HP s Web Experience Management ecommerce solution architecture

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1 Technical white paper HP s Web Experience Management ecommerce solution architecture Combining HP Web Experience Management solutions and leading multichannel ecommerce platforms Table of Contents Engaging today s customers... 2 HP Web Experience Management solutions... 2 What is IDOL?... 2 Assemble pages dynamically... 3 A flexible data model... 4

2 Engaging today s customers Simply offering a product at a competitive cost is not enough to win over today s informed customers. In fact, studies show that customer experience is now the single largest influencer on buying decisions. Given the popularity of smartphones, laptops, tablets, and social media, consumers have more ways to connect with brands and they have higher expectations on how brands should communicate with them. To truly engage and satisfy customers, businesses have to offer personalized, timely, and contextual communications that seamlessly integrate within the ecommerce experience, across all touch points. This requires much more than passively offering information. You have to inspire a customer s purchasing power. HP marketing optimization solutions integrate with leading ecommerce platforms such as hybris ( to allow you to deliver optimal customer experiences within the ecommerce context. Working together, these technologies not only empower you to manage and supply products, but enable you to manage and deliver inspirational content and rich assets. HP Web Experience Management solutions HP Marketing Optimization offers a range of unmatched technology a single suite of apps designed to work together to help you deliver compelling and consistent customer experiences across every channel. HP s Web Experience Management solutions () form the cornerstone of HP s multichannel ecommerce solution. Based on industry standards and including a robust set of APIs for integration to external third-party systems such as commerce, ERP, and PIM, provides the core applications needed to manage both product and inspirational content across various channels, including web, mobile, and print. Encompassing web content management, rich media management, and augmented reality solutions, offers: An easy WYSIWYG drag-and-drop interface, a flexible layout, and out-of-the-box page templates that marketers can use to quickly build a rich ecommerce experience. Features such as enterprise scale workflow, content security, and facilities to ensure content integrity and compliance. The ability to create and maintain personalization rules that are natively offered so that marketers can engage site visitors using targeted content and promotions. Market-leading rich media management for audio and video that helps organizations with globally distributed teams deliver a more engaging and consistent customer experience by effectively managing, distributing, and publishing thousands of customer-facing digital assets. An augmented reality solution, Aurasma, that unites the physical and the digital to create a single gateway to bring offline consumers online, where you can engage them with dynamic content such as videos, online points of sale, blogs, web pages, and social media. Powering offerings, serves as a platform for the overall solution (Figure 1), delivering advanced features such as conceptual search, personalization, and content categorization. The pattern-based analytics capabilities of IDOL allow you to form an understanding of both the available content and the site visitor profile so you can more easily and quickly create compelling ecommerce experiences. What is IDOL? is a next-generation information analytics platform that enables you to understand information from virtually any source, format, or location with extreme speed, security, and scale. 2

3 ecommerce Checkout Cart Catalog HP Commerce Adaptor HP MediaBin HP TeamSite HP Optimost Figure 1 IDOL provides the runtime content repository needed to retrieve content in a flexible and highly scalable manner while applying the appropriate personalization rules to provide a targeted commerce experience. The Commerce Adaptor provides the commerce system with direct access to all services using a REST-based architecture. Assemble pages dynamically The integration of with an industry-leading ecommerce platform such as hybris delivers a full breadth of capabilities from creating an engaging an inspiring personalized experience, through to the purchase confirmation page. Every page, whether web or mobile, is assembled with a combination of page components sourced from both HP WEM and the ecommerce platform (Figure 2). Page components can contain content (e.g., copyright, header image) or functionality (e.g., shopping cart, navigation, product selector, dynamic, and targeted content) and can be assembled in real time to build an overall personalized experience. This architecture provides marketers the flexibility to combine product-related data controlled by the ecommerce engine with inspirational content, controlled by, into a single seamless experience. The s flexible content delivery design gives IT architects the choice of numerous integration approaches, depending on the ecommerce platform, including.net, JSP, or RESTful APIs. In addition, session management, authentication, and personalization are handled between the two systems via the HP Commerce Adaptor. Figure 2 3

4 A flexible data model offers a flexible data model that allows any type of content, including personalized content, to be delivered to a site, ecommerce platform, microsite, landing page, mobile device, mobile application, or print. The system data layer uses for content storage and access, enabling queries to be based on metadata or textual search. IDOL provides high-performance access to content where advanced caching can be used to improve overall content delivery performance. The WEM data layer can store any format of content, from raw formats such as XML, to fully formed web pages, digital assets, and video files. Access to the data layer is achieved via RESTful APIs that extract raw data or with application-level APIs that can be used to dynamically assemble a site, page, or portion of a page. Java and.net environments are fully supported. RESTful WS call with product id Header Product detail Misc Complete page is rendered by RESTful WS call with product id Footer XML/JSON response Pure WSMS component hybris component with HP s WEM info REST-based integration Header Page returned with iframe that contains content managed by Product detail Misc Footer Content directly filled within iframe Pure WSMS component hybris component with HP s WEM info Application-level integration 4

5 RESTful API LiveSite Display Services HP TeamSite Content Management LiveSite Content Services Rules Engine OpenDeploy Figure 3 The runtime environment is based on key solution elements that allow for high performance content delivery with the flexibility to integrate into any environment. (See Figure 3.) These elements include: Provides management and access to content with a REST-based architecture that offers over 400 functions to manage, transform, and personalize content. HP LiveSite Content Services Uses the IDOL-managed repository to deliver personalized content to any application via RESTful APIs and accelerates dynamic site rollout by offering key services, including: Search and metadata-based content query and navigation Automatic adaption to new content types and metadata Simple query language; no SQL required Integration with any presentation technology: portal, RIA,.NET, Autonomy LiveSite Display, ecommerce, etc. Embedded personalization engine for personalized content delivery to any application or site; transactional updates and rollback LiveSite Display Services Creates the specific visitor experience using personalization rules to dynamically assemble a page using components that allow portions of the page to be static and others dynamic. LiveSite Display Services reduces development and maintenance costs by offering key features such as: Integration with LiveSite Content Services and IDOL Automatic display of WEM page components (site search, promotions, directed navigation) Conceptual user profiling and recommendations Display of targeted content to high value segments Integration with multivariate testing and analytics Compatibility with both J2EE and.net platforms Flexibility to render an entire page, or portion of a page The combination of and leading ecommerce platforms such as hybris extends the capabilities of an ecommerce system to deliver personalized customer experiences across the web, mobile, call center, and social channels. This two-pronged approach helps companies build a differentiated brand and compete to win in an increasingly crowded marketplace. Learn more at Sign up for updates hp.com/go/getupdated Share with colleagues Copyright 2015 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein _M_TWP_HP_Web_Experience_Management_eCommerce_Solution_Architecture

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