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Adobe Summit: Designing an integrated customer profile

Matthew Rawding, a Consulting Manager with Adobe. talked about how to use Adobe Campaign to create an integrated customer profile.  So what is an integrated customer profile?

An integrated customer profile is a main pillar of Adobe Campaign.  Also included in Campaign are targeted segmentation, visual campaign orchestration, cross-channel execution, real time interaction management, and operational reporting.

The goal is to build the most comprehensive view of a customer possible based on the following sets of data.

  • Contact Information
  • Sociodemographic data
  • Computed Data – compute additional attributes based on other data
  • Explicit customer data – data provided by the customer as in a customer preference
  • Implicit customer data – data we gather
  • Scoring attributes

A key message here is: The more you can gather and manage data, the fewer guesses you have to make as a marketer.

Adobe Campaign provides a way to collect and manage all this data about customers.  This allows you to market directly to customers by knowing this much about each customer.

You want to have conversations with customers, not just communications.  This means listening to what the customers are saying through explicit and implicit data.  In Campaign, you can use this data to target specific customers and target the specific communications methods they prefer. Workflows all you to split a campaign across devices, so if one person prefers email they get an email, while another customer that prefers phone, gets a phone call.

Data aggregation is important. You can load all data into one DB. Or you can map datasources based on common keys.  Or you can use a hybrid model of collecting data in one place and mapping that data to sources that can’t be collected.

Matthew provided a 9-point checklist for building an integrated customer profile.  The first 5 steps are all about planning.

  1. Define Business Need
  2. Identify data sources
  3. Located Other Sources
  4. Invest in Data Governance
  5. Plan out your Data Ecosystem
  6. Implementation
  7. Automation
  8. Measurement
  9. Maintenance

The process above is iterative. You periodically have to go through iterations of some or all of the steps.

In Adobe Campaign, they have a very recipient oriented data model. This data includes data from delivery logs, tracking logs, proposition logs, survey logs and sales transactions.  There is often a need to include loyalty data, but you can map this data into the Campaign.

Campaign also includes a data loading workflow which automates the importation of data.  This sounds like a typical ETL process.

De-duplication is an important and complicated part of the process.  De-duplication rules need to be created and monitored. Campaigns uses a score-based matching system to do de-duping. This allows you to assign a base rule followed by the scoring rules.  Scoring rule allows you to add weights to specific conditions.  Totaled together, the base match and score rule results indicated a matched record.  Campaign calls this an Enrichment activity in the workflow.

After you have the de-duplication rules, you can also set Merge rules to the system which data fields to keep from which duplicate record.

 

Adobe Summit: Testing & Targeting Simplified with Adobe Target

Daniel Hopkins, a Senior Consultant of Digital Strategy and Optimization regaled us with stories about how we could use Adobe Target.

Have you ever wondered why optimizing your web site is sub-optimal?    Why is it so hard?

Quote: Simplicity is the ultimate representation (Leonardo DaVinci

Uncomplicate the Process

Optimization: To make the best or most effective use of a situation, opportunity, or resource.

There are lots of pieces to the puzzle.  It’s things like culture, training, governance, personalization, testing methodololy, biases, communications, segmentation, etc.  No less important are the tactical components like implementation, test setup, content creation, success metrics, QA, test planning, testing cadence, reporting, and testing tool.

Daniel chooses to focus on the testing tool to uncomplicate the process.

Demo of Adobe Target

Target comes with Target Standard, Advanced, Mobile app optimization, automated behavior targeting .etc.  The interface comes with four tabs

  1. Activities: also called campaigns.  You put your tests here.
  2. Audiences: groups of visitors that share a common characteristic.  You can segment by a variety of attributes or actions on a site.
  3. Content: place to store content for the offers you build in Target Standard.
  4. Setup: You find the one line implementation. Put one small scriptlet on the page and you are good to go.
    1. Includes users, preferences, implementation, and scene7 setting.

Something For Everyone

People from Daniel’s consulting career

Sarah: background in marketing with ideas for big changes.  Her need was to run a simple test as a starting point.

In the activities tab, he created an activity or test.  The UI only has four tabs in the wizard: details, diagram, audience.  Audience comes with a wide range of choices like from Bing, from Google, everyone, etc.

  • Starts with the control screen or the default
  • Add an experience B test by making small changes
  • The scriptlet lets you make html changes. He made a change called stay with us instead of find a hotel
  • He added a third experience to change an image.  He changed a beautiful image of a hotel in India to a more mundane image of a couple of snowboarders.
    • The image asset can come from the shared asset library
  • Hit the save button and see your flow in the test screen.
    • Here you can define %’s on when to show the different tests
    • Define the goal of the test: His goal was to increase reservations.  To do so, he needed a default view for reporting.  He chose conversion
      • If someone gets to a page with “Thank You” on it he knows that someone was successful and it can be counted as a conversion
  • This took about five minutes

James is sharp but is way too busy and wears many hats.  he needs testing to be easy. He needs to easily test requested site changes.

  • Added another test called “Jame’s test
  • Chose the audience of everyone
  • Added an experience from Thrifty.com
  • First test change was to manipulate text in and an inclusion/exclusion test
  • decided to get rid of the “Welcome to Thrifty Car Rental.
    • Can hide, which doesn’t change the formatting or spacing
    • Can remove which causes things to shift
  • Added another experience by rearranging a text box in the car rental form.  He clicked and then dragged the car type to the top of the form.
  • Also decided to move a logo to the footer as yet another experience
  • The test now has four experiences including the default.
  • This took about 5 minutes as well.
  • Same as before, he chose the metric to test and the default report. This metric was about clicked link as the measurable event that counts as a success. In overlay mode, Adobe Target highlights all the links that you can choose.

Bridget – Manages the testing program at a large organization.  She needs to effectively manage many tests at once.

  • Went to Sarah’s original test.
  • added a rule to the audience where state was not a match to Utah. Don’t need to show a ski picture if they are already there.
    • Could just as easily have added a positive rather than a negative match
  • Went to the metrics.   You can put in the estimated value of one conversion
  • Looked at Collisions to see if there was any possibility of test overlap. Bridget can manage it all from there.
    • Can drill down into the reporting.   Look at a specific audience for example.

Anthony – He’s a one man show. He’ll run his tests from idea to final test. He needs to more efficient in coding his new experiences

  • Created a new test called Anthony’s test directed to all visitors
  • Used Verizon wireless as the sample page
  • Chose a button and edited the css class.  He changed the red button to a black button
    • Also changed the font weight of a piece of text near the top
  • Created a new experience. Moved the image (left to right swap)
  • Added a couple more experiences
  • You can preview all the changes before launching the experience

All that makes it uncomplicated

Simple……. but not simplistic

As you can see, the UI is simple.  It does not mean it’s simplistic

  • Global non-profit made on small change to their site and gained 12,000 registrations
  • Pest control put the registration form to the right and they got a 20% lift in form completion
  • Well known clothing retailer earned $1.7M by moving the add to cart button above the fold.  That was a 17% lift in RPV

Quote: The value of the test is not based on the complexity of the test but rather, on changing visitor behavior

Next Steps

  1. Attend a lab session and use the tool tomorrow at 2:00 PM.
  2. Give Adobe standard a try
  3. Next month, Adobe analytics will combine with Adobe Target and Adobe Analytics. Huge release coming

 

Adobe Summit: Open Architecture in the Marketing Cloud

Adobe is spending a lot of time and effort integrating all the products in the Marketing Cloud.  Paulo Mottadelli, Sr. Manager of Marketing Cloud Product Management walks us through it.

Why does open architecture matter?  10% of the features are used by 90% of the users while many features are only used by only a few users.  He never answered but I assume that an open architecture allows you to cover more features.

Open Architecture

Think about how the web was designed 30 years ago.  Think of http post and get. It’s the same now as it was then.  You can use a url to set data.  Having a system like the Marketing Cloud support that opens up options.

Modularity: a plug-in engine would connect to the host.   A pure plug-in engine would let plug-ins connect to other plug-ins which connect to the hoste.

Open Architecture

  • Extensibility required modularization
  • Reuse needs cleaner structure
  • More use case require generalization

Open Standards

  • Communication patterns
  • Architectural rules
  • Common interfaces
  • No lock-in

Open Source

  • More eyeballs working on it
  • More use cases supported
  • More users or any kinds
  • built on more specific use cases

Why Does Open Architecture Matter?

Better Quality, Better Security, Better Sustainability is the short answer.

  • Security means that you don’t have to rely on security through obscurity.  You rely on industry standards and peer review.
  • Better quality also means better testing.   You can do more test using standardized patterns.
  • Integration and extensibility. Modularization and standards allow this.

7 Principles of the Marketing Cloud

  1. Open Standards. The core infrastructure is based on open source projects and standards
    1. REST – all about http.
    1. OSGi 5 app runtime – Java based modern application stack. It’s extensible and modular
      1. Most dynamic way to deploy Java code.  Can update bundle without restarting application
      2. Bundles are plug-ins
      3. You can have different versions of the same bundle in the same container
      4. You can have bundles with dependencies on other bundles
      5. OSGi also provides security and a thoughtful way to manage services with a service registry
      6. OSGi matters because your app will be outdated sooner rather than later.  Modularity, dynamic code, and manageable bundles allow for this certainty
    2. JCR 2.0 (java content repository)
    3. All on a Java VM
    4. Key components to this philosophy
      1. Apache Jackrabbit for JCR
      2. Apache Lucene
      3. Content Extraction POI, Tika
      4. WEb Framework
      5. Apache Sling
  2. Cloud Stack
    1. Shared cloud infrastructure – used by all tenants and products
    2. Big Data infrastructure – used by all tenants and products
  3. URLs matter- all urls exposed by the Marketing Cloud are carefully evaluated, designed, and ??
    1. The url in the marketing cloud is well thought out
    2. assets.html/content/mac/geometrixx/banners/adventure.psd
      1. assets.html is global
      2. Geometrixx is the owner
      3. banners and /adventure are the resources
      4. Repository organizes content in the same way as the calling url
  4. REST API’s are kings. All of the entites in the marketing cloud can be called via a REST API
    1. They follow a consistent api pattern and allow JSON, url, etc.
    2. retrieve a resource: GET /products/english/18846.html for example
    3. With this approach, you can create cards in your board in teh marketing cloud.  Paolo walked us through this in real time using the POST to put an image into the board.
    4. 4B – CURL power means you should be able to do anything with a curl. If you can’t, there should be a good reason.
  5. Browser rules: All UX is based on the assumptoin that html is the baseline
    1. Support JSON for both JS apps and native apps
    2. Native JSON is the phone gap approach
    3. from a browser perspective, you should be able to make a javascript call to get a card with fully formed html.   So take the shareframe or widget, call it and display it outside of the normal Marketing Cloud context.
    4. Paolo showed a demo where a button made a card call as a light box.
      1. His demo card showed that the JS library imported with the card allowed full interaction including making a test comment outside and then going to the system and finding that same test comment.
  6. Unified UX – All of the Marketing cloud shares one UX and one architecture and one infrastructure stack for user interaction
    1. It’s all based on a common UI framework for web applications
    2. It’s backend agnostic
    3. It unifies all Adobe apps in the Marketing Cloud
    4. Responsive
    5. Rich widgets
    6. Mobile first
    7. Cutting edge technologies like css3, html5, and jquery
    8. This includes the next gen Adobe Experience Manager btw
    9. 6B – one infrastructure.   It’s key to the common Marketing Cloud experience. Everything is a service so that makes it even easier
      1. campaign service
      2. media optimizer service
      3. social service
      4. etc.
  7. Cross-solution concepts- Share the concepts across the entire solution.  If you use concepts in a campaign like channels, content, assets, metrcis, etc………. then you should carry those concepts over to the other 5 products in the Marketing Cloud.  Don’t confuse the user.
    1. Wow, this may be expensive as they integrate a bunch of products but it’s a beautiful vision
    2. Related to this is the fact that the cloud provide open widgets to access cross-cutting resources.  Again, wow, one call to get info from two services / systems.
    3. Paolo showed him createing a new post in WordPress.  Wordpress text editor called the asset widget to allow the WordPress user to find and grab an asset for the blog post.

Conclusion

Adobe Marketing Cloud is demonstrably open. It’s open because it’s built on

  1. Open Architecture
  2. Open Standards
  3. Open Source

Overall, a good philosophy presentation with some nice demos.

 

 

Tags: ,

Posted in Adobe, Marketing

Adobe Summit: Campaign, CrossChannel Marketing in a Digital World

Patrick Tripp and Stephane Bline presented on Adobe Campaign (formerly Neolane)

They started off with a video on key information you know about customers like:

  • bought 5 concert tickets
  • is a season ticket holder
  • opened but did not click season renewal
  • How he bought his tickets
    • 2 at the door
    • 3 online

Definition: Cross-Channel marketing is about understanding the preference of the consumer and determining how you can engage with them.

Adobe Campaign brings the data together to deliver a personalized experience via a variety of channel.  You treat different segmented consumers differently based on their known interests and preferred channels.

Quote: There is no such thing as a one size fits all approach to customer engagement anymore.

The Solution

It delivers six unique capabilities

  1. Integrated Customer Profile
  2. Targeted Segmentation
  3. Visual Campaign Orchestration
  4. Cross-channel execution
  5. Real-time interaction management
  6. Operational reporting

Integrated Customer profile

This is the life blood of Adobe Campaign.  It’s central to everything they do with Adobe Campaign. Match.com knows more about their members than anyone else.   They store the profile of every consumer. They use it to deliver messages in real time.  They send millions of messages a day.

Target Segmentation

Use the profile  to drive one-to-one personalization.  It enhances the effectiveness of marketing.

Visual Campaign Orchestration

Use the segmentation, data, and workflow to create the interaction with the customer.

workflow

 

Cross Channel Execution

Deliver your messages to mobile app pushes, in store, ATM, web site, email, SMS, and any channel you can access via an api.  Barnes and Noble delivers 5 billion emails a year.

Real Time Interaction Management

Create offers from a central catalogue and embed them in any channel.  TMU, online sports betting uses the interaction management capability to deliver 13,000 unique recommendations per minute.

Operational Reporting

 

reports

 

 

 

 

 

 

 

The Demo

Stephan walked us through a demo using Jenny a marketer at Geometrixx. Amma is the customer who enjoys running and loves her iPad.

  • Jenny logs into Adobe Campaign and creates a campaign for a product launch
    • Uses a template to create the campaign.
    • Template gives a pre-configured segmentation and workflow
    • Workflow was fairly complex and pushed messages to a variety of customers across many channel.
  • Emma received an email message in her inbox on her iPad.  It was of course, responsive
    • By clicking, she hit the landing page
    • Adobe Campaign gathered key information like the email open, clicking, etc.
    • Emma got a voucher as part of the offer and used the offer to hit the site to buy a pair of shoes
    • System automatically sent a confirmation message for the shoe receipt
  • Jenny logs in and runs reports. She can get a lot of information like
    • overall program sucess
    • overall campaign success
    • who opened
    • What segments
    • By city, state, device, ROI (if you put costing in), etc.
  • Jenny looks at the customer profile
    • The profile shows all interactions, emails, buying patterns, opening email, accepting an offer, etc.
    • Showed profiling on social and other sites

What’s Next?

  • New release coming in Q3 2014
  • Will be embedded i Marketing Cloud
  • Will have a full web version
  • Will be integrated with all the solutions in the  marketing cloud
  • Improves the interface. Much cleaner, less Windows like
  • Much more graphical interface in reporting, workflow, etc.

Tips and Tricks

Are introducing a campaign management tool at adobecampaignpro.com.  This self-assessment helps you understand where you are.  Seven sections with five questions each gives you a score based on 35 total questions. It lets you benchmark yourself based on what your peers in your industry are doing.

They have a broader digital marketing maturity model as well.

Presenter showed results to an online questionnaire. It was a real-time poll using a web site and text messaging.

Adobe Summit: Keynote with Yancey Strickler

Why do people support Kickstarter with over $1 billion pledge

  1. People are amazing
  2. Ideas are the future
  3. We are all capable of creating incredible things

You see a huge community of people who are trying to shape the world.  Here are a few things that have happened over the past five years.

Veronica Mars

It had a huge Rob Thomas and Kristen Bell tried to get it going on Kickstarter.  Ten hours later, they raised $2Million. They ultimately raised $6 Million.  Hollywood said no and fans said yes.

Pebble

The first big smartwatch.  Raised $10 Million to create 100,000 smartwatches

The average project raises about $85,000.

  • First squirrel census
  • First civilian space suit
  • Open source geiger counter – from expensive to cheap.  It’s the largest citizen science project in the world
  • Bus sto pin Georgia
  • Human powered helicopter
  • A Delorean hovercraft
  • Skate park in Philadelphia
  • An Oscar winning film

62% of the Kickstarter money is from returning backers.   You support it because you get a copy when it’s made.  You support because you want it to be around.  The first translation of the Ilead by Alexander Pope came from 700 subscribers……one early example of Kickstarter.

Quote: Empathy is a primary economic driver, Adam Smith

Quote: A successful Kickstarter project should benefit it’s backers as much as it’s creator

The creators of the Pebble watch shared the experience as they had to expand their supply chain.  This came to supporters of the project.

Double Fine Adventure

The first blockbuster video game. They raised over $1 Million in just a few hours.  It was deeply collaborative because supporters saw the painful game development process.   The end result was Broken Age.

Cosmonaut project

This is an example of the sharing on how it was made.

Adobe Summit: Keynote Mobile, Audi, Sephora

Mobile

The Marketing Cloud will support mobile app assets.  It’s part of the unified digital assets services within the cloud.

  • This new functionality lets you connect Phone Gap apps to the apps that are in the Marketing Cloud
  • Showed the list of Audi apps
  • Showed the Audi car configurator app which allowed the presenter to download and install the app directly to his phone.  Note: this was an app in production.
    • This process used to take days to get a dev app to someone’s phones
  • Showed the app on multiple devices
  • Really cool: He made one change to an existing app in the app store on the marketing cloud.  That change was pushed out to all the other devices in a real time manner.
    • I’m partially sold on their mobile approach
  • The store integrates web analytics and campaign reporting info
    • Who downloads it
    • who launches
    • how it’s used
    • how campaigns worked
    • etc.

Audi GM of Digital Strategy and Technology Jeff Titus

Note: The demo used many different Audi apps.

Audi recognizes that the entire digital experience of our brand is important.  You need to relate to customers on their own terms.  You bring a good experience where they are.  Audi City is a virtual showroom that allows you to be very interactive.  In the show room, you work with a hi-res digital interface in very large screens.   Imagine building the car of your dreams and available in a larger than life experience at the dealership.   You get to pickup where the customer left off when they reach the show room floor.

Technology in the car

  • Recognize that people have their devices and their own unique expectations
  • Picture navigation in the new A3
  • Facebook availalble but not while driving
  • Google maps navigation now part of the experience
  • Want to bring the technologies that make sense in the lifestyle of the customer

The Audi A3 is geared towards Millennials. It will have a plugin hybrid version in 2013.

Continuous Delivery as a process.  To Audi it’s a revolution.  A developer commits an idea through a deployment pipeline through a series of automated tests.  Shaping the requirements you have in a way that can be actionable and can be turned into a series of tests.  If you can do this, it will save you a lot of money and a lot of time.   It’s a change. It’s a revolution.  Audi is practicing it on a daily basis.

Julie Bornstein,  CMO of Sephora

What have you seen change over time: from threat to brick and mortar stores to digital being a weapon.  Originally the internet was a one way street.  The stores would get feedback but not the sites.  Now, they have much more information and feedback online.  It’s much more complex than it used to be.  It’s no longer just an e-commerce site.
Sephora uses a mobile app to serve as a bridge between online and the store.  It tracks past purchases, lets you read reviews when in a store, gives you the customer card, and sets up opportunities for more mobile interactions.  The Color IQ section in the iPad gives some education. The iPad is also avaiallble in the store.  QR codes work as well.

How does the organization help or hinder the digital process? In the last two years, they’ve realized what a critical asset it is.  They brought in an amazing technology team to do this.  They start with a consumer experience and then user their technical partner. The investment in the team has made them an asset.

Quote: The CIO is my best friend.

Julie also noted the cross channel campaigns in stores, print, and online.  She is excited to use the Adobe tools as the continue down this path.

What advice do you give: There are three really interesting trends

  1. Globalization- Korean pop star creates a YouTube video and a week later boys in CA are singing it.  It makes a lot of the differences irrelevant to the consumer.  Skin care trends in China can come to the US very quickly
  2. Personalization -
  3. Content – the idea that content and commerce are coming together. The power of the consumer experience in any channel has become more important.

Adobe Summit: Keynote REI and Adobe Campaign Updates

Brad Brown, Senior VP REI Digital

It’s amazing how much has changed over time. REI is trying to get users online to have a similar to a real and personal experience they might have at an REI store.  REI has a deep loyalty database which can help create a better experience.

What are you doing?

  • Back to basics
  • Have a new order system
  • Implemented search and promote in February.  Want to help customers find the products, information, and technical advice
  • Mobile goes mainstream.  Almost overwhelmed with the number of mobile devices. Have to do a better job with mobile
    • Want to deliver better mobile service to customers and to Green Vests
  • Brad is working on getting to know the CEO so he can do a better job in the digital world
  • Thinking about using ibeacon

You can’t imaging doing this without technology but that’s necessary but not sufficient. REI is betting on Adobe to continue to advance products and Marketing Cloud in a way that gives REI a scalable and integrated tool set.  Let the REI team have one set of analytics and one set of tools.

Adobe Campaign

When Adobe surveyed the market, they found one player with the cross channel and multi-feature solution.  That was Neolane, now Adobe Campaign.   Mathieu of Adobe Campaign showed a demo.

  • Today, adobe Campaign has been fully redesigned to use the Marketing Cloud
  • Still use the same program / campaign organization
  • Redesigned interface is much nicer than the old interface
  • The workflow now incorporates the data and assets from other parts of the Marketing Cloud
    • Showed a real time campaign message through the mobile app
    • Pulled data from social media, profile info from registration, etc.
    • Had some problems because it was live
    • Took into account partner, customer, and other data as well
    • Tracks all sorts of data. How much time on the mobile app, what you are doing in what session, weather if you plan on skiing on Friday, etc.
    • Used the campaign to send out a personalized message to all the attendees as we were at the keynote.

One key item here.  The UI was very revised from what I’ve seen of recent Adobe Campaign / Neolane releases.

Here is the personalized email they sent:

campaignemail

Adobe Summit: Keynote

I’m here with a variety of Perficient folks from our User Experience and Adobe practices.  Their message this year is:

Digital has reinvented marketing. Summit helps marketers reinvent themselves. Join us and get the innovative strategies, expert insights, and hands-on experience you need to thrive in a world where everything is digital.

Which isn’t bad considering how much I see changing in the consumer world and Adobe’s focus there.

Brad Rencher, Senior VP of Digital Marketing, kicked off the keynote.

Stats

  • 8 of top retailer
  • 5 of top media company
  • 9 of 10 of commercial banks
  • 64% of Fortune 50
  • 5 of 5 top automakers
  • 6,500 people are at the conference
  • From 33 countries
  • Every tweet during the Kickstarter conference will give $5 to Kickstarter’s Scratch Junior project

Fitbit, Uber, Nest, and others are disrupting the consumer world and are forcing marketers to change how they work.  How are trends shaping the industry?

  • Get on a smartphone, take a picture of a product, expect it to arrive in two days
  • With friends, want to split the tab by clinking them together to exchange the funds.
  • Land in Salt Lake City, checkin to hotel in the cab, receive a room number, pass the front desk and use my smartphone to open the door

These shift are forcing enterprise level change.  Enterprises are bringing marketers into these changes.  This has created a fantastic opportnity to reinvent marketing.

Shantanu Narayen – CEO of Adobe

What is it like to be a senior executive today?  Every day there is a new something that’s trending. You could spend all of your time chasing every new trend.  The frenetic pace can overwhelm. But really, there’s one thing at the center of the business.  We all recognize a bad experience when we see it.  We all expect an updated web site that support mobiles. We don’t want a special on something we just bought when we visit that site.

Adobe wants to focus on the real time enterprise.  It’s the central nervous system that runs a business.  That’s driving new partnerships and product development.  But this doesn’t obviate the need for creativity which stands at the core of Adobe’s root.  Adobe wants to change the world through digital experiences.  Shantanu focused on the coming together of their creative and marketing clouds to help solve these problems.

Get past the buzz words and focus on the great customer experience.

Keyword: Reinvent  – already seen it 10 times and the conference is just starting.

Partner Announcement:  Adobe and SAP strike reseller agreement to tackle enterprise customer engagement

Dr Vishal Sikka came by to talk about the announcement.

It’s not your father’s SAP anymore.  Yes, they are a leading business and analytics company but they are building the next generation cloud. It’s all powered by the in memory database called Hana.  It’s the fastest database in the world.  All the data is dead unless there is a thread connecting it.  When you combine Hana that has a company’s customer information with the Adobe Marketing Cloud you bring together the data that drives a great customer experience.

This partnership guarantees that you can integrate Hana and the Adobe Marketing Cloud.  Given the need to craft a unique user experience based on what you truly know about a customer.

Unlearn Marketing

If you got rid of every marketing process, technology, or tool?  What would you do?  You would focus on the customer. The problem is that many processes are the end result rather than a means to an end with the customer.

Quote: Today we are laboring under decades of backwards compatibility needs because of analog marketing

Quote: Too often we spend a large amount of our time just supporting current patchwork systems

The Adobe Marketing clouds is being built to breakdown silos. The unified vision will continue to move the Marketing Cloud forward.

The cloud has six components

  1. Analytics
  2. Campaign
  3. Experience Manager
  4. Media Optimizer
  5. Social
  6. Targer

Every year 18 billion transactions are served up by the cloud.  The platform has a full set of API. (note the present tense).

How do you accelerate?  The next generation of the Marketing Cloud brings new capabilities

  1. Profile Management – one common profile across the entire cloud and across solutions.  The centralized profile lets you bring together all information.  It lets you deliver a better experience. It was the number on ask from customers on the Marketing Cloud
  2. Asset Sharing- One core service makes assets available across the entire cloud.  You can build campaign delivery on it. You can deliver web content from it.  You can share that content across the company.  Go to market faster, approve assets faster.
  3. Marketing Mix Planning – leverage advanced econometric modeling to understand which marketing tactics are the most effective and what you should budget for in specific tactics.
  4. Contextual Activation – This includes activation, context, and profile matching for the ability to identify and target a customer
  5. Integration
  6. Collaboration
  7. User Management and Security
  8. Tag Management – activation is a huge challenge for marketers. It’s accomplished by tags.  An average site has dozens and dozens of tags.  With core services you receive tag management. It gives you one common framework to manage tags.  Example, turn on live chat when a customer’s cart passes a certain $ threshold.  This will be a core part of the solution, not a service you have to pay extra for

Demo

  • Customer starts at facebook and his feed takes him to a social site for the Brand. (REI was the brand used)
  • They click from the social site (Adobe Social) to a site to buy a product.
  • Marketer gets
    • Mobile
    • Region
    • the fact that it’s a social referal
    • Phone
    • city = Salt Lake
  • Showed the Marketing Cloud dashboard
    • Let’s you see audiences and filter by things like location, facebook, etc.
    • The graphics are nice as they show cross-sections
  • Back to the customer who returns in a few days
    • lands on offer page
    • System puts the customer into the fitness and technology audience because of how they responded
    • by looking at fitbit, they update the profile even further
    • When the user authenticates, that user becomes a person
      • Now have the original anonymous values
      • But now have average order value, name, birthday, REI member #, etc.
  • If customer doesn’t complete the transaction, the marketer can capture that info and share it with Adobe Campaign
    • generate a nice target email to capture attention and bring them back to the site
  • This also brings continuity of experience across channels like mobile and the users laptop
    • Can also extend to an in-store experience

 

My 4 days in the Desert with Adobe — Part 2

As I mentioned in my last blog post, the time I spent in the desert with Adobe at the sales conference was incredibly valuable. As the best of breed digital platform, three key themes resonated with me and want to take the opportunity to delve a little deeper into the benefits of the adobe partnership and how it impacts the work we do for clients.

My 4 Days in the Desert with Adobe - Part 2One of the first things I learned is that Adobe has grown tremendously over the past few years and has really cemented its place as the leader in digital content creation and marketing. What was made equally clear is that Adobe’s stable of world-class partners has been instrumental to Adobe’s success. In fact, joint engagements between Adobe and its partners were brought up numerous times as examples of customer successes. This was true across verticals (e.g., Retail, Media, and Financial) and Adobe solutions (Adobe Creative Cloud and Adobe Marketing Cloud). Based on what I saw at the Worldwide Sales Conference, I expect Adobe will continue to engage with its digital agency and systems integration partners throughout 2014 and well into the future.

The second theme centered on the tremendous growth of digital marketing and the importance of creating a compelling and personalized customer experience. Marketers know that every interaction between a business and a customer is a marketing opportunity and a chance to drive revenue. The challenge is that customers control how, when and where they will interact with companies. In fact, customers use a multitude of channels (web, mobile, social, video) and devices (tablet, phone, computer) to engage with businesses. This creates a significant challenge for marketers to determine how and when to engage clients within each of these channels and provide a compelling reason for the customer to take the next step forward in the sales cycle. Adobe’s response to this was clear: Brands interested in driving significant revenue through digital channels must deliver the right message, to the right channel, at the right time. Creating this type of customer engagement requires a well-defined strategy and an enterprise-grade platform with deep solutions capabilities.

The final theme– which ran throughout the duration of the conference – was that Adobe’s strategy, vision, and product platforms – Creative Cloud and Marketing Cloud – have made it possible for businesses to deliver the digital experiences that clients expect. First, I want to segue to a little history lesson that provides context to Adobe’s approach to digital marketing.

Adobe has a deep heritage in digital content creation solutions (Photoshop, InDesign, Illustrator, Flash, Dreamweaver, etc). Legions of digital marketers have been using Adobe’s creative products to generate extremely rich and engaging digital content for many years. The challenge for those marketers was twofold: how to manage all of that content and how to get that content to their customers. Thus, the strategy and vision of Marketing Cloud was born.

The vision for Marketing Cloud was to provide marketers with one location to manage, publish, and analyze the content they were creating. The first strategic step towards the creation of Marketing Cloud was focused on organic product development and/or acquisition of market-leading content management, analytics, mobile, social, customer segmentation, media optimization, and marketing campaign orchestration solutions. The second step of the process involved seamless interoperability between the Marketing Cloud systems and the creation of a Touch Interface to manage everything. This provided marketers with a singular and actionable view of the customer and a singular interface for the management of all marketing processes and activities. The final step for Adobe was to integrate the full suite of solutions from Creative Cloud to Marketing Cloud. This created a unified content creation, management, and publishing system that covered the full marketing lifecycle. Adobe’s strategy and subsequent cloud-based platforms provide end-to-end solutions for creative and digital marketers. By having the right tools in place, marketers can deliver on their vision: to provide the right message, to the right person at the right time.

This conference offered an outstanding opportunity to learn more about Adobe’s business, their solutions offerings, and also engage with key members of teams. I came away from the conference with a fuller understanding of Adobe’s sales and product strategies along with their key value propositions and differentiators from others in their space. I’m excited to see how Adobe’s latest acquisition of Neolane – now Adobe Campaign – will help to orchestrate successful online and offline marketing campaigns designed to drive increased revenue for our clients. Based on the Adobe Campaign sessions I attended and the conversations I’ve had with clients since then, I anticipate tremendous success for this solution.

My 4 Days in the Desert with Adobe – Part 1

In mid-December, I attended the Adobe Worldwide Sales Conference in Las Vegas. It’s a time when Adobe invites its entire sales organization – along with Adobe’s key partners – to discuss the past year’s performance, celebrate the major sales successes, and layout the company’s sales and product strategies for the next year.

My 4 Days in the Desert with AdobeAs Forrester & Gartner’s leader in Web Content Management, Adobe certainly has much to discuss and no lack of thought leadership within the Digital Marketing arena. However, what I found truly compelling about the conference was the level of transparency Adobe provides to its partners. Partners have full access to all sales and product sessions and are very deeply engaged with the Adobe team. This level of accessibility allows for tremendous learning opportunities for partners like Perficient. Here’s a peek into the top three themes that I learned from my 4 days in the desert with Adobe.

  1. Adobe has cemented its place as a leader in digital content creation and marketing.
  2. As marketers we are tasked with creating compelling and personalized customer experiences each and every day.
  3. Adobe’s strategy, vision, and product platforms – Creative Cloud and Marketing Cloud – have made it possible for businesses to deliver the digital experiences that marketers expect.

Adobe has created the market-leading, best-of-breed digital marketing platform while simultaneously helping their clients deliver a deep set of capabilities and engage their customers with “the right message, to the right channel, at the right time”. In the coming weeks, I’ll be continuing to blog about my Adobe experience and provide more details and context around these themes.