The power of decisioning — Adobe Journey Optimizer

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Decision Management enables businesses to automate and optimize their marketing efforts by leveraging artificial intelligence (AI) and machine learning (ML) algorithms to determine the best course of action for each customer interaction.

Decision Management is a key component of Adobe Journey Optimizer which can be utilized in Adobe Target as well to deliver personalized experiences to customers on web and mobile. Decisioning API allows businesses to programmatically access and deliver personalized offers across various channels in real-time.

Decision Management — Adobe Journey Optimizer

Decision Management helps businesses determine the most appropriate content, offers, or next steps to deliver to individual customers at any given moment. Decision Management offers the capability to deliver the next best offer across inbound and outbound channels as part of its comprehensive customer journey management solution. It considers a variety of factors such as customer preferences, historical behaviour, real-time contextual information, and business rules to make informed decisions. By automating these decisions, businesses can deliver personalized experiences at scale and in real-time, increasing customer satisfaction and driving desired outcomes.

Here are some use cases where Decision Management in Adobe Journey Optimizer can be beneficial across different channels:

· Website Personalization: By integrating Adobe Journey Optimizer with your website, you can leverage Decision Management to personalize the content and offers displayed to each visitor. Based on real-time data, such as browsing behavior, past purchases, and demographic information, Decision Management can determine the most relevant product recommendations, promotions, or content to present to individual visitors, increasing engagement and conversions.

For example, if a user has shown a preference for casual clothing, the website might showcase new arrivals or promotions related to casual wear.

· Email Campaign Optimization: Adobe Journey Optimizer can enhance email marketing campaigns by leveraging Decision Management. Based on customer profiles, historical interactions, and real-time data, such as email opens, clicks, and previous purchase behavior, Decision Management can determine the most relevant offers, product recommendations, or personalized content to include in each email, leading to increased open rates, click-through rates, and conversions.

For example, a user who has been subscribed for a long time might receive an exclusive upgrade offer, while a user who has recently cancelled their subscription could receive a win-back offer.

· SMS and Push Notifications: Decision Management in Adobe Journey Optimizer can be utilized to deliver targeted and personalized SMS or push notifications. By considering factors like customer preferences, location, and real-time behavior, Decision Management can determine the most suitable content, offers, or alerts to send to individual customers via these channels, driving engagement and response rates.

For instance, a customer who hasn’t made a purchase in a while might receive a SMS reminder with a special discount to encourage them to visit the store.

For instance, a lunchtime offer could be sent around mid-morning to remind users to order their lunch from the mobile app.

Decisioning API — 3rd party custom applications

Adobe Journey Optimizer provides a Decisioning API that allows businesses to programmatically access and leverage the decision-making capabilities of the platform to deliver personalized offers across various channels in real-time. This API integration allows for seamless integration with existing systems and applications, enabling businesses to provide dynamic and targeted offers to their customers efficiently into their own applications, websites, or systems to dynamically determine and deliver the most relevant offers to customers.

Once the decisioning process is complete, the Decisioning API retrieves the recommended offer or content from Adobe Journey Optimizer. This can include personalized recommendations, promotional offers, specific messages, or any other relevant content tailored to the individual customer. The retrieved offers can be seamlessly delivered to various channels through the API integration. This can include websites, mobile apps, email campaigns, SMS messages, push notifications, or any other 3rd party customer touchpoints.

Here are some use cases where decisioning API can be utilized with 3rd party applications/tools.

· Call Centre Support: Decision Management can assist call centre agents by providing real-time recommendations or guidance during customer interactions. By integrating Adobe Journey Optimizer with call centre systems via decision API, agents can access customer profiles, past interactions, and suggested actions based on Decision Management analysis. This helps agents provide personalized and relevant recommendations or solutions to customers, enhancing the overall customer experience.

For example, if a customer has a high data usage but is on a limited data plan, the call center representative may offer an upgrade to an unlimited data plan at a discounted rate.

· kiosk experience: Decision Management allows kiosk experiences to adjust pricing and promotions in real-time based on various factors such as inventory levels, customer segments, or competitor pricing. This enables the kiosk to optimize offers and discounts to maximize sales while ensuring profitability.

For instance, if a customer orders a burger, the kiosk can display a prompt to add fries and a drink at a discounted combo price.

· Social Media Advertising: Adobe Journey Optimizer can optimize social media advertising efforts by leveraging Decision Management. By analyzing customer data, preferences, and behavior, Decision Management can determine the most appropriate targeting parameters, ad content, or offers for each individual on social media platforms. This ensures that the right message reaches the right audience, leading to improved ad performance and conversions.

For example, if a customer has previously shown interest in dresses, the ad might feature a selection of discounted dresses or a special offer on a specific dress style.

Offer decision — Adobe Target

Adobe Target and Adobe Journey Optimizer can work together to enhance the offer decision-making process and deliver personalized experiences. To use offer decisions in Target, Adobe Target Standard or Adobe Target Premium implemented using the Adobe Experience Platform Web SDK.

Adobe Journey Optimizer allows businesses to define customer segments based on various attributes and behaviours. These segments can then be synchronized with Adobe Target, enabling personalized targeting and offer decisions for each segment. Adobe Target with Adobe Journey Optimizer offer decisions to determine and deliver the next best offer for your visitors on web and mobile.

Offer decisions created in Adobe Journey Optimizer can be added to Target activities manual A/B Test or Experience Targeting using either the Visual Experience Composer (VEC) or the Form-Based Composer to test and deliver personalized offers to your visitors on your inbound channels powered by Target.

For example, Retail wants to improve customer engagement and conversion rates on their e-commerce platform. They aim to deliver personalized offers to each visitor based on their behavior, preferences, and previous interactions with the website

Overall, the power of decision empowers marketers to make data-driven decisions, personalize customer experiences, and optimize marketing efforts in real-time across channels and applications. It helps marketers deliver the right message, to the right audience, at the right time, resulting in improved customer engagement, conversions, and overall marketing effectiveness.

Hope you found this information helpful.