lvima dpd 2015 - adobe

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Digital Planning DayThursday, July 16, 2015

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Marketing has changed more in the last 2-5 years than it did in the previous 20.

Who agrees?

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PERSONALIZED RELEVANT REAL-TIME

Consumers justifiably expect more…

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To meet business objectives, meet customer expectations

Increase revenue per customer

Increase conversions

Increase return on marketing spend

Improve customer loyalty

Capitalize on social media opportunities

Meet consumer mobile expectations

PERSONALIZED

RELEVANT

REAL-TIME

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Proliferation of channels + static, silo’ed support systems = breakdown in experience

MULTIPLE DATABASES & TECHNOLOGIE

S

MULTIPLEMESSAGES

MULTIPLE CHANNELS

$15 offToday Only!Loyalty

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DISJOINTED EXPERIENCE

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WINTER SALE

WINTER SALE

WINTER SALE

WINTER SALE

WINTER SALE

WINTER SALE

WINTERSALE

Have relevant, consistent and effective customer conversations

POS DIRECT MAIL

CALL CENTER

MOBILEEMAILWEB SOCIAL

Adobe Marketing Cloud

Marketing Data

ENTERPRISE DATA DIGITAL INTERACTIONS

CONTENT

CONSISTENT

EXPERIENCE

DATA-DRIVEN DECISIONS

CONSOLIDATED DATABASES

UNIFIED MESSAGING

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SOLUTIONS

CORE SERVICES

Adobe Marketing Cloud

PLATFORM

ANALYTICSEXPERIENCEMANAGER

CAMPAIGNMEDIAOPTIMIZER

SOCIAL TARGET

ACTIVATION

ASSETS

COLLABORATION

EXCHANGE

MOBILE

PROFILES &

AUDIENCES

USER MANAGEMENT

& ADMINISTRATI

ON

Data & Content

PRIMETIME AUDIENCE MANAGER

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“Adobe is a marketing-first provider with a proven grasp of marketers' needs, stressing usability and collaboration“ Gartner – November 2014

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Broad and Diverse Set of Customers

64%of the Fortune 500 Utilize Adobe Marketing

Cloud

8 of top 10Internet Retailers

9 of top 10Commercial Banks

5 of top 5Media Companies

5 of top 5Global Auto

Manufacturers

5 of top 5North American

Airlines

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SOLUTIONS

CORE SERVICES

Adobe Marketing Cloud

PLATFORM

ACTIVATION

ASSETS COLLABORATION

EXCHANGE

MOBILEPROFILES &

AUDIENCES

USER MANAGEMENT

& ADMINISTRATI

ON

Data & Content

ANALYTICSEXPERIENCEMANAGER

CAMPAIGNMEDIAOPTIMIZER

SOCIAL TARGET PRIMETIME AUDIENCE MANAGER

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ADOBE ANALYTICS

Know exactly what your customers are doing.

Maximize Mobile / Apps will Dominate

Self-ServiceInsight

Answers to the Un-

Answered Questions

CMO-Wide Analysis

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ADOBE EXPERIENCE MANAGER

Easily manage all of your content and digital assets.

Build & Maintain

Sites, Forms, Communities

Take Full Advantage of

Assets

Quickly Deliver

Relevancy

Consistency across Channels

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ADOBE TARGET

Deliver the right experience to the right customer.

Simple to Configure

Rules-BasedTargeting

to Segments

Automated, Real-Time

Personalization

A/B & Multi-Variate Testing

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

Using them together

DISCOVERSets of unique customers grouped by behavioral, demographic or offline data points.

QUALIFYSegment defines qualifying business goals that identify a targetable audience.

DELIVERSet of business rule for what content / experience to deliver for specific qualifying audience.

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The Marketer’s Journey

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Adam is a composite marketer for several fictitious Las Vegas resorts.

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Adam sees how every marketing channel is performing: Email, PPC, Display, Organic, etc.

ANALYTICS

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Algorithmic attribution gives Adam an unbiased view of campaign performance.

ANALYTICS

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He identifies unique, high value segments… ANALYTICS

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Using AEM, he distributes new content to his websites, mobile apps and floor kiosks.EXPERIENCE

MANAGER

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He can also quickly access his creative team’s assets and use them, including video. EXPERIENCE

MANAGER

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Within Target, Adam can now build an A/B test to show different content to each segment.

TARGET

Experience A

Experience B

Experience C

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He can also easily personalize pages by audiences such as geo-location.

TARGET

A

B

C

D

E

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And then the best part of the day… watching the lift and revenue impact of his work.

TARGET

Find

View

Find

View

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Core Services make the solutions of the Adobe

Marketing Cloud work better together.

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

SOLUTIONS

CORE SERVICES

Adobe Marketing Cloud

PLATFORM

ANALYTICSEXPERIENCEMANAGER

CAMPAIGNMEDIAOPTIMIZER

SOCIAL TARGET PRIMETIME AUDIENCE MANAGER

Data & Content

ACTIVATION

ASSETS

COLLABORATION

EXCHANGE

MOBILE

PROFILES &

AUDIENCES

USER MANAGEMENT

& ADMINISTRATI

ON

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“One of two leaders in this Forrester Wave (2014), Adobe distinguishes itself with its core services capabilities…“

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

Profiles & AudiencesProfiles & Audiences enable solutions to utilize and contribute to a common profile and share audiences across the Marketing Cloud.

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

Core services

Data

Solutions

How Does It Work?

CRM POS DB

Attributes

Audiencescommon ID

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ActivationActivation is the strongest tag management solution on the market.Activation powered by dynamic tag management has three primaryuse cases: tag management, data collection, and data distribution.

Which solutions benefit most from Activation?

TARGETANALYTICS

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Analytics

Tag

Tag

Tag

Tag

Tag

Tag

Tag

Tag

Tag

Target

How Does It Work?Without Activation

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Analytics

Target

Tag

Tag

Tag

Any technolo

gy

With Activation

AGILE

EFFICIENT

VENDORAGNOSTIC

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ExchangeAdobe Marketing Cloud Exchange is the go-to place for allintegrations for any Marketing Cloud solution. In the Exchange youcan search over 160 integrations or browse them bycategory or Adobe technology.

Which solutions use Exchange?

ANALYTICS EXPERIENCEMANAGER

TARGET

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How Does It Work?

Campaign data integration

Unified content and commerce

Customer data integration

Exchange: marketing.adobe.com/exchange

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Mobile ServicesWith Mobile Services, marketers gain a mobile app-specific hub in which they can manage their mobile app marketing, and a common mobile SDK across solutions.

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

How Does It Work?

Mobile app-centric control center

Mobile SDK

Intelligent locationmarketing

In-appmessaging

Mobile app analytics

App experienceoptimization

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

“We already made the ROI in one year on our project because we just used the software as a service out the door.”

https://www.youtube.com/watch?v=-WPqOdD4K4s

ANALYTICS

EXPERIENCEMANAGER

TARGET

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Thank you for your time and enjoy the cocktail mixer!