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

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

Complete at least 9 surveys

to enter the prize draw

Win an Apple Watch Sport

Survey available

as the sessions

Give us feedbackIt takes less than a minute

#AdobeSummit @ptripp @francoislaxalt

Patrick TrippSr. Product Marketing Manager

ptripp@adobe.com | @ptripp

Francois LaxaltSr. Product Marketing Manager

laxalt@adobe.com | @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 &

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

34%Can provethe impact

quantitatively

Cannot provethe impact

quantitatively

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

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

Economic

Impact

Benefits

(Impact on Business)

(Impact on Budget)

Flexibility

(Options)

Perform due

diligence

Conduct customer

interview

Construct financial

Write case

Conduct

webinar

TEI Approach and Methodology

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

THROUGH

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 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)

$6,784,590

$12,197,494

$17,417,364

($5,000,000)

$5,000,000

$10,000,000

$15,000,000

$20,000,000

Initial Year 1 Year 2 Year 3

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

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

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

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

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