Insights on Insights

Adobe customers know that the product offers many enterprise-grade tools that help to deliver adaptable experiences with intelligent content on their sites.

Adobe Experience Manager (AEM) offers the best-in-breed tools for content management and site delivery. Adobe Analytics, on the other hand, is a common offering to help customers analyze and visualize data in order to gain insights from user activity.

In addition to managing sites and assets, Adobe Forms allows customers to author and manage their adaptive forms. For customers that require digital signatures, Adobe offers an Adobe Sign. With this integration on their forms, customers can manage their digital workflows in Adobe’s suite of products.

At Isobar, we work to provide a 360-degree view of those experiences through integration.

The Set Up

Customers need to understand key insights based on user activity, user segments and site behavior. Knowing and understanding these facets is what makes an impact on their investments. Capturing key data gives our customers the insights they need in order to determine the effectiveness of these online experiences we create.

The problem customers face is being able to answer questions involving user activity when navigating separate applications. Additionally,what does it tell about the entire customer journey? How much time did a user spend filling out online forms? After submitting a form, how long does it take to get it digitally signed?

Understanding these kinds of metrics help our customers make appropriate adjustments to improve user engagement and conversions. Additionally, it lets them determine whether or not they’re meeting their Key Performance Indicators (KPIs) across user experiences.

The Challenge

From a technical perspective, session information needs to be saved across all systems from a user’s online experience. More specifically, the Adobe Sign Workflow needs to inform Adobe Analytics about events throughout the digital signing experience.

 

The more greater challenge to this problem is having the right tools available in order to achieve the integration we are pursuing. Can we determine how to send data to Adobe Analytics for a document signed in Adobe Sign, but submitted in Adobe Forms?

Adobe Sign provides ways to expose data as events occur for digital signing. When documents are signed, delegated, or rejected, Adobe Sign can send an event notification. Adobe Analytics is typically populated with event data from web page activity. Having the right information to send to Adobe Analytics from Adobe Sign is a crucial piece to tying the two systems together.

Breakdown of the Solution

The development flow of Adobe Experience Manager Forms involves authoring Adaptive Forms and then integrating these with site pages managed in Adobe Experience Manager, ensuring the user will have an ideal mobile experience. After the authoring is complete, the form pages are made available through standard publishing workflows. After the form pages are published, the pages can be filled out by end-users and submitted.

Adaptive Forms can easily be authored in Adobe Experience Manager using robust authoring tools. Additionally, the forms’ data can adhere to data models corresponding with backend systems, meaning that the data submitted forms will match the structure of existing backend systems. Authors can use simple tools to apply rules to the user’s experience. For example, fields can be shown or hidden based on values selected from other fields. From there, with the use of cloud configurations in Adobe Experience Manager, user activity can then be sent to Adobe Analytics.

Our solution closes the gap on user activity by using tools in a unique way, based on open standards and best practices.

 

The solution involves the following steps:

  1. Capture the activity information from the form and include it as part of the form data.
  2. Use Adobe Experience Manager workflow capabilities in the submission flow.
  3. Extract the session data as part of the workflow steps and persist the data throughout the life of the workflow.
  4. Send the document to Adobe Sign, which handles sending the document for signature to the appropriate signers along with email notifications and reminders.
  5. Send the status to analytics, once a document has gone through its digital signing workflow.

Some Best Practices 

Sending Event Data

The status of signatures in Adobe Sign can be sent in (near) real-time to processing endpoints. This may be desired for business-critical workflows. However, another option of polling Adobe Sign can also be used when restrictions don’t allow access to endpoints within an organization’s network. Take care in choosing the right method, depending on how quickly the information must be made available.

Out-of-the-box Integration

Make use of the integration between Adobe Forms and Adobe Analytics. This integration allows authors to view metrics on forms from within Adobe Experience Manager, which means they can view items such as form renditions and submissions along with date ranges, browser types, etc.

Form Submission

Several submission types are available for Adobe Forms. For example, calling a workflow in Adobe Experience Manager, or calling a back-end service (which in turn can also start a workflow). Having a workflow in place allows for a great amount of flexibility when processing forms data, attachments, and integration with other systems. Workflows also prove useful by allowing user interaction such as approvals, sending notifications, and back-end system processing.

Handling PII Data

When Personally Identifiable Information (PII) data lies in state (saved in a file system or repository), make use of encryption methods before storing the data for the workflow and make sure to mask data fields as appropriate.

Isobar has developed a solution that leverages digital experience insights for different systems and integrates systems managed in several environments, to provide a unified view into key insights of user journeys.

Adobe is also actively working on providing tools to develop an experience system of record, which involves combining data, content, and a unified profile in order to normalize and centralize data within their systems. As these tools become available, we look forward to helping our customers deliver the best experiences for their users.

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