EVOLVE'16 | Maximize | Ben Hubble & Lynn Tabet | Scaling the AEM Customer Experience
Download as PPTX, PDF1 like249 views
The document discusses MGM Resorts International's journey in implementing Adobe Experience Manager (AEM) to enhance their customer experience through a unified content management system. It details the evolution from disparate technologies to a single architecture supporting multiple resorts, emphasizing the empowerment of marketing teams, improved engagement, and the challenges faced during rollout. Key lessons include the need for iterative approaches, awareness of AEM's unique demands, and the importance of separating content from design.
EVOLVE'16 | Maximize | Ben Hubble & Lynn Tabet | Scaling the AEM Customer Experience
- 1. #evolverocks SCALING THE AEM CUSTOMER EXPERIENCE MGM RESORTS INTERNATIONAL August 30, 2016
- 2. #evolverocks 2 Ben Hubble Exec Director, Marketing Technology Development Lynn Tabet AEM Technologist/Cake Provider WHO WE ARE MGM RESORTS INTERNATIONAL
- 3. #evolverocks 3 • About MGM Resorts • The Past • How Our System Works • The Present • So What Happened? IN THIS PRESENTATION
- 5. #evolverocks 5 LAS VEGAS RESORTS REGIONAL RESORTS RESORT FAMILY
- 6. #evolverocks 6 THE PAST OUR ORIGIN
- 7. #evolverocks 7 • Formed through mergers • Strongly independent resorts • Disparate technologies and approaches • No CMS • Web 1.0 • No comprehensive guest strategy “PRE” STATE TANGLED WEB
- 8. #evolverocks 8 BUILDING A PLATFORM GUEST EXPERIENCE TOUCH POINTS DIRECT & INDIRECT, DIGITAL & ANALOG GUEST EXPERIENCE FEATURES UNDERLYING TECH FUNCTIONS PEOPLE & PROCESS
- 9. #evolverocks 9 • 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?
- 10. #evolverocks 10 • 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 TOOLS LOOKING AT THE WHOLE PICTURE
- 11. #evolverocks 11 • 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 OVERVIEW OUR CHECKLIST
- 12. #evolverocks 12 HOW OUR SYSTEM WORKS COLONIZATION PLAN
- 13. #evolverocks 13 CORE CONTENT CONTENT POPULATES PAGES
- 14. #evolverocks 14 • 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 WORKS TAG! YOU’RE IT.
- 15. #evolverocks 15 • 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.
- 16. #evolverocks 16 THE PRESENT WHERE WE LANDED
- 17. #evolverocks 17 • 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 GRAND OUR MOST COMPLICATED PROPERTY
- 18. #evolverocks 18 • Focus on Las Vegas • Executive sign-off • Property buy-in • 16 sites in total, 12 in 4 months REMAINING PROPERTIES THE ROLL OUT
- 19. #evolverocks 19 • 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 IT WAR ROOM
- 20. #evolverocks 20 • 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 CHALLENGES GROWING PAINS
- 21. #evolverocks 21 • Empowerment of marketing staff • Decreased time to market • Single strategy • Data for informed decision making • Conversion & engagement BETTER FOR US ORGANIZATION
- 22. #evolverocks 22 • Consistent experiences across sites • Consistent content across touch points (web, Apps) • Relevant content • Actionable BETTER FOR OUR GUESTS TECHNOLOGY
- 23. #evolverocks 23 SO WHAT HAPPENED? THRIVE OR JUST SURVIVE?
- 24. #evolverocks 24 • Empowerment of marketing staff L • Decreased time to market J • Single strategy K • Data for informed decision making K • Conversion & engagement J ORGANIZATIONAL CHALLENGES BETTER FOR US?
- 25. #evolverocks 25 • Consistent experiences across sites J • Consistent content across touch points K • Relevant content K • Actionable J • Managing new builds K TECHNOLOGY CHALLENGES POST-BUILD CHANGES
- 26. #evolverocks 26 • 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 LEARNED MOVING FORWARD
- 27. #evolverocks 27 • Distributed power • Fast-ish • Establishes processes • Separation of content from design • Remote access • Scheduling • Standardized AEM POSITIVES YAY!
- 28. #evolverocks 28 • Cost • Unique execution/not standard • External support • Technical dependencies • Multiple interfaces AEM NEGATIVES BOO!