Adobe Experience Platform

If we look at the core of the intelligent and powerful Adobe Experience Platform, we find two simple things—content that you create and data that your customers and visitors generate while searching for, reacting to, and interacting with it, be it a product they just purchased or a banner on a display network.

Adobe Experience Platform helps you to create content in a collaborative environment of Workfront versioning and store it in a convenient Digital Asset Management (DAM) system connected to other platform services. Furthermore, content can be structured in campaigns or journeys with platform services such as Adobe Campaign, Adobe Journey Optimizer for B2C, and Marketo Engage for B2B funnels. Adobe Target will help personalize the journeys and content display according to customer segments or profiles.

To help put customers first, there is the Adobe Real-Time Customer Data Platform (CDP) that stores and continuously updates customer identities and profiles to collect and feed this information into optimizing each individual user journey.

Adobe Experience Manager and Adobe Commerce Cloud create content consumption and customer conversion environments tightly integrated with journey personalization services described above. Finally, Adobe Analytics and Adobe Customer Journey Analytics help you to understand your customers and the way they shop by consolidating on-platform data and ingesting off-platform data, e.g., from your POS systems.

While the above tools allow you to set up virtually anything that would benefit your business, they are "heavy" and require training. But there is something that gets the configuration, optimization, and experimentation work within each of these tools done 24/7! And that is Adobe Sensei—introduced in 2016 to bring the power of AI/ML to experiences we deliver digitally.  Adobe Sensei underpins the platform and taps into both content and data in a self-improving loop running experiments with content variations, triggers, and display while collecting experiment data, adjusting the experiment until a maximum customer experience is reached for each segment or individual profile.

Let's talk about content, data, destinations, and AI/ML powering experiences

Adobe Commerce—our core competence

We are a conversion enabler on the Magento-Adobe platform. scandiweb has worked with Magento since 2009 and began working with Adobe Commerce and Adobe Experience Platform in 2018 when Adobe acquired Magento Commerce. We leverage the platform’s capabilities for customer experience audit and management, conversion rate and checkout optimization, redesign, migration to headless and PWA, platform migration and upgrade, performance optimization, and hosting. We also work with the Adobe Commerce B2B module to bring an out-of-the-box suite of B2B features.

Adobe Sensei tools
3 AI-driven services for Adobe Commerce

Adobe Sensei has successfully powered different Adobe products since 2016, including image optimization in Photoshop, Live Search in the Adobe Commerce Platform, or content personalization in Adobe Target. Having access to performance and conversion data, Adobe Sensei relentlessly experiments with content display, thus continuously improving your business results.

Here are the Adobe Commerce built-in services powered by Sensei that we have been deploying for our customers

Merchandising

Adobe takes care of merchandising from product sort order within product listing pages and search results to dynamic digital shelves and automated category management. Drag-and-drop category merchandising is enabled with rules and AI to either boost or deprioritize category and digital shelf displays based on their performance data.

Live Search

Indexed live search provides results in sub-second time while optimizing recommendations for each user based on their profile and previous behavior data. Additional support for B2B module shared catalogs and custom contract is also available.

Product recommendations

A convenient widget offering a customer-relevant personalized selection of products that can be placed at any step of the customer journey—from the page a user lands on from a PPC campaign or an organic search to the homepage, product detail page, or cart. A recent Adobe Platform update introduced additional admin tools for managing custom attribute support in recommendation rules and scoping recommendations on a category level.

See case studies of our customers who have achieved KPI improvement across average order value, engagement, and conversion rates by integrating Adobe Sensei-powered services in Adobe Commerce.

Want to connect to Adobe Experience Platform and interested in the timeline and costs?

Adobe Experience Cloud service integration

Our focus is on the customer experience that drives conversions, but to manage the whole customer lifecycle efficiently we employ the following Adobe Cloud services.

Adobe Experience Manager

Easy to use drag-and-drop content management solution for landing pages, promo blocks, forms, and similar builders with a rule-based and personalization-driven content display. Seamlessly integrates with Adobe Commerce Cloud to engage customers with available content and encourage conversion with commerce features as well with other Adobe services such as Analytics and Adobe Target.

Adobe Target

Enables personalization at scale through AI-driven A/B testing—defining the best content to convert a particular type of customers. We integrate it with Adobe Commerce to drive conversions up and with Adobe Experience Manager to achieve KPIs on form completion and signups.

Adobe Analytics

A powerful tool to warehouse your on-platform and off-platform data in a centralized way. Adobe Data Pipelines, data stitching, and Experience Data Models ingest all relevant data for an end-to-end analytics view of your business. We help businesses to ensure that their Adobe Commerce and Adobe Experience Manager data layer is providing reliable and accurate data on customer behavior and conversion so that it correctly informs the Analytics services and AI models.

Customer Journey Analytics

An additional product within Adobe Analytics service focusing on customer journey on- and off-platform, including in-store pickup, POS data, call center, IoT, and kiosks. We help to define the Experience Data Model and consolidate disparate systems to send consistent data to the Adobe Customer Journey Analytics service for the end-to-end view of your customers across the entire business.

Adobe real-time Customer Data Platform (CDP)

Centralized storage of customer identity and profile information continuously augmented with their interaction data. This service is necessary to efficiently power such services as Adobe Campaign and Adobe Journey Optimizer. We help customers push relevant data from the Adobe Commerce platform to Adobe real-time CDP to enable Sensei services to work more efficiently as well as use this data for the optimization of other journeys.

Adobe Campaign

We help to connect Adobe Campaign to Adobe Real-Time Customer Data Platform and set Adobe Commerce as one of the destinations and triggers for the campaigns.

Adobe Journey Optimizer

We can help to add the Adobe Commerce platform to Adobe Journey Optimizer as an additional destination to convert customers, at the same time, feed all the relevant data on the interactions within the platform back to the tool, Adobe Real-Time CDP, and, if used, Adobe Analytics.

Marketo Engage

Marketo Engage, the most efficient marketing automation platform for B2B leads nurturing, has become even better as it becomes part of Adobe Experience Cloud. Already with dozens of B2B features out-of-the box, the Adobe Commerce B2B platform will be more powerful and complete with the integration of Marketo Engage.

What is the process of integrating Adobe Experience Platform?

Platform service choice—mapping it with the business need

Figuring out business needs and opportunities and mapping them against Adobe Experience Platform services. For example, if a business needs a lead generation portal, we'll go with Adobe Experience Manager and Marketo integration. Furthermore, we can add in Adobe Analytics to visualize results and opportunities as well as Adobe Target for campaign personalization.

Implementation estimate and roadmap

Once a service or services are selected, we estimate the effort necessary and plot it on the timeline while we agree on the demonstrable milestones. As the platform features more than a dozen services, we usually start with only one or two and then plan additional phases as we move forward, leveraging the value of the consistent ecosystem as we cover all the needs of a modern business.

Weekly progress reporting & demo

Every week or two you, will be invited to the demo and receive a sprint report summarizing results achieved so far and updating you about where we are on the overall project roadmap.

Large milestones demo

First milestones usually revolve around default integrations, showcasing the default tool configuration working within your current ecosystem. If it is Analytics, the first milestone could be that base data is being collected and visualized, and then the final milestone could be the integration of all custom variables. If it is Adobe Experience Manager, a simple corporate site built without corporate styles yet but already showcasing content publishing and personalization possibilities could be the first milestone. Later, it will be connected to an analytics platform, which may be from Adobe or Google Analytics, and then styled following brand guidelines, with custom content types developed and integrated moving forward.

Specific milestones are planned for each service. But one as aspect common to all is that once base integration is established, we schedule an onboarding and training workshop with your team to train them in the use of all relevant tools to ensure you are aware of their features and can use them to their full potential.

UAT and pre-live simulation

Just like in a larger project, we undertake end-to-end testing to ensure that the new service is not impacting other critical features, modules and systems. We test it together with your team, too, to collaborate within your internal systems connected to the new tool and once everybody is happy, we switch it to the pre-live mode.

Go-Live and post Go-Live monitoring

We select a go live date that is convenient for all to ensure post go-live monitoring and adjustments if necessary. Our team monitors your performance on the side of UX, data and integrations within a week after go live and also our training team help with any operational questions you have about the new tool.

Further growth planning

There are always opportunities in business, so once the first project is successfully deployed and we can measure its impact, its time to think whats next and how Adobe Experience Platform can further enhance your business by its data, content and AI capabilities and bring these benefits to strengthen relationships with your customers, be it B2C, B2B or both.

Brands operating on Adobe Experience Cloud

Why integrate Adobe Experience Platform services

Choosing Adobe services one needs to think about their whole ecosystem. We believe that Adobe toolset is pretty enterprise or at least strong mid-market, so if you think about some service or tool from Adobe, you likely will have other tools and systems to cover your whole digital ecosystem needs cause, well, you are not a small company.

If you assess an individual service of Adobe it may appear similar to competition with its pros and cons, yet when you look at your service needs across the whole company then Adobe Platform starts to shine as each additional service comes with benefits of living on the same platform meaning conveniently sharing data, content and having the same AI connected to its core and impacting all of its destinations.

As an example, you will not have data silos problem in analytics and machine learnings, Adobe Platform uses single XDM - experience data model to describe, store and make sense of the data being accumulated within platform, make data-driven decisions, test them and choose the one that improves experience and conversion.

Are there some systems that Adobe Platform still is missing? Yes, there are are. For example PIM systems, we usually compliment Adobe Platform with PIM from Akeneo or Pimcore. For OMS we use Marello OMS or resort to ERP-based order management systems.

Conclusion - while each of Adobe Platform tools is good in itself, its true value comes from co-integrating multiple ones as they will share the same centralized storage for content, data, collaboration environment and AI/ML scripts taking advantage of all the platform data without any silos.