Building an effective global digital marketing platform

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Building an effective global digital marketing platform

  1. 1. Building an Effective Global Digital Marketing Platform Christopher Marsh christopher.marsh@akqa.com
  2. 2. Websites• Content only• Not localised• Development required
  3. 3. Web platforms• Localisation• Content management• Development model
  4. 4. Digital marketing platforms1. Local market optimisation2. Innovation architecture3. Distributed development4. Sophisticated tooling
  5. 5. 1. Local market optimisation
  6. 6. Reality check – it’s not 1995• Everyone has a website• Different market, different culture• Investment exists already
  7. 7. Different local market types• The “Eager Adopter”• The “Cautious Collaborator”• The “Iron Giant”
  8. 8. How to onboard effectively?• Create a transparent and repeatable process• Provide structured support• Augment, don’t replace
  9. 9. 2. Innovation architecture
  10. 10. The CMS is the platform?
  11. 11. Architectural benefits• Minimises integration• Leverages CMS development model• Easy to visualise tech stack
  12. 12. Things that don’t work so well• Flexibility• Development scaling• Capacity scaling
  13. 13. Looser coupled systems• Application layer routing• CMS is just another service• Web applications• Micro services
  14. 14. Looser coupled systems
  15. 15. SOA to the rescue?• EIP well documented• Mature products• BUT!!! Expensive and not very agile
  16. 16. 3. Distributed development
  17. 17. Classes of development• Platform• Brand• Campaign
  18. 18. Brand/market tension• Fixed• Flexible• Free
  19. 19. Freedom to develop through effective governance• Development and brand guidelines• SDKs• Approval process
  20. 20. Closing the loop• Review local work• Allow sharing between markets• Leverage local success globally
  21. 21. The platform is a product• A platform is never complete• Why wait for features?• Promote team cohesion
  22. 22. 4. Sophisticated tooling
  23. 23. Speed and scale• http://digital.cabinetoffice.gov.uk/2012/02/08/radiating-information/
  24. 24. Speed and scale• http://www.guardian.co.uk/info/developer-blog/2012/dec/06/real-time-qa-confident-code
  25. 25. Recommendation engines• Collaborative filters• Bayesian networks• Predictive analysis
  26. 26. CMS options• Sitecore – Digital Marketing Suite• CQ – Marketing Campaign Manager• Built-in functionality + integration
  27. 27. Finally!1. Local market optimisation2. Innovation architecture3. Distributed development4. Sophisticated tooling
  28. 28. Thanks!

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