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Web Experience/Engagement Management (WEM) Articles

How Adobe Analytics Adds Up #AdobeSummit

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SALT LAKE CITY -- Think analytics and you probably think numbers. But that's just a starting point.

The bottom line in analytics isn't numbers: it's the actionable insight that data provides.

"We've totally changed to a data-driven business," said Ron Bertoncini, senior digital analytics manager for Telus (pictured here, r, with colleague Duc Nguyen).

Telus is a Vancouver, British Columbia-based telecommunications company. With more than 40,000 employees, it's the country's second biggest firm in its space.

Channel Marketing Blues Got You Down?

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Consistent, quality customer service is hard to come by. How often do you walk away from an interaction with a brand thinking “Wow, that was simple!” More often, it's “Why does it have to be so hard?”

Research shows that 89 percent of customers stop doing business with a brand after a single poor customer experience. Think about that -- pretty sobering, no? And many times bad customer experiences can be laid at the door of a disjointed customer engagement strategy.

Oracle Social Cloud Now Offers Instagram, Weibo Support

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Keeping track of social media conversations around brands is a moving target.

And it gets even more challenging as people extend their online presence to different platforms.

But Oracle claims more help is on the way. The Redwood City, Calif.-based company announced today that it's beefing up its Social Cloud with support for two more platforms: Instagram and Weibo.

Oracle Social Cloud’s Social Relationship Management platform will track engagement and analytics for Instagram. It provides the same support for Weibo, along with publishing capabilities.

Your Buzzwords are a Buzzkill

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Buzzwords, especially in the high-tech industry, have got in the way of our ability to communicate. In a need-it-now age where every word matters, we’ve created an industry language that puts style before substance.

Acronyms, abbreviations and hybrids crowd corporate mission statements and product documentation, all in the name of saving time or standing out. And because jargon use breeds more jargon, this collection of buzzwords continues to grow.

Show Me the Money - Marketing Results You Can Prove

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CMOs have to prove their worth. They have to show value to the CEO, the board and the entire C-Suite. Showing results is not just important for career success, but for survival in general.

According to a study by Spencer Stuart, CMO tenure lasts under four years -- a significantly shorter time than most C-level positions. A CFO, for example, typically holds the position for nearly six years, and a CEO has an average tenure just over 8 years.

Additionally, CMO's compensation is increasingly being tied to results. So delivering results doesn’t just impact the company’s ROI, but also a CMO’s personal bank account.

Take a Peek: 3 Digital Marketing Innovations #AdobeSummit

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SALT LAKE CITY -- Adobe dropped the curtain and revealed some of its work in its digital marketing labs for the 6,000 attendees at the Digital Marketing Summit last night here at the Salt Palace Convention Center.

The demonstrations drew ooh's and aah's from the crowd -- even from comedian and musician Wayne Brady himself, the event's guest host -- but Adobe's not making any promises the technology will hit the streets.

"Sneaks demonstrations are a preview of the ideas and technologies percolating inside Adobe Labs," Adobe officials said in a statement, "and should not be viewed as a representation of product plans or features."

That said, the biggest hits -- if you're measuring that by crowd reaction -- were probably Adobe's work in Digital Asset Management (DAM), in-store customer mapping through mobile app tracking and big data analytics.

The Inside Scoop on Adobe Experience Manager #AdobeSummit

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SALT LAKE CITY -- There's something beyond the glamour, the food, the Grammy-winning bands and quips from Michael Keaton at the Adobe Digital Marketing Summit here. Many of the 6,000 attendees gathered at the Salt Palace Convention Center have an important job back home.

They manage Web Content Management Systems (CMS).

It's not as pretty as the sights here in Salt Lake. It's a technology battlefield of code development, implementation challenges and customization realities.

James Trinnaman knows this well. He's the solutions manager for The Church of Jesus Christ of Latter-day Saints in the Salt Lake area. He and his team implemented the Adobe Experience Manager (AEM) Web CMS in November 2013.

"Our previous CMS was home-grown based on other platforms," Trinnaman told CMSWire. "People who are doing the content for us wanted a simple way to standardize templates and take a little more control of ownership of publishing themselves so they weren't depending on IT to do so."

Why You Can't Ignore Employee Engagement in Your CX Model

What if you could build your next product together with your prospective customers?

If you could, you would build precisely what they want. You would tailor it to their specifications and undoubtedly have a happy customer.

This simple principle lies at the core of our next-generation customer experience tools and the new look desktop views frontline Verizon employees use to serve our customers.

As an IT team, our clients are Verizon employees who set out to serve our customers everyday. Our shared goal is simple: Reduce customer effort.

Learn the ABCs of CMOs

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To be a CMO today, you need the ABCs -- agility, bullishness, and customer-centricity. The ABCs of a CMO are both for how to work internally with your team and peers as well as externally to build your brand and drive revenue.

Let’s take one at a time.

Tery Spataro: You Have to Know What Your Customers Want

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Tery Spataro is passionate about digital marketing. For 20 years, she's been providing strategies that define the role digital and technology play with the brand and in the life of the customer.

Her current title is director of research at ATOMdesign/STREAM Research in Scottsdale, Ariz., a product development and design firm. She oversees the method, strategy, identification of insights, analysis of data for product and marketing research to aid in the experience design process.

But if you ask her what she does, she's likely to put things much simpler.

"I bring digital and tech to life in the physical world," she explains on Twitter.

Day 1: Challenging Tech, Awesome Acquisitions #AdobeSummit

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SALT LAKE CITY -- It's a close call which comment got the most reaction from the crowd of about 6,000 during the morning keynote at Day 1 of the Adobe Digital Marketing Summit Conference here at the Salt Palace Convention Center.

Brad Rencher, senior vice president and general manager of digital marketing for Adobe

or ...

Chris Norton, vice president, customer relationship management and channel intelligence, Starwood Hotels & Resorts Worldwide.

Rencher asked a Coca-Cola representative if you kiss a Coke machine that says "hug me," do you get two Cokes?

Norton followed a presentation from an Adobe marketing tech rep who demoed the marketing cloud's targeting capabilities using Starwood Hotels.

"It was a little harder for us doing it on our own than it was up there," Norton said.

6 Things That Make Modern CMOs Stand Out

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I remember when marketing was more about printing flyers, sending direct mailers, attending events and mass advertising. Selling was heavy on cold calling, or “dialing for dollars” as many professionals affectionately renamed it. And snail mail and these dinosaurs called “fax machines” handled most other parts of the business.

While many of those tactics still work, the digital age has brought us a range of new capabilities that are not only scalable, but efficient and much more effective.

Jahia Hires Web CMS Veteran to Grow Global Partnerships

For Piyush Patel, the proof was in the proverbial web content management pudding.

Back in 2009, he helped a client maneuver into the Jahia open source Web CMS platform. That client is still a happy customer today.

Patel, a veteran Web CMS and digital experience industry player, is the new executive vice president and general manager for the Americas at the Geneva, Switzerland-based Jahia. His formerly worked as a consultant, helping customers implement the Jahia platform.

“My model is very much in line with Jahia's,” Patel told CMSWire, “and it just made sense to join the company.”

Are You Heading to the #AdobeSummit?

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SALT LAKE CITY -- Adobe will spotlight its Marketing Cloud and digital experience enhancements on a full stage here -- fuller than ever.

There will be record attendance at the annual Adobe Summit Digital Marketing Conference this week at the Salt Palace Convention Center. More than 6,000 digital marketers, technologists, e-commerce and omnichannel professionals will attend — about 20 percent more than last year.

There are good reasons for the record attendance. The $1 billion Adobe Marketing Cloud is getting kudos from top industry analysts at Forrester and Gartner. Both company's rated the platform No. 1 in their latest marketing cloud industry reports.

"We've talked about marketers needing to reinvent themselves last year," said Loni Stark, senior director of strategy and product development for the technology at the heart of Adobe's digital platform, Adobe Experience Manager. "We know that just doesn't happen. Reinvention is a journey around the customer journey. It's a personal journey, and we'll be talking about what that journey looks like and the future of digital marketing."

What's New for You This March in Open Source CMS

Is open source the next big thing? At least that's what it seems, based on a burst of unrelated news in the past month. As CMSWire writer Miles Kehoe explained a few weeks ago, "Open source software has gone from quirky and free to mainstream for the enterprise."

Just think about it. 

  • Open Whisper Systems announced the latest iteration of its secure open source messaging app
  • Pivotal Software announced the Open Data Platform (ODP), an initiative that brings together GE, Hortonworks, IBM, Infosys, Pivotal, SAS, AltiScale, Capgemini, CenturyLink, EMC, Splunk, Verizon Enterprise Solutions, Teradata and VMware (and is open to other companies that want to join).
  • And SiteSupra, headquartered in Riga, Latvia, released its software as an open source CMS and development framework.

What else is going on in the open source world, specifically related to open source CMS? Let's find out.

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