An Experience Architecture for the Modern Enterprise · Data Integration ecosystem • Informatica...
Transcript of An Experience Architecture for the Modern Enterprise · Data Integration ecosystem • Informatica...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
An Experience Architecture for the Modern EnterpriseCarly Lynch | Head of Business Consulting APAC
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Today’s Speakers
DEVELOPING AN EXPERIENCE SYSTEM OF RECORDTom Braybrook | Product Marketing Manager, Adobe Experience Cloud
BULDING AN EXPEREINCE ARHITECURE Yousif Al-Shekly, Senior CRM Technical Advisor, Westpac NZ
BREATHING LIFE INTO UNDERSTANDING OUR CUSTOMERSKristina Curtis, Head of Digital and Customer Analytics, BT Financial
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
INTRODUCING THE ADOBE CLOUD PLATFORMTom Braybrook | Product Marketing Manager, Adobe Experience Cloud
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
LEADS OPTIMISATION ENGINEYousif Al-Shekly, Senior CRM Technical Advisor, Westpac NZ
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DESIGNING THE NEW NORMALKristina Curtis, Head of Digital and Customer Analytics, BT Financial
INSERT - EXPERIENCE THEATER – Cross Promotion Slide
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
INTRODUCING THE ADOBE CLOUD PLATFORMTom Braybrook | APAC Product Marketing , Adobe Experience Cloud
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
SEMANTICS & CONTROL
DATA
MACHINE LEARNING
ACTION
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
INFRASTRUCTURE
ADOBE CLOUD PLATFORM
APIs Console Runtime Events
Cloud Foundation
Sensei Services: Creative Intelligence Content Intelligence Experience Intelligence
Adobe I/O
Adobe Sensei
Content Data
DEVELOPERSERVICES
INTELLIGENT SERVICES
PLATFORM SERVICES
ProfileIngestion
Sensei Framework and Tools
Collaboration XDM XDMSearchSync Governance
Storage ConnectorsContainers
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POS
CRM
Product Usage
MktgAutomate
Call Center/Service Mgmt
IoT
Geo-Location
AdEngagement
Commerce
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DATAACTIONSEMANTICS & CONTROL
MACHINE LEARNING
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Ingest, standardize, and persist customer data from across your enterprise
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Automatically stream Adobe Solutions Data into platform
(233 Trillion annual customer data transactions)
Data Integration ecosystem• Informatica• SnapLogic• Unifi
Flexible client-side data capture and integration into experience
Enable flexible data architectures and various integration patterns• Ingest and egress APIs
ADOBE SOLUTIONS
IT-FOCUSED PLATFORMS
LAUNCH BY ADOBE
CONNECTORS,API’S
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DATA
ACTIONSEMANTICS & CONTROL
MACHINE LEARNING
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Experience Data Model: Normalize Cross-Channel Data
Experience Data Model (XDM)
System Defined Customer Defined
CRM PIMPOS MerchandisingERPMkt Automation
Standardized, extensible schema for representing all experience data to enable immediate semantic understanding of cross-channel data and foster an ecosystem of pre-built insights and services.
Schema Tools & Registry
OPEN
EXTENSIBLE
ECOSYSTEM
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DATA
ACTION
MACHINE LEARNING
SEMANTICS & CONTROL
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Sensei: Opening up the framework
Developed by Adobe that do not require customer-specific configuration or training
MARKETER
Developed by Adobe that enables customer-specific configuration and training
DIGITAL ANALYST
Developed by customer or partner. “BYO algorithm” to your Adobe data
DATA SCIENTIST
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Campaign
Ads
Mobile
Chat
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1DATA
ACTIONSEMANTICS & CONTROL
MACHINE LEARNING
ADOBE CLOUD PLATFORM
APIs Console Runtime Events
Adobe I/O
Adobe Sensei
Content Data
DEVELOPERSERVICES
INTELLIGENT SERVICES
PLATFORM SERVICES
ProfileIngestionCollaboration XDM XDMSearchSync Governance
ADOBE EXPERIENCE CLOUD
SOLUTIONS
Campaign Target PrimetimeExperience Manager Analytics Audience Manager Search
Analytics CloudMarketing Cloud Advertising Cloud
DSP DCO
Sensei Services: Sensei Framework and Tools
ADOBE CLOUD PLATFORM
APIs Console Runtime Events
Adobe I/O
Adobe Sensei
Content Data
DEVELOPERSERVICES
INTELLIGENT SERVICES
PLATFORM SERVICES
ProfileIngestionCollaboration XDM XDMSearchSync Governance
Sensei Services: Sensei Framework and Tools
ENTERPRISE SYSTEMS
CRM PIMPOS MerchandisingERPMkt Automation Call CentreData Lake
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Get Ready Adobe Launch& Auditor
Stay Tuned
Adobe Symposium Sydney 15-16 August 2018
Leads Optimisation Engine
WESTPAC NEW ZEALAND'S PURPOSE IS
Helping our customers financially to grow a better New Zealand
Introducing Jim
OUTBOUND CALLHome Loan Rate Rollover
eDMOnline Banking Functionalities
DMOnline Bonus Saver
PUBLIC WEBSITETerm Deposit Promotion
SECURE SITEPassword is 1 year old
View from the top
Source Systems AnalyticsFunction
DataWarehouse
Leads Pipeline
LOE Matrices
DecisioningWorkflows
Prioritised and Categorised Leads
Queues Data + Leads Outcomes
Branch and Call Centre Queues
Site Browsing DataWebsite
BrowsingData
Real-time
Site TrafficTracking
ChannelAllocation
CreatingAudienceSegment
On SitePersonalisation
Adobe Campaign
On Premise Managed Cloud
Decisioning Workflows
Leads Pipeline
Health Checks Scoring Contact
RulesChannel
Allocation
1 2 3 4
Lead Delivery
Jim goes on a holiday
Saving money
Westpac.co.nz
Abandoned Application Form
Bonus Saver Account
Currency Exchange
Jim goes to CanadaJim gets his Global Currency Card
Not interested
Tickets booked
Jim gets help
Accommodation booked
Airpoints Platinum CC
Features
Branch and Call Centre queues monitoring
Skills Aware Leads*
Lead Score Upweight and Decay*
Branch Queue Data*
HRMS Integration (Resource Planning)*
*Under development
Geographical Redistribution*Outbound Calling
Expanding communications through touchpoints
Customer-centric contact strategy
Culture change (targeting, prioritisation, personalisation)
Data science capability
Service = Growth
Learn from customer interactionsJourney Learnings
Learnings
Future State
Next Best Action Next Best Action Engine
Decisioning Engine
Customer Touchpoints Centre
Channel Dispatch Engine
Customer Touchpoints
eMail DM
SMSSecure & Public Site
Frontline Dashboard ATM
Designing the new normalKristina CurtisHead of Digital and Customer AnalyticsBT Financial Group
@_kristinacurtis
This is
FIONAShe calls the shots
Our approach
We started by creating a unified Customer Experience
BOMPrivate
WestpacPrivate
Bank
MorayAgnew
Corp Super
St GeorgePrivateBank
BT Blue
SAPCorp Super
Westpac staff super
BT Bold
LockheedCorp Super
Corp SuperBlueprint
BT.com.auStaff
RabobankCorp Super
NasdaqCorp Super
Corp SuperOptus
BTWorkplace
Super
BTFG.com.au
BT GO Invest
BTGet Moving
BT.com.au
StellaNetwork
WrapEOFY
BTAdviserCentre
BTCompact
Wrap
KeyPerson
Insurance
PanoramaInfo page
BTWholesale
Plus
Insights
PanoramaProfessional
18%MIGRATED
46%MIGRATED
64%MIGRATED
75%MIGRATED
100%MIGRATED
It’s all about the long game
AEM PLATFORM
DYNAMIC PERSONALISATION
MARKETING AUTOMATION
MACHINE LEARNING & BIG DATA
ARTIFICIAL INTELLIGENCE
Basic Unified Optimised Automated Autonomous
Bringing the team together
1 HOUR 2 DAYS 1 WEEK
PAST
YESTERDAY
TODAY
Customer abandons form
Event captured in Adobe Analytics
Overnight
Captured in EDW
Event captured in Adobe Analytics
Overnight
Captured in EDW
Event captured in Adobe Analytics
Analysed in Data Mart
Analysed in Data Mart
Sent to Decisioning
Engine
Manual processingeDM sent
Next Best Action Internet Banking
eDM sent
Customer details matched with Adobe tags
1 Hour
Run Adobe Campaign
Run Adobe Campaign
eDM sent
Real Time
Sent to DecisioningEngine
Next Best Action Internet Banking
Customer abandons form
Customer abandons form
Getting closer to the customer
Big Data: Breathing life into understanding the customer
Stand up for what you believe in...