Create Offers in 30 Minutes with CJA

Transcript

Good afternoon, good morning. Thank you for joining. We are waiting a couple of minutes for more people to join. For those who just joined, we are just waiting for a couple of minutes for the participants to join. You’re on the right one. Rodrigo, I think I’ll give another minute and I’m going to start in there. Good. Thank you, everyone. Hello, good evening, good morning. Welcome and thank you for joining today’s session. Focus on AAP from Insights to Offers in 30 minutes. My name is Sedev Tetic and today I’m joined today by our presenter Rodrigo Aratia, architect at Adobe Ultimate Success. In the Ultimate Success team, we are focusing on helping Adobe customers get as much value as possible from their Adobe solutions.

I’m kicking off the session today. First and foremost, thank you for your time and attendance today. Just to note that this session is being recorded and the link to the recording will be sent out to everyone who registered. This is a live webinar. It’s only in a listen-only format, but please feel free to share any questions into the chat and Q&A pod. Our team will answer as possible there, in addition to the reserved time to discuss questions that are surfaced at the end of the sessions. In the next slide, we are going to introduce you to what will be the next available virtual events. While we wait for attendees to filter in, I wanted to let you know that we do have several other sessions. There is a question. Please write it in the chat and go by it. This is only a listen-only.

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In addition, our private session recordings are also available in Experience League and can be accessed on demand. Here are just a few of our more recent sessions. You’ll get the slides, you’ll have the links.

Just a little bit of introduction on Ultimate Success, what we are having. What you see in the slide is the foundation of Ultimate Success Model, which combines proactive strategic leadership with responsive technical support to help customers maximize value and maintain stability with their Adobe solutions. On the proactive side, we work hand-in-hand with your teams to align in a unified success plan, execute targeted accelerators, and support your roadmap through expert at activities across technical health, strategic planning, and event readiness. At the same time, we are here to ensure rapid response when needed. Our responsive model includes dedicated support resources and subject matter experts who monitor, prioritize, and resolve issues swiftly, whether it’s a P1 incident or ongoing incident analysis. Together, this approach ensures you that you are not only covered for today’s needs, but are continuously moving toward long-term success and value realization.

Without further ado, I’m presenting you our subject matter expert, my team colleague in Ultimate Success team, Senior Customer Success Architect Rodri Guarathia, to present from Insights to Office in 30 minutes. Thank you, Lucideth. Hello, everyone. I’m Rodri Guarathia, and we can start with the session. The name is from Insights to Office in 30 minutes. As an agenda, it includes five sections, an introduction to the context and the why of this session, the description of the Adobe Solution to Analytic Measurement, a section describing the use case we’re focusing on today, which is publishing CJA audiences back into Adobe Experience platform. Then we have a deep dive section where we show the configuration details, limitations, and guardrails, and the final Q&A session to clarify remaining questions that could happen along the session.

So let’s start with the introduction to give a context for this webinar.

It is critical to understand what a unified customer experience looks and feels like. According to HBR, true personalization requires creating experiences at scale, which get fine-tuned with its successive interaction and empower customers to get what they want faster, cheaper, or more easily. Keep down, customers are saying, I want you to empower me, know me, reach me, show me, delight me, respect me. But there’s a disconnect today with what organizations think they are providing and what the customer perceives as being a good experience. Two-thirds of customers have experienced a recommendation that they deem inaccurate or invasive. But despite that, more than 80% of the respondents in the same survey say they want and expect personalized experiences.

Why does this disconnect? We see that this often stems from a campaign-centric approach to engagement. Whether it’s driven by organization and silos, disparate data, or different tools, competitive execution is led by the channel, it’s often dictated by product launches or set marketing calendars, and the insights to inform strategies and success metrics to understand impact. And also siloed, and don’t paint a clear picture of what the customer actually does and experiences. I want to double-click in the insights piece, as this part is the closest to the topic we covered today.

Organizations have various measurement and analytics tools that serve different purposes and provide different levels of insights. There is channel or campaign reporting that will tell you what happened for specific channels from a delivery and engagement perspective. Web or digital analytics will provide better insights into conversions, purchases that result from campaigns. But there’s still a lack of customer-centricity, as it is limited to visits and sessions and doesn’t incorporate other channels from points of conversion. And campaign data will go into the data warehouse for use and transition through BI tools. But this approach requires advanced data expertise, and the output is usually a static dashboard with no real connection to action. Ultimately, the customer-level insights are needed to drive through customer-centric strategies and are not accessible for rapid decision-making.

So, as organizations are moving towards customer-centric engagement strategies, we see several pillars that are common amongst those that are successful. They fully embrace omnichannel execution, the strategies are driven by the outcomes they are looking for, and they leverage real-time customer behaviors to orchestrate journeys, creating a balance between brand length and customer-initiated moments.

But there is another important piece, and that’s the insights piece. As the organizations embrace the omnichannel real-time journeys, or even as they begin to use Journey Optimizer, they realize that the holistic insights and impact analysis are still disconnected from actions that they are taking. Once journeys are executed, the marketer has access to view real-time reporting on the operational aspects of those campaigns and journeys. But the marketer’s need for deeper insights are expanding. They are looking for better guidance and discovery upfront that goes beyond the orchestrated channels and more detailed performance on the true impact of their efforts. Measurement and insights are critical to a customer data strategy and just as important as harnessing data for real-time profiles.

Truly knowing a customer is having accumulated intelligence.

It’s the history and the context and insights into what message, channel, content work for which specific audiences and customers. This is what helps brands stand out and provide those best-in-class experiences. Having omnichannel insights and analysis means that you have the ability to connect customer identities and interactions across channels, devices and time for fast, holistic analysis that deliver accessible and precise customer insights for engagement optimization. We know that these types of insights are deemed important for marketers and those organizations that leverage omnichannel data and engagement see revenue growth.

And it’s because omnichannel insights can fuel every use case and tactic that is used for executing and orchestration experiences. Whether your teams are trying to uplevel their card development strategies or focusing on optimizing mobile apps and messaging tactics, Holistic Customer Insights will help guide better strategies and help you understand the true performance and impact. So you take advantage of a virtual cycle from insight to journey to impact. Now we move to the next section that explains the Adobe solution has taken to address the challenges presented in this context.

Adobe purposely built customer journey analytics from the ground up to address customer-centric analysis use cases. Customer journey analytics enables organization to ingest, transform and analyze customer event data at scale from any source so that anyone in the business can quickly find answers to critical business operations.

And it is powered by Adobe Experience Platform. This means that the Common Data Foundation, the shared services, privacy and governance controls and AI are all available through CJA as they are through RTCDP or Journey Optimization. So the synergies, efficiencies and value across this solution is incredible. And that is the main focus of today’s session. We will deep dive in a multi-solution feature to close the gap from the insight to the activation. CJA enables teams to access rapid analytics for rapid learning and optimization and rapid impact. With CJA, you can connect customer identities and interactions across channels, devices and time for fast and holistic analysis. Understand integrated marketing performance by connecting customer engagement across campaigns, channels and content. Measure and optimize for customer lifetime value, loyalty and orientation.

Identify obstacles to conversion, retention and satisfaction. Leverage AI to speed up analysis, certify hard-to-find insights, predict customer behavior and ask questions in natural language.

CJA is a powerful analytics solution, but it’s the combination of CJA with Journey Optimization that truly enables the virtuous cycle of insight to journey and impact. And it can be done seamlessly. With AJO, you can get end-to-end omnichannel journey creation and optimization based on real-time customer profiles in a single canvas. The reporting in AJO will immediately show you the core delivery engagement metrics. With one click, you can jump from the embedded reporting to CJA for explanation and analysis on the same consistent data. And with CJA, you can connect your AJO data to additional datasets and customize reporting in a drag-and-drop UI to understand the holistic journey and the downstream impact.

And any insight can be turned into an audience that can be published back into AJO for re-engagement.

CJA is a modern and interoperable analytics solution that can augment your existing analytics stack, giving your organization the ability to manipulate customer data on demand.

And today, we will focus in one feature from Actionally Intelligent. We will discover in the comment section a feature that allows us to turn insight into actionable offers or activations easily and helps creating audiences in CJA that they can be synchronized with RT-CTP or AJO and use there.

Now we are moving the section where we explain the feature in CJA.

In our analytics practice, we often face the challenge of truly understanding where our customers encounter friction points. Traditionally, sealed data and slow processes made it difficult to pinpoint not only for where drop-offs happen in the journey, but also which audience segments are being affected and even harder to act on those insights quickly. Using customer journey analytics, we transform this challenge into an opportunity. We start by closely examining the customer’s journey across channels, following each step with powerful visualizations until that critical friction point emerges. Perhaps a surprising drop at checkout or an avatar sign up. Instead of just reporting the issue, we are able to dig deeper, isolating the exact audience that experienced the barrier and understanding characteristics that might explain why. With CJA’s integrated audience publishing capability, this isn’t where the story ends. We take our insights a step further. The affected audience can be immediately published back to our activation platforms, like real-time CDP or journey optimizer, with just a click. This means our marketing or personalization teams don’t wait for days or weeks to react. The audience is instantly ready for targeted campaigns, journey triggers, or even suppression from irrelevant messaging. The impact is real and measurable. We move from fragmented analysis and delayed execution to a unified streamlined workflow, turning insights into action in minutes, not weeks. Our teams become more agile and precise, customer experiences improve, and our business outcomes further show the result. This is how modern analytics powered by CJA close the loop from insight to activation, ensuring every friction point can be discovered, segmented, and addressed for maximum impact. Now let’s take a deeper look into the potential steps of this use case.

Audience discovery in CJA empowers marketeers and analysts to move beyond the static segmentation. By harnessing rich, real-time, cross-channel journey data, CJA allows us to discover, analyze, and reflect dynamic audiences based on the most meaningful customer behaviors and attributes. This capability means you can continuously uncover new insights as customer interactions develop rather than rely on predefined lists. With CJA, audience discovery is an iterative and flexible process. You can use visualizations and preform analysis to drill into demographic and behavioral traits, identify high-value segments, and even create micro-audiences for more targeted engagement.

Refinement options enable you to review audience size and qualify members based on the criteria that matter most for your business objectives.

Another way to identify an audience in CJA is starting from a chart instead of an audience definition. The data analytics starts by using CJA’s journey visualizations, such as the journey canvas, flow analysis, to view the sequence of customer interactions across all relevant channels, web, mobile, offline, and more. Unlike legacy analytics, which often show isolated sessions, CJA visualizations reveal the entire journey for each person, identifying, stitching together events so you can spot where users succeeded or drop off. For example, imagine you are analyzing an online purchase flow. Using the flow chart or a follow-up visualization, you notice a large percentage of users abandon the buying process at the payment step. This friction point can be highlighted visually. CJA instantly shows not just the aggregate-grade drop-off, but also the next action users take, helping you understand the context of their abandonment. One of the most powerful things you can do next is to select the set of users who exceeded at that moment and turn them into an audience segment right within the interface.

CJA lets you drill down into these users. What device were they using? Did they contact support? What channels did they interact with before dropping off? This gives you actionable insights, whether your goal is to optimize the step, retarget the segment, or personalize a follow-up outreach.

Customer Journey Analytics offers powerful audience publishing capabilities. Once an audience is being defined in CJA, whether through visualization, segmentation, or real-time analysis, analysts can publish it directly to Adobe Realtime CDP and Adobe Journey Optimizer. The process is streamlined. Audiences can be published with a single click from CJA, either as a one-time export or as a scheduled refresh. Published audiences interact natively with RTCDP and AJO, becoming instantly available for activation, journey entry, or suppression. CJA supports large-scale audience publishing, handling lists of up to 20 million members. Refresh frequency can be configured, keeping audience members up to date based on the latest customer data.

This direct publishing workflow shortens time to action and enables continuous, data-driven engagement across Adobe Experience Cloud solutions.

As analysts, we uncover valuable insights in the moment, finding new segments with complex filters or spotting unusual campaign responses. With CJA, we can instantly turn these discoveries into actionable audiences, sharing them directly to RTCDP or AJO without disrupting our workflow. This capability also lets us react quickly to other needs. Maybe an event happens or a campaign takes off. Instead of waiting days to mobilize, we can publish audiences on the fly and activate them while the opportunity is fresh.

If we want to reach users who took specific actions in the past, CJA’s historical analysis tools help us identify and connect with those customers. And for audiences based on attributes that aren’t included in the real-time profile, we can still create and publish those segments straight from our analysis. All these options make our marketing more agile and efficient. We reduce time from insight to action, empower both analysts and marketers with easy-to-use tools, and maximize impact by targeting exactly the right audiences, whether recurring or wartime. In short, audience publishing in CJA streamlines the process, enabling flexible, highly effective campaigns driven by real-time and historical insights. Now, to this section, we are going to deep dive into the audience publishing feature itself, explaining how to use the feature and the possibilities of configuration.

So, as data analysis working in CJA, creating actionable audiences from your insights is a core capability that supports activation and personalization downstream. There are two primary workflows for audience creation. First, you can use dedicated audiences interface. To do this, simply navigate to components in the main menu and select audiences. From there, you can build an audience from scratch using the audience builder defining the criteria, giving it a name, a description, reviewing segment size and membership. This method is great for creating audiences based on planned segments, recurring business rules, or complex filters. Second, you can create audiences directly from your analysis or visualizations. For example, if you are examining a freeform table, journey canvas, callout visualization, cohort table, or Venn diagram, even a map visualization, you can just right-click on the specific dimension, node or area, and select create audience. This context-aware feature instantly repopulates the audience definition with the criteria from your exploration, making it easy to segment users exactly where you discover something not worth it. Analysts often use this method for rapid discovery and ad-hoc targeting.

Within the audience builder UI, several details can be defined when creating the published audience, such as name, tags to ease categorizing and finding, description, refresh frequency, date ranges for one-time audiences, and lookback windows and expiration date for recurring audiences. No matter the entry point, you’ll interact with a data preview pane, a key feature during audience building. The preview panel on the right side displays real-time details about your prospective audience, estimated total member count, audience return value, and relevant metrics. It provides immediate visual feedback, letting you refine inclusions and exclusions without leaving the setup workflow. This ensures the audience you publish is sized and qualified exactly as needed, making for smarter targeting and improved campaign results.

In this slide, we refresh period options when building the audience. We have two different refresh frequency options. One is one-time, that will just create a static audience, equivalent to a list.

And here we would need to enter a time range for dates, right? To select the data validity, the date validity for the audience. If we are using a refreshing audience, we can select from several options, from four days, daily, weekly, or monthly. And in this case, instead of the time range, we need to set the refresh lookback window and the expiration date. That will set how long the audience is valid for.

Some sample technical uses of published audience. Let’s now explain how an audience published back to AP can then be used in AJO or RT-CDP. In both, Segment Builder included in both RT-CDP and AJO, we can combine CJA audience with other audiences we define within those tools, like suppressing people from a certain audience to avoid target them in specific channel, or to activate them, as we see in the next points. In RT-CDP, we can activate the audience directly to a destination. In AJO, we can use the audience to trigger a journey. We can use the audience within a journey condition to separate people depending on the flow. We can use as well the audience in dynamic content to create different personalization depending on the membership of the audiences. And in these last two slides, we will explain the limits and guardrails about the feature. So main guardrails and limits and caveats are like this. Audiences are transferred to profile at 1500 records per second, so a maximum 20 million audience would take around 3.7 hours.

An audience is visible in RT-CDP and AJO a few seconds after it’s published, but won’t be completely used until it’s completely transferred. If we use it before transfer is executed, we won’t reach the full audience.

Profiles that don’t exist in CDP will be created from CGA.

The data that is transferred from CGA to AP are key value pairs of namespace, namespace and value. So those identities that will be transferred will be the person ID used in the CGA connection.

Maximum lookback window for refreshing audiences is 90 days and the maximum amount of refreshing audiences goes from 70 to 150 depending on the tier the license in CGA has. Refreshing occurs at the time of publishing, right? So if we publish today at this time and select daily, then tomorrow at this same time it will be published. There’s no other scheduling, just the published date.

And for the last one, we can say that up to 20 segments in an audience when using audience builder, right? So within published audience definition, we can combine up to 20 different segments within CGA combined with AND and OR losses. The audience size limit is 20 million.

Of course, there can be discrepancies between CGA and RT-CDP-AJ audiences, but those are in a controlled fashion. And there is a very good documentation within CGA that would explain when and why these discrepancies could happen.

And lastly, when a customer journey analytics audience is deleted, the audience is no longer in Experian Platform UI. However, profiles with that audience are not deleted from the Speakers Platform until they expire. The profile membership expires 420 days for one-time audiences and after 16 days for recurring audiences.

And with that, we finish the content prepared and we move on to the Q&A section. So please, sir. Thank you, Rodrigo. Currently, there is no question and while we are waiting for the questions, I have one. I will also like to launch the poll. It would be great if our participants could answer the poll. It’s a very short one. And there is one Q&A. I found that. Yeah, there’s one question for you now. Is it possible to share existing audiences from CDP for use in CGA? If this isn’t currently supported, are there any plans to include it in the roadmap? I believe that that feature is not there yet, but you can emulate.

So you would need to build the same logic you have in CDP within CGA. Or you could, with other tools like Data Distiller or Datasette Export or something like that, you could emulate that. I’m not sure about if there’s a specific enhancement request for such a functionality. At least I’m not aware of it. At least I’m not aware.

Thank you.

There is an ask for the documentation you have mentioned before for the differences in the audiences from CGA to RTCDP. Yeah, I think whenever we send the recording, I will provide the documentation link for this one.

And I will include it so everybody will get it when they get the recording. Thank you. I have a question regarding this insights generation. Adobe is using artificial intelligence offerings inside CGA. Is there any impact of AI that you have just shown us? Yes, I mean not exactly in this particular feature we talked today about, but there is the CGA Insights Agent. So with that agent, you can use Adobe AI Assistant to ask questions about data to CGA and it will create visualizations and reports. So you can use it in natural language instead of creating the reports with the CGA regular functionality. There are also guided analysis that leverage AI and I believe that CGA is also part of AI Assistant, which helps with getting insights from the documentation, created support tickets and so on. So there are several AI capabilities within CGA. I would say that the most important is the Insights Agent, which is understanding your data sets and helping you create visualizations from AI prompt.

Thank you.

Welcome. Let’s give a minute for any other questions. As we mentioned before, we are going to share the slides and the links to the documentation and also the recording after this session. I believe that’s it. I’m not seeing any activities. Thank you very much for everyone. Thank you Rodrigo for just presenting. Thank you very much. Have a great evening. Great day. Goodbye.