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#evolve18
GROWING UP WITH AEM
BEST WESTERN’S STORY OF DIGITAL
EVOLUTION WITH CONTENT
MANAGEMENT
Shreya Jha
Date 08/17/2018
#evolve18 2
Merile Key Guertin
Vision/Mission
• To direct business from one to the
other
• To update the motel industry
• ...
#evolve18 3
OUR BRANDS
#evolve18 4
• 1995 – Hotel listings with photos on internet
• 2001 – bestwestern.com ASP
• 2005 – First 1 million day
• 20...
The New Rate Display Page For
BestWestern.com
> 150 days – start to finish
> 6,000 project hours
Confidential: See restric...
#evolve18 6
• Properties had their own
websites
• Different and inconsistent
• We created a microsite for
each of our prop...
#evolve18
HOW DID WE ACHIEVE IT???
An export from Property
Systems dropped in the
DAM every month with
new properties adde...
#evolve18
CHALLENGES WE SAW
Tens of
thousands of
pages
Complex
rollout
strategies
High
Chances of
inconsistency
Maintainab...
#evolve18
NEXT BIG PROBLEM
• The technologies on which our main booking website was built were fast getting
outdated
• No ...
#evolve18
WEB SERVICES
• REST based web services
• Cachable responses
• Standardized JSON/XML responses
• Centralized API ...
#evolve18
MOBILE SITE
• AEM 6.1
• With the smart phone revolution, Mobile site
was a huge unexploited area
• October 2015,...
#evolve18
CHALLENGES WE SAW
Mix of CQ best
practices and
AEM best
practices
Not
Scalable/Robust
Maintainability
12
#evolve18
“PROJECT PARIS” WAS BORN
“OFFER FREEDOM WITHIN A FRAMEWORK”
Develop a global digital marketing platform to provi...
#evolve18
GUIDING PRINCIPLES
• Freedom within a framework
• Progress not perfection
• Global consistency, local relevancy
...
#evolve18
THE GROUNDWORK
• Began building idea buckets around the framework
• We identified a partner : 3|Share
Global Res...
#evolve18
GLOBAL RESPONSIVE SITE
• AEM 6.1
• Two main set of business transactions:
• Booking Path
• Loyalty
• 5 languages...
#evolve18
SEO AND ORGANIC SEARCH
• Our maximum traffic comes from Organic Search
• URL Management:
• One page for all hote...
#evolve18
HYBRID APP
• A mix of Native and AEM pages
• It consumes pages from AEM and
ensures consistency
• Return on inve...
#evolve18
BESTWESTERN.COM IS LIVE!!
• Bestwestern.com was released on
Oct 4th 2016
• Total time to develop it was 10 month...
#evolve18
SINCE THEN..
• Added support for more languages
• Lots of improvements for our rewards members
• Scalable brand ...
#evolve18 21
• Over 10,000 pages
• DAM and 3rd party image service for assets
• Agile Scrum – release to production every ...
#evolve18 22
THE TEAM
3 UI UX
designers
3 Architects
8 Webservice
Developers
12 QA
3 Native App
developers
12 AEM
Develope...
#evolve18
PIPELINE..
• Built as a downloadable project and
published to nexus
• Contains all the reusable templates and
co...
#evolve18 24
QUESTIONS????
shreya.jha@bestwestern.com
#evolve18
THANK YOU!!!
Date 08/17/2018
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Evolve18 | Shreya Jha | Growing up with AEM: Best Western’s Story of Digital Evolution with Content Management

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Shreya Jha of Best Western shares the unique journey of this iconic brand's transformation into an industry-leading, global digital marketing trailblazer.

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Evolve18 | Shreya Jha | Growing up with AEM: Best Western’s Story of Digital Evolution with Content Management

  1. 1. #evolve18 GROWING UP WITH AEM BEST WESTERN’S STORY OF DIGITAL EVOLUTION WITH CONTENT MANAGEMENT Shreya Jha Date 08/17/2018
  2. 2. #evolve18 2 Merile Key Guertin Vision/Mission • To direct business from one to the other • To update the motel industry • Treat the guest like family THE DREAM – BORN 1947
  3. 3. #evolve18 3 OUR BRANDS
  4. 4. #evolve18 4 • 1995 – Hotel listings with photos on internet • 2001 – bestwestern.com ASP • 2005 – First 1 million day • 2015 – Property websites • 2015 – Mobile Site • 2016 – Global Responsive Site • 2017 – First 3 Million Day • 2018 – 22.5% YOY revenue growth 2018 FYTD vs. 2017 FYTD • 2018 – Component Marketplace OUR DIGITAL JOURNEY
  5. 5. The New Rate Display Page For BestWestern.com > 150 days – start to finish > 6,000 project hours Confidential: See restrictions on cover.
  6. 6. #evolve18 6 • Properties had their own websites • Different and inconsistent • We created a microsite for each of our properties • Property owners could have updates to the pages done within brand standards and framework • Microsites linked to bestwestern.com for booking PROPERTY WEBSITE Master Blue Print Brand 1 Blue Print Region 1 Blue Print Property 1 Property 2 Brand 2 Blue Print Region 1 Blue Print Property 3 Property 4 Region 2 Blue Print Property 5
  7. 7. #evolve18 HOW DID WE ACHIEVE IT??? An export from Property Systems dropped in the DAM every month with new properties added or changes in existing ones A script triggered to compare the checksum of the last and the latest files If the checksum didn’t match, a new script triggered This script did rollouts on all levels and generated the new property websites or updated the existing ones and publish them Main AEM Principles Used • Multi Site Management • Launchers • Design Categories • Groups and Users 7
  8. 8. #evolve18 CHALLENGES WE SAW Tens of thousands of pages Complex rollout strategies High Chances of inconsistency Maintainability 8
  9. 9. #evolve18 NEXT BIG PROBLEM • The technologies on which our main booking website was built were fast getting outdated • No support for content management system • All the business logic and database interactions written in the webapp – insecure and cumbersome to maintain • Inconsistent way of accessing same data across the website 9
  10. 10. #evolve18 WEB SERVICES • REST based web services • Cachable responses • Standardized JSON/XML responses • Centralized API documentation Standard way to access sensitive systems Secure Cachable response - Fast 10
  11. 11. #evolve18 MOBILE SITE • AEM 6.1 • With the smart phone revolution, Mobile site was a huge unexploited area • October 2015, rolled out a lighter mobile site • The desktop site was still ASP • Huge rise in the bookings • First application to utilize web services • Trust in AEM – Stronger than before! Akamai Device Detector 11
  12. 12. #evolve18 CHALLENGES WE SAW Mix of CQ best practices and AEM best practices Not Scalable/Robust Maintainability 12
  13. 13. #evolve18 “PROJECT PARIS” WAS BORN “OFFER FREEDOM WITHIN A FRAMEWORK” Develop a global digital marketing platform to provide the right set of building blocks that balance consumer experiences with global standards and local flexibility 13
  14. 14. #evolve18 GUIDING PRINCIPLES • Freedom within a framework • Progress not perfection • Global consistency, local relevancy • Vendor independence • Performance See things from the consumer’s viewpoint Don’t make them think Don’t make them repeat themselves 14
  15. 15. #evolve18 THE GROUNDWORK • Began building idea buckets around the framework • We identified a partner : 3|Share Global Responsive Site Loyalty Program Manage A Booking Make A Booking 15
  16. 16. #evolve18 GLOBAL RESPONSIVE SITE • AEM 6.1 • Two main set of business transactions: • Booking Path • Loyalty • 5 languages on the AEM platform • Minimize the number of templates and components and make them reusable • Deployment Automation and Continuous integration • Automate as many test cases as possible • Globalization of Content Authoring 16
  17. 17. #evolve18 SEO AND ORGANIC SEARCH • Our maximum traffic comes from Organic Search • URL Management: • One page for all hotels (Populated by Web Services) • Dispatcher rules to show different URL for the same page for each individual property • Dynamic Sitemap • Consumes a feed from the services with the list of properties • Generates individual landing page URLs • Enable author tools to enforce SEO best practices 17
  18. 18. #evolve18 HYBRID APP • A mix of Native and AEM pages • It consumes pages from AEM and ensures consistency • Return on investment!! 18
  19. 19. #evolve18 BESTWESTERN.COM IS LIVE!! • Bestwestern.com was released on Oct 4th 2016 • Total time to develop it was 10 months • No dip in user traffic • Published 2300 pages to start with • Property websites and mobile site was shut down 19
  20. 20. #evolve18 SINCE THEN.. • Added support for more languages • Lots of improvements for our rewards members • Scalable brand addition • Rates improvements • Hotel Search Improvements • Analytics improvements and enhanced tracking • A/B Testing • AEM 6.3 upgrade 20
  21. 21. #evolve18 21 • Over 10,000 pages • DAM and 3rd party image service for assets • Agile Scrum – release to production every 2 weeks • July was our highest revenue month ever for bestwestern.com • Strong performance on all metrics : WHAT WE SUPPORT TODAY
  22. 22. #evolve18 22 THE TEAM 3 UI UX designers 3 Architects 8 Webservice Developers 12 QA 3 Native App developers 12 AEM Developers Infrastructure Network Security Customer Service 3 Optimization Specialists 12 Authors
  23. 23. #evolve18 PIPELINE.. • Built as a downloadable project and published to nexus • Contains all the reusable templates and components from GRS • Includes brand standards and styles • Editable templates providing power to authors • Any website can be spun up and made live within matter of days • Return on investment!!!  Move to Cloud 23  Component Marketplace
  24. 24. #evolve18 24 QUESTIONS???? shreya.jha@bestwestern.com
  25. 25. #evolve18 THANK YOU!!! Date 08/17/2018

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