evolve'16 | maximize | ben hubble & lynn tabet | scaling the aem customer experience
TRANSCRIPT
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#evolverocks
SCALING THE AEM CUSTOMER EXPERIENCE
MGM RESORTS INTERNATIONAL
August 30, 2016
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2#evolverocks
Ben HubbleExec Director, Marketing Technology Development
Lynn TabetAEM Technologist/Cake Provider
WHO WE AREMGM RESORTS INTERNATIONAL
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3#evolverocks
• About MGM Resorts• The Past • How Our System Works• The Present• So What Happened?
IN THIS PRESENTATION
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4#evolverocks
SLIDE TITLE
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5#evolverocks
LAS VEGAS RESORTS
REGIONAL RESORTS
RESORT FAMILY
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6#evolverocks
THE PAST
OUR ORIGIN
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7#evolverocks
• Formed through mergers• Strongly independent resorts• Disparate technologies and approaches• No CMS• Web 1.0• No comprehensive guest strategy
“PRE” STATETANGLED WEB
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8#evolverocks
BUILDING A PLATFORMGUEST EXPERIENCE TOUCH POINTS
DIRECT & INDIRECT, DIGITAL & ANALOG
GUEST EXPERIENCE FEATURES
UNDERLYING TECH FUNCTIONS
PEOPLE & PROCESS
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9#evolverocks
• A foundation for content management• Ecosystem of integrated products• End-user (authoring) experience• Ability to customize the product for our company• Growing support base
WHY AEM?WHAT DID IT OFFER?
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10#evolverocks
• Analytics: Adobe Analytics, Dynamic Tag Manager, IBM Tealeaf• Testing: Adobe Target• Site search: Adobe Search & Promote• Media playback: Adobe Scene7• Translations provider• Content delivery network• In-house transactional systems• Existing touch points (digital signage, etc.)
OTHER TOOLSLOOKING AT THE WHOLE PICTURE
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11#evolverocks
• Single AEM architecture for all resort sites• Single site architecture for all resort sites• eCommerce: hotel reservations, ticket sales, restaurant reservations• Loyalty program sign-in and offer redemption• Full translation into multiple languages• Responsive
WEB OVERVIEWOUR CHECKLIST
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12#evolverocks
HOW OUR SYSTEM WORKS
COLONIZATION PLAN
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13#evolverocks
CORE CONTENTCONTENT POPULATES PAGES
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14#evolverocks
• Tiles• Adobe Search & Promote• From Core Content• Tags, categories & priorities • Guest location• Analytic influence
• Site Content• From Core Content• In-component authoring• eCommerce capabilities
HOW IT WORKSTAG! YOU’RE IT.
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15#evolverocks
• Guests need full service in-market• Maintain one version of each site• Search engine rankings• Some drawbacks (page complexity/weight, authoring)
WHY RESPONSIVE?AUTHOR ONCE. READ EVERYWHERE.
Oh crap moment:Authors tend to only view one viewport when “proofing” their work.
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16#evolverocks
THE PRESENT
WHERE WE LANDED
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17#evolverocks
• Launched July 2015• Highly engaged team • Provided initial visibility into system and operational issues• Single property team operates site
FIRST OUT OF THE GATE: MGM GRANDOUR MOST COMPLICATED PROPERTY
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18#evolverocks
• Focus on Las Vegas• Executive sign-off• Property buy-in• 16 sites in total, 12 in 4 months
REMAINING PROPERTIESTHE ROLL OUT
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19#evolverocks
• Three weeks per property in parallel (five batches)• External contractors & internal employees augmented the team• Agency partner on-site• Manual move of website content• Careful EDAM/WCM coordination• Staging environments• Redirect lists• On the job training (including “train the trainers”)• Property team maintained• Internal support team for tech questions
HOW WE DID ITWAR ROOM
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20#evolverocks
• Centralized build, decentralized operations • Changes in system demand• Content model did not support all users• Design differentiation• Small issues were magnified• Permission issues• Lack of governance (tech, strategy)• Organization not ready to support content• Operational Discovery
- What worked for one did not work for all
SCALING UP CHALLENGESGROWING PAINS
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21#evolverocks
• Empowerment of marketing staff• Decreased time to market• Single strategy• Data for informed decision making• Conversion & engagement
BETTER FOR USORGANIZATION
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22#evolverocks
• Consistent experiences across sites• Consistent content across touch points (web, Apps)• Relevant content• Actionable
BETTER FOR OUR GUESTSTECHNOLOGY
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23#evolverocks
SO WHAT HAPPENED?
THRIVE OR JUST SURVIVE?
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24#evolverocks
• Empowerment of marketing staff L• Decreased time to market J• Single strategy K• Data for informed decision making K• Conversion & engagement J
ORGANIZATIONAL CHALLENGESBETTER FOR US?
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25#evolverocks
• Consistent experiences across sites J • Consistent content across touch points K • Relevant content K• Actionable J• Managing new builds K
TECHNOLOGY CHALLENGESPOST-BUILD CHANGES
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26#evolverocks
• Centralized operational plan• Constant system revision• Assess our organization’s capabilities• Be iterative if possible• Be aware of the AEM release cycle• Every AEM implementation is unique• AEM experts are not common
• Even authors have to be moderately technical
AEM LESSONS LEARNEDMOVING FORWARD
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27#evolverocks
• Distributed power• Fast-ish• Establishes processes• Separation of content from design• Remote access• Scheduling• Standardized
AEM POSITIVESYAY!
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28#evolverocks
• Cost• Unique execution/not standard• External support• Technical dependencies• Multiple interfaces
AEM NEGATIVESBOO!
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#evolverocks
THANK YOU!