Business Problem

The organization wants to setup personalized mail and visualization on website and app for 

• Business wanted to solve retention of customer and as well as collect profile data in real time and same to be used for marketing

• Generating leads on customer.

• Converting lost customer to potential customer.

• Translation of content based on customer preference.

Current Architecture

• Did not have ability to capture real time profile data.

• Relied heavy on backend data for marketing

• Personalization was not available.

• Multi lingual content was not available for marketing campaign.

Challenges

• Redesign of new website migration to Adobe Experience Manager.

• Alignment of business team and marketing team to have seamless conflict in content.

• Automated translation of multi lingual content did not match with expected content to be delivered to consumer.

• Understanding consumer journey entry and exit points.

• Migration of profile data from CRM system to AEP platform.

Solution

• Migrate existing website to AEM with new version supporting multi lingual content.

• Business process will provide goal, Marketig team will provide necessary content and campaign to be created using Adobe product suite.

• Create multi lingual content before hand to have faster switching of language content on website and app.

• Create campaign usecase and design journey points to translate into implementation for AJO.

• Create connection between CRM system to AEP platform to update profile near real time.

Architecture Diagram

Identity Strategy

• Primary identity considered was CRM ID.

• Identity considered was ECID.

• Identity considered was Email.

• Audience profile were created using Email as identifier.

Outcome

• Audience were created under AEP RT-CDP same was connected to Adobe Target for personalization on website and Adobe Journey Optimizer for Email campaign.

• Multi lingual content personalization was implemented using Microsoft Azure AI transalation.

• CJA was considered for viewing all reporting data from AEP, AJO and Adobe Target

Lessons Learned

• Do IP warmup to avoid mail been considered as spam.

• Validate personalization of Email content under different email domain.

• Use AJO Email content creator than uploading HTML document content.

• Monitor AEP dataset batch failure periodically to improve journey performance.