How Customers Can Leverage Acquia and Drupal Implementations in Building the Next-Gen Digital Experience and Engagement Platform

© 2019 Ameex Technologies | WWW.AMEEXUSA.COM | Confidential
DXP Driven Customer
Experience
Acquia Engage

Agenda
Ameex Digital Evolution
• About Me and My Background – 1-2 min
• About Our Company, Ameex – 1-2 min
• Implementation of DXP for MJN – 30 min
o Discovery
o Audit/Assessment
o Platform Selection
o Implementation, MarTech
o Personalization, Chatbot, Voice Bot,
o AMP, PWA
• Q&A – 5-10 min
• Do not hesitate to stop.

About Me
Ranga Srinivasan
Co Founder/ President / CTO
Developer/Performance Engineering/QA
PM/Co-Founder/CTO
Living in US for 20 Years
My Email Id - ranga@ameexusa.com

About Ameex
Core
Programming
Digital Platform
Engineering
Omni Channel
User Experience
Omni Channel
Engagement
2007
2008
2012
2017
2016
Custom Application
Development
Content
Management System
ECommerce integrations
Creative UI
User
Experience
Mobile
Applications
Decoupled
Applications
NLP Chatbots MarTech
AI Driven
Personalization
IoT/Augmented
Reality
Integrated Ecosystem

Started as a web content
management services provider.
Implementing end to end
solutions in digital service
delivery.
Transforming customer’s digital
journey through deep analytics
and delivering multi-platform
content (web, mobile, IoT)
Easily scalable, maintainable
and cost effective.
400+ Strong
Global Team
Diverse Skills in
Digital Space
Certifications and
Partnerships
100+
Contributed Modules
& Accelerators
2007
AmeexCredentials

OurDrupalCredentials
#Consecutive Acquia Engage Finalist
of 2016 and 2017 for the projects
Mead Johnson, Global Atlantic and IFA
Association
Member
Drupal Core
Bug Fixes
50+ Modules
Contributed
DrupalCon
Sponsors
~30 Acquia
Certified
Developers
“Pioneer of the year”
“Leader of the Pack-Entertainment”
“Ameex wins 2 awards
at the Acquia Engage
2018”

JOURNEY-DXPDRIVEN CUSTOMEREXPERIENCE
Discovery
Platform &
Partner
Selection
Re-Engineering/
Development
Global
Governance
Site
Localization
Content Driven
Commerce
MadTech Personalization
Voice & Text
Assistance
Marketing
Platforms
01 02 03 04 05
06 07 08 09 10

JOURNEY –CONCERNSSHARED BYLEAD POINTOFCONTACT
Time to
Market – Web
Features
Poor Site
Performance
Frequent
Outages
(2-6 per week)
Cost of
Maintenance
Time to
Localize
Governance/
Reusability
Digital IT
Director
Challenges/
Pain points
(Legacy
Platform)

DISCOVERY: SITEASSESMENT/AUDIT
Current Platform
Assessment
(Site Audit)
Long Term
Capabilities
Challenges/
Pain points
(Legacy
Platform)
Audit Parameters
Technical Architecture
Coding Best Practices
Performance
Time to Market
Scalability/Reliability
Reusability
Secuirty

JOURNEY-DISCOVERY
Discovery
01

DISCOVERY –AUDIENCE - NEVERIGNOREINTERNAL USERS
MediaCRM/
Data
DigitalIT&
Technology
Marketing
Market /
Localization
Brand Content
Authoring
Creative
CDP
Option
Long Term
Capabilities
DXP
(Drupal/
Acquia)

DISCOVERY –UNDERSTAND INTERNAL TEAMCHALLENGES
Time to Market
– Web Features
Pool Site
Performance
Frequent Outages
(2-6 per week)
Cost of
Maintenance
Time to
Localize
Governance/
Reusability
Digital IT
Team
Content
Authors
Experience /
Brand Team
Marketing
Team
Media
Team
SEO Team
Content Authoring
Challenges
Time to Create a
New Page
Time to Localize
Poor UI/UX
Flat or Low
Acquisitions
High Media Spend Lack of InsightsData Governance
Ineffective
Measurements
Challenges with
GTM
Architecture constrain to
include latest SEO trends

DISCOVERY –CUSTOMER FIRSTAPPROACH
CUSTOMER IN
MIND ALWAYS
DXP
Customer Centric Approach
Primary and secondary marketing
research
Incorporation of voice of customer
(VOC) into decision-making
Use customer data to understand
behavior, interests and drive
engagement
Understanding Profile Data
Crowd Testing
Cultivation of a customer-centered
culture across the organization

Audit/Assesment
Stakeholder Interview
Gap Analysis
Persona Mapping
Strategy and
Roadmap
Setting KPI and Goals
▪ Improved Performance
▪ 99% Platform Uptime
▪ NO/Reduce Outages
▪ Highly Scalable Architecture
▪ Reduced Cost of Maintenance
▪ Quick Time to Market
▪ Reusable Architecture
▪ Improved Page Speed
▪ Faster deployment cycles
▪ R&D – Pilot initiatives
▪ Integration Feasibility
▪ Increased Sales
▪ Increased Enrolments
▪ Improved UX
▪ Improved SEO
▪ Increased engagement score
▪ Consumer Connect
▪ Reduce Media Expense
▪ Omni Channel Experience
▪ Personalization
▪ CJAO
▪ Precision Marketing
DISCOVERY – OUTCOME
Digital IT Goals Marketing Goals
UX/Usability Research

PLATFORMSELECTION
Platform &
Partner
Selection
02

PARTNERONBOARD
Select a Partner,
not a Vendor on
Record
Referenceable and
Related
Work – Not Just
Brand
Experience and
Certifications
Systems
Integration
Experience
Deep
Understanding of
Data
Ready for Outcome
Driven
Engagements
Strong SLA –
QA/Performance/
Process
Automation
Maintenance and
Support

PLATFORMSELECTION (Usecase1st ,Product 2nd approach )
Use case driven
Innovation
Friendly
Architecture
Availability of
Resource Pool &
Cost
Total Cost of
Implementation
Highly Scalable
Architecture
Performance
Engineering
Trusted Brand &
Drupal Adoption by
Global Brands
Third Party
Integrations

DRUPALANDACQUIA (SHOULD BEUSECASEDRIVEN)
Gartner MQ: WCM Forrester Wave: DXP Forrester Wave: WCM
Leader and fastest moving
vendor for the past 3 years
Strong Performer and highest
strategy score across all vendors
Strong Performer and second
highest strategy score across
all vendors
Ability
toExcecute
Completeness
of Vision
Strengthof
CurrentOffering
Strength
of Strategy

Drupal forEnterprise (Drupal/Acquia)
o DevOps
o Orchestration Service Infrastructure
o Automation as a Service
o Integrations (API, SDK, Cloud Hooks)
○ 24x7 High Availability
• Monitoring
• DDoS Response
• Remote Admin
• Disaster Recovery
• Code Maintenance
– Developer Tools
– Application Services
– Multisite
– Factory Stacks
– Operations Services
– DevOps
– Orchestration
Services
DEVELOPMENT DELIVERY MANAGEMENT
Cloud Automation, APIs, SDKs and Hooks
Continuous Platforms
Dev/Ops+
Digital Platform
Owner
Experience Apps
Team
Web Campaigns Social Commerce SupportVirtualMobile IoT

KeySolutions Goals forPlatform
Multilingual management
Panel based architecture
Taxonomy driven site pages
Content Distribution workflow
Authoring experience
MarTech
Next Gen Tools
Page performance & speed metrics
AMP & PWA built into the DNA
Reusable Migration scripts
Create Once & Publish Everywhere method
for site features, contents & assets
Onsite SEO
Security & GDPR
0

SETYOURBASICSRIGHT
Re-engineering
Development
03

OTHERKEY CONSIDERATIONS FORSUCCESS
Dedicated Program
and Project
Management
Very Strong
Architect &
Qualified Engineers
Experience
Performance
Engineering Team
Dedicated
Innovation - R&D
and POC Team
Continuous
Monitoring of
Outcome
One Solution at a
time and become
use case centric
Strong SLAs –
QA/Performance/
Process
Automation
Maintenance and
Support

Acquia Multisite

Choosing aRight Partner isKeyforSuccess
Platform
Metrics
0
Outages/pm
from 2-6
Improved
Organic
Traffic
(LATAM)
~3.6X
Reduction
Development
Time
74%
Improved Google Page
Speed Score
Increase Page
Performance
(without GTM)
< 3s
(New Site Cloning)
4 Weeks to 1 week
Time to Market
– New Site
>80
Reusability
of code
>60%
150%
Improved
Performance on
Average

Re-Engineered PlatformHighlights
Legacy Acquia &
Drupal
Re-engineered
Acquia & Drupal
Platform Adoption 35 % 90%
Contributed modules used 193 65
Custom modules used 112 2
Views created 230 8
Database size 7.7 GB (single DB)
< 1 GB (Multiple
DB)
# of tables 1536 355
UI – theme count 12 1
Average page size > 2100 KB < 1000 KB
Error % (Quality) > 8 % 2 – 3 %
Time saved through Test
Automation (Dev Ops)
NIL 12 hrs per release
Platform
Metrics
~18X
Increased
Enrolment
Rate
(LATAM)
Improved
Organic
Traffic
(LATAM)
~3.6X
Improved Organic
Traffic (Key Markets)
5%
Increased
Enrolment Rate
(Key Markets)
Reduction -
Resource
Cost
35%
30%
(New Site Cloning)
4 Weeks to 1 week
Reduced Time
to Market
180%
Increased
Enrolment Rate
(European Union)

GLOBAL GOVERNANCE –IT’S NOT EASY BUTITISMUST
GLOBAL
GOVERNANCE
04

Governance
Style Guide Panel Inventory Design Comps
Other Documents
▪ Sitemap
▪ Taxonomy
▪ Functionality List
▪ Production Designs (PSDs)
▪ Final URL Mapping
▪ SEO Checklists
▪ Change Request
▪ User Stories
▪ Test Cases
▪ SEO Checklist & Guidelines

SiteCreation/Localization/Landing Page–QuickTimetoMarket
Localization
04

Localization Approach –GoToMarketin1to2weeks
Clone GCL
CMS
Configuration
Site Building
Customization
Code
Freeze
Articles
Assets
Users
Soft Launch
Pre launch
review
Domain
Cutover
Post launch
review
Code
Review
Internal
Testing
UAT
Sitemap
Taxonomy
Functionality
Creatives
Explore Define Clone Migrate Validate Deploy
Project Kick
off
Toolkit
Education

TheLocalization Advantage withGCL
What makes Localization exciting!
Focused Parameters Metrics Targetted Metrics Achieved Comments
Time to Market ~1-4 Weeks 2 Weeks - 1 weeks for a clone without customization
- 3 to 4 weeks for a clone with customization
Development Effort ~75% Reduction 62% Reduction - Architecture has enabled reusing common
libraries from GCL
Maintenance Resource
Cost
~50% Reduction 40% Reduction - Maintenance has become so easy that M&S
Resource cost is brought down
Code & Component
Reusability
Highly Reusable
(Single click)
Up to 70% Reusable - Reusability at the heart of the architecture like
never before
M&S Tickets ~50% Reduction 70% Reduction - Enabled markets to handle tickets by themselves
Customization Highly Customizable Highly Customizable - Panel based architecture allows any level of
customization easily implementable
Code Integrity &
Security
Highly Secure Highly Secure - Reusable code and configuration by means of GCL
ensures integrity
SEO Easily Searchable Easily Searchable - Built in Onsite SEO components available in GCL
that can be cloned

JOURNEY-DISCOVERY
Content Driven
Commerce
06

Content DrivenCommerce -Connected Experience
Commerce Connector
(Data Integration)
Inventory
Discounts
& Coupons
Shipping Order
Product
Price
Checkout Cart
Tax Payment
Product
SKU
Order
Fulfilment
Inventory
Coupon, Discounts
Shared Sign on
Product Price
Cart, Checkout
Enrollment Campaigns
Personalization
Content Detail
Product
Hub
Product
Detail
Site Search
Engagement Tools
Content
Hub
Content
Index
SAP
Content
FB
Shop
Pinterest
Shop
▪ Direct to Customer Capabilities
▪ Best fit for Content Strategy
with benefits on commerce
▪ Supports large number of
products and contents
▪ Improved user acquisition
▪ Best practice, industry
standard cart/checkout
experience
Content + Commerce
Commerce
VoiceAssistantNative Apps Text Messaging Platforms External LinksResponsive Web Website
BOT Gateway

Content DrivenCommerce -Connected Experience
Platform
Metrics
20%
Increased
Customer
Retention
Increased New
Customer Rate
60%
Increase in
Average
Order Value Increased
Customer Orders
35%
Average 4-6X (300K to 1.8 M)
Increased Sales Per Month

DRUPAL/ACQUIA POWERED DXP(ECOM,MARTECH, BOT…)
DXP
07

High LevelArchitecture
Voice AssistantNative Apps Text Messaging PlatformsResponsive Web
BOT Gateway, Chat, Voice & Social CommerceMobileAppGlobal Web
Open API
Unified Content (Web,
Mobile App etc)
3-tier
Taxonomy
SEO/Schema
Configuration
Product, Content
Types and Form
Builders
Multi-lingual
Page Builder Modular Integrations
Social Login /
Authentication
Consumer Database
Platform
Reusable
Engagement
Tools
E-commerce
Connector
Theming
Layer
Content & Asset
Search
Rating & Reviews
Preference & Profile
Management
Personalization
CONSUMER
DB
CRM
ACTIVATION

Drupal – ACQUIA Platform – Flow Diagram
Consumer Database
Platform
- Managed by Epsilon
BOT Platform
Voice & Text Assistance
(Chatbot, Alexa etc)
Shop
D2C – online shop
HCP communication tool
Anonymous PII Data
Sprinklr
Aggregate social feeds
CONTENT GENERATION TOOL
Power Reviews
Salesforce Service
Cloud
MARKET CRS TOOL
GQME
SEA SMS Platform
Email
Shop Email Marketing
Gigya
Social authentication, Ratings,
Reviews, Gamification
Google 360
Website click tracking
US Consumer
driven
China Consumer database
Google Audience
Consumer Identification
Non-DEP Sites
Websites that are not
hosted with DEP
BuzyBee
SEA ecommerce and mobile
app platform
AdServer (No PII)
Manages display ads
Legend
= Data Flow

Digital Ecosystem
Content
for CRM
and DTC

Personalization

Personalized content andcommerceexperience
Personalization
08

Personalization
Recommended
articles
Recommended
videos
Pop
Ups
Trending
topics
ML based
hyperlink
injection in
content
body
Category
links
Enrolment
banner

LiftArchitecture

53%
Overall CTR
Lift
37%
Overall CTR
Lift
10 sec
Engagement
25%
3min CTR Lift
Overall
Business
Outcomes
Success Metrics
Improveme
nt in Exit
rate
Improved
relevant
recommendati
ons
Overall
Increase in
Engagement
Overall
Increase in
Enrolments
Improvement
in Bounce
rate
* Denotes increase in % from Base version(Non ML)

Voice&TextAssistance
Webchat
ChannelsBOTDEPCDPSALESFORCE
Mobile app
Alexa
Google
Home
CID
Mom
Request
1: User lookup id
2: BOT conversational
data
3: Analytics
1: Articles
2: Images
3: Videos
4. DEP pages
Knowledge
base BOT solution
systemDEP database
Facebook
Messenger
Harmony
User
database
REST
API
DEP
CDP
BOT
Response
1: User profile
2: Email id
3: User Authentication
4: Program details
1: Knowledge base
2: Contact info
3: Chat transcripts

Voice&TextAssistance

AMPHighlights &Metrics
8
13
79 79
BEFORE LAZY LOAD AFTER LAZY LOAD
NO. OF PAGE REQUESTS
AMP Page Normal Page
221 242
821 821
BEFORE LAZY LOAD AFTER LAZY LOAD
PAGE SIZE(IN KB)
AMP Page Normal Page
High Speed
Page load
Reduce
Bounce Rate
Open
Source
Better
SEO

Enfamil ShowsAMPResults WhereCompetition DoesNot
In this example search
for “breast milk vs
formula” Enfamil has the
advantage of the AMP
icon, designed to create
more clicks or indicate
speed

AMPCTRandAverage Position PerformBetter
Article
Non-AMP
CTR
AMP CTR
6 Formula Feeding Myths 3.7% 5.2%
Feeling You Need to Explain Your
Decision
2.7% 5.4%
What Look Best Baby Formula Your
Child
1.7% 4.4%
Smooth Transition 6.3% 8.1%
Supplementing Formula Feeding 1.4% 4%
Article
Non-AMP
Avg. Position
AMP Avg.
Position
6 Formula Feeding Myths 14.1 9.5
Feeling You Need to Explain Your
Decision
51.3 6.3
What Look Best Baby Formula Your
Child
27.2 16.2
Smooth Transition 17.6 5.9
Supplementing Formula Feeding 5.8 4.6
• AMP CTR is solidly higher
than non-AMP
• AMP Pages generally have a
much higher average position
in search results
• AMP versions of these test
pages are now receiving the
majority of mobile organic
traffic

GMPPlatform

Thank you!
Acquia Engage
Ranga Srinivasan CoFounder/CTO
Ameex Technologies
1701 E Woodfield Rd, Suite 710,Schaumburg, IL 60173
Ph: 847-340-7413
Email: Ranga@ameexusa.com

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