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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @rscottz
DEFINING A PATH TO
EXPERIENCE-LED
COMMERCE
EM57 / CS13 - Adobe EMEA Summit
April 29 2015
Hi.
@SapientNitro
3
WE’RE
HERE TO
Look at the technology patterns used
to create great digital experiences
that drive commerce
Think about how these approaches
keep getting more complex
Discuss how we can take this
challenge head on with confidence
SAPIENTNITRO IS A
NEW BREED OF AGENCY
REDEFINING STORYTELLING
FOR AN ALWAYS-ON WORLD
5
13,000+
PASSIONATE
PEOPLE
2012 AGENCY REPORT:
#1 Largest Digital Agency US
#12 World's Largest Agency All Disciplines
35
OFFICES
GLOBALLY
CONNECTED
#1 Global Commerce Service
Providers
#1 Mobile Marketing Strategy
#1 Innovation Agencies
24
YEARS OF
INNOVATION
#1 Rank, Gartner Magic Quadrant for
Global Digital Marketing Agencies
WE LOOK AT THE WHOLE PICTURE
We define
strategies
We build
brands
We create
experiences
We deliver
customer
platforms
A compelling narrative on top
A powerful tech engine underneath
BREAKING BOUNDARIES
WHERE
TECHNOLOGY & STORY
MEET
8
WE’RE A CONSISTENT INDUSTRY LEADER
DIGITAL MARKETING
MOBILE
ECOMMERCE
Gartner Magic Quadrant:
Digital Marketing Agencies, Dec 2014
Forrester Wave™:
US Digital Agencies Mobile Marketing
Strategy and Execution, Q1’12
Forrester Wave™:
Global Commerce Service Providers, Q1
‘15
STRONG
STRONG
v
v
CURRENT
OFFERING
Source: Gartner
CURRENT
OFFERING
WEAK
WEAK
Source: Forrester Research, Inc.
WEAK
STRATEGY
STRONG
WEAK
STRATEGY
STRONG
LEADING THE WAY IN INNOVATION
"SapientNitro stands out for its
ability to combine digital and
physical experiences to enable
commerce.”
Forrester cites SapientNitro
as a LEADER in The Forrester Wave™:
Innovation Agencies, Q4 2014.
1st Global
Specialized Partner
for Adobe Experience
Manager 6.0
As a leader in the digital marketing partner ecosystem, SapientNitro has been recognized for our:
– Trusted Expertise in Adobe Products
– Proven Capabilities & Implementation
– Comprehensive Solutions
– Repeatable Results
SAPIENTNITRO + ADOBE CLIENTS
65+
COPYRIGHT © 2015 SAPIENT CORPORATION | PROPRIETARY & CONFIDENTIAL
COMMERCELED
vs.
CONTENT-LED
01
HOW DID WE
GET HERE?
CLEAR
TECHNICAL
PATTERNS
ARE OUT
THERE
1. Marketing Site with Managed
Content
2. Commerce Site
3. Commerce Site with CMS
4. Marketing Site (CMS) with
Commerce Engine
Let’s take a few minutes to review
MARKETING
SITE WITH
MANAGED
CONTENT
Frosted Mini
Wheats
on AEM
Connection to brand communications and gateway to the brand
ecosystem – and hopefully powered by a CMS integrated to enterprise
customer data
COMMERC
E SITE
Crabtree & Evelyn
on Demandware
When the brand is about commerce and service these sites make sure
we hit our metrics.
COMMERCE
SITE
WITH
MANAGED
CONTENT
Marks & Spencer on
WebSphere
Commerce & AEM
Commerce metrics are most important, but digital marketing is managed
through a sophisticated program and mature authoring & editorial
processes
CONTENT
SITE WITH
COMMERC
E ENGINE
Hyatt
on AEM & Oracle
Commerce
Rich experience marketing and sophisticated off-site
prospect/funnel management driving to a complex and high-value
transaction
THESE ARE
GREAT, BUT
WHAT ARE THE
DOWNSIDES?
Each of these patterns was picked at a
point in time based on a range of
factors:
 Goals of the property
 Engagement?
 Lead generation?
 Commerce?
 Technology limitations & realities
 Organizational skills & readiness
 Budget & time limitations
?
Are they limited in their future evolution?
How are they ready for the next big
02
GETTING
READY FOR
THE SECOND
HALF
Open Rate
Click-Through Rate
Bounce Rate
WHAT ARE THE
METRICS YOU
LIVE AND DIE
BY?
Pageviews
Email Capture
Unique Visits
Time on Site
Return Visits
Conversion %
Cart Size
Cart Abandonment
Returns Ratio
Retention
MEANWHIL
E
By 2016, nearly 90% of companies
believe that customer experience will be
their primary basis for competition.
Gartner - Predicts 2015: Digital Marketers Will Monetize Disruptive Forces. Published: 3 November 2014
IT’S NOT ABOUT
GLASS
OWNERSHIP
IT’S ABOUT
CUSTOMER
EXPERIENCE
GLASS
OWNERSHIP IS
THE WRONG
FOCUS IN THE
LONG TERM
Which platform owns the glass
is a temporal conversation.
It is based more on the orbits of
a series of enterprise and
industry-level planets
WHAT ARE OUR
CHOICES?
OPTIONS:
A) Commerce-led Experience
B) Marketing-led Experience
Start with what is within reach…
…and focus on what is most
important
Query
Web
Merchants
Approvers
Admins
Search
Engine
RDBM
S
JDBC
Index
DOC
ROOT
Content
Authors
Content
Approvers
Admins
Commerce Engine (Author)
RDBM
S
WCMS
(Publish)
Web Servers
CommerceLed
Experience
Architecture
HTTP
HTML, fragment
and static files
Web Servers
OPTION
A)
Web Servers
Consumers
Commerce Engine( Live)
HTML, fragment
and static files
WCMS
(Author)
DOC
ROOT
HTTP
Digital
Assets
Asset
Metadata
from DAM
DAM
Repository
When Commerce at large scale matters most:
 Commerce platforms can do a lot these days – start here
 Your digital marketing staffing and sophistication are not where they need to be
 Managed Content slots in the experience can create strong links to your broader
customer data, analytics and targeting capabilities
Query
Content
Authors
Content
Approvers
Admins
Web Servers
MarketingLed
Experience
Architecture
Consumers
Web Servers
OPTION
B)
HTTP
WCMS
(Publish)
Search
Engine
JDBC
Index
HTTP
Digital Assets
DAM
HTML, fragment
and static files
Asset
Metadata from
DAM
WCMS
(Author)
Repository
HTML, fragment
and static files
Approvers
Admins
Web Servers
Web
Merchants
Commerce Engine( Live)
Commerce Engine
(Author)
RDBMS
RDBMS
DOC
ROOT
DOC
ROOT
Marketing-led Experiences – When the digital marketing experience matters most:
 Extract maximum value from the integrated marketing cloud
 Commerce is important, but deeper brand engagement is the key goal through a
great digital experience tied to a broader ecosystem of touchpoints
ISN’T THIS MORE OF THE
SAME?
Both Options A and B have lots of
risks and unknowns
WHERE IS THE
GAME
CHANGER?
They seem to force hard choices
– are we ready?
Should we just do nothing and let
someone else take the plunge?
Won’t the product companies figure
this out?
IS THERE AN OPTION C?
WHAT WOULD
OPTION C) LOOK LIKE?
What if we want to create – even empower – choice, not foreclose it?
Get back to being about your customer and your organization – not just
about tech stacks and packages
Can it be done in a way that was not so custom it created new risks?
How do we avoid making wrong choices?
Because at the end of the day who wants to be wrong?
WE STOPPED WONDERING.
WE JUST BUILT IT.
INTRODUCING
OPTION SapientNitro
C)
Our unique approach - Integrated Experience Architecture –
leverages broad-based architecture standards to create a scalable,
modular approach that integrates the best experience management
with commerce capabilities.
SHAPING OPTION C)
We set 5 key goals to
support our clients and
their customers:
Digital Everywhere \\ Bring great
digital experiences to customers wherever
and whenever they want based on insights
and integrated across channels.
SHAPING OPTION C)
We set 5 key goals to
support our clients and
their customers:
Leverage Every Particle of the
Adobe Marketing Cloud \\ From our
past work, we knew how important it will be
to stay within the constructs of AEM and
the Adobe Marketing Cloud.
SHAPING OPTION C)
We set 5 key goals to
support our clients and
their customers:
Faster, Cheaper, Better \\ Simplify
the process to build and then operate great
digital experiences.
SHAPING OPTION C)
We set 5 key goals to
support our clients and
their customers:
Open, Not Closed \\ Create a
technology ecosystem that makes it easier to
integrate new platforms and technologies over
time.
SHAPING OPTION C)
We set 5 key goals to
support our clients and
their customers:
Ready for Commerce at Scale \\
Commerce is an important part of many
brands digital landscape. We should not force
a choice between “experience-led” and
“commerce-led” architectures.
BREAKING DOWN OPTION C)
SapientNitro
 Works within the AEM Author, Publisher
& Dispatcher architecture
IEA
 IEA front end supports responsive &
multi-channel needs – client & server
render
Front End
 Front-end & back-end are decoupled
through a shared JSON data contract
Shared Data Contract
JSON / REST
 Extensible pattern to integrate to
commerce platforms (hybris, IBM,
ElasticPath, etc.) & other enterprise
platform services
 Real-time responses orchestrated from
enterprise systems through JSON, not
through the Publisher
Analytics
& Target
Theme (CSS/Layout) & JS Modules
HTML Markup & Handlebars Templates
Search
IEA
AEM
Services Orchestration [Astrid]
eCommerce
Templates &
Components
Author
Dialogs
Response Rendering [Glassie]
External
System
Data Feed
Customer Data, Segmentation & Insights
OMS
Merchant
Tools
Enterprise DAM
OPTION C)
SapientNitro
Open framework built on the latest technologies
Changes in front end technology space has rewritten the rules around the building
of great experiences. We started there and built all way back to the AEM
publisher and enterprise transaction orchestration layer:
 Supports both server-side and client-side rendering models
at the component and template level
 Responsive/adaptive templates with four pre-configured
breakpoints
 Configure-first, code-second approach allows for lower
development effort
Experience Technology
Orchestration and Service Integration
Framework
DevOps and Automation Framework
OPTION C)
SapientNitr
o
Pre-built, Extensible Components
We use AEM Authoring environment to use and extend a broad set of prebuilt
components & templates – integrated to the rest of the Adobe Marketing Cloud.






Article List Component
Adaptive Image Component
Carousel Component
Date-Time Component
Event list Component
Fragment Container
Component
 Form Component
 Hot Spot Component
 Layout Container
Component









List Component
Module Tabs Component
Navigation Component
Photo Gallery Component
Product List Component
Rich Text Editor Component
Share Component
Text & Image Component
Video Component
+7 New Marketing Components just added
+9 Commerce Components
Template Page Header
Video Component
Adaptive Image Components
Text & Image Components
Template Page Footer
OPTION C)
SapientNitro
Enriched with customer insights from the Adobe
Marketing Cloud
Delivering a great experience increasingly requires insight and personalization.
IEA integrates into the broader Adobe Marketing Cloud to create those
connections.
 IEA experiences are pre-integrated with Adobe Analytics and ready for Target-based optimization and A/B testing
 Extend the enterprise’s ability to sense, learn and optimize experiences with our industry-leading customer master data integration and
management technologies
 Our capabilities leverage Mongo, R, EMR, and the emerging Berkley technology stack
OPTION C)
SapientNitr
o
Built to be built faster
IEA is not just about the architecture. We created IEA to provide standards,
reduce cost and lower risk – all while getting to market faster.
Typical CMS
Approach
IEA-Enabled Agile
Reqs & Design
Front-End Development
Integration Fixes
Back-End Development
Reqs & Design
Testing
UAT
Front-End Development
Back-End Development
Testing
UAT
 Requirements & design phase leverages pre-built
functional specs for existing components
 IEA front end code is already multi-browser-tested,
reducing QA
 Front and back end work leverages existing
code/components, which can be extended as
needed
 Elimination of typical integration work shortens
development and QA time
 JSON data contracts enable front and back end
teams to work independently
 Front end code does not need to be converted to
JSP, further reducing time
AEM-Based Commerce Homepage
Product Category Page Managed from AEM
Product Page In-Context Editing from AEM
WE THINK OPTION C) IS A BIG
DEAL
 IEA is the basis of our new AEM 6.0 work
 It is already reducing costs to our clients
 We are already building client commerce experiences with it
 It works in every client deployment model, including Managed
Services
IEA gives us our biggest toolset yet to to break barriers at the
intersection of technology & story.
Every organization is in a different place – with different goals,
metrics, and roadmaps.
ARE WE
THERE YET?
But we all want to step forward confidently and in control of our
corporate destinies.
IEA enables every organization to take full advantage of where the
Adobe Marketing Cloud is today and where it will evolve tomorrow.
IEA provides choice and it provides the time and space to build to
right endpoints, not just the right starting points.
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @rscottz
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.