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MANAGING DIGITAL EXPERIENCES AT
SCALE
Patric DelCioppo, Acquity Group
w it h Adobe Mark e t ing Cl ou d

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INTRODUCTION
About Me
Adobe domain lead in Acquity Group’s
Experience Management (XM) practice
Past lives:
• Vamosa (content migration)
• Lionbridge (localization)
On the job:
• Defining service offerings
leveraging Adobe Marketing Cloud
products
• Designing and delivering customer-
specific XM/DM solutions
• Overseeing Adobe CQ5 platform
implementations and optimization
programs
• Assessing and enabling customer
digital marketing capabilities
Off the clock:
Travel, kayaking, mixology
Patric DelCioppo
Director, XM Domain Lead
Acquity Group

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• Introduce Adobe Marketing Cloud solutions
• Learn how to leverage available CQ5 Cloud Services
• Dive into some features of a first-class XM/DM platform
• Identify strategies and best practices for building a scalable
digital platform on Adobe
• Deliver branded experiences consistently and quickly
• Capture valuable insights from visitor interactions
• Optimize relevance to drive conversion
INTRODUCTION
Session Goals

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ADOBE MARKETING CLOUD

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ADOBE EXPERIENCE MANAGER
Product Highlights
Product Principal Use Cases Key Features CQ5 Integration
CQ5 Complete management
and delivery of cross-
channel digital properties
• Web content management with in-context authoring
• Integrated digital asset management
• Mobile authoring and publishing toolset (mobile-specific and
response design)
• Multi-channel campaign management
• Framework for integration with AMC products and third-party
services
• N/A
Scene7 Dynamic imaging, product
configurators, web to print
• Hosted infrastructure and CDN
• Secure media portal
• Integration with Adobe Target for targeted promotions
• Interactive catalogs, video, and visual configurators
• Multiscreen, device-specific content delivery
• 5.5+

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ADOBE ANALYTICS
Product Highlights
Product Principal Use Cases Key Features CQ5 Integration
SiteCatalyst Analytics and reporting,
marketing attribution
• Fully customizable tracking and reporting
• Channel/device detection and traffic segmentation
• Web, mobile, social, and video measurement
• 5.4+
Discover Data-driven visitor segment
discovery
• Real-time segment identification and visualization
• Multidimensional site analysis
• Side-by-side segment comparisons
• Synchronization of segments with SiteCatalyst and
Test&Target
• N/A
Insight Big Data processing and
analysis
• Multi-source data aggregation
• Complex data visualizations including charts, plots, path
browsers, and geospatial mapping
• ETL processing toolset
• Automatic correlation, cross-tabs, and drill-down
• Scalable, high-performance analysis cluster
• Report sharing, export, and publishing
• N/A
Genesis Third-party marketing
application integrations
• Automatic integration of data from accredited partner
applications (e.g., ExactTarget, DoubleClick, etc.)
• Cross-application dashboards
• Dynamic synchronization across applications
• N/A
TagManager Marketing tag deployment
without IT
• Web-based management of third-party scripts/beacons
• Conditional tag loading and scheduling
• 5.6+

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ADOBE TARGET
Product Highlights
Product Principal Use Cases Key Features CQ5 Integration
Test&Target Testing, segmentation,
and targeted marketing
campaigns
• A/B testing and MVT, Ad testing
• Track all views and conversion ratio
• Sophisticated targeting via customizable visitor
segmentation and robust context evaluation
• Self-optimizing tests and campaigns push best-
performing scenarios
• 5.5+
Recommendations Data-driven cross-sell and
upsell
• Recommendations content managed in cloud
(most popular, top sellers, viewed this/viewed
that)
• Some A/B testing capabilities
• Integrate with SiteCatalyst and Test&Target to
build sophisticated recommendation algorithms
• N/A
Search&Promote Search relevance and
optimization
• Internal site search with auto-complete, “did you
mean?”, and faceted navigation
• Configurable ranking rules complement natural
relevance
• Promote targeted content for specific queries
• Render search results client-side or server-side via
API
• Index content via crawl or custom feed
• 5.5+

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Configurable services
• Administered by business users within CQ5 Author
• Encrypted account credentials
Decoupled
• Third-party scripts managed independently of CQ5 developer
codebase
• Specific services enabled in WCM rather than hard-coded in templates
Inheritable
• Override specific properties for ease of rollout
(e.g., different service endpoints, site-/instance-specific values)
Extensible
• API and common structure for developing brand new services
• Powerful, flexible event data model (CQ_Analytics)
CQ5 CLOUD SERVICES
General Concepts

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ADOBE MARKETING CLOUD
Experience Manager
(Scene7)
Analytics
(SiteCatalyst,
TagManager)
Target
(Test&Target,
Search&Promote)
CQ5 Cloud Services – AMC Integrations

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ADOBE MARKETING CLOUD
CQ5 Cloud Services – Other Integrations

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CASE STUDY
Dun & Bradstreet

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D&B
Customer Profile
A Digital Business
Differentiated Solutions
• Risk Management, Sales & Marketing, Supply Management
• Commercial software, APIs, published reports
Global, Multi-brand
• DNB, Hoover’s
Diverse Customer Base
• Individuals/SMBs, mid-market, strategic customers
Digital Marketing Objectives
• Clean, consistent branded experience
• Customer-centric site navigation
• SEO-friendly URLs and content
• Improved pathing to eCommerce
• New ways to acquire and nurture web traffic
• Increased reach via complete company database availability
• Improved self-service
• Business process improvement

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D&B
Adobe Usage
Adobe Marketing Cloud solutions
Adobe CQ5
Adobe SiteCatalyst
Adobe Test&Target
Adobe-powered sites
DNB.com – September 2012
• http://www.dnb.com/
Hoovers.com – October 2012
• http://www.hoovers.com/
DNB Canada – November 2012
• http://www.dnb.ca/
DNB Government – January 2013
• http://www.dnb.com/government

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DELIVERING BRANDED EXPERIENCE

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COMMANDING A DIGITAL PRESENCE
Reusable Components
• Designs
• Brand assets
• Clientlibs
• Components
• Authorable content
• Dynamic data
• Templates
• Site config pages
• Content
• Digital assets
• Tagging

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SHOWCASING THE PRODUCT
Service Integrations for Massive Data Delivery
Key Features
• Authorable content areas
• SEO + Schema metadata
Hoover’s Data
• Company Profile Details
• Report Products & Pricing
• Company Search
• Industry Search
• Add-to-Cart Links
Integrations
• REST
• SOAP
Considerations
• Caching

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STAYING TOP OF MIND
SEO Considerations
Google Sitemaps
CQ-authored pages
Video Sitemaps
Data-driven pages
Schema metadata
Corporation
VideoObject
Authorable SEO controls
No index/no sitemap
Meta description
sitemaps.org
schema.org

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IN THEIR OWN LANGUAGE
Multilingual Coordination
Planning and Design
• Advance exposure to CQ authoring environment
and available components
• Accelerated content production
• Minimal new development
• Leveraged existing digital assets
Multilingual Site Construction
• MSM/Live Copy (en/fr)
• Bilingual header component
(Language Toggle)
• Language preference cookie & redirect
• Market-specific form customization

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MAINTAINING A SEAMLESS EXPERIENCE
Page Shell Include Fragments
Integration Fragments
• Parsys page template
• Reference components
• Absolute URLs
• Tied to homepage
activation
• Fetch schedule
coordinated with
third-party

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MEASURING ENGAGEMENT

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MANAGING COMPLEXITY
Cloud Services SiteCatalyst Frameworks
Mapping Interface
CQ View
• SiteCatalyst props, eVars, events
SiteCatalyst View
• Client Context attributes, strings,
arbitrary JS expressions
Benefits
Reporting Integrity
• Reporting model sync’d from
SiteCatalyst
Abstraction
• Less SC expertise needed from
component devs; cleaner code
Normalization
• Flexibility to align various
components to common
reporting model

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360º REPORTING
Site-specific and Global Measurement
Two Strategies
Multi-suite tagging
• Site-specific + global report suites
• Secondary server calls
Site as Segment
• Single report suite
• Instant Segmentation (v15)
Considerations
Access/Security
Cross-report comparisons
CQ Implementation
Use framework inheritance
• Platform > Site > Environment
Manage plugins in clientlibs
Avoid global config customizations

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MEASURE TWICE, CUT ONCE
Driving Strategy with Data
Traffic sources
Referrers (social, search, affiliate)
Campaigns (email, display)
Cross-domain
Technographic info
Browsers
Devices
Site interaction
On-page events
• CTAs
• Interactive elements
Visitor flow
• Site search
• Form abandonment, errors
• Pathing trends
Offsite/offline conversion
Phone/chat
In-store purchase

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MAXIMIZING RELEVANCE

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WEB OPTIMIZATION
Breakdown of Capabilities
Testing
A/B
• Highly effective for testing broad variations, full-page or location-focused
Multivariate
• Optimal combination of variations (Taguchi method)
Optimizing
• Automated decisioning by conversion algorithm
Targeting
Behavioral
• New/returning visitor, expressed interest, searches
Environmental
• Geographic, technographic
Offline Data
• User profile, CRM, third-party data
Traffic Source
• Social network, SEO/SEM campaign, affiliate, etc.
Temporal
• Time of Day, day of week, recency, frequency

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THE PATH TO OPTIMIZATION
Analytics
Customer begins to gain insight
into site performance, customer
segments, and factors
influencing KPIs
Testing
A/B test page layouts, copy, and
CTAs to identify best-performing
variations
Spend Allocation
Adjust spend with SEM, advertising,
and content marketing from low to
high performance predictors
Content Planning
Use test outcomes to inform new
content development and creative
concepts
Targeting
Deploy tailored campaigns to key
customer segments and deliver
relevant content based on visit context
Continuous Optimization
Monitor results to guide strategy while
leveraging self-optimization and MVT
to automatically push best-performing
experiences
STRATEGIC TACTICAL OPERATIONAL

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SOLUTION OPTIONS
CQ5-native vs Adobe Target
CQ5 Segments and Teaser Framework
• Self-hosted dynamic content delivery with no server calls
• Highly customizable framework
• Measurement limited to CTR
Test&Target
• More targeting conditions, suite segments, and campaign strategies
• More testing options: targeted testing, full-page tests, offsite delivery
• More robust reporting
• Campaign self-optimization
+ SiteCatalyst integration
• Test&Target campaign tracking in SiteCatalyst
• SiteCatalyst events as Test&Target success metrics
In common:
• CQ5 for offer creation and delivery
• Client Context to pass segmentation data

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LAYING THE GROUNDWORK
Planning for Implementation
Strategy & Marketing Ops
Establish clear optimization goals
• Identify measurable KPIs
• Understand business impacts and optimize the right behaviors
Walk before you run
• Analytics before optimization!
• A/B testing > targeting > MVT
UX & Content Strategy
Build symbiotic relationship between marketing and content teams
• Account for production of content variations
• Leverage testing to inform creative/copy direction
Design optimization-ready experiences
• Identify promotional “dynamic” placements
• Understand conversion points
CQ5 Technical Design
Maintain flexibility in potential targeted areas
• Parsys instead of statically included components
• Design components with appropriate granularity

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KEY TAKEAWAYS

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BRINGING IT ALL TOGETHER
Strategy & Creative Direction
• Establish KPIs early and identify must-have experiences
• Measure engagement on visitors’ terms as well as the business
• Test iteratively to maximize uplift
• Design for growth, not perfection
Planning, Cost Control & Operational Efficiency
• Establish standards/conventions for FED
• Take advantage of shared templates, component libraries
• Align reporting model across digital properties
• Use judgment when considering new features vs reuse
Connecting to the Customer
• Maintain a consistent brand image
• Always strive for relevance and sense of place
• Dynamic delivery does not trump solid information architecture
• Beware of alienating customers through overly aggressive targeting
Takeaways & Best Practices

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QUESTIONS?

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THANK YOU
Patric DelCioppo | patric.delcioppo@acquitygroup.com
Director | XM Domain Lead
Acquity Group | Part of Accenture Interactive