Local Peaks: thoughts, ideas and lessons learned from a web-native CEO/CTO

Omniture and Adobe: Missing Steps?

September 17, 2009 | By Jeff Freund
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Six years ago at Clickability the vision for Clickability's Web Content Management platform was formulated.  A central element of this vision was our idea of the Content Value Chain.  This sequence of steps defines the path that content goes through during its lifecycle:

The first three steps are the fundamental activities of all WCMS systems:

  •  “Create” is to author the content or digital asset    
  •  “Manage” is to apply metadata, establish workflow, and organize with other assets
  •  “Publish” is to combine content elements into a fully rendered format

Traditional WCMS systems stop at this point, requiring the customer to figure out the rest of the steps on their own.  However, we saw the value of an integrated solution across the entire value chain and worked to deliver a platform that also did the rest of the steps, too:

  • Deliver” is to transfer the content to the consumer be it as a Web page, an XML feed, an email, or any other mechanism
  • Interact” is when the content consumer does something with the content, saving it, sharing it, commenting on it, etc.
  • Measure” is observing what happens to the content as it passes through the value chain
  • Adapt” is taking what is learned and using this information to optimize the entire value chain or individual steps of it

I recently saw a very similar value chain represented in the context of Adobe’s move to acquire Omniture.  Adobe's point of view on the value of the combination is published on their website and includes the following:

Aside from some semantic differences, there is only one key difference between the two value chains – the missing steps of “Manage” and “Publish” from the Adobe and Omniture combination [Aside:  should this be refered to as Adobiture or Omnobe?].

What does this mean?  Well first off, it is great to see the idea of the Content Value Chain being recognized as an important way of viewing content and content processes.  Secondly, it also means that to really have a complete solution, Adobe needs to be thinking about how to include management (and publishing) capabilities into their overall offerings. 



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