This document provides an overview of Sitecore, including what it is, its key features and priorities for a customer experience platform, how it works under the hood from a technical perspective, and tools that can be used to develop on the Sitecore platform. Sitecore is described as a content management system and marketing platform that enables personalization, integration, and management of digital experiences across channels from a single interface. The document discusses considerations for choosing Sitecore versus other options and highlights tools developers can use to improve productivity when building on Sitecore.

2. Sitecore, the good,
the bad and the ugly
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Aleksandar Trajanovski
.Net Developer@Endava
Daniel Tiru
Development Consultant@Endava

3. Please Mute your
mobile devices
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4. General Sponsors
Platinum Sponsors
Silver Sponsors
Gold Sponsors
Bronze Sponsors
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Disclaimer: The opinions expressed in this presentation are my own and do not
necessary reflect the view of the company that I work for.

6. What is a CMS?
• CMS is an application (more likely web-based), that provides capabilities for
multiple users with different permission levels to manage (all or a section of)
content, data or information of a website project, or internet / intranet application.
Managing content refers to creating, editing, archiving, publishing, collaborating on,
reporting, distributing website content, data and information.
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7. What is Sitecore ?
• Sitecore is a powerful Asp.Net platform for building highly sophisticated and
compelling enterprise Web solutions, enabling web content editors and marketers
to have full control over all aspects of their website from social integration to
advanced personalization, e-commerce and much more.
• Sitecore is a blended solution, it combines a CMS (Content Management System)
with a Marketing Platform.
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8. Digital Marketing vs Experience
Marketing
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Digital Marketing
-age of digital
-all about channel optimization
-WCMS satisfied
Experience marketing
-”age of the customer”
-all about personalization
-anticipate customer needs
-data-driven

9. Key Priorities for a Customer Experience
Platform
• Easy to use
• Single View of the Customer
• Search Engine Optimization
• E-Mail and Automation
• Multilingual Support
• Omni-channel Support
• Social Media Support
• Mobile Support
• Integration Flexibility
• Developer Friendly
• Enterprise Grade
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Easy to use
You shouldn’t be in a place where you’re constantly relying on deep technical skills to perform everyday
administration functions, such as checking up on the results of a campaign or adding a new video to the
home page

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Real-Time Personalization
Reacting is good, but guiding is better. Customize each interaction based on context and what you know
about your visitor’s profile, interests and actions. Progressively personalize the experience as you gather
more insight about each individual prospect or customer.

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Single View of the Customer
Enable a single view of each customer’s data and insight. CXP can be the point of truth for who your
customers are, how their behaviors are changing over time.

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Search Engine Optimization
• The page URL is standalone, unambiguous and reflects the site structure.
• Content can be crawled; the site avoids frames and Flash for key content.
• Each webpage contains 2-3 paragraphs of descriptive, on-topic and keyword-rich text.
• Main navigational menus are text-based links that can be read and followed by engines.
• Images have HTML alt tags applied.
• The site uses clean, light “textbook” code that conforms closely to W3C standards; layout and
formatting are controlled by external CSS files.
• Keywords and metadata are customized per page, highly topical and placed at the top of the
page.
• Primary keywords used on page are competitive, relevant and well-embedded
• Page receives a high SEO Score from a content analysis service
• An XML sitemap is published to facilitate proper indexing by search engines.

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E-Mail and Automation
• CXP should provide you an easy interface to e-mail your customers by segment, and allow for out-
of-the-box customer subscriptions to e-mail preferences. Sitecore also provides multivariate
testing capabilities so you can understand which e-mail formats are generating the most
engagement. Analytics such as click-throughs and subsequent engagement scores can easily be
tracked and optimize

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Multi-language/multi-culture
• A site can be managed in any number of cultures (for example, US English,Uk English).
• Every field on a template can be marked as unique to a specific language or shared across all
languages. For example, a company logo would be common to all languages and on the same item
a different field can be unique in any language.
• Each language has its own version history.
• Items can be pushed through workflow to incorporate the translation process.
• When implemented properly, a site will not require software changes to support new languages

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Omni-channel Support
• CXP should enable you to manage content and view analytics across all your channels (e-mail, print,
mobile, web, etc.) in the same spot.
• Execute cross-channel campaigns from a single interface. Create content, launch, and track multiple
campaigns, automatically add new prospects or customers to campaigns and trigger interactions.
Six disciplines of omni-channel marketing:
• Customer and permission volume
• Data collection and integration
• Big data analytics
• Communication and service
• Performance management
• Organization

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Social Media Support
Sitecore® Social
powered by Komfo
• Social Marketing starts with recognizing that the balance of power between supplier and consumer
has fundamentally changed toward the consumer — and there’s no going back. People now have a
voice online that amplifies across social networks
• Sitecore allows you to configure Facebook, Twitter and other platform users to have the ability to
log into your experience and interact with your content.

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Mobile Support
• Mobile is about customers, not
devices.
• It’s a process, not a project
• If you build it mobile first, they will
come.
• Content should be easily managed for
apps or other third-party systems,
accessible anywhere in the world but
managed in one place
• Sitecore was built with a mobile-first
mentality to provide such ease of
access.

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Integration Flexibility
• Sitecore, through connectors or through third parties, integrates easy with CRM
solutions, social networks, ERP systems, and e-commerce solutions
• There are four layers in Sitecore, each with a specific purpose:
• APIs give developers low-level access to system resources.
• Tools comprise the user interfaces available for business users.
• Frameworks represent solutions to business problems.
• Connectors implement frameworks, using specific technology.

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Developer Friendly
• Separate of content from its presentation details without sacrificing the marketers’ desire for
control and responsiveness to changing customer circumstances.
• Sitecore is an ASP.NET application. That means that you can write any code you like.

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Enterprise Grade
• A busy web solution may be serving content consumed at one million requests a minute and the
content is mission critical
• A CXP solution should be tested under stress and should be fault tolerant
• Sitecore allows architecture flexibility, from supporting cloud deployments, web front-end load
balancing, scaled out solution

22. The bad and the ugly
• I’ll never tell a client or company that one technology or platform is
better than another, but I do like to point out differences
• Basically, it comes down on what you need to do with it :
• For an external content focus, choose Sitecore.
• For a marketing driven platform, choose Sitecore.
• For a platform to customize the web user experience based on
non-authenticated users, choose Sitecore
• For an internal content focus with enterprise level security
requirements, don’t choose Sitecore
• For a collaboration platform, don’t choose Sitecore
• For an IT driven platform, don’t choose Sitecore
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23. “Talk is cheap. Show
me the code” - Linus
Torvalds
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24. Sitecore Under the hood
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25. Technology Landscape
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26. Databases
Every Sitecore installation has at least three
databases that are stored separately and
have a predefined basic structure and
individual content trees.
• Core
• Master
• Web
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27. Team Development for
Sitecore (TDS)
• Save Time
• Ensure Team Integration
• Easily Move Code
• Secure Your Work
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28. Sitecore ROCKS
• Sitecore Rocks is a Visual Studio plug-in
with massive functionality designed to
maximize developer productivity.
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29. Glass Mapper (ORM)
• Glass.Mapper is the only ORM you will
need to improve your Sitecore and
Umbraco development. It only takes a
few minutes to setup and then you are
ready to start using classes and
interfaces in your project.
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30. ASP.net MVC vs. Sitecore
MVC
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31. Traditional ASP.net MVC
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32. Sitecore MVC
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33. Sitecore MVC
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34. Sitecore pipeline &
processors
• A pipeline consists of a sequence of
processors. A processor is a .NET class that
implements a method. When a pipeline is
invoked, the processors are run in order.
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35. You Choose the Tools and
Frameworks
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36. marketplace.sitecore.net
marketplace.sitecore.net
• 19 sitecore modules
• 472 shared source modules
• 29 3rd party modules
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37. community.sitecore.net
Here is where you get answers, discuss features
and build your reputation.
• More than 1850 new members in less than 2
weeks
• Private or public groups
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38. Linus now we can show the
demo
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39. Complete the evaluation
and earn the chance to win
prizes in the closing raffle
http://eval.codecamp.mk
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Questions

40. Thank you

41. We’re hiring
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