Use case patterns
Use case patterns define repeatable implementation approaches for Adobe Experience Platform and applications. Each pattern describes a specific capability, the function chain that delivers it, the applications involved, and the key business objectives it supports.
Use the tables below to find the pattern that matches your implementation needs, then follow the link to the full implementation reference including options, phases, decision guidance, and Experience League documentation.
Audience building & activation
The following patterns help you build, evaluate, and activate audience segments across channels and destinations.
Personalization
The following patterns deliver tailored experiences to known and unknown visitors across web and app surfaces.
Campaign management & orchestration
The following patterns cover scheduled, triggered, and multi-step message delivery across channels.
Analysis
The following patterns support cross-channel behavioral and performance analysis.
Conversational experience
The following patterns enable AI-powered, brand-safe conversational interactions on digital properties.
Scenario selector
Use this guide when a scenario could plausibly fit more than one pattern. Answer the branching questions to find the primary pattern, then optionally extend with the patterns listed.
Win-back with incentive offer
A lapsed customer has not purchased in 90 days. You want to re-engage them with a targeted offer.
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Is the offer selection dynamic (different customers receive different offers based on eligibility or ranking)?
- Yes → Offer decisioning as the offer layer, wrapped in Multi-step orchestrated journey for the re-engagement sequence
- No (same offer to all qualifying lapsed customers) → Multi-step orchestrated journey alone
Post-purchase follow-up
A customer just completed a purchase. You want to send a confirmation, cross-sell recommendation, and loyalty reward notification.
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Does the sequence require adaptive branching based on real-time events (e.g., reward claimed, product reviewed)?
- Yes → Multi-step orchestrated journey
- No (fixed sequence, no branching) → Batch outbound message activation
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Does it include personalized product recommendations?
- Yes → Extend with Behavioral recommendation at the content layer
Loyalty milestone personalization
A customer reaches a new loyalty tier. You want to show personalized web content and send a congratulatory message.
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Is the web content personalized (different content per tier or segment)?
- Yes → Known-visitor web/app personalization for the web surface
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Is the outbound message a single send or a nurture sequence?
- Single send → Event-triggered messaging
- Sequence → Multi-step orchestrated journey
Re-engagement campaign
A segment of inactive users needs a multi-touch reactivation sequence.
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Do individual messages need to select from multiple offer variants in real time?