How DocZone is helping Unica Corporation to achieve new production milestones and single-source publishing

May 12, 2010

How DocZone is
helping Unica
Corporation achieve
new production
milestones and single-
source publishing

©2009 Really Strategies, Inc. | www.rsuitecms.com

Webinar Agenda

 Welcome
 Overview
 Introductions
 Q&A

2

©2010 Really Strategies, Inc. | www.reallysi.com Confidential

Who is Really Strategies?
 Founded: 2000
 Consulting Services to Publishers
2007, 2009

 Specialists in XML-based Content Management Solutions
 Project/Program Management
 Workflow Analysis and Reengineering
2004 - 2009
 Content and Metadata Modeling
 Technology Assessment and Roadmaps
 Much more…
2006, 2007, 2008

 RSuite CMS – A Content Management System for
Publishers
 DocZone – The first SaaS XML Content Management 2007, 2009

System

2004, 2005, 2007

3


ONLINE POLL…

4


Serving over 100 companies
STM Educational Media Tech Pubs

5


Webinar Presenters

 Mark Hoeber
Sr. Manager, Technical Documentation

6


Unica’s Adoption of DocZone
Mark Hoeber, Sr. Manager, Technical Documentation


About Unica

 Leading provider of enterprise and on demand
marketing management solutions
 Interactive Marketing
 Customer and Web Analytics
 Cross-channel Campaign Management
 Integrated Marketing Operations
 1000+ customers around the world

8
Confidential

Unica Technical Documentation

 Content in XML/DITA
 Move to DITA pre-dated DocZone adoption
 Uploaded existing DITA content in DocZone with
a few changes
 Move to a more “restrictive” schema in DocZone; the
right thing to do, but presented challenges
 Switched from Maps to Bookmaps

9
Confidential

Unica Technical Documentation

 Current documentation deliverables
 PDF
 HTML
 Single pages
 HTML-based Help; frameset, context-sensitive

 8 languages

Confidential

Content Delivery

 Content through hosted service
 In the “cloud”
 Linked to from products

 Updated, enhanced independently of software

11
Confidential

Content Delivery

 Concurrent multiple version, language support
 Users directed to appropriate content
 Much content duplicated in cloud, but not in source

 Management of versions of source in DocZone
is critical
 Snapshots taken of all delivered content
 Branches for released content edited separately

 Merge content changes forwards/backwards

Confidential

DocZone Implementation


Content Formats

 DITA topics
 Concepts
 Tasks

 References

 Bookmaps
 Multiple editing interfaces
 XMLSpy preferred for speed

14
Confidential

Publishing

 DITA  FO  PDF (Legacy)
 DITA  Simplified XML  Topleaf  PDF
 DITA  HTML
 DITA  (Leave DocZone) WebWorks  Help
Hardcopy
D
E
L
Transformation I Web
V
E
Transform to PDF, R
HTML, custom
formats Y Help Files

15
Confidential

Publishing

 Multi-layer conditional publishing
 Product condition: e.g., Print different product name
depending on publication
 Platform: e.g., Same publication, different output for
different operating systems

 XSL management a challenge

Confidential

Goals with DocZone


Goal 1

 Content Reuse

 Reduce the maintenance nightmare

 Speed up creating new publications

 Stop reinventing the wheel

18
Confidential

Goal 2

 Streamlined Publishing
 Moving publishing off the desktop to a centralized,
consistent, multi-format system that takes authors a
single-click to use
 Remove burden of formatting from authors

19
Confidential

Goal 3

 Ease of Translation
Guten
Tag
 Streamline translation tasks and
publication

 Reduce overhead costs

 Provide greater visibility into
translation needs

20
Confidential

Measuring Success


Content Reuse

 No good formula for measuring

 How often should you reuse topics vs. how often
you appropriately do?
 But this is qualitative

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Confidential

Content Reuse

 Our Results: Many topics used in multiple
contexts.

 Biggest gains:
 Installation content
 Content for solutions repackaged for different markets

Confidential

Streamlined Publishing

 How quickly can we assemble new publication
from existing assets for new context?
 Results: Hours vs. Days

 No time spent in formatting documents
 Results: Time saved, presentation
lower priority

24
Confidential

Ease of Translation

 How quickly and easily can we translate
content?
 No error-prone file management
 Management overhead still large
because needs differ across projects

 Cost savings
 Reduced cost/publication largely through reuse

25
Confidential

Results

 Able to cover rapid growth of product offerings

 75+ Publications, 2-3 active versions each




10,000+ topics

First simultaneous 5-language release in
March 2010
$
 Big strategic win in markets that demand immediate
localization
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Confidential

Strategy Lessons


Complement Business Strategy

 Move towards solution selling = prioritize reuse

 International expansion = simplify translation

 Focus on top line, not bottom
 “Productivity” alone won’t suffice

 Tie goals to company’s growth plan

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Confidential

Culture of Content Management

 Content Management isn’t just technology

 Challenges more cultural than technical
 Buy technical improvements
 Lead cultural change

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Confidential


 Across team, different approaches, attitudes
towards adoption
 Need to address all views

 In a mid-size team, no writer “owns” a document
 No single point of control
 Collaborate and compromise

 E.g., modify a topic so it works for everyone instead
of creating a new one that’s 80% the same

Confidential


 Teamwork more important than before
 Silos will negate benefits

 Spend 2x more on team training than on
technical training
 If you need more technical training, revisit
implementation

Confidential

Content Management Choices

 Own vs. Outsource
 Even with outsourcing, you need in-house expertise

 Features vs. Simplicity
 How complicated of a workflow do you need, and
what’s the minimum you could work with?

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Confidential

Content Management Choices

 Specificity vs. Flexibility
 How precise does your DITA extension need to be?
Or do you need it at all?

 Savings vs. Growth
 Do you need to save $$ today, or grow tomorrow?

Confidential

Questions

 Thank you
Mark Hoeber (mhoeber@unica.com)

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Confidential

Upcoming Webinars

Content Goes In, Products Come Out: End-to-
End Publishing with RSuite, eXtyles, and
Typefi
June 23, 2010 | 2:00 to 3:00 PM EST

More Information: www.reallysi.com/webinars

Confidential

How DocZone is helping Unica Corporation to achieve new production milestones and single-source publishing

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