See how we use the Adobe Marketing Cloud toinform and improve our new Digital Marketingcampaign.We just kicked off a new c...
The paths to conversion                                                              How is our media mix performing?     ...
The Ultimate Case Study: How we are usingAdobe Marketing Cloud for our ownmarketingDIGITAL MARKETING · By Christine Beury ...
Jon Vein @MarketShareCo and Olivier Blanchard                              @thebrandbuilder will discuss how you prove the...
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Adobe Marketing Cloud

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Adobe Marketing Cloud provides a full set of advertising analysis, social, orientation and management solutions for web experience and a scoreboard in real-time which brings together everything you need to know about the marketing campaigns.

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Adobe Marketing Cloud

  1. 1. See how we use the Adobe Marketing Cloud toinform and improve our new Digital Marketingcampaign.We just kicked off a new campaign and thought wed use this as an opportunity to give you a behind-the-scenes look at how were using the Adobe® Marketing Cloud. Youll see how the campaign is performing— whats working, whats not, what were learning, and what were doing about it. Here are some initial results.Keep checking in to see how we adjust the campaign based on the data and insights we get from the AdobeMarketing Cloud.Hows our social media performing? Twitter mentions by termSocial media is a key element of the campaign.Using Adobe® Social, we are tracking Twitter andFacebook to create buzz, drive people to our site,and convert interactions into inquiries. In the first week of the campaign, there have been over 5,000 mentions of “Adobe Marketing Cloud” on social media channels and the “#MetricsNotMyths”Our Facebook app is key to the campaign. Twitter hashtag, which put them in the Top 5 of Adobe’s tracked terms in social channels, and we’ve seen nearly unanimous positive/neutral sentiment.How are people finding us?Were analyzing a number of web metrics to understand how many people are visiting our site, what sourcesare driving traffic, the duration of each visit, and what actions visitors are taking.Digital Marketing campaign — Web site visits Referring sources for trafficAwareness from paid media, combined with social and press coverage about the Knowing how people make their way to our site helps us allocate resources andcampaign, drove a significant amount of traffic to our site — we saw a 10x budget to the right things. Looking at the top sources of traffic to our site, we canincrease on launch day. see the impact of our display and print campaign, as well as the importance of media coverage in driving traffic.
  2. 2. The paths to conversion How is our media mix performing? Understanding the journey from awareness to purchase impacts a lot of the decisions well make about the campaign. Using Adobe® Analytics, we can learn which part of our media mix is working best, and how many parts of our campaign people engage with before becoming a customer. Here’s an example of how Adobe Analytics can help us see and analyze the paths our customers take on the road to purchase. Display banners running across the web. So, whats the bottom line? Total conversion Ultimately, were working to turn visitors into solid leads. Thanks to Adobe Marketing Cloud, we can track the process from beginning to end. To the right, you see the total number of visits to the Adobe Marketing Cloud site during the first week of the campaign, along with the number people filling out a form requesting more information. In one week, we saw a 45% increase in completed forms compared to our pre-campaign weekly average. Adobe Marketing Cloud: Go from data, to insights, to action. Join us here and on our Digital Marketing blog as we continue to measure and optimize our campaign to get the best business results. Read all the blog posts: Ultimate Case Study Kicks Off › Initial Results ›Copyright © 2012 Adobe Systems Incorporated. All rights reserved.
  3. 3. The Ultimate Case Study: How we are usingAdobe Marketing Cloud for our ownmarketingDIGITAL MARKETING · By Christine Beury On October 23, 2012 · Add CommentToday we launched our new Digital Marketing campaign. As a campaign lead, I thoughtit would be interesting to share a behind-the-scenes look at how we measure, optimizeand improve our own marketing campaign as it rolls out.Each week my peers and I will share the campaign results, how we are using AdobeMarketing Cloud and what’s working, as well as what’s not and how we are adjusting tomeet our goals.Let’s start with the campaign goals:This is a fully integrated campaign intended to raise awareness and demand for AdobeMarketing Cloud. We have established goals for overall awareness, media & social sen‐timent, social engagement, community growth, web site traffic and conversion.Here is a quick campaign overview:The campaign is based on busting the myths of marketing. Why? Marketing overall hasa perception problem. A recent Fournaise Marketing Group study reported that 73% ofCEOs say that marketers lack business credibility. According to an Adobe study,released today, on The State of Online Advertising, 53% of consumers think most mar‐keting is a bunch of B.S. Well, as marketers, we all know that’s nonsense. Here atAdobe we see the Adobe Marketing Cloud help companies prove the business impact oftheir marketing investments all the time.So, we are taking marketing myths head on to dispel them. For more details and back‐ground on the campaign, read our CMO’s blog post. We are weaving the “Metrics, not Myths” theme across all our marketing – from paid and social media to the web site and lead generation. We are also offering opportunities to hear from other leaders in the industry as they discuss the value and future of marketing. In fact, join us tomorrow, Oct. 25 9AM PT for a live debate and Twitter chat. Our host, Michael Brito, SVP Edelman Digital and author of Smart Business, along with
  4. 4. Jon Vein @MarketShareCo and Olivier Blanchard @thebrandbuilder will discuss how you prove the value of marketing. See how the campaign performs As the campaign rolls out, we will look at how social is impacting business results. Learn which marketing vehi‐ cles deliver the most business impact. We’ll analyze our ad creative performance. Understand who our most influ‐ ential community members are and what that really means. We’ll share our search optimization strategies. And, when things are not working we’ll tell you what weare doing to address them.Just like your CEO wants to see how marketing helps to drive the business, so doesours. Join us and check back to this blog and our web site each week as we share anddiscuss the campaign’s insights with you.

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