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.

Optimization Cycle

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 Integration

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.

Adobe Survey 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.

Test and Target Integration

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.

2 comments
Goa packages
Goa packages

I am web analyst at travel agency, There are a tool by which I have added my Content, I didn't get about how to get another cms, but cq5 I impressed very well, actually I never seen this type optimization, which is help in getting target for optimization of website. Although I never worked with omniture site catalyst tools, I have experience with content management systems, State Counter and Google analytics tool, from these area I have learned much more due to Regular reading of Omniture site catalyst blog posting. Thanks,

Jimmy Plenderleith
Jimmy Plenderleith

As web developers we tried the Big 3, Joomla, WordPress and Drupal and also some small ones like Perch as a CMS of choice for our clients and prospects. What we wanted was a simple solution to use on a new or existing site. We eventually settled on WordPress. It's got everything...except...full freedom of design. In other you have to either use an existing theme or create a new one. Our solution to this was to take an existing site and create a WP theme on a page by page basis. Best of both worlds - CMS and existing design.