Why Adobe Journey Optimizer
It goes without saying that 2020 was a pivotal year, a year that redefined how companies engage with consumers. More than ever, the power is with the consumer. This consumer is more complex, and hence customer journeys are more complex. A brand must connect all interactions across the journey for consumers, as they now consider it table-stakes and expect more.
“Just in time experiences” is no longer a buzz-word, rather it’s the new reality.
To address this new reality, Adobe journey optimizer is built with the promise to:
Orchestrate and personalise connected journeys across any app, device, screen, or channel.
How it works
To deliver on this promise, real-time data is key. There’s a need for one system of customer data truth, beyond CRM data, also including offline and behavioural data.
Therefore, at the heart of the solution is the Adobe experience platform (AEP) to integrate profiles, fusing live data from all sources across customer touchpoints. AEP has become the backbone of the Adobe Experience Cloud in terms of data management with a strong focus on first party data.
Traditionally a campaign starts with the definition of a segment based on profiles from a platform through some kind of segmentbuilder.
In this day ‘n age, the vision is to build a tool that enables delivering on the idea that if a segment has 1 million customers, then that’s the start of 1 million unique, to be personalised journeys. A journey goes beyond segments and beyond events.
On top of using real-time data, Adobe continues to work on artificial intelligence, integrating intelligent decisioning with predictive insights.
Use-case
Adobe promises that Journey Optimizer will have an open architecture, allowing it to send messages to other vendors’ applications and integrate with popular systems such as Airship, Salesforce, and others.
An appealing example that was given, is one of an amusement park. If an attraction’s waiting line is getting too long, a message can be triggered to unlock a badge for a free drink through the app of the park, but at the same time could also trigger a Slack message to inform the park’s staff to manage the crowd.
Adobe Experience cloud
One might be familiar with the Adobe Experience Cloud, with tools like Adobe Experience Manager (AEM), Adobe Campaign, and others.
Adobe recognises the need to blur the lines between those, and have it all in one workspace. Adobe Journey Optimizer will be built natively on Adobe EX Platform.
Conclusion and next steps
At the time of writing, Adobe Journey Optimizer is still a beta product, but has tremendous potential and we believe Adobe will have a huge first mover benefit.
The aimed go live is end of June 2020.
To already learn more and discuss how this could benefit your business, Digitalum is ready to engage. Let’s have a conversation as your license fee will depend on unique usage for your business.
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