opportunities offered by the integration of digital and ... · opportunities offered by the integration of digital and physical ... Lululemon Athletica is ... Adobe Marketing Cloud

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The new opportunities offered by the integration of digital and physical channels: The evolution of Customer Journey in Finance. Unicredit case history Banking Nicola Bugini – Senior Solutions Consultant, Adobe Systems Italia


Jen | Gym Instructor

Lululemon Athletica is fantastic. Felix | College Professor

VERIZON LTE 4G Samsung Galaxy S4

Fred Leger Age 30

T-Mobile 4 Nokia Lumia 520

Sue Child

Chris Manchester Elisa Sanchez

Age 40

Jerry | Stock Broker

AT&T Iphone 4s

@AdobeMktgCloud

Albert 3,343, 4,453

Welcome to the Era of Digital


New competitive landscape

Industry Dynamics Focus on privacy & data security

Dramatic to digital

consumer shift


Key Priorities for Retail Banks

GROW CLIENT BASE • Drive digital sales – web & mobile • Improve ROI of digital media spend • Increase account quality

DEEPEN CUSTOMER RELATIONSHIPS • Unify view of the customers (360) • Improve “financial well-being” customers • Increase cross-sell rates of credit &

investments

CONSISTENT, HIGH-QUALITY

EXPERIENCES • Deliver seamless cross-channel experiences • Improve brand consistency • Attribute channel impact to conversion

activity


The customer journey is highly complex, never linear and rarely through one

channel

AWARENESS CONSIDERATION

DECISION PURCHASE

checks social media for reviews

researches product via mobile

site

dials call center for

more information Initiates

purchase online via tablet

Stops by branch to finalize purchase

Customer receives email with savings

offer


DISPARATE DATA SOURCES & TOOLS

Challenges

ANONYMOUS AUDIENCES

CHANNEL COMPLEXITY & ATTRIBUTION

DRIVING DIGITAL SALES & REVENUE – ESPECIALLY FROM

MOBILE


PERSONALIZED CROSS-CHANNEL REAL-TIME

The Connected Customer Experience


.000 .003 .001 .002

Delivering a connected customer experience

USER EXPERIENCE USER ACTIONS

Predict

The Last Millisecond

Listen

CRM 3rd

Assemble

Deliver


The Adobe Advantage

Adobe® Creative

Cloud™

Adobe® Marketing

Cloud


THE ADOBE MARKETING CLOUD

ANALYTICS EXPERIENCE MANAGER

TARGET MEDIA OPTIMIZER

SOCIAL CAMPAIGN AUDIENCE MANAGER

PRIMETIME


SOLUTIONS

CORE SERVICES

Adobe Marketing Cloud

PLATFORM

ANALYTICS EXPERIENCE

MANAGER

CAMPAIGN MEDIA

OPTIMIZER

SOCIAL TARGET

ACTIVATION

ASSETS

COLLABORATION

EXCHANGE

MOBILE

PROFILES &

AUDIENCES

USER MANAGEMENT

& ADMINISTRATI

ON

Data & Content

PRIMETIME AUDIENCE

MANAGER



IN-APP MESSAGING

MOBILE APP

MOBILE FORMS

TRIGGER-BASED EMAIL

ACCOUNT SUMMARY

WEFINANCE.COM HOME

JUMP PAGE CREDIT CARD

SEARCH

POTENTIAL CUSTOMER

Age:

Previous Browsing History:

Current Products:

Geography:

In Market:

Current Customer:

Income:

On Email List:

Product of Interest:

Preferred Communication Method:

Social Media Activity:

Gender:

Campaign Response History:

Search Keyword:

Search History:

36

Last Week – “Credit Card”

Checking & Savings Account

San Diego, CA

Yes

Yes

$80,000–$100,000/year

Yes

Credit Card – Travel Rewards

Email

Facebook

Male

Search

Credit Card

“Rewards” & “Travel Points”

Banner A Email 3

CROSS-CHANNEL ONBOARDING

MARK ANGELLO

Frequency & Recency on weFinance.com: Last 90 Days – 8x

Progressive Customer Profile


MOBILE

EMAIL

SOCIAL

BRANCH/ CALL CENTER

Data Driven Marketing Accelerate customer acquisition & engagement by combining digital analytics, customer data and offline interactions

CUSTOMER 360 Understand the entire

customer journey across multiple channels

ATTRIBUTION Measure the true impact of your

marketing campaigns and channels

PREDICTIVE INTELLIGENCE Make forward-looking decisions and enable responses to real-time

customer activities

WEBSIT

E

ANONYMOUS

Adobe Analytics

Adobe Audience Manager


Customer Experience Conquer complexity to simply deliver improved digital experiences across every touch point of the customer journey

CENTRALIZED Centralize the content creation and management to expedite delivery and speed to market

AUTOMATED Automate personalization and optimize conversion through

testing and targeting

UNIFIED & CONSISTENT Create unified and consistent customer experiences across

digital channels


Cross-Channel Marketing Deliver 1-to-1 customer centric campaigns across channels in context

NEW CHECKING ACCOUNT

INCREASE SAVINGS

NEW HOME MORTGAGE

LOWER BANK FEES

Customer Motivation

NO MINIMUM BALANCE CHECKIN

G

WELCOME/ DISCOVER FEATURES

START SAVING &

SET GOALS

LEARN MORE

ABOUT OUR SAVINGS OFFERS

STEADY CD

INTEREST RATE

OFFER

RISK-FREE CD OFFER

INTEGRATED CUSTOMER PROFILE

VISUAL CAMPAIGN ORCHESTRATION

TARGETED SEGMENTATION

OPERATIONAL REPORTING

CROSS-CHANNEL EXECUTION

Customer Journey

GET PRE-QUALIFIE

D

YOUR GUIDE TO

PROPERTY OWNERSHI

P

YOUR MORTGAGE OFFER

LET’S CONNECT

& SEE HOW WE CAN

HELP

ACCOUNT ADJUSTMEN

T OFFER

DISCOVER YOUR NEW FEATURES


Mobile Services Mobile development & mobile marketing focused on apps and responsive websites

MAKE & MANAGE Update content for multiple

platforms, app stores, and mobile browsers

MEASURE Use analytics to improve engagement

& unify with web interactions

MONETIZE Improve app experiences & conversion with A/B testing

A

B

C

D

D


Responsive & Adaptive forms: Simplify form filling on any device

Key Capabilities

• Pre-filled form fields

• Save partially completed forms & return later

• Leverage Adobe EchoSign for electronic signatures

• Leverage embedded contextual help

Key Benefits

• Increase conversions, reduce abandonment and errors

• Responsive design adapts devices; forms adapt to user responses

• Templates can match look and feel of websites

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Marketing Cloud

18

Case Study: UniCredit

Increase acquisitions across digital channels

Deliver compelling & dynamic websites

Maintaining brand consistency across all sites

OBJECTIVES

Adobe Marketing Cloud, including Adobe Analytics, Adobe Target, Adobe Social and Adobe Experience Manager) & Adobe Creative Cloud

SOLUTIONS

Increased online acquisitions by 60%

Enhanced site exit page & increased leads by 20%

Reduced cost per lead by 43% in Year 1

RESULTS

Jonathan Elliott Head of Web Analytics, UniCredit

“The Adobe Marketing Cloud has helped us penetrate the vast European market and grow acquisitions online by 60% year after year. By using the Adobe solutions for the past few years, we have reduced our cost per lead by 43% and 19% consecutively while strengthening our brand and online strategy.”


Why Adobe?

Adobe Marketing Cloud is the most comprehensive & integrated marketing solution for marketers

8 SOLUTIONS, 1 CLOUD

Most integrated multi-channel marketing cloud in the marketplace today

Unmatched integration between market leading creative and marketing clouds

Core services for unparalleled user collaboration, workflow and experience

Pure focus on the digital marketing professional and their specific needs

Integrated solution designed for real-time activation of content & data assets

True cloud based solution, reducing TCO while addressing key data privacy/ security constraints

Top quadrant, market leading integrated platform

ANALYTICS EXPERIENCE MANAGER

TARGET MEDIA OPTIMIZER

SOCIAL CAMPAIGN AUDIENCE MANAGER

PRIMETIME


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opportunities offered by the integration of digital and ... · opportunities offered by the integration of digital and physical ... Lululemon Athletica is ... Adobe Marketing Cloud