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Web-To-Publish Web-To-Media Download digitale Buchausgaben und Bestellung Printausgabe: www.cross-media-buch.de (Deutsch) www.cross-media-book.com (Englisch) PRINT DATENBANK INTERNET IRA MELASCHUK ET AL. WEB-TO-PUBLISH WEBSHOP WEB-TO-MEDIA SOCIAL MEDIA Wege crossmedialer Medienproduktion MULTICHANNEL- APP MARKETING WEBSERVER 4. Auflage MELASCHUK–MEDIEN IMPRESSUM Melaschuk-Medien 1. Auflage 2014 Alle namentlich nicht gekennzeichneten Dipl. Ing. (FH) Ira Melaschuk 2. Auflage 2015 Beiträge wurden von Ira Melaschuk Heinrich-Lübke-Str. 23 3. Auflage 2017 persönlich verfasst. D-61169 Friedberg (Hessen) 4. erweiterte u. aktualisierte Auflage 2019 Die in diesem Buch namentlich gekenn- Tel.: +49 (0) 60 31 / 72 19 03 zeichneten Beiträge inklusive der Abbil- [email protected] © Melaschuk-Medien, Friedberg 2019 dungen liegen in der Verantwortung des www.Melaschuk-Medien.de jeweiligen Autors. Die Beiträge im Kapitel 7 ISBN 978-3-00-063634-9 „Praxis und Lösungen“ werden im Rahmen Autorin und Herausgeberin: (Print-Standardausgabe) bezahlter Partnerschaften veröffentlicht. Ira Melaschuk Alle Beiträge im Kapitel 8 „Anhang“ liegen Weitere Autoren: Digitale Buchausgaben: in der Verantwortung der jeweiligen Organi- Yannik Bockius www.cross-media-buch.de (Deutsch) sationen und Unternehmen. Roland Bühler www.cross-media-book.com (Englisch) Melaschuk-Medien übernimmt hierfür Yasemin Czechowski keine Haftung. Prof. Dr. Ansgar Gerlicher Grafik, Satz und Layout: Prof. Dipl.-Ing. (FH) Ulf Glende Ira Küpper, www.conceptik.de Die Inhalte in dieser Publikation wurden Dr. Bernhard Gründer Eva Malawska mit größter Sorgfalt erstellt. Eine Haftung Jan-Peter Homann Ira Melaschuk für ggf. unvollständige oder fehlerhafte Sebastian Jopen Alexandra Oettler, www.alexandra-oettler.de Angaben ist jedoch ausgeschlossen. Rüdiger Maaß Lektorat: Rolf Mai Ira Melaschuk Die in diesem Werk wiedergegebenen Karl-Heinz Mühlbauer Alexandra Oettler Gebrauchsnamen, Handelsnamen, Waren- Roman Schurter Übersetzung: bezeichnungen usw. können auch ohne Frank Siegel DeepL Pro, www.deepl.com besondere Kennzeichnung Marken sein Harry Steiert und als solche den gesetzlichen Bestim- Haeme Ulrich Dieses Werk ist urheberrechtlich mungen unterliegen. Andreas Zapfl geschützt. Alle Rechte, auch die der Claus Dieter Ziegler Übersetzung, des Nachdrucks oder der Vervielfältigung des Werkes oder Teilen daraus, sind vorbehalten. Jede Verwen- dung, Vervielfältigung oder Verbreitung ohne ausdrückliche schriftliche Genehmi- gung ist nicht erlaubt. 2 DANKE Mein besonderer Dank gilt folgenden Fachautoren, die das Buch mit ihrem Expertenwissen bereichert haben: ROLAND BÜHLER „Anforderungen bei IT-Entwicklungsprojekten“, Kap. 2.4.2 PROF. DR. ANSGAR GERLICHER „Die Wahl der richtigen App-Technologie“, Kap. 6.3.1 PROF. DIPL.-ING. (FH) ULF GLENDE „Datenschutz in der Medienproduktion“, Kap. 4.7 JAN-PETER HOMANN „Farbmanagement in der crossmedialen Medien produktion“, Kap. 4.5 RÜDIGER MAASS „Medien produktion 2030“, Kap. 1.1 KARL-HEINZ MÜHLBAUER „Customer-Intelligence im Crosschannel-Marketing“, Kap. 4.6 HAEME ULRICH „Multichannel-Publishing: WordPress und beliebige Ausgabekanäle“, Kap. 5.5 Darüber hinaus tragen folgende Verbände, Organisationen und Unternehmen mit Beiträgen, Rat und Tat zum Gelingen sowie zur Verbreitung des Buches bei: ● Bergische Universität Wuppertal ● Beuth Hochschule für Technik Berlin ● Deutscher Drucker & print.de ● dmpi – Industrieverbände Druck und Medien, Papier- und Kunststoffverarbeitung ● drupa / Messe Düsseldorf ● Fachverband Medienproduktion e. V. (f:mp.) ● haemeulrich.com ● Hochschule der Medien Stuttgart ● Hochschule Wismar ● homann colormanagement ● rb omnichannel ● Schule für Gestaltung Zürich ● Verband Druck und Medien Hessen e. V. ● Verband Druck & Medientechnik ● Verband der Schweizer Druckindustrie (VSD) / publishingNETWORK ● Winter Consulting 3 INHALT VORWORT ..........................................................................................................................................................................10 1 TRENDS UND ANFORDERUNGEN .......................................................................................................................13 1.1 Medienproduktion 2030 (Rüdiger Maaß) ..............................................................................................16 2 AUFBAU UND BETRIEB VON WEB-TO-PUBLISH-SYSTEMEN ..........................................................................21 2.1 Vorteile und Risiken ..................................................................................................................................22 2.1.1 Benutzerakzeptanz ..................................................................................................................26 2.2 Technischer Aufbau ...................................................................................................................................28 2.2.1 Schnittstellen ...........................................................................................................................32 2.2.2 Systemintegration ....................................................................................................................36 2.3 Hosting .........................................................................................................................................................40 2.4 Projektmanagement .................................................................................................................................43 2.4.1 Ablauf einer Systemauswahl ...................................................................................................43 2.4.1.1 Anforderungsklärung ...............................................................................................43 2.4.1.2 Marktrecherche........................................................................................................44 2.4.1.3 Anbieterbewertung...................................................................................................46 2.4.2 Anforderungen bei IT-Entwicklungsprojekten (Roland Bühler) .............................................48 2.4.2.1 Wasserfallmodell vs. agile Vorgehensmodelle ......................................................48 2.4.2.2 Beispiel Scrum ......................................................................................................... 51 2.4.2.3 Eignung und Grenzen agiler Vorgehensmodelle ....................................................54 2.4.2.4 Praxisbeispiel: Aufbau einer Multichannel-PIM-Lösung ........................................55 3 EINSATZBEREICHE ...............................................................................................................................................57 3.1 Schwerpunkt Marketing............................................................................................................................58 3.1.1 Werbemittel-Portale von Unternehmen .................................................................................58 3.1.2 Marketingservice-Portale ........................................................................................................60 3.1.3 Dialogmarketingsysteme .........................................................................................................61 3.1.4 Automationsbasierte Multichannel-Systeme ........................................................................62 3.1.5 Web-Content-Management-Systeme .....................................................................................64 4 INHALT 3.2 Schwerpunkt E-Commerce ......................................................................................................................64 3.2.1 Webshops für B2C- und B2B-Produkte ..................................................................................64 3.2.2 Webshops für Industrieprodukte ............................................................................................65 3.3 Schwerpunkt Kollaboration ......................................................................................................................66 3.3.1 Redaktionsplattformen ...........................................................................................................66 3.3.2 Übersetzungsportale ...............................................................................................................67 3.4 Schwerpunkt Kommunikation .................................................................................................................68 3.4.1 Medien- und Kommunikationsportale....................................................................................68 4 DATENMANAGEMENT ..........................................................................................................................................69 4.1 Trends und Künstliche Intelligenz ...........................................................................................................70 4.2 Datenquellen .............................................................................................................................................. 74 4.2.1 Klassifizierung der Datenherkunft .......................................................................................... 74 4.2.2 Interne Datenbanken und Systeme ........................................................................................ 76 4.2.3 Online-Plattformen und Medienkanäle ..................................................................................77 4.2.4 Echtzeit-Daten .........................................................................................................................
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