Embracing a customer-centric business transformation
Adobe uses AI-powered Adobe Sensei services to respond with high-impact experiences at every stage of a customer’s journey.
1.5 B
Generated billions of daily scores to accurately predict customer needs
Product:
Objectives
- Create end-to-end personalization as a leader in customer experience management.
- Understand a growing wealth of customer intelligence and marketing data.
- Put advanced analytics and intelligent insights in the hands of more marketers.
- Personalize and optimize every individual customer journey.
Results
- 1.5B Generated billions of daily scores to accurately predict customer needs.
- Developed clearer picture of how campaigns connect with customers.
- Delivered greater personalization at scale by understanding unique customer journeys.
“With Adobe Sensei services, we’re using artificial intelligence to help companies better understand their customers and make every customer interaction more personal.”
Anthony Ching
Adobe Sensei Product Management, Adobe
Improving customer experience in real time
Consumers expect more from brands than just products or services. They want highly relevant experiences from the moment they first interact with a company across websites, social media, email, mobile apps, and other channels.
Adobe realizes that traditional personalized communications aren’t enough to build strong, lasting customer relationships. Engagement with customers should evolve in real time, taking every interaction into account with the goal of presenting customers with the exact services, products, and information they need at every point in the customer journey.
“Customer Experience Management (CXM) is at the core of everything we do,” says Anthony Ching, Adobe Sensei Product Management at Adobe. “There’s a lot of talk in all businesses about digital transformation, and that is a critical step. But the next phase is to successfully use a digital transformation to achieve a customer-centric business transformation.”
Data unlocks potential
CXM is only possible through data. Understanding what customers are doing and how they engage with Adobe is key to discovering new opportunities, personalizing experiences at scale, and providing truly impactful customer experiences.
Using Adobe Experience Cloud solutions, including Adobe Analytics, Adobe Advertising Cloud, and Adobe Campaign, as well as other data sources, Adobe brought together all possible sources of customer data—behavioral, transitional, financial, and operational—into a single customer profile. The volume of data—and the variety of ways it could be interpreted—is tremendous, far more than any person or even most of today’s traditional tools can handle.
The answer is Adobe Sensei, Adobe’s artificial intelligence (AI) and machine learning technology. Using Adobe Sensei layered on top of the insights from Adobe Experience Cloud, Adobe has developed experience intelligence services that analyze data, predict the best ways to engage with customers, deliver those insights to teams that need it in real time, and measure the effectiveness of the customer interactions afterwards. Marketing teams across Adobe work with the insights from next-generation Adobe Sensei services, currently in beta—Attribution AI, Customer AI, and Journey AI—to understand how they can deliver richer experiences every time a customer interacts with Adobe.
“AI makes it possible to make sense of billions of customer interactions and use that intelligence to continually refine every customer experience,” says Ching. “With Adobe Sensei services, we’re using AI to help companies better understand their customers and make every customer interaction more personal. Adobe Sensei sorts through the complex data and gives us actionable information to help us better reach new customers and better serve existing ones.”
“We want to know if we’re doing the right thing for our customers, but information can sometimes get lost in the noise. Adobe Sensei Attribution AI services are fast, efficient, and more accurate than traditional attribution methods.”
Annabel Yang
Integrated Marketing Analytics, Adobe
Understanding all customer touchpoints
Adobe knows that advanced multi-touch attribution is critical to understanding marketing effectiveness. The challenge is understanding how every interaction engages a customer and leads to a sale. Customers might click on a banner ad, sign up for a free product trial, open several marketing emails, and finally search for a product before making a final purchase. Rather than just defaulting to simple rule-based attribution, such as last-touch attribution, Adobe set out to understand what customers thought of every interaction.
Attribution AI uses machine learning to calculate the exact dollar value that each touchpoint contributed to a sale. It might determine that a small paid search campaign was very effective at introducing customers to Adobe Creative Cloud, eventually leading to a high rate of subscriptions. Or it might show that a high-volume email campaign turns off customers and rarely contributes to a customer’s decision to subscribe.
“We want to know if we’re doing the right thing for our customers, but information can sometimes get lost in the noise,” says Annabel Yang, Integrated Marketing Analytics, lifecycle marketing analytics team at Adobe. “Adobe Sensei Attribution AI services are fast, efficient, and more accurate than traditional attribution methods. If one channel starts to fall behind, we can immediately see that the attribution numbers are falling. It tells us where to put our energies to better serve our customers.”
“Adobe Sensei Attribution AI gives our marketing initiatives much more value by showing how much revenue each marketing channel contributes to each sale. This allows us to shift the conversation away from marketing as a cost center towards marketing as a valuable sales driver.”
Matt Scharf
Integrated Marketing Analytics, Adobe
Each marketing and media team at Adobe now uses insights from Attribution AI as quantifiable benchmarks for their campaigns. The attribution value helps teams understand how individual channels and campaigns are contributing to the overall customer experience. Based on the underlying capabilities, which are now Attribution AI services, Adobe won the 2017 ANA Genius Award for Analytics Innovation.
“Most marketers are really using reporting, not true attribution,” says Matt Scharf, Integrated Marketing Analytics at Adobe. “Attribution AI gives our marketing initiatives much more value by showing how much revenue each marketing channel contributes to each sale. This allows us to shift the conversation away from marketing as a cost center towards marketing as a valuable sales driver.”
Predicting customer needs
Adobe creates detailed customer profiles based on known customer information and their interactions with Adobe. Customer AI takes those profiles a step further by adding in dozens of predictive attributes, such as a prospective or existing customer’s probability of churn, purchase, or upsell. Customer AI analyzes all customers’ interactions, behaviors, and demographics to generate 1.5 billion predictive scores daily. On top of that, Customer AI can inform marketers about the reasons behind each customer’s expected behavior. This capability enables true hyper-personalization at scale.
“By using artificial intelligence in Adobe Sensei to build out customer profiles, we help marketers pinpoint opportunities so that they can target messaging with much greater accuracy.”
Anthony Ching
Adobe Sensei Product Management, Adobe
By understanding a customer’s probability of taking different actions along with the reasons behind those actions, Adobe can predict what actions will best serve a customer. If it looks like someone is likely to make a purchase, Adobe marketers can send an email with a great deal to try and entice the customer to buy a subscription. If it looks like someone is going stop using Adobe solutions, Adobe can trigger a popup notification through the Adobe Creative Cloud app to draw the customer’s attention towards great features that they might not have tried.
“We’ve found that the propensity scores generated by Adobe Sensei Customer AI services have been good at predicting customer behaviors,” says Ching. “Customers in the top 10% of churn scores were nearly four times more likely to stop using our products than the average customer. By using Adobe Sensei artifcial intelligence to build out customer profiles, we help marketers pinpoint opportunities so that they can target messaging with much greater accuracy.”
Finding unique customer journeys
Adobe marketing teams will soon start actively working with Adobe Sensei Journey AI services. Every customer is unique, and their customer journeys are often unique as well. Journey AI can predict the optimum customer journey for each individual customer. Rather than optimizing the email frequency for all customers, Journey AI helps marketers determine the best email frequency for each individual customer. Journey AI can even help determine the best time of day to send messages or the best way to send messages, such as through email or as an app notification.
“Adobe is built on data. By using AI and machine learning, we’re harnessing the power of that data to understand our customers and improve the customer experience,” says Ching. “Adobe Sensei is the powerhouse that drives continuous improvement and delivers a positive impact on our company’s success.”
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