adobe innovation session – customer acquisition · © 2019 adobe. all rights reserved. adobe...

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Adobe Innovation Session: Customer AcquisitionConnecting Your Ad Tech & Mar Tech for Advanced Acquisition Strategies

© 2018 Adobe Systems Incorporated. All Rights Reserved.

Not Products

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

52% of marketers say integratingtechnologies is the biggest obstacle to success.

Source: Ascend2, Informatica, Dun & Bradstreet

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 4

How can we drive advanced acquisition strategies at Adobe?


Adobe Analytics Cloud

Experience System of Intelligence

Democratizing Insights

Real-time Customer Data Platform

Sensei-powered Analytics


Business Intelligence

Identity Management

A Single Source of Truth Gives You A Foundation


To Serve Personalized Experiences, Wherever A Customer Is

Business Intelligence

Identity Management

On Site Off Site

Adobe Target

Adobe Campaign

Adobe Advertising Cloud


Adobe Advertising Cloud

Search. DSP. Creative

Remove Martech & Adtech Siloes

One Platform, All Formats

Deliver Relevant, Contextual Experiences


Search

Native

AudioDisplay

OTT


People-Based DestinationsSocial networks, mobile messaging, email

Audience Manager Segment

Website visits

Mobile App visits

Point of Sale

Call centerlogs

Loyalty program

Hashed IDs

Offline only OR Offline + Online Profiles

Activate first-party audiences in people-based destinations via one streamlined integration


Analytics for Advertising Cloud DSP

• Fuel DSP optimization algorithms with more data points from Analytics to increase ROI

• See how your various targeting strategies and advertisements drive the on-site performance metrics that matter most

• Break down siloes between media and analytics teams with flexible and easy to use Analytics Workspaces

• Gain a deeper understanding of how Advertising Cloud DSP impacts other Marketing Channels

Benefits

• Bi-directional native integration with Analytics that enables Clickthrough and Viewthrough tracking of DSP campaigns against Analytics metrics

Description


The ability to pass clickthrough and viewthrough data from Analytics to Advertising Cloud and vice versa allows a high-level marketing channel breadth of reporting in AA and a rich, paid media depth of reporting in AAC

Insights

With the improved volume of data points provided by clickthrough and viewthrough data for the DSP, we can do both ad hoc journey optimization as well as algorithmic optimization via Weighted Objectives

Optimization

Analytics and Advertising Cloud allows customers to target search and omnichannel media with a direct integration, either via Experience Cloud audiences or People Core Services

Ensure you maximize the value of your first party data withAnalytics for Advertising Cloud

Segmentation




Segmentation

Native integration directly between Analytics and Advertising Cloud


of marketers said better use of data for more effective audience segmentation & targeting will

jump furthest up their priority list in 2019

55%


Creating audiences from re-pixeling your site is time consuming and duplicative


Time Saved Performance

10HOURS PER WEEK

30% LIFT IN ROAS


85% of brands say their segmentation strategy is based on broad, simple clustering

85%


HOBBYIST

Learn design for the first time with Adobe’s free tutorials.

PHOTOGRAPHER



Insights


Optimization



Segmentation




Optimization




Non-Converters Converters

Limited Conversion Data Makes Optimisation Difficult


15 Minutes on Site

10 Minutes on Site

15 Minutes on Site

<1 Minutes on Site

10 Pageviews

5 Pageviews

2 Pageviews

Bounce

Add to Cart

Email Sign-up

Details View

N/A

Different Audience Behaviours Require Different Messages


Industry’s First Integrated Advertising

Creative Management

Platform


Free Trial

Learn & Support

Buy Now

Video View

Optimising Towards Multiple On Site Behaviours Adds Depth


13-18%Integrated ROI Lift

69 Clients | 380 Portfolios | All Major Verticals

ANALYTICSADVERTISING

Optimising to Site Behaviours Delivers Real Results



Insights


Optimization



Segmentation




Insights




Siloes Exist Between Teams

ANALYTICSTEAM

ANALYTICS PLATFORM

CLICK-THROUGH

DATA

ANALYTICS SOURCE OF

TRUTH

MARKETINGTEAM

MULTIPLE AD PLATFORMS

VIEW-THROUGH

DATA

MEDIA SOURCE OF

TRUTH


Adobe Experience Cloud allows teams easily to collaborate without platform barriers


View Through Entry Points What Products are Being Sold

Both teams can now better understand how Ad Platforms are influencing on site behavior


87%of marketers buy media in multiple channels, but

only 58% use multi-touch attribution.


Understand the customer’s path to conversion


AA Segments into the Ad Cloud

Compare the onsite performance driven by click-throughs and view-throughs from paid media


Real Customers, Real Results


Adobe architecture for accelerating acquisition.

ANALYTICS• Site Behavior• Conversion Activity

AUDIENCE MANAGER• Aggregate data sources• Create audience

segments• Look a-like modeling

TARGET• Align personalization &

offers with display content

• Auto Personalization (algorithms)

Web App Kiosk /ATM

Digital Channels

Display AdsSEM

Paid Media

CRM /EDW DATA

2nd & 3rd PARTYDATA

Owned Digital DataAdvertising Cloud

• Emerging Formats Branding• Display Prospecting• Display Retargeting• Search Campaigns

Branding

adobe innovation session – customer acquisition · © 2019 adobe. all rights reserved. adobe...

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