AMBITION
Weave together customer journeys to fuel product-led marketing
Adobe’s marketing function has long been a powerful tool for business growth, leading to strong brand recognition and a vast customer base. But entrenched legacy systems—established before its own Adobe Experience Platform (AEP) and Adobe Journey Optimizer (AJO) were available—limited the organization’s ability to pursue more personalized and efficient marketing efforts at scale. Running campaigns within the existing system was time-consuming, requiring teams to manually stitch together data to identify the right audience for each initiative.
To reach the next level of success, Adobe wanted its products to play a greater role in driving growth. By recognizing customers across products and providing personalized experiences within those apps and on the web, Adobe could improve and scale its marketing efforts.
Adobe worked with us to migrate to AEP and AJO for its flagship products, including Photoshop and Acrobat, so it could create journeys that weave together the entire customer experience from acquisition through end-product use. This transformation would allow them to move away from one-off campaigns to highly orchestrated, multi-channel journeys driven by unified customer profiles.
ACTION
Redesign campaign execution with Adobe’s own platforms
To facilitate a successful transition from Adobe’s legacy systems to AEP and AJO, we planned and executed a migration focused on standardizing processes across product teams while unlocking new journey-based capabilities. We led the transformation with a top-down leadership approach, a strong steering committee and robust engineering and data support.
To support Adobe’s massive audience and customer base, we created an infrastructure that could support large data volumes and established efficient data pipelines that would enable Adobe to easily access and activate customer insights and profiles. We also prioritized low latency data, so the context from each customer action carries forward to the next, which helps create more consistent and relevant customer journeys.
A comprehensive technical team worked to implement the platform at internet-scale, accommodating billions of visits and variable, event-driven traffic. Ultimately, we delivered a platform with a scalable infrastructure that can accommodate growth and a data pipeline that provides real-time insight into customer profiles.
Throughout the migration, we worked closely with Adobe to unlock additional value by identifying and integrating new capabilities and process improvements. By approaching the transition holistically—accounting for technology, support, operations, data management and governance—we helped Adobe unleash the full potential of its own platforms.
ACHIEVEMENT
Seamless, customer-first journeys at scale
Adobe’s migration to AEP and AJO consolidated 6,000 campaigns into just hundreds of customer journeys. This streamlined operational efforts, improved collaboration and enabled Adobe to more effectively identify accounts or profiles that qualify for journeys. With better recognition of customers across products, Adobe can connect acquisition context through to in-product experiences and provide one-to-one personalization in apps and on the web.
The transformation marks the largest AEP implementation to date, representing more than 4 billion profiles and 200 experiences and channels. With an enterprise-scale operating model and connected journeys, Adobe can deliver customer-first cross-sell and upsell experiences that create value for users and the business.
represented on the platform
enabled on the platform
consolidated into hundreds of integrated journeys
With the world’s largest implementation of AEP, we helped Adobe connect customer journeys to pursue product-led growth.
