Building an Effective Global Digital Marketing Platform

Christopher Marshchristopher.marsh@akqa.com

Websites

• Content only• Not localised• Development required

Web platforms

• Localisation• Content management• Development model

Digital marketing platforms

1. Local market optimisation2. Innovation architecture3. Distributed development4. Sophisticated tooling

1. Local market optimisation

Reality check – it’s not 1995

• Everyone has a website• Different market, different culture• Investment exists already

Different local market types

• The “Eager Adopter”• The “Cautious Collaborator”• The “Iron Giant”

How to onboard effectively?

• Create a transparent and repeatable process

• Provide structured support • Augment, don’t replace

2. Innovation architecture

The CMS is the platform?

Architectural benefits

• Minimises integration• Leverages CMS development model• Easy to visualise tech stack

Things that don’t work so well

• Flexibility • Development scaling• Capacity scaling

Looser coupled systems

• Application layer routing • CMS is just another service• Web applications• Micro services

Looser coupled systems

SOA to the rescue?

• EIP well documented• Mature products• BUT!!! Expensive and not very agile

3. Distributed development

Classes of development

• Platform• Brand• Campaign

Brand/market tension

• Fixed• Flexible• Free

Freedom to develop through effective governance

• Development and brand guidelines• SDKs• Approval process

Closing the loop

• Review local work• Allow sharing between markets• Leverage local success globally

The platform is a product

• A platform is never complete• Why wait for features?• Promote team cohesion

4. Sophisticated tooling

Speed and scale

• http://digital.cabinetoffice.gov.uk/2012/02/08/radiating-information/

Speed and scale

• http://www.guardian.co.uk/info/developer-blog/2012/dec/06/real-time-qa-confident-code

Recommendation engines

• Collaborative filters• Bayesian networks• Predictive analysis

CMS options

• Sitecore – Digital Marketing Suite• CQ – Marketing Campaign Manager• Built-in functionality + integration

Finally!

1. Local market optimisation2. Innovation architecture3. Distributed development4. Sophisticated tooling

Thanks!