Introduction to Adobe Campaign V8

Transcript

In this video, you’ll be provided a summary on how Campaign fits into the Adobe Digital Experience portfolio. You’ll also learn to identify the primary features and capabilities of Campaign. The Adobe Experience Cloud offers applications and services all sitting on top of Adobe Experience Platform. The applications offered in Experience Cloud are grouped under four main clouds. In Adobe’s Digital Experience Portfolio, Adobe Campaign, Experience Manager, Target, and Marketo Engage sit in the Marketing Cloud. The Marketing Cloud offers a single unified platform to deliver digital marketing experiences through four different applications. Adobe Experience Manager provides a content management solution. Adobe Target provides a personalization engine that lets you target and optimize with machine learning across mobile apps and the web. Adobe Marketo Engage provides lead management, B2B, and account-based marketing. And finally, with Adobe Campaign, we are provided a comprehensive application for the orchestration, launch, and measurement of personalized cross-channel marketing campaigns that fuel meaningful customer experiences. Adobe Campaign is a platform for designing cross-channel customer experiences and provides an environment for visual campaign orchestration, real-time interaction management, and cross-channel execution. Let’s have a look at the key capabilities of Campaign. The integrated customer profile offers a single, accessible view of the customer with a unified record of all interactions. Contact history, demographics, purchase data, derived data, and channel preferences are all contained in this customer profile. The profile continues to evolve as the customer’s interactions increase. It combines online and offline data, as well as web behavioral data. And these profile attributes can be used for one-to-one personalization and segmentation. In Campaign, we can create complex segmentation strategies for cross-channel campaigns with unlimited levels of segmentation. We can segment by customer attributes and then align offer messages and content with those segments, as well as track and analyze them through Campaign’s analysis and reporting capabilities. With cross-channel campaign orchestration, we can combine online and offline channels into a single workflow, create multi-step, multi-wave campaigns, and schedule and automate all campaign activities. We can design, build, and execute our mail and mobile campaigns natively within Campaign, design a one-to-one personalized email or SMS and push notifications, use Campaign’s full deliverability management capabilities, and finally, monitor and track deliveries across all channels. With Campaign’s real-time interaction management throughout the customer journey, we can determine the right offer for the right customer at the right time across channels while integrating outbound and inbound strategies. We can also manage cross-channel offers in a single repository and customize unique versions of offers across all channels. Adobe Experience Cloud integrations with Campaign provide insight that allow marketers to take action throughout the customer journey. Adobe Analytics can feed data into Campaign, enabling real-time targeting and cross-channel insights, and marketers can then send targeted campaigns for events such as cart abandonment. With Adobe Audience Manager, we can create and share audiences across the marketing cloud, enriching audiences for cross-channel strategies, applying lookalike modeling, and manage data governance regulations. Adobe Target allows us to present dynamic content at the time the emails open based on contextual clues such as data, time, location, and preferences of the customer. Adobe Experience Manager can be used for email authoring and content management. Additionally, Adobe Core Services share assets and audiences across the Adobe Experience Cloud. And finally, Campaign provides access to multiple data sources through data connections for CRM integration, as well as data collection activities that allow us to transfer and load data from external sources. Let’s have a look at the underlying architecture and components of Adobe Campaign captured in this diagram. We can see it consists of a presentation layer, an integration layer, a persistence layer, and a logical application layer. The presentation layer is comprised of the interfaces available to access the Campaign server. Campaign provides a built-in thin client as well as a rich client. The rich client is the main user interface of the application. It’s a native application to the Windows operating system, and it communicates with the Campaign application server solely with standard internet protocols such as SOAP and HTTP. This console provides great user-friendliness for productivity, uses very little bandwidth because of the use of a local cache, and is designed for easy deployment. The console can be deployed from an internet browser, can be updated automatically, and does not require any specific network configurations because it only generates HTTP and HTTPS traffic. The thin client provides access to a subset of Campaign’s functionality via a simple web browser using an HTML user interface. For example, the reporting module can be consulted directly from a browser. In addition to these two clients, the application server can also be accessed from an external application using the web services APIs exposed via the SOAP protocol. The integration layer provides external applications a method to integrate with Adobe Campaign. HTTP and HTTPS are used for tracking HTML opens, clicks, and redirects. It uses an SMTP server to deliver messages, and a POP3 server to receive all bounced messages. It supports file imports and exports of type CSV, TXT, or HTML, and also supports file transfers using SFTP and HTTP. Campaign’s databases are used as a persistence layer and contain almost all of the information and data managed by Adobe Campaign. This includes functional data such as profiles, subscriptions, delivery content, technical data, delivery logs, tracking logs, as well as metadata like internal and custom tables, fields, and labels. The reliability of the database is of utmost importance because the majority of Adobe Campaign components require access to the database in order to perform their tasks. And finally, the Campaign platform is written on a flexible application layer that is easily configurable to meet complex business needs. Campaign is a single platform with different applications that combine to create an open and scalable architecture. Each Campaign instance is a collection of processes in the application layer, some of which are shared, and some of which are dedicated. Now let’s look at the technologies that are deployed in a Campaign instance. This diagram shows that a web server controls all the access to the Campaign web processes. JavaScript is a server-side language used for core product features and customizations when required. Tomcat is the backend JavaScript engine and is embedded in the Campaign product as part of the web process. JavaScript is used throughout the product, for example in a JSP or JSSP page, to render dynamic content. The client console connects to the web server using SOAP XML over HTTP. The web server provides the security layer and passes the request to the application server using JavaScript. Then, the Campaign internal processes access the database using SQL. This diagram of the architecture is a little more detailed and depicts the overall communication between the processes. This is an example of a standalone deployment where all the Campaign components are installed on the same computer. Over on the right, we see the client computers connected to the Campaign application server using HTTP. All the data and information is managed in the Campaign database over SQL. This means that if a developer makes any changes to the configuration for a Campaign, these changes will be captured in the database. Or if a marketer creates a new Campaign, all the configuration and data related to the new Campaign is also managed in the database. Once a marketer executes a Campaign, email deliveries are sent to profiles from the Campaign server through the SMTP server. As profiles interact with the email deliveries they receive, such as opening the email or selecting URLs, that tracking data is sent back to Campaign’s tracking server. In the standalone deployment, the tracking service is combined with the Campaign server. Any bounced emails will be collected and sent to the POP3Bounced mailbox server. By providing real-time inbound and outbound cross-channel Campaign management capabilities, Adobe Campaign allows marketers to orchestrate through all available channels, including email, website, SMS, direct mail, social media, mobile applications, point of sales, and call centers. Relying on a single marketing view of the customer that unifies data across your organization, marketers can create and deliver uniquely tailored messages to increase marketing effectiveness. Marketers can plan, orchestrate, and automate content and messages all in one place and provide consistent interactions with customers across all channels. Whether a customer walks into a store, picks up the phone, opens an email message, or orders through an app, with Adobe Campaign every interaction is consistent. Meaningful customer experiences are served by deep personalization capabilities. Marketers can personalize the message design, content, offers, channels, and cadence based on deep customer knowledge to make each message relevant and contextual at a one-on-one level. Communications can be personalized in real-time, leveraging context, preferences, interests, purchase history, and more to fulfill customers’ expectations in the present moment. This concludes the Campaign Overview. We look forward to seeing how you use Campaign to create meaningful customer experiences. Thanks for watching!