Key capabilities and the user interface

Understand the Journey Optimizer’s key capabilities and personas. Learn how to navigate the user interface.

In this video, we’ll describe the key capabilities of Adobe Journey Optimizer and the main user personas that are involved in using the Journey Optimizer application. In doing so, we’ll navigate the user interface and show you the different parts of the application that these personas would interact with to implement those capabilities. The key capabilities of Adobe Journey Optimizer fall under three main value drivers. These include real-time customer insights and engagement that are powered by Adobe’s real-time customer profile, modern omnichannel orchestration through a unified Journey Orchestration canvas and modern message designer, and intelligent decisioning and personalization through decision management and machine learning-based send time optimization and engagement scoring. We’ve built Journey Optimizer with the priority on end-to-end scale, speed, and flexibility to meet the needs of your enterprise, as well as ease of use to allow brands to work efficiently with quick time to value. So let’s talk about each of these in a bit more detail. Journey Optimizer operates on a real-time customer profile. We enable you to integrate all your customer and business data, whether that’s from the web, CRM, or offline data, all into a unified 360-degree view of the customer. We also allow you to listen in real-time to external signals from data sources across the customer journey to learn and anticipate the next best actions. We also handle identity resolution and continuously update profiles to move customers in and out of segments and journeys in real-time, so that you can go beyond the basic static segment and really focus on the individual. Journey Optimizer also offers modern omnichannel orchestration through a Journey Canvas that allows you to orchestrate multi-layered customer engagement, including audience-based outbound marketing programs, as well as real-time one-to-one interactions across channels from a single canvas. And you can leverage use case templates and wizards to easily create and deploy new customer journeys. We also have a modern message designer that allows you to create and personalize email and mobile messages with a drag-and-drop interface. You can easily edit out-of-the-box templates for email and mobile to accelerate your time to market. We also include Adobe Experience Manager Assets Essentials, which is a lightweight digital asset manager fully embedded into Journey Optimizer, to provide a simplified and consistent user interface that enables users to access, store, discover, and deliver digital assets directly to their marketing channels. And that includes instant access to shared assets within Adobe Creative Cloud and Adobe Experience Cloud apps. Journey Optimizer also includes Decision Management, which allows you to create and manage offers, eligibility rules, and other associated objects in a centralized library of offers that can be embedded in emails and other customer touchpoints to deliver targeted, personalized content. You also have Adobe Experience Platform AI and Machine Learning services, which allow you to do send time optimization to send the right message at the right time when your customer is most likely to engage, as well as take advantage of predictive engagement scores through machine learning models that can help you target your high-value customers and minimize churn risk. And all of this is built with the focus on speed, scale, and time to value. We have an API-first architecture with composable services, and an open framework that allows you to flexibly leverage Journey Optimizer capabilities to meet your enterprise needs, all with scale and speed to match billions of profiles and delivery speeds of 90 million messages per hour, or even faster in burst mode for especially time-sensitive messaging use cases. This is all in a unified user experience that allows you to implement the entire end-to-end use case in one place, with use case wizards that can help you speed up the implementation on some of the more common use cases. Finally, before showing you the UI directly, I’d like to highlight three broad categories of user personas that would be involved in using Adobe Journey Optimizer, while recognizing that in any given organization, some aspects of these rules could be combined with one person or divided up and distributed more granularly across multiple people or teams. First and foremost is the Marketer persona, or a Business Practitioner persona more generally. This person would design customer journeys to deliver personal, contextual experiences to customers. They create and manage all the various components of these personalized journeys, including email and push messages. They also configure decision management and all of its components to intelligently personalize message content, media, and other creative assets that will be used in messages and offers. They also define audiences for targeting groups of customers within specific journeys. Another important persona for Journey Optimizer is the Data Architect or Engineer, and this person will be primarily involved in setting up and maintaining the customer profile data and other data sources that will be used to power the experiences that are orchestrated by Journey Optimizer. This can include modeling customer profile data and business data into schemas, and configuring source connectors to ingest that data into Adobe Experience Platform. The third important persona category for Journey Optimizer is an Admin persona, and this is who will be setting up user groups and permissions, creating and managing sandboxes for partitioning data and journeys for different user groups, as well as setting up delivery channels and message presets that can be used to ensure consistent branding across the various messages and assets that are being delivered through Journey Optimizer. So now, let’s take a quick walk around the user interface. Landing on the Journey Optimizer homepage, we have direct access to all of this functionality in a single place, allowing you to implement end-to-end use cases without having to switch products. Up top, each user is greeted with a personalized list of the objects they were most recently working on, and below that you’ll find a targeted set of use case templates, as well as suggested help models that can help you accelerate your work. On the left, you’ll see a navigation panel that allows you to move between all of the functions involved in creating journeys from end-to-end. Referring back to the main personas, the marketer or business practitioner will primarily live here where you’d be designing and managing journeys, campaigns, and landing pages, creating and managing offers and the decision components that can be embedded in messages across channels, and managing your library of media assets, templates, and fragments that can be used in designing messages, defining audiences, and looking up specific profiles. The Data Engineer persona will primarily be focused on creating schemas to model customer profile data and business data, managing data source connections and associated datasets, and monitoring data ingestion to make sure that everything is flowing smoothly into Journey Optimizer. Finally, the Admin persona is primarily involved with the Admin section, doing configurations for sandboxes, journey elements, as well as channel setup and presets. So with that, you have an overview of the key capabilities of Adobe Journey Optimizer, the types of personas that will be involved in using the product, and a walkthrough of the UI to see how these different personas can access all the functionality they need to implement end-to-end customer engagement use cases in one coherent application. Thanks for watching.