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How Customers Can Leverage Acquia and Drupal Implementations in Building the Next-Gen Digital Experience and Engagement Platform

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Presented at Acquia Engage APAC by Ranga Srinivasan, President and CTO of Ameex Technologies.

In this session, Ranga Srinivasan, shares how his team helped Mead Johnson Nutrition, a leading global fortune 500 brand, to create an intuitive and engaging omnichannel experience for the customer.

With a focus on ‘Building the next generation CX – with Drupal’, backed by Acquia, Ameex set about to establish a unified platform to serve more than 40 different global markets, support direct-to-consumer marketing and help the organisation build progressive profiles of its customers. The result was one centralised platform and tech stack, enabling Mead Johnson to manage its digital properties and meet its future business needs.

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How Customers Can Leverage Acquia and Drupal Implementations in Building the Next-Gen Digital Experience and Engagement Platform

  1. 1. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential DXP Driven Customer Experience Acquia Engage
  2. 2. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Agenda Ameex Digital Evolution • About Me and My Background – 1-2 min • About Our Company, Ameex – 1-2 min • Implementation of DXP for MJN – 30 min o Discovery o Audit/Assessment o Platform Selection o Implementation, MarTech o Personalization, Chatbot, Voice Bot, o AMP, PWA • Q&A – 5-10 min • Do not hesitate to stop.
  3. 3. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential About Me Ameex Digital Evolution Ranga Srinivasan Co Founder/ President / CTO Developer/Performance Engineering/QA PM/Co-Founder/CTO Living in US for 20 Years My Email Id - ranga@ameexusa.com
  4. 4. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential About Ameex Core Programming Digital Platform Engineering Omni Channel User Experience Omni Channel Engagement 2007 2008 2012 2017 2016 Custom Application Development Content Management System ECommerce integrations Creative UI User Experience Mobile Applications Decoupled Applications NLP Chatbots MarTech AI Driven Personalization IoT/Augmented Reality Ameex Digital Evolution Integrated Ecosystem
  5. 5. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Started as a web content management services provider. Implementing end to end solutions in digital service delivery. Transforming customer’s digital journey through deep analytics and delivering multi-platform content (web, mobile, IoT) Easily scalable, maintainable and cost effective. 400+ Strong Global Team Diverse Skills in Digital Space Certifications and Partnerships 100+ Contributed Modules & Accelerators 2007 AmeexCredentials
  6. 6. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential OurDrupalCredentials #Consecutive Acquia Engage Finalist of 2016 and 2017 for the projects Mead Johnson, Global Atlantic and IFA Association Member Drupal Core Bug Fixes 50+ Modules Contributed DrupalCon Sponsors ~30 Acquia Certified Developers “Pioneer of the year” “Leader of the Pack-Entertainment” “Ameex wins 2 awards at the Acquia Engage 2018”
  7. 7. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential JOURNEY-DXPDRIVEN CUSTOMEREXPERIENCE Discovery Platform & Partner Selection Re-Engineering/ Development Global Governance Site Localization Content Driven Commerce MadTech Personalization Voice & Text Assistance Marketing Platforms 01 02 03 04 05 06 07 08 09 10
  8. 8. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential JOURNEY –CONCERNSSHARED BYLEAD POINTOFCONTACT Time to Market – Web Features Poor Site Performance Frequent Outages (2-6 per week) Cost of Maintenance Time to Localize Governance/ Reusability Digital IT Director Challenges/ Pain points (Legacy Platform)
  9. 9. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential DISCOVERY: SITEASSESMENT/AUDIT Current Platform Assessment (Site Audit) Long Term Capabilities Challenges/ Pain points (Legacy Platform) Audit Parameters Technical Architecture Coding Best Practices Performance Time to Market Scalability/Reliability Reusability Secuirty
  10. 10. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential JOURNEY-DISCOVERY Discovery 01
  11. 11. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential DISCOVERY –AUDIENCE - NEVERIGNOREINTERNAL USERS MediaCRM/ Data DigitalIT& Technology Marketing Market / Localization Brand Content Authoring Creative CDP Option Long Term Capabilities DXP (Drupal/ Acquia)
  12. 12. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential DISCOVERY –UNDERSTAND INTERNAL TEAMCHALLENGES Time to Market – Web Features Pool Site Performance Frequent Outages (2-6 per week) Cost of Maintenance Time to Localize Governance/ Reusability Digital IT Team Content Authors Experience / Brand Team Marketing Team Media Team SEO Team Content Authoring Challenges Time to Create a New Page Time to Localize Poor UI/UX Flat or Low Acquisitions High Media Spend Lack of InsightsData Governance Ineffective Measurements Challenges with GTM Architecture constrain to include latest SEO trends
  13. 13. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential DISCOVERY –CUSTOMER FIRSTAPPROACH CUSTOMER IN MIND ALWAYS DXP Customer Centric Approach Primary and secondary marketing research Incorporation of voice of customer (VOC) into decision-making Use customer data to understand behavior, interests and drive engagement Understanding Profile Data Crowd Testing Cultivation of a customer-centered culture across the organization
  14. 14. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Audit/Assesment Stakeholder Interview Gap Analysis Persona Mapping Strategy and Roadmap Setting KPI and Goals ▪ Improved Performance ▪ 99% Platform Uptime ▪ NO/Reduce Outages ▪ Highly Scalable Architecture ▪ Reduced Cost of Maintenance ▪ Quick Time to Market ▪ Reusable Architecture ▪ Improved Page Speed ▪ Faster deployment cycles ▪ R&D – Pilot initiatives ▪ Integration Feasibility ▪ Increased Sales ▪ Increased Enrolments ▪ Improved UX ▪ Improved SEO ▪ Increased engagement score ▪ Consumer Connect ▪ Reduce Media Expense ▪ Omni Channel Experience ▪ Personalization ▪ CJAO ▪ Precision Marketing DISCOVERY – OUTCOME Digital IT Goals Marketing Goals UX/Usability Research
  15. 15. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential PLATFORMSELECTION Platform & Partner Selection 02
  16. 16. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential PARTNERONBOARD Select a Partner, not a Vendor on Record Referenceable and Related Work – Not Just Brand Experience and Certifications Systems Integration Experience Deep Understanding of Data Ready for Outcome Driven Engagements Strong SLA – QA/Performance/ Process Automation Maintenance and Support
  17. 17. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential PLATFORMSELECTION (Usecase1st ,Product 2nd approach ) Use case driven Innovation Friendly Architecture Availability of Resource Pool & Cost Total Cost of Implementation Highly Scalable Architecture Performance Engineering Trusted Brand & Drupal Adoption by Global Brands Third Party Integrations
  18. 18. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential DRUPALANDACQUIA (SHOULD BEUSECASEDRIVEN) Gartner MQ: WCM Forrester Wave: DXP Forrester Wave: WCM Leader and fastest moving vendor for the past 3 years Strong Performer and highest strategy score across all vendors Strong Performer and second highest strategy score across all vendors Ability toExcecute Completeness of Vision Strengthof CurrentOffering Strength of Strategy
  19. 19. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Drupal forEnterprise (Drupal/Acquia) o DevOps o Orchestration Service Infrastructure o Automation as a Service o Integrations (API, SDK, Cloud Hooks) ○ 24x7 High Availability • Monitoring • DDoS Response • Remote Admin • Disaster Recovery • Code Maintenance – Developer Tools – Application Services – Multisite – Factory Stacks – Operations Services – DevOps – Orchestration Services DEVELOPMENT DELIVERY MANAGEMENT Cloud Automation, APIs, SDKs and Hooks Continuous Platforms Dev/Ops+ Digital Platform Owner Experience Apps Team Web Campaigns Social Commerce SupportVirtualMobile IoT
  20. 20. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential KeySolutions Goals forPlatform Multilingual management Panel based architecture Taxonomy driven site pages Content Distribution workflow Authoring experience MarTech Next Gen Tools Page performance & speed metrics AMP & PWA built into the DNA Reusable Migration scripts Create Once & Publish Everywhere method for site features, contents & assets Onsite SEO Security & GDPR 0
  21. 21. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential SETYOURBASICSRIGHT Re-engineering Development 03
  22. 22. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential OTHERKEY CONSIDERATIONS FORSUCCESS Dedicated Program and Project Management Very Strong Architect & Qualified Engineers Experience Performance Engineering Team Dedicated Innovation - R&D and POC Team Continuous Monitoring of Outcome One Solution at a time and become use case centric Strong SLAs – QA/Performance/ Process Automation Maintenance and Support
  23. 23. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Acquia Multisite
  24. 24. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Choosing aRight Partner isKeyforSuccess Platform Metrics 0 Outages/pm from 2-6 Improved Organic Traffic (LATAM) ~3.6X Reduction Development Time 74% Improved Google Page Speed Score Increase Page Performance (without GTM) < 3s (New Site Cloning) 4 Weeks to 1 week Time to Market – New Site >80 Reusability of code >60% 150% Improved Performance on Average
  25. 25. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Re-Engineered PlatformHighlights Legacy Acquia & Drupal Re-engineered Acquia & Drupal Platform Adoption 35 % 90% Contributed modules used 193 65 Custom modules used 112 2 Views created 230 8 Database size 7.7 GB (single DB) < 1 GB (Multiple DB) # of tables 1536 355 UI – theme count 12 1 Average page size > 2100 KB < 1000 KB Error % (Quality) > 8 % 2 – 3 % Time saved through Test Automation (Dev Ops) NIL 12 hrs per release Platform Metrics ~18X Increased Enrolment Rate (LATAM) Improved Organic Traffic (LATAM) ~3.6X Improved Organic Traffic (Key Markets) 5% Increased Enrolment Rate (Key Markets) Reduction - Resource Cost 35% 30% (New Site Cloning) 4 Weeks to 1 week Reduced Time to Market 180% Increased Enrolment Rate (European Union)
  26. 26. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential GLOBAL GOVERNANCE –IT’S NOT EASY BUTITISMUST GLOBAL GOVERNANCE 04
  27. 27. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Governance Style Guide Panel Inventory Design Comps Other Documents ▪ Sitemap ▪ Taxonomy ▪ Functionality List ▪ Production Designs (PSDs) ▪ Final URL Mapping ▪ SEO Checklists ▪ Change Request ▪ User Stories ▪ Test Cases ▪ SEO Checklist & Guidelines
  28. 28. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential SiteCreation/Localization/Landing Page–QuickTimetoMarket Localization 04
  29. 29. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Localization Approach –GoToMarketin1to2weeks Clone GCL CMS Configuration Site Building Customization Code Freeze Articles Assets Users Soft Launch Pre launch review Domain Cutover Post launch review Code Review Internal Testing UAT Sitemap Taxonomy Functionality Creatives Explore Define Clone Migrate Validate Deploy Project Kick off Toolkit Education
  30. 30. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential TheLocalization Advantage withGCL What makes Localization exciting! Focused Parameters Metrics Targetted Metrics Achieved Comments Time to Market ~1-4 Weeks 2 Weeks - 1 weeks for a clone without customization - 3 to 4 weeks for a clone with customization Development Effort ~75% Reduction 62% Reduction - Architecture has enabled reusing common libraries from GCL Maintenance Resource Cost ~50% Reduction 40% Reduction - Maintenance has become so easy that M&S Resource cost is brought down Code & Component Reusability Highly Reusable (Single click) Up to 70% Reusable - Reusability at the heart of the architecture like never before M&S Tickets ~50% Reduction 70% Reduction - Enabled markets to handle tickets by themselves Customization Highly Customizable Highly Customizable - Panel based architecture allows any level of customization easily implementable Code Integrity & Security Highly Secure Highly Secure - Reusable code and configuration by means of GCL ensures integrity SEO Easily Searchable Easily Searchable - Built in Onsite SEO components available in GCL that can be cloned
  31. 31. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential JOURNEY-DISCOVERY Content Driven Commerce 06
  32. 32. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Content DrivenCommerce -Connected Experience Commerce Connector (Data Integration) Inventory Discounts & Coupons Shipping Order Product Price Checkout Cart Tax Payment Product SKU Order Fulfilment Inventory Coupon, Discounts Shared Sign on Product Price Cart, Checkout Enrollment Campaigns Personalization Content Detail Product Hub Product Detail Site Search Engagement Tools Content Hub Content Index SAP Content FB Shop Pinterest Shop ▪ Direct to Customer Capabilities ▪ Best fit for Content Strategy with benefits on commerce ▪ Supports large number of products and contents ▪ Improved user acquisition ▪ Best practice, industry standard cart/checkout experience Content + Commerce Commerce VoiceAssistantNative Apps Text Messaging Platforms External LinksResponsive Web Website BOT Gateway
  33. 33. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Content DrivenCommerce -Connected Experience Platform Metrics 20% Increased Customer Retention Increased New Customer Rate 60% Increase in Average Order Value Increased Customer Orders 35% Average 4-6X (300K to 1.8 M) Increased Sales Per Month
  34. 34. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential DRUPAL/ACQUIA POWERED DXP(ECOM,MARTECH, BOT…) DXP 07
  35. 35. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential High LevelArchitecture Voice AssistantNative Apps Text Messaging PlatformsResponsive Web BOT Gateway, Chat, Voice & Social CommerceMobileAppGlobal Web Open API Unified Content (Web, Mobile App etc) 3-tier Taxonomy SEO/Schema Configuration Product, Content Types and Form Builders Multi-lingual Page Builder Modular Integrations Social Login / Authentication Consumer Database Platform Reusable Engagement Tools E-commerce Connector Theming Layer Content & Asset Search Rating & Reviews Preference & Profile Management Personalization CONSUMER DB CRM ACTIVATION
  36. 36. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Drupal – ACQUIA Platform – Flow Diagram Consumer Database Platform - Managed by Epsilon BOT Platform Voice & Text Assistance (Chatbot, Alexa etc) Shop D2C – online shop HCP communication tool Anonymous PII Data Sprinklr Aggregate social feeds CONTENT GENERATION TOOL Power Reviews Salesforce Service Cloud MARKET CRS TOOL GQME SEA SMS Platform Email Shop Email Marketing Gigya Social authentication, Ratings, Reviews, Gamification Google 360 Website click tracking US Consumer driven China Consumer database Google Audience Consumer Identification Non-DEP Sites Websites that are not hosted with DEP BuzyBee SEA ecommerce and mobile app platform AdServer (No PII) Manages display ads Legend = Data Flow
  37. 37. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Digital Ecosystem Content for CRM and DTC
  38. 38. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Personalization
  39. 39. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Personalized content andcommerceexperience Personalization 08
  40. 40. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Personalization Recommended articles Recommended videos Pop Ups Trending topics ML based hyperlink injection in content body Category links Enrolment banner
  41. 41. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential LiftArchitecture
  42. 42. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential 53% Overall CTR Lift 37% Overall CTR Lift 10 sec Engagement 25% 3min CTR Lift Overall Business Outcomes Success Metrics Improveme nt in Exit rate Improved relevant recommendati ons Overall Increase in Engagement Overall Increase in Enrolments Improvement in Bounce rate * Denotes increase in % from Base version(Non ML)
  43. 43. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Voice&TextAssistance Webchat ChannelsBOTDEPCDPSALESFORCE Mobile app Alexa Google Home CID Mom Request 1: User lookup id 2: BOT conversational data 3: Analytics 1: Articles 2: Images 3: Videos 4. DEP pages Knowledge base BOT solution systemDEP database Facebook Messenger Harmony User database REST API DEP CDP BOT Response 1: User profile 2: Email id 3: User Authentication 4: Program details 1: Knowledge base 2: Contact info 3: Chat transcripts
  44. 44. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Voice&TextAssistance
  45. 45. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential AMPHighlights &Metrics 8 13 79 79 BEFORE LAZY LOAD AFTER LAZY LOAD NO. OF PAGE REQUESTS AMP Page Normal Page 221 242 821 821 BEFORE LAZY LOAD AFTER LAZY LOAD PAGE SIZE(IN KB) AMP Page Normal Page High Speed Page load Reduce Bounce Rate Open Source Better SEO
  46. 46. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Enfamil ShowsAMPResults WhereCompetition DoesNot In this example search for “breast milk vs formula” Enfamil has the advantage of the AMP icon, designed to create more clicks or indicate speed
  47. 47. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential AMPCTRandAverage Position PerformBetter Article Non-AMP CTR AMP CTR 6 Formula Feeding Myths 3.7% 5.2% Feeling You Need to Explain Your Decision 2.7% 5.4% What Look Best Baby Formula Your Child 1.7% 4.4% Smooth Transition 6.3% 8.1% Supplementing Formula Feeding 1.4% 4% Article Non-AMP Avg. Position AMP Avg. Position 6 Formula Feeding Myths 14.1 9.5 Feeling You Need to Explain Your Decision 51.3 6.3 What Look Best Baby Formula Your Child 27.2 16.2 Smooth Transition 17.6 5.9 Supplementing Formula Feeding 5.8 4.6 • AMP CTR is solidly higher than non-AMP • AMP Pages generally have a much higher average position in search results • AMP versions of these test pages are now receiving the majority of mobile organic traffic
  48. 48. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential GMPPlatform
  49. 49. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential GMPPlatform
  50. 50. © 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential Thank you! Acquia Engage Ranga Srinivasan CoFounder/CTO Ameex Technologies 1701 E Woodfield Rd, Suite 710,Schaumburg, IL 60173 Ph: 847-340-7413 Email: Ranga@ameexusa.com

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