Journey Optimizer Overview Part 2 - Advanced functionality

Transcript

Hi everyone. Today, brands are looking for ways to better understand their customers and deliver personalized and real-time omni-channel journeys. In this second video, we will show you how Adobe Journey Optimizer can help you use offer decisioning, real-time segment qualification, and business event management to take your consumer journeys to new heights. As with the first video, we will be using Luma, a fictitious athletic apparel company, which is looking to promote its latest gear collection and increase sales with existing customers.

Let’s start with the consumer experience and how Adobe Journey Optimizer’s offer decisioning capability is used to enhance Sarah’s experience with the brand.

As Sarah receives the new seasonal collection email announcement from Luma and she scrolls to the bottom, she now sees a couple of personalized offers. The first one focuses on increasing traffic to the Luma mobile app in case consumers already have it installed, which happens to be the case with Sarah. If not, then a different message would have been promoted with a call to action to download the Luma mobile app. The second offer Sarah sees focuses on her loyalty status. Depending on their level, consumers see a different message, informing them on the benefits they currently have with the brand. These are just a couple of examples on how brands can use offer decisioning to further personalize their consumer experiences and engage with them in more meaningful ways. As Sarah engages with the brand and transacts, she happens to become eligible to the next loyalty level tier. She then automatically receives a message, informing her on her new status and additional benefits she now has. This real-time message is made possible using Adobe Journey Optimizer’s segment qualification capability. Another capability brands can take advantage of is with business events. Sarah is back to shopping with Luma and she shows interest in this Voyage yoga bag. Unfortunately, this item is currently out of stock and she decides to add it to her wishlist. A few days later, as Luma restocks this product, Sarah receives an email informing her that the product is now available and that she can continue her shopping experience. In this example, restocking is defined as a business event the Luma business is using to automatically trigger consumer communications. Now, let’s go behind the scenes and see how Adobe Journey Optimizer can help practitioners use these three enhanced capabilities. Here we are back in Adobe Journey Optimizer. Please make sure to watch our first video, as it highlights a walkthrough of how brands can create journeys, messages and manage their assets and audiences. Let’s start with offer decisioning. To make sure every message is highly personalized, practitioners can create a catalog of offers in Adobe Journey Optimizer. This view lists all of Luma’s offers. Each offer comes with a start and end date, a pool of representations depending on channels, audience definition, for which offers are eligible for, as well as priority and any capping. Once offers are defined, they can be used across all channels. Here’s an example of how users can add an offer block to an email, select the loyalty status offer pool and preview them depending on each loyalty level.

Next stop, segment qualification.

If you’re looking for ways to engage with consumers based on a real-time change in their behavior, then segment qualification is what you’re looking for.

As opposed to starting a journey with a scheduled batch read audience, the segment qualification triggers as soon as a consumer enters or exits a segment. And this happens in real time.

This view shows an example of a journey which triggers as soon as a Luma consumer becomes a diamond member, meaning when they enter the Luma diamond level members segment. When they do, they automatically go through the steps of this journey and receive a message, highlighting their newly attained benefits. Finally, brands can use business events to turn some of their internal processes into personalized triggers to further enhance their consumer journeys. This journey shows how a product replenishment business event can be used to trigger a consumer communication to inform consumers that a product that they were shopping for is now back in stock. At any time during the creation of a journey, practitioners can test it to make sure their events and all steps are accurate before they go live.

With Adobe Journey Optimizer, brands can enhance their omni-channel campaigns as they include capabilities such as offer decisioning, segment qualification, business events, and provide their consumers with the exceptional experiences they expect and deserve. - -