WTF ist der Unterschied zwischen MDM, PIM und PXM?

Eine tolle Omnichannel Customer Experience, das ist was alle Marken und Händler heute bieten wollen. Tools von Mobile Commerce, Chat Commerce, E-commerce und CRM gibt es ohne Ende. Doch die Daten sind wichtig. Ohne sie geht nichts. In diesem Kontext gibt einen neuen Begriff der diskutiert wird: Product Experience Management (PXM)? (zum englischen Blog geht es hier.)

WTF sind all diese Akronyme und warum sind sie wichtig? Ich denke, es ist an der Zeit, meine Sichtweise auf die in der Datenmanagement-Welt verwendeten Begriffe zu formulieren. Vor allem, da die digitale Transformation oder die Vorbereitung auf das digitale Geschäftszeitalter die Bedeutung von Daten auf ein neues Level gehievt hat.

Meiner Meinung nach haben einige Softwareanbieter dem Begriff Product Experience Management (PXM) als reine Marketingstrategie genutzt, um sich als Innovator gegenüber etablierten Product Information Management (PIM)-Anbietern zu positionieren.

Wenn Sie im Web nach Definitionen suchen, finden Sie viele Blogs oder Websites ohne echte Details. Ich denke, der Unterschied und der Zusammenhang von Master Data Management (MDM) und PIM ist bereits besser etabliert. Aber immer noch haben Unternehmen, Business- und IT-Entscheider Schwierigkeiten zu verstehen, warum sie was brauchen.

In der Vergangenheit hat hybris ab ca 2010 (heute Teil SAP Experience Management) einen erfolgreichen Schritt getan, indem sie Product Content Management (PCM) positioniert haben, um einen besseren Zugang zu Marketing- und E-Commerce-Entscheidern zu erreichen. In der MDM-Welt hat Reltio ab 2015 Informatica und andere herausgefordert, indem sie MDM als “modernes” Datenmanagement titulierten um sich im Go-to-Market zu differenzieren. Gutes Content-Marketing kann dabei eine wichtige Rolle spielen.

Nun kam (seit 2017 etwa) der Begriff ist Product Experience Management (PXM) auf. Ist PIM nun tot? Wo liegt der Unterschied?

Mit diesem Blog versuche ich, diese Diskussion zu vereinfachen und lade euch alle ein, eure Kommentare und Erfahrungen zu hinterlassen.

MDM_vs_PIM_vs_PXM_de.png

Sie denken, dass einige Dinge in der anderen Box sein müssen, oder dass manche Dinge fehlen? Bitte lassen Sie es mich wissen.

Mein Fazit und meine Empfehlung ist, hinter die Kulissen zu schauen, welche Software wirklich was tun kann. Wählen Sie eine Lösung, die flexibel mit Ihren Geschäftsanforderungen in allen drei Dimensionen wächst, denn nur so kann Ihr Unternehmen erfolgreich sein. Achten sie nur darauf, dass sie nicht mit einem Tool blockieren, dass nicht auf die anderen Disziplinen erweitert werden kann, weil es sich um eine alte Plattformtechnologie oder eine zu simple App handelt. Ich bin sicher, dass ihr Geschäft alle drei benötigt. Die Frage ist nur wann, und wo starten. Am besten dort, wo schnell Ergebnisse gezeigt werden können.

Fußnoten:

  • Bei der Recherche habe ich mich an zwei Blogs von Productup und Gartner angelehnt, die auch lesenswert sind.
  • Mehr zu Riversand, die ein Cloud Platform für MDM, PIM & PXM anbieten, gibt es auf Riversand.com.
  • Das Blog gibt es auch auf Englisch.

What is the difference between MDM, PIM & PXM?

MDM. PIM. PXM. …. WTF are all these acronyms and why do they matter? I though it is time to write down my view on the terms used in the data management world. Especially when nowadays digital transformation or getting ready for the digital business era has taken the importance of (master) data to new heights.

Why does this matter? Companies who are in control of their data can realize new business models and revenue streams and create the next level of customer experience every CEO is dreaming of. Business models like Amazon, Spotify, Netflix, Uber or AirBnB would not exist without data.

In my view some vendors have put out word and claimed Product Experience Management (PXM) as a marketing strategy to position themselves as innovators over Product Information Management (PIM) vendors. When you search for definitions you find many high-level blogs or websites without real details. In the meantime PXM has started to evolve and Simon Walker from Gartner Research will try to define this market, as he told me.

I think the difference and correlation of Master Data Management (MDM) and PIM is established a bit more, but still companies and business and IT people struggle to understand why they need what.

In the past hybris (today SAP) made a successful move by positioning Product Content Management (PCM) to get better traction with marketing and e-commerce people. In the MDM world, Reltio attacked Informatica and others by calling out MDM as “modern” data management.

With this blog I am trying to simplify this discussion and contribute my view. I invite you all to leave your comments and experience.

MDM_vs_PIM_vs_PXM_en.png

You may argue that some things need to be in the other box, or some things are missing. Please let me know.

My conclusion and recommendation is to look behind the scenes who can really do what. Select a solution which is flexible to grow with your business need across all the three dimensions, because your business needs all of it to be successful. Just be careful that you don’t lock yourself down into a tool that cannot take you to the other levels because it is old generation platform technology, or too light-weight app-style. I am sure you may have the desire to have all of this.

*** Footnote ***

In research for this blog I found these two very helpful articles from Simon Walker (Gartner) and Productsup. Nadim Wardé publishes his view on definition here, by adding PLM and DAM to the list.

Find more about Riversand, my employer who addresses MDM, PIM & PXM with one cloud platform for mid size and large enterprises. Riversand just announced the strategic integration with Venzee for better Syndication & PXM.

There is also my German version of this blog, if you are intersted.

Discuss with me on this topics via Twitter or Linkedin, if you want.

How the Cloud Changes Everything – Riversand Confluence Europe 2019

Dr. Lu-Lam Pham is truely one of the thought leaders and advisors of the digital business era. In his video he talks about how the cloud has enabled many companies such as Netflix, Spotify, Slack or others to entirely new business models, based on data in the cloud.

If you think this is relevant for the success of your business, register now for Riversand Confluence 2019 in Amsterdam on October 16 & 17. On this event our team, partners and customers will discuss how data, cloud and AI will transform the way companies work in their digital strategy.

Lu-Lam will speak in good company with speakers from marquee brands like Beiersdorf, Saint-Gobain, Pewag, Orkla, Maxeda (Europe’s CIO of the year) and many more to come.

The last add the list of thought leaders and hot of the press is “The Data Whisperer”, Scott Taylor. More details I will add to this blog soon.

 

Artificial Intelligence In The Workplace: How AI Is Transforming Your Employee Experience

Ich habe einen informativen Beitrag zum Thema **künstliche Intelligenz** gefunden:
Artificial Intelligence (AI) is augmenting our workplaces and transforming the employee experience. In this article, we look at what this means in practice and explore practical examples, benefits, and drawbacks.
Zum ganzen Beitrag im forbes​ Blog geht’s [hier](https://www.forbes.com/sites/bernardmarr/2019/05/29/artificial-intelligence-in-the-workplace-how-ai-is-transforming-your-employee-experience/).

Same same… Wie clevere Händler teure Retouren vermeiden

Vor gut zehn Jahren schrieb ich mein erster Whitepaper wie Produktinformationen Retouren senken können. Heute ist das Thema relevanten den je, wie der aktuelle Artikel bei Etailment ziegt. Ich habe mir erlaubt ein paar Zitate davon hier zusammenszufassen.

1. Produkte detaillierter beschreiben

Die Angaben von Herstellern müssen für Kunden nicht verständlich sein: Modefarben sollten in Tagesschau-Deutsch übersetzt, Größenangaben detaillierter eingegrenzt werden. Aus Taupe wird Hellgrau, aus Nude Beige oder Hautfarben, der Hinweis „fällt größer aus“ oder „ist eher eng“ wirkt bei Bekleidung Wunder. Technik wird durch die Erklärung von Funktionen sowie von auftretenden Macken für Kunden einschätzbarer.

2. Bilder sagen mehr als Worte

Kunden wünschen sich mehr Bilder, Detailfotos oder Rundumansichten, um Waren beurteilen zu können. Verlinkungen zu Erklär-Videos ergänzen die Darstellung von Geräten, Ersatzteilen oder Funktionen und Material. Neue Technologien wie Augmented Reality vermitteln außerdem einen lebendigen Eindruck, machen beispielsweise Größenverhältnisse besser schätzbar oder unterstützen bei der Einrichtung oder beim Handling mit Ersatzteilen. 

Disruption – What Your Business Can Learn from Ajax Amsterdam

Everybody in our industry talks about disruption. If you are tired of it, maybe looking at it from the eyes of a football fan may help. For me this Champions League season Ajax Amsterdam is THE force of disruption. What can enterprises of any size, learn from it?

In my view these are the things Ajax is doing great this season and it is relevant for all of us.

  1. They have a game plan & a concept: Having a strategy and execution plan seems to be obvious for you business people and readers. I think some companies and people still act as they do not have a plan. And if you think you have on, you may consider challenging if the plan is the right one. In times where all talk about data driven disruption and the ambition to act like AirBnB, Amazon or Uber, companies need to have a concept (some call in governance) and a platform how to deal with their data as strategic asset, being ready for growth and unexpected change. For example what happens if a new merger happens and you have to merge two product portfolios and two customer groups together?
  2. They have speed: Yes young players, usually have the power to run faster. Not a surprise right. But Ajax, has not only young players on the pitch they know, when they have to bring speed, and when tactics into the play. Speed in business today is a do or die question. For example if you want to realize real-time recommendations or IoT based tracking and customer service. In the business world, new big data technologies allow this speed.
  3. They can adopt fast: A famous Germany head couch (Sepp Herberger) once said “the ball is round so that the game can change direction”. Hope my translation make sense. Also our brains have to be flexible to change direction, much more often than ever expected. Adopting to a new situation like being under pressure after your opponent has score a goal, requires to deal with the new situation. In a the data driven world this means you should have the flexibility to create and adopt new things, even it is not on the roadmap of your software vendor.
  4. Thy have automatisms: The talks about use of articial intelligence in business is more than omnipresent. For an athlete, in my view this is similar to train your body and brain at once. Many do this with Life Kinetic to be able to react fast and automated in complex situation, as I have seen it from Joachim Klopp (the current team coach of Liverpool FC) or Felix Neureuther (a German Ski racer, who just ended his career).

What is your view? Let me know. I will be meeting like minded people shortly in Olso on May 2, in London on May 14-16 and Berlin on May 16. Would be happy to see you there.

6 Facts to Know When Creating Connected Customer Experience

Attending the Omnichannel Customer Experience Summit in Amsterdam was fantastic. I thought I share my lessons with you digital disrupters out there. Simple and short, easy to consume.

1. “Generation mute” likes chat commerce

By 2020, 70% of customer interaction will involve emerging technology to like messaging, chat bots and more. Live chat is dead said Christoph from Sparkcentral. The new gen is not willing to talk on phone calls, they just prefer messaging and voice messages.

2. Extrem complexity in the customer journey

We are #GenCX! This statement stands for generation customer experience, regardless of the age, said another speaker. Meaning customer experience matters the most.

3. Social media attention is ultra fast

4. Change management needs CxO support

… pointed out by Ioana from Mont Blanc. True this is not new, but always worth saying it again and again.

5. Connect the dots of data

Enabling omnichannel customer experience requires to connect the dots said chairman Fabian, which was music to my ears.

6. Your platform has to be able to grow with your need

A picture paints a thousand words. This can be my conclusion of the day. Find out more about how a platform can grow to any data need and download the white paper.