Contests

Company Name: AKQA

Company URL: https://www.akqa.com/

Your Name: Pradeep Kumar

Your Title: Principle Marketing Cloud Developer

Describe your company, the customer experience and business challenge(s) you set out to solve with Adobe Experience Cloud products, and how long your company/organization has been using Adobe Experience Cloud products.

 

AKQA, a design and innovation company, has been inspiring leading global companies and assisting in their digital transformation initiatives in a wide range of industries, including the communications, retail, airline, automobile, distribution, and banking industries. AKQA provides these global clients with comprehensive services including business, strategy, service and product development, and communication strategy through its 29 creative studios worldwide.

 

At AKQA, our goal is to expand horizons, combining the curiosity, ambition, imagination and pioneering spirit of a start-up with the reach of a global enterprise.

AKQA employs over 7,000 people in more than 50 countries. Our clients include more than half the Fortune 500 top 20 companies. We are trusted by clients across a number of industry verticals, from the fastest-growing start-ups, to leading multinationals and government agencies.

Recognition for AKQA:

• Won 600 Cannes Lions in the last decade, including two Grand Prix’s at Cannes Lions in 2019 and the Design Grand Prix in 2021
• Won 65+ Agency of the Year awards
• Winner of Fast Company World Changing Ideas award 2021 and 2022
• Winner of 19 D&AD Awards in 2021 and eight in 2022
• The only agency to lead Gartner’s independent evaluation of Global Marketing Agencies for four years in succession
• Led IDC’s quantitative and qualitative assessment of success in Customer Experience Design
• Most awarded digital agency as reported in the 2021 UK Digital Agency Census

 

Adobe Experience Cloud Journey

AKQA has been using Adobe Experience Cloud solutions for more than 7 years.

The company leveraged Adobe Experience Cloud solutions - Adobe Analytics, Adobe Target, Adobe Campaign, Audience Manager and Adobe Experience Manager to synthesize customer journey content and data management across different clients and this technology ecosystem transformed multiple clients’ experience into interactive and personalized experiences, leading to increase in net promoter scores.

 

Describe how you have integrated and used multiple Adobe Experience Cloud products to solve these challenges to improve and personalize the customer experience/journey. Please provide information that will be helpful in understanding your integration (e.g. architecture diagram, step by step process integration flow, etc.).

 

One of our clients in the super fund industry requested us to develop a campaign to assist users in completing key encounters (e.g. page visited, “Why join us” page, spend at least 40 second on the pages, scrolled down to bottom of the page etc.) in their interactions with themselves.

Client has 8 key ‘encounters’ or moments in the member journey which they refer to. These are actions which a member can take in order to improve their retirement outcome.

Use Case - Abandoned Encounters Join

Currently if a member begins an interaction with one of our digital touchpoints, but is unable to complete it, there is no response or follow-up for the client, and we hypothesise that the member is unlikely to return and complete the action.

Here is the testimony of how AKQA has leveraged AEM, AT, AA and AAM to deliver real time personalization and how Adobe Campaign Classic has been used to interact with non-members to join and become member and has increased client’s members count and help them grow while considering below touchpoints: 

• Use Adobe Target to display a sticky banner on the client’s “Why join us” page to non-members only, based on certain criteria :customers who have spent at least 40 seconds on specific pages have not received the same email earlier, wished not to receive any emails at all etc., and ask them to enter their email address.
• Send a real time email created in AEM and synchronized to Adobe campaign’s Message Centre module.
• Adobe campaign should leverage client’s available tech stack and is assumed to be predominantly built using Adobe Campaign with digital signals from Adobe Analytics.
• Identify digital signals such as page visits, tracked interactions, etc. which may indicate abandoned encounters and create segment in AAM using these Analytical data and campaign data.
• Benchmark current encounter completion rate in order to measure campaign success
• Develop an ongoing, triggered series of communications, created in AEM, based on these signals which will nudge members or prospects to complete the encounter, including channel recommendations
• Develop a messaging strategy in campaign using workflows to improve encounter completion.
• The objective of the campaign is to improve encounter completion rate.

 

High level architecture

Process Guide

Step 1

Create email templates in Adobe Experience Manager and sync the emails to Adobe Campaign classic for future use. Standard integration is done as per document for AEM and AC.

https://experienceleague.adobe.com/docs/experience-manager-64/administering/integration/campaignonpr...

 

 

Step 2

Capture online behavior data like visited pages A, B, C and D are returning visits, visit time greater than 40 seconds, scrolled to bottom of the page etc. and create segment in AA to be exported to AAM for final segment creation using standard process of sharing segment from AA to AAM

https://experienceleague.adobe.com/docs/audience-manager-learn/tutorials/build-and-manage-audiences/... .

 

 

 

 

Step 3

Sync Adobe Campaign data to AAM using standard integration using visitor ID. https://experienceleague.adobe.com/docs/campaign-classic/using/integrating-with-adobe-experience-clo...

 

Step 4

Create Segment in Adobe Audience Manager based on online activity and campaign data such as email A not received earlier, wish to not receive any email and share segment from Audience Manager to Adobe Analytics using integration https://experienceleague.adobe.com/docs/analytics-learn/tutorials/integrations/audience-manager/audi...

 

 

Step 5

Create Target Activity for non-members using AAM segment and deliver it to Website using Standard integration of Target and AEM. https://experienceleague.adobe.com/docs/experience-manager-64/administering/integration/target.html?...

 

 

 

Step 6

Users can input email address in the sticky banner experience created in Target and delivered to website’s page. Once user input the email address, Adobe Campaign’s API will be called from AEM code one for message center which will trigger and email entered email address and another call for marketing instance where one new recipient will be created and stored in AC for future campaigns. https://experienceleague.adobe.com/docs/campaign-classic/using/configuring-campaign-classic/api/web-...

 

 

 

 

Message Center API call can be made from postman to trigger the email.

 

 

 

Step 7

Adobe Campaign’s message center triggered real time email A based on ctx payload.

<rtEvent wishedChannel="0" email="pradeep.kumar@akqa.com" type="mcAbandonedEncountersJoin"  >
<ctx>

<member>

</member>
</ctx>
</rtEvent>

 

 

Step 8

Finally build campaign workflow to target correct audience for future email B, C and D.

 

Step 9

Export the call list to external CRM system to be used for call center.

 

 

Future Enhancement and road map

• We are in process of implementing AEP as a single source of truth for this solution and accessing segments in real time (not the next day) by migrating AAM segments to CDP, personalizing web experiences by pushing audience segments to Adobe Target via CDP, retargeting this audience with Facebook ads by pushing segments to Facebook via CDP.
• Also, as a future scope, we are looking into using Adobe Journey Optimizer (AJO) for campaigns and already working on some use cases at this stage.

 

 

Considering the broad ecosystem of our client having more than 290+ attributes in their CRM database, we have created relevant schema in AEP and datasets has been created using different data sources.

 

 

 

 

Relevant destinations have been created to share the segment from AEP to destinations.

 

 

Based on your successful use and integration of multiple Adobe Experience Cloud products, describe how it has transformed the customer experience/journey, and the value, business impact, and results your company/organization has realized. Please cite both qualitative and quantitative results as applicable.

 

Developing an effective digital strategy has never been more critical. The changing economic climate requires businesses to embrace digital customer experiences at an accelerated pace and rely on digital platforms to create efficiencies in their engagement strategies.

The partnership between the AKQA and its clients enable brands to build human insight into their discovery, design, and development processes to more effectively meet their digital transformation goals.

• AKQA has helped its client to predict what moves to make to ensure customer satisfaction, engagement, loyalty, and lifetime value — factors that are critical for long-term business sustainability and success
• In AKQA, our work with number of clients worldwide, we have helped clients to use a customer-­journey-led model for transformation that not only reinvigorates the customer experience but also meets the equally urgent objective of carrying out the company’s digital transformation. With Adobe Experience products we have developed a new wave of applications that empower organizations to effectively manage customer experience across channels, with one touchpoint complementing the next

Using Adobe Experience products, we have helped several clients with their digital transformation.

Below is the impact of using Adobe Experience Cloud products for one of the clients:

• Targeted non-members and converted a good percentage to members.
• We targeted approx. 16K members through retention rollout campaign which helped our client with 36% less account closure and less than 28% members transferred to competitors.
• The retention rollout also resulted in members making 155 appointments with client’s financial advisers.

Several clients have already recognized the product’s usefulness and we are encouraging other clients as well to use Adobe Experience Cloud products for digital transformation.