Increasing Profitability with Personalization

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

Personalization & profitability: Combine Adobe Target, AudienceManager, and Analytics for success Daniel Stubbs, Executive Director Condé Nast | Russ Lewis, Consulting Manager Adobe

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Daniel Stubbs Executive Director Digital Intelligence, Condé Nast [email protected]


Russ Lewis Consulting Manager, Adobe [email protected]


Key Takeaways

Start with what you know

1 Prioritize Objectives

2 Evolve automation

3


Profit from personalization, discover how to scale data and

content through Target and the Marketing Cloud

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

Condé Nast Experienced 40% Growth in Digital

6

100 year old company with 21 brands from fashion to technology


2012 • Creative Cloud • Analytics

2014 • Dynamic Tag Manager • Data Work Bench

2015 • Adobe Target Creative • Automated Personalization

2013 • Audience Manager • Target

Path to Personalization


State of Condé's Business: From Print to Desktop to Mobile

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This is our reader

Read her Facebook feed

Call her friend

Email her boss

See the red carpet photos

Comment

Read a second story

Follow us on social media

Sign up for a newsletter

Buy the magazine

View and Click on the ad

Buy the advertised product

She will give us 15 seconds to make an impact

Make dinner reservation

Say something hilarious on social

Don’t get hit by car


Personalization Problem

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Differing goals silo the customer experience: • Editors want people to read the story • Audience dev wants them to sign up for newsletter • Digital sales wants them to click on the ad • Magazine subscription person wants them to buy the magazine


What do we know?

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Loyalty is the top metric for Condé 20x more pages than

the average visitor

50% more likely to engage with ads

8x more likely to convert to a subscription


Key Takeaways

Start with what you know

1 Prioritize Objectives

2 Evolve automation

3


Acquisition: What type of headline attracts?

A

B

Campaign Details

Consumer Journey Acquisition

Internal Client Edit/Audience Dev

Ease of execution Easy

Data needed None

Engagement lift 56%

Learning Alliteration works


Engagement: Personalizing content to the user

Campaign Details

Consumer Journey Engagement

Internal Client Audience Dev

Ease of execution Medium

Data needed Behavioral data

Lift in Monetizable Inventory

26.28%

Learning Automation works


Loyalty: Does a targeted newsletter interstitial increase email acquisition?

Campaign Details

Consumer Journey Loyalty

Internal Client Edit/Product

Ease of execution Medium

Data needed Behavioral data

Email acquisition 10x increase

Learning Targeted newsletters increase acquisition significantly


Conversion: How do we personalize magazine cross sells?

Campaign Details

Consumer Journey Conversion

Internal Client Subscription marketing

Ease of execution Easy

Data needed None

Subscription lift 11%

Learning Challenge prior knowledge

Winner


DATA INGESTION • Unified user profiling • Rules-based & algorithmic

segmentation • Real-time activation & data

transfer

AUDIENCE SEGMENT DELIVERY / ANALYSIS

OU

TBO

UN

D

TARG

ETIN

G

AU

DIE

NC

E SE

GM

ENTA

TIO

N

DAT

A IN

PUTS

BROWSING / BEHAVIOURAL DATA SUBSCRIBER DATA

Adobe AudienceManager

AudienceManager at a Glance

2ND / 3RD PARTY DATA

Adobe Analytics

SOCIAL

SEARCH RICH MEDIA VIDEO CAROUSEL

DISPLAY

DIGITAL EXPERIENCE

EMAIL / CRM SITE

OPTIMIZATION

DIGITAL MARKETING

MOBILE

CRM

Authentication Broadcast

Publisher Partner Agency Co-op


The Use Case

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Adobe Target

Customer sends information from database

1 Database sends cookie matches to Audience Manager

2 Audience Manager sends data to Target 3

Audience Manager


Developing the “Right” Message

Goal Create persona for Addicts to inform test copy and creative design

Glamour Addict: Lauren

Age: 35 Occupation: Stay-at-home mom of 2 kids HHI: $100K+ “’I may be a busy stay-at-home mom who’s always on the go but I have many interests and always want to make sure I look good!”

Style

I may be a mom but I especially want to make sure I have fabulous hair

Dining

I’m always on-the-go so ready-to-eat foods are my best friend. I also like to indulge in delicious pastries!

Travel

Traveling to foreign places is a great way for me to learn about other cultures

Media

I’m always up-to-date with the latest news & current events

Analysis Used Audience Manager/comScore-Fusion MRI to gather psychographic/demographic information about Addicts

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Phase 1 Testing

Experience A Control Copy

Control Creative

Experience B Test Copy

Control Creative

Experience C Test Copy

Test Creative

Test Population: All Glamour.com Visitors Test Design: 3 Experiences, 33/33/33 split Testing Period: January 12 – January 30, 2015 (~3 weeks)

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Result: Experience B performed best in aggregated and across most segments (including Addicts)


Results to date

Experience A Control Copy

Control Creative

Experience B Test Copy

Control Creative

Experience C Test Copy

Test Creative

Top Performing Segments: Addicts Bottom Performing Segments: Mobile/Social visitors, New visitors

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Winner: 23% Lift


Propensity Model – New Yorker Paywall

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Propensity Model – New Yorker Paywall

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Majority of visitors have very low likelihood to subscribe

Those in the 60-80% range total to be approximately 250,000 visitors


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