Evolve one-time customer value to lifetime value

Implement the one-time customer value to lifetime value use case to drive brand engagement and brand loyalty. Build a connected customer experience on multiple channels or journey by using the power of Experience Platform, augmented by Real-Time CDP and Journey Optimizer.

The personas that you are targeting are the infrequent visitors to your properties who have made some purchases within the last three months.

Consider these customers who visit your properties and sporadically purchase the products or services that you offer. You may want to create personalized campaigns to appeal to these customers so your brand can offer them longer-term value instead of one-time value. Learn how to:

Prerequisites and planning prerequisites-and-planning

Considering that internally you have defined a business goal and objective to increase brand loyalty. This can translate into executing a use case to drive customer engagement and loyalty.

To achieve this, the technology required consists of the two Experience Platform apps Real-Time CDP and Adobe Journey Optimizer. Listed below are various functionality and UI elements from the two apps that you will use when implementing the use case.

Real-Time CDP and Journey Optimizer architecture

Below is a high-level architecture view of the various components of Real-Time CDP and Journey Optimizer. This diagram shows how data flows through the two Experience Platform apps from data collection up to the point where it is activated through journeys or campaigns to destinations, to achieve the use case described on this page.

How to achieve the use case: high-level overview achieve-the-use-case-high-level

Below is a high-level overview of the workflow, a combination of a journey workflow and an activation workflow.

In the sample workflow pictured below, you look for customers who meet a certain criteria and you want to entice them to return to your website or app. You are looking to set them on a journey where instead of limited activity on your property, they return in a more recurrent manner. You are trying to get them back to your property and then once they are back, you have them enter the journey to make recurrent purchases on your site. The campaign set up here is capped at one engagement with customers per month.

You start by sending your audience of high-valued and low-frequency customers a message. You then check if they received this message within the last thirty days. If they have not, then you can enter them into a journey about, for example, a new subscription program. You can then wait for a few days (seven days in this example). After this time, if they have not purchased the subscription that you messaged them about, you can deliver paid media ads via destinations. If they have purchased the subscription, you can have them enter an order confirmation journey, thereby completing the use case.

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How to achieve the use case achieve-use-case-instruction

To complete each of the steps in the high-level overview above, read through the sections below, which offer links to more information and more detailed instructions.

UI functionality and elements that you will use ui-functionality-and-elements

As you complete the steps to implement the use case, you’ll use the Real-Time CDP, Adobe Journey Optimizer functionality, and UI elements listed at the beginning of this document. Make sure that you have the necessary attribute-based access control permissions for all these areas, or ask your system administrator to grant you the necessary permissions.

Create a schema design and specify field groups schema-design

Experience Data Model (XDM) resources are managed in the Schemas workspace in Adobe Experience Platform. You can view and explore core resources provided by Adobe (for example, field groups) and create custom resources and schemas for your organization.

For more information about creating schemas, read the create schema tutorial.

There are several schema designs that you can use in this sample implementation for the use case to evolve one-time value to lifetime value. Each schema includes specific required fields to be set up, and some fields that are suggested.

Based on sample implementations, Adobe suggests that you create the following three schemas to accomplish this use case:

Customer attributes schema customer-attributes-schema

Use this schema to structure and reference the profile data that makes up your customer information. This data is typically ingested into Adobe Experience Platform via your CRM or similar system and is necessary to reference customer details that are used for personalization, marketing consent, and enhanced segmentation capabilities.

The customer attributes schema is represented by an XDM Individual Profile class, which includes the following field groups:

Customer digital transactions schema customer-digital-transactions-schema

This schema is used to structure and reference the event data that makes up your customer activity that occurs on your website or on other associated digital platforms. This data is typically ingested into Adobe Experience Platform via Web SDK and is necessary to reference the various browse and conversion events that are used for triggering journeys, detailed online customer analysis, and enhanced segmentation capabilities.

The customer digital transactions schema is represented by an XDM ExperienceEvent class, which includes the following field groups:

Customer offline transactions schema customer-offline-transactions-schema

This schema is used to structure and reference the event data that makes up your customer activity that occurs on platforms outside of your website. This data is typically ingested into Adobe Experience Platform from a POS (or similar system) and most often streamed into Platform via an API connection. Read about batch ingestion. Its purpose is to reference the various offline conversion events that are used for triggering journeys, deep online and offline customer analysis, and enhanced segmentation capabilities.

The customer offline transactions schema is represented by an XDM ExperienceEvent class, which includes the following field groups:

Adobe web connector schema adobe-web-connector-schema

This schema is used to structure and reference the event data that makes up your customer activity that occurs on your website or on other associated digital platforms. This schema is similar to the Customer Digital Transactions schema but differs in that it can when Web SDK is not an option for data collection. As such, you can use this schema when you are utilizing the Adobe Analytics Data Connector to send your online data into Adobe Experience Platform either as a primary or secondary datastream.

The Adobe web connector schema is represented by a XDM ExperienceEvent class, which includes the following field groups:

Create a dataset from a schema dataset-from-schema

A dataset is a storage and management structure for a group of data. Each schema used to accomplish this sample implementation has a single dataset.

For more information on how to create a dataset from a schema, read the Datasets UI guide.

Privacy, consent, and data governance privacy-consent

Consent policies

Consider implementing the following consent policies and asking your visitors for consent before you reach out to them:

Data Governance label and enforcement

Consider adding and enforcing the following data governance labels:

Marketing policies

There are no marketing policies required for the journeys that you create as part of this use case. However, you can consider the following policies as desired:

Create audiences create-audiences

This use case requires that you create two audiences to define specific attributes or behaviors shared by a subset of profiles from your Profile store to distinguish a marketable group of people. Audiences can be created in multiple ways in Adobe Experience Platform:

Specifically, you must create and use two audiences at different steps of the use case, as shown in the image below.

Journey setup in Adobe Journey Optimizer journey-setup

Adobe Journey Optimizer helps you deliver connected, contextual, and personalized experiences to your customers. The customer journey is the entire process of a customer’s interactions with the brand. Each use case journey requires specific information.

To accomplish this use case, you must create two separate journeys:

Listed below is the precise data needed for each Journey branch.

For more information about creating journeys in Adobe Journey Optimizer, read the get started with journeys guide.

Set up a destination to display paid media ads paid-media-ads

Some users might not have purchased your subscription even after you message them about the new program. After waiting for a number of days (seven in this example use case), you can decide to show paid media ads to those users, to encourage them to purchase your subscription.

Use the destinations framework in Real-Time CDP for paid media ads. Select one of the many available advertising destinations to display paid media ads to your customers and activate the Paid media audience that you created earlier to a destination of your choice. See an overview of available advertising and social destinations.

To learn how to activate data to destinations (for example The Trade Desk or Google Customer Match), read the documentation below:

Next steps next-steps

By setting your low-frequency and high-value users on a journey and by displaying paid media ads to a subset of them, you have hopefully turned some of them from one-time value to lifetime value customers, thereby improving your brand loyalty and customer engagement metrics.

Next, you can explore other use cases supported by Real-Time CDP, such as intelligently re-engaging customers or displaying personalized content to unauthenticated users on your web properties.