The document discusses Fluent, a digital marketing platform from Razorfish that combines Adobe Experience Manager (AEM) and Amazon Web Services (AWS). It provides an overview of Fluent's capabilities across various levels of digital maturity. It also outlines how Fluent is evolving to support AEM 6.0, optimize infrastructure through AWS, and provide new support structures.

1. presented by Martin Jacobs
GVP Technology

2. Marketing Platforms
How Fluent is evolving

3. Agenda
• What is Fluent?
• Combining AWS and AEM
• How Fluent is evolving
– Support
– AWS
– AEM6

4. What is Fluent?

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. 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. 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. Fluent Platform

9. Components
FLUENT PLATFORM
+ +

10. One platform – multiple sites
FLUENT PLATFORM
Brand
Sites
Country
Sites
Micro
Sites

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. 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. 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. 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. 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. Leveraging Open and Extensible

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. 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. 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. Extending it further

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. Fluent Example
Fluent provides an
integration layer between
AEM and AWS which can
simplify integration
between the two

23. Fluent Examples
AEM
workflow
Amazon SNS
email notification
push notification

24. Fluent Examples
AEM
Replication
Amazon SNS
CloudFront
Invalidation
Amazon
CloudSearch
Indexer

25. Fluent Examples
AEM
Form
Submission (for
example a pre-
order)
Amazon SNS
Amazon SQS
Commerce
Platform
CRM
Platform
email
notification

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. How is Fluent evolving?

28. New Support Structure
• Leverage Razorfish India based operations
• Cloud based pricing
Optimized Service Delivery
$0.15 / server / hour*

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. AEM 6.0

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. 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. 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. presented by Martin Jacobs
GVP Technology

35. Why Fluent by Razorfish

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