29-30 april, 2015 | icc, excel, londontbp-content.s3-website-eu-west-1.amazonaws.com › pdf ›...

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

29-30 April, 2015 | ICC, ExCel, London


WHAT’S THE ROI OF ADOBE CAMPAIGNFrancois Laxalt | Senior Product Marketing Manager

Patrick Tripp | Senior Product Marketing Manager

Please tweet using #AdobeSummit


Go HERE, do THIS, and you could WIN!

• Log in to your account• Enable social• Receive a personalised

experience• Use the app to interact with

Summit

Download the App

1

Complete at least 9 surveys

to enter the prize draw

Win an Apple Watch Sport

3

Survey available

as the sessions

start

Give us feedbackIt takes less than a minute

2

#AdobeSummit @ptripp @francoislaxalt


Patrick TrippSr. Product Marketing Manager

[email protected] | @ptripp

Francois LaxaltSr. Product Marketing Manager

[email protected] | @francoislaxalt



“Half of the money I spend on

advertising is wasted; the trouble

is I don't know which half.”

John WANAMAKER#AdobeSummit @ptripp @francoislaxalt


Jen | Gym Instructor

Lululemon Athletica is fantastic.

Age 28

Sue Child

Chris Manchester

@AdobeMktgCloud

3,343, 4,453

AlbertAlways on

Elisa Sanchez

Prefers SMS Fred LegerPrefers POS

Jerry | Stock Broker

AT&TiPhone 6 Plus

Prefers emailFelix | College Professor

VERIZON LTE 4GSamsung Galaxy S5

Prefers email

T-MobileGoogle Nexus 7

WELCOME TO THE DIGITAL ERA



CMOs & ROILOVE or HATE


DO CEOs TRUST CMOs?


80% do not really trust CMOs …

But 90% do trust CIOs &

CFOs

72% say that CMOs

are always asking

for more money,

but can rarely

explain how much

incremental

business this

money will

generate

Source: Fournaise Research, July, 2012

Unsurprisingly, the number one concern for marketers is reaching customers. (It is, after all, their job.)

ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at NSigehet?next slide for methodology

However, their next three concerns areabout

ROI: A MAJOR CONCERN


ALL MARKETERS: ARE YOU CONCERNED ABOUT

ROI

82%

79%

77%

75%


34%Can provethe impact

quantitatively

48%

Cannot provethe impact

quantitatively

18%

Don’t know the impact

Which best describes how you’re proving the impact of marketing spend on your business?

The CMO Survey –February 2015


What can you do?


How can we help you?


SOLUTIONS

CORE SERVICES

Adobe Marketing Cloud

PLATFORM

ANALYTICSEXPERIENCE

MANAGER

CAMPAIGNMEDIA

OPTIMIZER

SOCIAL TARGET

ACTIVATION

ASSETS

COLLABORATION

EXCHANGE

MOBILE

PROFILES &

AUDIENCES

USER MANAGEMENT

& ADMINISTRATI

ON

Data & Content

PRIMETIME AUDIENCE

MANAGER



Campaign Management technology that helps redefine

how brands engage with consumers.

Adobe Campaign

Cross-Channel Marketing in a Digital World


Total Economic Impact Of Campaign ManagementPatrick Tripp


Adobe Campaign can providehuge benefits and returns to

enterprise organisations


Study Findings



What is Total Economic Impact (TEI)?

TEI Framework and Components

Total

Economic

Impact

RISK

Benefits

(Impact on Business)

Costs

(Impact on Budget)

Flexibility

(Options)

Perform due

diligence

Conduct customer

interview

Construct financial

model

Write case

study

Conduct

webinar

TEI Approach and Methodology

© 2015 Forrester Research, Inc.. Reproduction Prohibited#AdobeSummit @ptripp @francoislaxalt


Our customer: Specialty retailer

= 10,000 +

= 5MREWARDS

= 300 +


Improve member retention, member sale

frequency, and average member sale

value, each by at least 0.25%

Selected Adobe out of 12 vendors for

marketing-centric foundation,

management team, and future road map

Consolidated 25+ data sources more

frequently and offset rising third-party

data costs


“Within the first six months, open rates improved

by 60% due to more relevant content, while total

sent [emails] decreased by 17%.”

- VP of marketing, large US specialty

retailer

“Adobe Campaign was built with the marketer in

mind; it’s not an ERP spinoff from a large IT

company.”

- VP of marketing, large US specialty

retailer

The customer improved all major engagement metrics, which resulted in

incremental eCommerce revenue



Customer engagement benefits

Implementation Results

38% 42% 23%

OPEN RATES

CLICK

THROUGH

RATE

CONVERSION



Incremental revenue and data consolidation

VALUE OF BENEFITS

INCREMENTAL ECOMMERCE REVENUE OF $10.4M

DATA AND SYSTEM

CONSOLIDATION EFFICIENCY

OF $3.4M

INCREMENTAL IN-STORE REVENUE OF $15.5M



Risks


RISKS AND UNCERTAINTIES

ADOPT AND LEVERAGE THIS NEW TOOL?

MORE STAFF TO EXECUTE?

AFFECT PEAK SALES SEASON?


Flexibility

FLEXIBILITY AND FUTURE OPTIONS

ADOBE EMAIL EXECUTION

ADDITIONAL CHANNELS

FOR CAMPAIGN EXECUTION

TEST AND LEARN PLATFORM



Initial Year 1 Year 2 Year 3 PV

Costs ($2,904,000) ($1,506,500) ($1,525,940) ($1,545,963) ($6,696,158)

Benefits $0 $6,784,590 $12,197,494 $17,417,364 $29,334,306

Net Benefits ($2,904,000) $5,278,090 $10,671,554 $15,871,400 $22,638,148

ROI 338%

Payback Period 6.6 months

($2,904,000)($1,506,500) ($1,525,940) ($1,545,963)

$0

$6,784,590

$12,197,494

$17,417,364

($5,000,000)

$0

$5,000,000

$10,000,000

$15,000,000

$20,000,000

Initial Year 1 Year 2 Year 3

Costs

Benefits

Payback

Source: Forrester Total Economic Impact of Adobe Campaign, a commissioned study conducted by Forrester Consulting on behalf of Adobe, March 2015

ROI of 338%, NPV of $22.6M, and a payback period 6.6 months



TEI assets


Available now: adobe.com/go/campaignroi


Return On InvestmentFROM OUR CUSTOMERS


30

More Than 550 Customers Worldwide



Objective: create a full cross-channel customer

experience

Neolane powers customer and prospects

communication experiences on email, direct

mail, call center and web

18 million visitors per year

20 million households in a Single Customer

View

CRM and PRM from a single marketing

platform

Automated and fully personalized

communications over 19 markets and 8

countries

Marketing productivity increased by 60%

Number of campaigns increased by 50%

Barnes & Noble is America’s #1

bookseller, operating nearly 700

Barnes & Noble superstores in all 50

states

NOOK: launched in 2011

Barnes & Noble



NOOK - Category Newsletter – CreativeRomance Category Newsletter

Science Fiction/Fantasy Category Newsletter

New Release Tuesday Newsletter

Test versions

Control Version



NOOK - Category Newsletter – Sales Results

Category

Incremental

Linked Sales

Romance $436,307

Mystery $131,780

Sci Fi /

Fantasy $93,406

Teens $32,008

Middle

Graders $(17,694)

Total $754,599

May Jun Jul Aug Sep Oct Nov Dec Jan Feb

Test vs Control $/email

Category Control



Objective: create a full cross-channel customer

experience

Neolane powers customer and prospects

communication experiences on email, direct

mail, call center and web

18 million visitors per year

20 million households in a Single Customer

View

CRM and PRM from a single marketing

platform

Automated and fully personalized

communications over 19 markets and 8

countries

Marketing productivity increased by 60%

Number of campaigns increased by 50%

360 marketing view of the customer

1to1 relevant messages

Improved customer experience

$ per email grew by 100 to 200%

$1 million savings per year

ROI < 1year

Barnes & Noble



49 websites,

13 languages,

16 countries

European

leader

Almost 1 in 5

European

knows a

Meetic group

couple

5 000 000

couples

started with

us

Already

1 000 000

marriages

thanks to us



49 websites,

13 languages,

16 countries

European

leader

Almost 1 in 5

European

knows a

Meetic group

couple

5 000 000

couples

started with

us

Already

1 000 000

marriages

thanks to us

10M+ 1to1 personalized messages per day

Automated campaigns & programs

Conversion rates: +10 points

EVP “Proven contribution from Marketing

Campaigns to revenues: 20%”#AdobeSummit @ptripp @francoislaxalt


CONCLUSION


“Marketers

should be more

vocal about ROI.”

http://blogs.adobe.com/digitalmarketing/campaign-management/cmos-vocal-impact-financial-performance/

http://blogs.adobe.com/digitalmarketing/campaign-management/can-relationship-marketing-lift-stock-price-yes/

http://blogs.adobe.com/digitalmarketing/campaign-management/cmos-vocal-impact-financial-performance/

http://blogs.adobe.com/digitalmarketing/campaign-management/can-relationship-marketing-lift-stock-price-yes/


Prof V. Kumar

Georgia State

Univ.

Prove the impact of marketing campaignsON STOCK PRICES


PHDs WORKING WITH THE

Measure the impact on ROI and stock price

Marketing campaigns

differentiatedby LTV

segments

Segment customers based on

LTV

CalculateLTV for each

customer

*Customer Lifetime Value: expected value on the next 3 years

After 9 months

Marketing Department



Predicting the stock price based on LTV:

error range only 12 percent

Prove the impact of marketing campaigns

ON STOCK PRICES


Adobe Campaign track - Next Sessions -


Q&AFrancois LaxaltSr Product Marketing Manager, Adobe

[email protected]

@francoislaxalt

Patrick TrippSr Product Marketing Manager, Adobe

[email protected]

@ptripp


Go HERE, do THIS, and you could WIN!

• Log in to your account• Enable social• Receive a personalised

experience• Use the app to interact with

Summit

Download the App

1

Complete at least 9 surveys

to enter the prize draw

Win an Apple Watch Sport

3

Survey available

as the sessions

start

Give us feedbackIt takes less than a minute

2

#AdobeSummit @twitterhandle


29-30 April, 2015 | ICC, ExCel, London

29-30 april, 2015 | icc, excel, londontbp-content.s3-website-eu-west-1.amazonaws.com › pdf ›...

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