Rolling out the MVP
Implementing a new product — even our own— always requires care and delicacy. We paid special attention to how the roll-out would affect our internal teams — especially our marketers, who rely every day on Adobe products to get their job done. Any significant downtime would adversely affect our teams’ ability to do their job. But because Adobe.com already uses Adobe Audience Manager for segmentation and Adobe Target for A/B testing and personalisation, it was easy to implement Experience Platform while minimising disruption. For Adobe’s marketing teams, the Audience Manager profiles they were already used to working with simply refreshed, pulling in attributes from the new unified customer profiles. Though the change may have seemed small at the time, this marked the beginning of the use of Experience Platform in-market.
With consistent, real-time data on every customer, our marketing teams had more tools than ever for creating remarkable experiences. In our initial minimum viable product (MVP) release, we added nearly 200 traits to Audience Manager to add nuance and richness to our understanding of Adobe customers. Among many others, these traits included entitlements, funnel status, user personas and product usage — with additional traits being added regularly. Plus, instead of the usual 24-hour latencies to update these traits, Experience Platform updated in mere seconds.
And that’s just for starters.
Predicting what’s next for customer experience
Many years, releases and milestones later, Adobe Experience Platform has helped us to come closer to delivering the quality of customer experiences we want to see in the world. Today, we’re syncing up to 600,000 unified profiles a day for visitors to Adobe.com. Every Adobe customer who visits the website gets a seamless, personalised experience based on their unique, unified profile stemming from over 13 realtime streaming events. And all of this happens whether or not customers are signed into their accounts. This way, we can encourage newer customers to develop their knowledge, give expert customers a deep-dive into their most-used products and even deploy win-back campaigns for former customers — even when they aren’t logged in. In combination with our other solutions, we can now offer a fully personalised, real-time customer experience across every channel for our 970+ million profiles.
All of which update in 10 to 14 seconds, instead of the 24 to 72 hours it used to take.
Even with all the progress we’ve made, we’re nowhere close to stopping. We’ve broken down the silos that kept us from forming comprehensive customer profiles. But there are still boundaries to break — including predictive modelling for delivering experiences. As we work to trim down the seconds it takes to update profiles, we’re also looking at ways we can meet customer needs before they ever arise. Per Singh, “With data science capabilities that the platform provides, machine learning or artificial intelligence-based models could predict what a customer is going to do next.” The right combination of demographic, online and off-line data, with the power of Adobe Sensei, will start giving us a realistic picture of customer intentions. And with every problem we can solve ahead of time, we free up customers to accomplish whatever they’ve set out to do.