Editorial
Tony Byrne has watched the evolution of web content management systems since 2001. That's the year he founded CMS Watch — a vendor-independent analyst firm that evaluates content technologies and publishes research comparing different solutions head-to-head.
Over time, CMS Watch grew into a multi-channel research and advisory organization.
In 2010, the company was renamed the Real Story Group. Byrne oversees all of the Real Story Group's technology streams.
This November, Byrne, a former journalist and a 20-year technology industry veteran, will share his expertise at CMSWire's DX Summit 2015 at the W City Center Hotel in Chicago.
CMSWire caught up with him for a preview of his presentations, which focus on selecting and integrating the right digital experience (DX) technologies.
Nicastro: How do you define digital experience ?
Byrne: To me it's a mindset. It means you start with the screen and work backwards, rather than starting with your IT systems and looking forward. It puts the needs of the constituent — customer, prospect, employee, whatever — first and foremost. This remains a somewhat radical idea, by the way.
Nicastro: You emphasize the need to select the right DX technologies. What technologies do you mean by that?
Byrne: This is a great question and unlikely to be sorted out soon. At Real Story Group we see it as a confluence of core informational and experiential platforms centered around digital and media asset management, web content and experience management, social engagement and marketing automation. It also includes a range of upstream and downstream systems, like online video platforms (OVPs), e-commerce, customer relationship management and more.
Nicastro: What tips can you share about selecting DX technology?
Byrne: The most important one: take an empirical, test-based approach that revolves around hands-on education and vetting.
Nicastro: When it comes to marketing technologies or MarTech, there is a perennial debate about whether it's better to build or buy. Where do you stand?
Byrne: Buy, always buy, wherever possible. You'll still be building, to be sure, but you'll be building essential integration connections rather than discrete functionality.
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If you'd like to learn more about digital experience technologies, Tony Byrne will be speaking at our DX Summit, which will be held Nov. 3 and 4 at the W Hotel City Center in downtown Chicago. He'll be presenting a pre-conference workshop on selecting the right DX technology on Nov. 2 and leading a session on Building the Right Digital Marketing Toolkit on Nov. 3. Find out more here.
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