2022 brought us another virtual Adobe Summit, with loads of great content over the few days. In fact there were over 200 sessions and workshops, which may be a little too much to catch up on, so we’ve pulled together a few of our highlights.
In the keynote, Adobe Chairman and CEO Shantanu Narayen discussed a new standard for customer experience: personalisation at scale. Now as we look to the future we should be aiming to provide relevance at all stages of the customer journey, across all channels – even personalising to individuals.
The main announcements this year spanned three main topics: real-time customer data, content velocity and seamless customer journeys. These included:
- Adobe Real-Time CDP and Adobe Target integration
- Adobe Real-Time CDP B2B Edition
- Adobe Experience Manager and Adobe Analytics integration
- Various new Adobe Journey Optimiser features, including personalisation and message experimentation capabilities
This year we enjoyed a number of great sessions around both Real-Time CDP and Customer Journey Analytics. Here are a few key sessions:
For anyone looking into adding a CDP to their technology stack, it’s well worth checking out the “Creating a Roadmap for CDP Selection and Success” session. Here Matt Skinner and Jerry Stoffl guided us through the main criteria to look for in a CDP and how to derive success from your platform.
So what should we be looking for in a CDP? Adobe gave us their top 5 capabilities to consider:
- Unified profiles across channels and lines of business
- Real-time ingestion, profile refresh, audience creation and activation
- Productised governance and consent tools
- Profile-level integrations with essential systems
- A true platform approach: extensibility and scale by design
And how do we make our CDP a success? The session gave us some great advice around a successful implementation, but there’s more to setting up a CDP than just getting the technology integrated correctly – we need to look at the People and Process side too. They also gave us some key principles to focus on:
- Alignment: CDPs unlock entirely new ways of working and new operational efficiencies for your teams so build in new ways of working.
- Prioritisation: Get started quickly with what’s already available, and set reasonable timing expectation for the future because the true value is realised over a long period.
- Future-proofing: Ensure you’re planning for the future by building momentum with quick wins and embracing test and learn.
Customer Journey Analytics
The “Customer Journey Analytics: Insights Into the Rest of the Story” session explained the power of CJA and how we can leverage it to deliver the experiences our customers expect today.
Jeff Allen announced some new developments in and related to CJA to enable us to pay attention to each of our customer interactions. These innovations will allow us to focus on three key areas: omnichannel, building actionable profiles and sharing data throughout our organisations.
- Omnichannel impact intelligence – new experimentation panels for cross-channel analysis, e.g. you could make a change in your app to encourage self-service and then assess whether that has an impact on your call centre call volumes through CJA.
- Supercharged attribution – integrating the powerful attribution models from Attribution AI with CJA’s flexible journey exploration tools to deliver cross-channel ROI insights.
- Stories behind the journey – Adobe are making it easier to share the rest of the story behind the data with the Adobe Analytics mobile app. You can add commentary to your insights before sharing with internal stakeholders.
- Seamless audience publishing – with your insights gained from omnichannel customer journeys you can already create rich segments, but you’ll soon be able to activate those segments in any channel through Adobe Real-Time CDP.
In the same session, Zachery Anderson from Natwest explains how they’ve leveraged CJA to build a greater understanding of their customers and make data available across the business to enhance their customer experience. Now the teams have better access to data, they’re using customer insights much more, resulting in a 50% increase in CTR on social media and an increase in completion of on-site journeys too.
Finally, it’s worth checking out Trevor Paulsen’s session “Turn It Up to 11! Customer Journey Analytics Tips and Tricks” to learn how to be an insight mega star. Once you’ve enabled “dark mode” in CJA, you’ll be ready to get going…
- Fixing data problems – tune up your data on the fly by using CJA to filter out bad historical data, remove duplicated data and debug with the person ID field.
- Using multiple tools – use Report Builder to get data into Excel, use the “cjar” R library for data science and the mobile app for exec insights.
- Insights for stakeholders – rename a person/event, use custom calendars and experiment with any data.
- Creating data on the fly – use CJA to create metrics from string fields, fill in blanks and flow backwards from an event of interest to see what led to it.
Station10 & Adobe
As an Adobe partner of over 9 years, Station10 has delivered hundreds of projects across Adobe’s products, leveraging over 50 Adobe certifications and accreditations to provide in-depth strategic, technical and analytical and business expertise.