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Evolve18 | Franco Campione | Success Story: How the Adobe Marketing Cloud Transformed the CME Groups Digital Strategy

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The CME Group is the world's leading and most diverse derivatives marketplace, handling 3 billion contracts worth approximately $1 quadrillion annually. See how they leverage the Adobe Marketing Cloud to get results.

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Evolve18 | Franco Campione | Success Story: How the Adobe Marketing Cloud Transformed the CME Groups Digital Strategy

  1. 1. #evolve18 DON’T BITE OFF MORE THAN YOU CAN CHEW Franco Campione DATE: August 17th, 2018
  2. 2. #evolve18 2 • World’s largest futures & options exchange - We are where the world comes to manage their risk • Handle 3 billion trades a year worth $1 quadrillion • 6 major asset classes – Ag, Energy, IR, Equity, FX, Metals • Example of both sides of a futures trade – The Farmer, Kelloggs, & the Speculator • Comprised of DCMs – Designated Contract Markets • Exchange consolidation accelerated in 2007 globally • CME purchases crosstown rival CBOT becoming CME Group • 2008 CME Group purchases NYMEX • Provide reliability, liquidity, safeguards, efficiencies, integrity • Largest social media followings of any global financial institution WHO IS CME GROUP?
  3. 3. #evolve18 3 • 20 years with CBOT & CME Group • Starting with an internship in 1996 in IT • Windows 1995 • Developer on 1st intranet • Managed CBOT.com development • 2012 moved to Belfast, NI to open COE • cmegroup.com, mobile, trading apps • 2014 – Marketing • Senior Director, Digital Strategy WHO AM I?
  4. 4. #evolve18 4
  5. 5. #evolve18 5 Technology Stack • AEM 6.3 • AWS Hosting • Akamai • Google Analytics 360 • GTM • Google Optimize • Google Custom Search • Crazy Egg • DemandBase TECHNOLOGY STACK THE LAY OF THE LAND
  6. 6. #evolve18 6 • Info dumping ground • 60,000 pages & PDF factory of sadness • Open source, java CMS • Our only support was a small Eastern German developer forum comprised of 2 people • We are the largest customer • How do we transform in order to transform? • We need a new foundation • Demands from the business • Personalization • Customization • Regionalization • Know the Customer THE BUSINESS CHALLENGE
  7. 7. #evolve18 7 • We started with the best intentions • Keep it simple • Planning begins late 2010 with AEM • Implementation planning starts early 2011 • 6 month migration • Start in 2012 BITING OFF MORE THAN YOU CAN CHEW
  8. 8. #evolve18 8 Day 1 – Introductions Day 2 – Training begins in earnest Day 3 – Everything grounds to a halt DAY 3 THE PHONE CALL
  9. 9. #evolve18 9 2008 – Chicago 2010 – Buenos Aires THE GREAT MIGRATION THE BUILDING OF A DEV TEAM 2012 – Belfast 2015 – Buenos Aires
  10. 10. #evolve18 10 • Started with junior developers • We’ll learn as we go and mature • Rework rework rework • Cost more in every case than paying from the start • Experience • Skilled architects • More efficient – double QUALITY OF THE DEV TEAM THE BUILDING OF A DEV TEAM
  11. 11. #evolve18 11 • Traditional 85 page documents • Requirement 1.1.1.7.6 • Scrummaster class – Now we know agile • Standups, Post-Its, playing cards, follow all the rules • 100% code coverage & automated testing • Could not have slowed us down more LET’S GET AGILE THE BUILDING OF A DEV TEAM
  12. 12. #evolve18 12 • To eliminate the requirements docs – we need a new ‘ticketing’ system • Lack of time to implement correctly • Inadequate or missing acceptance criteria or mockups • Tried to pile on Confluence too • Took away any familiarity WE NEED A NEW TICKETING SYSTEM TO OF COURSE SUPPORT THE NEW PROCESS
  13. 13. #evolve18 13 • Our site looks outdated • Last touched in 2008 • Not responsive • Hard to navigate • Does not match the business strategy • We’re already going to touch all the code to migrate… • All the components were practically done… • Created infinite complexity • No design QA WHY DON’T WE REDO THE DESIGN? THE NEW 5.0
  14. 14. #evolve18 14 • No use cases for the new card components • Didn’t know our customers needs • Developers confused on how it should work • Created swiss army components that were only used a single way WHO NEEDS RESEARCH? THE NEW 5.0
  15. 15. #evolve18 15 • We had drawn a line in the sand • Then we moved it 7 times • Realization that we won’t make “the date” • Let’s pick up what’s remaining and just dump it as is in a blank template • We’ll call it shoveling • Creates more problems than it solves • 2 years to undo • Don’t migrate until the site is ready DON’T MIGRATE THE SITE UNTIL THE SITE IS READYEVERYBODY’S SHOVELING
  16. 16. #evolve18 16 • No one wants to ‘lose’ something they had • Authors and business teams engrained in the way we always did something • Mindset needed to shift LETS MAKE THE OLD CMS THE NEW CMS BUT WE USED TO DO IT THIS WAY
  17. 17. #evolve18 17 • 98% of the U.S. Market • Growth is outside the US in EMEA and APAC • We need in-region, in-language microsites • In 9 languages • Different, yet similar, color schemes to adjust for cultural nuances • What did we say? Sounds like a good idea. • We ended up ‘shoveling’ them! WE SHOULD REGIONALIZE EVERYTHING DO THE USERS WANT THAT?
  18. 18. #evolve18 18 • We will hire a senior Java & front end developer and QA • We will have a rigorous training program • We’ll know everything and how to do it in AEM • We’ll train a junior team – saving money in the process • We had no best practices • Trial and error at its worst • Senior architects to prevent reinventing the wheel is key • Involved from sprint planning all the way to production WE DON’T NEED AN EXPERT
  19. 19. #evolve18 19 • Business requirements made up of ‘It used to be this way” mixed with “I can’t live without this feature” • I have to have this. It’s a showstopper. • Continuous extending of a template • What if we just had one template that did everything? • Template allowed extreme flexibility • Downside is a watered down design system that promoted inconsistency THE MEGA TEMPLATE THE ONLY TEMPLATE YOU’LL EVER NEED
  20. 20. #evolve18 20 • Don’t let fighting get in the way. Check your ego at the door. • Don’t have a dev team that hasn’t worked together and understand time zone impacts • Saving money isn’t always the best driver • Ease into new team dynamics • Don’t pile in the kitchen sink. Limit the scope. LEARN FROM WHAT WE DID EVEN IF IT SOUNDS OBVIOUS
  21. 21. #evolve18 21 • Don’t skip the research • Don’t pick arbitrary dates. Do pad your estimates. • Embrace the new • Step into regionalization • Hire experts LEARN FROM WHAT WE DID EVEN IF IT SOUNDS OBVIOUS
  22. 22. #evolve18 22 • 5 Years in the ground • 90 feet in 5 weeks • We’ve been watering • Personalized – from anonymous to ABM • Omni channel customization • Data mining and segmentation • Single View of the customer WHAT’S NEXT? WATER THE BAMBOO
  23. 23. #evolve18 THANK YOU!

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