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Tony Byrne on Selecting Content Technology


16-Aug-2018 | Content Marketing Insitute | "3 Ways You Sabotage Your Content Tech Search"

Tony Byrne, founder of tech analyst firm Real Story Group, says marketers have been relying on the wrong things to filter their content tech choices. He feels so strongly there’s a better way that he co-wrote a book called The Right Way to Select Technology: Get the Real Story on Finding the Best Fit.

Traditionally, Tony says, tech selection is made based on one of four problematic approaches:

  • Horse race – You choose technology based on static analyst-firm pronouncements about which tech vendors offer the most/best/newest capabilities without regard for what you’re trying to do.
  • Love at first sight – You’re enamored by the first tool you see and don’t consider other options that might fit better.
  • My Cousin Vinny – You choose a solution because you know another company in your market segment uses it; however, that company may not have the same content needs or use cases.
  • Happiness is a stack of warm binders – You spend a ton of time on developing tech and business requirements, loading them into spreadsheets, and weighting each factor mathematically; the problem, though, is that what looks like the solution on a spreadsheet may not work for people.

Tony Byrne explains Digital Experience (DXP)


16-Jul-2018 | CMS Wire | "Investigating the Cost, Integration and Other Realities of Digital Experience Platforms"

What (And Who) is a DXP Anyway?

But first, a semantics debate. The term digital experience elatform, you see, has some associated hype and untruths, according to Tony Byrne, CEO and founder of Real Story Group, who blogged about the matter in January.  “It doesn’t exist,” Byrne told CMSWire of DXPs in an interview this month. “It’s a made-up term foisted on gullible analyst firms by enterprise portal vendors seeking continuing relevancy and WCM vendors looking to escape the increasingly narrow functional confines of that marketplace." Byrne went on to say that digital leaders don't license a "digital experience platform." "People who actually work on these systems on a daily basis know that there is a difference between digital experience as a mindset and collection of evolving methodologies," Byrne added, "versus the various sets of tools required to satisfy diverse customer needs in the digital world.” Read the complete article here.

Jarrod Gingras on HS DAM Takeaways


14-May-2018 | CMS Wire | "9 Big Takeaways from Henry Stewart DAM NYC 2018"

Looking for a DAM Tool? Start With User Stories, Not RFP Checklists

Jarrod Gingras, analyst and managing director at Real Story Group stressed the importance of documenting your company’s unique user scenarios and stories during a session titled “How to Select the Right DAM.” Gingras recommended using those as a guiding map during vendor selection process, instead of relying on request for proposal (RFP) checklists. RFP checklists definitely serve a purpose, but user stories provide the context for how features can solve specific use-cases. This lesson applies beyond DAM as well and serves as practical advice for any software procurement endeavor. Read the complete article here.

Tony Byrne on Digital Experience


10-Apr-2018 | CMS Wire | "Humanizing the Employee Digital Experience Is a Pressing Concern"

The Value of Employee Digital Communities

When asked to describe the most significant advances in the digital workplace arena, Byrne highlighted two areas. The first is the rise in “lightweight team communication services like Slack.” The second is "a growing awareness everywhere-not-named-Redmond that employee digital communities, properly facilitated, can deliver serious business value."

For Byrne, the biggest disappointment related to digital workplace tools centers on knowledge management (KM). “There’s a general lack among the major vendors to evolve real business applications for KM, communities, peer-answers and other similar use-cases,” he said. “They are still just throwing features at us, and features in themselves don’t make the digital workplace more human-centric.”

Byrne will be speaking at CMSWire and Digital Workplace Group’s Digital Workplace Experience taking place June 18 to 20 at the Radisson Blu Aqua hotel in Chicago. He will give a workshop on June 18 titled, “The Right Way to Select Digital Workplace Technology.”

We spoke with Byrne about his thoughts on the impact emerging technologies are having on the digital workplace, employee engagement and the future of work. Read more.

Tony Byrne on Software Vendor Demostrations


24-Jan-2018 | CMS Wire | " 7 Ways to Make Vendor Technology Demonstrations More Useful"

Any strong enterprise technology selection will have a vendor demonstration somewhere in the process. Technology selection experts told CMSWire your technology selection team needs to be in control of the process, ensuring the vendor demonstrates the value of the tool for your specific business use case. And you must always be on alert, as Tony Byrne of Real Story Group suggests, “Avoid vendor sleight of hand where they show you something off-script to distract your attention from a shortcoming,” he wrote in a blog about vendor demonstrations

We caught up with some practitioners who have been on selection teams and have helped others with their technology selections. They offer tips on making the most of your vendor demonstrations. Read More.

Tony Byrne on Jive-n and Jive-x Separation


31-Aug-2017 | CMS Wire | " Will Jive Customers Win With Lithium Takeover?"

Will Jive and Lithium Mesh?

Jive-xBut can two former fierce competitors play well together, technology wise?

Technology companies that acquire competitors naturally run the risk of product duplication and therefore wasted resources.

Lithium and Jive have “substantial functional overlap,” according to Tony Byrne, co-founder and CEO of Olney, Md.-based Real Story Group.  

He added in a blog post yesterday the partnership has “limited potential for combining modules and achieving ever-beloved 'technical synergies.'"

In the long-term, Byrne added, "vendors selling multiple products that do mostly the same thing is a story that rarely turns out well. One product becomes Cain and the other Abel."

Read the complete article here.

 

Tony Byrne on the Effect of Artifial Intelligence on the Future Content Management


26-Aug-2017 | TechCrunch | "AI will fundamentally change how we manage content"

Artificial IntelligenceChange is never easy

Tony Byrne, founder and principal analyst at Real Story Group, who is usually skeptical about developing tech trends, is actually bullish about using AI in content management — but not without some caveats. He cautions that the usefulness of your Artificial Iintelligence effort is going to be related to the condition of your data.

“Those sorts of automation and cognitive services typically depend on a fairly organized repository of tagged (and ideally structured) content, which is often what you’re working towards in an ECM project in any case. The challenge comes for customers who have very messy repositories: AI/ML isn’t going to clean it up for them, and [these companies] will struggle to draw meaningful conclusions — garbage in — garbage out,” Byrne explained.

Byrne also warned that it’s early days and it’s going to take some time to get this right. “Customers just need to understand that software vendors themselves are still thinking in terms of potential and have not yet fully activated AI/ML services as specific applications. That means that [customers] today will need to do a lot of the experimentation and testing themselves. But I think it’s worth exploring, especially for sizable enterprises with more complex needs around large-scale document processing, knowledge management, records management and search tuning,” he said.

That is good advice for any developing technology, but especially worth keeping in mind with the unique needs of content management. That means finding areas where it would work best such as Box’s choice of image recognition. Over time, as AI improves and gets more deeply incorporated into CMS technolgy, we will begin to see more complex use cases.

 

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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.

MD