Adobe: Real-time Marketing Optimization

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Real-Time Marketing Optimization

Your customers and prospects expect rewarding and relevant experiences with your brand regardless of the channel, device, or time of day. Add to that the fact that your customers are distinct individuals with unique interests and those interests are constantly changing and you have a serious need for real-time optimization. This session will highlight how the Adobe Online Marketing Suite can provide you the insight and technology you need to kick-start a real-time marketing optimization program and keep it on course once you’re underway.

Adam Justis, Omniture

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Adobe: Real-time Marketing Optimization

  1. 1. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. October 14 | Adam Justis Real-Time Marketing Optimization with the Adobe Online Marketing Suite
  2. 2. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 The competition for consumers’ attention is becoming increasingly fierce
  3. 3. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 While consumers’ attention spans are becoming increasingly…short
  4. 4. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 97% of visitors to your site will not convert Consider that: You can’t afford NOT to optimize your online experiences And, you probably have less than 10 seconds to convince those that do
  5. 5. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Conversion and Acquisition Strategies Are Rarely Aligned $92 Conversion Funnel Drive Acquisition Invest to acquire more customers to site and push through funnel Increase Conversion Invest to make easier for existing visitors to become customers Conversion Funnel $$$ NUMERATOR DENOMINATOR October 18, 2010 © 2009 Omniture Inc, Confidential & Proprietary 5
  6. 6. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Online Business Optimization Evolution from A Channel to Business Strategy Measure Optimize Extend Innovate Automate Execute Measure
  7. 7. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Rule: enhance the user experience Proven Methods: Relevance Efficiency - + - +
  8. 8. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Consumers & Multichannel experiences 8 See TV ad for product Search online for product Research product onlineVisit store for help Buy product online Visit store to see & experience product Buy accessories in store Research accessories for product Receive promo for product Receive mobile ad for product Join Facebook community for product Receive product updates View video for newer product
  9. 9. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.   Referring domain   Campaign ID   Affiliate   PPC   Natural search   Direct/bookmark Referrer Variables   Customer/prospect   New/return visitor   Previous visit patterns   Previous Product interests – top level   Previous Product interests – low level   Searches   Previous online purchases   Previous Campaign exposure   Previous Campaign responses Site Behaviour Variables   IP address   Country of origin   Time zone   Operating system   Browser type   Screen resolution Environment Variables Temporal Variables   Time of day   Day of week   Recency   Frequency Offline VariablesHighly Predictive Anonymous Profile What do you know about your visitors that can fuel optimization and personalization?
  10. 10. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  11. 11. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Solutions Adobe Online Marketing Suite 11 Platform Optimization Publishing E-Commerce Lead Gen Online Business Models Enterprise Data •  CRM •  Call Center •  POS •  Kiosks •  BI Awareness Acquisition Conversion Retention Analytics Online Data •  Display •  Search •  Social Media •  Mobile •  Video
  12. 12. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.   Paid search   Landing page optimization   On Site Search   On Site Survey   Email remarketing   Display ad targeting   Flash ad optimization & Adobe CS5 creative integration   Facebook integration
  13. 13. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. For Instance – Landing Page Optimization
  14. 14. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
  15. 15. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  16. 16. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  17. 17. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  18. 18. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
  19. 19. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
  20. 20. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. For Instance – Email Remarketing
  21. 21. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
  22. 22. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
  23. 23. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  24. 24. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
  25. 25. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
  26. 26. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
  27. 27. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key take-aways Your customers aren’t standing still, neither should your marketing The right technology scales your best ideas & builds competitive advantage Start with what you know – Build upon what you learn
  28. 28. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Thank You – Questions?
  29. 29. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  30. 30. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe, Powered by Omniture Adobe - Create and deliver rich internet experiences, content and applications Powered by Omniture - Measure and optimize the value of online experiences With Adobe powered by Omniture, customers can measure and optimize any online experience across any platform and any device AnalyzeEngage UserDeliverCreate Optimize
  31. 31. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The right data + the right experience 31 ITERATE

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