Marketing Automation Platform Discovery Questionnaire¶

Adobe Journey Optimizer Discovery Guide¶

Introduction¶

This discovery guide is designed to help identify business goals, customer engagement requirements, data readiness, organizational capabilities, and technical dependencies needed to successfully implement and scale a modern marketing automation platform.

1. Business Objectives & Strategic Priorities¶

Purpose: Understand why the organization is evaluating or implementing a MAP and what business outcomes are expected.

Business Goals¶

What business objectives are driving this initiative?
What customer experience challenges are you trying to solve?
What outcomes would define success for this project?
Which customer lifecycle stages are the highest priority today (acquisition, onboarding, engagement, retention, loyalty, win-back)?
Are there specific revenue, conversion, retention, or efficiency goals tied to this initiative?
What key business initiatives or transformations should this platform support over the next 12–24 months?

2. Customer Engagement Strategy¶

Purpose: Understand how the organization currently engages customers and where personalization opportunities exist.

Customer Journeys¶

What are your most important customer journeys today?
Which journeys are currently automated versus manually managed?
What customer behaviors or events should trigger communications?
Are there critical moments where real-time engagement is required?
How do you currently manage abandoned carts, onboarding, renewals, loyalty, or re-engagement programs?
Are there customer journeys that span multiple channels today?

Personalization¶

How personalized are your current customer experiences?
What customer attributes are most valuable for personalization?
Do you personalize content based on behavior, preferences, location, lifecycle stage, or purchase history?
What challenges prevent deeper personalization today?
How do you determine the next best message, offer, or experience for a customer?

3. Channels & Communications¶

Purpose: Understand current and future channel requirements.

Current Channel Usage¶

Which customer communication channels do you currently use?
Which channels are managed centrally versus by separate teams?
Which channels are considered highest priority for this implementation?

Email¶

What types of email programs do you currently operate?
Approximately how many emails do you send monthly?
Do you require both scheduled campaigns and event-triggered emails?
What deliverability challenges do you currently face?
How do you manage email approvals and compliance reviews?

Mobile & Messaging¶

Do you currently use SMS, MMS, push notifications, or in-app messaging?
What messaging providers are currently integrated?
Are there use cases requiring real-time transactional communications?
Do you have plans to adopt newer channels such as RCS messaging?

Web & Digital Experiences¶

Do you personalize website experiences today?
Do you currently use banners, overlays, modals, or in-browser messaging?
Are your websites traditional web properties, single-page applications (SPAs), headless architectures, or a combination?
Do you conduct A/B testing or experimentation on web experiences?
How do you currently manage web content personalization?

4. Customer Data & Profiles¶

Purpose: Understand data availability, quality, and customer profile requirements.

Customer Data Sources¶

What systems contain customer data today?
Which systems are considered systems of record?
What customer identifiers exist across your environment?
What data is available in real time versus batch?
What customer attributes are most important for segmentation and personalization?

Unified Profiles¶

Do you currently maintain a unified customer profile?
How do you reconcile identities across channels and systems?
What challenges exist with customer identity resolution today?
What profile data must be available for journey orchestration?
How frequently does customer data change?

Data Quality¶

What data quality concerns currently exist?
Are there known issues with duplicates, missing data, or inconsistent identifiers?
Who is responsible for data stewardship and governance?

5. Audiences & Segmentation¶

Purpose: Understand how audiences are created, managed, and activated.

Segmentation Strategy¶

How are audiences created today?
Who owns audience creation and management?
What are your most important audience segments?
Do audiences need to update in real time?
What audience sizes do you typically work with?

Advanced Audience Requirements¶

Do you need audience enrichment from external systems or data warehouses?
Are audience overlap and prioritization challenges today?
Do you require audience ranking, capping, splitting, or exclusion logic?
How frequently do audience definitions change?
How do you activate audiences across channels today?

6. Journey Orchestration Requirements¶

Purpose: Understand orchestration complexity and automation needs.

Journey Design¶

What types of customer journeys do you plan to automate?
What events should trigger journey entry?
What decision points and branching logic are required?
Are journeys primarily event-driven, audience-driven, or both?
Do journeys require wait periods, milestone tracking, or SLA-based communications?

Operational Requirements¶

How many journeys do you anticipate managing?
How frequently are journeys updated?
Do you require reusable journey templates or standardized patterns?
How do you currently test journeys before activation?
What journey reporting is required by business stakeholders?

7. Content Operations & Asset Management¶

Purpose: Understand content creation processes and governance.

Content Creation¶

Who creates marketing content today?
What content types are most commonly used?
How many content variations are typically required?
What content creation bottlenecks exist today?

Asset Management¶

Do you currently use a DAM solution?
How are digital assets organized and governed?
How do teams locate approved assets?
Are asset permissions, versioning, or rights management required?

Reusable Content¶

Do you use content templates today?
Do you require reusable content fragments or modular content?
How do you maintain consistency across channels and regions?

8. Decisioning, Offers & Optimization¶

Purpose: Understand requirements for intelligent content selection and optimization.

Decisioning Strategy¶

How are offers currently selected for customers?
Do you use rules-based decisioning, AI-driven decisioning, or both?
What business rules influence offer eligibility?
Are there offer prioritization or arbitration requirements?
How do you prevent overexposure to offers or messages?

Experimentation & Optimization¶

What types of experiments do you currently run?
Which KPIs determine winning experiences?
Do you require automated optimization capabilities?
How do you currently evaluate journey performance?

9. Forms, Landing Pages & Lead Capture¶

Purpose: Understand data capture and conversion requirements.

Landing Pages¶

Do you currently use landing pages as part of customer journeys?
What types of forms do you require?
What information do you collect from customers?
Should submissions update customer profiles, non-profile datasets, or external systems?
Do forms support marketing use cases, transactional workflows, or both?

Form Complexity¶

Are forms primarily single-step or multi-step experiences?
Are regulatory or compliance requirements associated with forms?
Do forms require integration with backend systems or systems of record?

10. Integrations & Technology Ecosystem¶

Purpose: Identify required integrations and technical dependencies.

Existing Technology Stack¶

What CRM, CDP, CMS, DAM, analytics, commerce, and service platforms are currently in use?
Which systems must integrate with the MAP?
What integration methods are preferred (API, batch file, streaming, middleware)?
Are there existing integration standards or governance requirements?

Data Activation¶

Which external systems need audience or profile exports?
Which systems generate events that should trigger journeys?
Are custom actions or third-party delivery platforms required?

11. Governance, Security & Compliance¶

Purpose: Understand organizational controls and regulatory requirements.

Governance¶

Who owns customer communications governance?
How are approval processes managed today?
Are there brand governance requirements for content and templates?

Privacy & Compliance¶

What privacy regulations apply to your organization?
How do you manage customer consent and preferences today?
Are there restrictions on how customer data can be used?
Are data retention policies already defined?
Are there industry-specific security requirements?

12. Team Structure & Operating Model¶

Purpose: Understand organizational readiness and ownership.

Teams & Roles¶

Which teams will use the platform?
Who owns journeys, campaigns, audiences, content, and reporting?
What technical resources will support the implementation?
What skills exist internally today?
What training or enablement will be required?

13. Reporting & Success Measurement¶

Purpose: Define KPIs, reporting needs, and business value measurement.

Measurement¶

What metrics define program success?
What executive-level reporting is required?
Which channel-specific metrics are most important?
How do you measure customer journey effectiveness today?
What attribution model is currently used?

Future-State Analytics¶

What reporting capabilities are missing today?
Do you require advanced customer journey analytics?
What operational dashboards are needed?

14. Implementation Readiness¶

Purpose: Identify timeline, dependencies, and project constraints.

Readiness Assessment¶

What is driving the implementation timeline?
Are there critical business deadlines?
What dependencies could delay implementation?
What risks are already known?
What internal teams must approve the solution before launch?

Discovery Gaps Not Fully Addressed in Source Documentation¶

Change management and user adoption planning
Operating model maturity assessment
Migration strategy from existing MAP platforms
Data quality remediation plans
KPI baselines and ROI measurement framework
Enterprise architecture standards and non-functional requirements
Release management and governance processes