Provides a look into Pitney Bowes' migration of a multilingual, multinational marketing site from a legacy CMS to Adobe Experience Manager.

1. pitneybowes.com:
A Multinational Marketing Site Launch --- What Worked, What
Didn’t

2. Stephen.Evermore@pb.com
Web Development Manager,
Pitney Bowes
WEM, CMS, BBS Enthusiast
Hack of All Trades
@Xorandnotor (XOR – AND – NOT – OR)

3. Stephen.Evermore@pb.com
Web Development Manager,
Pitney Bowes
WEM, CMS, BBS Enthusiast
Hack of All Trades
@Xorandnotor (XOR – AND – NOT – OR)

4. Purpose
1. Provide a look into our migration of a
multilingual, multinational marketing site from a
legacy CMS to AEM
2. Call out factors that contributed to our success
3. Share some lessons learned and “gotchas”

5. The Prologue
2012
“We need to replace our CMS”
2013
“Let’s use AEM”
2014
“Kick-off”

6. The Prologue
• No centralized content
strategy
• No integrated translation
process
• New template development
requests measured in months
January 2014
• 100+ Content Authors
• 50+ Marketing Sites
• 48 Domains
• 38 Countries
• 15 Languages

7. The Epilogue
• All supported markets using
centralized content strategy
• All supported languages
driven through integrated
translation
• New template development
requests measured by sprint
Today (Nine months later)
• 25 Content Authors
• 18 Marketing Sites
• 1 Domain

8. Dramatis Personae
Digital Marketing
Program Manager
Project Manager
UX/Visual Design
CMS Power Users
Content Authors
SEO
IT
Program Manager
Project Manager
AEM Architect
Front-End Developers
Java Developers
Migration Specialists
Business
Stakeholders
Regional Marketing Heads
Line of Business Marketers
Demand Generation
Corporate Marketing
Misc. (Legal, HR)
Executive Sponsors - Adobe - Wipro - Online AEM Community

9. Act I: Defining the Project
• Requirements Workshops
• Existing Pain Points
• Long outstanding requests
• Industry best practices
• Content inventory
• Ad-hoc content
• Project approach
• Lack of content funding
• “Lift and Shift” for Phase One
• One mid-sized market as a guinea pig

10. Pre-Migration Effort
• Content Clean Up
• Designs
• HTML/CSS
• Templates/Components
• Governance and Processes
• Content deployment
• Translation management
• AEM Training
• Authors
• Developers

11. Planned Migration Model
Sitemap creation
Automated migration
System Integration Testing
User Acceptance Testing
Launch & Redirect

12. Act II: Australian Migration
Sitemap creation
Automated migration
SIT
UAT
Launch & Redirect

13. A Plan Down Under
• Review of ad-hoc content was insufficient
• Migrate or govern?
• Content clean up exercise was insufficient
• Sitemap exercise should have been driven by new URLs first
• Additional step for content review and curation prior to UAT
• Expose pre-launch site for UAT by a wider audience

14. Revised Migration Model
Ad hoc analysis
Sitemap creation
Automated migration
SIT
Content Curation
Soft Launch
UAT
Launch & Redirect
Exposes at final URL
inside VPN

15. Act III: Good Migrations
• Ad-hoc functionality is identified and dealt with early on
• Completed sitemaps provide
• solid expectation of results
• a clear inventory of required content
• an invaluable resource for testing efforts
• Digital Marketing has ample opportunity to polish sites prior to UAT
• Entire company is enlisted into testing and feedback
• Final switchover is a single network redirect

16. 2014

17. What Worked
Frequent, transparent stakeholder communication
Close partnership among IT, Marketing, and Line of Business
Company-wide pre-release
Train the trainer
Purposeful sequencing of market releases

18. What Didn’t
• Content clean up
• Unknown unknowns
(Ad hoc content)
• Availability of in-region resources
• Launching the CMS before the content investment

19. What’s Next
Revised Content Strategy
A move away from Lift and Shift and into our Phase Two
Clay Tablet for integrated translations (in production)
Adobe Assets for Creative Services team (approved last Friday)
AEM as brand control and presentation layer for transactional systems
My Account (in production)
Online Store
3rd Party Vendors
Customer Support
AEM v6.1

20. CQ & AEM
(Last pun, I promise)
Stephen.Evermore@pb.com
@Xorandnotor
LinkedIn.com/in/StephenEvermore