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Adobe Marketing Cloud Integrations: Myth or Reality? by Holger Marsen

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Adobe Marketing Cloud Integrations: Myth or Reality? by Holger Marsen

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Adobe Marketing Cloud Integrations: Myth or Reality? by Holger Marsen

  1. 1. Adobe Marketing Cloud Integrations Myth or Reality?
  2. 2. Holger Marsen • Leads the Cognifide Optimisation practice with a particular focus on the Adobe Marketing Cloud solutions • Background in analytics/BI & development tools, internet technologies, content management systems • Previous positions in Sales, Support and Technical roles Jakub Otrzasek • Drives our customers Analytics implementations • Background in Data delivery using BI and RDBMS technologies
  3. 3. The Mythical Score
  4. 4. What is the Adobe Marketing Cloud? Why is it important? How many solutions? What integrations exist in the AMC? A strong Core! Spaghetti Junction? It’s all about the Creative! Agenda It’s all about Data! How to instrument for Analytics? How to leverage insights? It’s all about the Experience! I am a person not a number! “Non-technical HTML” in Emails!
  5. 5. Section 01 What is the Adobe Marketing Cloud? • Why is it important? • How many solutions?
  6. 6. What is Adobe trying to do? Create, Design & Develop Manage & Deliver Engage Users Analyze Optimize MAKE MANAGE MONETIZEMEASURE
  7. 7. ASSEMBLELISTEN PREDICT DELIVER
  8. 8. USER EXPERIENCE .000 .003.001 .002 Consumers expect relevant content! USER ACTIONS 300 milliseconds Assemble Predict Listen Deliver
  9. 9. MULTIPLE CHANNELS MULTIPLE DATABASES & TECHNOLOGIES DISJOINTED EXPERIENCE EMAIL MOBILE SOCIAL DIRECT MAIL WEB Register Now! 25% off $15 off Today Only! Loyalty Rewards “Like” us to win! A Siloed and Broken Experience
  10. 10. SOLUTION S CORE SERVICES Adobe Marketing Cloud PLATFORM ANALYTICSEXPERIENCE MANAGER CAMPAIGNMEDIA OPTIMIZER SOCIAL TARGET ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILE PROFILES & AUDIENCES USER MANAGEMENT & ADMINISTRATION Data & Content PRIMETIME AUDIENCE MANAGER
  11. 11. Section 02 What integrations exist in the AMC? A strong Core!
  12. 12. ACTIVATION ASSETS COLLABORATION EXCHANGE MOBILE PROFILES & AUDIENCES USER MANAGEMENT & ADMINISTRATION
  13. 13.  Common ID  Attributes  Audiences  Store  Sync  Share  Implement & manage  Customize  Distribute data  App analytics  In-app messaging  Location analysis  Campaign data integration coming soon  Store  Campaign data integration coming soon up-sell  Unified content and commerce  Implement & manage  Customize  Distribute data  Location marketing  Ad campaigns  Customer data integration  Common ID  Attributes  Audiences  Store  Sync  Share  Implement & manage  Customize  Distribute data  App experience optimization  Location marketing  Customer data integration  Store  Sync  Share  Social platform integrations PROFILES &AUDIENCES EXCHANGEACTIVATIONASSETS MOBILE COLLABORATION USER MANAGEMENT AND ADMINISTRATION ANALYTICS CAMPAIGN EXPERIENCE MANAGER MEDIA OPTIMIZER TARGET SOCIAL
  14. 14. The Mythical Score
  15. 15. Section 02 What integrations exist in the AMC? Spaghetti Junction?
  16. 16. Delivering a Personalized Experience Onsite Experience Adobe Media Optimizer Adobe Social PLATFORM Create Manage Digital Assets Adobe TargetAdobe Experience Manager Content Data Adobe Analytics Real Time Profile Creative Cloud
  17. 17. The Mythical Score
  18. 18. Section 03 It’s all about the Creative!
  19. 19. Solution - Link Creative Cloud to Marketing Cloud Shared Assets in Marketing Cloud • Available in Target (and Analytics) directly • Utilize in Social • Link to from Campaign Direct connection to Creative Cloud accounts • Share with external agencies if desired Gotchas? No workflow at present! Assets can disappear..  Drive through AEM DAM integration Challenge – How to make creative content available consistently?
  20. 20. The Mythical Score
  21. 21. Section 04 It’s all about Data! How to instrument for Analytics?
  22. 22. Traditional tagging of pages requires manual JavaScript insertion and maintenance. CMS-based tagging should automate this by utilizing meta- data Issue: you need to define and maintain this yourself! Solution: AEM provides an integrated mapping framework to simplify tagging. Important – it includes inheritance, thus provides flexibility to alter/extend. Gotchas? Each component needs to be designed for analytics tracking!!! Challenge: Analytics tags take a lot of effort to implement and maintain! <!-- Analytics code version: H.27. --> <script language="JavaScript" src=”s_code.js"></script> <script language="JavaScript"><!-- s.pageName=“The Apple Page s.server=”www.mycompany.com" s.channel=”Electronics” s.prop1=”Returning Visitor" s.prop2=”4.51pm" s.campaign=GetQueryParam("source") s.events=”search_in_category” s.eVar1=”iphone6" s.eVar2=”homepage search” /****** DO NOT ALTER ANYTHING BELOW THIS LINE*******/ var s_code=s.t(); //--></script>
  23. 23. Use Dynamic Tag Management • W3C Data-extraction • Adobe provides automated package to extract content metadata into W3C standard (with some headlibs changes + attribute maintenance) • Allows extraction of data points via remote rules in DTM • No pre-definition of rules at present • Provides no inheritance for larger deployments (manual copy) Use Analytics Dynamic Components • Separates analytics data from actual component definition • Make content available in mapping framework How to solve the maintenance issue?
  24. 24. The Mythical Score
  25. 25. Section 04 It’s all about Data! How to leverage insights?
  26. 26. Solution: Use Analytics integrations Direct Analytics integrations • Push data via Exchange (e.g. Email remarketing) • Leverage full data set for SEM spend management Integration via Marketing Cloud • Leverage Visitor ID service • Marketing Cloud Audiences • Analytics segments • Raw data • Deliver custom experiences via Adobe Target Challenge – I have data. How can I become more successful?
  27. 27. The Mythical Score
  28. 28. Section 05 It’s all about the Experience! I am a person not a number!
  29. 29. Personalization/Customization • Design an experience to meet an individual’s preferences Relevancy • Responding to an individual’s desires/needs Solution: You need Content and the means to deploy it to individuals Structured method of creating content • AEM Means to deploy it to individuals • AEM + Target Challenge: Personal communication in a digital world Relevancy The “Sweet Spot” Personalization
  30. 30. Benefits • Supports full A/B Experience testing • Leverages content generated/stored in AEM Gotchas? • Difficult to do MVT • No support for Automated Personalisation & Recommendations in Target Premium ??? Consider using new Interactive Target interface Challenge: Personal communication in a digital world
  31. 31. The Mythical Score
  32. 32. Section 05 It’s all about the Experience! “Non-technical HTML” in Emails!
  33. 33. • Strong workflow capabilities • Comprehensive communications options • Ability to tailor communication to customer data • Can utilize creative from the Shared Assets in the Marketing Cloud Challenge: Campaign requires manual or pre-packaged HTML templates Adobe Campaign – Powerful multi- channel communications tool
  34. 34. Solution: Utilize AEM-Campaign integration • Use common formatting standards • Simple, interactive content creation for Marketers • Utilize approved and managed content from DAM • Preview formatting against common browsers • Increased delivery speed utilizing collaboration features and workflows Gotchas? • Make sure to add appropriate workflow for template approval • Out of the box requires custom components due to inline styling of emails Challenge: Campaign requires manual or pre-packaged HTML templates
  35. 35. The Mythical Score
  36. 36. Final Verdict
  37. 37. For more information contact: Holger Marsen Principle Consultant T 020 34757 200 M 07968 489082 holger.marsen@cognifide.com Thank you

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