20130711 - Wie persönlich soll's denn heute sein? - Adobe Systems - Andreas Helios
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20130711 - Wie persönlich soll's denn heute sein? - Adobe Systems - Andreas Helios

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Messbarkeit ist das große Versprechen des Digitalen Marketings. Aber einfache Metriken reichen nicht mehr. Wir wollen mehr über die Kunden wissen, wollen Segmente bilden, wenn möglich automatisiert ...

Messbarkeit ist das große Versprechen des Digitalen Marketings. Aber einfache Metriken reichen nicht mehr. Wir wollen mehr über die Kunden wissen, wollen Segmente bilden, wenn möglich automatisiert und selbstlernend. Der Kunde erwartet einen persönliche Ansprache ist aber um seine Data Privacy besorgt. Wo hört Big Data auf und wo fängt Big Brother an? Wie können wir den Mehrwert der Personalisierung erlebbar machen? Wann sollte man beginnen und an welcher Stelle im Prozess? Antworten auf diese Fragen gibt es in diesem Beitrag.

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  • Vorlieben=nachgefragtes SortimentPersönliche SituationKaufkraft = Budget
  • Cookie lifetime von 60 auf 24 monateCookie opt out policy
  • Automated decisioning & TargetingCertain digital marketing scenarios call for a more automated approach to personalization. Business rules are great when you have a lot of catalog and visitor data to parse and segment. But some companies find that either they’ve outgrown the ability to handle multiple or more complex segments [CLICK]or that visitor intent is just not clear enough for a marketer-driven rules approach to be effective. [CLICK]
  • PETER –I want to illustrate the lift in RPV. Not sure if we should use the homepage image again.[jsun] - I like it!
  • AE:Our creative applications define the creative workflow and with every new release, we raise the bar on not only what is possible, but what is even imaginable.SC: Adobe Creative Suite is the foundation for all the creative content regardless of what channel the media will ultimately be consumed. As the standard for the creative process, with direct integrations with a broad range of other Adobe solutions including the Creative Cloud, Adobe Experience Management and Digital Publishing Suite – the workflow significantly streamlines the entire process and reduces the number of physical assets that need to be managed and the effort involved to manage those digital assets.To address these customer experience enhancements and priorities, Adobe is the only company that offers businesses an end-to-end closed loop marketing platform that enables creatives, marketers and business owners to control the continuous creation, management, delivery, measuring & optimization of their customers’ experiences to all customer touchpoints, marketing & selling channels.
  • Multi-format re‐authoring for the desktop, desktop web, mobile web, cross-device mobile applications, print, and social can be very costly. Out tools are on the forefront of emerging technologies which allow for “create once – redeploy everywhere” capabilities, while dramatically lowering your development costs as you seek to gain more value with your existing content across channels.Our latest innovations allow your designers or agencies to take responsive design to new heights in visual development.
  • Where you can quickly and easily see how your content transitions between screens from desktop web, which we just saw, to tablet. This can be extended beyond basic HTML to include applications, video and other forms of rich media.
  • To mobile or iPhone.The beauty of the Adobe is that tools are available for print, static Web content all the way through mobile Web sites and in-store digital signage.
  • And once we have created this amazing content, we’re going to want to manage it. One of the benefits of having an integrated architecture is that we can do things like have automatic synchronization with the Creative Cloud So your designers can work right off of the creative cloud as if it was a local drive. So as soon as they save, it’s automatically uploaded ensuring that remote teams have direct access to those files.And with the always connected world that we now find ourselves, the photo studio can immediately share those assets so that they are accessible across all devices – no matter where the creative team is located.
  • Your business users, on the other hand, can take advantage of our common architecture by accessing that content in a more highly structured Digital Asset Management systemFrom the Marketing Cloud – creative work flows can be kicked off and assets can easily be retrieved and incorporated into marketing campaigns. We often see that Retailers pay the same photo studios multiple times for the same product to be photographed – by unlocking the value of the digital assets – Retailers can significantly reduce the cost involved in making and managing those digital assets.
  • Connect Creative Professionals w/ Marketing:Make it easy to find, share, and reuse assetsDeliver Assets that Delight your CustomersRetailers report not only improved search engine optimization, but as much as a 90% reduction in time to market by easily repurposing digital assets from previous campaigns.
  • These digital assets are immediately available to be leveraged for web sites, digital publications and mobile experiences.With the Adobe Experience Manager – an intuitive interface makes it possible for the marketing team to add creative content to any channel or user experience.
  • Tablet customers are shown to be more engaged with retail brands and have higher average order values.Regardless if it is owned, earned or purchased communications notice how we’ve had one asset that has been deployed across all of these channels. The advantage here is that if we ever change the asset, it can change across all these channels. So from the edge of the enterprise, including external sources such as agencies all the way into the heart of the organization, with workflow automation and metadata tagging, and then publishing across all channels, Adobe’s advantage is that you can have one source of the truth for all of your content. This will not only save time and reduce costs, but increase productivity and ensure a consistent brand experience.
  • 2. Was bringt den Besucher dazu, das zu tun, was ich von ihm will?BannerRatgeberEmpfehlungen
  • Some marketers simply prefer a hands-off personalization strategy and are comfortable using technology to drive personalization, especially when they can ensure that it is still meeting marketing goals. This is where automated decisioning & behavioral targeting fits in. With Adobe Target, Businesses can use it to fully automate site personalization or in combination with other strategies. You can trust the machine, but still maintain marketer-control to monitor and tweak decisioning/targeting to ensure your automated personalization is making a positive impact.Automated behavioral targeting works most effectively on sites with high volumes of traffic and distinct offer sets, such as news content or products categories.
  • Left brain (analytics) , right brain (creativity)Both integrated worked well for mankind and works perfect for our customers
  • Adobe.com attracts many types of visitors across industries and personas – from digital marketers, to creative consumers, prosumers, and students. Leveraging automated decisioning &targeting as a personalization strategy (and in some cases, a starting tactic for new businesses and campaigns), Adobe.com has been able to ensure the right offers are being shown for the right visitor at the right time, driving conversion and thus revenue. [CLICK THROUGH RESULTS]LAST CLICK: not only did automated decisioning and targeting optimize the “no segment, or unknown” traffic, but it exemplifies the advantage of starting off with automated decisioning and targeting. It allows you to identify more about a visitor, and in fact, help you discover key segments you wouldn’t have identified or thought of targeting differently before.
  • With a clear picture of who the customer is and what he/she needs and wants, you can accurately present them with products and services that meet their individual goals. We have a published case study on Sony.com, but here’s a summary.Sony.com is the direct-to-consumer site for Sony Electronics. The challenge for Sony was providing a experience that engages visitors and encourages them to purchase. They also know that visitors often come back multiple times before deciding to make a purchase. With multiple product categories – ranging from computers to games and cameras – Sony wanted to deliver a relevant and personalized experiences for shoppers, but the challenge was knowing what to show on the homepage. Prior to Adobe, Sony’s approach was populate their hero image banner and shop module with content using a random rotation approach.After implementing Adobe Target’s automated targeting technology, Sony.com is serving up personalized content based on a visitor’s behavior (viewing patterns, purchases, affinities, etc.). They sae great lift in homepage click-throughs and RPV across all their categories – over 300% in fact in games… resulting in an average of 84% lift in click-through rates, and a 109% increase in revenue per visitor.

20130711 - Wie persönlich soll's denn heute sein? - Adobe Systems - Andreas Helios Presentation Transcript

  • 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalisierung der Kundenansprache Andreas.Helios@adobe.com
  • 2. Innovation – Insights – Interaction Andreas Helios, Adobe Systems2
  • 3. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Forsa Studie – Marketingkommunikation 3 ….Angebote die auf persönliche Interessen zugeschnitten sind…. Quelle: Forsa, Silverpop
  • 4. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  • 5. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 Targeting bei anonymen Besuchern basierend auf selbstlernenden und selbstoptimierenden Modellen
  • 6. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Targeting bei anonymen Besuchern basierend auf selbstlernenden und selbstoptimierenden Modellen Personalisierung basierend auf Ähnlichkeiten, Vorlieben, Einkäufen und anderen Aktivitäten.
  • 7. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 Targeting bei anonymen Besuchern basierend auf selbstlernenden und selbstoptimierenden Modellen Personalisierung basierend auf Ähnlichkeiten, Vorlieben, Einkäufen und anderen Aktivitäten. Berücksichtigt externe Daten wie z.B. aus CRM, sozialen Netzwerken und anderen Drittsystemen
  • 8. ® Segmentierung
  • 9. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Profile: Der Schlüssel zum Kundenwunsch 9 Verhalten Umgebung Extern Referrer Zeit
  • 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Umgebung IP-Adresse Land Zeitzone Gerätetyp Betriebssystem Browser Bildschirmauflösung Bildausrichtung Verfügbare Daten
  • 11. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://www.lda.bayern.de/onlinepruefung/adobeanalytics.html 11
  • 12. ®
  • 13. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 http://panopticlick.eff.org/index.php?action=log&js=yes
  • 14. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 Transparenz
  • 15. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Verfügbare Daten Kunde / Neukunde Neuer / bekannter Besucher Verhaltensmuster Produktinteressen Suchen Vorherige Käufe Kampagnenkontakte Kampagnenansprache Verhalten
  • 16. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Verfügbare Daten Referrer Verweisende Domain Kampagnen ID Affiliate Bezahlte Suche Natürliche Suche Direkt Soziale Netzwerke
  • 17. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Verfügbare Daten Tageszeit Wochentag Frequenz Zeit
  • 18. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Welche Variante konvertiert besser ??? 18
  • 19. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ??? Ergebnis 19
  • 20. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Aber … 20
  • 21. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Verfügbare Daten CRM Call-Center Tickets Daten aus dritten Quellen Extern
  • 22. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Klare Segmentierung 22
  • 23. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Viele Variablen – Besser automatisieren 23
  • 24. ® Client Context
  • 25. ®
  • 26. ®
  • 27. ® Relevanter Content
  • 28. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 29. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29 Targeting
  • 30. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Use Case regelbasiertes Targeting: Orbitz 30
  • 31. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31 Usecase Retargeting : Sony
  • 32. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Gezielte Auslieferung von Hero Teasern erzeugte einen durchschnittlichen Uplift von 84% in der Klickrate. 32 Usecase Retargeting : Sony
  • 33. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33 Usecase Retargeting : Sony Gezielte Auslieferung von Hero Teasern erzeugte einen durchschnittlichen Uplift von 84% in der Klickrate.
  • 34. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Gezielte Auslieferung von Hero Teasern erzeugte einen durchschnittlichen Uplift von 84% in der Klickrate. 34 Usecase Retargeting : Sony
  • 35. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35 109% Uplift beim RPV Usecase Retargeting : Sony
  • 36. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36 Content aktiv verwalten
  • 37. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Make | Manage | Monetize | Measure Creative Inhalte erstellen und optimieren
  • 38. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Make | Manage | Monetize | Measure Inhalte an Geräte und Formate anpassen
  • 39. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Make | Manage | Monetize | Measure
  • 40. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Make | Manage | Monetize | Measure
  • 41. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Make | Manage | Monetize | Measure Inhalte ablegen und synchronisieren
  • 42. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Make | Manage | Monetize | Measure Visuelle Ablage in der Creative Cloud
  • 43. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Kevin C. has better image Make | Manage | Monetize | Measure Struturiertes Digital Asset Management in der Digital Marketing Cloud
  • 44. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Make | Manage | Monetize | Measure Direkter Zugriff aus dem Web Experience Management System
  • 45. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Make | Manage | Monetize | Measure Optimale Darstellung in jedem Endgerät
  • 46. ®
  • 47. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Für jeden Kunden das Beste – in Echtzeit ERLEBNISAKTIONEN  Klick auf Anzeige  Klick auf redaktionelle Inhalte  Suche  Wenige Suchergebnisse  Download eines Whitepapers  Trial Download 1. Was weiß ich über den Besucher? 2. Was bringt den Besucher dazu, das zu tun, was ich von ihm will? Banner Ratgeber Empfehlungen 3. Die Assets zusammentragen, die zu meiner Prognose passen 4. Dem Besucher die passenden Assets auf dem richtigen Kanal präsentieren 47
  • 48. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Let technology decide for you 48 AUT O
  • 49. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe’s Vision
  • 50. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalisierung der Kundenansprache Andreas.Helios@adobe.com
  • 51. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Automated decisioning & targeting 51 Adobe.com – automated targeting build Behavioral Targeting: merchandising banners on Adobe.com Automated targeting delivered over 20% lift on merchandising banners and 25% lift on Products Page Automated targeting optimized the 95% “No Segment” traffic Banners Product Page 99.67% Confidence 99.04% Confidence
  • 52. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Why does automated targeting matter? 52 2x more likely to spend 84% more likely to engage
  • 53. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.