Your Guide to Adobe Journey Optimizer

Data is the starting point of any competitive omnichannel customer journey. Marketers rely on a wide range of analytics to help them identify their customers, understand the motivations behind online and offline behaviors, and decipher their next move. But eventually, it’s time to take action on that data and create momentum to guide customers seamlessly along the path to conversion.

Adobe Journey Optimizer is the tool marketers need to deliver connected, contextual experiences for customers, regardless of their preferred devices, channels, or apps. Get to know Adobe Journey Optimizer and how it unites different pieces of the marketing puzzle to create a comprehensive and personalized experience.

Adobe Journey Optimizer: What It Is and What Sets It Apart

Adobe Journey Optimizer allows brands to manage real-time omnichannel customer journeys. Utilizing customer data, teams use Journey Optimizer to orchestrate and deliver personalized experiences throughout the customer journey across multiple devices, apps, and inbound or outbound channels.

A few key differentiators set Adobe Journey Optimizer apart from other customer journey tools, with the most significant difference being that Journey Optimizer is built on the Adobe Experience Platform. Used in conjunction with Customer Journey Analytics and Real-Time Customer Data Platform, Journey Optimizer can access a single, unified data set that includes all of the brand-initiated and real-time actions needed to create and deliver effective, cohesive, personalized experiences. Essentially, it’s the action arm of the AEP.

Although the application works best alongside other Adobe tools, another differentiating factor is that Adobe Journey Optimizer successfully connects with a variety of third-party tools. Teams not using the full Adobe Experience Platform suite of products can still benefit from Journey Optimizer’s personalization and orchestration capabilities.

Adobe Journey Optimizer effectively breaks down operational, informational, or channel-specific silos as well. Visualizing data in a single source allows marketers, data scientists, CX specialists, and other adjacent teams to collaborate more seamlessly, knowing that everyone is working with the same set of information. Granting access to a central source of truth presents several opportunities for your organization, including:

• Improved conversion rates.

• Better customer engagement.

• Optimized marketing spend from implementing data-backed strategies.

For even greater personalization and customization, Adobe Journey Optimizer is also available in a B2B edition to serve the unique needs to B2B enterprises.

Take Action with Connected Customer Data

Adobe Journey Optimizer leverages data to help teams better understand their customers, including the content they engage with, where they’re engaging with that content, and the timing of these interactions. With this understanding (obtained through Journey Optimizer’s integrations with other systems), marketers can use the tool to take action via communication. This could be sending out in-app push notifications, delivering specific campaign emails, or deploying whichever form of communication makes the most sense based on the data provided.

Without the right tools, achieving this level of personalization is a complex undertaking. Adding Adobe Journey Optimizer to your marketing toolkit simplifies the process with these capabilities:

Presents unified profiles and audiences for immediate activation: Unified profiles connect data from every online and offline source for the most comprehensive view of your customers.

Journey orchestration: Users can build multi-step journeys using specific customer actions and other events to advance customers to the next best action, offer, or message.

Personalized content: Teams can easily optimize and personalize content for any channel by accessing marketing assets from a central repository.

Intelligent optimization: Real-time decisioning helps teams craft precisely the right journey and content for customers. Adobe’s decision engine analyzes real-time data to deliver personalized next-best steps.

Necessary data for tailored customer journeys

Several different types of data are needed for a truly comprehensive view of the customer. Key pieces of data include:

• Behavioral data from actions on websites and applications

• Transactional data from a CRM or other customer management system

• Demographic data when available

Data based on interests and hobbies, gathered from either the types of content they interact with or other brand-initiated data collection methods, such as a brand survey

Measuring Campaign Success with Adobe Journey Optimizer

Brands can only continue to refine the customer journey if they’re able to measure the success of their campaigns. Adobe Journey Optimizer offers a highly detailed visualization to show teams exactly where customers are in the journey so that adjustments can be made in real-time or assessed for future campaigns.

Using the Journey canvas visualization, teams can quickly gain important insights to be used in orchestrating future campaigns. Some of the key insights include the ability to see the path with the highest conversion rate and where customers either leave or continue the journey. The Live report feature shows the impact of campaign decisions in real-time. Users can also access extensive reporting for deeper insights on a wide range of Journey metrics.

Craft More Personalized Experiences with Adobe Journey Optimizer

Real-time data presents a golden opportunity for marketing and marketing-adjacent teams to actively engage customers with the most relevant content and offers at key moments in their decisioning process. But access to this data is only truly useful if the right tools are in place for teams to take decisive action. Adobe Journey Optimizer empowers teams to take action based on real customer data to create the best possible journey for conversion. When used as part of the Adobe Experience Platform, Journey Optimizer delivers optimal results for your customers and your brand.

Whether you use Adobe Journey Optimizer as a standalone application or as part of the greater Adobe Experience Platform, our experts at Rightpoint can help your team make the most of this customer journey tool. Reach out today to learn more about AJO and other Adobe solutions.