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In The News

Tony Byrne's Speculation on Adobes Acquisition Proved Prescient

16-Sep-2019 | Tech Crunch | "Ten years after Adobe bought Omniture, the deal comes into clearer focus"

Ten years ago this week, Adobe acquired Omniture for $1.8 billion. At the time, Adobe was a software company selling boxed software like Dreamweaver, Flash and Photoshop to creatives. Many people were baffled by the move, not realizing that purchasing a web analytics company was really the first volley in a full company transformation to the cloud and a shift in focus from consumer to enterprise.
It would take many years for the full vision to unfold, so you can forgive people for not recognizing the implications of the acquisition at the time, but CEO Shantanu Narayen seemed to give an inkling of what he had in mind. “This is a game-changer for both Adobe and our customers. We will enable advertisers, media companies and e-tailers to realize the full value of their digital assets,” he said in a statement after the acquisition became public. Read More


Jarrod Gingras on What to Focus on When Choosing a DAM

28-Aug-2019 | CMSWire | "What to Look For in Your Next DAM"

The global digital asset management (DAM) market will reach $8.1 billion by 2024, according to Zion Market Research. The big questions for marketers, though, are how and where they should spend their brand's money with DAM vendors in a market that some see as fragmented, crowded and ripe for innovation. 
DAM, or software that helps brands manage and use digital assets in things like marketing campaigns and brand content, has become a centerpiece of the marketing technology stack. But a lack of proper vetting and falling in love with features and capabilities can be costly mistakes for organizations and marketers, according to Jarrod Gingras, managing director and analyst for Real Story Group. Read More


Jarrod Gingras on What it Takes to Build a Digital Roadmap

01-Aug-2019 | CMSWire | "When Creating Your Digital Roadmap, Consider These Lessons Learned"

Enterprises are transitioning from reacting to emerging technologies to proactively planning strategies to exploit digital opportunities, leveraging longer-term roadmaps for digital workplace and marketing technology.
Inevitably, some common mistakes will be made along the way, but one way to avoid repeating them is to focus on the lessons learned by those who have gone before. Here is the most common "what I would have done differently" advice I’ve encountered. Read More


Tony Byrne identifies the 4 platforms that underpin omnichannel architectures in this clip from his presentation at Digital Experience 2019

01-Jul-2019 | EContent | "VIDEO: Four Key Platforms that Power Omnichannel"

Many of you have looked into customer data platforms. Many organizations kind of built these on their own. Some organizations are still choosing to build these on their own, sometimes for good reasons, sometimes not.

This omnichannel content platform is really interesting. This is a space that's kind of calved off from parts of the WCM world and parts of the DAM world. In this idea that I can have a core set of shareable assets that can be used across all different channels. That marketplace is very young and still kind of in formation. Journey orchestration and decisionining, very interesting as well.

A long history of this technology going back to direct mail in advertising days now kinda getting retooled for the digital era. And then of course a variety of operations hubs. So, these are areas where if we're serious about omnichannel we need to think about investing here, whether it's bringing in new technology or not. Read More


Tony Byrne on Creating a 'Netflix-like' Experience

27-Jun-2019 | Target Marketing | "Using MarTech to Create a 'Netflix-like' Omnichannel Stack"

Each year in advisory conversations that Real Story Group holds with enterprise MarTech and Customer Experience (CX) leaders, common themes emerge. This year, it seems like the most frequent aspiration is, "We want to create a Netflix-like experience." That certainly sounds good, but what does "Netflix-like" actually mean, and what does it take to get there?

RSG evaluates martech and CX technologies to assist enterprise tech stack owners. To maintain its strict independence, RSG only works with enterprise technology buyers and never advises vendors. Read More


Tony Byrne on What You Need to Know About 'JOE'

03-Jun-2019 | CMSWire | "What You Need to Know About Customer Journey Orchestration Software"

Customer journey orchestration engine software is designed to help organizations analyze customer interactions across multiple touchpoints, execute the best communications and predict future customer interaction.

Sounds like the promises marketers have been hearing all along in the digital transformation era, no? Yet, they still have their struggles. Can these journey orchestration engines, or journey visioning platforms as Forrester calls them, deliver on these promises? Can they sit underneath your engagement systems such as marketing automation, email marketing and personalization engines and successfully orchestrate a customer’s journey? Read More


Tony Byrne on Key Technology Buying Considerations for an Omnichannel Stack.

30-May-2019 | MarTech Today | "From MarTech Silos to an Omnichannel Stack"

For the past decade, most enterprises have focused on scaling and modernizing their martech and digital experience (DX) stacks, pushing ever-richer content and experiences through web content management (WCM) systems, marketing automation/ESP platforms, and CRM environments, among others. This made sense for improving digital customer engagement in those platforms, but also led to serious challenges that now need attention. Read More


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Recent Press Releases

29-Aug-2018 - Real Story Group Publishes New Customer Data Platform (CDP) Vendor Evaluations

12-Sep-2017 - New Book Applies Design Thinking to Tech Procurement

31-May-2017 - New Research Charts Employee Experience Tech Landscape

13-Sep-2016 - Real Story Group Releases New Dynamic Marketplace Quadrant Generator

16-Aug-2016 - Real Story Group Research Finds New and Revived Vendors Disrupting Web CMS Marketplace

11-Aug-2016 - Real Story Group Partners with Rosenfeld Media to Publish New Book Series on Digital Technologies

01-Jul-2016 - New Research Finds Cloud Roiling the Digital Asset Management Marketplace

See all press releases.