customer journey optimizer adobe

Adobe Journey Optimizer

Create personalized customer journeys using adobe journey optimizer.

Create Personalized Customer Journeys Using Adobe Journey Optimizer is a two-day instructor-led classroom or virtual course that helps you engage with your customers effectively throughout their journey by leveraging the capabilities of Journey Optimizer. Through hands-on activities, you will learn to create and publish personalized messages, create audience and audience compositions, create campaigns, and build and publish your customer journeys in Journey Optimizer. You will also learn to create landing pages and subscription lists. Learning Modalities Available: live instructor-led course ✓

Please select a session to register.

By clicking “Register”, you agree to Adobe Digital Learning Services Terms and Conditions .

Course Details

Live Instructor course, 2 days (USD $2,000)

Level: Beginner

Target Audience: Journey or Campaign Manager, Journey or Campaign Marketing Specialist, Journey or Campaign Analyst

Prerequisites +

Get Started with Adobe Experience Platform course

Objectives +

After completing this course, you will be able to:

• Create audiences in Journey Optimizer
• Create content templates and fragments
• Create effective digital campaigns
• Create, publish, and monitor customer journeys
• Create landing pages and subscription lists
• Why Journey Optimizer?
• Capabilities
• Architecture
• Task Workflow
• Engagement Channels
• Audience Compositions
• Create an email from scratch
• Create an email from code
• Create an email from imported HTML
• Create Fragments
• Email Campaigns
• Web Campaign
• In-App Campaign
• Push Campaign
• Create and Publish Customer Journeys in Adobe Journey Optimizer
• Create Landing Pages and Subscription Lists in Adobe Journey Optimizer

More Ways to Learn

All access learning subscription.

Get 12-month unlimited access to all live instructor-led courses, on-demand courses with practice exercise guides, sandboxes for select on-demand courses, and spotlight videos across Adobe Experience Cloud products.

On-Demand Learning Subscription

Get 12-month unlimited access to all on-demand courses with practice exercise guides, sandboxes for select on-demand courses, and spotlight videos across Adobe Experience Cloud products.

Adobe Qualified Credential

Take an exam and earn a credential that validates your skills and knowledge.

Looking for private event training for your team?

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Adobe Summit Sneaks showcase how Generative AI can supercharge Customer Experience Management

At Adobe Summit 2024, the world’s largest digital experience conference, the popular Sneaks session provides a glimpse into the future of how brands create, deliver and personalize customer experiences online. Generative AI has already reshaped Customer Experience Management (CXM), and the Sneaks this year showcase how it will continue to help teams be more efficient and productive, while delivering new and exciting digital experiences.

Sneaks come directly from Adobe employees, with the belief that a great idea can come from anywhere. Many Sneaks eventually become actual Adobe products and features. From research scientists and engineers, to UX designers and product managers, individuals propose projects that get showcased on the Summit mainstage. Cutting-edge technologies this year, focused on CXM, span everything from content creation to brand compliance for digital assets.

Here are this year’s Sneaks finalists.

Project Perfect Plays

Depending on a brand’s business goals and objectives, it may take several weeks to create a marketing playbook and execute the marketing strategies for a specific campaign. With Project Perfect Plays, powered by Adobe Firefly generative AI, teams could accelerate the creation of marketing playbooks and initiate marketing campaigns in Adobe Experience Platform applications. Users simply input an overview of their campaign objectives (or upload a marketing brief) and a complete marketing playbook experience is generated with audience insights, marketing strategies and goals that can be kickstarted at the click of a button.

Project Get Personal

Customers expect personalized experiences in every interaction they have with a brand. They want to feel valued and not an anonymous face in the crowd. This is why brands must ensure each experience is personalized, to meet changing customer expectations and build loyalty. Project Get Personal empowers marketers — of any skill level — to generate multiple variations of personalized images instantly and seamlessly deliver them at scale. This Sneak leverages Adobe Firefly generative AI to create images tailored to individuals, integrated directly with Adobe Journey Optimizer and Adobe Real-Time Customer Data Platform to personalize experiences across websites, mobile apps, emails and more.

Project Ready Click Go

It can take substantial time and resources for a brand to launch a complete digital experience, especially one that can also be personalized as part of a customer’s overall journey. Project Ready Click Go enables brands to create a full digital experience in Adobe Experience Cloud in just minutes with generative AI. With a short prompt describing the desired experience, an AI assistant can create a website through Adobe Experience Manager , along with audiences in Adobe Real-Time Customer Data Platform, campaigns in Adobe Journey Optimizer, and insights directly from Customer Journey Analytics. This enables users to easily create, deliver and measure personalized experiences at scale.

Project Brand Slam

Brand compliance is critical for organizations to maintain a consistent look and feel across digital properties. However, aligning every asset with internal and external regulations can be time-consuming and often costly for marketing teams, involving multiple stakeholders including designers, copywriters, legal professionals and brand experts. Project Brand Slam ensures that logos, images, text, and formatting in marketing campaigns align with the latest brand guidelines — using generative AI to automatically correct violations. The AI also optimizes each asset based on insights from past campaigns. It eliminates the need to manually review, approve and update every campaign asset, so that marketers can focus their efforts on creating impactful content that drives customer engagement.

Project Promo Mojo

Launching a successful influencer campaign can often take months, with teams having to find the right influencers, finalize contracts, and review and approve branded content. Project Promo Mojo makes it possible to kickstart influencer marketing campaigns with greater ease. A marketplace quickly matches marketers with ready-to-be-published content from influencers, while aligning with target audiences. Once an agreement is in place between the marketer and influencer, generative AI is used to seamlessly integrate messaging into pre-existing influencer videos, podcasts, blogs and social posts — all in their voice or tone so marketers can scale branded content and meet campaign objectives.

Project Mighty Micro

Business customers that purchase products for their organizations increasingly expect an experience that is highly personalized and engaging, and on par with the services they use in their personal lives. For business-to-business (B2B) brands, however, they have the challenge of managing long and complex sales cycles that involve multiple people. With Project Mighty Micro, B2B marketing and sales teams can leverage generative AI to create highly personalized microsites at scale for individual buying groups. Each microsite provides a personalized experience, with relevant content and calls to action for buyers based on their industry and role, as well as the current stage of their buying journey.

Project Infograph It

Infographics have long been an effective way for brands to quickly communicate data insights, by presenting complex ideas in an easily digestible, interactive and visually appealing way. The process for creating infographics, however, can often be time consuming as it involves multiple stakeholders (designers, marketers, data analysts) and hours spent creating, arranging, and editing graphics and text components. Project Infograph It simplifies the creation process, leveraging Adobe Firefly generative AI to create and recommend design elements based on key messages, data and the overall aesthetic the user hopes to convey. Users can simply import a dataset, enter a short text description of the top messages, and instantly experiment with different color palettes, chart types, graphics and animations.

https://blog.adobe.com/en/publish/2024/03/26/whats-new-at-adobe-summit-2024

https://blog.adobe.com/en/publish/2024/03/26/reimagining-customer-experience-age-ai

https://blog.adobe.com/en/publish/2024/03/26/adobe-summit-2024-expanding-access-content-credentials-enterprises-brands-consumers

3rd-party Messaging blueprint

CREATED FOR:

Demonstrates how Adobe Journey Optimizer can be utilized with 3rd party messaging systems to orchestrate and send personalized communications.

Architecture

Prerequisites, adobe experience platform.

• Schemas and datasets must be configured in the system before you can configure Journey Optimizer data sources
• For Experience Event class-based schemas add 'Orchestration eventID field group when you want to have an event triggered that is not a rule-based event
• For Individual Profile class-based schemas add the ‘Profile test details’ field group to be able to load test profiles for use with Journey Optimizer

3rd-party Messaging Application

• Must support REST API calls for sending transactional payloads

Journey Optimizer Guardrails Product Link

Guardrails and End to End Latency Guidance

Implementation steps

Schema/datasets.

• Configure individual profile, experience event, and multi-entity schemas in Experience Platform, based on customer-supplied data.
• Create datasets in Experience Platform for data to be ingested.
• Add data usage labels in Experience Platform to the dataset for governance.
• Create policies that enforce governance on destinations.

Profile/identity

• Create any customer-specific namespaces .
• Add identities to schemas .
• Enable the schemas and datasets for Profile .
• Set up merge policies for differing views of Real-time Customer Profile (optional).
• Create segments for Journey usage.

Sources/destinations

• Ingest data into Experience Platform using streaming APIs & source connectors.

Journey Optimizer

• Configure your Experience Platform datasource and determine what fields should be cached as part of the profileStreaming data used to initiate a customer journey must be configured within Journey Optimizer first to get an orchestration ID. This orchestration ID is then supplied to the developer to use with ingestion
• Configure external data sources
• Configure custom actions for 3rd party application

Mobile push configuration (optional as 3rd party may collect tokens)

Implement Experience Platform Mobile SDK to collect push tokens and login information to tie back to known customer profiles

Leverage Adobe Tags and create a mobile property with the following extension:

• Adobe Journey Optimizer
• Adobe Experience Platform Edge Network
• Identity for Edge Network
• Mobile Core

Ensure you have a dedicated datastream for mobile app deployments vs. web deployments

For more information follow the Adobe Journey Optimizer Mobile Guide

Related documentation

• Experience Platform documentation
• Experience Platform Tags documentation
• Experience Platform Mobile SDK documentation
• Journey Optimizer documentation
• Journey Optimizer Product Description

• Adobe Journey Optimizer

ADOBE JOURNEY OPTIMIZER

Customer engagement at the right time, on any channel..

Adobe Journey Optimizer is a single application for managing scheduled cross-channel campaigns and trigger-based one-to-one engagement for millions of customers —and the entire journey is optimised with intelligent decisioning and insights.

Watch overview Take a tour

https://main--bacom--adobecom.hlx.page/fragments/homepage/summit-2024-products

Adobe Journey Optimizer unlocks real-time personalisation.

Built natively on the Adobe Experience Platform, Journey Optimizer lets you manage customer engagement across inbound and outbound channels using real-time insights and AI-driven decisioning so you can engage one customer — or millions — with relevant experiences any time, anywhere.

• Real-time profile & insights
• Omnichannel orchestration
• Personalised offer decisioning
• Customer lifecycle engagement

Real-time experiences. Real-time customer action.

Create the foundation for personalised journeys with a unified customer profile and real-time insights.

• Real-time profiles built from both online and off-line data.
• Identity resolution, centralised audience management and real-time messaging triggers.
• Unified metrics framework across Journey Optimizer, Real-Time CDP and Customer Journey Analytics for consistent measurement.

Real-time journey orchestration.

Orchestrate and automate journeys based on real-time behaviour, contextual changes or business signals — all from a single application.

• Omnichannel journey designer
• Drag-and-drop message designer
• Visual authoring for web push messages and web in-browser messages
• Code-based authoring for nonvisual or server-side surfaces
• Digital asset management
• Guided channel set-up for streamlined configuration

Real value added to the customer journey using generative AI.

Personalise engagement at scale with centralised decisioning, experimentation and intelligence so you always deliver the “next best offer.”

• Central offer management helps enable reuse and govern eligibility.
• Intelligent offer decisioning defines the best offer for the customer and allows you to place it in any channel.
• AI decisioning optimises journey pathways based on defined goals.

Engage customers at every step of their journey.

Manage broad marketing campaigns and personalised, one-to-one interactions alike to stay top of mind no matter where your customers roam.

• Audience-based marketing
• One-to-one customer marketing
• Business-driven segment updating
• Immediate burst messaging

The latest innovations for Journey Optimizer.

• Engage customers across additional channels with visual authoring for web push messages and web in-browser messages, as well as code-based authoring for nonvisual or server-side surfaces.
• Measure impact consistently and accurately with a unified metrics framework across Journey Optimizer , Real-Time CDP and Customer Journey Analytics.
• Use AI decisioning to identify the optimal pathway for a customer to flow through their journey based on your defined goals.
• Make next-best-offers available at any point in the journey, across multiple channels.
• Speed up new channel configurations with guided channel set-up for web and mobile apps.

Better define journeys and evolve how you deliver experiences.

Simplify management

A single application for omnichannel campaigns and real-time engagement.

Improve engagement

Personalised content based on profiles updated in real time.

Increase conversion

Data-driven insights with instant views into journey progression.

Speed time to market

Modern UX with journey templates and AI-powered workflows.

Scale as you need

Cloud-native scalability and agility with API extensibility.

The Total Economic Impact™ of Adobe Real-Time Customer Data Platform, Journey Optimizer and Customer Journey Analytics.

Learn how this Adobe solution delivered a 431% return on investment.

Read report

https://main--bacom--adobecom.hlx.page/fragments/products/gen-ai/ajo

BETTER TOGETHER

Journey optimizer + real-time cdp..

Pair Real-Time CDP with Journey Optimizer to build unified profiles and actionable audiences while creating, orchestrating and delivering personalised customer experiences from a single platform.

“We can feed profiles into Adobe Journey Optimizer to deliver more relevant emails and other communications across channels. We’re even looking to use location information through the mobile app to activate location-based communication. If a tourist is walking near a museum, it can trigger a push notification or email inviting them to visit.”

Francesco Paolo Schiavo, Director General at the Italian Ministry of Tourism

Related content

https://main--bacom--adobecom.hlx.page/fragments/products/cards/adobe-journey-optimizer

Questions? We have answers.

Adobe Journey Optimizer is an agile, scalable application built on the Adobe Experience Platform for orchestrating and delivering personalised, connected customer journeys across any app, device, screen or channel. It lets brands optimise and personalise experiences across the entire customer journey — whether it's a brand-initiated engagement like weekly promotional emails or personalised real-time interactions, such as providing customers with contextual information as they engage with products or services they've purchased from your business.

Brands can use a single application to put consumers at the heart of the customer journey, whether orchestrating individual campaigns or intelligent management of the entire customer journey.

Adobe Journey Optimizer — built on the Adobe Experience Platform — enables journey orchestration, customer segmentation and content and delivery capabilities all within a single solution. Capabilities include intelligent personalisation, dynamic customer journey designing and real-time insights.

Adobe Journey Orchestration lets you tailor individual journeys for customers based on their prior preferences and behaviours.

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