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1 MANAGING DIGITAL EXPERIENCES AT SCALE Patric DelCioppo, Acquity Group with Adobe Marketing Cloud

EVOLVE'13 | Enhance | Managing Digital Experiences | Patric DelCioppo

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Page 1: 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