Adobe Experience Platform Taps AI-Triggered Analytics to Boost Real-Time CXM
MarTech Leader in Analytics and Content Management, Adobe Experience Platform Takes a Quantum Leap in Real-Time Personalized Engagement with AI-Triggered Analytics
Today’s marketers are thriving in a complex personalization-driven market where customer journeys are getting exceedingly painful to map. With multiple shopping platforms available for customers, it’s turning out to be a minefield of ‘lost’ opportunities for marketing teams that are yet to invest in a Customer Data and Analytics Platform. The MarTech landscape is buzzing with recent innovations focused to increase engagement and build loyalty that will pay off now and in the long term. In one such significant development, Adobe has announced a new, industry-first capability in Adobe Campaign for real-time personalization inside their Adobe Experience Platform. It is called Triggered Journeys.
In a blog, Ronell Hugh wrote, “With the goal to deliver business value that is central to customer needs and their specific implementations, we are announcing the first four use cases of Adobe Experience Platform that brands can leverage to make experiences matter and deliver on the promise of Customer Experience Management (CXM).”
Triggered Journeys from Adobe makes scalable, real-time, personalized engagement at an individual level a reality. This can be integrated to Adobe’s email and cross channel marketing solutions for B2C marketers. Built leveraging Adobe Experience Platform and automation powered by Adobe Sensei, Triggered Journeys is the industry’s first open platform for Customer Experience Management (CXM).
Does Customer Experience Delivery Make a Lion’s Share of all Marketing Budget?
According to a report, Customer Experience is the primary way respondents cite their organization will set themselves apart from the competition over the next five years (25%), ranked above product quality (20%), innovation (13%), mobile (3%), and price (2%).
With the availability of Big Data that can be better refined and analyzed for real-time Customer Intelligence and Business Analytics, we see Customer Experience making further in-roads into the marketing landscape. MarTech vendors such as Adobe that have in-house AI and Machine Learning capabilities to tie in Customer Data, Analytics and Real-time personalization are expected to serve contextual experiences and service to customers at scale.
Organizations that report being “very advanced” in CX are over 3.5 times more likely to have exceeded their top 2018 business goal. – Adobe report
Adobe has proved that it’s focusing on the marketing needs for better customer experiences delivered through analytics-based personalization. The objective of Triggered Journeys – empower the B2C marketers in setting up personalized messaging that’s initiated and customized by customers’ actions.
What Triggered Journeys Look Like in Experience Management and Mapping?
Adobe’s MarTech customers can now define an “event” as indicated by a consumer’s interaction with a company, anywhere along the customer journey. It simplifies the cross-channel journeys by breaking down each interaction into a series of touchpoints. These touchpoints could be email, push notification, in-app or any other channel critical to your business. Using Adobe Sensei’s machine learning algorithms for automation, each touchpoint is then automatically triggered in real-time to the customer!
Ronell added, “With Adobe’s Real-Time Customer Data Platform, brands can bring together known and unknown customer data to activate customer profiles, and get access to intelligent decision-making throughout the customer journey. This helps bridge marketing and IT siloes so they can find meaning in disparate data sets, and achieve a more holistic customer view without complicated integrations of costly workarounds.”
He continued, “As a key use case for the Adobe Experience Platform, our Real-Time CDP helps brands truly centralize all consumer data in one location. And because it is built as an open and extensible ecosystem, enterprises can use APIs and tight integration with the rest of Adobe Experience Cloud to connect with other technologies in their marketing stack.”
An event within Adobe Campaign is an activity defined by a brand that’s configured to pick up specific actions. Other events brands can set up include a customer’s change in loyalty status, engagement with customer support, and weather or location changes.
Who can Leverage Adobe’s Triggered Journeys?
Adobe Analytics is already a leading player in the Customer Data and Data Management landscape. Triggered Journeys happen in real-time through activation in Adobe Analytics – an industry-first when it comes to cross-channel customer engagement.
Triggered Journeys automatically ties into Adobe Analytics, bringing together all the data from other tools and departments that interact with customers. These could be Marketing, Sales, Customer Service, and Email data, and even Product Development data. This automation of data integration for customer mapping breaks down the wheel of redundancy and wastefulness that were built on static, siloed customer data. To fully enable Adobe Analytics’ users with clear insights, Adobe now normalizes data across the enterprise with Experience Platform to power Real-Time Customer Profiles to deliver cultivated experiences for each customer.
Together with Adobe Sensei, Adobe Experience Platform enables brands to engage with individuals in a contextual, personalized way across channels, in the most meaningful moments.
AI + Real-Time Customer Journey Analytics: Win-Win for Marketing and Retail Teams
In a blog, Adobe’s Kristin Naragon explained the various advantages of leveraging Triggered Journeys for CXM. Some of the benefits are:
Real-Time Messaging to Power In-store Interactions with Customers
Advertisers and retailers can deliver real-time personalized experiences within brick and mortar stores based on an individuals’ physical locations and past shopping behaviors.
Live Event Purchase and Notification
Now deliver a holistic shopping experience to customers at sporting events or concerts. For example, brands can engage customers once they make a purchase – pre-event, during the actual event and post-event, such as a discounted seat upgrade offer when entering the stadium.
Real-time Customer Service and Rating
Brands can continue combining service information with customer data to provide a better experience. It will automatically notify a customer about any delay in services, unavailability of spare parts or technical challenges resulting in below-average servicing.
Customer Loyalty and Advocacy
Brands can deliver location-based experiences that tap into their own infrastructure combined with Experience Platform. With Triggered Journeys, brands can fully incentivize customers by gamifying interactions tracked by beacons, rewarding and guiding them to their next challenge through mobile app channels.
CXM and The Race to the Top of MarTech
We sense a definite change in the way Marketing Clouds, CRM and Analytics platforms are all coing together to deliver on the promise of real-time CXM. Salesforce’s recent acquisition of Tableau and Google- Looker deal could further bridge the perennial gaps in CXM that modern CMOs an Marketing experts often complain about. In this race to become the number one company of the CXM space, we expect players like Oracle, Genesys and IBM to come up with a significant announcement very soon.