To pursue our real-time personalization initiatives, we must rely on a sophisticated journey orchestration platform. AJO was the obvious choice after selecting our CDP.
Pros
Multi-channel journey development and orchestration platform.
Real-time journey analytics.
Support for both real-time stream and batch journeys.
Offer management.
Cons
Decisioning is way below from expectation. rule based and not scalable.
Many channels are still not supported natively, like SMS.
You need to buy another SKU for detailed analytics.
Likelihood to Recommend
Adobe Journey Optimizer is one of the most practical, sophisticated journey orchestration tools on the market today.
VU
Verified User
Director in Information Technology (5001-10,000 employees)
We use the AJO to track customer journeys on our website and track traffic from various segments. This allows us to slice and dice the data by segment and channel to see which journeys our users are taking. Once we get the analysis, we are also able to do a journey orchestration design to improve and optimize the conversion rate of customers visiting our site.
Pros
Adobe Journey optimizer shows a nice graph view of the data.
It allows me to export data.
I can enrich the journey data from external data sources in my company.
Cons
Journey optimizer performance can be a challenge.
Creating custom reports is difficult.
Integration with other tools to export journey is limited.
Likelihood to Recommend
Journey Optimizer is really good for tracking journeys. It can tell you exactly where users are clicking, which pages they are visiting, and even link to physical location visits. It’s not well-suited for open-ended journeys where the user can take multiple paths to success. In such scenarios, it does not visualize or track the journey very well.
We use it currently for our Abandoned Cart emails. We are in the process of moving our other journeys in Marketo to AJO. So far, we are impressed by the capabilities and how easy it is to use. We're looking forward to fully moving over into AJO and leveraging the other tools.
Pros
Create Journeys.
Personalized emails.
Allow us to test journeys.
Cons
Less coding for emails.
Instructor-led training.
Transparency with required data and integrations.
Likelihood to Recommend
Unifying all Adobe products and journeys. Omnichannel marketing. We wish it were easier to build emails, but it requires coding. I think once we get more training and use cases, we will be able to leverage it more effectively and get more out of it. We have other Adobe tools to use with it.
We are exploring the suite of tools from Adobe and Adobe Journey Optimizer is one of them for campaigns
Pros
Campaign management
customer journey orchestration
Likelihood to Recommend
If asked, I think I am likely to recommend Adobe Journey Optimizer to a colleague because, in my experience, Adobe Journey Optimizer is Well integrated with Agentic AI helping marketers create journeys easily
We implement and run the main and custom setups for clients globally. We are focused on the whole customer lifecycle and phygital experiences. Our main value proposition is outcome-driven.
Pros
Journey Management.
Personalization at scale.
Cons
Forms submissions to feed profiles.
Licensing definition and criteria.
Likelihood to Recommend
It is well-suited for mature clients in terms of campaign and marketing orchestration. It is less suited to less-mature clients or green fields in terms of marketing actions. Both based on industry and region allocation.
We used AJO's decision features to perform real-time offer evaluation and eligibility calculations and serve the right offer to the customer. The use case focused on targeting customers in specific segments and presenting them with an offer suitable for them. The decision would be made based on the user's context, such as their affiliation with the specific sponsor/organization under which they have a policy with us, and their plans (products they are subscribed to). The decision module within AJO was used to arbitrate on the right offer to be delivered to the customer across pre-defined zones.
Pros
API based response and ability to invoke the results need via API.
Business friendly management of offer priority , the rule assignments.
Data Collection from interactions and ability to utilize them without much latency.
Cons
When a decision is being made, the amount of context data that can be passed to make the decision is constrained, especially when this context is derived at multiple levels.
AJO could be helpful to have augmented the ability to call an external decision support component in real time while making a real time decision. Currently, some custom actions are supported, but when they depend on a 3rd party, performance will be 3rd-party-dependent, which is understandable. However, if there can be a caching layer or some lookup options available within AEP to stage these results from external systems while AJO is performing the decision, it can be very helpful to augment the features with an external data source.
Limitation in sharing of IP address with other Adobe Products for email is a constraint. You cannot use AJO and Adobe Campaign or Marketo together to deliver from the same domains.
Likelihood to Recommend
AJO is very business-friendly, so the marketing teams can self-manage them. The decision feature in AJO is very promising and has great potential. Orchestration Campaign has the potential to be used as a single source replacement of other Marketing automation suites. The journey-based marketing flow with an integrated ecosystem is especially helpful when you have multiple Adobe products, such as Adobe Experience Platform, RTCDP, and CJA.
We use AJO to assemble tactics from modular content stored in AEM. We also use it for building customer journeys. Current problems include general product management by Adobe and the need to post-process emails assembled from AEM Content Fragments. We're finding challenges in building out process that will scale as it relates to moving all tactic assemble into the platform.
Pros
Integration with other AEP products.
Easy build emails and journeys as long as there aren't complex integrations from AEM.
Integration with AEM to see what AEM Content fragments are in use in what journeys.
Cons
The email building experience could be better when integrating AEM content fragments.
Not great at organizing content in each area. Could make better use of metadata to limit the content the end user has to wade through.
Content life cycle management could be more robust.
We had Adobe campaign preciously and migrated to Adobe Journey Optimizer. We use it for daily member communication, AI offer decisions, next-best offers and all digital communication delivery from multiple systems like loan and membership applications
Pros
I like the accessibility through API and triggered emails
A/B testing
Offers & decisioning
Cons
The engagable profiles billing is a complete mess.
batched emails and audience evaluation can take up to 48 hours in order to send an email or SMS, not good! campaign was faster because it sat directly on DB views that made it very fast to evaluate audiences. I'm dying because of evaluation time.
the ability to upload a simple list and send immediately does not exist in my implementation
Likelihood to Recommend
as I stated before it does very well at triggered/API based communication. The decision to bill based on engagable profiles was a mistake and I would like an easier way to upload a simple list and send. I have had emergency sends that have taken 48 hours to go out...unacceptable. I love the reporting crossover with CJA. all in all an 8 out of 10...just make it more accessible and faster.
To support the buying group transformation project.
Pros
For B2C version, it has native integration with AEP and works well with journey.
The drag and drop feature when building the journey.
Cons
Pausing and updating journey is not convenient, have to start a new journey.
Likelihood to Recommend
For us, B2C is used for a transaction email program, which works well compared to Marketo for B2B. The buying group stage definition is easy to set up.
