Marketing Campaign Analytics workflow

See this video for an introduction to the user workflow in Marketing Campaign Analytics.

A typical workflow in Marketing Campaign Analytics consists of the following activities:

Activity

Description

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Ingest data

Ingest event data from Experience Platform (for example Adobe Analytics, Web SDK, other sources), aggregated data from marketing channels (for example TV, walled gardens, email, owned and operated activities), external factors data from customers (for example price changes in subscription service) and internal factors data (for example holiday plans).

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Harmonize data

Configure mapping rules and conflict resolution rules to merge the various marketing datasets needed to measure and plan campaign performance in Marketing Campaign Analytics.

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Build models

Buid model instances with marketing touchpoints (for example channels), conversion definitions and internal and external factors.

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Train and score models

Create aggregate and event-level scores using machine-learning training and scoring.

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Build plans

Create and build plans. Determine the best allocation of marketing funds to achieve a business objective by using the output of Marketing Campaign Analytics’s models.

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Overview dashboard

Get insights on harmonized data, models, and plans, using various configurable visualizations.

An overview of how input data can flow into Marketing Campaign Analytics and how Marketing Campaign Analytics can produce output data for its own interface but also for other solutions, like Customer Journey Analytics, is illustrated below.