Contests

Company Name: NextRow Digital

Company URL: https://www.nextrow.com/

Your Name: Pradeep Subramanian

Your Title: Enterprise Architect

 

Our Company: NextRow Digital is a new-age digital agency that specializes in marketing cloud and technology implementations. Building the right Digital strategy is key for successful MarTech implementation. Combining over a decade of experience with a flexible and collaborative approach, NextRow Digital helps clients meet their business needs successfully to overcome the challenges of digital transformation.

 

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.).

 

Context: Even though, PDF is the de facto document standard of the web, marketers have completely missed the boat when it comes to extracting meaningful analytics from them. Today, almost all websites allow the PDF files to download to a local computer or open it in a browser’s PDF engine. This is a huge blow for marketers as the customer is deflected away from the website for no reason.

For our case, let’s take a fictitious company “We.Technology”, a cutting edge B2B hand-held equipment seller across North America. They have a diversified product line of scanners and handheld computers, and each category and product has elaborate PDF files in the form of brochures and specifications. But today, these PDF files are not useful for marketers. Let’s see how their customer journey looks like today:

 

Current Experience:

1. Customer lands on We.Technology’s site & reads through the product page and wanted to know more about a product.
2. Clicks on the PDF spec sheet and the PDF opens up in browser’s native PDF reader
3. Customer does some key conversions like spending time, searching for high value key words. All of these goes completely un-tracked, given that customer is still online
4. Customer is interested in the product and downloads the PDF (again from the browser’s PDF reader, which goes untraced)
5. He/She prints it on a paper to highlight some key stuff, show it to clients in meetings
6. And if he/she comes back after a week later, We.Technology is completely unaware of the stuff that happened, and presents same (dumb) home page!

 

Negative Business Impact: As we can see in the current state, there are multiple issues with this experience:

1. Fractured content analytics: No analytics or behavioral data is collected from the PDF files (valuable micro conversions like time spent, search etc goes missing)
2. Offline Deflection: No integrations or triggers between PDF files and the website. The PDF today is a black box for marketers
3. Broken Journeys: Since there is an unknown black box, We.Technology is not able to use data effectively to personalize or offer the next best offer to the customer

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.

 

What problems are we solving: With the above challenges, NextRow's solution strategy revolves around:

1. Scalable and secure rendering of PDF content with rich integrations between websites/apps
2. Granular, standardized content analytics to power real-time, AI driven experiences and next best offers.
3. Power the marketers with a B2B version of an experience platform like RT-CDP (B2B) to create unparalleled experiences to customers

 Culmination of Adobe Clouds: NextRow have built an extensive solution which is an innovative integration of Adobe Experience Cloud and Adobe Document Cloud. Powered by AEP RT-CDP’s B2B edition, the data is put to use through real-time B2B profiles.  Below are the full suite of products:

1. Adobe Experience Platform RT-CDP B2B Edition
2. Adobe Journey Optimizer (AJO)
3. Adobe Experience Manager (AEM)
4. Adobe Target
5. Adobe Analytics
6. Adobe Document Cloud – PDF Embed SDK
7. Data collection (Tags/Adobe Launch) & WebSDK

Solution Summary & Improved Customer Experience:

 

1. Customer lands on We.Technology’s site & reads through the product page and wanted to know more about a product.

 

 

2. Clicks on the PDF spec sheet, the PDF renders beautifully side-by-side to the website. A user can switch to full-screen mode for deep reading experience.

 

 

3. Customer behavior like time spent, key word search etc. gets tracked through WebSDK on the site. The data is sent to RT-CDP event data sets and Adobe Analytics.

 

 

4. With the power of Adobe Document cloud’s Embed API, the user can also highlight specific sections of the PDF, add comments and perform advanced collaboration actions. All of these gets tracked using WebSDK

 

 

5. When the customer reaches a specific level of engagement (qualifies as a hot lead), the website can trigger very specific experiences. Ex: In this version of the solution, we are triggering a lead generation form when the user spends specific time and reaches the last page of PDF file.

 

6. The form details along with the email id, which is filled by the customer, goes into AEP profile data sets powering Real-time B2B profiles.
7. The user qualifies for a segment (called “hot leads”) which can be used for personalization and gets the annotated/commented PDF file in an email after completing the form.

8. When the user comes back to the home page, the home page banner, the user is now presented with very personalized content to continue his journey (RFID scanners)

 

 

Architecture Diagram: Below is a functional and an architecture overview of the solution:

 

 

 

 

Steps for Implementation & Integrations: Below are the steps to integrate the solutions:

1. Implement Adobe Document Cloud Embed API in your website using AEM or any CMS.
2. Render the PDF files using the UI customizations available via the Embed API
3. Integrate WebSDK and Embed API
4. Create schemas & datasets for the sources. Sources include Website events including PDF interactions, web site form profile, external B2B sources and B2B Person and B2B Account related schemas/datasets
5. Plan and implement identities for the sources. Leverage Identity Maps and B2B relationships to stitch together B2B profile
6. Implement data collection for Website using Adobe Launch - AEP Web SDK. This include setting up properties, creating data streams, enabling experience cloud tools etc.
7. Connect external B2B cloud systems through the available source connectors
8. Enable datasets for Real-time Customer Profile.
9. Create the necessary segments in AEP using Segmentation Service.
10. Activate the segments to Target using AEP RT-CDP Destinations.
11. Build experiences in Target to deliver the personalization on Website and Mobile App.
12. Set-up processing rules in Adobe Analytics to receive data from website.
13. Build Adobe Analytics Workspace dashboards to track the customer journeys and generate insights.

 

Screengrabs on Implementation & Integration: Below are some screen grabs on Implementation & Integrations.

 

AEP Schemas:

 

Web Event and B2B Person Schemas:

 

 

 

 

AEP Segment & Activation:

 

 

Adobe Analytics content analytics reports:

 

 

 

 

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 (qualitative and quantitative).

 

Business Benefits: Below are the solution's key benefits:

1. Valuable PDF behavior data extracted and added to Adobe Experience Platform for cutting edge content intelligence (which kind of PDFs works, drives sign ups, leads etc.)
2. Granular data and segments for hyper-personalization (ex: ‘rfid’ search inside the PDF, made the home page banner content with RFID information)
3. Behavioral data inside PDF can power Lead scoring model for B2B customers. This is extremely valuable when this can be used for any scoring models in Data Science Workspace. Real-Time ML (Adobe RTML) can utilize this real-time data for next-click personalization and advanced use cases like Next-Best Offers
4. Turns boring PDF files into marketing super powers, giving far more value to customers use PDF heavily for marketing (BFSI & Private banking, B2B Technology companies, Manufacturing, Pharma Research)
5. This infrastructure (AEP + Adobe Document Cloud) can open up other advanced document use cases like Digital singing (with analytics tracking), Interactive PDF documents (with AEM + analytics + target)

Estimated Business Results:

• An estimated improvement of +12% in lead form completion rate (based on a sample study)
• Reduced overall marketing costs by filtering the hot and cold leads (potential of up to 7%)
• Document level intelligence for content creation optimization (operational efficiencies)
• Generate and close leads fully online (with Adobe Sign for B2B customers)