1. Building a Global Digital Marketing
Platform with Drupal
Drupalcon Prague, September 24th 2013

2. mike.lamb@pfizer.com | @iluli_eu
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Disclaimer: This presentation outlines a general
technology direction. Pfizer Inc has no obligation
to pursue any approaches outlined in this
presentation or to develop or use any functionality
mentioned in this presentation. The technology
strategy and possible future developments are
subject to change and may be changed at any time
for any reason without notice.

3. mike.lamb@pfizer.com | @iluli_eu
Drupal @ Pfizer
Limited internal Drupal usage since 4.7
Closely watching Drupal since 2009
Drupal 7 selected for Consumer BU in Q1 2011
Drupal / Acquia selected for all Commercial BU’s in Q1 2012
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18 Months into our Drupal Journey

4. mike.lamb@pfizer.com | @iluli_eu
The case for consistent technology
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Quality&Security
Scalability
Capability
SpeedtoMarket
“More for Less” – Significantly enhance scale and capability of each marketing property, consistently reduce
cost per interaction.
Flexibility
Cost

5. mike.lamb@pfizer.com | @iluli_eu
Large Enterprise - ease of technology fragmentation
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BusinessUnits
Product3Product1Product2
Regions
Market x Market y Market z
Markets
Products

6. mike.lamb@pfizer.com | @iluli_eu
Selection
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Requrements
Identified
that through
interviews with
regional teams and
analysis of existing
application portfolio.
200+
Demonstration Scenarios
CMS – Pfizer Selection Process
Consolidated
Market
Requirements Requirements translated
to “Demonstration
Scenarios” for a live
evaluation of
each tool.
Finalists
Solutions evaluated
through Demonstration
Scores, SWOT analysis,
partner capability in
respective technology,
total cost of ownership
and alignment to strategy.
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7. mike.lamb@pfizer.com | @iluli_eu
Key Drupal challenges considered in selection
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Enterprise
Deployment
Jenkins /
Guidelines
WF
Tools
Content Editors
Experience
Centralized
Content Entry
Drupal
Resourcing
Engage with
Drupal Specialists
Leverage SaaS
SI Engagement
Short Term
Solution
Long Term
Solution
Challenge

8. mike.lamb@pfizer.com | @iluli_eu
The the case for Open Source / Drupal
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Big proprietary solution. “Does Everything”Lots of projects, differing sizes & complexities.Customise (T + $)Customise (TT + $$)Customise (TTT + $$$)Customise (TTTT + $$$$)Customise (TTTTT + $$$$$)Customise (TTTTTTT + $$$$$$)Upgrade? Forget it.Doesn’t quite do what you need. Square Peg, Round Hole.
Not quite what you wanted.

9. mike.lamb@pfizer.com | @iluli_eu
The the case for Open Source / Drupal
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Drupal Core + Pfizer Platform + Contrib + CustomA better way…
Flexible. Powerful.

10. mike.lamb@pfizer.com | @iluli_eu
Scaling Enterprise Development
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Launching multiple websites per week can be disruptive.
Hundreds of websites.
Hundreds of days.18 Months.

11. mike.lamb@pfizer.com | @iluli_eu11
Microsite
Blog
Brand
Site
Brand
Site
Event
Webinar
Event
Webinar
Self
Detail
Brand
Site
Brand
Site
Event
Event
Webinar
Brand Site HCP Portal
Brand Site
HCP Portal
Lifestyle Site
Community
Site
Event
Facebook
App
Facebook
App
Drupal - Scalable Usage Patterns

12. mike.lamb@pfizer.com | @iluli_eu
Minimize disruption, leverage the technology and focus.
Web Server
Infrastructure
Operating System
Database
Redundancy / Scalability
Content Management System
Performance / Availability Monitoring
Content Delivery Network
Analytics
Features
User Experience
Creative
Personalisation
Content
PlatformSoftwareCampaignStrategy
Time to Market
Cost $$$ $$ $
One-Off PaaS SaaS

13. mike.lamb@pfizer.com | @iluli_eu
Key Lessons
Focus on the right things
Partner for the commodities
SaaS for as many sites as possible
Application independence by default, layer in dependency as needed
Build a team of Drupal Rockstars
10 ways to do anything, pick the right ones
Rescue/Guide projects as needed
Develop a platform, ensure the appropriate level of consistency
“Core” functionality and strategy – CI, Deployment, BDD, Security
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14. mike.lamb@pfizer.com | @iluli_eu
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15. mike.lamb@pfizer.com | @iluli_eu
THANKS!
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