The Role of PCM in an Omnichannel

Customer Experience

16/07/2015

Principal Sales Executive

ECM

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Question 1: PCM Requirement Trends Driving Consumer Experience and Interaction

1. Support Omnichannel experience and interaction a) New channels requires other content (types);

b) Same brand experience through different channels;

c) Managing different content streams through different channels.

2. Operational Excellence and Cost savings a) Managing the end to end content production process by workflows;

b) Less spend on (re)creation of unstructured content (images, text);

c) Inhousing of DTP processes and creation of brochures.

3. Avoiding legal claims and compliancy a) Annual growth of legal cliams up to 300% per year in Retail;

b) Average claim costs +- € 75K

c) All product content should be compliant with regulation, purchase and internal audit.

• Shift to omni-channel focus (digital channels)

– New channels require new content

– Can’t predict channels

• More personalization

– More content variety

– More targeted (probably what you want, not necessarily your consumers)

• Maximizing return on marketing spend

– Content production, management and distribution is expensive

– Effective workflows

– Reuse where possible

– Analytics

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PCM Requirement Trends Driving Consumer Experience and Interaction

QUESTION 1

• Enterprise Solution not Point solution

– Enterprise Architecture and Flexibility (a derived requirement)

– Manage multiple brands, markets and business units (specifically a challenge for vertically integrated enterprises)

• Manage ALL content types

– Collaboration

– Product and asset licensing

• User adoption. Users are inherently creative people. Don’t like systems too much:

– Multiple context specific UI/UX

– Powerful, yet simple workflows

– Flexibility and speed

Top 3 strategies driving requirements

The type of requirements we see are largely

derived

from the customer’s PIM/DAM “maturity”

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PCM Requirement Trends Driving Consumer Experience and Interaction

QUESTION 1

Focus areas

• Taxonomy

– Metadata consolidation

– What is the starting point?

– Mapping from various folder structures / systems?

– Supports all business units?

– Supports all channels?

• Content production

– Workflows (from free-form to structure)

– Effective tools and Uis

– Automation

• Content Creators

– Think about this user group. Key to ensure system adoption.

– Your consumers are content creators too

Centralized Repository, Rights Management, Tracking, Unification (meta data consolidation, Taxonomy)

Corp marketing, workflows, processes, design production

Consumer marketing (ecom, digital, Amazon, Social, retail, print

This is not a step-by-step

process, but illustrates level

of “maturity”

QUESTION 2

• Unfortunately… there doesn’t seem to be airtight industry

definitions effectively separating these terms – we’ll offer the

following definitions:

– MDM. No Contest. Structured data. Facts. A set of processes,

tools and technology for managing and controlling the Master

Data Record.

– PIM. Centralized repository aggregating all product information to

single product instances. Market(ing) specific classification.

– PCM. Includes unstructured information. End-user information.

Focus on channel distribution. Can be PIM.

PIM vs PCM vs MDM

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Question 2: main differences between PIM, PCM and MDM

Master Data Management (MDM) provides a set of procedures, agreements, information definitions and a Governance model for managing all Master Data. Preferable formalized in a Information Strategy, mostly highly structured and supported by a MDM-tool.

Product Information Management (PIM) covers all structured data related to a product, which is additional to the Master Data. Sometimes created in an ERP-tool, most of the times in MS Excel and preferable in a PIM-tool.

Product Content Management (PCM) covers both structured and unstructured product data. Most of the time combinations of PIM and Digital Asset Management (DAM), like ADAM. Also supports workflows, contentflows and (end) user information.

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Question 3: PCM solutions and an engaging customer journey

PCM solutions provides during the Customer Journey:

- A single truth of product content and data;

- Always the latest version of product content and data;

- A single brand or product experience;

- Targeted content at the right time and the right place;

- The perfect presentation of the product content at the digital touch points.

Product Content Management is crucial in order to engage and create the best Customer Experience. Enterprises without PCM are not in control; content must be managed by you and not be managed by the Crowd.

• Device agnostic

• Device specific Content

Availability

• IP, cookies, patterns

• Fresh and updated Content

Relevancy

• Leverage existing data

• Preferences

Content Personalization

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PCM’s Role in the Engaging Consumer Journey

QUESTION 3

• Goal is to capture complete

content feedback loop to

drive decisions. Includes

UGC (reviews), social

listening.

• PCM is the architectural

component or process that

allows bundling content for a

channel (or consumer) in

context of products

• Single central source

• PCM can enable local

business/market/brand need

3 main themes for engaging consumers

Access our PCM resources

www.adamsoftware.net

info@adamsoftware.net

@ADAMSoftware

www.youtube.com/AdamSoftware