Open Architecture in the Adobe Marketing Cloud - Summit 2014

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.

Open Architecture in the Adobe Marketing CloudPaolo Mo"adelli | Sr. Mgr, Marketing Cloud Product Management

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 2

Paolo Mo!adelliSenior Manager,Marketing Cloud Product Management

@paolomoz


Features

Why Openness ma"ers to YOU: the long tail pa"ern

5%

100%1 2 3


What is an open architecture?

IWhy does “open”

ma!er?

IIMarketing Cloud open architecture principles

III


What is an Open Architecture?I


1) #e Web as it was originally designed. Open by design.

6

POST /

curl -F title=hello http://localhost:4502/foo

GET /

curl http://localhost:4502/foo.tidy.json

Demo

http://localhost:4502/foo

http://localhost:4502/foo

http://localhost:4502/foo.tidy.json

http://localhost:4502/foo.tidy.json

http://localhost:4502/crx/de/index.jsp

http://localhost:4502/crx/de/index.jsp


2) Modularity at its best

7

PLUG-IN ENGINE

HOST APPLICATION

PLUG-IN PLUG-IN PLUG-IN

PLUG-IN PLUG-IN

PLUG-IN PLUG-IN

PLUG-IN PLUG-IN

traditional plug-ins pure plug-in system


What makes a platform “open”

8

Extensibility requires modularization

Reuse needs cleaner structure

More use cases require generalization

Open Architecture Open Standards Open Source

Communication pa!erns

Architectural rules

Common interfaces

No lock-in

More eyeballs

More use cases

More users of any kind

More opinionated developers


Why does "open" matter?II


Be"er code

10

✓ Be"er quality

✓ Be"er structure

✓ Be"er sustainability


Be"er security

11

X Security through Obscurity

✓ Peer reviewed

✓ Industry Standard


Be"er testing

12

✓ Standardized pa!erns

✓ Samples


Integration and extensibility

13

✓ Extension points are features

✓ Modularization

✓ Standards


7 Open Architecture PrinciplesIIIh"ps://marketing.adobe.com

https://marketing.adobe.com

https://marketing.adobe.com


Open standards"e core infrastructure is based on Open Standards and Open Source projects.1

Infrastructure stack


Architecture in a nutshell

16

Java$VM$Running$in$Servlet$Container$or$Java$EE$Applica7on$Server$

Access$Control,$Versioning,$Search,$$Observa7on$

Fully$OSGi/Java$based$modern$Applica7on$Stack$$Extensible$and$Modular!

Interac7ng$with$any$client$run7me$$HTTP[S],$WebDAV,$…$

JCR$2.0$Content$Repository$

OSGi$5$Applica7on$Run7me$

RESTful$Web$Applica7on$Framework$


Open Core

17

Repository*

Applica/on*Run/me*

JCR:!Apache!Jackrabbit!

Search:*Apache!Lucene!

Content*Extrac/on:*POI,!Tika,!PDFBox!

Search!Extensions!

Graphic!Rendering!

CIFS/SMB!Access!

Virtual!Repository!

TARHbased!

NodeHstore!

SharedHnothing!

Cluster!

Web*Framework:!Apache!Sling!

OSGi*Run/me:!Apache!Felix! Vault!&!SVN!Tools!

Web/Eclipse!IDE!


#e OSGi container

18

Class%Loading%

Bundle%B%V1.0.0%

Bundle%C%V1.0.0%

Life%Cycle%

Service%Registry%

Services%

Security%

Bundle%A%V1.0.0%

Bundle%A%V1.0.0%

Bundle%B%V2.0.0%

Bundle%A%V1.1.0%

Bundle%B%V2.1.0%


Why OSGi ma"ers

19

Create Modular and reusable so#wareCreate evolvable so#wareCreate line of products

Your application is going to be OUTDATED. (Or buggy...)


Cloud stackAll of the Marketing Cloud solutions are developed for cloud deployments for multi-tenancy using a shared stack that exposes shared capabilities.2

Infrastructure stack


Shared architecture Stack

Shared Cloud Infrastructure Big Data Infrastructure

Big Data Axle, Reporting, Predictive, Visitor Pro!les

Content Platform Modular Execution Runtime

REST Framewo

OrchestrationBPM

SocialInfrastructure

Impl

emen

tatio

nIn

frast

ruct

ure

Authentication Web Development

Shared runtimeDeployment

Content Repository, JCR, Shared Cloud, Transformations

Big Data Axle, Reporting, Predictive, Visitor Pro!les

(Data Connectors)

Content PlatformContent Repository, JCR,

Shared Cloud, Transformations(Content Connectors)

Client Libs/TagsContextUX Framework


URLs ma!erAll URLs exposed by the Marketing Cloud are carefully evaluated, designed and managed.3

Web architecture


/assets.html/content/mac/geometrixx/banners/adventure.psd

https://dell.marketing.adobe.com/target/hierarchycal



/assets.html/content/mac/geometrixx/banners




/assets.html/content/mac/geometrixx




REST APIs are King.All of the entities in the Marketing Cloud and all solutions are exposed in a resource tree and bound to clean REST APIs.4

Web architecture


Consistent API design pa!erns/blueprints.(URLs, JSON, PATCH, naming conventions, JSOP...)


Like the Web as it was originally designed.

28

GET /products/english/18846.html

Resource(Type(Resolu-on(

Render(Code(Repository(Path(


Like the Web as it was originally designed.

29

POST /products/english/18846/comments/*

Repository*Path*

Title*as*node*name*

Demo

http://localhost:4502/content/mac/geometrixx/home/users/sally/boards/my-projects.html



CURL power"ere should be a good reason for anything that can’t be done with CURL.4b

Web architecture Demo




Browser rulesAll our UX is based on Web technology (HTML & friends) for all channels.5

Web architecture


Browser rules

32

We built for a Browser interface using HTML (html, js, css). We support a JSON (JSOP) interface for both JS applications and native apps.

1 2

PhoneGap


Shareframe Integration

<script src="https://marketing.adobe.com/etc/clientlibs/mac/mac-api.js"/>

/** * Opens a share card. * * @param {Object} options Shareframe options. * * @param options.url Permalink to the resource that is shared * @param options.title Title of the resource that is shared * @param options.subtitle Subtitle of the resource that is shared * @param options.product Product that is sharing (e.g. Analytics) * @param options.type Type of the resource. * @param options.data Object for type specific information * @param options.auth.token Authentication token * @param options.auth.configId Authentication IMS config id * * Options specific to a "dv-report" * @param options.data.dataURL URL to a JSON resource to fetch data * @param options.data.chartType "bar","trend","pie" * * Options specific to a "asset" * @param options.data.url URL to the asset */tartan.shareCard(options);

33

Demo

https://marketing.adobe.com/etc/clientlibs/mac/mac-api.js

https://marketing.adobe.com/etc/clientlibs/mac/mac-api.js

http://localhost:4502/libs/mac/components/shareframe/test/test.html

http://localhost:4502/libs/mac/components/shareframe/test/test.html




One UX, one infrastructure. All of the Marketing Cloud shares one UX and one architecture and infrastructure stack for marketing user interaction.6

One pa"ern


Uni!ed UI

• UI framework for web applications

• Backend agnostic

• Uni$cation of all Adobe apps


Uni!ed UI key principles

36

§Responsive and scalable layout§.rem, font icons, embedded svg, markup driven

§Rich widgets§less js, data a!ributes

§Mobile $rst§Cu!ing edge technologies§css3, html5, jquery JQUERY

Client UI

UI Con$g



Extension points

38

§ Components§ Dialogs§ Virtual resources§ Resource merger§ Client side eventing


One UX, one infrastructure. All of the Marketing Cloud shares one UX and one architecture and infrastructure stack for marketing user interaction.6b

One pa"ern


Marketing Cloud Experience and Solution Services

Media Optimizer(Service)

Campaign(Service)

Analytics(Service)

Experience Manager(Service)

Target(Service)

Social(Service)

ExperienceApacheWebServer

Delivers Web ExperienceProxies & Collates JSON and

HTML streamsManages Dashboard,

ActivityStreams & Social Graphs

Exposes RESTful ActivityStreams &

Dashboard Con!guration Service

Cache & Load balancingTransparent Reverse proxy

(mod_dispatcher)Apache con!g

(1) P

ush

activ

ities

(etc

) to

Stre

ams

and

Das

hboa

rds

(2) R

ende

r JSO

N /

HTM

L ca

rds

via

RESt

ful S

ervi

ce

h"p[s]://[*.]marketing.adobe.com/


Cross Solution Concepts"e foundational cross solution concepts of Digital Marketing are not contained or de#ned in any single solution but are managed and exposed exclusively by the Marketing Cloud and bi-directionally accessed by each solution.

7

One pa"ern


Cross Solution Concepts

42

METRICS

CONTEXT

ASSETS

CONTENT

PLAN EXECUTE MONITOR

CAMPAIGN

CHANNELSAUDIENCES


#e DNA of Marketing Campaigns

43

Right brain marketers create campaigns by composing experiences that place content and assets into the right channels.

ASSETS

CONTENT

CHANNELS


#e DNA of Marketing Campaigns

44

METRICS

CONTEXT

AUDIENCES

Le# brain marketers measure and optimize campaigns by de$ning audiences based on collected context data that combine behavior and identity.


Accessing cross solution resources

45

Demo

Marketing Cloud provides open widgets (and API) to access cross cu!ing resources.

ASSETS

3rd PARTY SYSTEM

http://localhost:4502/libs/mac/components/assetpicker/test/wp.html

http://localhost:4502/libs/mac/components/assetpicker/test/wp.html


ConclusionsIV


Adobe Marketing cloud is demonstrably open1

Built on open standards, open protocols and open source code2

Makes a difference in terms of usability, quality, testing, integration and lock-in3


Want to follow up?Reach out.

[email protected]@paolomoz

Q&A

Technology

Open Architecture in the Adobe Marketing Cloud - Summit 2014