Transform Customer Engagement and Business Performance … · 2013. 5. 21. · Evolving the Footprint of SAP HANA @ Adobe 7 ImplementMulti Explore Operate Real-Time Analytics for

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

Transform Customer Engagement and Business Performance Management

Aditi Dhagat, Senior Director, Adobe Information Management

Ryan Stansfield, Adobe Information Strategy & Architecture

1



Adobe‟s Advantage

3

MONETIZE MEASURE MAKE

MANAGE


Why Adobe‟s Data Strategy is a Corporate Imperative

4

OFFERINGS: from… BOXES to… SUBSCRIPTION

DISTRIBUTION: from… CHANNEL to… DIRECT

PRODUCT RELEASES: from… 18-MONTH CYCLES to… ALL THE TIME

CUSTOMER INTERACTIONS: from… PERIODIC SALES to… ONGOING

RELATIONSHIP

MARKET FACTORS

Increase CROSS FUNCTIONAL COLLABORATION

Integrate SILOS of CUSTOMER DATA

Deliver ONE VERSION of the SAME METRIC

React to CUSTOMER SIGNALS in the LAST MILLISECOND

Grow DATA and data-driven ACTION

DRIVE OPERATIONAL CHANGE


Why Adobe‟s Data Strategy is a Corporate Imperative

5

Acquire, convert, retain and

delight our customers

Generate real-time insights

Deliver personalized, engaging

experiences

Create a more responsive

enterprise


What Success Looks like

6

• KPIs are timely, accurate

and undisputed

• More business leaders with

direct & dynamic access to

data

• Business focus on

interpretation & action

rather than collection &

consolidation of data

• Personalized, unified, and

welcomed customer

experiences through all

points of engagement

• Marketing to a „segment of

one‟

• Customers with visibility

and control over their

complete Adobe identity

and how it influences their

experiences

Adobe Dash Creating a more responsive enterprise

Adobe Grand Central Deliver personalized, engaging experiences


Evolving the Footprint of SAP HANA @ Adobe

7

Implement

Operate Explore Real-Time Analytics for Business

Performance Management

Extended Profile Management for

Multi-Channel Customer

Engagement

Platform for SAP Business

Applications (SAP ECC,

SAP CRM) Explore

Explore

Impl.

2014 2013 2012


How Adobe enables Business Performance Management

8

Adobe Dash powered by SAP HANA

Adobe‟s Business Intelligence platform that simplifies

access and visibility to real-time information, connecting

data across corporate sources, enabling better and

faster business decisions.

Speed Real-time data acquisition

Sub-second query times

„Live‟ data at the fingertips of decision makers

Versatility Multiple visualization technologies

Data as a service

Trust One set of KPIs (eliminate

siloes)

Single Source of Truth

Capabilities Enabled

Opportunities Bookings Subscriptions Revenue Support Cases Workforce Billings Entitlements


Business

Performance

Management

at Adobe

Digital Marketing

TOP 100 CUSTOMERS Sales Operations

OPPORTUNITY & ATTAINMENT

Sales Operations

MANAGER HIERARCHY

Sales Operations

BOOKINGS ANALYSIS


ADOBE DASH

PRODUCTS

BUSINESS INTELLIGENCE

IN MEMORY DATABASE

EXTRACTION / ETL

DATA SOURCE SYSTEMS

Business Performance Management Architecture: Adobe Dash on SAP HANA

10

Ecommerce,

Fulfillment,

Product

Telemetry SAP ECC &

SAP CRM

SAP Landscape

Transformation:

Replication Server

SAP Data Services

SAP HANA

WEB SERVICES


+

How Adobe enables Customer Engagement

11

Grand Central Powered by the Adobe Marketing Cloud,

integrated with SAP HANA

Adobe‟s next generation platform to drive

relevant, personalized and unified

customer experiences across channels.

Multi-channel Unified experiences

Integrated across device & channel

Integrated Analytics Analytical segmentation

Real-time decisioning (in the experience)

Attribution and optimization

Market to One Centralized audience

management

Global customer profile (master, transactional, behavioral, analytical)

Capabilities Enabled

+


It‟s all about our Customers

Active

Paid

Subscriptions

The Problem

• 10 year old marketing

data infrastructure

• Siloed by channels

• Impedes time to market

for new business models

The Need

• Timely information to

tailor personalized

customer experiences

• Consistent message

across marketing

channels

• Integrated data from

multiple structured and

unstructured sources

The Solution

Generating personalized

customer experiences

through:

• Fully integrated

customer profile

• Active correlation of

transactions,

behaviors and profiles

• Responses in the

“Last Millisecond”

100%

50%


Customer Engagement Management @ Adobe

13

Personalized messaging

• Visitor interacts with multiple channels

• Each interaction builds on the next

message

• Balanced, consistent treatment throughout

Each visitor has a “backpack”

• Items inside show clues about visitor

• All channels deposit into backpack

• All channels retrieve from backpack


Customer Interactions Campaign Definition, Execution and Optimization

Customer Engagement Management Architecture: Adobe Marketing Cloud + SAP HANA

14

Data, Analytics & Reporting

n

SQL, Hive

Adobe Dash

SaS, R

Adobe.com, CC.com ESP DSP, Exchange In-Product

Adobe

Experience Manager

Web Experience Management

Digital Asset Management

Content Authoring,

…

Adobe

Social

Social Publishing,

Monitoring,

Analytics and ROI,

…

n

Adobe

Analytics

Segment Analysis

Campaign Optimization

Attribution & RIO Analysis

Campaign Metadata Mgmt

…

Adobe

Target

Content Personalization,

Experience Testing,

1:1 Targeting, Recommendations,

…

Adobe

Media Optimizer

Paid Media Optimization

Audience Management,

…

Product Use

Site Behavior

Media

Display

Search

Email

CRM

Leads, Activities

Orders , Entitlements

Support Cases

SaaS, CRM, ERP Profiles,

Preferences

Social

Paid, Owned, Earned

• Raw Data Collection

• Normalization &

Harmonization

SAP HANA

• Interaction Event Model (Time-

Series of Marketing Relevant

Activities)

• X-Channel Individual Profile

HDFS + HBASE

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15

Documents

Transform Customer Engagement and Business Performance … · 2013. 5. 21. · Evolving the Footprint of SAP HANA @ Adobe 7 ImplementMulti Explore Operate Real-Time Analytics for