Quick Takeaways

The digital landscape has been experiencing its most profound transformation since the dawn of e-commerce: AI search. By 2026, traditional search engine traffic is projected to decline by 25%, with AI-powered assistants and conversational agents intercepting customers before they ever reach your website. For CMOs and digital marketing leaders, this isn’t a distant threat; it’s the new reality already reshaping acquisition and growth strategies. Read on to learn more about why websites aren’t dead and how to think about AI search optimization.

The Restaurant That Forgot About Delivery

Imagine you’re running a renowned restaurant. For years, customers walked through your beautiful front doors, admired your meticulously designed dining room, and experienced your brand exactly as you intended. You invested heavily in that storefront, the lighting, the ambiance, and the path from entrance to table. It was your competitive advantage.

Then delivery apps appeared. Suddenly, most of your customers never saw your dining room. They ordered through third-party platforms, and your carefully crafted experience was reduced to food in a box. Some restaurants panicked and tried to block delivery altogether. Others thrived by recognizing a fundamental truth: the front door had moved.

This is precisely what’s happening to your website in 2026. And if you’re still optimizing primarily for traditional search traffic, you’re polishing the brass on the door fewer customers are using.

When the Front Door Moves

According to Gartner’s latest research, traditional search engine volume will drop 25% by 2026 as AI chatbots and virtual agents become the new intermediaries between brands and buyers. But here’s what most analyses miss: this isn’t about search dying; it’s about search fragmenting across dozens of new surfaces where decisions happen before anyone clicks.

McKinsey’s data reveals that 50% of consumers now intentionally seek out AI-powered search engines, with the majority saying it’s their top digital source for making buying decisions. By 2028, an estimated $750 billion in U.S. revenue will flow through these AI-powered channels.

Think about what this means for your Acquisition and Growth teams. The assumptions underlying every pipeline model, every traffic projection, and every cost-per-lead calculation are all becoming obsolete simultaneously. And how we embrace AI search optimization matters.

The Zero-Click World and Optimizing for AI Search

Here’s the uncomfortable reality facing marketing leaders: zero-click searches are approaching 70% of all queries. AI Overviews now appear in approximately 60% of Google search results, with projections suggesting this will exceed 75% by 2028. When users get their answers directly on the search results page or through conversational AI, they don’t visit your website. They don’t become trackable visitors. They don’t enter your funnel.

For Acquisition teams built around website traffic as the primary metric, this creates an existential crisis. Deloitte predicts that by 2026, one-third of adults in developed countries will view at least one AI-generated search summary daily, but only 10% will use standalone AI applications. The search habits haven’t disappeared; they’ve just moved to interfaces where your brand needs to be present in a fundamentally unique way.

Botify’s research is even more stark: most high-intent queries, product discovery, comparisons, specifications, and troubleshooting are being resolved inside AI search engines without any click-through. Their mandate for brands is clear: “Stay visible without clicks.” If you aren’t mentioned in AI answers, you’re effectively invisible to potential customers, regardless of how good your content is or how high you rank traditionally.

The Conversational Commerce Revolution

But the disruption doesn’t stop at search. The entire purchase journey is being reinvented through conversational AI. Consider these data points: 57% of Gen Z and 48% of millennials now consult AI assistants when shopping online, and global chat-based spending is projected to exceed $32.67 billion by 2035.

This means your Growth teams aren’t just competing for visibility, they’re competing to be the source AI agents recommend when business buyers ask, “Who should I consider for enterprise marketing automation?” or “What’s the best digital transformation partner for mid-market manufacturing?”

Companies implementing AI-driven customer management are already seeing remarkable results: 50% increases in customer acquisition, 20% rises in upselling and cross-selling, and in some cases, 2,300% increases in AI-driven traffic. Meanwhile, those who don’t optimize for AI discover risk not just traffic decline, but complete invisibility in the buying journeys of their ideal customers.

The Path Forward: AI Search Optimization

The brands winning in 2026 won’t be the ones with the most website traffic. They’ll be the ones AI agents trust and cite. This requires a fundamental shift in how Acquisition teams think about digital presence. Instead of optimizing a single owned property (your website), you’re building an ecosystem of signals that teach AI who you are, what you solve, and why you’re credible:

• Original research and data that AI systems can’t find elsewhere.
• Structured content with proper schema markup that machines can parse
• Consistent entity definitions across all digital touchpoints
• Authority signals from media mentions, expert commentary, and genuine thought leadership
• Real customer evidence in the form of detailed case studies and outcome data

Businesses also need visibility wherever audiences are searching, TikTok, YouTube, Reddit, ChatGPT, Perplexity, or Google’s AI Overviews. The old approach of ranking on page one is dead. The new approach is being the answer AI provides.

The Front Door Hasn’t Disappeared, It’s Multiplied

Here’s the paradox your Growth team needs to embrace: websites aren’t dying, but they’re no longer the only place customers experience your brand first. The front door has multiplied into dozens of potential entrances, some you control, many you don’t.

Smart restaurant operators didn’t fight delivery apps. They refined their food for travel, ensured their listings were perfect, and made sure every touchpoint, from app description to packaging, reinforced their brand. They recognized that while the experience had changed, the fundamentals of quality, consistency, and reputation mattered more than ever.

The same is true for your digital presence. The brands that will dominate aren’t the ones mourning lost traffic or trying to game AI algorithms. They’re the ones building genuine authority, creating content that deserves to be cited, and ensuring that whenever AI looks for a credible answer in their space, they’re impossible to overlook.

Your website will still matter enormously. But it will be a destination for pre-qualified, high-intent visitors who’ve already been introduced to your brand by AI. The front door has moved. The question is: are you standing at the new entrance?

Key Takeaways for CMOs

For CMOs and marketing leaders, the implications are profound and immediate. Here are a few potential steps to consider for reclaiming your search visibility and stabilizing your operations:

• Traffic will decline, but that’s not the whole story. Brands that optimize for AI visibility are seeing higher-quality, higher-converting visitors.
• Shift the budget toward AI visibility and authority-building. Companies investing in AI search optimization, structured data, and authoritative content are capturing a disproportionate share while competitors chase vanishing traditional traffic.
• Measure what matters in an AI-first world. Move beyond page views to track: AI citation rates, brand mention frequency in AI responses, and conversion quality from AI-referred traffic.
• Integrate Acquisition and Growth around AI-first principles. The highest-performing teams treat AI as infrastructure, not a tool, embedding intelligence into ICP definition, content strategy, channel orchestration, and performance measurement.
• Build trust signals AI can recognize. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), consistent brand voice, original research, and structured content architecture are the new currency of digital marketing.

The future of digital presence isn’t about having the best website; it’s about being the brand AI trusts enough to recommend. For marketing leaders willing to lead this transformation, the opportunity is extraordinary. The front door has moved. Will you be there to greet your customers?

References and Inspirations

• https://www.linkedin.com/posts/wilreynolds_ai-optimization-in-2026-heres-what-i-am-activity-7419437187718361088-b4d6
• https://www.mirakl.com/blog/top-5-ai-trends-in-b2b-reshaping-commerce-in-2026
• https://www.omnibound.ai/blog/b2b-marketing-strategies
• https://infuse.com/insight/ai-implementation-handbook-for-b2b-gtm-in-2026/
• https://www.demandgenreport.com/demanding-views/demand-gen-report-2026-trends-calltrackingmetrics-erika-rollins/51087/
• https://www.devstars.com/blog/2026-b2b-marketing-playbook/
• https://noblestudios.com/b2b/b2b-marketing-playbook-2026/
• https://www.linkedin.com/posts/natalie-marcotullio_a-convo-with-9-top-b2b-marketers-almost-activity-7415040040214679552-YnHm
• https://www.demandgenreport.com/demanding-views/demand-gen-report-2026-trends-gartner-marketing-practices-christy-ferguson/51078/
• https://whitehat-seo.co.uk/blog/inbound-marketing-trends
• https://www.lakeb2b.com/blog/b2b-growth-strategy-2026-ai-paradox/
• https://www.columnfivemedia.com/top-b2b-marketing-agency-for-ai-saas/
• https://www.linkedin.com/posts/mark-mayo-649abb8_best-marketing-strategy-for-2026-marketing-activity-7414301267742814208-FzdV
• https://keomarketing.com/marketing-analytics-attribution-guide-150191-4

Customer expectations are not just rising; they are skyrocketing. By 2026, the brands that create real customer loyalty won’t be the ones that send clever emails or spruce up their loyalty programs. They’ll be the ones who can almost read their customers’ minds, anticipating needs before customers have to ask. I think of it like this:

If Great CX in 2025 were a skilled short-order cook, it would have expertly filled every customer’s order as it came in. Great CX in 2026 is the master chef who knows your favorite dish before you even sit down, having already prepped the ingredients and timed everything perfectly for your arrival.

This leap from reacting to anticipating is already underway, and it is about to redefine what “Great CX” really means. With this post, I plan to explore what predictive engagement looks like, why it matters for your business, and how you can start cooking up this future today.

The Big Shift: From answering questions to reading minds

For ages, customer experience has been about responding. We’re answering questions, fixing hiccups, gently nudging conversions, and recommending next best actions. Predictive engagement changes everything. Instead of waiting for customers to reach out, we’ll use smart data and AI to understand what is coming and act with intention. Imagine a couple of predictive scenarios:

A customer’s delivery is running a bit late. Instead of them anxiously checking, tracking, or calling support, your system detects the delay, automatically offers alternative options, and sends a friendly, proactive update.

A customer is thinking about leaving for another brand. Predictive models can spot those early signals and trigger tailored, helpful offers before customers even consider shopping elsewhere. This proactive approach transforms customer relationships into something far more intuitive and supportive.

Four big ideas shaping CX in 2026

Given the ever-shifting nature of customer expectations, I tried to pinpoint what I think will cause the biggest changes for CX teams in 2026.

1. Hyper-Personalization Gets Real. Personalization still, oftentimes, means sending different messages to different defined segments. In 2026, it means real-time, adaptive journeys explicitly tailored to each person. Generative and predictive AI will power “next-best-experience” decisions, making every interaction feel incredibly relevant and perfectly timed.
2. Conversational AI Becomes Your Best Server. Chatbots are no longer just for FAQs. They are becoming intelligent assistants that can resolve issues, escalate with all the right context, and learn from every chat. The best experiences will combine smart automation with real human empathy, so customers always feel understood.
3. Service Fixes Itself. Predictive insights will flow into operations, allowing systems to fix problems before they even impact customers. Think of billing errors being corrected automatically or parts being replaced before they fail. This minimizes disruption and keeps things running smoothly.
4. Trust Becomes Your Brand’s Superpower. As AI takes center stage, transparency and ethics matter more than ever. Customers expect clear explanations of how their data is used and confidence that decisions are fair. Brands that build trust into every experience will truly shine.

Building your smart CX kitchen

Delivering predictive CX is not about adding just one more gadget. It is about creating a unified, event-driven ecosystem. This includes:

• A solid data foundation that brings together customer profiles and real-time signals.
• An AI and decisioning layer to predict intent and recommend the most helpful next steps.
• Experience orchestration to trigger proactive outreach across all your channels.
• Operational automation for those self-healing processes.
• Governance and trust controls for transparency and clear explanations.

How to start cooking up the future

• Map your most important customer journeys. Start by identifying those key signals that hint at intent, risk, or value.
• Build smart decision-making logic. Set clear boundaries for automation and when to bring in human help.
• Perfection is the enemy of progress. Pilot a few proactive ideas that move the needle from a CX perspective, things like helpful delivery updates or churn prevention, to get started.
• Scale your conversational AI to make sure customer context follows them across all channels.
• Measure what works and keep optimizing and experimenting.
• Make trust a core ingredient by using transparent notices and carefully overseeing your AI models.

Looking ahead – answering the question before it’s asked

Predictive CX is not just a nice-to-have for customers; it is a game-changer for your business. It boosts retention by catching churn risk early, reduces service costs by preventing avoidable contacts, and drives revenue by surfacing the right offer at the perfect moment. Plus, it makes your operations far more efficient by avoiding downstream issues.

Customer experience is shifting fast. In the next year, anticipation will be a customer expectation. The brands that win will combine data, predictive intelligence, and automation built on trust and transparency. Begin laying the groundwork today so you can deliver experiences that feel effortless and intuitive.

Meet María Cortázar Ortigoza, Senior Marketing Coordinator, Colombia

María Cortázar Ortigoza is a dedicated leader on Perficient’s Corporate Marketing team, focused on promoting continuous growth for herself and her colleagues. Based in Cali, Colombia, María manages sales initiatives, creates marketing campaigns, and contributes to recruitment strategies.  

A self-motivated learner, María stays updated on marketing trends through social media research, informative YouTube videos, and Udemy courses. Over her four years at Perficient, she has embraced new responsibilities as opportunities for development. Continue reading to learn more about María’s career path, her collaborative growth, and her passion for dance.  

María’s Career Journey

As a Senior Marketing Coordinator, María excels at engaging diverse audiences and building connections. She enjoys collaborating with general managers in Latin America, sales teams, technical experts, and global colleagues.

“The people I work with are one of the reasons I wake up excited about my job every day. They are the most amazing people. Over the past four years at Perficient, I have made so many friends, not only from my city and country, but from different countries as well.”  

READ MORE: Fostering Meaningful Connections in a Global Workplace

Although María’s marketing career began just four years ago, her commitment to excellence has fueled her rapid growth. She holds a bachelor’s degree in international affairs and political science, which provided a strong foundation for pursuing a career in global communications. 

In 2021, she joined Perficient as a Marketing Specialist, focusing on rebranding initiatives and managing Perficient’s Latin America social media channels on LinkedIn and Instagram. Initially nervous, María soon recognized her potential within Perficient’s supportive culture.  

“I saw the opportunities that Perficient leadership gives us to grow. They provide all the tools we need to keep developing. The leaders I’ve had here at Perficient are awesome and some of the best people. I really value when others want to share their knowledge, and those are the kind of leaders I have.”

From the start, María felt empowered by her manager, Juliana Rua Burgos, who provided essential resources to enhance her marketing skills and encouraged collaboration by actively listening to her ideas. As she advanced in her role, María developed internal communications and organized events, all while benefiting from the expanding marketing team.  

“At the very beginning, it was really hard for me to work in a team. I used to work alone, so that’s one skill that I’ve been improving since working here. I’ve found that teamwork is one of the more valuable skills that I have.”

By embracing collaboration, María has built meaningful connections through recruitment marketing. She led initiatives to strengthen Perficient’s relationships with IT communities in Latin America, including visiting universities across Colombia to engage engineering students about internship opportunities. 

“I saw how we changed lives by sharing Perficient’s internship opportunities. I’ve seen people who started working here on the first day of their internships, and they’ve stayed at Perficient for the last three or four years. They’ve built a career here at Perficient just like I have. I’ve heard them say that they are really grateful that I went to their city, told them about Perficient, and gave them the opportunity to come here. It is amazing.”

Since the internship program, María has actively participated in various stages of the recruitment plan, making a significant impact. In 2022, she was promoted to Associate Marketing Coordinator and quickly advanced to Marketing Coordinator the following year, supporting Perficient’s sales initiatives and organizing speakers for forums showcasing our technical expertise.

By 2024, María became a Senior Marketing Coordinator. In this role, she embodies Perficient’s values every day through campaigns and projects that align with our vision, mission, culture, and community initiatives. Her commitment to continuous learning and collaboration empowers her to consistently exceed expectations.  

“I make a difference by giving my best every day and challenging myself to be a better person and a better professional. I always try to learn new things, apply this knowledge to the work that I do, and work collaboratively in a team. I always listen to our clients’ needs and use my knowledge to provide solutions.”  

READ MORE: Explore María’s Recent Perficient Blogs 

Dancing Her Way to Success: A Balanced Journey  

Throughout her career, Perficient has supported María in achieving her professional and personal goals. A significant milestone for her has been achieving a healthy work-life balance, which allows her to advance in her career while enjoying quality time with loved ones and pursuing her passion for dance. “I work in a company that gives me everything I need to have a good life,” said María.

With Perficient’s work-life balance, María has also thrived as a professional dancer. For the past 15 years, she has specialized in traditional Colombian dance styles, including salsa and folklore. Two years ago, she seized an exciting opportunity to embark on a month-long international dance tour, fulfilling a lifelong dream. When María shared her aspirations with Perficient, she received overwhelming support to pursue her passion, traveling to countries like Bulgaria and North Macedonia to showcase Colombia’s vibrant dance heritage. “I really appreciate that Perficient has always given me the opportunity to do something that I really love, which is dancing,” said María.  

READ MORE: How to Prioritize and Maintain Work-Life Balance   

María’s Career Advice 

María shared her top three pieces of career advice.

1. Learn English because it is really important when you want to apply at a company like Perficient and grow your career in Latin America. I feel like this was the thing that opened the door for me at Perficient.   
2. Be open to feedback, to fail, and to learn, because without that, you will never be able to grow.  
3. Do not be afraid to speak up and share your ideas. When I first started working at Perficient, I thought that people might not listen to me because of my experience level, but they valued my ideas and always took them into account.  

Cultivating Success Through Community and Collaboration 

From creating impactful marketing campaigns to dancing 12 hours a week, María is a shining example of the discipline and dedication needed to shatter boundaries and make a difference.  

“Working at a company where we do so many great things and where I feel like my work is valuable is what motivates me every single day.” 

Her commitment to excellence, combined with a growth mindset and passion for learning, has helped her forge meaningful connections across Perficient, driving her success.   

“I think that, as human beings, we always have to do things in community and cannot do things alone. Without my teammates and the people that work here, I wouldn’t be able to grow. I wouldn’t notice things that I’m missing or have people to teach me what I don’t know. The collaboration that I’ve seen with my colleagues every single day is what helps me grow not only as a professional, but also as a person. They are always there, teaching me and giving me feedback to continuously improve.” 

MORE ON GROWTH FOR EVERYONE  

Perficient continually looks for ways to champion and challenge our workforce, encourage personal and professional growth, and celebrate the unique culture created by the ambitious, brilliant, people-oriented team we have cultivated. These are their stories.   

Learn more about what it’s like to work at Perficient on our Careers page. Connect with us on  LinkedIn here. 

In my previous blog https://blogs.perficient.com/2024/07/01/sitecore-personalize-close-event-logic/, I shared a method for using cookies to enable the user to dismiss an alert banner.  This process involved writing the cookie when the user clicks the close icon and checking for the cookie when the experience is displayed.  This approach worked well because the entirety of the javascript code could be stored in the web template.  This ensures the code to check for the cookie can’t be missed or forgotten when the template was used.  Unfortunately, this had an unintended side effect.  Personalize still executed the experience and counted it in the analytics and performance metrics even though the javascript never added the elements to the screen.  This lead to overinflated metrics and the inability to use the data for accurate forecasting.  This problem can be overcome with advanced page targeting.

Advanced Page Targeting

Advanced page targeting allows you to run client side javascript to decide if an experience should execute.  Since the javascript runs client side, you can read the url and query string parameters, you can access the console to log messages, you can access the document object to query selectors on the page, and of course read cookies.  Advanced page targeting javascript runs after the page loads, but before the experience loads which allows us to prevent the experience from executing and overinflating analytics.  Be sure to keep your script as lean and performant as possible to reduce the possible screen flicker of loading the experience after the page has loaded.

Checking Cookies with Advanced Page Targeting

In order to use advanced page targeting, you must select the “specific pages” setting under “Page Targeting”.

Enable page targeting on specific pages to enable advanced page targeting

In the flyout window for page targeting, add any filters for pages where you want the experience to display.  If you want the experience to display on all pages, simply use the contains “/” rule.  In the advanced targeting section, click the “add script” button.

Configure advanced page targeting

In the advanced targeting code editor, enter the following code.

(function() {
   // console.log(new Error().stack);

    var cookies = document.cookie.split(';');
    for (var i = 0; i < cookies.length; i++) {
        var cookie = cookies[i].trim();
        if (cookie.indexOf('pers-' + selectedVariant.ref + '=clicked') === 0) {
            return false;
        }
    }

    targetingPassed();
})();

In my previous blog, I created the cookie using the variant.ref as part of the cookie name.  This adds the guid of the current experience id to the name of the cookie making it unique even when the web template was reused.  Advanced targeting does not have access to the variant.ref property.  So it doesn’t work with the close event logic idea I came up with before.  However, there is a selectedVariant.ref property that you can use.  Using selectedVariant.ref works for both experiences and experiments as it can dynamically get the correct guid of the current variant at run time.

When personalize evaluates this block of javascript code, it only continues processing the flow of execution for the experience if the “targetingPassed()” function is called.  If you want to stop the flow of execution, return false.  In our case, we want to stop the flow of execution if the cookie is found.  Otherwise we can call the targetingPassed() function and allow the experience to display to the user.

Once you have added advanced targeting javascript, you can edit the script by clicking the pencil icon.

Edit advanced page targeting settings

Edit advanced page targeting script

Things to Know About Advanced Page Targeting

As mentioned, this solution solves the problem of overinflating analytics.  The downside is the advanced page targeting settings and code cannot be saved with the web template.  So the marketer or content author must remember to enable this setting and add the javascript code to the experience.  If the code is not added, the user will be able to close the experience, but it will display on the next page load since the code to check for the cookie is missing.  One other thing to note, if you change your page targeting settings back to “all pages”, the advanced targeting script is deleted from the experience.  In both cases, ensure that it is easy for content authors to find and reuse.

Adobe is offering marketers the opportunity to experience the power of Adobe GenStudio for Performance Marketing firsthand via a product sandbox.

This interactive space will allow users to see the product in action and is designed to simulate the GenStudio for Performance Marketing workflow.

Luckily for you, Perficient is part of a select group of Adobe consulting partners with access to a fully functional sandbox. We’ve learned a few things since using the app that you can benefit from as you experiment with this new product.

In the following blog, our Adobe experts Ross Monaghan, Principal, and Raf Winterpacht, Director, share their initial impressions of GenStudio for Performance Marketing, tips and tricks, and some pitfalls to avoid when using the product for the first time.

Initial Impressions of GenStudio for Performance Marketing

When marketers first dive into Adobe GenStudio for Performance Marketing, they can expect a mix of familiarity and growing pains. Raf found the platform intuitive, noting, “It feels like Adobe. So, if you’ve worked with some of the other products like Adobe Experience Platform or AEM Assets, it’ll feel familiar to you. There wasn’t a huge learning curve when I started using it.”

From Ross’s perspective, he shared that the app initially felt early in its development. He explained, “When we first gained access to our sandbox, there weren’t a lot of channels where we could activate our assets. For example, Meta wasn’t even an option yet. So, you could create an asset, but you had no place to activate it. Everything was labeled as coming soon.”

However, he acknowledged that the platform has since evolved, with users now having access to Meta and Google Campaign Manager 360, while Microsoft Advertising, Snap, and TikTok are listed as coming soon.

Powerful Key Features

When using the application for the first time, marketers can expect a powerful tool that significantly enhances the ability to personalize and scale content creation while maintaining brand integrity.

Ross emphasized the importance of personalization at scale, noting that GenStudio allows marketers to quickly create, resize, and reuse assets to produce numerous variations that can be leveraged across various channels and campaigns. He said, “It’s practically impossible to create all the asset variations you need without something like GenStudio for Performance Marketing. You could be looking at hundreds of thousands of asset variations for just a single campaign across 25 countries and several languages.”

Raf added that the ability to rapidly generate high-quality, on-brand content is another powerful feature. One of the first things you do within GenStudio is set up your brand and provide guidelines for brand voice, imagery, logos, colors, and channel usage. Raf said, “Doing this allows marketers to use the application’s generative AI models to create high-quality content that not only adheres to your brand guidelines but also allows for rapid generation of personalized content variations that can be leveraged in various channels and campaigns.”

GenStudio for Performance Marketing Tips and Tricks

To maximize the potential of Adobe GenStudio for Performance Marketing, our experts recommend focusing on two key areas: brand completeness and prompt engineering.

Raf suggested thoroughly completing the brand section in GenStudio, as well as including as much information about your products and personas. This may take some time and effort, but doing so will ensure a better asset creation experience in the app.

He said, “We had to ask Adobe what the best, most efficient way to upload our brand guidelines was, and we were told to use a PDF. Our brand guidelines live on a SharePoint site, so we had to do some trial and error to get our brand content into a PDF that lists out all the different guidelines as much as possible. From there, the app does a good job of picking up those details from the PDF. You could do this manually if you needed to, though.”

Ross called attention to prompt engineering when using generative AI to create assets. He said, “Prompt engineering is critical when generating content in GenStudio. We found it difficult at first to figure out what the best prompts were to get the desired assets. Unfortunately, prompting is an iterative process and takes a bit of trial and error.”

Hopefully, Adobe Experience League will host a list of prompts marketers can use as a starting point one day, but until then, you can take a look at Adobe’s user guide to writing effective prompts.

Common Pitfalls to Avoid When Using GenStudio for the First Time

As with any powerful tool, success with Adobe GenStudio for Performance Marketing depends on understanding its limitations and setting it up thoughtfully from the start. Both Ross and Raf shared that while GenStudio can accelerate content creation, it’s not a replacement for human oversight.

“Users should think of it as a highly efficient way to get dynamic content to review,” Ross said. “Users still need to be the editor and verify that the content is still on brand. I worry that people want these tools to do the entire job.”

He also cautioned against underestimating the need for UI engineering. “I think another pitfall that users should avoid is thinking that they don’t need UI engineering. That is something that you definitely need to set up your templates appropriately,” he said, noting that it took significant back-and-forth with Adobe to get templates just right.

Raf echoed the importance of thoughtful setup, particularly around permissions and workflows. “You’re going to need to have certain permissions and users and groups set up in there ahead of time,” he said. “There’s a little bit of upfront work and configurations and things that have to be done before you can actually get in there and really start using the tool in a good cadence.”

Making GenStudio a Powerful Tool in Your Marketing Toolbox

Whether you’re just beginning to explore GenStudio or are already experimenting in the sandbox, the key takeaway is clear: success lies in preparation, experimentation, and a willingness to learn. With the right approach, GenStudio can become a powerful ally in your performance marketing toolkit.

Are you looking for a partner to help with your GenStudio for Performance Marketing implementation? Connect with us.

And if you’re looking for more Adobe expert insights, check out our Adobe blog site!

Perficient, the leading global digital consultancy transforming the world’s largest enterprises and biggest brands, has joined the platinum tier of HubSpot’s Solutions Partner Program. HubSpot, an AI-powered customer platform, works hand-in-hand with partner experts to grow their businesses through inbound software, services, and support.

The Solutions Partner Program is an ecosystem of experts who offer marketing, sales, customer service, web design, CRM, and IT services. It’s a global community that believes putting customers first is the key to growth and enables its members to offer a wide breadth of more sophisticated solutions across the entire customer experience.

Perficient is pleased to become one of HubSpot’s largest partners, with the ability to offer HubSpot’s inbound strategies to attract, engage, and delight our clients’ customers. The partnership will expand services across both companies’ primary verticals including, High Tech, Manufacturing, Healthcare, etc.

About Perficient
Perficient is the leading global digital consultancy. Our strategists, designers, technologists, and engineers enable the world’s largest enterprises and biggest brands to boldly advance their business and drive real results through the power of technology. We shatter boundaries, obsess over outcomes, and forge the future for our customers. For more information, visit www.perficient.com.

Adobe Summit is the platform’s premier digital experience conference. This year it’s being held in Las Vegas at The Venetian Convention and Expo Center, March 18 – 20.

Attending the conference is a great way to learn about the latest digital trends, connect with peers and experts from around the world, and explore Adobe’s vision for the future of AI-powered digital experiences.

As a sponsor, our experts are excited to return to the Summit, connect with industry leaders, and share insights on how to grow their businesses and deliver exceptional digital experiences.

While we’re there, attendees will have several opportunities to engage with us. Read on to learn more about where to find us!

1. Women in Digital Breakfast

This highly popular breakfast event has been a Perficient tradition since 2017 and this year we’re excited to partner with Adobe to share it with Summit attendees again.

Attendees will join us before the opening keynote to grab a bite and have an opportunity to connect with peers and engage in meaningful discussions. Our panel of inspiring women in the digital space will share their journeys, insights, and strategies for success and making an impact in today’s digital landscape.

This year’s event has already sold out, but you can still join our waitlist.

Join the Waitlist

2. AI-Enabled, Consumer-Centric Find Care Experiences Lunch

When: Tuesday, March 18 | 11:30 A.M. – 1:30 P.M.

Where: Grand Lux Café in the Palazzo

What: Healthcare systems and providers are invited to join us for lunch and discover how AI-enabled, consumer-centric experiences can build brand loyalty, support better health outcomes, and improve satisfaction across the full care journey, starting with the steps to choose a provider–a critical decision that signals real-time intent.

Register: How AI-Driven Find Care Experiences Drive Growth and Loyalty

3. Welcome Reception in the Community Pavilion

When: Tuesday, March 18 | 5:30 – 7:00 P.M.

Where: Community Pavilion in The Venetian Convention and Expo Center

What: Stop by booth #1189 and see us! You can meet the team, learn more about Perficient’s capabilities, and enjoy refreshments.

4. Make Marketing Data and Your CDP Work for You Breakfast

When: Wednesday, March 19 | 8:00 A.M. – 9:30 A.M.

Where: Grand Lux Café in the Palazzo

What: Join us for breakfast before the day-two keynote and learn how to make sense of the data you need to meet customer experience objectives, boost your marketing team’s impact, and get the most out of your Adobe Experience Platform investment.

Register: Make Marketing Data and Your CDP Work for You

5. Beyond GenStudio: Crafting a Modern Content Supply Chain Vision Lunch

When: Wednesday, March 19 | 11:30 A.M. – 1:30 P.M.

Where: Grand Lux Café in the Palazzo

What: Join us for lunch before heading back to afternoon sessions and explore why having a clear, strategic vision is essential before deploying new technologies. We’ll discuss how GenStudio and other tools can fit into your existing content workflow to maximize efficiency and creativity.

Register: Beyond GenStudio: Crafting a Modern Content Supply Chain Vision

6. Summit Session: Marketo Engage Data Hygiene Strategies With Qualcomm

When: Thursday, March 20 | 1:00 – 2:00 P.M.

Where: The Venetian Convention and Expo Center

What: Delve into advanced Marketo Engage strategies for maintaining data hygiene using executable campaigns. During this session, you’ll learn how to implement a governance framework for managing required fields and validation rules while improving both the quality of data and the efficiency of your marketing operations.

Add to Schedule: Adobe Summit – Sessions

7. Join Us in The Grand Lux Café at The Palazzo

When: Tuesday, March 18, and Wednesday, March 19 from 8:00 A.M. until 5:00 P.M.

Where: The Grand Lux Café in the Palazzo (Note: The Grand Lux Café at The Palazzo is different from The Grand Lux Café at The Venetian)

What: Located on The Palazzo side of the resort, The Grand Lux Café provides a quiet and comfortable space for meetings with Perficient experts and executives.

To find us, stroll through the waterfall atrium and past the Love sculpture. Head north toward Sands Avenue, through the Palazzo Casino, and you’ll see The Grand Lux in the right corner.

See You at Adobe Summit!

From Sneaks to Bash, and all the innovation in between there is so much to look forward to at Adobe Summit.

No matter what your conference schedule looks like, we hope to see you there.

[BONUS] Join Us After Adobe Summit

Following Adobe Summit, we are co-hosting a virtual Adobe user group meetup to discuss the latest innovations that will be announced at the conference. It’ll be an opportunity to debrief on what attendees learned and what they’re excited about and gain insights from Adobe experts.

Adobe Summit 2025: Top Insights, Favorite Sessions, and What’s Next!

Sign Up Here

Global ecommerce brands delivering accessible user experiences to web and mobile users have an advantage over non-competitive brands. For starters, savvy brands recognize a largely untapped market segment – consumers with disabilities and consumers over the age of 65. However, there’s a misconception about these two consumer segments: they have limited spending power. Quite the contrary. 

Who are these consumers? 

People with disabilities shop online twice as often as the general population according to Fable. In the U.S. alone people with disabilities have 1.3 trillion in disposable income according to research by the Return on Disability Group. By adding the spending power of their friends and family it’s a hefty $13 trillion.   

And let’s not overlook the wealthiest cohort in recorded human history, consumers 65 and older (Boomers) aging into disability. According to the U.S. Census Bureau, 17.7% of this consumer population is a “spending force to be reckoned with.” Also noted in the Wall Street Journal.  

And these well-heeled consumers with outsized spending power are expected to live to age 79 and willing to spend on discretionary items. Understanding and appealing to older online consumers gives accessible brands opportunity to cement a long-term relationship with them. This also is true of consumers with disabilities who tend to be loyal to accessible brands. As a result, online services are essential and need to be accessible to realize the benefits of spending power. 

Actions to start in 2025 

1. It’s never too late to gain ground on competitive brands, and particularly brands with no foothold with these two consumer groups. Offering accessible user experiences and services to delight them is still a greenfield, and it will be for some time.  And there is another benefit to brands designing and delivering accessible digital experiences known as the curb cut effect. As brands look for ways to deliver accessible mobile and web experiences to a general population of consumers, the net effect is better user experiences for everyone (e.g., easy to use, easy to find and understand information). 
2. Embed inclusive design in your core product at the start of new designs to create accessible user experiences. It’s easier for design and development teams to implement, and it reduces refactoring time to fix issues found downstream in the quality assurance (QA) stage. Also, it minimizes barriers to entry for people using assistive tech such as a specialized keyboard, screen magnifier or a screen reader.  

As your team designs for an accessible user experience be mindful that your go-to resource should be the Web Content Accessibility Guidelines (WCAG) of the W3C, the global organization defining and overseeing web standards. Those Guidelines will be technically sound and used by practitioners across the globe, minimizing risk of non-compliance. However, these standards may not ensure compliance if an organization is not including the ‘right’ consumers in user research – particularly those over the age of 65 and those with disabilities.  

1. To satisfy and delight both groups, engage them in usability studies. This is a pragmatic and low-cost way to obtain insight about the user experience of your application, UI components within an application and so on. And this form of research can be quite affordable and effective. My colleague Samdisha Singh and I shared insights with Nate Brown from Userlytics on the benefits of including consumers with disabilities in usability studies. By partnering with the Userlytics testing platform, insights about a new design or redesign can be obtained on the spot. Design teams start implementing changes into user flows and user experiences literally the same day.  
2. With research findings at hand, it’s time to brainstorm with your design team. Consider which inclusive design choices benefit consumers with disabilities and will also attract consumers without disabilities. For example, when a design meets WCAG color contrast requirements, it satisfies a broad range of consumers (as mentioned the “curb cut effect”). Not only does it make viewing a web page or mobile apps easier for people with color blindness, but keyboard users also benefit. These users rely on “focus appearance” to identify where they are as they tab through a screen. 
3. Invest in upskilling your design teams. They are at the ‘top of the funnel’ when it comes to making accessible design decisions. And ensure they use their expertise and work closely with the user research team. Interpreting user feedback and making design decisions should be collaborative. 

Still unconvinced? 

Many sources cite roughly 1 billion people globally have unreported and invisible disabilities. Take for example CEOs, they are behind some of the most successful global mega brands and approximately 30% are dyslexic. The bottom line, with a clear understanding of the needs and aspirations of online consumers over the age of 65 and consumers with disabilities, your brand is at an advantage over brands uncommitted to accessible user experiences.   

Additional Resources

Perficient Experts Interviewed for Forrester Report on Accessibility for Better CX and EX 

Guide: Digitally Accessible Experiences: Why it matters and how to create them 

Guide: Driving Inclusion in Financial Services with Digital Accessibility 

Guide: Enhance Digital Health Experience with Digital Accessibility 

Perficient Insights: The future of UX is Digital Accessibility 

From Accessibility to Profitability: Maximizing ROI with Inclusive Design Practices 

Let’s be honest – if you’ve ever thought that Quarterly Business Reviews (or QBRs) were a huge headache, you’re not alone! A QBR is an alignment meeting that’s held every three months between a company like Perficient and its clients.

When my director first introduced us to the idea, the team was skeptical. It seemed like just another box to check, and my first few QBRs felt more like a chore than an opportunity. No surprise when they didn’t lead to much account growth! Over time, though, I realized what a gift they are, and everything changed. Let me tell you why QBRs matter and how to make them work for you! 

There are three parts to a productive QBR – showcasing successes, offering recommendations, and reviewing goals. Let’s dig into each part individually. 

Part 1 – Showcasing Past Successes

The first step in any QBR is what earns that “quarterly review” name. This is where you get to show off the Perficient team’s accomplishments over the previous quarter. What were our big wins? What cool new features launched? Sometimes we have quieter quarters than others, but there is always something you can display as an achievement. Get creative and be sure to lean on other team members for suggestions!

When you’re showing off the team’s wins, make sure you keep in mind that not everyone on the call has the same role. One fantastic benefit of QBRs is getting to present to VPs and other executive leadership who may not be involved in the day-to-day engagement. However, they may not really understand the impact of a statement like, “We successfully implemented a multi-instance deployment strategy leveraging Sitecore’s xDB architecture, optimizing the content delivery network integration for enhanced latency performance.” 

There’s a reason that KISS is such a popular principle– keep it simple! Use non-technical language as much as possible and remember to tie your achievements back to how the client benefits. We all know Perficient teams deliver maximum results, but how does that really impact your client’s bottom line? Explain exactly how this past quarter helped contribute to their success, through wins like boosted site security or reduced costs.

Part 2 – Offering Thoughtful Recommendations for Improvement

Now we head into everyone’s favorite part – offering recommendations and driving new business! This is where you start looking ahead to the upcoming quarter and thinking about The Next Big Thing. Sure, it might be tempting to think this is your chance to push all those shiny upgrades and premium options that will help pad your pockets (kidding!). But in reality, that’s not at all what a good QBR is about.

What really drives success is understanding your client’s story. A sales leader I admire once said that you can’t be truly successful at selling unless and until you deeply understand someone’s story. What motivates them? What do they look back on at the end of the year and feel proud of? When you understand these things about your client, you open the door to making thoughtful recommendations that actually offer value.

It’s not about making the sale – it’s about taking care of your clients. It’s about understanding their business, their needs, what their frustrations are, and what will really drive their growth. Pushing that flashy new tool may net you a bigger commission check, but when you get to next quarter’s QBR, are you going to be able to show that it helped your client meet their long-term strategic goals? Or is it going to be something you sheepishly leave out of the QBR, because your client spent a bunch of money and had nothing to show for it? 

Part 3 – Aligning with the Client’s Business Goals 

By the time you get to this stage of most QBRs, you’ve been presenting for about 45 minutes straight. Now it’s your client’s turn to shine! You want to ensure that you’re aligned with their business strategy, so kick this part off by asking them what the future looks like. Some good example questions are –

• What specific outcomes do you hope to achieve in your business over the next quarter, the next six months, the next year?

• Are there any challenges you’re currently facing that you believe could impact your goals? 

• What does success look like for your business a year from now? 

What may surprise you is that if you’ve done your homework and put in the time to understanding your client’s story, this part of the conversation should be a close mirror of Part 2. If they bring up challenges, you should ideally already know about most (if not all) of them. When they talk about new initiatives, hopefully you’ve already considered those and included them in your earlier recommendations. 

What you don’t want is for the client to surprise you with goals or challenges that you’ve never heard before. This can potentially mean a misalignment in your understanding of their “big picture”. But don’t panic if this happens! Think of it as an opportunity to realign and dig deeper into their evolution. This is your chance to recalibrate and ensure your team’s work stays focused on what truly matters to your client. Sometimes, these surprises can open the door to even better growth and collaboration. 

Why QBRs Matter for Long-Term Success 

Here’s the crux of the matter – when you’re deeply aligned with your client’s story, sales don’t need to be forced.

They happen naturally. 

Once your clients see that you genuinely understand their business and aren’t just trying to make a quick sale, they start to ask for more on their own. Since adjusting my own frame of mind, I’ve had clients come to me directly asking for additional services, because they trust my recommendations and know I have their best interests at heart. Nurturing this kind of credibility comes from consistently delivering value and keeping the focus on what matters most to the client, rather than pushing unnecessary upgrades.

QBRs aren’t just a quarterly obligation. They’re a critical part of building lasting relationships with your clients. When done right, they help you showcase Perficient’s value, offer strategic recommendations, and ensure that both you and your client are in sync on the path forward. 

By shifting your mindset and treating QBRs as a tool for building trust, you’ll find that sales and client loyalty come naturally. And trust me, once you’ve experienced that shift, you’ll never look at QBRs as a headache again!

Customer experience remains a top priority for organizations worldwide to gain and retain business. Even one unsatisfactory experience can cause customers to turn to a competitor, causing estimated losses of up $1.6 trillion in the United States annually. On the other hand, good omnichannel experiences turn connections into lasting experiences, brands into trusted partners, and customers into life-long advocates.

IDC Market Glance: Customer Experience Services, 3Q24

Perficient is excited to announce that we have been included in the IDC Market Glance: Customer Experience Services, 3Q24, doc # US51521224, August 2024 report. According to IDC, “IT Services Providers supply services around technology advice, implementation and integration, management and support.”

Our strategists employ customer experience approaches including Journey Science, a part of our strategic formulation approach called the Envision Framework to help clients quickly identify opportunities, define a customer-focused vision, and develop a prioritized roadmap to transform their business. We believe our inclusion in this report recognition reaffirms our expertise leveraging digital capabilities to build seamless, personalized, and satisfying customer journeys.

Operationalize Your Digital Customer Experience Strategy

The future of customer experience is customer obsession. Our experts help you deliver ongoing and extraordinary value to your customers and reinforce and operationalize that experience through digital marketing. We help you understand your customers and their journeys and pair it with data to make your strategy more informed, measurable and action-oriented.

To learn more about how Perficient can help optimize your customer experience strategy and execution, visit Customer Experience + Digital Marketing Services / Perficient

Welcome to the world of Adobe Experience Platform (AEP), where digital transformation becomes a reality. If you’ve landed here, you’re already on your way to making significant strides in your organization or your career.

In a digital era where data reigns supreme, and the Customer Data Platform (CDP) landscape is ever-evolving, businesses strive to maximize their investments to thrive in a fiercely competitive market.

Whether you’re a marketer or an aspiring AEP developer, this blog is your go-to resource. Together, we’ll lay the foundation for building schemas and crafting strategies from scratch. Using a real-life example, I’ll break down the requirements and demonstrate how to translate them into a technical blueprint for your schemas.

Now, let’s dive into the core components: Adobe Experience Platform (AEP), XDM (Experience Data Model), Schemas, and Field Groups.

XDM: The Universal Language

Imagine XDM as the universal language for digital experiences. It’s like a rulebook crafted by Adobe to decipher customer experience data. When you work with AEP, ensuring your data speaks this XDM language is crucial. It streamlines data management, much like ensuring all puzzle pieces share the same shape for a perfect fit.

Schemas: The Blueprints

AEP relies on schemas, which act as templates, to maintain consistent and organized data. Schemas describe how your data looks and where it should reside within the platform, providing a structured framework to keep everything working in an orderly fashion.

Field Groups: The Organizers

Now, enter Field Groups – the unsung heroes within AEP. They resemble categorized drawers in your data cabinet, ensuring data consistency and organization within your schemas. Each Field Group is like a labelled drawer, helping you effectively organize your data points.

In practical terms, XDM is the language spoken by all the toys in your store. Schemas provide blueprints for your toy displays, and Field Groups are the labelled drawers that keep your toys organized. Together, they ensure your toy store runs smoothly, helping you offer personalized toy recommendations, like finding the perfect toy for each child in your store.

Now that we’ve grasped the fundamentals let’s apply them to a real-life scenario:

Real-Life Use Case: Lead Generation Example

Imagine you’re on a mission to enhance your data collection and personalization use cases using AEP.  Your goal is to send data to both Adobe Analytics [to keep your power users engaged while they level up their skills in Customer Journey Analytics] and Customer Journey Analytics [being future-ready for omnichannel journey analysis] simultaneously, ensuring a seamless analysis process. To achieve this, you need to configure data collection on your website and send specific data points.

Now, let’s get into the nitty-gritty. You’re running a lead generation site, and you want to track several data points:

• You aim to monitor all traffic data related to web page details.
• You’re keen on tracking interactions with Call-to-Action (CTA) links.
• You want to capture custom form tracking information, including the form name and the specific form event.
• Additionally, you have your eyes on tracking videos, complete with their names and the events associated with them.
• To top it off, once users authenticate, you intend to pass User ID information. More importantly, this ID will serve as a Person ID to stitch users across channels in future.
• And, of course, capturing valuable web page information such as the web page template, web page modification date, and the corresponding business unit.

Now that we’ve listed our requirements, the next step is translating them into an XDM schema. This schema will serve as the blueprint to encompass all these data points neatly and effectively.

Breaking Down the Requirements

Navigating the AEP Technical Landscape

To effectively implement data collection on our website using the AEP Web SDK, we’ll start by integrating the ‘AEP Web SDK ExperienceEvent’ predefined field group into our schema. This step ensures that our schema includes field definitions for data automatically collected by the AEP Web SDK (Alloy) library.

Additionally, considering that we’re dealing with website data, which involves time-series records (each with an associated timestamp), we’ll require an ‘Xperience event’ [class] type of schema. This schema is tailored to accommodate this specific data structure, ensuring seamless handling of our web-related records.

Let’s talk about Field Groups:

• Business Requirement: Select AEP Web SDK Experience Event Template in the schema to send data to AEP.
  • Field Group Type: Adobe’s Predefined Field Groups
  • Field GroupName/Path: Adobe Web SDK Experience Event Template.
    • This is a mandatory field group if you are capturing onsite data using web SDK.

• Business Requirement: Send data to Adobe Analytics from web SDK (traditional eVars,props,events).
  • Field Group Type: Adobe’s Predefined Field Groups
  • Field GroupName/Path: Adobe Analytics ExperienceEvent Template
    • This will take care of all your existing / new Adobe Analytics implementation needs.
    • Using this will eliminate the need to create a processing rule in the Adobe Analytics console if you map directly to evars/prop/events within this field group in schema via Adobe Launch setup.

• Business Requirement: Monitoring all traffic data related to web page details.
  • Field Group Type: Adobe’s Predefined Field Groups
  • Field GroupName/Path: Web Details
    • Path: web.webPageDetails

• Business Requirement: Tracking interactions with Call-to-Action (CTA) links.
  • Field Group Type: Adobe’s Predefined Field Groups
  • Field GroupName/Path: Web Details
    • Path: web.webInteraction

• Business Requirement: Capturing custom form tracking details, including form names and events.
  • Field Group Type: Hybrid: Adobe’s Predefined Field Groups + Custom Field Group.
  • Field GroupName/Path: Web Details
    • Path: web.webInteraction._democompany.form

    • web.webInteraction._democompany.form={
      formName:<form name>,
      formEvent:<form event such as start/complete/error>
      }

      

• Business Requirement: Keeping an eye on video interactions, including video names and associated events.
  • Field Group Type: Hybrid: Adobe’s Predefined Field Groups + Custom Field Group.
  • Field GroupName/Path: Web Details
    • Path: web.webInteraction._democompany.video

    • web.webInteraction._democompany.video={
      videoName:<video name>,
      videoEvent:<video event such as start,stop,milestones etc>
      }

      

• Business Requirement: Business specific custom web page information
  • Field Group Type: Hybrid: Adobe’s Predefined Field Groups + Custom Field Group.
  • Field GroupName/Path: Web Details
    • Path: web.webInteraction._democompany

    • web.webPageDetails._democompany={
      webPageTemplate:<custom web page template>,
      businessUnit:<business unit>
      }

• Business Requirement: Lastly, once users authenticate, pass user ID information.
  • Field Group Type: Custom Field group
  • Field GroupName/Path:_democompany.identity.userID. This is set at the root level
    • Assign this as an Identity, but not as primary [You may wonder why?  see below ].

*_democompany= _perficientincpartnersandbox for us as the tenant ID assigned to our account is perficientincpartnersandbox.

Key Points

Here are the key points and recommendations, explained in simpler terms:

• Understanding Field Groups: Field Groups are like organized drawers for your data. Each field within them is connected to a specific space known as a namespace. Predefined Field Groups come with predefined namespaces, while custom Field Groups are linked to your unique namespace, usually marked by an underscore (_) followed by your company’s name.
• Flexibility to Customize: You can modify predefined field groups, like Web Details, to match your needs. You can do this either through the user interface or using APIs. This flexible approach is what we call a “HYBRID field group.” It lets you adjust according to your requirements. As a result, your custom namespace (usually something like _<your tenant ID/company ID>) takes priority, and all customizations fall under this category. (You can check the final schema below for reference.)
  • Why Use HYBRID Field Groups: If you’re an architect or strategist, creating solutions that are reusable, efficient, and scalable is second nature. That’s why I highly recommend using HYBRID field groups whenever possible. These field groups offer the best of both worlds. They leverage the power of predefined field groups while allowing you to add your custom touch, all within a field group type. It’s like tailoring a ready-made suit to fit you perfectly, saving time and effort while ensuring the best results.
• Choosing a Primary ID: For website data, when it comes to identifying a user, we won’t set this user ID as the primary ID. You might wonder, “What should be the primary ID for on-site data, especially when you might need to connect it with offline data later?” You’re partially correct. While you can use this user ID as an identity to link with offline data, it doesn’t have to be the primary one.

• • Pro-tip: Use the Identity map to include all your possible custom identities by configuring this in the Identify map data element in Adobe Launch. By default, the ECID will be used as the primary identifier for stitching.
  • Using an XDM identityMap field, you can identify a device/user using multiple identities, set their authentication state, and decide which identifier is considered the primary one. If no identifier has been set as primary, the primary defaults to be the ECID

Important Note: Remember that if you specify a primary ID in the schema and it’s missing in a data entry (for example, on pages where users aren’t authenticated and don’t have a user ID), keep in mind that AEP will exclude those data entries because they lack the primary ID we’ve specified. This helps maintain data accuracy and integrity.

We’re making excellent headway! Our requirements have evolved into a detailed technical blueprint. Our XDM schema’s foundation is strong and ready to roll. Just remember, for website data, we use the “experience event” type schema with the experience event class. If we ever need to capture user profiles, we’ll craft an Experience Profile schema with the Experience Profile class. This adaptability ensures we’re prepared for diverse data scenarios.

Schema Creation 

With all the defined field groups, we can now combine this information to construct the schema. When it comes to building your schema, you’ve got two main paths to choose from:

• API-First Approach (Highly Recommended): This is the best approach if you want to align with AEP’s API-first philosophy.
• User-Friendly UI Interface (Great for Simple Use Cases): If the thought of working with APIs sounds intimidating, don’t worry! You can also create schemas through a user-friendly UI interface. This option is perfect for straightforward scenarios and when APIs might seem a bit daunting.

Final Schema Output

In this blog, we’ve opted for the UI method to construct our schema, and here’s the result:

In conclusion, Adobe Experience Platform empowers you to navigate the complex digital landscape easily. By understanding the language, creating blueprints, and organizing your data, you’ll unlock the potential to provide personalized experiences that resonate with your customers. Your journey to digital success has just begun!

Utilizing unique personal and professional experiences, Atlanta-based Adobe marketing expert, Jay Jackson, excels in his role as the Director of Perficient’s Adobe Digital Marketing practice. Before Perficient, Jay held various customer marketing leadership roles. With over 20 years of experience aiding Fortune 500 companies to enhance customer satisfaction, drive organizational efficiencies and boost revenue, he understands what truly matters to customers.  

In addition to his professional credentials, Jay is a passionate world traveler having visited over 107 countries, most recently Thailand. As Jay was interviewing to join Perficient five years ago, he was on a year-and-a-half sabbatical and had his initial interviews with Perficient in Ukraine and Prague. This personal sabbatical and all his traveling experiences allowed him to immerse himself in diverse cultures, languages and perspectives. His experiences have shaped him into a well-rounded leader who can sensitively and objectively adapt to the varying needs of a global workforce.  

Like running with the bulls in Spain, or going on a safari in South Africa, Jay understands that every customer is unique, just like the unique experiences of each country he’s visited. Continue reading to learn how Jay leverages his experiences to grow the practice globally while viewing the implementation of Adobe products as a means to help customers achieve their goals.  

Describe your role. What does a day in the life look like?  

My role as director of the Adobe Digital Marketing practice is twofold. Half of my responsibilities surround sales support to exponentially grow the business. This involves anything from helping prospective customers understand the “Art of the Possible” from an Adobe solution standpoint to building long-lasting “Trusted Advisor” relationships. The other half is delivering value. It’s one thing to simply sell a solution, but it’s another to deliver it well.  This includes project delivery management, solution expertise, sophisticated staffing models, resource hiring/enablement, continuous evaluation/client feedback loops, and ultimately consistent measurement of client objectives to ensure the return on their investment with Perficient. 

What makes you passionate about digital marketing with Adobe?  

Jay Jackson in Thailand

I have a background as a marketer, and I’m passionate about helping our customers make money. I’m not shy about that, it’s why we’re here. It excites me to help customers realize the value of their investments, but it goes beyond that. A lot goes into each client interaction, and each client has different needs and overall goals. Many of our customers are large, multi-national companies with shareholders who want to see a return on their investment, and strategizing how to successfully execute is another main driving factor behind my passion.

Share some insights about your upcoming speaking session at Adobe Summit, “Done in 60 Days: Driving B2B Personalization with Adobe Experience Platform.”

The days of customer experience being the sole domain of B2C experiences are gone. Relevant, personalized, and real-time experiences are required to drive B2B digital marketing objectives. I believe this session gives us a platform to showcase our expertise alongside a global leader in wireless technology as we discuss how we drove end-to-end implementation and bidirectional integration of the Adobe Experience Platform to achieve personalized experiences at scale.  

The work we do and the impact we make, I believe, is why we were selected to present at Adobe’s conference. I look forward to showing the value Perficient brings, in a way that members of the audience recognize our extensive capabilities and expertise.  

Register for the Exclusive Fireside Chat with Perficient and Morgan Stanley 

In addition to the speaking sessions, what are you looking forward to at this year’s Adobe Summit?  

I always look forward to interacting and connecting with existing and prospective customers. Adobe Summit also presents an exciting opportunity to learn new things. There are always announcements of new products and capabilities at Summit, and as head of the delivery arm, it’s important that I’m in the know with the latest information to better inform our roadmaps. Beyond the announcements, the labs at the conference also allow me to understand the technology and remain technically competent from a hands-on perspective, ensuring I’m properly hiring, managing and mentoring team members.  

What does it mean to you that we’re seeing more opportunities specific to Adobe in analyst relations?  

I believe the increasing opportunities specific to Adobe in analyst relations first and foremost signify enhanced brand recognition. As our brand becomes more prominent in the market, our inclusion in reports from reputable third parties like Forrester, Gartner, or IDC amplifies our brand awareness. In turn, potential customers are becoming more familiar with who we are.  

It’s crucial to not only help people understand our brand but also to demonstrate our expertise through these unbiased report inclusions. While advertising is one approach to increasing our brand recognition, having our capabilities objectively outlined by organizations with no stake in Perficient’s or Adobe’s success is another level of credibility altogether. It not only enhances our credibility but, in my opinion, also significantly boosts our brand recognition and exemplifies our Adobe capabilities.  

LEARN MORE: Perficient Included in Forrester’s Adobe Services Landscape, Q1 2024 Report 

How are you making a difference at Perficient?  

I’ve been driving growth and I feel it has several impacts; one simply being that we’re obtaining more business, which impacts Perficient’s overall goals and revenue. In turn, this has an effect on how we hire and retain resources. As we intentionally instill our culture throughout the organization, that could be tied to Perficient regularly being named a Best Place to Work, stemming directly from employee insights. If our colleagues are happy, we’re more likely to make our customers happy, and we’ve seen this create opportunities for future projects.  

What made you choose Perficient, and what keeps you here?  

The true differentiator was the ability to work with numerous customers within multiple verticals and industries with a vast array of challenges to be solved with individualized Adobe solutions.  

As I went through the interview process, it was clear from my new boss that the ultimate goal was to construct a new Adobe Digital Marking practice.  Initially starting as Adobe Digital Marketing “Employee #1,” throughout the past five years, I’m proud to say we’ve grown to a team of more than 30 direct colleagues worldwide supporting every solution within the Adobe Experience Cloud portfolio (with hundreds more indirectly supporting data services, QA, project management, etc.). We continue building and expanding our global resources, and our unique growth trajectory year over year allows us to see continued success.  

What are your proudest accomplishments?  

There have been a lot of great moments at Perficient. Some are very timely like being selected by Qualcomm, Morgan Stanley, and Adobe to showcase our expertise at Adobe Summit in two speaking sessions. In a broader scope, I’m proud of Adobe’s perspective of Perficient, and our recognition as a trusted partner. Also, being named an Adobe Partner of the Year for the Americas last year at Summit was a testament to our outstanding Adobe business unit at Perficient. Most importantly, however, is helping our clients succeed – it’s what contributes to our repeat business rate of more than 94%.

READ MORE: Perficient Named 2023 Adobe Digital Experience Emerging Partner of the Year, Americas 

Why are you Proudly Perficient?  

I’m proud to be a part of Perficient because of the flexibility and autonomy of my role. There are plenty of companies that do Adobe work, but being at Perficient gives me the autonomy to drive results derived from my experience and do what’s right for our customers and Perficient. Building the practice from the ground up allowed me to create the rules as I went along. There’s a level of trust that’s bestowed upon me to drive results, and I think those results have spoken for themselves. Nonetheless, I couldn’t have gotten here without the autonomy and trust in the first place.  

SEE MORE PEOPLE OF PERFICIENT   

It’s no secret our success is because of our people. No matter the technology or time zone, our colleagues are committed to delivering innovative, end-to-end digital solutions for the world’s biggest brands, and we bring a collaborative spirit to every interaction. We’re always seeking the best and brightest to work with us. Join our team and experience a culture that challenges, champions, and celebrates our people.   

Visit our Careers page to see career opportunities and more!   

Go inside Life at Perficient and connect with us on LinkedIn, YouTube, Twitter, Facebook, TikTok, and Instagram.