Enterprise Content and Search Management for Building Digital Platforms

Shailesh Kumar Shivakumar

• Publisher: Wiley-IEEE Computer Society Pr
• Year: 2016
• ISBN:
  9781119206835
• Edition: 1
• Topic: Design
• Subtopic: Web Design

Provides modern enterprises with the tools to create a robust digital platform utilizing proven best practices, practical models, and time-tested techniques

Contemporary business organizations can either embrace the digital revolution—or be left behind. Enterprise Content and Search Management for Building Digital Platforms provides modern enterprises with the necessary tools to create a robust digital platform utilizing proven best practices, practical models, and time-tested techniques to compete in the today's digital world. Features include comprehensive discussions on content strategy, content key performance indicators (KPIs), mobile-first strategy, content assessment models, various practical techniques and methodologies successfully used in real-world digital programs, relevant case studies, and more. Initial chapters cover core concepts of a content management system (CMS), including content strategy; CMS architecture, templates, and workflow; reference architectures, information architecture, taxonomy, and content metadata. Advanced CMS topics are then covered, with chapters on integration, content standards, digital asset management (DAM), document management, and content migration, evaluation, validation, maintenance, analytics, SEO, security, infrastructure, and performance. The basics of enterprise search technologies are explored next, and address enterprise search architecture, advanced search, operations, and governance. Final chapters then focus on enterprise program management and feature coverage of various concepts of digital program management and best practices—along with an illuminating end-to-end digital program case study.

• Offers a comprehensive guide to the understanding and learning of new methodologies, techniques, and models for the creation of an end-to-end digital system
• Addresses a wide variety of proven best practices and deployed techniques in content management and enterprise search space which can be readily used for digital programs
• Covers the latest digital trends such as mobile-first strategy, responsive design, adaptive content design, micro services architecture, semantic search and such and also utilizes sample reference architecture for implementing solutions
• Features numerous case studies to enhance comprehension, including a complete end-to-end digital program case study
• Provides readily usable content management checklists and templates for defining content strategy, CMS evaluation, search evaluation and DAM evaluation

Comprehensive and cutting-edge, Enterprise Content and Search Management for Building Digital Platforms is an invaluable reference resource for creating an optimal enterprise digital eco-system to meet the challenges of today's hyper-connected world.

Part 1
Content Management Basics for Digital Platforms

Chapter 1
Introduction to Digital Platforms

Digital transformation is a part of a technology road map for most of the enterprises (especially the ones operating in the B2C domain). Digital technologies are disrupting the way end-users engage with online channels and redefining the way enterprises do business online. Enterprises strive to provide differentiated experiences to its digital consumers. Digital channels personalize information at all levels to convey the right message that resonates with individual end-user's personality. Disruptive digital technologies build a participative digital platform enhancing user's digital journey and consistently aim to convert a visitor into a brand advocate. As digital experience assumes the prime focus of online platforms, it becomes imperative to understand various aspects of digital technologies and use them to their fullest potential.

This chapter provides insights into digital ecosystem and lays the foundation for core digital technologies including content management and enterprise search that are the main focus areas of this book. The chapter also briefly introduces the concepts related to digital content management and enterprise search and their value addition to the digital platforms. We will also look at the elements of enterprise digital strategy and digital content strategy. All chapters in Parts I and II are developed to provide in-depth details of various components needed to realize the content strategy. This chapter provides a foundation for upcoming chapters.

Chapter organization: We start by looking at various elements of an enterprise digital ecosystem, such as opportunities, challenges, and digital capabilities. We will learn how digital technologies are making a fundamental impact on the traditional business functions. We then look at enterprise content management (ECM) to understand the big picture of overall content management. Specifically we will learn about ECM features, applications, and differences between ECM and WCM. The next section discusses various elements of enterprise digital strategy and content strategy. The strategy discussion lays the foundation for concepts in remaining chapters for this book and helps us understand the role of each content component (and corresponding book chapter) in the content ecosystem. We conclude with a high-level discussion of content management and enterprise search along with its value-added.

Digital architects, enterprise architects, program managers, senior business executives, and business analysts will find this chapter useful.

1.1 Enterprise Digital Ecosystem

A robust digital strategy involves leveraging digital technologies to actively collaborate, engage, and maintain long-term relationship with all key stakeholders and continuously optimize their experience with the digital channels. In this section we will look at the core elements of digital ecosystem from technology and functionality standpoint and understand the big picture of enterprise digital ecosystem components.

The digital transformation provides a wide variety of opportunities across a wide spectrum of business domains. We will look at various opportunities opened up by digital technologies, including a quick look at the key challenges while implementing them. Digital Experience, Digital marketing, digital commerce, and SMAC (Social, Mobile, Analytics, and Cloud) form a major chunk of capabilities required for customer-facing B2C enterprises. Collaboration, engagement, and innovation forms a vital portion of partner relationship through B2B channels. For internal stakeholders such as employees, productivity improvements, collaboration, operational efficiency, and active employee engagement form crucial aspects of B2E (Business-to-employee) channels. In the section that follows we discuss the topics related to digitally driven capabilities and technology enablers.

Digital Opportunities for Enterprises

The success of modern online platforms experiences is based on the customer experience with digital platforms. Organizations are transforming online channels to provide superior customer experiences to retain and grow an existing customer base. Key organization focus areas such as digital transformation, digital commerce, digital marketing, social and collaboration enablement, and legacy modernization comprise the main elements of a digital ecosystem.

Going digital provides the following opportunities to enterprises:

• Provide consistent Omni-channel experience to provide content anytime, anywhere, on any device.
• Enhance information discovery process and provide personalized and relevant information for a given context.
• Leverage social exchange and collaboration to engage, collaborate, and influence customer behavior. Monitoring and listening to social conversations helps in better branding, improved product quality management, and for achieving effective customer service.
• Gather real-time insights into customer behavior through analytics. Customer behavior, navigations, actions, purchase patterns can be used for enhancing and personalizing user experience.
• Provide contextual, personalized content and recommendations to drive customer's decision making.
• Leverage data from all customer interactions to provide highly engaging customer support and user experience. Move from transactional model to long lasting relationship model with customers.
• Provide unified and consolidated view of customer to design better marketing campaigns and sale offers, loyalty offers, and personalized promotions.
• Enable a self-service model across various customer interaction points and optimized operations.
• Convert the site traffic into sales through personalized and engaging experiences.
• Enhance productivity of the workforce through self-service tools and simplified processes and productivity-enhancing tools and accelerators.
• Streamline platform support, maintenance, and operations through intuitive dashboard-based real-time monitoring. Adopt agile delivery model to shorten the time to market.
• Provide “on the go” and on-demand services and optimize the infrastructure cost through ...

Table of contents

• Cover
• Title Page
• Copyright
• Preface
• Acknowledgments
• About the Author
• About the Companion Website
• Part 1: Content Management Basics for Digital Platforms
• Part 2: Advanced Content Management
• Part 3: Enterprise Search Technologies 375
• Further Reading
• Index
• Wiley End User License Agreement