Adobe Campaign Standard Customer Spotlight - Microsoft

Transcript

Welcome everyone and thank you for joining us for the Adobe Campaign Insider webinar series. Today’s session focuses on Adobe Campaign Standard. I would now like to turn the floor over to your first presenter, Bruce Swan, Principal Product Marketing Manager with Adobe. Bruce, you now have the floor. Yes, Anu, thank you very much and good morning, good afternoon, depending on where you are in the world. My name is Bruce Swan, I’m a Principal Product Marketer here at Adobe and thank you for your interest in this Adobe Campaign Insider session and specifically thank you for joining today’s session where we’ll focus on you, the marketer, and give you tips and tricks as to how you can make better use of Adobe Campaign Standard and see more value out of it. If you are an Adobe Campaign Classic customer, we do have a session for you tomorrow at the same time. You might be in the wrong session if you’re Adobe Campaign Classic, but today we’re focused on Adobe Campaign Standard and we’re certainly glad you’re with us. And as Anu mentioned, please be interactive with us. Use the Q&A section of the webinar to ask whatever questions you might have and also keep an eye out or keep an ear out for polls because I’m going to ask a couple polling questions as we go through the webinar. One thing we like to do during these Adobe Campaign Insider webinars is focus on you, the marketer, and what we found is that you like to hear from your peers. And so what we do is we put a spotlight on our customers. And today we’re going to put a spotlight on our friends at Microsoft. And I’ll get into the agenda here in a little bit to give you an idea of what’s to come, but what they’re going to do is share with you their use of Adobe Campaign Standard and among other things, talk about their architecture, best practices, how they integrate with Adobe Experience Manager. And then in the latter part of the webinar, I’m going to turn it over to my peer, Horia, on the product team here at Adobe. And he’s going to talk a little bit about how you can realize the value of Adobe Campaign Standard and remind you of all the goodness that exists within Adobe Campaign Standard and then also give you some insight into the roadmap. All right. So today’s speakers, I’m joined, thankfully, by Sandeep, Shashir, and Horia. I’ll let them introduce themselves when we get to their respective sections, but it’s always wonderful for me to collaborate with our customers. I learned so much from them on not just Adobe Campaign Standard, but just marketing in general and best practices and tips and tricks and how to become a better marketer. And I’m sure you’ll learn the same in listening to Sandeep and Shashir as they share their content and their lessons learned with you. All right. So first poll. So Anu, if you could launch the first poll, that would be great. And I’ll talk about the takeaways here in a minute. But the poll, what impact has the last two years had on your team? And this could be from an Adobe Campaign Standard perspective and how you’ve had to adjust and of course correct and launch new marketing campaigns or just in general. I mean, there’s been so much change thrown our way in the last couple of years in how we’ve had to adapt. So if you could just take the poll, it would be insightful for us to get an understanding of how you and your team has been impacted the most. So for today’s session, key takeaways, and I’ll revisit the poll here in a minute, we’re going to give you some tips and tricks about Adobe Campaign. And this will be from peers of yours at Microsoft, where, again, they’ll share some of the things that they do with Campaign, most importantly, lesson learned, best practices, and so on. And then I’m going to turn it over to Horio, where he’ll talk about maximizing the value of Adobe Campaign. So giving you ideas and inspiration for how you can make even better use of Adobe Campaign Standard. And then lastly, at the very end of the presentation, I’m going to ask you to hang in there. I’m going to point you to some valuable resources. So I’ll point you to some links and thought leadership that are very relevant to what’s covered in today’s webinar, and also to some other documentation links on Adobe Experience League and different videos that you could use to further your knowledge of Adobe Campaign. So go figure what impact, as the last two years had on your team, higher email volume. And that is in line with industry statistics that I come across often, where more often than not is we need to reach those consumers who have totally changed in the way they interact with your brand in the last couple of years. Email is often still the best way to do so. So we’re asked to send more emails, which isn’t always the best answer, right? Because we want to send great emails with compelling imagery that are personalized, that drive click-throughs and opens and purchases, and so on. So I thank you for participating in that poll. We’ll have a couple more here in a few moments.

And one thing that we take into account as we think through these practitioner webinars is we really want to make this content for you and dedicated for you. And one thing that we know that has changed just in the past two or three years is that your mandate has changed, where you’re being asked to do things that you might not have even thought about two, three, four years ago, such as different sources of data that you might need to access, which could be coming from a survey or mobile data, things that, again, you weren’t thinking about before, or a loyalty program, doing things at speed and scale that you haven’t thought of. And that’s just not big campaigns with higher throughput, but it’s also, more often than not, scaling your marketing team, so being able to do more with the resources that you have, which you certainly touched on in the first poll. Stating that customer behavior, but not stopping there, anticipating what they’re likely to do next. So factoring in modeling and analytics into the mix, being able to orchestrate interactions across not just email, but all the different channels in which customers engage. And then lastly, having a safe, secure, and reliable environment with high service level agreements in terms of time and what you can expect and so much that relates to how much you rely on, in this case, Adobe Campaign Standard. And then on the right hand side, just some research that lends to why our mandate as marketers have evolved, and so much of it has to do with the consumers that we try to keep up with, where their habits have completely changed in the last two or three years. So you need to get a better understanding of who they are, how they engage with your brand, respect privacy and their preferences, and so on, because if you breach that trust or violate privacy, you could lose them, right? Or if they opt out or change their preferences, and that’s something certainly that you don’t want to do. And we know this lends to this ever changing mandate for you as the marketer. So one more poll. This one is a little more straightforward, but we know Adobe Campaign Standard isn’t just for email. It’s primarily used for email as one of the primary channels, but it supports multiple channels and many of our customers here at Adobe use Adobe Campaign Standard for two, three and more channels. So if you could just give us some insight on the number of channels that you use, that would be great. And as I mentioned, I’m going to get right to Microsoft here in a few moments. The agenda for today, our friends at Microsoft will talk about how they use Adobe Campaign Standard, then we’ll turn it over to Horia on the Adobe Campaign product team where he’ll talk about value realization with Adobe Campaign Standard, give you some tips and tricks into some features and functions that you might not be aware of or might not be fully using. And then I’ll touch on the roadmap. And then lastly, I’ll close out the session pointing you to different resources. All right. So the poll, a good majority use Adobe Campaign Standard for one or two channels. And then there’s a decent percentage that use it for three or more, which just lends to the ability to orchestrate those cross-channel interactions with your customers. All right. So with that said, Sandeep, I’ll let you introduce yourself and then I’ll turn it over to you. Thank you, Bruce. Hello, everyone. I’m Sandeep. I’m a lead architect in core marketing engineering on Microsoft’s side. And basically today we are going to walk you through the architecture and to an architecture and then jump into how we are leveraging Adobe Campaign and what different capabilities we have extended and built over the foundational platform. So let me start with talking about the scenarios. Next slide, please. Yep. So primarily we use Adobe Campaign here for messaging, customer messaging, and there are two kinds of scenarios. So first one also under the category of promotional messaging, where we send these batch campaigns to customers for different use cases. One of them is demand generation, where we are trying to reach out to new customers and now bring them into Microsoft. The other kinds of scenarios are based on customer product uses. We would send communication about cross-sell and upsell. So these are examples of all fall under promotional messaging. And then comes on the right side is triggered messaging, which is a low latency path where we want to communicate with customer based on some action or some trigger. So for example, if customer signs up for some kind of a trial thing like Azure trial or office trial, want to send them welcome email and additional tips and information to start leveraging their trial signup. The other example is uses notification. So let’s say in this case, if a customer is using OneDrive and it is reaching its capacity, then we would communicate with customer asking them to kind of either go for a higher storage or manage their storage. So those are some of the examples of the scenarios that we are handling through Adobe Campaign and through end-to-end messaging architecture. So with that, I would like to, before we jump into architecture, just walk you through some of the core principles that guide our solution in Microsoft. So first one being there is Microsoft on Microsoft. So we first use any Microsoft technology and tools, and then we look at our strategic partners like Adobe to solve a particular capability. And then we build the end-to-end solution that you’re going to see in a while, short while. The next principle there is about reducing the data movement and duplication. So we deal with a lot of data and as all of us know that the moment data gets fully affiliated, it’s difficult to manage it and then multiple copies with different versions. So we basically have a strategy of a centralized data lake, and then we only distribute the data that is required, the minimum set of data that is required as a working set for our edge applications. So this also includes, by the way, the assets and content. We treat that also as a data and we have centralized content strategy across Microsoft so that it’s all built in one place and reused everywhere. And we are going to see that soon in the architecture discussion. So the next principle there is about building solutions that are high scale because there are a lot of business groups in Microsoft which use our platform. So we want to make sure that we build with flexibility, extensibility and high scale so that we can run the business across scenarios across Microsoft. The fourth principle there is about security compliance and accessibility measures. As this group deals with customer experience, we want to make sure that the data is highly secure. We are complying with customer preferences. So if a customer has asked for do not contact, then we actually honor that privacy compliance. And there are some other related privacy compliance that we all follow. And accessibility is also top in Microsoft so that we can reach to multiple customers and users of our platforms. And last but not the least is about monitoring end to end quality of service in near real time. So as you will see in the next slide that most of our solutions are leveraging a set of technology and tools. And we want to make sure that we are able to monitor the end to end business process and the business impact that it is generating. So there is always this desire and principle to have access to telemetry from different systems involved in a solution. So that we can stitch it all together and see how our business process is running and if there is any impact to that. That is on top of the individual health of individual services. So we basically also monitor processes in end to end flow. So with that, this slide is the one that shows end to end architecture of our messaging platform. And as you can see from the legend that the icons in the red, the boxes in the red represent Adobe technologies and in purple represent Microsoft technology. And then there are some generic and custom components. So basically I’m going to walk you through how the combination of Microsoft and Adobe technologies are enabling this high scale messaging architecture. So I’m going to start at the bottom here where we have multiple data sources coming from different functional groups like marketing, sales, products, supports and commerce. So we bring all that data into our data lake, which is built on Azure data lake storage Gen 2. And just like typical, you know, big data lake processing, we bring all the raw data and we have a process to standardize that data, normalize it, and then we create data products for different use cases. So as we do that, we use on the left side, you can see Azure Synapse. So we use that computing data from one stage to another. So we use like pipelines and transformations to make sure that data can be produced in the normalized and standardized formats. And on top of data lake, you’ll see Dynamics 365 Customer Insights. So this is a tool from Microsoft where it can actually link to the data available on Azure data lake storage and then create, unify that data to create customer profiles, which then can be enriched with different third party and first party providers. And this is a tool where marketers will come and also create segments targeting customers for different use cases. So the benefit of using Dynamics 365 Customer Insights is that it is able to link to the data that is already available on data lake, processed and available on data lake. Then we can create segments to target our customers on the edges, which are shown on the top layer in this diagram. And Dynamics Customer Insights also is able to run, you know, different AML algorithms to let’s say, see propensity to buy, cross sell, upsell those scenarios and inference data and then create additional attributes on top of customer profile. So you see next integration layer between Dynamics Customer Insights and Adobe Campaign Standard. So this is a layer that actually takes an out of the box connector between Dynamics Customer Insights and Adobe Campaign Standard. There is an out of the box connector, but it also enriches further some of the data before ingesting into Adobe Campaign Standard. So one of that enrichment, key enrichment is checking customer permissions. So as I spoke on the principal slide, customer preference is our top most priority. So this is almost like a last mile check where even though the list has been generated, we can still go back and check if the customer has, you know, asked for not contacting them. So customer permissions is a centralized service in Microsoft, which captures customers preferences across different surfaces and provides a centralized enterprise service for every system that deals with it. So basically the sequences, Dynamics Customer Insights creates a segment and outputs it within out of the box ACS connector, Adobe Campaign Standard connector, and then integration layer intervenes there just to enrich it with the customer preference information. And then it makes it available for Adobe Campaign Standard to pull that particular segment. And when we go into Adobe Campaign Standard, that’s the platform we use for campaign authoring, campaign execution and delivery. You can see there is a, we are using Adobe Experience Manager also in this architecture. So as I spoke about the, you know, the data reuse and, you know, data centralization strategy. Similarly, we have centralized our content strategy on Adobe Experience Manager. So all the assets, templates and all things happens in Adobe Experience Manager for the emails in addition to some other content management that we do is many are like for Microsoft store sites. So the email authors come to Experience Manager, they author the email leveraging all the assets and reusing existing assets. And then there is an out of the box integration between Adobe Experience Manager and Adobe Campaign Standards where those templates become available in Adobe Campaign Standards. And then marketers choose the right template part of the workflow setup. And basically when as part of execution, those email gets delivered to the customer. You can also see there are shaded boxes behind Adobe Campaign Standards. So what is it, what is indicating is that we have a high scale messaging solution and that requires us to have multiple instances of Adobe Campaign Standard. And the integration layer is the one that is basically selecting the right instance for this segment based on some of the metadata that it receives. It’s going, it’s basically routes the segment to the right campaign standard and from there onwards it picks up and executes the campaign. And there is also arrow coming back. So all the deliverability data goes back into the integration layer, which actually feeds it back into Azure data lake storage. So this data is useful not just for analytics and reporting, but also to refine our segments based on deliverability data. So if there is a segment that requires us to not send an email to a customer who has received it in the last one week, that data is useful in those kinds of scenarios. The other side, the other scenario which I talked about is trigger emails, which is shown here on the right side. So we do have low latency scenarios where there is a trigger generated and we need to send email within few minutes. And so how it is integrated, the integration layer exposes a wrapper service on top of Adobe Campaign Standard Transactional API. That wrapper service provides a generic interface for all our customers and tenants who require trigger messaging. And then it tracks the request and then forwards it to Adobe Campaign Standard. And basically Adobe Campaign Standard delivery set up delivers that email in the area. So that is the hardware we handle all the real time email delivery. So with that, I think I would hand it over to Shishir, my colleague, who is going to talk about more capabilities and features of Adobe Campaign Standard.

Thanks, Andeep. And hello, everyone. I’m Shishir Bhankar. I’m a software engineering manager responsible to implement our campaign and the messaging platform from Microsoft. I will focus on this slide. What are the various capabilities we have leveraged from Adobe Campaign? Again, I haven’t listed all of it, but definitely the critical ones and how Adobe Campaign Standard has helped us extend, even if there are some of the time, there are no out of the box capability and how it has enabled us to extend some of those capability to fulfill the Microsoft use cases. So I’ll start from like an import export workflow, which is very common. If you have to get any data inside Adobe Campaign, so we are leveraging our blob connector, Azure blob connector, getting the data in. And similarly, if I had to get any data out, like deliverability data or any tracking data or like our logging data. So we are using those, our standard import export workflows. One of the key things which we are using and which Adobe Campaign allows us, because every marketing organization or any enterprise has their own business set of business processes to launch campaigns or launch deliveries. And so, and same thing for Microsoft. We have our own set of business process. So we wanted to simplify our marketer’s life. And that’s the reason we kind of leverage ACS capability where it helps us templatize the workflow, like delivery workflow or campaign workflow. So we have templatized those. So when our marketer comes on ACS, they are very less click to go execute any campaign or delivery. So again, great help from Adobe Campaign capability to help us templatize those workflow things. Then moving on to treatment and control. So Adobe does have out of the box treatment and control capability. But as we were kind of implementing Microsoft use case, we realize, hey, we have a need where we want to really do multiple treatments, right? Or using multiple like different IDs which Microsoft has for the profile, the user profile. And that’s where we kind of extended that feature, leveraging various workflow construct what Adobe ACS offers. And again, that is we were able to achieve like extending the ACS capability and implementing treatment and control for Microsoft, right? One key aspect which Sandeep touched on, right, the ACS AEM integration, right? So we have kind of a leverage AEM as our central content management system, right? And our principle is build once and reuse multiple times. So our AEM store also powers our site content and AEM also powers the messaging content, right? And ACS allows us to do this very, very great integration with AEM. And it does allow to do localization and personalization because you can access the ACS profile or any context or target data back in AEM while you are offering the email itself, right? And that is a great capability for our marketers to leverage that whole ACS AEM integration, right? As the marketer, like as we kind of ACS allows you to link the deliveries with AEM content, right? The next thing comes is proofing while AEM also has a great set of proofing capabilities on ACS also like if you have a build your profile schema based on what ACS offers, you can just leverage out of the box ACS proofing capability. Again, with Microsoft use cases, we have certain variation where we are audience data was part of the profile, but we had multiple locales and multiple other audience attribute, which we really wanted to prove because of personalization use case. So again, we extended some of this ACS capability to leverage those proofing capabilities. So what I like about is while ACS has certain out of the box capability and sometimes it’s just fits in your use case and that’s great, but ICS also allows you to extend time to time. You can always, as you would have noticed, right? You can extend your profile schema, you can create custom resources and you can also extend various workflows and based on your logic and all, you can extend those. So we just love that aspect of extensibility or ACS has to offer, right? One of the key thing in Microsoft use case was we were doing like a 200 plus locale delivery, right? When we started doing this ACS EEM integration, we noticed this for our marketers, because we have all the localized content sitting on EEM and if they have to link those 200 plus locale, it was a various manual of work because for each variant, they have to click through like seven to 10 times for each variant. So if you imagine, like if they have to set up a delivery and our, any deliveries are usually like 200 plus locale delivery, right? It’s not like we’re not just engaging EEM in the US, but like across 200 plus locale. So for every delivery set up, they are usually taking like 2000 to 2000 clicks to set that delivery up. And that’s where Microsoft collaborated with Adobe and we kind of brainstorm a solution where now like we kind of, and Adobe graciously accepted the solution and they’re now implemented and it’s called language copy creation, right? So it’s like available to every, each one of you, right? So you can leverage that and it’s like a one click. So now you can set up a multilingual delivery with like those 2000 clicks has reduced to now seven clicks. That’s sort of, that’s a great partnership with Adobe and really appreciate that partnership with Adobe here, right? So, and again, moving on, so like triggered messaging aspect, right? So as we’ve already called out, we are leveraging your real time triggered messaging, which is message center capability as well based on our use cases. Dynamic reporting comes definitely handy. It has some challenges to get the setup the way MTA jobs are scheduled to clean up the data or push the data, right? So we constantly always work with Adobe to make sure that they, dynamic reporting, all this report the right set of data. And I think Adobe is constantly helping us to make sure that is the, that’s the right data we as our marketers are seeing, right? So one of the aspects like while we use ACS, AEM integration for personalization, one of the other aspect we use in ACS content blocks, right? Because like we do have various based on the country, we are engaging locale, we are engaging and based on the profile preferred locale, we need to make sure the right footer need to be injected for every delivery because footer has a various aspect of privacy and other aspects, right? And what we have, we have the content block capability there and which inject for every delivery execution, which fires up certain script and on the flight put those dynamic footer. Again, great capability from ACS, which helps you extend the product and based on your use case, right? Adobe IO. So it’s like a great, Adobe IO has set of APIs which they provide for across the product for Adobe campaign. They provide those APIs. You can access your customer resources, you can access your workflows, various status. So we have leverage Adobe IO not just for message center, but also for our operational health. We are leveraging those API and also sometime we are leveraging those API to ingest the data for constantly validate how our campaign is working, right? So do synthetic transaction and also always monitoring our operational health based on those API. So, and what you see the two other things, right? So because if you have to like Sandeep mentioned, we are running based on our use cases and scale need, we are leveraging multiple ACS instances, right? And to constantly be proactive about this. So we have across the end to end telemetry and monitoring, and I’ll speak some of those aspects how we have achieved it while there are certain aspects Adobe provides and there are certain aspects we have kind of build extended from out of the box, right? And then there is aspect of continuous integration and deployment, right? So imagine like while the marketers can come in and create their own workflow and delivery, as like engineering, we have kind of enabled, we have created a various workflow like import export, we have created various typology, we have created various other like a customer resource extension, and we really want to make sure how we consistently enable marketer to deploy those scores. I’ll be speaking a little bit more on that aspect in the following slide, but that’s kind of, these are the various capability we are leveraging in Adobe campaign standard, which is making our Microsoft use case and successful, right? So this aspect, I know this might like overwhelm, like there are so many things showing. So the way you can interpret this is like it has a three section, right? One is the top most streamline, you can say that’s like a version control. You can see this diagram in that way, right? So let’s talk about the first aspect and let’s talk about the need, right? Why we even created it, right? So like we have this multiple instance, like we talk about, right? We have multiple ACS instances and then, and Bruce, if you can give me one more click. And if you really see the concept of Adobe, right? So if you really see that, we are creating customer resources, we are creating deliveries, right? We are creating external account, we are creating typology rules, workflow. But think about, now you have to manage this, the life cycle of this, think about that as a code, right? While Adobe offers you great visual thing, and if you think about that as a code, like your Zawa code or Python code or C shop, so we basically created a version control out of it, right? So we really wanted to make sure we have very consistent and predictable way to understand, hey, which delivery we have set up or which typology we have set up in which instance, right? And did we change the customer resource? Like did we change schema of that? And to enable that, what we really did again, like the way if you really see the ACS allows you, right? You can do all your changes in one of the ACS environment, export all the packages and reimport that in our next environment, right? And then that does work, right? It’s not like it doesn’t work, it does work, right? But that has like a manual steps involved, right? And then you ought to always apply this manual, like there is a unique domain knowledge, did my changes went in? I made this typology rule change on my pre-production environment and did that change make into the production environment. And that like that some and something can scale with that type of operation. But the moment we talk about scale operation, when you have multiple environments, multiple ACS instances, that manual effort does cuts down your agility, right? And we are like in a process where we do weekly deployments, weekly our changes are going. And basically we cannot take the toll of like losing a one day to push our changes. And that impacts marketer agility, right? The moment they find out some issue, we really want to make sure things moves faster and we enable them to execute the campaign. And that’s the whole reason we kind of enabled this. We basically took those packages. We kind of split the asset script you can see, and that is the asset you can see on the right hand side of there. These are the various construct, which is ACS allows you to do, right? And that the bottom portion, the workflow, you can see like various workflows, you can now version control. You can actually see, again, these are the workflow which we enable marketer to do certain operations, right? And then there is aspect of the belt. Once that whole thing is there, developer can check in those as a commit on sometime marketer can also commit those workflows and our report. And then we use our Azure DevOps in the like a middle stream lane, right? We call it as a belt and it does the belt and it creates those package file, which ACS understand, right? That’s the package file is ACS understand, right? But now if you really see that that ACS file, I need to go and do the manual import into ACS instance. But like we said, we have, while we have multiple pre-production environment, we have multiple production ACS instances, right? So we really, again, we could have done it as a manual. That’s what we used to do. But again, like I said, it was impacting agility takes a lot of time. So that’s where, again, we did the release automation and we basically, again, the key wall is Azure key wall, right? When you do the block connectivity or external account connectivity, right? So it has a lot of potential. We use key wall to bring those connection and just before the runtime use Selenium to deploy across all the instances. So basically this enables agility for our marketers to move the changes from one pre-production environment to multiple production environment. And that’s the like kind of, we wanted to just give you this perspective, like how we kind of enabling this whole CICD aspect. So yeah. I have two questions for you. So the first question is around the AEM integration. Can you talk a bit more about that? Like, is it out of the box and the benefits that that brings for Microsoft? Yeah, it is out of the box. ACM integration is out of the box. It basically, whenever you are setting up delivery, it gives you option, whether you want to bring the content from ACS or you want to bring the content from AEM and there you can specify the AEM connection strength. Yeah, it is out of, and the benefit is, like I said, it’s a build once, right? So it’s a content management. So what I think about is like, it’s a content management system. AEM is a content management system. It has a great support of localization and it enables you, during the authoring time, you can do all the, you can access all the ACS profile, EMA as well for all the personalization need, right? So it enables us build once and reuse multiple times. If you’re leveraging that content across other channels, I would say AEM is a great tool to use for as a content management. Thank you. One extra question that’s actually from me. Can you explain a bit more maybe to the audience how your team and Sandeep’s team, you guys are more on the technical side and how you’re working with the marketing team? Yeah. So we again, we work very closely with marketing team, right? So basically the goal is how we bring the more agility, right? We could have a, let marketer, we could have just say, Hey, this is the easiest instance. You go do things, right? And a moment like, and they could have done things, but again, like every time when they are doing it, they would repeat those process of what as an engineering team we have done, we’ll make those processes repeatable. Any repeatable process, we are automated for them, right? Versus so that that brings the agility for that, right? So when I talk about like we have created various workflows or typology, right? So for any delivery set up, they have to go create those typology rules and why they have to do manual, right? Why not be bring the agility? Because when we launching campaign and they are like, they need to just focus on like campaign execution, delivery set up and done why they need to do the same repeated thing every time again and again. Right. And then there is aspect of this whole telemetry, like the telemetry operational health, right? Because marketer, like when they log in, they really expect tool to just work when they just click this, then everything has to send. They want to see the deliverability tracking data up to date, right? So how we can give that operational health aspect and instead of they worry about that, we took those onus on us and build all the utilities. So we are constantly monitoring like, hey, how the campaign output looks like, how the campaign send looks like. Are there any issue with the system itself, right? And the thinking about the scale, right? Like you said, we are doing this at a scale. And again, why marketer has to think through that, right? So we have kind of enabled those tools and automation for them so that they can launch campaign in a scale motion versus worrying about, hey, would that launch like, hey, would I really need to worry about some system limitation? And so basically as an engineering team, me and Sandeep has taken that onus on us while closely working with them. Like we kind of understand their need and then we kind of work our solution around it so that we enable them to do the campaign execution, message delivery execution at a scale motion. I was just saying, just to add principally the way we work with our marketing team is we want to give them a self-service platform where they can maximize their productivity with a highest level of agility for the things that they need to run continuously. So that’s kind of principally how we decide what engineering should build and then deliver it to marketers so that they can be self-served all the time with highest degree of optimization. Thank you. Shishir, one extra question for you Sandeep. Also related to the AEM integration. How do you reuse AEM templates and components built for email, HTML 1.1 and AEM templates built for the web, HTML 5 plus? Yeah, so those email has a component, so even the site has a component. So what we are leveraging is the component piece of it. So for like, and that assets, the asset, like if you created an image or if you created a paragraph, so that assets are reused across the channel, basically leveraging the, having those component leveraging across the channel, we are using same component on email as well as the back. Thank you. Yeah. So what I will do, I’ll quickly walk over the key takeaways for us, right? Lesson learned. So one of the aspects of lesson learned is the instance provisioning, right? Because anytime you need something go for big scale, we always think about, hey, we need a new ACS instance, but our lesson learned is be plan full because it’s not like once you request Adobe, it doesn’t take like a day or two, it takes like a good amount of time, a month or two, right? And it does, like you need to go through deliverability set up, think through IP warming plan and as well as various features set up like dynamic reporting and all. So like lesson learned was, hey, be plan full. If you need ACS instance like a hut, like three months down the line, you should request it now, that sort of thing, right? RBAC. So Adobe has a great set of RBAC capability, but it doesn’t have like a granular level like where you want to really, a certain aspect we really want to control like what marketer can access, what marketer cannot access, right? Because there are some admin features set, right? So that’s where we leverage the R unique constructs. So what I like it where we see the consent, there is another like another thing we can extend from ACS to help us enable those RBAC control. Accessibility aspect, we are like everybody’s big on accessibility. So we did while leveraging ACS, we did phone like certain UI component was not accessible and we really wanted our, any marketer within our company or anybody can, should be able to like to drive inclusivity, right? Anybody should be able to use that tool set. So we are working very closely with Adobe and with a great partnership, right? And Adobe is helping us address some of those accessibility challenge. And again, like I said, it’s like it’s going to be available to everyone, right? So, and then the last but not least, the easiest system have it. So when you’re running the system at a scale, the one thing is important. Are you listening? What is your listening system? How system is performing? Do you have enough logging and those? So like while ACS doesn’t have a lot of out of the box system help dashboard and log streaming. But what we have done is we have again created a custom workflow. We export those process log and Adobe also, we work with Adobe to like have this audit tree, right? So they did enable this audit trail feature where you can literally see like a lot of audit trail happening on the system, right? Who’s modifying what, who’s creating what that sort of thing for your monitoring purposes, right? So we have streaming that all data to our application inside to build the right health dashboard. And again, we are in that journey. We are constantly evolving that process. But again, we thought we just share this, some of this learning to you and hopefully you can get benefit from it. Thanks. So what I will do, I’ll hand over to Hurya, who’s my next speaker. Thank you, Shishir. Very, very interesting thing. Thanks to you and for walking us through how Microsoft is a company standard. And in that same kind of spirit, what I want to do in the next couple of minutes is just highlight a bit some of the features that you have been using as well as some of the other features that maybe you’re not, you know, our customers are not aware of, but they would get a lot of value from. So one of the core things that started with workflows, right? You’ve mentioned a lot about extensibility and how you use the workflows to sometimes build features that you needed, right, that were the out of the box ones. So not exactly what you’re looking for, right? Like treatment and control. The workforce can help a lot to that, as you said, right? So I’ll call on three very quick features. One is the using AWS S3 or Azure Blob for external transfers. Those are those are the things that, you know, are really kind of modern, scalable and very, very fast compared to SFTP. So if you’re not using those, consider using them. And then two features in terms of workflow accessibility, one is start workflow with payload. That allows you to send a lot of information when you start the payload from externally, including like the audience that you want to use, the subject line, you really can drive a lot from from outside. And then external API is kind of the third one in the bucket where you have the ability to make a REST API call from within the workflow, fetch some information like offers, weather, whatever you want, right, and kind of bring it back and use it for personalization, for example. Right. So very, very I think that’s kind of core to what Microsoft has presented and core to the value of the campaign. Right. Just making sure you leverage those workflows intensely. The second category is around delivery. So here I just call on two things. One is proof of substitution. So, you know, we have test profiles and you can kind of customize those. But you know that you can also use real profiles for for proofing with the email address being substituted out. Right. So you can kind of use whatever data you have from a real customer profile and proof it, make sure that you find. And then also in that kind of delivery space, the ability to use control groups to extract specific side of the population. Right. Based on an attribute or a specific percentage that you you have as your holdout group and you can kind of see what the impact of your campaign is going to have. Right. So run it as an experiment. Moving on. Two quick admin features that one of them was something that you talked about right. The audit trail has been able to, as an administrator, see what’s happening with that instance and have a good control over it. The second one is control panel. We’re releasing fairly frequently updates there. And you can kind of go in there and see how your instance is performing. You can see your latency throughput as well as perform various tasks like subdomain delegation and manage your certificates. And finally, the last kind of big area of that I want to kind of cover today is around integrations. I’ll start off with the Microsoft Dynamics 365 CRM. So this is integration that we have live. You can bring all sorts of entities from from Dynamics CRM into campaign standard. And it also allows you to export out the emails that were sent. And the good thing about it is it actually has the mirror page URL in there as well. So as your sales team can actually go and click and see what message that person has has received and engage with them better. Then two integrations. I want to call out the integration with the Adobe’s experience platform. Right. That’s Adobe CDP.

I’m not going to go into a lot of details there. Talk about it for ages. But let’s just say that it’s very, very scalable and can turn on your analytics connector, for example, so you can create behavioral audiences based on a lot of data or you can combine your own offline and online data and you can take those and activate them in the Adobe campaign standard.

Finally, the Adobe Experience Manager integration that I’m not going to cover in detail. She already provided a lot of details about it and it’s a leap as well. The last thing here on this slide is the Jony AI integration. Sorry, Bruce. Just going back.

This is one that I think is kind of near and dear to our heart. It allows you to bring some intelligence into Adobe campaign standard with scoring on a profile basis for predictive same time optimization, as well as predictive engagement scoring. It works really, really well. And, you know, I think it’s one of the hidden gems of Adobe campaign standard because we just see tremendous results when customers are using it.

Thank you. Next slide, please.

So a quick peek into what’s coming up next in Adobe campaign standard in 2022.

The first one I want to talk about is, again, kind of referencing back to what Shishir was mentioning, accessibility is very important for both Microsoft and Adobe. We’ve done quite a few improvements back in 2021, but we have more coming, especially with relates to keyboard and navigation screen readers. And we’re actually going through this process right now, kind of testing it out and seeing like sometimes you can’t close this particular window. It might be very frustrating for somebody using a keyboard navigation. So we’re fixing all of that.

The second one is predictive same time optimization for push. So this is part of our Jony AI umbrella that we just talked about. But this is specifically for push. This is in beta right now. So if you’re interested in joining, please join the beta. We think we have a good model for push as well.

Third, also related to push, we’re going to be launching this year an updated and modern push service. It’s basically a brand new service built from scratch. It’s going to be used across Adobe with building like redundancy and monitoring. What the benefit for you is going to be that you’re going to see reduced latency and embedded control for peak traffic because the architecture can scale a lot better. And also sets us up well for the future as it allows for a more open framework that we can keep up with what Google and Apple are pushing for. And finally, the last one, update to transactional messaging. So here we’ll have a lot of updates in terms of who can use transactional messaging. I think you’ve seen that request from quite a few customers. They want marketers to be able to go in and operate there. And but also improving the user experience with things like templates and other things like that. So stay tuned. A lot more to come in the transaction messaging area.

Finally, zooming out even more. Right. Let’s talk about kind of three things as we’re kind of wrapping up this section. What are we really trying to do with campaign standard? Right. One of them is campaign management to scale. Right. So we’ve heard from a lot of you that, hey, things are going great. We have the features we need. But once we start adding more and more campaigns to the instance, things tend to kind of not go so great. Right. You’ve seen the poll at the beginning, right? There’s a lot of push to get more and more messages out. And what we’re doing is we’re doing two things. One is giving you the visibility and the control to see what exactly is happening with your instance. So you have a bit of that in control panel, but even features like the workflow diagnostic mode that would kind of give you hints about what you can improve. And then but also behind the scenes, we’re kind of looking how we’re scheduling workflows, how we’re starting them up, all sorts of guardrails and kind of memory consumption things so that we can ensure your instance is running as well as possible.

The second big pillar is customer success with webinars like this one. We really want you to fully benefit from what the tool offers. And we’re here to help you drive value for your current use cases as well as new cases that that you might have. And finally, I just want to introduce Journey Optimizer.

It’s a new tool that we’ve launched last year. It’s really focused on real time, scalable one to one journey orchestration.

We’re pretty excited about it. You’ve probably heard us talk a bit about it at Summit as well. It’s something that we’re going to keep on investing as well. It does a bit of kind of batch workflows, but it really depends on the use cases and what you’re trying to do. So if you’re interested in in Adobe Journey Optimizer and kind of thinking how you might want to use it and leverage it, please reach out to us. And we’re more than happy to look at your use cases and figure out like how you can incorporate that in your tool set.

And with that, I’d like to thank you and pass it on to my colleague, Bruce.

Yes, Horia, thank you.

Shashir, Sandeep, also thank you. Thank you for sharing your wisdom and some tips and tricks and what you’ve learned with your journey with Adobe Campaign Standard. I’m sure the audience really got a lot out of the content you shared. And what I would like to do is just point you to some resources here in the last couple of minutes of the webinar. Before I do so, I have one more poll. I’m always interested in keeping my finger on the pulse of what our customers are doing. Simply put, I’d like to get an understanding how big your team is. It’s more often than not, when I participate in a webinar or an Adobe Summit session, I’m always asked what’s the right skill set, what’s the right team size, how we should be organized. So I’d just like to simply ask, how big is your team? And what I’ll do is point you to some resources here in a few minutes that should give you some insight into how you can organize your team, regardless of size, what skill sets you should hone in on and so on. But for starters, I won’t go through all of this. This content will be made available to you via email shortly after today’s webinar. But what I’ve done is I’ve included links to all the different features and functions that were covered during this webinar. So if you’re interested in learning more about workflows, there’s some good documentation there. Or we talked a little bit about the multilingual deliveries, same, as well as the connector to Dynamics Customer Insights. So definitely check out the different resources. There are also some videos available on demand. There’s a Summit video called Tools for Your Adobe Campaign Standard Inbox. To me, this is a must for any Adobe Campaign Standard customer. Check that out. There’s also a Campaign Insider session that was last year, but still wildly relevant around deliverability and best practices and strategies that drive results. So check that out. And then thirdly, a webinar dedicated to teams, skills, organizational design, and what you need from a personnel perspective to support better marketing with Adobe Campaign. And then also at the bottom of this page, lower left hand corner, there’s a link to some web pages that I’ve put together that are organized by people, planning, and product that just give you quick and easy access to thought leadership, videos, training, testimonials, customer success stories, and so on. So just bookmark that page when you get these resources. I update the content probably about every month or so, so it’d be good to check that out and share with colleagues. So with that said, I do want to thank my co-presenters Sandeep, Shashir, and Horia. Thank you very much. Horia, are there any other questions in the chat pod? There’s a quick one around Journey AI, because I mentioned the benefits there. Somebody was asking about what exactly we’re seeing. So with, especially with predictive, sometimes optimization, it’s been very successful. We’re seeing increases of 30, 50% in terms of opens or clicks kind of across the board. And it really depends on the campaign but we’ve had even like, for example, a big retailer in the US kind of starting to use that as a test and they’ve seen their average order value just go through the roof to the point now they’re deploying it for almost all the campaigns in North America, as well as expanding internationally right now. So that’s one key one with a pretty decent optimization. No other questions, I think. Okay, again, thank you to my fellow speakers and then thank you everybody for joining today’s session. You’ll receive an email shortly after the webinar with a link to the session on demand, as well as some other recordings. And feel free to share these sessions and the content with your colleagues. The far right-hand side of this slide, my email address, so feel free to drop me a line with any feedback or if you have any further questions. I will certainly be glad to address them and continue the conversation. And again, thank you. Have a great day and Anu, I’ll turn it back over to you. Great, thank you Bruce, Sadeep, Shashir, and Horia for a great discussion. And a big thank you to our audience for joining us today. Please note, as Bruce mentioned, we will email a copy of the recording and resources after the event, so please keep an eye out for that. Again, thank you for joining us. We hope to see you again in the future.