Read this first
Illustrative designs. Each row is a planning pattern. It is not evidence of a completed client engagement and lists metrics to track, not results. Validate identity, consent and data quality in your own environment first.
Starting journey
Ten use cases
| Category | Use case | Trigger | Adobe components | Channel | KPI to measure |
|---|---|---|---|---|---|
| Acquisition | Follow-up after application-start form submission | application-start form submit | AEP source, AJO | Email, SMS | Contact-to-qualified rate |
| Acquisition | Registration reminder sequence for programme events | registration without attendance | AJO | Email, WhatsApp | Attendance rate |
| Onboarding | Milestone nudge when enquiry has not happened in 7 days | no enquiry for 7 days | AJO, profile attributes | Email, in-app | Milestone completion |
| Onboarding | Detail completion reminder for an unfinished programme setup | incomplete programme setup | AJO, Web SDK | Email, SMS | Completion rate |
| Onboarding | First-value celebration message | first success event | AJO | Push, email | Retention at 60 days |
| Cross-sell and upsell | Upgrade prompt for heavy programme users | usage threshold | RTCDP, AJO | In-app | Upgrade rate |
| Retention | Payment-failure recovery sequence | payment failure | AJO | Email, SMS | Recovery rate |
| Win-back | Referred-friend return incentive | referral link click | AJO | Referral-linked return | |
| Service and support | Post-resolution survey | case closed | AJO | Survey response | |
| Measurement and governance | Deletion and access request workflow | privacy request | Privacy Service | Workflow | Requests completed on time |
Data you will need
- Enquiry and application events
- Student information system (limited)
- Event and open-day registrations
- Communication preferences
- Consent records
Governance for higher education
Exclude minors from marketing journeys and restrict academic or financial-aid data.
- Check consent and channel permissions before every send
- Use a holdout group so the KPI shows real lift
- Document data sources, owners and retention
Build or learn this
Frequently asked questions
Are these higher education use cases client results?
No. They are illustrative design patterns. Real client work is published only with written approval and evidence.
Which Adobe products are involved?
Mostly Experience Platform, Real-Time CDP, Journey Optimizer and Customer Journey Analytics, with Web SDK for data collection.
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