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EVOLVE'13 | Enhance | Managing Digital Experiences | Patric DelCioppo
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Transcript of EVOLVE'13 | Enhance | Managing Digital Experiences | Patric DelCioppo
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MANAGING DIGITAL EXPERIENCES AT SCALEPatric DelCioppo, Acquity Group
wi th Adobe Marke t ing C loud
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INTRODUCTIONAbout Me
Adobe domain lead in Acquity Group’s Experience Management (XM) practicePast lives:
• Vamosa (content migration)• Lionbridge (localization)
On the job:• Defining service offerings leveraging
Adobe Marketing Cloud products• Designing and delivering customer-
specific XM/DM solutions• Overseeing Adobe CQ5 platform
implementations and optimization programs
• Assessing and enabling customer digital marketing capabilities
Off the clock:Travel, kayaking, mixology
Patric DelCioppoDirector, XM Domain LeadAcquity Group
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• Introduce Adobe Marketing Cloud solutions• Learn how to leverage available CQ5 Cloud Services• Dive into some features of a first-class XM/DM platform• Identify strategies and best practices for building a
scalable digital platform on Adobe• Deliver branded experiences consistently and quickly• Capture valuable insights from visitor interactions• Optimize relevance to drive conversion
INTRODUCTIONSession Goals
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ADOBE MARKETING CLOUD
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ADOBE EXPERIENCE MANAGERProduct Highlights
Product Principal Use Cases Key Features CQ5 Integration
CQ5 Complete management and delivery of cross-channel digital properties
• Web content management with in-context authoring• Integrated digital asset management• Mobile authoring and publishing toolset (mobile-specific
and response design)• Multi-channel campaign management• Framework for integration with AMC products and third-
party services
• N/A
Scene7 Dynamic imaging, product configurators, web to print
• Hosted infrastructure and CDN• Secure media portal• Integration with Adobe Target for targeted promotions• Interactive catalogs, video, and visual configurators• Multiscreen, device-specific content delivery
• 5.5+
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ADOBE ANALYTICSProduct Highlights
Product Principal Use Cases Key Features CQ5 Integration
SiteCatalyst
Analytics and reporting, marketing attribution
• Fully customizable tracking and reporting• Channel/device detection and traffic segmentation• Web, mobile, social, and video measurement
• 5.4+
Discover Data-driven visitor segment discovery
• Real-time segment identification and visualization• Multidimensional site analysis• Side-by-side segment comparisons• Synchronization of segments with SiteCatalyst and
Test&Target
• N/A
Insight Big Data processing and analysis
• Multi-source data aggregation• Complex data visualizations including charts, plots, path
browsers, and geospatial mapping• ETL processing toolset• Automatic correlation, cross-tabs, and drill-down• Scalable, high-performance analysis cluster• Report sharing, export, and publishing
• N/A
Genesis Third-party marketing application integrations
• Automatic integration of data from accredited partner applications (e.g., ExactTarget, DoubleClick, etc.)
• Cross-application dashboards• Dynamic synchronization across applications
• N/A
TagManager
Marketing tag deployment without IT
• Web-based management of third-party scripts/beacons• Conditional tag loading and scheduling
• 5.6+
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ADOBE TARGETProduct Highlights
Product Principal Use Cases Key Features CQ5 Integration
Test&Target Testing, segmentation, and targeted marketing campaigns
• A/B testing and MVT, Ad testing• Track all views and conversion ratio• Sophisticated targeting via customizable visitor
segmentation and robust context evaluation• Self-optimizing tests and campaigns push best-
performing scenarios
• 5.5+
Recommendations
Data-driven cross-sell and upsell
• Recommendations content managed in cloud (most popular, top sellers, viewed this/viewed that)
• Some A/B testing capabilities• Integrate with SiteCatalyst and Test&Target to
build sophisticated recommendation algorithms
• N/A
Search&Promote Search relevance and optimization
• Internal site search with auto-complete, “did you mean?”, and faceted navigation
• Configurable ranking rules complement natural relevance
• Promote targeted content for specific queries• Render search results client-side or server-side
via API• Index content via crawl or custom feed
• 5.5+
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Configurable services• Administered by business users within CQ5 Author• Encrypted account credentials
Decoupled• Third-party scripts managed independently of CQ5 developer codebase• Specific services enabled in WCM rather than hard-coded in templates
Inheritable• Override specific properties for ease of rollout
(e.g., different service endpoints, site-/instance-specific values)
Extensible• API and common structure for developing brand new services• Powerful, flexible event data model (CQ_Analytics)
CQ5 CLOUD SERVICESGeneral Concepts
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ADOBE MARKETING CLOUD
Experience Manager(Scene7)
Analytics(SiteCatalyst, TagManager)
Target(Test&Target,
Search&Promote)
CQ5 Cloud Services – AMC Integrations
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ADOBE MARKETING CLOUDCQ5 Cloud Services – Other Integrations
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CASE STUDY
Dun & Bradstreet
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D&BCustomer Profile
A Digital BusinessDifferentiated Solutions
• Risk Management, Sales & Marketing, Supply Management• Commercial software, APIs, published reports
Global, Multi-brand• DNB, Hoover’s
Diverse Customer Base• Individuals/SMBs, mid-market, strategic customers
Digital Marketing Objectives• Clean, consistent branded experience• Customer-centric site navigation• SEO-friendly URLs and content• Improved pathing to eCommerce• New ways to acquire and nurture web traffic• Increased reach via complete company database availability• Improved self-service• Business process improvement
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D&BAdobe Usage
Adobe Marketing Cloud solutionsAdobe CQ5Adobe SiteCatalystAdobe Test&Target
Adobe-powered sitesDNB.com – September 2012
• http://www.dnb.com/Hoovers.com – October 2012
• http://www.hoovers.com/DNB Canada – November 2012
• http://www.dnb.ca/DNB Government – January 2013
• http://www.dnb.com/government
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DELIVERING BRANDED EXPERIENCE
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COMMANDING A DIGITAL PRESENCEReusable Components
• Designs• Brand assets• Clientlibs
• Components• Authorable content• Dynamic data
• Templates• Site config pages
• Content• Digital assets• Tagging
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SHOWCASING THE PRODUCTService Integrations for Massive Data Delivery
Key Features• Authorable content
areas• SEO + Schema
metadataHoover’s Data• Company Profile
Details• Report Products &
Pricing• Company Search• Industry Search• Add-to-Cart Links
Integrations• REST• SOAP
Considerations• Caching
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STAYING TOP OF MINDSEO Considerations
Google SitemapsCQ-authored pagesVideo SitemapsData-driven pages
Schema metadataCorporationVideoObject
Authorable SEO controlsNo index/no sitemapMeta description
sitemaps.org
schema.org
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IN THEIR OWN LANGUAGEMultilingual Coordination
Planning and Design• Advance exposure to CQ authoring
environment and available components• Accelerated content production• Minimal new development• Leveraged existing digital assets
Multilingual Site Construction• MSM/Live Copy (en/fr)• Bilingual header component
(Language Toggle)• Language preference cookie & redirect• Market-specific form customization
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MAINTAINING A SEAMLESS EXPERIENCEPage Shell Include Fragments
Integration Fragments• Parsys page
template• Reference
components• Absolute URLs• Tied to homepage
activation• Fetch schedule
coordinated with third-party
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MEASURING ENGAGEMENT
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MANAGING COMPLEXITYCloud Services SiteCatalyst Frameworks
Mapping InterfaceCQ View
• SiteCatalyst props, eVars, events
SiteCatalyst View• Client Context attributes,
strings, arbitrary JS expressions
BenefitsReporting Integrity
• Reporting model sync’d from SiteCatalyst
Abstraction• Less SC expertise needed
from component devs; cleaner code
Normalization• Flexibility to align various
components to common reporting model
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360º REPORTINGSite-specific and Global Measurement
Two StrategiesMulti-suite tagging
• Site-specific + global report suites• Secondary server calls
Site as Segment• Single report suite• Instant Segmentation (v15)
ConsiderationsAccess/SecurityCross-report comparisons
CQ ImplementationUse framework inheritance
• Platform > Site > EnvironmentManage plugins in clientlibsAvoid global config customizations
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MEASURE TWICE, CUT ONCEDriving Strategy with Data
Traffic sourcesReferrers (social, search, affiliate)Campaigns (email, display)Cross-domain
Technographic infoBrowsersDevices
Site interactionOn-page events
• CTAs• Interactive elements
Visitor flow• Site search• Form abandonment, errors• Pathing trends
Offsite/offline conversionPhone/chatIn-store purchase
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MAXIMIZING RELEVANCE
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WEB OPTIMIZATIONBreakdown of Capabilities
TestingA/B
• Highly effective for testing broad variations, full-page or location-focusedMultivariate
• Optimal combination of variations (Taguchi method)Optimizing
• Automated decisioning by conversion algorithm
TargetingBehavioral
• New/returning visitor, expressed interest, searchesEnvironmental
• Geographic, technographicOffline Data
• User profile, CRM, third-party dataTraffic Source
• Social network, SEO/SEM campaign, affiliate, etc.Temporal
• Time of Day, day of week, recency, frequency
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THE PATH TO OPTIMIZATION
AnalyticsCustomer begins to gain insight into site performance, customer segments, and factors influencing KPIs
TestingA/B test page layouts, copy, and CTAs to identify best-performing variations
Spend AllocationAdjust spend with SEM, advertising, and content marketing from low to high performance predictors
Content PlanningUse test outcomes to inform new content development and creative concepts
TargetingDeploy tailored campaigns to key customer segments and deliver relevant content based on visit context
Continuous OptimizationMonitor results to guide strategy while leveraging self-optimization and MVT to automatically push best-performing experiences
STRATEGIC TACTICAL OPERATIONAL
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SOLUTION OPTIONSCQ5-native vs Adobe Target
CQ5 Segments and Teaser Framework• Self-hosted dynamic content delivery with no server calls• Highly customizable framework• Measurement limited to CTR
Test&Target• More targeting conditions, suite segments, and campaign strategies• More testing options: targeted testing, full-page tests, offsite delivery• More robust reporting• Campaign self-optimization
+ SiteCatalyst integration• Test&Target campaign tracking in SiteCatalyst• SiteCatalyst events as Test&Target success metrics
In common:• CQ5 for offer creation and delivery• Client Context to pass segmentation data
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LAYING THE GROUNDWORKPlanning for Implementation
Strategy & Marketing OpsEstablish clear optimization goals
• Identify measurable KPIs• Understand business impacts and optimize the right behaviors
Walk before you run• Analytics before optimization!• A/B testing > targeting > MVT
UX & Content StrategyBuild symbiotic relationship between marketing and content teams
• Account for production of content variations• Leverage testing to inform creative/copy direction
Design optimization-ready experiences• Identify promotional “dynamic” placements• Understand conversion points
CQ5 Technical DesignMaintain flexibility in potential targeted areas
• Parsys instead of statically included components• Design components with appropriate granularity
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KEY TAKEAWAYS
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BRINGING IT ALL TOGETHER
Strategy & Creative Direction• Establish KPIs early and identify must-have experiences• Measure engagement on visitors’ terms as well as the business• Test iteratively to maximize uplift• Design for growth, not perfection
Planning, Cost Control & Operational Efficiency• Establish standards/conventions for FED• Take advantage of shared templates, component libraries• Align reporting model across digital properties• Use judgment when considering new features vs reuse
Connecting to the Customer• Maintain a consistent brand image• Always strive for relevance and sense of place• Dynamic delivery does not trump solid information architecture• Beware of alienating customers through overly aggressive targeting
Takeaways & Best Practices
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QUESTIONS?
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THANK YOUPatric DelCioppo | [email protected]
Director | XM Domain Lead
Acquity Group | Part of Accenture Interactive