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CMS Discovery

Nov 2022

TTI ANZ

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Agenda

TTI CMS Discovery

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1. Quick Introductions (5 mins)
2. Challenge & Approach (5 mins)
3. Current & Future State (15 mins)
4. User stories and requirements (5 mins)
5. Development approaches (10 mins)

We’ll be spending 90 minutes talking about;

6. CMS Shortlist (15 mins)
7. Personalisation (5 mins)
8. Next steps (10 mins)
9. Q&A (20 mins)

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Luminary

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Digital agency with extensive experience in CMS platform selection and development

TTI CMS Discovery

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We are

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We’ve been transforming digital for�Australia’s brightest brands since 1999.

The challenge

TTI CMS Discovery

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Selecting the right CMS for TTI ANZ

TTI CMS Discovery - The challenge

• TTI has signalled that the current Ruby on Rails CMS is not meeting the organisation’s requirements and expectations.
• TTI has approached Luminary to conduct interviews and a market review for a right-fit CMS platform to meet the needs of the organisation now, and into the future.
• This document outlines the outcomes of this process.

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Our approach

TTI CMS Discovery

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Onboard

Discover

Define

Kick off

Deliver

Immersion

Consultations and interviews

8-Nov

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25-Oct

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14-Sep

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Final showcase

Recommended approach

CMS 101 education

CMS demo user stories

CMS Comparison Matrix

Future state options

CMS requirements + NFRs

Current state technical landscape

11-Oct

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27-Sep

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Discussion

SEO Audit

A systematic approach

TTI CMS Discovery - Our approach

We started with your requirements and use cases by reviewing documentation and interviewing your team.

From there, we’ve gone wide and assessed the CMS market via:

1. Industry reports
2. Customer reviews
3. Our own experience working with these platforms

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User segments - Consumer DIY

TTI CMS Discovery

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• Skilled passionates
• Skilled avoiders
• Enthusiastic novices
• ‘Have to’ hostages

Customer Segments

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Consumer - DO IT YOURSELF

TTI CMS Discovery - User segments

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Passion for DIY is a key differentiator along with skills and confidence within the category

Segments

Interview outcomes

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Skilled Passionates

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• Are confident that they can do jobs to professional standard or better
• Will tackle any jobs, big or small without intimidation
• Love the creativity of doing things themselves and are proud of their work
• Appreciate tool innovation and better quality tools

High skill and confidence

Passion

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Enthusiastic Novices

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• Love finding project innovation
• Love involving friends and family
• Make sure they plan projects in advance because they don’t have the skills
• Generally, more confident gardening than with DIY

High skill and confidence

Passion

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Skilled Avoiders

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• Would love to have professionals do jobs, but often can’t afford it
• Are confident and comfortable with a range of DIY tasks and will use google to get knowledge as they need it
• They’re pragmatic - taking on jobs they know they can complete
• Purchase tools for specific projects - when they don’t already have them

Low skill and confidence

Chore

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‘Have to’ Hostages

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• Working on project around the house and garden is a chore
• Investing in tools is a bit of a waste for them as they won’t use very often
• Will avoid, put off jobs or simply abandon jobs that turn out to be challenging
• Not confident
• Buy cheap tools when they have to purchase

Low skill and confidence

Chore

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User segments - Consumer Garden

TTI CMS Discovery

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• Passionate gardeners
• Lifestyle gardeners
• Immaculate gardeners
• Garden avoiders

Customer Segments

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Consumer - GARDEN

TTI CMS Discovery - User segments

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Passion for the garden vs seeing it as a chore is a key differentiator

Segments

Interview outcomes

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Passionate Gardeners

PASSION

Driven by aesthetics

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• Highly engaged with gardening; love the process of designing and investing in maintaining a beautiful garden
• Striving for a garden that’s tactile, textured, full of nature and life with flowers, vegetables, bushes and trees everywhere
• See themselves as gardening experts and tools are an investment

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Immaculate Gardeners

PASSION

Driven by aesthetics

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• Garden is their pride and joy, they are aesthetically driven and seek the perfect finish for their garden
• Beauty is a perfectly manicured expanse of grass
• Every tool is an important investment into the aesthetic of my garden - any tool that delivers a better finish is on their radar
• Show me how you can help me tame and control nature and inspire me with design

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Lifestyle Gardeners

CHORE

Practically driven

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• Enjoy gardening to an extent, but very focused on having a practical space to be able to entertain in and enjoy without too much effort
• Like a garden that looks great, but must be easy to maintain
• Don’t worry about having best quality, typically go for recognisable brands with trusted reputation
• Show me a great result and how to achieve it easily

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Garden Avoiders

CHORE

Practically driven

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• Garden work is a chore, there are so many other things they could be doing with their time
• Goal is to maintain the garden with as little effort as possible
• Stick with the basics that don’t cost a lot, but get the job done
• Give me the tools that save me time and make things as easy and fast as possible

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Interview outcomes

TTI CMS Discovery

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Current state

Key takeaways & challenges

TTI CMS Discovery - Interview outcomes

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Current state

Key takeaways & challenges

Future state

Key opportunities & capabilities

TTI CMS Discovery - Interview outcomes

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One CMS per brand which impacts sharing of features/components & costs/efficiency

Current CMS's are inflexible, difficult to use and difficult to update. Developers are required to implement relatively simple functionality

Content creation and governance process slowed by disparate tech. Eg. a lack of central access to assets and images

One CMS for all brands which allows for easier administration, sharing of components and reduction in costs

Simple to use CMS interface, easy to upload all types of content, campaigns and new product information and less reliance on developers

Easily create omnichannel content and deliver it to many different touchpoints. The CMS could become a source of truth for content

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2.

3.

Current state

Key takeaways & challenges

Future state

Key opportunities & capabilities

TTI CMS Discovery - Interview outcomes

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Excessive development time required for basic functionality, due to old platform that requires developers

Minimal data capture and analytics reporting

Low-intermediate digital maturity across business

Low maintenance, minimal/no development work for standard functionality

See, improve and report on entire user journey with personalisation and data, from pre to post purchase

A new CMS would increase the chance of enhancing digital maturity across business as team members are empowered to take advantage of the new tools available

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5.

6.

Current state

Key takeaways & challenges

Future state

Key opportunities & capabilities

TTI CMS Discovery - Interview outcomes

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Business is tight on resources, which impacts the ability to manage the digital strategy and content

Very basic portal/registration experience, capturing only 7% of purchasers

Around 5-6 million visitors per year from organic and paid advertising who are often under-engaged

Empower existing key resources in Marketing and Digital to provide a better the customer experience through a new platform

Improved portal/registration experience to increase loyalty

Increase visitors and engagement with flexible integrations/APIs for personalisation, optimisation, A/B testing

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Future state

Other potential opportunities

• Potential integrations/analytics tracking/data sharing with Bunnings
• Seamlessly link between brand websites and the Bunnings cart
• Potential to utilise existing team more effectively with new tools and possibly increase team size in line with personalisation program

TTI CMS Discovery - Interview outcomes

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Current state

Technical Landscape

TTI CMS Discovery

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Current State - Sites, product and pricing data

TTI CMS Discovery - Technical Landscape

The following four websites are run on four separate instances of Ruby on Rails:

• AEG - aegpowertools.com.au
• Ryobi - ryobi.com.au
• Kango - kangotools.com.au
• Empire - empiretools.com.au

Product data is currently managed in SAP with SAP Hybris. Product data for the CMS is sourced from SAP and Appian acts as the product workflow system. Creative assets and product documentation in spreadsheets are also used. This data is manually entered into the CMS by content editors.

Pricing and location data is scraped off the Bunnings website by the Price Scraper tool and fed into ChannelAdvisor. The website uses ChannelAdvisor as its source for pricing and store locations.

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Current State - Social media, reviews, Salesforce

TTI CMS Discovery - Technical Landscape

Each website links to its social media channels on Facebook, Instagram and YouTube. Stackla collates user-generated content (UGC) which is then used on the website.

Product reviews are managed on Bazaarvoice and displayed on the website. HotJar, Google Data Studio and Google Analytics are used for website analytics which then feeds into Snowflake and Qlik dashboards.

Enquiries from the website are routed via Formstack into Salesforce which is used as Enterprise CRM. Marketing activities and EDMs are also sent out via Salesforce Marketing Cloud.

The Salesforce community platform is used to manage product registrations and customer logins for AEG and Ryobi.

• MyAEG - my.aegpowertools.com.au
• MyRyobi -my.ryobi.com.au

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Current State - Support site and plugins

TTI CMS Discovery - Technical Landscape

Product information from the CMS is used to facilitate the product registration on the My AEG and My Ryobi platforms.

The website links out to the support site (support.ryobi.com.au) which is built on Acquia CMS.

The website uses the following plugins - Google Tag Manager, Google Analytics, Google Maps, ShareThis, HotJar, Formstack and fonts.com.

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Future state concepts

Three options to consider

TTI CMS Discovery

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Three options/concepts

Future state options

• Monolithic
• Microservices
• Middleware + Microservices

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💡 A final decision on these options is not necessary for the CMS RFP process. This is presented so that TTI knows what options are available.

Three options/concepts

Future state options

Three options or concepts have been put forward as contenders for a future state solutions architecture for the TTI CMS Discovery.

These three options are presented on the premise that all digital channels at TTI including the brand sites, support sites and the super app would use a single CMS to manage and publish content.

• The Monolithic concept is based on the use of a Digital Experience Platform (DXP).
• The Microservices concept works with the CMS also considered as a microservice.
• The Middleware + Microservices concept builds on the microservices concept but routes all data and integrations via a centralised Middleware in a Hub and spoke architecture model.

TTI does not need to make a decision as to which concept is better suited for them prior to going to tender. These option provides direction and can be used as a discussion point with future vendors.

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The ecosystem

What would it look like in 3 years time? 🔮

TTI CMS Discovery

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The ecosystem - What’s not changed?

Future state options

All three future states options presented here rely on a common ecosystem.

Some of the following integrations remain mostly unchanged from the current state.

• Website plugins
• Analytics and reporting
• Product reviews
• Socials
• Social UGC (User generated content)
• Forms

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The ecosystem - What’s new?

Future state options

Some of the new integrations at play are:

• Live chat for support
• CDN (Content Delivery Network)
• OCR (Optical character recognition) for receipts
• This connects to the community portals and to the Super App
• DAM (Digital asset management)
• Acquia Widen DAM is the selected product
• It will be the source of truth for all creative assets and imagery for TTI
• It will connect with PIM to provide product images
• It will integrate with the CMS to provide all creative assets for all digital channels

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The ecosystem - PIM

Future state options

The necessity of a PIM (Product information management):

• The current Ruby on Rails CMS implementation is more a PIM than a CMS.
• Ideally, the CMS should not be the source of truth for product information. The CMS should be a consumer of the PIM.
• PIM Integrations
• DAM - For product images
• Product documentation - As manual input
• SAP - For product specifications and other data points
• Appian - As the product workflow
• ChannelAdvisor - For pricing and store data

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The ecosystem - Integrating retailers

Future state options

The future state should allow for a somewhat seamless integration with retailers, especially Bunnings.

• The current implementation of the Price scraper tool to scrape pricing and location data off the Bunnings website will continue.
• In addition to that, future integrations should support:
• Exposing TTI content (i.e. product listing) to Bunnings
• Pushing a wishlist of products to the Bunnings shopping cart

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Future state

Monolithic concept

TTI CMS Discovery

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A digital experience platform (DXP) is an integrated set of core technologies that support the composition, management, delivery and optimization of contextualised digital experiences.

TTI CMS Discovery - Future state concepts

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DXP

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Monolithic

TTI CMS Discovery - Future state concepts

The Monolithic concept is based on the use of a Digital Experience Platform (DXP). It will integrate with the systems mentioned in the TTI ecosystem.

The DXP will provide the following services to the websites:

• CMS
• Workflow
• Localisation
• Site search
• Reporting

It will provide an API for the Ryobi Super App to retrieve content.

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• Membership portal
• Personalisation
• A/B tests
• Marketing automation

Monolithic

TTI CMS Discovery - Future state concepts

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Pros

• Offered as Platform as a Service (PaaS)
• Unified platform with most features coming out of the box
• Single login and admin interface to manage content and related services
• Has an inbuilt API to serve content to other channels
• Front-end and admin interfaces are usually hosted together

Cons

• There could be vendor imposed Infrastructure restrictions
• Tied into a single platform and a single vendor
• Some features do not match those of best-of-breed products (e.g. Personalisation)
• Cost implications with keeping the platform up to date to the latest version or patch

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Future state

Microservices concept

TTI CMS Discovery

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Composable DXP

TTI CMS Discovery - Future state concepts

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A composable DXP is a carefully chosen set of best-of-breed applications and services/microservices, integrated together to provide a complete Digital Experience Platform with all the features a traditional DXP could provide, and more, with no excess baggage.

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Microservice

TTI CMS Discovery - Future state concepts

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A small, self-contained software service or project that provides a single dedicated function and can be integrated with other services via APIs.

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Microservices - Composable DXP Architecture

TTI CMS Discovery - Future state concepts

The Microservices concept works with the CMS also considered as a microservice. It will integrate with the systems mentioned in the TTI ecosystem. TTI gets the choice to choose the Best of Breed product for each service.

The CMS will provide Content as a Service (CaaS) along with workflow and localisation for all digital channels. The Customer Experience management for Personalisation, A/B tests and Marketing automation can be a single service or different services from multiple vendors.

The site search can be another service which integrates with the digital channels.

An important distinction with the Monolithic architecture is that websites or other channels that consume content need to be hosted separately and are usually self-managed.

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Microservices - Composable DXP Architecture

TTI CMS Discovery - Future state concepts

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Pros

• TTI can choose the Best of Breed product for each service
• Unavailability of a single service does not impact other services
• Every site/channel connects to the integration point when needed
• Each integration configuration is granular and managed individually
• Native features offered by different microservices can be used to their full extent
• Microservice features can be cherry picked per site/channel

Cons

• Cost of development can be higher due to siloed development and maintenance model
• Front-end hosting is self-managed
• Complex configurations need to be handled per site
• Similar features may be built multiple times due to minute differences
• Specialist agencies may be needed to manage multitude of services
• Need to login to multiple admin interfaces for different services

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Future state

Middleware + Microservices concept

TTI CMS Discovery

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Middleware

TTI CMS Discovery - Future state concepts

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Self-contained software service which acts as a single integration point for all services.

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Middleware + Microservices

TTI CMS Discovery - Future state concepts

The Middleware + Microservices concept builds on the microservices concept but routes all data and integrations via a centralised Middleware in a Hub and spoke architecture model. The Hub will integrate with most of the systems mentioned in the TTI ecosystem.

With this concept, each digital channel (website or app) will only connect to the Middleware which acts as a data processing service connecting the following:

• PIM
• DAM
• Content Service
• Search Service
• Customer Experience Management

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Middleware + Microservices

TTI CMS Discovery - Future state concepts

Pros

• Middleware acts as a single integration point for all services
• Build once, use multiple times
• Single source-code instance to maintain which reduces cost
• No granular configurations for each integration point
• Stronger security posture when implementing infrastructure security policies

Cons

• The sites are tightly coupled to the middleware
• Single point of failure - Any middleware downtime impacts all sites and all integrations
• Extended time-to-market as any new microservice features need to be built into the middleware for consumption
• Some native microservice features may be made redundant

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How do they stack up?

TTI CMS Discovery - Future state concepts

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CMS Demonstration User Stories

TTI CMS Discovery

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Why CMS Demo stories?

TTI CMS Discovery

• Vendors can demonstrate what is important to you
• Ensures that the demonstrations are consistent
• This saves time
• Easier to compare

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CMS Demonstration User Stories

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CMS Demonstration User Stories

TTI CMS Discovery - User Stories

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Link to user stories spreadsheet

TTI - CMS Demonstration Stories

CMS Requirements

Non Functional Requirements (NFRs)

and website requirements

TTI CMS Discovery

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CMS Functional Requirements

TTI CMS Discovery - Functional Requirements

• We collated requirements from different sources:
• Interviews
• Ryobi, AEG website CMS and website user stories
• Knowledge platform requirements
• Hoover requirements
• Luminary - from other CMS discovery projects
• We ended up with 451 requirements
• After reviewing with TTI, consolidated to 86 requirements
• Around 11 epics or groups of requirements

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CMS Requirements - Epics

TTI CMS Discovery - Functional Requirements

• Administration
• Capability
• Content Authoring
• Experience Management
• Reliability
• Reporting and Analytics

• Scalability
• Security and privacy
• System integration
• Usability
• Workflow

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CMS Functional Requirements

TTI CMS Discovery - Functional Requirements

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Link to functional requirements, non-functional requirements and website requirements spreadsheet

TTI - CMS - Requirements

Possible approaches for development

TTI CMS Discovery

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Possible approaches

TTI CMS Discovery - Development approaches

• Use current front-end (HTML)
• Big bang - Launch all sites at once
• Launch one site at a time, with development overlap

💡 Considerations for Super App and PIM.

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Use current front-end (HTML)

TTI CMS Discovery - Development approaches

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• Considerations:
• Is the current site Information architecture (IA) fit for purpose?
• How long would TTI live with the current front-end?
• Pros:
• Can skip/delay the discovery and design phases of the build
• Can be implemented quickly
• Lower upfront investment
• Faster to implement an improved CMS editor experience than current platform

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Use current front-end (HTML)

TTI CMS Discovery - Development approaches

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• Cons:
• Duplicated effort to implement new design (when completed)
• Current CMS acts like a PIM. So the new CMS will need to mimic the same content structure and relationships.
• Current front-end (HTML) would restrict component based page building capabilities
• Lost opportunity to improve customer experience
• While potentially fast to implement, it does not negate the need to redesign the site(s) later and the overall investment for TTI will be significantly higher through duplication of effort

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Big bang - Launch all sites at once

TTI CMS Discovery - Development approaches

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• Considerations:
• Will there be delays in gathering requirements for each site?
• Will content entry on one sites hold up the launch of all sites?
• Pros:
• Learn and fix any mistakes/bugs before going public
• Possibly greater brand cohesion
• Cons:
• Longer time-to-market
• Incremental improvements are harder to make
• Increased risk factor
• Unable to apply lessons learned from one brand implementation to another

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Launch one site at a time

TTI CMS Discovery - Development approaches

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• Considerations:
• IA , design and brand guidelines should be completed for all sites
• UI components should be built with other brand sites in mind
• Which order should sites be launched?
• Most complex to least complex or vice versa
• Most business critical to least or vice versa
• Once first site is designed, start the development of the next site
• Pros:
• Shorter time-to-market
• Incremental improvements are easier to make
• Less risk
• Investment on return is early

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Launch one site at a time

TTI CMS Discovery - Development approaches

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• Cons:
• One brand/channel will get preference
• Some niche requirements might be overlooked
• One brand may become the guinea pig and impact resourcing for that brand

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Parallel considerations for Super App

TTI CMS Discovery - Development approaches - Considerations

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• Considerations for Super App content
• Content models and schemas
• Delivery APIs
• Re-using global content and/or site-specific content
• Specific App-only content
• Ownership and management of content for Super App
• Training content authors on atomic content
• Timelines for go-live of Super App vs go-live of brand sites - Where does it fit in?

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How about a PIM?

TTI CMS Discovery - Development approaches - Considerations

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• At which build stage will the PIM be in place?
• After design approval
• After site/sites are built (before go-live)
• After go-live
• Will there be an UAT environment for the PIM?
• What can be used in the interim?
• Finalise API schemas beforehand
• Use a middleware to extract data from a Spreadsheet or CSV

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RECOMMENDATION:

All product information should live in a PIM (Product Information Management)

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Estimated timeline - caveats

TTI CMS Discovery - Timeline

Luminary has estimated different timelines using the proposed development approaches. This timeline has a few caveats to it.

• It assumes that the following dependencies will be readily available.
• A working PIM
• Resources - Both developers and editorial staff
• Funding for these dependencies
• Minimal code complexity to integrate with different TTI systems
• A lean development approach with an MVP (Minimal viable product) mindset
• One site at a time or Current HTML approach - both assume parallel/overlapping development of sites

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Current HTML

Big Bang

Mar ‘24

Dec ‘23

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Mar ‘23

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CMS discovery

Sep ‘23

Jun ‘23

Dec ‘22

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Jun ‘24

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Sep ‘22

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Tactical PIM?

Build with current HTML

IA and design

Launch 4x sites

One site at a time

RFP + vendor

Super App Content

IA and design

Build & Launch with new IA

sites A

B

C

D

IA and design

Build & Launch

sites A

B

C

D

sites A B C D

we are �here

Relative project sizing

TTI CMS Discovery - Timeline

The three development approaches have different project sizing to achieve building 4x websites.

• Current HTML - cheaper now and more expensive in the long term as the entire project will need to be rebuilt at some point
• Big bang - likely to be similar in size to one site at a time, though TTI does not get the benefit of test and learn and changes may cost more to implement
• One site at a time - similar to Big bang, though subsequent sites are likely to receive cost efficiencies from each previous site as they are created

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Delivery model

TTI CMS Discovery

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We recommend�an Agile delivery framework

TTI CMS Discovery - Delivery model

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Digital development is complex, priorities change and requirements evolve – so we employ a process that caters for this, and will put TTI CMS Discovery in the driver’s seat.

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Why agile?

TTI CMS Discovery - Delivery model

• Speed to market
• Transparency
• Stakeholder engagement
• Flexibility and �managing change

• Cost control
• Risk management
• Quality

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Key benefits for you:

TTI CMS Discovery - Delivery model

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One team

All agile events scheduled up front

Deliverables to review and approve every fortnight

Continuous improvement built into the process

Build only what you need

Governance framework

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TTI CMS Discovery - Delivery model

CMS Comparison

TTI CMS Discovery

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Hosting options

TTI CMS Discovery - CMS Comparison

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~70%

of TTI ANZ software is SaaS based

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- IT Infrastructure / Operations

Shortlisting Products

TTI CMS Discovery - CMS Comparison

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Hosting options

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Infrastructure preference

Australian Data Sovereignty

G2

Web Content Management Software for Enterprise Businesses

2022

TTI CMS Discovery

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G2 Grid® for Web Content Management

Forrester

Agile Content Management Systems

Q2 2022

TTI CMS Discovery

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Forrester’s Q2 2022 Now Tech: Agile CMS report

Gartner

Magic Quadrant for Digital Experience Platforms

2022

TTI CMS Discovery

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Gartner Magic Quadrant

CMS Shortlist

TTI CMS Discovery

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TTI CMS Discovery - Platform Shortlist

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Version

2.0.1

Long Term Support (LTS)

License

Market

Drupal 9 LTS ends November 2023

Drupal 10 - Dec 2022 to Sep 2026

Commercial (built on open-source Drupal)

Large enterprise organisations

Hosting

Managed

Development approach

Aligns with Monolithic concept

TTI CMS Discovery - Platform Shortlist

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Uptime guarantee

License

Market

99.5%

Commercial

Mid-to-larger enterprise organisations

Hosting

SaaS

Development approach

Aligns with Microservices/Middleware concepts

TTI CMS Discovery - Platform Shortlist

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Version

Optimizely DXP CMS 12

Long Term Support (LTS)

License

Market

November 2024 (aligns with .NET 6)

Commercial

Mid-to-larger enterprise organisations

Hosting

Managed

Development approach

Aligns with Monolithic concept

TTI CMS Discovery - Platform Shortlist

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Version

Umbraco CMS 10

Long Term Support (LTS)

License

Market

H1 2025

Commercial (built on open-source Umbraco CMS)

Mid-to-smaller enterprise organisations

Hosting

Managed

Development approach

Aligns with Monolithic concept

Other CMS Platforms considered

TTI CMS Discovery

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Not quite right for TTI

TTI CMS Discovery - Other CMS platforms considered

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We reviewed and considered the following:

Industry insights

TTI CMS Discovery

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The two camps

TTI CMS Discovery

We’ve split our recommendations into two camps:

1. DXPs - all-in-one digital experience platforms
2. Composable DXPs (CaaS stacks) - best-of-breed microservice stacks

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Resources

TTI CMS Discovery

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Composable DXP�https://www.luminary.com/blog/what-is-composable-dxp

Headless CMS�https://www.luminary.com/headless-cms

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Decoupled v All-in-One

TTI CMS Discovery - Industry insights

• Flexibility of best of breed vs simplicity of all-in-one
• Decoupled or Jamstack:
• Integration-first
• Open APIs and documentation
• Increased solution design complexity
• Reduced lock-in and cost of future change
• All-in-one:
• Consistent UI and seamless experience
• Strong but limited integration options
• Preference own feature offering if available
• Risk of vendor lock-in and resource restrictions

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Content Management or Experience Management

TTI CMS Discovery - Industry insights

• Content Management
• Primarily focused on well-structured content
• Support for omni-channel delivery
• Designed to be integrated with other services
• Experience Management
• Primarily focused on visitor experience
• Tend to be very web-focused
• Includes content management as core function
• Also includes tightly coupled analytics and marketing features

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Static v Dynamic

TTI CMS Discovery - Industry insights

The way the website is delivered, rather than the content �management platform itself.

Static: pages are built and deployed ahead of time, for instant loading.

• Advantages: performance, security, stability, cost-reduction
• Challenges: real-time preview and time to publish

Dynamic: pages are rendered on a server in real-time, as requested.

• Advantages: real-time preview, visual composition, server-side analytics
• Challenges: infrastructure, performance under load, stability, security

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Other factors to consider

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Personalisation recommendations

TTI CMS Discovery

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Bringing personalisation �into TTI Brands

TTI CMS Discovery - Personalisation recommendations

Stakeholder interviews identified that TTI Brands require personalisation for improved customer experience.

Effective personalisation can be difficult to achieve. The technology is there and has been for many years. However, in our experience, very few organisations are actually using true personalisation, let alone getting it right.

TTI will need a personalisation strategy, engine and resources.

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The Benefits

TTI CMS Discovery - Personalisation recommendations

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• Relevant product recommendations
• Better understanding of customers and customer loyalty
• Increased time on site
• High converting CTAs and landing pages

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The Challenges

TTI CMS Discovery - Personalisation recommendations

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• Performance scalability
• Privacy
• Data collection
• Resource intensive (need more content editors)

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Personalisation Tech approach

TTI CMS Discovery - Personalisation recommendations

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• TTI could:
• utilise personalisation within a DXP
• choose a stand alone personalisation program
• Other considerations
• The requirements of your personalisation strategy will inform which platform is best
• Note: TTI could choose a Monolithic solution & still choose an external personalisation platform e.g. Uniform, Optimizely Intelligence Cloud or Salesforce
• A CDP may be needed for a single customer view
• Stand alone platforms integrate with GA for reporting, DXPs may only report within the DXP portal
• DXP personalisation requires less integration work

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Personalisation approach

TTI CMS Discovery - Personalisation recommendations

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• Know your personas ✔️
• Build/code with A/B testing and personalisation in mind
• Start small
• Test out variations (start with just two)
• Change a single banner on the home page/product page
• Recommend similar products/articles
• Join all your data points
• Segment your users
• Don’t rush users to the finish line (i.e. Start with an education piece)
• AI (Artificial Intelligence) built into Personalisation engine can help
• Integration with the SuperApp must be considered as it will influence the personalisation strategy and tactics.

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Automated personalisation

TTI CMS Discovery - Automated Personalisation

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Actually doing personalisation

TTI CMS Discovery - Automated Personalisation

Personalisation is unfortunately one of those enhancements that everyone wants to do, says they're going to do, invests in the platforms to do it, but don't actually do it…

Many CMS providers and dedicated platforms have been aware of this problem for some time and the solutions are available now to deliver automated personalisation.

More engagement by utilising AI

TTI CMS Discovery - Automated Personalisation

TTI Brands could take advantage of this automated personalisation by providing more relevant content suggestions to help users continue their journey.

A simple example of this is on our blog with the related blog posts that are driven by Recombee, a AI-driven content personalisation engine.

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Smarter search

Trends & new technology recommendations

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Search as a differentiator

Smarter search

Search-as-a-service solutions like Algolia and Azure Search have improved the search experience significantly, and with such a content heavy site, there is an opportunity to make search a user experience differentiator for TTI Brands.

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Natural language and chatbots

Smarter search

Natural language processing services like Azure Language Understanding and IBM Watson allow for cognitive searching via a conversational interface, thus allowing a chatbot experience to guide people to the content they are looking for.

Google �Analytics 4

• Transition

TTI CMS Discovery - GA4 Transition

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Google Analytics 4 - Transition

TTI CMS Discovery - GA4 Transition

�TTI will need to develop and implement the Google Analytics 4 reporting for the group of sites.

• Define the Measurement Strategy
• GA4 and Marketing Tags Implementation via GTM, including documentation for developers for data layer requirements and events setup and tested in GTM.
• Configuration of GA4 property with reports based upon defined requirements, including data backup to Google Big Data platform and linkage to other key systems such as Google Ads, Search Console and other necessary Google products.
• Creation of DataStudio reports

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Requirements analysis

CMS Selection - Project approach

Explore platform options and alignment

Vendor demonstrations

Final specs and recommendations

TTI CMS Discovery

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Step 1 Requirements analysis

TTI CMS Discovery

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Marketing requirements

Stakeholder interviews

Functional requirements

Technology stack review

Technical requirements

Next:�CMS 101 education

Step 2 Platform options & alignment

TTI CMS Discovery

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Excluded: Review existing platforms

CMS comparison matrix

User story development

Short-list platforms

Integrations�and end points

Step 3 Specs/Recommendations

TTI CMS Discovery

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Group�showcase

Wrap up�session

RFP technical specs

Solution architecture

Future state landscape

TTI’s Next steps

TTI CMS Discovery

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Step 4 Vendor demonstrations

TTI CMS Discovery - Next Steps

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TTI CMS Discovery

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Evaluation Scorecard

TTI to score shortlisted platforms

Comparing shortlisted platforms

TTI CMS Discovery - Comparison

It fails to meet the requirements in this area

⚠ There are concerns, or an alternative solution is required

✓ It satisfies the requirements in this area

☆ It excels in this area

For each platform, you assign one of four marks in the areas you’ve analysed each against:

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TTI CMS Discovery - Comparison Matrix

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SAMPLE

TTI CMS Discovery - Comparison Matrix

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SAMPLE

TTI CMS Discovery - Comparison Matrix

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TTI TO SCORE THE PLATFORMS

TTI CMS Discovery - Comparison Matrix

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TTI TO SCORE THE PLATFORMS

TTI CMS Discovery

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Choose a CMS

TTI to select a Future State Strategy

TTI CMS Discovery

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Choose an Agency

TTI to select a partner to implement the strategy on a chosen platform

TTI CMS Discovery

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Engage

Engage an agency to design and develop the chosen strategy using an agile methodology.

Q&A

Thank you for sharing your thoughts and working with us

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