Connecting the Dots - Foundational Strategy for Campaign Orchestration

Transcript

All right, wonderful. Welcome, everyone, and thank you for joining today’s session. My name is Katie Yoder. I am a senior strategist within Adobe’s Integrated Architecture team, and I will be your host for the Connecting the Dots webinar series. Please note that this session is being recorded, and a link to the recording will be sent out to everyone who is in attendance and those who registered. So let’s take a moment to talk about why we’ve decided to hold this series, Connecting the Dots virtual event, and why we are all here today. So as you are likely aware, there’s never been a time where the ability to scale personalized experience to every customer has been more expected, more needed, or more possible. I myself, as a member within the Integrated Architecture team, we continually work with customers to support them in executing business strategies that move across digital experience products, unlocking the ability to personalize and scale. In today’s session, our objectives are to share Adobe-led best practices, discuss challenges, and provide an opportunity to share and learn from one another. So with that, let me take a moment to go over our agenda for today’s session. So next up, I will be turning things over to my colleague Ben Joseph to take us through an overview of campaign orchestration. After that, I’ll welcome everyone to unmute for the roundtable discussion portion. There will be opportunity to surface any questions you might have for Ben based on the presentation, as well as an open forum for discussion regarding the challenges and successes when it comes to campaign orchestration. So at this point, I will go ahead and turn things over to my colleague Ben Joseph to take us through today’s content. Perfect. Thank you, Katie. I am going to go ahead and share my screen now. So just let me know whenever that pops up and you can see it. Yeah, looks good. Okay, perfect. So I know there’s a fair amount of content that I want to get through today. Obviously, we want to leave some room for discussion, questions at the end. So just going to jump right into it. So just a quick snapshot of the agenda here, but just as far as the structure is going to go. So we’ll be doing a quick introduction just into the concept of campaign orchestration, right? We’ll review some of the most common themes, some of those common challenges, and then really just cover off on some of the foundational pillars behind the concept or really the specific elements and the categories that are really necessary to stand up a proper strategy. So just to kick things off, keep it simple and really just offer a pretty straightforward definition of what campaign orchestration is, which essentially is the process of creating, deploying, and analyzing campaigns across multiple channels to build the customer experience. And really, if we expand on that a bit, right, and this does overlap a little bit with the idea of personalization at scale, really about reaching the right audience in the right moment with relevant content in the most effective place, right? And really a big part of campaign orchestration, it’s the focus on the where or the actual delivery and activation. So really understanding the different technologies, the different channels, the tools that you really need in your ecosystem to effectively reach your target audience in the right place. So to do this, really an effective orchestration strategy, it’s really a fundamental piece across any marketing initiative. So why is campaign orchestration so important? So first, clearly, I think that it helps with the customer experience, right? If a customer feels like the brand has created this seamless, this tailored and personalized user experience for them, it’s only going to help strengthen brand loyalty. There are also obvious benefits to the actual marketer or the brand, really a good orchestration strategy, you can save your media dollars, you can build greater sales, increase conversion rates. And lastly, it really helps to keep a real time view of your customer, right? Obviously, the more you know about who your customer is, really, the more tailored your messages can be to them. So I also just want to highlight a few metrics that you can use to qualify value across a properly executed strategy, right? So at more of the business case level, we can look at metrics like cost savings, you can look at sales lift, customer retention, when you start to get down to the tactical of the campaign level, you can start to look at metrics like email opens, conversion rates, site visits. And even if you want to go further than that, you can look to really try to quantify workflow and tech related metrics, right? So you can look at things like latency reduction, manual efforts, and campaign creation. And obviously, there’s a lot more than what’s listed here. But generally, when you’re starting off, this is a pretty good starting point. Okay, so now really, just with the understanding of what campaign orchestration is, why it’s important, I just want to go into what it actually might look like in practice, I’ll call out this is a very fictional example, it’s from a grocery brand, what it’s attempting to show is a sample customer journey, and really how messaging from a journey perspective might actually look right. So in this example, the first action we have is driving email signups, right, pretty simple. The brand, they’re doing it through a prospecting strategy, they’re using display media to reach unknown users. So the display ad, let’s say it resonates with the user, they submit their email address, they’re now a known user. And after that, they then go to the store, they’re sent a welcome message via push. It’s based off of a geo fence, they’re then using their mobile app to track the grocery list. They even get a special promo during the in-store visit. So finally, the customer, let’s say they purchased $200 worth of groceries, they leave the store, and then there’s really this post shopping, these post shopping events that continue the relevant journey for them, right. So the user, they receive recipes based off of their shopping lists, the brand sends them thank yous, and then they really have this more seamless form of ongoing shopper engagement. And really, really super important to call out all these different engagement points, they’re done very properly, right? It’s not random in any sense. It’s done using the right audience, the right analysis, the right data points. And these are the pillars that we are going to ultimately talk about. So I want to dive in really, just into what types of technologies generally support campaign orchestration, right, and where these might sit within a larger MarTech ecosystem. So we have a very large architecture diagram here. But instead of focusing on the whole thing, I want to hone in really on the middle, the right side of this diagram. So mentioned earlier, but really, when you’re thinking about campaign orchestration, you’re thinking about activation, right? So on the right side over here, you have the outbound channels. I think we all commonly see these for delivery. So you know, different things like devices, email, SMS and push mobile, we will mostly see these executed through solutions like marketing automation platforms, ESPs, personalization platforms, then there’s also if we focus on the middle, you’ll often have solutions like a data management or a customer data platform that really helps create and centralize your audiences. And these platforms, they can also activate out to the channels that I just called out right. But they also specialize in pushing audiences out to paid media and social platforms. And we’re going to talk a little about a little about this intersection. It’s super important, because we do often see silos in these worlds, right. But again, having that orchestration strategy from an architecture perspective that is incorporating every single touch point, every channel, really, really important. So before we go into just some of the themes and the strategies behind campaign orchestration, I do think it actually helps to start with just a quick review of really the most common challenges, since there really is this direct line from the major pinpoints to how we start thinking about the strategies in the major building blocks. So first challenge is really around disjointed execution, right? We often see this with technology and organizational silos, right? We might see that the email teams, they’re not talking to the social teams, search teams, they’re not talking to the paid media teams, owners of certain technologies, they aren’t integrating or they’re not sharing data properly. This, in effect, it’s going to lead to more issues like inconsistent messaging, and really, again, just knowing your customer. We see unification challenges across ad tech and market. From our view, this really commonly happens with gaps that we see between paid media and email, right? From an ownership perspective, people in process, and then really this whole concept of resolving identities between cookie-based media and then PII, right? And again, this, in effect, can really disrupt the customer journey, especially when you’re thinking about upper and lower funnel tactics and how those align to certain audiences, and we will talk about that a bit. Paid media challenges, they are numerous, right? So everything from navigating the deprecation of third-party cookies, investment decisioning across delivery partners, especially in lieu of consolidation that’s been happening in recent years across walled gardens, you have measurement challenges, right? Tackling topics like cross-channel attribution, making sure that you’re democratizing data across teams, you’re acting on insights in the right ways, and then also you have data and user governance, right? This is a big one. It affects all areas across MarTech and ad tech, dealing with different issues around compliance standards, right? Fraud, brand safety, making sure users have the right to privacy within the tools, within your brand, and easy opt-out ability. So what are some of the strategies to overcome some of these challenges? We will get into the individual building blocks of campaign orchestration, I think in one slide or maybe two, but there are also these really, the strategic requirements that really attempt to map out these key themes and these considerations that really if they’re done right, they’re going to help you navigate through a bunch of these hurdles, right? So really we recommend that these are items that you always want to be thinking about when planning a strategy, when executing it. So really, first, you just want to make sure that you do have the tools, you have the means to know your customer, right? Especially as they evolve and they change, right? Maybe through new behaviors, completing actions, moving through different funnel phases. You do also want to just make sure that there is really lockstep alignment and partnership between relevant teams within sales and marketing and IT. This directly can help address the technology and the organizational silos that I just talked about on the previous slide. You want a strategy to progress users from prospects to known customers, right? You want to do this, you want to make sure you’re really acting in a smart and non-intrusive, a cost-effective way. And then really just the ability to plan, execute campaigns that are very, very highly personalized. They’re consistent across channels, right? If, you know, let’s say you bought a sweater on your laptop, you should not be getting a buy this sweater message on your phone 10 minutes later. And really lastly, just a firm understanding of how you’re going to measure, how you’re going to optimize and really ultimately gauge success and realize value across your cross-channel campaigns. So now we’re going to dive into really what we are calling these foundational pillars of campaign orchestration. What these are, these are really the necessary components and the requirements to get started and really stand up a proper strategy. So the idea that we have here, it’s really just sort of ground yourself across your different themes, right? Not only as you are building a campaign orchestration strategy, but really also while you’re maintaining it and trying to improve it as well. We categorize these into larger key areas or phases, but really the first is understanding your customer. We’ve been talking about that, but really what goes into it in terms of these pillars is data ingestion and profile unification. Next, we want to look at improving the customer engagement, right? Main pillars we’re going to see here are generally segmentation, journey design and activation. Measurement comes next in the analyze and the learn phase. And then lastly, just sitting across all these phases when we look at these pillars is people in process, super important and then governance. Okay, so now let’s dive into all these individual pillars in a little more detail. So really the first pillar and can’t stress enough, this is a really fundamental part of campaign orchestration, the idea, the act of data ingestion. And really what this is, this is where you want to properly make sure that you’re onboarding data from your multiple, your disparate data sources that, and this is so important, they include the various profiles, the attributes, the behaviors that ultimately you want to leverage within segmentation or journeys. So major steps here include first, obviously identifying the specific profiles and the data points that align to your use cases, right? And are needed for segments and journeys. Ideally, you want to consolidate all these data sources and channels. So when you’re thinking about all these channels, web, social, search, email, you really want to consolidate those or at least do your best attempt to into one single audience centralization tool like a CDP. You really want to understand the data that’s being ingested, how it’s going to be used for downstream activation, right? Is it cookie based? Is it anonymized? Is it PII? All of these are going to factor into how that data can ultimately be used downstream. So again, really important to understand before that data actually even gets ingested. The next pillar is identity and profile unification, or really the idea that with all of this ingested data and all these different profile fragments, it’s ultimately going to be resolved to a single ID or a single profile, right? And also really important, making sure that it’s actionable across other systems. So really the steps here include making sure you understand you have a defined methodology to resolve your different audiences from these different separate data sources to one common identifier if possible. You want to make sure that you have a device management strategy, right? Or really the ability to identify a single user regardless if they’re engaging with your brand on multiple devices. An important one, but setting up proper ID syncs to do your best to attempt to resolve anonymized data with PII. This allows for just better campaign orchestration all around, especially when you’re thinking about that customer journey from paid media to email. And lastly, again, just another important one is future proofing, right? Making sure that there’s that plan to shift towards these people-based durable first party IDs as third party cookie deprecation continues to approach. I know this is something that’s been happening for a long time, but it is close. So everybody should be prepared for that. Whoops, let’s go forward here. Okay, so the next pillars. So segmentation and journey design. So we’re going to get a little bit more into this later, but these are essentially the building blocks of your campaigns, right? They are the group of users, they’re the profiles that you ultimately want to define and reach in a live environment. So really critical first, it’s so important to understand what are the use cases, what are the tactics that they’re solving for, right? Is it prospecting, retargeting, audience expansion, suppression, a lot of different things you can do here. You want to make sure that there’s clarity with technologies and people process roles, right? There are a lot of different solutions that customers own that can build segments, right? They all have different capabilities, but again, ideally you want the centralization across teams and then in effect across technologies to ideally do this in one platform. And then really over time you can work to develop segment and journey maturity, right? Where it makes sense, obviously there are test and learn approaches to this, but you can really build up maturity in the form of segmentation by applying things like dynamic, segmentation, multi-entity, sequential. So again, something you could think about as that journey is moving forward and you’re looking to increase maturity. Data governance and privacy, right? So really this idea of marketing responsibly, ensuring that you are in compliance with different regional and organizational policies. This can include features in the tools themselves, right? So, you know, setting up a governance framework for certain data usage restrictions that you need to meet compliancy standards, making sure that users have the ability to view or delete or modify their data, making sure they have the ability to opt out. Media governance, right? Where you want to ensure that you’re working with the right partners to really counteract things like fraud or viewability, brand safety, and then just making sure that you’re keeping up to date with legislative policy, right? Obviously GDPR, CCPA, these have been very big in the last five years or so, but always really important to remain up to date in these areas. Okay, so next I just want to really touch upon some of the measurement themes that are really super important across campaign orchestration. So when you’re working across so many channels, working across different lines of businesses and teams, really important to create this infrastructure where you’re tracking all important elements in the right way, right? Across paid media, unpaid, ad server data, mobile, email, whatever it might be. We also need to ensure that you have a proper attribution strategy, right? With set goals in place. Are you looking at last touch, multi-touch? How are you defining KPIs in accordance to your business strategy? And then really, really important element, just making sure that there’s this level of transparency, this reporting sharing that’s happening between your cross-functional teams as they’re delivering either media, email, mobile messages across their different technologies. And then you have activation and delivery, right? This is where you are sharing segments and journeys with different activation partners or delivery systems that really are aligned to the right creative message with the proper business rules, right? And this is where the delivery actually happens across display, mobile, whatever channels you might be running on. This is also where you just want to make sure that you are really properly strategizing across partner investments, right? Who are you actually selecting to deliver your media, right? Are you leveraging more DSPs, publishers, networks, or have you been shifting more to walled gardens? Again, really, the concept of just consolidating your audience building methods, right? Are you running with separate partners who are also creating segments and silos? Are you unifying your audiences into one platform? And then lastly, just setting a proper optimization schedule. Really important, right? You want to make sure that once delivery has gone live, there’s this really solid and transparent feedback loop, right? Between reporting, between your different metrics, and the optimization teams or the media teams to really just make sure that your media, it’s performing, right? According to your different KPIs. And then finally, our last pillar here, really a fundamental one to have in place is the people process element. Can’t stress this enough for how important collaboration is between your multiple teams, your agencies, your partners, your different technologies, when it comes to executing a really strong campaign orchestration program. We can talk about this area all day, but since we are limited on time, I’m just going to highlight some of the important roles that are needed to make this work. But really you need an orchestration lead, right? Or someone that oversees the major aspects of your program. You need data scientists and analysts, right? Who really monitor the trends and the reporting and are the first ones that can really inform optimizations to other teams. There are marketing and content teams. These are the users, the stakeholders who are actually creating the content or the emails or the messages that ultimately do get delivered. IT teams, really critical for selecting and implementing the different technologies that are ultimately going to be used in any given program. You have user experience and design teams, right? So really important, really critical for just maintaining site design, user flow, making sure that they’re optimizing the site experience and then governance again, right? Governance partners. So just really important for really the operational aspects and the compliancy across your delivery program. Okay, so another area that we can probably talk about all day given time though, this is just going to be supported through a very high level snapshot. So common campaign orchestration use cases, right? So a few that are very important I want to call out near the top of the funnel, but things like prospecting, behavioral targeting, retargeting, right? Essentially engaging with new or unknown customers based off of the attributes, the data points, the behaviors that you have learned and collected about them. This can be through site actions, third-party data, site visits with recency and frequency levers, really with the goal of pushing those users more downstream to a certain action or a certain conversion. Once you know who your customer is and you’ve collected those people-based data identifiers on them, maybe you have purchase behaviors or loyalty data or trends on them, you can really start sending these one-to-one offers based off of these more granular tactics. Thinking about things like algorithmic modeling or propensity to complete certain actions or maybe propensity to turn. And then there’s some just to call out based off of the capabilities within some of your technologies, right? You might use geolocation to serve an offer when a customer comes into your store, typically done through SMS or push. You might personalize an experience through customer service, when a user reaches out to a call center or an online chat. So really, I think ultimately there are a ton of different use cases across the entire funnel, all with varying levels of complexity that you can execute with a proper orchestration strategy, but also at the same time, really, really important just to define and plan out what these are going to be early on in your strategy. Okay, so next I just want to really highlight really some of these broad concepts of maturity across campaign orchestration and really just what different levels might look like when you’re really looking to go from good to great, right? And obviously there are a lot of different areas and topics you can get into here that you can explore, but really this here is centering more on the idea of teams and people and unification. And on the left here, right, you start out with complete silos, right? Data’s living within different systems. There’s no centralization. There’s separation between channels and tactics, offline, online data. As you start shifting more to the right, you’re really progressing from some of these challenges, but maybe now dealing with more complex topics, right? Maybe there’s a new way of thinking about complex topics, right? Maybe there’s a known and unknown user connection, maybe using different systems for anonymized data and PIL. Maybe there’s difficulty shifting to a cookie list world, right? And then on the right, this is really sort of the North Star, right? This is really the state where there are data sets, profiles, segmentation. They’re all centralized across teams. They’re centralized across the lines of business, different channels, and there’s this really great connection between marketing, IT, sales. Other teams are really working in close cohesion with the same insights, same actions. Everything and everyone is just working in tandem in a really, really strong way. Okay, so finally, I just want to go into the idea of strategy design and really this idea of what audience structure could look like with a marketing final example, right? I will preface, is a very fictional example here of Adobe doing some marketing for new Photoshop consumers. And really the concept here is leading with what we’re thinking of as an audience first approach, right? This is where we would align different audiences and different data sources to face the funnel. So really near the top of the funnel, your audience might be in the market for a photo editing solution, right? But as of yet, there’s no brand affinity and the users really know further in their search than that, right? Data sources here, they could be anything from third-party data, media engagement data, maybe model data. Then in the middle stages there, audiences, generally they’re going to be a little bit further in their search process, right? Maybe they’re exploring competitors, maybe they’re doing research. Then as they go a little lower, they are now highly interested in Photoshop, right? But they have not made that purchase yet. So these audiences, they might be coming from site data, maybe free trial users, maybe they’re doing tutorials. And then finally we have these retention-based audiences at the bottom of the funnel, right? These are actual Photoshop users, they are known customers. And typically if we’re looking at the data source, this data is typically going to come from either a CRM or a purchase system of record. And then once those audiences, once those data sources are built out, you know who it is you want to reach, you can essentially start creating tactics, right? Or really this method of how you want to be reaching those users. So these here, they’re really just some examples of how audiences might be reached by different phases of the funnel. So top of the funnel, it’s really going to be more prospecting-based, right? So you might have more high impact creative. You might have video ads, more splashy messaging, really in attempt to catch the user’s attention, right? And really hopefully drive them down to that next phase. As you get lower in the funnel, the tactics, they might become more direct, right? Maybe there’s more special offers based off of what you know about the audience. There could be custom creative, you know, maybe more aggressive or targeting campaigns with broader frequency caps or higher bidding methodologies from the DSP end. And then at the bottom, right? So for your known Photoshop user, you might be doing cross-sell, up-sell initiatives, right? Maybe you’re trying to get them onto Lightroom. And then once you’re set with your tactics, you can start talking about the solution, right? Or really the platform where all of this execution is going to be happening from sort of a centralization standpoint, right? So mostly where we’ll be dealing with, we’ll typically see CDPs or DMPs more near the top of the funnel to the middle, right? There’s a good chance in this case that the user, they’re still unknown. They’re yet to convert or become a customer. And really then for known users, right, we might see those users more frequently being managed through our marketing automation platform or an ESP. And then we’ll essentially talk about the actual delivery mechanisms, right? Or the channels where you want to be reaching your audience. So from a CDP or a DMP perspective, where you’re typically running on paid media, right? We’ll mostly see platforms like DSPs or networks or walled gardens. And then really on the ESP or the marketing automation side, email, SMS, mobile push, that’s really going to be more frequent there. And then just finally, when we are talking about sort of that build methodology, right? You’re going to see more audience segments near the top of the funnel, right? Maybe more in the middle. And then journey building, journey orchestration, that’s going to be more common through your marketing automation platforms. And that’s going to be a little bit closer to the bottom of the funnel. So then lastly, I really just want to highlight some examples of some of the different measurement tactics that you might be utilizing. And really the concept here is that different elements of a campaign, right? From audience to system to tech and channel, they should all be measured with unique goals that are properly aligning to the overall business and your objectives, right? So really at the top of the funnel, you might see more broad-based metrics, things like region frequency analysis, possibly click-through rates for paid media, what metrics are really driving users to the site for the first time. And then really more near the bottom, you’ll see more often media metrics that really hone in on the conversion or post-sale, more direct metrics. So you might see things like conversion rates, offline attribution, email opens, possibly traffic studies, different things like that. Okay. So lastly, what we really want to leave you with here is really this high-level directional guide that can be utilized when you’re in the very early initial stages of building a campaign orchestration strategy, right? It’s essentially this 30, 60, 90-day roadmap with various questions, themes you can be thinking about, and just different steps that you can begin taking. So first, it really encourages you to really just start mapping out your different business objectives, right? What are the different touch points across the customer journey? What do those look like? What do your different teams look like, right? Especially when you’re considering all the different resources and stakeholders that you might be working with across agencies, partners, delivery channels, different channels, whatever it might be. And then just as it progresses, there’s really this encouragement to start defining your use cases. And then really from there, you can start to ask more practical questions around your data, your audience creation methods, super important, how communication between your different teams and lines of businesses might be working. And then the technology part comes into play, right? Where you’re actually looking at implementation and elements around Go Live and activation and all that good, fun stuff. So again, just something as a lead behind here, you can use this as a directional guide. And then you can start to use this as a directional guide, which again can be really helpful in the very initial stages. And with that, I think that is all the content I have. So I am going to kick it back to Katie. Wonderful. And thanks Ben for taking us through those challenges and recommendations for successful campaign orchestration. So with that, let’s go ahead and shift gears and open the form up to our table of discussion. So for all those in attendance, do feel free to come off mute and ask any questions you may have regarding what Ben has shared here today, or if there’s any additional challenges you’d like to talk through, please feel free to pose those now. While you’re thinking, a couple of things that we can start off with, Ben, you touched on five common challenges as you were taking us through the content today. Among those, is there one that’s, from your perspective, harder to overcome versus the others, or do they all present their unique roadblocks? So from my perspective, it’s going to depend who you are and where you actually sit within your marketing organization. I think you’re typically going to see agencies who are paid media run into much different challenges and have different priorities than, let’s say, client direct who might be running an email campaign, right? I think out of all of these, one of the biggest things that I see from my lens when I’m really trying to unify teams, especially from upper to lower funnel tactics, again, this unification of you between paid media and email, um, the organizational silos is a huge, huge problem. This is something that we deal with every day. You know, working across different solutions that center around people in process has been something on our end that I found to be extremely helpful, right? Dealing with concepts around change management, around centers of excellence can really start to help with this. But again, it’s hard to pick out one challenge because different teams, different, even different companies who have different priorities are going to find these challenges. They’re all going to have their own set of challenges, so they might prioritize them differently. That makes sense. All right. I’m not seeing anything come through in the chat, but feel free to pose anything there that might be top of mind. Another question, Ben, you talked about, or you started off with a couple of pillars, data ingestion and identity and unification. I’m curious to know from your perspective, is there, what is the LOE, like the level of effort around tackling those pillars? And is it more of like a set it and forget it once you’ve achieved it, you’re good? Or is it kind of an ongoing initiative that needs to be revisited and refined over time? Yeah, absolutely the latter. You know, from an implementation standpoint and getting all your data sources and all the components of your data in, I mean, it could be, it depends, the level of effort really depends on how many channels you’re trying to bring in, how many channels you’re ultimately going to activate against, what the sizing of your audience looks like, right? I would say in general, to do it the right way, level of effort, it’s going to be pretty high. But really, once that data is in, there’s a maintenance requirement for sure, right? We always recommend data audits, looking at trends, sizing, because it’s never something you should just set it and forget it. It’s always something that you shouldn’t be continuing to monitor. Okay, great. And then going back to maturity progression, when you touched on that, and you talked about, you know, how you’re going to start off a little bit more, you know, entry level, and then it gets a little bit more complex as you progress. When it comes to value as you move along that progression, is it something, or is value something that you should look to have achieved at each level before progressing? Or would you expect it to just, you know, grow as you mature? Yeah, I mean, value’s super important. I think even just from the get-go, before you even have anything live, you need to understand how you’re defining it, right? Is it more infrastructure-based, you know, aligned to your different technologies, or what you’re doing from a setup perspective, right? Are you gauging value based off of, you know, the location of data sources, or, you know, number of audiences or profiles that you can ultimately get into your system as you actually progress and you actually start running live media, or you’re actually delivering on your campaigns, value can be in the form of performance metrics, right? Making sure that you’re always tracking, you know, KPIs, you know, ROAS, all that good stuff, but it’s something that you need to be, you know, focused on literally in every single stage of your journey across a number of different areas. Yeah, that makes sense. Thank you. Yeah. All right, Justine, if there’s anything else we can pull up. Oh, you mentioned a key motivation for campaign orchestration as it pertains to personalization really being to improve the customer experiences or experience. What are good ways to validate or measure that the strategy behind that is truly improving customer experience? Or what have you seen work well in your experience? Yeah, I mean, yeah, I mean, it’s a bit of a broad question. I would say tying it back to consumer metrics, right? Looking at what is actually performing from either an email or media end, right? If you’re comparing, you know, different results to a baseline where you might not have a personalized campaign, you can clearly see that, you know, if there are higher conversion rates, if there’s higher ROI, then, you know, aligned to your personalization or your campaign orchestration strategy, I think just comparing those two are very good indication that the customer experience is working. Wonderful. All right, anything else from the attendees before we move towards wrapping up today? Feel free to put anything in the chat or come off mute. All right, well, with that, let’s just take a moment to talk about the essential takeaways, right? There is a lot of great recommendations that Ben has shared today, but at a high level, we, you know, recommend that you always start with strategy for your campaign orchestration and definitely leverage that action plan for getting started and connect with your Adobe team when you do run into challenges or need a little bit bigger, you know, use your resources and your Adobe team to help you really kind of round out anywhere that you find those gaps as you go to undertake, you know, your strategy behind campaign orchestration. So thank you everyone for your time today. Before you exit, we do have