1. Spotlight on Enterprise CMS
The new “experience mix” must also include enterprise content management solutions that help organizations reduce
cost, manage scale, complexity and speed to market.
Spotlight on Enterprise CMS
The new “experience mix” must also include next generation enterprise content management solutions that help
organizations reduce cost, manage scale, complexity and speed to market. It is predicted that Chief Marketing Officers
expect high levels of complexity over the next five years. Your content should be leading your digital marketing
strategies.
The next generation enterprise CMS solution of the 21rst century provides marketers with technology which can
identify patterns in your buyer’s behavior, simplify merchandising and marketing, provide integration and most
importantly focus on “customer experience.” Let’s take a further look at some solution providers and the benefits of
Next­Generation CMS solutions.
Below is a list of benefits Next Generation Enterprise CMS will deliver to an organization:
Recommendation Recommendations can be served dynamically to up­sell and cross­sell products and influence.
Multivariate Testing Retailers can leverage multivariable testing to determine the most effective marketing, including
messaging for new products, optimal pricing for maximum revenue, and promotional offers to increase conversions.
Web Content Management Integrated management capabilities offer ability to manage the entire online experience.
Social Media Analysis Real time social media applications to connect you with the customer.
Contact Center Management Workforce optimization enables contact center management for your organization.
Mobile Commerce Marketers today have ability to recognize what products the customers have viewed by platform.
Multichannel Solutions A multichannel solution allows retailers to identify conversation to filter and detect trends.
It is apparent of the value next generation CMS provides for an organization. Privacy and security are covered when
users login with IDs for the workplace. By significantly adding shorter deliverable cycles, real time accuracy, fast
turnaround, the cost saving benefits are preeminent.
I’d like to share some favorite CMS solution providers that are today’s “Next Generation” for enterprise:
Autonomy’s Digital Marketing Suite It’s just over a year since HP bought Autonomy for $10.2 billion. HP has
recently added Autonomy’s IDOL to its software, which deals with unstructured and structured data. Autonomy
IDOL’s has over 500 advanced functions. The solution can manage data and understand sentiment which then
applies a governance policy across the entire organization built on sentiment and relationships.
TransUnion is a global leader in credit information with over 45,000 businesses and 500 million customers worldwide.
Autonomy's digital marketing suite is used to deliver online experiences to its customers. The company used tests of

2. various content combinations to determine which layout generates high conversions. TransUnion increased uplift
and conversion by over 30 percent with Autonomy Optimost.
" Autonomy plays a key role in our mission to deliver products and services that help consumers better understand
and manage credit to achieve their financial goals," said Pat Nieman, vice president of engineering, at
TransUnion. "
Autonomy's customer base is over 20,000 global enterprise organizations: Citigroup, Coca Cola, Deutsche Bank,
FedEx, Ford, GlaxoSmithKline, NASA, Nestlé, New York Stock Exchange, Reuters, Shell, T­Mobile, and more.
Adobe Digital Marketing Suite Every digital interaction can be optimized with this solution. Retailers are able to see
new opportunities and leverage conversion for ROI. This enables the brand to adapt content according to customer
behaviour. The organization can then publish content in real time to all marketing channels,for greater ROI efficiency.
IBM Customer Experience and IBM Intranet Experience Suite The two suites allow CMOs to aggregate customer
data using its “Big Blue” enterprise portal, Web content management, forms, and social networking software. The
software helps CMOs and CIOs transform digital and customer experience via mobile devices. The intranet software
collaborates to front office operations and externally to clients. This results in organizations benefiting from faster
insight on customer buying patterns and consumer sentiment for engagement.
Most applications can still only manage their content from a single system in enterprises where many different
systems have already been deployed. Most organizations today are yet struggling to deal with vast amounts of data
information. Determining the right channel and digital marketing “experience” mix to communicate for your
organization is needed. Choosing the right next generation CMS solution means managing success efficiently for the
long term.
What are your thoughts? I’d be very interested to hear all of your CMS experiences right here!