adobe experience platform | accenture · 2020-07-30 · aep enables users to create real-time...

Copyright © 2020 Accenture. All rights reserved.

July 2020

Putting data at the heart of every interaction – A data driven marketing point of view

ADOBE EXPERIENCE PLATFORM


CONTENTS

2

01 Client challenges


02 What is AEP?

03 Why is it important?

04 How can AEP be used?

05 How can we help?


FOREWORD

3

This deck provides details on how AEP can be used to deliver improved customer experiences for clients. It is structured around the functionality of AEP, observations from a Proof of Concept (POC) and the capabilities available within Accenture.


“Disclaimer: “This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks.”


CONTENTS

4



02 What is AEP?



05 How can we help?


CLIENT CHALLENGES

5

HOW COULD IT BE DIFFERENT?Aggregate the data in one place allowing for an end to end view of the customer and their journeys. Update the profile in real-time so it constantly evolves and drives insight. Create joined-up experiences for customers across platforms so they have a consistent experience with the brand.

Adobe Experience Platform offers a compelling solution for organisations looking to enable a true omnichannel vision of their customer’s interactions, because it provides a real-time unified view of the customer and can be used to activate customer across touchpoints.

Forrester’s US 2019 Customer Experience Index1 revealed that brands keep inching towards their Customer Experience transformation journey. Some of the most successful brands are proving that strong customer experiences are better differentiators than Product or Price2. But many companies face challenges when it comes to understanding their customers and creating unique experiences to engage with them at an emotional level. The challenges are similar across industries and include:

We don’t have a single customer view between offline/online actions

Our customer journey view is disjointed and incomplete

Customer data is not easily actionable or digestible

Execution of personalisation and optimization is difficult and time-intensive

Test/learn capabilities are inefficient due to siloed reporting and analytics

We don’t have real-time customer data that is easy to access


WHY IS THIS?Often the reasons are because of complex tech stack and organisational landscapes with disparate systems


CONTENTS

6



02 What is AEP?



05 How can we help?


WHAT IS AEP?

7

AEP enables users to create real-time centralised profiles of their customers, based on aggregated data from multiple sources3. This profile is kept up-to-date and used to activate experiences in real-time through several touchpoints. AEP can be used to create unique, personalised experiences that are not only consistent across platforms but adapt and change as the profile evolves. AEP builds upon the traditional functionality of a Real-time Customer Data Platform (CDP). It can apply data science and machine learning to this aggregated data and deliver consistent interactions at scale across several orchestration layers in your marketing stack4.

Data Sources Adobe Experience Platform Activation

• Unified data governance• Experience data modeling• Real-time CDP• Customer journey analytics• Journey orchestration

• Behavioural• Transactional• Financial• Operational

• Adobe solutions• ISV applications• Custom applications• Third-party tooling


HOW DOES IT WORK?

8

INGEST DATA AND PROVIDE GOVERNANCEBring in data sources from across the stack. This data is standardized using Adobe’s Data Model (XDM) and schemas.

1

2

3

5

4

6

DRIVING OUTCOMES and INSIGHTS


MANAGE DATA IN ONE PLATFORMSystem is open, so you can get data from anywhere into a format that is usable to deliver experiences. Governance can be managed for GDPR or e-privacy guidelines in one place.

BUILD REAL TIME PROFILESData can be merged to create a single customer level view. Data sources can also be stitched together to give a complete customer journey view.

DRIVE INTELLIGENCEDeliver intelligent decisioning in real time to the customer data. Can query, apply data science and use the real-time CDP to create living profiles.

CREATE ADVANCED SEGMENTSBuild advanced segments with relevant business rules that can be exposed to the application layer.

ACTIVATE AUDIENCES ACROSS PLATFORMSUse profiles and segments to activate experiences at scale across channels and platforms.

Retention

Loyalty

TAKE DATA ORCHESTRATE ACTIVATE

AEPData Sources

Acquisition

Conversion

Adobe Applications

Custom Applications

3rd Party Applications

DR

IVES

OU

TCO

MES

Insights1Partial

Journey View

Partial Customer

View

XDM and SCHEMA

Machine Learning and Artificial Intelligence

4

Query and Data

Science

6Segments

FOR

MA

T

2

3

Real-time Profile

5


CONTENTS

9



02 What is AEP?



05 How can we help?


WHY IS IT IMPORTANT?

10

Creates a unified view of the Customer for Insights

Activates relevant experiences at scale across platforms1 2

Real-time Customer Profile

You can see a holistic view of each individual customer across multiple data sets, channels, online, offline, CRM and third-party sources. This data is up to date, relevant to the individual and easily accessible to marketers and the rest of the business

Customer Journey Analytics

Can let you join all of your customer journey data from every channel into a single interface for real-time, cross-channel analysis and visualisation. This services allows you to view customer experience flows at every interaction, identifying dropouts, conversions and enabling customer centric decision making5.

Cross Channel Personalisation and Segmentation

Leverage the real time unified profile to drive advanced segmentation and deliver consumer experiences unique to the individual spanning multiple platforms. This can be used to activate consistent and relevant experiences across channels and touchpoints to increase engagement and conversions6.

Predict Behaviours using Data Science Workspace

Build propensity models and predict user behaviours by creating audiences based on customer behaviours and preference. You can use Machine Learning and Artificial Intelligence to enrich customer profiles and deliver personalised experiences across channels.

Web/App interactions

Telephone

Transactions

Loyalty

Profile

Transactions

TelephoneAudience

Web/App interactions

Profile

Loyalty


THE VALUE CASE FOR CLIENTS

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usto

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Re

latio

nshi

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prov

e Ef

ficie

ncy

and

Com

plia

nce

Opportunities

Customer Base

Product Adoption

Servicing and Marketing

Compliance

Operational

Business Opportunity Example Value Levers and Tactics Exam

ple

KPI

• Increase top of funnel conversion by enhancing cross-channel unauthenticated personalisation w/ real-time behavior activation

• Further personalise digital experience with CRM, transaction and digital data to reduce friction

• Use propensity models with online behaviour and trigger messaging to mitigate customer loss

• Enhance offer/product decisioning based on near real-time activation of digital and CRM data

• Equip front-line with real-time offline and online insights for key “relationship” moments

• Centrally orchestrate omnichannel re-engagement using more data sources

• Reduce service call volume with better digital self-serve and channel switch analysis

• Reduce service call length by optimising predicted workflows and access to recent online activities

• Reduce marketing spend waste using experience-based suppression

• Centralise data governance to reduce risks while increasing relevancy across channels

• Reduce time to generate high-quality insights, manage segments and integrate Adobe with other technology systems

• Recommend relevant offers based on predicted key life moments of prospects

• Equip front-line with real-time profiles blending offline and online data during on-boarding

• Optimise path to conversion for prospects with all drop-out events across channels

Engagement and Conversion

Uni

fied

view

of

cus

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Act

iona

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view

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ss-c

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orch

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Uni

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data

fo

unda

tion

MLa

ndqu

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serv

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Cus

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jour

ney

insi

ghts

▲Site conversion rate, Leads

▲Leads▲Conversion rate, Order / Channel ▲Sales / Channel

▲Customer retention

▲Customer satisfaction▲Monthly active users / Daily▲# Products / Customers

▼Service calls and call lengths ▼Marketing expenditure

▼Reporting Costs

▼Data compliance incidents

Sourced: from the Adobe Digital Strategy Group


CONTENTS

12



02 What is AEP?



05 How can we help?


HOW CAN AEP BE USED?

13

OPP

OR

TUN

ITY

TO

USE

AEP

The infrequent purchase of banking products provides some opportunity for journey personalisation

Monthly statements or everyday app use offer more frequent opportunities to interact in a unique way

In-branch services or call center interactions provides more interactions and therefore opportunities to personalise

To fully utilise the potential of AEP, we need to take a holistic approach to how we use insights, personalisation, segmentation, machine learning and artificial intelligence to drive value for the customer. This approach should be used across products and services, that go beyond organisational silos, look at all customer interactions and identify opportunities to improve and grow experiences.

• Different products and services offer varying degrees and frequencies of interaction

• Which channels are most frequently used by which customers?

• How can you offer a unique experience at various touchpoints?

• Customer touchpoints should be optimised in order to create personalised interactions which are contextually appropriate, relevant and valuable

FREQUENCY OF CUSTOMER INTERACTION


WHAT TO CONSIDER

14

To use AEP effectively we need to consider three main steps. Each step ensures clients cover all aspects of the customer experience at every touchpoint and enables them to measure against business outcomes.

ANTICIPATE ORCHESTRATE ACTIVATE

Identify all stages in the customer lifecycle where you can maintain a persistent dialogue with the customer. Recognise the way in which you can use AEP to generate traffic, build awareness, assist conversions as well as control existing customers engaged with the brand

Identify segments or problems to investigate and validate the data. Use AEP to investigate if you are meeting customer expectations, find out if you can improve a bad experience or enhance an existing experience.

Connect the data sources and the activation channels. Map the sources into an Experience Data Model (XDM) so it can be standardised and imported from multiple sources. Stitch and create profiles and segments in AEP and allow users and applications to access the profile.

Use the real-time customer profile in AEP to activate experiences across different channels delivering experiences to individuals or segments. As profiles collect more data, this enables targeted audiences to be ever-evolving.

WHEN to use? WHO would benefit? WHY are we doing this? HOW will it be achieved? WHAT changesare we making?

SolutionsProblemsRecognise the desired outcome and KPIs that will be moved with an improved experience. These outcomes can include increasing traffic, conversions, revenue, or frequency of use.


CONTENTS

15



02 What is AEP?



05 How can we help?


HOW CAN WE HELP?

16

We looked at the capability required to create a profile, maintain the data and activate these fluid profiles across multiple channels. We believe that we have the professional services and expertise to enable clients to set up and run AEP on an ongoing basis. We will help clients in three main areas that will enable them to think more strategically and set the direction they want to achieve with their data.

ANTICIPATE ORCHESTRATE ACTIVATE

Provide a view on how to support clients with the implementation process and data governance. To enable them to set up and keep evolving the Experience Data Model (XDM), Schema and Single Customer level View (SCV) going forward.

Data Management Identify, categorise and validate use cases to take forward. This will set up the process to repeat an ongoing basis.

Use Case DefinitionDeploy relevant comms, content and experiences through activation channels and customer touchpoints.

Deploy Experiences


USE CASE DEFINITION

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Allows use of solution hypothesis, validated with data that feeds into the data strategy, experimentation and personalisation campaigns


To identify, categorize and validate use cases we would use our PSM (Problem Solution Mapping) methodology. PSM is a unifying framework for optimizing user experience around a common set of goals, problems and solution hypotheses—researched and validated with data every step of the way.

Problems are mapped to clearly defined goals and are then rigorously researched, via usability research, analytics and customer feedback, to distinguish noise from signals.

Using this methodology we can anticipate the ‘When’ and the ‘Who’ to target using AEP. We can then map these users to the desired outcome and identify data fields to include in the XDM.

OUR OFFERINGS:

DATA STRATEGYConducting Human Insights and Social Monitoring to define audiences for segmentation

EXPERIENCE, ANALYTICS and OPTIMISATION

PERSONALISATION

INVESTIGATION and VALIDATION

Problem Problem Problem Problem

HypothesisHypothesis Hypothesis

GOAL GOALGOAL

Leverage data and insights to determine and prioritise the most valuable use cases

Combine data to identify the most relevant end-to-end experiences for the customer


MIGRATEData Migration

Services

TRANSFORMData Transformation

Services

TESTTest Data

Management Services

INTEGRATEReplication and

Integration Services

ARCHIVEInformation

Lifecycle Management

Services

DATA MANAGEMENT

18Copyright © 2020 Accenture. All rights reserved.

DATA STRATEGY

Translate human insights and define target audiences for data driven activation

APPLIED INTELLIGENCEEnterprise data management and governance

CUSTOMER DATA ORCHESTRATION

Using customer data to connect and personalise experiences

OUR OFFERINGS:

It's important to ensure that you implement strong data governance processes as part of your AEP implementation. Maintaining data lineage and data definitions through effective metadata management and combining this with clear data ownership and data governance will enable you to accelerate the path to value realisation

Uploading and Updating data:

• The XDM: a Customer Data Model that represents all of their customer data no matter which data sources are used.

• Schemas: a set of rules that describe the blueprint of the data, including validations against which data sets can be imported and organized.

• Cleansing and standardisation of the data outside of AEP so it conforms to the XDM.

Ongoing management:• Provide data governance (configure and

manage) for real-time customer profiles and segments

• Fix data quality issues to enable data science activities to progress quicker

• Oversee data governance processes to improve decision making and prevent delays across the end to end process

Applies Data Governance for AEP Implementation and Management


DEPLOY EXPERIENCES

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OUR OFFERINGS:


Helps clients get closer to their customers, with the right content on the right channel to drive engagement

OR

CH

ESTR

ATI

ON

LA

YER

INTE

GR

ATI

ON

LA

YER

ACTIVATION

NEXT BASED ACTION

OFFER OPTIMISATION

SOCIAL PLACEMENT

SOCIAL LISTENING

CAMPAIGN EXECUTION

UI ANALYTICS

RECOMMENDATION ENGINES

AB TESTING/MVT

CONTENT/ASSET MANAGEMENT

UI PERSONALISATION

AD TARGETING

SEM MANAGEMENT

CREATIVE OPTIMISATION

BIG OPTIMISATION

DIRECT MAIL

EMAIL

SMS

MOBILE PUSH

CALL CENTER

E-COMMERCE

POS

EVENTS

MOBILE APP

WEB

SALES REP

SERVICE REP

SOCIAL

DIGITAL ASSISTANTS

AR/VR

CUSTOMER TOUCHPOINTS

AEP

Audience activation requires the creation of the Real-time customer profile within AEP. Once this is available, AEP uses its Identity and Edge services to allow clients to build and activate profiles when certain attributes or behaviours are detected.

Build a way to enable activation to export data to other platforms which is easy, consistent and allows for multiple destinations. Certain things need to be considered including what data is sent, authentication, scheduling, etc.

Build experiences in Adobe Campaign, Target and other 3rd party platforms. Create experiences for profiles or segments using Email, Push, Social, Advertising and other channels.

CREATIVE CONTENT SERVICES Impactful content at scale across all digital channels

MARKETING and CRM CAMPAIGNSOmnichannel campaigns to maximise customer engagement and brand performance

MEDIA and PROGRAMMATICS Transforming client’s media capabilities for greater control and performance

EXPERIENCE ANALYTICS and OPTIMISATION Leverage data and insights to optimise the experience at every touchpoint and end-to- end


CONCLUSION

20Copyright © 2020 Accenture. All rights reserved.

Adobe Experience Platform makes data and insights available in one place to help companies really understand their customers. It also can enable them to deliver highly personalised experiences, regardless of what channel customers use to engage with the brand.

AEP offers the ability to seamlessly integrate within a broader ecosystem using their Open API architecture. This makes it particularly appealing to organisations with and without the Adobe stack. By doing this Adobe has made AEP a lead contender in the data-driven experience space with its purpose-built solution.

Using AEP on an ongoing basis can be a big change for many organisations. It provides a single source of truth to be used by various parts of the organisation. This is particularly important for organisations that want to break down organisation silos and focus on customer experiences.

We believe that in order to fully utilise AEP, organisations will need to invest in truly understanding their customers and their journeys. They can begin by validating real customer problems across user journeys and identifying experiences to improve. Once they have the data, they will need the capability to manage and govern the data into insights within AEP. Finally with the data transformed into usable segments they will need to build outstanding experiences to really engage with the customer across channels. This will help organizations move from customer engagement to customers advocating their brands.

Divya IsaiahExperience Manager [email protected]

Rachna SundaramManaging Director [email protected]

Thanks to:

For more informationPlease contact


REFERENCES

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1. The US Customer Experience Index, 2019: Some Small Gains, Widespread Stagnation, No Real Leaders. Author: Rick Parrish. https://go.forrester.com/blogs/cx-index-2019-results/

2. How Nike Is Using Analytics To Personalize Their Customer Experience. Author: Alex Barseghian. https://www.forbes.com/sites/forbestechcouncil/2019/10/07/how-nike-is-using-analytics-to-personalize-their-customer-experience/#6d9b22bd1611

3. Experience Platform Services Documentation. https://www.adobe.io/apis/experienceplatform/home/services.html4. Adobe Experience Platform overview. https://docs.adobe.com/content/help/en/experience-platform/landing/home.html5. Adobe Experience Platform. https://www.adobe.com/uk/experience-platform.html6. Solving the Problem of Activation on Adobe Experience Platform. Authors: Justin Ross, Douglas Paton. https://medium.com/adobetech/solving-the-

problem-of-activation-on-adobe-experience-platform-58fcac4c1eb5


In the order they appear in the document

https://go.forrester.com/blogs/cx-index-2019-results/

https://www.forbes.com/sites/forbestechcouncil/2019/10/07/how-nike-is-using-analytics-to-personalize-their-customer-experience/

https://www.adobe.io/apis/experienceplatform/home/services.html

https://docs.adobe.com/content/help/en/experience-platform/landing/home.html

https://www.adobe.com/uk/experience-platform.html

https://medium.com/adobetech/solving-the-problem-of-activation-on-adobe-experience-platform-58fcac4c1eb5

adobe experience platform | accenture · 2020-07-30 · aep enables users to create real-time...

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