Mia has now registered online for the upcoming Open Day at Altura University. We know that she's looking to study engineering and is interested in sports. She receives a personalised email upon registration and receives reminder messages via mobile push or SMS in the lead up to the day.

During the day she checks in to the sessions she attends using the QR codes provided throughout the campus. Unfortunately, she get's distracted touring the sports facilities and misses the engineering session.

The next day she receives an email thanking her for attending. Later that week she receives a call from the head of engineering faculty to check in on her experience and whether she had any questions since she missed the group session.

In this exercise you will experience as a future student:

You will learn as a marketer:

There are QR codes placed around the room, each represents a different session on Open Day, using your phone scan the QR to register your attendance at a few.

Your phone will prompt you to identify yourself the first time, enter the email you used to register in exercise 1 and click to Checkin.



Repeat the same for a few sessions around the room, you'll only need to enter your email address once.

Now you've experienced it from the student perspective, let's take a look behind the scenes. We've broken this exercise up into two parts.

Return to the tab with your profile open - or find it again following the Find your profile exercise.

Switch to the Events tab where you will see the check in events.

Click to View all to see the details of the event including the session name.

Switch to the Audience Membership tab and you can see their attendance is now available as an audience also.

Altura want to personalise the post event followups to ensure that high value prospects such as STEM focused school leavers are given priority. If attendees didn't make it to the session for their primary interest area they should be added to an outbound call list for the faculty head to reach out. Having detailed check in information and adobe's ability to create dynamic audience rules makes identifying these profiles easy.

Return to Customers -> Audiences and click to Create Audience.



Select to build a rule based audience:

In the audience builder you have access to all of the profile attributes and events and audiences.

Only customers who have qualified for that audience will be able to qualify for this one. Next we'll add a condition based on their individual check in events.

Now we're going to compare the session name from the event with the primary interest subject the student recorded when registering for Open Day. This selection was placed onto the profile as an attribute as part of that registration.

Give your audience a name, something unique you will remember and click to Publish.

The post event journey used to contact attendees after Open Day will be a once off journey scheduled to execute the day after the event. Unlike the registration journey which was always on allowing each profile to enter at a different time, triggered by their registration form submission.

Both types of journeys are supported and have access to the same set of actions and orchestration activities.

To create Altura's post event journey, click on Journeys in the left hand navigation under Journey Management. Click the Create Journey button on the right hand side.

We can now select to create our journey from scratch or using our natural language AI Assistant. Let's start manually as it's important to understand the basics before we progress to using AI.

Give your journey a name - something unique so you can distinguish it from your colleagues in the class. You can also define here what the success criteria is that you'd like to report on for this journey. In our case we are encouraging future students to submit their application, so we can set the Journey Metrics to Application Received.

There are three ways to start a journey:

Our post event journey is designed to fire once only after the open day. Open the Orchestration panel and drag a Read Audience activity in the canvas.

Select the Altura - Registered for Open Day 2026 audience. Ensure the identity namespace is Email we are only targeting known profiles in this journey.

We'll send a different message to prospects who attended the session vs those who did not.

Now we have our path condition defined we need to configure the rest of the activity to push profiles who are not part of the audience to a different experience.

The Action activity is used to add messages across any of the natively supported channels.

Repeat the same steps to add an email action to the Yes path.

We'll come back to add the content for these emails later, for now let's continue the journey logic.

Altura want to ensure that high value prospects who missed their primary choice session are actively pursued.

Altura consider all STEM prospects to be high value and we'll use the dynamic audience we created in the previous step to understand whether the prospect attended their priority session or not.

Lastly we'll use a custom action to send the qualified profiles to an external call list.

From the Actions panel, drag the AddToOutboundCallList action and append it to the Yes path

Now we need to define what we want to send to the endpoint, in this case we want to share the prospect name and phone number as well as the subject or faculty they registered interest in.

Click into the Name request parameter

Search for First Name and tick the checkbox to insert it.

Click Ok to return to the journey

Repeat the same to add Mobile phone and interestedSubject as personalised parameters in our action

Click to save the action. Our journey logic is now complete, your journey should look like:

In some cases different users will be managing content from those who are building journeys. In that case, often content managers will work directly in templates making it easy for journey builders to simply add the content from the template once it's ready. We'll do this for our Did not attend Open Day email.

Select the did not attend email, and click to configure the action.

Select email-marketing as the channel configuration, then click to Edit content.

From the content tab click to Apply content template

Select the Altura Open Day - Did not attend template and click to Confirm

The content is now added, you can return to the journey using the arrow in the top left corner.



Next we'll take a look at the email editor and adding some content directly to the message in our journey. Select to the Attend Open Day email activity and repeat the same steps to Configure Action.

Select email-marketing as the channel configuration, then click to Edit content.

Add a subject line and click Edit email body to configure the body of the email.

Choose to start from the Altura Base Email Template.

Once the preview has loaded. Select to Use this template.

The template will now open in our marketer friendly Email Designer. The email is divided into structure components which each contain content components. Highlight each component to view the properties on the right hand side.

Content fragments are used to manage shared content blocks like the header and footer. Updates to the fragment can be managed centrally and will apply globally across all messages using the block.

For the image banner component, you can choose to add an existing asset from the Asset Repository or we can use Adobe's Generative AI to create an image based on text prompts the same way you did in the web campaign in exercise 1.

The email template is already personalised with the attendee's first name.

Add a paragraph to thank them for attending the open day, such as:

Select the call to action button, update the button properties to:

Label: Apply Now

Url: https://qtac.edu.au

Target: Blank

Next we'll update the secondary block using Adobe's AI Assistant - in this case we'll use some reference content to help the AI create relevant content using information that's already published and approved.

It will take a minute or so for the variations to appear. Click Preview to take a closer look at what was generated.

Decide which variation you prefer and select to insert it into the message.

You'll be prompted to save the generated images into the image repository. Click Next and upload the images to the Altura folder.

Click to Save.

Now the content is ready, we can optimise it. The first way we'll do this is by checking the content against Altura's brand guidelines.

Click to open the Brand Review panel from the right rail and click to Evaluate Score/

Click to Evaluate Score.

The content of the email will be verified against the preconfigured brand guidelines and given a score for brand alignment and content quality.

From here you can drill into specific recommendations within each category and make updates if needed.

The other optimisation we can make is to Optimize for AI Inbox. With email providers now offering AI Summaries it's important that your emails are easily read by AI tools to ensure they are summarised accurately and don't get lost.

Click the Optimize for AI Inbox button

Review the summary version and click to Optimize Email

The content of the email has now been updated to ensure AI crawlers can quickly retrieve the key messaging and calls to action.

With the content now complete, return to the journey using the Arrows on the top left.

Before setting your journey live you need to test it, this is often the part that takes the most time! Traditionally the more personalised and complex your journeys, the harder they become to test and ensure that all variants and paths are properly validated.

Click on the Simulate button.

Select the new Simulation mode and click Confirm

Once in Simulation mode, click to run a Manual Simulation.

There are multiple ways to create or leverage simulated users for this exercise we'll use Generative AI to create some new users for us.

Click to Generate with AI

It will ask what email address you want to use as the execution address for the simulation. Enter your email address and click to Generate

The AI will review the journey structure and generate appropriate test users including any personalisation fields that are required.

A set of users are fake profiles are created to test each path of the journey, you can see their attributes by clicking on the name.

Audience memberships and personalisation fields used in the journey are all populated with fake data for the simulation.

Click Send all to run the simulation.

Click on the Results tab to see the results of the simulation.



Switch to one of the individual test users to see the path they took through the journey during the simulation.

Check your email to see the test messages that will have sent from the simulation.

Simulated users chosen for follow up calls will be displayed by the facilitator.

The ability to automate personalised, multi-step journeys based on real customer behaviour is one of the most powerful tools available to modern marketers. With access to Adobe's Unified Real-time Profile, Journey Optimizer is able to understand what each individual has actually done - whether they attended a session, missed it, or fall into a high-value segment - and respond accordingly, at scale, without manual effort for each interaction.

The combination of dynamic audience segmentation and flexible journey types (event-triggered, audience-based, or scheduled) means you can handle everything from a real-time registration response to a carefully timed post-event follow-up in one place. Critically, the AI-powered journey testing removes one of the most time-consuming barriers to getting campaigns live, making it faster and easier to validate complex, personalised flows before they reach real people.