We just kicked off a new campaign and thought we'd use this as an opportunity to give you a behind-the-scenes look at how we're using the Adobe® Marketing Cloud. You'll see how the campaign is performing— what's working, what's not, what we're learning, and what we're doing about it. Here are some initial results.Keep checking in to see how we adjust the campaign based on the data and insights we get from the AdobeMarketing Cloud.

How's our social media performing?Social media is a key element of the campaign.Using Adobe® Social, we are tracking Twitter andFacebook to create buzz, drive people to our site,and convert interactions into inquiries.

Our Facebook app is key to the campaign.

Twitter mentions by term

In the first week of the campaign, there have been over 5,000 mentions of“Adobe Marketing Cloud” on social media channels and the “#MetricsNotMyths”Twitter hashtag, which put them in the Top 5 of Adobe’s tracked terms in socialchannels, and we’ve seen nearly unanimous positive/neutral sentiment.

How are people finding us?We're analyzing a number of web metrics to understand how many people are visiting our site, what sourcesare driving traffic, the duration of each visit, and what actions visitors are taking.

Digital Marketing campaign — Web site visits

Awareness from paid media, combined with social and press coverage about thecampaign, drove a significant amount of traffic to our site — we saw a 10xincrease on launch day.

Referring sources for traffic

Knowing how people make their way to our site helps us allocate resources andbudget to the right things. Looking at the top sources of traffic to our site, we cansee the impact of our display and print campaign, as well as the importance ofmedia coverage in driving traffic.

See how we use the Adobe Marketing Cloud toinform and improve our new Digital Marketingcampaign.

The paths to conversion

Here’s an example of how Adobe Analytics can help us see and analyze thepaths our customers take on the road to purchase.

How is our media mix performing?Understanding the journey from awareness topurchase impacts a lot of the decisions we'll makeabout the campaign. Using Adobe® Analytics, wecan learn which part of our media mix is workingbest, and how many parts of our campaign peopleengage with before becoming a customer.

Display banners running across the web.

So, what's the bottom line?Ultimately, we're working to turn visitors into solidleads. Thanks to Adobe Marketing Cloud, we cantrack the process from beginning to end.To the right, you see the total number of visits to the Adobe Marketing Cloud siteduring the first week of the campaign, along with the number people filling out aform requesting more information. In one week, we saw a 45% increase incompleted forms compared to our pre-campaign weekly average.

Total conversion

Ultimate Case Study Kicks Off › Initial Results ›

Adobe Marketing Cloud: Go from data, to insights, to action.Join us here and on our Digital Marketing blog as we continue to measure and optimize our campaign to getthe best business results.Read all the blog posts:

Copyright © 2012 Adobe Systems Incorporated. All rights reserved.

The Ultimate Case Study: How we are usingAdobe Marketing Cloud for our ownmarketingDIGITAL MARKETING · By Christine Beury On October 23, 2012 · Add Comment

Today we launched our new Digital Marketing campaign. As a campaign lead, I thoughtit would be interesting to share a behind-the-scenes look at how we measure, optimizeand improve our own marketing campaign as it rolls out.

Each week my peers and I will share the campaign results, how we are using AdobeMarketing Cloud and what’s working, as well as what’s not and how we are adjusting tomeet our goals.

Let’s start with the campaign goals:

This is a fully integrated campaign intended to raise awareness and demand for AdobeMarketing Cloud. We have established goals for overall awareness, media & social sen‐timent, social engagement, community growth, web site traffic and conversion.

Here is a quick campaign overview:

The campaign is based on busting the myths of marketing. Why? Marketing overall hasa perception problem. A recent Fournaise Marketing Group study reported that 73% ofCEOs say that marketers lack business credibility. According to an Adobe study,released today, on The State of Online Advertising, 53% of consumers think most mar‐keting is a bunch of B.S. Well, as marketers, we all know that’s nonsense. Here atAdobe we see the Adobe Marketing Cloud help companies prove the business impact oftheir marketing investments all the time.

So, we are taking marketing myths head on to dispel them. For more details and back‐ground on the campaign, read our CMO’s blog post.

We are weaving the “Metrics, not Myths” theme across all our marketing – from paid andsocial media to the web site and lead generation. We are also offering opportunities tohear from other leaders in the industry as they discuss the value and future of marketing.

In fact, join us tomorrow, Oct. 25 9AM PT for a livedebate and Twitter chat. Our host, Michael Brito, SVPEdelman Digital and author of Smart Business, along with

Jon Vein @MarketShareCo and Olivier Blanchard@thebrandbuilder will discuss how you prove the value ofmarketing.

See how the campaign performs

As the campaign rolls out, we will look at how social isimpacting business results. Learn which marketing vehi‐cles deliver the most business impact. We’ll analyze ourad creative performance. Understand who our most influ‐ential community members are and what that reallymeans. We’ll share our search optimization strategies. And, when things are not working we’ll tell you what we

are doing to address them.

Just like your CEO wants to see how marketing helps to drive the business, so doesours. Join us and check back to this blog and our web site each week as we share anddiscuss the campaign’s insights with you.