Adobe Summit: General Session Key Tech Announcements

It’s about the Adobe Cloud Platform.  The Adobe Marketing Cloud is the most well rounded on the planet.

• Adobe Digital Index
• Adobe Digital Economy project: insights from key analytics at a macro level.

Brand Rencher is excited to showcase the new changes
Will see key changes

1. New interface across all the products
2. Mobile innoveation
3. Data science functionality. Provide tools to market to people and not devices

Tim Lott: demo on Adobe Cloud

Here’s the demo. New items in bold

1. Showed a one click navigation from the entire cloud.  Can define your starting point
   1. Tailored to role. If you are an analyst then hit one place. It a web content developer then go to AEM
2. Tim assumed the role of lead journey manager for Royal Bank of Scottland
3. Workflow had Tim needing to recommend a new hero image
4. Introduced new omni-search. Search across the cloud to find the image
   1. found the content and shared it within the cloud
5. Second stop is target.  Note how easy it is now to get to Target
   1. See the notification that Tim finished his task
   2. Working on a key test.   Started with a control image plus the new one he chose
   3. New feature: auto-allocate.  It takes the success of the test and makes if default
6. Then onto campaign
   1. later this year, will introduce a new feature called subject line optimization
      1. Shows a different open rate by client.
7. Analytics
   1. New analysis workspace
   2. Have ultimate control on how to view dimensions, metrics etc.
   3. Did a lot of drag and drop.
   4. But curation of data is important
      1. Lots of visual compelling charts
      2. Easy to share tin insights from within Analytics
8. RBS uses the tool for
   1. simplificd form entry
   2. took some of it offline
   3. and automated approval for minors
9. Demo
   1. can fill out a mobile form
   2. Take a snapshot of id (in this case passport)
   3. Parent approval is also online. Includes digital signature
   4. results: increased application rates by 16% and decreased time from 11 days to 24 hours.

RBS Head of Analytics Gile Richardson

Let me tell you about a program called superstar DJ’s. We wanted this to be a customer focused data driven slice of awesomeness.
About RBS: 25 million global customers with assets of $1.7 trillion.  Aim is to be the number 1 bank in the UI for service, advocacy and trust.
It wasn’t always the case the RBS managed their experiences. “We were terrible”   it was a firework culture.  Light up a new experience and launch it.  The changes were made by gut feel and included a long backlog  but they didn’t have enough data and weren’t looking at it.   Reports were in text. It was hard to find meaningfull patterns in the data.
How do you become Superstar DJ’s

• First, look at the journey.  They divided the digital team into journey managers throughout the customer lifecycle
• Chose a CMS in AEM
• Implemented tag management for a single view of the entire journey
  • DTM
• Democratize the data 110 live data dashboards
  • Used Adobe analytics for all the journey managers
• Begin optimization
  • but how to manage the resource issue
  • The answer is that it’s for everyone.  Everyone needed to do it.
  • Gave them the tools, training, and support to do it.
  • Began a nice cycle
    • Learn
    • Collaborate for change
      • Worked with producers
      • Do all the changes in the marketing cloud
    • Test it
      • No change goes online without it being tested first
• How did this work?
  • Made it fun
  • Maxed out the music theme with the team
  • Used billboard charts
  • promoted healthy competition
  • Got the entire team on board
• Highlighted the NatWest site
  • Mobile and legacy experience
  • Highlighted new product with the reward account
  • Showed a real time cross device stitching of an experience
    • Also highlighted key messages in the reward account
• Numbers
  • H1 2014 did 2 tests
  • 2015 did 400 tests
• Last thoughts;
  • Be fearless. experiment and pull back if it doesn’t work.

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Quote: We are a 300 year old bank and are proud of our history. But we are more concerned about the last 10 seconds of our customer experience online.

Adobe Data Science Magic

Are adding several

• Virtual analyst
• Asset auto-tagging
• Advertising insights
• Personalized video recommendations
• Lifetime value decision
  • optimize based on an entire relationship
• Segment IQ
• Predictive Subject Lines

Key New Announcements

Adobe Co-op

Problem: we market to devices.  It’s not to people.  It’s a blind spot when your typical use had 3-7 devices.
New product: the Adobe Marketing Cloud Device Co-op.  Looking for your participation.
The power of a login is the key to this.  An average brand can only link 10% of interactions with a login.  The Co-op extends what you know about a customer to more.
By focusing  on people, you can better allocate your spend.   The co-op will be integrated into analytics.  The device cop-op will also let you know about additional devices for people..  Tracking people and not devices, lets you better target your user using that context.
Privacy: Does this without sharing personal data and includes an opt-out.
Will be rolling the Co-op out to more customers over the coming year.  Talk to your Adobe Rep.

Availability of Adobe.io Developer Portal

Just rolling out the portal

Adobe Exchange program for marketing cloud

Get better access to technology and innovate
 

Mobile Experiences

Mobile has become how you engage with your brand.  Recently announced at Mobile World Congress some key new functionality
Demo

• Did a search on mobile on bike helmets
• Saw an REI ad and clicked on it
• Invited to install the mobile app
• Installed it
  • Note: now to correctly assign attribution across the install
• After launching the installed app, allowed Geo tracking
  • and were immediately shown the helmet section
  • This is deferred deep-linking and gave a continuous experience for the user
• Then showed a push message to show e nearby store
  • Can draw a geo-fence around a location
• Walked towards the store. The app then showed the smart bag
• The bag is an IoT device. It has bluetooth and RFID
  • Paired the phone by bumping the bag.
  • Added product to the bag and automatically added it to the cart
• Walked away and checked out the user with a complete transaction
  • Note: go see the immersive retail experience on the show floor

Scale

it’s about Data and Speed.  Marketers don’t have a clear view of what’s important.
New Capabilties

• Segment comparison
  • Bring 3rd party data to audience manager. Now you can reports on that information as well
  • Can compare segments and with more dimensions
  • In demo, showed a lost cart.
• Can take the lost cart and react in real time
  • Can put a number of triggers on the site
  • Demo: Las Vegas event trigger and focus on the most loyal customers and frequency on the trigger fire
  • This trigger led to an email to the lost cart user.