7 announced it will work with Adobe on a standard data model to enhance the value of customer data. Additionally, 7’s support of Adobe Cloud Platform – Launch will empower companies with a continuous feedback loop that bridges front end marketing campaigns and backend customer support interaction data.
This capability will enable the necessary analysis and validation to improve and optimize marketing campaigns through insights gleaned from customer experience metrics.
Support for Adobe Cloud Platform – Launch
Launch, announced today at Adobe Summit, is Adobe’s next-generation tag management solution providing marketers with a consolidated view and management of their marketing technologies across their global properties. 7’s Launch extension will ease instrumentation and more broadly distribute 7 Intent Tags across web and mobile web properties. A feature of 7 Platform, 7 Intent Tags are a client website tagging technology that enables intent prediction in the 7 Platform. This collaboration now gives companies the ability to offer an agent chat or chatbot interface with a simple click.
Additionally, Launch simplifies tag configuration. For example, marketers managing a commerce website will be able to add variables, including product description, product price, user type, as well as events including add to cart and conversion. With Launch and 7’s integration capabilities, tags are broadly deployed and properly orchestrated, creating a more complete user journey, inclusive of context and user intent. This additional contextual insight enables customers to deliver the most appropriate and preferred support experience. The benefits include improved issue resolution time and higher conversion rates. When new functionality becomes available, Launch’s open deployment model will enable 7 to directly manage updates to the tagging process.
With Launch, additional data can be applied to any point of the customer journey, ensuring that companies can take full advantage of newly found customer data insights. This results in a richer, more contextualized and personalized experience for the end consumer, resulting in improved KPIs for both customer acquisition and customer engagement programs.
Support for Standard Data Model
Adobe is leading an effort to build an industry standard data model that will define and unify the language for marketing, sales and services data, and will be integrated across systems including CRM, digital marketing, support and other enterprise systems. Having all customer experience data in a single harmonized standard will enable the development of next-generation enterprise applications. The model represents a significant data dictionary of customer experience, with support for virtualization, extensibility and privacy.
This model will make adoption of customer experience services flexible and more predictable, enabling companies to derive customer insights faster, with less cost across multiple channels. 7 is committed to integrating applications based on the new common language and will make certain types of data available through the standard data model that can be integrated into the Adobe Cloud Platform. 7’s customer interaction data can then be used to validate the effectiveness of a company’s marketing campaigns. Enterprises will now have the capability to determine and optimize campaigns and content effectiveness via real-time feedback through either a virtual agent or live agent chat.
“Understanding consumer intent is critical in customer acquisition and engagement,” said Scott Horn, chief marketing officer at 7. “But to understand intent, you have to understand how consumers are interacting with your brand at every touch point. Adobe has a platform and vision for integrating consumer data, with a data governance framework to match and the advancements its making to its Cloud Platform are important steps towards creating a more personalized and holistic customer experience.”
“It is time to move the industry forward and past piecemeal systems and fragmented implementations,” said Suresh Vittal, vice president, Adobe Marketing Cloud. “In partnership with innovative companies like 7, we’ll enable customers to focus on what really matters – delivering consistent, personalized experiences that delight customers at every turn.”