EXPERIENCE ARCHITECTURE - adobe.com · Audiences / Segments. Different pages supporting experience...

E X P E R I E N C E A R C H I T E C T U R EE X P L O R I N G T H E B U I L D I N G B L O C K S & P E R S O N A L I S A T I O N S T R A T E G Y

O U R PA N E L M E M B E R S

Ady Porter

Leader

Customer Relationship Marketing

Virgin Australia

Drew Ascough

Leader

Performance Media

Virgin Australia

Simon Harries

Manager

Customer Experience

Velocity Frequent Flyer

Jonathan Steel

Head of Digital

Velocity Frequent Flyer

W H A T H A V E W E B E E N U P T O S I N C E L A S T

Y E A R ?

D A Y 0 D A Y 1 - 4 D A Y 5 - 8 D A Y 1 2 - 1 5 D A Y 2 7 - 3 0

A c c o u n tA c kn o w l e d g e m e n t

A c c o u n t A c t i v a t i o nP r o m p t 1

A c c o u n t A c t i v a t i o nP r o m p t 2

A c c o u n t A c t i v a t i o nP r o g r a m 1

A c c o u n t A c t i v a t i o nE d u c a t i o n

DAY 0 DAY 1-4 DAY 5-8 DAY 9-12 DAY 13-16 DAY 17-20 DAY 21-24 DAY 25-28 DAY 29-32 DAY 33-36 DAY 37-40 DAY 41-44 DAY 45-48

Account Acknowledge-ment

Welcome(Offer) Aspirational Program

FAQ Program Education 1 Waysto Earn On Boarding Offer 1 On Boarding Offer

Reminder Program 2 On Boarding Offer 2 Welcome Offer Final Days On Boarding Offer 3 Ways

to Redeem

K E Y B U I L D I N G B L O C K S

1

2

3

D A T A

Know your customers

• Behavioral data

• CRM data

• 2nd, 3rd party data

C O N T E N T

Give them what they want

• Offers

• Recommendations

• Layout and UX/UI

S T R A T E G Y

Deliver relevant experiences

• Leverage intent to drive personalisationrules

• When the rules aren’t clear, automate

D A T A A N D A U D I E N C E S

W H A T W E K N O W

H O W W E E X E C U T E

C O N T I N U E D O P T I M I S A T I O N

Life stage

Past Travel Behavior

Booking Data

F R O M O N E - O F F C A M P A I G N S T O A L W A Y S - O N E X P E R I E N C E S

E A R N I N G T I P S I N T H E V E L O C I T Y A P PE X P E R I E N C E F R A G M E N T S S O L U T I O N

Personalised Earning Tips Experience Manager

Authored Earning Tips (Experience Fragments)

Authored Earning Tips Page(s)

Selected Experience Fragment

Exp

eri

en

ce T

arg

eti

ng

by

Au

die

nce

Conversion tracked

Traits Updated

Audiences / Segments

Different pages supporting experience

fragment variations

Supports multiple variations

Individualised Messages

Native App with Webview

W H A T ’ S N E X T ?

Images(RT) Author

Configuration

Personalisation

Images, Email Templates

Profile Attributes (Anonymised)

Individualisation

CREATIVE CLOUD

Creative Workflow

ANONYMOUS REAL-TIME DATA

Segments

Prof i le Attr ibu te s

Data

Segments

Attributes

Data

Site, Mobile App, In-Product

Email, Call Centre, Kiosk

IndividualisedMessages

Assets Core Service

Attributes

Segments(Privacy)

Content Testing/Open Time Targeting

Post Click & Web Analytics

• Behavior & Segmentation

• Analytics• Historical Segmentation

Analytics

• MC Segment Sharing

• CRM Attributes

People Core Service• Web/Mobile

Personalisation• Behavioral Targeting• A/B Testing• Recommendations

Target

• Contact Management• Offer Management

Campaign

Data as a serv ice• Data Aggregat ion• Data Model i ng• L ead Scor ing

101010101010

Customer Data• EDW• CRM• Opt- In Preferences

• Products• Customer Attr ibut es• Models• Enr iched Data

• Content and Digital Asset Management • Template Creation and Publication • Content Authoring

Experience Manager

Activation Core Services

Eligible Offers

</>

Images(RT) Author

Configuration

Personalisation

Images, Email Templates

Profile Attributes (Anonymised)

Individualisation

CREATIVE CLOUD

Creative Workflow

ANONYMOUS REAL-TIME DATA

Segments

Prof i le Attr ibu te s

Data

Segments

Attributes

Data

Site, Mobile App, In-Product

Email, Call Centre, Kiosk

IndividualisedMessages

Assets Core Service

Attributes

Segments(Privacy)

Content Testing/Open Time Targeting

Post Click & Web Analytics

• Behavior & Segmentation

• Analytics• Historical Segmentation

Analytics

• MC Segment Sharing

• CRM Attributes

People Core Service• Web/Mobile

Personalisation• Behavioral Targeting• A/B Testing• Recommendations

Target

• Contact Management• Offer Management

Campaign

Data as a serv ice• Data Aggregat ion• Data Model i ng• L ead Scor ing

101010101010

Customer Data• EDW• CRM• Opt- In Preferences

• Products• Customer Attr ibut es• Models• Enr iched Data

• Content and Digital Asset Management • Template Creation and Publication • Content Authoring

Experience Manager

Activation Core Services

Eligible Offers

</>

Images(RT) Author

Configuration

Personalisation

Images, Email Templates

Profile Attributes (Anonymised)

Individualisation

CREATIVE CLOUD

Creative Workflow

ANONYMOUS REAL-TIME DATA

Segments

Prof i le Attr ibu te s

Data

Segments

Attributes

Data

Site, Mobile App, In-Product

Email, Call Centre, Kiosk

IndividualisedMessages

Assets Core Service

Attributes

Segments(Privacy)

Content Testing/Open Time Targeting

Post Click & Web Analytics

• Behavior & Segmentation

• Analytics• Historical Segmentation

Analytics

• MC Segment Sharing

• CRM Attributes

People Core Service• Web/Mobile

Personalisation• Behavioral Targeting• A/B Testing• Recommendations

Target

• Contact Management• Offer Management

Campaign

Data as a serv ice• Data Aggregat ion• Data Model i ng• L ead Scor ing

101010101010

Customer Data• EDW• CRM• Opt- In Preferences

• Products• Customer Attr ibut es• Models• Enr iched Data

• Content and Digital Asset Management • Template Creation and Publication • Content Authoring

Experience Manager

Activation Core Services

Eligible Offers

</>

T H A N K Y O U

Ady Porter

Leader

Customer Relationship Marketing

Virgin Australia

Drew Ascough

Leader

Performance Media

Virgin Australia

Simon Harries

Manager

Customer Experience

Velocity Frequent Flyer

Jonathan Steel

Head of Digital

Velocity Frequent Flyer

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Content Strategy & Architecture : The Infrastructure Behind the InterfaceAndrew Clarke | Senior Solutions Consultant

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Learn how content architecture fits into content strategy

Discuss the impact of content architecture in the digital

ecosystem

Explore how to start influencing content in your

organization

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Common Problems Experienced by Clients

1. Stale or noncompliant content is on live sites2. Reuse strategies are not in place3. Teams are constantly doing the same work over… and over.. and over4. Maintenance and governance is a disaster 5. Issues with a “lift and shift” not readjusting for AEM requirements

3

© 2018 Adobe Systems Incorporated. All Rights Reserved.

Analytics Cloud Marketing CloudAdvertising Cloud

Meaningful Measurement

Precise Audience Creation

Instant Insights In Action

Cross-channel

Performance without compromise

Independent

Manage Experiences At Scale

Personalize Each Experience

Orchestrate The Journey

Adobe Experience Cloud

Analytics Audience Manager

DSP Search Creative Experience Manager

Campaign Target Primetime

© 2018 Adobe Systems Incorporated. All Rights Reserved.

Analytics Cloud Marketing CloudAdvertising Cloud

Meaningful Measurement

Precise Audience Creation

Instant Insights In Action

Cross-channel

Performance without compromise

Independent

Manage Experiences At Scale

Personalize Each Experience

Orchestrate The Journey

Adobe Experience Cloud

Analytics Audience Manager

DSP Search Creative Experience Manager

Campaign Target Primetime

Unable to leverage the phenomenal tools and capabilities due to implementation constraints

© 2018 Adobe Systems Incorporated. All Rights Reserved.

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

8

What is Content Strategy?

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Content Strategy is getting the right contentto the right user, at the right time

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Content Strategy is getting the right contentto the right user, at the right time, for the right reasons*with the right call to action, within the right budgeton the right channel, through the right device and medium

with the resources allocated, using the systems currently available,

by using the right data

to attract and retain a clearly-defined audience,

to drive profitable customer interaction

* Kevin P. Nichols, Enterprise Content Strategist

What is Content Strategy?

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Content Strategy: The Core Practices

Experience & Content Design

Editorial & Brand Strategy

Content Architecture

Content Marketing

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Content Strategy: The Core Practices

Experience & Content Design

Editorial & Brand Strategy

Content Architecture

Content Marketing

General emphasis / association for content strategy

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Structure

SystemsConsume

Content Architecture(the infrastructure)

Experience & Content Design(the interface)

Editorial Strategy(the conversation)

Content Marketing

(the connection)

Content Strategy

Message

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Consume

Experience & Content Design(the interface)

Editorial Strategy(the conversation)

Content Marketing

(the connection)

Content Strategy

Message

Structure

Systems

Content Architecture(the infrastructure)

Multi-Channel Marketer

Campaign Manager

Social Media Manager

Email Marketing

Direct Marketing

SEM Specialist

Industry Marketer

Content Strategist

Content Architect

Library Scientist

Taxonomist

Metadata Specialist

Information Architect

Marketing Technology Specialist

Content Strategist

UX / UI Specialist

Content Designer

Information Architect

Interaction Designer

Front End Developer

Digital Experience Strategist

Content Strategist

Copywriters

Branding Expert

Content Lead

Technical Writer

Graphic Designer

Video Producer

SEO / SEM Strategist

Content Strategist

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Consume

Experience & Content Design(the interface)

Editorial Strategy(the conversation)

Content Marketing

(the connection)

Content Strategy

Message

Structure

Systems

Content Architecture(the infrastructure)

Technology & Product Teams

What is Content Architecture?

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Information Architecture Evolution

18

Heavier emphasis on websites as primary content source

Labeling Conventions

Navigation

Search (SEO + Site)

Wireframes

Metadata Management

Taxonomies

User Behaviors

Usability

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Content Architecture Focus

19

Labeling ConventionsNavigationSearch (SEO + Site)Wireframes

Metadata ManagementTaxonomies

User Behaviors

Usability

Structured, Adaptable ContentAuthoring ModelWorkflow ProcessesLocalization / Global RequirementsSystem InteroperabilityContent ReuseDynamic / Personalized ContentPermissions and Access LevelsOngoing GovernanceIntegration RequirementsDynamically Populated ContentPlatform Alignment

Heavier emphasis on overarching system and user alignment across the marketing and

technology stack

Adobe solutions are built on a series of architectural assumptions. Understand the

infrastructure to design for the interface.

Content Architecture = *ability

- Joerg Hoh, Senior Technical ArchitectInformation Architecture and Content Architecture

Content Architecture = *ability

Findability Usability Flexibility*Scalability Reusability

So what can you do today (or Monday)?

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Activities for Content Architecture

Define what your goals are within AEM and the Adobe ecosystem Establish a core group and distributed core group if next steps are eminent Audit your content Identify all the systems using content and the corresponding metadata

Opportunities to identify controlled vocabularies

Opportunities to eliminate redundancy and create cross functional working teams

Use cross-functional groups to do information sessionsEstablish a governance structure – however lightweight it may be - for oversite Test hierarchies in AEM Assets before building out future state

23

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24