Key use cases of Experience Platform

Transcript

Adobe Experience Platform is extremely flexible when it comes to the kinds of marketing use cases it can enable, allowing organizations across all industries to deliver better experiences to their customers. In this video, we’ll focus on five key use cases for platform-based applications, like Real-Time Customer Data Platform, Adobe Journey Optimizer, Customer Journey Analytics, and Adobe Mix Modeler. These use cases are Intelligent Re-Engagement, Don’t Lose Campaigns, Customer Conversion Optimization, Contextual Recognition, and Evolving One-Time Value to Lifetime Value. Let’s talk about each of these in more detail, starting with Intelligent Re-Engagement. Experience Platform allows you to intelligently and responsibly re-engage customers who have abandoned a conversion path before completing it. With Experience Platform, you can run real-time journey analysis to identify and analyze the abandonment events relevant to your business, including all relevant behavioral, attribute, and preference data. You can then intelligently segment based on this standardized data, factoring in real-time considerations based on online and offline events, while also honoring consent preferences to let you re-engage responsibly. You can then activate these audiences across all relevant channels, holistically connecting to journey orchestration, message design, and delivery systems to create personalized and consistent one-to-one re-engagement journeys at scale. Let’s move on to Don’t Lose Campaigns. A Don’t Lose Campaign aims to reduce customer churn before it’s too late, making it easier to win back customers or avoid ever losing them to begin with. You can identify lapsed customers with intelligent insights and re-engage them to increase conversion and drive customer lifetime value growth. Using Platform’s AI and machine learning capabilities, you can create models and scores that spot and predict customer churn for any business KPI. You can then create audiences that segment customers based on these predictive attributes, tracking customers at risk of churning in real-time. From here, you can activate these audiences across any channel to ensure that these customers receive a personalized message and a special re-engagement offer through the right channels at the right time. Next up is Customer Conversion Optimization. Experience Platform can optimize the process of converting new customers, letting you analyze the individual journey interactions from each prospect at scale, and curate their experiences accordingly. Rather than trying to build a one-size-fits-all approach to improving your overall conversion rates, Platform lets you identify and analyze signals from individual customer journeys at scale, giving you insight into each prospect’s conversion needs. From here, you can start engaging with these prospects, delivering marketing messages that acknowledge their unique interests on their preferred channels. You can also leverage Platform’s AI capabilities to identify the conversion propensities for each individual prospect, and intelligently route them down the appropriate marketing path. When it comes to contextual recognition, you can use Platform to personalize experiences for recognized users regardless of their current authentication state. For example, let’s say a logged-in customer recently made a purchase on your site, and later they return to your site while not logged in. Utilizing the identity graph that’s been built for the customer, Platform is able to recognize the contextual link between the customer’s anonymous identifiers, like their device ID, to other identifiers contained in their unique graph, like their email address or CRM ID. With this added context, Platform can then draw on the behavioral history of the customer’s profile to personalize their experience based on their recent browsing activity, even when they’re not logged in. Finally, let’s talk about evolving one-time value into lifetime value. With Platform, you can create personalized campaigns to offer the best complimentary products or services based on each customer’s attributes and behavior, evolving one-time conversions into lifetime customer relationships. With Platform’s rich profiles, you can put the customer first by identifying their key attributes, behaviors, and preferences from across your enterprise in real-time. You can also use AI and machine learning tools to further analyze the customer’s interests and identify the best opportunities to increase conversion and avoid churn. As the customer’s profile continues to update and qualify for new offers, you can immediately activate them across any channel to deliver the right marketing messages while honoring the customer’s consent preferences. So, those are the key use cases for Experience Platform and its applications, which can apply to any business or industry to increase marketing ROI and build better, more dynamic customer experiences. Thanks for watching.