Contests

Company: Deloitte Digital

Website: https://www.deloittedigital.com/us/en.html

Company background: Deloitte is the largest professional services firm in the world. We support our clients in pulling off strategic, technical implementation, and operations of their stack to achieve their business goals. Deloitte also closely works with Adobe as its Global Platinum Partners to provide an Adobe Quality leader to provide some of the most complex, thorough, well-built, and orchestrated solutions using the Adobe suite for its clients. Deloitte has well over 1600 dedicated Adobe practitioners globally, and an extensive track record of excellence with over 200 successful large-scale solutions leveraging the Adobe Experience Cloud.

Contact: Darshil Shah

Title: Technical Consultant

Related URL(s): Deloitte Digital, Deloitte and Adobe, Darshil Shah

Please attach any visual aids that may help convey your story. Note: for an optimal experience please focus on including text and images in your submission. Other forms of media such as video or PowerPoint may not upload properly

1. Please describe your company and the problem you set out to solve. What challenges did you have to overcome?

With Covid settling in, and most of the businesses heavily scaling up their digital presence, our client who is one of the largest organizations in the healthcare and life sciences industry envisioned taking its entire B2B business online. They had a working B2B website, but it was not scalable and was built to serve only specific geographies.

The client wanted to do a complete overhaul of their existing digital business and since they had a lot of products and at that time majority of their business was done via non-digital channels - it was a challenge to migrate the entire business online and ensure that they not only maintain their current level of business/operations but also stay afloat and help cater the sudden increased in demands of medical and healthcare products due to pandemic.

We understood their business, vision, their existing tech stack and recommended the Adobe Experience Cloud and its suite of products that would enable them to build, manage, and track the entire end-to-end customer experience easier.

Based on their requirements - we used Adobe Experience Manager, Adobe Commerce, and Adobe Marketo to build their new refreshed digital presence, a fully functional enterprise-grade e-commerce platform, and a Marketing Automation platform to market to the potential B2B buyers, build funnel management framework, setup engagement programs, and a setup to send the transactional emails triggered from Adobe Commerce based on customer interactions.

2. How did you leverage Adobe Experience Cloud to solve your problem? Please provide any information that will be helpful in understanding your integration (ie: architectural diagram, step-by-step process explanation, etc.)

By using the close interconnect of all the Adobe Experience Cloud products, we could easily send data securely across all the required systems in the stack quite easily using exposed APIs. We built a stack wherein –

1. AEM served as the CMS housing all the web content including their key pages, blogs, articles, solutions, about us, etc. We implemented the headless CMS to ensure that content can be de-coupled with the presentation layer and that content can be served to different channels using APIs.
2. Adobe Commerce - We built the client’s shopping experience using rich, out-of-the-box features of the Adobe Commerce platform. The ease of customizing with extensions enabled us to customize the Adobe Commerce implementation to a great extent as per the Client’s needs and expectations.
3. Adobe Marketo Engage handles all the transactional(operational) and marketing emails to the customers and prospects.
   1. We also strategized and set up the B2B Lead Management framework which included a lead scoring program, lead lifecycle model, engagement programs, email preference center management, global forms, etc. at an operational level to drive their B2B Marketing.
   2. Additionally, using Marketo’s rich REST APIs we also set up the deeper integrations of Marketo with AEM and Adobe Commerce platforms – to an extent that we were able to trigger off all the emails with dynamic data being sent downstream to Marketo from the Commerce platform in real-time. We used Marketo’s custom object and velocity scripting to pull this off.

Below is the process flow diagram of the implementation –

Link to the above diagram

1. We used the Marketo Custom objects to store the cart, user, shipping address, etc. data that is being submitted by the user while placing the order. The data gets added to the custom object using the Marketo custom object API.

Below is the sample request body for adding data to the custom object –

JSON File

1. Instead of creating similar custom objects in Marketo for different operations (i.e., Abandoned cart, quote request, order confirmation, etc.), we created a dedicated field in a single custom object that represents the operation for which the data is being added to the custom object record in Marketo.
2. A set of trigger campaigns listening for the addition of custom object record constrained on the type of operation (based on the data in the custom object “Operation” field) were set up to trigger off the appropriate transactional emails to users from Marketo upon a user action – i.e., on placing an order, requesting the quote, abandoning the cart, etc.
3. We used the velocity script to dynamically generate the content in the email based on the data added to the custom object. Below is the list of items that we showed in the order confirmation email-
   1.       Order Details –
      1. PO Number
      2. PO Date
      3. Delivery Option
      4. Order Status
      5. Ordered By
      6. Order Number
      7. Source
      8. Payment Method
   2.       Amount Summary
      1. Subtotal
         1. Shipping & Handling
         2. Taxed
         3. Surcharges
         4. Promotion Code
         5. Total discount
         6. Total
         7. Total Promotional Saving
   3. Address Details
      1. Ship To
      2. Sold To
      3. Bill To
   4. Products (following details are added in the email for each product in the order)
      1. Product Name
      2. Product Image
      3. Product Specific Promotion (if any)
      4. Quantity
      5. Price/Unit
      6. Total cost of item
      7. Estimated Delivery Date
4. Below is the integration diagram showing the integration of Adobe Experience Manager, Adobe Commerce, and Adobe Marketo for sending dynamic transactional emails.

Link to above diagram

4. What were your results? Please cite both qualitative and quantitative results if applicable
   1. With the three platforms integrated, we were able to provide the client with a new refreshed digital presence, a fully functional enterprise-grade e-commerce platform, and a Marketing Automation platform to market to the potential B2B buyers.
   2. With this, we’re also able to bring the rich user activities and their data to Marketo that could be used to build highly personalized Marketing campaigns.
   3. All in all, Adobe Experience Cloud products helped us in delivering personalized shopping and purchasing experiences with a flexible, scalable, and intelligent commerce/content/marketing solution.

Thank you and Regards,

Darshil Shah

Adobe Marketo Champion and Advisor