What Are the Core Components of Adobe Journey Optimizer?

What Are the Core Components of Adobe Journey Optimizer (AJO)?

In our AJO course series, we already learned what AJO is and why businesses use it. Now it's time to understand the main building blocks that make Adobe Journey Optimizer work.

Think of AJO like a smart marketing control room where every customer message is planned, personalized, and delivered automatically.

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1️⃣ Profiles – The Heart of AJO

A Profile is the digital identity of a customer.

It includes:

• Name, Email, Phone Number
• Location
• Purchase history
• Website and app behavior

Real-Time Example:

Priya browses running shoes but doesn’t buy. AJO updates her profile with “Interested in Running Shoes.” Now future messages can be personalized.

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2️⃣ Events – Customer Actions

Events are actions customers perform that trigger journeys.

• Product viewed
• Added to cart
• Purchase completed
• App installed

Example:

A user searches “Dubai tour package.” AJO detects this event and starts sending travel offers.

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3️⃣ Segments – Smart Audience Groups

Segments group customers based on conditions.

• Users from Chennai
• High spenders
• Cart abandoners

Instead of sending to everyone, you target the right audience.

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4️⃣ Journeys – The Experience Flow

A Journey is the step-by-step communication path.

1. User adds to cart
2. Wait 1 hour
3. Send reminder email
4. Send push notification with discount

Journeys feel like a real conversation with customers.

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5️⃣ Channels – Where Messages Are Sent

• Email
• Push Notification
• SMS
• In-App Messages

If email is ignored, AJO can switch to push automatically.

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6️⃣ Offers & Decisioning – Personalization Brain

This decides which offer each customer gets.

• New users → Free shipping
• Loyal users → 20% discount

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7️⃣ Content Designer – Message Creation Area

This is where marketers design emails and notifications.

Example: Hi {{firstName}}, your favorite shoes are waiting!

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8️⃣ Decision Rules & Conditions

Rules control logic like:

• If purchase amount > ₹5000
• If email not opened

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📊 Summary Table

Component	Purpose
Profiles	Customer data
Events	Customer actions
Segments	Audience grouping
Journeys	Experience flow
Channels	Message delivery
Decisioning	Personalized offers
Content Designer	Message creation

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What You Learned

Adobe Journey Optimizer works like this:

Profiles → Events → Segments → Journeys → Personalized Messages

When these components work together, businesses send the right message, to the right person, at the right time.

Next: In the upcoming blog, we will create your first journey step-by-step!