Technical white paper HP Autonomy s ecommerce Solution Architecture A detailed look inside the combination of HP Autonomy s Customer Experience Management market offering and leading multichannel ecommerce platforms
Table of contents Introduction... 3 Solution architecture... 4 Dynamic page assembly... 5 Data architecture... 6 Summary... 8 What is IDOL... 8 About HP Autonomy... 8 About HP... 8
HP Autonomy s ecommerce Solution Architecture In today s marketplace, simply offering a product at a competitive cost is not enough to win your customer s consideration. In fact, studies have shown that customer experience is now the single largest influencer on buying decisions. With the emergence of smartphones, laptops, tablets, or social media, consumers have more ways to connect with brands than ever before. And they have higher expectations on how brands communicate with them. To truly engage and satisfy customers, you must offer personalized, timely, and contextual communications seamlessly integrated within the commerce experience, across all touch points. You need to do more than passively offer information. You must inspire their purchasing power. HP Autonomy integrates with leading ecommerce platforms such as hybris (www.hybris.com) to allow you to deliver optimal customer experience within the ecommerce context. Working together, these technologies not only empower you to manage and merchandize products, but provide for the management and delivery of inspirational content and rich assets. 3
Solution architecture HP Autonomy s Customer Experience Management (CEM) market offering forms the cornerstone of HP Autonomy 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, HP Autonomy s CEM provides the core application for managing both product and inspirational content across various channels, including web, mobile, and print. Encompassing web content management, rich media management, and augmented reality solutions, HP Autonomy s CEM provides 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. The solution includes features such as enterprise scale workflow, content security, and facilities to ensure content integrity and compliance. Creation and maintenance of personalization rules are natively offered so that marketers can engage the site visitor using targeted content and promotions. Rich media such as audio and video can also be managed using market-leading capabilities for digital asset management. As the foundation of the HP Autonomy s CEM offering, Autonomy Intelligent Data Operating Layer (IDOL) serves as the platform for the overall solution (Figure 1). IDOL includes such advanced features as conceptual search, personalization, and content categorization. Using pattern-based analytics, IDOL forms an understanding of both the available content and the site visitor profile so that marketers can more easily and quickly create compelling ecommerce experiences. IDOL provides the runtime content repository to retrieve content in a flexible and highly scalable manner while applying the appropriate personalization rules to provide a targeted commerce experience. The Autonomy Commerce Adaptor provides the commerce system with direct access to all HP Autonomy s CEM services using a REST-based architecture. Figure 1 4
Dynamic page assembly What results from the integration of HP Autonomy s CEM with an industry-leading ecommerce platform such as hybris is a system that focuses on the full breadth of the customer relationship from creating an engaging and inspiring personalized experience through to the purchase confirmation page. Every page, whether web or mobile, will be assembled with a combination of page components where these components will be sourced from both HP Autonomy s CEM 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 customer experience. This architecture provides the marketer with the flexibility to combine product-related data, which is controlled by the commerce engine, with inspirational content, controlled by HP Autonomy s CEM, into a single seamless experience. Using HP Autonomy s CEM flexible content delivery design, the IT architect has the choice of numerous integration approaches depending on the commerce platform, including.net, JSP, or RESTful APIs. Session management, authentication, and personalization are handled in concert between the two systems leveraging Autonomy Commerce Adaptor. Figure 2 5
Data architecture HP Autonomy s CEM offers a flexible data model that allows any type of content, including personalized content, to be delivered to a site, commerce platform, microsite, landing page, mobile device, mobile application, or print. The data layer of the system uses Autonomy IDOL for content storage and access, where queries can be based on metadata or textual search. IDOL provides high-performance access to content where advanced caching can be leveraged to improve overall content delivery performance. The CEM 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 can be 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. Diagram 1: REST-based integration Diagram 2: Application-level integration 6
As outlined in Figure 3, the HP Autonomy s CEM runtime environment is based on key solution elements that allow for high performance content delivery with the flexibility to integrate into any environment. Autonomy IDOL Provides management and access to content with a REST-based architecture that offers over 400 functions to manage, transform, and personalize content. LiveSite Content Services - Leverages the IDOL-managed repository to deliver personalized content to any application via RESTful APIs. It 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. Each page is assembled using page components that allow for portions of the page to be static while others are 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 CEM 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 Figure 3 7
Summary The combination of HP Autonomy s CEM 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. What is IDOL? IDOL is a next-generation information processing platform that uses sophisticated mathematics to form an understanding of all content, including audio, video, text, social media, and structured application data. It can process over 1,000 file types from any repository where interaction data is captured. For scale purposes, the data is not moved or reproduced, but simply processed by IDOL while stored in the native repository. This means that you can understand all your customer interaction data and see patterns, trends, and sentiments forming well before your competitors. IDOL works in over 150 languages and provides over 500 functions that allow you to derive meaningful insights. About HP Autonomy HP Autonomy is a global leader in software that processes human information, or unstructured data, including social media, email, video, audio, text and web pages, etc. Autonomy s powerful management and analytic tools for structured information together with its ability to extract meaning in real time from all forms of information, regardless of format, is a powerful tool for companies seeking to get the most out of their data. Autonomy s product portfolio helps power companies through enterprise search analytics, business process management and OEM operations. Autonomy also offers information governance solutions in areas such as ediscovery, content management and compliance, as well as marketing solutions that help companies grow revenue, such as web content management, online marketing optimization and rich media management. Please visit autonomy.com to find out more. About HP HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. The world s largest technology company, HP brings together a portfolio that spans printing, personal computing, software, services and IT infrastructure to solve customer problems. More information about HP (NYSE: HPQ) is available at hp.com. Get connected hp.com/go/getconnected Current HP driver, support, and security alerts delivered directly to your desktop www.autonomy.com Copyright 2013 HP Autonomy Inc., an HP Company. All rights reserved. Other trademarks are registered trademarks and the properties of their respective owners. 20130205_CI_WP_HP_Autonomy s_ecommerce_solution_architecture