Building the Foundation for Personalization at Scale

Transcript

Hi, everyone. Welcome and thank you all for joining today’s session. My name is Katie Cosby. I am a senior strategist within Adobe’s integrated architecture team, and I will be your host today and for the rest of the Connecting the Dots webinar series. As we get started, please take a moment to interact with our live poll. We will use your responses to fuel our conversation a little bit later in this session. And just to note that this session is being recorded, and a link to recording will be sent out to everyone who is in attendance and those that have registered. So before we dive into everything today, I wanted to quickly discuss why we’ve decided to kick off this Connecting the Dots virtual event series and why we are all here today. So let’s take a moment to touch on that. You are probably all aware there’s never been a time where the ability to scale personalized experiences to every customer. Sorry, there was an echo there. Are we good to continue? All right. So there’s never been a time where the ability to scale personalized experiences to every customer has been more expected, more needed, or more possible. Everyone here in this session today leverages five or more Adobe solutions. And most likely you are here to learn more about recommended strategies to tie everything together and effectively personalize at scale. I myself am a member of Adobe’s integrated architecture team. We continually work with customers to support them in executing business strategies that move across digital experience products, unlocking the ability to personalize at scale. So in today’s session, our objectives are really what you see as these three here to share Adobe-led best practices, discuss challenges, and provide an opportunity to share and learn with your peers that are here today. So with that, let’s just take a quick look at our agenda. So next up, I will be turning things over to my colleague, Justin Halley, principal strategist with the integrated architecture team to take us through a review of the foundations of personalization at scale. After that, I welcome everyone to come off of a mute for the roundtable discussion portion of this event, where we’d really like to kind of get into the details, discuss challenges your organization faces when it comes to strategy and execution of personalization at scale. And at the end of the discussion, we will close with next steps and give everyone a chance to provide some feedback via a quick three-question survey. So before we engage in the presentation portion of today’s event, is there an attendee on who would be comfortable to raise their hand, come off mute, and kick us off by sharing what challenges to personalization at scale your organization has encountered? Any volunteers? Yep, Alex, go ahead. Oh, I’ll give it a shot. Hi, everyone. So we’re working on this right now. And one challenge has been getting more real-time with the identification of a certain segment that we’re looking to personalize fast enough so that it’s relevant. For example, we have a couple minutes to maybe interrupt their journey and get something more relevant to them on the site. But with the delays with the segment with Adobe Analytics and getting everything to transfer through, we’re having to do some custom work within the data layer and JavaScript in order to get it all to flow faster and cut Adobe Analytics out of the process. Got it. So really using the right source for the audience based on what you’re trying to do. That sounds really interesting. And thank you for sharing. I will definitely talk a little bit more about that in our session today. But if we don’t touch on everything when Justin’s presenting, we’ll probably circle back to that when we come to the roundtable portion of the event. But again, thank you for sharing. That’s a great challenge to really focus on and dive into. So at this point, I will turn the screen share over to our presenter today, Justin, to take us through the foundations of personalization at scale. Thank you, Katie. All right, let me just get my screen up here. I’m going to turn my camera off for a moment here. All right, hold on one second. Sorry, having some technical issue with my browser. All right, here we go. Welcome, everyone. Thanks for taking some time out today to discuss building a foundation for personalization at scale. My name is Justin Howley. I’m a principal customer success architect on the integrated architecture team here at Adobe. And yeah, this is an exciting topic. I’m sure that a lot of you have heard about personalization at scale. If you have attended summit or not, and just getting some information coming out of Adobe summit, there’s a lot to be said about Gen AI and personalization at scale. So we thought it was fit to speak to our customers and get their feedback and, and share some of the knowledge that we have collected from customers we’re working with about how they’re building out their personalization at scale programs to in turn, give that content over to you to help you build your foundation for your personalization at scale program. The screen is not advancing. There we go. Sorry, technical difficulties. All right, so the topics we’re going to explore today and discuss. So what is personalization at scale, if you don’t already know, review some of the foundational pillars of personalization at scale, and then build an action plan to get started. So what is personalization at scale? Really, what it means is delivering customized experiences throughout the customer journey in real time on every channel that the customer is engaging with. So the way that this differs from traditional personalization is really that in traditional personalization, where we’ve identified an audience or a customer type, and we’re presenting them that type of experience and the content we’re offering on one particular channel, right, not really focused on customer journey or customer journey across devices across channels. So that’s where personalization at scale comes in, right? So we’re not just looking at one particular journey, one particular channel, we’re really looking at end to end the complete customer journey across channels. So just some stats here that are really interesting. So some of the benefits of personalization at scale. So the organizations that invested in personalizing their experience and customer journey grew 1.7 times faster and increased, grew their revenue 1.7 times faster and increased lifetime value 2.3 times more than companies trailing behind in digital experience capabilities. And 80% of consumers are more likely to purchase when brands offer cross-channel personalized experience to them. It seems like a no brainer, right? The more relevant and contextual the experience is, the more likely they are to engage in purchase. 45% have left the website without purchasing because they felt the experience was poorly curated, or not connected throughout their journey. I think we’ve all probably have come across that scenario where you’re looking for a specific product with specific content, and you’re really not getting what you’re finding, but you’re being recommended other information or content or products and not seeing what you’re expecting and just leaving it and going to look for that somewhere else. And then 40% are likely to spend more than they had planned when their journey is highly personalized to them. So specifically, if we’re looking at a customer journey or customer flow, and let’s just say it’s a retail example, and they’re in the checkout flow, if the journey is highly personalized to that individual, they’re more likely to buy more from that particular journey and that experience. And there’s some operational benefits and upside of personalization at scale. So from an organizational perspective, right, there’s increased efficiency. So it can help reduce a manual work and increase operational efficiency across teams such as content production and reusability. There’s ways to automate and streamline some of the marketing and sales processes. It’s a good practice once we’re getting started in building this foundation for personalization at scale to get better insight into our data, right? So it gives us the opportunity to take a look and see is our data accurate, right? Do we have data democratization? Is everyone available to access our data and use the data in a meaningful way? So there’s opportunities there from the data perspective.

And then from team cohesiveness, right? So in order to run and set up a personalization at scale program, there’s a lot of communications between teams that have to happen, right? So there’s better alignment on goals and messaging between teams. There’s better opportunities for collaboration and communication. So from the perspective of, you know, what’s in it for me, for my organization, it’s not necessarily just the upside advantage of conversion and revenue. There’s also some operational benefits. So let’s take a look at what an example personalization at scale journey looks like. So in this example here, we have a customer on the left hand side, potentially looking for a product. They browse the website for that product and potentially signs up for, you know, an offer or a percentage off. They could receive product promo, email from that sign up and then get another message to download the app. And then potentially from downloading that app, that experience can take them to that in-app mobile experience, or it can take them to the desktop experience where they can find the personalized experience there on the desktop website. And then that can result in a purchase either online or in store. So it’s really looking at the possibilities of threading the needle between all of these channels and all these touch points is really what the foundation for personalization at scale is.

Let’s take a look at some of the foundational pillars of personalization at scale.

So really the first priority for establishing this program is strategy, right? We have to understand what our goals are, what the customer journey is. So we really want to start by mapping out that customer journey, having an understanding of all the potential touch points across channels of where the customer will interact with. We want to make sure that we establish governance and ownership. So making sure that all of the appropriate teams are involved and understands who controls what, specifically from the planning, orchestration and execution perspective.

Data, right? So making sure that we have the means to consolidate our data from various sources, to be able to act on it in a meaningful way. And being able to understand, okay, what are we going to do with the data, right? How are we going to analyze that data when we’re running this personalization at scale program? And then of course, technology that supports use cases. So it’s not necessary to have every facet of the customer journey accounted for from a technology perspective. So you may not have specific marketing automation platform. You may not have a CDP. There are certain ways to work around that and still provide a robust personalization at scale experience, but definitely having the kind of like a checklist of here are the gaps, here’s what we have today from a solution perspective. And here’s where we may need to grow or invest more to have a more robust personalization at scale program. And then measurement and reporting kind of tying into the analyzing customer data, have a meaningful way of how we’re going to report on these insights so we can grow and drive future personalization efforts. Next up in priority is having a team. So a lot of these teams here may not be a hundred percent necessary to have dedicated teams. Like a lot of our customers we work with, there’s lots of shared roles, right? There’s lots of cross team interaction and wearing multiple hats. But from an ideal perspective and just kind of laying this out as it should look in a really mature fashion, having a personalization lead I would say is number one priority. So an owner who is responsible for all the aspects of orchestrating the program. This can also be potentially the center of excellence lead if you have a current existing optimization or testing program. Having data scientists and analysts, so responsible parties for analyzing that data and being proactive and identifying patterns and opportunities for customer personalization strategies. The marketing content teams, so it’s very content heavy. So having the means to create and deliver those content across those channels, email, social media, web, mobile app, so on and so forth. IT and technical teams, so being able to select and implement the personalization technology and working with those teams to make sure they align to your business objectives and customer needs. UX teams, product management development teams, and then governance and partners, right? So providing that oversight for operational aspects of content that goes across your org or across vendors and partners. And one thing to call out here that’s important, we’re not just talking about when we’re looking at personalization at scale, it’s not just internal within your org. It could be also external, right? For certain third parties or vendors that you’re working with, there is a collaboration and effort that needs to happen. So putting the priority and the focus on planning and the strategy, I would say is one of the most critical parts of a personalization at scale program. I would say even more critical than the technology that supports it, because if you don’t have the fundamental focus and strategy in place, then you’re not going to be able to make the right decisions to potentially choose types of technology that would be needed to support your goals. Then onto data. So there’s lots in here, right? So data collection, democratized data, like I said, just making sure teams have access to make meaningful decisions for their areas of the organization, making sure it’s accurate, right? It’s a great time when we’re going through this exercise and process of building out a really robust personalization at scale program, we want to make sure that it’s accurate. We want to make sure that there’s also a governance strategy in place, right? And there’s data analysis happening on a regular basis to understand additional opportunities that may provide additional customer journeys or additional experiences that are created for your program.

And then real-time data. So it’s important, but not always critical for a personalization at scale program. It really depends on your customer and the industry. There’s certain customers who, their customers, there’s certainly upside to having real-time capabilities, but it’s not always necessary. It depends on purchase cycle, depends on what the customer journey is. So we just don’t want to scare folks off with too much from a technology perspective, just say, for instance, you don’t have the ability to use real-time data, you can still have a successful personalization at scale program built out.

And technology, as I’d mentioned, things such as customer data platforms, marketing automation platforms, personalization engines, reporting tools, analytics, dynamic content management systems, really, this will be dictated again, in the planning and the strategy phase of, it’s also dictated by what your customers are expecting throughout their journey as well, right? So there could be things such as, we can wait email, email is important, but is it important in a particular customer journey? Mobile app, mobile web, depending on the customer journey, waiting these types of channels and just having understanding of how important these are within the customer journey. Again, the data is going to tell us this, but in that strategy and planning phase, it’s really important because it’ll give you the opportunity to assess your technology stack. You may or may not need the certain capabilities, but we want to make sure that you have the understanding of what’s needed and what’s not needed to get value out of a personalization program. And then of course, content, right? We can’t personalize if we don’t have content. So it could be product recommendations. Everyone’s seen, people who bought this bought that and so on and so forth. Web, mobile and app content, personalized messages, email, SMS, offers and promotions, even videos as well. They’re all fair game in the ecosystem of personalization at scale, but it really is still dependent on you as the customer and what your customers are demanding and looking at your data and what is that telling you, what is the most impactful. And there’s also opportunity to test certain things, right? We don’t want to throw out the equation of AB testing and optimization. That should be also baked into your personalization on scale program because we want to make sure that the experiences and the content that we’re providing are converting, right? That they’re performing as they should be and they’re not underperforming. So there’s always opportunities and areas to bake in a bit of a testing strategy within your specific channels for particular pieces of content.

All right, let’s look at action plan for building a personalization on scale program. So it’s really grouped into these three execution areas, planning, orchestration, execution. We talked a lot about planning, right? Just the priority and focus needs to be on the initial strategy because that’s going to tell you a lot of what you need and where you need to go and what you need to invest resources in. Defining those objectives, that’s really key. What does your organization and business want to do with this type of program? What’s the KPIs? What’s the measures for success? And then mapping that customer journey, like I mentioned, identifying those customers and have an understanding of where customers are going and what types of flows will dictate, again, some of the content needed, some of the technology needed. And then having that data accessible and centralized. It’s just good practice because if not, things tend to get a little blurry and a little messy and less value can be gained if we don’t have clean accessible data. And then orchestration. So defining those use cases against that mapped customer journey. So what do those specific use cases look like? Again, it’s going to be dependent on, well, it’s going to dictate and tell you what technologies are needed, right? And then teams involved. So are all the required resources and teams aware of their involvement? Is there communication happening regularly? And is everyone enabled and trained on their specific solution? And then on the execution phase, really the high level here is communication, right? Before we push that button, right? Before we get to the execution of that particular customer journey, has communication gone out? Are all the teams clear on their responsibilities, goals and efforts prior to the launch? And then making sure, just like in our world of A-B testing, monitoring the performance close after launching. Not necessary for the entirety, right? But just making sure that all of the moving pieces are working as intended.

And having a plan for analyzing the data, right? The performance of that particular activity. What insights are we driving out of that? Is there areas of improvement or can we iterate on this thought and idea within this customer journey? And so here we have just a sample action plan. Just kind of putting it on paper and seeing what that looks like. So taking it from a 30, 60, 90 approach, if we’re looking to build out that foundation for personalization at scale, it starts with our objectives, right? What do we want to do for personalization that will define success? And then obviously mapping out that customer journey, teams involved in the 60 day, again, similar to that slide previous, defining those use cases and just listing them out. It’s helpful sometimes just to see it on paper, right? Sometimes we get tied up in the details and the minutia of things, but just having something to look at it in a different perspective is always helpful. And then creating content, right? Do we have the digital assets to support these specific use cases? So here are images, calls to action, specific web copy, emails, et cetera. And communication, right? At this point, all teams should be in the know of what’s going on. They should be aware. There should be active meetings happening. Data should be collected and centralized at this point. And then at the 90 day, if we discover from mapping out our customer journey and defining our use cases, there may be some needs for implementing technology. So if so, what are the types of things that we need? Are we lacking a personalization execution engine like Target, for instance? What’s the technology that we need to make this the dry value, make this a robust program? And content readiness. Is everything created approved and accessible, right? Do you have to run it through specific approval processes? Is it accessible or all the specific channels have access to the particular content that’s assigned for those experiences? And at the very end, launch readiness, right? Is everything in the action plan complete? Have we gone through it? Are we comfortable with pushing that button and moving forward? All right, so that wraps up the presentation portion of our discussion. I’m going to open it up for questions. I’m going to stop sharing.

That was great, Justin. Thank you. We’ve had a couple of questions come through. So to start with, let’s talk about, ah, this is a good one. So how do we achieve with a technology stack that’s distributed across different vendors, kind of that synergy and that support for personalization at scale? That’s a great question. So I would say, again, it’s heavily weighted in the planning and strategy areas of building out the foundation for the program. So if you’re working with different vendors and there’s, you know, tech stacks that are shared or that’s distributed across vendors and internally, having those conversations, having the initial conversations, having the initial conversations around what you’re planning to do is really important. I would say the accessibility component of how you’re going to functionally interact with those solutions is less important at this step. We just want to make sure that number one, the vendors on board, right? There’s opportunity on both sides for value, right? So there’s no doubt that the vendor should be excited about this potential opportunity because just looking at the pure statistics of what personalization at scale can drive within, you know, with customers, everyone gets it at this point. So there shouldn’t be any pushback of discussion. There should be open conversation about what the goals are, what the objectives are, and then having that plan and working with those teams. Communication is super important. I would say one of the most important aspects of running this type of personalization at scale program, because if we’re not talking about each other, if we’re siloed, there’s going to be difficulties and things are going to fall short. So establishing those first initial priorities for your strategy and just having those weekly conversations internally and externally is critical to getting this started. And it looks like one of the challenges specific to that that was listed was that when, you know, different channels might have different technology vendors, you know, doing the same thing, but, you know, for the separate channels. So like you said, I think that’s where communication becomes key. You can talk about and share what you’re doing, how you’re doing it, what the capabilities and limitations are to really kind of open that up. And it can, you know, perhaps even help push those separate technology vendors to be a little bit more cohesive and maybe move to one where you might have several. So again, that strategy and communication is really key to achieving that. The next question that we’ve got is also probably one of my favorites. So this is from Allison, who asked that she would love to understand how to really start the personalization program, specifically identify opportunities and then scale those across this site while utilizing all of their Adobe tools. So Justin, I’ll let you take a first swing at that one. Yeah, it comes down to what’s the objectives for your business to create experiences for your customers, right? What are your customers demanding from their experience? And what is the data telling us? So what do we know? Maybe we can find out what industry or vertical we’re talking about here. And that was from Allison. Yeah, yeah, I was gonna come off mute and tell us a little more. Thank you. Yeah, so we’re, we’re an ecom, personalized products, so photo uploads, you know, and then cards and stationery, home decor gifts, that sort of thing.

So great. So that would be more or less, you want to personalize to the customer, as far as let’s just say, repeat, repeat customers, right? Customers who have done this in the past may do the same thing in the future. And making it easier that way. I would say starting with that idea for a use case, and applying it across your marketing channels, like, does it make sense to communicate to this customer in this particular way in an email? It doesn’t make sense. It’s almost like a decision tree. Does it make sense to communicate this type of offer to this customer through email, through mobile, through SMS, it’s going to be different for every customer and or every organization in every industry. So it’s just figuring out and fine tuning what what messages are most meaningful to your customers at those touch points. And that’s going to drive a lot of the other conversations around technology as well, right? Because if you’re, if you see that your customers are not resonating with SMS messages, there’s no need to invest in that tech stack to be able to speak to them in that way, from a personalization scale perspective. So again, it’s really boiling it down to what’s the customer looking to do? Where does the message resonate the best? And then tailor that use case and map out that journey from there.

And I will add to that, especially when it comes to identifying those opportunities, really try to route those in data and do some analysis and be data driven as to, you know, where you have the volume, what the visitors are doing, and taking it from there. As far as using, you know, multiple tools in your Adobe stack, I think the most common one to support, like personalization scale is usually analytics and target really. So just streamlining, doing that analysis, and you know, sharing that data, and really being able to leverage those audiences from analytics and target and then also just doing that deep dive into your target results through your analytics integration. But I’m curious to know, I know you’ve probably got a few products there. Is there a specific like piece of your Adobe stack that you feel like you’re not using to, you know, its full extent when it comes to delivering personalization at scale? Or have you wanted to do a challenge with a specific product? Yeah, I mean, so I’m the owner of AB Testing, my company, and we essentially just use target for AB testing. So we’re really trying to this year kind of just start the process of using, you know, product recommendations as well as the, as well as, you know, the experience targeting portion of it to really start to personalize the site for our customers. Nice. Those are definitely great starting places. As far as your recommendations, do you have that up and running right now? Is it starting to kind of kick that value back to you or are you still kind of getting the pieces in place for that? Yeah, I think one of our struggles right now is that we actually have a product recommendations kind of engine that we built in house and we’re, you know, it requires a lot of dub work and everything. So we’re just looking to kind of see if we can migrate that over or at least take some of the load off and, you know, migrate part of it over to target. So we just started that process, those kind of discussions in the past week or so. Nice. I will say just a good tip there is to really kind of root that in strategy and let that strategy kind of, you know, guide your implementation, make sure you’re getting all the pieces in place that you need to leverage that because as I’ve seen it, like it can be a little bit more upfront work, but once you’ve got it up and running, it’s just great. It’s usually easy to use, adjust and kind of scale out. Yeah, for sure. And we’re also trying to just make a business case for our budget case for AEP. So the Adobe Experience platform. So just kind of trying to explore, you know, what we could do with that as well. Great. That’s great to hear. Yeah, I’ll just echo that sentiment of target recommendations is a great tool for providing personalization. And yeah, like Katie had mentioned, getting it up and running is best suited for having a well thought out plan and strategy. But once it is running, it drives value pretty quickly. So we’re glad to hear that. Great. Thank you. Thank you, Allison. Anyone else have questions regarding how they can use their tech stack together to deliver that personalization at scale or running into any challenges? All right. I see Jackie’s question in here. I don’t think we got to Jackie. So how should we think about balancing A-B testing with at scale personalization? Is the recommendation to leverage automated personalization testing to do that? Or is there a different path? That’s a great question. So when we get to the planning phase for building out this personalization at scale program, we want to have really well informed data about our current experiences, which means we should be testing all of our high converting pages, A-B testing them and making sure that they’re optimal. But sometimes in mapping out customer journeys, there’ll be certain pages that may be, tertiary pages that may be overlooked. They’re not the common pages that you’ll find within a customer journey. There’s definitely an opportunity for testing there. So it’s almost like chicken and the egg scenario. You want to be testing always and making sure that your experiences are optimal. So there should be a parallel track of A-B testing always ongoing, but there’s also opportunities that could arise from identifying new use cases for personalization at scale that would be best fit to A-B test, especially pages that are either under trafficked or underserved in the customer journey. We see that quite often. If the customer journey is five steps long, make sure that we’re not only optimizing the first step and the last step, but the in-between step is equally important. Sure. Thank you. I will add too that one of the key benefits of using automated personalization is the feature of being able to, at any time, add in new offers or new pieces to the experimentation that you have running. And it’ll just fold it in and continue to personalize and keep going. Whereas where you have to just have that cycle of A-B test, A-B test, you’re doing that really strict wait for statistical significance, turn it off, build up the new one and launch it. So if you happen to be an industry or a page where that content is changing frequently, that’s where automated personalization can also come in and make things a lot more efficient.

Yeah, that’s great. Thank you.

All right. So one more thing I think would be great to talk about further is, Alex, you talked about leveraging audiences real time, but with that challenge of initially you have all of that information, that really rich visitor attributes available in analytics and you’ve built out your valuable visitor profile there, but then when you share it over to Target to use, you experience that little bit of lag in that shared over and waiting for the audience pool and attributes to qualify and be actionable in Target. And so really making that more real time. And you talked about having to dig in and customize things to surface those things from your data layer to make them real time actionable in Target. Let me know if I’ve stated that correctly, but is there any other challenges to that that you’ve seen or anything you’ve learned from that process that you think was really key to kind of getting value from the effort there? I think the main lesson would be just to be realistic about what we’ll have available in the operation deployment as far as the capability to segment traffic. We went probably the opposite direction. We started with the best case, pure machine learning, potentially thousands of rules that a machine learning model would have available. Then we dumped it down to what Adobe Analytics could handle as far as segments as we start studying the different clusters or segments that we came up with. And then now it’s time to actually deploy the models and we’re having to dumb it down even further because Adobe Audience Manager is even less capable than Analytics. And in some cases where we’re trying to do some custom variables built in the browser that will be then available to the Adobe Audience Manager. Because what we did build in Adobe Analytics, there’s a multi-hour delay to be able to actually get that information that, hey, this customer belongs to this well-defined segment. So we’re having to reproduce some of that logic in the browser so that way we have that available in seconds, not hours.

Real time. Perfect. So yeah, and we’re going to keep learning about the loss of fidelity along the way where we should have understood it upfront and had a better plan.

Got it. So are you currently up and running with that real time data being leveraged? I mean, it sounds like you had a good journey to get there. We’re in the middle right now and I’m more of a project lead, so I’m probably getting some of the technical terminology incorrect. But yeah, we’re in the middle of that right now. Mostly that’s the custom JavaScript work and a lot of stuff on your checklist there as far as building what does the creative look like, specifically what experience would look like for the segment that we’re targeting here for our first use case. So I wouldn’t say it’s at scale or even cross-channel, but it’s pretty exciting first step into personalization for us.

Awesome. That’s great to hear.

Anyone else having challenges with audiences or anything similar to what Alex spoke to? I think the point that you brought up about documenting that and having that as part of the use case planning as they keep use of the process is a really great thing to touch on too. I think sometimes the use case planning portion can kind of be skipped over and kind of just focused on the execution and building things out. But I found by watching several companies go through the program and build out that if you take the time to start with those key planning pieces up front, it can seem like a little bit more once you get started. But then as you progress, it’s just making minor adjustments to what you’ve already got planned and it’s usually a lot easier to use going forward and keeps all of your ducks in row as far as exactly how you need to build the audience to leverage it based on what you’re trying to do with the use case. Right. Definitely agreeing with that. It’s really important to, in that phase, gather those types of learning so there’s no surprises, right, if you’re midstream through the process. Just having…no one wants surprises at that point. So having everything thoroughly planned out from that strategic lens is important. So it’s glad to see you’re taking that first step. It’s great. And I think we have a question in the chat from Tracy. Do you want to come off mute and kind of just talk us through your question there? Sure. So I’ll start off with what we own, because it might help you answer the question. So in our Adobe Tech stock, we own a a CJA journey orchestration, not optimizer. We own AEP, Target and ACC. Did I say CJA? I’m not sure, but we have that too. Yeah, I see it in the chat. All right. So once we have built journeys and we have many journeys, how do we prioritize the journeys within the tool set or the content or the messaging at certain touches within a journey touch point? Does that make sense? So if a customer qualifies for more than one segment in their journey or multiple messages, how can we prioritize those types of things within the tool set? Yeah, that’s a great question. So it would, number one, in the planning phase, having an understanding of all of the solutions that you listed out, what their capabilities are as far as turning off or turning on or just passing over. So from a target perspective, if you’re looking through that lens, if the customer is in a particular part of the journey and you have a conversion event or a qualification event in that journey that’s target’s executing on, you can just have that journey be complete and either not repeat that journey or take the customer on a different path within a different experience, leveraging a different activity type. So I may not be able to answer the question. Let’s say the use case is a multi-channel journey, so not just the site. Yeah, so from my experience with our solution stack, there are checks and balances in place as far as qualifications are concerned.

Journey orchestrations, we’re not talking about a journey optimizer, right? We’re talking about journey orchestration. No, we’re not. Yeah. Yep. Okay. So yeah, my familiarity with journey orchestration is not very high, but from AGO specifically that leverages email, SMS, and cross-channel perspective, there are checks and balances as far as, okay, we’re not going to continue down this path if this customer doesn’t do this, right? So it’s almost like a decision tree. So yeah, so I’m thinking within journey orchestration, there’s things that are set up that I’m just not aware of. We can certainly follow up and get more information for you, but all of the solutions have some type of capability of that built in. And Target, since I’m a subject matter expert within Target, I was leaning on that example because that’s something that you can do. Once you meet that qualification for that success event, then you can either leave that particular journey or you can qualify into a new path and a new journey to continue on that path. So all the solutions have something in that capability for customers to either qualify or not qualify, but having that identified earlier on in the strategy of saying, okay, well, this solution, these are the options that we have within the solution for this customer to continue on this path or to not continue on this path or get this messaging or not get this messaging. So again, just the strategy and the planning component of this is important just to understand all of the options each solution has in that capability. Does that make sense? I was just going to add as well that when you talk about having visitors that maybe qualify for several different audiences or audience journeys, a key thing to think about doing is really to try to rank the value of those different audience types, maybe based on the actions that they take, etc. And then also folding that in with what is the audience size and then going after your personalization of those different groups based on that. From targeting something as simple as just putting an evaluation order of different audience attributes and an X-T activity to serve up different things, but you can definitely go broader than that. But honestly, just having those different audiences ranked by value really should help you determine who to go after or who to really prioritize your personalization. Once we’ve got them prioritized, and we have the strategy of if a member, if a customer is taking this action, this is the number one thing that we know drives the most value and we want them to do this next best action, we want to keep you in this journey even if they come wherever we’ll keep it to the site, even if they’re also qualifying for another journey based on what they’re doing.

Is there anywhere in there within the tool set to code those priorities? Yeah, you should have… You know the strategy. Journey one is journey one and if you’re in there, you stay there and you don’t get anything else. But if you’re in journey three, you can also get messaging from journey five. Yeah, there’s a really flexible rule set as well as prioritization and breaking it down further. Just from target? No, actually. I want to say for journey orchestration and going a little broader into more of the AEP tool set, you can do that easily. I would say you have so many options and there’s a lot of flexibility. So definitely start with just ideally mapping out what you’d like to have happen and then you can put the right tool set and the right rule set in place to achieve that.

Okay. Okay, great question though. So let’s see. I think we are coming up close on time. Let me check.

Before we transition, I think we have time for one more question, Justin. So I thought it might be interesting to talk a little bit more kind of future scope looking for personalization at scale and with the kind of emerging technologies of AI that’s out there. What would you say is key for people to keep in mind as that starts to be more prevalent as part of the technology options for their personalization at scale? Right. Great question. So yeah, we’re still in the infancy stage as far as generative AI is concerned for content. We have our own product Firefly that’s in beta. But there’s certainly a lot of interest and talk about the capabilities of what that would do for something like a personalization at scale program. Certainly a lot of the customers that we work with who may be lacking resources to create the demand of content, that’s certainly one of the opportunities there is to have an abundance of content created from a generative AI solution to produce those experiences and to be built in in that way. Again, in our infancy, but we’re going to get there pretty quickly. I can definitely see us being there within the year, maybe not specifically for us, for Adobe. I don’t want to talk about us, but I’m just saying in general that the industry is moving very, very quickly with all the advances of chat, GBT4 and Gen AI. It’s a very interesting time. And even if we’re not talking about image creation or content in a more robust way, just as a kind of a copilot and a helper, right, in your day to day, as far as creating headlines or a website copy and multiple different versions that could resonate in different communication styles. So one thing that I’m just starting to consider a bit more is not just personalization itself and how we should personalize for the customer as an individual. But what’s the communication style of that customer? How do they want to be communicated to? You just don’t want to serve them up a purple sneaker because their affinity for color is purple, right? There’s got to be a more meaningful way. So using AI solutions like chat GBT4 could be interesting in generating multiple versions of messaging for customers. So the kind of sky’s the limit. I’m curious if anyone here has started adopting any of those kind of more cutting edge AI capabilities or if they’ve started thinking about it or running into any challenges yet. Anyone kind of getting deeper into that technology piece? All right.

All right, well, thank you very much, Justin and everyone. That was a really great discussion. As you leave us today, we hope that you take with you the following tactics to build and strengthen your foundation for personalization at scale. So really the essential takeaways are kind of what we’ve called out here. First and foremost, take the time to do the homework affirming up your strategy behind your personalization program is absolutely key. And then leverage that action plan that Justin shared to ensure that every dimension of that personalization at scale readiness has been accounted for. And lastly, please reach out and be comfortable kind of engaging with and talking to your Adobe account team. If you guys are running into any challenges, that is absolutely what we are here for. And before you exit, please engage with the session survey. It’s just three questions and your feedback is really important to us. We want to leverage it to help improve these sessions going forward. So with that, thank you again, everyone for your time and for the discussion. And we hope to see you guys soon in our upcoming Connecting the Dots sessions that will continue to happen throughout the next few weeks of May. And we will be sending out that deck, yes. And thank you everyone for your time. It’s a great discussion. Thank you. Thanks all. Have a great rest of your day. Thank you. Bye everyone. Thank you. Bye. Thank you.