Transcript
Building a Global Digital Marketing Platform with Drupal
Drupalcon Prague, September 24th 2013
mike.lamb@pfizer.com | @iluli_eu
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Disclaimer: This presentation outlines a general technology direction. Pfizer Inc has no obligation to pursue any approaches outlined in this presentation or to develop or use any functionality mentioned in this presentation. The technology strategy and possible future developments are subject to change and may be changed at any time for any reason without notice.
mike.lamb@pfizer.com | @iluli_eu
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Drupal @ Pfizer
Limited internal Drupal usage since 4.7
Closely watching Drupal since 2009
Drupal 7 selected for Consumer BU in Q1 2011
Drupal / Acquia selected for all Commercial BU’s in Q1 2012
18 Months into our Drupal Journey
mike.lamb@pfizer.com | @iluli_eu
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The case for consistent technology
Qua
lity
& S
ecur
ity
Sca
labi
lity
Cap
abili
ty
Spe
ed t
o M
arke
t
“More for Less” – Significantly enhance scale and capability of each marketing property, consistently reduce cost per interaction.
Flexibility
Cos
t
mike.lamb@pfizer.com | @iluli_eu
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Large Enterprise - ease of technology fragmentationB
usin
ess
Uni
ts
Pro
du
ct 3
Pro
du
ct 1
Pro
du
ct 2
Regions
Market x Market y Market z
Markets
Pro
du
cts
mike.lamb@pfizer.com | @iluli_eu
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Selection
User Access / Permissions
Requrements
Identified that through interviews with regional teams and analysis of existing application portfolio.
200+ Large and small sites
SaaS and PaaS offerings
Demonstration Scenarios
Cloning a digital property
Content Deployment
CMS – Pfizer Selection Process
Consolidated Market
Requirements Requirements translated to “Demonstration Scenarios” for a live evaluation of each tool.
Finalists
Solutions evaluated through Demonstration Scores, SWOT analysis, partner capability in respective technology, total cost of ownership and alignment to strategy.
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mike.lamb@pfizer.com | @iluli_eu
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Key Drupal challenges considered in selection
EnterpriseDeployment
Jenkins / Guidelines
WF Tools
Content Editors Experience
Centralized Content Entry
DrupalResourcing
Engage with Drupal Specialists
Leverage SaaSSI Engagement
Short TermSolution
Long TermSolutionChallenge
mike.lamb@pfizer.com | @iluli_eu
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The the case for Open Source / Drupal
Big proprietary solution. “Does Everything”Lots of projects, differing sizes & complexities.Customise (T + $)Customise (TT + $$)Customise (TTT + $$$)Customise (TTTT + $$$$)Customise (TTTTT + $$$$$)Customise (TTTTTTT + $$$$$$)Upgrade? Forget it.Doesn’t quite do what you need. Square Peg, Round Hole.Not quite what you wanted.
mike.lamb@pfizer.com | @iluli_eu
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The the case for Open Source / Drupal
Drupal Core + Pfizer Platform + Contrib + CustomA better way…Flexible. Powerful.
mike.lamb@pfizer.com | @iluli_eu
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Scaling Enterprise Development
Launching multiple websites per week can be disruptive.
Hundreds of websites.Hundreds of days.18 Months.
mike.lamb@pfizer.com | @iluli_eu11
Microsite
Blog
Brand Site
Brand Site
Event
Webinar
Event
Webinar
Self Detail
Brand Site
Brand Site
Event
Event
Webinar
Brand Site HCP Portal
Brand Site
HCP Portal
Lifestyle Site
Community Site
Event
App
App
Drupal - Scalable Usage Patterns
mike.lamb@pfizer.com | @iluli_eu
Minimize disruption, leverage the technology and focus.
Web Server
Infr
astr
uct
ure
Operating System
Database
Redundancy / Scalability
Content Management System
Performance / Availability Monitoring
Content Delivery Network
Analytics
Features
User Experience
Creative
Personalisation
Content
Pla
tfo
rmS
oft
war
eC
amp
aig
n S
trat
egy
Time to Market
Cost $$$ $$ $
One-Off PaaS SaaS
mike.lamb@pfizer.com | @iluli_eu
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Key Lessons
Focus on the right things
Partner for the commodities
SaaS for as many sites as possible
Application independence by default, layer in dependency as needed
Build a team of Drupal Rockstars
10 ways to do anything, pick the right ones
Rescue/Guide projects as needed
Develop a platform, ensure the appropriate level of consistency
“Core” functionality and strategy – CI, Deployment, BDD, Security
mike.lamb@pfizer.com | @iluli_eu
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mike.lamb@pfizer.com | @iluli_eu
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THANKS!
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