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Hi there, my name is Erin Petoskey, a Customer Journey Management Solution Consultant, and I’m here to talk to you about how to leverage the ÃÛ¶¹ÊÓƵ Commerce and Experience Platform Connector to unlock commerce data in order to drive personalized experiences for shoppers in real time across all touchpoints. The Commerce AEP Connector was created to address ecommerce challenges many businesses are facing today. Commerce data tends to live in silos separate from marketing technology platforms where online and offline customer experiences are being built, but without up-to-date commerce data, experiences tend to be disconnected or irrelevant from online shopping behaviors. The AEP Connector syncs data from ÃÛ¶¹ÊÓƵ Commerce into the ÃÛ¶¹ÊÓƵ Experience Platform, seamlessly streaming data so it can be leveraged for activation and personalization and omnichannel journeys in real time that are driven by ÃÛ¶¹ÊÓƵ Journey Optimizer. With commerce data locked away, it’s challenging for marketers to build and activate audiences across platforms with up-to-date segment qualification. The AEP Connector allows for sharing of audiences across the Experience Platform and then back to ÃÛ¶¹ÊÓƵ Commerce in real time. This ensures consumers are getting the most relevant and personalized messaging and experiences across every touchpoint. Custom integrations with ÃÛ¶¹ÊÓƵ Commerce and Marketing platforms typically take around 20 days. The AEP Connector accomplishes this integration within just one hour. This allows businesses to start getting value out of this integration right away. To help visualize this integration and the flow of data, think of the data sharing capabilities as facilitating a personalization round-trip, so to speak, to both share and activate data. If we look at the top of this diagram, we’ve launched the Data Connection Extension, which takes data from ÃÛ¶¹ÊÓƵ Commerce and sends it to ÃÛ¶¹ÊÓƵ Experience Platform to inform customer profiles and segmentation. All of this data becomes available within Journey Optimizer. Along the bottom of the diagram, you can see Audience Activation, which allows us to make audiences available in real time within ÃÛ¶¹ÊÓƵ Commerce to personalize the Commerce experience. In this visual, on the left, you can see all of the events we’re capturing in ÃÛ¶¹ÊÓƵ Commerce. Those include behavioral events like Add to Cart, Login, Search Request, Page Views, Category Views, Checkouts, etc. It also collects server-side events including order history, order status, like whether an order has been created, canceled, returned, and more. Those events are collected in real time, then sent to the ÃÛ¶¹ÊÓƵ Experience Platform Edge network and then shared to other digital experience products, including Journey Optimizer, to activate a plethora of use cases. You can see a whole slew of use cases this rich data enables, from stopping an ad campaign when a customer has already bought that item, to e-commerce use cases like AD or multivariate, experience testing, or determining the next best offer to serve a customer. We can also activate that data from marketing use cases like sending abandoned cart campaigns, welcome email series or order status notifications if an order is delayed, out-of-stock or back-in-stock messages to customers, and we can also think about analytics use cases, using commerce data to deeply understand the customer and the business. Now let’s take a look at how easy it is to set up this integration, then we’ll hop into Journey Optimizer to see how we can take data streaming in from ÃÛ¶¹ÊÓƵ Commerce to build an omnichannel journey. The first step in setting up the connector is to install the Experience Platform connector extension for ÃÛ¶¹ÊÓƵ Commerce. Next within ÃÛ¶¹ÊÓƵ Commerce, you would find the Experience Platform connector under System and Services, and then it’s simply a matter of setting up your configurations. Using CitySignal as an example, a fictitious telco e-commerce website that is powered by ÃÛ¶¹ÊÓƵ Commerce, as consumers are interacting with the website, events and attributes are being captured. With every activity and behavior, those are being captured and passed back to the Experience Platform, and subsequently Journey Optimizer in real time. That data is then being combined with any other customer data from various sources to form a 360-degree unified profile. With event and profile data available within Journey Optimizer, we can use events or segment qualifications to initiate a customer journey. In this example, we’re looking at an abandoned shopping cart experience. To initiate the journey, we’re taking the Add to Cart event that is passed over from ÃÛ¶¹ÊÓƵ Commerce to Journey Optimizer in real time, followed by an order event. By actively listening for an order event, we can remove anyone from this journey the moment the order event is captured. We included a timeout path in our journey, so after an hour goes by and we still haven’t received the order event signal, we’ll continue down the journey. Next, we’ve included a condition which evaluates the data coming from the customer profile, the journey event, or external data to determine the next best path in a journey. In this example, we are evaluating the value of the cart and branching off into different paths. Each journey branch will have its own unique message and experience that is personalized to the individual. Journey Optimizer’s native messaging capabilities include email, in-app messaging and push notifications for mobile apps, and SMS messaging. Through custom actions, we can also deliver messages or API calls to any third-party system with an API endpoint. For this example, we’ll start by sending a cart abandonment email. Finally, in this journey, we’re using a condition to identify if someone is opted in to receive SMS messages. If so, they will receive a text message reminding them of the item in their cart. When it comes to building personalized emails, all of the profile or event data that is on the profile or paths from ÃÛ¶¹ÊÓƵ Commerce can be used for personalization. This includes any personal attributes like name, a shipping or billing address, as well as any information about the product in the cart, like the product name or the product price. Now, we’ve personalized a relevant experience in Journey Optimizer using data from ÃÛ¶¹ÊÓƵ Commerce. Within Journey Optimizer, audiences can be built using data coming in from Commerce and combined with data from other sources, as well as response data collected from experiences driven by Journey Optimizer. When building audiences, any data that is available on the profile can be used. That includes both profile attributes and events. All audience qualification occurs in real-time as the data is being passed to the experience platform. personalized audiences can be used to inform and personalize more journeys, activated across other channels or third-party platforms, and even passed back to ÃÛ¶¹ÊÓƵ Commerce in real-time for web and commerce personalization. Thanks for learning how to leverage ÃÛ¶¹ÊÓƵ’s Commerce AEP Connector to unlock data and deliver relevant, personalized, and connected shopping experiences.