Marketing by the Numbers : How Adobe puts the data back …max-2013-assets.s3.amazonaws.com/emea-assets/pdf… · · 2014-06-03DMP: AudienceManager DSP: AMO+ Dynamic Ad Targeter

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit

Adobe Summit EMEA, May 2014 Marketing by the Numbers : How Adobe puts the data back into its marketing

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 2

John Watton Director, Digital Marketing EMEA @jwatton

Petar Karafezov Group Manager, EMEA Web Strategy and Optimisation @karafezov


Art + Science The NEW Marketer

@jwatton


4

74% of Adobe’s Marketing Spend is on Digital

@jwatton


5

What’s Different About Digital? Everything.

People

Process

Technology New skills:

“Bring in the Nerds”

Strategic In-sourcing

Deploy Adobe Marketing Cloud across Adobe.com and media

“Always On” marketing

A single source of truth

Ongoing testing and iteration

@jwatton


BEFORE - “Portfolio Marketing”

People KPIs Technology

Display

Search

Site

Outsourced mix + DFA

+ various agencies

CPA

(trials, orders)

+ 8 agencies worldwide

Outsourced mix CPA + ROI

(trials, orders)

Adobe Target, Adobe Analytics RPV

(revenue per visit) IT, Analytics

@jwatton


BEFORE - “Portfolio Marketing”


Display

Search

Site

Outsourced mix + DFA

+ various agencies

CPA

(trials, orders)

+ 8 agencies worldwide

Outsourced mix CPA + ROI

(trials, orders)

Adobe Target, Adobe Analytics RPV

(revenue per visit) IT, Analytics

@jwatton

Not enough focus (Center of Excellence) Too general for evolving business needs Price/Performance

Not enough focus (Center of Excellence) Inconsistent agency metrics & reports Time to market (US vs. region rollout)

Ad Hoc and not aligned to Business goals Scalability Not embedded in organisational culture

Common issues


AFTER - “Marketing by the Numbers”


Display

Search

Site

DMP: AudienceManager DSP: AMO+ Dynamic Ad Targeter (future) + DFA

5 CPA (trials, orders, subscriptions)

No agencies

SEM: AMO, Target, Analytics SEO: BrightEdge Site: Search&Promote, Google Search

CPA + ROI (trials, orders, subscriptions)

Report across SEM, site, SEO

26 12 SEM 7 SEO + site 7 operations No agencies

Target, Analytics (AMO, Data Workbench)

RPV (revenue per visit) Subscription rate + Subscription mix

IT, Analytics Campaign Web Strategy eCommerce

10 @jwatton


AFTER - “Marketing by the Numbers” – benefits across the entire organisation

People KPIs Technology DMP: AudienceManager DSP: Adlens+ Dynamic Ad Targeter (future) + DFA

5 CPA (trials, orders, subscriptions)

No agencies

SEM: AdLens, Test&Target, SiteCatalyst SEO: BrightEdge Site: Search&Promote, Google Search

CPA + ROI (trials, orders, subscriptions)

Cross-channel reporting 26

12 SEM 7 SEO + site 7 operations No agencies

Test&Target, Site Catalyst Discover, Insight

RPV (revenue per visit) Subscription rate + Subscription mix

IT, Analytics Campaign Web Stategy eCommerce

10

Display

Search

Site

> -25% in CPA Better targeting (audience segments) Better messaging (offer, copy, creative)

Acrobat DEX Services: -30% CPA combined with +70% Trials and +300% Orders Optimised across SEM, SEO, & Site Search

> +$80M cumulative RPV lift in FY12 > +10% lift possible per successful test Ability to optimise the subscriptions mix

Benefits

@jwatton


Petar Karafezov Marketing by the Numbers : Campaign marketing


Measurement Framework Overview

$ $ $

Display Ads

Adobe.com Online Store Channel

Partner Referral

Paid Search

Trial

Adobe Brand Advertising

Organic Search Email

Social media

Adobe Sales Rep

Product Value Proposition

Webinars

Messaging Relevancy

OUTCOME METRICS

LEADING INDICATOR METRICS

OPTIMISATION METRICS

STRATEGY EVALUATION

Marketing Strategy

Brand & Reputation

BUSINESS OBJECTIVES AND STRATEGY

Loyalty & Advocacy

PR/AR

Adobe.com - Optimise landing pages, content, layout

Offline Ads

@karafezov


Campaign Measurement/Optimisation

POST LAUNCH

Optimise Budget & Mix

Track Progress & Fine Tune Approach

Analyze Results

DURING LAUNCH PRE-LAUNCH PRE-LAUNCH

% of Budget Spend

PR Display Advertising

Offline Advertising Search Email Social

Media

MARKETING BUDGET

0% 20% 40% 60% 80% 100% 120% 140% 160%

Revenue

Profit Contribution

Point of Diminishing Returns

% of Budget Spend

% of Budget Spend

% of Budget Spend

% of Budget Spend

% of Budget Spend

@karafezov


Using MMX Resource Allocation Model to Optimise Spend and Mix

Elasticity coefficients are estimated for each marketing driver by route to market

$349

$350

$351

$352

$353

$354

$520

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0% 50% 100% 150%

$Mill

ions

Pro

fit C

ontr

ibut

ion

$Mill

ions

Rev

enue

Increase in Marketing Spend vs Last Year

Creative BU Marketing Response Revenue Profit Contribution

We input our marketing planned spend and revenue/profit targets to produce response curves and then simulate different scenarios for mix and overall spend level

Product Releases Major and minor releases have different coefficients

Economy Strong correlation of revenue to economic trends

PR and Social Media

Very strong correlations; including key indirect drivers of Google query volume and paid search

Channel Marketing (MDF)

Getting weekly data of reseller programs made this very hard; but we can see impact

Master Brand advertising

Addition of master brand campaign produced significant uplift

Paid Search Display ads Email

Digital media was under-invested; we increased and optimised our mix by product

Corporate Events

Episodic in nature, big events were correlated to revenue uplifts

@karafezov


Campaign Optimisation and Measurement

POST LAUNCH

Optimize Budget & Mix


Analyze Results

DURING LAUNCH DURING LAUNCH PRE-LAUNCH PRE-LAUNCH


Adobe Marketing Cloud

@karafezov


Two Major Workflows

Marketing Channel Optimisation

Display, Search, Site

Social Media

Email

Campaign Performance

Integrated view of performance

@karafezov


• +20% Audience size coupled with retargeting 2x conversion & • +50% reduction in CPA

Display

Search

Site

Select Marketing Channel “Big Wins” “Strategic” Optimisation: Step function enhancements to performance

• +80% Net Revenue for Acrobat if SEM & SEO branded keywords run simultaneously

• +39% RPV - consisting of +25% Conversion and • +10% Average Order Value

@karafezov

Unified Media Experience


Unified Media Experience Adobe Marketing Personalisation “Vision”

Conversion

Email

Mobile

Event Marketing

Display

Display

Search

Social

Site

Site

@karafezov


Back in

2008 @karafezov



Conversion

Email

Mobile

Event Marketing

Display

Display

Search

Social

Site

Site

@karafezov



Conversion

Email

Mobile

Event Marketing

Display

Display

Search

Social

Site

Site

Adobe Audience Manager

Single Audience Definition across all Marketing Channels

Same message or sequential messaging no matter where the user interacts with the Adobe brand

@karafezov


Capabilities of the Next Generation of Marketing Data Architecture

Scale to process truly big data

Ability to process complex events and react in real time

Consistent, cross-Adobe view of customer identity & profile

Connecting & collating multiple sources of data – behavioural, transactional and reference – under a common data model

Pattern analysis and rules engines to drive micro-targeting & personalisation

Customer Interactions

Human

Channel

Automated

Customer Information

Storage (source of truth)

Targeting & Delivery

Customer Behaviour &

Analytics

Digital Content Management

@karafezov


Campaign Performance – A Journey

Before:

Multiple sources of ‘truth’

Lack of integrated view

Time to action = weeks

After:

Single source of ‘truth’

Integrated campaign dashboard

Time to action = days

@karafezov


Organisation Change

Database Analytics Search

Finance

Email Marketing

Web Analytics PR/Social

Market Research Advertising

Business Unit

Synthesis & Insights

Core team leadership shared by Marketing

Effectiveness and Campaign Marketing

@karafezov


A Day in the Life of the Insights Team

4:00am Evaluate core data sources

4:30am Join a “Before the rooster” morning update call

5:30am

@karafezov


A Day in the Life of the Insights Team

9:00 Evaluate core data sources

9:30 Join “customer reaction” response call

10:00 Analysis / Conduct data owner interviews - PR, Social Media, Paid Media

12:00 Compile draft Scorecard

14:00 Share with Marketing Core Team

- Identify any issues to monitor, actions to take

- Refine Scorecard, create executive summary (top 3 takeaways)

16:00 Distribute Marketing Scorecard, Executive Summary

16:00 Exec Update

@karafezov


Major Sections

Traffic

Conversion

Direct to Store

Free to Paid

Key marketing metrics

Paid Media ROI

Coverage

Online Business

Reporting Cycle

Daily at launch

Weekly post-launch

Funnel Metrics Dashboard

@karafezov


Our Formula

Determining what to include

Integrate/stitch multiple sources (online/offline)

Generating insights and recommendations

Visual display

@karafezov


Considerations for Campaign Performance Tracking

Insights – not just data

Integrate multiple sources of online and offline data

Manual moving to automated

Attribution

Last click moving to empirical

@karafezov


Model Delivers True Empirical Attribution of Marketing Program Impact on Revenue

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Event

Direct Mail

Online Display

Email

MDF

Brand

Paid Search

@karafezov


Campaign Measurement/Optimisation

POST LAUNCH

Optimize Budget & Mix


Analyze Results

POST LAUNCH DURING LAUNCH DURING LAUNCH PRE-LAUNCH

Analyze Results

@karafezov


John Watton Marketing by the Numbers : Social


Our Journey

Disparate teams

Inconsistent KPI’s

Ad hoc reporting

Different tools/platforms

BEFORE AFTER

Volume and Sentiment

Hub and Spoke organisation

Common KPIs & Measurement Framework

Standardised reporting

Common tools

Ability to prove Business Value and ROI

@jwatton


Evolving Adobe’s Social Organisation

Centralized • One department

controls all efforts

• Consistent • May not be as

authentic

Organic • Organic growth • Authentic • Experimental • Not coordinated

Coordinated/ Hub & Spoke • Sets rules, best

practices, • Spreads widely

around the org • Takes time

Multiple Hub & Spoke • Similar to

Coordinated but across multiple brands and units

Holistic • Each employee • is empowered • Unlike Organic,

employees are organised

2000-09 2010-12 2013

@jwatton


Measurement Framework based on Business Objectives

35

Awareness Dialog / Conversation Share of Voice / Influence Sentiment and Reputation Volume Engagement

Innovation and R&D Topic Trends Ratings & Reviews Sentiment New features included

from community

Marketing Testing impact of UGC Search, Media, Email, Web Traffic Market Research Survey Fans vs. Followers tracking Search Optimization

Ecommerce/ Direct Revenue Direct Attribution Revenue and Subscriptions Adobe Analytics on Facebook Social Campaign ROI

Support Measurement Call Volume Resolution Rate Resolution Time CSAT Score (adobe.com)

Public Relations and

Communications

Marketing and

ecomm.

Customer service and support

Product Innovation

@jwatton

Social channels and

programmes

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton

Marketing is Creativity

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @jwatton

Marketing is Maths


$349

$350

$351

$352

$353

$354

$520

$530

$540

$550

$560

$570

0% 50% 100% 150%

$Mill

ions

Pro

fit C

ontr

ibut

ion

$Mill

ions

Rev

enue

@jwatton

“Not taking a risk, is a risk”


Organisations have to Transform

help

Organisations have to Transform

@jwatton


Stay a Marketer

@jwatton

Stay a Marketer



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May 14-15, 2014 | ICC ExCel, London

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Documents

Marketing by the Numbers : How Adobe puts the data back …max-2013-assets.s3.amazonaws.com/emea-assets/pdf… · · 2014-06-03DMP: AudienceManager DSP: AMO+ Dynamic Ad Targeter