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Transcript

Hi, all. Thank you for joining. We will be getting started momentarily. Day session will be focused on enhancing personalization. Integration essentials for ÃÛ¶¹ÊÓƵ Target with CGA and Am led by Innovative Patel. So we’re going to wait another minute for attendees to filter in. And then we’ll get started.

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In the meantime, watching the attendee list come in and I think we’re probably at a point where we are good to kick this off, and I’ll turn the reins over to you and let you give us your presentation this morning. And then at the end, when we if we have some time, we’ll have everyone’s mics and cameras are muted for the presentation. But at the end the last some time for some Q&A. So with that, Amit, I’ll turn it over to you.

Great. Thank you John. Hi everyone. Good morning and welcome to today’s session focused on enhancing personalization. Integration essentials for ÃÛ¶¹ÊÓƵ Target with CGA and Am. My name is Namita Patel. I am the Customer Success Manager, and my role is focused on helping customers realize the value of their ÃÛ¶¹ÊÓƵ solutions. So first and foremost, thank you for your time and attendance today. Just to note that this session is being recorded and a link to the recording will be sent out to everyone that is registered. This live webinar is a listen only format, but it’s very much intended to be interactive in that as we go through the content in today’s session, feel free to share any questions you guys have into the chat or in Q&A pod. Our team will answer questions that do come up, and we also have time reserved at the end of the session for additional Q&A. And if there are any questions that we don’t get to during the session, our team will take note and follow up and let your account team know. So we’ll also be sharing out a survey at the end of the presentation that we’d love your participation in to help us shape future sessions. So with that, let’s go ahead and get started.

Here’s what we’ll cover today. So first we’ll dive into the solution fundamentals, where we will provide an overview of each solution and the key capabilities it has to offer as an end to end solution. And then we’ll dive into the integration between ÃÛ¶¹ÊÓƵ Target and Customer Journey Analytics, where we’ll discuss the benefits of integrating both solutions along with some best practices and use cases. And then we’ll move into the integration of target and Am, and how these two solutions combine powerful content management with advanced personalization to deliver digital experiences. We’ll also review some key insights and use cases to keep in mind while using this integration. And then at the end, we’ll briefly touch on the end to end strategy of bridging all three solutions together and what value that brings. And how it helps shape the customer journey. And lastly, we’ll wrap up the webinar with key takeaways from today’s session and then open it up for some Q&A.

So let’s get started on our first topic. We’ll do a quick review on each solution here.

ÃÛ¶¹ÊÓƵ Target. So target is our personalization at scale optimization engine. Target helps deliver the best experiences through a unified progressive profile that spans cross-Channel. Knowing your customers and giving them that personal experience consistently makes them feel heard and heard. Customers are happy customers, and happy customers are the ones who ultimately become those loyal customers. So target has the functionality of several products wrapped up into one, meaning that you don’t need to jump from tool to tool. There’s a lot of value in target alone. It’s designed for both marketers and IT teams. So everyone can use it in the way that they need. And it’s ready to integrate with other ÃÛ¶¹ÊÓƵ Experience Cloud solutions for a cohesive experience on your end. And then you can use target to apply AI and machine learning to your personalization efforts, to ensure that you’re able to deliver those extraordinary experiences at scale.

Target covers all of the bases when it comes to the capabilities necessary for personalization, meaning that you can rely on one tool instead of multiple personalization tools. So you have AB testing. AB testing allows you to test two or more variations of a web page and app or content to determine which performs better based on specific metrics like engagement or conversions. Multivariate testing evaluates multiple elements on a web page or app simultaneously to determine which combination delivers the best performance. And then you have experience targeting, which delivers personalized content variation to specific audience segments based on predefined criteria like location, behavior, or demographics. And then auto target and automated personalization both use AI and machine learning to dynamically deliver the tailored experiences by analyzing user behavior and predicting the most effective content or layout for each individual. And lastly, you have recommendations, which is used to recommend specific content, products or services to a visitor based on their browsing and engagement history. So each of these capabilities can be used together or side by side on the same page.

And then we have customer Journey Analytics. CCJ provides real time cross-channel insights into customer behavior, enabling businesses to visualize and analyze complete customer journeys by integrating data from multiple sources. CJA helps identify trends, optimize touchpoints, and drive data driven decisions for enhanced, personalized, and improved customer experiences. It helps harness the power of data science, which allows marketers and analysts to unlock those deep insights and analysis.

So how does it work? So CTA consolidates all online and offline data into a single analysis infrastructure to provide that 360 view of the customer. So this includes data from all channels, whether it’s web, mobile, email or in-store and many more. CGA has the ability to attribute online activities to offline conversion and vice versa. So that establishes an accurate picture of visitor conversion and the effects of campaign investment. So this holistic perspective enables businesses to track customer interactions across touchpoints, uncover the customer trends, and identify opportunities to optimize experiences, all while ensuring that seamless and personalized journey for every customer.

And lastly, we have an ÃÛ¶¹ÊÓƵ Experience Manager, which is a comprehensive content management solution that helps businesses deliver personalized, seamless digital experiences across multiple channels such as websites, mobile app and email. Am allows businesses to create and source content both for websites and mobile applications, all in a central location, and the content can be text to be images, videos or really any multimedia, and can then offer workflows for managing, reviewing and publishing content. And these workflows ensure that content goes through the necessary approvals and stages before it’s being published live.

ÃÛ¶¹ÊÓƵ Experience Managers streamlines the sourcing, the management, and personalization of content by providing a unified platform that leverages data and automation to create relevant and dynamic digital experiences across multiple touchpoints. Am also helps to deliver personalization at scale with these three pillars. Content for all creating personalized content shouldn’t be a slow process that has dependencies on ten different teams. Democratizing the content creation process will remove that friction from siloed teams. So that means you can get that high quality, personalized content out of the door faster, all within your organization’s governance and guidelines.

Experience intelligence smart experiences are the ones that lead to trust and can help you create data driven experiences that are meaningful across any customer journey.

And lastly, agile delivery. With more channels and formats of engagement evolving and can help build faster and ship faster so and can accelerate the delivery of connected experiences anywhere that you need.

So with that overview of each solution. We’ll now go ahead and jump into the integration of and target. So in this section of the webinar we’ll go through how the integration of Target and Create enhances customer engagement and can help drive business results. When these tools are integrated together.

So what is the power of integrating ÃÛ¶¹ÊÓƵ Target with customer journey analytics? Target reporting in CA enables you to measure and report on target activities directly in CJA. This functionality is comparable to what is being performed in ÃÛ¶¹ÊÓƵ Analytics via A40, but with the connectivity of ÃÛ¶¹ÊÓƵ Experience platform. So by adding the target classification lookup data set into a CGA connection, you now have the proper exposure to target reporting tools. Target order attribution, and other features, with only some minor preparation and adjustments made within the data view. These activities can be made available immediately for any user who wishes to send target data directly into CGA.

So some key benefits of this integration include confidently taking dynamic action based on analytics insights and audience data.

Discovering new opportunities for precision personalization, launching faster with fewer configuration steps during an activity setup, and digging deeper with identifying impact in your results. So create an ÃÛ¶¹ÊÓƵ Target to gather allows you to surface deeper insights from your personalization efforts to drive better business decisions, and conduct deeper analysis and customize the reports in target activities. So, the primary benefits of using customer journey analytics as a reporting source for target are that marketers can dynamically apply metrics to target activity reports at any time. It’s not required to specify everything before running the activity.

And marketers can take advantage of key features such as the experimentation panel to further analyze their website personalization. And if you have ÃÛ¶¹ÊÓƵ Journey Optimizer, you can have a single source of reporting for both Ajio and target. Both personalization products can be connected to customer journey analytics for a more holistic view of your web personalization.

And it’s also important to note here that in order to use this integration, the preferred implementation method is having ÃÛ¶¹ÊÓƵ Experience Platform and Target implemented through the ÃÛ¶¹ÊÓƵ Experience Platform Web SDK. So if you don’t currently have the ÃÛ¶¹ÊÓƵ Experience Platform Web SDK implemented, you can also use the ÃÛ¶¹ÊÓƵ Analytics Source connection to bring the data into app. So if you plan to use this method, you must select an analytics report suite alongside the app sandbox that you use with Customer Journey Analytics.

So let’s to review some use cases for you and target website personalization. The experimentation panel in CJA lets analysts compare different user experiences, marketing or messaging variations to determine which is best at driving a specific outcome. You can evaluate the lift and confidence of any AB experiment from any experimentation platform, whether it’s online or offline, or from other ÃÛ¶¹ÊÓƵ solutions like Target or ÃÛ¶¹ÊÓƵ Journey Optimizer.

Advanced segmentation for testing, you can utilize Sage’s ability to analyze customer interactions across multiple touchpoints to create the more nuanced, behavior based segments. And you can use those segments in target to deliver highly relevant, personalized experiences. And then you have comprehensive reporting and insights. You can combine targets performance data and suggest conversion rates or engagement metrics with A’s customer journey data into unified dashboards for a complete view of the customer experience. So this helps teams make more informed decisions on comprehensive insights.

And then you have real time experience optimization. CGA offers real time customer journey data, which can be used in target to adjust and optimize content delivery on the fly. You can ensure that the content is always relevant and engaging based on the most current customer behavior.

And lastly, journey driven personalization. By integrating journey level insights from CJA, target can personalize content and offers based on where the customer is in their journey. So, for example, you want to show a different content to users who are in the awareness stage and different content to those who are in the ready to convert stage or the ready to purchase stage.

And so let’s review some key insights that you should consider when using this integration. So when you’re in the planning phase, you can access all conversions from your analytics and create setup. There’s no need to depend on just one metric defined during the activity setup. And when you’re in target segment S must be defined before any activity. But however, with the year eight integration to target, you can create and apply segments at any time.

And when you’re in the implementation phase when deploying target, there’s no additional tagging that’s required to track to track conversions. By selecting a as the data source. You can access all of your create conversions.

And in the data analysis phase, you can use the same interface to research to analyze data, assess any opportunities, build hypotheses, and review any test results. Additionally, you can bring your data to life with trends, segmented flows, and fallouts, all while getting the deeper insights. By comparing these different experiences. And lastly, you can create hypotheses based on real data so you can share your insights with your team, and you can equip them with tools for visual storytelling, for automation, and faster report creation, for segment comparison.

And so some other things to consider before using this integration is what type of activities that you need to run. And making sure that it’s compatible within CGA. So in ÃÛ¶¹ÊÓƵ Target, the activity types that are not compatible with CGA integration include AB testing with auto allocate. So CGA is is designed for a more aggregated cross channel analysis of the customer journey. And it doesn’t natively support the traffic allocation mechanisms and the detailed performance metrics that are tied to an AB test with auto allocate and then AB activity with Auto Target. Auto target is not compatible with CGA due to its reliance on personalized data, which doesn’t fit that more holistic cross channel reporting model of CGA. And then you have automated personalization activities which aren’t, which aren’t, which you aren’t able to do with target. So automated personalization involves personalized individual level content variations that are specific to each user, and it doesn’t integrate with that cross channel aggregated analysis approach of CGA.

So let’s now jump into target audiences and how you can leverage CGA to get more value out of both solutions. So ÃÛ¶¹ÊÓƵ Customer Journey Analytics empowers businesses to target audiences with precision by providing that actionable, real time insights. So the robust segmentation and predictive analytics and seamless integration with other tools makes it a vital resource for crafting those tailored and impactful experiences. And CGA aggregates all of your cross-channel data into a single view and provides that understanding of your customer behaviors, their preferences, and their interactions. And so this helps you identify patterns and trends that inform audience segmentation.

So in order to help identify those patterns and trends, this activity here makes it very easy to capture audience segments with a powerful filtering and segmentation tools to define audiences. So we start off here with defining who the audience is. And then you want to look at their behavioral data, such as their browsing history or any purchasing patterns that you’ve noticed. And then you gather the source of where the audience is coming from, whether it’s email or mobile or web. And then you repeat this until you have a good amount of data here. And what this does is it helps to identify how audiences interact across different channels. So when you’re creating audience segments based on cross channel behaviors, you can ensure that the targeted messaging you have is consistent across all platforms and channels. And so how does this help you get more value out of both CTA and target? Well, let’s go through an example use case here. So you’re using CGA to segment audiences based on browsing or purchasing behavior. Such as say you have a user who viewed a TV on your website, but they didn’t purchase it. So you can then export those segments to target and display any personalized product recommendations. Such as here is a 50 inch TV that you might be interested in, or you can offer them a discount such as say, hey, here’s 10% off your TV purchase, or the next time they’re on your website, you can set a reminder saying, hey, the last time you were on our website, you are looking at this 50 inch TV. Are you still interested? So what this does is it really helps optimize the user engagement. It helps improve conversion rates and it enhances the customer satisfaction.

And then CGA also helps capture priority customer journey touchpoints that enable businesses to gain deeper understanding of the moments that matter the most in their experience. So with this activity, we want to focus on the key customer journey touchpoints such as first interactions, which can be like landing pages or ad clicks, any conversion points like purchases or sign ups, or even the post-purchase engagement such as a support request or a loyalty program interaction. And so this activity here kind of helps you focus your efforts on those touchpoints that drive the highest ROI or have the greatest impact on customer experience. And then what you can do is you can share those insights about the priority touchpoints with target. Like we discussed earlier. And you can deliver those tailored experiences and personalized messaging at those critical touchpoints based on the behavior trends that you captured in CJA using this activity.

So the goal of these two activities is to help map and analyze key audience segments that will help you define the customer journey and analyze customer interactions across multiple touchpoints to create that more nuanced, behavior based segments.

So with that, let’s go ahead and jump into the ÃÛ¶¹ÊÓƵ Target and an integration. So this integration merges advanced personalization and optimization features with strong content management, enabling seamless data driven customer experiences.

So Am and target are both powerful solutions with complementary capabilities, and they provide seamless integration to deliver personalized experiences. So how does the target and Am integration help scale and optimize your personalization efforts? So like I mentioned earlier, Am brings together all of your content and assets in a central location to fill your personalization strategy. It lets you easily create content for desktops, for tablets, mobile devices all in one location without writing code. So there’s no need to create pages for every device and automatically adjusts each experience for each device using your content. So with M and target, marketers can manage different variations of content fragments tailored to their audience segments, while developers can explore content fragment variations in to target for personalization across headless experiences.

So using experienced fragments and content fragments created in M for target activities lets you combine the ease of use and power of M with powerful AI and ML capabilities in target to test and personalize experiences at scale.

So let’s jump into a little bit more about what you can do with experience fragments and content fragments. So experience fragments are a reusable composite of one or more and components defining content and presentation that forms an experience which makes sense on its own. Experience fragments can be utilized across several channels and tools, including your website. You can use it with Facebook, Pinterest, or other ÃÛ¶¹ÊÓƵ solutions. Experience fragment integration with target is particularly interesting as it allows you to leverage Am content and use it for creating offers in target. And these offers can then be used to insert or replace content within different activities.

You can consume experience fragments in target activities using the Visual Experience Composer, the VC and the form based Experience Composer, and then content fragments, on the other hand, are reusable, presentation agnostic content and composed of a structured data elements such as text, dates, references, etc. and so you export content fragment variations from Experience Manager into target for personalization across headless experiences. And you can consume content fragments in target activities using only the form based Experience Composer, or it’s not compatible with the Visual Experience Composer.

And so another capability that strengthens the integration between target and M is facilitating personalization and experimentation for headless and server side implementations. So similar with the existing flow where customers can use and experience fragments in target activities, content fragments that are created in and can now be exported to target so that customers can run personalization and experimentation campaigns using Am Content fragments as offers and content fragments will be expert as Json offers, and they’ll land in target’s offer library, where they can be easily filtered and searched using tags.

And recent user experience enhancements for the AMM target integration will help customers that are using fragments from and perform their tasks easier. So users can now distinguish experienced fragments in target’s offer library based on their type, either Json or HTML. And you can view the metadata associated with each experience or content fragment into the info popover. And you can now also search and filter experience fragments and content fragments by their Am tags. So you can quickly find the desired offer you want to use in the target activity. And then some things to keep in mind before using this integration is what type of activities you need to run. And are they supported in this integration. So the activity types that are not compatible with the experience fragments and content fragments include multivariate testing. So testing multiple combinations of variables within fragments increases the complexity of managing content versions and audience targeting, especially when fragments are used in multiple contexts. So we recommend that you use AB testing with experience and content fragments, as you can test different fragment versions against each other without breaking their intended structure or their reusability.

And second, recommendations. Recommendations relies on machine learning algorithms to select the most relevant items from a catalog or data set. So Am experience and content fragments are predefined blocks of content, so this limits the ability to integrate recommendation algorithms directly into their structure. So both multivariate testing and recommendations are not supported with the aim and target integration.

And then you should also consider the following as you work with an experience fragments and content fragments in target. So you have naming conventions. Your experience manager organizes experienced fragments and content fragments using a ranked structure, which includes a nesting variation under a parent or master fragment. So this structure is maintained only in Experience Manager and it does not carry over when published to target. So you want to make sure that you establish a clear naming convention, which would help target users locate and associate these fragments efficiently, reducing any errors and improving workflow efficiency.

Then you have rendering styles you want to publish, experience fragments with style systems to target that can cause display issues due to configuration settings. So you want to ensure that the target environment can properly render styles from experience Manager and target is typically configured for HTML by default. So supporting web and hybrid content delivery and some front end UX elements may need validation before publishing and then content velocity. Prolonged development cycles can be frustrating for teams aiming to quickly launch new experiences, which are often designed with limited data to evaluate their impact. So by fostering collaboration between teams and leveraging core components with style systems, the development process can be accelerated by more than 50%. So creating experiences as experience fragments allows for AB testing in target, ensuring the delivery of the best possible experience and governance. Leveraging Experience managers workflows enables streamlined approvals and automated processes leading to faster, more accurate operations. So this also enhances the platform’s value by integrating it as a vital part of business workflows, rather than just a content management system, and centralizing authoring, inexperienced manager helps marketing teams focus on personalization and optimization while reducing those role related complaints.

So let’s now run through some use cases and benefits of using Am and target so you can update, test, and personalize content and experiences. Experienced fragments and content fragments support the design library and allows content adjustments across all digital channels. And target supports ingestion of experience fragments as HTML or Json based on that traditional hybrid or headless architecture. You can also optimize user experiences quickly. And this optimization can reduce customer acquisition costs by as much as 50%. The optimized content drives effectiveness and faster go to market, which reduces common complaints that new designs take too long to deliver.

And this integration can also help improve content velocity. You can reuse content and assets across all channels. You have a decreased time to go live with personalization and optimization initiatives, and you have easier target offer integration from that single source, which would be experience fragments. And so ÃÛ¶¹ÊÓƵ’s unique approach to enhanced personalization features makes brands more intelligent and adaptive at managing and delivering, delivering personalization at scale. So what are some example use cases that you can deliver with this integration? Personalizing banners on home page based on returning customers loyalty tier and same day call center interests in a specific offering. You can also personalize with current existing rewards points. Balance to incentivize, say, purchasing a travel package or maybe a package upgrade. You can also identify retention risks with segment qualification based on cross-channel behavior. So, for example, if someone is expressing dissatisfaction in credit card fees to a bank teller, you might want to target some value messaging and the most relevant content in your help or support section, or even offer a personalized incentive not to cancel when they’re on the credit card cancellation web page.

And lastly, offer suppression for sports package upgrades or customers who are currently experiencing a disruption in their TV service.

So these are just a few examples of how you can start engaging with your customers and prospects in real time with that relevant messaging, relevant content, or relevant offers.

So let’s now discuss the value of using all three solutions together in the customer journey.

So you have enhanced personalization. Target enables personalized experiences through advanced testing and optimization. And by integrating it with CJA. Target gains access to that rich customer insight and journey data, allowing for highly targeted, personalized strategies across multiple touchpoints. And combine that with Am, the system ensures that personalized content is seamlessly delivered in real time, and then you have seamless cross-channel experience and provides omnichannel delivery capabilities, ensuring that the personalized experiences orchestrated by target are consistent across your web, your mobile, email and other channels, and CJA tracks that customer journey across these channels, allowing for further refinement of cross-channel campaigns.

And then you have unified customer insights. So CGA aggregates all the data from various channels and provides you with that holistic view of the customer journey and target and the content served by and both help you understand the impact of personalized campaigns. And the insights can be used to refine content strategies and improve targeting for greater engagement.

And lastly, scalability and automation. AMS content management capabilities. Combined with target’s AI driven personalization and CJ’s advanced analytics, makes it easier to scale and automate campaigns so the system can handle large volumes of data and content to deliver those personalized experiences at scale.

So integrating these solutions offers significant benefits, but it also comes with some challenges that need to be addressed for that seamless functionality. So some of those challenges include coordinating and measuring personalized experiences across multiple channels, as different channels have unique data points and interactions. Right. So we here recommend using that activity we discussed earlier for CGA to map and analyze the customer journey comprehensively, and to ensure that you have alignment across all channels. And another challenge is that each business has unique requirements, and out-of-the-box integrations may not fully align with your specific use cases. So we want to make sure that you assess your business needs before integrating any solutions. And lastly, integration dependencies issues. And one solution can just disrupt the whole entire workflow of all three solutions if they’re all connected together. So we want to ensure that your teams are regularly monitoring the components and that everything is set up correctly. Addressing all of these issues proactively will ensure that businesses can unlock the full potential of these tools together.

So to wrap up, we’ve explored how ÃÛ¶¹ÊÓƵ, Target and Anca brings together content, data, personalization, and targeting into a unified strategy for delivering exceptional experiences. So whether it’s increasing conversions, boosting engagement, or scaling personalization across channels, the potential is transformative. So let’s review the key takeaways from today’s session.

Customer Journey Analytics shows you how brands can unify customer data and behavior from various interaction channels and sources to create a journey based view of our customer interactions. And if you combine that with target data into CGA to analyze customer journeys more holistically, you can optimize your personalization strategies across all touchpoints. And the integration between Am and ÃÛ¶¹ÊÓƵ Target empowers marketers to seamlessly deliver personalized, automated content experiences by leveraging and robust content management capabilities, and targets advanced optimization and testing tools. And lastly, using all three solutions together will help you deliver those data driven, seamless, cross-channel experiences at scale. So with that, I’d like to thank everyone again for joining today’s session. We hope it was helpful to you as we get into the Q&A portion of our event. There will be a quick two question poll launching to get your feedback and help shape our future sessions.

So with that, we’ll go ahead and review any questions that anyone has today.

John, are there any questions in the chat pod? Thank you so much to me to watching for questions right now to see what comes up. And, appreciate everyone’s time joining the join today. And hopefully you’ve gotten some great content from this and some ideas going forward. Again, feel free to put questions in the Q&A in the chat pod, and we’ll see if we can answer those. Also, if you have questions after the presentation, feel free to reach out to your ÃÛ¶¹ÊÓƵ team as well and they can help with those questions.

Yeah, it looks like I’m having some difficulty with the poll.

Sean, are you able to launch the poll on your end? Let me check. And, Sally, I see your question. Come in. Yes, we’ll we’ll make the recording on the deck available afterwards.

There’s the poll. There we go. Thank you.

Again, for your feedback on the poll is vital for us as we look to build the future webinars out and make sure this content is viable and useful for you guys. So all of you can fill the poll. That would be greatly appreciated.

Yeah. Any other questions from anyone? If not, we greatly appreciate your time. And again, we hope that we found some value in this. And we thank you so much for your time putting this together and presenting for us today. And yeah, this. Again is a field goal. Yeah, yeah. Thank you for taking the time to join today’s session. We hope to see you guys again on our future webinars.

Have a great day, everyone. Yep. Thank you so much. Have a great day.