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Content Management

Content Management. By : Kaveh Ahmadi. Index. What is Content? Content Vs. Data What is Content Management? A brief history of content management The Role of XML in Content Management Content Management Functionality Siebel 2000 Integration with IBM Content Management Solution.

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Content Management

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  1. Content Management By : Kaveh Ahmadi

  2. Index • What is Content? • Content Vs. Data • What is Content Management? • A brief history of content management • The Role of XML in Content Management • Content Management Functionality • Siebel 2000 Integration with IBM Content Management Solution

  3. What is Content? • The concept of • structured vs. unstructured data • Data vs. Content • Structured data fits neatly into well-defined buckets. • “unstructured” data, which does not fit so predictably into welldefinedbuckets, has become known as “content.”

  4. Content & Industries • Commercial Airlines (aircraft maintenance manuals( • Automotive (dealer service manuals) • Insurance (insurance policies, insurance claims) • Public Utilities (utility contracts) • Banking and Financial Services (loan applications) • Healthcare (medical transcriptions, electronic patient records) • Telecommunications (network and wiring diagrams) • Pharmaceutical (new drug applications, clinical research data) • Legal Publishing (court records, legal briefs) • Government (birth certificates, public health records, committee reports, legislative transcripts and calendars)

  5. How is Content managed? Author Update Edit Publish Content management is significantly more complex than management ofstructured relational data. A system that pieces together content for the purpose of viewing that content within a web based device

  6. What Makes Content Management Difficult? • The flexibility and unpredictability of content • Lack of well-defined, industry-standard application infrastructure for handling content • Complex creation, update and change management cycles • Complex reuse and repurposing issues • Complex cross-referencing and indexing schemes • Complex formatting and transformation requirements • Complex search and retrieval issues

  7. A Brief History of Content Management • Content has existed for at least 5,000 years, since the invention of written language. • Formal content management probably didn’t begin until the founding of the Library of Alexandria in 150 B.C. • For at least the last 100 years, content has been playing a big role in business, in the form of brochures, catalogs, contracts,correspondence, invoices, purchase orders, billings and so forth. • As the 1990s dawned, personal computers were increasingly becoming linked by local area networks. With the realization that this provided a means to re-establish control over electronic content, the age of document management was born.

  8. A Brief History of Content Management • By 1998, the Web had evolved from an interesting phenomenon to serious business, and was now composed of billions of individual Web pages. Suddenly “document management” began to go out of vogue, and “web content management” became the central focus. • The Web frenzy hit its crescendo in 1999, but with the dot.com and NASDAQ crash in the year 2000, attention has again turned to a more balanced combination of print and web-based content. Also, while the rush to B2C e-commerce has slowed somewhat, there is now a renewed focus on automatically communicating electronic business content through XML-based B2B commerce networks.

  9. The Role of XML in Content Management • XML blurs the distinction between structured and unstructured data, allowing data items buried inside an unstructured document to be explicitly tagged. • XML plays at least three key roles in content management: • As a source format for content publishing • As a delivery format to the web • As a universal data interchange format

  10. Content Management & Other IT Initiatives • eCommerce • Web Site Content • Catalog Management • Enterprise Applications Integration (EAI) • Supply Chain Management • Trading Partner Agreements • Technical Specifications • Technical Documentation

  11. Content Management & Other IT Initiatives • Customer Relationship Management (CRM) • Marketing Automation • Campaign Management • Personalized Customer Communications • Sales Force Automation • Proposal Generation / RFP Responses • Personalized Sales Collateral • Customer Service / Contact Center Automation • Knowledge Base • Cross-sell / Up-sell Material • Email Templates

  12. Content Management Functionality • Your content management solution should address the following areas in order to help your Key Business Factors: • KEY BUSINESS FACTORS • Manage costs. Companies need to manage TCO including software, service, training, operations and ongoing maintenance costs. • Manage risk. Companies must manage and mitigate the risk for current projects by clearly identifying business objectives, compressing timeframes, reusing proven success scenarios and choosing experienced project participants. • Manage change. Companies must plan for future disruptions and opportunities and create adaptable processes, assets and architectures. • Manage assets. Companies must leverage digital assets and deliver appropriate content effectively to employees, partners, customers and suppliers.

  13. Content Management Functionality • 1. CUSTOMIZABLE SOLUTION • 2. COMPRESSED IMPLEMENTATION CYCLES • 3. EVOLVED INTERFACES FOR BUSINESSAND TECHNICAL USERS • 4. BUILT-IN SUPPORT FOR REALISTICDEPLOYMENT SCENARIOS • 5. VIRTUAL REPOSITORY WITH BROAD REACH • 6. WORKFLOW TO MANAGE THE CONTENT LIFECYCLE • 7. LIBRARY SERVICES FOR PROCESS ENFORCEMENT AND COMPLIANCE • 8. INTEGRATED, SCALABLE, STANDARDS-BASED SOLUTIONS

  14. Siebel 2000 Integration with IBM CRM Content Management • BENEFITS • Bolsters customer loyalty and improves customer satisfaction by providing prompt and accurate responses • Improves CSR productivity in processing correspondence • Accelerates response time for time –sensitive correspondence by prioritizing importance • Allows quicker response to requests for documents with improved archive and retrieval systems

  15. Siebel 2000 Integration with IBM CRM Content Management • FEATURES • Helps save time by using imaging technology for mail and faxes instead of paper • Gives a complete view of customers’ contact history including telephone calls, inbound and outboundcorrespondence, and COLD documents • Allows CSRs to display reference information such as statements, invoices and receipts • Unified logon for Siebel eBusiness Applications, IBM Content Manager (imaging), and IBM OnDemand (COLD) • Correspondence can be linked to service requests, accounts, or contacts • User has point and click access to all documents from Siebel eBusiness Applications

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