Evolution not Revolution - Simplify Your Digital Strategy For Closer Relationships
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Organisations now recognise the importance of digital in their communications strategy, seeing it not as just another tool in the marketing mix, but a fundamental channel from which all their communications should stem from. More and more companies are therefore seeking to revolutionise their digital marketing strategy, investing heavily in new systems and whole teams to help their marketing efforts move forward into the future. This presentation seeks to educate the audience that digital is an inherent extension of the traditional communications we have been using for many years and it is not necessary to reinvent the wheel when it comes to your digital strategy. You simply have to take a step back, identify you’re your customers need and understand that you can use technology to solve your customer’s problems.
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Evolution not Revolution - Simplify Your Digital Strategy For Closer Relationships
- 1. Evolution not Revolution: Simplify Your Digital Strategy For Closer Relationships The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) 20 7151 1856 Access Code: 219-918-455 Brought to you by In association with
- 2. Evolution not Revolution: Simplify Your Digital Strategy For Closer Relationships Andrew Gerrard Consultant Editor Marketingfinder.co.uk Brad Smith Commercial Director ClearPeople Gurmail Singh Alliance Director ClearPeople
- 3. Interact with us Evolution not Revolution: Simplify Your Digital Strategy For Closer Relationships Follow the conversation on twitter #SimplifyDigital
- 6. ‘Consultagency’ /kuh n-suhlt-ey-juh n-see/ Origin: consult + agency a company that provides strategic digital services: an agency an organisation that gives professional technical advice to businesses:a consultancy A new hybrid breed of business offering technical consulting with digital agency services.
- 7. About us
- 10. About us About ClearPeople Consultagency We bring clients’ internal and external digital worlds together. We fuse the skills of technical consulting with creative digital marketing agency services. Technology Microsoft Gold partner Sitecore Certified Partner 1 of only 2 with Cloud status Specialists in websites, Document Management, Intranets, Extranets and Cloud Services. Experts We have successfully delivered over 250 projects since 2003. Across Legal, Healthcare, Public Sector, Charity, Property, Education and Financial Services.
- 11. So what is this session all about?
- 12. Evolution not revolution How your digital strategy does not have to reinvent the wheel
- 13. So what is this session all about? What to expect from today • An understanding of where digital fits in business • A breakdown of customer experience and how technology enables customer expectations to be met and exceeded • How insight and knowing your audience has enabled businesses to talk to their customers in a personal way online • How technology can enable a communications strategy that speaks to a wide audience across multiple locations and devices • How leveraging cloud technologies gives you the peace of mind that your online communications remain secure and reliable, reaching your customers no matter where they are in the world
- 14. What do … velvet, the skin of a shark, and advancements in aircraft aerodynamics have in common?
- 15. So what is this session all about? Biomimetics or biomimicry is the imitation of the models, systems, and elements of nature for the purpose of solving complex human problems. Source: Biomimetics – Wikipedia en.wikipedia.org/wiki/Biomimetics
- 16. So what is this session all about? Evolution not Revolution The ‘evolved’ flying machine Nature’s flying machine
- 17. So what is this session all about? Evolution not Revolution The evolved ‘sticky hooks’ Nature’s velcro
- 18. So what is this session all about? Evolution not Revolution The evolved ‘grippy tyre’ Nature’s grip
- 19. So what is this session all about? Evolution not revolution The evolved ‘gecko like adhesive’ Nature’s adhesive
- 21. Aerodynamics and Digital Evolution not revolution The Evolved ‘Lotus Effect Hygiene’ Nature’s Lotus Effect
- 22. Aerodynamics and Digital Evolution not revolution … …
- 23. Aerodynamics and Digital Evolution not revolution … …
- 24. Aerodynamics and Digital Evolution of digital
- 25. Aerodynamics and Digital Digital isn’t really new
- 26. Aerodynamics and Digital Digital is constantly evolving
- 27. Not in kansas slide
- 28. Aerodynamics and Digital Lets take out our common goals It’s all about the Experience. Your customer wants, Your wants, Our wants EDUCATION WINS OPPORTUNITIES VALUED RELATIONSHIPS INCREASE ENABLEMENT ALLY DIFFERENTIATION SUPPORT TRUST COLLABORATIVE RETURN SATISFACTION PARTNER EXPERIENCE LEADERSHIP VALUE PLANNING KNOWLEDGE GENERATE IGNITE IDENTIFY PRODUCE PROMOT E CREATE EXPAND DRIVE MATURE
- 29. Aerodynamics and Digital Fragmented silo’s cause more problems Silo’s for existing platforms lead to disconnected journeys and ultimately a poor brand and user experience... • Silo’s for… • Web analytics • Email • CRM • Mobile • Experience data • Offline data • Ecommerce data
- 30. Aerodynamics and Digital Sitecore customer experience maturity model
- 32. • Aerodynamics and digital So to summarize the platform: Personalize messaging across all channels. Manage content, information and assets. Analyze, get insight, make decisions and automate. Collect and Connect actionable customer data. Integrate with business systems or other sources.
- 33. I + K = P /ahy/ /pluhs/ /key/ /ee-kwuh l/ /pee/ Origin: ClearPeople Customer Insight Customer Knowledge Personal Engagement So how does insight and truly knowing your audience enable businesses to talk to their customers in a personal way online?
- 34. Aerodynamics and digital Content profiling and pattern cards Profiling gives your targeting a content-based dimension Day-to-day Dave Interested in day-to-day use details. Wants to be able to know latest news and developments for his area. Buyer Ben Interested in how the service offered stacks up. Needs to know how to get in touch. High value Helen Has a very specific need and potentially high value need
- 35. Aerodynamics and digital Profile specific content, target in generic areas Generic Content Categories for Groups Specific Audience Target here Home Page, Contact Us, Register/Checkout, FAQ Profile this content Specific Product/Service, Feature detail pages
- 36. Aerodynamics and digital Profile cards in Sitecore connect visitors with content
- 37. Aerodynamics and digital Patterns pinpoint visitors by dominant interest Visit profile Possible Patterns Profiled as “Helen” Dave Helen Ben Content for Helen
- 38. Evolution of digital The need to Sense, Adapt and Delight
- 39. Customer Experience Management Device and channel that suits me most right Chris now
- 40. The evolution of digital It’s complex Digital touchpoints Physical touchpoints AWARENESS CONSIDERATION ACTION SERVICE LOYALTY TV Radio Print Outdoor PR Word of mouth Direct mail Store Call center Call center IVR Promotion on invoice Online Ads Viral email Digital billboards Search Landing page Blog 3rd Party sites Website Mobile IM/Chat Blog Email Newsletter Managed touchpoint Unmanaged touchpoint CCCuuussstttooommmeeerrr 312 Decisions Are Not Made in Straight Lines
- 41. The evolution of digital Sitecore® Experience Platform™ One connected experience across channels Simplified experience management Core experience functionality uses Sitecore AIDA® technology Connected experience data builds individual profiles Backend connections
- 42. The evolution of digital Communicate everywhere
- 43. A real life example
- 44. Case study Project background • CMS Cameron McKenna: Established in 1999, CMS operates 58 offices in 32 countries worldwide. They have a total staff count of over 5,500, with more than 3,000 lawyers. • Their Law-Now service has over 28,000 subscribers, providing valuable insight for both legal specialists and business people, and also hosts a number of specialised information portals (zones). RegZone is Europe’s leading information portal for financial institution regulatory information. • Main objectives: • Deliver targeted and personalised instant email alerts, digests and newsletters • Increase subscription memberships • Convert subscriptions to business
- 45. Case study Customer experience – prior to launch • No single quality resource for lawyers and businesses to find specialised content on financial services regulation • Law-Now website hosted area and email subscription service for RegZone, but it was tired and took a lot of time to process updates • Did not offer a personalised experience • Did not allow for a bespoke customer experience to be delivered
- 46. Case study Solution • Sitecore CMS to maintain content and a strong taxonomy system for tagging content • Sitecore CEP to deliver a range of features including: • Track/analyse click-through and conversions • Automatically match “your interests” with content on www on mobile and via email • Promote relevant banners, links and content • Understand subscriber behaviour • Analyse the use of search on site • Leverage analytics data to: • Deliver “most popular” and “similar” content • Deliver management reports in self-service BI
- 47. Case study Offline and Online comparison
- 48. Case study Solution continued Sitecore Email Experience Manager: • Deliver email alerts instantly as content is published • Deliver personalised digests and newsletters • Manage multi-lingual, region specific and sector specific email delivery Integrate with : • Vimeo to feed Social Analytics into DMS • Microsoft Dynamics CRM for customer data, preferences and mailing lists
- 49. Case study Benefits Engage • Single platform to engage visitors through email, web and search • Consistent and personalised content experience from the visitor’s perspective Track • Ability to track journey of the visitor • Ability to track conversions (click-throughs, sign-ups, calls, meetings) • Ability to track engagement with visitors and consolidate with CRM • Ability to measure outcome using A/B testing for pages and emails Refine and re-engage • Ability to refine the visitor profiling and content tagging • Ability to identify who to re-engage, such as “low activity subscribers”, and push campaigns to the weaker visitor segments
- 50. Case study Customer experience – post launch Internal • Enabled multiple content editors from all over the world to publish content straight to the web, mobile and email through a single authoring template • Revolutionised how “internal customers” consume content External • Regzone is even more so the go-to hub for financial service regulation content • Search throughout the site is intelligent and functional - increasing findability • The new service allows subscribers to choose content of importance to them • Optimised for mobile consumption and handy mobile apps
- 52. Evolution to the cloud
- 53. Evolution to the Cloud The IT continuum Evolution towards highly virtual and beyond to cloud
- 54. Evolution to the Cloud What is software as a service?
- 55. Evolution to the Cloud Windows Azure The value to you Windows Azure is a set of Internet-scale cloud services hosted in Microsoft’s world class, innovative data centers, providing an operating system and set of developer services that can be used individually or together. ► Compute ► Data management ► Networking ► Application services Flexible and interoperable, it can be used to build new applications to run from the cloud or enhance existing applications with cloud-based capabilities. Its open architecture gives you the choice of building web applications, applications running on connected devices, PCs, and servers, and hybrid solutions offering the best of online and on-premises. Public Hybrid Private The cloud on your terms
- 56. Evolution to the Cloud How to get started Innovation and development Retail seasonality (back to school) Addressing your usage patterns New service Marketing campaign
- 57. Contact us Brad Smith Commercial Director bsmith@clearpeople.com T: +44 (0)20 3376 9500 | M: +44 (0)7590 059133 www.clearpeople.com All content and ideas expressed in this presentation are protected by intellectual property rights of ClearPeople Ltd.
- 58. Your Questions Evolution not Revolution: Simplify Your Digital Strategy For Closer Relationships Andrew Gerrard Consultant Editor Marketingfinder.co.uk Brad Smith Commercial Director ClearPeople Gurmail Singh Alliance Director ClearPeople
- 59. 3 Reasons to Complete the Exit Survey 1. You can give us your feedback 2. You can request your free copy of the ‘Uncovering the Realities of Today’s Digital Marketing Landscape’ 3. You can request your free copy of ‘The Virtual Presenters Handbook
- 60. Evolution not Revolution: Simplify Your Digital Strategy For Closer Relationships Thank You Brought to you by In association with
Editor's Notes
- This is who we are. We are bright and positive about the future. We are expert consultants with opinions in our respective fields, and most importantly we are “human beings” we are not production line cookie cutter consultants or agency types.
- We believe in clarity, honesty and simplicity in everything we do. Our job is to make the complicated simple, to harness the right technology to meet your business objectives. To do this we need to have a clear vision on what your business wants to achieve and then we can design the right solution to meet your needs. As “consultants with opinions” we will always be honest with you, sometimes brutally so, if we feel that we are at risk of compromising your vision. In this new digital world, complex technology creates a fog which we believe only simplicity can clear.
- ClearPeople are an award-winning agency …. through our excellent technical consulting and digital marketing skills. Traditionally, clients split their digital budget between their Marketing and IT team. The marketing team normally run their external digital world through the Internet, and the IT team have control over internal systems, such as Intranets, Document Management etc. these 2 teams’ objectives can be very different and here’s where we step in. Because we understand both worlds and the differing objectives we can make sure that we design solutions that exceed both – essentially making the complex simple! I would also like to highlight that we are highly regarded by Microsoft by being invited to participate several times in Microsoft’s highly contested SharePoint Partner Evidence Program (PEP) as well as selected for a number of other exclusive partner initiatives. We’re also an exceptionally experience and certified Sitecore partner and we were recently recognised as one of Sitecore’s Top partners.
- The answer rests in a field of scientific study that involves examining what can be extracted, learned and duplicated from the natural world. So before we go into the world of digital let us look at examples in science where we can see ideas have evolved from the natural world and a better understanding of that world around us.
- Known as ‘biomimicry,” or biologically inspired engineering, this is the study and imitation of nature’s best ideas to help solve human challenges. A growing number of scientific innovations have been inspired by an array of natural structures, organs and materials – and these tried and tested patterns of the natural world will continue to be a powerful source of inspiration in the future. Biomimetics has given rise to new technologies inspired by biological solutions at macro and nanoscales. Humans have looked at nature for answers to problems throughout our existence. Nature has solved engineering problems such as self-healing abilities, environmental exposure tolerance and resistance, self-assembly, and harnessing solar energy to name but a few. In simple terms rather than trying to revolutionise what is there man has actually (and rather intelligently) evolved many of their own advancements and improvements from what already existed before them. A few examples….
- Leonardo Da Vinci’s design for a flying machine with wings was based closely upon the structure of bat wings
- Velcro was inspired by the tiny hooks found on the surface of burs – the annoying plant that tend to stick or attach themselves to your clothes or skin if your brush by them
- Tyre Treads and their ability to grip on multiple surfaces in different seasons was inspired by the toe pads of tree frogs
- Carbon nanotubes and other super strong adhesives were based on evolving the idea of how a Gecko’s foot could stick to anything and hold up to 40 times it’s own body weight.
- What we will now do though is look at one example in more detail. How the study around Aerodynamics is an absolute evolution and not a revolution and how the advancement of digital follows a very similar path.
- The surface of a lotus leaf is naturally able to be kept clean and dry by it’s ability to allow rainwater to just roll off, taking any dirt with it. Known as the “lotus effect”, these properties have inspired coatings for cabin fittings, which shed water in beads and take contaminants with them. The process improves hygiene and reduces the amount of water needed, which reduces the weight of the aircraft and subsequently reduces the amount of fuel consumption and carbon emissions. This innovation is already in use on the surfaces of some aircraft cabin lavatories and is expected to be found on the fabric of seats and carpets in the future.
- Sea birds have the ability to sense gust loads in the air with their beaks and react by adjusting the shape of their wing feathers to suppress lift. Some aeroplane ‘noses’contain probes which can detect gusts and deploy moveable wing surfaces for more efficient flight. This helps reduce fuel consumption and emissions.
- If the wings of large birds like the Steppe Eagle were too long, their turning circle would be too big to fit inside the rising columns of warm air which they use to soar. The eagle’s wings perfectly balance maximum lift with minimum length by curling feathers up at the tips until they are almost vertical. This provides a barrier against the vortex for highly efficient flight. If built to a conventional design, one particular aeroplane known as the A380 wingspan would have been three metres too long for the world’s airports. But thanks to small devices known as ‘winglets,’ which mimic the upward curl of the eagle’s feathers, the A380’s wings are in compliance with airport limits by 20 cm. but still provide enough lift for the world’s largest passenger aircraft to fly efficiently – saving fuel and lowering emissions in the meantime.
- Kite through to modern day plane – this is where we started This is where we are at What is next?
- Organisations now recognise the importance of digital in their communications strategy, seeing it not as just another tool in the marketing mix, but a fundamental channel from which all their communications should stem from. More and more companies are therefore seeking to revolutionise their digital marketing strategy, investing heavily in new systems and whole teams to help their marketing efforts move forward into the future. The purpose of this session is to highlight that digital is an inherent extension of the traditional communications we have been using for many years and it is not necessary to reinvent the wheel when it comes to your digital strategy. You simply have to take a step back, identify your customer’s need and understand that you can use technology to solve your customer’s problems. We will argue the point that digital wasn’t created, it was rather a natural evolution of techniques required to solve business problems. Companies have always had to service their customers and create insightful and positive experiences at each touch point. This webinar will explain how digital marketing and technology has enabled businesses to transform their communications to meet the demands of their customers in an evolutionary, not in a revolutionary way. Put simply as customers’ expectations continue to rise, digital has had to evolve in order to meet these growing expectations. Customer experience and enabling technologies are intrinsically linked and will continue to define business transformation. The session will explore how putting in place the right technology platform that supports customer experience allows for exemplary presentation to the world in a targeted and effective manner.
- At the heart of the business there needs to be a “Digital first Mindset” where content is not just written for the web but for all digital channels as a whole. The online digital world is not being revolutionised, it’s not being reinvented, it’s simply constantly evolving. And much like our analogy at the outset of the plane having been there for a very long time although we only worry/think of it in its current iteration, fundamentally it still does what it set out to do – Fly people! Likewise with the onset of more and more things going digital we have to find ways of constantly improving what is already there, making the processes and online engagements streamlined, efficient and more cost effective. Failure to do that would be paramount to expecting a 2 man bi-plane to ferry a team of people and their luggage across the world The expectations on organisations and marketing teams are now higher than they’ve ever been. This again is not a new revolutionary way of thinking, after all KPI’s, ROI’s and other success criteria has existed for years infinitum but it’s simply that organisations know that the tools, the processes, and the people exist to bring this together and produce results historically that have been harder to show and track and measure success by. Business have gone typically from recruiting a marketing manager that predominantly is expected to have an all in-compassing view of the digital world, to now having to either recruit or upskill current internal resource to deliver against the digital demands on the business. used to do to now having to incorporate teams that can cover Social Media or Community Manager roles, Digital Marketing managers in charge of Email Marketing Campaigns, E-Commerce Manager, Head of CRM just to name a few. This again is all an evolution of customers expecting their online needs to be met and the business responding by employing the appropriate people to deliver against those expectations. Business’ are striving to reduce the total cost of ownership of digital analytics and customer acquisition efforts by moving away from single point or silo’d solutions and are now moving towards a much more cohesive approach to measurement and optimization. One of the obvious ways of doing this is to maximize returns across digital channels—Web, Mobile, and Social—remove silos and improve operational efficiency and visibility across the entire digital marketing function. In turn automating, standardising, and improving segmentation of customers based on their behaviour in the digital ecosystem and improving optimization of content and promotion that drives customer acquisition, conversion, retention and engagement. This is the goal. This is possible. This is fast becoming the reality. Everybody else is evolving – are you?
- The world of marketing has fundamentally changed. Can be seen as a sweeping migration to personalised marketing and consumer power. From the age of manufacturing to today We need to evolve our tactics to stay competitive Broadcast messaging is dying, 1:1 comms are highly relevant and most importantly expected – business has become a 2 way dialogue between consumer and business.
- We share common goals, we both want our customers to have the best experience online possible, that’s at every touchpoint and every interaction they have with us as a business. If we can make that process naturally evolutionary, so it doesn’t feel like a huge step change to our customers then people will buy in to those changes, digital doesn’t have to be so revolutionary that customers actually end up objecting to the changes and rather than view them as barriers to their engagement with us, they see them as subtle improvements and enhancements to their digital experience much like the ongoing refinements being made around aerodyanmic and planes
- Fragmented Silo’s have actually resulted in a breakdown of customer experience and understanding how these silo’s in isolation no longer really work, enables organisations to adopt technology that enables customer expectations to be met and exceeded. One of the key identifying processes is to understand as a business where you sit within the customer experience maturity model,. As with everything else this model has also evolved over time into the 7 stages we now see as clear identifiers for how engaged as an organisation you are with your current customers. Whilst in isolation none of these steps may appear revolutionary it will be clear to see that there is a natural evolution from one stage to the next with each step improving the overall digital experience for customers as you progress through the digital maturity model. If you want anything to last a lifetime, you have to care for it! The same is equally true for your customers. The best way to care for customers is to go beyond just meeting their needs to anticipating their needs. Anticipating customer needs is exactly what the Sitecore Customer Experience Maturity Model helps you do. The Customer Experience Maturity Model applies customer intelligence so you know customer’s interests and can predict their needs This model is one we fully endorse and support at ClearPeople and shows the 7 key stages of Digital Maturity within an organisation.
- A breakdown of customer experience and how technology enables customer expectations to be met and exceeded
- All sorts of people visit websites. Take a B2B website for example – all sorts of people will visit. 3 groups 1) might be day-to-day Daves, users of a service being sold. 2) Then there might be people taking a higher level view and comparing suppliers, let’s call them Buyer Ben. And finally, there might be a 3) niche, potentially very high value group, who, if nurtured correctly, could turn into a top quality lead – “high Value Helen”. Here we’re using an imagined individual to sum up the characteristics of a group. Content consumption is a means of identifying who’s who and tying it back to key visitor segments. Let’s say we want to identify and target the high value, niche crowd, that is, “Helens”
- To find “Helens” we need to find the content that would be of interest to them. All sites have content that speaks very specifically to a tightly defined audience. Sitecore allows you to profile this content, so that you can keep a track of visitors who move through it. You can then tailor generic areas on your site, according to the interest they’ve shown by consuming your profiled content
- Content is profiled using Profile Cards in Sitecore – they tag content so that not only do you know what pages have been viewed, but also what that consumption indicates. In this case, we might tag up all content related to a High Value interest with “Helen” profile cards. The radial above shows the scoring that would then be applied when a visitor visits that content. 5 for Helen, 1 for Dave, 0 for Ben
- Visitors can move their way through large volumes of content – patterns are your way of keeping track of dominant interest. They sit above profile cards in Sitecore and pull values together for targeting purposes Rules in Sitecore are then used to display content to them – in this case, when we see a “Helen”, we can make it easier for he to find content that applies to her niche need – more detail, testimonials, experience in delighting other customers with requirements like hers etc.
- Remember the webmaster? We’ve come a long way in the world of digital marketing since the webmaster from IT was in charge of our presence on the world wide web. Now the talk is of multichannel digital marketing. We have recognised (because we are also the audience!) that our audience’s digital life is far more rich and sophisticated than simply reading pages on our website. Now we use the device that gives us the best experience with the least effort and cost to connect with our information sources and channels. We not only use the website from our PC – we use our smartphone, our tablet, we read email, interact in our chosen social networks. And the organisations with whom we are engaging have recognised that not only do they need to provide access to their information across these channels but they also have recognised (because they are we) that a simple one-size-fits-all approach to digital content isn’t the best we can do. It’s not enough to have a one-to-many communications because we are all different and at different stages in our buying journey (or should I say our lifetime customer journey – we want to engage with our customers after they have bought, after all, and turn customers into brand advocates) – so we need a one-to-one conversation – which uses personalisation to provide me with relevant information and recognises that the information I need at the beginning of my journey is different to the information I need much later in my journey.
- The truth is it’s very complex – if were easy it would have evolved long before now… The challenge is that we cant control all touchpoints, all of the time. We cannot always ‘control’ the path the customer takes. The focus must be to make sure that the touch points that we can influence and control are synchronised and that no matter where the customer enters the journey there is consistency and relevance all the way through.
- It is ranked Top 10 within the UK and in top 30 of global law firms. The full Law-Now service and the zones are currently moving to Sitecore. The first zone to go live earlier this year was RegZone (http://www.cms-lawnow.com/regzone)
- What do I mean by self-service business intelligence? We are using some of the latest cutting-edge self-service tool from Microsoft to analyse data
- Offline – Meet with client Understand what information they need Provide them with an information pack Provide them a typical printed report Understand what other topics they are interested in Online Outbound email campaigns Capture users’ preferences Use taxonomy and tagging for consistent experience Show similar and popular content Use user profiling to deliver relevant content in context
- We have enhanced out of the box features to simplify the process of creating and publishing content across multiple device channels. Because the email channel is so vital – authors construct the article content first in the email experience manager – which then gets published to web – meaning that content authors therefore for write for email and web once and their tagging of the content drives the delivery to a dynamically selected recipient list based on user profiles.
- Single platform to engage with and control what is delivered to visitors through email, web and search Ability to track journey of the visitor from email clicks through to web site pages and web site searches Here is an interesting fact – the system we built can scale to deliver an excess of 1 million instant and personalised alerts per week
- Not only are subscribers able to locate and consume content online, the new service allows them to choose content of importance to them and download this aggregated content in a PDF which they can save or print as reference material for meetings or reading on the commute. This has proven a massive success and has contributed to the overall ease of managing content.
- Regzone was not even a brochure site up until a few months ago. So working in close collaboration with CMS Cameron McKenna, Regzone has evolved rapidly in terms of the customer experience maturity model to what I would consider nurture stage with some elements of engage. With the coming launch of the full Law-Now portal, I expect RegZone to move one further step into Engage.
- Presenter: Melanie Andrews Physical – traditional on premise servers we manage ourselves Virtual – where we can provide a more efficient use of computing resources IaaS – giving us the ability to scale physical and virtual machine up and down according to need PaaS – we gain the ability to rent a combination of hardware and software such as databases/web servers/dev tools SaaS – office 365