Adobe Marketing Cloud Integrations: Myth or Reality? by Holger Marsen

1. Adobe Marketing Cloud Integrations
Myth or Reality?

2. Holger Marsen
• Leads the Cognifide Optimisation practice with a particular
focus on the Adobe Marketing Cloud solutions
• Background in analytics/BI & development tools, internet
technologies, content management systems
• Previous positions in Sales, Support and Technical roles
Jakub Otrzasek
• Drives our customers Analytics implementations
• Background in Data delivery using BI and RDBMS
technologies

3. The Mythical Score

4. What is the Adobe Marketing Cloud?
Why is it important?
How many solutions?
What integrations exist in the AMC?
A strong Core!
Spaghetti Junction?
It’s all about the Creative!
Agenda
It’s all about Data!
How to instrument for Analytics?
How to leverage insights?
It’s all about the Experience!
I am a person not a number!
“Non-technical HTML” in Emails!

5. Section 01
What is the Adobe Marketing Cloud?
• Why is it important?
• How many solutions?

6. What is Adobe trying to do?
Create, Design
& Develop
Manage &
Deliver
Engage Users Analyze
Optimize
MAKE MANAGE MONETIZEMEASURE

7. ASSEMBLELISTEN PREDICT DELIVER

8. USER EXPERIENCE
.000 .003.001 .002
Consumers expect relevant content!
USER ACTIONS
300 milliseconds
Assemble
Predict
Listen
Deliver

9. MULTIPLE
CHANNELS
MULTIPLE
DATABASES &
TECHNOLOGIES
DISJOINTED
EXPERIENCE
EMAIL MOBILE SOCIAL DIRECT
MAIL
WEB
Register
Now!
25%
off
$15 off
Today Only!
Loyalty
Rewards
“Like”
us
to win!
A Siloed and Broken Experience

10. SOLUTION
S
CORE
SERVICES
Adobe Marketing Cloud
PLATFORM
ANALYTICSEXPERIENCE
MANAGER
CAMPAIGNMEDIA
OPTIMIZER
SOCIAL TARGET
ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILE
PROFILES &
AUDIENCES
USER
MANAGEMENT &
ADMINISTRATION
Data & Content
PRIMETIME AUDIENCE
MANAGER

11. Section 02
What integrations exist in the AMC?
A strong Core!

12. ACTIVATION
ASSETS COLLABORATION
EXCHANGE
MOBILE
PROFILES &
AUDIENCES
USER
MANAGEMENT &
ADMINISTRATION

13.  Common ID
 Attributes
 Audiences
 Store
 Sync
 Share
 Implement &
manage
 Customize
 Distribute data
 App analytics
 In-app
messaging
 Location
analysis
 Campaign data
integration
coming soon  Store
 Campaign data
integration
coming soon
up-sell
 Unified content
and commerce
 Implement &
manage
 Customize
 Distribute data
 Location
marketing
 Ad campaigns
 Customer data
integration
 Common ID
 Attributes
 Audiences
 Store
 Sync
 Share
 Implement &
manage
 Customize
 Distribute data
 App experience
optimization
 Location
marketing
 Customer data
integration
 Store
 Sync
 Share
 Social platform
integrations
PROFILES &AUDIENCES EXCHANGEACTIVATIONASSETS MOBILE COLLABORATION
USER
MANAGEMENT AND
ADMINISTRATION
ANALYTICS
CAMPAIGN
EXPERIENCE
MANAGER
MEDIA
OPTIMIZER
TARGET
SOCIAL

14. The Mythical Score

15. Section 02
What integrations exist in the AMC?
Spaghetti Junction?

16. Delivering a Personalized Experience
Onsite Experience
Adobe Media
Optimizer
Adobe Social
PLATFORM
Create
Manage Digital Assets
Adobe TargetAdobe Experience
Manager
Content Data
Adobe Analytics
Real Time Profile
Creative Cloud

18. The Mythical Score

19. Section 03
It’s all about the Creative!

20. Solution - Link Creative Cloud to Marketing Cloud
Shared Assets in Marketing Cloud
• Available in Target (and Analytics) directly
• Utilize in Social
• Link to from Campaign
Direct connection to Creative Cloud accounts
• Share with external agencies if desired
Gotchas?
No workflow at present! Assets can disappear..
 Drive through AEM DAM integration
Challenge – How to make creative
content available consistently?

21. The Mythical Score

22. Section 04
It’s all about Data!
How to instrument for Analytics?

23. Traditional tagging of pages requires manual JavaScript
insertion and maintenance.
CMS-based tagging should automate this by utilizing meta-
data
Issue: you need to define and maintain this yourself!
Solution: AEM provides an integrated mapping
framework to simplify tagging.
Important – it includes inheritance, thus provides flexibility to
alter/extend.
Gotchas?
Each component needs to be designed for analytics tracking!!!
Challenge: Analytics tags take a lot of
effort to implement and maintain!
<!-- Analytics code version: H.27. -->
<script language="JavaScript" src=”s_code.js"></script>
<script language="JavaScript"><!--
s.pageName=“The Apple Page
s.server=”www.mycompany.com"
s.channel=”Electronics”
s.prop1=”Returning Visitor"
s.prop2=”4.51pm"
s.campaign=GetQueryParam("source")
s.events=”search_in_category”
s.eVar1=”iphone6"
s.eVar2=”homepage search”
/****** DO NOT ALTER ANYTHING BELOW THIS LINE*******/
var s_code=s.t(); //--></script>

24. Use Dynamic Tag Management
• W3C Data-extraction
• Adobe provides automated package to extract content metadata
into W3C standard (with some headlibs changes + attribute
maintenance)
• Allows extraction of data points via remote rules in DTM
• No pre-definition of rules at present
• Provides no inheritance for larger deployments (manual
copy)
Use Analytics Dynamic Components
• Separates analytics data from actual component definition
• Make content available in mapping framework
How to solve the maintenance issue?

25. The Mythical Score

26. Section 04
It’s all about Data!
How to leverage insights?

27. Solution: Use Analytics integrations
Direct Analytics integrations
• Push data via Exchange (e.g. Email remarketing)
• Leverage full data set for SEM spend management
Integration via Marketing Cloud
• Leverage Visitor ID service
• Marketing Cloud Audiences
• Analytics segments
• Raw data
• Deliver custom experiences via Adobe Target
Challenge – I have data. How can I
become more successful?

28. The Mythical Score

29. Section 05
It’s all about the Experience!
I am a person not a number!

30. Personalization/Customization
• Design an experience to meet an individual’s preferences
Relevancy
• Responding to an individual’s desires/needs
Solution: You need Content and the means to
deploy it to individuals
Structured method of creating content
• AEM
Means to deploy it to individuals
• AEM + Target
Challenge: Personal communication in a
digital world
Relevancy
The “Sweet Spot”
Personalization

32. Benefits
• Supports full A/B Experience testing
• Leverages content generated/stored in AEM
Gotchas?
• Difficult to do MVT
• No support for Automated Personalisation &
Recommendations in Target Premium
??? Consider using new Interactive Target
interface
Challenge: Personal communication in a
digital world

33. The Mythical Score

34. Section 05
It’s all about the Experience!
“Non-technical HTML” in Emails!

35. • Strong workflow capabilities
• Comprehensive communications options
• Ability to tailor communication to customer data
• Can utilize creative from the Shared Assets in the Marketing
Cloud
Challenge:
Campaign requires manual or pre-packaged HTML templates
Adobe Campaign – Powerful multi-
channel communications tool

36. Solution: Utilize AEM-Campaign integration
• Use common formatting standards
• Simple, interactive content creation for Marketers
• Utilize approved and managed content from DAM
• Preview formatting against common browsers
• Increased delivery speed utilizing collaboration features and
workflows
Gotchas?
• Make sure to add appropriate workflow for template
approval
• Out of the box requires custom components due to inline
styling of emails
Challenge: Campaign requires manual or
pre-packaged HTML templates

37. The Mythical Score

38. Final Verdict

39. For more information contact:
Holger Marsen
Principle Consultant
T 020 34757 200
M 07968 489082
holger.marsen@cognifide.com
Thank you