets. Is a CMS tool really just a commoditized utility to manage assets? Why do we need to manage assets? Shouldn’t we be managing customers? The customers that visit our website exhibit distinct behavioral patterns, and we should be creating and optimizing these assets based on a scientific, repeatable process that allows us to optimize the customer experience for the 96% of visitors that abandon your website without accomplishing their goal. Sure, we tend to create content based on theories and hypothesis, or the HIPPO in the room, but this can only take us so far. We need a combination of tools that enables a true creative optimization cycle to convert website visitors to customers.
CQ5 is being deeply integrated into a Closed Loop Optimization Cycle that allow content creators to enrich the customer experience through the creation of optimized content that’s a unique combination of Art + Science.
One of the projects I’ve been involved in, mainly because I love being at the forefront of this evolution, is the integrations between CQ5 and SiteCatalyst, Test&Target and Survey from the Adobe Online Marketing Suite. As an Omniture/Adobe consultant for the last few years, I’ve experienced the challenges of many organizations to not only deploy their analytics solution, but also to maintain it as they engage with Agencies or internal marketing departments. How many times have you been asked to provide analytics around a new micro-site or vanity page that you weren’t aware even existed? Have you ever identified an optimization opportunity on a page and requested that IT deploy a Test&Target mBox on the page, only to find out that the page template is locked down until the next release cycle, next quarter? Similarly, Survey is an excellent tool to understand customer sentiment, but perhaps the page template you want it deployed on is locked down until the next release cycle.
Integrating the Online Marketing Suite with CQ5 allows the Marketer to identify opportunities and take immediate action on those opportunities, resulting in a shorter Optimization Cycle which drives revenue into the organization faster.
The first of these integrations, CQ5 with SiteCatalyst, allows the Analytics department to create and maintain an analytics schema, or Mapping, within the CQ/CRXDE interface. When new content is created, it’s a 3 minute process to deploy the Mapping to the newly created content, whether it’s a single page, or an entire website. CQ5 will even change the SiteCatalyst report suite ID when activating content from Author mode to Publish mode, ensuring that internal development traffic doesn’t unnecessarily pollute your production analytics. Using the Workflow features of CQ5, any new content can also be subject to audit by the Analytics team prior to being pushed to production.
SiteCatalyst is a very powerful tool to understand and analyze actual behavioral patterns on your website, but to further enhance your view of your customers, including opinions, attitudes and motivations, you’ll want to deploy a tool like Adobe Survey. The deep integration between Survey and CQ5 allows your organization to build a sophisticated survey based on time, visitor behavior or other methods, then deploy the Survey by simply dragging and dropping it onto the page. Survey responses can be evaluated in context with macro-site behaviors in SiteCatalyst, or used for further website Optimization through the Test&Target integration.
Maintaining the mantra of allowing the Marketer to quickly deploy optimized content; within CQ5, you can drag and drop a Test&Target mBox, or multivariate testing container, onto a page, and create default content in less than 5 minutes. Having an mBox on the page allows the Marketer to use the Test&Target tool to create an A/B or multivariate campaign to deliver the right content to the right visitor. This again dramatically decreases the Optimization Cycle and can have a powerful impact on your organizations revenue.
Content Management is undergoing an evolution and, in concert with deeply integrated optimization products, is becoming a core component of Customer Experience Management. I’m happy to be riding the edge of this wave, and I hope you’ll join me for the ride.