Using AEM in a customer global multi-channel program

© 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


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

mailto:[email protected]


Based on a true story


It all starts with Business Requirements


Increase ROI Increase Conversions Optimize Marketing Spend Improve Customer Loyalty & Brand Experience Capitalize on Email Marketing & Mobile opportunities

The customer’s objectives

6


The challenges behind

7

Personalize the user experience

Segment the user based on

his actions

Deliver a cross-channel unified

experience


The content should be special for each user


Each user should feel special


From a massive anonymous audience…

10


… to a set of segments…

11


… to a special customer

12

Gender: MaleActivities: Swimming, HikingFavorite Season: Summer

Country: Switzerland


How does it look like at project level?


Agenda

14



5 | Q&A


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

15


Example of conceptual architecture

16

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



Tracking

Tracking

Tracking

Analytics data

Analytics data


Real-Life Example

17

SFDCCustom

Web Application

AEM 6.x

ExactTarget

Native Mobile Apps

Adobe Analytics

TableauSFDC

Google Analytics










Tracking

Tracking

Tracking

Analytics data

Analytics data

Web

Email Marketing

Mobile

Email Authoring& subscription form

Content Feeding(e.g. assets, json…)


Agenda

18



5 | Q&A


Zoom on AEM Logical Architecture

19

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


r


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


What is the end-to-end data flow?


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…


… 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


… via SAML Authentication

23

OSGi configuration of theAdobe Granite SAML 2.0 Authentication Handler

To deploy with your application


SAML Authentication Sequence

24

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


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

25


Analytics: Integrating AEM with Adobe DTM

26

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


Analytics: Content Tagging

27

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


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>

 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


Back to CRM: Enrichment of the customer segmentation

29

Gender: MaleActivities: Swimming, HikingFavorite Season: Summer


Gender: MaleActivities: Swimming, Hiking, Biking

Favorite Season: Summer


+

=

<body class="page page-product" data-activities="biking">

If all your systems integrate well together, of course :-)


Agenda

30

1 | Welcome and Overview2 | Real-life example of a global multi-channel program 3 | Focus on the integrations


5 | Q&A


Keep a reasonable level of expectations


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

32


Plan and estimate wisely


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

34


Never forget Analytics


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

36


Agenda

37

1 | Welcome and Overview2 | Real-life example of a global multi-channel program 3 | Focus on the integrations


5 | Q&A


Meryll [email protected]

LinkedIn: Meryll Blanchet

mailto:[email protected]


What about an ecosystem based on the Adobe Marketing Cloud?


With Adobe Marketing Cloud

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CRM AEM 6.x

AEM 6.x

Adobe Campaign

AEM Mobile

Adobe Analytics Premium

Adobe Analytics









Tracking

Tracking

Tracking

Analytics data

Web

Email Marketing

Mobile

Email Authoring& subscription form

Content CentricMobile apps


Adobe Target

4. Personalization and testingBased on segments, A/B or MVT tests


Thank You!

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Date post:	14-Apr-2017
Category:	Software
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Using AEM in a customer global multi-channel program

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