Adobe Experience Manager Classroom in a Book: A Guide to CQ5 for Marketing Professionals

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 8/20/2013
  • Publisher: Adobe Press
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Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
  • The eBook copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.


Adobe Experience Manager (formerly CQ5) is an industry leading web content management system aimed at giving digital marketers the ability to create, manage, and deliver personalized online experiences.


Adobe Experience Manager: Classroom in a Book is the definitive guide for marketers who want to understand and learn to use the platform. It explains the business value of the features and the overall philosophy of the product and is a must-read before sitting down to work with an implementation team. Marketers will understand why AEM is constructed as it is so they can alter business processes and participate in successful implementation. They’ll get insight into how to accomplish the fundamental tasks to more effectively create and manage content. They’ll also learn about common mistakes and how to avoid them.


After reading this book, marketers will understand:

    •    The basics of content management in Adobe Experience Manager

    •    How to integrate Adobe Experience Manager with other Adobe Marketing Cloud products

    •    How to manage dynamic content that is targeted to specific audiences

    •    The fundamental concepts that will help to create a smooth implementation


Getting Started

Ch 1: The Basics

Ch 2: Evaluating AEM

Ch 3: Managing Content

Ch 4: Digital Asset Management

Ch 5: Metadata and Tagging

Ch 6 Multilingual Content

Ch 7: Workflows

Ch 8: Social Communities

Ch 9: E-Commerce

Ch 10: Mobile for Marketers

Ch 11: Architecture Basics

Ch 12: Administration Basics

Ch 13: Web Analytics

Ch 14: Marketing Campaign Management  

Ch 15: Dynamic Content

Ch 16: Integrating AEM

Ch 17: Technical Basics

Ch 18: Defining Requirements

Ch 19: User Experience Design

Ch 20: The Implentation Process

Author Biography

Ryan Lunka has worked as a solution consultant with various parts of Adobe’s enterprise customer experience management technologies. He currently works with CITYTECH, Inc., an Adobe Experience Manager implementation partner in Chicago. He received a Bachelor of Business Administration from Ohio University with a focus in management information systems, and a graduate degree in information strategy, systems, and technology from Muskingum University. He has a passion for digital strategy and web technologies and a deep understanding of the business value of the Adobe Digital Marketing suite.

Table of Contents

Introduction •  Current State of Digital Marketing • About the Book

What this book is.

Targeted to the marketer/business person

Understand the business value of CQ

Understand the basic concepts for using CQ

Understand the concept of a platform

A starting point

What this book is not.

A technical reference

An implementer’s guide (no code)

A bible of all that is CQ

A sales book

Why I wrote this book.

Part I: Understanding CQ Chapter 1: The Basics

What is Web Content Management?

The Adobe approach to digital marketing

The Adobe Digital Marketing Suite






What is CQ?

History of CQ

Chapter 2: Is CQ right for you?

What CQ is good for.

 What CQ is not good for.
Chapter 3: A Look at Use Cases

General Web Presence

E-Commerce Site


Extranet/Community Site

Part II: Execute with CQ Chapter 4: User Roles



Tag Manager

Other Possible Roles

Chapter 5: Managing Content


Page Configuration

Page Content


Configuration Pages



SEO Considerations

Patterns of content inheritance

Chapter 6: Digital Asset Management

Intro to concept



Why to use/Why not

Chapter 7: Metadata and Tagging

The importance of metadata and tagging

Developing taxonomies

Managing tags

Other metadata

Chapter 8: Multi-site Management

Basic Concepts

Live Copy

Blueprinting/Roll Out

Chapter 9: Multilingual Content

Managing Languages

Different Patterns for Multilingual Content

Chapter 10: Workflows

Why are they important?

Managing Workflows

What you should/shouldn’t do with workflows.

Chapter 11: Social Integration Chapter 12: E-Commerce Integration Chapter 13: Mobile Chapter 14: Email Marketing Chapter 15: Advanced Configuration


User Management


OSGi/Apache Felix

Chapter 16: Architecture Basics

The dispatcher and web server



Part III: Optimizing CQ Chapter 17: Introduction to Adobe Cloud Services

Digital Marketing Cloud

Cloud Manager

Chapter 18: Web Analytics


SiteCatalyst Integration

Google Analytics Integration

Chapter 19: Multivariate Testing and Targeted Content


Personalization with AEM

Personalization with AEM and Test&Target

Chapter 20: Dynamic Digital Assets Chapter 21: Optimizing Search Part IV: Implementing CQ Chapter 22: Basic Technical Information




Chapter 23: Developing Requirements

You are not implementing a website!

Defining Page Templates

Defining Components

Customization Considerations

What other products will you use?

Chapter 24: User Experience Design

Designing for a component model

Importance of Information Architecture

Responsive Design

Mobile site v. responsive

Chapter 25: The Development Process


Continuous Integration

Environment Workflow

 Agile Development = Agile Marketing


Rewards Program

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