What makes us different?

(1)

(2)

2 What makes

us different?

We know great content

We have developed, produced, marketed and driven revenue

with high quality digital content. We offer front and back-‐end

expertise necessary for great

online products — from concept through design, build, launch,

operation and growth.

Our team of digital media

veterans have built, designed,

launched and operated over 100 high-‐volume, consumer-‐facing

digital products.

We’re agile and passionate, putting our real-‐world

experience in content-‐driven websites, apps, and other

experiences to work for you. Creating great web products

often incorporates advertising

and sponsorship, so we bring a deep understanding of

how strong user-‐centric

products drive revenue by converging content and

technology.

(3)

3 Method

CSE’s CMS evaluation presented in this white paper is based on a wide range

of client implementations and engagements ranging from CMS assessments

for specific clients to large scale CMS implementations at major media

companies. Some of the work on which this assessment is based included:

• More than 20 stakeholder interviews with clients across multiple industries, including

media and marketing clients

• Dozens of CMS implementations led by our senior staff

• Interviews with peer agencies

• Market and technical research including customer reference interviews, development lab

testing, and vendor presentations and RFP responses

(4)

Value Chain

4 Copyright © 2015 CSE, Inc. All Rights Reserved

ADVERTISERS

CONSUMERS

FORMAT/PRESENT

MULTI-PLATFORM

COLLECT

ORGANIZE

EDIT

TRANSFORM

PRESENT

DELIVER

GATHER &

SEGMENT

AUDIENCE

STRATEGISTS, WRITERS & EXTERNAL FEEDS

STRUCTURED CONTENT

STRATEGISTS

WRITERS

EXTERNAL FEEDS

ENGAGEMENT

DELIVER

AUDIENCE

STRUCTURE

ORGANIZE

SELECT/PROMOTE

AD INVENTORY

GATHER

CONTENT SOURCES STRUCTURED CONTENT

PRESENTATIONS & PROFILES

PRESENTATIONS, PROFILES (CONTENT, USERS, TARGETS) USER DATA & SELECTIONS

USER EXPERIENCE

AUDIENCE SEGEMENTS

DELIVER CONTENT TO

INPUT: INPUT: INPUT:

OUTPUT: OUTPUT:

(5)

Functional Expression

5 Copyright © 2015 CSE, Inc. All Rights Reserved

SOCIAL

INTEGRATIONS

FEEDS

WEB SERVER

EXTERNAL FEEDS

EDITORS

WRITERS

INVENTORY

MANAGEMENT

AD TRAFFIC

SALES

PLANNING

THEMES

TEMPLATES

AD TAGS AJAX

AD SERVER

SALES

AD SERVER

EDIT UI

UGC

BLOGS

SOCIAL

COLLECT

ORGANIZE

EDIT

TRANSFORM

PRESENT

DELIVER

GATHER &

SEGMENT

AUDIENCE

AJAX HTTP

_{MULTI-PLATFORM}

BROWSER

(DOM)

HTML

AJAX/JS

CMS

CMS CORE

(6)

6 Scorecard Criteria

Theme

Requirement

Ease of use

Ability of non-‐technical content owners to update content via intuitive

content authoring interface; enable content owners to manage most of

their own content

Development access

Allow developers to focus on building templates and components

Custom templates &

components

Create custom templates, modules, widgets and components internally

Content sharing / Multi-‐

tenancy

Share and/or reuse content, components, modules and widgets; ability to

update one asset and flow change through the sites

Mobile support / Modern

browser

Supports best practices for responsive design and modern browser

capabilities

Asset management

Asset repository provides quick downloads, efficient search, clear storage

hierarchy, collections, lifecycle support and large file management

Extendibility & Scalability

Scalability to handle future growth (websites, content, digital assets and

users) and flexibility to support advanced functionality

SEO

Supports best practices for search engine optimization

(7)

7 Scorecard Criteria

Theme

Requirement

Third-‐party integration

Supports third-‐party applications such as Eloqua and Salesforce

Social media integration

Built-‐in support for social media integration

Targeted content

Supports localization, geotargeting and dynamic content based on user

segmentation

Development community

Robust development community with sharable modules and easy-‐to-‐hire

external skill sets

Custom workflows

Workflow governance including author, publisher and approver work

groups

System reporting

Ability to track asset usage and user logins; Supports KPIs, dashboards and

analytics reporting

Community features

Supports commenting and user-‐rating systems

A/B testing

Supports multi-‐variant capabilities

Custom users and roles

with granular permissions

Ability to manage permissions for users and user groups based on custom

business workflows

(8)

Summary Evaluation Matrix

8 Copyright © 2015 CSE, Inc. All Rights Reserved

AEM Crownpeak dJango Drupal Eidos OpenText Umbraco Wordpress

Ease of use (intuitive authoring interface) 4 3 2 4 3 6 3 3

Development access (separation of content and presentation) 4 4 3 3 6 6 3 4

Creating custom templates, modules, widgets, components 4 6 3 4 4 3 3 4

Sharing/Reusability of content, components, modules and widgets 4 3 6 3 4 6 3 4

SEO 4 4 3 4 4 6 4 4

Modern browser/Mobile support 4 4 6 4 3 6 4 4

Asset management 3 6 2 3 3 2 3 3

Extendibility & Scalability 4 6 6 4 4 6 3 4

Third-‐Party system integration 4 4 4 4 4 6 4 4

Social integration 4 4 1 4 1 6 4 4

Targeting Features (Localization, Geotargeting and Segmentation) 4 4 2 3 3 3 3 3

A/B Testing 4 2 1 3 2 2 1 3

Development support/community 2 6 3 4 1 6 6 4

Custom users and roles with granular permissions 4 4 4 4 4 6 3 4

Custom workflows (publishers vs authors vs approvers) 4 4 3 4 4 1 3 4

Community features (commenting, rating with moderation) 4 4 1 4 2 6 4 4

System reporting 4 4 0 3 2 0 3 3

Final Score 4 3 6 4 3 6 3 4

A note on our consideration set: The list of CMSes included in this evaluation was based on the CMS platforms most

commonly used or considered by our clients, who range from large national media companies to national product

marketing companies.

Key

None 1 2 3 4 5

(9)

9 Detailed Evaluation Matrix

Ease of use (intuitive authoring interface) AEM Crownpeak dJango Drupal Eidos OpenText Umbraco Wordpress

Drag & Drop components 4 0 1 6 6 2 6 6

Intuitive Form/Dialog based content editing interface (WYSIWYG) 4 4 1 4 3 3 2 4

Availability of in-‐place content editing 4 6 6 4 2 3 4 2

Preview before publishing 4 4 4 4 4 3 4 4

Content scheduling (automated on/off) 4 4 2 4 4 6 4 4

Development access (separation of content and presentation)

IDE Compatible 4 4 4 4 3 6 4 4

Web-‐based development interface 4 3 0 0 0 6 0 6

Creating custom templates, modules, widgets, components (functionality)

Create custom content types 4 3 4 4 3 3 6 3

Creation of custom templates/layouts 4 4 4 4 4 3 4 4

Custom taxonomy / content tagging 4 6 2 4 4 6 4 4

Pluggable API (CMS exposed to other systems) 4 0 6 4 4 3 4 4

Sharing/Reusability of content, components, modules and widgets

Allows for content reuse/sharing across sites (update once, infinite uses) 3 4 1 2 4 6 1 6

Components can be used on multiple sites 4 4 2 3 4 3 3 4

Components with single codebase can be rendered/styled differently (CSS) 4 0 4 4 4 6 3 4

Shared templates/layouts can have unique CSS, JS 4 3 4 4 4 6 4 4

SEO

Supports custom (not-‐hardcoded) meta tagging 4 4 6 4 4 6 4 4

Hierarchical url structures. Allows custom/vanity urls 4 4 4 4 4 6 4 3

Key

None 1 2 3 4 5

(10)

10 Detailed Evaluation Matrix (cont.)

Modern browser/Mobile support AEM Crownpeak dJango Drupal Eidos OpenText Umbraco Wordpress

Ability to define doctype, custom CSS & JS 4 4 1 4 4 6 4 4

Allows for responsive/adaptive design, theming, etc 4 4 4 4 6 6 4 4

Asset Management

Ability to use/share uploaded digital assets across multiple sites 4 4 2 4 4 3 3 4

Integrates with third-‐party digital asset manager 6 1 6 2 6 0 6 2

Intuitive asset viewer that allows organization/filtering 6 3 2 3 6 6 3 3

Extendibility & Scalability

Shell/Root Access 4 0 0 4 4 6 6 4

Integrated Caching 4 4 2 4 4 6 4 3

Server Scalability (add more servers, replicate content) 4 6 4 4 3 6 4 4

Third-‐Party system integration

External system integration via API 4 4 4 4 4 6 4 4

Social integration

Social Media Integration 4 4 1 4 1 6 4 4

Targeting Features (Localization, Geotargeting and Segmentation)

Supports multiple locales (languages, currencies) 4 4 1 4 4 3 4 4

Maintain versions/history of content/pages 3 4 4 4 4 6 3 4

Custom content/functionality based on Geo-‐Location detection 4 3 1 2 6 3 6 2

Key

None 1 2 3 4 5

(11)

11 Detailed Evaluation Matrix (cont.)

Key

None 1 2 3 4 5

0 1 2 6 3 4

A/B Testing AEM Crownpeak dJango Drupal Eidos OpenText Umbraco Wordpress

Multi-‐variant capabilities (A/B Testing, segmentation, customization) 4 2 1 3 2 2 1 3

Development support/community

Marketplace for modules/functionality packages (contributed modules) 0 6 0 4 0 2 6 4

Documentation available 6 6 4 4 1 2 6 4

Development/Support Community (Forums, Conferences) 6 2 4 4 1 6 3 4

Support/Custom Development 6 6 3 4 1 6 2 4

Custom users and roles with granular permissions

Creation and management of users 4 4 4 4 4 6 4 4

Creation and management of user groups 4 4 4 4 4 6 3 4

Creation of granular roles and permissions for users and groups 4 4 4 4 4 6 3 4

Single authentication (LDAP or similar) 4 4 2 4 4 6 4 4

Custom workflows (publishers vs authors vs approvers)

Custom workflow creation/management 4 4 6 4 4 0 3 4

Maintain versions/history of content/pages 4 4 4 4 4 0 3 4

Community features (commenting, rating with moderation)

Commenting/Rating on content pages 4 4 1 4 2 6 4 4

Administration/Moderation of comments/ratings 4 4 1 4 1 6 4 4

System reporting

Integrated End User Analytics 4 4 0 3 2 0 3 4

(12)

www.groupcse.com

ATLANTA 150 Interstate North Pkwy Atlanta, GA 30339 (770) 955-1300 NEW YORK 101 5th _Avenue 8th _Floor New York, NY 10003 (212) 213-2642