Empowering Digital Markets with Agile and Integrated Experiences

#evolverocks
EMPOWERING DIGITAL MARKETS WITH
AGILE AND INTEGRATED EXPERIENCES AT
SCALE
MURTHY PERI
SAPIENTNITRO
30th August 2016

#evolverocks 2
Murthy Peri
Director, Customer Engagement
Platforms
at SapientNitro
https://www.linkedin.com/in/murthyperi

#evolverocks
PASSIONATE PEOPLE OFFICES GLOBALLY CONNECTED YEARS OF INNOVATION
2012 AGENCY REPORT:
#1 Largest Digital Agency US
#12 World's Largest Agency All Disciplines
#1 Rank, Gartner Magic Quadrant
for Global Digital Marketing Agencies
#1 Global Commerce Service Providers
#1 Mobile Marketing Strategy
#1 Innovation Agencies
13,000+ 35 24
3© Copyright 2016 SapientNitro | Confidential

WE’RE A CONSISTENT INDUSTRY LEADER
Source: Gartner
v
Source: Forrester Research, Inc.
v
WEAK STRATEGY
STRONG
WEAK
CURRENT
OFFERING
STRONG
Digital Marketing
Gartner Magic Quadrant:
Digital Marketing Agencies,
Dec 2014
Mobile
Forrester Wave™:
US Digital Agencies Mobile Marketing
Strategy and Execution, Q1’12
eCommerce
Forrester Wave™:
Global Commerce Service
Providers, Q1 ‘15
WEAK STRATEGY
STRONG
WEAK
CURRENT
OFFERING
STRONG

#evolverocks
As a leader in the digital marketing partner eco-
system, SapientNitro has been recognized for our:
Trusted Expertise in Adobe Products
Proven Capabilities & Implementation
Comprehensive Solutions
Repeatable Results
1st Global
Specialized Partner
for Adobe Experience
Manager 6.x
5

#evolverocks
65+
SAPIENTNITRO + ADOBE CLIENTS
6
© Copyright 2016 SapientNitro | Confidential

SapientNitro has built many
of the largest and most sophisticated
omni-channel digital platforms.
We have incorporated these learnings into
our
Integrated Digital Experience Architecture
Landscape (IDEAL).

Agenda
1. Crafting Integrated Digital Experiences
2. What does IDEAL offer
3. How does this help digital marketers
4. Technical Architecture // Solution overview
5. Case Studies // IDEAL Implementations
6. Questions and Feedback

#evolverocks
Next is Coming.
Faster Than Ever.

#evolverocks
• Next feels like gales to the ostrich
• and tailwinds to those who welcome
it.
• It’s a friend to those who anticipate it
• and a wolf at the door for those who
ignore. It’s a nod to the long view.
• A giﬅ to the waiting, the anticipating.

#evolverocks
But for our things
and experiences are
connected as well.
Next has made it possible,
not only for us to be always
connected to each other,

#evolverocks
BUT NEXT CAN CREATE
MARKETING CHAOS.
Decentralized marketing and agency structures, all
seeking to create unique, tailored, differentiated
experiences on a centralized marketing platform
Complex production and creative workflows to
develop and integrate digital campaigns, that fail to
deliver on the promise of experience agility
Striving to find the right balance between seemingly
conflicting drivers

#evolverocks
AND NEXT NEEDS I.T. TO
DELIVER MODERN MARKETING
ARCHITECTURES THAT ARE
MORE AGILE, MORE OPEN, AND
MORE SCALABLE.
Consumer-centric digital experiences are bringing
marketing and business applications closer together
Digital Experience platforms are driving the need to
integrate marketing solutions with a wide array of
ever-evolving enterprise and back-office applications
The interplay of brand experiences with commerce
and transactional capabilities is creating even
greater demands on IT for scalability and high
availability.

14141414
But as next arrives
to open arms
outside, brands
struggle to keep pace.

Challenges, Opportunities and a Sound Way Forward
OUR ANSWER TO NEXT:
THE IDEAL WAY TO INTEGRATED
DIGITAL EXPERIENCES

Seamless experiences across multiple
channels and devices
Relevant information, and fresh
experiences, to support her
ever-changing needs
Unified digital experiences that
seamlessly blend communications and
transactions
Rapid, efficient and super-responsive
brand interactions at every touchpoint
THE ALWAYS-ON CONSUMER EXPECTS…

Consistency
Reuse and Efficiency
Agility
Production Costs
Flexibility
Creativity
Innovation
Capabilities
BRANDS ARE STRUGGLING TO KEEP PACE
Decentralized marketing and agency
structures, all seeking to create unique,
tailored, differentiated experiences on a
centralized marketing platform
Complex production and creative
workflows to develop and integrate digital
campaigns, that fail to deliver on the
promise of experience agility
Striving to find the right balance between
seemingly conflicting drivers
Creative Agencies
Brand
Sub-Brands
Markets

#evolverocks
Creative Agencies
Brand
Sub-Brands
Markets
FlexibilityConsistencyConsistency
Creativity
Reuse and
Efficiency
Reuse and
Efficiency
Innovation
Capabilities
Production
Costs
Production
Costs
Image: http://www.huffingtonpost.com/2012/04/27/consumer-brands-owned-ten-companies-
graphic_n_1458812.html

IT IS BEING PUSHED TO STEP UP AS WELL
Consumer-centric digital experiences are bringing
marketing and business applications closer
together
Digital Experience platforms are driving the need to
integrate marketing solutions with a wide array of
ever-evolving enterprise and back-office
applications
The interplay of brand experiences with commerce
and transactional capabilities is creating even
greater demands on IT for scalability and high
availability
IT is being pushed to deliver a modern marketing
architecture that is more agile, more open, and
more scalable

#evolverocks
Change in experience technology is happening at a much rapid pace than rest of
the industry.
New frameworks are coming into play that accelerates development and
enhances user experien e
Experience technologists don’t want to choose frameworks of their choice
EXPERIENCE TECHNOLOGY

We Saw the
Need for
A Framework
Consumer
IT
Creative
Agencies
Marketers
Agility in
brand experience
delivery
Efficiency in
Creative —
IT handshake
Creative
Freedom
Optimized
creative
workflow
Unified
consumer
experiences
Brand and
transactional
experiences
at scale
Flexible,
decoupled
Integration
Architecture

IDEAL
represents our thought leadership
and unique approach to architect, design
and deliver integrated consumer experiences,
optimized for brands, marketers
and their agencies to unlock the value
of adobe experience manager
+

IDEAL IS…
A multi layer offering which
Provides best practices, design patterns and a
reference architecture to help deliver Integrated Consumer
Experiences efficiently and at scale required
in today’s world.
Implements these patterns as a set of Frameworks
that enable a more optimized experience development
workflow, while also enabling systems integration
at scale, all while leveraging the power of Adobe
Experience Manager
Bundles a set of pre-built white labeled components and
integration APIs built on top of the Frameworks which are
ready to be customized for a brand if required.
Reference Architecture
Frameworks
Starter Kit

+
+
Guidelines and patterns for creative agencies that simplify the independent
production of brand experiences and integration into AEM
Patterns for the scalable integration of commerce and other transactional
platforms within the AEM managed experience
Creative and front-end development frameworks built on top of
cutting-edge experience technology, very familiar to most creative agencies
Content and Marketing frameworks that unlock the power and value of AEM,
for use in complex multi-brand marketing environments
Integration frameworks that enable orchestration and service integration using
an industry standard API framework
Catalog of reusable and extensible marketing and commerce components,
for common needs across Brand Marketing & Experience-driven Commerce
Catalog of microservices and APIs for common integration use cases around
eCommerce
IDEAL IS…
Patterns and Guidelines
Creative, Marketing and
Integration Frameworks
Reusable Components
and Services

IDEAL ARCHITECTURE GUIDING PRINCIPLES
Isomorphic Rendering Model
Separation of concerns
(Modular, MVC, APIs)
Leverage core OOTB
commerce/content suite
functions
High Performance
Extensible to new
technologies and packages
Velocity, Agility, Quality

HOW DOES THIS HELP
DIGITAL MARKETERS

#evolverocks
Traditional Agency Workflow
Typical Digital Marketing Platform Workflow
Platform/Back-end Development TeamLegend Creative Agency AEM Development/Deployment Team
TRADITIONAL CREATIVE AGENCY
WORKFLOW
2
A.
Creative
Design
1
B.
Front-end &
Component
Development
C.
Creative
& Functional
QA
Deployment
A.
AEM
Development
2
B.
Functional
QA
Creative
QA
3
A.
Platform
Set-up
0
B.
Component
Development
A.
Creative
Design
1
B.
Front-end
Development
4
Deployment

#evolverocks
Marketing Organization — House of Brands
Brand 1 Brand 2 Brand n
Creative
Agency #2
Creative
Agency #4
Creative
Agency #5
Creative
Agency #1
Creative
Agency #3
Creative
Agency #n
Centralized
Digital Marketing
Platform
Platform Services
IT
SI / Agency
Partners
Technology
Partners
THE MULTIPLIER EFFECT FOR GLOBAL
MARKETING ORGANIZATIONS
1
2
3
4
Creative-Technology handshake is a barrier to brand experience agility

#evolverocks
SapientNitro IDEAL Workflow
* One-time effort ** Accelerated agency onboarding, lower long-term recurring
effort and no additional technical dependencies
Best of All Worlds
Agencies have full creative freedom
working with standard HTML5, CSS3,
JavaScript, and well-known front-
end technologies and libraries
Reduced long-term recurring agency
effort through component reuse across
multiple brand experiences
Decoupled architecture and parallel
development model saves time,
effort and stress by removing
technical dependencies for creative
agencies and eliminating the need for
them to have AEM development
skills for every brand experience
Results in a more efficient ‘way of
working’ and a better workflow for
how creative experiences are
integrated with a marketing platform
A.
Platform
Set-up*
0
B.
Component
Development*
2
A.
Creative
Design**
1
B.
Front-end
Development**
C.
Creative &
Functional QA**
Deployment**
Platform/Back-end
Development Team
Legend Creative
Agency
AEM Development/
Deployment Team
SapientNitro’s IDEAL combines the best of all worlds by providing full creative
freedom to agencies with the reuse benefits of a digital marketing platform
without introducing technical dependencies and hence promoting greater
agility and efficiency in the experience development workflow
ENABLING AN OPTIMIZED CREATIVE
WORKFLOW WITH IDEAL

#evolverocks
Source: Back& Blog
UX Modules and
HTML5 Templates
Content/Marketing
Components (AEM)
Standard Data
Contracts
Shared Functional Component
Multiple Brand Experiences
HOW WE BRIDGE THE DIVIDE

#evolverocks
Parallel
development
workflow
Agile experience delivery
Creative
Agency
SI / Technology
Partner
Marketing Platform (AEM)
Consumers
Brand
Marketer / Author
IDEAL enables creative agencies, AEM
developers, and marketers, to all work in parallel,
using well-defined ’contracts’
Smoother integration of creative output and front-
end templates with AEM platform components and
capabilities
Brings the “best of craftsmanship” together; allows
each “worker” to work with tools and interfaces
they are familiar with
Reduces rework and churn, and accelerates time
to market for overall brand experience
development
IDEAL enables greater agility in the ongoing
creation and rollout of new and refreshed
consumer experiences
ENABLING BRAND EXPERIENCE AGILITY FOR
MULTI-BRAND, MULTI-AGENCY MARKETING
ORGANIZATIONS

#evolverocks
Attract
Brand
Awareness
Catalog and
Commerce
Convert Retain
Loyalty and
Advocacy
CONSUMERS SEEK INTEGRATED
EXPERIENCES…BUT MARKETERS STRUGGLE
WITH TECHNOLOGY INTEGRATION

#evolverocks
Numerous applications
to integrate with a
marketing platform
Enterprise / internal
and 3rd party / external
integration
Heterogeneous
technology landscape
Underlying systems
continue to evolve
and change
Increased expectations
of scalability,
performance and
high availability
DIGITAL EXPERIENCE PLATFORMS ARE
HEAVY ON INTEGRATION

#evolverocks
Business Applications
Digital Experience Platforms
Consumers Consumers
Digital Experience Platforms
Consumers
Digital Experience
Platforms
Business
Applications
Sub-optimal Consumer Experience
and Limited Consumer Engagement
Integration Complexity, Data Synchronization
& Scalability challenges
Disjoint, Inconsistent Consumer Experience
& Maintainability challenges
IT is unable to transform and scale at the pace of marketing
TRADITIONAL INTEGRATION APPROACHES

#evolverocks
High-Performance Integration Layer
Dynamic assembly happens here
Digital Experience Platform
Dynamic Mashup Engine
Commerce PIM / Catalog
Account
Management Order Management
Third-Party Systems
Social Media
Reviews / Ratings
Databases
Customer Data
Product Data
Consumer experiences
rendered with dynamic,
real-time data
Applications and Systems exposed as a set of well-defined services and APIs
Integrated Experience is managed and authored here
REAL-TIME INTEGRATION, AT SCALE WITH
IDEAL

#evolverocks
Real-time data and real-time integration removes
synchronization challenges, and goes directly to the source
of truth
Marketers can easily leverage and place “integration
components” within the experience management system
Marketers can preview integrations in real-time within the
AEM authoring environment as well
Experience Management system is fully abstracted from
underlying Integration complexity, using modern marketing
architecture patterns
Both layers can evolve and scale independently. Upgrades
and re-platforms are much easier to manage.
Standard APIs to “service enable” the enterprise, that can
now be consumed in any digital experience on any channel
API-driven
Integration
eCommerce
PIM
CRM
Social Media
3rd Party
Services
Enterprise
Apps
Experience
Management
THE VALUE OF A LIGHTWEIGHT, FLEXIBLE,
API-DRIVEN INTEGRATION LAYER

#evolverocks
Consumer Experience
Enterprise Systems and Data
IDEAL API-driven Integration
Service-enable the enterprise
Enable IT to deliver faster
Agility is Key
Innovative / Experimental
Reliability is Key
Complex to Change
Embrace the Change:
IDEAL enables rapid changes and updates to
the integrated consumer experience, without
requiring any “back-end builds” or major enterprise
technology deployments
IDEAL future-proofs the enterprise IT
architecture, by allowing individual systems
to evolve and transform at their own pace
IDEAL promotes the principle of bi-modal IT
through the agile delivery and evolution of consumer
experiences that orchestrate across business-critical
enterprise services and data
IDEAL enables and embraces “change” —
both to the underlying enterprise systems and
technology platform, and to the consumer
facing experience
The only
constant in
the technology
industry
is change.
— Marc Benioff
FUTURE-PROOFING THE TECHNOLOGY
PLATFORM — FOR MARKETING SPEED AND
CONSUMER SCALE

#evolverocks
CMO / Marketing Organization CIO / IT Organization
Unlocks the value of Adobe Experience Manager
(AEM), especially for global, multi-brand, multi-agency
marketing organizations
Grants creative freedom to agencies and front-end
developers, enabling brands to produce unique and
innovative digital experiences independently, without
any technology constraints or restrictions
Drives greater experience agility, and improves overall
speed to market for the ongoing delivery and rollout
of new and refreshed brand experiences
Simplifies integration of brand experiences with the rest
of the enterprise
Provides a flexible and highly scalable IT architecture
to serve the needs of modern marketing
Enables the underlying enterprise systems and
technology stacks to evolve and scale independently
Real-time integration removes challenges associated
with data synchronization
Creates and promotes an “open” technology
ecosystem, that enables the introduction (and
replacement)
of newer technologies over time, reducing the cost
of change
Promotes faster release and deployment cycles,
and quicker turnaround for the delivery of brand
experiences
OVERALL IDEAL BENEFITS

TECHNICAL ARCHITECTURE //
SOLUTION OVERVIEW

Omni-Channel, Decoupled Experience Delivery
Digital Experience
Management
Service Orchestration
Composite Dynamic Experience Assembly / Dynamic Mashups
Agile Front-End User Experience Framework
Content and Asset
Management
Common API Layer /
Everything-As-A-Service
Next-
Generation
Digital
Experiences |
Key
Architecture
Tenets

We Launched IDEAL With A Focus on These Key Elements:
Independent Front-end JavaScript-based UX module framework
Deep integration with AEM for digital experience management
Integration with commerce and transactional systems / services at scale
Enable applications and back-end systems to be consumed as a service
Enable a broad range of deployment models including on premise, cloud, or hybrid
SapientNitro’s Next-Generation Digital Experience Platform
43

#evolverocks
AEM
Author
Dialogs
External
System
Data Feeds
Templates & Components
eCommerce
Merchant Tools
Analytics
& Target
Services Orchestration [Astrid]
OMS
Search
Adobe Marketing Cloud
Enterprise DAM
HTML Markup & Handlebars Templates
Theme Management (CSS/Layout) & JS Modules
IDEAL Transactional Orchestration
Response Rendering
[Glassie]
Transactional
Systems
Trading
Banking
Inventory
Pricing &
Promotion
PIM
Presentation
Authoring,
Optimization &
Orchestration
Services
AEM
Mobile
Adobe
Sapient IDEAL
Enterprise
Dynamic Mashups
APIs / Headless Services
IDEAL
Front End
I D E A L P R O V I D E S A N E W W A Y T O E F F E C T I V E L Y I N T E G R A T E
M A R K E T I N G , C O M M E R C E & T R A N S A C T I O N A L E X P E R I E N C E S

#evolverocks
3rd Party ChannelsDelivery Channels
JavaScript
Modules
UX
Libraries
Theming
System
UX / Presentation
Framework
Integration / API Layer (Astrid)
Micro-services
Orchestration Services
Connector #1 Connector #2 Connector #3
Enterprise
Applications
Commerce /
Product Data
Third-party
Applications
JSON Contracts
Aggregated JSON
Composite Page Assembly (Glassie)
Experience Management — AEM
Marketing
Components
Isomorphic
Templates
Integration
Components
Front-End
Templating
RoutingDynamic
Mashups API Client
Isomorphic
Templates
I DE AL — UN I FI E D ARC HI TE C TURE THAT I N TE G RATES
C ON TE NT, C OMME RC E , DATA AN D AP P LI C ATI ONS

#evolverocks
JSON Data Contract
Commerce
Platforms /
Transactional
Systems
Content-as-a-Service Applications-as-an-API
Front-end driven Experience
Front-End
Tech Stack
Response
Rendering
Service
Orchestration
Content
Platforms
IDEAL | COMBINED TECHNOLOGY STACK

#evolverocks
UX MODULES /
HTML TEMPLATES
BUSINESS
COMPONENTS
JSON DATA
CONTRACTS
Shared Functional
Component
Front End
Back End

#evolverocks
UNDER THE HOOD | UX / PRESENTATION
FRAMEWORK
• Responsive design with configurable breakpoints;
multi-channel ready
• Templates can render client-side (browser) or
server-side
• Themable components / templates
• Javascript modules to drive behavior
• Extensible modules, with defined extension hooks
and events
OpenOpenOpenOpen----Source UX FrameworksSource UX FrameworksSource UX FrameworksSource UX Frameworks
IDEAL Core UX Framework
IDEAL UX Components
Client UX Components / Application
Client UX Integrated Distribution
ClientApplicationFrameworkCore

#evolverocks
UNDER THE HOOD | CONTENT AND
EXPERIENCE FRAMEWORK
• Clean separation of HTML templates from
content and business logic
• Seamless integration of UX modules into
the CMS templating and layout system
• Flexible templates and authorable layouts
• Fully authorable components
• Extensible components, with multiple
levels of extension and reuse
Adobe
Target
Adobe Analytics
Adobe Experience Manager 6.xIDEAL Core Component Framework
Content and Experience Management Platform
IDEAL Content and
Marketing
Components
IDEAL Commerce and
Transactional
Components
Client Digital Experience Application
IDEAL UX Distribution
Client Component Extensions

#evolverocks
UNDER THE HOOD | IDEAL INTEGRATION
FRAMEWORK
• Decouples enterprise apps and transactional
systems from the consumer experience
• Abstracts individual back-end systems using a
microservices framework
• Enables “everything-as-a-service” model
• Common data models enable standardization of
business entities
• Composite REST-ful API endpoints aggregate
data across multiple sources
• Asynchronous, non-blocking I/O ensures high
performance and scalability
Enterprise ApplicationsEnterprise ApplicationsEnterprise ApplicationsEnterprise Applications
IDEAL Micro services Framework
IDEAL Composite APIs
Custom Client Connectors
Client Composite API endpoints
IDEAL Canonical Data Models
Commerce /Commerce /Commerce /Commerce /
TransactionalTransactionalTransactionalTransactional
SystemsSystemsSystemsSystems
Loopback Connector Framework

#evolverocks
IEA Dynamic Component Rendering Framework
UNDER THE HOOD | COMPOSITE PAGE
ASSEMBLY FRAMEWORK (GLASSIE)
• Separate, dedicated “Glass” for integrated
response rendering / mashups
• REST client for APIs in Service Orchestration
Framework
• Controllers based on MVC pattern
• “Inline resolution” and inline HTML rendering of
dynamic components
• More scalable presentation and delivery
architecture, not constrained by scalability
limitations of specific back-end systems
Experience Management PlatformExperience Management PlatformExperience Management PlatformExperience Management Platform
IEA Experience
Provider Framework
Custom Client Template / View Engine
Client Controllers / Routes
IEA Template / View
Engine IEA Routing and
Controller / API Client
Framework

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