The Global Marketing Center: A Crafter CMS and Alfresco Case Study

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This case study will present how the Global B2B Digital Marketing team in a large financial services organization replaced dozens of fragmented regional websites with a strategic, centralized global platform built with Alfresco and Crafter CMS. The solution benefits from Alfresco's content services for managing both Web content and documents, implementing workflows, and facilitating search. The solution is supplemented by Crafter CMS for content authoring and delivery. We will review lessons learned and summarize the primary benefits and outcomes of this major Alfresco implementation.

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The Global Marketing Center: A Crafter CMS and Alfresco Case Study

  1. 1. MasterCard Global Marketing Center A Crafter CMS and Alfresco Case Study Jay Mandel, MasterCard International Mike Vertal, Rivet Logic Corporation 15 November 2012
  2. 2. • Improve efficiency and productivity through enhanced design, navigation and content • Deliver sales and marketing content and tools from many sources in one easy to use location Business Goals
  3. 3. • Deliver the right content, to the right audience at the right time • Allow for non-technical business users to easily manage content • Consolidate duplicated efforts • Create common reusable components • Ensure tool is scalable enough to grow with the company and connect with other systems Program Objectives
  4. 4. Marketing Center: Consolidation of Fragmented Sites • Various Web Properties/Platforms • Varying Levels of Security & Authentication • Site-Specific Tools, Functionality & Design • Varying Technologies & Architectures • Global Consolidation • Individual Audiences Recognized • Core Level of Security & Authentication • Common Utilities & Functionality • Universal Technology & Architecture • Centralized, Strategic Platform • Consistent, Clear, Timely Content Old: 20+sites New: Marketing Center
  5. 5. Site Requirements (End User) • Global marketing support • Search-based repository of marketing assets • Faceted search and intuitive filtering of results • Single sign-on • Intuitive calendar for marketing events and campaigns • Shopping cart (future) • Salesforce.com integration (future)
  6. 6. CMS Requirements (Authoring & Publishing) • Easy to use and intuitive for business users • Taxonomy-based authoring • Workflow-based approval of content with preview • Simple publishing process • Role-based authoring
  7. 7. • Business Owner / Digital Owner • Global Stakeholders: Inform • Agency support • Digital Agency: Wireframes & Designs • Technical Agency: Architecture & Implementation • Agile methodology promotes better user acceptance • The bow tie The Model
  8. 8. • Created RFP in collaboration with internal stakeholders to ensure business needs were met • Evaluated agencies based on • Expertise • Quality of work • SOW requirements • Due diligence Informed Vendor Selection
  9. 9. • Vendor high-level requirements • Specialized ECM firm, not a “digital ad agency” • Thought leaders: demonstrated Alfresco and ECM expertise • Well rounded business process consulting and a demonstrated track record with global corporations • Sense of urgency • Strong project management; agile methodology Informed Vendor Selection
  10. 10. Faceted Search
  11. 11. Let’s get technical
  12. 12. Alfresco Web CMS Solution Architecture
  13. 13. Alfresco Web CMS Solution Architecture
  14. 14. De-coupled Management and Delivery Why a de-coupled architecture? • Easier to manage • Easier to scale out • Multi-channel support • Higher system reliability, maintainability, ROI
  15. 15. Marketing Center - Solution Overview
  16. 16. Alfresco Content Platform
  17. 17. Alfresco Content Platform
  18. 18. Key Alfresco Capabilities for the MasterCard Marketing Center • Versioning and locking • Workflow and approvals • Content modeling - metadata & file/folder structures for comprehensive taxonomy to find content • Automatic metadata extraction - makes uploading and categorizing files easier • Security model – granular control on files providing specific access levels • Content agnostic • Web content (XML, images, CSS, Javascript, etc.) • Digital assets (rich media) • Documents
  19. 19. Marketing Center – Solution Detail
  20. 20. Marketing Center - Content Authoring and Management
  21. 21. Marketing Center - Content Authoring and Management Crafter Studio – A plugin to Alfresco Share
  22. 22. Crafter Studio – Forms UI
  23. 23. Marketing Center – Forms UI Example
  24. 24. Marketing Center – Forms UI Example
  25. 25. Crafter Studio – Content Type and Forms Definition
  26. 26. Crafter Studio – Rich Text Editor
  27. 27. Crafter Studio – Authoring & Preview Authoring Tools: 1. Logo 2. Site Dropdown 3. Selected Content 4. Enable In-context Edit 5. Enable Preview Tools 6. Content Targeting 7. CMS Search 8. Logout
  28. 28. Crafter Studio – Tool Detail Site Dropdown In Context Editing Content Targeting
  29. 29. Marketing Center – Solution Detail
  30. 30. Marketing Center – Content Delivery
  31. 31. Crafter Core Architecture
  32. 32. Marketing Center – Page Rendering
  33. 33. Solution Recap
  34. 34. Solution Recap – Objectives Met • Deliver the right content, to right audience, at right time • Scale to grow and connect with other systems • Allow for non-technical business users to easily manage content • Consolidate duplicated efforts • Create common reusable components
  35. 35. Lessons learned from experience • Alfresco is still growing and improving as a company and solution • Leverage Alfresco as a platform • Not all vendors are created equal • Look carefully at real applications completed by the company you select • Beware of the “outsource” model • Think beyond the front end when building applications • Authoring • Administration • Make sure you have a detailed SOW
  36. 36. Q&A

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