Item: Adobe Journey Optimizer
Rating: 7
Author: Verified User

Overall Satisfaction with Adobe Journey Optimizer

Use Cases and Deployment Scope

Adobe Journey Optimizer (AJO from here on out) was meant to replace a series of discrete marketing functions: Email, SMS, and Push notification for our mobile apps. It was meant to plug and play with our existing Adobe Real Time CDP, taking advantage of the rich data already present in the Adobe ecosystem, as well as allowing the organization to save on costs associated with maintaining all of these marketing tools.

Pros and Cons

Pros

Email Segmentation
Customization (Offer Decisioning)
Flexibility with existing Adobe products

Cons

Requires heavy Adobe-centric tech stack
Requires FTE resources dedicated to maintaining / expanding implementation
Certain features require a degree of frontend code knowledge (HTML, CSS)
License limits - Capacity, number of engageable profiles can present issues during heavy windows of use

Return on Investment

Increased awareness of customer journey - in conjunction with Customer Journey Analytics (CJA)
Consolidation of Martech stack (many vendors to one)
Immediate access to advanced tools and products rolled out by Adobe
Increased conversion rates through omnichannel targeting
More effective suppression and exclusion - tie user behavior to marketing preference in a durable way

Adobe Journey Optimizer is designed to orchestrate impactful customer journeys via unified data through 1:1 level personalization. Please explain how you utilize Adobe Journey Optimizer to provide an impactful customer Journey?

We have prepared a series of always-on journeys for new customers: Onboarding journeys allow us to discover which touchpoints are favored by the user, and which are ignored. These journeys feed into "nurture" paths which aim to deepen a users engagement with our brand, providing an engaging series of marketing messages tailored directly to a users interests. We are seasonal in nature and have a wide spectrum of fandom - AJO allows us to capture and refine our offerings down to the user level through advanced segmentation and custom offers through AJO Offer Decisioning.

Adobe Journey Optimizer allows you to communicate with customers in real time across all channels (i.e. email, web, app, mobile, etc.) in the moments that matter most. How has this impacted your day to day?

AJO has allowed the marketing team to spend their day to day within a single platform, rather than engage with discrete marketing solutions over the course of a day. By linking users using the Identity Map, marketers can adapt their messaging down to groups of the same people (or even individuals), rather than generic calls to action for all users who are opted in.
Customer Journey Analytics (CJA) allows for person-level insights for these campaigns, so we can have a holistic picture of success and value, rather than exporting results into various spreadsheets and attempting to calculate value in a fragmented way.

Usability

AJO certainly requires a firm understanding of how Adobe expects data to be architected. AJO should not be an organizations first experience with an Adobe product. We benefited from ~18 months of experience with RTCDP prior to bringing on AJO. Engageable profiles, data storage, profile usage limits, all factor in when using an omnichannel solution. Marketers must be careful to bring in only the data required for business use cases, and continually evaluate these needs in the face of a changing marketing ecosystem.

Alternatives Considered

Marigold Engage by Sailthru, Braze and Attentive Mobile

Each of these products represents a legacy solution that has been replaced by AJO. AJO allows for all of these marketing functions to live within a single platfrom. While AJO has a learning curve that is steeper than working with individual vendors, it does allow for a consolidation of knowledge and the underlying data stack, so eventual efficiencies may be realized over time.

Key Insights

Do you think Adobe Journey Optimizer delivers good value for the price?

Yes

Are you happy with Adobe Journey Optimizer's feature set?

Yes

Did Adobe Journey Optimizer live up to sales and marketing promises?

Yes

Did implementation of Adobe Journey Optimizer go as expected?

Yes

Would you buy Adobe Journey Optimizer again?

Yes

Other Software Used

OneTrust Privacy Automation, OneTrust Privacy Automation, Snowflake

Likelihood to Recommend

AJO is best suited for advanced Martech teams who are already bought into the Adobe ecosystem through the use of RTCDP, AA, AAM, etc.
Organizations that are starting their Martech journey are good candidates, as well as those who are reevaluating all of their marketing channel vendors near the same time. Success in AJO is highly dependent on the number of marketing channels added.
Close coordination with database teams is essential for success. Many of the offline data requirements benefit from modeling of the data. Having dedicated resources developing AJO (RTCDP)-specific views will reduce the amount of QA required to bring the solutions to market.

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Adobe Journey Optimizer Consolidation of Martech Stack