Kashyap Kompella

Kashyap Kompella is a senior industry analyst with Real Story Group and leads the firm’s research on enterprise collaboration and social software and digital marketing technologies. As the in-house data scientist, Kompella also heads the company’s quantitative research areas. He advises several Fortune 500 organizations on technology strategy, implementation road maps, and vendor selection projects.


Articles by Kashyap Kompella


Perhaps no other industry has undergone as much change as publishing has in recent years. On top of that, the pace of change only seems to be accelerating even more. DXM also has to evolve and be moored to the larger transformation underway in publishing. First, let us discuss the context and some key trends.
Editorial/Feature - November/December 2016 Issue, Posted Nov 09, 2016
Digital experience management (DXM) refers to providing highly satisfying digital services to customers through an effective blend of strategy, process, and technology. DXM fundamentals remain more or less the same across industries, but the modus operandi may vary based on your objectives. Education is a rather vast field, and this article focuses on DXM for higher education (higher ed) organizations such as colleges and universities.
Editorial/Feature - September/October 2016 Issue, Posted Sep 26, 2016
Digital experience management (DXM) refers to the marshaling of strategy, process, and technology to provide highly satisfying digital interactions to customers. DXM is relevant across industries, but it has a special place in the healthcare industry--so much so that I'd like to think of it as the digital equivalent of the mandate to "wash your hands." In other industries serving to enhance customer interactions, DXM is the icing on the cake. But in the healthcare realm, DXM can play an even more crucial role in helping achieve better health outcomes for customers. This article focuses on DXM for organizations in the healthcare industry-hospital systems and other healthcare providers, pharmaceutical companies, and medical device makers.
Editorial/Feature - July/August 2016 Issue, Posted Aug 15, 2016
Digital experience management (DXM) connotes the coming together of strategy, technology, and process to provide the True North of highly satisfying digital interactions to customers. This fundamental notion of DXM remains relevant across industries, including nonprofit organizations (nonprofits)-although your DXM priorities, approach, and techniques may vary based on your core mission and goals.
Editorial/Feature - June 2016 Issue, Posted Jun 15, 2016
Digital experience management (DXM) refers to the combination of strategies, technologies, and business processes to provide highly engaging and satisfying digital services to customers. Across industries, DXM increasingly holds the keys to competitive differentiation and customer retention. DXM has a particular urgency for the financial services sector with the entry of new digital native rivals. This article focuses on retail banks, insurers, credit card companies, and other business-to-consumer (B2C) financial services organizations.
Editorial/Feature - May 2016 Issue, Posted May 18, 2016
Digital experience management (DXM) refers to the combination of strategy, technology, and processes to provide highly engaging and satisfying digital services to customers. In the private sector, DXM is seen as a competitive differentiator that results in high customer loyalty and higher revenues. In the government sector, the DXM goals are a bit different. The desired outcomes are better service delivery, increased efficiency, and greater inclusiveness.
Editorial/Feature - April 2016 Issue, Posted Apr 13, 2016
DRM means different things to different people. In popular perception, DRM is often associated with controlling access to proprietary content--for instance, preventing music or video file-sharing. To be clear, this article is not about content protection technologies that prevent viewing or using digital assets. Instead, we take an enterprise perspective, and the focus here is on enterprise DRM tools to manage the rights and licensing information associated with digital assets.
Editorial/Feature - October 2015 Issue, Posted Oct 07, 2015
In this age of analytics, marketers are data detectives. A/B testing can help resolve many of their quandaries related to online marketing. But, first, what is A/B testing? It is a process in which you choose the best-performing version of a webpage, by randomly displaying different versions of your site to visitors and assessing the performance of each variant against a desired metric (such as clicks or sign-ups). You can test by tweaking one page element (such as headline, call to action, or image) at a time, or you can test changes to several page elements all at once (the latter is referred to as "multivariate testing"). Thus, when you use A/B testing, you are not flying blind. You're letting data drive your design choices and decisions. Think of A/B testing as "the scientific method meeting online marketing."
Editorial/Feature - September 2015 Issue, Posted Sep 16, 2015
After a period of relentless hype, clarity is emerging on use cases for Big Data, and the toolsets are also showing signs of maturity. Digital media publishers may have been slow to join the Big Data party, but it is not too late. This article provides a quick overview of the Big Data tools for publishers, and the focus here is not on internal business intelligence use cases, but on the content-creation side of the business.
Editorial/Feature - June 2015 Issue, Posted Jun 03, 2015
Just as the elephant is grasped differently by each of the monks in "The Blind Men and the Elephant," you'll hear a different take on the Internet of Things (IoT) based on whom you ask. That's not surprising because it is really such a wide-ranging subject. Here is an attempt to distill the essence, providing you with a summary and a current snapshot of this behemoth.
Editorial/Feature - April 2015 Issue, Posted Apr 08, 2015