Adobe presentation sydney

Real Time MarketingSiva Ganeshanandan | Director Product and Industry Strategy, JAPAC

Agenda

Real Time Marketing – What Is It ?

Inhibiting Factors – Why Is It So Hard ?

Building Towards – Real Time Marketing

Real Time Marketing

War Rooms

Bright Shiny Object

#istrategysiva

All The Time

Right Person, Right Message, Right Time

Altimeter Group (Charlene Li)

Traditional RTM New RTM

Right Person Audience, Corporate Centric

Individual, Data Driven, Customer Centric

Right Time and Place Event Focused, Pre-Planned

Taps Existing Conversations, Understands Context, Fast Response

Right Message Creative, Corporate Centric

Responsive and Creative, Customer Centric, Marketing as a Service

Golin Harris : Impact of Real Time Marketing

http://golinharris.com/#!/insights/real-time-marketing-research/

Golin Harris : Impact of Real Time Marketing

Agenda

metric and KPImisalignment

skill set and role

fragmentation

Why Is It Hard?

tool set fragmentation

channel fragmentation

Coordinating successful

campaigns is harder than

skill set and role

fragmentation

Why Is It Hard?

For consumers, there is only your brandBut marketers see four screens: TV, computer, tablet, mobileThey see 6 channels: web, social, email, search, display and apps They see three sources of trust: paid, earned, ownedAnd no two customer journeys are the same

Before Social Now

The Impact of Social

skill set and role

fragmentation

Why Is It Hard?

Adobe Marketing Toolset – 2 ½ Years Ago

skill set and role

fragmentation

Why Is It Hard?

Analysts

Social Marketer

CMO, Head of Digital

Advertising

Search

Content Authours

Mobile Team

BI/CRM

Different Teams – Often Working in Isolation

Common Challenge: Dysfunctional processes and governance

Lots of horsepower…

skill set and role

fragmentation

Why Is It Hard?

Share of Voice

LikesKlout Score

Add To Cart Rate

Impressions

CPATool

Open Rate

Uniques

SALs/MQLs

Brand Score

CTRPage Views NPS

SalesProduct IT

Marketing

No Conductor of the Orchestra

Common Challenge: Dysfunctional Processes and Governance

Agenda

Building Towards Digital Marketing

Organisational

Technology and Process

Collaboration

Organisational Structure : Reporting vs Permission

Response Processes

Data Skills

$12k-$25k

central

financial services

banking

art+architecture

education

#239857

#00e0c9

F = k ( q1 q2 / r2 )

( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ2

Fb = Vρg = mg

001 002 003004 005 006007 008 009

Testing Skills

science

Organisational

Collaboration

USER EXPERIENCEUSER ACTIONS

Clicks on product

Clicks on a newsstory

Walks into store

Stock hits $50 andtriggers an alert

Downloads awhitepaper

Updates golfscores

.000 .003

1. What do I know about this visitor?

2. What do I predict will make the visitor take the action I want?

30% off, Free shipping Golf Stories Product Recommendation

3. Access & Assemble the Digital assets that match what I predict

4. Deliver those Digital Assets to thevisitor in the right channel

The Last Millisecond

.001 .002

Customers Expect and Reward Real Time Marketing

LISTEN PREDICT ASSEMBLE DELIVER

THE LAST MILLISECOND

Understand Your Customer from All The Signals They Provide

SEO/SEM

Direct Mail

E-mail

Social

Mobile

Broadcast

Branch

Call Centers

Customer / Account

Display Ads?

Online and Offline

Online Data Offline Data

SEO/SEM Direct Mail

E-mail

Social

Mobile

Broadcast

Branch

Call Centers

Customer / Account

Display Ads ?

This Data Doesn’t Just Sit with Marketing

Build a Picture of Who The Customer Is

Online Data

SEO/SEM

E-mail

Social

Mobile

Display Ads

Offline Data

Direct Mail

Broadcast

Branch

Call Centers

Customer / Account

Big Analytics for Marketers

Use Historic Behaviour Patterns to Help Predict

Historic engagement level illustrates pattern…

Week11 12 13 14 15 16 170

30… customer score spikes indicates a

potential new opportunity…

… and derives a list, or segment, of highly

engaged customers…… multichannel decision engine detects activity

spikes and triggers alert…

branch call-centre/IVR online mobile/tablet

… who can be targeted immediately through automated online targeting, or directed to other channels (e.g.

relationship manager) for follow-up.

Enter Budget Constraints

Develop Reliable Predictive Models

Obtain Optimal Budget Allocation

Develop Reliable Predictive Models

Forrester Perspective

Personalise at Every Touch Point

Manage Optimize CreativeIngest

3rd Party

Affiliate/Retail Data

bizo dataloTARGUSinfo AllianExperian IXIAcxiom V12 groupBluekai exelate

Lead Scoring

Social

Ad Performance

Digital Analytics

CEM/Netizza

AUDIENCE MANAGEMENTAD

Call to Action 1

Image 120%

Hero 1

1st Party

2nd Party

Image 2

10% Off

Call to Action 2

Hero 2

Portable DVD Phone Tablet

Cyber Moms

(2,134,000 Uniques)

Last 7 Days

Young Urban Males

(4,674,000 Uniques)

Last 7 Days

Gender

Marital Status

Presence of Children

Buying Process

Electronic Needs

Population Density

Visit Frequency

Age Range

Housing Type

HH Income

Empower Digital Marketers to build optimized mobile experiences

• In-context content authoring

• Device preview• Reuse of content

and assets• Apple iPad optimized

authoring tool for content review and approval

PhoneGap Changes Everything

MOBILE

MOBILE APPS

device-specific features

Social Content and Publishing

Making Use of Network (Facebook, Google+ APIs)

Organisational

Collaboration

Social CRM

PReComm

Retail

DM OOH

Mobile

Gaming

Insights

ITMedia

Search

AdvertisingSocial

Targeting Analytics

Experience Management

CASE STUDY:

Adobe Creative Cloud Launch

Discovering the Audience and Marketing Channels

PHOTOGRAPHER STUDENT

CREATIVE DIRECTOR VIDEO PRODUCER

PHOTOGRAPHER

CREATIVE DIRECTOR

STUDENT

VIDEO PRODUCER

PHOTOGRAPHER

CREATIVE DIRECTOR

STUDENT

VIDEO PRODUCER

1012,320

Go Beyond Likes & Followers

Goal: Target Influencers to Drive Revenue

Photoshop is the best invention next to the Internet <3

Test Structure

Experience A Experience B

Experience A

Experience B

What Did YOU Think?

Results – Data Optimized

Enter: +12%

Learn: 200%

Winner!

3 million referralsto Adobe.com

13% Revenue ContributionCreative Cloud

Reduced Ad Cost by 28%

Results

Summary

Real Time Marketing is All The Time

Demand More from Technology

Organise for Agility

USER EXPERIENCEUSER ACTIONS

Clicks on product

Clicks on a newsstory

Walks into store

Stock hits $50 andtriggers an alert

Downloads awhitepaper

Updates golfscores

.000 .003

1. What do I know about this visitor?

2. What do I predict will make the visitor take the action I want?

30% off, Free shipping Golf Stories Product Recommendation

3. Access & Assemble the Digital assets that match what I predict

4. Deliver those Digital Assets to thevisitor in the right channel

The Last Millisecond

.001 .002

Customers Expect and Reward Real Time Marketing

“If everything seems under control, your just not going fast enough”

Adobe presentation sydney

Documents

Creating an Adobe Presentation

Adobe photoshop cs6 basic tutorials presentation

Uploading Presentation or Screen Sharing in Adobe Connect...Uploading Presentation or Screen Sharing in Adobe Connect Adobe Connect allows you to either upload a presentation (in PowerPoint

Adobe Youth Voices Presentation

Sydney Region Teacher Librarian Presentation

Sydney Presentation Pp t

Sydney presentation

Adobe Presentation

AEM/CQ Hack Expo @ Adobe Sydney

Sydney harvest outcome presentation annotated

Adobe investor presentation - November 2011

Cprf presentation sydney 8 november_flew

Presentation to Adobe EMEA Marketing team

Adobe youth voices presentation 4

Accenture presentation sydney

IBM Presentation, E2.0, Sydney

4th IoE Sydney Meetup Presentation

Adobe Systems Presentation

Adobe Presentation Jan 2010(3)

Adobe Connect Training Presentation