ACQUISITION EVOLVED.€¦ · customer intelligence pieced together from all of your data. Savvy...

ACQUISITION EVOLVED. Using data-driven marketing to attract high-value customers for financial services.

2016

22016 | Acquisition evolved.

1617

TABLE OF CONTENTS

The world of acquisition has changed—again.

The financial services ecosystem is full of pitfalls.

Data equals quality.

The adaptive path to accelerated acquisition.

Accelerated acquisition in action.

The power to acquire.

3467


The world of acquisition has changed—AGAIN.

30%40%

Current Digital Sales

to

3-Year Digital Sales Goals

Customers are now opening more new online accounts than ever before—and firms see this trend amplifying. In a recent survey, financial services executives expect digital sales to increase from the current share of 30 percent of sales to 40 percent in just three years. This 33 percent increase represents a demand for digital to play a greater role in growing new accounts.1

While online account enrollment is taking off, there’s an unfortunate reality behind the surge of these online customers. The volume is there, but the quality is lacking: Many online accounts have low initial deposits or fewer transactions than accounts opened through traditional channels. Some industry experts speculate that nearly 20 percent of online accounts never get funded.2 And worse, marketers still have to pay for each unfunded account.

To meet increasing sales goals and acquire the type of accounts that will grow revenue, you’ll need to evolve your data strategy so that it provides you with deeper insights. By using data that informs all of your marketing efforts, you can improve your ability to identify the right customers, and to do so with the greatest precision. It may sound like a mammoth-sized task, but with the right tools and tactics, you can get a tighter grasp on your data—and a solid platform to identify and convert high-value customers.

Financial services marketers have witnessed the rise and fall of many great acquisition strategies over time. Physical branches once ruled the acquisition world. And for good reason. Meeting with customers in person gave firms a powerful edge in deciphering their wants and putting them into the right products. You could probe customers, ask follow-up questions, identify their needs, and even get them to fund their accounts right then and there.

Then along came the Internet, and eventually new contenders like digital channels and social media changed the way customers interacted with brands. Marketers adapted by allowing customers to sign up for accounts online and using CRM to connect with customers through email. Now, in today’s hyper-digitized world, the customers you seek and the strategies for acquiring them have evolved yet again.

The path to conversion is more complex than ever, as channels such as mobile and video join the list of other channels your customer dabbles in. Physical locations are no longer the dominant acquisition method. And customer behavior isn’t as easy to decode. Today’s consumers are in control, and they—not you, the marketer—determine the path they take. With more of your competitors improving their online offering , it’s survival of the fittest in winning the hearts of the very best customers.

In three years, digital sales will increase 33%.

THE GOALS FOR DIGITAL SALES ARE INCREASING.

33% increase


In theory, your data should help you identify high-quality prospects, serve each one a personalized offer, and provide a foolproof path to conversion. While most firms can grasp this concept, many still struggle with how to use and operationalize customer data.

Financial services firms have rich collections of personal and transactional data. But the mere volume of all this data can cloud the most relevant information. Multiple data sources have grown organically in silos, making it hard for marketers to organize and connect the data to get a clear picture of the customer. Strict privacy regulations add to the complexity, requiring marketers to dance carefully around highly sensitive data. And the traditional product structure of financial institutions means that marketers must also navigate through people silos, making data sharing difficult among businesses, departments, and channels.

The financial services

ECOSYSTEM is full of pitfalls.

28%

10%

9%

32%

28%

57% 85%

42%

37%

Total

Our marketing activity will be more measurable

Key

Do you agree or disagree with the following statements?

Only 42 percent of financial services marketers are confident they can make sense of their data. Even fewer marketers believe they can collect the right data.3

We have analysis we need to make sense of our data

We have a good infrastructure in place to collect that data we need

Strongly Agree Agree


All of these hurdles impact a

financial institution’s ability to

identify and capture quality

customers because each

challenge prevents data from

being shared, explored, and

activated. If you’re like many

financial services marketers, you

might be experiencing some of

these other common challenges

that affect quality.

Limited ability to use data and gather insight.Marketers can target on customers on email and direct mail using CRM data. But they’re not using digital behavioral data that could help them identify valuable customer segments and inform the right offline advertising activities. For example, without knowing the web browsing activity or conversion history of an online visitor, firms may fail to identify this person as a quality lead.

Incomplete and inaccurate view of the customer.Despite having multiple data sources, firms don’t have a single view of the customer. Because of this, marketers risk putting the wrong content in front of customers—and losing their business entirely. If you can’t link data like credit scores with household income, it ’s possible you could be targeting quality customers with less-than-quality offers.

Inefficient ad spend and limited retargeting.When advertising channels are managed separately, it’s difficult to measure attribution among channels—making marketers unsure of how to appropriately spend across channels. They’re also targeting customers with different messages across search, social, and display. Without knowing the impact of each channel and what the customer has already seen, you could be allocating spend to the channel your target customer is least likely to use—and presenting that customer with the wrong marketing messages.

Disconnected and irrelevant site experiences.Without accurate customer profiles powered by real-time marketing intelligence, marketers can’t target the same customer across multiple touchpoints with personalized and consistent offers. For example, after a customer has been targeted off-site with credit card ads, all of your efforts are lost when that customer is served with an on-site mortgage offer instead.



Organizational structure and privacy regulations are unavoidable. But the rest of the challenges you face may be simpler to address. To meet digital sales goals and improve ROI, you’ll need to shift your customer acquisition strategy from a focus on volume to a focus on volume and quality. And your strategy needs to work across multiple platforms, as the number of new accounts opened from a mobile device could double by 2020.4

All of this is possible by letting data-driven marketing guide every step of the acquisition process. What this means is that all of your efforts to attract and convert high-quality prospects are based on accurate customer intelligence pieced together from all of your data. Savvy marketers know that digital is the future—and data is how to get there.

Sixty-one percent plan to experiment heavily with digital over the next year.5 And 63 percent are already planning to increase their digital marketing budget in 2016.6 By sharpening your data-driven toolset, you can provide high-value prospects with a captivating experience that’s as inviting as an in-person meeting—and powered by the best possible insights.

Data equals QUALITY.

74% of marketers agree that capturing and applying data to inform and drive marketing activities is the new reality.7


The adaptive PATH to accelerated acquisition.

To keep pace with the rising expectations for digital and the demand

for higher quality accounts, you’ll need an acquisition strategy that’s

equally accelerated, that scales as your business grows, and that adapts

to changing customer behavior and trends. The four-part framework

presented in this guide will help you use your existing data more effectively

to capture the quality customers you’re after.

You’ll start by gathering the most accurate data about your customers.

Then you create more detailed and useful customer segments, use data

to better understand the impact of advertising channels, and continually

improve experiences based on an analysis of these opportunities.



Understand the DNA of digital behavior.

Categorize customers into unified segments.

Deliver offers to your strongest applicants.

Adapt on-site messaging to match off-site ads.

AUDIENCE MANAGER

• Aggregate data sources

• Create audience segments

• Look a-like modeling

ANALYTICS • Site behavior• Conversion activity

Owned Digital Data

Analytics and Attribution Analysis

CRM /EDW DATA

2nd & 3rd PARTY DATA

PAID MEDIA

DIGITAL CHANNELS

Web

Social Ads

App

Display Ads

Kiosk /ATM

MEDIA OPTIMIZER

• Display retargeting• Display prospecting• Search campaigns• Paid social

TARGET• Align personalization

& offers with display content

• Auto personalization (algorithms)

SEM

The PATH to accelerated customer acquisition.


UNDERSTAND THE DNA of digital behavior.

To identify and ultimately acquire high-quality customers when they visit your site, you must first understand their DNA: What makes these customers high quality in the first place? What do they look like? How do they behave? By tapping into the power of analytics, you can get the answers to these questions and get deeper insights into your data. You’ll also get a more accurate starting point for identifying and capturing the right customers online.

More marketers are turning to automated systems for collecting and analyzing digital behavior. Machine learning gives you greater reliability and precision in pinpointing valuable customers—and a greater chance to not just react to your customers, but to anticipate their next moves. Here’s how you can start dissecting digital behavior and applying customer intelligence to your acquisition funnel.

1. Start by collecting real-time data.You can’t ingest more accurate and timely data than real-time behavioral data. By seeing how your customers engage with your site right now, you can begin identifying customer behavior that leads to conversion and behavior that doesn’t. And real-time data automation gives you immediate insight, giving you the power to react to live trends and change marketing tactics in seconds.

Real-time data can show you how long website visitors have spent browsing your site, what financial product pages they visit the most, and which keywords they use when searching your site. Combining this real-time behavioral data with known customer data, such as current product holdings, you can get a better understanding of which

products prospects are looking for. By integrating this information with post-acquisition behavior, you can see the paths taken by truly valuable prospects compared to those unlikely to engage after acquisition, and you can steer your investment toward these behaviors.

This enables you to adapt prospects’ website experiences if they appear to start dropping off. By making the product pages they’re looking for easier to find, you can increase the likelihood of customers actually finding the applications they need and filling them out.

2. Use attribution to better understand conversion.To understand your best customers even further so that you can acquire more just like them, you need to understand how and why these customers ultimately converted. This is best done with attribution modeling, which uses statistics and machine learning to determine how each touchpoint in your customer’s journey impacted conversion. When attribution is based on analytics-powered data, you can be confident knowing that the improvements you make to the customer journey are based on true customer intelligence and not hunches.

For example, analytics data may show that customers have to click through several pages to find offers on money market accounts. Through attribution modeling, you might discover, for example, that most customers who finally convert have seen a Facebook ad during their journey. Armed with this data, you can drive your Facebook audience directly to your money market accounts page. This helps them find what they need in fewer clicks—and dramatically increases the likelihood that they’ll convert.

Lifting conversion with a data deep dive. ING Direct is a pioneer in financial services. The firm started out with savings accounts and eventually expanded their retail banking offering. But as customers grew more digital-savvy, the bank knew they needed to make their online channel more robust. While the firm had plentiful access information from their call center, ING Direct wanted a system for gathering data that was more granular, faster to implement, and resulted in more meaningful online experiences.

By using analytics, the firm was able to take a deep dive into visitor path analysis in order to understand how prospects engaged with content and where they were in their journey when they abandoned the site. Having access to real-time data allowed ING Direct to better understand customers and their optimal path to conversion, leading to a 25 percent lift in prospect landing page clicks.8


CATEGORIZE CUSTOMERS into unified segments.

Even though financial services companies have multiple views of their customers, many are turning to data management platforms to help build unique audience profiles. A data management platform aggregates audience information from all available sources—which includes all of your first-party, second-party, and third-party data—granting you a single, unified view of the customer that can be shared across business units and departments. By adding these sources of information to your valuable first-party data, you can build truly rich customer profiles. And creating truly enriched first-party data is your key to success.

“First party data is the only competitive advantage a firm has to find an audience uniquely valuable to them,” says Kendell Timmers, VP of digital capabilities and analytics at American Express. “Otherwise they are going against the same cookies identified by third-party data as generically valuable, driving up bid prices and wasting impressions.”9

All your data sources compiled into one means that you can identify every visitor to your site with greater precision. By having more accurate and robust customer segments to work from, you can ensure that only the best quality customers make it through your sales funnel. With more quality customers driving applications and fewer low-quality prospects receiving offers, your cost per acquisition goes down.

Here’s how you can improve acquisition with enriched customer segments:

1. Unify data to a single profile.About 40 percent of users start an activity on one screen, but finish on another, which can result in fragmented profiles.10 As you collect customer data from all of your channels, including device behavior, you can aggregate data from other sources to create unified profiles. By linking online behavior to your CRM data and third-party data, you can gather a more complete picture of the customers who visit your site. And you can anonymize CRM data and turn that information into anonymous traits to help you build customer profiles.

For example, by combining geographic data, household income, transaction history, and partner data like travel pattern details, you can not only put a face to your website visitor, but also get a better understanding of who they are and whether they’re a quality prospect or not. And you’ll be able to offer them a unique experience that enhances their likelihood to convert.

2. Stitch together traits to create segments.After you’ve created unified profiles, the next step is to create audiences, also known as segments. A segment is made up of customers who share similar traits. Using the previous example, you may discover a customer segment for suburban moms living in the Northwest who use their travel rewards to plan family vacations.

Anytime a new visitor to your site matches the traits of your highly valuable suburban mom, they are added to your segment and given the same experience as the other quality visitors in your segment. This ensures that quality customers are identified right away and given the right messaging and experience.

3. Discover new audiences using look-alike modeling.Once you’ve created audiences, you can use your high-performing segments to reach new high-value prospects that fit these profiles through the use of look-alike modeling. With look-alike modeling, you can use data to find other customers who haven’t been to your site yet, but who look a lot like the high-quality prospects you identified through analytics and your data management platform.

Let’s say you want to expand your home equity line of credit product into a new market. After analyzing behavioral data and linking it to known customers, you identify a customer segment that includes all the traits of highly qualified customers who took out a high-volume home equity line of credit. By replicating this segment and targeting new customers –from third-party data or a data management platform—who fit the mold of your high-value segment, you increase the likelihood of attracting the right customers in the location you’re targeting.


62% of financial services marketers believe that a single view of the customer has the biggest impact on their firm’s digital maturity.11

Data classifications explained.

First-party data includes all the data an organization collects directly from its customers. It can be digital behavior, such as site and mobile app interactions, or personally identifiable information from your CRM. Personally identifiable information includes sensitive data like names, addresses, Social Security numbers, and purchase history, so it can’t be used for off-site retargeting. You can anonymize CRM data, but always validate the use of personally identifiable information with your legal team to make sure you’re in compliance.

Second-party data is first-party data that’s collected by a partner as part of a business relationship, such as a partnership between an airline and a credit card company. It’s a way for marketers to gain access to other high-value audiences that a partner has already identified.

Third-party data is purchased data that’s been gathered by a provider like Epsilon or Equifax that doesn’t have a direct relationship with the customer. Third-party data comes from a variety of sources and is pieced together to form profiles made up of hundreds or even thousands of demographic, geographic, and behavioral data points. This data can augment first- and second-party data to provide an extra layer of detail to customer profiles.

The power of a single customer view.

One of the world’s largest financial services companies approached Accenture Interactive, a leading marketing solutions provider, to help identify high-value segments and boost customer acquisition. The Accenture team learned that their client lacked a single view of the customer and wasn’t able to tie customer data to marketing channels. The consultants recommended a data management platform, along with integrated analytics and targeting solutions. After adopting the proposed solutions, the firm experienced a 10 percent lift in ROI from media spend and a lift of up to 25 percent in conversions.12


DELIVER OFFERS to your strongest applicants.

Since you still have to foot the bill for accounts that never get funded, you don’t want just any new applicant going through your sales funnel. To maximize your advertising ROI, you need to target the right customers with the right offers and respond quickly to behavior using a holistic approach to your search, display, and social channels.

Marketers are turning to automated algorithms to help them determine the best offers to give to their best-possible prospects. This saves you countless hours and improves your accuracy. You can also deploy programmatic buying, which is the automated buying of ads across channels and devices.

Here’s how you can use automation for more efficient targeting to your high-value prospects.

Building creative on the fly. With dynamic ads, you’re not building thousands of creative versions and trying to track each one. Rather, you have a single template where creative is assembled right as the ad is being served to the customer. By creating templates dynamically, you get better-performing ads and reduced costs—there’s no need to hire an agency to create thousands of ads and track them.

1. Put cross-channel attribution to use.You’ve learned that attribution modeling becomes even more precise when it’s based on analytics-powered data. Now you need to put those insights into action. It starts by looking at your search, display, and social campaigns holistically versus focusing on the individual results of each channel.

For instance, it’s easy to give search all the credit for acquisition because of its high success rate. However, search is so effective because it’s initiated by customers who already have an interest in signing up for an online account with your firm. For example, through attribution modeling, you may discover that a display ad piqued your customer’s interest to perform a search in order to learn more about your organization’s brokerage accounts.

2. Suppress ads for better quality retargeting.You can’t afford to retarget everyone who visits your site. Some of your site visitors may be existing patrons—so to avoid showing them off-site ads intended for new customers, and to subsequently improve your media spend, you can suppress your advertising so that only highly qualified prospects see impressions.

Firms typically use tracking pixels that will fire off an ad once a user interacts with your site. But without filters, using this practice alone can result in nearly every visitor receiving an ad, which ultimately drives up your cost per acquisition. To prevent this, you can alert your automated media system to show ads only to visitors who match the behavior and characteristics of the high-quality segments you created earlier. Having the ability to filter ads to only your best prospective customers means that your media dollars are being spent more efficiently—and your targeting becomes even more precise.

3. Use dynamic ads to reach customers and reduce costs.Real-time data and data activation can offer you more than just a look into what your customers are doing. Dynamic content optimization lets you create real-time, relevant offers that can adapt to all of your high-quality prospects. No matter which browser your customer is using or where they’re located geographically, you can dynamically alter the ad they’re viewing right on the spot.

For example, two high-value prospects are currently interacting with your site. One of them matches the characteristics of an active trader, while the other displays the traits of a former employee looking to roll over their 401(k). You increase the offer the trader is currently looking at from $100 to $500 after discovering this customer is shopping around for the best offer. And because your 401(k) customer lives in an area that’s highly saturated with financial services companies, you change their offer as well to beat any competitor’s management fees for the lifetime of their new account.


SunTrust Bank has a long history of serving IT clients primarily in the Southern United States for over 30 years. While offering customers a rich line of products, the bank wasn’t seeing the acquisition results they wanted. Because their paid search management strategy offered limited updating and monitoring, they were funneling in customers who were not actively using their accounts. And the bank was experiencing a high cost per acquisition for each of their 11 business lines. To increase the efficiency of their acquisition efforts and to improve new account quality, SunTrust used an integrated set of digital marketing solutions, including an automated media optimization tool.

The marketing team gave all of their business lines more attention by testing their offers and targeting customer segments that were most likely to be actively engaged in using their new accounts. The results were stunning.

After three months, SunTrust saw a 30 percent increase in acquisition and a 34 percent decrease in cost per acquisition. Their mortgage product saw a 66 percent increase in online lead submissions, and their smaller business lines like equity and lending saw a 32 percent decrease in cost per acquisition.14

Companies that combine analytics with media optimization for search campaigns see an average 28 percent increase in performance.13

Getting better prospects through the funnel—fast.

28% increase


ADAPT ON-SITE MESSAGING to match off-site ads.

Customers expect you to know them. And to identify them no matter what device or channel they’re currently engaging on. After you’ve delivered dynamic media offers to your high-quality customer segments in your advertising channels, they expect the same offers to be available and ready to redeem on your site. To increase the acquisition of high-value prospects, you’ll need to personalize your site experience so it aligns with the targeted offers your customer received earlier.

This is best done by using an automated targeting system that identifies high-value segments and matches available content to their current experience. The process may be further optimized by testing various content and experiences to see which version new prospects prefer. If you can put the best possible experience in front of your most valuable customers, you improve your ability to capture more quality leads and fewer unqualified leads.

Here’s how to start personalizing your on-site messaging to your best prospects:

1. Explore your options with A/B testing.

This is the easiest and simplest type of test to perform and where most marketers usually start. When you want to test a single element, such as a call-to-action button, A/B testing allows you to test two versions of a digital experience to see which one performs better. While this testing is limited to a single element, it’s still very useful for improving your acquisition efforts, as just one change can result in increased conversion.

For example, you might want to see if changing the headline on your credit card landing page will convert more quality leads. To test this, you would test your first site experience with your current headline against a second site experience with an updated headline. The clear winner is the headline that results in the most clicks and highest conversion.

2. Make personalization more intimate with multivariate testing.

Given how complex today’s consumer is, it helps to test scenarios that are just as complex to find that personalization sweet spot. When you want to drill deeper into what makes your high-quality prospects convert, the next step is to try multivariate testing. This level of testing lets you test several elements in a digital experience at the same time—like messaging, images, application form fields, colors, and text—helping you predict the most successful scenario.

To test how one of your high-value audiences would respond to a new landing page design for investment products, you can test your headline, images, call-to-action copy, and even the size of your text against your current landing page. By looking at all the variables you added and seeing how customers react to each variant, you can quickly see which overall experience your customers prefer—and which variables led them to convert or drop off. You can then use these findings to guide your on-site personalization so that quality prospects will be more likely to convert.


Test and test some more.

Leading investment firm Scottrade wanted to stand out in a crowded marketplace. They knew the solution was to refine the online experience for new customers. To increase new account openings by website visitors, Scottrade used a targeting platform to test several landing page themes during a three-month period. The firm executed many multivariate tests on its landing page using different page design elements until they finally found a winning experience.


While looking for other ways to bring more quality customers into their sales funnel, SunTrust Bank turned to A/B testing to perform basic tests on their landing pages. The firm began testing their landing pages through a large network but ultimately turned to their automated personalization tool, which gave them more control and richer testing capabilities. The results from using a more robust testing and personalization tool resulted in the firm experiencing a 10 percent increase in clicks to the application. And just recently, after testing a new page on their website and implementing the winning page, they saw over a 30 percent increase in conversion.17

50% The top 20% of companies are 50% more likely to prioritize testing and to nearly double their conversion rate compared to those who don’t test.15

“Thanks to the changes we made to our landing page, we saw a 20 percent lift in conversions. We attached a select set of product-based keywords to a variety of landing page themes, which allowed us to quickly see winning landing page combinations broken down by keyword.”16

BILL DEHLENDORF Interactive Advertising Analyst

Scottrade


More testing control, better results.


Accelerated acquisition in ACTION.

Capture Digital Behavior to Inform Segments

As new or anonymous visitors visit your site, data traits and behavior are collected through analytics technology to better identify the visitor and

desired preferences.

Create and Enrich Audience Segments

Collected data from web behavior, CRM, and other data sources is aggregated together by a data management platform to form audience segments that can be used for targeting. These audience segments can

also be enriched by third-party data sources and look-alike modeling will expand the reach of the audience segment by identifying other visitors with

similar behaviors and traits.

Deliver Dynamic Offers

Once the segments are defined, deliver them through the data management platform to the demand-side platform and other delivery tools that will

match the right content with the right audience segment for a more personalized experience. Media optimization tools will also help optimize marketing spend through programmatic ad buying across third party sites.

Close the Loop through Onsite Personalization

Maintain the same offer message and experience offsite by targeting the same audience segment onsite to provide a consistent message and experience. Rules-based or algorithmic targeting systems can match the relevant content with the audience ID automatically to provide a quicker

response at scale.

Here’s an example of how accelerated acquisition can increase your ability to identify, attract, and acquire high-quality customers.


The power to ACQUIRE.For better account volume and better quality prospects, it’s time to get onboard the path to accelerated acquisition. Here are three ways you can jump-start the process of identifying high-value customers and meet the demands of your digital sales goals.

1. Embrace a data-driven culture.Creating a data-driven culture is critical to the survival of organizations going forward. Without a solid foundation of data, marketing decisions are based on trial and error—a mistake that could prevent you from reaching and acquiring the high-value customers you seek. Your organization needs to be prepared to quickly deliver the most relevant brand experiences to these coveted customers at any touchpoint—and carefully executed data-driven marketing is the answer.

“Real advances in targeting and personalization cannot happen without first fostering within the company a maniacal focus on the organization, quality control, transformation, and metadata of your digital data,” says Timmers. “Without this foundation, organizations will struggle to create readable tests and consistent models and segmentations.” 18

2. Take hold of first-party data.While the use of third-party data is profuse, financial services firms find the deepest insight about their customers from their own first-party data. By activating and operationalizing your first-party data, you can get more accurate and intimate information about your customers. With greater accuracy comes greater precision at capturing the kind of customers that will grow your business.

3. Welcome integration with wide open arms.Just as your mindset needs to shift on how you define the success of your marketing channels, so does it need to change on how your organization looks at integration. With customers jumping in and out of touchpoints, it takes a unified and integrated approach to make sure they have an optimal experience for converting. As the world of acquisition evolves, so must your digital marketing strategy—including the integration of marketing and advertising technologies.

Expectations have increased exponentially in this new world of acquisition. Customers want you to know them, and executives demand results from your marketing efforts. With the tools and strategies outlined in this guide, you can unlock the full potential of your data and discover rich insights that will move your digital marketing forward. You can attain a complete view of your customers. Understand how all your channels are truly performing. You can acquire more accounts, better quality accounts, and do it all using fewer media dollars. It’s not just theoretical anymore—it’s the new reality.

182016 | Acquisition evolved. 182016 | Acquisition evolved.

Adobe helps people like you be more than just informed. With solutions that integrate with your own set of tools, you can predict your best prospect’s behavior and execute intelligence-based actions that improve online acquisition and new account quality.

Why Adobe?

ADOBE can help.

Adobe Analytics lets you discover high-value audiences and power customer intelligence for your business. The platform on which Analytics is built eliminates data silos, making key data insights available to all stakeholders.

Adobe Audience Manager helps you aggregate data sources and build unique audience profiles—without collecting personally identifiable information—so you can identify your most valuable segments and use them across any digital channel.

Adobe Media Optimizer automates the execution of your media plan and helps you find the best way to deliver relevant content to your high-value audiences. Through attribution, you can get a better picture of how your media is performing and where to spend ad dollars.

Adobe Target helps you create personalized web experiences that match the advertising your customers engage with. By testing which scenarios will result in conversion, you can have confidence knowing your site is optimized for each high-quality customer.

Complete Ad Stack: Consolidate media buying, audience management, and creative optimization.

Transparency and Control: Full access to see how and where ad dollars are being spent.

Proven Performance: Sophisticated algorithmic bidding and predictive capabilities maximize ad spend.

Targeting/ Segmentation: Leading data management platform and ability to leverage, 1st, 2nd, & 3rd party data.

Cross-Channel Optimization: Manage and optimize advertising campaigns across paid search, display, and social.

Adobe Marketing Cloud: The Adobe Marketing Cloud has deep integrations with both Web Analytics, Data Management and Targeting/Optimization.

192016 | Acquisition evolved. 192016 | Acquisition evolved.

1 Digital Trends in the Financial Services and Insurance Sector survey, Econsultancy in association with Adobe, 2015, unpublished data.

2 Chris Young, personal interview, February 10, 2016.

3 2015 Digital Trends survey, Econsultancy, 2015, unpublished data.

4 Jim Marous, “Digital account opening required in battle for new customers,” August 18, 2015, http://thefinancialbrand.com/53568/digital-online-mobile-account-opening-banking-report.

5 Quarterly Digital Intelligence Briefing: 2016 Digital Trends, Econsultancy, January 2016.

6 Digital Trends in Financial Services and Insurance: How industry leaders are responding to digital disruption, Econsultancy, March 2016.

7 Digital Roadblock: Marketers struggle to reinvent themselves, Adobe, March 2014.

8 “ING Direct (Italy) Leading European retail bank uses Adobe Digital Marketing Suite to boost online conversion by up to 45 percent and enhance customer experiences,” Adobe, November 2011.

9 Kendall Timmers, personal interview, April 26, 2016.

10 Olly Robinson, “Finding simplicity in a multi-device world,” March 6, 2014, http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world.

11 2014 Digital Marketing Optimization Survey results, Adobe, 2014.

12 “Accelerating sales with a data management platform,” Adobe, March 2015.

13 Tim Waddell, director of product marketing for advertising solutions, Adobe, personal interview, February 11, 2016.

14 “Accelerating new acquisition in financial services,” Adobe, March 2016.

15 2014 Digital Marketing Optimization survey results, Adobe, 2014.

16 “Scottrade attracts customers across channels,” Adobe, July 2014.

17 “Accelerating new acquisition in financial services,” Adobe, March 2016.

18 Kendall Timmers interview.

© 2016 Adobe Systems Incorporated. All rights reserved. Printed in the USA.

Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.

http://thefinancialbrand.com/53568/digital-online-mobile-account-opening-banking-report/

http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world

http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world

ACQUISITION EVOLVED.€¦ · customer intelligence pieced together from all of your data. Savvy...

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Transcript of ACQUISITION EVOLVED.€¦ · customer intelligence pieced together from all of your data. Savvy...