Ever since Adobe (news, site) grabbed both Omniture (Sep 2009) and Day Software (Jul 2010), the stage has been set for the company's new role as an enterprise-grade Customer Experience Management (CEM) player.

We sat down with Adobe's CTO of Customer Experience Management, David Nuescheler, to discuss the merging of Omniture, Day Software and Adobe technology, how context choreography is at the core of experience management and how the assets from both Day and Omniture play into Adobe's CEM architecture. This article includes two videos from our interview session.

The Core of Adobe's Customer Experience Solution

Customer Experience Management (CEM) is about delivering consistent, progressively intelligent experiences to your customers across all your channels and devices.

Adobe CEM Profile Management is Handled by the Adobe CRX Layer

For Adobe, its CEM platform is a unified platform that forms the basis upon which all of its solutions will be built. The core of this platform is Adobe CRX, formerly Day Software CRX. The CRX backbone includes the the content repository, a RESTful OSGi services layer and business logic. CRX was originally developed by Day Software.

As Nuescheler tells us in the following video, Adobe CEM is really an aggregation of functionality tied together with CRX acting as the information bus, the content repository and the profile repository. Web analytics, campaign management and multi-variate experience optimization is handled via direct Omniture integration, including Omniture add-on modules like Test&Target. Web Content Management and Web Experience Management is handled via Adobe CQ5, previously known as Day CQ.

Adobe CQ5 Delivers and Optimizes the Web Channel

The CQ5 layer, currently in release v5.4, already has a certain level of native integration with Omniture and other Adobe technology assets. For example, the base Omniture analytics can be integrated with a CQ web or mobile channel via a wizard interface in the CQ environment. The resulting analytics instrumentation can be inherited by the full site structure, or can be over-ridden at the item level to achieve more precise tracking.

Their CEM platform includes content repository, context and interaction, digital asset management, web delivery, mobile delivery, PDF delivery, access to backend data services and a general purpose business process management engine (BPM). But the heart is really CRX and the content repository. David explains in more detail:

David Nuescheler Talks with CMSWire About the Adobe CEM Platform -- San Francisco, 2011

Context is King

Context is probably the term of year in our sector. Context is vital to experience relevancy because it helps us know what our customers might want at any point in time -- where they've been, what they are looking at, what devices they are using, what searches they've executed and more. Constructing, developing and choreographing context empowers us to better personalize and target experiences.

In the Adobe CEM world, Context is King

As Nuescheler says, context travels in places the content repository can never reach. Context is not necessarily a physical thing. It's an aggregation of profile, environment, intelligence and analytics (Adobe calls it the context cloud). It is the core of where we store all information about the user and it lives within the scope of that channel. Elements of the context are persisted, but this can happen in a variety of places, including out on the end of experience delivery chain and in the CRX core.

The user profile is one facet of a user's context cloud and it is where static elements of that context can be stored. User profiles are persisted in the content repository -- the heart of Adobe's CEM Platform.

Context is a vibrant, dynamic concept and importantly is something that Adobe is working to bring into the design tools environment to help the creative people better model channel experiences. David explains further: 

David Nuescheler Talks with CMSWire About the Role of Context -- San Francisco, 2011