opportunities offered by the integration of digital and ... · opportunities offered by the...
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The new opportunities offered by the integration of digital and physical channels: The evolution of Customer Journey in Finance. Unicredit case history Banking Nicola Bugini – Senior Solutions Consultant, Adobe Systems Italia
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Jen | Gym Instructor
Lululemon Athletica is fantastic. Felix | College Professor
VERIZON LTE 4G Samsung Galaxy S4
Fred Leger Age 30
T-Mobile 4 Nokia Lumia 520
Sue Child
Chris Manchester Elisa Sanchez
Age 40
Jerry | Stock Broker
AT&T Iphone 4s
@AdobeMktgCloud
Albert 3,343, 4,453
Welcome to the Era of Digital
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New competitive landscape
Industry Dynamics Focus on privacy & data security
Dramatic to digital
consumer shift
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Priorities for Retail Banks
GROW CLIENT BASE • Drive digital sales – web & mobile • Improve ROI of digital media spend • Increase account quality
DEEPEN CUSTOMER RELATIONSHIPS • Unify view of the customers (360) • Improve “financial well-being” customers • Increase cross-sell rates of credit &
investments
CONSISTENT, HIGH-QUALITY
EXPERIENCES • Deliver seamless cross-channel experiences • Improve brand consistency • Attribute channel impact to conversion
activity
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The customer journey is highly complex, never linear and rarely through one
channel
AWARENESS CONSIDERATION
DECISION PURCHASE
checks social media for reviews
researches product via mobile
site
dials call center for
more information Initiates
purchase online via tablet
Stops by branch to finalize purchase
Customer receives email with savings
offer
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DISPARATE DATA SOURCES & TOOLS
Challenges
ANONYMOUS AUDIENCES
CHANNEL COMPLEXITY & ATTRIBUTION
DRIVING DIGITAL SALES & REVENUE – ESPECIALLY FROM
MOBILE
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
PERSONALIZED CROSS-CHANNEL REAL-TIME
The Connected Customer Experience
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
.000 .003 .001 .002
Delivering a connected customer experience
USER EXPERIENCE USER ACTIONS
Predict
The Last Millisecond
Listen
CRM 3rd
Assemble
Deliver
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Adobe Advantage
Adobe® Creative
Cloud™
Adobe® Marketing
Cloud
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
THE ADOBE MARKETING CLOUD
ANALYTICS EXPERIENCE MANAGER
TARGET MEDIA OPTIMIZER
SOCIAL CAMPAIGN AUDIENCE MANAGER
PRIMETIME
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SOLUTIONS
CORE SERVICES
Adobe Marketing Cloud
PLATFORM
ANALYTICS EXPERIENCE
MANAGER
CAMPAIGN MEDIA
OPTIMIZER
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.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
IN-APP MESSAGING
MOBILE APP
MOBILE FORMS
TRIGGER-BASED EMAIL
ACCOUNT SUMMARY
WEFINANCE.COM HOME
JUMP PAGE CREDIT CARD
SEARCH
POTENTIAL CUSTOMER
Age:
Previous Browsing History:
Current Products:
Geography:
In Market:
Current Customer:
Income:
On Email List:
Product of Interest:
Preferred Communication Method:
Social Media Activity:
Gender:
Campaign Response History:
Search Keyword:
Search History:
36
Last Week – “Credit Card”
Checking & Savings Account
San Diego, CA
Yes
Yes
$80,000–$100,000/year
Yes
Credit Card – Travel Rewards
Male
Search
Credit Card
“Rewards” & “Travel Points”
Banner A Email 3
CROSS-CHANNEL ONBOARDING
MARK ANGELLO
Frequency & Recency on weFinance.com: Last 90 Days – 8x
Progressive Customer Profile
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
MOBILE
SOCIAL
BRANCH/ CALL CENTER
Data Driven Marketing Accelerate customer acquisition & engagement by combining digital analytics, customer data and offline interactions
CUSTOMER 360 Understand the entire
customer journey across multiple channels
ATTRIBUTION Measure the true impact of your
marketing campaigns and channels
PREDICTIVE INTELLIGENCE Make forward-looking decisions and enable responses to real-time
customer activities
WEBSIT
E
ANONYMOUS
Adobe Analytics
Adobe Audience Manager
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Customer Experience Conquer complexity to simply deliver improved digital experiences across every touch point of the customer journey
CENTRALIZED Centralize the content creation and management to expedite delivery and speed to market
AUTOMATED Automate personalization and optimize conversion through
testing and targeting
UNIFIED & CONSISTENT Create unified and consistent customer experiences across
digital channels
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Cross-Channel Marketing Deliver 1-to-1 customer centric campaigns across channels in context
NEW CHECKING ACCOUNT
INCREASE SAVINGS
NEW HOME MORTGAGE
LOWER BANK FEES
Customer Motivation
NO MINIMUM BALANCE CHECKIN
G
WELCOME/ DISCOVER FEATURES
START SAVING &
SET GOALS
LEARN MORE
ABOUT OUR SAVINGS OFFERS
STEADY CD
INTEREST RATE
OFFER
RISK-FREE CD OFFER
INTEGRATED CUSTOMER PROFILE
VISUAL CAMPAIGN ORCHESTRATION
TARGETED SEGMENTATION
OPERATIONAL REPORTING
CROSS-CHANNEL EXECUTION
Customer Journey
GET PRE-QUALIFIE
D
YOUR GUIDE TO
PROPERTY OWNERSHI
P
YOUR MORTGAGE OFFER
LET’S CONNECT
& SEE HOW WE CAN
HELP
ACCOUNT ADJUSTMEN
T OFFER
DISCOVER YOUR NEW FEATURES
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Services Mobile development & mobile marketing focused on apps and responsive websites
MAKE & MANAGE Update content for multiple
platforms, app stores, and mobile browsers
MEASURE Use analytics to improve engagement
& unify with web interactions
MONETIZE Improve app experiences & conversion with A/B testing
A
B
C
D
D
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Responsive & Adaptive forms: Simplify form filling on any device
Key Capabilities
• Pre-filled form fields
• Save partially completed forms & return later
• Leverage Adobe EchoSign for electronic signatures
• Leverage embedded contextual help
Key Benefits
• Increase conversions, reduce abandonment and errors
• Responsive design adapts devices; forms adapt to user responses
• Templates can match look and feel of websites
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Marketing Cloud
18
Case Study: UniCredit
Increase acquisitions across digital channels
Deliver compelling & dynamic websites
Maintaining brand consistency across all sites
OBJECTIVES
Adobe Marketing Cloud, including Adobe Analytics, Adobe Target, Adobe Social and Adobe Experience Manager) & Adobe Creative Cloud
SOLUTIONS
Increased online acquisitions by 60%
Enhanced site exit page & increased leads by 20%
Reduced cost per lead by 43% in Year 1
RESULTS
Jonathan Elliott Head of Web Analytics, UniCredit
“The Adobe Marketing Cloud has helped us penetrate the vast European market and grow acquisitions online by 60% year after year. By using the Adobe solutions for the past few years, we have reduced our cost per lead by 43% and 19% consecutively while strengthening our brand and online strategy.”
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Why Adobe?
Adobe Marketing Cloud is the most comprehensive & integrated marketing solution for marketers
8 SOLUTIONS, 1 CLOUD
Most integrated multi-channel marketing cloud in the marketplace today
Unmatched integration between market leading creative and marketing clouds
Core services for unparalleled user collaboration, workflow and experience
Pure focus on the digital marketing professional and their specific needs
Integrated solution designed for real-time activation of content & data assets
True cloud based solution, reducing TCO while addressing key data privacy/ security constraints
Top quadrant, market leading integrated platform
ANALYTICS EXPERIENCE MANAGER
TARGET MEDIA OPTIMIZER
SOCIAL CAMPAIGN AUDIENCE MANAGER
PRIMETIME