Machine Learning with Adobe Campaign – no new data required

Machine Learning with Adobe Campaign
—no new data required

Develop AI-personalized customer journeys in weeks

The anticipated value unlocked by artificial intelligence (AI) across Marketing and Sales is $1.4-$2.6 trillion, according to the Harvard Business Review. Yet, when businesses look to incorporate machine learning into their MarTech stacks, they are often met with insufficient, incomplete, or inadequate data.

This might explain why Adobe Campaign has prioritized such intuitive, marketer-centric workflows, rendering it one of the most popular campaign development platforms around. Adobe Campaign enables you to send emails directly, without going through a third party, all while conveniently logging your email history. In other words, all of your historic email sends, opens, clicks, and unsubscribes are automatically catalogued for you when running Adobe Campaign. This results in a well-populated, complete relational dataset, providing a wealth of history that can be applied to training machine learning models.

Privacy is an ongoing concern in the digital marketing space, with more uncertainty due to increased regulatory scrutiny. To design the most forward-thinking ML platform for customer journey personalization, our experts at Munvo primarily work to build around customer behaviour rather than customer characteristics. As such, any two customers that behave in the same way are virtually indistinguishable to our models; we cannot reverse engineer their identities from the data. In fact, our clients never upload any Personally Identifiable Information (PII) to our public cloud—no names, no ages, no ZIP codes.

Our ML algorithms sift through email history data to see patterns, and then create a model to predict each customer’s future behaviour, at any granularity. So, for instance, if someone is sent an email at 9AM on New Year’s Day, our models can predict whether they will open it by 10AM—or later that day, or even within the next week. This is incredibly powerful, but of limited use to marketers who want to increase open, click-through, and conversion rates. For optimal results in driving heightened engagement, you need to determine the best time, or most opportune moment, to send an email.

To accomplish this, our team runs simulations using our machine learning models to predict when a customer is most likely to be receptive to our communications within a given window. For example, if you set a timeframe of 9-12AM, we simulate email deployments at 9AM, 10AM, and 11AM. For each customer, the send time that results in the highest probability of an open or click will be registered as the optimal send time for that customer in this campaign. And since this simulation is re-run before every campaign execution, we can ensure that the send-time optimization effortlessly stays up to date with recent history—without ever going stale.

This factor proves even more important when looking to reduce opt-outs. Through our simulations, we can also determine when customers become fatigued and are most likely to opt out. This enables us to take preventative action and suppress messages to those customers.

By combining these two capabilities, we’re able take a more holistic approach to the customer journey because we now know how to both minimize fatigue and perfect send time. We can thereby personalize the most impactful touchpoints for each customer, over a journey lasting several months, solely using the data already in Adobe Campaign. All this, without compromising customer privacy at any point.

Talk To Our Experts Today

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Sales Inquiries + 1 (514) 223 3648
General Inquiries + 1 (514) 392 9822
sales@munvo.com

© 2024 Munvo is a trademark of Munvo Solutions Inc.


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Plus Company Privacy Policy

Underline

(Canada) EN

Updated as of September 11th. 2023

“PLUS COMPANY” AND “COMPANY” MEAN PLUS COMPANY CANADA INC. AND ITS AFFILIATES AND BUSINESS UNITS IN CANADA.

Plus Company respects the privacy of its customers.

This Policy concerns you. It describes how we collect, use, disclose and protect your personal information, including when you visit our website or any website we own, operate or control (collectively, the “Site”), when you contact us by phone or email or when you communicate with us via social media.

We may update this Policy (see “Changes to the Policy” below).

You should read this entire Policy before submitting information to us or using our Site. If you submit personal information to us, we assume that you authorize us to use and disclose it as described in this Policy.

What is personal information?

Personal information is information that identifies you directly or indirectly, on its own or with other information, such as your name, contact details or IP address.

We may make full use of all information that is de-identified, aggregated or otherwise not in personally identifiable form.

Information collection and use

We collect personal information …

  • From you
  • Using automated technology when you visit our Site or communicate with us through email
  • When third parties, such as service providers, collect such personal information on our behalf

When do we collect your personal information?

  • When you browse our site
  • When you contact us by phone or email
  • When you communicate with us via social media

What type of personal information do we collect?

  • Usage information – IP address, information on the device, domain name, browser used to visit our site, pages displayed, time spent on a page, link clicks
  • With your consent, we may have access to your geolocation and
    site-navigation patterns.
  • Information you provide to us, such as personally identifiable information or contact information, as well as your comments or questions.

Why do we need it?

  • To better understand how you use our Site.
  • To modify or improve our Site, services and business activities.
  • For marketing, research and legal purposes.
  • To comply with our policies, procedures and legal obligations, including complying with law enforcement or governmental authority requests, investigating fraudulent activity, resolving disputes and enforcing our legal agreements and policies.

With whom do we share this personal information?

As part of our business operations, we may disclose personal information to the following categories of third parties:

  • Consultants, service providers and contractors we use to support our business and operations (e.g., hosting or operating our Site and services, data collection, reporting, Site metrics and analytics, data analysis, fraud detection services) who have agreed to keep the information confidential and use it only to provide the applicable services.
  • Government authorities, agencies, if required to do so by law, regulation or court order, or to respond to governmental and/or law enforcement requests.
  • An acquirer or successor in interest in the event of a reorganization, merger, sale, change of control, consolidation, joint venture, assignment, transfer or other disposition of all or any part of Plus Company or its affiliates, including any negotiation thereof.

Where is your personal information stored?

We currently retain personal information in North America.

We may disclose personal information in locations other than your country, province or state of residence, where privacy laws may differ.

If your personal information is used outside your country, province or state of residence, it is subject to the laws of the place where it is located and may be disclosed to governments, courts, law enforcement agencies or regulatory bodies of that place, or disclosed in accordance with the laws of that place. However, our practices regarding your personal information will remain governed by this Policy and by applicable privacy laws.

Retention of personal information

We will retain your personal information (collected through online and offline methods) for as long as it is necessary for the purposes described in this Policy. We will also retain and use your personal information to the extent necessary to comply with our legal obligations, resolve disputes and enforce our legal agreements and policies.

Intended audience of Site

Our Site, social media accounts and online activities are intended for persons aged 17 and over. Therefore, we do not request personal information from minors aged 16 years or younger, nor do we knowingly collect such information from minors aged 16 or younger. If you are not 17 or older, you should not visit or use our Site.

How do we protect your personal information?

We take reasonable, appropriate steps to protect personal data from loss, misuse and unauthorized access, disclosure, alteration or destruction, whether in transmission or storage. Remember, however, that no security system is infallible and that transmission over the Internet is not perfectly secure or error-free.

We use a secure server. Only authorized persons have the right to access this information, which they are required to keep strictly confidential.

Your rights with regard to your personal information

Right to access and correct

You may request access to and obtain a copy of the personal information we hold about you.

If any personal information about you is inaccurate, incomplete or ambiguous, or if the collection, disclosure or retention of such personal information is not permitted by law, you may require that it be rectified.

You can also ask us for information about the source of your personal information (if it was not obtained from you), as well as the names of persons who have access to your information and details about how long it is kept.

Right to withdraw your consent

You may request to withdraw your consent to our use or disclosure of your personal information.

In most cases, withdrawing your consent means that we will no longer be able to offer you certain services. Otherwise, we will inform you of the consequences of refusal in our request for consent.

To exercise your rights, please send a request in writing, along with proof of identity, to our Privacy Officer at the contact information provided under How to contact us.

Once your request has been received, we will respond in writing within 30 days.

Cookies and other automated technology

A “cookie” is a small text file that is placed onto an Internet user’s web browser or device and is used to remember and/or obtain information about the user. A “web beacon” is a small object or image that is embedded into a web page, application or email and is used to track activity. Web beacons are also sometimes referred to as pixels and tags. We and/or third parties, including our service providers on our behalf, may use cookies, web beacons and other similar technology to collect information for the purposes described in this Policy, including analytics and monitoring performance and improvement of our Site (traffic, errors, page load time, popular pages, etc.). Before using these technologies to geolocate you or evaluate certain characteristics about you, such as your personal preferences, interests or online behaviour, we will ask for your permission by informing you how to enable such features. We use Google Analytics to understand how our Site, services and products perform and how you use them. To learn more about how Google processes your data, visit https://policies.google.com/privacy. To change your settings relating to cookies and other automated technology, visit our Cookie Manager.
For information and questions about the use of your personal information or this Policy, you may contact our Privacy Officer at privacy@pluscompany.com.
This Policy may be revised from time to time for any reason. In such a case, we will notify you of such changes by indicating the date of the last update. Review the Policy before submitting personal information or using our Site, services or social media pages.
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