adobe presentation sydney

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Real Time MarketingSiva Ganeshanandan | Director Product and Industry Strategy, JAPAC


Agenda

Real Time Marketing – What Is It ?

Inhibiting Factors – Why Is It So Hard ?

Building Towards – Real Time Marketing


Real Time Marketing


War Rooms


Bright Shiny Object


#istrategysiva

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

All The Time

Right Person, Right Message, Right Time


Altimeter Group (Charlene Li)

Traditional RTM New RTM

Right Person Audience, Corporate Centric

Individual, Data Driven, Customer Centric

Right Time and Place Event Focused, Pre-Planned

Taps Existing Conversations, Understands Context, Fast Response

Right Message Creative, Corporate Centric

Responsive and Creative, Customer Centric, Marketing as a Service


Golin Harris : Impact of Real Time Marketing

http://golinharris.com/#!/insights/real-time-marketing-research/


http://golinharris.com/#!/insights/real-time-marketing-research/

Golin Harris : Impact of Real Time Marketing


Agenda





metric and KPImisalignment

skill set and role

fragmentation

Why Is It Hard?

tool set fragmentation

channel fragmentation

Coordinating successful

campaigns is harder than

ever



skill set and role

fragmentation

Why Is It Hard?





ever


For consumers, there is only your brandBut marketers see four screens: TV, computer, tablet, mobileThey see 6 channels: web, social, email, search, display and apps They see three sources of trust: paid, earned, ownedAnd no two customer journeys are the same

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Confidential and Proprietary Information of Mindshare

Before Social Now

The Impact of Social



skill set and role

fragmentation

Why Is It Hard?





ever


Adobe Marketing Toolset – 2 ½ Years Ago



skill set and role

fragmentation

Why Is It Hard?





ever


Ssd

Analysts

Social Marketer

CMO, Head of Digital

Advertising

Search

UX

Content Authours

Mobile Team

BI/CRM

Different Teams – Often Working in Isolation


Common Challenge: Dysfunctional processes and governance

Lots of horsepower…



skill set and role

fragmentation

Why Is It Hard?





ever

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Confidential and Proprietary Information of Mindshare

Ssd

Share of Voice

CRM

LikesKlout Score

Add To Cart Rate

Impressions

CPATool

Usage

Open Rate

Uniques

SALs/MQLs

Brand Score

CTRPage Views NPS

Score


SalesProduct IT

Marketing

No Conductor of the Orchestra

Common Challenge: Dysfunctional Processes and Governance


Agenda





Building Towards Digital Marketing

Organisational

Technology and Process

Collaboration


Organisational Structure : Reporting vs Permission

30


Response Processes

31


Data Skills

$12k-$25k

central

urban

financial services

banking

art+architecture

education

#239857

#00e0c9

F = k ( q1 q2 / r2 )

( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ2

Fb = Vρg = mg

09

001 002 003004 005 006007 008 009


Testing Skills


science

art



Organisational


Collaboration


USER EXPERIENCEUSER ACTIONS

Clicks on product

Clicks on a newsstory

Walks into store

Stock hits $50 andtriggers an alert

Downloads awhitepaper

Updates golfscores

.000 .003

1. What do I know about this visitor?

2. What do I predict will make the visitor take the action I want?

30% off, Free shipping Golf Stories Product Recommendation

3. Access & Assemble the Digital assets that match what I predict

4. Deliver those Digital Assets to thevisitor in the right channel

The Last Millisecond

.001 .002

Customers Expect and Reward Real Time Marketing


LISTEN PREDICT ASSEMBLE DELIVER

THE LAST MILLISECOND


Understand Your Customer from All The Signals They Provide

SEO/SEM

Direct Mail

E-mail

Social

Web

Mobile

Broadcast

Store

Branch

Call Centers

Customer / Account

Display Ads?


Online and Offline

Online Data Offline Data

SEO/SEM Direct Mail

E-mail

Social

Web

Mobile

Broadcast

Store

Branch

Call Centers

Customer / Account

Display Ads ?

This Data Doesn’t Just Sit with Marketing


Build a Picture of Who The Customer Is

Online Data

SEO/SEM

E-mail

Social

Web

Mobile

Display Ads

Offline Data

Direct Mail

Broadcast

Store

Branch

Call Centers

Customer / Account

Big Analytics for Marketers


Use Historic Behaviour Patterns to Help Predict

42

0

5

10

15

20

25

30

Historic engagement level illustrates pattern…

Score

Week11 12 13 14 15 16 170

5

10

15

20

25

30… customer score spikes indicates a

potential new opportunity…

A

B

Score

… and derives a list, or segment, of highly

engaged customers…… multichannel decision engine detects activity

spikes and triggers alert…

branch call-centre/IVR online mobile/tablet

… who can be targeted immediately through automated online targeting, or directed to other channels (e.g.

relationship manager) for follow-up.


Enter Budget Constraints

Develop Reliable Predictive Models


Obtain Optimal Budget Allocation

Develop Reliable Predictive Models


Forrester Perspective


Personalise at Every Touch Point

48

Manage Optimize CreativeIngest

3rd Party

Affiliate/Retail Data

bizo dataloTARGUSinfo AllianExperian IXIAcxiom V12 groupBluekai exelate

Lead Scoring

POS

Social

Ad Performance

Digital Analytics

CEM/Netizza

AUDIENCE MANAGEMENTAD

SITE

Call to Action 1

Image 120%

Off

Hero 1

1st Party

2nd Party

Image 2

10% Off

Call to Action 2

Hero 2

Portable DVD Phone Tablet

Cyber Moms

(2,134,000 Uniques)

Last 7 Days

Young Urban Males

(4,674,000 Uniques)

Last 7 Days

Gender

Marital Status

Presence of Children

Buying Process

Electronic Needs

Population Density

Visit Frequency

Age Range

Housing Type

HH Income


Empower Digital Marketers to build optimized mobile experiences

50

• In-context content authoring

• Device preview• Reuse of content

and assets• Apple iPad optimized

authoring tool for content review and approval


PhoneGap Changes Everything

51


MOBILE

MOBILE APPS

PCs

device-specific features


Social Content and Publishing

Making Use of Network (Facebook, Google+ APIs)



Organisational


Collaboration


Social CRM

PReComm

Retail

Email

DM OOH

Mobile

Gaming

Corp

Insights

ITMedia

Search


AdvertisingSocial

Targeting Analytics

Experience Management


CASE STUDY:

Adobe Creative Cloud Launch


Discovering the Audience and Marketing Channels

PHOTOGRAPHER STUDENT

CREATIVE DIRECTOR VIDEO PRODUCER


Discovering the Audience and Marketing Channels

PHOTOGRAPHER

CREATIVE DIRECTOR

STUDENT

VIDEO PRODUCER


1012,320

4073

64

Go Beyond Likes & Followers


Goal: Target Influencers to Drive Revenue

Photoshop is the best invention next to the Internet <3


Test Structure

Experience A Experience B


Experience A


Experience B


What Did YOU Think?


B?A?



Results – Data Optimized

Enter: +12%

Learn: 200%

Winner!

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

3 million referralsto Adobe.com

13% Revenue ContributionCreative Cloud

Reduced Ad Cost by 28%

Results


Summary

Real Time Marketing is All The Time

Demand More from Technology

Organise for Agility


USER EXPERIENCEUSER ACTIONS

Clicks on product

Clicks on a newsstory

Walks into store

Stock hits $50 andtriggers an alert

Downloads awhitepaper

Updates golfscores

.000 .003

1. What do I know about this visitor?

2. What do I predict will make the visitor take the action I want?

30% off, Free shipping Golf Stories Product Recommendation

3. Access & Assemble the Digital assets that match what I predict

4. Deliver those Digital Assets to thevisitor in the right channel

The Last Millisecond

.001 .002

Customers Expect and Reward Real Time Marketing


“If everything seems under control, your just not going fast enough”

adobe presentation sydney

Documents

adobe confidential

adobe systems incorporated

adobe marketing toolset

agendareal time marketing

customer centricright

marketingr harris

orchestracommon challenge

golin harris