Providing a more personalized customer experience in real time

Transcript

That’s it. Hey everybody. Welcome welcome welcome to Experience League Live. Great to have you here with us this morning, this afternoon, good evening, good night, whatever time it is for you, where you are, we’re glad to have you with us this morning. Experience League Live, obviously brought to you by Experience League. Experience League dot Adobe dot com. Just head on over for all things self-help, right? So you got your documentation, you got tutorials, videos, you got free courses, you got a community, you can talk to your peers, and lots of great stuff over at Experience League dot Adobe dot com. And so I’ll probably, you know, I’ll probably do that, you know, a number of times throughout the show. You know, hopefully you don’t get too sick of me, you know, doing that. So we got a couple of great guests today. And so I will also mention that hopefully you have the chat there, feel free to, to, you know, ask any questions during today’s show. And we’ll answer those live. We got the experts and they’re ready for any question that you have about life in general as well, right. So let’s go ahead and bring in our guests. And first we have Gina Casagrande. Gina, welcome. Welcome. And let’s see, before we get to know you, let’s bring in Brent. We have Brent Kostak as well. Brent, how you doing? Good. Thanks for having us. Great. Yeah. So we have our studio audience. They’re very excited, obviously, for you guys to be here as well. And great. So yes. And as I was saying, everybody, you know, tell us, you know, what questions and comments you have in the chat there. Feel free, even you can even start off by popping in, you know, where you’re joining us from. So go ahead and let us know where you are. We always like to know where people are that are joining us on our show today. So great to have everybody here today. And so let’s see, Gina and Brent, let’s meet you guys a little bit. I don’t know how well the people know you. So the people want to know. They are wanting to know about you guys. So Gina, you are, let me see if I get this right, a senior evangelist. No, wait a minute. Senior super duper principal evangelist, something like that. Is that right? Yep. I definitely add the super duper in my title. Yeah, that’s what your card says? Exactly. Yeah. We cover the full digital experience cloud at Adobe. Okay. Awesome. Yeah. So what do you do all day? What is your thing? What do you do as a super duper evangelist? Yeah. So every day is different, but we focus on inspiring our customers with the vision and value that you get with Adobe experience cloud applications and services. And sometimes we highlight this through demonstrations, which I’m really excited to show you today, the power of Adobe’s real time CDP along with Adobe target for real time personalization. So that’s a great example of some of the stuff that we do each day. Awesome. Great. Great. And Brent, good to have you as well. You are a, let me see, you’re a product marketing manager. Is that correct? That’s correct. Yeah. All right. So tell us about your day to day. Day to day is really, like Gina said, it’s always changing. It’s really great opportunity to kind of touch across a number of business units when you’re in product marketing. I work directly for Adobe target. So happy to be here with Gina talking about RTCDP and target. Day to day, it’s talking to customers, it’s understanding how our target users and folks that are really experimenting with these capabilities, bringing in new use cases, driving business impact, and capturing all of that goodness that we offer from Adobe. And then impacting that across multiple areas of whether it be new content for the teams, help and support some of the folks in the field. But it’s a dynamic role. It’s very exciting. And it’s a great product and team to be on. So looking forward to the rest of the session, though. Awesome. Awesome. Now, before we dive into the meat of the session, I always have to make sure that our viewers know a little bit more about you guys. So what they had on that lobby video, we had some fun facts about you guys. And I know Gina, yours was that you’ve been here for 15 years. And that’s fun, I’m sure. But let’s dive in that a little bit deeper. I think you’re all in, I would say, with Adobe. I think that that is that safe to say based on what you told me about your kids’ names. Maybe you can kind of tell us about that. Sure. Yeah. I guess you could say I am all in with Adobe. I am an evangelist, as we all know, and I love my job. And so my first child is named Evangeline. I mean, I don’t know what you would have done if you were like a consultant. Hey, consultee. Hey, little baby, consultee.

Or just manager, you know. Yeah, yeah, manager. My son’s name is Max. Nice. Not too far from Adobe Max there. Adobe Max, coming up. Yeah, coming up in October. Yeah, yeah. Yeah. So you’ve been here… Go ahead. You know, just, you know, not Adobe specific, but Doug, I gotta say, I’m actually married to a Doug Moore. Which is hilarious. That’s right. Yeah. So the family names are back here. Yeah, that’s, there are a number of us. Yes, there are a few of us. We get together annually for the Doug Moore conference. That’s right. But tell him that we’ve been missing him at the conference. He needs to show up. Yes, will do. Awesome. Brent, your fun fact, I know is also very special to my heart here because you… You’ve been there, yeah. Yeah, I have been to this area that you were hang gliding over Interlaken, Switzerland, and up around Lauterbrunnen and all those, just the beautiful area up there. What was it like? I mean, are you professional? Are you professional hang glider or was this a… I wish I could sit here and say this. No, that was a few years back. I was doing some backpacking in Europe, was in Germany, met some folks and it was my last two days looking for some things to do. And they recommended this little small town of Interlaken down in Switzerland. And I, you know, the train and bond system over there. It’s very easy to get around. So took a train to Interlaken, met some folks that were into hang gliding and ran this program. It was an experience that the Australian guide who kind of hiked us up, we were carrying all of our equipment, which was pretty heavy. So that was kind of like a solid three hours of thinking, what am I doing before we actually like launched and took off. Wow. That was really fun, but we put it together a video and it was just something I’ll always remember. So that was picked up by a magazine in the outdoor industry, outdoor magazine, and they had a little write up about it. So that was like my claim to fame over the course of personal outside of work experiences. But yeah, it was a beautiful area. So I know you’ve been, which is great. You’re a magazine celebrity. Yes, I have been to that area and it’s beautiful. It’s one of my favorite places that I’ve been to. If anybody gets a chance, yeah, to go visit Interlaken from the short drive up to Lauterbrunnen, a train up to a little town called Vangen, and then you take a tram up to the top of the hill and you’re just walking amongst the tops of the Alps, you know, and it’s just an awesome little beautiful area. Incredible. Incredible. Well, cool. Thanks you guys. That is awesome. So let’s dive in. I know that, you know, Jeannie, you’re going to give us a demo and stuff today. But before we get to that, Brent, you’re going to show us, you’re going to show us, you’re going to kind of kind of bring us in and kind of, you know, give us, you know, the overview of why we’re going to be doing this and what we’ll be able to gain from that. Now that you’re going to show your screen here, maybe a few slides for us. Go ahead and do that and we’ll bring that in. That sounds great. Here as well. And let me make sure this gets assigned like this. And we’ll try that. Oh, yeah. It’s always good when a plan comes together. Okay. All right. Yeah. Take it away, Brent. Let us know why we’re doing what we’re doing. That sounds good. Thanks, Doug. I want to just kick off this Experience League Live event. Going into a few, again, really reasons why we’re seeing a lot of the capabilities of Target, the demo that Jeannie will show here in a few minutes. But customer expectations, personalization, a lot of these reasons why we’re seeing a lot of accelerated expectations. You can see here from our digital insights report. It really is mind boggling when you think about seven years of progress within a short time. The economy currently, what we’re experiencing when you think about speed and performance. Target RTCDP, what you can do in terms of personalization. This content here, I thought it was really great because it’s really focused right around conversion, revenue, retention, but also giving you the impact that you might have in terms of why are we talking about millisecond personalization? What’s the need for that? Or we have performance across web and mobile and we’re seeing page load times and the need for a structured infrastructure of Adobe’s platform and network edges to provide those experiences fast, efficient to anywhere on any device. This all comes into impact when you’re thinking about the benefits of RTCDP with Adobe Target. Target being the personalization engine behind the Adobe Experience Cloud, but also diving into a few of the reasons why we’re seeing customers, the market ask for capabilities, need capabilities, which we’ll be speaking to and demoing today. This also showcases just the top level conversation points that we’re engaging with, especially with an experience leak. I’m seeing questions come up with this a lot as well. Delivering one-to-one personalization. Well, what does that mean? Manual roles-based targeting, going to one-to-one personalization, scaling the opportunities to see how you can take all these pieces of data that’s coming into AEP, Adobe Experience Cloud platform and being driven to destinations or solutions of Adobe like Target. Multiple sources of first party data that’s being hard to collect, analyze, segments on the edge and then it gets into, again, this lack of speed and what you’re able to do within milliseconds. Target as a solution, it drives a lot of this context and captures everything that you’re getting in session on that webpage, on that mobile app. We have a lot of parameters and profile attributes that Target captures. We call this contextual data and that is really what’s powering a lot of the emphasis on what you can do with that data when you think about RTCDP, real-time customer data platform and enhancing or enriching that data when you’re thinking about qualifying for certain segments, understanding what someone might be interacting with on that page in real-time or same page personalization next best offer. This is all great because Target has its own profile that’s doing this too. If you think about Target being really the personalization engine and then you bringing in the RTCDP conversation, what does that look like now? This unified profile that we have. This is amazing. This is something that is really driving the relevant real-time personalization activities. It’s bringing in a lot of the segmentation, the profile attributes, combining that with loyalty member status. Geno is going to be getting into a lot of great use cases and showing this. But I did want to just preface the conversation around what it looks like from the backend as well, with AEP being a source for this on the channel profile or high value segments.

AEP brings all this data in. It’s the centralized platform. And then between taking the streaming segments, what we have might be third party integrations, CRM data. All of this is then driven to Target to then personalize those experiences. One of the conversations that we typically see or get asked is what’s happening within the edges, Adobe Experience Platform Edge Network. This is a really cool outline. It just gives some of that inside edge decisioning with Target and AEP. The contextual data we spoke to in Target, it’s taking that, it’s combining it with these profile fragments. What you’ll be seeing sent over to these edge networks or edge servers, and then combining that with your target profile data and then really kind of extracting that and putting that into a real time targetable profile. Then you have the ability to enrich score, evaluate those roles, eligibility requirements to deliver the best experience per visitor each time.

One more slide here, just kind of bringing it all together. This is really where we’re seeing conversations in the market. We’re seeing a lot of our top advocates, users of Target, better understanding the power that you can have when you’re thinking about combining RTCDP and making Target a destination for some of these high value segments, being able to understand the different use cases that you can leverage because you’re combining the data and enriching the profile attributes or those segments. Then sending that directly back into AEP. So this is high level, just wanted to set the context there, Doug. Yeah, no, that’s great. That’s great. I’m sorry, I don’t mean to catch you off, go ahead. No, I was just going to say it really shows the power when you’re looking at it in the actual product as well. But this was a good kind of tee up for jumping into the kind of thing. Yeah, stay there. Yeah, this is great. And I know that we kind of flew over these slides pretty quick. That, by the way, yeah, the first slide of like what those customers were finding about the speed and the conversions that they were getting based on just even a little bit faster experience and better experience. I mean, those kinds of things. I know that we talk about experience and, you know, it’s all about experience league. Everything’s about the experience with us. Right. But those kinds of things to me, I mean, that proves it, right? I mean, like that a better experience for your end user quicker. And as you said, you know, the better data and being able to really provide them with that personalized experience and something that will really speak to them. I mean, this is not just this is not just, you know, talk. This is really, really driving. This is really driving more conversion for our customers. And and I hope that I hope that you guys out there are finding that as well and that you’ll maybe take some of the stuff that we’re showing you today and really think about doing it yourself as Gina shows us, you know, how to how to put this all together. And, you know, do some of these things that Brent’s talking about here. So this is really cool stuff and being able to do this, you know, this edge profile and kind of build up the central profile. Right. That’s on experience platform.

Yeah. From all the different kinds of data. Now, I’m just rambling. I’m just like one more clapping. That’s great. That’s great, because it is impacting a lot of ways that you can see the kind of the strategy vision for Adobe on the DX side, the digital experience side. Another point I thought would be great to mention here is we are seeing a lot more engagement when you’re thinking about cross channel, when you talk about experiences and what that means from activation, loyalty, conversion, that slide that kind of had the page load times and what that impacts to the end user. Mobile is a really core focus right now.

We’re thinking about ways that you might have a drop off when you’re thinking about activation to engagement from that full lifecycle. So there’s a lot more innovations. We’ll kind of get into those at the end of the session here going on from that perspective, but 50%, I think it was of folks that are engaging with mobile web and mobile and seeing that drop off. Well, if you think about the interaction that you can have, right, using the edge network, understanding the enriched data from RTCDP, the use cases that you can have from bringing that contextual membership, loyal status, understanding how you can look at a product, bring up new features and use automated personalization, for example, on those variations. All of that is driving that aha moment within the mobile app. It’s bringing and surfacing what your business objectives are faster. And again, all about speed. But looking at that data and having target analytics, anything that you’re doing on the back end to measure that, that is a goldmine right now because marketing teams, product teams, engineering teams, we’re all coming together with the same business objectives. And we’re seeing this cross channel, cross functional explosion across MarTech, getting into product and analytics. It’s just all coming together. So these use cases that we’ll go through today, you’ll see a mobile app engagement, a call being driven and triggered to some of this data. It’s really aligned to that next era of personalization, as I’m seeing across some of our calls with the market specialist and analysts. So it’s really cool stuff. And this is all in the hands of our target users now. So I’m excited to share. Cool.

So that’s kind of the baseline. I’m going to turn it over to Gina, just so she can kind of get into a little bit more of the target and RTCD P story. So I’m going to pause and turn it over to Gina. Yeah. While you’re sharing your screen there, Gina, I will also say that, yeah, we’re focusing today on target as what we will call our destination, right from the data in real time CDP. But the beauty of real time CDP also is that, you know, there are other destinations, obviously, all the different kinds of destinations that we have of that same data. So we can also send out emails real time or we can do other things based on those same items. So let me go ahead and let’s move it over to you, Gina. Hang on. Here we go. How to magically. She’s gone incognito. I really wish that you had like the hat and glasses actually on right now. That would have been awesome. Passes on. Does that help? Yeah. Where’s your hat? You’re really going to go incognito. Okay, cool. Yeah. I mean, let’s see now you’re going to make me do this. Here we go. She’s prepared. She’s gone incognito.

That is amazing. All right. So what I want to take you guys through today, I’m going to show you three use cases of using real time customer data platform and target Adobe target together. To drive personalization. And I’m going to do this using Luma, which is a fictitious retail brand that sells athletic gear. Luma has a website and mobile app, a call center and in store retail stores. And they bring all of this disparate data from all these different channels together into Adobe’s experience platform to create a single real time view of their customer that they can activate for personalization. So what I’m going to do is pull up the Luma site and what you’re going to see, I’m going to show you three use cases. The first is going to be around same page and next hit or behavioral personalization. The second use case is going to be around loyalty retargeting. And the third one is going to take into account call center real time interaction data to deliver a personalized experience. So let’s get started. Nice. All right. So here we are on the Luma homepage, and I’m going to point you to a couple of things that you’ll see immediately here. The first one is featured in California and California style collections. This is because we’re running a targeted activity using an audience that was created in Adobe experience platform that is being personalized using Adobe target. So I have here this really cool profile viewer. It’s a demo tool that we have here in Adobe at Adobe, where we can actually show the data that’s being collected and Adobe experience platform. So even though it’s a first page hit, I’m an anonymous user. You can see that immediately I’m being given a experience cloud visitor ID, but there’s no other information about me. I’m an anonymous visitor. I haven’t even like, you know, gone anywhere on the site yet. But if I refresh this little window, you’ll see that I have been added to a segment. Theoretically comes up. Sometimes the experience actually loads faster than in this profile viewer because it’s a demo tool. But so I’m getting this featured in California experience because as you as we’ll pull up my profile and platform in just a moment, I am actually in a California audience. Now, the next thing I want to show is how we collect behavioral data within this session to deliver a same page or next page, next hit personalization experiences. So I’m going to go ahead and navigate through gear. These yoga straps look interesting. And when I get back to the homepage, I can see that automatically I’m being delivered this gear, you know, promotional banner. And that is, again, because I am part of an audience segment that says I am interested in gear. For some reason, this profile viewer… Our little viewer. Our little viewer. Oh, okay. There’s California. Yeah, our little viewer is slow. Like you said, I mean, that’s… I’m interested in gear. There you go. So… It doesn’t really matter that the viewer is a little bit slower. What mattered really was the experience, but at least, yeah. Exactly. Isn’t that so cool? You know, this is why I love this product and our solutions working together because when we talk about the Edge network and having it delivered within milliseconds, I’m showing you that personalization here. So let’s go ahead and actually start looking at gear. I’m searching women’s gear. And the reason why I want to show you what happens here is that with Adobe Target, our personalization is dynamic, right? You don’t want a static website or static homepage. So as I start changing my interest from gear to women’s apparel, my experience is going to change as well. So immediately I’m seeing this women’s fall fashion banner that I created. And this is also being delivered to me because I am part of this women’s category interest segment. You can look at the timestamp. It’s like happening immediately. This is really powerful and very awesome. So this profile viewer actually is what we’re seeing here in our platform. So if I actually click into events, I would see all of those web page views logged. And if I click into segment membership, I’ll see these three segments that I just fell into for this particular profile. Now, what gets really exciting and very impactful when we think about our CDP is how we’re bringing in loyalty system data or CRM data. And so right now, even though this user is anonymous, what I want to show is what’s going to happen when this unknown user actually logs in and becomes a known visitor. You ready for this? I’m ready. Brent, are you ready? Plus, let me just make sure I do the right email address. Here we go. All right. This is where I’m praying to the demo gods. All right. So hang on because we have a question here. I just want to and Brent, you can maybe comment on the availability of the slides. I know that was kind of asked if we can share any of those after the after the session. Yeah. Happy to share some of the slides up front. I think those are OK. We’ll coordinate with you to OK. Yeah. We’ll have we’ll have a link down below on the replay there. Calvin, so appreciate that. Just wanted to kind of throw this up there because Val is saying this can be done in target alone. Right. And then so what role does CDP play in here? And so so we hired Val, of course, to, you know, key up to tee up, I should say, to tee up the the next part here. Right. Thanks, Val. Thank you for the question. Great point. So the first two scenarios that I showed that same page, geotargeting and next hit personalization could be delivered through target alone. If you only the power of doing that through the CDP is if you wanted to go after those same audience segments across other channels for activation, whether it be advertisement or email, for example. Well, actually, since an anonymous visitor, you wouldn’t have that information, you know, but once they log in, you do. So this is the power right here is I just logged in and you can see now using that same experience called ID. I have my email, my loyalty ID. These are different streams of data coming through from our CDP. And I have all of this rich profile data, my name, birthday, my loyalty program level, how many points I have, shoe size, et cetera. And so now we’re taking my shoe size. This is all very good. Yes. Yeah. All of these rich experience events from my anonymous browsing behavior are now applied to my real time customer profile with all of that rich CRM and data from maybe my in store branch visit. So that’s where the power of CDP comes into play. And we can see that as I refresh the page that I am part of this. It’s going to take the second profile viewer. So I refresh the page, we’ll see the experience that Target is rendering, which is thank you for being a gold member after I logged in. And so this is an example of real time personalization based on that CRM data from platform. And actually, if I go to the profile viewer here, look right now, you don’t see the attributes. But if I refresh this page, we will see all of that data stitched together on this profile here in platform. Ta-da. I’m Melinda. And here, if I go into segment membership, we would see those segments, gold loyalty member, even gold members from California as well. So this is really powerful in and of itself. And the next thing I want to do is actually get my screen mirroring to work because it dropped off. So give me a second here. Doug, feel free to tell a joke. Yeah. Yeah. Man, I really got to work on my stand up for just opportunities like this. That would be awesome. No, I love this, though. And I will reiterate while you’re getting this going here that beyond just the power of Target, which is cool, then you’ve tapped into when you logged in, you tapped into the profile which had already been enriched. And Jose is talking about this a little bit there on the chat that you tapped into that profile that already had information about you because data had been brought in from other sources. Have been imported from CRM system or from other kinds of systems. So once it tied together, then it could also add what you had just done, this behavioral stuff, right? What you had just done, it can add that to your profile as well and just keep enriching this profile. Am I getting that all right? That’s right. This last use case that I want to show is really impactful. It’s personalizing the site experience immediately after a customer’s call center interaction. And it’s powerful because it shows how we can personalize within milliseconds based on non Adobe data like call center data. So I’m going to go ahead and contact the Luma call center. And I’ll put my phone on. Welcome. For a faster service, please provide us with your loyalty number followed by hash. Okay. Hello, Melinda. status press one for loyalty level press or say two for loyalty point. Your loyalty status is gold. To go back to the main menu, press one. Otherwise press two. I’ll select two. Please rate your call satisfaction. And now this is a call center survey where I’m satisfied or not. So I’ll say Luma, you rock. I’ll give you a five. Thank you for your call. Yeah, but the more times he says it, you know, the number goes down like quit bugging me about it. Now you’re a bore. Okay. I know, right? Please, please, please. All right. So I don’t know if this profile viewer is going to show it. It’s a little finicky today, but oh, there you go. Look at that. Immediately, we saw call center loyalty level. That was the topic I called the call center about and that I rated my call center as five. I mean, actually that came up faster than anything else we’ve seen. So if I go here and platform and refresh the page, we should see those segments on this profile added in there as well. And so here, just to show you how this is done. Now I can obviously deliver immediate experience through target through this. What’s happening here behind the scenes is I have this segment based on that call center interaction. And you can see that that segment is being activated to Adobe Target. So the satisfied customer segment is saying, you know, call satisfaction equals five. That’s the number I entered. And we’re going to Adobe Target. So here in Adobe Target, I can look in my audiences and see that satisfied customer audience. You can see here the source is Adobe Experience Platform. And if I click into the audience, I can see additional information on this platform, including the ID, you know, the workspace and targeted is on as well as any additional activities that are using this. Particular audience. And so here’s an activity where I’m actually targeting satisfied customers with an experience, you know, to know.

Wow. Uh huh.

One second. This is.

It’s always fun.

Now I can’t even I have like fingers because I.

I mean, a fun demo time here.

I’m just going to skip ahead and say we have these satisfied customer gets a certain experience and then dissatisfied customer gets another experience. And so what happened is my unfortunately, because we’ve been on for a little bit, my my profile canceled there. So what happens behind the scenes in platform is that now I’m in Adobe Experience Platform. You can see here platform brings together all of the different sources of data that you want to bring in. So here you can bring in data from all of these different areas, you know, CRM, cloud storage, streaming data from your call center. And you can see a system view of that data coming together. So the sources that help build that real time customer profile and then again where that is being activated across the ecosystem. So, you know, Facebook, AJO, Adobe Target, et cetera. And so we talked a little bit about segments and the idea of taking a segment and activating it to target so that you can do this real time personalization. So I’ll go to browse and here we can see some of the segments that I’ve created and I can.

I’m in a different activity. I can click over to my connection within Adobe Target. Now, it’s very simple. It’s a guided process to set up this connection. I’ve already done it, you know, in advance of this demo. I can see that it’s enabled and that the rules and governance is applied for onsite.

This is a very important part of the governance for your real time customer data platform and delivering that through Target. And so I can say, hey, I want to activate this segment for personalization. As we have and say. Just maybe I can just I just want to I know you just you said that and probably everybody got it except I didn’t want to fly by it. Another we’re not going to show a lot. We’re not going to show a lot about how to set up the governance in this demo. But as you just showed, this is all baked in. Right. So so you can say this is Target and this is used for personalization. And so if you’ve marked certain data that has come in to the platform to say this data should not be used for personalization, it will not allow that. Right. So it’ll it’ll it’ll make sure that you’re going to be compliant to all of those rules that you have. That’s right. That’s right. And that’s a big conversation on privacy, too, real quick on that governance and inheriting the consent data from the platform. So, Doug, I’m glad you brought that up. I was thinking the same thing. Yeah. Yeah.

Sorry. Keep going. Keep going, Gina. Well, that’s OK. It’s just that you can choose which segments you want to activate to a particular destination. So, for example, if I want to select this Austin visitor segment and send that over to Target, it’s a guided workflow to do that. We love guided workflows as target users. Adobe Target has one of the easiest and simplest ways to set up activities. This is very easy to activate to Target as well right here in platform. So I select the segments that I want to send over. This is really exciting. And this is a sneak peek on a new capability that is actually in beta. And Brent’s going to talk about this in just a moment. But in the future, what you’ll be able to do is actually send over attributes that you want to use in Target for personalization. So, for example, my loyalty level is gold. Well, having that actually output into an offer as gold loyalty level versus silver really helps make Target personalization even that much more dynamic. So that’s just a simple example.

Stole your thunder. Did you see that, Brent? Just stole your thunder. Sorry, Brent. There’s no thunder stole. It’s teaming up perfectly. Yeah. Oh, okay. Okay, great. Great. Great. I talked to Gina beforehand. She nailed it. Yeah.

And then the last piece is just reviewing the segment that you’re sending over and then clicking finish. And then immediately in Adobe Target, you’ll see this segment available for personalization. It’s that simple. Yeah. Okay. That was awesome. I’ll go ahead and pass it back to you so we can get to more of the… Well… …the stuff that people might want to… I wanted to dive in a little bit deeper if we can. Sure. All right. Yeah. All right. Cool. Okay. First of all, I think this is a really important question. So I’m going to put it up here by Swanti, and I’m going to throw it up here and stump the group here. But this is a great question that I think needs to be talked about. So whenever this was put up there, this can also be done using Audience Manager. Kind of maybe right? How is it different with real-time CDP? And does one of you want to jump in and talk about that a little bit? Yeah. So Audience Manager, for those that don’t know, is a data management platform. It’s DMP. With the CDP, a customer data platform, you can bring in additional information that… The CRM profile attributes more PII information. And that’s why that whole governance and compliance is really critical for how you use your data for personalization. And our CDP enables you to apply that privacy and security and governance to your data so that you can personalize across all these different channels as well. Now, you can use audiences in Adobe Target from Audience Manager. Those will appear here in Target as from Adobe Experience Cloud instead of Adobe Experience Platform.

And I would say another thing is just in terms of data availability. It’s pretty fast through the Audience Manager integration. The Experience Platform integration, as you saw, is on edge millisecond personalization based off of offsite channel data or CRM data, other data that you have in your CDP that you can then activate for personalization. Yeah. And I… Question there. I might… I hope that… Yeah, that’s great. Thank you, Gina. So yeah, I mean, for one thing, like you said, it’s all about PII now and really personalizing. And I would say that, I mean, maybe it was possible. I shouldn’t, you know, this is live, so you get what you get here. But I don’t remember with Audience Manager having things like when you brought in that call center data live like that. I mean, obviously you can bring in data. You can upload data like things that have been done in a call center and you could upload those into Audience Manager. But that takes a minute, obviously, to get that upload into Audience Manager and then bring, you know, and then maybe activate on that out of Audience Manager. So I’m not sure. Maybe with some APIs, you could have done that in Audience Manager, etc. But once you make that connection here in CDP, then you saw in the demo here how immediate that was to enrich that profile and to be able to activate that right away. Is that maybe another reason? Yeah, I mean, I think having the direct experience platform and target on the edge so that you can do that millisecond personalization is definitely based on the data you have in your CDP. Now, Audience Manager data is really critical when you, I’d say for the anonymous types of data where you might be having data collected from other browsing behaviors, etc. It’s not missed and you want to make sure that when someone, you know, comes to the site that they have a relevant experience that that’s very powerful. Yeah. One more additional point there, Doug, that I was just thinking of a few customer conversations I’ve been on recently. You know, when you’re looking at Audience Manager with Target, there’s been a ton of innovation around the XDM experience data models, those different schemas and data sets that you can build now and distribute that across these segments, these destinations from platform. So there is a lot, you know, batch ingestion, data ingestion, data collection, hygiene. There’s a ton of great documentation out there. When you’re thinking about the data fragment foundation across Adobe Web SDKs, mobile SDKs, you can do batch ingestion with different API. Modeling. So there’s a lot more, I think that’s under the hood with RTCDP in the kind of the direction, again, strategy from Adobe’s foundation for these schemas in the data layer. So that’s another great point when you’re thinking about Audience Manager versus RTCDP. Yeah. Yeah. And Audience Manager is great for what it does and everything. But yeah, those are some good reasons to look forward to, you know, using CDP here as well.

So Gina, I want to back and really both of you, I want to kind of back up a little bit here too, because this is great to see the demo and to see it happen. I want to spend a few minutes here and I know, you know, we’re not going to stay forever here on the call. We’re just going to, we only have about 13 more hours on our call here. I hope everybody really, you know, put their calendar ready to stay here for the duration. I’m just kidding. So no, but in the next few minutes, I want to talk about, instead of just seeing what is possible, like, can we, let’s talk for a minute about what they need to do to get some of this happening that you just showed, right? And I know that you kind of alluded to it along the way, but I want to make sure that it’s really clear that, you know, when, you know, what are the things that you need to do? So let’s, let’s jump back to kind of maybe step one, which is getting the data into CDP, right? So you, you showed real quick, like sources and stuff there, but so kind of step one, if I’m not mistaken, you can kind of elaborate this, elaborate on this as just kind of like making these connections between where your data is coming from, whether it’s coming from the website, which you showed and you showed call center and some of these things. So what are some of these connections that can be made to bring data into CDP, especially on that, that real time basis like that? Yes. So you can bring data in through streaming batch, et cetera. We have these out of the box connectors that make it really easy for you to bring in data from different areas, whether it’s your e-commerce data, CRM data, cloud storage data, streaming data, et cetera. Once you have the data in and, and also, you know, obviously with Adobe Web SDK, having a lot of data at your fingertips that we’re collecting automatically within our solutions is available. Once you have the data in, this is where Adobe target is just one of the many destinations where you can activate that data. And this is the power of the CDP is that I can personalize to gold members in target, but also, you know, send them an email through AJO. Or if I had a different email vendor, I could, you know, use that same audience across channels in a very like streamlined way. And so here are the different categories that have, you know, destinations that you can send these audience or activate these audiences to. And so if you click on personalization, you will see Adobe target and you can set that up for personalization through the workflow. I’ve already set this up, so it’s not going to take me through that workflow. Sure. But once you’ve done that, then now you have the destination hooked up. Then it’s really all about identifying the segments that you want to personalize to you. And that’s where, you know, having analytics and using your insights to identify which audiences you want to target really comes into play. And then once you’ve set up those segments, you again, like I showed before, can just activate those segments through that destination. So here’s a segment I can like to activate it to destination and it’ll take me through a workflow to do that.

Nice. So one of the first steps that we talked about is like, you know, sources, getting those sources hooked up. And I told you guys I would do this. I would come back to experience.adobe.com because we have tutorials for this. We have multi-page longer tutorials. We have quick videos to show you individual items as well. But once they hook up those, so if I’m getting this right, right, the main steps are first get your sources hooked up to bring data in. You’re also then going to create the segments that, yeah, and then you got the profile there, right? So the segments are built off of those attributes in the profile, things they’ve done, etc. And then number three is to, yeah, hook up those destinations, right? Like target in this case. Those kind of the three main steps that need to happen in order to kind of hook this all up together. That’s the baseline for hooking it all up. And then once it’s in target, you simply go through the target activity workflow, you know, set up your activity, you know, choose what type you want. Now, what I’ve shown is a lot of experience targeting activities. That’s, you know, because I’m doing a demo. And it’s easy to show, hey, like show this experience. But we have some really powerful AI built into Adobe targets, AB testing, as well as, you know, automated personalization. You can also, you know, set up a test where you’re deploying recommendations or target recommendations to an audience that you’ve identified an experienced platform. Maybe you target a certain type of recommendations to loyalty level, you know, gold or platinum, what have you. So there’s a lot of different capabilities that you could do and a lot of different use cases for using those audiences in target for personalization. And again, it doesn’t have to be rules based. We have a lot of powerful AI based personalized experiences in Adobe target to create an activity. Right. Right. Awesome. Awesome.

Yeah. Before we jump back, I know we’re, you know, we’re getting close to time here, but we’ve got a couple more things to do. So I know, Amit, you’ve got a question that is really good. I mean, the differences between streaming and edge segmentation and you’ve struggled here to get that information in the documentation.

I can make sure that we that I put some links to some more information on like edge segmentation underneath this. If you’ll come back to this, give me a day or two. Come back to this site and I will put some some more information about, you know, edge segmentation, streaming segmentation, that kind of thing. I don’t know, Gina, if you had a 30 second bit about that, or maybe it’s just better to kind of put more information there for Amit and others available. Yeah, I think it depends on the type of segment that you are trying to create and the rules for that. So if it’s able to be evaluated on the edge, that means it’s going to be, you know, evaluated within milliseconds and the experience can be delivered like I just showed within milliseconds. If it takes longer for the stream into platform, then, you know, then that’s going to have an experience like a potential impact on, you know, when the experience gets rendered. Exactly right. Yeah. So I’m at audience. So for streaming segmentation, instead of maybe clicking on one product and getting into an audience, maybe, you know, you wait after clicking a couple of different products, it’s going to take, you know, a second or two instead of just like immediate. It’s still very fast. But, you know, I get again, streaming segmentation is just it’s not evaluated on the edge. Right. Right, right, right. Yes. Okay, cool. And so, Brent, if I know you’ve got a couple more things to show, so why don’t you go ahead and share while you’re doing that. Jose, I just wanted to mention, I think what you’re asking is, who can we talk to about some of this stuff? And I’m just going to say that first of all, yeah, I mean, Experience League, hopefully you can get some good self-help stuff there. The documentation in the tutorials, those kinds of things. Even the community ask people about that. So those are people you can talk to as well as if you have, you know, consultants that you talk to at Adobe, they can help you with this as well. And others as well. So I hope that that’s helpful. Let’s jump over here. Okay. And go ahead and give us just a second here. Brent, I’m sorry, we only saved a couple of minutes for you to tease us about. The awesome stuff that is coming.

That sounds good. Thanks, Doug. Gina, great overview. A lot of great use cases. The demo showed, you know, a few of these, I think. Just wanted to highlight a few new use cases that you can now trigger and put into motion with RT-CDP and Target, and then a little bit of what’s upcoming this week. But again, there’s a few banner homepage personalizations. We saw the loyalty tier status that was from the call center use case. There’s another offer personalization in terms of incentivized purchase or travel packages. Maybe you’ve already purchased a travel package for travel and hospitality industries, and you want to personalize certain offers based on that. Again, in milliseconds offering certain incentives for additional purchases. Another use case retention risk is one that we’ve come up with a few FSI customers that are looking to.

There might be a dissatisfaction with a credit card at a bank teller, and you want to understand what that interaction is, what the context behind that. And then once that customer would go to a help or support page, being able to personalize certain incentives or offers based off the dissatisfaction or experience that they’ve had. So that’s very powerful. I’m seeing that more and more myself interacting with maybe a mobile app, right? And then I’ll be on desktop and it knows exactly what I’ve done in the app. That’s very powerful. It’s unlocking a lot more use cases around personalization at scale being based off this individual visitor information that you’re pulling back into those edge segmentation attributes. Offer suppression, another one here.

But really when it comes down to this upcoming new announcement for Target, Gina mentioned this earlier, it’s really empowering the AI power capabilities of Target. So in the recommendations, we’ve known that you can bring in profile attributes, segmentations to empower and enrich those activities. We are stay tuned for the announcement. It’s releasing tomorrow and we will have a lot more information around it, but it is giving Target enhanced, unique AI power personalization activities for auto target and automated personalization, bringing in profile attributes from RTCDP. Again, broadening use cases that you can have when you’re thinking about this beta and when it’s going to be driving Target activities as a destination for RTCDP. So GA coming out in a bit, beta for customers that are interested in activating those against auto-augmented personalization on target. And I know we have to wrap up here in a few minutes, but this was just kind of, again, when you think about data collection, segmentation, audience sharing, and then delivering that experience with all the governance and consent data, this really is the focus of same page personalization and being able to activate and enrich those profiles from RTCDP for any Target activity you’re running. Right. So really powerful stuff here today. Awesome. Yeah. Thanks everyone for joining too. Yeah, that’s awesome. Great. Appreciate that. Yeah. Before we, before we go, I know that we’d be, we’d be amiss if we didn’t do dot, dot, dot.

Unrelated cool tip. Nice. Okay. Brent, I think you’ve got our unrelated cool tip for the day today and you’re going to show us, oh, here, let’s go back to the.

Let’s share the screen again, Doug. So you can show us this cool tip of the day I had, uh, I went through this real time use case, right, right before I jumped on. But, uh, my, my wife showed me this recently. I think it’s a great little hack. Maybe you know about it. Maybe you don’t, but if you’re going to hang anything in your house, if you have some painters tape and a marker, you put it on the back, you measure where your dots are on the back. You put that on the wall, level it, drill into the holes, uh, into the wall. And then you’re good to go. So I’ve always been measuring certain angles, trying to hang things. Um, but again, life hack, I’ve been using this around the house recently. And when I thought about this, it was kind of like, how did I not know, you know, years of hanging certain paintings and stuff. So you put it right on the back of the picture and then just market.

Exactly. And then just put the tape on the wall, wherever you have your alignment, your measurements, and you’re good to go. So all of our, this is a photo we recently hung up, um, same trip when we were over there for, um, hang gliding. But yeah, this is, this is the life hack, unrelated, cool life hack. The problem with this one is that I won’t look as impressive hanging all the stuff. So my wife won’t think I’m a genius anymore.

Awesome. That’s great. Okay. Well, that’s great. Thank you for that unrelated cool tip. I love it. That’s a good one. Um, and thank you, Gina and Brent, for being here today, for being guests on the show. Uh, this has been awesome. This has been very powerful stuff. Um, it was a lot to show in, in our one hour, but, but so great. And I hope that, that you, our listeners, our viewers will, will, uh, take this in and do some of these things and be able to use this, you know, the power of real time CDP and target for this great multi, you know, this, this profile, this great enriched profile, being able to use all these things in the profile for activation in real time and target. So thank you too, for being here and thank you everybody for the show today. Thank you everyone. Go over to experience, league.w.com and yeah, thanks guys. And we’ll see you next time. Wonderful. Thank you so much. Thanks for being here. Thanks.