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Using Adobe Experience Cloud for Journey Orchestration

Adobe Experience Cloud can create a highly effective Journey Orchestration capability to co-ordinate and  personalise customer experience through inbound and outbound channels. For example, Adobe Analytics and Audience Manager can be used to create behavioural segments; these segments can be passed to Adobe Campaign to deliver outbound messaging and Adobe AdCloud to deliver media targeting; Adobe Experience Manager can be used to accelerate the creation and distribution of content to relevant channels and Adobe Target can be used to deliver inbound personalisation through digital channels. Example value seen from applying Journey Orchestration using Adobe Experience Cloud:

  • Hospitality & Travel: 70% uplift in lead qualification, 40% uplift in sales
  • Financial Services: 300% uplift in online conversion
Journey Orchestration


Challenges to execution

The technical integration of Adobe Experience Cloud tools has become relatively simple; the launch of Adobe’s Experience Data Model (XDM) later this year will provide a platform to simplify this further. The challenge most brands face when they aim to build omni-channel customer journeys are typically:

  1. The organisational silos that prevent the planning and execution of omni-channel journeys and;
  2. The complex set of skills required to use the tools and data to build and optimise these journeys.

Accelerating your Journey Orchestration

Merkle can help your business to rapidly design, execute and optimise cross-channel customer journeys through the Adobe Experience Cloud – we have trained our teams with a unique set of skills and follow a lean, agile delivery methodology:

Integration: Merkle Multi-Platform Architects can help you integrate the data, content and process across the Adobe Experience Cloud to deliver personalisation at scale

Design: Merkle Journey Analysts can help you quickly identify, validate and prioritise opportunities for improving cross-channel customer experiences

Execution: Merkle Journey Builders have been trained to use all tools within the Adobe Experience Cloud to build end-to-end customer journeys

Journey Orchestration


Come and visit us at the Adobe summit on 15th and 15th May at the Dentsu Aegis Network stand!