Advanced Dynamic Content Targeting

Perficient is a leading information technology consulting firm serving clients throughout

North America.

We help clients implement business-driven technology solutions that integrate business

processes, improve worker productivity, increase customer loyalty and create a more agile

enterprise to better respond to new business opportunities.

About Perficient

• Founded in 1997

• Public, NASDAQ: PRFT

• 2013 revenue $373 million

• Major market locations throughout North America• Atlanta, Boston, Charlotte, Chicago, Cincinnati, Columbus,

Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis,Los Angeles, Minneapolis, New Orleans, New York City, Northern California, Philadelphia, Southern California,St. Louis, Toronto and Washington, D.C.

• Global delivery centers in China, Europe and India

• >2,100 colleagues

• Dedicated solution practices

• ~85% repeat business rate

• Alliance partnerships with major technology vendors

• Multiple vendor/industry technology and growth awards

Perficient Profile

BUSINESS SOLUTIONSBusiness IntelligenceBusiness Process ManagementCustomer Experience and CRMEnterprise Performance ManagementEnterprise Resource PlanningExperience Design (XD)Management Consulting

TECHNOLOGY SOLUTIONSBusiness Integration/SOACloud ServicesCommerceContent ManagementCustom Application DevelopmentEducationInformation ManagementMobile PlatformsPlatform IntegrationPortal & Social

Our Solutions Expertise

Robert SumnerDirector,

WCM Practice

Speakers

Tarcizio MoralesSr. Technical

Architect

.

Paul Bjorkstrand Sr. Technical

Consultant

Paul Bjorkstrand designs and develops innovative solutions to meet client needs. The solutions Paul designs help create rich user experiences and ease the burden of maintaining complex content structures. Paul:

• Has extensive knowledge of Java, JavaScript and the Adobe AEM platform.

• Is a team player and a leader who interacts well with people at all levels

• Has more than 10 years of Java programming experience

Tarcizio Morales influences solution design and development on Adobe's AEM platform. Tarcizio has more than 16 years of experience in web-related technologies, content management solution design, development and support. He specializes in:

• Content management

• Development processes

• Development life cycle

• Leading highly effective development teams

Robert Sumner manages web content management client projects focused specifically on Adobe technologies, providing strategic consulting, business planning and sales strategy development.

In addition to his WCM expertise, Robert has more than 16 years of experience including:

• Enterprise content management and portal technology delivery initiatives

• Deep expertise in web-related technologies, knowledge management, mentoring and support

Session Agenda

1.Overview

2.The Challenge

3.The Solution

4.Demonstration

5.Q&A

Overview

Research

Audience Segmentation

Goals Definitions

Content Mapping

Scenario Planning

Content Development

Tool Configuration

Dynamic Content Targeting by Segments is Hard and Requires Work!

“My personal experience is many organizations buy into a new marketing and engagement suite for the right reasons, but fail to understand the work behind it.”

Jake DiMare+ The CMSMythhttp://www.cmsmyth.com/2013/09/the-content-

Overview

The Problem: Managing Dynamic Content

Healthcare companies, financial institutions, and insurance companies have strict compliance regulations for the content that is used to describe their products and services throughout their different channels of communication.

Examples of some complex content rules expressed by these industries:

Healthcare Formularies – Formulary content is dependent on healthcare plan and year

Financial regulations

Insurance Language by State – State specific language, e.g. in some states you can’t abbreviate the word company to CO, or that some states using Step Therapy vs. Step Protocol.

User populations are diverse creating larger than normal audience segments

Our Specific Challenge

We needed to have visitor segments that were very dynamic, flexible and progressive in nature

Scenarios exist where visitors could be anonymously shopping for insurance and shopping within a specific plan, or shopping within all plans. Content is specific to this scenario.

If a visitor is a member of the portal, who had already procured a plan, then content is specific their plan, year of plan, line of business, etc…

The visitor could also be part of Medicare (anonymous or member)

And on and on….

That is what we were facing. Our requirements stated that:

Tool Configuration - Not Always Easy

And assuming you have done all you due diligence…

…the digital marketing tools themselves don’t make it necessarily easy to manage the actual content for audiences you want to segment.

Thinking It Through

11

Traditional ApproachesContent Tagging

Content Tagging - CREATE content separately; TAG it; PRAY it assembles correctly on your web / mobile channels

Content tagging is old school thinking Visitor segments shouldn’t be defined

as content tags in a content taxonomy

Tagging is NOT all bad and still necessary, but shouldn’t be relied upon for page assembly.

Thinking It Through

What about using newer technologies?

AEM Campaigns and Segments

Manage segments within AEM, create content as part of a campaign and assign to segment, implement teaser component to drive dynamic content

Teaser component is limited, # of permutations = 181 teaser components; there were performance concerns

Not great for truly dynamic content with complex segmentation rules

Still managing content outside of the context of pages where it resides.

Great for time based content (promotions, alerts, etc…)

AEM 6.0 has improved content targeting features out of the box

Solution

Allowing marketers to create and assign content to certain segments of visitors inline with content creation

Advanced Dynamic Targeting Component within AEM

Demonstration

Default Content

Public Content Content for Line of Business

Authenticated Content

Title: Everyone Wins Title: Communication for All Lines of Business

Title: Private Content

Text: “Customers are raving about our new portal…take a look at new list of features.”

Text: “Take a look at new functionality within the portal…we’re helping deliver the medications you need!”

Text: “This is a secured are of the portal. Please login to see secure content.”

Demonstration

Scenarios for Demonstration (Company Specific and Authenticated)

Public Content Content for Company Authenticated Content

Title: Everyone Wins Title: Welcome back Big Box

Title: Private Content

Text: “Customers are raving about our new portal…take a look at new list of features.”

Text: Check out how we are benefitting Big Box with our new mail deliveryservice.

Text: [Link Llst of documents using rich text editor]

Demonstration

Scenarios for Demonstration (Company Specific and Authenticated)

Public Content Content for Company Authenticated Content

Title: Everyone Wins Title: Welcome back Contoso

Title: Private Content

Text: “Customers are raving about our new portal…take a look at new list of features.”

Text: Check out how we are benefitting Contoso, Inc. with our new mail delivery service.

Text: [Link list of documents using rich text editor]

Demo

How’d We Do It?

Authoring

Standard AEM Dialogs

Use GET / POST to fetch/save content in the repository

Components are standard components with slight customization to the component listeners

Publish

Use ServletFilters to intercept component rendering

Ajax is used to retrieve targeted content

Summary

Maintain consistent inline editing experience

Use the client context to control different elements of the visitor segments

Store content according to the segmentation path

Pros ConsConsistent inline editing experience Can’t use scheduler; but this content

is not really time sensitiveEasily capture content and assign to segment without the need for campaigns

Requires minor customization per component

Dynamic targeting component is easily implemented

Investigation required to see if it will work with current AEM 6.0 target solution

As a reminder, please submit your questions in the chat box

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