The Right Ingredients for Building an Effective Customer Profile

Marketing Innovation Summit for B2B

The Right Ingredients for Building an Effective B2B Customer Profile

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Drew Burns, Sr. Product Marketing Manager, Adobe Target Solution @drewtburns

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

Research product online

Receive mobile ad for product

Search online for product

Join Facebook Community and source opinions on product

Research accessories for product

Product overview from ADM

Receive product updates

See TV ad for product

Buy product online

Demo Product in Experience Center

Online Demo of Product

View video for newer product

Potential Customers are “on-the-go”

Receive promo for product


The ROI potential & contribution of Personalization

Experience A Experience B

B? A?


Experience A

Results – Data Optimized

Enter: +12%

Winner!

A?


Experience B

Results – Data Optimized

Learn: 200%

B?

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

§  3 million referrals to Adobe.com

§  13% Revenue Contribution Creative Cloud

§  Reduced Ad Cost by 28%

Results

© 2013 Adobe Systems Incorporated. All Rights Reserved.

The Marketing Landscape



Visitor A Experience Visitor B Experience

Broad Segment-based Targeting masquerading as Personalization


The Marketing Landscape


Gender: Female

Age: 28-32 years old

Interest(s): Auto loan

City: Washington DC


Engaging in a relevant conversation with an individual, high-value lead


USER EXPERIENCE USER ACTIONS §  Clicks on product

§  Clicks on a news story

§  Walks into store

§  Stock hits $50 and triggers an alert

§  Downloads a whitepaper

§  Updates golf scores

.000 .003

1. What do I know about this visitor?

2. What do I predict will make the visitor take the action I want?

§  30% off, Free shipping §  Golf Stories §  Product Recommendation

3. Access & Assemble the Digital assets that match what I predict

4. Deliver those Digital Assets to the visitor in the right channel

The Last Millisecond .001 .002

Personalize the Journey: Deliver the best consumer experience in real-time


Digital Marketing Objectives

13

Increase ROI

Increase Conversions

Improve Customer Loyalty & Brand Experiences

Capitalize on Social & Mobile Opportunities

Disparate Data Sources and Technologies

Marketing Attribution

Creating Relevant Content across Channels Resources, Management, Workflow, Efficiencies

Digital Marketing Challenges

13


SOCIAL

TESTING

OPTIMIZING

EXPERIENCE

ANALYTICS


Collaboration & Context in Adobe Marketing Cloud

16


Adobe Marketing Cloud

Marketing Cloud Exchange (APIs/SDKs)

Collaboration

Assets

Profile and Audience Management

Dynamic Tag Management

Shared Capabilities

ADOBE CAMPAIGN

EXPERIENCE

MANAGER

ADOBE TARGET

ADOBE

SOCIAL

MEDIA OPTIMIZE

R

ADOBE ANALYTIC

S

Solutions

Platform

Third-party data and applications

Profile, Data & Content


Building persistent visitor profiles – applying to all channels

18

environment variables +  IP address

+  Country of origin

+  Time zone

+  Device type

+  Operating system

+  Browser type

+  Screen resolution

site behavior variables +  Customer /

Prospect

+  New/return visitor

+  Previous visit patterns

+  Previous Product interests – top level

+  Previous Product interests – low level

+  Searches

+  Previous online purchases

+  Previous Campaign exposure

+  Previous Campaign responses

offline variables +  CRM

+  Call center

+  Ticket sales

+  3rd-party data

temporal variables +  Time of day

+  Day of week

+  Recency

+  Frequency

referrer variables +  Referring domain

+  Campaign ID

+  Affiliate

+  PPC

+  Natural search

+  Direct/bookmark

+  Social graph/login


Augmented with invaluable firmagraphic data and other data sources through APIs


Analytics & Target Data Synchronization

20

Launch Faster Fewer configuration steps when setting up an activity. No success metrics setup and no reporting audiences required.

Think Bigger See all Analytics audiences and metrics, right from within Target.

Dig Deeper Break down any test by any audience, using any metric after it runs.

1

2

3

Launch Now. Learn Later.

Testing and targeting has never been easier

+ 1 3 2 4


Adobe Target: the Personalization Engine across channels in Marketing Cloud

Experience Manager

Analytics

Campaign

Media Optimizer

Creative Cloud Social 2nd Party

3rd Party

1st Party

Master Marketing

Profile

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 23

Landing/Home Page Confirmation Page

The customer journey


Adobe Campaign: Cross-Channel Orchestration


AWARENESS

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26 *Photo credit: http://www. fotolia.com

Unknown Visitor ➔  Geo-location; Las Vegas, NV

➔  First time visitor

➔  Membership status: Not an Adobe ID holder

➔  Referring URL: (bing)

➔  Referring search term: (photoshop)

➔  Operating System: Mac OS X

➔  Browser: Safari


AWARENESS

CONSIDERATION


CONSIDERATION

AWARENESS


CUSTOMER IDENTIFIES HIMSELF

CONSIDERATION

AWARENESS



CONSIDERATION

AWARENESS

CROSS-SELL/ UP-SELL



AWARENESS

CROSS-SELL/ UP-SELL

CONSIDERATION



AWARENESS

CROSS-SELL/ UP-SELL

CONSIDERATION

ADVOCACY


➔  [email protected]

➔  22 years old, single

➔  Male

➔  Student

➔  Creative Cloud for Teams Education Subscriber

➔  Huffington Post Reader

➔  Charitable Cause Enthusiast

➔  iPad, Desktop user

➔  Twitter Author

➔  1 of 290,000 Facebook fans *Photo credit: http://www. fotolia.com

➔  Geo-location; Las Vegas, NV

➔  Membership status: Not an Adobe ID holder

➔  Referring URL: (bing)

➔  Referring search term: (photoshop)

➔  Operating System: Mac OS X

➔  Browser: Safari

Mark Aaron

Unknown Visitor


Digital Ecosystem

37

Web Site, Mobile Sites & Mobile Applications

3rd-Party Media – SEM & Display

Serve ads to ideal high-value targets

Understand campaign attribution

Social Media

Deliver relevant messaging Understand impact of

campaigns

Store/Branch

Call Center

Email

Orchestrate DM, EM, inbound / outbound calls,

branches with digital channels

Customer Profile Integrated Digital Marketing

Platform with a common layer of data

& content

Deliver personalized experience

Consistently across channels


Maturity Models: AdobeTargetPro.com & AdobeMarketingPro.com

38

INCIDENTAL EXPANDED

DISCIPLINED STRATEGIC ALIGNMENT

EMBEDDED

A/B Testing Optimization of Multiple

Creative or Experiences

Multi-variate Testing

Targeted Landing Pages

Custom Messaging

by Audience Segment

Cross-Channel

Creative and Experience Targeting

Profiles Shared Across

Channels

Targeted Site Experiences

Personalized Messaging

Across Channels

Digital Creative Testing Targetable Profiles Multichannel Profile-Sharing

1 2 3 4 5

Consistent messaging

Optimize Media Mix

Personalized Marketing

based on Site Behavior


Q&A

The Right Ingredients for Building an Effective Customer Profile

Marketing

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