Context
A global pharmaceutical company had a strategic goal to elevate physician and patient engagement through a comprehensive marketing automation solution utilizing Adobe Marketing Cloud technology components.
Their current system faced challenges such as fragmented data, lack of real-time customer engagement, and difficulty with tracking cross-channel interactions. They partnered with Celerity IS, Inc (CIS) to streamline all their marketing data across their core business and data environments.
The solution needed to unify outbound and inbound channel engagement and activate customer engagement with patients and physicians, through end-to-end customer life cycle journey and timely real-time events via a unified platform.
Approach
The timeline was tight, but Celerity quickly initiated the requirements definition phase in April 2024. A robust, detailed technical solution design and implementation plan was crafted and approved within four weeks.
Over the next six months, Celerity collaborated with the client to migrate and enhance key use cases from Adobe Campaign Classic into Adobe Journey Optimizer to centralize all marketing data into their singular CDP (Customer Data Platform) and activate customer engagement across various channels such as email, SMS/MMS, and direct mail.
The initiative aimed to improve marketing efficiency by reducing manual processes. A phased approach was used to minimize business disruptions, ensuring critical campaigns remained active throughout the migration process. Rigorous testing was conducted at each stage, including data validation, A/B testing, and performance benchmarking to optimize journey efficiency before launch.
Scope
Lift, enhance, and migrate all current campaigns from Adobe Campaign Classic to Adobe Journey Optimizer.
Integrate data, content, and life cycle campaign journeys for two brands into one place.
Conduct comprehensive workshops to understand the current state and challenges.
Design and plan for future state business cases, deliverables, and resources.
Integrate with AEM Assets, Customer Experience Data Hub, Event Management Tool and their BI Tool, enabling a single customer view on members, leads, profiles, demographics, behavior/activities, and communication preferences data.
Fully migrate life cycle campaign workflows to journeys with enhanced features, including onboarding, activation, retention, cart abandonment, up-sell, and cross-sell.
Provide end-to-end integration with the customer communication preference management portal, real-time customer preference data sync across Novo data platforms.
Implement governance policies and compliance measures to ensure data privacy regulations (e.g., HIPAA, GDPR) are met.
Set up IP warming and best practices for email deliverability across the selected client brands and units for improved reputation & successful inbox placement.
Provide extensive training and support to the client for confident utilization of Adobe Journey Optimizer.
Outcomes
Celerity’s collaboration with this client transformed their marketing strategy, setting a new benchmark for Adobe implementations of AJO, leading to significant achievements such as:
Becoming one of the first successful Adobe Journey Optimizer Project Launches in the US.
Two brands sharing the same instance for marketing campaign build and execution and now rolling out to additional brands.
Achieved single customer view in CDP data foundation, with native integrations on data sources, like AEM Assets.
Fully automated and enhanced BAU campaign journeys based on audience behaviors, preferences, and activities.
Automated Data Export and Activation, for nearly real-time reporting, analyzing, and integration with external platforms, like BI tools.
The client gained enhanced visibility into customer interactions, allowing for more personalized and timely omnichannel outreach strategies.
Early results show improved campaign efficiency with higher email engagement rates and reduced drop-off in key customer journeys.
Discover how quickly Celerity can transform your business.
Say hello at contactus@celerity-is.com
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