Contests

Company Name: Xerago

Company URL: https://www.xerago.com

Your Name: Ranjithkumar Duraisamy

Your Title: Senior Developer - Digital Analytics

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.

Xerago is a marketing solutions provider that is adept at solving practical, hard-to-solve marketing problems using a combination of marketing communication, marketing analytics, and marketing technologies.

Xerago is an analytical marketing pioneer and has 17+ years of experience in delivering marketing services to global brands. Xerago is an Adobe Bronze partner for over 5 years and has helped more than 30 brands improve their marketing using Adobe Experience Cloud for managing content on digital properties, delivering analytics reports, providing personalized experiences and running omnichannel campaigns.

Xerago has been using Omniture SiteCatalyst and Omniture Test and Target products to deliver marketing solutions to its clients even before their acquisition by Adobe.

Client:

A leading banking service enterprise. Their customers engage with the service through a web portal and mobile application.

Business Challenge:

The client had a mobile application which they used to run mobile push notification campaigns. When recipients tap the push notification, they were directed to a landing page that gets loaded on their mobile browser. AEM delivered the landing page.

The challenge was to track customer identity information when they navigate from a mobile application to a mobile browser. As mobile app and mobile browser are two different applications it was a challenge to pass user identity information due to cross application/device tracking restrictions.

Although the user behavior on the landing page had been tracked through Adobe Analytics, the identity of those users were anonymous as they have not signed in to the banking portal through their mobile browser.

Due to this anonymity, the client faced the below challenges.

• There was no possibility to identify and categorize converted and dropped customers in the mobile browser.
• It was a challenge to initiate further retargeting campaigns due to customer anonymity.
• Also unable to identify positively responded users on the landing page so as to initiate further cross sell / up-sell campaigns.

As a whole, customer identity was an issue in all the above cases for which the client was seeking a solution.

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.).

To overcome the challenge we planned to pass the encrypted customer ID in the URL parameter from the mobile application to the mobile browser.

Hence, we created a mobile application script and added it to the client’s Android and iOS application. This facilitated to pass encrypted ID to AEM page whenever a user action gets initiated on the mobile app.

To further pass the encrypted customer ID to Adobe Analytics, we created a custom java script in Adobe Launch so that encrypted ID gets captured as a customer ID variable in Adobe Analytics.

As a result of the above steps user anonymity got revealed through the encrypted customer ID.

Experience Cloud Products used in the above integration

• Adobe Experience Manager: to read the encrypted customer ID which got received in the URL parameter.
• Adobe Analytics: to capture and report the encrypted customer ID

Integration Architecture:

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.

Integration of Adobe Analytics and Adobe Experience Manager helped in the following

• Customer anonymity issue got resolved.  As a result, dropped users were identified and retargeted.
• Post this cross device / application integration, the client initiated the Chinese New Year In-App notification campaign for their various banking products with discount offers. This integration helped in identifying 20% of converted customers.

Further we were able to retarget the dropped customers which resulted in additional 15% conversions from the retargeted campaign.