Please note that while Adobe Journey Optimizer is expected to be released later in 2021, we have only been given a “roadmap” without any commitment to this specific application or its related features.
Whether you’re still catching up on sessions or watching highlights from Adobe Summit 2021, you’re sure to hear or read about Adobe Journey Optimizer. This Adobe Experience Platform Application will be a centralized app “that helps brands to easily identify, create, and deliver the next best interaction,” according to Anjul Bhambhri, SVP Adobe Experience Cloud.
Bhambhri’s description, in addition to the few related sessions, is enough to excite most anyone in the martech space, but there isn’t a lot of information on AJO available as of now. Based on what we do know, here is a general overview of what we hope to see when the application is released and why this tool is such a huge, necessary step in the right direction for martech.
Taking Direction with Integrated Data
Digital marketers know the importance of data collection and what can be done with it, but many aren’t taking advantage of the data already available to them – and that’s where Adobe’s proposed solution comes in. Rather than focus on amassing more and more data to react to from system to system, the idea behind this application is to communicate with consumers (not their data) on a 1:1 level, live.
Human behavior is unpredictable, journeys are not linear, and a complex flow on one platform isn’t enough to pinpoint where a person is on their journey. Adobe Journey Optimizer uses the stitched customer profiles from Adobe Experience Platform to help draft meaningful customer journeys by monitoring all action as it occurs, online and off. This provides a living customer profile and improved, organic communications with potentially millions of customers at a time.
Plus, whenever a customer’s journey is mapped, all the assets needed for approved, eligible messages will be available in AJO. The centralization of real-time AI insights, data analysis, Adobe Experience Manager Assets Essentials, and tracking has yet to be seen in any current stacks.