Adobe summit presentation stub hub story - v2

Proprietary and Confidential.


Ab

ou

t S

tub

Hu

b

– 20 million tickets listed on StubHub every day

– On any given day, there are over30,000 events on StubHub

– 50% of tickets purchased on StubHub arebelow the printed face value

– 2000: Four tickets purchased per day

– 2012: One ticket purchased every second


Ch

alle

ng

es a

nd

Op

po

rtu

nit

ies

– 2012 double digit growth goal(without double digit spend increase)

– Personalization a company wide initiative

– Push to innovate and discovernew technology / platforms

– Reach and engage our unreachable audience

– Improve effectiveness and efficiencyof our display spend

– Create more connected marketing


– Deliver dynamic messagingoutside of email channel

– Real Time Bidding with 1st party data

– Right message, Right time, Right channels

– Ability to accurately trackprogram effectiveness

– Sequential messaging (orchestration)gets better

Wh

y D

isp

lay

Ad

Ret

arg

etin

g


Stu

bH

ub

So

luti

on – Orchestrate programs with

sequenced and rule-driven messaging

– Integrate display ads, based on ourknowledge and data

– Deliver richer proactive display ads

– Drive retention and frequency of sale


Stu

bH

ub

So

luti

on

genre

geography

venue

team

recency

preferenc

e

purchasehisto

ry

email + display

email only

display only

orchestration

crmstubhub

webadobe

emailresponsys

data

personalization

contacts

integration targeting

behavior

data

timing

execution

display

email


Car

t /

Bro

wse

Ab

and

on

men

t startprogram


Car

t /

Bro

wse

Ab

and

on

men

t startprogram

opted in?


Car

t /

Bro

wse

Ab

and

on

men

t startprogram

opted in?

yes

send emailwith browse / abandon genre

serve display adswith browse / abandon genre


Car

t /

Bro

wse

Ab

and

on

men

t startprogram

opted in?

yes



webemail

display


Car

t /

Bro

wse

Ab

and

on

men

t startprogram

opted in?

yes




Car

t /

Bro

wse

Ab

and

on

men

t startprogram

opted in?

yes

wait

2days

purchased?




Car

t /

Bro

wse

Ab

and

on

men

t startprogram

opted in?

yes

wait

2days

purchased? endprogramno

send price alert emailsend emailwith browse / abandon genre



Car

t /

Bro

wse

Ab

and

on

men

t startprogram

opted in?

yes

no

wait

2days






Car

t /

Bro

wse

Ab

and

on

men

t startprogram

opted in?

yes

no

wait

2days


wait

7days

endprogram





Pu

rch

aser

sstart

program

opted in?

wait

30days

purchased? endprogram

wait

30days

endprogram

serve display adsbased on preference

or past purchase

send price alert emailsend emailbased on preference

or past purchase


or past purchase

yes

no

no


Pu

rch

aser

sstart

program

opted in?

wait

30days

purchased? endprogram

wait

30days

endprogram


or past purchase

send price alert emailsend emailbased on preference

or past purchase


or past purchase

yes

no

no

email

display

crm profile


Ear

ly R

esu

lts

– Millions of known customers and prospects now reachable across email and display

– 5 fully automated marketing programs

– Direct and influenced conversions


Nex

t S

tep

s

– Testing, testing, testing

– Use predictive modeling data for frequency

– Look-a-like audiences based on performance of known customers

– Using display to influence email and vice versa

Adobe summit presentation stub hub story - v2

Business

Transcript of Adobe summit presentation stub hub story - v2