Mastering Adobe Experience Cloud in 2025
A Strategic Approach to Unlocking Customer Value
By Peter Kulupka
Managing Director, IPG / Adobe Alliance
Organizations are increasingly seeking to navigate the complexities of the marketing technology landscape. The promise of personalized customer experiences at scale is achievable, but realizing that promise requires a strategic approach. While technology continues to evolve, the fundamental challenge remains: how to effectively leverage data and technology to build meaningful customer relationships and drive business growth.
Adobe Experience Cloud (AEC) represents a significant opportunity for brands to orchestrate these personalized experiences. Adobe’s ongoing investment in innovation has transformed AEC into a powerful and flexible ecosystem. However, many organizations struggle to translate the potential of AEC into tangible business results, often finding themselves with technically sound implementations that fail to deliver the expected return on investment.
Unlocking Business Value: A Strategic Imperative for 2025
The key to success with AEC in 2025 lies in aligning data and technology strategy with a clear vision of customer journeys. Organizations often implement AEC components and activate features without first establishing this crucial alignment. As a platinum Adobe solutions and technology partner, Acxiom has observed this disconnect. Acxiom works with clients to bridge the gap between AEC’s capabilities and their business goals, helping them to acquire, retain, and grow customer relationships through data-driven personalization.
Looking ahead, a strategic framework for either implementing AEC for the first time or optimizing an existing implementation is essential. By focusing on key areas, organizations can maximize their return on investment and transform their customer journey performance.
A Three-Pillar Approach to AEC Success:
Acxiom’s approach to helping clients succeed with Adobe Experience Cloud centers around three key pillars:
Pillar 1: Data Foundation and Customer Journey Vision
The foundation of any successful AEC implementation is a robust data and insights engine, powered by Adobe’s Real-Time CDP (RTCDP). Mapping ideal customer journeys and identifying the specific data points needed to bring these journeys to life is crucial, ensuring a clear understanding of implementation costs, data gaps, and data flow.
Pillar 2: Strategic Component Implementation
With a solid data foundation in place, the next step is to strategically implement the components of AEC that will transform customer experiences. Whether it’s Adobe Journey Optimizer, Adobe Campaign, or Adobe Target, each component plays a crucial role in bringing customer journeys to life. Configuring and integrating these components to support customer journey requirements, ensuring seamless data flow across platforms and channels, is essential.
Pillar 3: Continuous Measurement and Optimization
Customer needs and behaviors are constantly evolving, so it’s essential to continually measure and optimize journey performance. Adobe’s Customer Journey Analytics (CJA) provides the insights needed to understand the value of each customer engagement across all brand touchpoints. Integrating CJA into the tech stack enables data-driven decisions about media and marketing investments.
The Power of Partnership
Research shows that organizations that work with a partner are significantly more likely to have an articulated martech strategy. A services partner can help configure each component of the AEC to support customer journey requirements and integrate them in a way that allows data to flow seamlessly across platforms and channels. Acxiom’s approach incorporates detailed roadmaps, agile implementation, and dedicated support throughout the entire project lifecycle.
Evolving to Journey-Based Analytics
Moving from event-based analytics to journey-based analytics requires re-evaluating business KPIs, establishing new calculation methods, and learning new technologies. A partner with experience across both customer journey analytics and aligning data and identity to the customer journey vision is essential for this process. They’ll need to help seamlessly integrate CJA in the tech stack and onboard the team.
By the end of the year, with the right approach, organizations will be able to inform business decisions, understand the performance of high-value customer journeys, and enhance models for more precise insights.
Acxiom + Adobe: A Strategic Partnership for Success
Successfully implementing AEC in 2025 is intrinsically tied to customer journey strategy. Acxiom’s strategic approach, focusing on data foundation, strategic technology implementation, and continuous optimization, creates a foundation for sustainable success in digital marketing efforts.
To learn more about how Acxiom can help you realize full value from AEC, please contact us.
Key Adobe Experience Cloud components
Adobe Real-Time CDP:
Unifies cross-channel data into real-time personas for activation anywhere, while respecting customer preferences.
Adobe Experience Manager: Omni-channel content management for your brand’s website, digital assets, and forms.
Adobe Journey Optimizer: Orchestration for omni-channel customer engagement. This is where your team will set up customer journeys.
Adobe Campaign: A campaign-building tool that enables you to create workflows, deploy emails, and manage audience data across digital channels.
Adobe Target: AI-powered testing, omni-channel personalization, and automation at scale.
Adobe Customer Journey Analytics: Connects customer identities and interactions across channels, devices, and time for fast, holistic insights.
