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Transcript

Thank you for joining us for the ÃÛ¶¹ÊÓƵ Campaign webinar series. Today’s session focuses on ÃÛ¶¹ÊÓƵ Campaign integrations with the marketing ecosystem. I would now like to turn the floor over to your first presenter, Bruce Swan, Principal Product Marketing Manager with ÃÛ¶¹ÊÓƵ. Bruce, you now have the floor. Yes, thank you very much. Good morning, good afternoon, depending on what time zone you’re in. Welcome to today’s ÃÛ¶¹ÊÓƵ Campaign Insider webinar number three, where we’re going to focus on campaign integrations. And this is the third in a series of four webinars. This summer is just absolutely flying by, but a quick review of some of the other webinars that hopefully you were on or maybe plan on watching on demand. But we kick things off with a very lively session on deliverability, where we got into best practices and strategies that drive results as it relates to email deliverability. Then the last one, we focused on a deep dive into ÃÛ¶¹ÊÓƵ Campaign Classic and specifically digging into workflows, how to automate processes, how to use data to better personalize deliveries and messages, and then capping it off with some best practices around measuring success of campaigns. And today, we’re going to focus on ÃÛ¶¹ÊÓƵ Campaign integrations within a marketing ecosystem, focusing primarily on ÃÛ¶¹ÊÓƵ Campaign plus other ÃÛ¶¹ÊÓƵ solutions, but also talking through a third party ecosystem, which we know is important to you to be able to connect the campaign with. And then the last webinar, just peeking out about a month or so, a very hot topic that never seems to go away. We’re going to focus on the different skills and team and organizational design considerations for a cross-channel solution like ÃÛ¶¹ÊÓƵ Campaign. So mark your calendars and no worries at the end. I’ll be sure to include a link so you can register for all of these and send them to colleagues and put them in your calendars and so on. But again, today, we’re going to focus on integrations within a marketing ecosystem. And thankfully, and fortunately, I’m not alone today with you. I’m also joined by Scott Seagren, a principal enterprise architect here at ÃÛ¶¹ÊÓƵ, and he has an amazing ÃÛ¶¹ÊÓƵ Campaign background. So it can really speak to the topic at hand today. And again, my name is Bruce Swan. I’m a principal product marketing manager here at ÃÛ¶¹ÊÓƵ. And back by popular demand was just two short weeks ago, David Lloyd led the webinar where he provided that deep dive into ÃÛ¶¹ÊÓƵ Campaign Classic. And I was able to talk him into spending some more time with us today. And I think you’ll enjoy hearing from both of today’s speakers. And we’re not shy. Our contact information is on the slide that you see here. So feel free to reach out via email or LinkedIn, and let’s definitely keep the conversation going. Real quick, from an agenda perspective, I will initially provide you just with a quick summary of what integrations are currently supported with ÃÛ¶¹ÊÓƵ Campaign. And I’ll get into whether it’s campaign standard or classic, and then we’ll just get right into a deep dive into experience cloud integrations, and then also talk a little bit about the ÃÛ¶¹ÊÓƵ Experience platform, where that fits into ÃÛ¶¹ÊÓƵ Campaign and how the two can work together. There is definitely a growing interest in this integration. And while there might be a small number of those on this call today that actually have those integrated, there’s definitely a growing interest and excited to have Scott dig into that. And then lastly, at the end, I’ll point you to all kinds of different resources. So everything that we talk about today, I’ll back up with different links and resources that you could follow up on after today’s presentation and look for an email within the next day or so with a link to this content in this deck that will have all of the different URLs and resources that I’m talking about. But this is a learning exercise, and I’ll forewarn you, sometimes you join webinars and we’ll say, we’ll give you 30 minutes back, and that’s not really going to happen today. This is an hour where we’re going to really focus in on campaign integrations, and we just have a couple of things we want you to focus on in that hour. First and foremost, give you a little inspiration for campaign integrations. There might be some things that you’re doing, but maybe marginalizing a little bit or things that you want to do with campaign and analytics and so on. So ideally, we’ll give you a little inspiration on what you can do and how to do it by giving you some tips and tricks that support these integrations. And then lastly, most importantly, we’re covering a lot, but giving you an idea of where to go to get support is very important. And it’s not just Experience League, which is always a good start. There’s content that’ll point you to and make sure you have access to as well. All right, so let’s dig right in. And what I’m going to do in the next five minutes to seven minutes is just give you an overview of supported integrations. And this has admittedly been a bit of a moving target, where there’s some things that were supported three years ago that might not be now. So it’s good to get an update on where things stand. And then from there, we’ll dig into these specific integrations. So just a level set to give you an idea of where we are in this discussion across the top. This ÃÛ¶¹ÊÓƵ Experience Cloud architecture diagram under customer journeys, we’re talking about ÃÛ¶¹ÊÓƵ Campaign. And as you know, ÃÛ¶¹ÊÓƵ Campaign can stand on its own and do wonderful things as it relates to cross-channel marketing strategies, but it’s made even better integrating with other Experience Cloud applications. And that’s what we’re going to talk about. We’ll talk about analytics, experience manager, a little bit about Workfront, but also going down one layer, there are different services that come into play. So I’ll talk about the intelligence services that can make Campaign even better. And then lastly, Scott in a little bit, we’ll get into the experience platform and where that could potentially fit into your ÃÛ¶¹ÊÓƵ Campaign strategy. And it could be one of those things where that’s not relevant for six months or maybe even a year down the road, but it’s good to know how those two components work together. And as I mentioned, Campaign, as you know, can stand on its own and provide so many things to you and your team and your organization, whether it be personalized one-to-one emails at scale or cross-channel strategies or traditional campaign management strategies or orchestrating interactions across channels. I think in the last webinar, David polled the audience about the number of channels that they use to engage with their audiences using ÃÛ¶¹ÊÓƵ Campaign. And David, correct me if I’m wrong, I think about 30% indicated eight or more channels or something along those lines. It was pretty big number, which we love to hear. But as I mentioned, ÃÛ¶¹ÊÓƵ Campaign can be made even better with these other solutions within the ÃÛ¶¹ÊÓƵ ecosystem, where it can lend to better collaboration within a team or across teams, assuring audiences between the different solutions, incorporating artificial intelligence and analytics into the mix. We know content fuels that customer experience. So how can we tie in what happens in Experience Manager with ÃÛ¶¹ÊÓƵ Campaign? And also, and lastly, taking more of a data-driven approach to not just better understand who our customers are, but anticipate what they’re likely to respond to, measuring the results of campaigns and so on. So we’re going to get into the right-hand side of this slide here. And I’ll first start with kind of the data-driven approach where it’s campaign and analytics together. I’ll preface this where, or with, I should say, David’s going to dig into how to do some of these things here in a few moments. So stay tuned. But as a refresher, there’s some neat things you can do with campaign and analytics that can drive insights, whether it be using shared audiences between the two different solutions or triggering events. Either way, it’s a common marketing tactic, still very much supported between ÃÛ¶¹ÊÓƵ Campaign and analytics with the audience sharing and also triggering events, which those events could be a number of things. It could be an abandoned card, an abandoned page, or maybe the visitor to the site who’s logged in, was watching a demo, but then abandoned that video. That could trigger some type of a subsequent event, which of course you would want to be able to measure the effectiveness of downstream. So still very much supported using campaign and analytics. And again, David will get into some best practices, tips and tricks that will help you drive that insight action. These are all very repeatable processes and integrations that you could incorporate into your strategies that help you scale over time. Something that’s been around for the past year or so with Campaign Standard and is now available with Campaign Classic in beta is ÃÛ¶¹ÊÓƵ Campaign and Journey AI, which is one of the intelligent services. So if you think back two or three slides, that bar in the middle where we had intelligent services, and that’s how you can incorporate send time optimization or predictive engagement into your campaign strategies. And that’s supported in beta with Campaign Classic and it’s available with Campaign Standard. But again, what that allows you to do is incorporate common strategies like send time optimization. So the best day or hour to contact one of your customers or predictive engagement scoring. So getting an idea of who’s likely to engage with a specific email or piece of content and so on. And generally the way it works, it’s you initially create your audiences that go into Journey AI to where then the score data sets can flow back into the campaign for campaign execution and the sending of the deliveries. And really the value of this integration is predicting the best time to contact your customers and also how to best personalize. And integration has been around for seemingly forever, but still relevant in many ways is the integration between ÃÛ¶¹ÊÓƵ Campaign and Audience Manager using shared audiences where you can use the power and the segmentation capabilities in Audience Manager to create segments that can be shared with Campaign that could then be used to further activate those audiences. And then conversely, audiences can be shared between Campaign and Audience Manager where you could create an audience in Campaign, share it with audience, share it in Audience Manager to do some look-alike modeling. It helps with customer acquisition. And as I mentioned, and I’ll just stop, catch my breath for a second, these different integrations that I’m walking through, I’ll point you to all the different resources you need to study up if you want to read up on the latest or understand also what’s coming. Then from a content perspective, something that Scott’s going to dig into, and there’s always a lot of interest in ÃÛ¶¹ÊÓƵ Campaign and Experience Manager, is first using assets within Experience Manager to share content where you can within Campaign access a central repository in Experience Manager, but you could also use AEM Sites, which Scott will dig into to where you can create a template and publish it in Campaign to where you can use Campaign to manage all of your workflows and segmentation and automation, but use Experience Manager for the creation of content. Then another service, if you will, that hasn’t gone away that’s been around for a while is Asset Sharing where you can also use Campaign to tap into a marketing cloud or an experience cloud asset library. And again, the value that that provides is the ability to centralize the location of different assets, which definitely adds a little method to the madness when you’re sharing either with your agency or different teams.

And then one other integration I’ll talk about, something I’m super excited about, is the integrations and the potential integration with Workfront. And this currently is not available out of the box to be totally transparent, but we do have a well-documented APIs and an approach that would allow you to integrate Campaign and Workfront. And there are just some very powerful use cases that are enabled by this integration that makes your life easy. So something like managing a campaign brief, which I imagine most of you on this call do, and that would involve like if I am in the early stages of planning a campaign and I need approval, I need to route that to Scott to get his input, and then ultimately David approves it, I could use this integration to manage that type of process and tasks associated with the project. And really in a nutshell, what that all means is the metadata associated with campaigns can be stored in Workfront but then accessed by Campaign via API. And there’s a lot of things you can do to streamline the approval processes and you have that central system of record where all your data is stored so it’s easier to report on and so on. And I’ll point you to some content that will help you with this at the end. So that’s kind of a flyby of some of the integrations and relevant integrations that are most important. And we did poll the audience the last time on what integrations are most important to you, so we’re basing today’s dialogue on the results of that poll, which reminds me I actually did not remind Anu to launch our first poll, so maybe we can do that now. So if you could go ahead and launch that poll, what would be interesting to us is to get an idea of, in addition to ÃÛ¶¹ÊÓƵ Campaign, how many tools you rely upon for cross-channel campaign strategies. So we know you use Campaign but there truly are several other tools, if not a dozen other tools that support those strategies. So it’s kind of neat to get an idea of how many tools that you use to support those strategies. So if you could launch that poll, we’ll take a look at the results here in a few minutes. And with that said, I will stop talking and thankfully hand things over here to David. So let me stop sharing my screen. We should be good.

All right. All right. Thanks, Bruce. You’re able to see the screen? Yeah, it looks great. All right. Perfect. Did you want to cover those poll results right here? You know, let’s jump in in the middle. Just go ahead and then we’ll revisit the poll as we go. Okay. Right on. Well, Bruce, again, thanks for having me. In this section, we’re going to deep dive on an Experience Cloud connection between ÃÛ¶¹ÊÓƵ Campaign Classic and ÃÛ¶¹ÊÓƵ Analytics. And so there’s two main connections. One is the older Genesis connection or Genesis connector, and then another, a newer one is Triggers Pipeline. And so we’re going to take a deep dive on both of these and learn what we can do and how to get some value out of them.

So one of the biggest things starting with this connector is in ÃÛ¶¹ÊÓƵ Analytics, there’s something called data connectors. And this is what it looks like. And essentially analytics can connect to a lot of other things as well, including Campaign, but a lot of other third party apps too. One thing off the bat that I just wanted to highlight is that this data connector piece in ÃÛ¶¹ÊÓƵ Analytics is actually moving away. They’ve actually created a newer version of connectors for ÃÛ¶¹ÊÓƵ Analytics, and they’ve started to implement those. So there is an end of life out there for these data connectors. Now, this doesn’t mean you can’t do this integration. If you jump to this down here at the bottom, the connection between Analytics and Campaign, we’ve got another eight months or so until March 1st of 2022. And I highly recommend if you haven’t done the connection, it’s worth doing it because it’s rather simple to get through. And you can actually start playing with, you know, how can you realize some of this value with this connection? Another reason to do it is because the newer connection, which is going to be released very shortly or is already released, is actually extremely similar to this connection. So moving through this one can actually, you know, set you up for success if you need to migrate in the future. So the first step into creating this connection is working with your ÃÛ¶¹ÊÓƵ Analytics person and going through those data connectors and filling out all of this required information about your report suite, your custom values, your variable mappings, your data sets, and your reporting suites. So your analytics person will need to set that up on their side first. That’s the first thing that would need to be done.

Then moving in the Campaign, you would set up an external account and you can just add an external account and you set your type to Web Analytics. And then you take all of that information about your analytics connection and you just kind of plug that in and hit save. And that kind of initiates the value that creates the first time connection and you should see an integration successful with the report information. And so it’s very friendly from that standpoint to get it started. And then as you can see, once that integration happens, it’ll pick up on the segments that are coming down from ÃÛ¶¹ÊÓƵ Analytics. And one thing that’s cool is you can begin to use your ÃÛ¶¹ÊÓƵ Analytics segments to pass them from Analytics to ÃÛ¶¹ÊÓƵ Campaign. So here we’ve created just like an email visitor segment. And to do that, you can just hit this update segment list, and then this will kind of populate another screen on here that’ll show you your current selected segments. And there are times, I think if you’ve worked with the Genesis connector in the past, there’s a few times where you have to go in and kind of delete something and bring it back or reload it in one way or another. And a great kind of trick to doing that is when you’re in this window, you can right click to actually view the XML. And sometimes you need to go in and actually remove the segment from XML and then you get it to repopulate. But yeah, that’s how you would create or establish the connection between the two systems.

Hey, David, as you’re advancing to the next slide, I do want to remind everybody, use the the question capabilities, the Q&A capability on the right hand side of the application to ask questions. You know, we have Scott and David here, so fire away, ask whatever questions might be in your mind. And then David, I’ll also share the poll results with you as I so elegantly interrupted you. The question was, in addition to campaign, how many other tools are you reliant upon? 86% between one and five. So I would venture to guess that 86% is probably closer to five, but then 10% between six and 10 and then a smaller percentage, 10 plus. Just give you an idea how reliant we are on different apps and tools and solutions to do cross channel marketing. So I just thought I’d share that poll with you and again, encourage people to ask questions. So David, proceed. Cool. So as you establish that connection for the first time, a few things are happening in the background as you install it. One of the things that it’ll create are these four workflows, the recovery of web events, sending of indicators, event purge and identification of converted contacts. And so all of the essentially the ÃÛ¶¹ÊÓƵ magic is kind of built up into these four workflows that are just out of the box installed when you create that integration. So those can be found in your web analytics process folder. And what’s kind of fun and cool, I thought it was fun and cool to kind of take a deep dive into, if you could spare the time, into each activity and just kind of look at what’s going on. And one of the cool things is if you right click and display logs on these sending campaign indicators, they’ll actually show you the data set that it’s sending to ÃÛ¶¹ÊÓƵ analytics. And so that’s, it’s helpful to understand what data is actually being sent because how that data maps into your ÃÛ¶¹ÊÓƵ analytics report suite is very important to understand different types of classifications and dimensions and things like that. So it’s always fun to just kind of take a deep dive under the hood and see how things are working. Again, no custom integration or custom variables need to be set here again. It’s all out of the box. And one of the things that it also creates is this table called the NMS web event. And so these are all of the rows or all of the events or hits from analytics that’s happening from analytics and getting stored into ÃÛ¶¹ÊÓƵ campaign that happens that gets stored on this web event table. And so data is coming down from ÃÛ¶¹ÊÓƵ analytics. But the cool thing too is with this integration is the sending of indicators. That information is actually sending your delivery data to ÃÛ¶¹ÊÓƵ analytics so you can do reports on it. So this connection is both sending and receiving data with ÃÛ¶¹ÊÓƵ analytics.

So to get things rolling, besides just the standard implementation of that connection, you actually need to create a new marketing campaign to get your specific segment shared.

And what I mean here is when you click in a new campaign, you have to specifically ask or select the remarketing campaign, the Op remarketing. And then that’ll launch a very similar campaign to what you’re used to seeing, except you should see this new section here in the middle where at your segment, it’ll have you select your segment and then also a delivery template. And then those are two required parameters that you don’t normally see. And in the documentation, you know, they list that, or once you create this campaign, it’ll look like this at the bottom. And then it’ll kind of show this searching for events activity that’s not really listed anywhere else. I like to keep this separate from the actual marketing workflow in case there’s any errors or anything like that. You can kind of keep those two work streams separate from each other.

And so essentially this workflow just kind of stands in the background, and this is actually processing this information over here. So any particular segment will need a workflow to process the data. You could think of these as like technical workflows. And, you know, you’d probably want to store them, you know, in another area besides your marketing, the same area where you store your marketing workflows. That is how you get the data to process the segments.

And now to use that data, here is just a standard workflow with the scheduler running every, on the daily. And then my first query here, I’ve actually gone out to that web analytics table, and that table is linked to the recipient table. So you don’t really have to do a lot of, you know, data gymnastics to link those two tables. But, you know, it’s a relatively easy query web segment equal to the segment you want to talk to, so cart abandonment.

And then you figure out your date range, and a few other items that are specific to your analytics connection. And then down here at the bottom are the product codes, you know. For this particular instance, we had a lot of different brands, a lot of different products coming through going with FortSuite. One of the ways we segmented it by was only caring about the the SKUs that that were for specific brands or different audiences that we wanted to talk to. And so that’s how we built that segment. And then from there, it’s just the typical workflow to send through a delivery. And so that’s how you can pull that data into a workflow and utilize it. And then again, you know, since that connection, the web analytics connection is made, you know, on the delivery that we’re sending out. And the properties you should now have a web analytics tab where you can select your web analytics. And then what this will do is this will automatically send that delivery information that we were looking at earlier to ÃÛ¶¹ÊÓƵ Analytics. Now, generally, the sending time to send the delivery data to analytics is roughly like, I always tell people, it’s somewhere between 28 and 48 hours. I think you could probably dig into the integration, find out exactly what time, but generally, I tell, you know, higher execs and everything. I’ll let you know how it went in two days. Or if you needed more real time, you know, that delivery data is already in ÃÛ¶¹ÊÓƵ Campaign and you can reprocess those tracking logs pretty easily. But one cool nugget about this is this section in here. There’s a, the internal name is getting sent to ÃÛ¶¹ÊÓƵ Analytics. There’s a label field, a nature field, Tag1 through Tag3 fields. All of these fields are additional fields you can send metadata to analytics to do additional reporting on. So, you know, for instance, in another life, I went overboard and customized the heck out of this feature. And so I auto populated like onboarding and prospecting and retention into these tags so that those metadata fields would also go into analytics so that that way I could easily classify and regroup all of my delivery data based on the tags that I was passing through here. So it’s a fun way to, well, it’s a fun way to have fun with it.

Yet a good way to have some extra credit with it, maybe is a better way to say it. Then moving on into ÃÛ¶¹ÊÓƵ Analytics, you know, this is, I like to call this my email scorecard, you know, at a high level, keep track of, you know, a monthly view of how opens are going, what my open rate is at, you know, what’s our volume that we sent out, our clicked open rate, and then also, you know, any monetary that, any monetary attribution that we can tie to when someone actually interacted with the email.

So it gives you, you know, just a great high level look at what’s happening. And so, you know, just looking at the scorecard, you could say, oh, you know, February and March didn’t really send that much and April, you know, we really hiked it up.

And that’s a great story right here, because here we’re seeing like, oh, we sent more in April, and then we’re also getting more opens. So, you know, we’re seeing more opens, and so it’s not, you know, every day in the email world that you get when you actually send more and you actually get more open. Sometimes that’s, that relationship’s inversely connected, especially with prospecting.

But, and then here at the bottom, here’s a great way that you can group your free form tables in analytics with your email data as well. So all that data will be available for you. You can, you know, you know, these E40, E43, all of these EVARs will be dependent upon your integration, but essentially your analytics person will help you navigate what to put in there and how it looks, and then how to tie that to orders and revenue and anything else.

That covers it for the ÃÛ¶¹ÊÓƵ Campaign Classic to ÃÛ¶¹ÊÓƵ Analytics integration. The next one I wanted to cover is Analytics Campaign and Triggers, or commonly known or referred to as Pipeline. Triggers and Pipeline kind of synonymous with each other. So you’re probably thinking, what is Pipeline and what is this thing, Kafka, on the screen? So Kafka is actually an Apache software, and it’s used to build real-time streaming data pipelines and real-time streaming applications. So it’s open source, it’s extremely powerful. LinkedIn, Amazon, Microsoft, ÃÛ¶¹ÊÓƵ, you name it, it’s all software that all the big names use under the hood. You wouldn’t know it, but it’s all there under the hood. And so essentially what’s happening here in this box, these individual boxes are essentially your containers for ÃÛ¶¹ÊÓƵ Campaign. And all of this stuff is running on the ÃÛ¶¹ÊÓƵ side. You don’t know it’s running, but it’s there. If you install your pipeline connection, they just add that container and that’s how things get up and running. Now, the biggest reason to use it is because you can get data within 10 minutes from your ÃÛ¶¹ÊÓƵ Analytics report suite. And that’s probably the biggest difference between ÃÛ¶¹ÊÓƵ Genesis connector and Triggers Pipeline, is that with the Genesis connector, that data streaming, it’s going to take about three days to get it there, to receive that data from the data warehouse. Whereas with Triggers Pipeline, that stuff can be there within 10 minutes, and here’s how to set it up. To set that up, it’s a relationship between you, your customers, service success manager, and either ÃÛ¶¹ÊÓƵ Campaign support and TechOps. But you can generally just start it off with, hey, I want to install a pipeline. And they already know what to do. You get your ticket submitted. You’re going to create some public and private key pairs. TechOps can help you out with that. There’s a few items that you need to configure in ÃÛ¶¹ÊÓƵ Campaign, which are relatively easy for an admin level to do that. Then the fourth step is for TechOps to restart the service, and then for you to verify that that data is flowing.

So here’s kind of those steps broken down. Once the package is installed, again, you get a number of workflows automatically installed to support this process. Again, mostly TechOps will ensure that these are running and trigger these off at any point in time. But it’s good knowledge just to know if you ever need to come back and troubleshoot for anything, that you could come back and look at the settings within these workflows. The next item is the option that supports the pipeline configuration. So options are really just kind of like global variables within ÃÛ¶¹ÊÓƵ Campaign. There’s a lot of different uses for them. And so this is a great use of, they’re storing this JSON object that is really the main, it’s one of the main configuration options for the triggers pipeline. And this one is important as a customer to know how to set it because as you can see here where it says name and then it equals, not equals, but the name, the key name is set to the value of the star, the asterisk, meaning that it’s just a wildcard. So this is saying ÃÛ¶¹ÊÓƵ Campaign is going to accept any and all events that are coming its way from ÃÛ¶¹ÊÓƵ Analytics. And so maybe you don’t want to accept all events, maybe you want to accept some events. And so here’s where you can kind of build that out and in the documentation it gets more specific. Like if you only wanted to accept EVAR1, you would put EVAR1 in here. And then essentially this JS connector is reaching out to this pipeline JS. And then, you know, we won’t go through the, I’ll spare you the details going through the JavaScript here, but essentially you have an extremely amount of power to customize this integration, to kick off other workflows through JavaScript, to write to other data tables, to kick off other processes, to send other emails. You could do all of that through some JavaScript and XML. Now I don’t normally, I wouldn’t recommend doing a lot of that here because there’s a lot of data flowing once you get it up and running and customizing it here might put you in a pinch later on. So out of the box, it’ll come out just giving you everything you need, but it’s good to know that this option is here if you want to get down into it and customize it a little bit further.

Now, once all of that is set up, another thing you need to have access to is launch slash data connection. Not everyone has it initially in their marketing cloud, but that’s another thing you can just ask to enable launch.

And that should give you this box here called triggers. And then to create some of these triggers, you can click manage triggers and then it’ll take you through the editing and the WYSIWYG process of setting up these triggers. One thing to note here, as you can see, it says triggers in use seven over a hundred. So you get a hundred triggers. And so you don’t necessarily, if you have a lot of brands like we do, you don’t want to go brand by brand. You want to set up your triggering event like cart abandonment and then pass brand or product as a variable in the field.

So this integration allows you to do that. So in the URL, one thing to note, when you make your trigger, it actually has a UUID of that trigger. So take note of that trigger, and it’s going to be used in your workflow later on. But as you build out that trigger, there’s some important things to know. So your rules, and this works just like ÃÛ¶¹ÊÓƵ Analytics. So in my use cases, I sat with my analytics person. We built it out together, make sure it was right. So here we have, if a cart edition exists and the account ID is existing, and we know no purchase exit happened, and those rules have existed for at least 10 minutes, then trigger that data to ÃÛ¶¹ÊÓƵ Campaign. And then in that trigger, it’s going to add in these other dimensions. It’s going to carry the account ID, the brand of the page that that person was on, and then any product information about that cart. And so here’s how it shows up in ÃÛ¶¹ÊÓƵ Campaign. If you go to the pipeline event data schema, you can take a look at how things are coming in. And see here in trigger type is that UUID of that specific trigger, which is important to know. Because if you want to use that in a workflow, you’ll need to target that trigger type. And so looking at that trigger data, it’s broken into a few different parts. The enrichment tags, it’s passing JSON. And all this JSON information is actually what’s being passed from analytics to campaign. And then here on the right side is really just a JSON pretty version of what’s being passed in the XML. And here you can see it’s passing the brand site in this data. It’s passing the account number in this other EVAR. And then here’s my product object that was related to the cart edition, the name of the product. The name here is like a SKU in this scenario, just because that’s how they had it tagged, but you can map other product information to this data set as needed.

And so to be able to use that information, you would set up a standard workflow with your query looking at that UUID. You can see it over here. And then a standard creation date on or after, whenever you want to get things started. And then here in this JavaScript, what we’re doing is we’re pulling, we’re adding in the data, which is that trigger data. And then this JavaScript is going through and saying for each person that has that trigger data, go through and map that data from the analytics hit summary, from that long string of JSON and map it to this temporary data schema within the workflow. And so what that is doing is you’re actually parsing out all of that JSON from your trigger into your workflow, into a temporary temp table, temporary temp table, that’s funny. Essentially every workflow when you’re processing data has something called a temporary table. And it’s just like the memory of that workflow. And so what you can do is you can actually update that table with additional data. And so here I pulled the page brand of what the person was looking at, and then also that product. And so that’s just a quick example. You could add many other features or many other columns and data sets to that temporary table, because once you put in that table, now you can use all that information in a split or in a delivery or in any other activity in the workflow. And so that’s a great way to use it for a band cart if you want to put like multiple products in there or make a whole bunch of decisions off of it. But yeah, and that covers it for triggers versus Genesis connector. Here is just kind of a pros and cons. Triggers data is near real time. It’s going to be from analytics to ÃÛ¶¹ÊÓƵ campaign in about 10 minutes. We say 10 to 60 is in the documentation, but as you saw, my rule set was set up for every 10 minutes and that works. It runs on Kafka. Kafka is an industry known. It’s a best practice software. You’re also able to add metadata to the data that’s being sent back and forth. And TechOps is going to help you set up. The cons with triggers is sometimes it can take a little bit longer because that setup is more technical in nature. And so a close, great working relationship with your CSMs and your TAMs is very critical there. But ultimately they’re the ones doing the heavy lifting and you just get to have the fun building workflows. With the Genesis connector, we did see that there’s an end of life to it. So that’s definitely a con. The data latency is about three days. You can’t really augment additional data into that connection and it’ll soon be depreciated. However, even the newer connector is set up very similar. So going through the work to do that today yourself can help you set up for the future.

And so with that, here’s some links if you wanted to learn more about those.

And other than that, I’ll pass it over to Scott.

Thanks, David, for covering the campaign and analytics integration. We’re going to move into the next deep dive into the next experience cloud integration. We’re going to be covering ÃÛ¶¹ÊÓƵ campaign and ÃÛ¶¹ÊÓƵ experience manager integration. So I’ll cover just no reveal what AEM for those that aren’t familiar with it. And we’ll cover some of the core components of the integration. I’ll cover some tips and tricks specifically around targeted segmentation. And then I’ll talk about some of the key considerations of the integration along with some best practices along the way. So just no review what AEM is. If you want to just AEM is really a content management solution for the ÃÛ¶¹ÊÓƵ experience cloud. And it’s really used to build front end applications, including websites, forms, and in the case of ÃÛ¶¹ÊÓƵ campaign email. It also includes a digital asset management system, which enables the sharing of assets between multiple channels, very commonly used web and web and email. So we’re going to talk about the core components here. And to start on the left, we see AEM. And within AEM, you have prebuilt components. So these components are really content, typically HTML fragments. They could also be assets from the dam, but they’re really built in advance to be used by non-technical marketers. But they can also contain personalization elements from campaign. So these prebuilt components are really not meant to be really edited, like an edit HTML, but rather components that are prebuilt that are drag and drop into the templates. A template is a structured format of the email content with examples such as columns, headings, hero images, and a body section of an email. And these templates are shared across multiple emails. So really what this enables is a drag and drop interface that allows you to select those components into a template in order to define your email content. And David, you wanted to sit the next fill in all the animations. So also within AEM, there’s also a concept of workflows that allow you to govern the edited and the proven of the content. And really this enables all content for an email to be authored within AEM. On the campaign side, what you have is your standard campaign management, your typical workflows, where you build all your targeted segmented segments of the campaigns. And then as a last step, you pull in the content from AEM. Now, you know, it’s listed here as ACS. The integration works the same with both Campaign Classic as well as Campaign Standard. We’ve known that the screenshots show Campaign Standard. It does work the same with Campaign Classic. So just some of the steps of the integration, which you see here in the middle of the screen. One is you have the integration, which is out of the box configuration. You’re really just setting up the authentication between the two different solutions, which is bi-directional. The second is the personalize the email. So personalization fields are set up to be used within the email author process. So as the email designer who is within AEM, who’s configured an author in the content of the email, they have the ability to see personalization fields that are relevant to the campaign database, which on a per customer basis, you can extend to add new fields. And this really allows the email designer the ability to add fields without having to know the syntax for the fields for which they’re inserted. They’re also able to add personalization blocks into the body of the email. So they don’t really have to interact directly with the campaign marketer. They have the ability to see the dropdown for campaign and select fields and pieces of content as represented by personalization blocks into the body of the email as they’re offered. Another best practice here is those fields are actually a seed address in the campaign database and can be extended to add new fields as you add more fields to your data model. But along with just adding personalization, those same seeds are used in the preview of an email. So as the email designer is offering their email, they can actually leverage a profile from campaign in order to do previewing on the email message as they’re offering it without having to go to campaign to select a profile.

So the next step is the synchronization of the content. After the email is offered, the content is synced. And what this does is it links the email delivery within campaign to an email template within AEM. And this establishes an approval process between both of the systems. It also allows you to pull in target data, which is added in the context of a campaign workflow into the email authoring process and add workflow parameters from campaign into the authoring process as part of the personalization process. Once the email is fully authored, it’s then synchronized, it’s actually pulled from AEM into campaign and inserted into the delivery content. And this actually locks the content so the authoring happens completely outside of campaign, which reduces a lot of the copy and paste of HTML and really enables a more seamless content authoring experience where you’re able to leverage the power of AEM as you author emails. So here’s how the two systems are integrated in terms of context of email. Some of the benefits of the integration are, of course, the reuse of content across both web and email, the ability to enable AEM’s powerful authoring capabilities in order to create reusable content across components, and then really to establish workflows and governance between the two products in the process to help with the authoring and campaign management experience. Dave, if you want to go to the next slide, we’re going to move into talking about experience targeting, which is one of the lesser known features of the integration that I see being used by our campaign customers. And what this is, is experience targeting enables the marketer the ability to provide targeted segmentation without having to use the complexities of the encode or JavaScript within the campaign authoring process. And it uses pre-built platform AEM tools to avoid having to put conditional statements into the body of the email.

So we’ll walk through the steps here. So the first step, and again, this is a campaign standard screenshot, but the same applies to the campaign classic as well. But the marketer would create a campaign as they normally would, and they would add queries and do segmentation as a particular campaign. But then they would also use a segmentation activity to create segments that would, you know, give those particular segments specific piece of content, most commonly referred to as dynamic content. So each segment would have a segment code, which is part of the configuration set as a value for each of the segments. And then the marketer would actually create the delivery and then synchronize that with the AEM content. So what we’re doing here is the segments need to be created and campaigned and later matched to AEM audiences, which will really drive the content that the customers will be displayed. So if you want to move to the next screen, we’ll see that within AEM, what we can do is create an experience, which is the image that you see in the middle of the screen for that credit card offer for each experience for each one of those three segments that we had in the previous screen, we would create one experience in AEM, which is a normal configuration, one for each piece of content and doesn’t have to be an image, it can be HTML content as well. But then for each experience, we’re actually going to define an audience for it. And the audience is really just set in the segment code for which we define within the campaign workflow. So a few steps in AEM. And what that does is that actually uses the impersonation to generate the conditional logic statements that you see within the campaign interface. And if you go to the next next screen, you’ll see that this integration in this experience targeting actually enables the if statements within the campaign email delivery to be automatically inserted into the body of the email without the marketer having to go in and add if statements. So you want to go to the next screen, David. So as an example here, I’m not sure if that’s just me, but I lost audio. David, can you hear me? Can you hear me? Yeah. Are you still with us? That was me. Okay. I am.

Welcome back.

I apologize. Did I leave off at the segment in this screen here? Yes.

Okay. So what the integration enables is the ability to, through configuration, insert the conditional statements that you would normally insert in the campaign delivery. It does that automatically for you as part of the integration. So a few additional steps eliminates that extra step in having to insert code within the campaign interface. And it really provides a seamless experience and reduces some of the steps, but also makes it a little bit more user-friendly to do dynamic content within ÃÛ¶¹ÊÓƵ campaign. So let’s keep going and move to the next session in lieu of time. And we all want to cover experience platform. And we just want to a few of the integrations that we have with campaign and experience platform. We’re going to start with a journey orchestration first, and we’ll cover the integration. But first, we want to cover some of the building blocks of journey orchestration and how it differs from campaign. So journeys are really built up of three core elements, events, actions, and conditions. Every journey starts with an event. And as individuals interact with a brand, they actually create events in real time that can be defined to any customer journey that’s linked to any API or location or web event. Those are configured events. As those events happen, it triggers a journey in real time, and each action will trigger its own journey. So it’s not batch-based like campaign is. But conditions are applied to those events using an expression builder. And as the events occur, conditions are applied that really help the marketer enable an optimal experience based on who the individual is, where they’re coming from, where they are in the journey. And then there’s this concept of actions. So journeys are composed of a series of actions which enable you to define actions to orchestrate the experience across multiple channels. The actions are orchestrated in real time to any delivery system that accepts JSON, which ÃÛ¶¹ÊÓƵ campaign does for execution. So while we can connect to any system that accepts JSON, campaign has an out-of-the-box delivery connector with journey orchestration that we’ll talk about here in the next slide, how it technically works. I want to slip to the next slide. So here I’ll go through this quickly, but this shows the campaign in journey orchestration architecture. So here you have data flowing in from a variety of sources into ÃÛ¶¹ÊÓƵ Experience Platform. It could be ÃÛ¶¹ÊÓƵ Solutions, the Web SDK, etc. And the data can be a batch or a stream. But within AP, the profile is assembled in real time, leveraging our real-time customer profile and experience platform. Journey orchestration contains the mechanism for events, conditions, and actions that we talked about before. And at AP, actually, its real-time profile is leveraged for the orchestration of the journey. And also streaming data that’s coming into the platform and or segment membership can actually change the trigger in a customer journey. And then during the journey, external systems can be called as well to fetch data to apply to the action to enrich the actual message to be sent to an external system.

So while we can send to any system to support these one-to-one type use cases, we do have an out-of-the-box integration with ÃÛ¶¹ÊÓƵ Campaign that enables this orchestration capability for those one-to-one journeys with ÃÛ¶¹ÊÓƵ Campaign. If you want to flip to the next slide, we’ll cover this real quick. We also have a batch activation capability with experience platform. So as we talked about before, AP’s real-time CDP can build real-time customer profiles and create robust audiences that can be shared with ÃÛ¶¹ÊÓƵ Campaign.

So we’ll cover quickly just some of the steps for the activation. So first, you create a destination to either an S3 or blob location, which is a flat file and a batch schedule. And within Campaign, you actually create an import workflow that would ingest that audience. And normally, we store it as a list, but you couldn’t store it in the Campaign data model as well.

Then you would execute your campaign using the audience capability and the audience that you receive from ÃÛ¶¹ÊÓƵ Experience Platform. And you could enrich that with other capabilities of ÃÛ¶¹ÊÓƵ Campaign to further segment and or enrich the audience from ÃÛ¶¹ÊÓƵ Experience Platform. And lastly, those logs are sent back to AP, and that activity of data from Campaign across channels is actually ingested into the real-time customer profile, which further enriches the profile in segmentation audience capabilities that ÃÛ¶¹ÊÓƵ Experience Platform works.

So with that, I’ll hand it back to Bruce for the Q&A and follow-up last steps.

Yes, thank you. Let me go back to sharing my desktop. We got a few more minutes left, so if everybody could just hang on just a few more minutes, that would be great.

Scott or David, can you see my desktop? Okay.

Yep, I can see it.

I’ll put you both on the spot. I’ll give you 30 seconds because I realize each as I realize we’re getting near the top of the hour. We’ve talked a lot about ÃÛ¶¹ÊÓƵ integrations, but what would be some considerations that this audience should have when thinking about integrating with something outside of the ÃÛ¶¹ÊÓƵ ecosystem, whether it be DRM or social media platform or what have you? And I know 30 seconds isn’t a lot of time, but David, if you could just give a few tips and tricks or advice with regards to that, that would be great. And then I’ll ask Scott to do the same. Yeah, I think one of my biggest things as I look at third-party integrations is I always look at the vendor’s documentation. As someone that understands APIs and JSON, if that’s not you, buy your local developer a coffee and have them sit in on your meeting or have them go review that vendor’s documentation. One big reason why I chose Stinch to be our SMS and MMS vendor is because they had a straightforward picture by picture how to integrate their platform with ÃÛ¶¹ÊÓƵ Campaign Classic. And I was like, oh, that’s a no-brainer.

Cool. Okay. So look for documentation and such, and I’ll point the audience to that here in a second. Scott, any thoughts on that? You look at how they integrate and you sometimes can play around with the integrations and set up your own tasks. And there’s also a success story online in this documentation in terms of how you use it. So having those examples and being able to play around with it is usually helpful in terms of evaluating integrations and working with them.

And there’s a wealth of information out on exchange.adobe.com where you can sort by any ÃÛ¶¹ÊÓƵ application, but with regards to this audience, look at ÃÛ¶¹ÊÓƵ Campaign and there’s dozens and dozens of different possibilities for how you could extend into a marketing ecosystem, whether it be CRM or social media, or David mentioned, Cinch, they’re different mobile partners that we work with. And there’s some great documentation, use cases and success stories out there. So I would encourage you to check into that. And if you have any questions, you can reach back out to us on this call or your CSM. And I’m going to quickly go through some resources as David and Scott kind of clean up the questions and answer the last few in the Q&A pod. And then Anu, if you could launch that last poll. But I’ve talked about these Spark pages in previous webinars, and I’m just going to keep talking about them because there’s some great content for you, the ÃÛ¶¹ÊÓƵ Campaign practitioner that you have access to that I’ve organized into Spark pages, one for a campaign classic, one for standard, organize the content by people planning and product. And quite honestly, there’s great documentation that pertains to a lot of what we’ve talked about today, a lot of what’s coming up with the team and skills and organizational design session. Check out those Spark pages. There’s a lot of interest in them for classic, one for standard. This is an important slide and you’ll get this content. No worries. But this slide contains the links to documentation for the integrations that Scott and David talked about. So you can take a screenshot of this, but we’ll also give you the, you know, PDF that will have these links so you can go seek out a little more detail in documentation as it relates to all of these integrations that we talked about, including in Workfront AI. And also talked about this before, but I would encourage you to pop into the biweekly coffee break chats that we have in Experience League. It’s a great opportunity for you to ask very detailed questions or technical questions. We have experts lined up every other week, sitting there for an hour drinking coffee, waiting for your question. So use the QR code in the upper right hand corner to register for those coffee breaks. We’ve seen a pretty good deal of engagement in the sessions, and it’s just a great way to engage with you, the campaign practitioner, and continue the conversation. And then as a reminder, in a quick month from now, we’ll have the fourth installment of our webinar series where we talk about different skill sets, team and org design considerations for ÃÛ¶¹ÊÓƵ Campaign and cross-channel strategies. Always a hot topic, and we’ll get into different success stories and customer examples and so on. And I believe it was mentioned before, if you have ideas for future webinars, by all means just enter it into the Q&A and we’ll log it. Because while we’re almost at the end of our series here with our summer series of four, I really would love to consider continuing this and would love your inputs. So with that said, Scott, David, wholehearted thank you for your time and your expertise today. I’m sure our audience appreciated your experience and your tips and tricks and everything you brought to the table. And then I’d like to thank everybody on the call today for participating on today’s webinar, and we will see you in about a month. With that said, Anu, I’ll turn it back to you. Great. Thank you, Bruce and Scott and David for a great discussion and a big thank you to our audience for joining us today. As Bruce mentioned earlier, we will email a copy of the recording as well as the resources we shared during today’s event. And we hope to see you again in the future. Thank you. Take care.