Adobe Campaign Universe includes Campaigns, Which in turns include actions (deliveries) and processes (importing or extracting files), as well as resources (marketing documents, delivery outlines). They are used in marketing campaigns. Campaigns are grouped together in a program, and programs are included in a campaign plan.
List of Core concepts that you need to know in Adobe Campaign Universe are:
A campaign centralizes all the elements related to a marketing campaign: deliveries, targeting rules, costs, export files, related documents, etc. Each campaign is attached to a program.
A program lets you define marketing actions for a calendar period: launch, canvassing, loyalty, etc. Each program contains campaigns linked to a calendar, which provides an overall view.
The marketing plan can contain multiple programs. It is linked to a calendar period, has an allocated budget and can also be linked up to documents and objectives.
Within the campaign, program or plan, you can state a list of objectives. These are quantified values to be reached. At the end of the campaign, program or plan, the MRM module lets you compare the objectives and results in dedicated reports.
Delivery outline:
A delivery outline is a structured description of a delivery. Every delivery can refer to a delivery outline which contains, for example, the related offers, documents to be attached, or a link to stores. An offer can be referenced in the delivery according to the delivery outline selected.


This lets you configure a delivery action. A Delivery-type activity lets you create a delivery action. It can be constructed using input elements. This delivery can be for any channel i.e Direct Mail, Email, Mobile Social, Mobile app,.. etc. In Adobe Campaign we have three type of deliveries

  1. One Time Delivery(Normal/Default): Lets you send a single communication to n(n can take a value from 0 to billions of users) people using a single channel.
  2. Continuous delivery:Lets you start a delivery from the scenario specified in the activity.
  3. Recurring delivery:Lets you configure a delivery template occurrence within a campaign.

Read this to learn the difference between Continuous Delivery and Recurring delivery.

Amit Kumar

Results driven Adobe Certified Architect with extensive experience managing and implementing marketing Strategies to drive business growth. Enjoy optimizing the customer experience through the use of data, futuristic thinking + channel mixing – e.g., using creative combinations of traditional methods + shiny new toys like automation platforms.


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