Gateway SMB Content Management and Personalization Project Definition Phase Summary

Friday January 12, 2001

SMB Content Management and Personalization Project 07/26/11

Gateway Business

Vision
Gateway will be the technology solutions provider of choice to our targeted markets.

Mission
Dramatically grow our business by personalizing the client experience and flawlessly executing technology solutions.

SMB Content Management and Personalization Project 07/26/11

Agenda
Project Overview Personalization and Content Management Project Approach High Level Scope Definition Executive Summary Current State
Content Management Personalization

SMB Business Requirements SMB Requirements prioritization Key Considerations Risks Timeline Roles Next Steps

Project Overview

SMB Content Management and Personalization Project 07/26/11

Project Overview Content Management

Web content management is a set of processes for managing content targeted for publication throughout its life from creation and publishing to archiving and destroying At the most general level everything is content Whether Publishing to a PC on the Internet or alternative devices like palmtops the systemic content management comprises three general types of tasks

SMB Content Management and Personalization Project 07/26/11

Project Overview Personalization

The ability to create a one-to-one experience with each customer based on individual needs

To build Great Client Relationships online, visitors expect the Targeted content or option to personalize promotions using detailed Targeted the experience customer data over the
customer lifecycle People who like X tend to like Y Specials; top 10 My Gateway banner ads Basic content site

Prediction

Content /Offers

Recommendations Promotions & Specials Customization / Preferences Ad Serving Content Management & Navigation

Customization

Recognition 6

SMB Content Management and Personalization Project 07/26/11

Project Overview Approach

Our Approach for the Content Management and Personalization Project (CMP) comprises Four Phases and today marks the completion of Phase 1.

Project Planning and Kickoff

Phase 1: Define

Phase 2: Selectio Design n

Phase 3: Develop

Phase 4: Deploy

( Proof of Concept ) Project Duration 6 months

SMB Content Management and Personalization Project 07/26/11

Project Overview High Level Scope

The deployment strategy for the CMP project is to start small, laying a foundation and quickly demonstrate success, stemming the proliferation of sales web sites and creating a single user experience
Business Portal The source
(TEXALL)

Scope is limited to those SMB properties that have the greatest positive impact on personalizing the client experience. At the same time building a Content Management system and Personalization engine for other Gateway properties to leverage

eSupport eSource

Gateway@ Work

eServices
(Verio)

Busines s Product/ Services Pages

eMarketplace
(PurchasePro)

SMB Training
(Element K)

Buy It Online

Accessories
(NECX)

Definition

SMB Content Management and Personalization Project 07/26/11

Definition Phase - Executive Summary

Defining the Personalization of client experiences within SMB has identified, in addition to requirements, a number of opportunities and challenges Gateway is currently experiencing a proliferation of websites, fragmenting the customer experience Gateways value proposition (..local Information Technology guide, providing personalized) is not clearly discernable from the site Internal systems and process do not currently support high priority business requirements
Access to a view of the customer Content must be managed and presented to targeted customers Customers must be able to add products/services to a persistent shopping cart

SMB business requirements significantly impact both the business and IT The SMB Content Management and Personalization project has an aggressive schedule requiring senior level sponsorship and support

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SMB Content Management and Personalization Project 07/26/11

Definition Phase Current State Content Management

The SMB site has 1,000s of content assets with a manual system to managing their creation, approval, publishing and archiving. Content is not managed as an organizational asset Currently the updating and delivery of content is done manually and is very labor intensive
Jobs are initiated via a word doc. There is no job number, tracking system, or versioning

Requests initiated by Product, Segment, eCommerce Marketing Managers are paper intensive and time-consuming Current static page structure make content production and delivery unwieldy No insights into what content is attractive to clients/prospects Users are presented with an inconsistent look and feel across sites, fragmenting the user experience

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SMB Content Management and Personalization Project 07/26/11

Definition Phase Current State Personalization

Within the scoped sites there is no personalization

Fails to meet even basic levels of Personalization

Recognition, Customization, Prediction Little visibility to visitor website behavior No single view of the customer No consistency or sharing between web properties No infrastructure in place for differentiating visitors and targeting information/promotions

We do not capture necessary inputs for personalization

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SMB Content Management and Personalization Project 07/26/11

Definition Phase - Requirements Process

To determine SMBs content and personalization requirements a number of inputs were collated and presented to key stakeholders for validation and prioritization

Inputs
Business Vision Business Interviews Previous Requirements IT Selection Requirements

Requirements Catalogued and Listed

Validated w/ key Stakeholder s

Requirements Prioritized and Defined

Stakeholders Reps. Process Experts

(Jenny Latta, Craig Scott, Chris Baker, Janet Chavez)

SMB Segment Marketing

Best Practices (Karen Davis, Christine Grasso, Scott Bayles, Brent Haas))

Communication to a wider stakeholder group

IT (Partial)
(Ron Call, Tony Aloy, Rebecca Sims, Kelly McGarr, Joe Lee)

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SMB Content Management and Personalization Project 07/26/11

Definition Phase The Requirements Value Chain

In all 94 requirements were identified and mapped to 11 value elements supporting Gateways eBusiness value chain

Learn
Marketing and Promotions
(Clients/prospects must be targeted with personalized promotional 14 messages )

Buy
Shopping & Fulfillment
(Users should be able to add products/services to their persistent shopping cart, customize orders, receive dynamic pricing and provided order conformation and history)

Manage
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Personalization (visitors are identified and served relevant content) Product/Services Information
(Visitors must find, learn and understand products and services helping them to do their jos)

Customer Care
(Customs view technical information online, receive notifications and submit feedback 6

Alliances/ Affiliates

(Visitors from alliance partners should be provided customized content and 20 3 17 behavior/spending User Interface / Content Workflow / Metrics measured) (Consistent look and feel; full involvement of non technical contributors; the measuring

Account Management
(Internal users must have access to account information and account 5 should customize experiences)

12 and tracking of information)

# = number of requirements in Value Element

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SMB Content Management and Personalization Project 07/26/11

Definition Phase - Requirements Prioritization

Business requirements were prioritized based on the value to SMB and the customer. Listed are some of the top requirements that have significant resource impact on SMB business
Requirement
Visitors must have a web profile The serving of personalized/targeted content will be based on profile attribute values (ultimately requiring a single view of the customer)

Element

(SMB Segment Marketing and eCommerce)

Resource Impact

Personalizatio Building and maintaining profiles n Personalizatio A number of resources will be required to create new and tag n
existing content, and manage scenarios/business rules

Business managers may push local promotions for Country Stores events based on user declared zip/country code value Content management system must provide the ability for nontechnical content managers to maintain and update content.

Marketing and Resources required to build geographic profiles and content Selling
Additional resource required as Content Management business will be creating and managing content

Customers can add products and services to their persistent Shopping and Cross-sell and up-sell Shopping cart, and received targeted content during the opportunities need to be (Note: Final prioritization will factor negative impact on IT infrastructure. Fulfillment checkout process identified and targeting rules This full IT assessment on business requirements will be part of the design phase) written and maintained

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Key Considerations

SMB Content Management and Personalization Project 07/26/11

Key Considerations Risks

Business CER is not yet signed

Schedule has been delayed and near-term progress at risk Software product negotiations cannot be initiated Andromeda project requires acquisition of software EMEA utilization impact with delay in negotiation IT can no longer absorb the SGA impact of project

Clarify business project sponsorship SMB is resource constrained Information Technology Architecture definition of products to support web channel

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SMB Content Management and Personalization Project 07/26/11

Proposed Project Timeline

Phases
Project Planning and Kickoff Session
Develop the project plan and kick-off session document. Schedule and conduct kick-off session.

Start

Month 1
Project Kick-off

Month 2

Month 3

Month 4

Month 5
Milestones

Month 6

Working Session(s) Deliverable Review Session Final Presentation

Define
Lays the foundation for the content management and personalization implementation.

Software Selection
Utilize a Select and Go approach vs. conducting a detailed software functional evaluation to select a vendor for content management and personalization.

Design
Created a detailed roadmap for the content management and personalization implementation.

Develop
Actual coding and unit testing of the components defined during the design phases.

Deploy
Installation and configuration of the hardware, system software, application software and data elements of the new Content Management and Personalization system.

Key Milestones

Short List Project Evaluation Kickoff

Scope & Selection

Design Complete

Internal Release

Soft Launch

Business Unit Launch

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SMB Content Management and Personalization Project 07/26/11

Key Considerations
Deployment and support requires a balance of Business and IT resources. Key business positions need to be created and in place ASAP to support current and future business needs Business
Deployment Positions
Responsible for information being captured in visitors profiles, and the targeting of content/promotions for visitors based on their Responsible for ensuring no profiles incorrect, un-approved, or badly written material appears on the site, establishes and manages workflow processes and procedures to ensure that all copy has been approved by the right parties before its posted

IT
Administration Control Integration Content Management / Personalization

Content Creation Design

Roles Personalization Manager Content Manager Metrics Analyst Account Administrator(s) Content Contributor(s) Scenario Builder(s) Creative Designer(s) Webmaster

Roles Content and Information Architect Page Designer

Roles Content Security Content Integrator Content Developer Application Developer System Administrator DBA Network Administrator

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SMB Content Management and Personalization Project 07/26/11

Key Considerations Next Steps

Sign and finalize the CER Identify sponsorship group Establish communication check points with sponsors Establish business web team roles within organization Finalize IT architectural design and software selection Establish plan/strategy for Integration Develop project/phase plan(s) addressing resource and training requirements Initiate Project Design Phase

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