Razorfish 2014 Tech Summit - Group VP Technology at Razorfish Martin Jacobs

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Martin discusses some of the innovative work Razorfish is doing with the AWS Cloud and Adobe Marketing Cloud.

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  • IT consistency focussed on reducing cost, more focus on innovation?
    Increased revenue.
  • IT consistency focussed on reducing cost, more focus on innovation?
    Increased revenue.
  • IT consistency focussed on reducing cost, more focus on innovation?
    Increased revenue.
  • So this might open up new ways for us to work with other agencies as the AEM SI and really build a brand platform, or just do front end work (and do it efficiently) when there is an SI already.
  • Razorfish 2014 Tech Summit - Group VP Technology at Razorfish Martin Jacobs

    1. 1. presented by Martin Jacobs GVP Technology
    2. 2. Marketing Platforms How Fluent is evolving
    3. 3. Agenda • What is Fluent? • Combining AWS and AEM • How Fluent is evolving – Support – AWS – AEM6
    4. 4. What is Fluent?
    5. 5. Basic • Web Presence • Traffic based goals Measure • Analytics • KPIs based goals • Basic optimization for key engagements Operationalize • CMS • Multi-channel e.g. Mobile, Social • Content workflows • Continuous Development and Production Deployment Optimize • A/B, Multi-variant testing • Campaign integration • Segment based targeting Personalize • 1x1 Conversation with customer • Customer Profiling • Integration with CRM • Engagement based goals • Integrate external data sources Automate • Integration across digital channels • Predictive personalization • Automated self- optimizing engagement workflows • Offline Integration • Partner integration VALUE Digital Platform Maturity PLATFORM MATURITY
    6. 6. Targeted experiences delivered via three core components • Fluent Experience Manager: Manage and publish digital content experiences through all channels from one single, integrated platform • Fluent Targeting: Build robust, on-the-fly segmentation models based on data from multiple channels and create and publish targeting rules for each. • Fluent Analytics: Assess customer segments, site behavior, and media performance to understand what is and more importantly what isn’t working, then adjust.
    7. 7. Integrated into a single solution called Fluent. Key Benefits • Fully integrated across channels • Fueled by data • Always-on & real-time • Delivered via SaaS • Hosted in the cloud • Powered by Adobe • Accelerated and Managed by Razorfish • Components can be delivered separately
    8. 8. Fluent Platform
    9. 9. Components FLUENT PLATFORM + +
    10. 10. One platform – multiple sites FLUENT PLATFORM Brand Sites Country Sites Micro Sites
    11. 11. Building a platform Elements of a platform allowing multiple business units/brands/divisions/regions to share tools, services and infrastructure WHAT IS FLUENT? APPLICATIONS,TEMPLATES & COMPONENTS Set of standardized organization specific elements allowing for re-use and rapid development of digital experiences. Ex. Component code | Template structure | Deployment packages INFRASTRUCTURE & SOFTWARE Consolidation of environments & licenses Ex. Servers | CDNs | Monitoring | SLAs | Foundational software SERVICES Standardized set of services both internal and external Ex. CRM | PIM | Analytics | Geolocation GOVERNANCE PROCESSES Set of standardized processes and definitions that each business unit must follow Ex. URL strategy | Development guidelines | Roles and permissions | Approval workflow | Change management | Deployment process | Security Requirements | Accessibility Requirements
    12. 12. Building a platform Business objectives define the architecture of a brand platform WHAT IS FLUENT? APPLICATIONS,TEMPLATES & COMPONENTS Set of standardized organization specific elements allowing for re-use and rapid development of digital experiences. Ex. Component code | Template structure | Deployment packages INFRASTRUCTURE & SOFTWARE Consolidation of environments & licenses Ex. Servers | CDNs | Monitoring | SLAs | Foundational software SERVICES Standardized set of services both internal and external Ex. CRM | PIM | Analytics | Geolocation GOVERNANCE PROCESSES Set of standardized processes and definitions that each business unit must follow Ex. URL strategy | Development guidelines | Roles and permissions | Approval workflow | Change management | Deployment process | Security Requirements | Accessibility Requirements Increased Consistency Faster Time to Market Increased Accountability Costs Savings Risk Mitigation
    13. 13. Building a platform Amazon and AWS are the perfect building blocks WHAT IS FLUENT? APPLICATIONS,TEMPLATES & COMPONENTS Set of standardized organization specific elements allowing for re-use and rapid development of digital experiences. Ex. Component code | Template structure | Deployment packages INFRASTRUCTURE & SOFTWARE Consolidation of environments & licenses Ex. Servers | CDNs | Monitoring | SLAs | Foundational software SERVICES Standardized set of services both internal and external Ex. CRM | PIM | Analytics | Geolocation GOVERNANCE PROCESSES Set of standardized processes and definitions that each business unit must follow Ex. URL strategy | Development guidelines | Roles and permissions | Approval workflow | Change management | Deployment process | Security Requirements | Accessibility Requirements Increased Consistency Faster Time to Market Increased Accountability Costs Savings Risk Mitigation
    14. 14. Why Adobe? • Industry leading content management, content publishing, creative production integration, digital asset management, and other overall functionality • Leading usability • Open and extendable WHAT IS FLUENT?
    15. 15. Why Amazon Web Services? • Market leading innovation and cost efficiency • Disaster recovery built into architectures supporting multiple availability zones • Self-healing enables greater uptime and scaling • Rich capabilities to: – Easily set up performance tests – Scale for peak demands – Automated release deployment – Increase traceability and version management • Open and extendable WHAT IS FLUENT? Applications Library / SDK Java/.NET,.. Web UI Console Tools ElasticFox, Eclipse Command Line Access Tools Management Tools Data Processing EMR (hadoop) Kinesis (realtime) Data Pipeline Messaging SNS (notifications) SQS (queuing) SES (email) Content Delivery CloudFront Transcoder Application Services ElastiCache CloudSearch SWF (workflow) Payments Higher Level Services Compute EC2 Storage S3, EBS. Glacier, Import/Export Network Amazon VPC/DC Elastic LB Route 53 DNS Database RDS(relational) DynamoDB Redshift (DW) Foundational Services Amazon Global Physical Infrastructure (Regions, Availability Zones, Edge Locations) Authorization and Authentication IAM, MFA Monitoring CloudWatch Deployment Elastic Beanstalk CloudFormation
    16. 16. Leveraging Open and Extensible
    17. 17. The Power of Combining AEM and AWS Adobe and AWS provide rich capabilities, and as Razorfish Fluent, we are able to develop high quality experiences on top of it. However, the real power is through using the extendibility of both solutions, and combining it to really develop innovative solutions
    18. 18. The Power of Combining AEM and AWS Amazon CloudSearch CloudWatch Amazon Kinesis DynamoDB CloudFront Amazon S3 Elastic Transcoder DAM X X X X X X X Publishing X X X X X X X Workflows X X X X X X X Translations X X X X X X X Mobile X X X X X X X
    19. 19. Growth is exponential! Amazon CloudSearch CloudWatch Amazon Kinesis DynamoDB CloudFront Amazon S3 Elastic Transcoder AWS CloudTrail DAM X X X X X X X X Publishing X X X X X X X X Workflows X X X X X X X X Translations X X X X X X X X Mobile X X X X X X X X Team Workflow X X X X X X X X
    20. 20. Extending it further
    21. 21. Amazon Web Services also integrates Some sample use cases: • Reliably submit orders to a commerce solution • Submit a lead to a CRM solution • Trigger a cloudfront CDN invalidation • Send push notifications to mobile devices • Cross language boundaries to ffmpeg or imagemagick • Implement autoscaling in new ways Through capabilities such as Simple Notification Service and Simple Queue Service, AWS can enable integrations with anything.
    22. 22. Fluent Example Fluent provides an integration layer between AEM and AWS which can simplify integration between the two
    23. 23. Fluent Examples AEM workflow Amazon SNS email notification push notification
    24. 24. Fluent Examples AEM Replication Amazon SNS CloudFront Invalidation Amazon CloudSearch Indexer
    25. 25. Fluent Examples AEM Form Submission (for example a pre- order) Amazon SNS Amazon SQS Commerce Platform CRM Platform email notification
    26. 26. Combining AEM and AWS AWS provides the foundation / app store for a Marketing Operating System WHAT IS FLUENT? APPLICATIONS,TEMPLATES & COMPONENTS Set of standardized organization specific elements allowing for re-use and rapid development of digital experiences. Ex. Component code | Template structure | Deployment packages INFRASTRUCTURE & SOFTWARE Consolidation of environments & licenses Ex. Servers | CDNs | Monitoring | SLAs | Foundational software SERVICES Standardized set of services both internal and external Ex. CRM | PIM | Analytics | Geolocation GOVERNANCE PROCESSES Set of standardized processes and definitions that each business unit must follow Ex. URL strategy | Development guidelines | Roles and permissions | Approval workflow | Change management | Deployment process | Security Requirements | Accessibility Requirements Increased Consistency Faster Time to Market Increased Accountability Costs Savings Risk Mitigation Integration with many additional services
    27. 27. How is Fluent evolving?
    28. 28. New Support Structure • Leverage Razorfish India based operations • Cloud based pricing Optimized Service Delivery $0.15 / server / hour*
    29. 29. Infrastructure Evolution • Further leverage CloudFormation & OpsWorks • Support Cloud Front • Further integration with AEM and other solutions • Jenkins support for continuous integration AWS enhancements
    30. 30. AEM 6.0
    31. 31. What’s new in AEM 6 AEM enhancements Core WCM DAM Misc • Improved repository architecture • New developer tools • Sightly templating • Integrated content analytics • Automated translations • Improved live copy/language • Enhanced Commerce • Dynamic Imaging • Video management • Metadata management & search • Enhanced workflows • Integrated Forms • Improved communities • Phonegap integration
    32. 32. Impact on AEM work • The new templating model changes the way front end and backend development teams can work together • New architecture opens up new ways to do more interactive and transactional things such as social (and potentially ecommerce) • The DAM solution is an attractive offering standalone • Mobile app integration is very powerful, enabling shared experience management across many touch points
    33. 33. Impact for Fluent • Support for new architectures such as Mongo, including monitoring tools • Mobile application support • Leverage the new templating architecture to better support multiple teams • Migrate components to new Sightly framework
    34. 34. presented by Martin Jacobs GVP Technology
    35. 35. Why Fluent by Razorfish
    36. 36. Why Fluent • We are services oriented, with a strong focus on the client • We deeply understand digital marketing services • Integrated presentation layer expertise into our work – Responsive technologies – Accessibility – SEO • Open to customizations and extensions with additional products (such as commerce) • Technology agnostic for additional capabilities – Leverages combined strengths of Adobe and AWS – Uses 3rd party technologies if appropriate

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