At Adobe Summit 2021, Adobe announced a new tool called Adobe Journey Optimizer. At the time of the announcement, this tool was still subject to beta testing, but we can already share some early insights from the summit.
Why Adobe Journey Optimizer
It goes without saying that 2020 was a pivotal year, a year that redefined how companies engage with consumers. More than ever, the power is with the consumer. This consumer is more complex, and hence customer journeys are more complex. Consumers expect more and find it table-stakes now that all interactions they have with a brand, are connected across the journey.
“Just in time experiences” is no longer a buzz-word, rather it’s the new reality.
To address this new reality, Adobe journey optimizer is built with the promise to:
Orchestrate and personalise connected journeys across any app, device, screen, or channel.
How it works
To deliver on this promise, real-time data is key. There’s a need for one system of customer data truth, beyond CRM data, also including offline and behavioural data.
Therefore, at the heart of the solution is the Adobe experience platform (AEP) to integrate profiles, fusing live data from all sources across customer touchpoints. AEP has become the backbone of the Adobe Experience Cloud in terms of data management with a strong focus on first party data.