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Adobe Journey Optimizer Campaign Orchestration

Discovery Questionnaire

Purpose

This questionnaire is designed to help Adobe and customer stakeholders assess business requirements, technical readiness, implementation scope, and success criteria for Campaign Orchestration within Adobe Journey Optimizer (AJO).

The discussion should uncover current-state processes, desired future-state capabilities, operational considerations, and potential migration requirements to determine fit, implementation approach, and expected business outcomes.

1. Business Objectives & Strategic Priorities

Purpose

Understand the business drivers behind the initiative and determine where Campaign Orchestration can create value.

Questions

  1. What business objectives are driving your evaluation of Campaign Orchestration?
  2. What challenges are you experiencing with your current campaign management approach?
  3. Which customer engagement goals are most important over the next 12–24 months?
  4. Are there specific marketing programs or business initiatives that require more sophisticated orchestration capabilities?
  5. What outcomes would define success for this project?
  6. Are you looking to improve campaign efficiency, customer engagement, revenue generation, customer retention, or all of the above?
  7. What limitations in your current technology stack are preventing you from achieving your goals?
  8. Are you pursuing platform consolidation or retirement of legacy campaign management tools?

2. Campaign Strategy & Use Case Assessment

Purpose

Evaluate campaign complexity and determine alignment with Campaign Orchestration capabilities.

Questions

  1. What types of outbound, brand-initiated campaigns do you currently execute?
  2. Which campaign types generate the greatest business value today?
  3. Do you run recurring campaigns such as:
  4. Product launches
  5. Seasonal promotions
  6. Loyalty programs
  7. Lifecycle campaigns
  8. Daily promotional campaigns
  9. How many campaign programs are active simultaneously?
  10. Do campaigns typically involve multiple channels?
  11. Do you have use cases requiring iterative audience refinement between campaign steps?
  12. Do you run campaigns triggered by external business events such as:
  13. Product inventory changes
  14. Ticket sales
  15. Reservation activity
  16. Weather events
  17. Loyalty milestones
  18. How frequently do campaign audiences need to be recalculated?
  19. Do marketers require visibility into audience counts before launching campaigns?
  20. How important is audience validation and forecasting before campaign deployment?

3. Audience & Segmentation Strategy

Purpose

Understand how audiences are created, maintained, and activated today.

Questions

  1. How do you currently build marketing audiences?
  2. Who owns audience creation within your organization?
  3. What segmentation tools are used today?
  4. How frequently are audience definitions updated?
  5. Do different business units manage audiences independently?
  6. How complex are your segmentation requirements?
  7. Do you need to segment using data beyond customer profile attributes?
  8. Do your use cases require segmentation based on:
  9. Purchases
  10. Products
  11. Bookings
  12. Accounts
  13. Subscriptions
  14. Loyalty memberships
  15. Do you need to target customers based on relationships between multiple entities?
  16. Are there situations where marketers need to perform ad hoc segmentation and immediate campaign activation?
  17. How important is self-service audience creation for marketers?

4. Data Architecture & Customer Data

Purpose

Assess data readiness and understand how customer and business data are structured.

Questions

  1. What systems currently provide data for marketing campaigns?
  2. Which customer data sources are considered authoritative?
  3. What non-customer entities are important for segmentation and personalization?
  4. Do you maintain relationships between:
  5. Customers and accounts
  6. Customers and subscriptions
  7. Customers and reservations
  8. Customers and products
  9. Is your customer data centralized or distributed across systems?
  10. How frequently is campaign data refreshed?
  11. Are there known data quality challenges?
  12. What customer identifiers are used across systems?
  13. Do you maintain historical transaction or behavioral data?
  14. Do marketers currently have direct access to campaign data or depend on IT teams?

5. Integrations & Data Movement

Purpose

Understand required integrations and data ingestion requirements.

Questions

  1. What systems will need to integrate with AJO Campaign Orchestration?
  2. Are you currently using:
  3. Snowflake
  4. Databricks
  5. Google BigQuery
  6. Amazon S3
  7. Azure Blob Storage
  8. Google Cloud Storage
  9. How frequently must campaign data be refreshed?
  10. Are batch updates sufficient or are near-real-time updates required?
  11. What reporting systems require campaign data?
  12. What data governance requirements apply to data movement?
  13. Are there existing integration patterns or middleware platforms in place?
  14. What dependencies exist on enterprise data warehouses?

6. Channel Strategy & Customer Communications

Purpose

Understand communication channels and orchestration requirements.

Questions

  1. Which channels are currently used for outbound marketing?
  2. What percentage of volume is delivered through each channel?
  3. Do campaigns coordinate messaging across multiple channels?
  4. How are channel selection decisions made?
  5. How do you manage communication frequency and fatigue?
  6. How do you enforce customer consent and preferences?
  7. Are channel preferences centralized?
  8. Do campaigns drive customers into real-time journeys?
  9. Do you anticipate future channel expansion requirements?
  10. Do paid media channels participate in campaign orchestration workflows?

7. Personalization & Content Operations

Purpose

Understand message creation, personalization, and governance processes.

Questions

  1. What personalization techniques are used today?
  2. What data sources are used for personalization?
  3. Do you personalize using transactional or relational data?
  4. Are dynamic content rules used today?
  5. Are offers or recommendations incorporated into campaigns?
  6. How is content reviewed and approved?
  7. How are localization and translation processes managed?
  8. Who owns message design and content creation?
  9. Are reusable content templates used across campaigns?

8. Team Structure, Governance & Operating Model

Purpose

Understand organizational ownership and operational readiness.

Questions

  1. Which teams participate in campaign execution?
  2. Who owns:
  3. Audience creation
  4. Campaign planning
  5. Content development
  6. Approvals
  7. Reporting
  8. Are external agencies involved?
  9. How are campaign approvals managed?
  10. Are there governance processes for audience creation?
  11. How are permissions managed today?
  12. What compliance or regulatory requirements must be considered?
  13. How are consent policies maintained and enforced?

9. Reporting, Measurement & Optimization

Purpose

Understand how success is measured and optimized.

Questions

  1. What KPIs are used to measure campaign success?
  2. What business outcomes are reported to leadership?
  3. What reporting tools are currently used?
  4. How frequently are campaign results reviewed?
  5. Do you perform A/B testing?
  6. Do you perform multivariate testing?
  7. What optimization processes exist today?
  8. How are attribution and revenue impact measured?
  9. Is Customer Journey Analytics currently being used?

10. Scale, Volume & Performance Requirements

Purpose

Understand operational scale and sizing considerations.

Questions

  1. How many contactable profiles are maintained today?
  2. What is your average campaign volume?
  3. What are peak campaign volumes?
  4. How many campaigns are executed monthly?
  5. How many audiences are managed concurrently?
  6. Are there specific SLA requirements for campaign execution?
  7. Are there seasonal volume spikes that must be accommodated?

11. Adobe Ecosystem & Platform Strategy

Purpose

Understand current Adobe investments and integration opportunities.

Questions

  1. Which Adobe solutions are currently deployed?
  2. Are you using:
  3. Adobe Experience Platform (AEP)
  4. Real-Time CDP
  5. Adobe Journey Optimizer
  6. Customer Journey Analytics
  7. Adobe Analytics
  8. Adobe Experience Manager
  9. Which integrations must be preserved?
  10. Are there future Adobe roadmap initiatives being considered?
  11. How important is platform consolidation?

12. Migration & Transformation Readiness

Purpose

Assess migration complexity and implementation approach.

Questions

  1. What campaign platform(s) are currently in use?
  2. Are you migrating from Adobe Campaign, Salesforce, Oracle, Braze, Unica, SAS, or another platform?
  3. What custom workflows or automations exist today?
  4. Are there custom scripts, templates, or business rules that must be preserved?
  5. What integrations would require migration?
  6. Have campaign assets been inventoried?
  7. Have audience models and data structures been documented?
  8. Is there a dedicated project team?
  9. Will a system integrator participate?
  10. What timeline expectations exist for migration and adoption?

13. Implementation Scope & Success Planning

Purpose

Establish project boundaries and success criteria.

Questions

  1. What business capabilities must be delivered in Phase 1?
  2. What capabilities can be deferred to later phases?
  3. What dependencies could impact implementation timelines?
  4. What risks have already been identified?
  5. What executive stakeholders are sponsoring the initiative?
  6. What budget and resource constraints exist?
  7. How will implementation success be measured at:
  8. Launch
  9. 90 Days
  10. 6 Months
  11. 12 Months