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WordCamp Athens 2017 'Enterprise ecommerce with WooCommerce at the centre' - David Lockie

WordCamp Athens 2017 'Enterprise ecommerce with WooCommerce at the centre' - David Lockie

Enterprise ecommerce is polarising. Option 1 is to choose a platform like Adobe or Salesforce, pay your license fees and hope you can drive the platform better than your competitors. Option 2 is to build your own platform by choosing best-of-breed components and services. This talk will run through a case study of how Pragmatic have delivered an Option 2 solution for a B2B ecommerce customer, including:
Why WordPress and WooCommerce are a great fit to play the central role in modern digital marketing and ecommerce platforms
infrastructure - software architecture (integrations, components, etc)
user experiences (e.g. personalisation)
data strategy (e.g. single customer view & business intelligence)
We believe this polarisation of modern architecture is a key trend facing the WordPress industry.

Enterprise ecommerce is polarising. Option 1 is to choose a platform like Adobe or Salesforce, pay your license fees and hope you can drive the platform better than your competitors. Option 2 is to build your own platform by choosing best-of-breed components and services. This talk will run through a case study of how Pragmatic have delivered an Option 2 solution for a B2B ecommerce customer, including:
Why WordPress and WooCommerce are a great fit to play the central role in modern digital marketing and ecommerce platforms
infrastructure - software architecture (integrations, components, etc)
user experiences (e.g. personalisation)
data strategy (e.g. single customer view & business intelligence)
We believe this polarisation of modern architecture is a key trend facing the WordPress industry.

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WordCamp Athens 2017 'Enterprise ecommerce with WooCommerce at the centre' - David Lockie

  1. 1. Enterprise ecommerce with at the center PEI Media - a case study
  2. 2. Introduction Once upon a time in London
  3. 3. Introduction - client profile PEI Media is an international financial media group that produces editorial, data, event and advertising products for alternative asset classes within the private equity market. @pragmaticweb / pragmatic.agency / d@pragmatic.agency
  4. 4. Introduction - client profile PEI Media is an international financial media group that produces editorial, data, event and advertising products for alternative asset classes within the private equity market. @pragmaticweb / pragmatic.agency / d@pragmatic.agency
  5. 5. Introduction - client profile PEI Media is an international financial media group that produces editorial, data, event and advertising products for alternative asset classes within the private equity market. @pragmaticweb / pragmatic.agency / d@pragmatic.agency
  6. 6. Introduction - programme "Transform the PEI Media business to deliver significant growth from premium products based on a modern flexible technology platform" @pragmaticweb pragmatic.agency d@pragmatic.agency
  7. 7. Introduction - programme "Transform the PEI Media business to deliver significant growth from premium products based on a modern flexible technology platform" @pragmaticweb pragmatic.agency d@pragmatic.agency
  8. 8. Introduction - programme "Transform the PEI Media business to deliver significant growth from premium products based on a modern flexible technology platform" @pragmaticweb pragmatic.agency d@pragmatic.agency
  9. 9. Introduction - programme "Transform the PEI Media business to deliver significant growth from premium products based on a modern flexible technology platform" @pragmaticweb pragmatic.agency d@pragmatic.agency
  10. 10. Introduction - programme "Transform the PEI Media business to deliver significant growth from premium products based on a modern flexible technology platform" @pragmaticweb pragmatic.agency d@pragmatic.agency
  11. 11. Technical design @pragmaticweb pragmatic.agency d@pragmatic.agency
  12. 12. Webpage http://
  13. 13. Webpage http:// Data Architecture Experience
  14. 14. “Intuitive and easy interfaces to ease adoption for editorial teams to manage content production and presentation themselves, with no technical input required“ WordPress
  15. 15. Webpage http:// Data Architecture Experience
  16. 16. Webpage http:// Data Architecture Experience
  17. 17. “Integrate ecommerce content with editorial and other web content” WooCommerce CRM
  18. 18. Webpage http:// Data Architecture Experience
  19. 19. Webpage http:// Data Architecture Experience IDAM
  20. 20. Screenshot without paywall Identity & Access Management “New identity & access models including...”
  21. 21. “...password-less authentication, progressive data capture and metered access for audience development” Passwordless Access CRM
  22. 22. Webpage http:// Data Architecture Experience IDAM
  23. 23. Webpage http:// Data Architecture Experience IDAM Search Result
  24. 24. “Supports SEO/SEM and social best practice” SEO Webpage http://
  25. 25. Webpage http:// Data Architecture Experience IDAM Search Result
  26. 26. Webpage http:// Data Architecture Experience IDAM Search Result R&A Database Elastic Search
  27. 27. “A new website, with enriched presentation of content combining articles & tabulated data” Enhanced web page R&A Database
  28. 28. Webpage http:// Data Architecture Experience IDAM Search Result R&A Database Elastic Search
  29. 29. Webpage http:// Data Architecture Experience IDAM Search Result R&A Database Elastic Search CRM
  30. 30. “Improve conversion rates through shorter checkout journey and a better customer experience” WooCommerce checkout CRM
  31. 31. “Increased productivity of customer service and sales team” Updated entitlement CRM
  32. 32. Webpage http:// Data Architecture Experience IDAM Search Result R&A Database Elastic Search CRM
  33. 33. Webpage http:// Data Architecture Experience IDAM Search Result R&A Database Elastic Search CRM Tag Manager Business Intelligence Google Analytics
  34. 34. Screenshot without paywall “Improve sales through marketing automation” “Create propensity models from e-sales and continuously improve acquisition and retention efforts” GTM datalayer CRM Google Analytics
  35. 35. Webpage http:// Data Architecture Experience IDAM Search Result R&A Database Elastic Search CRM Tag Manager Business Intelligence Google Analytics
  36. 36. Webpage http:// Tag Manager Business Intelligence CRM Google Analytics EMS R&A Database Elastic Search Data Architecture Experience IDAM Search Result Newsletter
  37. 37. “Drive audience engagement, sessions, session times, pageviews & repeat visits” “Enriched, contextual tagging of content and data” “New personalised customer experience” Personalisation CRM Google Analytics Tag Manager Business Intelligence
  38. 38. Webpage http:// Tag Manager Business Intelligence CRM Google Analytics EMS R&A Database Elastic Search Data Architecture Experience IDAM Search Result Newsletter
  39. 39. Operational design @pragmaticweb pragmatic.agency d@pragmatic.agency
  40. 40. Operational design Agile / Scrum PEI & Pragmatic
  41. 41. Operational design Building trust Agile / Scrum PEI & Pragmatic
  42. 42. Operational design Agile / Scrum Re-skilling & Re-rolling PEI & Pragmatic Building trust
  43. 43. Operational design WoW with stakeholders Agile / Scrum Re-skilling & Re-rolling PEI & Pragmatic Building trust
  44. 44. Operational design WoW with stakeholders Agile / Scrum Delivery Re-skilling & Re-rolling PEI & Pragmatic Building trust
  45. 45. Operational output @pragmaticweb pragmatic.agency d@pragmatic.agency
  46. 46. “The project to be delivered in iterative phases – following Agile methodologies” Operational design
  47. 47. Results @pragmaticweb pragmatic.agency d@pragmatic.agency
  48. 48. “It’s remarkable to think how far we’ve come as a business in less than a year” “I’ve seen similar projects take twice as long and cost four times as much” Results ● PEI now has a team of Agile-trained product managers, subject matter experts ● The business product now has representation at the highest level ● Increased organisational confidence with digital ● Improved IP protection through passwordless ● Editors and journalists are happier and more empowered ● Now remediation is well underway, eyes are turning towards achieving the vision ahead
  49. 49. @pragmaticweb pragmatic.agency d@pragmatic.agency Results - migration status MIGRATION COMPLETE SI PEI PERE PDI II PFM REC AGRI
  50. 50. Total traffic UP 23% UP 27% Results - quantitative - SI.com Organic traffic
  51. 51. Mobile traffic UP 40% Results - quantitative - PEI.com Organic traffic UP 20%
  52. 52. ● Don't underestimate how quickly the commercial runway ends. ● Importance of having client-side expertise and trusted voices ● Understand your stakeholders ● Transitions and gaps are the toughest parts ● Invest in the relationship ● T-shirt sizing works Results - learnings ● The real power of tools: JIRA, Confluence, Bitbucket, Slack, Jenkins ● The sheer betterness of Agile ● You have to trust your team to deliver ● Off-the-shelf themes and visual composer: not everyone would agree with the approach but we've seen great success
  53. 53. Q&A Pragmatic Team at WordCamp EU, Paris Ask Me Anything @pragmaticweb / pragmatic.agency / d@pragmatic.agency
  54. 54. @pragmaticweb / pragmatic.agency / d@pragmatic.agency

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