Optimizing Journey Orchestration to Improve Message Relevance
An American multinational health insurance and services company invested in the Adobe Experience Platform stack but needed help to maximize their utilization for journey orchestration at scale. They specifically faced significant issues with message bombardment. Bounteous was tasked with conceptualizing and implementing a strategy to prioritize and streamline member communications, ensuring relevance and reducing friction.
- MarTech Strategy
- Customer Activation & CRM Strategy
- Data Integration
- Experience Design & Planning
- Business Intelligence & Insights
- Digital Transformation Strategy
- 50%Reduction in member message bombardment
- 30%Increase in member engagement with relevant communications
Business Issue
The American multinational health insurance and services company needed to deliver relevant and timely messaging at an individual level while reducing message bombardment. They required a solution that prioritized member communications based on predefined "member states" and ensured message constraint adherence without disrupting day-to-day marketer workflows. Additionally, they wanted to leverage their data insights and custom modeling outputs to inform prioritization and allow for reporting to measure reach impacts.
Solution
First, we developed a 3-point roadmap that considered the client’s marketing tools and capabilities to address their needs.
- Reduce friction by establishing member-centric baseline orchestration and governance
- Prioritize moments that matter by identifying additional platform capabilities needed for long-term orchestration
- Target best-in-class orchestration with AI and machine learning inputs
Working from this roadmap, we crafted a tailored solution for the Adobe Experience Platform aimed specifically at enhancing the client’s operations. This involved ingesting their modeling outputs and additional member data into the Adobe Experience Platform data lake, allowing for continual updates to member profiles. We established "Marketability" segments within Adobe Real-Time CDP, enabling these segments to be shared with Adobe Journey Optimizer and third-party messaging vendors. This approach served as a criterion for both inclusion and exclusion, effectively reducing excessive touchpoints. To streamline marketer efforts, we developed in-tool segment and journey templates with the "marketability" segments pre-applied, facilitating easier automation. We also synchronized campaign metadata to the Adobe Experience Platform data lake, applying tags in Adobe Journey Optimizer to prioritize touchpoints based on aligned message intent and recipient lists. Furthermore, we incorporated feedback loops from Adobe Journey Optimizer and external senders into the Adobe Experience Platform data lake, enabling detailed reporting in Customer Journey Analytics. This feedback also integrates with the client’s data systems to provide ongoing inputs for their data modeling activities, allowing us to measure the impact of touchpoint constraints on key performance indicators (KPIs).
These deliverables armed the team with all the information they'd need to help progress this project internally.
Outcomes
The solution significantly reduced message bombardment and improved the relevance of member communications. The American multinational health insurance and services company now has a streamlined process for prioritizing and managing touchpoints, leading to better member experiences and more efficient marketing operations. Implementing the roadmap set the foundation for ongoing improvements in journey orchestration, with future enhancements anticipated through AI and machine learning.
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