lvima dpd 2015 - adobe
TRANSCRIPT
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital Planning DayThursday, July 16, 2015
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
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…
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Proliferation of channels + static, silo’ed support systems = breakdown in experience
MULTIPLE DATABASES & TECHNOLOGIE
S
MULTIPLEMESSAGES
MULTIPLE CHANNELS
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DISJOINTED EXPERIENCE
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
“Adobe is a marketing-first provider with a proven grasp of marketers' needs, stressing usability and collaboration“ Gartner – November 2014
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
“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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How Does It Work?
Campaign data integration
Unified content and commerce
Customer data integration
Exchange: marketing.adobe.com/exchange
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Thank you for your time and enjoy the cocktail mixer!