Anchora implements Adobe Journey Optimizer at two clients

Marketing-focused consultancy Anchora has recently helped two if its clients – Cbus Super and The Lottery Office – successfully implement Adobe’s Journey Optimizer solution.

Within the marketing technology world, Adobe Journey Optimizer is one of the most used solutions managing omnichannel marketing campaigns.

A huge leap forward from the ‘batch and blast’ digital marketing campaigns that most companies use, Adobe Journey Optimizer allows campaign execution from a single application, optimised with intelligent decision-making, and real-time customer insights. Until now, the solution had not been implemented in Australia.

The Lottery Office was looking for a marketing automation solution that offered a single customer view, easy email designing via templates, and centralised asset management. Anchora integrated Adobe Journey Optimizer into The Lottery Office’s existing data eco-systems and connected it with its enterprise data warehouse, its CRM system, and centralised all customer data from web and mobile applications into Journey Optimizer’s customer data platform.

All marketing and customer engagement could then be activated across email and SMS channels. Native push notifications and in-app messaging have also been considered for future use.

Jaclyn Wood, CEO of The Lottery Office added: “Like many organisations; we’re on a digital transformation journey across several areas of our organisation. Marketing is critical in communicating to new and existing customers and it’s fantastic to know we’re ahead of the curve to leverage such cutting-edge technology as Adobe Journey Optimizer.”

“Delivering the right offers for the right customers at the right time via their preferred channels is exactly where we want to be,” he added.

Meanwhile, when Cbus Super in 2019 decided to bring its digital and member engagement capabilities in-house, the industry super fund invested in the entire Adobe stack. The company worked with Deloitte Digital on designing and building the capability (centred around the Adobe Experience Cloud stack), with the implementation of Journey Optimizer solution led by Anchora.

Reflecting on the two pioneering projects, Anchora Chief Growth Officer, Nick Jia, said: “When it comes to marketing technology, Adobe is entwined in most large organisations nowadays, yet few are extracting the full benefits from the Adobe stack, such as the advantages of automation and data capture. Being the first consultancy in the APAC region to implement Adobe Journey Optimiser is fantastic, and our clients, Cbus Super and The Lottery Office, are reaping the benefits.”

“The implementations have taught us a lot, including a variety of new enhancements,” he continued. “This experience will assist us in the future product development and implementation that we undertake.”