Historically, Duluth viewed their customers in siloes based on email segments, browsing history, and events and did not have a 360-degree view of their customers or a unified customer profile. Because of these silos, the experiences they delivered were static, lacking the flexibility to shift with their customers. Data was being collected, but they lacked the digital flow to act upon their data while continuously learning.
Duluth had implemented AEP as their Customer Data Platform, but now needed to act upon their Adobe investment to see the full return on their platform investment.
In doing so, Duluth had several goals to keep in mind. Duluth wanted to leverage the Unified Profile and all of its data to expand the reach and relevance of their email program. In their existing Adobe Campaign workflows Duluth wanted to create personalized recommendations and build out more Dynamic Content Blocks. Finally, Duluth wanted ONE model to be versatile enough to use for omni-channel orchestration.
However, Duluth had multiple challenges when activating their Customer Data Platform. Duluth was using Adobe Target’s out-of-the-box Product Recommender Model for onsite personalization, but there was no obvious approach to extend this level of personalized content into their email program. In Adobe Campaign, Duluth was using complex business rules, but these rules were not sophisticated enough for their use case and were a challenge to maintain at scale. Additionally, to measure the value of these personalization efforts, Duluth needed A/B testing that would allow for the preservation of test vs. control audiences across multiple sends (something that extends beyond the capabilities of ACS).