MDM, PIM, MAM, DAM, PDM, PLM, PCM, ERP, CMS, W2P, CRM, CMP, WCM, DBP, SSP, MFP? What is what and what is it for?

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1 MDM, PIM, MAM, DAM, PDM, PLM, PCM, ERP, CMS, W2P, CRM, CMP, WCM, DBP, SSP, MFP? What is what and what is it for? Which System and which Approach solves my Multichannel Publishing challenge in respect of Product communication? Which System optimises my Processes and gives me the long-term flexibility that is required today? These are only two of many questions asked by companies when they contemplate trends, features and their options to address customers in today s Web 3.0. New methods of communication have to be implemented and Publishing 3.0 is just the right buzzword. We are indeed at the centre of a new paradigm change from Publishing 2.0 to Publishing 3.0 and a business would be ill-equipped for the future, if it did not take this scenario seriously. It wouldn t be the first time that in revolutionary periods those will be left behind, who close their mind to current technologies and only rely on tried and tested processes. Making up leeway would prove very difficult. It must be possible to use up-to-the-minute data, information and contents dynamically, effectively, consistently and repeatedly in the right channels. This is required by ever shorter product lifecycles, new trends in Web 3.0, legal requirements, common sense and increasingly more demanding customers in progressively global markets and not only in the B2C sector. But don t panic! At the end of the day, the journey is its own reward and it is up to businesses to embark on the journey to meet and accomplish these technical challenges. Instead of continuing to use one-way workflows and associated single channel publishing at several fronts, in most cases all information must initially be combined in a suitable system, to give it the chance to develop in all communication channels consistently and in the correct format. Starting with a healthy and tidy data basis, which also may be used easily as a publishing source, is the basic prerequisite of multichannel publishing. Working methods, technical requirements and the knowledge of all departments and participants when selecting the system also have to be taken into account. The currently established systems within the company have to be either reconsidered or networked. Otherwise, this might quickly lead to further isolated media and a content island, which make processes rather more complicated. This central data source does not only significantly simplify processes regarding all aspects of data management, but also structures and optimises any subsequent publishing workflows. Whilst data in the workflow is edited and updated at the same time, others may already be published. Should product information be incorrect, it can be adjusted parallel in all publications within the shortest of time.

2 However, in many cases current data is still exported (for example from the ERP system) and compiled by hand and then transferred on foot to other departments and participants as an Excel list for processing. The silent data whisper begins. And depending on their complexity, in many cases, created or existing data errors may only be recognised when it is too late. But which system is the right one for my company? Which system can do what? And to what extent? Do I need a CMS system - or perhaps rather W2P? Basic knowledge of what a system is capable of even in respect of the development approach and what it is optimally used for cannot do any harm: DAM AND MAM SYSTEM: DAM means Digital Asset Management and MAM means Media Asset Management. In this case, an asset is a structured file - for example a PDF, a video or an image. If the main focus of the managed files is on video, the term VAM or Video Asset Management is used. The somewhat out-dated term would be image or media database. Typical functions of an Asset Management system include the import and export of files if applicable also with format conversions into the required file format or size. In addition, meta information may be enhanced and managed for research purposes (e.g. IPTC-NAA standard, EXIF or xmp file information). An Asset Management system facilitates searching, comparing and selecting assets due to adjustable criteria and enables files to be combined to packages. In addition, an Asset Management system DRM (Digital Rights Management) can provide support and make archiving and versioning of files easier. ECM, CM AND WCM SYSTEM: According to the definition of the Association for Information and Image Management AIIM International, ECM (Enterprise Content Management) or CM (Content Management) generally stands as an abbreviation for technologies, which are primarily used for managing, storing and making available structured content and documents used to support organisational processes within the company. In respect of Content Management systems, which are exclusively used as web application and which manage contents on internet-based websites and portals, the term Web Content Management (WCM) is also occasionally used. However, these systems are normally rather unsuitable if the task is to manage highly complex contents and information in a highly granular manner and to release it flexibly to multiple channels, as the relevant information is already available in structured and modelled form, thereby already limiting any further purpose. CM systems are not suitable for the mass administration of pure and frequently significantly varying, multi-layered product information of different origin. ERP SYSTEM: ERP stands for Enterprise Resource Planning. It is a business management software related to finance and economics. It normally covers all finance and merchandise management processes, strategic and operational planning processes for production,

3 procurement, distribution up to order processing and inventory management. An ERP system combines supplier databases and is used for order tracking, accounts receivable and payable, stock management, resource management and much more. There are many branch-specific ERP systems due to the special requirements of individual sectors. Even though master data and some important product related information may be managed in ERP systems, those systems are not capable of publishing this information in multiple channels in a media-oriented manner. In addition, not all product information, which for example is required for a print or web catalogue, is available in an ERP system. Hence, in many cases, the required product information contained in the ERP system will be exported for processes related to marketing to which any missing product information is manually added by other departments, for it to be used for example for catalogue productions and price lists. This too creates a media break prone to error. Data has to be supplemented in a time-consuming manner and assigned to products. Another problem is the effort in respect of creating or amending articles in an ERP system. That is why frequently changing shadow assortments by suppliers are not created in the respective ERP system in the first place. W2P: Abbreviation for Web to Print. W2P stands for internet supported creation of print data. Based on a CMS/editorial system and a server side PDF library to generate PDFs, it is possible to integrate ready-made templates with data from one database via internet browser or to add information manually. Initially introduced in the mid-1990ies, this could be regarded as a logical continuation of desktop publishing. That is why these systems are also referred to as webtop publishing systems or online publishing systems. Frequently, attempts have been made to copy functionalities of professional DTP programs online in particular, when the focus had been on creating the necessary template files. Professional systems are based on Adobe InDesign servers as layout and DTP engine. Workflow functionalities complete the set. MAM or DAM systems are frequently integrated or connected to add image files to the pre-defined templates from these databases, whereby the basis is also formed by pre-defined templates. To achieve improved transparency, ZIPCON Consulting divided the range of functions into 5 different classifications. Classifications A is a pure automat for pre-defined templates (for example visiting cards) up to classification E with workflow and campaign automatisms. EDITORIAL SYSTEM: From a technical point of view, editorial systems belong to Content Management systems. A significant feature is the clear separation of contents, data structure and design. They also provide the option for user administration and functions to generate workflows. For example, editorial systems display the frontends you use to apply the functions of a W2P system. Here, web based templates may be edited and compiled in order to fill them with content later. Editorial systems were introduced in 1980 in particular for editorial processes in publishing firms. They fundamentally changed the way journalists worked. Documents were created and edited online. Other professions, such as that of the typesetter, vanished

4 completely. Templates and print templates are mainly created in DTP programs. Here too, in most cases the Adobe InDesign server is the layout and DTP engine in the background to enable the online editing of documents in workflow by the editorial system. Some other systems with independently developed layout and DTP engine offer - mainly with fewer functions - template creation without a normally necessary DTP program. However, this strongly curtails the implementation of complex layouts compared to the use of DTP programs. Initially developed to create print media in publishing, today, editorial systems are also used by larger companies outside the publishing sector, as in the meantime have also become useful for online media, intra and extranets of a corporate site; hence for the complete brand management of an enterprise. MAM and DAM systems are partly integrated or may be connected. Editorial systems are suitable for managing editorial content. Because of the data structure used, they are less suitable to administer highly complex product information however, they may integrate this information per XML from appropriate databases. PIM: Information on products available in companies, frequently exist in several systems, tables or databases and is in many cases already strongly structured and media bound. As a result, this information requires some effort to be used for several, different publication channels. A Product Information Management system consolidates in an extremely flexible structure, information from various systems, both unstructured and media-neutral, to be able to release it in a format appropriate to the respective publication channel and the running time. PIM systems may precede all other systems mentioned above and receive, administer and re-release bidirectional data. When it comes to product information management, a PIM system is the best choice. The data structure can be set up flexibly and offers the structural management of information, which is normally the prerogative of other systems (example: marketing information in the editorial system and item numbers, abbreviations, commercial features, logistics data from ERP). PIM systems of the first generation have historically developed from different approaches with a range of key aspects. Historical key aspects may include pure automated printed editions, ecommerce or eprocurement requirements. They might also have been based on a pure CM system, which was enhanced by certain PIM functions. Today, some PIM systems do not only offer unstructured and media-neutral information management and a historical output channel or purpose. Modern systems of the second generation can, apart from workflow functionalities also support classification standards and catalogue exchange formats, as well as provide various other publication channels (ecommerce shop, print, web catalogue, app catalogue on mobile devices) with uniform product information. These PIM systems already contain appropriate modules (publishing

5 components) or they can, requiring little effort, be directly bidirectionally connected with other systems (ERP, MAM, DAM, editorial system) via the open interface. The immense effort of creating a new article in an ERP system can be significantly optimised by a preceding PIM system. With regard to shops/businesses, the reduction and the simpler administration of shadow assortments by different suppliers are also worth mentioning. Using a search engine, enables cross-supplier and assortment search for the requested product and the selection of the best offer. To process an order, product data plus supplier conditions are fed into ERP via an interface. Strategically, PIM becomes a necessity at the latest when the support of data exchange standards (such as. GDS, ETIM, BMEcat) is driven forward or if an international expansion strategy is to be implemented. The effective information consolidation and the processes based on it make PIM an important success factor. PCM AND PDM: PCM and PDM stand for Product Content Management or for Product Data Management. These are just other names for a PIM system and can mainly be found in the United States. PLM: PLM means Product Lifecycle Management. A PIM system should not be confused with a PLM system. From the point of view of marketing, each product is subject to a certain life process. However, the entire lifecycle of a product also includes the process, which the product is subject to prior to market maturity - namely the planning and conception process of a product. A PLM system supports both product search and conception process up to market maturity a PIM administers information of the finished and developed product for markets. In the PIM system, only actual and binding information of the finished product, which has achieved market maturity, is interesting. Hence, the difference between the two systems is already defined by the entire product lifecycle. Namely, the period before market maturity and the one after a product s market maturity. Ideally, in case of a PLM system all systems and programs are connected, which come into contact with the product. From planning (PPS/ERP), construction (CAD program), calculation (CAE), manufacturing (CAM) up to controlling. As soon as market maturity has been achieved, a PIM system can adopt information and data of the finished product, which has already been accrued and produced during product conception. These are consolidated with information from other departments and published. For example CAD files and design drawings may be used for generated web catalogues or for creating 3D PDFs via PIM system. Hence, all data, created during designing a product is once again efficiently used, whereby the entire product presentation is additionally refined and upgraded.

6 Furthermore, the entire timeline (time to market) from product development to market entry is reduced drastically, as all processes can take place factually parallel instead of linear. CRM: CRM is the abbreviation for Customer Relationship Management. A CRM system supports the customer relationship management within an enterprise. Customer relationships are managed in a CRM system, which enables coordinated relationship marketing. Hence, in case of operative CRM it may be sensible to integrate a PIM system. This means that direct consistent product information for cross-selling activities in the CRM system is available. DBP: Abbreviation for Data Based Publishing. Another term for Single Source Publishing from the early beginnings of database supported production. This term was used when an individual output channel had been served (e.g. the automated creation of print catalogues). SSP: SSP stands for Single Source Publishing and cross-media publishing from a single unified data or information base. However, deviating from the term DBP one data source applies to several publication channels. MFP OR MCP: These abbreviations stand for Multi Format Publishing or Multichannel Publishing. This refers to the release of contents in all conceivable and digital formats to optimally use these in a cross-media manner. Multichannel publishing optimises respective publication processes and in doing so supports a company s multichannel marketing. Channels are subdivided into classic and modern marketing communication channels. A TV spot for example is a classic communication channel and videos on mobile devices or on social media platforms would be modern communication channels. All communication channels require different film formats, even if the film they are based on is the same. CMP: This is the abbreviation for Cross Media Publishing and describes the cross-media publication of information, which is differentiated in accordance with the media used - for example a video of a product, the product in a printed product catalogue or the product featured in an online catalogue on a website. When until a few years ago the relevant formats for the respective media or channels were clearly defined, today the term Multichannel Publishing or Multi Format Publishing is in general more contemporary. Even in respect of an individual TV spot on television it already makes a difference whether it is broadcast digitally in high-definition or in an older format. On the one hand, each individual medium may have various formats - whilst on the other it may be that one format may be used for several media.

7 MDM: MDM is the abbreviation of the term Master Data Management. This is basically a concept idea and at the same time a popular collective term for all IT systems, which enable central data storage of master data and reference data and where the Single Version of Truth approach is implemented. MDM means that information exists in a non-redundant database/repository, ready for multiple uses throughout the company or across departments. On the one hand, its purpose is to optimise individual processes and on the other to make available the same basic information to all as follow-up processes.