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Great points, Gary. Early in my digital marketing career, I was deep in the world of CMSs...and, yet, the lightbulb hadn't really gone on for me that it would be logical for the CMS to be the home of both testing and tag management. That totally makes sense, though.

For testing, isn't that part of what the Autonomy acquisition of Interwoven (now part of HP) was supposed to do? Yet...they're either being incredibly stealth when it comes to positioning their suite as such, or I'm simply not engaged in any channels where that conversation is occurring.

Is there *any* chance that Adobe will come out with tag management capabilities inside of their CMS product suite that will openly accept platforms beyond SC and T&T?

Very interesting post. Prior to leaving, CMS-Test integration was one of my projects. For big corporations with custom CMS like (61M users a month just in US), there aren't a lot of optimization offering out there willing to work with us on a tightly integrated solution. A javascript tagging solution that have to go else way for process simple algorism, just didn't make sense to us. We have to duplicate the entire chain of content production, localization, testing, deployment and analytics out-of-band separately just to work within the limit of third party vendor. Not to mention additional development resources to make code JavaScript and make sure it doesn't break very complex and dynamic web pages. Now multiple the problem across 200 countries. We also have internal tagging system, now add another set of tags yet again for testing. We end up selecting Webtrends Optimize for their willingness to work with us for a hybrid solution. The solution works beautifully and allowed us to seamless program testing as part of content creation process, so easy even a marketer can program their on test, not saying it'll be be easy to plan for a test but mechanics are no longer a challenge. We use Webtrends UI and Analytics reports but install allocation servers within our data center, make API calls to these servers that in turn make "homing call" to read a test set up and allocated, we then sent analytics data by the minutes via private VPN feed into Webtrend's analytics engine. Before I left, we were near completion to make our internal targeting engine work with testing as well. Anyone not on Adobe's stack should take a look at Webtrends Optimize if you are interested in this type of integration.


I don't think Adobe will provide much support for other tools unless/until they are forced to because other vendors have provided deep support for testing and TMS. Frankly, if I was Adobe, I don't think would do it. Right now, the integration within the Suite is a significant advantage for them and there just isn't much reason to do more. That's my best guess anyway...



I didn't realize you'd left Microsoft - congrats on the new gig. Very cool stuff - and I think what you're proposing makes a lot of sense. I particularly like the idea of integrating the testing into the personalization engine. This is a missing piece in many programs and not always financially practical given the way testing tools are sometimes structured in terms of price.


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