Integrating the Adobe Experience Cloud

The initial technical vision was to take the model of flexible, scalable production systems that Ford has pioneered, and apply it to web development.

The foundation stone for the solution was Adobe Experience Manager, a content management system that would give all local markets a basic toolkit to create websites. Understanding Ford’s specific requirements, we tailored this out-of-the-box CMS with the addition of a bespoke site build accelerator and authoring tool.

With the rollout of the platform underway, we turned our attention to how we might better use it to improve the quality of each and every interaction, working closely with Adobe, Ford, and our sister WPP agency, GTB. A truly personalised experience starts with a single view of the customer across multiple channels. It’s only by stitching together that data that Ford can serve up relevant content at the right time and on the right device. From a technical perspective this meant connecting various elements of the Adobe Experience Cloud. Something that nobody else had yet achieved.

We connected AEM, Campaign, Target, Audience Manager, and Analytics, and integrated both 1st and 3rd party data sources to drive one-to-one conversations with Ford customers. Now web is just one channel of many in the mix as we begin to enable Ford to automatically personalise content across multiple inbound and outbound communications.