Decoding the Magical Marketing Mechanism with Adobe Marketing Cloud

the logos of the solutions in the adobe marketing cloud suite such as Adobe Social, Adobe Experience Manager and Adobe Analytics

You’re munching on your favorite hot and crispy samosa while checking your emails on your mobile. You receive a marketing email from your favorite e-commerce site about the pair of designer jeans you have been looking to buy. The email says it is now available at a steep discount. You were following this jeans on the web and social media for quite some time and always wished you get some discount on it. You had seen ads of it in your social networking and media sites, and always thought of owning it. You had in fact added it into your shopping cart but always felt it to be expensive.

You click the link in the email and see some attractive photos of it along with other interesting suggestions based on your interest.

Excited, you call your best friend and tell the same but she hasn’t received any such email or seen any reduction in price or discounts on the site.

You think of buying it immediately as you don’t want to lose the opportunity or risk the out-of-stock scenario.

You go ahead and buy it immediately with your credit card. WOW! That’s the exhilarating feeling you get. You are doubly excited about this purchase because you’re going to wear it to the weekend party. You feel thankful to the e-commerce site for making you feel special by offering the discounted price only to you. You also pat yourself on the back for your excellent decision to purchase. You quickly share and tweet about your purchase and your friends are liking it.

WHAT HAPPENED BEHIND THE SCENES?

  • How did your favorite e-commerce site know you were looking for “jeans” from quite some time now?
  • How could only you get the email and the discounts?
  • How could you see more suggestions and options which you had tried searching but could not get?

Adobe Marketing Cloud is an all-in-one digital marketing solution which can help answer the above questions.

the logos of the solutions in the adobe marketing cloud suite such as Adobe Social, Adobe Experience Manager and Adobe Analytics

Let’s suppose, the e-commerce site was using the Adobe Marketing Cloud to achieve this. Here is how they could have used different tools available in the suite.

  • Adobe Audience Manager consolidates audience information from all available sources and create profiles of audience segments to send the email only to you.
  • Adobe Campaign used analysis done by Adobe Social and Audience Manager to send you the personalized email. Adobe  Target and Personalization provided you with more suggestions and compelling offers and options.
  • You shared your purchase through social sites and the e-commerce site could do more promotions based on the links and shares. They could get more people to know about the purchase and could listen to the social activities using Adobe Social.
  • A nice looking website with captivating graphics, content along with the personalized options were hosted on Adobe Experience Manager.
  • Adobe Media Optimizer helps the e-commerce site to get maximum return on their investments.

Why did the e-commerce site offer an expensive pair of jeans at a discounted price? Only to you?

  1. The e-commerce site benefited by acquiring a customer (you) and providing a compelling digital experience. This can go a long way in retaining the customer.
  2. It helped convert a potential customer to a buyer and also received healthy promotion and follow on social networking sites, which engaged new users and converted existing users into loyal customers.
  3. It is very important to not just reach the right customers but understand them well. Adobe Marketing Cloud solutions help you do this effortlessly and quickly to get your campaign rolling in record time.

Adobe Marketing Cloud is a comprehensive digital marketing solution. It enables marketers to measure, personalize and optimize marketing campaigns and digital experiences for optimal marketing performance. Adobe Marketing Cloud includes a set of analytics, social, advertising, media optimization, targeting, web experience management and content management tools for effective digital marketing.

 It is one of the most comprehensive and integrated digital marketing solution for digital marketers.

 Adobe Marketing Cloud solution consists of –

  1. Adobe Analytics
  2. Adobe Audience Manger
  3. Adobe Campaign
  4. Adobe Experience Manger
  5. Adobe Media Optimiser
  6. Adobe Primetime
  7. Adobe Social
  8. Adobe Target

 

Explore each of these solutions in the Adobe Marketing Cloud in detail in this article.

The Performance Guidepost

The Performance Guidepost

Imagine on a bright sunny day you open up your analytics dashboard and you notice the visitors graph going high and high and high and suddenly drops all of a sudden.

You will be wondering what is happening, only to find that your colleague had started a nice promotion and due to the promotion the website load increased multifold.

But what happened all of a sudden? Why the drop in visits? Ah… the promotion became too popular as it had gone viral in the social network and print media. And due to the heavy demand more number of users visited and the site could not take up the anticipated load and crashed.

A poor show, in spite the excellent job by marketing team.

What could have been done to avoid such situation and do not let the customer suffer and the drop in sales and site visitors?

Performance testing is the answer on anticipated site load.

 

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Triple “S” check is a must for the public facing websites.

  • Speed – Determines whether the application responds quickly.
  • Scalability – Determines maximum user load the software application can handle.
  • Stability – Determines if the application is stable under varying loads.

And all three can be measured using performance testing.

Performance testing is the investigation done either to determine or to prove the response time, scalability and performance of the website to ensure that they will perform well under their expected regular workload, at peak load and uncover inconsistencies across different operating systems/devices.

The goal of performance testing is not to find bugs but to eliminate performance bottlenecks and tune the system for maximum load. This is also to determine the maximum threshold the website can take.

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Poor Response Time:

Once the user performs an action and user has to wait for so long before the response is provided. This can lead to poor user experience.

Poor Load Distribution:

Poor load distribution can cause slow response time by incorrectly assigning new site visitors to hanged up servers. If too many people are on the same server, they’re going to experience difficulties, even if the overall system is well under capacity. Check the sites of some of the big players and you will notice the site loads in a flash of moments.

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Load Test:

Generally a load test is conducted to understand the behaviour of a system under the specific expected load. It helps to identify the maximum operating capacity of an application as well as any bottlenecks and determine which element is causing degradation. E.g. If the number of users are increased then how much CPU, memory will be consumed, what is the network and bandwidth response time.

It also helps in measuring the response time, throughput rates, and resource-utilization levels, and to identify the breaking point, and the peak load the website can handle.

This can answer questions like, what is the maximum number of users that can use the system without any impact on performance and acceptable response time.

Stress Test:

Stress testing refers to the testing of website to determine whether its performance is satisfactory under any extreme and unfavourable conditions, which may occur as a result of heavy network traffic, process loading and maximum requests for resource utilization. Stress testing enables to identify how the website behaves under extreme load conditions.

This will answer questions like, what is the maximum peak load the system can handle and determine if the system will perform sufficiently if the current load goes well above the expected maximum limits.

Soak / Endurance Test:

This is usually done to determine if the system can sustain the continuous expected load, this helps in detecting potential memory leaks and utilization. Also to check the performance degradation when the system is being used for long duration.

This can answer questions like, if the promotion becomes very popular and the load of system is way beyond for a very long duration, can the system handle such situations?

Spike Test:

Spike testing is a subset of stress testing.  A spike test is a type of performance test focused on determining reaction to a sudden large spikes in the load generated by users.

This can answer questions like, if the competitor, runs a promotion and we are unaware of it, due to such situations users visiting the site for similar promotions on our site, there could be sudden spike of users and if the system can handle such situations.

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Lot of performance testing tools are available for different types of tests and it is quite difficult to cover all types of test using one.

Jmeter is one of the renowned open source tool designed to load test functional behaviour and measure performance.

Lets explore more about Jmeter and its functioning in the upcoming blog.

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Performance Testing is a must before the website goes to market, as poor performance and inconsistent behaviour of the site may lead to inadequate reputation, poor user experience and will not meet the sales goals.

Hence its concluded that it’s a must to perform performance testing at initial stage of building website and regularly in different intervals. Analytics can help monitor the peak loads and help plan for performance testing. This can go a long way building customer trust, relation and not only retain but expand customer base. Lets read about that too in another upcoming blog.