TCS Salesforce Augmented Reality Marketing at Dreamforce 2019

The Secret to AR Campaign Journeys is Heroku/Kafka Triggers

The immersive experience and behavioral feedback of Augmented Reality is going to transform marketing…but, marketing technology hasn’t yet transformed to support your AR Marketing plans. Fortunately, Heroku + Salesforce Marketing Cloud can help us manage and track our AR campaigns right now.

Augmented Reality platforms were designed for gaming, so they track extremely rich, contextual engagement. Your AR campaigns will reveal not just 360 customer data, but 3-D customer data from the user environment. You’re going to leap from the CTRs of ads and emails to AR Scene Opens, Plays and Skips. You’ll go from the linear dropdown menus and swipes of your mobile app to AR marker-driven paths and progressions. 

You’re going to want this AR insight, but where do you store it and how do you use it now?  Our TCS Salesforce Innovation Team and CoE have been workshopping with the Heroku team on the best models and architecture to enact AR today. We've determined that Heroku, and particularly Kafka, is the key for launching, managing and measuring AR campaigns in Salesforce.

High-Level Use Case: The API for your augmented reality campaigns can feed directly into Kafka. When AR/Kafka triggers are met—for example, “User Opened AR Campaign Scene Price 3x, No Purchase”—then a Kafka event is dropped into your Journey Plan in Journey Builder kicking off, in this case, a dynamic discount offer. Product Marketing has delivered an AR animation for this discount in their campaign materials. A trigger is sent back instructing the AR Campaign App to choose a different AR Scene Option the next time the user activates the AR Price Marker. The user will now see the Discount Offer Animation, which will expire according to the promotion's parameters and default back to the original Price Marker AR Scene.

Wait 'til I tell you about AR A/B Scene testing….so join me in our Dreamforce AR Marketing Session and explore how to start tracking the ROI of your AR investments in Salesforce.

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