using aem in a customer global multi-channel program
TRANSCRIPT
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
A virtual developer conference for Adobe Experience Manager
Using AEM in a customer global multi-channel programMeryll Blanchet | Technical Architect @ Adobe Professional Services
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
2
1 | Welcome and Overview2 | Real-life example of a global multi-channel program 3 | Focus on AEM
4 | Challenges and lessons learnt
5 | Q&A
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Meryll BlanchetTechnical Architect @ Adobe Professional Services Basel
[email protected] LinkedIn: Meryll Blanchet
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Based on a true story
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It all starts with Business Requirements
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Increase ROI Increase Conversions Optimize Marketing Spend Improve Customer Loyalty & Brand Experience Capitalize on Email Marketing & Mobile opportunities
The customer’s objectives
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The challenges behind
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Personalize the user experience
Segment the user based on
his actions
Deliver a cross-channel unified
experience
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The content should be special for each user
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Each user should feel special
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From a massive anonymous audience…
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… to a set of segments…
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… to a special customer
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Gender: MaleActivities: Swimming, HikingFavorite Season: Summer
Country: Switzerland
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How does it look like at project level?
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Agenda
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1 | Welcome and Overview2 | Real-life example of a global multi-channel program 3 | Focus on AEM
4 | Challenges and lessons learnt
5 | Q&A
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Organized in several streams CRM Web Email Marketing Mobile Analytics & Reporting
Generally complex Different software vendors Different implementation teams Different scopes, goals and requirements
But everybody has to work hard together to be successful
Real-life multi-channel program
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Example of conceptual architecture
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CRMUser
Management
Channel A
Channel B
Channel C
Analytics A
Data Warehous
eAnalytics
B
Analytics C
1. Customer dataOff- and online dataMaster of segmentation data
2. User ManagementOnline registrationUser AuthenticationSSO
3. Channel Front-EndsWeb, Email, Mobile, Social…
4. AnalyticsWeb, Email, Mobile, Social…
5. Internal ReportingAnalytics data aggregationCustomer 360°
Customer & segmentation data
Update customer & segmentation data from the up-to-date customer 360° view
Customer & segmentation data
Customer & segmentation data
Tracking
Tracking
Tracking
Analytics data
Analytics data
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Real-Life Example
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SFDCCustom
Web Application
AEM 6.x
ExactTarget
Native Mobile Apps
Adobe Analytics
TableauSFDC
Google Analytics
1. Customer dataOff- and online dataMaster of segmentation data
2. User ManagementOnline registrationUser AuthenticationSSO
3. Channel Front-EndsWeb, Email, Mobile, Social…
4. AnalyticsWeb, Email, Mobile, Social…
5. Internal ReportingAnalytics data aggregationCustomer 360°
Customer & segmentation data
Update customer & segmentation data from the up-to-date customer 360° view
Customer & segmentation data
Customer & segmentation data
Tracking
Tracking
Tracking
Analytics data
Analytics data
Web
Email Marketing
Mobile
Email Authoring& subscription form
Content Feeding(e.g. assets, json…)
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Agenda
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1 | Welcome and Overview2 | Real-life example of a global multi-channel program 3 | Focus on AEM
4 | Challenges and lessons learnt
5 | Q&A
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Zoom on AEM Logical Architecture
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F I
R
E
W
A L
L
F I
R
E
W
A L
L
AEM Autho
r
Web Server + Dispatche
r
AEM Publis
h
AEM Publis
h
Web Server + Dispatche
r
Web Server + Dispatche
r
Load Balanc
er
Cloud-based User
Management
CDN
Adobe Marketing
Cloud (DTM
/Analytics)
SSO
Content Managers
SAML 2.0 IdP
Content Replication
Publishers Farm
SAML 2.0 IdP
Cloud Service Configuration
Clients
Intranet DMZ Internet
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What is the end-to-end data flow?
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In a far far away back-end: from the dark CRM…
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TABLE CUSTOMERcid 00000123first_name Merylllast_name Blanchetgender Malecountry CHseason summeractivities swimming,hiking…
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… To the sexy AEM front-end…
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On the publish instances,in the user profile node/home/users/path/to/user/profile
On the client,in the Context Hub Persona/etc/cloudsettings/default/contexthub/persona
It is mapped to the Client Context/etc/clientcontext/default/content
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… via SAML Authentication
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OSGi configuration of theAdobe Granite SAML 2.0 Authentication Handler
To deploy with your application
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SAML Authentication Sequence
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Client AEM Publish
SAML 2.0 IdP CRM
Attempt Access
Redirect to IDP Login Page
Request Login Page
Return Login Page
Submit Credentials
Redirect to AEM with Signed Assertion
Validate Assertion
Redirect to Requested Content
If ok, look for profile data
Create assertion with profile data
Sets saml_request_path cookie to remember the requested resource
Uses the saml_request_path cookie to redirect to the requested resource
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The content can now be personalized in the websites managed by AEM This can be achieved in multiple manners…
Using AEM Content Targeting Client-side personalization engine for simple use-cases Showing / hiding simple navigation elements on the client-side, if few content and no
security constraints With Adobe Target for complex use-cases or for further integrations with the Adobe
Marketing Cloud Building complex navigation on the server side
E.g. by querying tagged pages based on the user segmentation Server-side evaluation of permissions if the content is protected
By integrating with another 3rd party … but performance and security should never be forgotten!
Content Personalization
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Analytics: Integrating AEM with Adobe DTM
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1. The integration is setup via the DTM Cloud Service configuration
http://localhost:4502/etc/cloudservices/dynamictagmanagement.html
2. The configuration is assigned to the home page of the website in the Cloud Services tab of the page properties
3. The header and footer codes can be seen when editing the HTML code of any page ofthe website below the home page
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Analytics: Content Tagging
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The content tagging for Analytics is useful in order to categorize the pages that can be viewed by a user
1. A custom Analytics tab has been added to the page properties to categorize the pages
The default cq:tags property is still used for SEO purpose
2. The categorization is reflected as a custom data- attribute of the body tag of the page
DTM will fetch this information from the DOM at page load time
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Analytics: Exposing customer data
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<script type="text/javascript" data-sly-use.user=”com.geometrixx..user.User" >window.userState ="${user.logged @context='scriptString'}";window.userUCI ="${user.uci @context='scriptString'}";window.userLastName ="${user.lastName @context='scriptString'}";window.userFirstName = "${user.firstName @context='scriptString'}";window.userCountry= "${user.country @context='scriptString'}”;window.userGender ="${user.gender@context='scriptString'}";window.userActivities = "${user.activities @context='scriptString'}";window.userSeason = "${user.season @context='scriptString'}”;</script>
<!--#include virtual=”/mypage.analytics_script.html?ck=12345678" --> 1. A non-cacheable HTML fragment is included via SSI in the page head
2. The fragment is built dynamically from a Sightly User Use-Class
Each data is mapped to a JS object from a custom data layermaintained by the DTM implementation partner
The user data will be retrieved at page load time too and user actions (page views) will be associated to identified users in Adobe Analytics
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Back to CRM: Enrichment of the customer segmentation
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Gender: MaleActivities: Swimming, HikingFavorite Season: Summer
Country: Switzerland
Gender: MaleActivities: Swimming, Hiking, Biking
Favorite Season: Summer
Country: Switzerland
+
=
<body class="page page-product" data-activities="biking">
If all your systems integrate well together, of course :-)
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
30
1 | Welcome and Overview2 | Real-life example of a global multi-channel program 3 | Focus on the integrations
4 | Challenges and lessons learnt
5 | Q&A
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31
Keep a reasonable level of expectations
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Unfulfilled expectations lead to frustration and pressure Think about
Bringing the required amount of knowledge to every involved stakeholder Performance Security Content Management Efforts Scalability
Remember that this was just an appetizer Integration CRM <-> AEM to import tags Post-processing of user data in AEM Caching strategy: public versus protected content in the dispatcher cache And many others…
Keep a reasonable level of expectations
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Plan and estimate wisely
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The success depends on multiple teams and streams One design or implementation mistake in a system can will impact all
the others Allow a buffer for coordination efforts between teams and compromises
Plan and estimate wisely
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Never forget Analytics
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AEM techies tend to postpone the “Analytics” topic at the end of the project
Rather consider it seriously since the discovery and specification phases The more you understand from the analytics requirements… …the better will be your overall design and implementation
Never forget Analytics
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
37
1 | Welcome and Overview2 | Real-life example of a global multi-channel program 3 | Focus on the integrations
4 | Challenges and lessons learnt
5 | Q&A
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38
Meryll [email protected]
LinkedIn: Meryll Blanchet
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 39
What about an ecosystem based on the Adobe Marketing Cloud?
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With Adobe Marketing Cloud
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CRM AEM 6.x
AEM 6.x
Adobe Campaign
AEM Mobile
Adobe Analytics Premium
Adobe Analytics
1. Customer dataOff- and online dataMaster of segmentation data
2. User ManagementOnline registrationUser AuthenticationSSO
3. Channel Front-EndsWeb, Email, Mobile, Social…
6. Internal ReportingAnalytics data aggregationCustomer 360°
Customer & segmentation data
Update customer & segmentation data from the up-to-date customer 360° view
Customer & segmentation data
Customer & segmentation data
Tracking
Tracking
Tracking
Analytics data
Web
Email Marketing
Mobile
Email Authoring& subscription form
Content CentricMobile apps
4. AnalyticsWeb, Email, Mobile, Social…
Adobe Target
4. Personalization and testingBased on segments, A/B or MVT tests
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Thank You!
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