© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Managing Customer Experience in Multichannel Environments

Digital Marketing Specialist Rob In der Maur

Adobe Hoogoorddreef 54a Amsterdam, Netherlands T +31 20 65 11 200 M +31 646 32 42 49 rmaur@adobe.com Twitter: @ridmaur

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The World is Changing

Move to Mobile & Tablets

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Pope John-Paul II - 2005

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Pope Francis - 2013

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The World is Changing

Move to Mobile & Tablets

The Internet of Things

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

LET’S BE THIS AWESOME

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The World is Changing

Move to Mobile & Tablets

The Internet of Things

Making Everything Digital

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

DIGITAL DISTRESS

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Copyright – Luma Partners

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

NEXT STEPS

fierce Competition is

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 97% Site visitors who do not convert

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

how did we get here?

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

We began with catalogues,…

15 …which allowed us to tell a story, make a connection, and inspire a purchase.

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

1999 But when we launched the web, we started with boring database driven stores…

16

…which focused on •  a home page, •  category pages, •  product detail

pages, and •  the shopping

cart paradigm.

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17

Over time, marketers wanted more and began building their own sites. Landing pages.

Microsites. Mobile sites. Tablet sites.

Apps.

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

END OF AN ERA

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Meet “The New Marketer”

© 2014 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

Pier 83

Fort

h Av

e

2nd

Ave

10th

Ave

21st

St

Pier 83

Fort

h Av

e

2nd

Ave

10th

Ave

21st

St

T-Mobile 4 Nokia Lumia 520

Sue Child

Chris Manchester Elisa Sanchez

Age 40

Jerry | Stock Broker

AT&T Iphone 4s

@AdobeMktgCloud Albert

Sushi

3,343, 4,453

WELCOME TO THE ERA OF

DIGITAL

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Changing the world through digital experiences

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Art + Science

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Art + Science

Creative Cloud Marketing Cloud

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Ideation Creation Analysis Personalization

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

LISTEN PREDICT ASSEMBLE DELIVER

Best Real-Time Consumer Experience

300 MILLISECONDS

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

ADOBE MARKETING CLOUD

Adobe Social

Adobe Media

Optimizer Adobe

Analytics

Adobe Target

Adobe Experience Manager

Adobe Campaign

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Social

Next Gen Buzz Monitoring Social Campaign Attribution to Business Results Predictive Publishing

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Media Optimizer

Portfolio Optimization & Rules Based Bidding One Price, Multiple Channels Twitter API

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Target

A/B/N Testing Multi-variate Testing One-Click Automated Targeting Recommendations

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Experience Manager

Dynamic Personalized Experiences Cross device, Responsive design Connected to the Marketing Cloud

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Campaign

Cross-channel marketing Connects Marketing Cloud to your CRM Enables Anonymous to Known Marketing

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Analytics

Full marketing analytics made actionable with data connected to marketing & business systems

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

Web Content Management

Social Media Management

Cross-Channel Campaign

Management

Data Management Platforms

Web Analytics

Web Content Management For Digital Customer Experience

Online Testing

Adobe Leadership in Digital Marketing

TOTAL QUADRANT DOMINATION

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

MARKETING CLOUD ARCHITECTURE

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

Adobe Marketing Cloud: Cross-Solution Experience & Shared Services

Content Data

Attract &

Acquire

Manage Deploy Engage Convert

Report &

Analyze

Connect & Optimize

Platform

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

Adobe Marketing Cloud: What is a Marketing Cloud?

Content Data

Attract & Acquire

Adobe Social

Adobe Media Optimizer

Engage & Convert

Adobe Experience Manager

Adobe Target

Adobe Campaign

Report & Analyze

Adobe Analytics

Data Exchange Creative Cloud Profile, Data & Content

Content Campaigns Context

Assets Channels Audiences Data

Shared Capabilities

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

•  Simpler infrastructure •  Single tool for IT and merchants

•  Improved content change ability by business stakeholders

•  Gain benefits of CMS workflows

•  Business owner drives customer experience

•  Ultimately flexibility to tailor rich media site designs across

devices

Benefits

Challenges •  High cost to change front-end

typically requiring developers •  Changes require significant

regression testing

•  Business still limited on affecting change to customer experiences •  CMS feature set limited to

content data store

•  Initial integration effort greater

E-Comm Engine

CMS E-Comm Engine

CMS E-Comm Engine

Integration Approaches

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Experience-Driven Architecture

Consistent Business Managed Customer Experience

Brand Site eStore Mobile Other… §  All marketing experiences can be shoppable

§  Accelerated time to market for brand and design changes

•  Single digital asset management

Shopping | Blogs | Forums | Customer Service | etc.

Adobe Marketing Cloud

Actionable Insights Across Experience

Product Catalogue | Cart & Checkout | Order Management | Customer Service

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

Adobe Marketing Cloud: What is a Marketing Cloud?

Content Data

Attract & Acquire

Adobe Social

Adobe Media Optimizer

Engage & Convert

Adobe Experience Manager

Adobe Target

Adobe Campaign

Report & Analyze

Adobe Analytics

Data Exchange Creative Cloud Profile, Data & Content

Content Campaigns Context

Assets Channels Audiences Data

Data

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46

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

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

experience driven commerce transact anywhere on any device with relevant, personalized, socially engaged immersive experiences, that are current and tell a story with rich media, and have measured success.

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

SOCIAL

TESTING

OPTIMIZING

EXPERIENCE

ANALYTICS

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

New Cross-product Interface & Campaign Collaboration: marketing.adobe.com

50

1 New Marketing Cloud & Solution branding and design

2 Single Sign-on access across Marketing Cloud Solutions 3 Sharing and collaboration of select data and reporting across Marketing Cloud solutions

4

5

6 …

…

…

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

SOCIAL

TESTING

OPTIMIZING

EXPERIENCE

ANALYTICS

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2014 NERDS UNITE

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

@ridmaur

THANK YOU

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