digital_foundation_pov_2021_fr (1).pptx

©2020 Adobe. All Rights Reserved. Adobe
Confidential.
Application Play POV: Objectives
2
• Drive a customer discussion and align on
shared partnership opportunity
• Decrease LOE to create initial POV
• Apply to all GTM segments, as a single
solution motion
• Accelerate key product sales across all
GTM segments & establish a strategy that
scales
Requirements
1. Anchor every conversation in the customer's objectives &
pain points –use the conversation as an opportunity to learn
about, validate, and document what outcomes are most
important to the customer
2. Share Adobe's vision and qualify the customers interest –
Educate customer by providing an introductory solution
overview. This is not intended to be a product deep dive, but
a high-level pitch to qualify the customers interest.
3. Present a hypothesis on how Adobe can help - Have a
position on what the customer should do (solutions, use
cases, tactics) to realize their objectives
4. Align on clear next steps to progress the opportunity -- End
meeting by agreeing on tangible next steps (“how Adobe can
partner”) such as a full demo, deeper discovery and tech
case development, etc.
Desired Outcomes
Sales rep DELETE
before customer meeting

1 Your objective &
challenges
3 Next steps to further your objectives
2 Product vision & capabilities
Agenda
Leave in final deck

Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Create exceptional
experiences that
resonate with
customers
Create personalized content
that customers identify with,
reducing funnel friction for
both new and returning
customers.
Build consistent and
immersive experiences
with easy-to-use tools
Enable greater
efficiency for content
creation and
management
Empower marketing and
IT teams to be fast and
agile
BUSINESS
OBJECTIVES
DIGITAL
OBJECTIVES
Keep up with evolving
customer
expectations around
content
Continuously deliver content at
a high velocity to meet
customer expectations
Our Understanding of [Customer’s] Objectives
Deliver personalized
experiences to the right
user, at the right time
Agile content systems to
anticipate and respond
to customer demands

Confidential.
BUSINESS
IMPACT
CHALLENGES
Authors don’t have tools to create
experiences without custom development
Marketers don’t have the ability to quickly create and publish
content without support from IT
Incomplete understanding of customer
segments and behaviors
Little insight into different audiences and how customers
engage and react to content
Lack of content velocity to iterate and
keep up with demand
Siloed content systems and inability to automate repetitive
tasks related to content and asset manipulation across all
channels
Loss in Conversion & Revenue
Personalization is table stakes for every customer. All
digital experiences must be delivered in context
everywhere.
Experiences are generic and inconsistent
Inefficient tools and lack of resources to dedicate towards
personalization efforts
Loss of Revenue
Poorly tailored experiences due to ineffective
measurement and learnings across the customer
lifecycle
Slow Time to Market
Slow time to market with new experiences and
difficulty keeping up with demand
Increase in costs, decrease in efficiency
Given the high cost to manage multiple systems and
lack of scalable components and templates
Our Understanding of [Customer’s]Challenges

Confidential.
Quickly create and deliver the experiences that
are most likely to engage and convert my
customer base.
Challenge
• Authors don’t have tools to create experiences without custom development
• Experiences are generic and inconsistent
• Incomplete understanding of customer segments and behaviors
• Lack of content velocity to iterate and keep up with demand
Benefits:
• Faster time to value: marketer- and developer-friendly tools to realize quick time to value
• Engage customers through relevant, personalized digital experiences across channels at
scale
• Full view of customer and ability to track and measure all customer interactions
• Tools for efficiently and determining the most relevant experiences to every audience
segment
• Focus on marketing instead of IT administration.
• Central platform for publishing content to all channels
Benefits to establishing a Digital Foundation

Confidential.
Digital Foundation Create, Manage, & go to Market Fast
Digital Foundation provides a modern, cloud native solution that enables you to create, manage, and get to market fast
with personalized experiences
Create
• WYSIWYG authoring
capabilities for marketing
• Production-ready
components and styling
Personalize
• Rules based
personalization
• Advanced targeting
• Visual experience
composer
Optimize
• Intuitive drag and drop
analytics/visualization
• Detection of statistically
significant anomalies
• Usage and lifecycle
metrics
Scale
• Channel agnostic content
and layout fragments
• Headless content delivery
via APIs
Digital Experience Creation
With a digital foundation, customers can create, personalize, optimize, and scale their experiences
in under 30 days

Confidential.
Digital Foundation Capabilities
Create, manage, and
deliver content across any
channel, device, or app
Low to no code tools
to create new
experiences
Marketer and developer
friendly tools to accelerate
time to value
Ability to build custom
segments based on your
key audiences
Accelerate personalization
efforts through AI/ML
automation
AI/ML driven
personalization
Measurement and
insights to optimize
customer engagement
Channel agnostic tools
to scale content
creation and reuse
ALWAYS AVAILABLE, SCALABLE, AND CURRENT

Confidential.
• Empower marketing teams to create, edit,
and publish content without IT support
• Production-ready components that are
configurable, extensible, and backwards
compatible
• Create visual variations of components with
zero back end development
• Leverage archetypes as a baseline to get
started fast with new projects
Low to no code tools to create new experiences
Marketer and developer friendly tools to accelerate time to value

Confidential.
• Ability to build custom segments based on
your key audiences
• Ability to export segments intoAdobeTarget
for personalization
• Basic (A/B testing) + advanced (multivariate
testing) optimization based on your needs
• Adobe Sensei based testing and auto-
allocation of best performing experiences
AI/ML driven personalization
Accelerate personalization efforts throughAI/ML automation

Confidential.
• Ability to build custom segments based on
your key audiences
• Measure performance of your content and
assets at a granular level across all channels
• Understand the consumer journey with built-
in templates or custom analysis projects
• Leverage analysis to build custom segments
and export toTarget for personalization
• UseAdobe Sensei to identify anomalies
Measurements and insights to optimize customer engagement
Ability to build custom segments based on your key audiences

Confidential.
• Re-use across any channel - webpage, email,
social, single page app, mobile app, IoT etc.
• Create and manage use case or channel
specific variations with intelligent
summarization
• Deliver content fragments in headless mode
to any app
• Edit, preview and localize content on single
page apps
Channel agnostic tools to scale content creation and reuse
Create, manage, and deliver content and experiences across any channel, device, or app

Confidential.
16
DIGITAL
FOUNDATION
DEMONSTRATION
DEMO GRAPHIC

Confidential.
Digital Foundation what we saw today…
Create, manage, and
deliver content across any
channel, device, or app
Low to no code tools
to create new
experiences
Marketer and developer
friendly tools to accelerate
time to value
Ability to build custom
segments based on your
key audiences
Accelerate personalization
efforts through AI/ML
automation
AI/ML driven
personalization
Measurement and
insights to optimize
customer engagement
Channel agnostic tools
to scale content
creation and reuse
ALWAYS AVAILABLE, SCALABLE, AND CURRENT

Confidential.
Benefits:
 Faster time to value: marketer- and developer-
friendly tools to realize quick time to value
 Engage customers through relevant, personalized
digital experiences across channels at scale
 Full view of customer and ability to track and
measure all customer interactions
 Tools for efficiently and determining the most
relevant experiences to every audience segment
 Focus on marketing instead of IT administration.
 Central platform for publishing content to all
channels
Digital Foundation Benefits Realized

Confidential.
Digital Foundation Business Impact
Get to market fast
Increase the efficiency
of your teams
Increase top line revenue
66% 23% 10%
Faster delivery of a new
brand or country site
Higher productivity for
digital experience teams
Increase in site visits and
2% increase in
conversion rate

Confidential.
Digital Foundation Best Practices
Leverage
tools and
frameworks
 Build with OOTB components maintained and versioned by Adobe to reduce your custom footprint
 Use a style system to configure components instead of customizing
 Start your AEM project using the Project Archetype to align with Adobe best practices
Centralize
creation and
management
 Leverage content fragments and experience fragments as the building blocks for experiences
 Use AEM to push content out to third party channels and front end frameworks via Content Services
 Enable developers and marketers to collaborate on single page applications via the SPA Editor
Continually
and optimize
experiences
 Use Experience Audit to assess the performance of your pages before going live
 Leverage A/B and multi-variate testing to identify the best performing experiences
 Use Sensei-powered Auto-Allocate to automatically direct traffic to winning experiences
Strategy : Actions for Success :

Confidential.
Objectives & Priorities Use Cases and Tactics to Explore Adobe Applications to Explore
Execute Omni-
Orchestration
Achieve a consolidated authoring experience across
channels
• Channel agnostic content authoring and headless content services
• Channel variations made simple via a fragment-based approach, utilizing
experience and content fragments in AEM
Adobe Experience Manager
Gather deeper
customer action
Analytics enhanced personalization reporting and
validation
• Fully validate, even retroactively, the impact of a personalization activity
based on any Analytics audience segment or success metric in either
application
• Measure performance of your content and assets at a granular level across
all channels
• Understand the consumer journey with built-in templates or custom analysis
projects
Adobe Analytics & Adobe Target
Deploy relevant
experiences to the
user, at the right
Dynamically deliver next best experience to individual
users
• Native and fully integrated experience fragments between AEM and Target
• Repurpose personalized offers from web to SPA or native mobile apps
• Ability to export segments into AdobeTarget for personalization
Adobe Experience Manager
and Adobe Target
Recommendations to ExpandYour Objectives
Objectives & Priorities : Use Cases & Tactics to Explore : Adobe Application to Explore :

Confidential.
Next Steps
Date Date Date Date Date
Finalize partnership and
roadmap for success
Define the technical
solution & business
case
Align on priorities and
a plan to explore
opportunities
Understand your
business objectives
Onboard & implement
• Discuss top
challenges &
opportunities
• Share Adobe’s
point-of-view on
industry & top
value drivers
• Confirm mutual
objectives for
exploration
• Agree to timeline
for discussions and
evaluation
• Deep investigation
of technology &
solution
requirements –
Demo, Workshop
(L1, L2), Lab
• Assess experience
& business impact
from digital
initiatives
• Finalize roadmap
to realize value
including people,
process & tech
• Agree on
objectives, plan &
investment
• Kick off
provisioning
& configuration
• Track progress
through mutual
success plan

Confidential.
Benefits and Customer Impact
Empowered marketers and web staff to
change designs and publish content,
reduced time to make changes from 1
week to 20 minutes. Used A/B testing
to increase website performance and
identify products to promote.
Content Velocity
Multisite management helped automate
updating 30 websites in 8 languages.
Personalized offers based on
customer’s product affinity or industry
lead to 3x event response rates.
Personalization
Recognized 22% increase in time spent
on website after launching with AEM.
Used analytics to gather information
on click rates and drop-throughs.
Personalized customer journey to
optimize form conversion.
Customer Engagement

Confidential.
• NET CMS solution lacking agility for
website improvements
• Lack of content insights to provide
relevant experiences
• Scalable solution to meet growing
global business needs
Challenge
• Analyzed and compared segments to
identify what drove purchase of high
selling kits
• Empowered marketers and website
staff to change designs, adjust
product information, and publish
content
• A/B testing to increase website
performance and identify products to
promote
Solution
• Time for website changes reduced
from 1 week to 20 minutes
• 15% conversion lift through site
redesign
• 150% improvement in product
interest accuracy
Results

Confidential.
Gartner Magic Quadrant
Web Content Management
2019
Forrester Wave
Digital Asset Management
2019
Gartner MQ
Personalization Engines 2019
Forrester Wave
Digital Intelligence Platforms
2019
Adobe is recognized as a leader across content management,
asset management, personalization, and analytics

Confidential.
Adobe Experience Manager Architecture
29
Adobe
Experience
Manager
manages and
delivers connected
digital experiences
across all channels
Cloud Manager
Application Unified Digital
Experience Delivery
Platform to manage cloud
operations
SITES
Easily compose and deliver digital
expériences across online & physical
touch points
ASSETS
Digital asset creation, management
and delivery
FORMS
Multi-channel forms, onboarding, and
customer communications
management
Screens
Delivery dynamic interactive
experiences into physical places
Experience
Intelligence
Powered by Adobe Sensei
Access within AEM to Adobe
Target, Adobe Analytics,
Adobe Campaign and Adobe
Sign capabilities
*AEM Sites, AEM Assets available as a Cloud Service, AEM Forms and Screens
coming in 2021

Confidential.
Digital Foundation - Architecture
30
(Launch)
ANONYMOUS
REAL-TIME
DATA
Data
Data as a
service
• DataAggregation
• DataModeling
• LeadScoring
101010
101010
(RT
)
Segment
s
Attributes
Personalizatio
n
• Web/mobile
Personalization
• Behavioral Targeting
• A/B Testing
Target
101010
101010
• Behavior &
Segmentation
• Reports & Analytics
• Historical
Segmentation
Analytics Segment
s
Segment
s
Attributes Attribute
s
Profile
Attributes
(Anonymized)
• MC Segment
Sharing
• CRM Attributes
Profiles &
Audiences
Core
Service
• Content and Digital Asset
Management
• Template Creation and Publication
• Content Authoring
Experience Manager
Individualizatio
n
Image
s
Author
Configuratio
n
Customer Data
• MVP
• Customer Attributes
• Recommendations
• Digital Sales
• Retail Sales
• Tele Sales
Existing Data
Systems
Site, Mobile
App,
In-Product

Confidential.
Developer Toolkit: Core Components
Accelerate creation of an entire website,
microsites or extend for headless delivery
• 30 production-ready and easily customizable
components
• Can generate JSON output for headless delivery
• Built-in support for accessibility
• Built-in support for Accelerated Mobile Pages
(AMP)
• Simplify upgrades with backwards compatibility
• Publicly available via Github:
https://github.com/adobe/aem-core-wcm-
components

Confidential.
Developer Toolkit: Project Archetype
Use the Project Archetype as a quick
and convenient way to begin your AEM
project leveraging Adobe best practices
• 2 default pages
• 1 content template based on editable template
feature
• Page, content, and form components
• OOTB Configurations
• Client libraries with component specific styles
stored within each component
• Unit tests and integration tests

Confidential.
Designer Toolkit: Core Component UI Kit for XD
Build the site component framework into
designs and prototypes from the start.
With the Adobe Experience Manager Core
Component UI Kit:
• Leverage the Adobe Experience Manager
Core Component Library and Style System
• Customize the designs of the Core
Components included in the Wireframe UI kit
to match brand guidelines (adding to the
design system in XD)

Confidential.
Marketing Operations: Editable Templates
Leverage intuitive WYSIWYG interface to
create and update responsive page templates
• Drag-n-drop components, assets onto page
templates
• Manage width for responsive layout
• Preview across different screen sizes
• Content Tree to view and edit page structure
• Control what and how users can author with policy
configuration
• Configure allowed components on a template
• Manage where assets, fragments can be drag-
n-drop onto the page
• Define number of responsive grid columns for
the page
• Turn on/off Rich text editor (RTE) plugins

Confidential.
Marketing Operations: Style System
Create visual variations of web components with zero back-end development
Authors can select from various style
elements that adjust the layout, content,
or design of the components shown on a
page
Select and switch between
styles in-context
Style and design consistency
across components or pages

Confidential.
Content Fragments
Structured content based on customizable models for re-use
across any page or app with API delivery (HTML or JSON)
• Re-usable, presentation-agnostic content , composed of
structured data elements (text, dates, references, etc.)
• Defined by a structured form-based content data model
that is customizable
• Create variations of master fragment for use on specific
channels and/or scenarios (like social media)
• Synchronize changes across variations
• Intelligent summarization of multi-line text elements
• Support for translation/localization
• Common Use Cases: Text heavy and structured content
such as biographies, blogs, regulatory terms and
conditions etc.

Confidential.
Experience Fragments
Unstructured content with layout for re-use across any page
with API delivery (HTML or JSON)
• Group together content and layouts within a cohesive
experience
• Use “as is” on multiple pages across web, mobile, IoT
and more for consistency
• Make change once and update across all pages where
experience fragments are referenced
• Reuse, reorder, or resize to allow for variable design
across different channels
• Support for translation/localization
• Use Cases: multi-channel promotional collateral,
banners used across multiple pages on websites

Confidential.
HTTP API
Achieve pure headless delivery of content below the page
level with JSON output
• The HTTP API allows for channel-agnostic content to be
authored in-context OR without context and delivered
headless anywhere as JSON
• The current implementation of HTTP API is REST
• The HTTP API allows for create-read-update-delete
(CRUD) operations, including binary, metadata,
renditions, and comments
• Supports content fragments
• Out of the box feature with Experience Manager Sites

Confidential.
Single Page App Editor
Marketer and IT friendly tools for managing content across
Single Page Apps (SPA)
• Allow developers to use their framework of choice
(Angular, React, etc) using the AEM JS SDK
• In-Context editor to empower marketers to edit
text, resize images, layout and more
• Provide the same level of governance for
publishing of SPA changes as with any webpage
in Experience Manager
• SPA Starter Kit for best practices to build new SPA
editable within AEM
• Support for content localization / translation
• Server-side rendering to improve first-page load
time and SEO

Confidential.
Granular Cross-channel Insights
Understand customer journey and
interactions across channels
• Content Insights: Measure performance of
your content and assets at granular level
across all channels
• Analysis Workspace*: Understand customer
journey with built-in templates or custom
analysis projects
• Segment Builder*: Leverage analysis to build
custom segments and export to Target for
personalization
• Anomaly Detection*: Use power of Adobe
Sensei to proactively identify anomalies

Confidential.
Scalable Personalization
Dynamically deliver next best experience
for individual user to maximize conversion
• Fluid Personalization: Native workflows to
export content/offers built using Experience
Fragments to Adobe Target
• Repurpose personalized offers/campaigns
from web (HTML) to SPA or Native Mobile
Apps (JSON)
• Start with basic rules-based personalization
and scale to A/B testing* Multi-variate testing*
• Auto-Target*: Auto-deliver next best
experience based on individual profile and
previous visitors with similar profile

Confidential.
Faster Innovations
BUILD QUICKLY
01
TEST
RESPONSIBLY
02
DEPLOY
FLEXIBLY
03
BEST PRACTICE
DRIVEN
04
Quickly build and iterate on new
innovations
 Spin up new sandboxes or development environments almost instantaneously
 Leverage in-built code-quality gates based on enterprise-tested best practices
 Promote code changes to higher environments via flexible options - manual, scheduled or
automated
 Leverage intelligence in CI/CD pipeline to guide developers to optimize release cycles

Confidential.
Scalable and Global
Global deployment options with auto-
scalability for traffic spikes or dips
Dynamic architecture with variable number of
nodes
• Best performance for end users irrespective of
traffic spikes
• Continual monitoring of traffic peaks and
scales automatically horizontally or
vertically
• Efficiency for marketers
• Scales automatically with authoring
activity
Multiple global data centers with out-of-the-box
Author cluster
Publish farm

Confidential.
Performance resiliency
Regular Testing
Regular disaster
recovery testing
ensures effectiveness
of recovery
processes
Self-healing
Equipped with pro-
active
readiness and liveliness
health checks
Multiple
Scenario Plans
Adobe-defined
recovery
scenarios optimized to
effectively address
arising problems
Guaranteed application level uptime and pro-active performance monitoring

Confidential.
Secure by default
Enterprise-grade physical, network and data security
Advanced firewall
systems
Routine backups
Data and content
isolation
Certifications (ISO-27001,
SOC-2) and industry
compliance

Confidential.
Experience Audit
Automatically validate content quality,
performance, and user experience across
pages before publishing any changes
When a new site deployment is pushed to
production from within Cloud Manager, changes
are validated across a series of standard content
audits (Google Lighthouse) for performance,
accessibility, SEO, best practices, and PWA

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