Get to Know Campaign Orchestration in Adobe Journey Optimizer

Transcript

Hi everyone and welcome to Experience League Live. I’m Sandra Hausmann. I’m a senior technical marketing engineer here at Adobe and I’m excited to have you with us for what’s going to be a really great session today. For those of you who might be new, Experience League is Adobe’s customer learning community. It’s where you’ll find tutorials, best practices, product documentation and recordings of live sessions like this one, all designed to help you get the most out of Adobe Experience Cloud. But before we jump right in, just a quick housekeeping note. We’d love this to be interactive. Please drop your questions into the live chat throughout the session and we’ll do our best to address them during the show. Just a reminder, you’ll need to be logged into YouTube to post in the chat. So if you’re not seeing the chat option or can’t add anything, that’s likely why. And we’re really looking forward to your questions. Now, today’s show is all about getting to know campaign orchestration in Adobe Journey Optimizer and how to help you plan segment and launch large scale one-to-many multi-channel marketing programs with confidence. That’s a very long sentence, I know, but you’ll find out everything about it in this show. So we’ll begin with what’s happening behind the scenes, data model and relational schemas powering it all, and then transition into the campaign orchestration canvas to show how it connects directly with Journey Optimizer and Realtime Profile.

If you’re looking to better manage sophisticated campaigns across channels from audience creation to launch, you’re in the right place. If you’re not, you’re going to learn that you are looking to do this. And with that, I am excited to welcome my first guest, Bridget Darling.

Thanks, Sandra.

Let me quickly introduce you. Bridget is a senior manager of product marketing. She plays a key role in shaping how we bring campaign orchestration to market and helping customers understand the value it delivers. Bridget, I will get back to you in a minute, but let’s get in our next guest.

So welcome, Chakravarti Kaurava.

Chakravarti is senior product manager. He helps drive the product vision and capabilities behind campaign orchestration. And last but not least, and this is where we actually need the drum roll, right? But we have Leigh Henderson joining us. Welcome, Leigh. Leigh is digital marketing technical evangelist, and she’s the person who’s bringing today’s demo to life. So I’m really too happy. I’m really happy to have you guys with me today. It’s early morning. I’m West Coast, just had my first coffee. Let’s see if it kicks in. So it wouldn’t be Experience League Live if I were to introduce you with your fun facts. And Bridget, let me start with you. You mentioned to me that you actually spent more than 30 days skiing every winter. That is extremely impressive, and I am so jealous. That’s dedication. So what keeps you going back out there every session, and which ski resort do you actually go to? You’re in Boston, right? I am outside of Boston typically, but I spend most of my winter in a town called Killington, Vermont. It’s one of the biggest mountains on the East Coast. And it’s just great to be outdoors in the winter. It makes winter, I think, survivable and manageable when you’re outside doing something fun. And we’ll see about those 30 days this year. It’s getting warm fast here, so hopefully we can keep the snow around enough for long enough. At least you had snow. We had tons of snow here in Tahoe, and then it just started melting. It’s frustrating. I am so envious. Yes.

So what’s one thing that skiing has taught you that actually translates into your work? Do you have something there? I think, oh yeah, that’s a great question. I think that what I love about skiing, especially someone that learned as an adult, is there’s always something to work on and to iterate on. Like you’re never going to be, like no matter how many days I spend out there, I’m never going to be the most perfect skier. And even if you’re going to be the most perfect skier, folks that I know that have been skiing their whole lives that are phenomenal and arguably very, very, very good skiers, they’re always working on something as well. And I think that’s really great that you’re never going to be finished. There’s always something to iterate on. There’s always something to continue to improve on. And sometimes things just click and then you can move to the next thing. And then other times, something that you had down starts to fail you and that’s okay, and you can just go back and work on it. So a lot of great life lessons in skiing, for sure. Yeah, absolutely. Yeah, that’s great. I’ve never thought about it that way.

Shakhri, let me talk to you for a bit. You told me you went snorkeling in Hawaii last year and you can’t swim. That sounds both brave and terrifying. What convinced you to take the plunge? Well, I wanted to explore the waters of Hawaii and I also wanted to get out of my comfort zone, try out new things. So that’s what compelled me to take a jump into the waters. Yeah, it was all worth it. I could just see the turtles, the colorful fishes in Hawaii. It was a great experience. And at which point did you go from, I’m guessing, nervous to, okay, this is amazing. Is that the minute you saw the turtles? Yes, very true. Yeah, very nervously I entered the water.

With all kinds of tubes, all kinds of protective gear. As I said, it was great. It was totally worth taking the risk. Plus my daughter was with me all the time, encouraging. And she was all always by my side, pushing me forward. Wow, that’s amazing. That’s so cool. Yeah, and absolutely would do it again, right? Oh yeah. I’m just waiting for that next hub I drew.

I’ll come with you. Sounds fantastic. Lee, speaking of trips, I have to ask you about, I think it’s Kyrgyzstan. Is that how you pronounce it? It’s one of the stands. Kyrgyzstan. So you told me you went on a two week horse trekking after your backpack was actually lost. That really sounds like a big start to a movie. At what point did you actually realize, okay, this is really happening and what actually happened? I mean, well, I took a flight to Kyrgyzstan and my backpack, I had to check and it ended up in Australia. And so it took a week for them to get me back the backpack. And Kyrgyzstan doesn’t have like a formal tourist economy. So I was traveling alone and had to go buy, beg, borrow, steal clothes, a tent, a sleeping bag, and just figure it out. So I looked really cool on that trip with lots of clothes that did not fit me.

I’d love to see the pictures. So how did this, or did this experience change how you think about adaptability? Be prepared for everything. Always have the things you really need on you. And just, just be ready to flex and roll with it. Awesome. I’m sure that helps you doing your job as well.

Okay. So let’s talk about campaign orchestration. Bridget, I’ll start with you. And I know you, you brought a couple of slides to explain what the key capabilities are. Give us a bit of an overview and talk about the benefits. So I’ll hand it over to you. Absolutely. Thanks. And everyone can see my screen okay? No, not yet. There we go. Yes. Perfect. Thank you for that confirmation. So as Sandra mentioned, we want to talk to you about a newer capability in Journey Optimizer called campaign orchestration.

At Adobe, when we think about the broad spectrum of the types of customer engagement brands deliver to their customers, we think of it in two primary buckets, although there is kind of a flux in between these. The first, I’ll actually go right to left. The first being like real-time customer journeys. So when I think about real-time customer journeys, I really think of the types of engagement brands are sending that are really supposed to be relevant and contextual in nature. Oftentimes when I think about these, I think of they’re always starting with some type of event that could be a business event or priority or a customer event or priority that triggers some type of action in the kind of path that the customer is on. I’m trying to describe this without a lot of jargon. And so when we think about the types of programs that real-time customer journeys truly are optimized against and perform very well for, it’s going to be a lot of life cycle marketing. It’s going to be geo-targeted or live events. I think about brands and organizations where the actual in-person physical offline customer experience is so critical and being able to communicate with customers during that experience, regardless of the channel, whether that’s email, but usually now becoming more and more mobile-centric. You think about how can triggered remarketing go from being just a moment in time transactional abandoned car email to something that is really catered to the life cycle the customer might be on and maybe the different behaviors they might be going through before they actually convert, which leads nicely to behavior-based. And then you think about operational and transactional, so these truly one-to-one experiences. And then when we think about campaigns or orchestrated campaigns, the way I think about these use cases, it’s oftentimes starting with an audience versus the event. So the marketing program, the marketing team is really centered around this specific audience. And I think about email marketing 15, 20 years ago, for example, it really was list cut, take the entire audience and send to that. But we know that that’s a lot more sophisticated now that brands can do a lot more with the data and their personalization. So even though these are still batch-based programs or audience-based programs, they serve critical business objectives and marketing objectives and still can be very valuable to the consumer if done well and done in a personalized manner. And so of course, when I think about these use cases, I think about promotional offers or your offer calendar. So how do you set up programs against that offering calendar? And so like holiday is always a really great example. Brands, as we know, are planning their holiday offers six months to a year in advance, and they want to set up what those audiences will look like. How will they prioritize those audiences and then set up across channels what that different program might look like? Weekly newsletters, product launches, major events, nurture campaigns. This is where there starts being a gray area, which we’ll talk about in just a few minutes on when is something appropriate for a journey or campaign? There’s not always the right answer, and this might be dependent on your business and the use case. So just to understand where Journey Optimizer was prior to the release of campaign orchestration, we have always been able to do one-to-one journeys and one-to-many campaigns in the product. When we first launched, we really optimized against that real-time journey orchestration. We saw a gap in the capabilities out there in the market, and the use cases marketers needed to solve for to be and to send more contextual and relevant marketing to their customers. And so we optimized here. We also had batch campaigns. These were ad hoc communications or scheduled communications. They were really single-stepped in nature, or they were API triggered. And that’s because what we found when we first launched Journey Optimizer, now many years ago, was that a lot of brands already had tools for the multi-step. However, what we’ve seen in a growing need for in-market is customers want to send or brands want to send the full spectrum of their portfolio marketing use cases from a single system because they want to make sure that all of those programs, no matter which team is owning them internally or what the objective is internally, that it’s not impacting the customer’s experience and the customer is still at the center of all of those efforts. And so back during our August 25 release, we released a capability set called Orchestrated Campaigns, which really expands the use cases natively in Journey Optimizer that brands can solve for. And so, as I said, they’re putting customers now truly at the center where even if they’re CRM or they’re email marketing teams, they’re promotional offer teams, whatever that may look like internally, even if they’re really business critical programs, that’s also being considered with the customers that are maybe doing more product-led growth or thinking about customer experience lens, like I said, whether it be online, offline, et cetera. So those real-time journeys, lifecycle teams, and even if these teams remain separate, again, they’re still being able to execute this all from Journey Optimizer. So we introduced this capability native and product. So what are the use cases or the key capabilities that Campaign Orchestration introduces for batch engagement beyond what we already had? The first is it gives marketers the ability to create and iterate audiences for immediate use with the exact count visibility and optimize audiences while campaigns are in progress. So think about this as you’re iterating the audience, as you are maybe entering different layers to your query, you’re able to iterate and have that audience readily available for immediate use. We also introduced multi-entity segmentation. So again, that doesn’t mean blasts these days, especially to really sophisticated brands. They have a need to segment audiences based on a number of entities and business entities, such as product information or maybe hotel location. And they want to start with that versus starting with a profile. And so this gives them that capability to do this kind of more complex sophisticated multi-entity segmentation. We wanted to introduce more sophisticated… Sorry. So basically with the multi-entity segmentation, use case would be, for example, if a hotel wants to target a customer based on a booking, on a specific booking in a certain location. Exactly. Yeah. Maybe there’s a need to send some urgent campaign to prepare customers if all of a sudden a hotel property is going to have some construction. They want to make sure they are setting up a campaign for any customer that’s checking in within the next 30 to 60 days so they could target that specific audience, but they’re starting with the hotel property. It also could be a customer that has your family going on a cruise and you’re renting, you’re printing, you’re reserving multiple cabins, and you want to make sure that instead of just having one email going to the same email addresses reserved to each cabin, but you want to make sure that from a customer experience standpoint during pre-trip campaign, they’re getting an email for every single booking. And so you’re starting with the booking versus just the email address or just the number of emails that are maybe going to be checking in to that program. So a lot more flexibility in these cases. A lot more flexibility and granularity in your batch segmentation. There’s another example on the side. For example, you could deliver a personalized monthly statement for multiple financial products and account types. This is a big use case in financial services where they may have customers that have mortgages, different types of mortgages, multiple mortgages, savings accounts, credit accounts, all of that. And they’re trying to set up a certain campaign or certain offers to specific product types versus just to those customers, if that makes sense. And making sure our customer gets the right financial statements. Business rules. So this is just adding more sophistication. When we think about setting up really complex, maybe holiday campaigns or or critical campaigns throughout the calendar year for certain brands, they want to add more sophisticated, more complex business roles throughout that campaign workflow. And this is, we’ve introduced more of this versus it being just a simple one-time scheduled send. And then finally, multi-step workflows. And I think this is self-explanatory, I’ve mentioned, but just the ability to structure that campaign in a way that allows you to set up campaigns in the context of the program or the marketing calendar versus setting up individual single send campaigns that aren’t necessarily connected. And I’ve talked through some of the use cases here. So I’ll just move quickly. So on-demand audiences, you have a major event calendar change or update to a specific event. Ticket holders and need audiences immediately available for delivery, multi-entity segmentation and sending. I’ll move over this because we just talked about that a little bit, Sandra. Presend visibility and exact count. So this is through every step in your workflow, the ability to see exactly what is that audience size. So if something looks off, you’re able to iterate and check for errors and just make sure that this program is including the right audience that you intend to send to. Or maybe you apply some segmentation that all of a sudden your audience size reduces to nothing and then you know that would not have the right ROI for your campaign. So you maybe need to go back and just iterate on that segmentation. And then as I said, multi-step campaigns. We’ve talked through those use cases.

And so what the introduction of orchestrated campaigns allows customers of Journey Optimizer to do is to really flux back and forth between both real-time and batch to optimize the engagement that they’re sending to their customers. Okay. So basically, I mean, you talked about it on the first slide, the difference between journeys and orchestrated campaigns and possibly also when do you decide to do what? I mean, one thing is obviously the real time versus the batch and the batch flexibility that we have with regards to using a different targeting dimension, of course.

But I think they’re also under the hood. There are other considerations that you need to have. So I think, Shakri, you can talk us a bit through what’s going on from the data side and the architecture side. Great. Thank you both for setting up a good context for this segment of the presentation. In order to appreciate and understand what Bridget said, we need to take a look at the architecture in the first place and then understand the building blocks of this particular architecture. So here we are. This is AJO journey orchestration architecture. Most of you must be already familiar with it. I just came through it. On the left, you have your sources. In the middle, you have your profile store along with your data lake. You model your XDM schemas typically in AJO or AP. And then on the right, you have your different touch points, maybe channels or destinations. And in the middle is journeys. So as Bridget has already touched upon, journeys are providing experiences. How are those experiences triggered? It can be through a business event, it can be through audience qualification, or through some customer behavior. Now, in order to understand AJO orchestrated campaigns, you need to keep this in mind. That said, let me quickly show you with AJO orchestrated campaigns, the new architecture looks something like this. If you see here, we have introduced what is called a relational store.

And this particular relational store, if we zoom out, it’s nothing but a store that keeps or that holds information about your business. And that is through what is called relational schemas. So you have seen XDM schemas. Now we have introduced with orchestration or orchestrated campaigns in AJO a new schema type called relational schema. So the relational schema is the one that powers the orchestrated campaigns, that powers all of the features that Bridget touched upon. So let me kind of provide you the information that triggers both journeys, journey orchestration and orchestrated campaigns. There is a foundation on which this is all built. And the foundation is used across not just journey orchestration, but orchestrated campaigns as well. So if we zoom in a little here, right, on the left, we have sources where you can pull in your data, you have your data ingestion piece, we only support batch at this point in time. So you can ingest the data through the sources into the data lake and through the data lake, your relational store is hydrated.

And you can also basically you have the real-time customer profile still as core in the whole setup and the relational store basically enables all the functionality that is specific to orchestrate campaigns, ad hoc segmentation, target dimension change, etc. Is that correct? Absolutely, you’re spot on. Let’s touch upon all of those. Here, this is the foundation layer, right? And the foundation layer, when we talk about foundation layer, these are some things that are common across both the orchestration layers, right? The journey or campaign orchestration, right? From content authoring, you have the very rich email editor where you can do depersonalization and the depersonalization can come in from your XDM schema or from your relational store, right? The important thing that we need to remember, and I’ll touch upon this as XDM profile is type one data and relational, we call it as type two data.

And between this type one and type two data, there is a bridge that we are building and I’ll touch upon that. And it is an important point that you need to remember. But now the other things, like the channels, yes, we only support outbound channels with orchestrated campaigns, no inbound channels at this point in time. Be it email, push, SMS, indirect mail, we support all of them on orchestrated campaigns. The experimentation layer that we have, the holdouts, experimentation, all of that is available on journeys as well as orchestrated campaigns. The same security and compliance apply across journey and orchestration. The integration, the business rules as Richard touched upon, the audience targeting, the segmentation, the profile, sorry, the audience portal, right? That is used across orchestrated campaigns as well as journeys. What does that mean? That means that the orchestrated campaign canvas, when you’re building your audiences, you can pull in audiences that are in the portal that can be, sorry, can you guys hear me well? Yes, we can hear you. We have a couple of questions. Maybe I’ll jump in right now to take these questions. To our audience, please continue to ask questions. We have a couple of minutes, a buffer before I’ll ask Lee to demo so that we have ample time. One thing I think I’ll, Bridget, maybe you can answer that. MD Voyagez asks, what would be the advantages of using Journey Optimizer versus traditional Adobe campaign VA’s? Sure. I think that’s a great question. Adobe campaign VA is a powerful application for campaign management, cross channel campaign management, tongue twister this morning.

It has 20 years plus of depth in IP capabilities. Obviously, it would have been a miss if we had not pulled from that 20 years of IP as we were building out campaign orchestration in Journey Optimizer. If you’re already on Adobe campaign VA, work with your account teams to determine your use cases. We are optimizing for innovation with campaign orchestration. As I mentioned, it is fully natively embedded as a key capability on Journey Optimizer. If you’re thinking about Journey Optimizer for real-time journey orchestration, for AI decisioning and experimentation, some of the other key capabilities we have on Journey Optimizer today, some of the expanded mobile capabilities on Journey Optimizer today, you may consider consolidating into one application. We can work with you to determine if those use cases can be met or your requirements can be met by campaign orchestration today. We have a robust roadmap for campaign orchestration that we won’t get into today, but we are addressing some of the critical capabilities from Adobe campaign VA that customers may have on campaign orchestration. We’re also thinking about innovation and reimagination of campaign orchestration use cases. We’re thinking about the future of how can we have journey agent skills on campaign orchestration and additional AI. We’ve also on Journey Optimizer really invested in email marketing capabilities and innovation as that still remains such a critical channel for marketers, especially CRM and email marketers doing batch campaigns and needing to leverage that. It’s a big question. Hopefully that was the 10,000-foot view for you, but there is still a lot of advantage to VA if that’s something that you’re already on. But if you are thinking about consolidation onto Journey Optimizer, it’s something we should absolutely talk to you about.

And we have one other question from MBTD4CH. What’s the difference between using relational store with orchestrated campaigns versus just using federated audiences with recurring journeys? Who wants to take that? I’ll take a quick stab at it. So orchestrated campaigns uses relational store, whereas federated audience that we have at the ORFAC, it basically connects to your store.

And all you can do is build audiences, but the execution, everything is happening on the source. It’s basically metadata driven. So that is what it is. And in relational store or with orchestrated campaigns, everything is happening within orchestrated campaigns. All of your queries, all of your accounts, audiences, everything is coming from orchestrated campaigns versus federated audiences, which you can still build the flow. You can still slice and dice the data, but it is getting executed on your federated database.

Yeah. And just to simplify as well, is I think that’s really going to depend on where you need the data to live and what your data requirements are there and where you need to store your data. And maybe Lee, if you have a different take on that. I think with federated audience composition with journeys, you’re still going to be working in that. You have your audience, but then you’re still going to want to put that audience into some type of real-time journey that’s based on an event, that’s based on that real-time lifecycle marketing. Whereas campaigns are going to be more that audience that you’re moving that entire audience through a predetermined campaign together. And as I mentioned at the beginning, journeys are moving. Once you initiate that journey with an audience, each kind of audience member or person in that journey is going to probably go off on their own path based on what actions they’re taking. So that comes down to more the use case conversation between, is this a journey or is this a campaign? Is it audience-based or do you really want this to be event-based one-to-one? Yeah. I think this might also answer Oisin Lull. So question with regards again, what are the key advantages of using journey optimizer with campaign orchestration compared to traditional V8? I think we’ve already for cross-channel campaign management. I think we’ve already touched on that. But also, do you want to add anything, Bridget? I think just the summarization, I think it’s, let’s talk about if you’re using campaign V8 today, let’s talk about what some of your critical capabilities and technical requirements are. Those could be based on roadmap and campaign orchestration. As I said, it won’t be exact feature parody as we’re also optimizing our development of campaign orchestration for innovation and the future of customer engagement and customer marketing. So thinking about where agents can come into play, thinking about where AI can come in. So it won’t be exactly like Adobe campaign V8 just sat on top of journey optimizer. We’re optimizing for the use cases and innovation. And as I mentioned, it’s the deep email marketing capabilities and functionality we’re building into journey optimizer. It’s the being able to have a central source of truth for your profile across both your real-time journeys and your campaigns and having that single system to do the broad spectrum of customer engagement.

Just a quick comment. We will be sharing the recording of this show in Experience League. So it’ll be posted probably by tomorrow. So yes, you can rewatch the show for sure. Before we move into the demo, one last question from Money Money Deep 42. Can we use XDM profiles in the orchestrated campaign? Shukri? Yes, great question. Before I answer that, I need to give you a little brief. And that brief is we were just talking about the common features or the AGO foundation layer. One thing that I have to touch upon is the runtime engine. The runtime engine that is used across AGO orchestrated campaigns as well as journeys is the same runtime engine, which is nothing but the AGO runtime engine. And as you know, AGO runtime engine only understands XDM. Because it understands XDM, there needs to be a connection between the type one and the type two store. So when you’re modeling your schemas, you’ve got to make sure that there is an equivalent profile kind of schema, relational schema or data or table in the relational store site, so that you can map the type two to the type one store. And that is the store that powers the actual sending. I hope that answers. So you need a profile, okay, XDM profile. And that is the one that is powering the orchestrated campaigns or the daily, or the runtime engine only understands XDM. Okay, I would suggest we have a couple of other questions. We’ll take them a bit later. I thank you so much, Chakri. I think, Lee, we’re waiting for to take a look at the product. So I’ll hand over to you. Great.

I’ve had a bit of a cold. So my voice is a little bit scratchy, but we’ll see how we go. And I’ll depend on Chakri and Bridget to jump in if I start having a coughing fit or anything like that. Okay, so first, I wanted to show you a quick video that I had the opportunity to record while setting up a brand new sandbox. And typically we demo from sandboxes that are already set up and populated your data. So we don’t often get to show you how we would set up a brand new one. It’s super quick, I promise. So let’s have a quick look at that. And this will just give you a quick overview of how we get that relational data into campaign orchestration to the given.

Let’s take a look at setting up schemas and datasets for orchestrator campaigns in Journey Optimizer. I’ll go to create schema and opt to create a relational schema. Then I can choose to set up manually or to use a DDL file, which is a file that defines the structure of the data in SQL that you want to get set up. I’ll select my file, and it will load here. Now I don’t need to build all of the schemas for this demo, so I’ll just select products, recipients and purchases for now.

My next step is to tell Journey Optimizer which field is going to be my primary key and which will be my version identifier. And I’ll need to do that for each of the schemas.

When it all looks good, I can click done. And now I can see the beginnings of my ERD. I can see each table, the fields and the relationships. I can click save and my schemas will be built. I’m only building three, so these all appear almost immediately. When using a DDL file, the dataset is created along with the schema, so I can view these here in datasets.

We can see purchases, recipients and products.

The next step is loading my data into these datasets. So I’ll go down to sources. This is where I manage data ingestion. I have all this data saved as CSV files on my desktop, so I’m going to use a local file upload. Relational data is ingested using Change Data Capture or CDC. So this flag at the top tells the system that the data is going to So I select my dataset. I give it a name and click next.

Then I can choose my file.

And I can preview it. And if it all looks OK, then I can click next.

Now I can check that all of my fields have been mapped correctly. Our handy dandy wizard does most of this work for us. So if all looks good, then I can click finish.

And now I can view my file import in datasets.

Here we can see that it’s processing. So this processing time will depend on the file size. I’ll leave that to process for a moment. And once I refresh my screen, I can see my file is loaded so I can see how many records have been ingested and I can preview the dataset up here.

We can also see the creation date of this dataset and that happened when I submitted my schema creation job. Then the last modification was when my file loaded. So in less than 10 minutes, my data is ready for use in query building, personalization, and sending.

Fantastic. That’s amazing.

A little quick overview.

We have one question. Well, we have three questions, four questions, but I’d like to go to one right now. So Shane Prashant 9691 is asking, when using the build audience feature within an orchestrated campaign in AJL, does it create a segment in AAP? If so, how do we prevent automated campaigns from hitting the segment limit per sandbox? It doesn’t. Queries built in campaign experience platform, audience portal. If you use the save audience feature. So you can say, you can query and build an audience and then save it so that it’s available for journeys, but it doesn’t happen as standard. So they are kept separate.

Okay. And then let’s, let’s take the other questions very quickly. Are there recommendations on connecting to the relational store from a journey? They are separate. So, so you, you wouldn’t typically be able to directly connect to the relational store from a journey. However, you would be able to use one of those safe segments in a journey. So you could, you know, do your, your query building and so on, and then you can target an audience that has been created and saved. So you can save the audience so that you can target it later in, in, in a journey. Okay. We have two more questions. I’ll take those later. Let’s continue with the demo. All right. Brilliant. So, when campaign orchestration is set up, you’ll see that the campaign menu, over on the right hand, left hand side here changes a little bit. So now you can see we’ve got orchestration and action and API trigger campaigns, which are the ones that we typically use anyway. So action campaigns and API triggers campaigns don’t change. They’re still, you know, part of Journey Optimizer. What we’re going to focus on today is the orchestrated campaigns section. So if I go to create a new campaign, I have the, the, all of these options and we’ll select orchestrated campaign. So we can have a look at a blank canvas and see how it would kind of go about building one of these, one of these journeys. So you can give it a name, a description, tags and so on. And then we’ve got our blank canvas. So along the top, we’re able to set schedule for this. So we can start the campaign as soon as possible. We can also set it to run just once or daily or weekly or monthly when we opt for one of frequencies. Then we’ve got some more options with within there. So here I’m looking at several times a day or I could say weekly and then I can pick the days. I can pick the time. I can preview the times that I’ve selected, check that they’re okay. I can select close and then I can have it run permanently or I can set it to expire or, you know, stop sending at the end of a period of like a promotional campaign or something like that. So that’s where you’d be able to set up your scheduler and effectively that would mean that you could set up a campaign that runs every Monday and every Monday it will run the query and the like the new people that have qualified for that query will then start running through the workflow. So we also have alerts. So any issues that appear as you’re building a campaign will appear here. We’ve got a start button and that starts the workflow without actually publishing the campaign and then we’ve got some admin functions. So accessing logs, managing access and so on there. All right, so now we’ll have a look at the main part of the canvas. So the start button is also here that again would start the workflow and we can use this plus button to start building in these activities or nodes. So we’ve got the option to build an audience or like I mentioned while we’re answering questions, we can also read an existing audience. This could be one that was created in Adobe Experience Platform or Journey Optimizer with journeys or somewhere else or it could be a query that you’d kind of saved and built and saved previously. So we can read that audience or we can build a new audience. We’ve also got a couple of flow controls so we could start with a fork or we could add in a wait step or an end step. We wouldn’t do that right here. So let’s start by reading an audience. So and these are all of my different audiences that I’ve built out in Journey Optimizer for my journeys. So I could select one there. I’m going to delete this now and then I’m going to choose to build an audience so you can see what that looks like as well. So when we build an audience then we define where we want to start. I have labeled all of my relational data sb. So if I type in sb I can see all of my relational tables here.

So I can start with my recipient table for now and then once I’ve defined my targeting dimension or my targeting table I can create that audience and I can start to add conditions. So that lets me start bringing on different attributes into my query. All of the fields that are held in my recipient table are shown here. So it’s a small table. I’ve got birthdate, brand, CRM ID, like email and so on. And then I can also see all of my linked tables. So where a relationship appears between like segments or my abandoned cart data, anything like that I can bring that into.

So for now I can just create a segment based on like an email or something. The recipient has some kind of purchase information, something like that. So I’ll say purchases.

And now I’m looking at any recipients who have purchases such as, you know, whatever I want to add in here. So what I’ll do now is I’ll show you, I haven’t built the query but we’ll look at a more built out one in a minute. So once we’ve got our query we can start adding new nodes and activities to the canvas. So you’ll see how our nifty menu has changed now because it’s kind of smart. So it will give you the options that you’re able to use here. At the beginning I wasn’t able to use all of these because I needed to either build a query or read an audience or whatever. After I’ve got my query then that opens up some more targeting activities. So I can use things like combine or split. I could add a fork here and that would create two different paths. So that’s where I would maybe later combine those paths. I might have two different kind of activities to query or enrich or do something else, deduplicate and then I can bring them back together.

And then I also am able to start adding on my different channels. So we’ve got email, SMS, push, direct mail. Okay so that’s the basics of taking a blank canvas and starting to build out all of these, using all of the different activities and targeting activities and so on that you might use in an orchestration. We have one question before you move on to show us some pre-built journeys. T-bone3988 asks, is it possible for multiple users to collaborate in real time on one orchestrated campaign? Is it locked while one user is editing? Jackery will probably be better able to give exact details on that. Can you guys hear me? Yes we can hear you. Yes multiple users can collaborate.

You showed, Lee showed us an option to manage access. So you can use the manage access to control who can edit it, who can make it read only or who can just view it.

And while one user, let’s say Lee is editing it right now, would it be possible for me to go in and edit at the same time or is it locked while he is in it? You can if you are not managing the access.

By default, multiple users can go and tinker around the same workflow, but it is always advised to use manage access. Since Lee is in, I could go edit it right now and then once I’ve added it, it would show directly for Lee as well as she’s working on the workflow right now as well. Correct. Okay. So whoever saves the workflow last, that is what gets persisted. Got it. Okay.

Yeah, I’ve always added tags so that anything that I’m working on, no one else can change. And so I’ve never run into an example where someone else has changed mine because I’ve always kind of locked it down so that no one can do that. So I wasn’t actually sure how it would work if someone else is changing at the same time. Okay. So that’s my blank canvas. Okay, so let’s have a look. This one is kind of a bit more built out. We’ve got a fork here and I’m showing three different streams of activities or three kind of objectives. So we’ve got promoting interest items. So here I’m targeting wishlist data. So in this query, I have recipients who have a product in their wishlist. So my query looks like wishlist exists. So they have a wishlist and the product is not empty. So they have something in that product. Or, abandoned car exists. So they have abandoned a car and that product is not empty. And so I can see that my account has run. Whenever I press start, the workflow starts to run and all of the numbers will kind of update live. So we’re able to see that as it flows through. And then I’m reaching that. So I’m actually taking the data from the wishlist for each person and I’m adding that data into a kind of a temporary table so that I can pull it back into an email later. Anyone who is familiar with Journey Optimizer will be fairly familiar with how we edit emails. We’re using the exact same capabilities and the personalization and everything will be the same.

So whenever I have, I’m going to go skip straight to the content. So we’re able to see, this will look really familiar. We go in, we edit the email body in the same way. We can see all of that personalization. We can pull in fragments and anything that’s held in a kind of temporary table to personalize that email. So that would result in an email being sent to everybody on that list that contains all of the products in their abandoned car or on their wishlist. That’s the same for the other channels as well, right? It’s the same for the other channels as well. Whichever channel or messaging channel you use in orchestrated campaigns, the way it’s edited is the same as you’re used to in Chinese. Exactly. Yeah. The real difference is the relational data and then the canvas. And then everything kind of joins back together. So it becomes, you know, it all kind of sinks and all the reporting is the same. So you’d be able to kind of view those reports and see all of that in the same way that you’re used to if you’re a Journey Optimizer customer. So in this second stream of activity, we’re reading an audience. So when I say I’m reading an audience, I’ve got a website visitors. So I’ve created an audience in Journey Optimizer of everyone who has visited the website in a specific timeframe. So I’m now able to take that audience and read it. And then I’m deduplicating based on CRM ID. So if they have visited twice or anything like that, I can dedupe there. I can then split by a churn propensity. So in my profile, I may have different scores or something like that based on churn.

So I can have them kind of split out by low, medium or high. Here’s an example where I can save that audience. So these people have a high propensity to churn. I’m not going to message them. I’m going to save that audience. And then I’m going to do something else later with that audience because we don’t want to churn. We need to give them some special attention. So we’ve saved that audience and the other audience. We combine that and we send them an email. So again, we can personalize that email and create that email and target it to those people.

And then this third example is for a back and stop promotion. So potentially, we may have people who added items to a wishlist that were not in stock at the time. And now we know that those items have come back and stopped. So we’re looking at wishlists where the products are not empty. We’re able to change that dimension. So we’re able to see that the number of those people. We can dedupe based on emails. So it might be that some of those people created that notification more than once. So we only want to send them one email in this example. And so we can dedupe based on the email address. Now, with campaign orchestration, you might have use cases like Bridget mentioned earlier, where you actually want to send them multiple emails. So if there are an example where I wanted to send them three emails from one campaign, all in one send, each about the specific product that they put in that notification or that wishlist, then I could do that as well. I don’t have to dedupe. So this is a really good way of being able to choose and manage those types of use cases.

This is amazing. This is basically three journeys in one, right? Yeah. I mean, this is not probably what you would do, but the purpose of demo is very handy to have all of these things in one place. So we’d have to keep switching tabs.

We only have a couple of minutes left. So I think maybe, is there anything, I mean, we could go on for another half an hour. There’s so much you can do with orchestrated campaigns. Is there anything that you want to point out or maybe we should just, we have a couple of questions.

One last thing. So one great use case is if I wanted to have a series, if I wanted to have an onboarding or like a welcome journey that had a series of emails, maybe I want to send an email every week for six weeks or every month for six months or something like that. I could do that in journeys. I could do that as action campaigns. But if I did that in an orchestrated campaign, then I have all of that reporting all grouped together in a single campaign. So that’s one way that we can use this capability as well. Yeah. So that’s a quick overview of campaign orchestration. Happy to take any questions. Well, yeah, we have a couple of questions. So one question from Shashankavitra5366 is in the relational XDM schema, can we have compound primary key? Is there a TTL on these relational datasets? Great question. The two parts to this particular question. Yes, you can have a composite primary key. That is very much possible. You might have seen Lee showcasing that through the DDL. On a given table, you can have composite primary key. The second question is time to live on time to life on these relational datasets. They follow the same as in AP or AGL. So it’s pretty much the same. Okay. We have one question from Joy Persaud, 07F. Is API triggered emails combined with campaigns and Journey Optimizer? They stay the same, right? If you’re asking a question, if we can combine those in the orchestrated campaigns, no. That’s a different set of campaigns. And it is different from orchestrated campaigns. Okay. Thank you. Athav Joshi is asking, is campaign orchestration mainly focused on batch alone, or can we combine it with both real-time and batch? I think we’ve mentioned that, but luckily, do you want to quickly? You can use both Journey Optimizer and campaign orchestration together. So there is a way to pass off a, you know, someone’s going through a campaign and that qualifies them for a journey, but you can’t do triggered journeys at the speed of a Journey Optimizer journey in campaign orchestration. They’re two different products for those different, very quite different uses. And just to clarify, two different capabilities within the product, Journey Optimizer being the product. So you could license Journey Optimizer for both these capabilities. Just to add to that, the most important part here is that the feedback loop that we get, the trackings, it can be used across both journeys and orchestrated campaigns. So that’s the beauty of both of the solutions combined.

So we’re at time. We still have a couple of questions open. We will address these. There will be a chat. So this session will be published on Experience League. You will receive an email with the link, and we will also have a link to a community forum chat where we will answer the four questions that are still open. Plus Shakri will be available for an Ask Me Anything session. Shakri, do you know which date that is on? That’s a good question. That is on the last week of March. I think it’s on the 26th. You will be receiving an invite to that session as well. So it’s a interactive session on the community where Shakri will be answering all your questions. You can put all your questions in, and then Shakri will be addressing them. So thank you so much. This was an amazing session, a lot of interest, a lot of questions. I hope we were, apart from the last couple of questions, I hope we were able to address most of your questions and continue asking in the community forum. We will be monitoring it, and our experts will be there to answer your questions. My guests, guys, it was great to have you in our Experience League live event. I think we’re done with the demos. We’ve seen a lot, as I said, we could continue for another half an hour at least. We’ll also have some additional recordings soon, up some training content as well on Experience League. So keep your eyes open for that. And with that, thank you again. Thank you for joining us today. See you in one of our next sessions. Hopefully see you at Summit as well. And thank you all. Goodbye. And it was, I had a great session. I hope you enjoyed it. Thanks everyone. Appreciate your engagement. Thank you. Bye. Thank you. Bye-bye.