D1 15.45 EM 03 IntegratingWebExperienceManagementWithTheRes 140514 WW PS Final
May 14-15, 2014 | ICC ExCel, London Learn more at summit.adobe.com/emea #AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
Integrating Web Experience Management with the Rest of your Marketing Mix Marcel Boucher | Marketing Cloud Evangelist – AEM Serban C Coss | Vice President Online Marketing, ST Microelectronics
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3
#AdobeSummit
Agenda
1 | Welcome and Overview. 2 | Marketing Mix Landscape. 3 | Integration approaches. 4 | AEM@ST: the best is yet to come! 5 | Q&A © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4
@marcelboucher
@cossserban
#AdobeSummit
Key Takeaways
1
2
3
Be Agile
Be Inclusive
Be Modular
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
5
@marcelboucher
@cossserban
#AdobeSummit
Agenda
1 | Welcome and Overview. 2 | Marketing Mix Landscape. 3 | Integration approaches. 4 | AEM@ST: the best is yet to come! 5 | Q&A © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6
@marcelboucher
@cossserban
#AdobeSummit
Digital Marketing Technology Landscape
Source: http://cdn.chiefmartec.com/wp-content/uploads/2014/01/marketing_technology_jan2014 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7
@marcelboucher
@cossserban
#AdobeSummit
Agenda
1 | Welcome and Overview. 2 | Marketing Mix Landscape. 3 | Integration approaches. 4 | AEM@ST: the best is yet to come! 5 | Q&A © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
8
@marcelboucher
@cossserban
#AdobeSummit
Two approaches to integrate WCM into your marketing mix
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
9
#AdobeSummit
Application Integration Approaches Other Applications Web Page SOAP Services
AJAX
OSGI Component
Data Sources
AEM Application
Web Services
Java (POJO) (OSGi Bundles) Web Service Client Apache HTTP Client
CRX Repository
Server Side Client Side
(Cache)
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
10
#AdobeSummit
Client-Side Example: Client Context
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
11
#AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
12
#AdobeSummit
Server-Side Example: eCommerce Integration
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
13
@marcelboucher
@cossserban
#AdobeSummit
Demo
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
14
@marcelboucher
@cossserban
#AdobeSummit
Agenda
1 | Welcome and Overview. 2 | Marketing Mix Landscape. 3 | Integration approaches. 4 | AEM@ST: the best is yet to come! 5 | Q&A © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
15
@marcelboucher
@cossserban
#AdobeSummit
Setting the Stage – The Business Case
The Business
Design, manufacture and sell semiconductors for ANY electronic system
Wide product portfolio ranging from “2 pin” discrete devices to “400+ pin” SOC devices
For all electronics systems – stand alone or integrated
The Challenge
B2B sales model
Specialized users with complex personas
The impact of the Web on traditional field sales model
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
16
@marcelboucher
@cossserban
#AdobeSummit
Semiconductor Selling Process – Game Changed Design Decision www.distributor.com/x DISTRIBUTOR (offline)
ESDE: the “summing node”
ST
www.st.com/myST
WWW/SEO,SEM
Multi channel & Cross channel marketing © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
17
@marcelboucher
@cossserban
#AdobeSummit
The Business Case - Specifics Awareness
Prospect Budding Opportunity
Opportunity Conversion Decision Done
The buying path is very complex The key target is the ESDE The ESDE is the actual “summing point” Content (is King) is a fluid matter A “DOUBLE E” Basic Persona:
Introverted
Give me ONLY what I need for my task
Allergic to “marketing blah-blah”
Don’t force me to login (unless I get something special for my needs)
Nothing is intuitive enough for me – I would have done it better!
I don’t want to see a salesman unless I ask for one
Buy © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
18
@marcelboucher
@cossserban
#AdobeSummit
The “PLATFORM DESIGN” – The CONCEPT
Existing platform is an evolution of a 2008 concept
Traditional field sales is the 98% dominant channel.
Company DNA: major focus on very large accounts
The CONCEPT:
Site generation and content contribution must be fully dynamic
Content contribution must be detached from the site building
Content contribution must be federated
Publication must be automated (based on rules) as much as possible. All engineers should see 100% what their public persona sees PLUS dedicated (personalized) content> – “Extranet = Internet +”
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
19
@marcelboucher
@cossserban
#AdobeSummit
P
Internet www.st.com st.com
L: Personalization level: H
My.ST.com Personalized Site
Extranet https://my.st.com
Silver Member
Gold Platinum / VIP Member Member Qualified LEADS to SALES FORCE
Multi-Language
General Public Access
Selective/Secured Access
Intranet Internal communications – content access, delivery & exchange Technical Content, Product, R&D, MFG Etc.
Internal Business Content
Marketing & Sales Content
Internal Operational, H.R. – Other Services Content
Structured Content Management
Unique enabling I.T. infrastructure © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
20
#AdobeSummit
How the ST.COM works Product Data
DAILY SYNCH
Web Navigations
Content Library
Web Resources
Web Fragments
ON DEMAND PAGE BUILD
Resources Files
DAILY SYNCH
CONSUMPTION Fragments XML Chunks
DMS
Page Name
Navigation
FEDERATED
CONTRIBUTION
Overview: Fragment
Promotion: Fragments
Promotion Long Story Fragment Resource Lists Clickable Diagram: Fragment
Marketing Content Contributors
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Video : Fragments Fragments
Tech Authors
21
@marcelboucher
@cossserban
#AdobeSummit
Current Functionalities Integrated Applications Produce Catalog
Resource Selector FAQ & Forums
Unified Search
eStore
Online Support
Hugin
Feedback
Marketing Functions Widget Management
Event & Seminar Mgt Banner Mgmt
SEO Mgmt
Analytics (Site Catalyst)
Press Management eMail Mktg. & Lead Mgmt.
Contribution & Page Generation Functions XML Documentation
In-Page (manual) Builder
Catalog (Dynamic Structure & Page) Builder
Internal Components
IP Individual Passport © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Translation Platform
Content Contribution Console “fragment builder”
PRMIS Trees management
DMS
WCMS
Controlled Document managementt 22
@marcelboucher
@cossserban
Publication Controlled Docs. Sync
Taxonomy Mgmt
#AdobeSummit
EMC Current Architecture 3rd Parties
SDL Content Translation Services
Content Delivery Caching Services (Multilanguage sites) eMail Marketing & Leads Management platform
Public Web Site@NTT
Public+Private Web Sites@ST Publishing platform: • Delivery Dynamic & Static Public + Private Content • B2B & Social Media (FAQ, Forums , Blogs) • Public + Private Product Catalog • Public + Private Resource Selector • eStore & Shopping Cart Mgnt • Private Search Engine
Publishing platform: • Regionally Deployed thru CDC System • Delivery Dynamic & Static Public Content • Public Product Catalog • Public Resource Selector • Public Search Engine
Public Application Data Repository
Public + Private Application Data Repository
Omniture Analytics
STMicroelectronics Internal Systems
Single-Sig-On
• ST Applications • Legacy System • Document & fragment Repositories • User Profile Repository
Public & Private Web Sites Contribution EMC Content Authoring Platform: Fragments Management (CCC) Web Pages Authoring Events Management Docs Taxonomy Management Technical ST Docs Sync ST Catalog Sync
Data publications redundancy & consistence issues Data exchanged thru many, not interlocked, channels Selector Applications redundancy © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
23
@marcelboucher
@cossserban
#AdobeSummit
AEM Logical Architecture 3rd Parties
SDL Content Translation Services
Public & Privates Web Sites Consumption@AWS STMicroelectronics Internal Systems
AEM Dispatchers: • Regionally Deployed • Delivering Public Static Content
Single-Sig-On
Adobe AEM Publishing platform: • Regionally Deployed • Delivery Public & Private Dynamic Content • B2B & Social Media (FAQ Forums , Blogs) • Product Catalog • Resource Selector • eStore & Shopping Cart Management • Unified Search Engine • eMail Marketing & Leads • Adobe Analytics & Target
• ST Applications • Legacy System • Document & fragment Repositories • User Profile Repository
Web Sites Contribution@AWS AEM Content Authoring Platform: Fragments Management (CCC) Web Pages Authoring Events Management Docs Taxonomy Management Central Data Repository Technical ST Docs Sync ST Catalog Sync
Data publication over a single channel Same solution delivering both Public and Private content (if authorized) Centralized Data Repository serving many consumption applications © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
24
@marcelboucher
@cossserban
#AdobeSummit
Semiconductor Customer Purchase Journey
st.com
ST Sales/idistributors
EDistributors
Social Networks
Media
Newsletters
Search
Online Ads
Stimulus Consider
2-3 years
Search Compare Choose Buy/Get Samples Buy Pre-series Buy Volume
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
25
@marcelboucher
@cossserban
#AdobeSummit
Forum, Blogs
Competitors website
Call to Action
1 | Make sure all impacted groups are included 2 | Look for ways to simplify and streamline 3 | Use asynchrounous integrations wherever possible
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
26
@marcelboucher
@cossserban
#AdobeSummit
Key Takeaways – To be adjusted
1
2
3
Be Agile
Be Inclusive
Be Modular
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
27
@marcelboucher
@cossserban
#AdobeSummit
Agenda
1 | Welcome and Overview. 2 | Marketing Mix Landscape. 3 | Integration approaches. 4 | AEM@ST: the best is yet to come! 5 | Q&A © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
28
@marcelboucher
@cossserban
#AdobeSummit
Questions and Answers
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
29
#AdobeSummit
Go HERE, do THIS, and you could WIN!
Download the App Every Session
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Give us feedback
Win a MeCam
Win an iPad Air
Just hit the survey button
Eight to win
Complete 8 surveys to enter the prize draw
It takes less than a minute
Record every minute
#AdobeSummit
May 14-15, 2014 | ICC ExCel, London Learn more at summit.adobe.com/emea #AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
Integrating Web Experience Management with the Rest of your Marketing Mix Marcel Boucher | Marketing Cloud Evangelist – AEM Serban C Coss | Vice President Online Marketing, ST Microelectronics
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3
#AdobeSummit
Agenda
1 | Welcome and Overview. 2 | Marketing Mix Landscape. 3 | Integration approaches. 4 | AEM@ST: the best is yet to come! 5 | Q&A © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4
@marcelboucher
@cossserban
#AdobeSummit
Key Takeaways
1
2
3
Be Agile
Be Inclusive
Be Modular
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
5
@marcelboucher
@cossserban
#AdobeSummit
Agenda
1 | Welcome and Overview. 2 | Marketing Mix Landscape. 3 | Integration approaches. 4 | AEM@ST: the best is yet to come! 5 | Q&A © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6
@marcelboucher
@cossserban
#AdobeSummit
Digital Marketing Technology Landscape
Source: http://cdn.chiefmartec.com/wp-content/uploads/2014/01/marketing_technology_jan2014 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7
@marcelboucher
@cossserban
#AdobeSummit
Agenda
1 | Welcome and Overview. 2 | Marketing Mix Landscape. 3 | Integration approaches. 4 | AEM@ST: the best is yet to come! 5 | Q&A © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
8
@marcelboucher
@cossserban
#AdobeSummit
Two approaches to integrate WCM into your marketing mix
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
9
#AdobeSummit
Application Integration Approaches Other Applications Web Page SOAP Services
AJAX
OSGI Component
Data Sources
AEM Application
Web Services
Java (POJO) (OSGi Bundles) Web Service Client Apache HTTP Client
CRX Repository
Server Side Client Side
(Cache)
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
10
#AdobeSummit
Client-Side Example: Client Context
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
11
#AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
12
#AdobeSummit
Server-Side Example: eCommerce Integration
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
13
@marcelboucher
@cossserban
#AdobeSummit
Demo
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
14
@marcelboucher
@cossserban
#AdobeSummit
Agenda
1 | Welcome and Overview. 2 | Marketing Mix Landscape. 3 | Integration approaches. 4 | AEM@ST: the best is yet to come! 5 | Q&A © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
15
@marcelboucher
@cossserban
#AdobeSummit
Setting the Stage – The Business Case
The Business
Design, manufacture and sell semiconductors for ANY electronic system
Wide product portfolio ranging from “2 pin” discrete devices to “400+ pin” SOC devices
For all electronics systems – stand alone or integrated
The Challenge
B2B sales model
Specialized users with complex personas
The impact of the Web on traditional field sales model
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
16
@marcelboucher
@cossserban
#AdobeSummit
Semiconductor Selling Process – Game Changed Design Decision www.distributor.com/x DISTRIBUTOR (offline)
ESDE: the “summing node”
ST
www.st.com/myST
WWW/SEO,SEM
Multi channel & Cross channel marketing © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
17
@marcelboucher
@cossserban
#AdobeSummit
The Business Case - Specifics Awareness
Prospect Budding Opportunity
Opportunity Conversion Decision Done
The buying path is very complex The key target is the ESDE The ESDE is the actual “summing point” Content (is King) is a fluid matter A “DOUBLE E” Basic Persona:
Introverted
Give me ONLY what I need for my task
Allergic to “marketing blah-blah”
Don’t force me to login (unless I get something special for my needs)
Nothing is intuitive enough for me – I would have done it better!
I don’t want to see a salesman unless I ask for one
Buy © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
18
@marcelboucher
@cossserban
#AdobeSummit
The “PLATFORM DESIGN” – The CONCEPT
Existing platform is an evolution of a 2008 concept
Traditional field sales is the 98% dominant channel.
Company DNA: major focus on very large accounts
The CONCEPT:
Site generation and content contribution must be fully dynamic
Content contribution must be detached from the site building
Content contribution must be federated
Publication must be automated (based on rules) as much as possible. All engineers should see 100% what their public persona sees PLUS dedicated (personalized) content> – “Extranet = Internet +”
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
19
@marcelboucher
@cossserban
#AdobeSummit
P
Internet www.st.com st.com
L: Personalization level: H
My.ST.com Personalized Site
Extranet https://my.st.com
Silver Member
Gold Platinum / VIP Member Member Qualified LEADS to SALES FORCE
Multi-Language
General Public Access
Selective/Secured Access
Intranet Internal communications – content access, delivery & exchange Technical Content, Product, R&D, MFG Etc.
Internal Business Content
Marketing & Sales Content
Internal Operational, H.R. – Other Services Content
Structured Content Management
Unique enabling I.T. infrastructure © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
20
#AdobeSummit
How the ST.COM works Product Data
DAILY SYNCH
Web Navigations
Content Library
Web Resources
Web Fragments
ON DEMAND PAGE BUILD
Resources Files
DAILY SYNCH
CONSUMPTION Fragments XML Chunks
DMS
Page Name
Navigation
FEDERATED
CONTRIBUTION
Overview: Fragment
Promotion: Fragments
Promotion Long Story Fragment Resource Lists Clickable Diagram: Fragment
Marketing Content Contributors
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Video : Fragments Fragments
Tech Authors
21
@marcelboucher
@cossserban
#AdobeSummit
Current Functionalities Integrated Applications Produce Catalog
Resource Selector FAQ & Forums
Unified Search
eStore
Online Support
Hugin
Feedback
Marketing Functions Widget Management
Event & Seminar Mgt Banner Mgmt
SEO Mgmt
Analytics (Site Catalyst)
Press Management eMail Mktg. & Lead Mgmt.
Contribution & Page Generation Functions XML Documentation
In-Page (manual) Builder
Catalog (Dynamic Structure & Page) Builder
Internal Components
IP Individual Passport © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Translation Platform
Content Contribution Console “fragment builder”
PRMIS Trees management
DMS
WCMS
Controlled Document managementt 22
@marcelboucher
@cossserban
Publication Controlled Docs. Sync
Taxonomy Mgmt
#AdobeSummit
EMC Current Architecture 3rd Parties
SDL Content Translation Services
Content Delivery Caching Services (Multilanguage sites) eMail Marketing & Leads Management platform
Public Web Site@NTT
Public+Private Web Sites@ST Publishing platform: • Delivery Dynamic & Static Public + Private Content • B2B & Social Media (FAQ, Forums , Blogs) • Public + Private Product Catalog • Public + Private Resource Selector • eStore & Shopping Cart Mgnt • Private Search Engine
Publishing platform: • Regionally Deployed thru CDC System • Delivery Dynamic & Static Public Content • Public Product Catalog • Public Resource Selector • Public Search Engine
Public Application Data Repository
Public + Private Application Data Repository
Omniture Analytics
STMicroelectronics Internal Systems
Single-Sig-On
• ST Applications • Legacy System • Document & fragment Repositories • User Profile Repository
Public & Private Web Sites Contribution EMC Content Authoring Platform: Fragments Management (CCC) Web Pages Authoring Events Management Docs Taxonomy Management Technical ST Docs Sync ST Catalog Sync
Data publications redundancy & consistence issues Data exchanged thru many, not interlocked, channels Selector Applications redundancy © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
23
@marcelboucher
@cossserban
#AdobeSummit
AEM Logical Architecture 3rd Parties
SDL Content Translation Services
Public & Privates Web Sites Consumption@AWS STMicroelectronics Internal Systems
AEM Dispatchers: • Regionally Deployed • Delivering Public Static Content
Single-Sig-On
Adobe AEM Publishing platform: • Regionally Deployed • Delivery Public & Private Dynamic Content • B2B & Social Media (FAQ Forums , Blogs) • Product Catalog • Resource Selector • eStore & Shopping Cart Management • Unified Search Engine • eMail Marketing & Leads • Adobe Analytics & Target
• ST Applications • Legacy System • Document & fragment Repositories • User Profile Repository
Web Sites Contribution@AWS AEM Content Authoring Platform: Fragments Management (CCC) Web Pages Authoring Events Management Docs Taxonomy Management Central Data Repository Technical ST Docs Sync ST Catalog Sync
Data publication over a single channel Same solution delivering both Public and Private content (if authorized) Centralized Data Repository serving many consumption applications © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
24
@marcelboucher
@cossserban
#AdobeSummit
Semiconductor Customer Purchase Journey
st.com
ST Sales/idistributors
EDistributors
Social Networks
Media
Newsletters
Search
Online Ads
Stimulus Consider
2-3 years
Search Compare Choose Buy/Get Samples Buy Pre-series Buy Volume
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
25
@marcelboucher
@cossserban
#AdobeSummit
Forum, Blogs
Competitors website
Call to Action
1 | Make sure all impacted groups are included 2 | Look for ways to simplify and streamline 3 | Use asynchrounous integrations wherever possible
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
26
@marcelboucher
@cossserban
#AdobeSummit
Key Takeaways – To be adjusted
1
2
3
Be Agile
Be Inclusive
Be Modular
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
27
@marcelboucher
@cossserban
#AdobeSummit
Agenda
1 | Welcome and Overview. 2 | Marketing Mix Landscape. 3 | Integration approaches. 4 | AEM@ST: the best is yet to come! 5 | Q&A © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
28
@marcelboucher
@cossserban
#AdobeSummit
Questions and Answers
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
29
#AdobeSummit
Go HERE, do THIS, and you could WIN!
Download the App Every Session
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Give us feedback
Win a MeCam
Win an iPad Air
Just hit the survey button
Eight to win
Complete 8 surveys to enter the prize draw
It takes less than a minute
Record every minute
#AdobeSummit
May 14-15, 2014 | ICC ExCel, London Learn more at summit.adobe.com/emea #AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
