Adobe Marketing Cloud Integrations: Myth or Reality? by Holger Marsen
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Transcript of Adobe Marketing Cloud Integrations: Myth or Reality? by Holger Marsen
Adobe Marketing Cloud IntegrationsMyth or Reality?
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
The Mythical Score
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!
Section 01What is the Adobe Marketing Cloud?
•Why is it important?•How many solutions?
What is Adobe trying to do?
Create, Design & Develop
Manage & Deliver Engage Users Analyze
Optimize
MAKE MANAGE MONETIZEMEASURE
ASSEMBLELISTEN PREDICT DELIVER
USER EXPERIENCE
.000 .003.001 .002
Consumers expect relevant content!
USER ACTIONS
300 milliseconds
Assemble
Predict
Listen
Deliver
MULTIPLE CHANNELS
MULTIPLE DATABASES &
TECHNOLOGIES
DISJOINTED EXPERIENCE
EMAIL MOBILE
SOCIAL DIRECT MAIL
WEB
Register
Now!
25%off
$15 offToday Only!
Loyalty Rewards
“Like” us
to win!
A Siloed and Broken Experience
SOLUTIONS
CORE SERVICES
Adobe Marketing Cloud
PLATFORM
ANALYTICSEXPERIENCEMANAGER
CAMPAIGNMEDIAOPTIMIZER
SOCIAL TARGET
ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILEPROFILES & AUDIENCES
USER MANAGEMENT & ADMINISTRATION
Data & Content
PRIMETIME AUDIENCE MANAGER
Section 02What integrations exist in the AMC?
A strong Core!
ACTIVATION
ASSETS COLLABORATION
EXCHANGE
MOBILE
PROFILES & AUDIENCES
USER MANAGEMENT & ADMINISTRATIO
N
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 EXCHANGE ACTIVATIONASSETS MOBILE COLLABORATION USER MANAGEMENT AND ADMINISTRATION
ANALYTICS
CAMPAIGN
EXPERIENCE MANAGER
MEDIAOPTIMIZER
TARGET
SOCIAL
The Mythical Score
Section 02What integrations exist in the AMC?
Spaghetti Junction?
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 ProfileCreative Cloud
The Mythical Score
Section 03It’s all about the Creative!
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?
The Mythical Score
Section 04It’s all about Data!
How to instrument for Analytics?
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>
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?
The Mythical Score
Section 04It’s all about Data!
How to leverage insights?
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?
The Mythical Score
Section 05It’s all about the Experience!
I am a person not a number!
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
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
The Mythical Score
Section 05It’s all about the Experience!
“Non-technical HTML” in Emails!
• 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
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
The Mythical Score
Final Verdict
For more information contact:Holger MarsenPrinciple ConsultantT 020 34757 200M 07968 [email protected]
Thank you