Adobe 2014 Summit Report

May, 2014.

tim@digitalbalance.com.au www.digitalbalance.com.au /digitalbalance/ @dbsocialAU

   

7,000 people attended from 33 countries

77 people from Australia/NZ (an increase of 2466% over the past 4 years)

digital balance Adobe Summit takeaways

Reinvention of Marketing

ADOBE 2014 SUMMIT THEME

Reinvention of Marketing

THE MARKETING CLOUD

CHANNEL ATTRIBUTION

DATA STORYTELLING

3RD PARTY COOKIE

DIGITAL ROADBLOCK SURVEY

ADOBE 2014 SUMMIT TOPICS:

#1 Adobe Survey

Marketers agree their role will change in 3 years

64% Marketers agree their role will change in 12 months

81%

HOW MUCH DO YOU AGREE WITH?

…only 14% of those marketers know how to go

about it

40% While 2 in 5 marketers surveyed stated that they wanted to

reinvent themselves…

14%

HOW MUCH DO YOU AGREE WITH?

91% Marketers need to become skilled in more than one area

HOW MUCH DO YOU AGREE WITH?

Digital tools and channels are fundamentally changing the

nature of marketing 90%

“What will be most important to your company’s marketing moving forward?”

1. Personalisation 2.  Big Data 3.  Social 4.  Real Time 5.  Mobile

TOP

5

#2 Adobe Marketing Cloud

“facilitate better team

communications by taking a collaborative approach to the

distribution of data.”

THE MARKETING CLOUD PHASE 1 IS DESIGNED TO:

Solutions

Shared capabilities

Platform

Solutions

Shared capabilities

Platform

Technology to help manage connections to your customers

Solutions

Shared capabilities

Platform

Technology to manage the process of marketing

25 data centres worldwide

33 billion transactions per day

10 trillion transactions per year

2/3rds analytics data

230,000/second 6,000/second

230,000/second 6,000/second 172,000,000

/second

Collaboration. •  Add feeds, boards, and cards,

share with colleagues, annotate and comment.

•  Limited capability at the moment, getting better over time.

Profile management. •  Audience profiles will be shared

across all 6 solutions, and can be augmented by data from across the enterprise.

Tag management. This is now considered to be best practice: •  Reduce reliance on IT teams. •  Reduce impact on site speed. •  Simplify the implementation and

maintenance of code.

Marketing Mix Planning. This will be interesting to see what actually rolls out. •  Demonstrated at Summit •  Really flashy interface

The db view. •  For the first time you’ll be able to combine data across the Adobe

products. •  A single view of the customer is now reachable. •  Better personalisation can be achieved providing you are clear on

the experience. •  Watch this space.

#3 Privacy and the 3rd Party Cookie

The future of the 3rd party cookie is looking grim…

Remarketing via 3rd Party Cookies

What’s happening. The FTC* is trying to solve offsite remarketing •  They’re trying to bring in Do Not Track

(DNT) •  W3C is putting together the final

standards •  Browser have been doing their own thing

* FTC - Federal Trade Commission

Outcome of Do Not Track? •  Not allowed: 3rd party tracking, optimisation and

personalisation. •  Allowed: 1st party tracking, optimisation, personalisation

and analytics. •  Service providers acting on behalf of a 1st party are likely to

be considered first party.

Why this is important. We are all working hard to deliver a personalised and relevant experience to our visitors. Without authentication (login), you rely on cookies.

Why it matters.

If DNT fails to go through, 3PC will go away quicker. •  If you’re on a 3rd Party Cookie, your data will quickly

become inaccurate. •  Already seeing the impact of this with mobile device traffic

over-inflating visitor counts.

If there is no 3rd Party Cookie, then enter Digital Fingerprints…

We’re seeing a new branding strategy in the market.

Old Navy www.oldnavy.com

Banana Republic www.bananarepublic.com

GAP www.gap.com

OLD WORLD:

Third Party Cookie Third Party Cookie Third Party Cookie

Old Navy oldnavy.gap.com

Banana Republic bananarepublic.gap.com

GAP www.gap.com

NEW WORLD:

First Party Cookie

Do not mix 1st and 3rd party data e.g. Axiom/Experian data and your data without being able to separate... Big problem if a user is flagged as DNT and you cannot unmerge data; you have to remove all data for that record.

!

“Do Not Track is a good thing.”

The db view.

1.  Say what you do 2.  Do what you say 3.  And don’t surprise the user

MeMe Jacobs Rasmussen chief privacy officer

#4 Channel Attribution

“50% of our advertising is useless, we just don’t

know which 50%.”

IN THE WISE WORDS OF DAVID OGILVY:

“50% of marketers still rely on First or Last Touch attribution” 100% of credit goes to the first or last channel the visitor arrived through before they converted.

22% don’t use any form of attribution.

“But 60% of consumer interactions happen across multiple channels.”

It’s important to understand channel performance, but 72% of marketers appear to be either using the wrong method, or no method.

First, Last or None Other method

1st Touch point 2nd Touch point 3rd Touch point 4th Touch point Conversion Model

Display Paid Search Social Organic $1,000

Success $1,000

Last channel gets all the credit

Display $1,000

Paid Search Social Organic Success $1,000

First Channel gets all the credit

Display $300

Paid Search Social Organic $700

Success $1,000

First and Last Channels get mixed credit

Display $250

Paid Search $250

Social $250

Organic $250

Success $1,000

All channels get equal credit

Display $300

Paid Search $100

Social $100

Organic $500

Success $1,000

Starter, Player Closers get

custom credit

Display $100

Paid Search $200

Social $300

Organic $400

Success $1,000

Channels get custom credit

based on time/distance

Different Attribution Models

•  The tools don’t yet seem to be readily accessible. •  People are not sure which is “the right” model to use. •  Really difficult to understand the value because it’s unique to you. •  The predictive modelling element can make it cost prohibitive.

The db view.

#5 Storytelling

Data + narrative + visuals =

a powerful story

The db view. •  Humanizing data creates a naturally deeper connection; our brains

are wired to understand and absorb stories. •  Trying to influence or change the behaviour of a person becomes

more engaging than trying to increase or decrease a number. •  Simplify and educate.

In Summary

ADOBE 2014 SUMMIT

Changing our Digital Behaviour

Being a marketer means being comfortable with change. We think the term “digital” will disappear as a marketing specialisation in 2-3 years. Enter the all singing, all dancing marketer. Are you ready?

#1

ADOBE 2014 SUMMIT

Changing our Digital Behaviour

Smarter marketing. Know dollar by dollar how spend affects your conversion rate.

#2

ADOBE 2014 SUMMIT

Changing our Digital Behaviour

Data visualisation. Data needs to become more relatable, accessible and real to everyone. We need to become more effective at telling stories and causing a reaction.

#3

ADOBE 2014 SUMMIT

Changing our Digital Behaviour

Thanks.

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