building an effective global digital marketing platform
DESCRIPTION
TRANSCRIPT
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Websites
• Content only• Not localised• Development required
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Web platforms
• Localisation• Content management• Development model
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Digital marketing platforms
1. Local market optimisation2. Innovation architecture3. Distributed development4. Sophisticated tooling
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1. Local market optimisation
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Reality check – it’s not 1995
• Everyone has a website• Different market, different culture• Investment exists already
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Different local market types
• The “Eager Adopter”• The “Cautious Collaborator”• The “Iron Giant”
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How to onboard effectively?
• Create a transparent and repeatable process
• Provide structured support • Augment, don’t replace
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2. Innovation architecture
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The CMS is the platform?
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Architectural benefits
• Minimises integration• Leverages CMS development model• Easy to visualise tech stack
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Things that don’t work so well
• Flexibility • Development scaling• Capacity scaling
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Looser coupled systems
• Application layer routing • CMS is just another service• Web applications• Micro services
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Looser coupled systems
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SOA to the rescue?
• EIP well documented• Mature products• BUT!!! Expensive and not very agile
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3. Distributed development
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Classes of development
• Platform• Brand• Campaign
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Brand/market tension
• Fixed• Flexible• Free
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Freedom to develop through effective governance
• Development and brand guidelines• SDKs• Approval process
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Closing the loop
• Review local work• Allow sharing between markets• Leverage local success globally
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The platform is a product
• A platform is never complete• Why wait for features?• Promote team cohesion
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4. Sophisticated tooling
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Speed and scale
• http://digital.cabinetoffice.gov.uk/2012/02/08/radiating-information/
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Speed and scale
• http://www.guardian.co.uk/info/developer-blog/2012/dec/06/real-time-qa-confident-code
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Recommendation engines
• Collaborative filters• Bayesian networks• Predictive analysis
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CMS options
• Sitecore – Digital Marketing Suite• CQ – Marketing Campaign Manager• Built-in functionality + integration
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Finally!
1. Local market optimisation2. Innovation architecture3. Distributed development4. Sophisticated tooling
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Thanks!