Strategies and Lessons Learned from Enterprise Integration of uProduce and uStore A top ten list of lessons learned and tips for integration of XMPie into your enterprise Many XMPie customers use uProduce, uStore and other u tools as stand alone products. They integrate the tools in an otherwise manual production workflow or with manual steps between automated ones. But PersonalEffect XM, uProduce and uStore have excellent API’s that can be used to automate many manual processes and to build in XMpie server capabilities into a larger business process. Many of you have used uProduce and uStore for years as an excellent platform for delivering personalized digital print and online ordering of print deliverables. Some of you have used PersonalEffect XM to produce crossmedia campaigns and programs. Most XMPie customers use these and other u tools as stand alone products. They integrate the tools in an otherwise manual production workflow or with manual steps between automated ones. Did you know that uProduce and uStore have excellent API’s that can be used to automate many manual processes and to build in XMPie server capabilities into a larger eterprise business process? This session will show examples of how that has been done. It will deliver valuable lessons learned on things that work and don’t work and will help you know what you don’t know. The techniques and tools discussed are modern, popular and help guard against channel lockin. What multichannel communication means in the future is unknown, but there are ways to prepare now. In the session, a top ten list of common integration issues and specific lessons from the trenches will be delivered. A view the near future of enterprise integration and some of the uses of XMPie in a larger enterprise scope will be discussed.
Today’s Todo’s
❑First Principles First ❑What are my Top 10 tips? ❑Takeways
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Working with XMPie as a vendor, client and partner for over 10 years has provided a wealth of experiences and lesson learned. After having built several dozen projects that integrate with or to XMPie PersonalEffect XM, uProduce and uStore server products I can give you some tips on success which I will share today. Today’s agenda starts with first principles of integration success including the current state of marketing automation marketplace. The bulk of the agenda is my top 10 list of lessons learned and strategies that have been the result of experience. Many successful projects will be used as examples for these lessons. Finally a quick recap and the takeways I want to leave you with.
Integrating Marketing Automation
• Crowded Complexity • Pillars of Success • Order the Chaos
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Market tools and process automation of marketing functions is complex with a crowded field of vendor product options. Yes, there are common virtues and keys to success. Six pillars of characteristics help guide decision making. With solid and proven decision making techniques, the chaotic market can be tamed with principled organization and vision.
Crowded Field Complexity
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As this graphic with logos of hundreds of vendors in the marketing automation space suggest, the field is crowded with options. This particular compilation by chiefmartec.com is from this year and while some suggest that the marketing is consolidating, this list has grown considerably since 2011. The two largest vendors in this space are Adobe and Oracle. They offer the most complete verticals integrated solutions borne of many acquisitions – and yet they both have connector and extension capabilities in their suites because they know that most enterprises have other best of breed tools that need to be integrated with. An architecture that makes integration easier via open API’s and plug-n-play features will do well in this world.
Pillars of Success
STANDARDS
MODULAR
SIMPLE SCALABLE
DISTRIBUTED EXTENSIBLE
Pillars of Success
STANDARDS SIMPLE
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Several decades of witnessing software product successes and failures sheds light on common themes that are found in products. These characteristics are common in many product that have longevity. Perhaps more importantly, the opposite of these are almost always seen in the architecture of market failures. Simple Individual components are simple and easily understood and manage Modular Parts or components that are designed to work together support plug-in economics Standards Based on and exploits popular web standards which provide content / transport independence Distributed Can be broken into simple pieces and distributed across platforms and interoperate across languages Scalable Simple and distributed design so large datasets can be run in parallel taking advantage of Grid and Cloud Extensible Standards used are extensible by design allowing new data structures or types to be supported
Order the Chaos
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Marketing tools and management fads have evolved over time. Once there was lead generation and direct mail lists. These evolved into Sales Force Automation and Customer Relationship Management. With these capabilities marketing executive began to measure lifetime customer value as a step beyond customer loyalty scores. With improved data about customers and analytics about prospects, the holistic or 360 degree view of customer interaction has become de rigueur. Customer Experience Management is the full circle, connected organizational structure that enterprise marketing system strive for. Each function has a purpose within multiple layers of marketing organizations. From a distance the combination of capabilities looks complicated. But there is a difference between complicated and complex.
About Simple
“ Make things as
simple as possible,
but no simpler. ”
– Einstein
▪ Complex is different than Complicated ▪ Make simple Components that are
connectible to make up a complex system
▪ Standard interconnects promotes flexibility, interchangeability and extensions
▪ Individual pieces can form into self-contained independent operational entities
▪ Multiple independent units can be scaled easier than monolithic systems
▪ One size does not fit all so support for custom is essential
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The difference between complicated and complex is that complicated has hard to understand intertwined cohorts. Alternatively, complex is made up of a large number of simple pieces each easy to understand, define and manage. By interconnecting self-contained components through standard interfaces, complex systems can be built where proprietary connections limit acceptance to early adopters. Standards promote competition and choice which lowers risk and cost. These are factors that drive market mass acceptance where one size does not fit all. The ability to customize the components and features is essential. But this does not mean that everything should always be made simpler and commoditized. The evolution of product ecosystems demonstrate where commoditization should occur and where proprietary components should thrive.
Top 10 List of Tips
1) Think Capability not Technology 2) Layer it On – Three's Company 3) Parts is Parts 4) It’s Just Logical 5) MDM Enables MCM 6) Give SOAP a REST 7) DB Or Not DB - That Is The Question 8) Tight May Be Just Right 9) Are You Sure? Proof It 10) Have a Strategy with Style
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Too soon old too old wise – or top ten things I would tell my younger me about integrating XMPie with the Enterprise
Tip #1
Think Capability not Technology Organizational capabilities should drive Enterprise Architecture (EA) and integration strategy of technology enablers to reach an enterprise strategy goal
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Organizational capabilities should drive Enterprise Architecture (EA) and integration strategy of technology enablers to reach an enterprise strategy goal
3 Questions for Enterprise Capability Enablers
• Does it support enterprise strategic goals and drive vision?
• Does it reduce or subordinate a resource constraint or technical debt?
• Does it support the 6 pillars of successful systems?
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Data Mining & Modeling
Reporting & Access
Profiling & Segmenting
Marketing Analytics
Capability
Process
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Enterprise architecture is not about fitting together the best features or picking the best technology for each need. It is about delivering enabling system technology for a set of organizational capabilities. Individual or organization capabilities are a combination of the person or people, the process used for a function, and the tools or technology that make it efficient and effective. Be careful that a technology selection does not drive a process that does cannot or does not exist before. Do not assume that the tools replace the people component. By observing or defines the interconnected processes and people in an enterprise via the lens or corporate capabilities, the proper roles can be found for a set of technologies, and technologies choices and integrations.
Tip #2
Layer it on – Three’s Company Marketing Automation (MA) touches all multiple layers of an organization’s Marketing Function... some more than others
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Marketing Automation (MA) touches all multiple layers of an organization’s Marketing Function... some more than others
Enterprise Marketing Functions
• Strategy & Planning • organize function strategic
initiatives and planning documentation
• Marketing Operations Management – provide tactical execution
In a large enterprise marking functions, the processes, the people and the systems are often distributed into many organizational layers. The three primary layers of marketing communications and advertising in a corporation is executive level strategy and planning of initiatives and goals; the management of marketing operation tactics to achieve those goals through campaigns; management of campaigns across multiple channels and the measurements of outcomes that feed future planning. XMPie has traditionally provided tools that are contained in the Multi-Channel Campaign Management layers. Some of the system features cross into the Marketing Operations Management layer where the competition is generally different. Being able to mix and max tools and integration with various vendor products is crucial to enterprise adoption. No two organizations are ever the same nor even close.
Tip #3
It’s Just Logical A framework approach to EA defines capabilities
as logical constructs instead of systems - one logical environment for each capability enabling feature
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A framework approach to EA defines capabilities as logical constructs instead of systems - one logical environment for each capability enabling feature
Logical - Functional - Physical Models
• Logical – Defining capability enablers as logical blocks
• Functional – Defining data center into server functional
components
• Physical – Organization of data center components as
physical systems
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After defining organizational capabilities for both the current and desired state, several architecture methodologies stress defining logical views of enterprise systems and their interconnections first. Once that is understood, features of available products can be compared and proper fit, and therefore integration points, can be selected.
Tip #4
Parts is Parts: Stackable, Layerable, Connectible Think of XMPie as a series of interconnected and integrable parts rather than a monolithic solution
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Think of XMPie as a series of interconnected and integrable parts rather than a monolithic solution
So many ways to connect them…
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Because each organization is different, there are many different ways for XMPie tools to be connected. By thinking about the server products as parts instead of a whole, flexibility in how the features can be applied is achieved. It is incumbent for vendors like XMPie to think the same way else they fall prey to the being the opposite of the six pillars. Those are the product that do not have longevity in the market. The good news is that XMPie products are modular and can generally look at as parts that are interchangeable with other products in an enterprise architecture. But there is always rooms for improvement.
Tip #5
MDM enables MCM Leverage Master Data Management (MDM) to integrate with and enable Multi-Channel Management (MCM)
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Leverage Master Data Management (MDM) to integrate with and enable Multi-Channel Management (MCM)
EDM – Enterprise Data Model • Design superset structure
definitions to enable reuse and to future proof
• Adopt and extend standards to promote reuse and to future proof development
• Data Governance & Metadata Management
• Merger & Acquisition assimilation
• Information as a Service in an SOA Environment
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Marketing functions within an large enterprise span the scope of functions. As marketing is one of the last areas to undergo digital innovation it also tends to be less mature than other areas like accounting, ERP and personnel. A next step for many is to create an enterprise architecture that conceptually connects disparate systems, sub-system and processes into an overall system. An enterprise data model (EDM) -- a high-level, textual and graphical view of data across an enterprise -- provides such a representation. The model consists of enterprise-wide subject areas, fundamental entities and their relationships, and unified terms and definitions. Multi channel campaign have many data structures that are common across vendors, products as well as product domains. Even the concept of campaign can be broken down into information workflow os simple reusable ideas like recipient contacts, creative content, design formats and styles. By adopting EDM and mapping disparet system to it, scalability of intergations can be achieved. While multi-channel campaign management (MCM) can be complex, the integration of enterprise system via Master Data Management (MDM) is eased with proved tools and techniques.
Tip #6
Give SOAP a REST While Simple Object Access Protocol (SOAP) remains relevant, modern Service Oriented Architecture (SOA) is centered around Representational State Transfer (REST) architecture
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Give SOAP a REST - While Simple Object Access Protocol (SOAP) remains relevant, modern Service Oriented Architecture (SOA) is centered around Representational State Transfer (REST) architecture
RESTful Simplicity vs SOAP Complexity
● Develop common RESTful API for all channel mode interfaces
● Architect multichannel communication modes to be plug-in replaceable
● Design REST interface for XMPie to abstract only needed information
● Prototype API First for testing and development with UI prototypes
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RESTful web services and RESTful APIs are the de facto standard in consumer/web scale enterprises (e.g. Twitter, Google). Most developers, especially younger or young at heart, use and understand front end JavaScript access REST based services. In fact JavaScript is easily the most popular programming language in the world. Accessing REST services is easy and understandable because it is simple. While SOAP was an huge step forward with the adoption of XML for data interchange and integration, the transport protocols supported by SOAP are not simple. They are simpler then previous proprietary and standard protocols, even the idea of a protocol is complex. Enter Representational State Transfer with no protocol per say. SOAP/XML for web apps morphed into AJAX (Asynchronous JavaScript and XML) tat morphed into REST and JSON (JavaScript Object Notation). This evolution has also spawned methodologies such as Front End First and Front End Only design and development. Supporting and using REST as an integration step with XMPie enables rapid prototyping and plug-n-play modularity. This advantage is so significant that adding and REST API service that accesses XMPie SOAP or DLL layers is often warranted.
Tip #7
DB Or Not DB - That Is The Question Integrating with uProduce and uStore via database dataset workflow has its advantages – simplicity and familiarity to begin with
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Integrating with uProduce and uStore via database dataset workflow has its advantages – simplicity and familiarity to begin with
Transfer Datasets Via Tables • Analyze source data
providers and destination data elements
• Map source data to uProduce and uStore dataset tables
• Test data source to destination table workflow
• Automate data transfers and uProduce jobs
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If programming to the API’s of uProduce and uStore are not available to you, there are workflows that can be created that only require database and data table access. uProduce Dataset sources can be configured that point to data tables that you create which represent a campaign job. uStore customization widgets can access data table data sources which can become part of the user experience. These are perhaps the least complex ways to integrate outside workflow steps with XMPie. If not for full production systems, at least as a great first step and process prototyping. These steps once tested manually can then be automated in a later phase. As highlight at the convergence, some of the new features of uStore 8 make this option more viable then ever. Take a look at this option as a first step.
Tip #8
Tight may be Just Right Custom XMPie extensions and widgets provide tight integration that delivers tools to adapt to other systems in addition to other systems adapting in the right scenario
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Custom XMPie extensions and widgets provide tight integration that delivers tools to adapt to other systems in addition to other systems adapting in the right scenario
Integrate to and from XMPie
• Integration via uStore custom widgets and uPlan extensions
• Widget customization allow data exchange in ways out of the box does not
• uPlan extension allow custom data transformation and business logic
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The uProduce and uStore API’s provide excellent ways to integrate from the outside in. There are other ways to customize the internal elements of XMPie to effectively allow integration from the inside out. uPlan and QLingo can be extended with custom code that implements specific data access, business logic and integration to outside services. uStore can be extended in several ways including custom user interface widgets that can connect to outside or alternative data connections for seemless user experiences. Two other type of uStore extensions / integrations can be seen at the conference with Magneto e-commerce and CHILI Publish editing.
Tip #9
You Are Not Sure? Proof it Use the complete, out of the box platform for proof of concept without customization expense - compare options, prove it and optimize later
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Use the complete, out of the box platform for proof of concept without customization complexity, compare options, prove it and optimize later
Prototype and Decision Matrix
• Dozens of options exist for each channel, each format and each function
• Compare and contrast options, features, prices and TCO
• Prototype each channel in XMPie tools first to gain knowledge of unknown issues
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For many customers and prospects new to the multi-channel user experience arena, the numerous options are baffling. The details of tactical execution of complex campaigns can be overwhelming. Until you gain some experience in the details you don’t know what you don’t now. XMPie has a distinct advantage of having many parts that interoperate. While many would say that there are other channel and component providers are better than an XMPie component. Making sense of all the choices and how to decide which parts to use is difficult. By starting with prototypes of multiple channels using the complete XMPie solution set allows many of the specific details and developing and understanding of the issues, and what tool features are important. After that understanding of what is important is gained, sensible deciions trees and matrixes can be built. Those more informed decisions with help increase success of projects.
Tip #10
You Need a Strategy with Style Multiple channels require multiple style specifications that need a strategy to ensure consistency and efficiency
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Multiple channels require multiple style specifications that need a strategy to ensure consistency and efficiency
Says it with (css) Style(s) • Style needs to be considered at the
beginning of design of variable templates.
• It’s variability needs to be based on tags within managed content.
• Flexibility exists at template design time and is where styles are managed.
• HTML based content is limited to the sophistication of the editing tool.
• Script transform Tagged Text to CSS • DIV tags allow extreme flexibility but
based inline tagging are more common.
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While each customer touchpoint channel can and should have different creative and messages, coordinated campaign elements should be related and reinforce each other. A campaign may have several print pieces, video and audio, email, landing pages and SMS. The tools, even Adobe tools, have different ways of applying design styles and formatting templates. How do designers and technologist (often different people for different channels) make sense of this? To create a workflow that stresses consistency of channel touchpoint elements up front planning is a must. In the case of XMPie and Adobe Creative Cloud/Suite tools the common point can can CSS (Cascading Style Sheets). Dreamweaver and HTML 5 can use named styles with elements of fonts, colors, etc. Within InDesign and Photoshop named styles can also be used to apply consistent formatting of content. With up front planning the style definitions can be coordinated and automated with script that translate text file (CSS) into other text files (Adobe Tagged Text). The strategy for styling is also linked to the concept of rich tagged text, rich text editing and the application of tagged text across channels with named styles. If rich text is managed separate from any of the channel specific formatting tools, then named styles along that change specifications along with designs makes sense. Editors like uEdit and formats like XLIM/XNIP can help people edit content with named styles. Other HTML editors can also be used with the content being transformed between HTML5 and XLIM as tagged text. All is possible when the end result is considered before beginning the project.
Takeaways
uProduce engine can be automated and managed via external applications
Tracker DB can be used for all touchpoint activates via proxies and DB inserts
uStore products require manual configuration, production integration via API
By abstracting touchpoint, content, and templates, vendor neutrality achievable
XNIP may or may not provide all layout functionality need to achieve future vision
Leveraging standards, such as XHTML, allow multiple tool utilization
Style needs to be considered at the beginning of design of variable templates
HTML based content is limited to the sophistication of the editing tool. DIV tags
allow extreme flexibility but based inline tagging are more common
Create strategies that are vendor / tool independent – overall success is improved
Jeffrey Stewart is a Management and IT Consultant that works at the intersection of marketing and technology, leveraging his background in computer engineering and business leadership. As CTO of a global marketing firm and as an independent consultant, Jeff led teams in software development, hosting solutions and professional services. His teams were early innovators in digital printing, database publishing, onetoone marketing and multichannel communications. Jeff drives strategic partnerships with selected vendors developing solutions that enable disruptive capability improvement. Working in industries as diverse as nuclear power production, hitech manufacturing, aerospace, banking and finance, healthcare, insurance, publishing, graphic arts and government gives Jeff a wideangle view of business and technology. At the same time he can deep dive into emerging tools and technologies, identifying new innovations that leapfrog current practices. Global Management Consulting experience provides an understanding and appreciation for complex regulatory environments, enterprise system and agile product management. Jeff promotes the lightweight application of industry best practices and enterprise methodology frameworks to projects of all sizes. He uses those talents/experiences to consult with clients on IT as a business, strategy development, multichannel communications, cloud computing / SaaS integration and product development. Clients have included Goldman Sachs, Xerox, Adobe, United Technologies, Textron, BSBS (Blue Cross Blue Shield), Nordstroms, Dicks Sporting Goods, ADP and Kraft Foods. Jeff has been invited to speak around the world on effects of digital disruption in business and education in addition to deep dives into XML, digital publishing, cross media, multichannel marketing, integration and IT as a business.
