[Music] [Pauline Huynh] All right. Hi, everyone. How's everyone doing? How's the Keynote today? Hopefully, you guys were all there. But today, the best part of today is actually here in this room. We're actually going to talk a little bit about omnichannel personalization with T-Mobile. So I'm Pauline. Sorry. I'm Pauline. I'm a Senior Product Marketing Manager for Adobe Experience Manager Sites, and I'm joined here today by the stars of the show. First, I'll pass it off to Carly to introduce herself. [Carly Boord] Yes. Hi. My name is Carly Boord. I am Senior Manager of Product Management focused on Contextual Experiences at T-Mobile, and I'll get into a little bit more what that means in a second. [Gwen Lafleur] And I'm Gwen Lafleur, and I'm a Senior Web Testing Optimization Manager. And I lead the testing optimization contextualization, big mouthful, center of excellence for T-Mobile. Awesome. So they're going to dive a lot more into it. But before we go into that, I'm going to start off with, how many of you here have ever loved a song so much that you had to play it on repeat? You couldn't get enough of it every time you got in a car, you had to put on blast at max volume? Anyone relate? Yeah. So that's me with the Wicked soundtrack. So much so that my fiancé got sick of it. He put on headphones in the car every time we were together because he was just over it, over me. He was like, "I can't get enough of this." All right. Sorry. I got enough of this.
But that's how much I love the Wicked soundtrack. I'm not sure if that's niche, if there are any fans in here. But I really do love the soundtrack, but also the story as a whole.
Why? It's because I think it's really a story about perspective. If you don't know it, at its core, it's really telling you that there are always more than one side, maybe even two sides, three sides to every story. For those of you who haven't watched it, if you just watched the traditional Wizard of Oz movie, you know that you might think that Elphaba is the wicked evil villain and that Glinda is the sweet, perfect princess. But if you watch Wicked, it pulls back a layer, a curtain to tell a much more deeper complex narrative that changes the way that you see the story, the whole movie as a whole. And that same concept applies to content and data because when you only have one side of the story, you're going to miss the full picture. So if you're just focused on content, you're just focused on data, or you have bits of it disconnected, you're not going to get the whole picture. Content on its own without data might be generic and personal, whereas data, while very powerful, needs content to actually bring it to life and spark connection. But when you bring them together, that's where the real magic happens. And what we're going to talk about today is how connecting them brings together this magical journey of personalization.
So Carly and Gwen are actually going to go into their personalization journey at T-Mobile. And they're really going to hit on three key takeaways. The first is that content and data must work together to actually drive impact. The second is the content foundation is key to actually achieving personalization at scale. And last, orchestration turns all of those separate interactions across different channels into a cohesive seamless journey for customers. And so with that, I'm going to pass it off to Carly. Thank you very much.
Okay. Hello, again. So like I said, I lead the product management team that focuses on Contextual Experiences, and really that's just a fancy word for personalization. So I've been on this journey with T-Mobile for four years now. And what I want to just preface this discussion is, you're not talking to executives, you're talking to the people who are hands-on keyboard and the working team, and that's really the perspective we want to bring to you.
It's how this looks maybe when everything isn't perfect, and you don't have all of the fancy tools at your fingertips. And what you won't see, and then we talk about, content, is we saw amazing, amazing advancements with Firefly and Adobe Experience this morning. We're actually not talking about that today. That's ultimately where we want to go, but that's not really the crux of today's discussion. So T-Mobile, as a company, we are already really fantastic at connecting our customers to their world through our best-in-class network.
Our new mission at large is to become a more data-informed, AI-enabled, digital-first company. How do we start to reduce or just our needs on this traditional brick and mortar working operating model to meet our customers where they are? Literally meet the customers on the phones that we sold them in their hands.
So how we do that is just-- Sorry.
Sorry about that. So as we set up on this journey, we know that we needed to shift away from this channel focus, campaign-focused ways of marketing and really shift to more omnichannel personalized journeys.
And this means that we needed to create consistent and cohesive customer messaging that could span across channels and really show up in all of those key touchpoints across journeys. And we also needed to work a lot smarter, not only with our tools and maximize the tools that we had at our fingertips, but with our coworkers, with our team members. And so while we dug in...
And Gwen's really going to get into the specifics of the use case that we're going to talk about today, some key challenges and gaps arose, which I feel like for those of you in the room who are on this journey, which are probably a lot of you, aren't going to be really surprising.
Tools were operating in a very channel-specific way. We had all of these amazing Adobe platforms with the way they had been built, to be completely honest, were through the lens of a certain channel. So we knew we had to break up that mold and really start connecting those tools and connecting that data to make it more worthwhile.
Topic of data, we're a huge telecom company. There's no lack of data, but our data was everywhere. It rests in different places, and so we really had to take a key focus on making sure that we had, excuse me, all of the right data in the right activation layer so we could tap into that to really create this real-time personalization. And then we have-- And there's a few people in this room that will attest to this extremely manual hands-on workflows. And it should never-- Anyone who works for me will have heard this. It should never take 15 people to put a picture on the internet. Sometimes it does, right? And so we needed to really take an inward look and figure out how Adobe can not only help us solve from a data and a platform perspective, but how can they actually solve our day-to-day working model with our own coworkers. So I'm going to pass it to Gwen. I get to start this, but Gwen is actually the one for this specific use case that did all of the work. She's the brains behind the whole operation. I'm just the personality hire. Not true.
Okay. So I'm going to move forward here.
Talking about the challenges and things that we face internally, I think it's probably no surprise that those challenges were reflected in the experiences that we send out to our customers. So we had abandoned cart emails, and we had-- But they weren't tied to the web campaigns that I had been running in Target. And while we had web, we didn't have any abandoned messaging in our app.
And then so while both experiences were really good in and of themselves, we didn't have consistent creative. We didn't have consistent messaging or targeting in between the experiences. So if you got an email, which was action triggered, you might or might not have seen a web banner if you then came to the web. Because the web banners, while they had a real-time component in the targeting, they-- Oops. Well, they had a real-time component in the targeting. Those were audience-based. And so the definition to determine who would see an abandon was slightly different between those channels. And so if you did happen to get an email then come to the web and see the banner, they may or may not have been the same offer. You would not have seen the same images, the same messaging. And we also didn't necessarily even see you as the same person.
And so...
That just led to a siloed issue that we had. So the existing programs were good, but we could be better. And we weren't precisely slow in getting all of our messaging live, but we could have been a lot faster and much more efficient. So on top of that, the way that we were working was limiting us to this single journey. We were just looking at cart abandon. And we're missing the opportunity to talk to customers in other stages of order abandonment and to make that more of a conversation by recognizing them as the same person across all of the channels and all of the touchpoints.
So back to Carly here. She's using my computer, and she's getting a slew of team messages. I'm using her computer. Because I did not turn off my notifications. So if there's delays, it's because one of my executives is blowing me up on my Teams. Sorry about that.
Real talk. So this is where we're headed with Adobe, a world where we can marry data and content to deliver experiences to customers that are personalized, omnichannel, and relevant. It's really simple. I think you hear it all of the time. Right customer, right content, right time. That's really what we're talking about today. And like I said, we are-- I wouldn't say too early on this journey, we're first movers at T-Mobile with a lot of the Adobe products. I've been privileged enough to be on this journey with them since we brought on the new version of AEM. And we brought in AEP. We brought in AJO. So it's been a really fascinating to be on this journey together with our partners.
She's getting a radio.
So like Gwen mentioned, we're going to dive really specific into a use case today. But as we go through this, I don't want you to get maybe stuck on the specifics of, "Okay, well, I don't sell something, so abandoned cart isn't relevant to me." It's not always about sales. Even at T-Mobile, as our portfolio and our benefits and our offerings to our customers expand, we also have to get really creative with how and when we surface these messages, especially in areas when you have limited real estate, and keep those touchpoints really consistent and on brand.
All right. So enter the omnichannel strategy and the move to be smarter about how we were working, how we were taking advantage of the tools, and all of the resources that we had available. So as Carly has talked about, this is new to us and we decided on this phased approach that we could use so that we could get to wins faster while we were still learning how to work in these new ways with our teams and with our tools. So fortunately, we were lucky to really have a really absolutely fantastic Adobe support team, and they really helped to drive this initial project, and to lay the foundation for this scalable program, so that we could continue to manage and grow this, which is a process that we're still in right now. But before we get into the details, I want to lay out the basic framework here for our approach. So we start by identifying the channels and the campaigns, and the personnel from each team that we needed in order to do this. So like Carly had said before, "We were pretty siloed." Things were done very much in which departments you were in. And so we wanted to change that. So we had to go and get all of the right people together, bring us to the table, and start to communicate and coordinate with each other. And so once we had all of the right people included, we looked for and then decided on a use case that made sense across all of the channels. So since we already have a really mature testing program, and we had been successfully running abandoned campaigns on web for years, and we had email. We've been running abandoned in the email as well. We mentioned that. We looked at what we've already done. So I have tested a lot of different creatives and offers over the years. A lot. And we had recently concluded a web abandon test that had a really clear winner. So we knew that this drove incrementality. We knew that this had results, but we also knew that we were only doing it in this one channel. And so we decided to take that and reuse it. And we wanted to build on that because we knew we had these proven assets, that we had this data that we already knew we were in a good spot with this. And so next, we worked with our Adobe partners to build out and QA and launch the experiences for each channel in both AJO and Target with the goal of continuing to test and expand these tools. So like we said, this is an ongoing process for us. So that is just the high-level framework.
And we worked through that framework to land on this specific use case that we're going to talk about today. And so it is a very specific use case, but I'm going to try and give you questions, to-dos, things that will enable you to go ahead and take this and adapt it for yourselves. But we landed on this cross-channel abandoned journeys use case. But as my director calls it, adaptive abandoned journey optimization. And I absolutely love that phrase because I think that really is exactly what it is. We're being very adaptive here. So our initial goal was to reengage customers who had abandoned the cart. And then as we're working, we're planning, we're working with our Adobe team, all of a sudden it occurs to us, AJO gives us the ability to move to multiple journeys. It's total light bulb moment. We don't have to limit ourselves to just cart abandonments. What other abandonment do we have as part of that purchase journey? And so we identified shop abandon and browse abandon, which allowed us to expand our goal so that anybody who is in that browse, shop, or cart abandon, one of those journeys we would like to re-engage, bring them back, have them complete those purchases online. And so we put together next, we put together the strategy of how we would achieve our goal. And this is by targeting users who qualify for one of these three abandoned journeys across the touchpoints, the different channels that we were going to use, and have that be a personalized consistent experience. And of course, the desired impact for this is what? More orders. We want to get that conversion. We want to bring them back and help them to do that. I'm sorry. I'm closing all of Carly's things on her computer as we go.
Some more notifications. So let's see. Did this click? Click. We're not clicking. We'll get this manually here. There we go. So with this use case, we have the goal and the strategy, the desired outcome. They're all defined, all put together. So we've got to start putting together the pieces of the puzzle. Who are we targeting? What are the signals or attributes that would indicate to us that there's sufficient interest to target them, especially when you're talking about something like a browse journey? There's a little bit of squishiness in how you decide that somebody is a browse fallout and have that be actually good legitimate targeting material. And so what are we going to send them? How, when, and where are we going to send it? And then we also want to make sure, as we're thinking about this part, that a customer who receives a push notification or an email then goes to the web or app is met with that consistent message matching so that we can reaffirm the offer. So they've gotten it in one channel. They continue to see it in the other so that they have that comfort and that security in knowing that they've got that continuity. And then why do we do it? This brings us back to our end goal. We want to help them reengage. We want to help them complete those purchases online. So to answer the questions that we posed on the previous slide, we looked at these three pillars and used that to build up a foundation to make this a scalable process. So we have content, audience, orchestration. And we're going to dive into the specifics of each one of those pillars. So first, we just saw this first pillar is content. And the key to that consistent messaging across the channels is to use content fragments in Experience Manager in AEM. And we do that along with experiences coded in Target. And so while AEM content fragments are technically reusable, modular, and we have that ability, in this instance, we had completely we had different unique content fragments for each one of these placements because we're leveraging existing placements. They are not one-size-fits-all, and that's okay. You can start with where you're at. You don't have to build that. And this will be a little bit of a recurring thing. You don't have to build everything up to that perfect spot in order to get started doing this. So we're working towards this truly modular content as an end state. But in this case, we just didn't want perfection to be the enemy of good. It's trait, but it's true. So instead of having this be a blocker to us moving forward, we just went on. We found efficiencies even without reusing the same content fragments. And because all of this is housed in a centralized offer library, plus Target for some of our web placements. And if you did not know this, yes, you can tie Target into your AJO journey canvases, which is a really cool thing that you could do. But because we had this, updates can be and actually were made in minutes. And since we're just versioning that same creative across channels, we could quickly resize rather than have to recreate from whole cloth. So this was also a big time time saver with email because instead of just recreating an entire email, we took over a single placement in an email and just swapped out the content fragment. And so we start really great efficiencies with that. So the bottom line, speed to market, faster speed to market with fewer errors, quicker updates, and cross-channel consistency. And if you're like us and you're not there yet with that totally reusable content, you can still set the stage to be in that space. So you can get that forward looking taxonomy. This is what we're working on as we're doing this. You get that. You do the metadata. You do the tagging. You have everything in place so that it's already ready when you get to that point. - Yeah. And I don't want to interrupt-- - Go for it. But I think that's actually a really important point, and I think there's a lot of folks in this room that will agree. And we aren't perfect. But when we come here next year, there's so much work that we're doing with our partners and with our Adobe partners to really maximize that content supply chain, that content reusability, and a fully headless model, which is where we're working toward. And so I'm really excited about the work that this collective team is doing in partnership with Adobe because I think we're going to have a much cooler story even when we come back. We're going to continue to build and expand and accelerate and use these, and this goes back to that consistent testing and learning. So as we build towards this future state fully headless, fully automated, and start pulling in things like Firefly and everything to help that content supply chain, it's going to be a-- I think we're building the foundations for that. Yeah. And I think we really just wanted to be transparent too. You don't have to be in the perfect state in order to start this. You can do these kinds of things now, and we'll get into that a little bit more.
Sorry. I can see the next slide on here. It totally confused me. Okay. We're still on content. So for the content, we took this content that I had already mentioned from my winning test experience, and we looked at it. We identified needed updates. Obviously, you can't just take it and plug and play across all of the channels. We had to make adaptations. You have to have text-only versions for push notifications.
We also broke this out into different messages based on specific journeys. We had some cohorts within each journey that we wanted to look at. So either you could be adding a new phone line or you could be upgrading an existing device. And we wanted to have a specific messaging and offers based on which one of those categories these people fell into. And this was an abandoned campaign, but we had different cart capabilities in our web and in our app. And rather than just drop a channel because we wanted to really have specific return to cart messaging, we just adapted it. And we just said, "Well, we'll do whatever we can. We'll make it good enough for now so that we can launch it rather than let this be a blocker, and it ended up working out great for us." So pillar number two, audiences. This is a particular favorite of mine. I can geek out about targeting people all day long. And while I can't share the exact definition for what we did, I have some questions that you can use in order to get thinking about how you would set up your own audiences, which hopefully is actually more useful anyway. And this is a similar process to what we do. So once you choose your promotion, your messaging, your channels or placements, and the journeys, you want to think about the recipient in each of these offers. Do they have certain qualifications to get in? Is it only certain segments of your audience? So example, someone who has taken X action, or somebody who purchased Y product within a certain time period, or within the lookback period of your AEP, the window for your AEP? Are you looking for someone from a certain demographic? Maybe you're only looking for people who come on mobile. There are endless different things that you can look at as far as attributes. And then when you answer those questions, look at the attributes in the segments that you have available for targeting. You may have something already, something that's built in there already. You may have a combination of profile attributes in AEP that you can combine with behavior data from Analytics that also sits in that AEP customer profile. If you don't have AEP, what audiences or data feeds do you have available in Audience Manager? Or do you need to set something up? Can you use something existing? Or if you don't have any of those things, if you have the availability to do this, you can create an audience in Analytics, push that to the marketing cloud, and have that be reusable across platforms. And I say that with a big caveat because this is something that you should ideally only do if that fits within your company's policies or governance for your Analytics tools because there's usually a really small cap on the number of audiences that you can set up that way. So you want to make sure it's okay to do it, and you also want to make sure that that's something that would be reusable.
And we're working on preventing any choking here. But talking about audiences, we want to bring this together with content. So we mentioned before, we've got these two different cohorts that are within each journey. We have the Add a line cohort, and we have the Upgrade cohort. And then we have separate messaging and content for each one of those. And we use that targeting individually within each journey in order to get to those separate cohorts. And so you'll have these different delivery requirements, but you can break that out at that more micro-level once you get into the journey.
So let's get to pillar number three, which is orchestration. So this is the third and final pillar. And when we combine journeys with tactics and content, our audience strategy, and then that journey canvas within AJO, we get to full Journey Orchestration.
So we have events. What are the actions or the signals that people use? We have the triggers, like an email trigger or a push notification trigger. What should happen next in the journey? Channels. Which channels do you have? Which ones do you want to use to engage people? Your content and offer. What should you deliver to the user? And then the timing, which is always critical. When, how, how often are you going to deliver to people? So thinking about orchestration, I have another list for you.
Just some more questions, some to-dos, some things that you can use or ask yourself as you're going through this so that you can get started today. And this is the process that we used as well, and so we're hoping that this will be really helpful for you. So look at what you're already doing. Obviously, that's what we did here. Hold on. We've got to close another notification. Do you have a promo or do you have messaging that you use in a single channel that has been really effective? Who are the people that responded to that promotion, and where do those people interact with you? And then what other channels do you use to talk to those same people? Are you using email, paid media, push notifications? Are you testing and optimizing on your website, but not in your app if you have one, or in your other channels? If you even have one or two other channels that you can leverage, there's an opportunity there for incremental gains.
Do you have a placement in an existing email that you could take over? So if you remember, we just used an existing placement. We didn't create anything out of whole cloth, and that was a big time saver and really got us moving. So third point here, take the messaging that you're already using that you know performs well, or you can go out test the messaging, do a little pre-work for your orchestration, and figure out what works for you before you build this all into a journey canvas. Do you need to adapt that for other channels? Do you want to change or coordinate the messaging so that you can use it across all channels and be consistent? You could make it more of a conversation rather than having it be the same messaging. Just depends on the approach that you want to take. But you only need to start with a single journey. You can really keep it simple if you want to. A single journey, a single creative. Get that set up in AEM and Target or Target wherever you need to get to the channels that you're going to be using. And then four, decide on your journey strategy. Do you want a single journey, or do you have the options to expand into multiple journeys the way we did? You can keep it simple. You can go a little next level. You could get really crazy. I'd say wait on that one until you've done it once or twice.
But it wasn't too-- I don't think it was too bad for us to go straight to three journeys. I think it worked out pretty well. So if you have multiple journeys, I think this is a really key thing. You want to think about what should happen if your customer moves between journeys. So in our case, if you have somebody that was a browse abandon, they come back, they actually add to cart, and then they abandon cart, how are you going to treat that? And you want to map that out. You also want to think about your touchpoints. What happens if you're sending push notifications and emails? How are you going to manage the number of communications that you're sending to your customer? Or if you have people who engage with the first or the second touchpoint, but not the third, or they don't engage with the first or second touchpoint, are you going to send them a third touchpoint? You want to think through all of these things ahead of time, map them out, and then you want to decide if you're going to set this up as a test with a holdout or if you're just going to run it as a fully contextualized experience. And of course, optimization testing, that's what I do. That's what I've done for about 20 almost 25 years. I'm always going to say test it because then you can also have the opportunity to show the benefit and the thing that you've gotten, the impact out of your journeys. Then five, once you know your offers and your journeys, build out your audiences. Again, attributes, behaviors, what would qualify somebody to get into the campaign. Set them up. AEP, decision rules, whatever you're going to use if you don't have something already.
And then think about tracking. This is something that came up for us. We set all of this up. We were pushing it all into CJA. And then we realized, "We don't have order metrics set up yet in CJA." We have custom metrics, and we hadn't transitioned those over yet. So we had to go ahead and make sure we did that. So think through how you're going to track it. Make sure it all exists. It seems like something that it should just be there. It might not be, especially if this is something that's new to you. So think about that ahead of time. And then do your QA, however that usually works for you, but just make sure you're moving through and you see how people are going through the journeys. You track that, you check it, and make sure that your reporting is coming that your tracking is all showing up in your reporting. And then you launch, monitor, and iterate. And just a reminder, like we've said all along, you do not have to have everything from scratch. You can use what you've got, start with what you have, and just it's easier to do more of what you're already doing rather than to reinvent the wheel. Well, I think that's also a great benefit of using AJO. I don't know how many of you all have actually gotten your hands on into the interface and worked in the tool. And we were talking in great detail on how this came to life, but it wasn't quite as laborious as it might have been, had we not had AJOD and the support of our team to help us map out this journey. Again, we're very lucky to be first movers in a lot of these Adobe products. So we get to be the guinea pigs. Fine. But, yeah, I think the ability even just to do what might seem simple, as fast as we did, and really connect all of these tools as quickly as we did was a huge effort. Yeah. And was made possible because we have things like AJO. Yeah.
So we went through that list, big list, but we went through that. And this is just a quick high-level glimpse of this adaptive cross-channel abandonment journey. And just a few little things here to remember, it is an adaptive journey. So you adapt the journey to the customer's actions or the lack thereof. Recency, relevancy, and timeliness matter. And think about whether you want to leverage specific signals from the customer, such as intent or rules-based targeting versus using something like a model. And then, again, start with what you have, work with what you have. Okay. Thank you.
She gets to talk about all the cool things. I have to talk about the tools. But no, and I touched on this. So again, really important to have that connected and unified ecosystem. That was a key enabler for us to deliver any omnichannel experience. And it's really going to continue to be a key unlock for how we personalize at scale. Again, T-Mobile is we are pushing deep into digital. Plug for T-Life, if you don't already have the app.
But we had to leverage all of these platforms and really unify them to make sure that they were all ticking in time. So leveraging AEP, Adobe Experience Platform, to unify the data across all of the customer touchpoints, ensuring that data was updated in real-time and for precise targeting and decisioning. AJO, obviously, the hero in this story to build these contextual event-driven journeys that do adapt based on customer interactions, leveraging dynamic content through AEM, which will continue to grow and maximize to deliver more tailored web and app and outbound experiences.
And then, obviously, monitoring. Leveraging CJA to adjust the strategies accordingly, constantly monitoring, making tweaks, making adjustments, and understandings how your customers are working through this. So again, going back is the benefits of having this connected ecosystem is when you use these tools together and you start to break down organizational silos, as well as technology silos, you can really truly meet your customers where they are and expand these journeys beyond sales, right? We talked a lot about sales. We're in the business of selling things, but we're also in the business of creating magical customer experiences, benefits, T-Mobile Tuesdays. So as we think about how we really want to maximize these tools, we really want to think about all of the journeys and all of the dynamic of the human form and how we move throughout our world and how they interact with us on our app.
I think the ability to adjust these touchpoints on the fly and in real-time and take those events and the signals that the customer is literally telling us what they want to do to make sure that next click is special and personalized to them is really, really powerful and important. And we're just starting on this journey, but I think with folks like Gwen, we're going to do great. And then how do we roll up all of this and look across outbound and digital and start to break these journeys down and really start to dissect and where we go next? So I guess the question is probably like, "Okay, we did all of the things. We talked about all of the things that we did. Did it actually matter?" - Yeah. - Yeah. It mattered.
So obviously, the answer to this question is, yes. So we're still running this campaign, and we are seeing sustained lifts of up to 63% versus control for up for different metrics. And full honesty, some of them are flat depending on the metric. We don't have any negative metrics, though. And the ones that really matter are key metrics. We're seeing really good lifts, and that has turned into an overall 200% increase in the weekly orders that we're getting from our abandoned activities, which I don't know we thought that was pretty great for a first time out. I don't know about you, but we felt like that was a pretty good thing. And then we had a couple of intangibles as well that we wanted to talk about in here. And so the first one is time like the timeliness. Previously, it took us more than six months to get an abandoned email live and to have that campaign going out.
Where in this case, we had a full set of three cross-channel journeys, including two distinct audience segments, go from ideation, which included getting all of the right people together, getting into the tools, getting all of that moving to being live in approximately two months.
And I've got to give a shout out again to Adobe on this because they really helped to facilitate that, and it was super helpful. And I think so that's one of our tips as well. If you've got resources, use them because it is so worth it. It really pays off. And then using existing modular content and leveraging that centralized offer library that we have in AJO, that really sped up the creative process. Even though we weren't doing the totally reusable content, that still had savings and efficiencies for us. And we were able to get things ready to be used in days instead of weeks. And then when we needed to make updates to swap out an offer, which we did have to do, having that modular content in that centralized library ready to go, we were able to switch all of the offers across all of the journeys in minutes. And previously, that could have taken hours on a good day to weeks on a bad day, maybe even longer. And that would involve multiple other teams, intake processes. You know the drill, right? And then one of the other things is we were able to incrementally increase the amount of messaging that we were able to have across these three journeys. So we went three journeys, four channels from a single journey with two very disconnected channels. And with those, we started to see these positive results almost immediately, and then we were going to be able to get to significance on a lot of our key metrics within about two weeks.
Yeah. All right. Gosh. Sorry. Yeah. So just key takeaways, obviously. I've touched on this, but make sure that you're evaluating your existing solutions first. Like I said, we have the great opportunity to have all of these Adobe tools at our fingertips, and we really had to evaluate both platform maturity, platform connectivity, feasibility, everything, to really dial in on what we could do now and where we want to build to. I think she's touched on this like progress, not perfection. Start now and iterate along the way. I know that's probably seems very remedial advice, but I think a lot of times when you're staring down the barrel of really aggressive goals and you're staring down into a platform ecosystem that could be quite complex. It can be overwhelming. And again, we had to do it while we were rapidly enabling a new app for our customers, and doing this true digital transformation. So I think just making small and iterative tweaks along the way, and bringing your partners along early and often and making sure that you get that buy-in is really, really critical. I don't know if you have anything else to add. I know you're talking about throttling. Yeah. Don't try to do it all at once. I think that's the thing that a lot of us, we're like, "We just got to do all of the things." And we don't need to do that. Just start small. Pick one thing, something that you're already doing even, and use what you've got. And get that success out there. And I think it just gives you momentum. And momentum is really the key, I think, to getting further and further into that. And it gets you to proving results faster, which I think just helps to speed that up and get support for the process. Yeah.
So what's next for us? Like I said, we are young in our journey here. Definitely not new to Adobe, but like I said, we're getting all of these platforms in. I have the lovely joy of making sure that they're all talking to one another. That is my full-time job. So we'll start expanding this to different journeys. Like I said, we talked really about sales, but our customers are dynamic, and we have a lot of different offerings. So we're going to be expanding these journeys out to different cohorts, different segments, different touchpoints, testing into different channels. So that's really exciting. So yeah, we laid the foundations expanding. We will obviously, when I talked about content supply chain, there's a huge effort, for how we get truly more dynamic and modular and reusable. So that's a big thing that we'll be working on with our AEM partners.
And then again, continuously optimizing. We didn't even touch on AI. Obviously, we all know that's the future. So as we start to build this, how can we leverage tools like Firefly, and how can GenAI really help with the acceleration of these journeys? And again, probably lean too far into the business side of this, but ultimately, T-Mobile, we're an essential service, right? We are an essential service for customers. People rely on their cell phones for things like bill, network, sales, accessories, so we really I think leveraging Adobe to be able to be really precise and meeting those customers where they are. Because sometimes, honestly, the best way to personalize to someone is to show them nothing at all, right? And so we'll continue to make sure that our data pipelines are in place, which is foundational for anything you want to do for personalization. Our platforms are connected, and we'll lean on our Adobe partners to help us build towards that future state and make sure that as we think about things like content supply chain and how we go from Workfront all the way down to publishing an AEM, that that's automated, and we're taking the hands off the wheel, and then obviously continue to optimize and iterate. Yep. So all right. So before we go into Q&A, which hopefully you guys have a lot of questions, if not, I'll keep rattling for the next 15 minutes. But as I said, they Carly and Gwen talked a lot about their personalization journey. The first being content and data must work together to drive impact. You heard from them how they needed to centralize all of their content, but make sure that that matched what their audiences were looking for so that it could actually resonate and how they use them together for the seamless experience. They also talked about their content foundation, and how that was key to supporting consistency, scalability, efficiency so that they could support all of these different audiences, all of these different channels so that they weren't recreating, they weren't working in silos anymore. They could actually leverage it all together in a much more unified way. And last is orchestration. So customers, they don't see T-Mobile as five different brands at different channels. It's just one brand. They're interacting with one brand with wherever they are. And so leveraging orchestration to actually build this cohesive journey, that moves along with the customer is really important to actually achieve personalization. And that's exactly the same pillars that Adobe is going towards now. So you heard about today from Anil and Amit and everybody, but I'll repeat it again. But AI is revolutionizing customer experience management, right? Carly alluded to already, but how many of you guys in here use ChatGPT or Gemini? Whether it's for work, I won't tell your organization. We have an Enterprise license so I'm in it every day. Or it's for personal. I just used it today for Vegas recommendations for restaurants. Today, just search it up, clicked it, and chose one. I didn't sift through a million blogs. I didn't dive through Yelp. I just got the top five and I picked one that sounded good. That's just an example of how the customer experience landscape is changing. But what's still core at the foundation is it's going to be content, data, and journeys. And what we're moving that means for us is that we're moving away from just customer experience management, but actually being proactive and doing customer experience orchestration. And at the core of that is our purpose-built agents, which you might heard on Main Stage, all of these different agents are making it much easier to deliver these deeply tailored experiences and redefine what personalization at scale means, and really how we're going to enable brands to actually achieve that and unlock that. And within Adobe Experience Manager specifically is what we're doing with intent-aware experiences. What does intent-aware experience mean? You'll hear a little bit more about it in some of our other sessions. But essentially, with AI, like I said, customers are no longer sifting through all of these different blogs. SEO isn't maybe app. Is the role of SEO is changing the impact of it? So brands have much less time to actually capture a customer's attention because sometimes they're going to ChatGPT. They're looking at that blurb at the top. So when a customer does land on your brand own experience, you need to make sure that you capture that. It's more critical than ever before, right? You don't have the luxury of just hoping for SEO to hit. And so it needs to understand intent. It needs to anticipate what customers are looking for and ensure that the content that they see deeply resonates with them. And so what are some innovations that we're announcing towards this vision? I'm just going to go through a few because it's the top innovation session right after this. But a sneak peek before actually what they're announcing. First is Experience Generation & Content Advisor. You'll hear a lot more about it. But essentially, we're using GenAI to create experiences much faster. So accelerating the path from content and assets to winning experiences. So for example, I need to create a landing page for a new offer.
What we're going to do is our agents are sifting through all of these great content that you created, all of these assets because you've probably created a bunch, and pulling that all together with the best performing ones to build this full experience for you and solve that cold start problem. So then you can iterate on it. Now you have the best performing template, the best performing content assets. You can switch it out, whatever. But it's helping you make that process so much faster so that it doesn't take two months, three months to create one page.
The second is Omnichannel Content Activation. So creating content is great, but it's only half the battle. Because if you have all this great content, but you're not actually strategically activating it on all of these different channels where customers are, it doesn't really matter because you need to actually drive connection on those channels. And so we're making that easier by Carly and Gwen mentioned AJO. We actually have now a native integration with AJO, which was going to be announced. And so that's going to be an integration so that you can use content fragments or modular content, as well as Dynamic Media, and deliver that in AJO for all of the channels that they support. So that could be mobile, web, in-app, email, what have you, all of the great channels that customers are living on. And last is Sites Optimizer, which is on Main Stage, so I'll probably spend the least time on this. But essentially, it's how do you make sure that the experiences that you put out are driving maximum impact? How do you ensure that what you worked so hard on is actually driving engagement, traffic, conversion? And that's what Sites Optimizer does. It uses all that data, and it proactively identifies opportunities, suggests recommendations, and actually implements it for you all with a click in the interface so that you're not actually having to do the analysis yourself. So really awesome. You'll hear a lot more about it and actually go through the demo. And so I want a quick plug here is that session at 4:00 with Gagan and Cedric on the AEM team. They're going to go into these top innovations, and they'll show you a deep dive into it. And then I also want to plug the other T-Mobile session, tomorrow at 4:00 to 5:00 with Anya. She's going to talk a lot more about the decisioning part of it and expanded journeys and use cases and specifically, the subscription marketplace. So you heard about their foundation and how they actually set that foundation. But what does the decisioning process look like? How did they think through that? So go to that session tomorrow as well and, of course, visit the booth. So if you want to get hands-on, see what the tools actually look like, some of the innovations, we have the booth available for all of the different products and great people who you can ask questions to as well. Thank you for joining, and-- - Thank you all. - Fill out a survey-- - Thanks. For a free gift card. - Yay! - Yay! [Music]
