Data Driven Marketing & Adobe Marketing Cloud

Data Driven Marketing
& Adobe Marketing

Cloud
Agenda
• Introduction
• Adobe Marketing Cloud Overview and Advantages
• Adobe Analytics - Key Capabilities and differentiators
• Adobe Target – Optimizing digital experiences
• Demo
• Adobe Audience Manager
• Adobe Campaign - Key Capabilities
• Personalization Use cases
• Quick Win
• Q&A
Copyright © 2016 Accenture. All rights reserved. 2

Agenda
• Introduction
₋ Adobe Marketing Cloud
₋ The new marketing horizon
₋ A data-driven Interaction
₋ From data to marketing
₋ So what

• The marketing activities are going to become even more digitalized with an
increasing role of spending optimization.
• The results monitoring and its relation with the real performance and the return
will become the first driver of each digital marketing strategy .
• The process, the tools and the skills of the new digital marketers (both in
companies and agencies) is transforming.

Adobe Marketing Cloud (1/2)

Adobe Marketing Cloud (2/2)

Agenda
• Introduction
₋ So what

The marketing new horizon: upside down mgmt
+
E.M.M.
• Personalization is becoming one of the new

D.M.P
C.R.M. “Digital Must” but it need to be much more
Programmatic
Buying
integrated with the content mgmt, the web-
Personalization
Effectiveness
analytics, the campaign mgmt and the CRM

Content
mgmt segment / strategies
Loyalty
• The DMP and the overall PB trend is
confirming the two digit growth trend but the
portmanteau with the CRM to obtain a full
C.D.B
Audience mgmt will become the next frontier.
Social
• Everything will be data-driven…

-
- Control +
+
E.M.M.

D.M.P Audience
mgmt C.R.M. “Digital Must” but it need to be much more
Programmatic
Buying
Effectiveness

Content
Loyalty
C.D.B
Social

-
- Control +
+
E.M.M.

D.M.P
Programmatic
Buying
Effectiveness

Content
Loyalty
C.D.B
Social

-
- Control +
+
E.M.M.

D.M.P
Programmatic
Buying
Effectiveness

Content
mngmt segment / strategies
Loyalty
C.D.B
Social

-
- Control +
+
E.M.M.

D.M.P Audience
mngmt C.R.M. “Digital Must” but it need to be much more
Programmatic
Buying
Personalization
Effectiveness

segment / strategies
Loyalty
C.D.B
Social

-
- Control +
The marketing new horizon: Programmatic & D.M.P.

The marketing new horizon: Personalization @ scale

The marketing new horizon: new phases & enablers
Data-driven Marketing for OmniChannel
1 2 3 4
Visibility Personalization Conversion Optimization
AEM Analytics Target Connector AEM Analytics Target Connector AEM Analytics Target Connector AEM Analytics Target Connector
Capabilities on support of the Personalized and tailored contents, Definition and evaluation of the main Different levels of Analysis and
Digital Marketing activities in order services after a Customer events in order to increase the Optimization of the website and
to increase the visibility and traffic to engagement. related «conversions». Digital Marketing activities providing
the website. tools, high-level data quality and
reports.
• Support to all Digital Marketing • Deep personalization of the reaction on • Evaluating the performance of different • Automatic optimization leveraging on
activities at Global or Country scale the website could be carried out within a events across the DM channels A/B and Multivariate Testing features
• Internationalization of SEO strong relationship on the information applying specific variables to the • Media campaigns
shared between the online platform and different phases of the customer
₋ Global URL structure • Marketing contents (e.g. Landing
the DM channels journey
₋ Alphabet support pages)
• A set of variables has to be defined and • Lead generation
• Channels: • Website contents
applied, e.g.: • Online sales
₋ DEM campaigns • Funnel
₋ Campaign Source • Evaluating the customer actions related
₋ Affiliation • Fallout
₋ Campaign Medium to the DM activities concluded offline:
₋ SEM and Display Advertising ₋ Campaign Content ₋ Physical Stores
₋ Co-mkting ₋ Campaign Name ₋ Live Chat
₋ Retargeting • Reactions personalization • Exchange campaign information
• Product and content Feed ₋ Commercial proposition between the online platform and CRM
management to export enriched data to
₋ Services (e.g. samples)
DM tools or affiliates
₋ Story-telling / editorial
Agenda
• Introduction
₋ So what

The OmniChannel acquisition funnel
Customer Journey Business lever KPI
Addressable market
Attraction
Addressable
Brand market
Attract/ Digital Mktg
Consider awareness ATL
Customer
Thrust
Reach/
Engage Click
Engagement
Natural Customer Direct

& Organic relation Marketing Through
Experience
Visitors
Interact
Commercial User Reactivation
Experience
Levers Experience
Acquire
Conversion
Convert Online Offline

Channelling
Profitability
Advocacy
Maximize
Customer
Turnover Lifetime Value
Relation

Omni-Channel Optimization: Online Purchase
SOURCE CONTENT TYPE INFLUENT EVENT KPI CONCLUSION
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Omni-Channel Optimization: Reserve and Collect

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Omni-Channel Optimization: Pay and Collect

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Omni-Channel Optimization: First Registration

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Omni-Channel Optimization: Increm. Registration

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REGISTRATION
Agenda
• Introduction
₋ So what

Management phases and business burining questions
Which are the sales

• goals and margin for
Objectives
Historical data are the category?
bases to the forecast… Commercial Plan
How can we
• Budget
increase sales?
Marketing Plan
Through which
channels can we
• How many potential
Objectives reach •all the
Mixclients
customers did I reach? we need?
Pre-sales interaction Web Marketing Channels
How much effective
Am•I really
is my commercial Performance
• Budget doing
strategy?
Campaigns profits thanks to
Transactions these actions?
How much effective
and reliable are my
• Mix and
processes
systems?
Order fulfillment
Are customers
• Performance
satisfied or are there … forecast data are
Post – sales interaction
any critical points to the bases to check
take care of?
performances
A quick commercial and marketing KPIs definition guide
Objectives Management granularity
3
Commercial planning
1 • How much is the online sellout • It is necessary to have visibility

Sellout goals forecasted By category of the revenue and the sellout
• Define total revenue for the trend for each category sold
entire assortment
2 4
• Define the margin goal • Trend is built by mapping the
Margin goals expected per total sellout By week sellout goals for each week
5 • Define the traffic volume

7 • Identify the channels to activate
Marketing planning
Traffic goals expected in order to reach the By channel to reach visits volume goals and
revenues objectives sellout goals
6 8
Conversion • Define conversion rate to • Define and optimize the mix of
rate goals analyze better the visits number By campaign channels to maximize the
and their conversion in sellout performance in terms of sellout
(bottom up model)

KPI aggregation will drive the digital marketing actions
Category
• Single performance and interaction
KPI coming from different tracking
Dresses
sources can be correlated to
Shirts
Channels detect the reasons and the original
context of the discrepancies with
Trousers Boutique the expected trends.
eCommerce • The relations among KPIs can be
Shoes
EMM obtained in different ways and with
different levels of effort depending
on the environment in which it is
Purchase
Contact
Bounce
Visit
Aggregated done.
Example: «Issue from
interactions
category in promo»;
cross checking of
• Al the Digital Marketing PULL and
data allows to PUSH actions will be driven by the
understand the
Frequency
Duration
Deepness
service
Self-
Call-center
original situation real customer context and

Subsequent
interactions
purchase attitude

Agenda
• Introduction
₋ So what

So What…
1 Everything will become (A) data-driven (B) personalized

and (C) optimized in term of cost and performance
2
The role of DMP and CRM will blend starting the Audience
Management era that integrate the customer knowledge
3
The roles of Agencies and the Media Center will be
transformed moving to a consultancy direction
4
The “new way” to optimize is enabled by the front-end full
control

Agenda
• Introduction
• Adobe Marketing Cloud Overview and Advantages
• Adobe Analytics - Key Capabilities and differentiators
• Adobe Target – Optimizing digital experiences
• Demo
• Adobe Audience Manager
• Adobe Campaign - Key Capabilities
• Personalization Use cases
• Quick Win
• Q&A

Data Driven Marketing & Adobe Marketing Cloud

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Copyright © 2016 Accenture. All rights reserved. 2

Copyright © 2016 Accenture. All rights reserved. 3

Copyright © 2016 Accenture. All rights reserved. 4

Copyright © 2016 Accenture. All rights reserved. 5

Copyright © 2016 Accenture. All rights reserved. 6

Copyright © 2016 Accenture. All rights reserved. 7

• Personalization is becoming one of the new

analytics, the campaign mgmt and the CRM

• Everything will be data-driven…

• Personalization is becoming one of the new

analytics, the campaign mgmt and the CRM

• Everything will be data-driven…

• Personalization is becoming one of the new

analytics, the campaign mgmt and the CRM

• Everything will be data-driven…

• Personalization is becoming one of the new

analytics, the campaign mgmt and the CRM

• Everything will be data-driven…

• Personalization is becoming one of the new

analytics, the campaign mgmt and the CRM

• Everything will be data-driven…

Copyright © 2016 Accenture. All rights reserved. 13

Copyright © 2016 Accenture. All rights reserved. 14

Copyright © 2016 Accenture. All rights reserved. 16

Customer Journey Business lever KPI

Natural Customer Direct

Convert Online Offline

Copyright © 2016 Accenture. All rights reserved. 17

ORGANIC HP LIVECHAT ONLINE PURCHASE THANK YOU

DIRECT LANDING PAGE RESERVE & COLLECT

SEM PRODUCT PAGE PAY & COLLECT

PRODUCTION WELCOME PAGE

MAIL EDITORIAL CONTENT BOOK A VISIT

DISPLAY STORE LOCATOR 1° REGISTRATION

DEM MTM PERSONALISATION INCREMENTAL STORE

ORGANIC HP LIVECHAT ONLINE PURCHASE THANK YOU

DIRECT LANDING PAGE RESERVE & COLLECT

SEM PRODUCT PAGE PAY & COLLECT

PRODUCTION WELCOME PAGE

MAIL EDITORIAL CONTENT BOOK A VISIT

DISPLAY STORE LOCATOR 1° REGISTRATION

DEM MTM PERSONALISATION INCREMENTAL STORE

ORGANIC HP LIVECHAT ONLINE PURCHASE THANK YOU

DIRECT LANDING PAGE RESERVE & COLLECT

SEM PRODUCT PAGE PAY & COLLECT

PRODUCTION WELCOME PAGE

MAIL EDITORIAL CONTENT BOOK A VISIT

DISPLAY STORE LOCATOR 1° REGISTRATION

DEM MTM PERSONALISATION INCREMENTAL STORE

ORGANIC HP LIVECHAT ONLINE PURCHASE THANK YOU

DIRECT LANDING PAGE RESERVE & COLLECT

SEM PRODUCT PAGE PAY & COLLECT

PRODUCTION WELCOME PAGE

MAIL EDITORIAL CONTENT BOOK A VISIT

DISPLAY STORE LOCATOR 1° REGISTRATION

DEM MTM PERSONALISATION INCREMENTAL STORE

ORGANIC HP LIVECHAT ONLINE PURCHASE THANK YOU

DIRECT LANDING PAGE RESERVE & COLLECT

SEM PRODUCT PAGE PAY & COLLECT

PRODUCTION WELCOME PAGE

MAIL EDITORIAL CONTENT BOOK A VISIT