lvima dpd 2015 - adobe

© 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?


PERSONALIZED RELEVANT REAL-TIME

Consumers justifiably expect more…


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


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

MULTIPLE DATABASES & TECHNOLOGIE

S

MULTIPLEMESSAGES

MULTIPLE CHANNELS

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DISJOINTED EXPERIENCE


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


SOLUTIONS

CORE SERVICES


PLATFORM

ANALYTICSEXPERIENCEMANAGER

CAMPAIGNMEDIAOPTIMIZER

SOCIAL TARGET

ACTIVATION

ASSETS

COLLABORATION

EXCHANGE

MOBILE

PROFILES &

AUDIENCES

USER MANAGEMENT

& ADMINISTRATI

ON

Data & Content

PRIMETIME AUDIENCE MANAGER


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


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


SOLUTIONS

CORE SERVICES


PLATFORM

ACTIVATION

ASSETS COLLABORATION

EXCHANGE

MOBILEPROFILES &

AUDIENCES

USER MANAGEMENT

& ADMINISTRATI

ON

Data & Content



SOCIAL TARGET PRIMETIME AUDIENCE MANAGER


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


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


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


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.


The Marketer’s Journey


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


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

ANALYTICS


Algorithmic attribution gives Adam an unbiased view of campaign performance.

ANALYTICS


He identifies unique, high value segments… ANALYTICS


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

MANAGER


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

MANAGER


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

TARGET

Experience A

Experience B

Experience C


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

TARGET

A

B

C

D

E


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

TARGET

Find

View

Find

View


Core Services make the solutions of the Adobe

Marketing Cloud work better together.


SOLUTIONS

CORE SERVICES


PLATFORM



SOCIAL TARGET PRIMETIME AUDIENCE MANAGER

Data & Content

ACTIVATION

ASSETS

COLLABORATION

EXCHANGE

MOBILE

PROFILES &

AUDIENCES

USER MANAGEMENT

& ADMINISTRATI

ON


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


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


Core services

Data

Solutions

How Does It Work?

CRM POS DB

Attributes

Audiencescommon ID


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


Analytics

Tag

Tag

Tag

Tag

Tag

Tag

Tag

Tag

Tag

Target

How Does It Work?Without Activation


Analytics

Target

Tag

Tag

Tag

Any technolo

gy

With Activation

AGILE

EFFICIENT

VENDORAGNOSTIC


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


How Does It Work?

Campaign data integration

Unified content and commerce

Customer data integration

Exchange: marketing.adobe.com/exchange


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.


How Does It Work?

Mobile app-centric control center

Mobile SDK

Intelligent locationmarketing

In-appmessaging

Mobile app analytics

App experienceoptimization


“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


Thank you for your time and enjoy the cocktail mixer!

lvima dpd 2015 - adobe

Marketing

adobe confidential

adobe systems incorporated

adobe analytics

adobe experience manager

siloed support systems

customer expectations

customer loyalty

customer increase conversions