Scaling Personalization with Adobe Experience Cloud: Harnessing Data for Tailored Customer Experiences

Today’s businesses are under increasing pressure to deliver hyper-personalized experiences that cater to individual customer needs. More than 95% of executives say personalization is a high or medium priority, and 82% of consumers are willing to share personal data to get more personalized experiences.

But meeting this demand at scale is a big undertaking. Brands must serve up an ongoing stream of tailored content across millions of users and multiple channels, which requires the following:

• Coordination across teams and departments

• Time to create the content

• Understanding of your data and personalization efforts

Rather than targeting broad customer segments, brands must home in on specific behaviors and desires of individuals in real time.

Still, the path to personalization at scale is well worth the effort. Companies that excel at personalization generate 40% more revenue from their investment than their competitors. Likewise, companies that invest in personalized customer experiences grow revenue 1.7 times faster and increase customer lifetime value 2.3 times more than their competitors.

Adobe Experience Platform: The Key to Targeted, Data-Driven Marketing

So how can brands consistently deliver personalized content at a high volume across platforms? The solution is three-tiered: 1) A robust content pipeline; 2) accurate, relevant data; and 3) the right tools.

Adobe Experience Platform — a suite that brings critical data together into a single location — helps businesses achieve this winning trifecta, offering a comprehensive view of audiences and empowering them to take action. With Adobe Experience Platform, brands can quickly connect large volumes of high-quality content that’s relevant to your customers.

Here’s a look at how this suite of tools helps brands personalize content at scale.

• Adobe Customer Journey Analytics: Provides real-time, cross-channel insights to analyze and optimize customer journeys

• Adobe Real-Time CDP: Unifies customer data into dynamic profiles for targeted, personalized marketing at scale.

• Adobe Journey Optimizer: Orchestrates personalized experiences in real-time using AI to tailor interactions across the customer lifecycle.

Rather than guessing what customers want, brands can make data-driven decisions based on audience needs and deliver impactful content that resonates. In short, Adobe tools make personalization at scale possible and sustainable over time.

Evaluating Campaign Success with Adobe Experience Platform

Data is the most crucial — and overlooked — component of personalization at scale. Without it, personalization efforts are inefficient, ineffective, and sporadic. Adobe Experience Platform is the foundation for a truly effective data-driven strategy, with best-in-class tools for customer journey analysis and optimization.

Adobe Experience Platform allows brands to measure the success of their personalized marketing efforts, answering key questions such as:

• Did high engagement translate to more revenue?

• Are people consuming more content and staying in the app or on the website longer?

• Are customers sharing content more often?

• Which content led to higher conversion rates?

• When are customers completing the journey rather than abandoning?

By leveraging these tools, teams can analyze performance and track the most relevant KPIs, such as conversion rates, customer journey completion, engagement rates, and more. This allows brands to refine their personalization strategies and ensure they’re getting the most value from their efforts.

Fostering a Data-Driven Culture

Maintaining personalization at scale calls for more than just the right tools. It demands a data-driven culture across teams — one that encourages collaboration and communication throughout every step of bringing the customer experience to life. Achieving this goal requires a coordinated effort that involves marketers, creatives, data analysts, and more.

Rather than focusing on the quantity of data, these teams should prioritize the quality of data used to inform personalization efforts. Brands should stay focused on the most meaningful data to drive impactful results.

For example, A/B testing should ultimately be able to improve customer experiences, not just running a certain number of tests over time. The end goal should be to enhance the quality of customer interactions, rather than changing things simply to experiment or check the box.

The Role of Modular Content in Personalization at Scale

Modular content creation and automation are other key elements of scaling personalization efforts successfully. Rather than manually creating dozens of variations of content, machine learning tools allow brands to combine modular parts (such as a headline, image, and body copy) to create optimal combinations that resonate with audience segments.

By automating certain aspects of content personalization, brands can make use of the same time and resources without sacrificing quality. Adobe Journey Optimizer (AJO) makes this process easy, allowing marketers to target multiple parts of an email or webpage to create tailored experiences for unique customer needs.

Make the Most of Your Adobe Tools with Rightpoint

Delivering an ongoing slew of tailored customer experiences can be overwhelming for many teams, yet it’s the new baseline standard for businesses that want to maintain a competitive edge. Thankfully, Adobe Experience Platform greatly streamlines the process, providing the tools, data, and insights to deliver personalized content across all customer touchpoints.

Want to make the most of Adobe tools and your personalization strategy? Reach out to Rightpoint. As experts in customer-led Total Experience, we’ll help you maximize the value of your tools and leverage data insights to create and deliver content that resonates and drives meaningful engagement. Get in touch today.