The document discusses enabling an agile organization. It notes that in a non-agile organization, marketing is separated from development which causes delays. An agile approach allows for continuous improvements, learning from each user interaction, and defining user segments in real-time. This enables rapid development through fast sprints in the cloud without large upfront infrastructure costs. An agile, cloud-hosted approach allowed Newsweek.com to launch within 5 weeks with scalability and no data center build out costs.

1. Enabling an Agile
Organization
Kevin Cochrane, CMO
Day Software – May 2010

2. It’s a New Web. Transform.
global brand
brochure web
revenue driver
what?
Photo by kgelster - http://flic.kr/p/5ezeu2

3. If Not You, Who?
...and
win.
Hello, Your Their Buy
Customer Prospect
World Now!
Not that far

4. The The The The The
Business Online CMO CIO CMS
User Marketer Developer
Caught:
The Non-Agile Organization

5. Seth says:
«Marketing is
like
French Fries»
Release Visitors
-> Continuous action
Inter sight -> Users
Improvements -> In
Quote from http://onlyonce.blogs.com/onlyonce/2004/08/why_french_frie.html

6. Seconds
to Engage
Photo by Leo Reynolds - http://flic.kr/p/4SyaEd

7. Understanding Users Intend
1 2 3
Tagcloud: Eastern
Tagcloud: Eastern Shop Ea
Entry: Homepage Keyword: Promotion Browse
Eastern Decoration Entry: Homepage Keyword: Promotion Entry: Homepage
History: IKEA Eastern Decoration Keyword: Eastern Decoration
History: IKEA History: IKEA
Hello You
Browse vs. Shop?
Matching Content

8. Context is Dynamic

10. Each Interaction = User Insight
‣ Current & past site history,
comments, ratings
‣ Past behavior, purchases,
preferences
‣ Associations with user
community
Are You
Learning from
Each are youthe
How ng for
Interaction? optimizi user
next ent?
engagem

11. The New New Bottleneck
Developer Marketer
delay

12. Marketing Power-play
...and
win.
Identify Campaign Buy
Now!
Real-time Real-time
Insight & Optimization &
Segmentation Response

13. Define Segments

14. High quality content

15. Instant Feedback

16. «First do it,
right,
then do it
then do it fast.»
Waterfall On-premise
om Dev d
Cust -base vs. Cloud?
-> Sprints -> Cloud ices
Serv

17. Rapid Dev - Fast Sprints
Start SVN Setup IDE, Maven? The correct
IDE Check-out classpaths etc. Find maven version
It builds! ...in the something !@#$ Why doesn’t
Yippee! maven repo changed... it build?
Deploy into Test Do *actual* Commit to Complain
CQ Deployment work (code) SVN to colleagues.

19. Self-build? or Leverage
(private) Cloud-hosted Apps
share 1
2
1
1
n&oad)
wes l apps
duodat
( p

20. Sharing Components

21. Instant On? Period
CPUs?
Internet Connectivity? SAN / NAS Agreements Sizing
Investment Purchase Order Cores? Disaster Recovery Backup
Rack space How much Disk? Operating systems JVM Version
root access? Clustering What Filesystems? Hosting costs
Firewall Network Zone Performance Tuning Unix Sysadmins
Load Balancer IP Address Who authorized this? Configuration
Web Server Latency Shipping Date Hardware Request Form

22. Guaranteed Response Time?
CLOUD

23. mm
Geoff Reis
ch Jackg on
Mesha arketin
s
CIO
s
Online M

24. “The audience will not come to us.
We have to go to it ....
Newsweek.com is the place that
gives you context, the bottom line”
http://www.businessinsider.com/the-new-newsweekcom-2009-5

25. ‣ Web 2.0 experience
leveraging rich media
and social networks
for driving traffic, ad
sales for topical
content, sites
‣ 100% Cloud-hosted
for on-demand
scalability up to 5M
page views per day
‣ 5-week time-to-
market with no
upfront data center
build-out costs

26. Build-out Data Center
Build from Ground-up
Get It Right First Time
Best Guess Intent
Observe. Learn. Adapt.
Profile. Network.
A Fresh, Agile
Photo by Silus Grok - http://flic.kr/p/56pdFn
Approach

27. Agility Matters.
For Business, For Authors, For Developers, For Infrastructure