Written by: Sean Burrell, SVP of Business Development & Global Alliances
What Marketing Challenges Does Adobe Campaign Classic (AC) Solve?
Challenge 1:
You have complex data requirements that can include both B2B & B2C use cases – possibly both. Your company is also likely to have multiple data sources from which you need data variables so you can cross-channel market to your customers.
Solution 1: Adobe Campaign has an open framework that allows marketers to ingest data from a myriad of sources and build a unified customer profile so that the communications to your buyers are personalized and relevant to where they are in their journey at the time of your messaging.
Challenge 2: Large percentage of campaigns are adhoc & not automated suggesting there is a high degree of manual effort involved. Not only is this costly with human intervention, there’s a higher propensity for mistakes and potentially less personalization in the messaging.
Solution 2: AC allows marketing users to set up, schedule and run automated campaigns to maximize campaign delivery without intervention which saves time, resource allocations and decreases potential errors.
Challenge 3: Still using list pull for campaign development & execution relying on tools like Salesforce for list extraction principles for campaign execution.
Solution 3: AC can empower a technical marketer to query and select data from any system it is connected to so there is no waiting for IT to cut a list or try to report on the results when the original list source has changed.
Challenge 4: Need to integrate Campaign with other systems not just to other Adobe products, but also to custom & supporting systems such as CRM, POS, Analytics & DataStores.
Solution 4: AC’s infrastructure & platform allow you – sometimes with the help of a partner – to create custom integrations to a wide range of other 3rd party applications such as webinar tech, Twilio, Google Analytics and various CRMs whether brand name or homegrown.
When is Adobe Campaign Version 7 a fit?
Data needs to remain on-premise Many organizations (such as those in the Fi-Serv, Healthcare & Pharma sectors) must adhere to specific legal requirements preventing them from accessing customer records outside of their on-premise or ringfenced private cloud environments. Campaign v7 is the only true enterprise-class marketing automation platform that facilitates an on-premise environment option for those businesses that need that alternative.
DBAs are required to have full access to the back end of Adobe Campaign Some organizations require access to Campaign which is not possible under the cloud-based Adobe license agreement due to the potential risk of affecting system stability and performance. In these circumstances, it may be better for you to implement the v7 version on-premise of Adobe Campaign.
A hybrid deployment is needed to access many data sources & reduce latency When a number of systems in the stack have large volumes of data and need to be consumed and leveraged by Campaign, it is often easy to keep them as close to one another as you can to avoid latency. In this situation, a v7 or v7+ hybrid deployment of AC is often the solution, especially if Campaign cannot be pointed to a single back-end system.
When is Adobe Campaign Version 8 a Fit?
A cloud-hosted Adobe Campaign solution is desired Adobe Campaign v8 is available as an Adobe cloud-hosted solution. As a result, organizations will either need to have the appetite to implement Campaign via the cloud solution or have already made this transition in a prior version.
An exponential increase in performance is required A significant change between AC v7 and v8 is the underlying data engine. In v7, the underlying engine is written in PostgreSQL In v8, the underlying engine is Snowflake. For v8, this allows AC to run processes at speeds that could only be dreamed of before, and in some cases, this is well over 200x faster.
You’re planning on also implementing RTCDP and AJO now or in the near future If you’re looking to leverage the out-of-the-box integrations between Adobe Campaign, Adobe Journey Optimizer and the Real-Time CDP, either now or in the future, these could be great reasons for implementing Campaign v8 or migrating to v8 whether that be from v7 or other solutions like Salesforce’s campaign tool.
Why Partner with Celerity IS, Inc.?
We can help you take advantage of all the capabilities of Campaign Classic AC is very powerful, and to take full advantage of its automation, integration and personalization, you need a partner with years of hands-on configuration and customization experience to show you everything that is possible with the application. Most importantly, we can help you plan and phase in more and more features as your team becomes comfortable with the power of AC!
We really understand data Having worked with nearly every conceivable database and 3rd party application connected to Campaign, we can help you with configuring AC to utilize the correct data from the right schema at the right time.
Experience implementing v7 & v8; certified in both Having completed a v8 install with our 13+ years of experience in implementing AC, Celerity captures the correct requirements and your digital campaign strategy to ensure programs of work are a success. In fact, Celerity is so trusted in all things Campaign, we helped Adobe create the questions for the new v8 exam.
Our clients love us With Net Promotor Scores of 10 across our client base, Celerity has become the agency of trust when it comes to all things Campaign including the systems it touches, the functional documentation needed, stabilizing and growing the platform, removing problems and pesky errors and providing timely and accurate solutions to ensure the application maintains resilience.