EVOLVE'16 | Enhance | Murthy Peri | Empowering Digital Markets with Agile and Integrated Experiences at Scale

#evolverocks

EMPOWERING DIGITAL MARKETS WITH

AGILE AND INTEGRATED EXPERIENCES AT

SCALE

MURTHY PERI

SAPIENTNITRO

30th August 2016

#evolverocks 2

Murthy Peri

Director, Customer Engagement

Platforms

at SapientNitro

https://www.linkedin.com/in/murthyperi

#evolverocks

PASSIONATE PEOPLE OFFICES GLOBALLY CONNECTED YEARS OF INNOVATION

2012 AGENCY REPORT:

#1 Largest Digital Agency US

#12 World's Largest Agency All Disciplines

#1 Rank, Gartner Magic Quadrant

for Global Digital Marketing Agencies

#1 Global Commerce Service Providers

#1 Mobile Marketing Strategy

#1 Innovation Agencies

13,000+ 35 24

3© Copyright 2016 SapientNitro | Confidential


WE’RE A CONSISTENT INDUSTRY LEADER

Source: Gartner

v

Source: Forrester Research, Inc.

v

WEAK STRATEGY

STRONG

WEAK

CURRENTOFFERING

STRONG

Digital Marketing

Gartner Magic Quadrant:

Digital Marketing Agencies,

Dec 2014

Mobile

Forrester Wave™:

US Digital Agencies Mobile Marketing

Strategy and Execution, Q1’12

eCommerce

Forrester Wave™:

Global Commerce Service

Providers, Q1 ‘15

WEAK STRATEGY

STRONG

WEAK

CURRENTOFFERING

STRONG

#evolverocks

As a leader in the digital marketing partner eco-system, SapientNitro has been recognized for our:

� Trusted Expertise in Adobe Products

� Proven Capabilities & Implementation

� Comprehensive Solutions

� Repeatable Results

1st Global

Specialized Partner

for Adobe Experience

Manager 6.x

5

#evolverocks

65+

SAPIENTNITRO + ADOBE CL IENTS

6

© Copyright 2016 SapientNitro | Confidential

SapientNitro has built many

of the largest and most sophisticated

omni-channel digital platforms.

We have incorporated these learnings into

our Integrated Digital Experience Architecture

Landscape (IDEAL).


Agenda

1. Crafting Integrated Digital Experiences

2. What does IDEAL offer

3. How does this help digital marketers

4. Technical Architecture // Solution overview

5. Case Studies // IDEAL Implementations

6. Questions and Feedback


#evolverocks

Next is Coming.Faster Than Ever.

#evolverocks

• Next feels like gales to the ostrich

• and tailwinds to those who welcome

it.

• It’s a friend to those who anticipate it

• and a wolf at the door for those who

ignore. It’s a nod to the long view.

• A gist to the waiting, the anticipating.

#evolverocks

But for our things

and experiences are

connected as well.

Next has made it possible,

not only for us to be always

connected to each other,

#evolverocks

BUT NEXT CAN CREATE

MARKETING CHAOS.

� Decentralized marketing and agency structures, all

seeking to create unique, tailored, differentiated

experiences on a centralized marketing platform

� Complex production and creative workflows to

develop and integrate digital campaigns, that fail to

deliver on the promise of experience agility

� Striving to find the right balance between seemingly

conflicting drivers

#evolverocks

AND NEXT NEEDS I.T. TO

DELIVER MODERN MARKETING

ARCHITECTURES THAT ARE

MORE AGILE, MORE OPEN, AND

MORE SCALABLE.

� Consumer-centric digital experiences are bringing

marketing and business applications closer together

� Digital Experience platforms are driving the need to

integrate marketing solutions with a wide array of

ever-evolving enterprise and back-office applications

� The interplay of brand experiences with commerce

and transactional capabilities is creating even

greater demands on IT for scalability and high

availability.

14141414

But as next arrives to open arms outside, brands struggle to keep pace.

Challenges, Opportunities and a Sound Way Forward

OUR ANSWER TO NEXT:

THE IDEAL WAY TO INTEGRATED

DIGITAL EXPERIENCES


� Seamless experiences across multiple channels and devices

� Relevant information, and fresh experiences, to support her ever-changing needs

� Unified digital experiences that seamlessly blend communications and transactions

� Rapid, efficient and super-responsive brand interactions at every touchpoint

THE ALWAYS-ON CONSUMER EXPECTS…


Consistency

Reuse and Efficiency

Agility

Production Costs

Flexibility

Creativity

Innovation

Capabilities

BRANDS ARE STRUGGLING TO KEEP PACE

� Decentralized marketing and agency structures, all seeking to create unique, tailored, differentiated experiences on a centralized marketing platform

� Complex production and creative workflows to develop and integrate digital campaigns, that fail to deliver on the promise of experience agility

� Striving to find the right balance between seemingly conflicting drivers

Creative Agencies

Brand

Sub-Brands

Markets

#evolverocks

Creative Agencies

Brand

Sub-Brands

Markets

FlexibilityConsistencyConsistency

CreativityReuse and

Efficiency

Reuse and

Efficiency

Innovation

Capabilities

Production

Costs

Production

Costs

Image: http://www.huffingtonpost.com/2012/04/27/consumer-brands-owned-ten-companies-graphic_n_1458812.html


I T I S BE ING PUSHED TO STEP UP AS WELL

� Consumer-centric digital experiences are bringing marketing and business applications closer together

� Digital Experience platforms are driving the need to integrate marketing solutions with a wide array of ever-evolving enterprise and back-office applications

� The interplay of brand experiences with commerce and transactional capabilities is creating even greater demands on IT for scalability and high availability

� IT is being pushed to deliver a modern marketing architecture that is more agile, more open, and more scalable

#evolverocks

Change in experience technology is happening at a much rapid pace than rest of

the industry.

New frameworks are coming into play that accelerates development and

enhances user experien e

Experience technologists don’t want to choose frameworks of their choice

EXPERIENCE TECHNOLOGY


We Saw the Need for A Framework


Consumer

IT

Creative Agencies

Marketers

� Agility in brand experience delivery

� Efficiency in Creative —IT handshake

� Creative Freedom

� Optimized creative workflow

� Unified consumer experiences

� Brand and transactional experiences at scale

� Flexible, decoupled Integration Architecture

WHAT DOES IDEAL OFFER

IDEAL

represents our thought leadership and unique approach to architect, design

and deliver integrated consumer experiences, optimized for brands, marketers

and their agencies to unlock the value of adobe experience manager

+


IDEAL IS…

A multi layer offering which

Provides best practices, design patterns and a reference architecture to help deliver Integrated Consumer Experiences efficiently and at scale required in today’s world.

Implements these patterns as a set of Frameworks that enable a more optimized experience development workflow, while also enabling systems integration at scale, all while leveraging the power of Adobe Experience Manager

Bundles a set of pre-built white labeled components and integration APIs built on top of the Frameworks which are ready to be customized for a brand if required.

Reference Architecture

Frameworks

Starter Kit


+

+

� Guidelines and patterns for creative agencies that simplify the independent production of brand experiences and integration into AEM

� Patterns for the scalable integration of commerce and other transactional platforms within the AEM managed experience

� Creative and front-end development frameworks built on top of cutting-edge experience technology, very familiar to most creative agencies

� Content and Marketing frameworks that unlock the power and value of AEM, for use in complex multi-brand marketing environments

� Integration frameworks that enable orchestration and service integration using an industry standard API framework

� Catalog of reusable and extensible marketing and commerce components, for common needs across Brand Marketing & Experience-driven Commerce

� Catalog of microservices and APIs for common integration use cases around eCommerce

IDEAL IS…

Patterns and Guidelines

Creative, Marketing and Integration Frameworks

Reusable Componentsand Services


IDEAL ARCHITECTURE GUIDING PRINCIPLES

Isomorphic Rendering ModelSeparation of concerns (Modular, MVC, APIs)

Leverage core OOTB commerce/content suite

functions

High PerformanceExtensible to new

technologies and packagesVelocity, Agility, Quality

HOW DOES THIS HELP

DIGITAL MARKETERS

#evolverocks

Traditional Agency Workflow

Typical Digital Marketing Platform Workflow

Platform/Back-end Development TeamLegend Creative Agency AEM Development/Deployment Team

TRADIT IONAL CREAT IVE AGENCY WORKFLOW

2A.

Creative Design

1B.

Front-end & Component

Development

C.Creative

& Functional QA

Deployment

A.AEM

Development

2B.

Functional QA

CreativeQA

3A.

PlatformSet-up

0B.

ComponentDevelopment

A.Creative Design

1B.

Front-end Development

4

Deployment

#evolverocks

Marketing Organization — House of Brands

Brand 1 Brand 2 Brand n

Creative

Agency #2

Creative

Agency #4

Creative

Agency #5

Creative

Agency #1

Creative

Agency #3

Creative

Agency #nCentralized

Digital Marketing

Platform

Platform Services

IT

SI / Agency

Partners

Technology

Partners

THE MULT IPL IER EFFECT FOR GLOBAL MARKET ING ORGANIZAT IONS

1

2

3

4

Creative-Technology handshake is a barrier to brand experience agility

#evolverocks

SapientNitro IDEAL Workflow

* One-time effort ** Accelerated agency onboarding, lower long-term recurring

effort and no additional technical dependencies

Best of All Worlds

� Agencies have full creative freedom

working with standard HTML5, CSS3,

JavaScript, and well-known front-

end technologies and libraries

� Reduced long-term recurring agency

effort through component reuse across

multiple brand experiences

� Decoupled architecture and parallel

development model saves time,

effort and stress by removing

technical dependencies for creative

agencies and eliminating the need for

them to have AEM development

skills for every brand experience

� Results in a more efficient ‘way of

working’ and a better workflow for

how creative experiences are

integrated with a marketing platform

A.PlatformSet-up*

0

B.Component

Development*

2

A.Creative Design**

1

B.Front-end

Development**

C.Creative &

Functional QA**Deployment**

Platform/Back-end

Development TeamLegend Creative

Agency

AEM Development/

Deployment Team

SapientNitro’s IDEAL combines the best of all worlds by providing full creative

freedom to agencies with the reuse benefits of a digital marketing platform

without introducing technical dependencies and hence promoting greater

agility and efficiency in the experience development workflow

ENABL ING AN OPT IMIZED CREAT IVE

WORKFLOW WITH IDEAL

#evolverocks

Source: Back& Blog

UX Modules and HTML5 Templates

Content/Marketing Components (AEM)

Standard Data Contracts

Shared Functional Component

Multiple Brand Experiences

HOW WE BR IDGE THE D IVIDE

#evolverocks

Parallel development

workflow

Agile experience delivery

Creative

AgencySI / Technology

Partner

Marketing Platform (AEM)

Consumers

Brand

Marketer / Author

� IDEAL enables creative agencies, AEM

developers, and marketers, to all work in parallel,

using well-defined ’contracts’

� Smoother integration of creative output and front-

end templates with AEM platform components and

capabilities

� Brings the “best of craftsmanship” together; allows

each “worker” to work with tools and interfaces

they are familiar with

� Reduces rework and churn, and accelerates time

to market for overall brand experience

development

� IDEAL enables greater agility in the ongoing

creation and rollout of new and refreshed

consumer experiences

ENABL ING BRAND EXPERIENCE AGIL I TY FOR

MULT I -BRAND, MULT I -AGENCY MARKET ING

ORGANIZAT IONS

There’s more to this though

#evolverocks

Attract

Brand Awareness

Catalog and Commerce

Convert Retain

Loyalty and Advocacy

CONSUMERS SEEK INTEGRATED

EXPERIENCES…BUT MARKETERS STRUGGLE

WITH TECHNOLOGY INTEGRATION

#evolverocks

� Numerous applications

to integrate with a

marketing platform

� Enterprise / internal

and 3rd party / external

integration

� Heterogeneous

technology landscape

� Underlying systems

continue to evolve

and change

� Increased expectations

of scalability,

performance and

high availability

DIGITAL EXPERIENCE PLATFORMS ARE

HEAVY ON INTEGRATION

#evolverocks

Business Applications

Digital Experience Platforms

Consumers Consumers



Consumers



Sub-optimal Consumer Experience

and Limited Consumer Engagement

Integration Complexity, Data Synchronization

& Scalability challenges

Disjoint, Inconsistent Consumer Experience

& Maintainability challenges

IT is unable to transform and scale at the pace of marketing

TRADIT IONAL INTEGRATION APPROACHES

#evolverocks

High-Performance Integration Layer

Dynamic assembly happens here

Digital Experience Platform

Dynamic Mashup Engine


Commerce PIM / Catalog

Account Management

Order Management

Third-Party Systems

Social Media

Reviews / Ratings

Databases

Customer Data

Product Data

Consumer experiences

rendered with dynamic,

real-time data

Applications and Systems exposed as a set of well-defined services and APIs

Integrated Experience is managed and authored here

REAL-T IME INTEGRATION, AT SCALE WITH

IDEAL

#evolverocks

� Real-time data and real-time integration removes

synchronization challenges, and goes directly to the source

of truth

� Marketers can easily leverage and place “integration

components” within the experience management system

� Marketers can preview integrations in real-time within the

AEM authoring environment as well

� Experience Management system is fully abstracted from

underlying Integration complexity, using modern marketing

architecture patterns

� Both layers can evolve and scale independently. Upgrades

and re-platforms are much easier to manage.

� Standard APIs to “service enable” the enterprise, that can

now be consumed in any digital experience on any channel

API-driven Integration

eCommerce

PIM

CRM

Social Media3rd Party

Services

Enterprise

Apps

Experience

Management

THE VALUE OF A L IGHTWEIGHT, FLEX IBLE ,

AP I -DRIVEN INTEGRATION LAYER

#evolverocks

Consumer Experience

Enterprise Systems and Data

IDEAL API-driven Integration

Service-enable the enterprise

Enable IT to deliver faster

� Agility is Key� Innovative / Experimental

� Reliability is Key� Complex to Change

Embrace the Change:

� IDEAL enables rapid changes and updates to the integrated consumer experience, without requiring any “back-end builds” or major enterprise technology deployments

� IDEAL future-proofs the enterprise IT architecture, by allowing individual systems to evolve and transform at their own pace

� IDEAL promotes the principle of bi-modal ITthrough the agile delivery and evolution of consumer experiences that orchestrate across business-critical enterprise services and data

� IDEAL enables and embraces “change” —both to the underlying enterprise systems and technology platform, and to the consumer facing experience

The only

constant in

the technology

industry

is change.

— Marc Benioff

FUTURE-PROOFING THE TECHNOLOGY

PLATFORM — FOR MARKET ING SPEED AND

CONSUMER SCALE

#evolverocks

CMO / Marketing Organization CIO / IT Organization

� Unlocks the value of Adobe Experience Manager

(AEM), especially for global, multi-brand, multi-agency

marketing organizations

� Grants creative freedom to agencies and front-end

developers, enabling brands to produce unique and

innovative digital experiences independently, without

any technology constraints or restrictions

� Drives greater experience agility, and improves overall

speed to market for the ongoing delivery and rollout

of new and refreshed brand experiences

� Simplifies integration of brand experiences with the rest

of the enterprise

� Provides a flexible and highly scalable IT architecture

to serve the needs of modern marketing

� Enables the underlying enterprise systems and

technology stacks to evolve and scale independently

� Real-time integration removes challenges associated

with data synchronization

� Creates and promotes an “open” technology

ecosystem, that enables the introduction (and

replacement)

of newer technologies over time, reducing the cost

of change

� Promotes faster release and deployment cycles,

and quicker turnaround for the delivery of brand

experiences

OVERALL IDEAL BENEF ITS

TECHNICAL ARCHITECTURE //

SOLUTION OVERVIEW


Omni-Channel, Decoupled Experience Delivery

Digital Experience

ManagementService Orchestration

Composite Dynamic Experience Assembly / Dynamic Mashups

Agile Front-End User Experience Framework

Content and Asset

Management

Common API Layer /

Everything-As-A-Service

Next-Generation Digital Experiences | Key Architecture Tenets


We Launched IDEAL With A Focus on These Key Elements:

� Independent Front-end JavaScript-based UX module framework

� Deep integration with AEM for digital experience management

� Integration with commerce and transactional systems / services at scale

� Enable applications and back-end systems to be consumed as a service

� Enable a broad range of deployment models including on premise, cloud, or hybrid


SapientNitro’s Next-Generation Digital Experience Platform

43

#evolverocks

AEM

Author

Dialogs

External System

Data Feeds

Templates & Components

eCommerce

Merchant Tools

Analytics

& TargetServices Orchestration [Astrid]

OMS

Search

Adobe Marketing Cloud

Enterprise DAM

HTML Markup & Handlebars Templates

Theme Management (CSS/Layout) & JS Modules

IDEAL Transactional Orchestration

Response Rendering [Glassie]

Transactional

Systems

� Trading

� Banking

� InventoryPricing &

Promotion

PIM

Presentation

Authoring, Optimization & Orchestration

Services

AEM

Mobile

Adobe

Sapient IDEAL

Enterprise

Dynamic Mashups

APIs / Headless Services

IDEALFront End

I D E A L P R O V I D E S A N E W W A Y T O E F F E C T I V E L Y I N T E G R A T E

M A R K E T I N G , C O M M E R C E & T R A N S A C T I O N A L E X P E R I E N C E S

#evolverocks

3rd Party ChannelsDelivery Channels

JavaScript

Modules

UX

Libraries

Theming

SystemUX / PresentationFramework

Integration / API Layer (Astrid)

Micro-services

Orchestration Services

Connector #1 Connector #2 Connector #3

Enterprise Applications

Commerce / Product Data

Third-party Applications

JSON Contracts

Aggregated JSON

Composite Page Assembly (Glassie)

Experience Management — AEM

Marketing

Components

Isomorphic

TemplatesIntegration

Components

Front-End

Templating

RoutingDynamic

Mashups API Client

Isomorphic

Templates

I D E A L — U N I F I E D A R C H I T E C T U R E T H A T I N T E G R A T E S C O N T E N T , C O M M E R C E , D A T A A N D A P P L I C A T I O N S

#evolverocks

JSON Data Contract

Commerce Platforms / Transactional Systems

Content-as-a-Service Applications-as-an-API

Front-end driven Experience

Front-End Tech Stack

Response Rendering

Service Orchestration

Content Platforms

IDEAL | COMBINED TECHNOLOGY STACK

#evolverocks

UX MODULES /

HTML TEMPLATES

BUSINESS

COMPONENTS

JSON DATA

CONTRACTS

Shared Functional Component

Front End

Back End

#evolverocks

UNDER THE HOOD | UX / PRESENTAT ION

FRAMEWORK

• Responsive design with configurable breakpoints; multi-channel ready

• Templates can render client-side (browser) or server-side

• Themable components / templates

• Javascript modules to drive behavior

• Extensible modules, with defined extension hooks and events

OpenOpenOpenOpen----Source UX FrameworksSource UX FrameworksSource UX FrameworksSource UX Frameworks

IDEAL Core UX Framework

IDEAL UX Components

Client UX Components / Application

Client UX Integrated Distribution

Clie

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Ap

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ram

ewor

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ore

#evolverocks

UNDER THE HOOD | CONTENT AND

EXPERIENCE FRAMEWORK

• Clean separation of HTML templates from content and business logic

• Seamless integration of UX modules into the CMS templating and layout system

• Flexible templates and authorable layouts

• Fully authorable components

• Extensible components, with multiple levels of extension and reuse

Adobe Target

Adobe Analytics

Adobe Experience Manager 6.xIDEAL Core Component Framework

Content and Experience Management Platform

IDEAL Content and Marketing

Components

IDEAL Commerce and Transactional Components

Client Digital Experience Application

IDEAL UX Distribution

Client Component Extensions

Clie

nt

Ap

plic

ati

on

Fra

mew

ork

Co

re

#evolverocks

UNDER THE HOOD | IDEAL INTEGRATION

FRAMEWORK

• Decouples enterprise apps and transactional systems from the consumer experience

• Abstracts individual back-end systems using a microservices framework

• Enables “everything-as-a-service” model

• Common data models enable standardization of business entities

• Composite REST-ful API endpoints aggregate data across multiple sources

• Asynchronous, non-blocking I/O ensures high performance and scalability

Enterprise ApplicationsEnterprise ApplicationsEnterprise ApplicationsEnterprise Applications

IDEAL Micro services Framework

IDEAL Composite APIs

Custom Client Connectors

Client Composite API endpoints

Clie

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Ap

plic

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ore

IDEAL Canonical Data Models

Commerce / Commerce / Commerce / Commerce / Transactional Transactional Transactional Transactional

SystemsSystemsSystemsSystems

Loopback Connector Framework

#evolverocks

IEA Dynamic Component Rendering Framework

UNDER THE HOOD | COMPOSITE PAGE

ASSEMBLY FRAMEWORK (GLASS IE)

• Separate, dedicated “Glass” for integrated response rendering / mashups

• REST client for APIs in Service Orchestration Framework

• Controllers based on MVC pattern

• “Inline resolution” and inline HTML rendering of dynamic components

• More scalable presentation and delivery architecture, not constrained by scalability limitations of specific back-end systems

Experience Management PlatformExperience Management PlatformExperience Management PlatformExperience Management Platform

IEA Experience Provider Framework

Custom Client Template / View Engine

Client Controllers / Routes

Clie

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Ap

plic

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IEA Template / View Engine IEA Routing and

Controller / API Client Framework

#evolverocks

THANK YOU!