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:
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:
High level architecture
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.
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
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...
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...
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?...
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.
Adobe Campaign’s message center triggered real time email A based on ctx payload.
<rtEvent wishedChannel="0" email="firstname.lastname@example.org" type="mcAbandonedEncountersJoin" >
Finally build campaign workflow to target correct audience for future email B, C and D.
Export the call list to external CRM system to be used for call center.
Future Enhancement and road map
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.
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:
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.
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