Доклад Сергея Шиманского и Jon Riekse на Analyst Days-7. 13-14 октября 2017. Минск www.analystdays.com

1. 1CONFIDENTIAL
BA as Digital Systems Analyst
JON RIEKSE / SERGEY SHIMANSKY
13 October 2016

2. 2CONFIDENTIAL
WHO WE ARE
SERGEY SHIMANSKYJON RIEKSE
Senior Director, Technology Solutions
EPAM London, UK
Business Analysis Team Leader
EPAM Minsk, Belarus

3. 3CONFIDENTIAL
PURPOSE OF THIS PRESENTATION
1. Share lessons learned from complex digital engagements
2. Discuss System Analysis skills needed in our digital engagements
3. Think about where the industry (and our BA careers) may be
headed

4. 4CONFIDENTIAL
AGENDA
1. Digital BA today @ EPAM Belarus
2. How a systems analysis approach can be applied to:
a) User experience (UX) & interface design
b) Enterprise content & data architecture
c) Development & integrations
3. Example digital projects & the BA role
4. Navigating our future careers

5. 5CONFIDENTIAL
EPAM GLOBAL SCALE: 4 CONTINENTS, 25 COUNTRIES, 50+
DELIVERY CENTERS
13,400
1,700
2,700
500
1300
EASTERN EUROPE
APAC
CENTRAL EUROPE
WESTERN EUROPE
NORTH AMERICA
DELIVERY PROFESSIONALS*
KEY IN-MARKET LOCATIONS
AMSTERDAM, NL
FRANKFURT, DE
GOTHENBURG, SE
LONDON, UK
NEWTOWN, PA (HQ)
ATLANTA, GA
BOSTON, MA
CHICAGO, IL
CONSHOHOCKEN, PA
HOUSTON, TX
LOS ANGELES, CA
MOUNTAIN VIEW, CA
NEW YORK, NY
PHILADELPHIA, PA
SAN FRANCISCO, CA
SEATTLE, WA
OTTAWA, CANADA
TORONTO, CANADA
GUADALAJARA, MEXICO
MANCHESTER, UK
VIENNA, AT
ZURICH, SZ
BUDAPEST, HU
WARSAW, PL
MOSCOW, RU
NORTH AMERICA WESTERN EUROPE CEE APAC
HONG KONG, HK
SHANGHAI, CH
SINGAPORE, SG

6. 6CONFIDENTIAL
24 YEARS OF ENGINEERING EXPERIENCE DRIVES SHIFT TO
PRODUCT AND PLATFORMS ENGINEERING SERVICES
EPAM
FOUNDED
IN 1993
DIGITAL PLATFORM
ENGINEERING &
ORCHESTRATION
SERVICES
PRODUCT
DEVELOPMENT
SERVICES
TECHNOLOGY
SERVICES
PRODUCT
ENGINEERING
1990s 2000s 2012-2015 2015-2018

7. 7CONFIDENTIAL
FULL-STACK END-TO-END SOLUTION PRACTICES
DIGITAL ENGAGEMENT INTELLIGENT ENTERPRISE
Data Intelligence
Big Data/Data Lake, Data Science, Text Analytics,
Real-time/Streaming, Search, Visualization, Agile BI
Application and Cloud Management
Infrastructure Architecture , DevOps, AppOps, SysOps
Agile & Lean
Agile Thinking, Eng. Processes & Tools
ADVANCED TECHNOLOGY
Solution Architecture & Technology Platforms
N-Tier, frameworks, Integration, J2XE, .NET,
Scalability, Sustainability, Supportability
Assurance
Security, QA, Testing, Automation, Performance
Embedded & IoT
Appliances, Devices, Infotainment, Robotics
Enterprise Architecture &
Integration Data Platforms
Data Consulting
CORE ENGINEERING / PRODUCT ENGINEERING
Business Analysis
Product mgmt. process, requirement gathering
and mgmt. process, industry specifics
INDUSTRY EXPERTISE / BUSINESS CONSULTING
DIGITALBUSINESS
Enterprise Apps
SAP, CRM, Marketing Automation/Ops, ECM, BPM,
Taxonomy, Social Enterprise, Green Field
Digital Marketing & Analytics
CEM, DAM, CRM, Customer Identity, Loyalty
Touchpoint Tech
Mobile, Social, Wearables,
GameTech, AR/VR
Commerce & Content
eCommerce & ECM Platforms, Domain-specifics
Digital Strategy, Experience,
Digital Platforms
Digital Strategy, Experience,
Service Design, TRIZ

8. 8CONFIDENTIAL
DESIGN, BUILD, RUN, OPTIMIZETHINK
DIGITALBUSINESS
FULL-STACK SOLUTION PRACTICES
Omni-Commerce & Touchpoint Tech
eCommerce, Social, Mobile/Wearables,
GameTech, AR/VR
Data Intelligence & Search
Big Data/Data Lake, Data Science, Text Analytics,
Real-time/Streaming, Search, Visualization, Agile BI
Application and Cloud Management
Infrastructure Architecture, DevOps, TechOps
Enterprise Apps
Green Field, SAP, CRM, Marketing Ops,
ECM/BPM, Taxonomy
Digital Marketing & Analytics
CEM, DAM, CRM, Customer Identity, Loyalty
EXPERIENCE CONSULTING
Digital Strategy, Experience,
Service Design, TRIZ
TECHNOLOGY CONSULTING
Enterprise/Solution Architecture & Integration, Data
Consulting, Agile, Processes & Tools
Technology Platforms
N-Tier, frameworks, Integration, J2XE, .NET,
Scalability, Sustainability, Supportability
Product Management & Business Analysis
Product mgmt. process, requirement gathering
and mgmt. process, industry specifics
Delivery Management,
Engineering Productivity (EngX)
Assurance
Security, QA, Testing, Automation, Performance
IoT & Embedded, Automotive
Connected Devices, Appliances,
Infotainment, Robotics, Internet of Cars
Financial Services & Insurance
Consulting
HealthCare & Life Sciences Consulting
Retail & Consumer Consulting
Travel & Hospitality Consulting
Business Agility, Transformation,
& Process Automation
STRATEGY &
INDUSTRY CONSULTING
Strategy, SMEs, Program & Change Mgmt.

9. 9CONFIDENTIAL
IMPLEMENTATION & DELIVERYEXPERIENCE DESIGN SOLUTION DESIGNPRODUCT DESIGN
SAMPLE MULTIDISCIPLINARY/ CROSS-FUNCTIONAL TEAM
EXECUTIVE
TEAM
PROJECT
MANAGER
EXECUTIVE
SPONSOR
DELIVERY
MANAGER
BUSINESS
OWNER
TECH.
ARCHITECT
PRODUCT
OWNERS
IT
TEAM
ENTERPRISE
ARCH.
EXPERIENCE DESIGN
LEAD
TECH
LEAD
QA
TEAM
BA
TEAM
FRONT-END
DEVS
ANALYTICS
TEAM
CONTENT
STRATEGISTS
EXPERIENCE
DESIGNERS
QA
LEAD
EXECUTIVE
TEAM
MANAGMT.
TEAM
LEADERSHIP
TEAM
CORE TEAM
LEAD
BA
DIGITAL ENGAGEMENT
LEADER
ACCOUNT
MANAGER
DEV
OPS
CORE
DEVs
ANALYTICS
LEAD
DEV
TEAMS
Client
PROJECT
MANAGER
QA MANAGER
PROGRAM
MANAGER
PROGRAM
MANAGER
SOLUTION
ARCHITECTS
TEAM
LEAD

10. 10CONFIDENTIAL
DIGITAL BA TODAY
@ EPAM BELARUS

11. 11CONFIDENTIAL
DIGITAL BA IN BELARUS
Strategy &
Experience
Digital Marketing Commerce Mobility

12. 12CONFIDENTIAL
WHAT WE TYPICALLY DO
BA activities:
• Presale
• Discovery
• Delivery Support
• Training
• User-acceptance
testing
Context:
• Turn-key solutions
• Mixture of
onsite/offshore work
• Experience &
Technology
Consulting

13. 13CONFIDENTIAL
WHAT SKILLS ARE REQURED
• Domain knowledge:
• E-commerce
• Digital marketing
• Platforms knowledge:
• SAP Hybris
• Adobe Experience
Manager
• Sitecore
• Others
• Soft-skills and consulting
mindset

14. 14CONFIDENTIAL
WHAT ARE THE CHALLENGES
• Large teams incl. Content
strategy, UX/UI, Delivery
manager. Who’s doing
what?
• Alignment of streams,
especially UX/BA. Who
starts when? Who does
what?
• High expectations from
the client.

15. 15CONFIDENTIAL
DIGITAL SOLUTION CONSULTING COMPETENCIES MAP
Business Analysis
UX Solutions
Platforms Soft-skills
• Initiative started at
• EPAM DEP Minsk

16. 16CONFIDENTIAL
THE COMPLEXITY OF
THE DIGITAL SPACE

17. 17CONFIDENTIAL
SO WHAT’S SO SPECIAL ABOUT DIGITAL?
1. Origin of the web as a marketing communication channel
o Equates to a multi-disciplinary team driven by creative & design (UX)
2. Technical & integration complexity has grown over the last 20 years
o Web is now the mission-critical business application
3. Legacy systems may still be in place, cobbled together with newer
technology platforms
o Enterprise data and business logic is often misunderstood
4. Each organization’s digital infrastructure is unique & custom
o Often developed to the limits of the organizations ability to manage
and deliver complexity

18. 18CONFIDENTIAL
SYSTEMS APPROACH TO:
UX DESIGN

19. 19CONFIDENTIAL
INTEGRATING DESIGN & ENGINEERING
• It can be difficult in an organization, especially when under time and
cost pressure, which is usually always
• You solve this by creating a multidiscipline digital culture
• Leadership
• Different mindsets require finding common ground
• Decompose problems in order to solve them:
• Visual Design
• Information Architecture/interaction design
• Business logic
• Technical/development
• Content & data governance
• Change management, current state to future state

20. 20CONFIDENTIAL
• Design and Engineering are
often seen as different
disciplines, but it is when they
work in harmony that we can
have the greatest impact,
• We bring staff of all disciplines
together to understand and
deliver the value of Harmonising
Design & Engineering.
• We drive this strategic initiative
throughout the organisation
helping to develop the business
skill set and the future of EPAM.
INTEGRATING DESIGN
& ENGINEERING
2
Engineering Team
with Design Advisors
ENGINEERING EFFORT
Design Team with
Engineering Advisors
DESIGN EFFORT
DESIGN
TEAM EXPERIENCE
ENGINEERIN
G
TEAM
Design and Engineering are
augmented throughout the
project lifecycle.
PROJECT
LIFECYCLE

21. 21CONFIDENTIAL
• Ultimately we are building a
digital, software system
• System thinking has to be
brought up into initial Product
definition and requirements
gathering
• Trying to systematize design
after it’s completed is inefficient
and causes root quality
problems down the road
BA AS DIGITAL
SYSTEMS ANALYST
2
DESIGN
TEAM EXPERIENCE
ENGINEERIN
G
TEAM
EXPERIENCE
DESIGNER UI
DEVELOPER
SOLUTION
ARCHITECTURE
DIGITAL
STRATEGY
INFORMATION
ARCHITECTURE
CONTENT
STRATEGY
BUSINESS
ANALYSIS
DEV OPS
DATA
ARCHITECT
DIGITAL
ANALYTICS

22. 22CONFIDENTIAL
USER EXPERIENCE (UX) IN DIGITAL PROJECTS
• Interfaces have to be intuitive
o There is no instruction manual for web
visitors
• UX often leads the effort…..but
o Technical complexity and cost should
be understood by all stakeholders
o Patterns should be established to
facilitate predictable UX and support
develoment efficiency
• Avoid the unique snowflake approach by
systemized, pattern reuse

23. 23CONFIDENTIAL
COMPLEXITY IS EXPENSIVE (AND NOT ALWAYS INTUITIVE)
• Which one costs more??

24. 24CONFIDENTIAL
TYPES OF UX DELIVERABLES
• Personas
• Customer/User Journey
Maps
• User Task Prioritization
(Responsive)
• Sitemap
• Page Template/Wireframe
Inventory
• Interaction Design /
Annotations
• Clickable/HTML prototype
• Brand/Visual Style guide
• Visual Design Comps

25. 25CONFIDENTIAL
EXAMPLES: CLICKABLE SITEMAP (GLIFFY PLUG-IN)

26. 26CONFIDENTIAL
EXAMPLES: PAGE TEMPLATES & COMPONENTS

27. 27CONFIDENTIAL
COMPONENT APPROACH
A component based approach for UX planning, gives you the following benefits:
FINDABILITY
Taxonomies for dynamically serving up
relevant content.
MODULARITY
Variations of the message for different
components, channels, and devices.
1
2
FACETED SEARCH RELATED CONTENT
BODY COPY CROSS-PROMO MOBILE CHANNELS
COMPONENT APPROACH

28. 28CONFIDENTIAL
COMPONENT APPROACH
PERSONALIZATION
Persona matrices that determine who gets what
message.
CONTEXTUAL VERSIONING
Thematic content variations based on seasonal
or topical relevancy.
ANALYTICS
Variations on the message to A / B test for
efficacy.
3
5
4
SPORTS SPORTS
COMPONENT APPROACH

29. 29CONFIDENTIAL
COMPONENTIZATION
PAGE TEMPLATE LAYOUT COMPONENT

30. 30CONFIDENTIAL
INTERACTIONS / ANNOTATIONS EXAMPLE 1

31. 31CONFIDENTIAL
INTERACTIONS / ANNOTATIONS EXAMPLE 2

32. 32CONFIDENTIAL
FROM WIREFRAME TO CONTENT TEMPLATE

33. 33CONFIDENTIAL
FROM CONTENT TEMPLATE TO CMS

34. 34CONFIDENTIAL
• Underlying decomposed content/data model
• Consistency between elements
BA TASKS DURING THE UX PROCESS
• Interaction Definition
• Image rendition analysis, affects wireframes
• Alignment with UI team
• Technical team is looking at payload
• Lazy loading/SEO needs to be considered
VISUAL DESIGN
UX FLOWS
WIREFRAMES
• Screen definition alignment to requirements
• Business logic implications
• Technical Constraints from 3rd party
integrations
SITEMAP
• Are all templates identified
• Differences in Sitemap based on user state (e.g.
logged in)
• System bounded (no loose ends)
WIREFRAMES CONTINUED
• Clarity to technical team of analysis, including caching, API
dependencies, etc.
• Taxonomy relationships, consistent and optimization of
design/configuration
• Interaction behavior is understood BEFORE interface
development
• Analytics events (JavaScript firing)

35. 35CONFIDENTIAL
SYSTEMS APPROACH TO:
ENTERPRISE CONTENT & DATA

36. 36CONFIDENTIAL
ENTERPRISE CONTENT
1. So now we’ve talked about planning one
website
2. But enterprise content management is truly
enterprise
3. Need to think about many websites and
channels
4. Enterprise taxonomy, search, translation
and localization
5. Unified messaging across channels
PUBLIC WEBSITE
SERVICE PORTAL
IN STORE SALES APP
MOBILE APP
CONTENT
BRAND MICROSITE

37. 37CONFIDENTIAL
ENTERPRISE CONTENT & DATA
1. Often need to take an API based approach
to content, so content can be served to
‘headless’ applications
2. As new content is created, it can be
available to other applications
3. Same approach can be used for enterprise
data, including products
4. Create an enterprise data dictionary
o Customer.First Name
o Product.Feature
o Product.Main Image
CONTENT REQUIRED
FOR NEW APPLICATION
CONTENT AVAILBLE FOR
ALL APPLICATIONS

38. 38CONFIDENTIAL
CONTENT GOVERNANCE
In order to have a long term successful web
presence the experience both for the customer
and the business user is important. An integral
part of that is the content Governance .
Having the correct content governance model
in place will help streamline the workflow and
the
• Content creation
• Content maintenance
• Content updates
Content owners will have clearly defined
roles and responsibilities to improve
web efficiency.
A sample content governance model

39. 39CONFIDENTIAL
WORKFLOW DIAGRAM EXAMPLE

40. 40CONFIDENTIAL
SYSTEMS APPROACH TO:
DEVEOPMENT & INTEGRATIONS

41. 41CONFIDENTIAL
SYSTEM THINKING UPFRONT TO SUPPORT DEVELOPMENT
1. Data and content relationships
o How is content related to products?
2. System Boundaries
o Does an MVP platform have all links & integrations accounted for?
3. API Understanding
o How will these data be retrieved, what are the parameters?
4. An Object Oriented Approach
o What attributes does a customer have? How about a product?
5. Inheritance
o Does this business rule apply across the whole enterprise, or just one
region or country?

42. 42CONFIDENTIAL
HIGH LEVEL SYSTEM VIEW EXAMPLE
• Sketch diagram during
discovery
• Vet with technical architects
• Use when discussing
integrations with client
stakeholders
• Gives a shared understanding
• Framework for future
integration detail

43. 43CONFIDENTIAL
EXAMPLE DIGITAL
BA WORK

44. 44CONFIDENTIAL
National Capital Poison Center
With a rise in poisoning deaths
nationwide and a decrease in calls to
poison centers, NCPC recognized that
the public was getting their poisoning
information from unreliable sources.
NCPC engaged EPAM to create a
centralized digital source of poison
information to help triage potential
poison exposure.
The end result is an integrated
information website and triage
application that provides a unified
integrated solution for a complex
architecture including multiple
application systems, external
integrations, and a number of user
and administration interfaces.
EPAM BUILDS INTERACTIVE
TRIAGE TOOL FOR NCPC

45. 45CONFIDENTIAL
National Capital Poison Center
KEY HIGHLIGHTS
• Launch of native Andriod and iOS
application with continuously
updating substance database with
over 110,000 pharmaceutical and
household products
• End-to-end design and development
of two corresponding responsive
content sites: posion.org and
webpoisoncontrol.org
• Selection of Sitecore as the CMS of
choice
• Implementation of Microsoft Azure to
offer scalable and reliable
infrastructure platform
• A complex recommendation engine
that includes algorithms for 950
unique ingredients and will eventually
include thousands of algorithms

46. 46CONFIDENTIAL
EXAMPLE BPMN & BUSINESS LOGIC
1. Used BPMN to align UX, Business logic, and system architecture
2. Created business logic document, which
a) Consolidated rules of the system
b) Showed inputs required
c) Outputs expected
d) Allowed developers to focus on development
3. Shared understanding of something very complex
4. Allowed approval from scientific stakeholders of project
5. Facilitated unit & automated testing approach

47. 47CONFIDENTIAL
EXAMPLE BPMN & BUSINESS LOGIC EXAMPLE

48. 48CONFIDENTIAL
EXAMPLE BPMN & BUSINESS LOGIC EXAMPLE
BL-214 – Do any ingredient algorithms require weight?
 Included in BPM-201: Algorithm Information from Product
 Input: Product, Age
 Output: Y/N
1. Do any ingredient algorithms require weight (for specific age
already entered) in order to make a triage recommendation?
a. Note: Requires age as parameter as some algorithms will have
age brackets where one requires weight (mg/kg) and another
age may only be in mg. This business logic has to be re-run
on age change.
2. Ignore ingredient if in Products/Ingredient record field
“IgnoreForCalculation” is set to TRUE

49. 49CONFIDENTIAL
ALLEGIS
As one of the largest recruiting
companies in the world, Allegis relies
on their web presence to attract
potential candidates, recruiters, and
companies from all around the globe.
With 7 sub companies utilizing 40
unique sites on disparate systems,
EPAM was brought in to consolidate
their branding and sites to support
their recruiting needs on an
international scale.
ALLEGIS SELECTS EPAM TO
BUILD A CONSOLIDATED
BRAND AND WEB-PLATFORM

50. 50CONFIDENTIAL
ALLEGIS
• Consolidated 40 web-sites into a
single platform that re-uses and
streamlines website operations
across operating companies to allow
for new revenue opportunities
• Enabled the organization’s ability to
quickly and efficiently publish up-to-
date, relevant, and engaging content
by transitioning from a technical
content development SDLC to a
distributed content authoring model
• Assisted in training Allegis Sitecore
development team into experienced
Sitecore website deliverers
• Integrated with Weblog, Disqus blog
commenting, Brightcove video,
Hubspot marketing automation,
Google maps, Bing maps, eRecruit
jobs feed, Maxhire jobs feed, Brafton
news feed and more
KEY HIGHLIGHTS

51. 51CONFIDENTIAL
MULTISITE REQUIREMENTS PLANNING
1. Think about multisite and feature sharing
from the beginning
2. Determine a business hierarchy for
requirements management:
• Enterprise
• Company 1
• Website a
• Website b
• Company 2
• Website a
• Website b
3. Determine configuration aspects per type,
per site, per locale
4. Technical/Integration differences between
the sites?
5. Non-functional differences?
6. Opportunities for alignment?
7. Recommendations to be made
o Finding best practices within the
company from BA activities

52. 52CONFIDENTIAL
THE NEED FOR DIGITAL TRANSFORMATION
CUSTOMER EXPERIENCE
• Non-targeted content
• System specific experience
• Non-responsive content delivery
• Difficult content discovery
MULTI-SYSTEM INTERACTION
• Disconnected experience
• Restricted marketing automation
• Non-responsive design
FRAGMENTED TECHNOLOGICAL
ECOSYSTEMS
• Monolithic and customized systems
• Low community participation
• No support for multisite
• Low insights from marketing efforts
L A C K O F C U S T O M E R I N S I G H T S A N D T A R G E T E D C O N T E N T D E L I V E R Y

53. 53CONFIDENTIAL
CHALLENGES – STAKEHOLDER’S VIEW
L A C K O F C U S T O M E R I N S I G H T S A N D T A R G E T E D C O N T E N T D E L I V E R Y
• Disconnected messaging
• Non-relevant content
• Static content
• Multiple logins
• Website had lack of
customer ‘contextual
awareness’
CUSTOMERS/
PROSPECTS
• No unified content interface
• Duplicate content
• No support for multiple sites
• Lack of content and product
relationships
CONTENT EDITORS
• Restricted marketing
• Limited insights into
marketing efforts
• Low community participation
• No commerce insights
• Limited means of content
targeting
• No personalisation capabilities
MARKETERS
• Huge start-up time
• Lack of design principles
• Code and content
separation
• Arduous build and deploy
DEVELOPERS

54. 54CONFIDENTIAL
54
Digital Transformation Platforms – Future State
ERP / Hybris
SEARCH APPLIANCE

55. 55CONFIDENTIAL
SBOS Methodologies and Tools

56. 56CONFIDENTIAL
Content Management
Web Experience
Mobile Experience (sites and apps)
Contextual Intelligence (xDB)
Social Experience
Experience Analytics capabilities
Email Experience
Commerce
Print Experience
Personalization and Experience Testing
Experience Automation
Business Intelligence
Machine Learning
Customer DB Integration (CRM, ERP, Call Center etc.)
Federated Experience
Content
Management
Contextual
Intelligence
3rd Party
Connectors
Omni channel
Automation
3rd Party Experiences

57. 57CONFIDENTIAL
Sitecore Experience Platform – Marketing Capabilities
Customer
Business
Objectives
SBOS Process
and
Methodology
Quick Wins
Tactics &
Results
Commerce
& CRM Integration

58. 58CONFIDENTIAL
Steps to Sitecore Personalisation
PERSONAS
CUSTOMER
NEEDS &
JOURNEY
BUSINESS
KPIs
DIGITAL
GOALS/CTAs
CONTENT
IMPLICIT
vs.
EXPLICIT

59. 59CONFIDENTIAL
Types of Personalization in Sitecore XP
• In the moment
• Explicit (Sitecore forms)
• Keywords, GeoIP, Campaigns
Rules-Based
Personalization
• Implicit
• Based on visitor behavior
• Adapts as visit progresses
Predictive
(profile based)
Personalization
• Integrated with CommerceConnect
• Integrates with CRM
• Personalized cross channel
Connected
Personalization

60. 60CONFIDENTIAL
Personalization Data Model
Content Commerce
Connect
Onsite Search
Content &
Products
Purchase
data
Shopping
Cart dataCX
Data
Channel,
referrer &
campaign
data
Pages
viewed
Forms/CTAs

61. 61CONFIDENTIAL
Personalization and Profiling
Generic Content
Categories for
Groups
Specific
Audience
Home Page, Impact Pages, Decision Pages
Specific sessions, detail pages
Personalize here
Profile this content

62. 62CONFIDENTIAL
Implicit Persona Definition
• Top Tasks
• Relevant Content
• Purchasing Decision Journey
• How does it differ per persona?
User Needs &
Journey
• CTAs / Request a Quote
• Increased Engagement
• Advocacy & Thought Leadership
Business KPIs
• Content that identifies the persona
• Content targeted to the user
• Depth of content for each persona
Content

63. 63CONFIDENTIAL
Commerce OOTB Personalization Rules

64. 64CONFIDENTIAL
Creating Personalized Digital Experiences
Site interactions
Experience Profile
Search
Email
Social
Offline
Traffic Acquisition
… Other
Channels
Inbound
History &
Integration
Anonymous Visitor Data
Digital
Fingerprint

65. 65CONFIDENTIAL
Sales & Marketing Insights Technical Approach
• Syncing of all Marketo email
campaign management
• Awareness of offline CRM activity
• SSO, single source of customer info
• Awareness of products purchased on
web experience
• Allows single view of the customer
through all digital touch points
LEVERAGING MARKETO & SFDC

66. 66CONFIDENTIAL
Digital Transformation Outcome
CUSTOMER EXPERIENCE
• Responsive content delivery
• Unified experience on all channels
• Connected backend processes
INTEGRATED BEST-OF-BREED
SYSTEMS
• API approach for integration
• Allows component reuse
• Sitecore and Marketo complement
each other
A L L O W S G R O W T H O F C O M M U N I T Y P A R T I C I P A T I O N T H R O U G H N E W F E A T U R E S A N D C O L L A B O R A T I O N
T O O L S
C R E A T E D I N S I G H T S F O R S A L E S A N D M A N Y O T H E R D E P A R T M E N T S

67. 67CONFIDENTIAL
THE EVOLVING
BA ROLE

68. 68CONFIDENTIAL
CONSULTING & CLIENT ENGAGEMENT

69. 69CONFIDENTIAL
CONSULTING & CLIENT ENGAGEMENT
Examples of IT-consultants:
• QA
• BA
• SA
• PM/DM
Common skill-set:
• Excellent track record
• Presentation skills
• Meetings facilitation
• Confidence: ability to advise, persuade and drive

70. 70CONFIDENTIAL
DIGITAL SKILLS: CONTENT MANAGEMENT
• CMS Overview: ECM, WCM, DAM, etc.
• Content management team
• Content publishing workflows
• Content types: blogs, articles,
product content, assets, etc.
• Translation, Localization &
Internalization
• Digital assets management
• Taxonomy management
• Content migration
And more…

71. 71CONFIDENTIAL
DIGITAL SKILLS: E-COMMERCE
• Product management
• Prices
• Taxes
• Delivery options
• Payment options
• Customer service
• Inventory management
• Order management
• Returns and refunds
And more…

72. 72CONFIDENTIAL
DIGITAL SKILLS: DIGITAL MARKETING
• SEO
• Web-Analytic
• Personalization
• A/B testing
• Social engagement
• Email marketing
And more…

73. 73CONFIDENTIAL
NAVIGATING OUR
FUTURE CAREERS

74. 74CONFIDENTIAL
DESIGN, BUILD, RUN, OPTIMIZETHINK
DIGITALBUSINESS
FULL-STACK SOLUTION PRACTICES
Omni-Commerce & Touchpoint Tech
eCommerce, Social, Mobile/Wearables,
GameTech, AR/VR
Data Intelligence & Search
Big Data/Data Lake, Data Science, Text Analytics,
Real-time/Streaming, Search, Visualization, Agile BI
Application and Cloud Management
Infrastructure Architecture, DevOps, TechOps
Enterprise Apps
Green Field, SAP, CRM, Marketing Ops,
ECM/BPM, Taxonomy
Digital Marketing & Analytics
CEM, DAM, CRM, Customer Identity, Loyalty
EXPERIENCE CONSULTING
Digital Strategy, Experience,
Service Design, TRIZ
TECHNOLOGY CONSULTING
Enterprise/Solution Architecture & Integration, Data
Consulting, Agile, Processes & Tools
Technology Platforms
N-Tier, frameworks, Integration, J2XE, .NET,
Scalability, Sustainability, Supportability
Product Management & Business Analysis
Product mgmt. process, requirement gathering
and mgmt. process, industry specifics
Delivery Management,
Engineering Productivity (EngX)
Assurance
Security, QA, Testing, Automation, Performance
IoT & Embedded, Automotive
Connected Devices, Appliances,
Infotainment, Robotics, Internet of Cars
Financial Services & Insurance
Consulting
HealthCare & Life Sciences Consulting
Retail & Consumer Consulting
Travel & Hospitality Consulting
Business Agility, Transformation,
& Process Automation
STRATEGY &
INDUSTRY CONSULTING
Strategy, SMEs, Program & Change Mgmt.

75. 75CONFIDENTIAL
EPAM VR PRACTICE

76. 76CONFIDENTIAL
EPAM VR PRACTICE
• What BA Skills are needed in VR
o APIs, process models, content/data relationships, business logic…

77. 77CONFIDENTIAL
MAKING YOURSELF INDISPENSABLE
1. Analyze digital complexity and find/create patterns
2. Communicate about complex digital systems
3. Make recommendations for simplification and quality
4. Become an authority on your client or employers business,
content, and data models
5. Learn about new technology
6. These skills are in demand globally!

78. 78CONFIDENTIAL
Q&A