Increasing Profitability with Personalization
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Transcript of Increasing Profitability with Personalization
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalization & profitability: Combine Adobe Target, AudienceManager, and Analytics for success Daniel Stubbs, Executive Director Condé Nast | Russ Lewis, Consulting Manager Adobe
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Daniel Stubbs Executive Director Digital Intelligence, Condé Nast [email protected]
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Russ Lewis Consulting Manager, Adobe [email protected]
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
Key Takeaways
Start with what you know
1 Prioritize Objectives
2 Evolve automation
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Profit from personalization, discover how to scale data and
content through Target and the Marketing Cloud
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Condé Nast Experienced 40% Growth in Digital
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100 year old company with 21 brands from fashion to technology
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2012 • Creative Cloud • Analytics
2014 • Dynamic Tag Manager • Data Work Bench
2015 • Adobe Target Creative • Automated Personalization
2013 • Audience Manager • Target
Path to Personalization
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State of Condé's Business: From Print to Desktop to Mobile
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
This is our reader
Read her Facebook feed
Call her friend
Email her boss
See the red carpet photos
Comment
Read a second story
Follow us on social media
Sign up for a newsletter
Buy the magazine
View and Click on the ad
Buy the advertised product
She will give us 15 seconds to make an impact
Make dinner reservation
Say something hilarious on social
Don’t get hit by car
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalization Problem
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Differing goals silo the customer experience: • Editors want people to read the story • Audience dev wants them to sign up for newsletter • Digital sales wants them to click on the ad • Magazine subscription person wants them to buy the magazine
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What do we know?
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Loyalty is the top metric for Condé 20x more pages than
the average visitor
50% more likely to engage with ads
8x more likely to convert to a subscription
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Key Takeaways
Start with what you know
1 Prioritize Objectives
2 Evolve automation
3
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Acquisition: What type of headline attracts?
A
B
Campaign Details
Consumer Journey Acquisition
Internal Client Edit/Audience Dev
Ease of execution Easy
Data needed None
Engagement lift 56%
Learning Alliteration works
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Engagement: Personalizing content to the user
Campaign Details
Consumer Journey Engagement
Internal Client Audience Dev
Ease of execution Medium
Data needed Behavioral data
Lift in Monetizable Inventory
26.28%
Learning Automation works
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Loyalty: Does a targeted newsletter interstitial increase email acquisition?
Campaign Details
Consumer Journey Loyalty
Internal Client Edit/Product
Ease of execution Medium
Data needed Behavioral data
Email acquisition 10x increase
Learning Targeted newsletters increase acquisition significantly
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Conversion: How do we personalize magazine cross sells?
Campaign Details
Consumer Journey Conversion
Internal Client Subscription marketing
Ease of execution Easy
Data needed None
Subscription lift 11%
Learning Challenge prior knowledge
Winner
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DATA INGESTION • Unified user profiling • Rules-based & algorithmic
segmentation • Real-time activation & data
transfer
AUDIENCE SEGMENT DELIVERY / ANALYSIS
OU
TBO
UN
D
TARG
ETIN
G
AU
DIE
NC
E SE
GM
ENTA
TIO
N
DAT
A IN
PUTS
BROWSING / BEHAVIOURAL DATA SUBSCRIBER DATA
Adobe AudienceManager
AudienceManager at a Glance
2ND / 3RD PARTY DATA
Adobe Analytics
SOCIAL
SEARCH RICH MEDIA VIDEO CAROUSEL
DISPLAY
DIGITAL EXPERIENCE
EMAIL / CRM SITE
OPTIMIZATION
DIGITAL MARKETING
MOBILE
CRM
Authentication Broadcast
Publisher Partner Agency Co-op
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The Use Case
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Adobe Target
Customer sends information from database
1 Database sends cookie matches to Audience Manager
2 Audience Manager sends data to Target 3
Audience Manager
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Developing the “Right” Message
Goal Create persona for Addicts to inform test copy and creative design
Glamour Addict: Lauren
Age: 35 Occupation: Stay-at-home mom of 2 kids HHI: $100K+ “’I may be a busy stay-at-home mom who’s always on the go but I have many interests and always want to make sure I look good!”
Style
I may be a mom but I especially want to make sure I have fabulous hair
Dining
I’m always on-the-go so ready-to-eat foods are my best friend. I also like to indulge in delicious pastries!
Travel
Traveling to foreign places is a great way for me to learn about other cultures
Media
I’m always up-to-date with the latest news & current events
Analysis Used Audience Manager/comScore-Fusion MRI to gather psychographic/demographic information about Addicts
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Phase 1 Testing
Experience A Control Copy
Control Creative
Experience B Test Copy
Control Creative
Experience C Test Copy
Test Creative
Test Population: All Glamour.com Visitors Test Design: 3 Experiences, 33/33/33 split Testing Period: January 12 – January 30, 2015 (~3 weeks)
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Result: Experience B performed best in aggregated and across most segments (including Addicts)
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Results to date
Experience A Control Copy
Control Creative
Experience B Test Copy
Control Creative
Experience C Test Copy
Test Creative
Top Performing Segments: Addicts Bottom Performing Segments: Mobile/Social visitors, New visitors
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Winner: 23% Lift
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Propensity Model – New Yorker Paywall
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Propensity Model – New Yorker Paywall
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Majority of visitors have very low likelihood to subscribe
Those in the 60-80% range total to be approximately 250,000 visitors
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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