Rolling out AEM Site or Assets? Learn how to structure your deployment to maximize your return while reducing risk. See how to overdeliver while hitting aggressive timelines. Understand how to generate excitement that fuels user adoption and sets you up for success.

1. #evolve19
ANATOMY OF A SOLID
AEM IMPLEMENTATION
Paul Legan, EVP, Technology
Kristin Jones, Managing Partner
August 2019

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Meet Paul
• He's an Executive VP of
Technology at 3|SHARE
• And he loves Tacos
• He's currently living in
Washington DC
YOU'RE HERE, SO WE KNOW YOU'RE INVESTED
SO LET'S GO ON A JOURNEY... NOT JUST HOW TO IMPLEMENT AEM
BUT HOW TO TAKE ADVANTAGE OF AEM
And Kristin
• She's a Managing Partner at
3|SHARE
• And she loves to research and
plan trips
• She's currently living in London

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ROADMAP TO SUCCESSFUL IMPLEMENTATIONS
THIS IS NOT HOW TO RUN YOUR PROJECT THIS... THIS IS ABOUT INVESTING IN
SUCCESS
• Check out some great blogs on project management and running projects well:
• https://www.teamgantt.com/guide-to-project-management/managing-projects
• https://hubstaff.com/project_management
• Invest in your team and give them the capacity to plan and analyze
• Invest in your vision and give your company the vision, capacity and plan to iterate,
mature and realize your goals
• Invest in identifying and measuring your Key Performance Indicators
• X number of visitors we want to convert by 10% growth
• X number of conversions we want to convert by 15% growth
• X number of hours manually creating and tracking users reduced by 25%
• Hire a great implementation partner ;)

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LET’S BEGIN

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• They do a decent business selling packaged culinary trips to San Diego
• They have invested in Adobe Experience Manager and want to update their user
experience
• They want to start their digital transformation journey and use insights and data to
increase traffic to their site and increase bookings
IN THE BEGINNING....PREPARE
TACO FLIGHT HAS A VISION

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• To move the needle, assumptions need to change to facts
IN THE BEGINNING....PREPARE
TACO FLIGHT HAS SOME BASIC INSIGHT AND MANY ASSUMPTIONS
0
20
40
60
80
100
MVP Release #2 Release #3 Release #4
Assumptions Per Release
Assumptions Data Attriibutes

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• There are 2 aspects to a successful implementation
• The Technology
• The User Journey
• Parallel paths are key to implementing and iterating success, using the data we have
• Project vs Product
• Projects have a beginning and an end, products evolve from the start. Keep evolving.
WHERE TO START… DAY 0… PREPARE
MAKE A PLAN
Install AEM
Integrate
Adobe
Analytics &
Target
Build
Templates &
Components
Configure
Analytic
Events
Configure
Templates with
A/B Test
Release MVP
Enhance
personalized
offers
Anonymous User
Drive to Site from
Advert
Personalize
Home Page Hero
Per incoming
Advert
Recognize
location and load
offers
Track offer
events selected
Personalize
offers with best
based on location
& types
Convert user on
purchase of an
offer
Send offer 1
month later
personalized to
similar offers

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DAY 0… PREPARE
FIND YOUR CORE
• If nothing else, what are the 1-2 tasks a
user should be able to successfully
perform on your website?
• For each task, how does that align with a
goal you have for the site?
• Increased Revenue
• Reduced Support Cost
• Reduced Advertising Spend
• A beautiful user experience is great, but it
will do you no good if a user can't find it
and for those who do, you don't know
what they are doing on your site.
Prioritize your MVP.

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THE MVP BEGINS

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PREPARE AN EXPERIENCE
VISUALIZE CORE ACTIONS IN YOUR MOCKUPS

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PREPARE FOR USER DATA
MAP CORE ACTIONS TO MEASURABLE DATA

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DATA IN ACTION
MOCKUP & DATA MODEL
• Design decisions take existing site
analytics into account
• Identify the gap between data
collected and data desired
• Optimize against your priority goals
• Consider performance impact from
the start of a project
• Determine a plan for
experimentation

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DAY 30
EVALUATE YOUR PROGRESS
• Is the MVP on track?
• Are you planning for your post
MVP release?
• Are you planning your content to
personalize your MVP experience
and get new data?

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• Kristin wants to get some sun
shine and Paul is craving tacos –
San Diego comes to mind
• Kristin gets online and starts
searching for the best taco place in
San Diego
• She sees a paid advert on the side
of the search results a package
culinary trip to SD and clicks on it
MEANWHILE....
PAUL AND KRISTIN HAVE BEEN TALKING
Assumptions to Target
+ Sunshine in Winter
+ Search Engine Result Page
Referral
+ Paid Search Targeting
+ Consumer 3rd-Party Data
Metrics

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LAUNCH DAY
MVP GOES LIVE
• Include Analytics from
Day #1
• Implement a scalable
data layer to capture
user behavior
• Build with content
variation in mind
• Fragments
• Flexibility
• Framework

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POST MVP LAUNCH DAY 1
TRACK YOUR USER'S JOURNEY
• Celebrate, but not too hard, there's still work to do!
• You can immediately start to monitor how users interact with your site…
• Analytics Events
• What are the gaps?
• What other user journey planning should be happening
• Revisit and Debate your non MVP requirements
• Prioritize again into the next release
• Iterate, invest and measure, release by release.

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ANALYZE, PLAN, PRIORITIZE

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DATA IN ACTION
KRISTIN AND PAUL WANT TACOS
• Kristin has come back to the site
twice in the last 24 hours – once on
her phone and once on her laptop
• Paul, too, can’t stop thinking about
tacos, and frequently checks to
see the taco shops listed on the
Taco Crawl sub-page via his
browser’s history autocomplete
Data Collected
+ Repeat Visitor
+ Multiple Devices
+ Specific Interest Page Funnel

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POST MVP DAY 30
TEST YOUR NEW INSIGHTS
• Initiate Adobe Target A/B & Experience Test
• Dependency:
Content variations (copy, assets) by the creative team
• Dependency:
Set of concrete experiments that align with business goals
• Consider the length of the tests vs. statistical significance
• The stakeholders all have report views to track progress ahead of each update call

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A/B TESTING
MEASURING CONTENT PERFORMANCE

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DATA IN ACTION
KRISTIN AND PAUL WANT TACOS
• Kristin checks availability twice on
a Monday after a long day
• Paul sees several friends travel
pictures on Facebook and checks
availability after seeing the beach-
centric content variation
Data Collected
+ Day of the Week Pattern
+ Referring Website
+ Experience Target Visit

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ANTICIPATE BEHAVIOR
“JUST TAKE ME TO THE TACOS ALREADY”
• If users consistently
want to see tacos first,
show them tacos first
• Utilize analytics funnel
data to drive content
position
• Adapt existing data layer
if this information is not
available already

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SIMPLIFY
REDUCE VISITOR FRICTION ALONG CORE PATHS
Data-Driven Defaults & Profile-Based Preferences

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PERSONALIZED EXPERIENCE
MORE DATA = MORE EXPERIMENTATION
• Geolocation to know
why someone might
want to get away
• Specific copy based on
the interests of the
visitor if they’ve been
here or to a partner site
• Tailored imagery based
on previous visits

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DATA IN ACTION
KRISTIN AND PAUL WANT TACOS
• Kristin arrives on the site and
based on her IP address the site
loads packages to San Diego with
the latest flight deals from London
• The copy has been personalized
based on her location as well.
• She’s ready to book.
Data Collected
+ Geolocation
+ Experience Target Visit
+ Conversion Path

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POST MVP DAY 60
DATA ANALYSIS & FEATURE RELEASE
Parallel technology vs user journey paths continue to more success
The Technology
• Service Pack installed to enable additional Sensei features
• Additional components configured for Target
• Adobe Campaign enabled
The User Journey
• Real data and analytics coming in
• Base line KPIs (key performance indicators) measured against site traffic, growth,
conversions bookings

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DYNAMIC CONTENT
INTEGRATE WITH THIRD-PARTY DATA TO DISPLAY RELEVANT
INFORMATION
• Utilize AEM (or a third-
party) to display dynamic
content based on any
number of factors
• Complements
personalized content
and provides another
method of testing

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DATA IN ACTION
KRISTIN AND PAUL WANT TACOS
• Paul sees a recent review by
someone in Washington, D.C.
• After checking availability one last
time for the dates he and Kristin
have planned, he is also ready to
book.
Data Collected
+ Dynamic Data (Review ID)
+ Repeat Visitor
+ Conversion Path

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LET YOUR USERS HELP OTHER USERS
USERS ARE GREAT AT SHARING INFORMATION TO INFORM
OTHERS
• Let your users
advocate for
your site and
services
• Gather data on
which photos
users like most;
reach out for
usage elsewhere
• Utilize workflows
to moderate
everything
before it goes
live
• Experiment with
the prominence
of user
generated
content

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DATA IN ACTION
KRISTIN AND PAUL WANT TACOS
• Kristin and Paul both enter an
email campaign contents to tag
themselves in a picture with
#tacos4ever
• Both Instagram images are pulled
into a moderated workflow and
approved to appear on the website.
• After their images go live, Kristin
receives an automated email
asking for a review of the
experience.
Data Collected
+ Email Campaign
+ Social Media Engagement
+ Dynamic Data Capture

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THE POSSIBILITIES
AND TACOS ARE ENDLESS
PREPARE, LAUNCH, MEASURE,
REFINE, ANTICIPATE, SIMPLIFY,
PERSONALIZE, ITERATE
SUCCEED

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THANK YOU!