Adobe Summit 2021: Personalization as a Top Priority in Digital-First World

Adobe Сustomer Journey Analytics

Consumers today are more attentive to the data they share and privacy-aware, at the same time they also want to connect to brands in an easy and personalized way. Thus, successful enterprises are looking for a data-driven approach to know their customers and to optimize and improve engagement continuously.

With that aim, Adobe announced Adobe Customer Journey Analytics, a new enterprise application in Adobe Experience Cloud. It enables brands to integrate and standardize their online and offline customer data for analysis by anyone, not just data scientists. With easy visualization, brands can better understand the complete customer journeys to better perform marketing strategies. 

The new AI capabilities and features in the new Adobe Customer Journey Analytic :

• With intelligent alerts in Adobe Customer Journey Analytics, brands can rely on Adobe Sensei – Adobe artificial intelligence technology. Intelligent alerts will automatically surface insights that would have otherwise gone unnoticed, and the more the alerts are used by brands, the smarter the AI capability gets.
• The Customer Journey Analytics dashboards mobile app is giving executives a cross-channel view of the customer and access to key metrics from multiple data sources in an executive-ready view for the first time. With a comprehensive cross-channel view of the customer, it becomes easier for executives to evolve business strategies in real-time.
• Newly released data views allow reducing the time and energy spent cleaning data sets.
• Simplified data collection features help brands to improve website performance and giving brands the flexibility to send data wherever they determine it needs to go.
• Through Adobe Experience Platform Edge Network, a company can receive and send an event, or piece of data, in milliseconds. All of this is designed with privacy and governance controls.
  

Adobe Journey Optimizer

Consumers are in control when it comes to how they engage with brands. Consumers expect brands to understand them and anticipate their needs and want to connect in a way that feels personalized and relevant throughout their unique journey.

The new Adobe Journey Optimizer is the industry’s only enterprise application that brings together customer signals and intelligent analytics from across the Adobe platform. It is designed to help marketers optimize and personalize the customer journey through any outbound or inbound customer engagement (e.g. weekly promotional emails or personalized, real-time interactions like delighting customers with contextual information as they engage with the products and services they already bought).

• Adobe Journey Optimizer combines a variety of data types, including behavioral, transactional and operational data across multiple touchpoints into a single, centralized customer profile that is constantly updated. Thus, brands have a full 360-degree real-time view of their consumers and can derive real-time insights to anticipate the next best action to take. Intuitive goal setting, reporting, and dashboards enable marketers to see and report on key metrics to optimize their business.

• Artificial intelligence (AI) and machine learning (ML) based intelligence is an integral part of the application. A central decision engine analyzes customer data to select the right offer for each unique customer at the appropriate point in their journey.  It helps brands to produce the best outcomes for individual customers.

Adobe Commerce Capabilities

In order for brands to win at customer experience management (CXM), they have to anticipate and understand their customers’ needs as well as address their pain points. To help brands to do thate, Adobe is delivering exciting new features within Adobe Commerce (formerly Magento) that provide a differentiated and engaging commerce environment.

The platform has three very attractive new features that are worth exploring:

• intelligent Live search for relevant results on a merchant’s website
• visual product recommendations for customers.
• e-signature from Adobe Sign in the checkout process, along with tie-ups to FedEx, Paypal and Wayflyer.

Next Generation Adobe Real-time CDP

With consumers becoming increasingly attentive to what type of data they are willing to share and third-party cookies in browsers going away, quality first-party data is the best way for marketers to build trusted relationships with customers.

This platform enables marketers to build trusted relationships with customers through first-party, data-driven customer acquisition and engagement. This platform is available for B2B and B2C interactions.

Adobe Real-time CDP helps brands activate known and unknown customer data to manage the entire customer profile and journey in one system, without the need for third-party cookies.

It allows brands to combine first-party web, app and media data (from publishers) coming from interactions such as a prospect’s web browsing activity, as well as emails or phone numbers from customers who opt to register on a brand’s site.

NOTE ?
Adobe also announced a B2B edition of the Real-Time CDP, expected to be available in summer, 2021.
The B2B edition of Adobe Real-time CDP allows customers to bring together both individual and account profiles for complete intelligence and activation to help B2B companies think and act like B2C brands.

Adobe Experience Manager

Over the last few years, almost every brand has felt the pressure to accelerate the shift to a digital everywhere world. Customers now expect rich imagery and video at every interaction across the customer journey and every brand must deliver.

However, many organizations still struggle to find a consistent approach to deal with the thousands of images, videos, and rich media used in the experience-making process.

Adobe announced new capabilities in its Experience Manager platform. The main aim of the enhancements is to allow creating digital assets for various personas through artificial intelligence and automation. These capabilities include a Headless content management system (CMS capabilities) which can deliver content as data over APIs. It can also help with content automation. Another feature is Experience Manager Assets Essentials, which is now the default asset management capability across all Experience Cloud applications.

Upcoming quick site creation features will enable rapid delivery of web experiences without the need for back-end development. Customizable and reusable site templates can be used to create production-ready sites, ready to be populated with content. Finally, a new workflow allows front-end developers to edit web design in their coding program before pushing the changes back into Adobe Experience Manager.

• Centralized, collaborative workspace: Agile workspace with an easy setup to get the team up and running quickly with asset management. Content creators and collaborators can access digital assets in a shared cloud-based environment that is scalable, available, and accessible around the world.
• Search and content discovery, powered by AI: easily organize, tag, and find approved production assets to ensure utilization and brand consistency across teams. With Adobe Sensei AI (Adobe’s AI and machine learning technology) within Experience Manager Assets, it will be possible automatically to tag product images with color labels (Color Tags), and automatically extract keywords from text, converting them into smart tags, thus enabling users to quickly find assets.NOTE: Color Tags will be available in the second half of 2021 and Smart Tags for text are generally available to customers today.
• Intuitive, fully integrated user interface: A simplified, easy-to-use interface enables creative and marketing teams to stay within their everyday tools to access shared assets. Creative professionals can use Adobe Asset Link to search, browse, and edit digital assets directly from Adobe Photoshop, Adobe Illustrator, InDesign and XD — without ever leaving their creative context.

Work management solutions must help companies run more efficiently by centralizing work in a single application, so cross-functional teams can connect, collaborate, and execute the right work – from anywhere.