AJO Roles and Responsibilities
Adobe Journey Optimizer (AJO) enables brands to deliver connected and contextualized customer journeys throughout the customer lifecycle. It allows teams to personalize interactions at scale and aligns customer expectations with business goals. This documentation explains the key roles in using Journey Optimizer effectively, their responsibilities, and how to get started.
Important Note: Adobe Journey Optimizer defines distinct roles with specific responsibilities. A single individual can perform multiple roles or all roles, depending on your organization’s structure.
Role-Based Quick Start Guides
To simplify implementation, AJO organizes tasks into specific roles based on expertise. Each role focuses on essential tasks required to deliver a seamless customer experience.
Each role addresses a specific phase of AJO implementation and ensures a structured and efficient deployment process.
Implementation Order and Role Dependencies
A successful Journey Optimizer implementation typically follows this sequence, which reflects the dependencies between roles:
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Administrator: Sets up the environment
The Administrator lays the technical foundation for the system and ensures proper access and configuration for all users.- Configure sandboxes and permissions
- Set up user access
- Configure messaging channels and technical settings
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Data Engineer: Creates the data foundation
Data Engineers define the data structure and flow, which are essential for personalized experiences.- Design and implement schemas
- Set up identity namespaces
- Configure data ingestion
- Create test profiles
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Developer: Handles technical integrations
Developers enable AJO to interact with mobile apps, websites, and external systems by implementing technical integrations. Push notifications, for example, rely on Developer-led configurations.- Integrate mobile applications for push notifications
- Implement web SDKs
- Develop custom integrations using APIs
- Create custom actions for third-party systems
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Marketer: Creates and launches journeys
Marketers use the groundwork laid by other roles to design and deploy customer experiences. They focus on audience segmentation, personalized content, and journey optimization.- Design audience segments
- Create personalized content
- Build and test journeys
- Analyze performance and optimize
Note: While this sequence is typical, some activities can occur in parallel. For instance, Developers may work on app integrations while Data Engineers configure schemas.
Getting Started by Role
Each role begins with specific tasks tailored to its focus. Completing these initial steps ensures smoother onboarding and alignment with the overall implementation process:
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For Marketers: Focus on journey creation, message design, and campaign execution.
Example: Start by creating a welcome email campaign for new customers. -
For Data Engineers: Establish the data foundation, configure schemas, and integrate data sources.
Example: Set up a schema to track customer purchase history for personalized recommendations. -
For Administrators: Set up environments, manage permissions, and configure messaging channels.
Example: Configure sandbox environments for testing different messaging strategies. -
For Developers: Integrate mobile apps, implement APIs, and build custom integrations.
Example: Use the AJO API to trigger push notifications based on customer actions within your mobile app.
Click on your role below to access specific guidance tailored to your responsibilities:
How-to Video video
To learn more about Journey Optimizer’s key capabilities and personas, watch the introductory video. The video walks through the user interface and highlights key features based on role-specific workflows.
Additional Resources
For more in-depth learning and updates, explore the following resources: