Learn how brands can use the decision management capabilities to define and manage their offers, apply real-time customer data, and deliver the right experiences their customers expect.
Hello. In this video, I’m going to show you how your brand can use Adobe’s Decision Management capabilities to define and manage offers, leverage real-time customer data, and deliver the right experiences your customers expect. To demonstrate this, we will be using LUMA, a fictitious retail company which has recently launched a new line of athletic gear and aims to promote it using different offers depending on its audiences. This is Adobe Journey Optimizer. When made available, you can access Decision Management directly from the homepage and can start creating and managing offers. One of the key features of this service is the ability to create an offer catalog which lists all offers that a business can use. Let’s see how LUMA creates one to promote its athletic gear to its most loyal customers. After providing an offer name, LUMA can determine its start and end date, tags, and any attributes related to the business scope of the offer. Next is to define the offer representations which correspond to where and how the offer will be displayed. A representation is a combination of a channel, email, mobile, web, or others, and a placement within a channel. This could be an image, HTML, JSON, or any other format your business needs. The next step is to select the right assets
and assign them to their representations. Since offers can be used across different channels and placements, this process can be repeated as many times as required. We even have the option to personalize content using the Expression Editor where we can select, arrange, customize, and validate data to create customized content via profile attributes. The Asset library option
allows us to use assets within Adobe Assets Essentials. We can quickly find pre-approved and updated assets by navigating the Assets Essentials’ folder structure. This allows for seamless collaboration between marketing and design teams who maintain the assets. You can also specify offer constraints. In this example, the eligibility of the offer has been defined by a decision rule to limit the eligibility of this offer to LUMA’s female customers. Additionally, the priority of this offer has been set at 15 which factors into the calculation of which offer to deliver to a customer when they qualify for multiple competing offers. Lastly, frequency capping has been configured. We can add capping for total, per profile, and even per placement. In this example, the offer will not be shown more than three times for each individual customer and for each placement. Now, the offer is ready for review and can be published for immediate use. Another key feature of Decision Management
is the decisions themselves. Decisions enable brands to package multiple offers and make them ready for consumption through channels and placements. Here’s an example of a decision where LUMA has selected promotional offers in addition to a fallback offer. In case none of the offers constraints are met since decision management is an API-first service, all offers can be consumed in real time, and through any channels you have available. Here’s an example of an email campaign where personalized offers are included depending on who the customers are. While Sarah receives a 20% offer as a loyal customer, Mike who is not a loyal customer yet receives the fallback offer instead. When combining decision management with real-time customer behavioral data, you can be assured that your brand will always engage its customers with the most up-to-date, personalized, and relevant offers. Here’s another example
of how after looking for equipment gear on the LUMA website, Sarah receives a consistent offer through a push notification as she approaches a nearby LUMA store. Additionally, Decision Management helps brands go beyond marketing, as it serves offers across other functions in the enterprise, such as operations and client service integrating with call center systems, or as you can see here in this example, with an in-store clienteling app where sales associates can make better decisions based on the latest offers consumers have been exposed to. Every recommendation Decision Management makes is tracked and recorded at the individual level in Adobe Experience Platform’s Real-time Customer Profile. This enables a closed-loop approach where data and decisions are always current and shared across the enterprise. With Decision Management, you have a powerful capability to create offers, leverage real-time customer data, and deliver the best experiences your customers expect and deserve. Thanks for watching. -