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

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Adobe Marketing Cloud Integrations Myth or Reality?

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

Page 1: Adobe Marketing Cloud Integrations: Myth or Reality? by Holger Marsen

Adobe Marketing Cloud IntegrationsMyth or Reality?

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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

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The Mythical Score

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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!

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Section 01What is the Adobe Marketing Cloud?

•Why is it important?•How many solutions?

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What is Adobe trying to do?

Create, Design & Develop

Manage & Deliver Engage Users Analyze

Optimize

MAKE MANAGE MONETIZEMEASURE

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ASSEMBLELISTEN PREDICT DELIVER

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USER EXPERIENCE

.000 .003.001 .002

Consumers expect relevant content!

USER ACTIONS

300 milliseconds

Assemble

Predict

Listen

Deliver

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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

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SOLUTIONS

CORE SERVICES

Adobe Marketing Cloud

PLATFORM

ANALYTICSEXPERIENCEMANAGER

CAMPAIGNMEDIAOPTIMIZER

SOCIAL TARGET

ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILEPROFILES & AUDIENCES

USER MANAGEMENT & ADMINISTRATION

Data & Content

PRIMETIME AUDIENCE MANAGER

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Section 02What integrations exist in the AMC?

A strong Core!

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ACTIVATION

ASSETS COLLABORATION

EXCHANGE

MOBILE

PROFILES & AUDIENCES

USER MANAGEMENT & ADMINISTRATIO

N

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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

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The Mythical Score

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Section 02What integrations exist in the AMC?

Spaghetti Junction?

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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

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The Mythical Score

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Section 03It’s all about the Creative!

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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?

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The Mythical Score

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Section 04It’s all about Data!

How to instrument for Analytics?

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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>

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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?

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The Mythical Score

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Section 04It’s all about Data!

How to leverage insights?

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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?

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The Mythical Score

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Section 05It’s all about the Experience!

I am a person not a number!

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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

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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

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The Mythical Score

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Section 05It’s all about the Experience!

“Non-technical HTML” in Emails!

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• 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

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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

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The Mythical Score

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Final Verdict

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For more information contact:Holger MarsenPrinciple ConsultantT 020 34757 200M 07968 [email protected]

Thank you