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Development of Personalisation at Scale - Adobe Marketing Cloud (AMC) upgrade to Adobe Experience Platform (AEP)

Upgraded Adobe Marketing Cloud to Adobe Experience Platform to enhance multichannel customer experiences across mobile apps, websites, and email, overcoming challenges with data integration and audience management to improve customer acquisition and retention.
Development of Personalisation at Scale - Adobe Marketing Cloud (AMC) upgrade to Adobe Experience Platform (AEP)

Project Type: 

Technical

Year: 

2024

Industry: 

Finance

Duration: 

9 Months

Services: 

Roadmap, Catalyst

Role:   

Data Engineer, Lead Engineer, Solution Architect

Objective

The objective was to upgrade the existing suite of Adobe Marketing Cloud tools to the Adobe Experience Platform (AEP) and enable new multichannel/omnichannel customer experiences across Mobile App (Android/iOS), product information, customer self-service websites, and email. This included enabling AEP to securely connect with the internal data warehouse to execute predictive models for delivering personalized experiences.

Approach

    1. Creation of current state to target state roadmap
    2. Creation of technical solution designs
    3. Enable capability and build solutions
    4. Gain approvals with IT Security Groups
    5. Gain solution endorsement with governance groups
    6. Lead engineering groups to implement solutions
    7. Provide stakeholder handover
    8. Run proof of concepts/proof of value
    9. Stakeholder management and consensus for solutions
    10. Support cost benefit review
    11. Test and validate solutions

Outcome

Integrating historical analytics data from multiple implementations posed numerous challenges due to varying variable types, measurement methods, and limited use of Adobe Tags across mobile apps and websites. Additionally, significant effort was required to enable Adobe Journey Optimizer (AJO) to deliver offers within Android/iOS apps. The decommissioning of Adobe Audience Manager (AAM) and its replacement by AEP necessitated reformatting and repointing the CRM data feed previously used by AAM to build audiences. Despite these challenges, the upgrade to AEP facilitated the delivery of multichannel/omnichannel experiences across mobile apps, websites, and email, ultimately improving customer acquisition and retention.

Apps

Adobe Analytics, Adobe Analytics Workspaces, Adobe Audience Manager, Adobe Campaign Manager, Adobe Customer Journey Analytics, Adobe Data Feeds, Adobe Data Governance, Adobe Data Stream, Adobe Experience Manager, Adobe Experience Platform, Adobe Realtime Customer Data Profiles, Adobe Tags (Launch), Adobe Target, Atlassian Confluence

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