Activity Map is a powerful tool in the Adobe Experience Cloud that enables marketers and business analysts to track website and campaign performance in real-time. Using data from online and offline channels, it allows users to monitor customer behaviour on a digital property in a matter of minutes, providing insights that help organisations react immediately to improve customer engagement and reduce visitor loss.

How to Use it

The MAP tool is automatically enabled when viewing pathways, networks or analyses that generate network results (Upstream Analysis, Diseases & Functions and Regulator Effects). It also provides prediction legends that highlight which regulators are most likely to be activated and which activities are most likely to trigger them.

To use it, go to the Overlay menu of a pathway or network and select MAP. You can then view predicted effects, and see a prediction legend in high resolution that explains why a particular regulator is most likely to be activated and the activities that will be most likely to trigger them.

Create your map by gathering information from documents such as annual and monthly financial statements, mission statements, bylaws, vendor guidelines, news releases and other reports on your organization’s activities and policies. Identify recurring statements and categorize them under broad themes.

Next, single out the management activities and policies that seem to support your organization’s core competencies. Then link these management activities and policies back to each of your core competencies on the map.

If your organization has many orphan activities that don’t have any connection to the core competencies, you’ll need to take a close look at them. These activities might have been created by leaders in different departments, but they’ve never been a part of the company’s overall strategy or a deciding factor for how the organization operates.

For example, a retail company might have created a series of self-selection areas where customers can find the items they want and leave without having to deal with anyone. They might have set up a sales force that doesn’t have customer service or customer contact in its portfolio, but that sells to people who are more likely to purchase again in the future.

You can also create an Activity Map system map that links your core competences to the activities and processes that support them. This allows you to identify the activities that are most important to your business.

Creating an activity system map is a useful exercise to do with your team, and it’s a good idea to create a version of it for each of your managers and leaders. It also makes it easier to share and discuss the map with them, and for them to share their feedback with you.

The mapping process is a great way to clarify your understanding of your company’s objectives, goals and strategy, as well as how they relate to each other. It’s also a great tool to help with decision making, as it helps you identify gaps in your strategy and how to fill them.