Introduction to Adobe Campaign Classic

Transcript

In this module you’ll learn to summarize how Campaign Classic fits into the Adobe Digital Experience Portfolio. You’ll also learn to identify the primary features and capabilities of Campaign Classic. The Adobe Experience Cloud offers applications and services all sitting on top of the experience platform. The applications offered in Experience Cloud are grouped under four main clouds. In Adobe’s Digital Experience Portfolio, Adobe Campaign sits in the Marketing Cloud, which offers a single unified platform to deliver digital marketing experiences through four different applications. It provides a content management solution with Adobe Experience Manager. With Adobe Target, it provides a personalization engine that lets you test and optimize with machine learning across mobile apps and the web. With Marketo Engage, it provides lead management, B2B and account based marketing.

And finally, with a Adobe Campaign it provides a comprehensive application for the orchestration, launch and measurement of personalized cross-channel marketing campaigns that fuel meaningful customer experiences. Adobe Campaign provides a platform for designing cross-channel customer experiences, and provides an environment for visual campaign orchestration, real time interaction management and cross-channel execution.

Now let’s have a look at the key capabilities of campaign. The integrated customer profile, offers a single accessible view of the customer with a unified record of all interactions. Contact history, demographics, purchase data, derived data and channel preferences are all contained in this customer profile. And it evolves as the customer’s interactions increase. It combines online and offline data as well as web behavioral data. And these profile attributes can be used for one-to-one personalization and segmentation. In campaign you can create complex segmentation strategies for cross-channel campaigns. with unlimited levels of segmentation. You can segment by customer attributes, and then align offers messages and content with those segments, as well as track and analyze them through campaigns analysis and reporting capabilities. With Cross-Channel Campaign Orchestration, you can combine online and offline channels into a single workflow. Create multi step multi wave campaigns, and schedule and automate all campaign activities. You can design, build and execute your email and mobile campaign natively within Campaign Classic. Designed one to one personalized email, SMS and push notifications. Use campaigns full deliverability management capabilities, and finally monitor and track deliveries across all channels. With campaigns real time interaction management throughout the customer journey you can determine the right offer for the right customer at the right time across channels, integrating outbound and inbound strategies. Manage cross-channel offers in a single repository and customize unique versions of offers across all channels. Adobe Experience Cloud integrations with Camping Classic provide insights that allow marketers to take action throughout the customer journey. Adobe Analytics can feed data into campaign enabling real time retargeting and cross channel insights, and marketers can then send targeted campaigns for events such as Cart Abandonment. With Adobe Audience Manager you can create and share audiences across the Marketing Cloud, enrich audiences for cross-channel strategies, apply look alike modeling as well as data governance. Adobe Target allows you to present dynamic content at the time the email is open, based on contextual clues such as data, time, location and preferences of the customer. And Adobe Explained Manager can be used for email authoring and content management. As well, Adobe core services shares assets and audiences across the Adobe Experience Cloud. And finally, campaign provides access to multiple data sources through data connectors for CRM integration, as well as data collection activities that allow you to transfer and load data from external sources. Let’s have a look at the underlying architecture and components of Adobe Campaign captured in this diagram. We can see it consists of a presentation layer, an integration layer, a persistence layer, and a logical application layer. The presentation layer is comprised of the interfaces available to access the campaign server. Campaign provides a built in thin client as well as a rich client. The rich client is the main user interface of the application. It’s a native application to the Windows operating system, and it communicates with the campaign application servers solely with standard internet protocols such as SOAP and HTTP. This console provides great user friendliness for productivity uses very little bandwidth because of the use of a local cache, and is designed for easy deployment. This console can be deployed from an internet browser can be updated automatically and does not require any specific network configuration because it only generates HTTP and HTTPS traffic . The Thin Client provides access to a subset of campaigns functionality via a simple web browser, using an HTML user interface. For example, the Reporting Module can be consulted directly from a browser. In addition to these two clients, however, the application server can also be accessed from an external application, using the web services API’s exposed via the SOAP protocol. The integration layer provides external applications, a method to integrate with Adobe Campaign. HTTP and HTTPS are used for tracking HTML opens, clicks and redirects. It uses an SMTP server to deliver messages and a POP3 server to receive all bounced messages. It supports file imports and exports of type, CSV, TXT or XML, and also supports file transfers using SFTP and HTTP. Campaigns database is used as a persistence layer and contains almost all the information and data managed by Adobe Campaign. This includes functional data, like profiles, subscriptions and delivery content, technical data, like delivery logs and tracking logs, as well as metadata like internal and custom tables, fields and labels. The reliability of the database is of utmost importance because the majority of Adobe Campaign Components require access to the database in order to perform their tasks. And finally, the Campaign Platform is written on a flexible application layer that is easily configurable to meet a couple business need. Campaign is a single platform with different applications that combine to create an open and scalable architecture. Each campaign instance is a collection of processes in the application layer, some which are shared, and some which are dedicated. Now let’s look at the technologies that are deployed in a campaign instance. This diagram shows that a web server controls all access to the campaign web processes. JavaScript is the server side language used for core product features and customizations when required. And Tomcat is the back end JavaScript engine, and is embedded in the campaign product and part of the web process. JavaScript is used throughout the product, for example, in a JSP, or JSSP page to render dynamic content. The Client Console connects to the web server using SOAP XML over HTTP. The web server provides the security layer and passes the requests to the application server using JavaScript. And then the campaign internal processes access the database using SQL. This diagram of the architecture is a little more detailed and depicts the overall communication between the processes. This is an example of a standalone deployment where all the campaign components are installed on the same computer. Over on the right we see the client computers connect to the campaign application server using HTTP. All the data and information is managed in the campaign database over SQL. This means that if a developer makes any changes to the configuration of campaign, these changes will be captured in the database. Or if a marketer creates a new campaign. All the configuration and data related to that new campaign is also managed in the database. Once a marketer executes a campaign email deliveries are sent to profiles from the campaign server, through an SMTP server. As profiles interact with the email deliveries they receive for example, opening the email or clicking the URLs and then email. That tracking data is then sent back to campaigns tracking server. In the standalone deployment the tracking service combined with the campaign server. Any bounced emails will be collected and sent to the POP3 bounce mailbox server. By providing real time inbound and outbound cross-channel campaign management capabilities, Adobe Campaign Classic allows marketers to orchestrate through all available channels, including email, website, SMS, direct mail, social media, mobile applications, point of sale or call center. Relying on a single marketing view of the customer that unifies data from across your organization, marketers can create and deliver uniquely tailored messages to increase marketing effectiveness. Marketers can plan orchestrate and automate content and messages all in one place and provide consistent interactions with customers across all channels. Whether a customer walks into a store picks up the phone, opens an email message or orders through an app. With Adobe Campaign every interaction is consistent. Meaningful customer experiences are served by deep personalization capabilities. Marketers can personalize the message design, content, offers, channels, and cadence based on deep customer knowledge to make each message relevant and contextual at a one-to-one level. Communications can be personalized in real time, leveraging context, preferences, interests, purchase history, and more to fulfill customer’s expectation in the present moment. -