Enriching Adobe Commerce with Adobe Experience Platform

Transcript

Hello attendees, we’re just going to give it one minute to let people start to join. Then I’ll provide some updates on this webinar and some upcoming webinars and we’ll get started with Sam. So one minute and we’ll get started.

Okay, all. I think we’ll just about get started. We’re just here to cover today’s topic, enriching Adobe Commerce with Adobe Experience platform.

We do have solution strategist Sam Jordan to take you through that content. Before we get started, though, we just wanted to highlight some additional sessions that are coming up in October.

You’ll see a lot with Journey Optimizer and some agentic offerings that are coming through both in October as well as in the November sessions.

These slides will be shared with you for all attendees. So you have these links and you can see in the bottom right hand corner of this slide, you’ll also get access to previous recordings, which is a great collection of content to look through to find what is relevant for you and some of the newest and latest and greatest across the Adobe solution set.

But today we’re going to dive into enriching Adobe Commerce with the experience platform offerings. I should have introduced myself. I’m Chris Marquardt. I’m also a customer success strategist in the ultimate success group where I also work with Sam who will be handling the presentation today.

First and foremost, thank you for your time and attention here. And again, a reminder that this will be that this is excuse me, being recorded. And so you will have access to the recording and the materials after the session.

As ultimate success, and I know not all of you may be ultimate success customers, but Sam will include some content to give an example of the kinds of engagements that ultimate success customers can undertake with the team here at Adobe to accomplish any number of specific needs that you might have, be they with organizational readiness or solution readiness or just making sure that your teams are ready to adopt and drive additional value from the solutions that you’ve invested in. With that, I’ll hand it over to Sam. Sam will share some slides for the remainder of the time. And please don’t hesitate to put questions or comments into the chat and the Q&A pod and we’ll get going from there. For now, over to Sam.

Yes, thank you very much, Chris. Let me go ahead and share my screen for my presentation.

Chris, thanks for the introduction and for warming the audience up. Hi everyone. Thanks for joining. As Chris shared, I’m Sam Jordan, a business strategist in Adobe Field Engineering of ultimate success. I am also a certified business practitioner in both Adobe Commerce and Adobe Journey Optimizer with my longest background being in Adobe Commerce. So that’s a bit about me and I’ll be talking to you about Adobe Commerce and Adobe Experience Platform from a business perspective today.

And before we dive in, let’s set expectations for the content today. So to maximize takeaways for today, you should have a basic understanding of Adobe Commerce and Adobe Experience Platform from a business perspective. And as a reminder, solutions under the Adobe Experience Platform are Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer, and Adobe Customer Journey Analytics. And today’s session is not a deep or technical dive or a comprehensive feature list, but instead we’ll focus on business use cases and how Commerce and Adobe Experience Platform integrate to deliver value. We’ll introduce key features and use cases and help you get started with defining your business case.

And now here’s our agenda for today. We’ll start with an illustrated example of the integration followed by the integrated approach explained in set example. We’ll spend most of our time reviewing key use cases for Commerce and Adobe Experience Platform, including associated features and share next actions for your consideration, which will include guiding you on getting started with your integration use case. And feel free to put your questions in the Q&A chat pod. And in the event we don’t address everyone’s question on the call today, you will receive a personalized email follow-up addressing your question.

Okay, moving forward. Let’s look at an illustrative example that captures key use cases of Adobe Experience Platform and Adobe Commerce.

Let’s say your favorite apparel company is launching a new line of fall gear and wants to create buzz around their new products. To achieve this, they use Adobe Experience Platform, including Adobe Journey Optimizer, Customer Journey Analytics, and Real-Time Customer Data Platform, along with Adobe Commerce. This combination helps the company build a complete view of every customer and use deep insights to deliver personalized experiences across their website, email, and in-store.

And let’s say you start browsing the website for new fall gear, such as an autumn colored hat. Right away, Adobe Experience Platform starts collecting data and building a real-time profile for you as a shopper, even before you log in. On your browsing behavior, you as a shopper are automatically added to a group of customers interested in the fall gear. When you as a shopper log in for a faster checkout, your favorite apparel company connects to your previous anonymous browsing with your personal account information, including loyalty status. Adobe Experience Platform brings all of this data together to create a single rich customer profile.

And this gives the company a complete customer profile all in one place. The company can now make sure you as a shopper see the offers and products most relevant to you both online and in the store.

And the resulted experience is an interconnected personalized one across channels. The first experience on the web looks like the company’s system triggering a special 20% off offer just for gold members interested in the fall gear, combining your account profile as a loyalty member and your anonymous profile when shopping new fall gear displayed on your homepage and in the cart. Adobe Commerce uses rules set up by the company to apply these offers automatically when shoppers meet certain criteria. Then, let’s say you as a shopper leave the site before buying. Customer Journey Analytics may identify this as a common drop-off and Adobe’s Journey is a common drop-off. Moving on to the second icon on the screen here. The email highlights that your chosen item is low in stock at your nearest store, creating urgency. You click the email, return to the cart, and choose to buy online and pick up in the store.

When arriving in the store, the sales associate can then use the client telling app powered by Adobe Experience Platform to see your entire profile, what you’ve browsed, purchased, and which offers you qualify for. Using Adobe Journey Optimizer offer decisioning, the associate suggests the next best offer and later follows up with the push notifications keeping you engaged.

Customer Journey Analytics is key throughout this, allowing the company to see how customers navigate their channels, where they drop off, what offers convert best, and which journeys lead to purchase. The company can quickly adapt strategies to improve the customer experience based on data from every touch point.

The company uses Adobe Experience Platform and Adobe Commerce to understand their shoppers, deliver personalized offers, and improve the entire shopping journey online and in store. This approach helps create a smooth, relevant experience and a data-driven launch for their new fall products. Now let’s break down the approach a bit further and look at the solutioning at work in this illustration.

Starting with creating the actionable profiles and segments with Adobe Realtime CDP, as you are anonymously browsing, Adobe Realtime CDP was realtime creating a profile for you and adding you to a customer segment as interested in that fall gear. Once you logged in, Realtime CDP was able to take the existing profile, you as a loyalty member, and stitch it with the anonymous shopper profile to capture that this was one profile. In the Commerce Realtime CDP integration, Realtime CDP segments can be seen when you go to segments in the Commerce user interface. It is recommended to use the Realtime CDP segments over the Commerce segments in this integration. Moving on to point two, using the Realtime CDP segments, we were then able to use Adobe Commerce Dynamic Content Blocks functionality to create promotional material on the web for you, promotions that were driven and triggered by Commerce Cart Price rules. Third, the automated campaigns via Adobe Journey Optimizer were triggered once you abandoned the site, and again as a post-purchase follow-up after your in-store purchase.

And the full view of the omni-channel journey with Customer Journey Analytics to create that personalized Commerce with Adobe Experience platform. Now let’s break these four areas down further.

In Realtime Customer Data Platform, data is stitched together from Adobe Commerce in a range of other online and offline sources, and identity management is used to understand customers across devices to create a unified B2B, B2C, or hybrid profile. The Realtime CDP also includes privacy and governance controls to make sure your customer data is being managed and used appropriately. It also includes a segmentation service to activate profile data. It has an intuitive drag and drop interface and support for sophisticated logic to build out segments across attributes, events, and existing audiences. And marketers can immediately estimate segment sizing.

We also have the ability to bring segments created in Adobe Experience platform back into Adobe Commerce. These segments can be used to target Cart Price rules, which are discounts applied to items in the cart, dynamic blocks like banners, or related product recommendations.

And for example, a company might create a customer segment that includes female runners who spend over $500 per year in Adobe Experience platform, and then use that segment to target customers on their Adobe Commerce site with a $20 off dynamic banner in promotion and checkout. They can also set up specific related products for this segment that reflect their interest and spend.

Next, profile data and segments can be used to power personalized and timely communications across devices and channels with Adobe Journey Optimizer. Adobe Journey Optimizer provides a single canvas and tool set to design customer journeys. Journeys can be dynamic and event-based to react to real-time signals or scheduled or operational notifications.

And then customer journey analytics to reflect on the journey. Customer journey analytics enables brands to unify customer data and behavior from various interaction channels and sources to create a journey-based view of all customer interactions. Reporting and analysis can then be performed in customer journey analytics to evaluate and gain insight into customer interaction and behavior patterns. This consolidation of all online and offline data into a single analysis infrastructure to provide a true 360 view of the customer.

And to sum it up and recap, with Adobe, the apparel company was uniquely able to deliver personalized commerce experiences with the ability to easily enrich customer profiles with real-time commerce data, leverage this data to create enhanced commerce on-site experiences with personalized content, pricing, and more for each customer, orchestrate and deliver seamless, personalized customer journeys across any touch point, and gain insight into the full customer journey and commerce-related metrics and customer journey analytics for accelerated business growth. And before we get into our next section, where in this next section we’ll take a general look at key use cases and features holistically, for Adobe Commerce and Adobe Experience Platform, just want to take a quick look, see if there’s anything in the chat, Chris. Nothing in the chat or Q&A just yet, but please, everyone, I encourage you to enter some questions you might have and we can make sure we come back to them before the end of the session. Great. Thank you, Chris. And so, as I said, for this next section, let’s step away from the example and take a more general look at our key use cases and features holistically. We’ll break this out into three categories, so commerce and real-time CDP, commerce and Adobe Journey Optimizer, and then commerce and customer journey analytics. Overlap will be called out as well.

And we can start with Adobe Commerce and real-time customer-adapted platform. To further introduce them, they are an incredibly powerful combination for supercharging 360-degree customer profiles, segmentation, and personalization on the Adobe Commerce site.

Adobe Commerce and real-time CDP form a really powerful duo together. Real-time CDP aggregates data from a multitude of business systems into unified customer profiles. That allows merchants to get a single view of the customer. Additionally, real-time CDP becomes the single place for merchants to create and manage either rule-based or AI-powered customer segments. Rather than having segments living in separate systems, real-time CDP becomes the hub. It also makes those profiles and segments available for activation in other business systems. And Adobe real-time CDP goes above and beyond with data privacy and governance built in. Adobe Commerce serves as the critical source of high-intent first-party commerce data. And the Commerce site also serves as the interface to serve up and monetize customer experiences. That means that behavioral shopping actions taken on the website become triggers for personalization. So, combined, these two applications mean unified customer profiles, AI-powered audiences, and real-time site personalization.

Excuse me. And let’s go one level deeper to understand how this combined solution works. And we’ll do that by looking at the process from real-time CDP ingesting data for unified profiles to create AI-powered segments to activate those audiences in Commerce. So, let’s break it down.

First, real-time CDP creates unified customer profiles by ingesting and unifying all known and anonymous data from across business systems, including Adobe Commerce, ERP systems, CRMs, point-of-sale systems, and more. The data is stitched together for a comprehensive view of customers, and those profiles can be used for both segmentation and activation in Adobe Commerce.

And you can see the output of a unified profile here, which includes everything from behavioral data to commerce data, person attribute data, audience information, and preferences. This profile is absolute gold for our customers and a critical first step for personalization.

And then, second, real-time CDP uses customer AI, which is powered by Adobe Sensei, to create granular segments based on propensity models, which are predictive models that calculate the likelihood of a customer to convert, take a specific action, or to churn, not to take a specific action. Merchants can also define rules to create precise segments based on shopper behaviors. And then, once those audiences are created, it is now super simple to activate them in Adobe Commerce. Specifically, Adobe Commerce is a destination within Adobe real-time CDP, which makes setting up this integration extremely easy with the audience activation extension, which we’ll get into shortly.

And then, once configured, those segments that we just built and managed with real-time CDP are made available to Adobe Commerce in real-time for personalizations.

Merchants can now deploy content in real-time based on a shopper’s in-session actions. So, for example, if a shopper is browsing for brand X, we can immediately deploy a homepage, category page, and product detail page featuring that brand. Merchants can also deliver hyper-relevant promotions to convert shoppers while retaining margins. So, for example, if a customer has shown they’re open to upsell through past purchase behavior, we can deliver a 20% discount on high-margin accessories to drive the upsell and boost order value, for example.

And then, through simple UI configurations, Commerce users can utilize world-class segmentation capabilities of real-time CDP to unlock the next generation of Commerce experiences.

Segment creation and management can help streamline marketing and merchandising collaboration through a single unified source of audiences that can be activated in Commerce. Personalized offers can be leveraged to create tailored custom experiences that boost engagement and loyalty and allow Commerce merchants to maximize lifetime value from their shopper base. Business users can manage dynamic and targeted content to personalize every touchpoint on the digital shopping journey, realizing significant uplifts along the way.

And the value of Adobe Commerce and Adobe Real-Time CDP is strong. First, merchants can personalize content and promotions in real-time as the shopper is engaging. Second, rather than struggling with siloed data across sources, merchants have a single central place to build and manage all of the customer data and segments and then can monetize that in Adobe Commerce.

And third, Real-Time CDP provides sophisticated AI-powered segmentation tools, such as creating segments based on propensity to convert or propensity to churn. Those segments can be put to work quickly and easily in Adobe Commerce. And finally, all of this is happening in real-time with the ability to process segment qualification on the edge rather than with batch processing. Mobility from one segment to another and resulting commerce experiences are now happening within milliseconds based on shopper behaviors for real-time personalization.

And next, I want to talk about Adobe Commerce and Adobe Journey Optimizer. This combination is all about creating campaigns or omni-channel journeys that span different channels like email and text messages and devices. And now you’ll notice Adobe Real-Time CDP is in the light red here. The reason is that Real-Time CDP is not necessary for Adobe Commerce to send data to Adobe Journey Optimizer. But the preferred approach is a combined solution with Adobe Commerce, Adobe Journey Optimizer and Adobe Real-Time CDP, which I’ll discuss a bit later in this section.

In taking a step back, our customers are dealing with a proliferation of customer touchpoints. While the customer journey used to be relatively simple, now customers are constantly engaging through different channels and devices, making managing all of this and personalizing engagement feel like an impossibility.

Adobe Journey Optimizer provides an intuitive visual canvas to design omni-channel multi-step journeys and then action them. Specifically, merchants can design email campaigns, mobile push and in-app notifications and text messages designed around what actions a customer has taken. And of course, commerce and other profile data and segments can be used to shape that journey.

And specifically, these journeys are based on events like a customer signing up for an account or leaving their cart. Those signals then trigger campaigns and notifications.

And here is our use case slide for Adobe Journey Optimizer and Adobe Commerce. You can see in the example use cases, we have a lot of key journeys merchants want to enable. For example, merchants can use shopper events to re-engage at-risk customers or those who have abandoned their carts. We have customers using Data Connection to deliver hundreds of abandoned cart journeys today. Data Connection is another extension along with the audience activation extension, which we will get into in a later section. And another example is a welcome journey. If we identify someone as a first-time shopper who engages on the site, a merchant could deploy a welcome email series with the goal of driving sign up or first purchase. Another we see in our case studies is post-purchase engagement. Merchants could design a journey for customers who have bought a certain category of products, introducing a complementary category to drive cross-sell. And now we know we have real-time CDP here. We suggest real-time CDP is also involved because then customers can build campaigns around triggers or targets based on multiple data sources combined in real-time CDP and not just the commerce data. So essentially, real-time customer data platform makes Adobe Journey Optimizer more powerful.

And to bring this AJL section to life, we’ve also built out four of the most common customer journeys we see pop up. And I will cover the first one in a bit of detail before we move on. We’ve heard time and time again that our customers want to tackle this abandoned cart use case. And why is that? Well, roughly 75% of carts are abandoned, but abandoners have a potential of 24% conversion rate if reengaged. That’s a huge missed opportunity for merchants that don’t have this set up. So how can Adobe Commerce and Adobe Journey Optimizer help here? Well, first, commerce acts as a trigger to tell Adobe Journey Optimizer that a cart has been abandoned, like in our example. Specifically, commerce events, like if a customer has viewed multiple pages, added a product to the cart, then left the page, are all captured and sent in real-time to Adobe Journey Optimizer. And then Adobe Journey Optimizer triggers an abandoned cart journey for that group of customers to reengage them. But we don’t want to just send the same boring message of something was left in your cart. We want to engage them with exactly what they had in their cart, maybe some information about the product, and more. That information on what was in the cart can be sent from Adobe Commerce to Adobe Journey Optimizer to personalize the engagement, which is very powerful.

And here you can see exactly what that journey might look like within Adobe Journey Optimizer. And you can see the commerce events in green, the actions we might take in blue, and logic in orange. We can see that commerce identified that the customer started checkout, and then there is a branching at the purchase event. If the customer didn’t purchase, we go on to check their loyalty status. That is because we designed different email campaigns personalized to the loyalty level of the customer, and that is flowing in from the customer’s CRM system. For gold customers, you can see we triggered both an email and an SMS. So hopefully that helps to bring this to life.

And we have a number of other journeys here as well, like driving retention and growth with personalized cross and upsell.

Limited time offers or discounts.

And retention or win back journeys. Each of these journeys has value points as well as walkthroughs, the step by step journey discussing how commerce data is the trigger.

And then the next and last product combination, and one of our shorter sections for today, is Adobe Commerce with Customer Journey Analytics. The value commerce brings is in enriching the data that these analytics tools use to drive business and customer understanding and decision making. Essentially, dashboards become much richer and more meaningful when commerce data is included with a journey analytics data.

And here are some use cases we can achieve by enriching journey analytics, analytics, and Adobe Commerce data. One example is Shopper Basket and product analysis. We can determine what products shoppers are placing in their carts, how those are changing, which indicates product trends and can impact the products a merchant might want to develop next. Another big one is customer lifetime value and retention analysis. This also relates to funnel analysis. The last use case you see here, we can understand the health of the shopper base, who is at risk, and identify where there might be weak points in the shopper experience that leads to drop off. And the last one I’ll call out is offer analysis, which helps determine which promotions or offers are working best and helps merchants decide what they want to go forward with for future offers.

In Adobe Commerce, we’ll give you data across revenue, merchandising, and promotions. But merchants can enhance that data by adding in customer journey analytics, which adds a level of journey intelligence across touch points. From commerce to marketing channels, including emails and retail, and gives guidance on segmentation and targeting of those segments.

And let’s look at next actions to consider.

Adobe Commerce data sharing refers to our ability to collect, send, and activate data across Adobe Experience Cloud. And specifically, there are two pieces of the puzzle or extensions for you to install, which I have mentioned. The audience activation extension and the data connection extension. I have provided links for those at the end, including the recent updates, where you can find our recent updates and the release notes. So first, the data connection extension. Merchants can use data connection to collect and share data from Adobe Commerce to the rest of Adobe Experience Cloud. And second, audience activation extension. Merchants can then activate real-time CDP unified profiles and audiences in Adobe Commerce for real-time personalization of the commerce site. And Adobe is uniquely positioned to help you succeed here, because while many other platforms require intensive code heavy integrations, we provide an entirely UI driven process to get data flowing across applications. And audience activation also differentiates us because it enables real-time personalization. And audiences created in real-time CDP can then be consistently deployed across channels within Adobe Experience Cloud. So two extensions to add to the prerequisite list here. And then in the following slides, this will be a brief concept introduction.

And so we like to present these questions to first consider when you’re defining your use case, if that’s the stage that you are potentially at when you are thinking about your integration use case. This will help better inform your how and your solutioning. We see this as a critical first step to correctly allocate resources and how we typically first guide clients. And defining a use case holistically is important to clearly understand the purpose, impact and resources needed for a use case. And once you define your use cases, you can then start to identify the current state availability of tech and data capabilities you see as required for use cases and start mapping those capabilities. This structure will get you in a good spot to know when and where to tap Adobe for review of Adobe capabilities that can come in to map to use cases. And just some definitions and templates to get you thinking here and how we like to get our clients thinking within Ultimate Success. And more can be explored in our Success Accelerators, which brings me to my next slide.

And then we have this broken up by Ultimate Success customers and all Adobe customers. I’ll start with Ultimate Success customers. If you’re looking to workshop your use cases, see how they can come to life in a manner we went through today, perhaps walking through an illustrated example or wanting to learn more about certain sections covered, certain features, connect with your Ultimate Success team on opening a one to one use case mapping accelerator. And or if you would like to see a continuation of this webinar, feel free to provide that commentary and the poll. We’ll be launching that poll shortly. We take webinar idea requests. And if you were hoping to get a bit more technical today, you can connect with your team about opening one of our technical readiness accelerators or submit a webinar idea request in the soon to be launched poll. And then for all Adobe customers, you can review our recordings of past webinars. I noted one of my lovely hosts webinars, Chris. He did one last quarter. You should check it out if you haven’t already for those on the Commerce Integration Knowledge Hunt. And for Experience League, you can this can be accessed for all Adobe customers, of course, including some relevant documentation from our conversations today. Also pointing you to the extensions, the audience activation and the data connection we spoke about recently in the getting started section for connecting your commerce data to Adobe Experience platform. And a recap and a leave behind here as my final content slide. Please note that the content I shared today is similar to an enablement session, a workshop that would typically be delivered within a use case to solution capability mapping accelerator engagement provided to ultimate success customers as needed based on readiness and adoption and a use case mapping to solution capability accelerator includes tailored guidance on developing and prioritizing use cases and KPIs to create strategic roadmaps for your Adobe solutions or digital practice. We review prioritize features and align them with your business goals, ensuring you receive maximum value. Our approach includes best practices for managing overlapping functionalities across different solutions or versions as well. And these accelerators are delivered as part of your ultimate success plan and can be scheduled with your customer success manager or technical account manager to align with your business goals. And by leveraging these tailored engagements, you can drive faster time to value, improve operational efficiency and fully unlock the potential of your Adobe solutions.

And as we get into the Q&A portion of our event, there will be a quick three question poll launching to get your feedback and help shape future sessions. So let me go on ahead and launch that.

So far, there are no questions or comments in the chat. So there’s still time if you have any questions that occurred to you during the presentation before we wrap up.

Also, so launching the poll now and as well if you’re putting the questions in the chat.

I, if there’s something even we can’t answer on the spot that you know perhaps maybe it’s a bit more technical or such. Even Chris and I can still take that follow up and send you a personalized email so so don’t be shy if you have any questions that you would like to share that are relevant for your role.

And then the poll is now live in the chat.

Thank you very much. Thank you very much for the kind words in the chat.

Appreciate your feedback.

And I’ll say in the line. If there are any questions, but in the event, anyone would like to drop early here.

Thanks again for taking the time to join the session for today. We hope to have your company again on future webinars. Thanks again and have a great day and I’ll stay on the line for the remainder of our time schedule in case anyone would like to add in their questions in the chat. Thanks so much, everyone.

Thank you. Thank you.