AI-Powered Decisioning for Web Experiences in Adobe Journey Optimizer

L610 Workbook Guide
Tuesday 1:00pm - 2:30pm

Lab Introduction

In this hands-on lab, you'll build a working decisioning system for SecurFinancial, a fictional financial institution, using Adobe Journey Optimizer. You'll configure the logic that determines which product offer is most relevant for each customer, based on their financial profile and real-time behavior and deliver it consistently across a web banner and SMS. By the end of the session, you'll understand and experience the full decisioning workflow: from offer setup and eligibility rules, through behavioral ranking, to channel activation.

Goals

After completing this lab, you will be able to:

• Build custom ranking formulas that boost offers based on real-time customer behavior
• Integrate decisioning into a Code-Based Experience to personalize a web banner dynamically
• Reuse a selection strategy in a Journey to deliver a personalized SMS offer triggered by customer behavior

Prerequisites

Familiarity with Adobe Experience Platform or Adobe Journey Optimizer systems and workflows.

Use Case Introduction: Upsell Customer

SecurFinancial is a financial institution offering a broad portfolio of products, including credit cards, insurance, loans, and everyday banking accounts. As customer expectations rise, SecurFinancial wants to move beyond generic product promotions and deliver personalized, context-aware offers that reflect each customer's financial profile and real-time behavior.

SecurFinancial has just launched the Gold Credit Card and wants to promote it to eligible customers, but eligibility alone isn't enough. Even customers who qualify for the Gold Credit Card may have a more relevant next step: perhaps they already hold a credit card and would benefit more from a Savings Account, or they're actively employed but have no insurance coverage yet. SecurFinancial's goal is to identify the true Next Best Offer for each individual customer, not simply surface the most recently launched product.

To deliver that experience, SecurFinancial uses a single decisioning strategy that evaluates each customer's financial profile in real time and surfaces the most relevant offer, whether that's the Gold Credit Card, a Life Insurance plan, a Checking Account, or something else entirely. Crucially, the same decisioning logic powers both channels: the web banner a customer sees when they visit the site, and the SMS they receive after applying for a loan. The offer is consistent across channels because it reflects the customer, not the channel.

In this lab, you'll act as a digital marketing team member at SecurFinancial, using Adobe Journey Optimizer Decisioning to determine the Next Best Offer for individual customers, drawing on profile data collected at registration (such as credit score, employment status, and existing products) and real-time signals from the SecurFinancial website. You'll deliver those offers consistently across the web and SMS.

Lab Overview