On the one hand, companies must make the large amounts of available data (big data) "usable". Many important data originate from our own internal systems such as CRM or ERP. BUT: The vast majority of data comes from the interaction companies have with their customers on digital channels. These are behavioral or interaction data that are 100 times greater than internal data. This behavioral or interaction data tells companies what is happening right now and they can predict what will happen. The challenge here is to consolidate internal and external data within a uniform customer profile and make it actionable in real time.
The second basic element is the management and use of a large amount of content needed to deliver personalized digital experiences. This includes pictures, videos, texts and much more.....
Adobe Experience Platform
Making data actionable and large amounts of content available is not trivial. But this is where the Adobe Experience Platform comes in. The platform organizes data from all sources, structures it into a common data model and creates a uniform profile. It also organizes the content and can deliver it within milliseconds. Data and content are therefore the basis for a successful CXM. But what are the specific tasks of each Adobe solution?
Adobe Analytics Cloud
The Adobe Analytics Cloud enables organizations to understand behavioral and interaction data, gain insight, and segment. These findings are provided centrally in the company, used to predict business development and are the "single point of truth". In addition, the analytics tools are the common source of truth for targeting and conversion measurement.
Adobe Advertising Cloud
The next component of CXM is brand building, awareness building and customer acquisition. The Adobe Advertisement Cloud is a platform for streamlined, programmatic ad buying across all channels to help companies find audiences and increase reach. This includes advertising measures and campaigns in the areas of paid search, display, TV, or social.
Adobe Marketing Cloud
Once companies have attracted the attention of customers, they have to retain them. This is where Experience Management comes in. Companies get in touch with customers via all points of contact such as web, mobile, social or email and "talk" to them with one voice, i.e. with a consistent message across all channels. Regardless of whether they are B2C or B2B customers. Adobe supports with a powerful content management system and an integrated solution for marketing automation.
Adobe Commerce Cloud
Congratulations. You have won a customer and he wants to do business with you. The Adobe Commerce Cloud takes care of order management, whether B2C, B2B or B2B2C. This can be a shopping cart transaction or the signing of a contract. In the commerce cloud, the prospect becomes the customer and post-sales activities can begin to bind the customer in the long term.
These four pillars close the gap between data & content and the different points of contact with the customer.
However, there is still an "empty" fifth column. The Adobe Experience Cloud is an open and extensible ecosystem that can be integrated with existing internal or third-party systems. The fifth pillar thus stands for the expandability of the platform.
Collecting and organizing data and content and delivering and optimizing real-time experiences is a challenging task and can occur millions of times a day in organizations. The tasks are usually designed and structured by people. However, machines can do the heavy lifting, or even take over the majority of it. To automate tasks, identify insights and proactively propose optimizations, artificial intelligence and machine learning are required. Adobe has developed an "Artificial Intelligence / Machine Learning" (AI/ML) platform called Adobe Sensei especially for Experience Management, which was designed exactly for these activities (and not for chess or weather forecasts).
The interactions take place in the range of milliseconds and occur millions of times per day. Each time optimized by the findings of the last interaction. And each time, the bar is adjusted accordingly.
This is the Adobe Experience Cloud.
Finally, we should look at the reason why companies should invest in Adobe Experience Cloud solutions:
- Customer Experience Management is critical for the success of companies
- The correct use of the solutions has been proven to increase the conversion rate and thus the company's success.
- Customers are more satisfied, call centers are relieved
- The investment pays off and brings a rapid ROI
The bottom line
According to recent research by Gartner and Forrester, the Adobe Experience Cloud is the leading all-in-one platform for customer experience management. Each solution, such as Adobe Analytics, Adobe Experience Manager, or Adobe Campaign, is also a leader in its category. Whether as a platform or "point solution", with Adobe (and eggs unimedia) companies are very well advised in the field of digital marketing.