Adobe Innovation Session: Customer Acquisition · © 2019 Adobe. All Rights Reserved. Adobe...
Transcript of Adobe Innovation Session: Customer Acquisition · © 2019 Adobe. All Rights Reserved. Adobe...
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© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Adobe Innovation Session: Customer AcquisitionConnecting Your Ad Tech & Mar Tech for Advanced Acquisition Strategies
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© 2018 Adobe Systems Incorporated. All Rights Reserved.
Not Products
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© 2019 Adobe. All Rights Reserved. Adobe Confidential.
52% of marketers say integratingtechnologies is the biggest obstacle to success.
Source: Ascend2, Informatica, Dun & Bradstreet
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 4
How can we drive advanced acquisition strategies with Adobe?
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 5
Adobe Analytics Cloud
Experience System of Intelligence
Democratizing Insights
Real-time Customer Data Platform
Sensei-powered Analytics
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© 2019 Adobe. All Rights Reserved. Adobe Confidential.
A Single Source of Truth Gives You A FoundationTo Serve Personalized Experiences, Wherever A Customer Is
Business Intelligence
Identity Management
On Site Off Site
Adobe Target
Adobe Campaign
Adobe Advertising Cloud
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 7
Adobe Advertising Cloud
Search. DSP. Creative
One Platform, All Formats
Deliver Relevant, Contextual Experiences
Remove Martech & Adtech Siloes
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 8
Search
Native
AudioDisplay
OTT
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 99
People-Based DestinationsSocial networks, mobile messaging, email
Audience Manager Segment
Website visits
Mobile App visits
Point of Sale
Call centerlogs
Loyalty program
Hashed IDs
Offline only OR Offline + Online Profiles
Activate first-party audiences in people-based destinations via one streamlined integration
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 10
Analytics for Advertising Cloud DSP
• Fuel DSP optimization algorithms with more data points from Analytics to increase ROI
• See how your various targeting strategies and advertisements drive the on-site performance metrics that matter most
• Break down siloes between media and analytics teams with flexible and easy to use Analytics Workspaces
• Gain a deeper understanding of how Advertising Cloud DSP impacts other Marketing Channels
Benefits
• Bi-directional native integration with Analytics that enables Clickthrough and Viewthrough tracking of DSP campaigns against Analytics metrics
Description
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 11
The ability to pass clickthrough and viewthrough data from Analytics to Advertising Cloud and vice versa allows a high-level marketing channel breadth of reporting in AA and a rich, paid media depth of reporting in AAC
Insights
With the improved volume of data points provided by clickthrough and viewthrough data for the DSP, we can do both ad hoc journey optimization as well as algorithmic optimization via Weighted Objectives
Optimization
Analytics and Advertising Cloud allows customers to target search and omnichannel media with a direct integration, either via Experience Cloud audiences or People Core Services
Ensure you maximize the value of your first party data withAnalytics for Advertising Cloud
Segmentation
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 12
Analytics and Advertising Cloud allows customers to target search and omnichannel media with a direct integration, either via Experience Cloud audiences or People Core Services
Ensure you maximize the value of your first party data withAnalytics for Advertising Cloud
Segmentation
Native integration directly between Analytics and Advertising Cloud
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 1313
of marketers said better use of data for more effective audience segmentation & targeting will
jump furthest up their priority list in 2019
55%
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 1414
Creating audiences from re-pixeling your site is time consuming and duplicative
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 1515
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 1616
Time Saved Performance
10HOURS PER WEEK
30% LIFT IN ROAS
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 1717
85% of brands say their segmentation strategy is based on broad, simple clustering
85%
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 19
HOBBYIST
Learn design for the first time with Adobe’s free tutorials.
PHOTOGRAPHER
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 2020
The ability to pass clickthrough and viewthrough data from Analytics to Advertising Cloud and vice versa allows a high-level marketing channel breadth of reporting in AA and a rich, paid media depth of reporting in AAC
Insights
With the improved volume of data points provided by clickthrough and viewthrough data for the DSP, we can do both ad hoc journey optimization as well as algorithmic optimization via Weighted Objectives
Optimization
Analytics and Advertising Cloud allows customers to target search and omnichannel media with a direct integration, either via Experience Cloud audiences or People Core Services
Ensure you maximize the value of your first party data withAnalytics for Advertising Cloud
Segmentation
Native integration directly between Analytics and Advertising Cloud
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 2121
15 Minutes on Site
10 Minutes on Site
15 Minutes on Site
<1 Minutes on Site
10 Pageviews
5 Pageviews
2 Pageviews
Bounce
Add to Cart
Email Sign-up
Details View
N/A
Different Audience Behaviours Require Different Messages
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 22
Industry’s First Integrated Advertising
Creative Management
Platform
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 2323
Non-Converters Converters
Limited Conversion Data Makes Optimisation Difficult
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 2424
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 2525
Free Trial
Learn & Support
Buy Now
Video View
Optimising Towards Multiple On Site Behaviours Adds Depth
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 2626
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 2727
13-18%Integrated ROI Lift
69 Clients | 380 Portfolios | All Major Verticals
ANALYTICSADVERTISING
Optimising to Site Behaviours Delivers Real Results
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 2828
The ability to pass clickthrough and viewthrough data from Analytics to Advertising Cloud and vice versa allows a high-level marketing channel breadth of reporting in AA and a rich, paid media depth of reporting in AAC
Insights
With the improved volume of data points provided by clickthrough and viewthrough data for the DSP, we can do both ad hoc journey optimization as well as algorithmic optimization via Weighted Objectives
Optimization
Analytics and Advertising Cloud allows customers to target search and omnichannel media with a direct integration, either via Experience Cloud audiences or People Core Services
Ensure you maximize the value of your first party data withAnalytics for Advertising Cloud
Segmentation
Native integration directly between Analytics and Advertising Cloud
![Page 28: Adobe Innovation Session: Customer Acquisition · © 2019 Adobe. All Rights Reserved. Adobe Confidential. 52% of marketers say integrating technologies is the biggest obstacle to](https://reader031.fdocuments.net/reader031/viewer/2022011822/5ec5971ca998ef4af0191e77/html5/thumbnails/28.jpg)
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 2929
The ability to pass clickthrough and viewthrough data from Analytics to Advertising Cloud and vice versa allows a high-level marketing channel breadth of reporting in AA and a rich, paid media depth of reporting in AAC
Insights
Ensure you maximize the value of your first party data withAnalytics for Advertising Cloud
Native integration directly between Analytics and Advertising Cloud
![Page 29: Adobe Innovation Session: Customer Acquisition · © 2019 Adobe. All Rights Reserved. Adobe Confidential. 52% of marketers say integrating technologies is the biggest obstacle to](https://reader031.fdocuments.net/reader031/viewer/2022011822/5ec5971ca998ef4af0191e77/html5/thumbnails/29.jpg)
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 3030
Siloes Exist Between Teams
ANALYTICSTEAM
ANALYTICS PLATFORM
CLICK-THROUGH
DATA
ANALYTICS SOURCE OF
TRUTH
MARKETINGTEAM
MULTIPLE AD
PLATFORMS
VIEW-THROUGH
DATA
MEDIA SOURCE OF
TRUTH
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 3131
Adobe Experience Cloud allows teams easily to collaborate without platform barriers
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 3232
View Through Entry Points What Products are Being Sold
Both teams can now better understand how Ad Platforms are influencing on site behavior
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 3333
87%of marketers buy media in multiple channels, but
only 58% use multi-touch attribution.
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 3434
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 3535
Understand the customer’s path to conversion
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 3636
AA Segments into the Ad Cloud
Compare the onsite performance driven by click-throughs and view-throughs from paid media
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 37
Real Customers, Real Results
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 38
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© 2019 Adobe. All Rights Reserved. Adobe Confidential. 4040
Adobe architecture for accelerating acquisition.
ANALYTICS• Site Behavior• Conversion Activity
AUDIENCE MANAGER• Aggregate data sources• Create audience
segments• Look a-like modeling
TARGET• Align personalization &
offers with display content
• Auto Personalization (algorithms)
Web App Kiosk /ATM
Digital Channels
Display AdsSEM
Paid Media
CRM /EDW DATA
2nd & 3rd PARTYDATA
Owned Digital DataAdvertising Cloud
• Emerging Formats Branding• Display Prospecting• Display Retargeting• Search Campaigns
Branding
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41