Comments (54)

Created

Mar 26, 2012

eCommerce: the latest addition to the CQ arsenal

Posted by Marcel Boucher

As people leave Salt Lake City after an exciting week at the Adobe Digital Marketing Summit 2012, I am sure that many will reflect on the disruptive concepts and technologies that were discussed there.

  • The meaning of the digital self for both individuals, as well as brands. 
  • The role of Adobe's Digital Marketing Suite in the quest for digital marketers to achieve what Biz Stone calls the true promise of the web where the digital self and the real self converge. 

During the first keynote talk delivered by Brad Rencher, Adobe's vision is clear. Adobe CQ is the hub for a targeted, context-aware, social and optimized web experience. Having a fully integrated solution of optimized content and big data provides an unparalleled environment for digital marketers to take control of their brand's digital self.

The announcement of the newest release of Adobe CQ (5.5), the latest addition to the Digital Marketing Suite, lays the foundation for this fully integrated solution. The day 1 Keynote showcased integrations with Test&Target, SiteCatalyst, Scene7, and Search&Promote for retail. As well as some "in the works" integrations with Auditude, AudienceManager, and Efficient Frontier for media. As mentioned before, providing an unparalleled platform to enable organizations to fully realize their digital potential.

But what is the ultimate goal for digital marketers? Drive revenue, right? Adobe certainly has not overlooked the obvious. For retailers, the ultimate goal for all these web experiences and interactions is to lead people to buy something. Therefore, any solution must include an ability to complete a transaction - enter eCommerce. Another great piece of the Adobe CQ 5.5 release is integration with hybris. This provides out of the box support for shopping cart and catalogue management.

What is important in this approach is that it enables marketers to have the flexibility and agility that Adobe CQ provides while the product information owners continue to use a familiar environment to manage their products. The modular and industry standard implementations on both CQ and hybris provide a robust and scalable integration upon which national as well as multi-national organizations can rely. 

CQ 5.5 and hybris integration for authoring.
  1. Unstructured content is entered through CQ WCM. Product information from PIM is referenced from the Product Database.
  2. Product Information is entered through the PIM UI and is added to the Product Database.
  3. Parts of the Database are imported into CRX for ease of use for the Content Author.

The CQ and hybris integration is currently in beta and is scheduled to be generally available in Q2.

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