This use case guide describes how to build an integrated digital marketing platform using Adobe Experience Cloud.

This guide is divided into five steps that use the following solutions, integrations, and core services:

Solutions
  • Adobe Experience Manager to deliver digital content and experiences, and easily integrate your digital marketing tools.
  • Adobe Analytics to measure success and engagement, measure acquisition, track campaigns, and to build audiences.
  • Adobe Audience Manager to enhance, model, and syndicate audiences. Adobe Audience Manger audiences are syndicated across the Adobe Marketing Cloud.
  • Adobe Target to test, optimize, and personalize digital experiences.
  • Adobe Campaign to manage multi-channel digital experiences, and to deliver offline content using email and SMS.
Integrations
  • Analytics for Target (A4T)
  • Audience Manager to Analytics server-side forwarding
  • Audience Manager to Target audience sharing
Core Services
  • Shared audiences (People service)
  • Customer attributes (People service)
  • Dynamic Tag Management (Activation service)

Digital Foundation

The digital foundation use case helps you implement a digital marketing platform with analytics, optimization, and campaign management. Learn more

Step 1: Integrate Digital Marketing Tools with Your CMS

The first step is to integrate all your digital marketing tools with a scalable, reliable Content Management System. Adobe Experience Manager provides workflows, approvals, and versioning, and lets you run campaigns, experiments, and quickly update digital content without heavy IT involvement.

This guide shows you how to integrate your marketing tools using Dynamic Tag Management, and how to get your Analytics, Audience Manager, and Target implementations off the ground.

Goals:

  • Configure Adobe Analytics for site and content metrics
  • Deploy your marketing tags using Dynamic Tag Management
  • Configure Adobe solution integrations with your Content Management System

 

Step 2: Implement Analytics Data Collection and Reporting

After you integrate your marketing tools and have basic digital content tracking, the next step is to build an Analytics foundation. Integrating data at every step in your marketing process is essential to acquire new customers, retain customers, optimize conversion rates, and measure content velocity.

Goals:

  • Define and measure key performance metrics
  • Perform a customer acquisition analysis
  • Find top contributors to key conversion & engagement metrics

Step 3: Create a Unified Customer Profile

A unified profile lets you personalize your marketing message across the many touchpoints used by your customers, and gain a holistic view of your customers engagement with your brand. A unified profile is the foundation of cross-experience marketing and identifying customers across web and mobile apps.

Goals:

  • Evaluate customer profile options and integration points
  • Build a unified, cross-experience customer profile for audience membership and targeting

Step 4: Discover and Build Audiences

Building audiences in the Experience Cloud is much more than putting together a few segments for granular reporting. You need actionable, data-driven audiences that are available across multiple-touchpoints.

Goals:

  • Understand the audience creation methods in the Adobe Experience Cloud
  • Build data-driven audiences using marketing insights

Step 5: Personalize Content

Content personalization is the foundation of the customer experience. The integrated marketing tools in the Adobe Experience Cloud let you focus on the experience journey, and not just basic optimization at each touchpoint.

Goals:

  • Enhance the Target and Audience Manager visitor profiles
  • Target visitors using real-time, historical, and Audience Manager audiences

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