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Adobe Journey Optimizer Mobile Engagement

Discovery Questionnaire

Purpose

This questionnaire is designed to evaluate an organization's mobile engagement strategy, mobile application maturity, customer communication preferences, personalization capabilities, and operational readiness for Adobe Journey Optimizer Mobile Engagement.

The objective is to understand how mobile channels support customer acquisition, engagement, retention, and loyalty while identifying opportunities to deliver personalized experiences through push notifications, in-app messaging, content cards, SMS/MMS, geolocation, and mobile app optimization.

1. Mobile Strategy & Business Objectives

Purpose

Understand the role mobile plays within the broader customer experience strategy.

Questions

  1. How important is mobile engagement to your overall customer experience strategy?
  2. What business objectives are driving investment in mobile engagement?
  3. What customer behaviors are you trying to influence through mobile experiences?
  4. Are your primary goals focused on:
  5. Customer engagement
  6. Retention
  7. Revenue growth
  8. App adoption
  9. Feature adoption
  10. Loyalty participation
  11. Customer service
  12. What mobile KPIs are currently tracked?
  13. How do mobile channels contribute to business outcomes today?
  14. What challenges are limiting mobile engagement performance?
  15. What would define success for a mobile engagement initiative?

Follow-Up Questions

  • Is mobile considered a primary engagement channel?
  • How is mobile performance reported to leadership?

2. Mobile Application & Digital Product Landscape

Purpose

Understand the current mobile ecosystem and application strategy.

Questions

  1. Do you currently have a mobile application?
  2. What platforms do you support?
  3. iOS
  4. Android
  5. React Native
  6. Flutter
  7. Other
  8. How many active mobile app users do you have?
  9. What percentage of customers engage through mobile apps?
  10. How frequently are app releases deployed?
  11. What teams own the mobile experience?
  12. What challenges exist in delivering new mobile experiences?
  13. What role does the mobile app play in the customer journey?

Follow-Up Questions

  • Is the app primarily transactional, informational, loyalty-focused, or service-oriented?
  • Are mobile and marketing teams closely aligned?

3. Mobile Customer Journey Strategy

Purpose

Understand how mobile experiences fit within broader customer journeys.

Questions

  1. What customer journeys currently include mobile touchpoints?
  2. How are mobile experiences coordinated with other channels?
  3. What events trigger mobile engagement today?
  4. How do you support customer lifecycle stages through mobile?
  5. What mobile interactions are most valuable?
  6. How are abandoned actions handled?
  7. How do mobile journeys support loyalty and retention?
  8. What journey orchestration challenges exist today?

Follow-Up Questions

  • Are mobile journeys managed separately from omnichannel journeys?
  • Are real-time triggers used today?

4. Push Notification Strategy

Purpose

Evaluate push notification maturity and optimization opportunities.

Questions

  1. Do you currently use push notifications?
  2. What business use cases rely on push notifications?
  3. What events trigger push messages today?
  4. How are push notifications personalized?
  5. How are audiences selected?
  6. How do you manage push frequency and fatigue?
  7. What metrics are used to measure push performance?
  8. How do you optimize push content?
  9. Do you use rich media in notifications?
  10. What challenges exist with push engagement today?

Follow-Up Questions

  • Are notifications batch-based or real-time?
  • Are push notifications integrated into customer journeys?

5. In-App Messaging Strategy

Purpose

Understand current in-app messaging capabilities and opportunities.

Questions

  1. Do you currently use in-app messaging?
  2. What business objectives do in-app messages support?
  3. What types of in-app messages are used?
  4. What customer actions trigger messages?
  5. How are messages personalized?
  6. Are messages context-aware?
  7. How are in-app messages tested?
  8. How is performance measured?
  9. What challenges exist today?
  10. How do in-app experiences align with broader customer journeys?

Follow-Up Questions

  • Are messages managed by marketing or product teams?
  • How quickly can in-app experiences be modified?

6. Content Cards & Persistent Engagement

Purpose

Evaluate opportunities for persistent, non-intrusive engagement.

Questions

  1. Do you currently deliver persistent content within your mobile experience?
  2. How are customers informed about:
  3. Promotions
  4. Loyalty updates
  5. Product updates
  6. Personalized recommendations
  7. Are notification centers currently available?
  8. What content would benefit from persistent visibility?
  9. How are content updates managed today?
  10. How frequently is content refreshed?
  11. How is engagement measured?
  12. What challenges exist with current communication methods?

Follow-Up Questions

  • Are content cards currently being considered?
  • Do customers miss important messages because of notification fatigue?

7. SMS, MMS, WhatsApp & Messaging Channel Strategy

Purpose

Understand mobile messaging strategy beyond app-based engagement.

Questions

  1. Which mobile messaging channels are currently used?
  2. Are you using:
  3. SMS
  4. MMS
  5. WhatsApp
  6. RCS
  7. Other messaging platforms
  8. What business use cases rely on messaging?
  9. How are messaging channels selected?
  10. What consent management processes are in place?
  11. How are messaging experiences personalized?
  12. What regions require different messaging strategies?
  13. What delivery providers are currently used?
  14. What reporting challenges exist?
  15. How are messaging channels coordinated with app experiences?

Follow-Up Questions

  • Are conversational experiences being explored?
  • Is international messaging a requirement?

8. Mobile Personalization & Optimization

Purpose

Understand how mobile experiences are personalized and optimized.

Questions

  1. How are mobile experiences personalized today?
  2. What customer attributes influence personalization?
  3. Are behavioral signals used?
  4. Are loyalty attributes incorporated?
  5. How frequently are personalization rules updated?
  6. Do different audiences receive different experiences?
  7. How are experiences optimized over time?
  8. What personalization challenges exist today?
  9. What experiences generate the highest engagement?
  10. What personalization opportunities remain untapped?

Follow-Up Questions

  • Are decisioning capabilities currently used?
  • Are mobile experiences personalized in real time?

9. Experimentation & Feature Rollout Strategy

Purpose

Assess mobile testing and optimization maturity.

Questions

  1. Do you currently run mobile experiments?
  2. What types of mobile experiences are tested?
  3. Are you conducting:
  4. A/B testing
  5. Multivariate testing
  6. Feature rollout testing
  7. How are winning experiences determined?
  8. How are new features introduced?
  9. Do you use phased rollouts?
  10. How are experiments measured?
  11. What challenges exist with mobile testing?
  12. How quickly can tests be launched?
  13. What optimization opportunities exist?

Follow-Up Questions

  • Are product and marketing teams aligned on experimentation?
  • Are mobile feature releases risk-managed through testing?

10. Geolocation & Contextual Engagement

Purpose

Evaluate opportunities for location-aware customer engagement.

Questions

  1. Do you currently use geolocation data?
  2. Are geofencing capabilities in place today?
  3. What business use cases could benefit from location-based engagement?
  4. Do you maintain physical locations?
  5. How are location-triggered experiences managed?
  6. What location data sources are available?
  7. How important is real-time contextual engagement?
  8. What privacy considerations exist?
  9. How are location permissions managed?
  10. What location-based use cases are highest priority?

Follow-Up Questions

  • Are retail, hospitality, travel, or event experiences involved?
  • Are proximity-based offers currently delivered?

11. Mobile Data & Customer Profile Strategy

Purpose

Assess data readiness for mobile engagement.

Questions

  1. What mobile behavioral data is collected?
  2. How is mobile data integrated into customer profiles?
  3. What identity resolution processes exist?
  4. Are app behaviors available in real time?
  5. What customer attributes are available for segmentation?
  6. How are mobile audiences created?
  7. What data quality challenges exist?
  8. How are mobile engagement metrics captured?
  9. What integrations are required?
  10. What gaps exist in customer visibility?

Follow-Up Questions

  • Is Adobe Experience Platform already implemented?
  • Is Real-Time Customer Profile being used?

12. Mobile Operations & Governance

Purpose

Understand organizational ownership and operational readiness.

Questions

  1. Which teams own mobile engagement?
  2. How are mobile campaigns approved?
  3. How are mobile experiences governed?
  4. Who owns:
  5. Push notifications
  6. In-app messaging
  7. SMS programs
  8. Mobile personalization
  9. What operational bottlenecks exist?
  10. How are mobile releases coordinated?
  11. Are agencies involved?
  12. What governance controls exist?
  13. How are customer preferences managed?
  14. What compliance requirements must be supported?

Follow-Up Questions

  • Is mobile engagement centralized?
  • Are mobile and marketing operations integrated?

13. Implementation Readiness & Roadmap

Purpose

Assess readiness for mobile engagement transformation.

Questions

  1. What mobile capabilities are highest priority?
  2. Which channels should be implemented first?
  3. What dependencies could impact implementation?
  4. What integrations are required?
  5. What SDK implementation work is needed?
  6. What timeline expectations exist?
  7. What internal resources are available?
  8. What risks have been identified?
  9. How will success be measured at:
  10. Launch
  11. 90 Days
  12. 6 Months
  13. 12 Months
  14. What future mobile capabilities are being considered?