Deliver Commerce performance through platform

Transcript

Hello, everybody. Welcome back. Next up, we have Meraz Haque with Delivering Commerce Performance Through Platform. So Meraz, take it away. Hey, everyone. My name is Meraz Haque, and I’m a Senior Solutions Consultant in Adobe based in Melbourne, Australia. So I’m going to talk you through the Delivering Commerce Performance through the platform. Okay, so let’s get started. So what I really mean by the performance and all of that, so every interactions that it starts with your customers as being a dev or as being a merchant. So at the end of the day, you know, when your customers are actually interacting on your website, buying a product, buying a brand, what they’re actually buying is the experience from you. Okay. Because often when you actually go into a website, buy a product, you want to come back into the website again, just because you had an awesome and amazing experience through the platform, right. And then if you had, you know, issues with loading of the site, the menus are not correct, the features are not correct, then probably you don’t want to come back. So experience at the at the end of the day, that’s really what glues you between your customer and your brand. And that’s what I really mean. And as being a dev, that’s actually is the heart of that. Because for us, when we need to develop something, we also need to consider the performance of delivering all those experiences that’s going on the site. Okay. So as for today’s platform, you are on the commerce session. But what I want to talk about is really delivering the performance through the platform. And what I really mean by the platform is the Adobe Experience Cloud platform, probably. So as part of that, we actually have multiple capabilities or multiple solutions, which forms that it’d be experience cloud. So as you can see, the Adobe Commerce is part of the content and commerce, right. But then we also have the other capabilities inside the data activations, the customer journeys. And we have we of course, have the capabilities outside of the experience cloud, which is everyone knows like that it’d be Photoshop, which is part of the Creative Cloud. So as for today, what I want to show you is if you are building an experience for your customer, which could be a simple features on your website, a features could be as simple as like an you know, menu as a navigation or a product detail page, or you’re redesigning a cart, how you could actually accelerate all of those development as part of combining multiple of those products capabilities, which comes as part of that experience cloud. Then I’m also going to jump into the the data side of the things because the journey is not complete without the data. Now as part of the Adobe Commerce, you know, you could have access or you could integrate to like GTM or Google Tag Manager, or the GS. But what I’m going to show you is how you could use some of our enterprise grade solutions like the AEP, the CJA, Adobe journey optimizers, and all of these. So let’s get started. I’m going to jump into a quick demo. And then we’re going to come back into the deck again. And I’m going to show you what I’ve just shown. So let’s start. So this is in front of me is a website is a city signal website. And the the site is simply selling mobile phones and plans, right. So as soon as I’ve jumped onto the website, so as being a customer, I am on the market to buy a new mobile phone. So I jump into the the phones category sections where you know, this is a simple, very traditional looking ecommerce platforms on my left hand side, I can see the face of navigations, then I can see the categories, pages and all of that. So as being a customer, I was looking into multiple different phones. So the Samsung Galaxy is looking interesting to me, I go into the product, I check the product detail pages, you know, this is these are all user commerce related products information, like your related products, your reviews, your detailed pages and all of that. Then, as being customer, I’m not sure. So I actually go and navigate back into the the phones menu again. And as soon as I go back into the category listing pages, what I can see is a banner that just has dropped and saying that if I would be upgrading to the Samsung 22 ultra, I could be actually opting for some additional bonuses and all of that. So that looks interesting. So I’m just going to go into the ultra add the product into my cart. And as soon as the product has been added, a notifications banner pops up, I can see the product has been added to the cart. And I can go into the checkout and complete the checkout from that point right. Now, I want to take a pause into this point. And I just want to talk about how many touch points are available to me. Okay, so what do you have noticed a customer jumped into the website, they were browsing, they were not sure which products to buy for, then they go into the product detail pages came back into the category listing pages. And then they have shown a banner. Right, so they have a banner that says, hey, I want to see how many products I can buy for this particular product. And then they have a banner that says, hey, I want to see how many products I can buy for this particular product. And then they have a banner that says, hey, I want to see how many products I can buy for this particular product. And then they have a banner that says, hey, I want to see how many products I can buy for this particular product. And then they have a banner that says, hey, I want to see how many products I can buy for this particular product. And then they have a banner that says, hey, I want to see how many products I can buy for this particular product. And then they have a banner that says, hey, I want to see how many products I can buy for this particular product. And then they have a banner that says, hey, I want to see how many products I can buy for this particular product. And then they have a banner that says, hey, I want to see how many products I can buy for this particular product. And then they have a banner that says, hey, I want to see how many products I can buy for this particular product. Right. So on this particular section, I also want to talk about a little bit on the experience cloud ID or the EC ID. So the EC ID is an hash tag ID. So as I mentioned that every interaction that a customer takes on the website, all those actions are actually tagged on a customer profile based on an unencrypted hashed ID that has been created on the fly. And then that hash ID is the hash tag ID. And then the address ID is actually gets mapped across multiple devices based on that customer interactions. So in my case, if I’d be just jumping into the data side of the products. Now this is where I’m jumping from the commerce platform back into the data backend just to see how the data interactions is actually flowing through from my interactions in the city signal back into the data collection point. So I’ve jumped into the Adobe Experience platform. And as you can see, as I’ve shown, I’ve actually been able to see the data collection point. So as I was browsing, it was collecting different hashed ID and it has actually known intelligently based on my Mac ID, my IP and all of that and my browser cookie informations. So it knows that who am I and who is that person that’s browsing on the site. And it has actually started developing all those, you know, mapped of my journey, which is points all points to a single single customer, which is me in this particular case. So what that really means for you as being a dev now this question is more targeted towards if you would be working with an analyst for an example. So in the analyst in the when it comes to analyzing the data on the website, a lot of the times the analyst analyst actually, you know, relies based on the data that is coming from the commerce platform or the events and so on and so forth. So what we have done is all those events all this data now as it because it’s flowing into the data platform, right. So let me just jump into the audience, or the customer segments, we would like to call them. So what’s really happening in this point at this point is all those all those different stream ID has actually been segmented into multiple different audience audience segments. So in my particular case, I can see that I have different segments of people who are interested in iPhone or people who have been interested in Samsung, or you know, the if you link your platform with loyalty services, then how about the gold members or silver members and so on, right? So why is why is that important? It’s important because you know, now that you have access to this vast amount of data, the way to actually utilize those data is you actually create segments into back on all those forms. Now, how is this segments actually going to help us to deliver again, performance back into the the platforms of the website? Because based on the segments, now you can actually started creating a specific customer journey is based on that specific segments. So on the commerce platform, we have actually completed a 360 angle on this. So the journey starts from the the storefront, and then customer gets tagscene and then the data flows into the experience platform. And then from the experience platform, it actually goes back into the commerce platform. So that was a missing link, you would be seeing back with for an example, Google Analytics or the other tag management services. So on the commerce platform, now what you can do is if I’d be jumping back into my commerce back end admin panel. So what you can see is this is just adb commerce admin on the back end. And on my left hand side system menu, I have two different services options in here. So I’ve got commerce service connector, which really links with your live search product recommendations and other AI capabilities. And then we also have the experience platform connector. So the experience platform connector is the one who is actually taking the events, taking all this data and connecting the commerce platform with the app and all the data platform that we have just seen. So the integrations are really simple, right? You just simply dropped the data stream ID, the org ID, and as soon as you have done it, the system is actually gets linked. Now, again, because those data, those events are actually gets connected on the commerce platform, you can actually create customer specific promotions or customer specific events, utilizing all the segments and you can actually target each of those segments individually. Now, the I’m not going to go through the entire data products. But because on our platform, we actually streaming those data as part of the experience platform. So if you’re be using any other data products, for an example, the analytics, the customer journey analytics, the data stream, analytics, or, you know, AJ or so and and so forth, you could actually utilize all of this data in a single point of view. So that’s where the power lies when you actually creating experience or creating performance on the site within with a with a very, you know, very small amount of effort in here. I want to I want to talk about now I’m gonna stop this section, I want to talk about a little bit on the the content management side of the things. So what I want to do is I’m going to jump into my storefront experience on the on the content management system. So what I have in front of me is the commerce side, which you have just seen. So I’ve just taken one of the one of the product pages. And then I have actually linked with my commerce back end or the ad to the commerce storefront experience. So this is my this is this experience is actually powered by experience manager or the am now, why exactly I’m talking about this, because on the traditionally the commerce, you could actually developed front end in multiple different ways, right. So traditionally, we used to develop front end in a luma, which is still there, which is like the you know, your PHP on the back end, and then your storefront experience with your HTML CSS, JavaScript, that’s still there. Then we have developed PWA, which is the progressive web app that actually gives you an app like experience. And of course, we have seen on the market that our customers have created a lot of different solutions using react, Angular JS and their own a storefront experience, right. So what I want to show you is another alternative to this, which is the the adb experience manager that’s again, is part of the adb experience cloud. And using this how actually, like, it’s super easy to actually, you know, develop the storefront experience, which is connected on your commerce, on the real time. So what I want to do is, let’s say, I just want to, let’s delete this product section. So on my section on my this side, you see there’s a different components as part of that, right. So this is simply the concept is similar as to if you would be looking into the CMS in that a bit commerce, or you could drag and drop things, but with the am you could actually do a lot more than that, because you could actually create a product detail pages, product listing pages, your checkout, your cart, and all of that with a simple drag and drop functionality. So let’s say I want to drop a product list pages. And then you can see that I have different options as an Vania commerce. So let me select that. And then let’s say I want to add a product list page in here. So it dropped me again, a simple template in my case, which is a default template. And let me add a product list. In here. So if I would be going into category, again, all of these sections, as you can see, I am actually not in the commerce at the moment, but I am in the adb experience manager, working on my storefront, and I don’t need to care about what’s happening on the back end, because all the back end logics, the the the back end functionality resides within the commerce and all this information in front of me, I can actually see via GraphQL. So let’s say I just want to add the forms and then add and then I’m done and happy with that. So as soon as I’ve done it, you can see, you know, it has pulled up all those product information from the adb commerce using the GraphQL to my adb experience manager in real time. So including information like stats with names prices, even including my face of navigation, so on and so forth. You could even do things like for an example, I can say I want to add a product list. For example, drops recommendations drop related products, cross sales, upsells, checkout, you know, whatever you can imagine. Now why why that’s actually matters to you because a lot of the time you actually invest heavily as part of your dev team is investing time on the developing a storefront experience. And so the AM actually could actually help you to deliver that performance in a very quick turnaround time. Because you as being a commerce dev, you don’t need to worry about what’s happening on the storefront that could be taken up by different team, you could actually focus on your specific sections right. Now, again, the questions would be how much time this this integrations between the AM and the commerce might take. So this is where it gets interesting. And this is where the power of the adb experience cloud lies. Because if you would be actually looking into developing your own front end experience, for an example, or if you would be looking at off the shelf, different front end linking back to your adb commerce, you would be looking a huge amount of time building those and also the integrations because imagine there is a product upgrade as a software upgrade, and you have to upgrade and maintain the integration so that the data back and forth is very simple. So the integrations between the AM and the commerce is actually really, really simple. So what I have in front of me is that city signal commerce website, the storefront, which you have seen at the beginning. And what I have done is simply again, just dropped the GraphQL API endpoint. So once the GraphQL API endpoint has been dropped, it actually starts fetching the products, the pricing and all this different data and information into for your disposal. For to be used in the AM panel, right. So let me go back into my deck. And let’s talk about a little bit what I have just shown you. Now this is a very busy slide. So I’m not going to go through the entire the whole boxes. But let’s, I want to focus really into three things. So the first one is the adb commerce foundations. Now, traditionally, if you’d be really interested in the adb, you would be interested in the adb commerce admins. And if you would be interested in the adb commerce admins, you would be interested in the adb commerce admins. And if you would be interested in the adb commerce admins, you would be interested in the adb commerce admins. And if you would be interested in the adb commerce admins, you would be interested in the adb commerce admins. And if you would be interested in the adb commerce admins, you would be interested in the adb commerce admins. And if you would be interested in the adb commerce admins, you would be interested in the adb commerce admins. And if you would be interested in the adb commerce admins, you would be interested in the adb commerce admins. And if you would be interested in the adb commerce admins, you would be interested in the adb commerce admins. And if you would be interested in the adb commerce admins, you would be interested in the adb commerce admins. And if you would be interested in the adb commerce admins, you would be interested in the adb commerce admins. And if you would be interested in the adb commerce admins, you would be interested in the adb commerce admins. And the next thing I want to talk about is the AEM, which is I’ve just shown you. That’s really your storefront experiences. Now you could have your PWA and your experience manager can also be linked with your PWA studio, or you could have your own own solutions if you want. Now, you can see there’s a middle block scene here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks, you can see that there’s a middle block in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now, those of you who actually don’t know, we have actually in the middle blocks in here, which is the API mesh. Now Blur to the angle brought together in organization, there are standard forward mapping communications for the interface. An apostle as an250 for theput laying to OU. A Corrections everyone has conditions, but there are cushion, so Maddie comes to analytics segments, well that comes to analytics segments customer shifted. labor? affected by DIY systems my ability to run and get really smart. It’s kind of this artificial intelligence into what has been released today by the manufacturers in India. out of the box. So the experience platforms connector, which I have shown you is actually gets connected from your back office to your data platforms and all this data and back and forth actually gets really seamless. Having said that, the last deck is really back to you is all those experiences that you are working. So as being a dev, so myself, I was actually being a dev for more than 10 years. So I understand that when it comes to developing an experience, developing a features on the site, sometime it can be super time consuming because you have to actually consider a lot of different, a lot of different things when it comes to delivery, a simple solutions, even though it might look simple. So we have started going into the directions where we are actually decoupling a lot of those things, which it becomes much, much easier for you as being a dev. And we are opening up this whole new world with connections with the experience cloud, where you could be connected with your data, you could be connected with your storefront, or you could be even connected with your creative cloud to give you a much better set of tools that you could use to drive your day-to-day solutions. And from the extraordinary, it becomes to the everyday solution. Having said that, that’s pretty much is the end of it. Is there any questions, Sherry? Great, thank you, Meraz. Let me just double check here and see. Looks like… Okay, how many events are supported in the AEP connector? And do we need separate licenses for each product? Yeah, yeah, great question. So from out of the box, it supports 12 events. For an example, customers are browsing the product that goes into the category pages, that goes into the PDP, that adds product to the cart. So it adds 12 products out of the box. So you could imagine all these 12 products if you’d be working in the GA in the past, Google, then it’s the tagging, it’s a similar concept of that. So 12 tags are out of the box, but you could have your own tagging mechanism or even your own events on the storefront or the back office as you’d like. And all those data goes back into a single point. And as far as the license goes, if you are using one data products, for an example, if you’re using Adobe Analytics, but you don’t have the CJR or the other platform, that’s okay. You can still use this connector to power up that data and enrich the solutions. Great, I see another question here. Is there an integration between AEM and PWA? There is one actually. So the AEM actually provides an extension which connects with the PWA studio again seamlessly using the same GraphQL API layer, which I’ve just talked. Okay, and it looks like this is the last one. I think you mentioned API mesh possibly, but can you say a little bit more about that? Yeah, so look, I think the, why it lies really, the power of doing this is actually gonna become into two angles. So the first one I can see it actually gonna be greatly benefited the front end developers, because as you’d be actually going through, as I was saying that, you know, multiple different APIs, if you’re doing a headless solutions, and if you had been relying on the back office APIs, so that’s where the API mesh comes into play. Now, the second thing is the API mesh is actually supported by the Adobe Cloud. What that really means is you don’t have to worry about, you know, hosting all those, the performance, the caching and all of that, we actually take care of all the heavy lifting for you. So if you’d be looking into linking multiple services into single endpoint and things about the performance, how it’s gonna be handled if multiple different front ends gonna be connected to that. So all of that’s actually gonna be powered up by our cloud solutions. So you don’t have to worry about what’s actually gonna be the lag time or if there’s gonna be any delay or any of that. So there’s a tons of materials also on the online on the API mesh, and we can share some of those informations as well. Awesome, thank you. Is there anything else that you wanted to share with our commerce developers today? No, I think this is a really exciting, really, really exciting time for being a developer in Adobe commerce. Lots of lots of cool things is happening within Adobe. So stay tuned and I’m looking forward to what a great future looks like with Adobe commerce. All right, thank you so much, Mraz, appreciate you.