Leveraging Data To Master Customer Experience - Patrick Tripp, Adobe

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

LEVERAGING DATA TO POWER THE

CUSTOMER PATRICK TRIPP

EXPERIENCE ADOBE


Experience Video


DIGITAL MEDIA

DIGITAL DOCUMENTS

DIGITAL MARKETING


CREATIVE CLOUD ADOBE DOCUMENT CLOUD ADOBE MARKETING CLOUD

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 5

Digital Has Never Been Easier . . . Or More Difficult

Explosion of touchpoints and rising expectations

Flood of information from devices, servers and the

cloud

Companies racing to reinvent themselves


IN THE ENTERPRISE DISRUPTION


OFFICE WAVE BACK


OFFICE WAVE BACK

OFFICE WAVE FRONT


OFFICE WAVE BACK

OFFICE WAVE FRONT

BUSINESS WAVE EXPERIENCE


WHAT MAKES A

GREAT EXPERIENCE?

COMPELLING PERSONAL USEFUL EVERYWHERE

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Non-integrated tech platforms is seen as the most significant barrier to integration

Quarterly Digital Intelligence Briefing: The Multichannel Reality September 2015

18% Non-integrated tech platforms

Disparate data sources

Org. structure

Complexity

Lack of budget

Company culture

Lack of marketing skills

Lack of senior-level buy-in

23% 15% 56%

16% 17% 14% 47%

12% 13% 15% 40%

12% 11% 16% 39%

17% 10% 11% 38%

12% 11% 10% 33%

6% 8% 11% 25%

7% 6% 7% 20%

Obstacles to Success

Alignment of messaging and execution across different channels to ensure clarity of campaign and customer experience. Complexity of customer journeys and systems prevents alignment of campaign execution across multiple channels.

First choice Second choice Third choice


Data is your Foundation

1


2

Content is your Brand

1



3

Orchestrate the Customer Journey

2



1


Optimize the Experience

4 3

Orchestrate the Customer Journey

2



1


EXPERIENCES ARE

POWERED BY DATA

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Single View of Customer

Most know its important

50%

32%

10%

5% 3%

Strongly agree

Somewhat agree

Neutral

Somewhat disagree

Strongly disagree

Achieving a single customer view is critical to our long-term success

Yet few are doing it Do you / your clients currently use a single

customer profile for all marketing applications?

Customer Experience Optimization Report Econsultancy, 2015

18%

28%

9%

45%

18%

32%

7%

33%

Yes, for most of them Yes, for some of them Yes, but just for one or two of them

No

Company respondents Agency respondents


Contact Information Social/Demographic Data Email Preferences Structured Data

Contact History Mobile (in-app, SMS response, etc.) Email DMP Social (unstructured data)

Online Behavioural Data Calculated Lifetime Value 3rd Party Segment & Cluster Propensity Scores


Contact Information Social/Demographic Data Email Preferences Structured Data

Contact History Mobile (in-app, SMS response, etc.) Computed Data CRM data Social (unstructured data)

Online Behavioral Data Calculated Lifetime Value DMP Segment & Cluster Propensity Scores


Enrich the customer profile by integrating data sources unique to insurers to create the master marketing profile

80 million transactional rows of data

CUSTOMER SATISFACTION, SAVINGS, ROI

FROM MONTHS TO WEEKS

New Campaign Development 6 -figure sales uplift and projected

annualized benefits 7 -figure revenue uplift


EXPERIENCES NEED

GREAT CONTENT


Content

Context

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Dynamic Email Personalization

240,000 =

Possible combinations of one-to-one emails

EDITORIAL 1 version for each of the 6 segments

PROMOTION 1 promotion amongst the 10 promotions of the month

REAL-TIME OFFER The most appropriate from a catalog of 100 offers

PARTNER OFFER Best partner offer among 4

STANDARD CORPORATE FIELD

STANDARD CORPORATE FIELD

BRANDING Among 10 options

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Benefits to Centralizing Content

Dynamically serve and deploy content

Accelerate content creation time to market

Unify access to assets

Centralize Assets

Limit time spent on low value tasks

Speed up creation and execution

2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

NEED TO BE ORCHESTRATED GREAT EXPERIENCES


Impact of Cross-Channel Interactions


Marketers who use cross-channel campaign management tools to manage integrated marketing campaigns are significantly more likely to hit financial goals.

Increasing Conversions

Improving Retention

Enhancing Advocacy

73% 58% 55%

26% 39% 40%

1% 3% 5%

Major impact Minor impact No impact

Marketers Join Up The Channels Quarterly Digital Intelligence Briefing: The Multichannel Reality September 2015


DAVID

NICOLE

NATASHA

AMANDA

Looking for whats trendy this season

Walking by a local store

Abandoned her online shopping cart

The product she wanted is sold out online

What is Cross-Channel Marketing?


DAVID

NICOLE

NATASHA

AMANDA

Looking for whats trendy this season

Walking by a local store

Abandoned her online shopping cart

The product she wanted is sold out online

Adobe Campaign delivers personalized experiences across channels.

What is Cross-Channel Marketing? VISIT

OUR STORE NEAR YOU

JOIN OUR LOYALTY

CLUB

THANK YOU FOR YOUR PURCHASE

OPEN THE APP FOR

YOUR DEAL

VISIT THE OUTDOOR

DEPARTMENT

NICOLE, SAVE 25% ON SHOES

NICOLE, SAVE 25% ON SHOES


CALL US ABOUT THE SOLD OUT

ITEM

10% OFF AND FREE SHIPPING



Journey Management at

Customer Value

Prospect

Time

Acquire

Qualify Welcome Program

Birthday Campaign



Customer Value

Prospect New Customer

Time

Acquire


Birthday Campaign

Information

Convert Pers. offers

Remarketing



Customer Value


Active Client

Time

Acquire


Birthday Campaign

Information


Remarketing

Profile/Subscription

Motivate POS communication

Thank you letter



Customer Value


Active Client

Brand Advocate

Time

Acquire


Birthday Campaign

Information


Remarketing



Thank you letter

Nurturing

Grow Replenishment

Tell-a-Friend



Customer Value


Active Client

Brand Advocate

Losing momentum client

Time

Retain

Reactivate Loyalty

Acquire


Birthday Campaign

Information


Remarketing



Thank you letter

Nurturing

Grow Replenishment

Tell-a-Friend


OPTIMIZE EXPERIENCES DATA SCIENCE AND DECISIONING


Email Cross Channels Web Mobile Call Center Point of Sale Social

80% 75% 69% 53% 49% 49% 45% Email Cross Channels Web Mobile Call Center Point of Sale Social

ITS ALL ABOUT CONTEXT TODAYS CONSUMERS WANT MARKETERS TO MAKE IT PERSONAL

77% MARKETERS BELIEVE THAT REAL-TIME PERSONALIZATION IS HIGHLY IMPORTANT

Source: Real-Time Marketing Study: DMA and Adobe


Dont Fear the Algorithms

39


age

gender

device type

region zip code

search keyword

segment

category affinity

browser

clicks and navigation

When rules are unclear, leverage machine learning

Real-time Personalization

Automated Decisioning


Marketing in Context: La Fourchette

Related restaurant recs delivered on website.

Triggered remarketing campaigns just in time for dinner!

Real-time recommendations also delivered in email via.

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How does your Digital Marketing stack up? www.adobemarketingscore.com

Determine & exceed your benchmarks

Compare your results with industry benchmark data

Set new goals by category & discover how to get there


Blueprint for Digital Success

1 Access single view

Continuously capture insights

Tap into anonymous and authenticated data

Data is the Foundation




1

Content is Your Brand

Centralize assets into single location

Leverage across online/offline

Synchronize and update assets as things changes

2 Access single

view Continuously

capture insights Tap into

anonymous and authenticated data


1





2

Design the customer journey

Inbound/outbound decisions managed in single location

Apply rules across all campaigns/channels

3

Access single view



Orchestrate and Deliver




1





2

Orchestrate and Deliver

Design the customer journey

Inbound/outbound decisions managed in single location

Apply rules across all campaigns/channels

3

Leverage A/B/MVT Apply predictive

analytics and machine learning

Incorporate analytics and insight for data-driven marketing

4

Optimize and Learn

Access single view



Marketing Visibility, Alignment, Collaboration




Thank You Patrick Tripp

Sr. Product Marketing Manager, Adobe

@ptripp

adobe.com/campaign adobemarketingscore.com


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