Using AEM in a customer global multi-channel program

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
A virtual developer conference for Adobe Experience
Manager
Using AEM in a customer global multi-channel program
Meryll Blanchet | Technical Architect @ Adobe Professional Services

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Meryll Blanchet
Technical Architect @ Adobe Professional Services Basel
mblanche@adobe.com
LinkedIn: Meryll Blanchet

Based on a true story

It all starts with
Business Requirements

 Increase ROI
 Increase Conversions
 Optimize Marketing Spend
 Improve Customer Loyalty & Brand Experience
 Capitalize on Email Marketing & Mobile opportunities
The customer’s objectives
6

The challenges behind
7
Personalize the
user experience
Segment the user
based on his
actions
Deliver a cross-
channel unified
experience

The content should be
special for each user

Each user should feel
special

From a massive anonymous audience…
10

… to a set of segments…
11

… to a special customer
12
Gender: Male
Activities: Swimming, Hiking
Favorite Season: Summer
Country: Switzerland

How does it look like at
project level?

Agenda
14
3 | Focus on AEM
5 | Q&A

 Organized in several streams
 CRM
 Web
 Email Marketing
 Mobile
 Analytics & Reporting
 Generally complex
 Different software vendors
 Different implementation teams
 Different scopes, goals and requirements
 But everybody has to work hard together to be successful
Real-life multi-channel program
15

Example of conceptual architecture
16
CRM
User
Managemen
t
Channel A
Channel B
Channel C
Analytics A
Data
Warehouse
Analytics B
Analytics C
1. Customer data
Off- and online data
Master of segmentation data
2. User Management
Online registration
User Authentication
SSO
3. Channel Front-Ends
Web, Email, Mobile, Social…
4. Analytics
5. Internal Reporting
Analytics data aggregation
Customer 360°
Customer &
segmentation data
Update customer & segmentation data from the up-to-date customer 360° view
Customer &
segmentation data
Customer &
segmentation data
Tracking
Tracking
Tracking
Analytics data
Analytics data

Real-Life Example
17
SFDC
Custom Web
Application
AEM 6.x
ExactTarget
Native
Mobile
Apps
Adobe
Analytics
TableauSFDC
Google
Analytics
1. Customer data
2. User Management
Online registration
User Authentication
SSO
4. Analytics
Analytics data aggregation
Customer 360°
Customer &
segmentation data
Customer &
segmentation data
Customer &
segmentation data
Tracking
Tracking
Tracking
Analytics data
Analytics data
Web
Email Marketing
Mobile
Email Authoring
& subscription form
Content Feeding
(e.g. assets, json…)

Agenda
18
3 | Focus on AEM
5 | Q&A

Zoom on AEM Logical Architecture
19
FIREWALL
FIREWALL
AEM
Author
Web Server
+
Dispatcher
AEM
Publis
h
AEM
Publis
h
Web Server
+
Dispatcher
Web Server
+
Dispatcher
Load
Balance
r
Cloud-based
User
Management
CDN
Adobe Marketing
Cloud
(DTM /Analytics)
SSO
Content Managers
SAML 2.0 IdP
Content Replication
Publishers Farm
SAML 2.0 IdP
Cloud Service Configuration
Clients
Intranet DMZ Internet

What is the end-to-end
data flow?

In a far far away back-end: from the dark CRM…
21
TABLE CUSTOMER
cid 00000123
first_name Meryll
last_name Blanchet
gender Male
country CH
season summer
activities swimming,hiking
…

… To the sexy AEM front-end…
22
On the publish instances,
in the user profile node
/home/users/path/to/user/profile
On the client,
in the Context Hub Persona
/etc/cloudsettings/default/contexthub/persona
It is mapped to the Client Context
/etc/clientcontext/default/content

… via SAML Authentication
23
OSGi configuration of the
Adobe Granite SAML 2.0
Authentication Handler
To deploy with your
application

SAML Authentication Sequence
24
Client
AEM
Publish
SAML 2.0
IdP
CRM
Attempt Access
Redirect to IDP Login Page
Request Login Page
Return Login Page
Submit Credentials
Redirect to AEM with Signed Assertion
Validate Assertion
Redirect to Requested Content
If ok, look for profile data
Create assertion with profile data
Sets saml_request_path cookie to
remember the requested resource
Uses the saml_request_path cookie
to redirect to the requested resource

 The content can now be personalized in the websites managed by AEM
 This can be achieved in multiple manners…
 Using AEM Content Targeting
 Client-side personalization engine for simple use-cases
 Showing / hiding simple navigation elements on the client-side, if few content and no security constraints
 With Adobe Target for complex use-cases or for further integrations with the Adobe Marketing Cloud
 Building complex navigation on the server side
 E.g. by querying tagged pages based on the user segmentation
 Server-side evaluation of permissions if the content is protected
 By integrating with another 3rd party
 … but performance and security should never be forgotten!
Content Personalization
25

Analytics: Integrating AEM with Adobe DTM
26
1. The integration is setup via the DTM Cloud Service configuration
http://localhost:4502/etc/cloudservices/dynamictagmanagement.html
2. The configuration is assigned to the home page of the website in the Cloud Service
of the page properties
3. The header and footer codes can be seen when editing the HTML code of any pag
the website below the home page

Analytics: Content Tagging
27
The content tagging for Analytics is useful in order to categorize the pages that can be viewed by a
user
1. A custom Analytics tab has been added to the page properties to categorize the pag
The default cq:tags property is still used for SEO purpose
2. The categorization is reflected as a custom data- attribute of the body tag of the pag
DTM will fetch this information from the DOM at page load time

Analytics: Exposing customer data
28
<script type="text/javascript" data-sly-use.user=”com.geometrixx..user.User" >
window.userState ="${user.logged @context='scriptString'}";
window.userUCI ="${user.uci @context='scriptString'}";
window.userLastName ="${user.lastName @context='scriptString'}";
window.userFirstName = "${user.firstName @context='scriptString'}";
window.userCountry= "${user.country @context='scriptString'}”;
window.userGender ="${user.gender@context='scriptString'}";
window.userActivities = "${user.activities @context='scriptString'}";
window.userSeason = "${user.season @context='scriptString'}”;
</script>
 1. A non-cacheable HTML fragment is included via SSI in the page head
2. The fragment is built dynamically from a Sightly User Use-Class
Each data is mapped to a JS object from a custom data layer
maintained by the DTM implementation partner
The user data will be retrieved at page load time too and user actions
(page views) will be associated to identified users in Adobe Analytics

Back to CRM: Enrichment of the customer segmentation
29
Gender: Male
Activities: Swimming, Hiking
Gender: Male
Activities: Swimming, Hiking, Biking
+
=
<body class="page page-product" data-activities="biking">
If all your systems integrate well together, of course :-)

Agenda
30
3 | Focus on the integrations
5 | Q&A

Keep a reasonable
level of expectations

 Unfulfilled expectations lead to frustration and pressure
 Think about
 Bringing the required amount of knowledge to every involved stakeholder
 Performance
 Security
 Content Management Efforts
 Scalability
 Remember that this was just an appetizer
 Integration CRM <-> AEM to import tags
 Post-processing of user data in AEM
 Caching strategy: public versus protected content in the dispatcher cache
 And many others…
Keep a reasonable level of expectations
32

Plan and estimate
wisely

 The success depends on multiple teams and streams
 One design or implementation mistake in a system can will impact all the others
 Allow a buffer for coordination efforts between teams and compromises
Plan and estimate wisely
34

Never forget Analytics

 AEM techies tend to postpone the “Analytics” topic at the end of the project
 Rather consider it seriously since the discovery and specification phases
 The more you understand from the analytics requirements…
 …the better will be your overall design and implementation
Never forget Analytics
36

Agenda
37
3 | Focus on the integrations
5 | Q&A

Q&A
38
Meryll Blanchet
mblanche@adobe.com
LinkedIn: Meryll Blanchet

What about an ecosystem
based on the Adobe Marketing
Cloud?

With Adobe Marketing Cloud
40
CRM AEM 6.x
AEM 6.x
Adobe
Campaign
AEM
Mobile
Adobe
Analytics
Premium
Adobe
Analytics
1. Customer data
2. User Management
Online registration
User Authentication
SSO
Analytics data aggregati
Customer 360°
Customer &
segmentation data
Customer &
segmentation data
Customer &
segmentation data
Tracking
Tracking
Tracking
Analytics data
Web
Email Marketing
Mobile
Email Authoring
& subscription form
Content Centric
Mobile apps
4. Analytics
Adobe
Target
4. Personalization and testing
Based on segments, A/B or MVT tests

Thank You!

Using AEM in a customer global multi-channel program

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