Although most of the buzz at the Adobe Summit was not about Adobe Campaign Classic or this year’s latest version of Adobe Campaign Standard (ACS), there were still some interesting sessions regarding these fundamental pillars of Adobe Marketing Cloud and Cross-Channel Orchestration. The Forrester Wave™, Cross-Channel Campaign Management, Q1 2018 research report was published before the Adobe Summit.
Once again Adobe Campaign was one of the leaders in Cross-Channel Campaign Management. It’s fair to say that this solution has proven its place and performance. As mentioned in the Forrester report “Adobe blends its solid data and audience management capabilities with marketer-friendly, content-rich CCCM design and orchestration tools.” Adobe is consolidating UX and workflow features across the Adobe Campaign Classic and Adobe Campaign Standard. GDPR is not forgotten, and a new Privacy tool package has been released in the second quarter of this year, for both ACS and ACC. Especially ACS is now under development, and more features are coming to this solution soon.
Adobe Campaign Standard for easy to use marketing automation and built-in integrations
Adobe Campaign Standard was not the most hyped solution in Summit 2018 since it has been launched some time ago already and this year the event was more focused around content velocity, Adobe Experience Manager and Adobe Sensei to mention a few. Still, we found a few exciting use cases and news about ACS. An insurance company Loyalis from the Netherlands showed how they use a multi-solution Adobe stack containing Adobe Campaign Standard, Adobe Experience Manager and Adobe Analytics with agile teams to create better segmentation with more relevant content and in the end to achieve significant business results. With this tech backbone combination, they can achieve behavioural segmentation based on Adobe Analytics, email content strategy based on web research behaviour and seamless measurement KPI’s. As we know at Avaus, tech backbone is not enough, there is also need for change in the way that an organisation works. At Loyalis, there were important effects on the organisation. With Adobe marketing now more self-reliant, they first changed their mindset from offline to digital, and they now know what their customers want and can tailor communication towards them and thus be more efficient and save 110k euros last year. Key learnings from this session were:
· more dynamic/realtime workflows work better
· treat your colleagues as your audience
· in the end, it’s about content and its relevance
From the solution point of view, ACS is taking its place as a marketer’s tool for cross-channel orchestration, journey planning and creating content. ACS creative side has improved all the time with integrations to Adobe Dreamweaver and Adobe Experience Manager, and also email content creation has become simple with no coding required. Adobe Campaign Standard was first launched with an email channel only, but nowadays channel mix in ACS is covering most of the important (email, direct mail, landing pages, mobile push and SMS), it has also capabilities for transactional messaging.
New package ‘Privacy tools’ for Adobe Campaign Classic
During the last couple of months, many thoughts have been orbiting around the concept and impact of GDPR, at times vague and a bit hard to apply on specific customer use cases due to interpretations collected from a wide audience of colleagues, external consultants and internal legal personnel. The most common questions have been, “When do I need consent?”, “How should I collect it?”, “For what time period am I allowed to keep my customers data?” and so on…
This is not the right place to clarify any of those questions…
During this years’ Summit there were a few breakout sessions covering this topic. The one that caught our eye was ‘EM10 – GDPR & Adobe Campaign: Reducing anxiety when dealing with privacy’ presented by Eric Perrin and Matt Rawding at Adobe, which included a demo of the new ACC package handling Data Subject requests on Access and Deletion of data.
This package was introduced to ACC platforms in late April and was deployed by Adobe automatically for hosted instances over a certain build number. The easiest way to know if an instance already has this package installed is to browse to the monitoring tab and click Display under Installed packages:
For on-premise instances, or ‘out-of-date’ hosted builds, head to for more information on package deployment.
When deployed the package adds two folders under ‘Platform’, ‘Privacy Requests’ and ‘Namespaces’.
Under namespaces one configures the explicit requests that should be made available, the options to set are which target dimension should be used and what reconciliation key should be used to fetch an entry.
Under the folder Privacy requests, Access and Delete requests can be created manually or through API call (press read more under ‘Right to Access and Right to be Forgotten).
Then there are three workflows located under ‘Technical workflows’ which maintain the privacy requests. The one I mention here, though briefly, is ‘Collect privacy requests’ that by default is scheduled to run once a day to collect and package any XML file containing the data that has been requested.
One probably now wonders, what data is actually collected? Well, the supported out-of-the-box dimensions are
● Recipients (recipient)
● Recipient delivery log (broadLogRcp)
● Recipient tracking log (trackingLogRcp)
● Archived event delivery log (broadLogEventHisto)
● Recipient list content (rcpGrpRel)
● Visitor offer proposition (propositionVisitor)
● Visitors (visitor)
● Subscription history (subHisto)
● Subscriptions (subscription)
● Recipient offer proposition (propositionRcp)
Custom-created tables linked to the Recipient table will also be exported.
Summit was once again a great event to take an overall look of what is going on around Adobe tools and to meet Adobe experts, clients and other marketeers. Because of our background and experience as “Adobe Campaign guys”, we focused on the AC part in our Summit summary. Also, to remember the importance of this marketing automation backbone. It is expected to see more ACS solutions implemented in the Nordics in the near future. For those already working with AC, we’ll provide more detail information about GDPR and the new privacy package. There are more Summit-related blog posts to come, stay tuned!
If you wish to delve deeper:
- Installing the privacy (GDPR) package on legacy Campaign Classic versions: https://helpx.adobe.com/campaign/kb/how-to-install-gdpr-package-on-legacy-versions.html
- Technical labs: https://home.kpn.nl/lind2583/summit/lab.html