© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Personalisierung der KundenanspracheAndreas.Helios@adobe.com

Innovation – Insights – Interaction Andreas Helios, Adobe Systems2

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Forsa Studie – Marketingkommunikation

3

….Angebote die auf persönliche Interessen zugeschnitten sind….

Quelle: Forsa, Silverpop

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

Targeting bei anonymen Besuchern basierend auf selbstlernenden und selbstoptimierenden Modellen

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6

Targeting bei anonymen Besuchern basierend auf selbstlernenden und selbstoptimierenden Modellen

Personalisierung basierend auf Ähnlichkeiten, Vorlieben, Einkäufen

und anderen Aktivitäten.

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7

Targeting bei anonymen Besuchern basierend auf selbstlernenden und selbstoptimierenden Modellen

Personalisierung basierend auf Ähnlichkeiten, Vorlieben, Einkäufen

und anderen Aktivitäten.

Berücksichtigt externeDaten wie z.B. aus CRM, sozialen

Netzwerken und anderen Drittsystemen

®

Copyright 2012 Adobe Systems Incorporated. All rights reserved.

Segmentierung

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Profile: Der Schlüssel zum Kundenwunsch

9

Verhalten

Umgebung Extern

Referrer

Zeit

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Umgebung

+IP-Adresse

+Land

+Zeitzone

+Gerätetyp

+Betriebssystem

+Browser

+Bildschirmauflösung

+Bildausrichtung

Verfügbare Daten

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

http://www.lda.bayern.de/onlinepruefung/adobeanalytics.html

11

®

Copyright 2012 Adobe Systems Incorporated. All rights reserved. 12

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13

http://panopticlick.eff.org/index.php?action=log&js=yes

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14

Transparenz

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Verfügbare Daten

+Kunde / Neukunde

+Neuer / bekannter Besucher

+Verhaltensmuster

+Produktinteressen

+Suchen

+Vorherige Käufe

+Kampagnenkontakte

+Kampagnenansprache

Verhalten

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Verfügbare Daten

Referrer

+Verweisende Domain

+Kampagnen ID

+Affiliate

+Bezahlte Suche

+Natürliche Suche

+Direkt

+Soziale Netzwerke

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Verfügbare Daten

+Tageszeit

+Wochentag

+Frequenz

Zeit

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Welche Variante konvertiert besser ???

18

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

???

Ergebnis

19

+23 %

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Aber …

20

-40 %+40 %

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Verfügbare Daten

+CRM

+Call-Center

+Tickets

+Daten aus dritten Quellen

Extern

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Klare Segmentierung

22

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Viele Variablen – Besser automatisieren

23

®

Copyright 2012 Adobe Systems Incorporated. All rights reserved.

Onsite Behaviors

Social Profiles

Demographic Data

Custom Data Stores

Profile Data

Repository

Client Context

®

Copyright 2012 Adobe Systems Incorporated. All rights reserved.

Digitale Körpersprache lesen

®

Copyright 2012 Adobe Systems Incorporated. All rights reserved.

Digitale Körpersprache lesen

®

Copyright 2012 Adobe Systems Incorporated. All rights reserved. 27

Relevanter Content

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29

Targeting

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Use Case regelbasiertes Targeting: Orbitz

30

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31

Usecase Retargeting : Sony

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Gezielte Auslieferung von Hero Teasern erzeugte einen durchschnittlichen Uplift von 84% in der Klickrate.

32

Usecase Retargeting : Sony

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33

Usecase Retargeting : Sony

Gezielte Auslieferung von Hero Teasern erzeugte einen durchschnittlichen Uplift von 84% in der Klickrate.

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Gezielte Auslieferung von Hero Teasern erzeugte einen durchschnittlichen Uplift von 84% in der Klickrate.

34

Usecase Retargeting : Sony

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35

109% Uplift beim RPV

Usecase Retargeting : Sony

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36

Content aktiv verwalten

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Make | Manage | Monetize | Measure

Creative Inhalte erstellen und optimieren

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Make | Manage | Monetize | Measure

Inhalte an Geräte und Formate anpassen

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Make | Manage | Monetize | Measure

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Make | Manage | Monetize | Measure

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Make | Manage | Monetize | Measure

Inhalte ablegen und synchronisieren

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Make | Manage | Monetize | Measure

Visuelle Ablage in der Creative Cloud

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Kevin C. has better image

Make | Manage | Monetize | Measure

Struturiertes Digital Asset Management in der Digital Marketing Cloud

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Make | Manage | Monetize | Measure

Direkter Zugriff aus dem Web Experience Management System

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Make | Manage | Monetize | Measure

Optimale Darstellung in jedem Endgerät

®

Copyright 2012 Adobe Systems Incorporated. All rights reserved.

Und das ganze in wenigen Millisekunden

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Für jeden Kunden das Beste – in Echtzeit

ERLEBNISAKTIONEN

Klick auf Anzeige

Klick auf redaktionelle Inhalte

Suche

Wenige Suchergebnisse

Download eines Whitepapers

Trial Download

1. Was weiß ich über den Besucher?

2. Was bringt den Besucher dazu, das zu tun, was ich von ihm will?

BannerRatgeberEmpfehlungen

3. Die Assets zusammentragen, diezu meiner Prognose passen

4. Dem Besucher die passenden Assetsauf dem richtigen Kanal präsentieren

47

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Let technology decide for you

48

AUTO

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe’s Vision

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Personalisierung der KundenanspracheAndreas.Helios@adobe.com

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Automated decisioning & targeting

51

Adobe.com – automated targeting build

Behavioral Targeting: merchandising banners on Adobe.comAutomated targeting delivered over 20% lift on merchandising banners and 25% lift on Products PageAutomated targeting optimized the 95% “No Segment” traffic

Banners

Product Page

99.67% Confidence

99.04% Confidence

Targeting things we never would have known to target

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Why does automated targeting matter?

52

2x more likely to spend

84% more likely to engage

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.