Adobe journey optimizer-realtime omnichannel journeys for better customer interaction
Please note that while Adobe Journey Optimizer is expected to be released later in 2021, we have only been given a “roadmap” without any commitment to this specific application or its related features.
Whether you’re still catching up on sessions or watching highlights from Adobe Summit 2021, you’re sure to hear or read about Adobe Journey Optimizer. This Adobe Experience Platform Application will be a centralized app “that helps brands to easily identify, create, and deliver the next best interaction,” according to Anjul Bhambhri, SVP Adobe Experience Cloud.
Bhambhri’s description, in addition to the few related sessions, is enough to excite most anyone in the martech space, but there isn’t a lot of information on AJO available as of now. Based on what we do know, here is a general overview of what we hope to see when the application is released and why this tool is such a huge, necessary step in the right direction for martech.
Taking Direction with Integrated Data
Digital marketers know the importance of data collection and what can be done with it, but many aren’t taking advantage of the data already available to them – and that’s where Adobe’s proposed solution comes in. Rather than focus on amassing more and more data to react to from system to system, the idea behind this application is to communicate with consumers (not their data) on a 1:1 level, live.
Human behavior is unpredictable, journeys are not linear, and a complex flow on one platform isn’t enough to pinpoint where a person is on their journey. Adobe Journey Optimizer uses the stitched customer profiles from Adobe Experience Platform to help draft meaningful customer journeys by monitoring all action as it occurs, online and off. This provides a living customer profile and improved, organic communications with potentially millions of customers at a time.
Plus, whenever a customer’s journey is mapped, all the assets needed for approved, eligible messages will be available in AJO. The centralization of real-time AI insights, data analysis, Adobe Experience Manager Assets Essentials, and tracking has yet to be seen in any current stacks.
Why is it so special?
- Potential – The proposed use of real-time customer profiles to power 1:1 customer journeys would make it one of the most complete profiling tools around. Plus, if the predictive engagement tool is released later, that would give businesses a measurable way to retain and boost subscriber totals.
- Centralization – Audiences today live in an increasingly decentralized world. This is reflected in their actions and many of the applications we use daily, as people and marketers. Adobe Journey Optimizer, as it was announced, gives organizations a way to harness centralized data from our decentralized world and interactions with less effort since it accomplishes similar tasks from other applications in one space.
- Novelity – Up to this point, there hasn’t been an application that pulls in so much data from so many different sources for you to sift through while creating offers and targeting audiences – all at the same time. We have seen some of the capabilities in other applications, like Adobe Target and Adobe Campaign, but never have we seen so much of the data coming to one place for us to see and use at the same time. This groundbreaking solution could save marketing, sales, and design departments a lot of time while increasing personalization and targeting capabilities.
Since it is the first application of its kind, this opens minds up to a whole new realm of possibilities, for the Adobe Experience Platform Application and others. That leads us to the next section.
Adobe Journey Optimizer Use Cases for Marketers
Based on what we have seen at the Summit, here are the top use cases that marketers can exploit, right off the bat with AJO:
- Omnichannel Orchestration: Pair your real-time profiles from Adobe Experience Platform with powerful workflows to create 1:1 resonating messages.
- Power your personalization with AI: Use out-of-the-box AI-enabled features from Journey.AI to optimize the outcomes of your messages.
- Marketing Automation: Transform your approach to the age-old problem of automating your campaigns or transactional messaging with the power of real-time listening across any channel.
Key Benefits
- Add more fire power to your personalization efforts with integrated, real-time data from all your channels.
- Orchestrate and optimize journeys in a single place for improved customer engagement.
- Exploit Adobe’s intelligent services throughout the entire customer journey.
What Might It Change?
The announcement of Adobe Journey Optimizer came as a surprise, but is it a delightful one?
This is hard to say since AJO isn’t yet released, but we do know it will impact many of our roles and duties for the better. Instead of spending as much time integrating discordant systems until they run harmoniously, team members can spend more time innovating, creating other solutions for enterprise clients. Less time will be spent switching tabs back and forth and waiting for multiple programs to load, and marketers can spend more time focusing on customer interactions.
Nothing about the new application is set in concrete, but we at NextRow Digital certainly look forward to seeing AJO in action and being an Adobe partner providing implementation and support services. Contact us at +1-847-592-2920 or marketing@nextrow.com to learn about our Adobe-certified integration services.
Adobe Real-time CDP- The Latest Experience Management Solution
What’s true to businesses today? People buy experiences, not products.
For this reason, every business is driving its focus toward improving customer experience instead of improving sales alone. For businesses to stay competitive, each one must offer out-of-the-box experiences to customers to win their attention, interest, and ultimately their loyalty.
We need clarity and authenticity in data for successful ad campaigns and decision-making. As marketers, we accomplish this by using data from various sources delivered in various forms to gain a better understanding of customers. It can be overwhelming and confusing.
The humongous flow of data from various sources and devices has pushed customer data management to this complex, seemingly impossible-to-handle field. Fortunately for us, powerful Customer Data Platforms (CDPs) are available to simplify and modernize managing data. Moreover, you can use it to fuel better short- and long-term customer experiences.
Finding or upgrading your current customer data platform should be a priority for all enterprise marketers. To help guide your decision, consider these three areas: challenges faced by your team, how managing data could solve these, and the differences between one tool to the next.
Below, we’ve done the work for you in the first two areas. Also, we’ve provided a spotlight on the uniqueness of Adobe’s Real-Time Customer Data Platform (RT-CDP).
How CDP is different from CRM and DMP?
Customer Relationship Manager and Data Management platform tools are important and integral part of marketing and sales departments. Their value is undeniable.
These are the functions and limitations of both a CRM and a DMP.
CRM_Function: The customer relationship manager collects and stores all customer-related information from emails, calls, social media, and more.
CRM_Limitation: However, it is not good in dealing with second-and third-party data. This means no insights or significant data from outside sources are housed here.
DMP_Function: A DMP collects and sifts through the data from connected sources to provide an organized view of usable data.
DMP_Limitation: Like a CRM, data management platforms also have a weakness. The 3rd party cookies a DMP relies on to collect data are hindered by adblockers, browsers, and privacy frameworks decreasing their overall efficiency. Also, the data that does come in from third-party cookies can be vague or inaccurate.
With help from these two invaluable tools, introducing a CDP to the mix will give your teams a 360-degree view of data and customer profiles. It supports first-, second-and third-party cookies (optional) with a more extended data retention period.
A Marketer’s Challenges
- Data Silos:- Siloed teams and data make it nearly impossible to work in sync. In order to build a standard, useful view of customers based on data. The first challenge to face is bringing it all together and moving away from silos.
- One system for all:- We need one place to ingest, store, and manipulate all data. So everything can be taken into account when sorting through audiences and actions.
- User identity identification:- Customers engaging with your brand from various devices or in person need to be considered as well. Marketers need to understand users’ identities/behavior across channels to deliver exactly what they want and identify where they are in the customer journey.
- Integration with other marketing tools:- We need to be able to integrate other marketing tools, such as CRM systems, data lakes, etc., to ensure that all data is entering one location and is correct. A tool with seamless integrations is necessary.
Everyone has their own set of current and foreseen challenges, so feel free to add to this list and make it your own. Once this is complete, look at how the points above can be addressed with an adequate CDP tool.
Problem Solved – A Customer Data Platform (CDP) as the Solution
If a single application can solve these issues, why wouldn’t you move forward with one? For the sake of brevity, we will look at how Adobe’s RT-CDP specifically smooths out the wrinkles in customer data management.
Adobe’s RT-CDP (application) is built on top of the Adobe Experience Platform (AEP). Also, it uses several platform services to deliver the functionality needed for a solution as powerful as this. As for how the problems listed above are rectified:
- AEP sources support simple integrations for data ingestion from various systems, including point of sales and analytics. It brings all data together in a centralized system and translates into a unified, flexible data model called the Experience Data Model (XDM).
- With the use of labeling and the enforcement framework, this application provides trusted data and profile management. Marketers can easily apply data governance to a variety of marketing use cases.
- You can create instant, stitched real-time customer profiles, and segments based on the ingested data. The stitching is powered by 1st party, durable identifiers like email and phone numbers. Moreover, RT-CDP can leverage AI and ML features powered by AEP & Adobe Sensei to help enrich these profiles with predictive insights.
- Real-time activation of the stitched segments across destinations with pre-built integrations across social media channels paid media can help close the loop. Also, your IT team can build custom API connectors from AEP to the internal systems.
With the features listed above that directly address the challenges most of face day-to-day, you’re probably curious about the other capabilities Adobe RT-CDP offers. Here’s a bit of further information.
Adobe’s Real-Time Customer Data Platform
Most notably, Adobe recently introduced the next-gen Real-Time Customer Data Platform with unmatched features and capabilities. This future-proof application collects and unifies both anonymous and known data to provide a complete view of all available customer data.
Also, it takes care of privacy and governance policies while collecting and using data. Less risk and more opportunity are what we’ve gained from RT-CDP. Nowadays, well-maintained and insightful customer data is crucial for businesses and this CDP does not disappoint.
Though Adobe RT-CDP is most useful to your organization, we recommend finding a CDP as soon as possible. Even if this solution is not the one for you, any CDP will vastly improve the ROI of all marketing efforts.
Still questioning where and if CDPs belong in your marketing solutions stack? Read on!
Final Thoughts
Customer data platforms like Adobe RT-CDP give marketers more opportunities to connect and serve customers pleasant experiences at the right time and place. No matter where your customers are, you’ll be able to offer them the best experiences with the exact content they are seeking.
If you know your customer better than most, you’re sure to serve them better than most. Adobe RT-CDP helps you stay ahead of the competition.
Implementing a CDP can be a game-changer for your business if done correctly. Complete a successful, fast implementation and integrations with other systems for the best results possible.
Contact us at +1-847-592-2920 or marketing@nextrow.com for more information.
How Adobe Real-Time CDP Improves Customer Journey
Customer data platforms (CDPs) are a new essential for today’s data-driven marketing world. These all-encompassing tools enable marketers to extend their roles beyond brand building and boost customer engagements and acquisitions to return valuable business outcomes.
At present, an enormous amount of data is generated daily and housed in different systems. All these are making data management a massive undertaking and manual tasks nearly impossible depending on the size of your database. Thus, a well-rounded CDP makes data ingestion, profile generation, segmentation, and cross-channel activations easier.
Adobe now offers a reliable CDP solution, Adobe Real-Time Customer Data Platform (RT-CDP), built on top of the Adobe Experience Platform (AEP), for enterprises needing robust data management and performance.
In this blog, we explain the fundamental principles and positioning of RT-CDP within Adobe’s Experience applications. Read along to help determine whether Adobe RT-CDP is right for you.
Where RT-CDP Stands in Adobe’s Cloud-Based Experience Infrastructure
Adobe RT-CDP is an application offering enterprise organizations one of the richest yet straightforward solutions available today. This platform helps marketers to improve customer experiences and create long-lasting relationships with them.
So, how does it align with the rest of Adobe’s applications?
As you can see in the image below, Adobe consolidates its traditional marketing tools such as Adobe Analytics, Adobe Target & Adobe Audience Manager.
This architecture combines all these separate marketing tools. Also, it creates a single backend for enhanced maintenance, updates, and integrations. However, new solutions like RT-CDP, Customer Journey Analytics (CJA), and Adobe Journey Optimizer (AJO) are natively built on AEP. A meanwhile classic solutions like Adobe Analytics, Adobe Target is still on the roadmap to use AEP as a backend.
With this approach, Adobe is introducing robust and future-proof applications enterprise organizations are sure to appreciate and RT-CDP is one of them.
More on Adobe RT-CDP
In the begining, RT-CDP was introduced as an application service but was later changed and positioned as an “application”. This helps differentiate it from the actual services, like Adobe Experience Platform’s Identity and Segmentation Services.
Under the application category of Adobe’s products fall Adobe Experience Manager, Adobe Commerce, formerly known as Magento, and other classic applications. Moreover, the older apps are not using AEP’s structured backend yet and are only feeding data into the platform.
So, there is a bit of a waiting period before we will see all these applications working as depicted. What’s to come is exciting, but what else can we look forward to with RT-CDP?
RT-CDP Has a Promising Future in 1st-Party Data Context
As Google has already announced its’ “Privacy Sandbox” in 2019, they are shifting their data strategy towards first-party and away from third-party. Soon, third-party data, often used by marketers to track down unknown customers, will no longer be supported by browsers.
Adobe RT-CDP was developed with this in mind. So, it supports first-party data-based customer engagement and acquisition. Also, you can manage customer journeys and profiles in one system without relying on third-party data, building trust with current audiences and potential customers.
Now not only are first-party events and data visible within the platform. Additionally, the data governance and privacy capabilities built into RT-CDP that will keep your organization compliant and trustworthy.
What Else Does RT-CDP Offer Marketers?
The prime feature of RT-CDP is streamlining the management of anonymous and real-time customer profiles in one system. But there’s more to it than that.
RT-CDP can also solve other more extensive problems, such as delivering out-of-the-box customer experiences and:
Single View of Data for Marketing
Without the help of internal or outsourced IT teams, marketers can manage people and account profiles in real-time to deliver unmatched customer experiences. It becomes easier to create complete profiles, including company data and personal data.
These profiles will be updated in real-time with known, unknown, internal, and external data, and RT-CDP features with identity resolution, and person-to-account matching capabilities to unify multiple records at once.
Marketer-Friendly UI
Simple to use dashboards and drag-and-drop segmentation features to cut down on the time and effort necessary to perform routine tasks. Moreover, managing marketing workflows and processes with maximum efficiency and without outside help is much easier.
Data Governance
With this application, marketing practices are automatically more responsible. Manage data access and comply with industry, organizational, and regional governance policies with RT-CDP.
Customizable data labeling for public and private data and use-case policies set for each data label to identify inappropriate data access and a destination are standout features.
Though Adobe RT-CDP offers many enterprises across industries, this CDP solution may not be for every organization. Here’s how you can determine which CDP is right for you.
Extensible Application
RT-CDP is built on an API-first architecture. So, if a feature is not available, you can build it using the APIs. Also, AEP platform services like Query Services, Intelligent Services open up new capabilities in AI/ML which you can use without building big data science teams.
Final Thoughts
In this customer-centric business world, a hyper-personalized, consistent and timely customer experience is the way to success. Real-time customer data platform solutions, no doubt, are a must-have for marketers to stay ahead of the competition.
A customer data platform solution for disparate data and disjointed journeys will improve your marketing efforts ten-fold. Instead of wasting loads of time on development and complex integration, focus on building a robust marketing strategy and maximizing results.
To know more about RT-CDP and related services, contact us at marketing@nextrow.com.
How Adobe Real-Time CDP Improves Customer Journey
Customer Data Platforms (CDP) are next-gen technologies revolutionizing customer data storage, management
A Comprehensive Migration Guide – Adobe Audience Manager to Adobe Real-Time CDP
Introduction
Adobe Audience Manager (AAM) is an industry-leading Data Management Platform (DMP) from Adobe that is slowly taking a back seat to Adobe Real-Time CDP. Why? Adobe RT-CDP is a more robust, first-party DMP solution that is future-proofed for the initiatives around 3rd party cookie blocking and restrictions.
You can continue using AAM, or another DMP, if you focus on limited data sources like Adobe Analytics and some people-based social destinations like Facebook. But migrating to RT-CDP takes your customer experience management to a whole new level. We cover the top reasons to migrate from AAM to Adobe CDP here.
This is an in-depth guide to migrating from AAM to RT-CDP, with multiple migration paths and pointers for each.
Migration Considerations
Typically, an AAM implementation involves various stakeholders and teams, from analytics teams to agencies. For organizations deeply invested in AAM, the migration process can be pretty complex. Nevertheless, we reckon many will take this migration path sooner or later to keep up with data privacy progress. View this migration as a marketing activities reset, especially for those powered by 3rd party cookies/IDs.
As with any organizational change, this migration needs to be done with careful planning, transitions, and any necessary training.
Top 10 Considerations when Planning a Migration:
Migration Options
Here we have outlined a modular approach to RT-CDP migration. You can treat each option as an individual item with almost no interdependencies. These options can also be accomplished together or parallelly.
| Considerations | Comments |
|---|---|
| Marketing use cases | Not all use cases will be migrated to RT-CDP. Due to industry dynamics, some use cases are more affected or unhelpful to continue. Examples of these are detailed in the sections below. |
| Destinations | Third-party cookie sharing (“demdex” cookie or UUID) is the basis of many AAM destinations. These need to be migrated to people-based or 1st- and 2nd-party cookie data sharing during migration. |
| Visitor Volumes for prospecting | Suppose you are using display advertising for prospecting and top-of-the-funnel marketing. In that case, your visitor volumes will take a hit posting when moving to the 1st party-only strategy (or RT-CDP). Advanced planning is suggested. |
| Mobile Analytics & Destinations | Your ID syncs in mobile have synced with a global data source for GAID or IDFA, but this will not be available in RT-CDP. You can still leverage these IDs with appropriate consent to track users across the apps and marketing destinations. |
| Audience Labs and Look-a-like modeling | These two features are not yet in the RT-CDP roadmap, and related use cases are impacted in the short term. |
| Data Sources | Even though the AAM Connector brings all the data into RT-CDP, you need to re-wire them to exploit new data connectors and streaming ingestion. This sometimes warrants a time-consuming migration process. |
| Privacy Labelling | It is worth double-checking any specific data labels and privacy settings applied to sources and destinations after migration. |
| Segmentation Taxonomy | RT-CDP does not have a folder structure to manage large volumes of segments. So, you need to follow a naming convention to name and group the segments. It is recommended to group segments by use cases and teams. |
| Role-based access controls | If you have a large, diversified team with defined role-based access controls for AAM, migrating to RT-CDP might take more time to do bulk updates or API-based updates. In this case, account for more time. |
Option 1: Lift-and-Shift with AAM Source Connector
A good starting point for the migration would be to explore the out-of-the-box AAM source connector. The data from AAM goes into the Adobe Experience Platform (AEP) and is then consumed by RT-CDP (an application sitting on top of AEP). So, in RT-CDP, you are using the data ingestion features of AEP, which is common to other solutions like analytics, campaigns, etc.
How Do You Do It?
- Find the connector in the “Sources” tab under “Adobe Applications.”
- This is a three-step wizard for selecting the segments and mostly does not have any other dependencies.
What is Accomplished?
- All real-time data, like Adobe Analytics SSF, Pixel calls, and email calls, are sent to AEP.
- All integrated profile data from onboarded sources and authenticated profiles are sent to AEP.
- About 8 data sets are created automatically to hold the data in DXM format (can be easily used across other solutions and marketing destinations).
- Segments (and Traits) migrate to AEP.
- Segment size and qualification data migrate as well.
What is Not?
- Destinations are not set up using this connector. (Talk to Adobe Client Care or Consulting to access the list of S2S (server-to-server) destinations and set them up in RT-CDP. Some destinations require ID syncs).
- 3rd-party and 2nd-party data feed and marketplace traits do not migrate.
- Role-based access controls do not migrate. Manually create this.
- Audience Labs and Look-a-like models are not a part of this.
- Destination Data Export Labels do not migrate using this connector.
- Tableau reports like Audience Optimization Reports and Data Explorer are not yet there as a feature in RT-CDP. So, these are not available.
What’s the Catch?
- Even though this is a decent lift-shift migration, this does not allow you to exploit the new futuristic features of AEP.
- Reporting is a serious limitation in RT-CDP, and you might need additional licenses for Query Services and Customer Journey Analytics (CJA) for detailed reports.
- Match rate computations are no longer valid as RT-CDP operates on a 1st party basis.
- Latency of <35 mins for real-time data and <2 days for onboarded (profile data).
After this Migration:
- Marketing teams and agencies stop using AAM UI and switch to RT-CDP UI.
- Campaigns and personalization initiatives continue to run just like pre-AEP days.
Option 2a: Re-Wire Source Connections
This option involves re-wiring or re-implementing the source data collection through AEP’s robust connectors. This is done after option 1 is completed or at the same time. AAM typically has 3-4 sources of data, as is pictured below:
We can look at the migration strategies for the key sources below:
- Adobe Analytics: Undoubtedly, one of the most significant data sources for AAM is behavioral data from Adobe Analytics. To re-wire this efficiently into AEP, you can either use Adobe Analytics source data connector or re-implement the tags to use AEP Web SDK (alloy.js) to send data directly to AEP.
- CRM: The second most popular most extensive data set would be CRM. AEP has out-of-the-box connectors to popular CRMs like Microsoft Dynamics and Salesforce. You can also use cloud stores and databases to send data into AEP. This should replace the slow and inefficient key-value pair-based files used in AAM.
- Ad Pixels and Email pixels: There are two ways to ingest this data. If you have a source connector, you can set up the connector and configure a data flow. If it is not there, then AEP has streaming endpoints to ingest real-time data, as long as it is in XDM format for AEP. Currently, this can be accomplished only using a custom solution that takes the pixel hits (coming in as Query Strings), transforms them to XDM format, and streams them back to AEP. The true user identity needs to be passed when sending in the hits.
- 3rd party data: RT-CDP does not support a 3rd party marketplace. 2nd party data should be brought in from file storage or cloud storage.
How Do You Do It?
- All the connectors can be found in the “Sources” tab.
- Setting up source connectors is typically a two-step process:
- The first step involves setting up a connection (supplying credentials or account details for the source).
- In the second step, a data flow is configured. You typically need a schema and a data set at this step to ingest the data. It is not recommended to use the data set created in option 1. So, you need to create new schemas and data sets. In AEP, the concept of IDs works differently than AAM. AEP can accept any ID as a primary ID, but the data set can also have a secondary ID. If the data set is enabled for profile, then the look–ups and integration are based on any of these IDs. These IDs contribute and make a “private graph.”
What Is Accomplished?
- A complete re-wiring of the source data to exploit new features of AEP is completed, giving you more flexibility and scalability.
- The foundation for future use cases, AI/ML-based use cases, and journey analytics is laid.
- Data labels need to be migrated from AAM when setting up the schemas and data sets (manually).
What Is Not?
- Only inbound sources are handled. All other things need to be migrated (discussed in the upcoming options).
- Role-based access controls do not migrate. This needs to be manually set up.
- Audience Labs, Look-a-like models, are not a part of this migration.
- Tableau reports like Audience Optimization Reports and Data Explorer are not yet there as a feature in RT-CDP. So, these would not be available.
What’s the Catch?
- Since profiles are based on the same primary identifier (ECID or CRM ID), 1st party profiles and counts would not take a hit.
- But fluctuations in the audience size are expected as AAM numbers are based on UUID (demdex 3rd party cookie), which is not there in RT-CDP.
- You would be required to create new schemas and data set to bring in the data, which would warrant a change in the segment definitions (If you have an option 1 lift & shift migration done).
After This Migration:
- Almost a reset in terms of data ingestion and segment definitions. Capability to ingest more data set into the profiles.
- Marketing teams and agencies can still not use the data (as segments and destinations are not yet set up).
- If you have already accomplished option 1, then marketing initiatives continue to run as BAU.
Option 2b: Re-Wire Destinations and Segments
This phase typically follows option 2, but if you are only re-wiring your destinations, you can do this independently as well. Destinations are a vital component of RT-CDP, and unlike AAM, you can set up the S2S destinations all by yourself. You also get deeper insights on data push and meta-data for troubleshooting the destinations.
During migration from AAM, you need to evaluate each destination to find the relevance to RT-CDP. The latter only supports destinations with durable identifiers. Ex: Google Ad words would require a new setup called “Google Customer Match.” If any destination is not available out-of-the-box, you could share the data using flat files or create a new one using APIs or develop a destination with Adobe Partners using Destinations SDK (new feature). Experts in NextRow can precisely help you here!
How Do You Do It?
- This is done using the “Destinations” section in AEP UI.
- The “Catalog” tab displays a list of all destinations available in AEP, where segments are activated.
- Activating a destination is a two-step process- The first step is to create a destination connection (where you will name the connection and supply credentials for that destination).
- Second, you need to activate the segments (like the segment mapping step in AAM).
- Activation (Shared) data from RT-CDP can be of two types (a) Segments (b) Profiles which depend on the type of the destination.
What Is Accomplished?
- Re-vamped destinations powered by durable identifiers (this step is critical if you are looking to mitigate the effect of 3rd party cookie sunset).
- If you have implemented option 2, then you need to update the segment conditions with new fields.
- Activation data flows to the destinations are set up. You should monitor the data flows either in the “Destinations” section or “Monitoring” section.
What Is Not?
- Only destinations (and segments) migrate. All other things need to be migrated.
- Role-based access controls do not migrate. This needs to be manually set up.
- Audience Labs, Look-a-like models, are not a part of this migration.
- Tableau reports like Audience Optimization Reports and Data Explorer are not yet there as a feature in RT-CDP. So, these would not be available.
- Privacy labels at the data source levels need to be validated manually.
What’s the Catch?
- URL destinations are available as HTTP connection, but it is in the “Alpha” release.
- Some 3rd party data-powered destinations might not be available in RT-CDP.
- 3rd party cookies and ID sync is possible in AEP and is optional. So this could be used till Google sunsets 3rd party cookies (early 2023).
- Metrics like “Overall Match Rate” and “Segment Match Rate” are not available in RT-CDP (instead, it provides some proxy, 1st party metrics like “Activation Rate”).
- Custom destination setup will take time to implement and test. So, it needs to be factored into the migration plan.
- You cannot take transactional data out of RT-CDP for destination or segment performance reporting. You would require licenses for Query Service or Customer Journey Analytics for this.
After This Migration:
Almost a reset in terms of destinations.
- More power is given to marketing and analytics teams to set up destinations and control the type of data shared for activation.
- Some transformations on PII are available out-of-the-box to cover destinations like email providers.
Option 3: Use-Cases Based Migration
You could start the migration process by prioritizing the use cases and accomplishing the new use cases powered by 1st party data with RT-CDP. Then migrate the other use cases to RT-CDP either using an AAM connector or re-wiring the sources and destinations.
A Guide on the Impact of the Significant Use Cases
| Use Case | Visitor Type | Impact on the use cases | Why is there an impact? |
| Personalization | Authenticated & known customers | Low | Easy to integrate and stitch data. Segment activation through People-based and 1st party ID-based destinations. |
| Unauthenticated (Next Page) | Low | This is based on 1st party cookies and will continue as-is. | |
| Unauthenticated (First Page) | High | This is powered by 3rd party marketplace in AAM and would no longer be available in RT-CDP. | |
| Prospecting | Publisher Direct | Low | Easy to accomplish using RT-CDP’s profile sharing. |
| Cohort Targeting | Low | Reaching groups of audiences in a network to continue as-is. | |
| Authenticated & known customers | Low | Easy to integrate and stitch data. Segment activation through People-based and 1st party ID-based destinations. | |
| Targeting Unknown/unauthenticated audiences | High | This depends on 3rd party cookies for targeting and attribution, which would go away with the 3rd party cookie sunset. |
How Do You Do It?
Identify and prioritize use cases based on durable (1st party) identifiers
- Check the sources of the identifiers.
- Implement sources and destination connectors for the use cases.
- Create segments (using the new data sets) and map them to the destinations (If you have many segments, then use the Segmentation APIs).
Identify and prioritize or de-prioritize use cases based on 3rd party data/identifiers
- There are three main uses for 3rd party cookies, which would not be possible once the industry moves to sunset the 3rd party cookies: (1) Cross-property/app tracking, (2) Programmatic Advertising (prospecting) & (3) Measurement and attribution.
- If an alternate 1st party-based solution is available (Ex: Google Customer Match), plan and implement the sources and destinations set up for that.
- Create the segments in RT-CDP based on new data sources.
If use cases can only be accomplished using 3rd party data/identities, start planning to capture and harvest the IDs and establish a 2nd party relationship with the data provider.
What Is Accomplished?
- A use case-based validation and a slow migration process.
- Futuristic use cases are prioritized, and a specific team is assigned to run the campaigns and segment sharing.
What Is Not?
- Role-based access controls need to be manually replicated across RT-CDP.
- Audience Labs, Look-a-like models, would not be possible to migrate.
- Tableau reports like Audience Optimization Reports and Data Explorer are not yet there as a feature in RT-CDP. So, these would not be available.
- Privacy labels at the data source levels need to be validated manually.
What’s the Catch?
- If any customizations are done for data sources or destinations, the time taken for implementation would be high depending on the complexity.
- Any custom destination setup will take time to implement and test. So, additional time for review needs to be factored into the migration plan.
After This Migration:
- There are two separate teams for AAM and RT-CDP. One team executing 3rd party-based campaigns and other 1st party-based ones.
- A hub and spoke model can be established as a part of this to keep both teams in sync.
Closing Thoughts
As you can see, migrating from AAM to RT-CDP requires careful planning, technical execution, follow-through, and time for review. Given the long-term benefits and competitive edge that RT-CDP brings, every CMO organization should prioritize this.
If you have any questions about the migration options discussed above or need further assistance, we are here to help. Working with some of the world’s leading organizations in the field of RT-CDP has given NextRow Digital the experience needed to execute successful migrations.
About NextRow
NextRow Digital is an Adobe Silver Partner with more than a decade of experience supporting clients across industries. We have the right skillsets and proven processes to support your complex needs, from IT to marketing. Grow your business with the help of RT-CDP experts at NextRow!
To learn more about our CDP offerings, visit our RTCDP page.
To learn more about our Adobe Experience Platform offerings, click here.
To learn how NextRow can help with Adobe Analytics assessments, planning, and integrations, contact us at +1-847-592-2920.
Stride Toward Higher Digital Maturity Level With Adobe RT-CDP
Use cases allow us to define the value of any technology outside of its intrinsic value. We read and write use cases every day to know what can be done with a platform and realize its value.
These are crucial to decision-makers and users alike when there is a lot of hype surrounding new tech. Potential is often what’s marketed, but no marketer or business wants to invest in potential alone. We want to know what a platform or an application is capable of before going all-in on one. Enter “Use Cases”.
Read more about Adobe Real-Time Customer Data Platform- The Latest Experience Management Solution.
This new technology might seem too good to be true. So, instead of relying on the marketing points and articles singing the praises of utilizing a CDP, let’s look at a market leader’s – Adobe Real-Time Customer Data Platform (RT-CDP) – use cases before assuming its value in your businesses.
What Is Adobe RT-CDP?
Adobe introduced a new CDP as a revolutionary platform capable of streamlining customer data management, collection, and activation. How? With the help of some awesome capabilities, of course.
Adobe promises better data-driven decision-making capabilities when using Adobe Real-Time CDP. You can harness the full potential of this new technology, and any other, if you know where to start and have a vision for where you are going. First, assess your digital marketing maturity level; then improve upon it by prioritizing investments based on use cases.
What Is Digital Marketing Maturity?
Digital Maturity (or Digital Marketing Maturity) is measured as the capacity to deliver seamless experiences to your customers across all channels with continuous progress. The digital maturity model is based on the analysis of data, how well you are taking advantage of a digital marketing strategy and campaigns.
It is usually broken down into five distinct levels – Initial, Emerged, Focused, Advanced, and Optimized.
An organization that is focused on advancing their strategies and practices tend to score higher digital maturities and are referred to as Optimized or Level 5. They are usually capable of delivering connected and contextualized customer experiences through a data-driven strategic approach and out-of-the-box mobile experiences. Those struggling with data management and delivering personalized content are found in the lower tiers, like Initial or Emerged.
Your position within these 5 tiers depends entirely on the follow-through taken with data ingestion and manipulation, including the tools and analytics used to do these things. Identify your own organization’s digital maturity level and take a look at the use cases below to see how RT-CDP can promote continuous growth and help you reach the next stage.
Five Adobe RT-CDP Use Case Pillars
Use cases describe how products or services help users achieve a set of goals. Taking a use-case-driven approach to inform investments, like purchasing or upgrading a CDP, can bring to light both existing and potential conflicts and their solutions. Instead of getting caught up in granular CDP spec comparisons, focus on bigger picture capabilities and goals.
Here are 5 of the most useful Adobe RT-CDP use case pillars to get you started:
- Cross-Channel Audience Management
Streaming Data Collection Across Channels
Browsers are vital to consumer interactions, making web analytics an essential focus for marketers. However, the shift toward mobile devices and other connected devices has complicated this, creating even more touchpoints and tracking opportunities.
Many consumers have a preferred method of communication, browser, and device, so marketers should pay attention to all of these and make sure a clear view of customer preferences is created for each contact in their database. So how can you possibly keep all data gathered from desktops, tablets, and mobile apps straight?
Adobe Experience Platform, on which RT-CDP is built, collects data from various sources and apps and delivers it to all applications. Customer journeys are pieced together over time and visible within RT-CDP. With a complete view of the customer journey, marketers don’t rely on “last click” attribution. Instead, they can test and integrate new tools to attribute weight to each interaction. Customer data platforms also track the long-term performance of customers acquired through advertising by associating campaign membership with full lifecycle events and attributes with acquisition sources.
Resolving Customer Identities
With so much data coming in, it’s common for unchecked systems to overwrite existing information, create duplicates, and mistakenly associate incorrect details with contacts. The more complex systems you use, the higher the likelihood of finding inaccurate information in databases.
Real-Time CDP doesn’t rely on personal identifiers alone to track and build customer profiles. Current and historical data is used in conjunction with first-party data to create extensive customer profiles. Anonymous actions are associated with known customers, too, resolving the issue of anonymous profiles and activities for enhanced personalization and targeting opportunities.
- Onsite and Offsite Personalization
Take Segmentation to the Next Level
As RT-CDP collects and stores data from multiple sources, it enables marketers to identify the most relevant content or most appropriate offers for their customers. Based on relevant customer profiles and preferences, RT-CDP applies rule-based and advanced sequential segmentation to boost marketing campaigns. RT-CDP offers the Segmentation service that simplifies dividing customers into smaller groups with similar traits. For instance, say you want to target all those customers who searched for a particular product in the past 30 days but didn’t make a purchase in your upcoming marketing campaigns. The segmentation feature makes quick work of identifying your audience based on these parameters.
AI-Powered Next-Gen Data Management
Modern, successful marketing is all about predicting what your customers want. Understanding customer needs, desires, and problems are of utmost importance to teams developing greater brand loyalty. RT-CDP includes Customer AI, a feature that predicts what a customer will do and why. View influential factors and propensity scores to create detailed segments and optimize customer profiles. An artificial intelligence-enabled CDP solution like RT-CDP allows for preemptive actions creating better customer interactions.
For instance, if a person comes to your site to buy a sofa set, you predict its likelihood. Maybe your customer is delaying purchasing a sofa set but is moved to buy after seeing targeted ads and offers.
Organically make significant impacts on customer decisions with RT-CDP.
- Amplify Retargeting/Remarketing Campaigns
Gone are the days of retargeting ads or mail taking 12-24 hours after a cart is abandoned to be delivered to customers. An abandoned cart turns into a lost opportunity if you don’t entice customers to return or eliminate what caused their departure in the first place. The lost sales revenue from this situation equates to $18 billion eCommerce brands are missing out on.
Enable real-time and onsite retargeting or remarketing campaigns along with cross-channel advertising using Adobe CDP’s streaming segmentation capabilities. Adobe RT-CDP solution helps manage retargeting ads and emails based on customer behaviors, like abandoned carts. Deliver precisely what customers want, when they want it.
Finding a balance with remarketing campaigns is crucial, too, since many nudges can annoy customers and leave a bad taste in their mouths. With RT-CDP, easily set up frequency capping across channels, limiting the number of times an ad is displayed for a customer.
- Privacy and Data Governance
RT-CDP brings data from multiple sources to be used across various destinations, all with their own set of data usage policies to abide by. Since RT-CDP is built on top of the Adobe Experience Platform, advanced data privacy services are built-in, ensuring all users are compliant across the board. This application also uses the Data Usage labeling and Enforcement (DULE) framework to determine how data should be shared across various destinations. For instance, you can restrict activation of a particular segment (such as any partner) across display advertisements for an eCommerce company. - Optimize display media or inventory
Strategically benefit from this RT-CDP, no matter your role. You can optimize the number of impressions, media suppressions, and increase CPM as it adds sufficient metadata into segments. Earlier, DMPs were used for this purpose based on 3rd party cookies, on the other hand, Adobe RT-CDP involves people-based IDs and 2nd party partnerships.
Final Words
Using use case pillars specific to your industry and products for RT-CDP is the best way to realize its value within your organization. Here we have included the most common use cases; however, there are many more use cases for RT-CDP. Have something specific in mind? Let us know.
An experienced Adobe RT-CDP expert can go over your needs, goals, and current limitations to create detailed use cases and help pinpoint the right solution for you. Make every investment an opportunity.
If you are still unsure whether the Adobe RT-CDP solution is right for you, contact NextRow Digital to get a clear picture of your requirements and all possible solutions. Let’s build a true omnichannel vision of your customer’s interaction with your brand with us. Contact us at +1-847-592-2920 or marketing@nextrow.com.
NextRow Digital Awarded ‘Gold Partner’ Status by Magnolia
Chicago, United States, 11 Mar 2020 – NextRow Digital, the leading provider of digital marketing solutions, is pleased to announce that we have been awarded Gold Partner status by leading Digital Experience provider Magnolia.
NextRow Digital’s new status as a Gold Partner recognizes the organization’s long-standing commitment to offering Magnolia’s content management system to help clients succeed in the age of omnichannel marketing and personalization.
Through this partnership, NextRow Digital enables businesses to leverage the Magnolia platform to meet the evolving needs of their target audience, deliver customized experiences and drive a new level of insights and innovation.
Combining our in-depth understanding of the MarTech space with engineering expertise and agile, collaborative approach, we follow a strategic roadmap to design and develop the unique web and mobile applications that help our clients to seize the “best of both worlds”, enabling them to maximize their business impact and build long-lasting relationship with their customers.
Taking into consideration the diverse needs, we at NextRow Digital create an environment that puts organizations on the path of success in the world of digital transformation, thus encouraging them to unlock the full potential of the business landscape and gain a competitive edge in the market.
Commenting on the partnership, Tim Brown, CEO at Magnolia said, “Our Gold Partners like NextRow Digital are integral in championing Magnolia as the content management system of choice as we continue to grow and expand our business.”
“Magnolia CMS provides a rich, next-generation environment that businesses need to build the brand presence, accelerate marketing campaigns and enhance the sales funnel growth”, said Kiran Ranga, Managing Director of NextRow Digital. With Magnolia’s powerful CMS, we empower the digital presence of several organizations all over the world. Magnolia has proven that the platform is best in its area of expertise and has the capability to attract and retain the clients.
Magnolia’s Partner Program was set up to establish a wide network of skilled and experienced partners to deploy the company’s CMS solution. Highly skilled partners work to implement and integrate Magnolia’s marketing technology across a range of verticals globally. To find out more about Magnolia’s Partner Program, visit https://www.magnolia-cms.com/partners/become-magnolia-partner.html.
About Magnolia
Magnolia is a leading digital experience software company helping brands outsmart their competition through better customer experiences and faster DX projects. Magnolia robust, flexible and cloud-based CMS allows organizations and enterprises to create the website the way they want. Serving a diverse range of industries such as retail & commerce, finance, media and travel, Magnolia delivers its services that are tailored to your business needs.
Headquartered in Basel, Switzerland, Magnolia has extended its presence all over the world, with 6 regional offices in 100 plus countries. Global leaders such as Tesco, Avis, Generali and the New York Times all rely on Magnolia for maximum reliability, high-speed project implementation, and exceptional omnichannel experiences.
For more information about Magnolia click here
About NextRow Digital
NextRow Digital is the new-age digital agency that delivers the “best of both worlds” of a digital agency and a system integrator to clients looking to boost their business growth and drive higher ROI through digital transformation. We are a born-in-digital company that uniquely combines the power of technology, analytics, creative and content for digital transformation.
At NextRow Digital, our fully integrated, creative and technical development teams work together to strategically create, deploy and optimize marketing content that inspires and strengthens profitable relationships between you and your customers. While we do not believe in “one-size-fits-for-all” approach, we offer customized MarTech solutions that cater to your business requirements and enable you to reap the benefits of success.
For more information about NextRow Digital, visit: https://www.nextrow.com/.
Adobe Acquires Magento: Experience Cloud Will Soon See Native Commerce Capabilities
Adobe – the market leader in multimedia and creativity software products, announced that it has entered into an agreement to acquire Magento Commerce, a leading e-commerce platform, for $1.68 billion. The deal is in the final stage and will be accomplished until the third quarter of 2018, at the above-stated value, subject to customary purchase price adjustments (Recently Adobe announced that it completed the transaction). Adobe through its press release has emphasized that the addition of the Magento Commerce Cloud will enable e-commerce businesses to be seamlessly integrated into the AEM Cloud, creating a single platform to serve both B2B and B2C customers globally.
We all know that in the digital world, content and data have been the most significant factors for designing and delivering digital experiences, and undoubtedly Adobe Experience Cloud Suite is best in the market that excels on both front. The extensive features included in Experience Cloud has attracted top B2B and B2C companies of this world, making it a leader in digital experience services. With the time, commerce has entered the digital space and is now an integral part of the customer digital experience. Customers want an Experience-driven commerce on the web, mobile, social media, in-product or in-store and to be the best on this front as well Adobe is acquiring the Magento. The Adobe acquisition of Magento will add the much-needed commerce element to the Creative to Campaign Adobe suite.
Let’s now introspect the positives of this Magento Acquisition by the Adobe:
* In the past, Adobe joined hands with many commerce platforms, but, still couldn’t offer a tighter commerce platform as part of its Experience Cloud suite. This merger will fill this void and now they can have an indigenous e-commerce platform to their Adobe Suite.
* Adobe can leverage the integration of the order management and predictive intelligence into their Experience Cloud to enhance B2B and B2C for the commerce industries like consumer-packaged goods, retail, wholesale, manufacturing and the public sector.
* Magento has prebuilt extensions, including payment, shipping, tax, and logistics, that will give Adobe Experience Cloud an ability to quickly revamp, and add next-generation commerce capabilities.
* Over the years, Magento has become the commerce platform for many big and mid-size companies including Coca-Cola, Canon, Helly Hansen etc. This gives Adobe an advantage with marketing-to-sale insight potential to complete their customer journey.
* Adobe and Magento have some big common clients like – Coca-Cola, Warner Music Group, Nestle and Cathay Pacific and they will definitely be benefitted most because of this integration of Magento to Adobe Experience Cloud.
* Magento is an open source platform that has 315,000 developers, 800 technology partners, and 350 systems integrators, and now all these will be a part of the Adobe ecosystem, bringing the power of Magento community to Adobe Experience Cloud Platform.
We can summarize this whole deal in the words of Adobe president and chief executive Shantanu Narayen, who said, “commerce is an integral part of the end-to-end customer experience and today customers expect every interaction to be shoppable”. The acquiring of Magneto showcases the commitment of Adobe in enhancing AEM Cloud platform to strengthen the enterprises to deliver top-notch Experience Businesses.
NextRow Digital, an Adobe Business Solutions Partner with AEM specialization, can integrate Adobe Experience Cloud to your existing digital platform, enabling you to deliver the best digital experience throughout the customer journey. To discuss your current or next Adobe project with us, contact us at –+1-847-592-2920, or visit us or email us
What Is Adobe Experience Cloud and How It Benefits You
The Digital arena has evolved significantly and continue to evolve. With the proliferation of smartphones, tablets come the skyrocketing customer expectations, brands are forced to rethink the strategies to win/retain their customers. To meet the contemporary competitive business landscape, marketers are constantly stressing the value of customer experience. Today, the idea of better user experience has become highly important and teams across advertising, sales, executive, and product development are recognizing the value of better user experience. The need for a cross-channel content delivery system is mandatory to keep everything in sync. Companies now need to meet various requirements to forge stronger connections with their customers, for brand loyalty and growth.
Vendors like Adobe, Salesforce are forefront in delivering integrated solutions for brands to leverage a single ecosystem to deliver a better experience for their audience.
Adobe’s cloud offerings went thru a major rebranding in the last couple of years and release “Adobe Experience Cloud” that integrates Marketing Cloud, Advertising Cloud, and Analytics Cloud. Adobe’s AI platform Sensei has since become an integral part of the Adobe Experience Cloud ecosystem and it continues to improve the platforms.
Major Components of Adobe Experience Cloud:
Adobe Marketing Cloud:
It offers an integrated set of world-class solutions that empower marketers to craft experiences that differentiate their brands, connect with customers and proactively engage them. Further, it includes Adobe Experience Manager (Its part of marketing cloud), Adobe Target, Adobe Campaign, Adobe Social, and Adobe Primetime, to helps brands to manage, personalize, optimize and orchestrate campaigns and customer journeys. T0 know more about Marketing Cloud Integration, follow the Link.
Adobe Advertising Cloud:
It’s the first end-to-end platform for managing advertising across traditional TV and digital formats. Combining capabilities from Adobe Media Optimizer and recently acquired TubeMogul, Adobe Advertising Cloud simplifies the delivery of video, display and search advertising across numerous channels, screens, and touchpoints.
Adobe Analytics Cloud:
It’s a customer intelligence engine that powers businesses by enabling them to move from insights to action in real-time by uniquely integrating audience data across all Adobe clouds. Further, it combines Adobe Audience Manager, the leading data and audience management platform, and Adobe Analytics, a leading solution for applying real-time analytics and detailed audience segmentation across all marketing channels. Also, the availability of the open APIs and Adobe Sensei in the Adobe Analytics Cloud enables brands to better capture, aggregate, rationalize and understand vast amounts of their own disparate data and then translate that data into unique profiles of their customers.
It must be noted that apart from the above three components of the Adobe Experience Cloud, it can also be integrated with the Adobe Creative Cloud and Document Cloud.
Benefits of Adobe Experience Cloud:
Richer End-to-End Experiences Delivery:
The future experiences are believed to be heavily intertwined with intelligent systems such as Sensei and engaging one’s customer base through the use of AI and cloud technologies improves the journeys of both the customer and enterprise. Adobe Experience Cloud platform is all about designing for the future and we must understand that the experiences of tomorrow will require deep blending of content and data, powered by a common interface. Optimizing experiences has proven to make good business sense, and Adobe’s Experience Cloud lays the groundwork to make these experiences richer.
A single gateway to blend Data & Content:
Adobe Experience Cloud provides a single gateway to an enterprise for deploying throughout their businesses to measure, optimize, and personalize customer journeys at all touchpoints. The Adobe’s Experience Cloud keeps in sync every facet of a company — from advertising to product development and sales. Also, it comes with several tools that allow a business to express and extend the model to fit their specific needs. Enterprises can tailor the platform according to the way they want to interact with their customers. This is done by allowing disparate systems, such as content management, loyalty, and analytics solutions, to communicate freely with one another, which ultimately improves overall work efficiency.
Paperless Customer Experiences:
Adobe is giving a new dimension to the paperless customer experiences with enhanced integration between Adobe Experience Cloud and Document Cloud. Working together, Adobe Sign and Adobe Experience Manager Forms eliminate the cost and frustration of manual, paper-based processes for enrollment, onboarding, and service across the customer journey. the whole process has ultimately helped many organizations to go completely digital with credit card applications to government benefit forms or some other medical forms.
Streamlined and Accelerated creative workflow: (A Benefit That It Brings To The Internal Teams)
Every great experience starts with great design and now the availability of Creative Cloud with Adobe Experience Cloud has provided new heights to whole creative workflows. Marketers can now easily pull in content from Creative Cloud Libraries and edit images in Adobe Campaign to create and deliver personalized emails. Adobe Analytics and the Adobe Social Publishing Panel are also now available in Premiere Pro CC, enabling creative teams to publish video content across social media channels and receive real-time insights. In addition to these, Adobe Experience Manager’s digital asset management system can now automatically synchronize content based on shared metadata across Clouds to ensure that only the latest version of campaign assets is used.
The list of amazing features and benefits in Experience Cloud doesn’t end here, and the features listed here are some important features users typically look for. For detail information, you can call us directly at +1-847-592-2920 or E-mail us at sales@nextrow.com.
About NextRow
NextRow Digital is a new age digital agency, and an Adobe Solutions partner, specializing in marketing cloud and technology implementations. With our extensive experience combined with a flexible, collaborative approach, we have helped clients meet their business needs successfully to overcome the challenges of digital transformation. If you are also looking for a digital partner, then collaborate with us and leverage NextRow’s expertise.
How Marketo Fits Into the Adobe Experience Cloud?
The acquisition of Marketo by Adobe in September 2018 made huge news across the marketing technology world. The whopping $4.5 billion deal provides Adobe the much-needed boost to rapidly expand it’s presence in B2B world.
Let’s start our journey with a typical B2B large enterprise. B2B customers are often to left to deal with a CRM provider, a marketing automation platform, CMS platform as a minimum. And then another ton of tools/platforms for personalization, data management (DMP), and the list goes on. With all these heterogeneous systems, B2B customers are forced to work in silos with little integration between these platforms, causing huge gap in customer experience. Often, B2B customers are left with building these integrations on their own in their pursuit of delivering great customer experience.
Salesforce is inarguably the leader in B2B space with more tools geared specifically for B2B success. With Adobe’s industry leading CMS platform, Adobe Experience Manager (AEM), B2B companies rely on AEM’s power to deliver the right content at right time to the right audience. CRM and campaign platforms play major role from managing the lead to leadgen to deliver targeted messages. Adobe’s acquisition of Neolane helped Adobe leapfrog into B2C world, however Adobe still lagged behind Salesforce in the B2B world. To better compete with Salesforce in B2B world, Adobe is left with fewer choices – acquire or partner with leaders in CRM space and in B2B marketing automation space. As Salesforce and Microsoft Dynamics dominate 98% of CRM market, Adobe strategically partnered with Microsoft to tightly integrate Adobe Experience platform within Dynamics CRM. Now, they are left to partner or acquire a Marketing Automation platform. And when it comes to the independent marketing automation platforms, nothing beats Marketo. Marketo’s acquisition allows Adobe to expand Adobe’s Experience Cloud portfolio of marketing tools to better compete with Salesforce in B2B space. This is certainly good news from B2B customers’ perspective. Bringing in these heterogeneous systems under one roof will force the vendors to deliver tighter integration from within, to avoid these expensive customs, often patchy, integrations customers were forced to build earlier.
Let’s look at how the addition of Marketo to the Adobe Experience Cloud promises to bring the transformation to the entire landscape and widens Adobe’s leadership in customer experience.
With nearly 5,000 customers, Marketo brings together planning, engagement and measurement capabilities into an integrated B2B marketing platform to Adobe Experience Cloud to offer an unrivaled set of solutions for delivering transformative customer experiences across industries and companies of all sizes. Marketo’s lead management and account-based marketing (ABM) technology empowered with the richness of Adobe Experience Cloud like – analytics, content, personalization, advertising, and commerce capabilities are all set to provide B2B & B2C companies with the ability to create, manage and execute marketing engagement at scale.
Some of the great features Marketo brings to Adobe Experience Cloud platform:
1.
Advanced And The Unified View Of Customer:
According to Adobe’s research, 82% agree that achieving a single customer view is critical to businesses for long-term success, but only 18% are currently able to merge their customer data into one single profile across all marketing channels. Marketo capabilities in lead management, account-level data, and multi-channel marketing combined with Adobe’s rich behavioral dataset are all powerful to bring the unified singular view of any customer. Along with this, an advanced, full-picture view of the customers, including behavioral and ad data can also be gathered.
2.
Seamless End-to-End Cross-Channel Customer Experiences:
For the past few years, marketers were looking for a solution to provide seamless end-to-end cross-channel customer experiences. But in reality, the requirement of complex technology integrations and heavy investments to connect all the different marketing platforms make it an uphill task for any form of business. The Marketo powered Adobe Experience Cloud comes with an unparalleled set of solutions across analytics, content, personalization, advertising, and commerce to automate the entire buyer and customer journey.
3.
Power Of Artificial Intelligence And Machine Learning:
Adobe and Marketo both come with strong content intelligence engines based on artificial intelligence (Adobe Sensei) and machine learning (ML). The combination of both results in a more powerful living and breathing data environment to deliver much-enhanced visitor’s and content author’s experiences. For example, on the authoring side, tools like Smart Tags help marketers to create and execute more personalized experiences by receiving automated suggestions to catalog content. This also makes it easy to find assets and reuse them to improve content creation and campaign execution. The data-driven approach and intelligent repository of content assets enable companies to focus their marketing efforts on the most valuable prospects and customers.
4.
Data-Driven Personalization And Consistency:
Companies can personalize each and every experience of website visitor that better matches their interests by combining the power of artificial intelligence and machine learning in Adobe Target segmentation and Targeting Capabilities. It’s highly necessary to target audiences with the right message at the right time based on all their interactions and carries forward this level of personalized communications at the individual level for a better brand and customer relationship. Also, the data-driven decision-making process has been extended to the next level with tools for A/B and multivariate testing, landing page optimization, automated optimization of campaigns and multi-channel marketing automation activities. This enables marketers to deliver loyalty-building customer experiences across the web, mobile, email, in-store and in-person.
These are just the tip of the iceberg, and Adobe will continue to enhance Marketo to tightly integrate with Adobe Marketing Cloud. Over the past few years, Adobe has successfully acquired and integrated many solutions – CQ5 (now Adobe Experience Manager), Neolane (now Adobe Campaign), Omniture (now Adobe Analytics), to the Adobe Experience Cloud Suite. Today, all these products have evolved to become the core solutions in the Adobe platform. Now, the latest integration of the Marketo into the Adobe Experience Cloud has raised the bar for personalized and fully immersed experiences and the synergy of Adobe and Marketo is undoubtedly and overtly going to glorify the future of B2C & B2B marketing.
NextRow Digital is a systems integrator new age digital agency, and an Adobe Silver Partner, specializing in marketing cloud and technology implementations. With our extensive experience combined with a flexible, collaborative approach, we have helped clients meet their business needs successfully to overcome the challenges of the digital transformation and creating an omnichannel customer and e-commerce experiences.
Disclaimer:
The above blog represents the views, analysis, and opinions of the author and not necessarily represent the views of NextRow Digital. The author of this blog makes no representations as to the accuracy or completeness of any information on this site or found by following any link on this site. The author will not be liable for any errors or omissions in this information nor for the availability of this information. The author will not be liable for any losses, injuries, or damages from the display or use of this information. Also, to the extent permitted by applicable law, products – AEM, Marketo, Omniture, described in the above blog content, are patent and trademark products of Adobe™ and the same hold the full right with the patent, copyright, trademark, and any other software and intellectual property rights.
Adobe Experience Cloud Platform: Empowers and Creates Experience Business
The contemporary digital sphere is advancing leaps and bounds, and each passing minute is adding enormous and complex data in the digital storehouse of the companies. The data is streaming inside through website, apps, social platforms, email campaigns, along with call center and in-store customer interactions. This never-ending data inflow makes the task of businesses even more daunting to harness it in the best interest of your digital business. It must be noted that to deliver a compelling customer experience, an SMB or Enterprise needs to do several things like – knowing customers, communicating through various touch-points, and most importantly delivering value time and again to exceed customer expectations.
Adobe has come up with the ‘Adobe Experience Cloud solutions‘ that lets you harness the digital data in the most advanced way and comes with many essential tools to accomplish various tasks related to content, data, intelligent services, and open APIs. Adobe Experience Cloud gives you a 360-degree understanding of your customers and also helps in creating dynamic experiences for them, irrespective of channels or touchpoints they use. Apart from all these, the Adobe has also formed a partner ecosystem to deliver tools and integrate custom solutions to empower companies in creating experience business. NextRow Digital is also an eminent part of this Adobe Partner ecosystem and has successfully integrated custom solutions to a wide range of businesses. To know more about our work and services visit our website
Some Major Aspects of Adobe Experience Cloud Platform:
1) Power of Machine Learning:
The use of the machine learning and the artificial intelligence (AI) capabilities of Adobe Sensei, available in the Adobe Cloud Platform, provides a central store and central execution engine and draw deeper insights from all the available data. Which in return, helps businesses to understand the customer behaviors in the much efficient way.
2) API-First Approach:
The open APIs available in the Adobe cloud platform makes it even more powerful because it has been built using an API-first approach, making the system open to developers, technology partners, and third-party software companies. These all can easily add and integrate their solutions and build their own products to further enhance the capabilities of Adobe solutions and provide custom integration as per their need and requirement.
3) Inclusion of Partner Ecosystem:
The Adobe partner ecosystem is a group of 600 renowned technology and software solution firms (We are also one of the Adobe Solution Partner), working tirelessly to integrate new dimensions and capabilities to Adobe Cloud. The main aim of this ecosystem is to add features in the existing Adobe Cloud and provide out-of-the-box solutions to the clients, that will create great experiences for their respective customers.
4) Building an Experienced Business:
A frictionless business experience is a mandatory factor to boost the customer engagement with your brand. The machine learning and an open APIs, available on the Adobe Cloud platform, helps you integrate new tools to make the most out of your technology investment. Further, the inclusion of the partner ecosystem, that permits an additional digital marketing and implementation expertise, helps the businesses to get a 360-degree view of the audience, allowing to speak in one note across every touchpoint and digital channels.
NextRow, an Adobe Experience Cloud Business Solution Partner, comes with vast experience and knowledge to effectively implement Adobe Experience Cloud solutions to your online business. We have highly skilled professional Adobe Certified digital consulting teams to deploy it and to help you create a robust Adobe Experience Cloud platform that empowers a seamless engagement and interaction with your customers through every digital touch-points. For any query or help contact us at +1-847-592-2920
Take Your Email Marketing to Next Level With the Adobe Campaign
Emails are as important as ever – may be even more. However, to succeed in today’s experience-driven world, you just can’t rely on the same old marketing techniques. Now, it has become important for marketers to understand the right context of the message to make it truly relevant to their audience’s preferences.
Offering an excellent experience to customers across all channels is gaining importance in today’s marketing strategies. And a good marketing strategy needs a proper platform that can help you connect with potential customers at the right time.
Why Adobe Campaign?
Following are the powerful features of Adobe Campaign that help marketers to take their email marketing to the next level:
- AI-Powered Adobe Sesnsei: Improve customer engagement with AI-powered emails. Leverage the benefits of Adobe Sensei technology in Adobe Campaign to predict the most effective time to send an email to each recipient to maximize the impact of the campaigns. You can also use the capabilities of this in-built technology to optimize the subject lines and body text that could resonate with your prospects and encourage them to increase the open rates. Adobe Sensei powered Adobe Campaign intelligently filters out contacts who are more likely to opt out
- Content Personalization: Personalization has now become the norm in the world of email marketing. The aim is to deliver the personal, engaging, and relevant message that is driven by customer behavior. With Adobe Campaign, you can take personalization to the next level and craft experiences that your audience deserves. Use the native capabilities of this platform to generate meaningful insights based on the available data and put the right message to the right customers at the right time.
- Automatization: Another feature that makes Adobe Campaign the best email management platform for large-scale enterprises is automatization. It allows marketers to come up with a simple campaign workflow that automatically triggers emails based on individual user actions. By setting up the workflows with audience segmentation, you can target the prospects with personalized emails that are delivered in real-time – without having to manually interfere.
- Responsive Templates: Create responsive emails that look great across all the devices no matter what screen size or browser your customers are using. You can customize the ready-made templates in Adobe Campaign to add a personal touch to your emails or build your own template by integrating it directly with Adobe Experience Cloud platform or third-party products.
A Single Platform for Managing Your Marketing Campaigns
Don’t just limit yourself to email management with Adobe Campaign. It’s a platform that enables marketers to manage all their marketing campaigns seamlessly. Here’s how:
Audience Segmentation and Targeting
Neither do all audiences have the same expectations from your brand nor do they bring the same value. By identifying their area of interest, likes and dislikes on certain attributes/characteristics they share, you can identify their personas and target audience (Adobe Audience Manager) for each segment with campaigns that matter them the most.
Omni-Channel Marketing
Your customers are on a journey to discover how well your organization addresses their demands. This journey takes place through the web, mobile, email, social media, and other offline mediums.
Harmonizing the power of all these marketing channels to unify your brand voice can be challenging for many organizations. However, with the help of Adobe Campaign, you can execute the relevant campaigns across every channel and measure the performance in the right way. This then helps you re-define your cross-channel campaign strategy to improve the marketing spend across various digital channels and programs.
Why Choose NextRow Digital as your Adobe Campaign Email Marketing Partner?
As a leading partner of Adobe for more than a decade, NextRow Digital helped many Fortune 100, 500 companies supporting Adobe Campaign platform. Our certified Adobe Campaign specialists can help you create and execute dynamic campaigns that converts your audience and enhance your customer experience with targeted messages delivered across channels.
We have built strategies for winning campaigns. We help you succeed in nurturing your lead and converting them into customers and help with the right marketing message to keep them as loyal customers. If you would like to discuss more, please reach out to sales@nextrow.com or simply call at +1-888-578-6558.
