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Advanced Content Targeting & Personalization Within the Digital Experience Using Adobe Marketing Cloud

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As online resources become more essential to reaching customers, organizations are looking for creative and effective ways to target and personalize the digital experience.

Advanced content targeting has become integral to the marketing strategy, but many marketers struggle to optimize the digital channel due to daunting and technical content targeting methods.

In this slideshare, we focus on key content targeting issues and opportunities with Adobe Experience Manager to improve how to reach customers, including:

Investigating methods for managing content to efficiently target segments of users directly within the Context Cloud

Providing in-depth examples of successful, company-adopted content architectures using content hierarchies to enhance targeting

Demonstrating a streamlined authoring interface for managing targeted content

Publicado en: Tecnología, Empresariales
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Advanced Content Targeting & Personalization Within the Digital Experience Using Adobe Marketing Cloud

  1. 1. Advanced Dynamic Content Targeting
  2. 2. Perficient is a leading information technology consulting firm serving clients throughout North America. We help clients implement business-driven technology solutions that integrate business processes, improve worker productivity, increase customer loyalty and create a more agile enterprise to better respond to new business opportunities. About Perficient
  3. 3. • Founded in 1997 • Public, NASDAQ: PRFT • 2013 revenue $373 million • Major market locations throughout North America • Atlanta, Boston, Charlotte, Chicago, Cincinnati, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Los Angeles, Minneapolis, New Orleans, New York City, Northern California, Philadelphia, Southern California, St. Louis, Toronto and Washington, D.C. • Global delivery centers in China, Europe and India • >2,100 colleagues • Dedicated solution practices • ~85% repeat business rate • Alliance partnerships with major technology vendors • Multiple vendor/industry technology and growth awards Perficient Profile
  4. 4. BUSINESS SOLUTIONS Business Intelligence Business Process Management Customer Experience and CRM Enterprise Performance Management Enterprise Resource Planning Experience Design (XD) Management Consulting TECHNOLOGY SOLUTIONS Business Integration/SOA Cloud Services Commerce Content Management Custom Application Development Education Information Management Mobile Platforms Platform Integration Portal & Social Our Solutions Expertise
  5. 5. Robert Sumner Director, WCM Practice Speakers Tarcizio Morales Sr. Technical Architect . Paul Bjorkstrand Sr. Technical Consultant Paul Bjorkstrand designs and develops innovative solutions to meet client needs. The solutions Paul designs help create rich user experiences and ease the burden of maintaining complex content structures. Paul: • Has extensive knowledge of Java, JavaScript and the Adobe AEM platform. • Is a team player and a leader who interacts well with people at all levels • Has more than 10 years of Java programming experience Tarcizio Morales influences solution design and development on Adobe's AEM platform. Tarcizio has more than 16 years of experience in web-related technologies, content management solution design, development and support. He specializes in: • Content management • Development processes • Development life cycle • Leading highly effective development teams Robert Sumner manages web content management client projects focused specifically on Adobe technologies, providing strategic consulting, business planning and sales strategy development. In addition to his WCM expertise, Robert has more than 16 years of experience including: • Enterprise content management and portal technology delivery initiatives • Deep expertise in web-related technologies, knowledge management, mentoring and support
  6. 6. Session Agenda 1.Overview 2.The Challenge 3.The Solution 4.Demonstration 5.Q&A
  7. 7. Overview  Research  Audience Segmentation  Goals Definitions  Content Mapping  Scenario Planning  Content Development  Tool Configuration Dynamic Content Targeting by Segments is Hard and Requires Work! “My personal experience is many organizations buy into a new marketing and engagement suite for the right reasons, but fail to understand the work behind it.” Jake DiMare+ The CMSMyth
  8. 8. Overview The Problem: Managing Dynamic Content  Healthcare companies, financial institutions, and insurance companies have strict compliance regulations for the content that is used to describe their products and services throughout their different channels of communication.  Examples of some complex content rules expressed by these industries:  Healthcare Formularies – Formulary content is dependent on healthcare plan and year  Financial regulations  Insurance Language by State – State specific language, e.g. in some states you can’t abbreviate the word company to CO, or that some states using Step Therapy vs. Step Protocol.  User populations are diverse creating larger than normal audience segments
  9. 9. Our Specific Challenge  We needed to have visitor segments that were very dynamic, flexible and progressive in nature  Scenarios exist where visitors could be anonymously shopping for insurance and shopping within a specific plan, or shopping within all plans. Content is specific to this scenario.  If a visitor is a member of the portal, who had already procured a plan, then content is specific their plan, year of plan, line of business, etc…  The visitor could also be part of Medicare (anonymous or member)  And on and on…. That is what we were facing. Our requirements stated that:
  10. 10. Tool Configuration - Not Always Easy And assuming you have done all you due diligence… …the digital marketing tools themselves don’t make it necessarily easy to manage the actual content for audiences you want to segment.
  11. 11. Thinking It Through 11 Traditional Approaches Content Tagging Content Tagging - CREATE content separately; TAG it; PRAY it assembles correctly on your web / mobile channels  Content tagging is old school thinking  Visitor segments shouldn’t be defined as content tags in a content taxonomy  Tagging is NOT all bad and still necessary, but shouldn’t be relied upon for page assembly.
  12. 12. Thinking It Through What about using newer technologies? AEM Campaigns and Segments Manage segments within AEM, create content as part of a campaign and assign to segment, implement teaser component to drive dynamic content  Teaser component is limited, # of permutations = 181 teaser components; there were performance concerns  Not great for truly dynamic content with complex segmentation rules  Still managing content outside of the context of pages where it resides.  Great for time based content (promotions, alerts, etc…)  AEM 6.0 has improved content targeting features out of the box
  13. 13. Solution Allowing marketers to create and assign content to certain segments of visitors inline with content creation Advanced Dynamic Targeting Component within AEM
  14. 14. Demonstration Default Content Public Content Content for Line of Business Authenticated Content Title: Everyone Wins Title: Communication for All Lines of Business Title: Private Content Text: “Customers are raving about our new portal…take a look at new list of features.” Text: “Take a look at new functionality within the portal…we’re helping deliver the medications you need!” Text: “This is a secured are of the portal. Please login to see secure content.”
  15. 15. Demonstration Scenarios for Demonstration (Company Specific and Authenticated) Public Content Content for Company Authenticated Content Title: Everyone Wins Title: Welcome back Big Box Title: Private Content Text: “Customers are raving about our new portal…take a look at new list of features.” Text: Check out how we are benefitting Big Box with our new mail delivery service. Text: [Link Llst of documents using rich text editor]
  16. 16. Demonstration Scenarios for Demonstration (Company Specific and Authenticated) Public Content Content for Company Authenticated Content Title: Everyone Wins Title: Welcome back Contoso Title: Private Content Text: “Customers are raving about our new portal…take a look at new list of features.” Text: Check out how we are benefitting Contoso, Inc. with our new mail delivery service. Text: [Link list of documents using rich text editor]
  17. 17. Demo
  18. 18. How’d We Do It? Authoring  Standard AEM Dialogs  Use GET / POST to fetch/save content in the repository  Components are standard components with slight customization to the component listeners Publish  Use ServletFilters to intercept component rendering  Ajax is used to retrieve targeted content
  19. 19. Summary  Maintain consistent inline editing experience  Use the client context to control different elements of the visitor segments  Store content according to the segmentation path Pros Cons Consistent inline editing experience Can’t use scheduler; but this content is not really time sensitive Easily capture content and assign to segment without the need for campaigns Requires minor customization per component Dynamic targeting component is easily implemented Investigation required to see if it will work with current AEM 6.0 target solution
  20. 20. As a reminder, please submit your questions in the chat box We will get to as many as possible
  21. 21. Daily unique content about content management, user experience, portals and other enterprise information technology solutions across a variety of industries.
  22. 22. Thank you for your participation today. Please fill out the survey at the close of this session.