© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Managing Customer Experience in Multichannel Environments
Rob In der Maur
Digital Marketing Specialist

Adobe
Hoogoorddree...
The World is Changing

Move to
Mobile & Tablets
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential...
Pope John-Paul II - 2005

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Pope Francis - 2013

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The World is Changing

Move to
Mobile & Tablets
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential...
LET’S BE THIS	


AWESOME

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The World is Changing

Move to
Mobile & Tablets
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

9
DIGITAL

DISTRESS
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Copyright – Luma Partners
NEXT STEPS

Competition is
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2011 Adobe Syste...
Site visitors who do not convert
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
how did we get here?

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
We began with catalogues,…

…which allowed us to tell a story, make a connection, and inspire a purchase.	


© 2013 Adobe ...
1999	


But when we launched the web, we started with boring database driven stores…

© 2013 Adobe Systems Incorporated. A...
Over time, marketers wanted more and began building their own sites.
Landing pages.
Microsites.
Mobile sites.
Tablet sites...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
END OF AN	


ERA
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Meet “The New Marketer”

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
WELCOME TO THE ERA OF

DIGITAL

Sushi

Albert

@AdobeMktgCloud

Sue Child

3,343, 4,453

T-Mobile 4

Ave
rth
Fo

Samsung G...
Changing the world
through digital experiences

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential...
Art + Science

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Art + Science

Creative Cloud

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Marketing Clou...
Ideation

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Creation

Analysis

Personalization
Best Real-Time Consumer Experience
LISTEN

PREDICT

ASSEMBLE

300 MILLISECONDS
© 2014 Adobe Systems Incorporated. All Righ...
ADOBE
MARKETING
CLOUD
Adobe
Campaign

Adobe
Media
Optimizer

Adobe
Social

Adobe
Experience
Manager

© 2013 Adobe Systems ...
Adobe Social

Next Gen Buzz
Monitoring
Social Campaign
Attribution to
Business Results
Predictive
Publishing
© 2014 Adobe ...
Adobe Media Optimizer

Portfolio Optimization
& Rules Based
Bidding
One Price, Multiple
Channels
Twitter API

© 2014 Adobe...
Adobe Target

A/B/N Testing
Multi-variate Testing
One-Click Automated
Targeting
Recommendations

© 2014 Adobe Systems Inco...
Adobe Experience Manager

Dynamic Personalized
Experiences
Cross device,
Responsive design
Connected to the
Marketing Clou...
Adobe Campaign

Cross-channel
marketing
Connects Marketing
Cloud to your CRM
Enables Anonymous
to Known Marketing

© 2014 ...
Adobe Analytics

Full marketing
analytics made
actionable with data
connected to
marketing & business
systems
© 2014 Adobe...
Adobe Leadership in Digital Marketing
Web Content
Management

Social Media
Management

Cross-Channel
Campaign
Management

...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

MARKETING CLOUD
ARCHITECTURE
Adobe Marketing Cloud: Cross-Solution Experience & Shared Services

Manage
Deploy
Engage
Convert

Attract
&
Acquire

Platf...
Adobe Marketing Cloud: What is a Marketing Cloud?
Attract & Acquire

Engage & Convert

Report & Analyze

Adobe Experience
...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

42
Integration Approaches

E-Comm Engine	


CMS

CMS

E-Comm Engine	


E-Comm Engine	


Benefits
•  Simpler infrastructure
• ...
Experience-Driven Architecture

onsistent Business Managed Customer Experience

Shopping | Blogs | Forums | Customer Servi...
Adobe Marketing Cloud: What is a Marketing Cloud?
Attract & Acquire

Engage & Convert

Report & Analyze

Adobe Experience
...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
46
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
experience driven commerce transact anywhere
on any device
with relevant, personalized,
socially engaged
immersive experie...
ANALYTICS	


SOCIAL	


OPTIMIZING	


EXPERIENCE	

TESTING	


© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe...
New Cross-product Interface & Campaign Collaboration: marketing.adobe.com
1

2

3

…

5

…

6
50

Single Sign-on
access ac...
ANALYTICS	


SOCIAL	


OPTIMIZING	


EXPERIENCE	

TESTING	


© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe...
2014	


NERDS UNITE

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
THANK YOU
@ridmaur
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Managing Customer Experience in Multichannel Environments

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Customers are shopping everywhere today – at home, on the subway, anywhere they feel like doing it. How can you make the most of your customers' interaction to give them the best possible experience on your shopping site regardless if it's in a browser, on a mobile phone or on a tablet?

Rob in der Maur, Digital Marketing Specialist, Adobe

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Managing Customer Experience in Multichannel Environments

  1. 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  2. 2. Managing Customer Experience in Multichannel Environments Rob In der Maur Digital Marketing Specialist Adobe Hoogoorddreef 54a Amsterdam, Netherlands T +31 20 65 11 200 M +31 646 32 42 49 rmaur@adobe.com Twitter: @ridmaur © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  3. 3. The World is Changing Move to Mobile & Tablets © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  4. 4. Pope John-Paul II - 2005 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  5. 5. Pope Francis - 2013 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  6. 6. The World is Changing Move to Mobile & Tablets © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Internet of Things
  7. 7. LET’S BE THIS AWESOME © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  8. 8. The World is Changing Move to Mobile & Tablets © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Internet of Things Making Everything Digital
  9. 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  10. 10. DIGITAL DISTRESS © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  11. 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Copyright – Luma Partners
  12. 12. NEXT STEPS Competition is © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  13. 13. Site visitors who do not convert © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  14. 14. how did we get here? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  15. 15. We began with catalogues,… …which allowed us to tell a story, make a connection, and inspire a purchase. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  16. 16. 1999 But when we launched the web, we started with boring database driven stores… © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. …which focused on •  a home page, •  category pages, •  product detail pages, and •  the shopping cart paradigm. 16
  17. 17. Over time, marketers wanted more and began building their own sites. Landing pages. Microsites. Mobile sites. Tablet sites. Apps. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  18. 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  19. 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  20. 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  21. 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  22. 22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  23. 23. END OF AN ERA © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  24. 24. Meet “The New Marketer” © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  25. 25. WELCOME TO THE ERA OF DIGITAL Sushi Albert @AdobeMktgCloud Sue Child 3,343, 4,453 T-Mobile 4 Ave rth Fo Samsung Galaxy S4 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2n 21 st Av e th Av e 10 r th AT&T VERIZON LTE 4G Pier 83 Fo Lululemon Athletica is fantastic. Felix | College Professor Jerry | Stock Broker dA ve St 21 th 10 Jen | Gym Instructor Iphone 4s Age 30 Fred Leger st Av e 2n Pier 83 St Elisa Sanchez dA ve Chris Manchester Age 40 Nokia Lumia 520
  26. 26. Changing the world through digital experiences © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  27. 27. Art + Science © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  28. 28. Art + Science Creative Cloud © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketing Cloud
  29. 29. Ideation © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Creation Analysis Personalization
  30. 30. Best Real-Time Consumer Experience LISTEN PREDICT ASSEMBLE 300 MILLISECONDS © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. DELIVER
  31. 31. ADOBE MARKETING CLOUD Adobe Campaign Adobe Media Optimizer Adobe Social Adobe Experience Manager © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Target Adobe Analytics
  32. 32. Adobe Social Next Gen Buzz Monitoring Social Campaign Attribution to Business Results Predictive Publishing © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  33. 33. Adobe Media Optimizer Portfolio Optimization & Rules Based Bidding One Price, Multiple Channels Twitter API © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  34. 34. Adobe Target A/B/N Testing Multi-variate Testing One-Click Automated Targeting Recommendations © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  35. 35. Adobe Experience Manager Dynamic Personalized Experiences Cross device, Responsive design Connected to the Marketing Cloud © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  36. 36. Adobe Campaign Cross-channel marketing Connects Marketing Cloud to your CRM Enables Anonymous to Known Marketing © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  37. 37. Adobe Analytics Full marketing analytics made actionable with data connected to marketing & business systems © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  38. 38. Adobe Leadership in Digital Marketing Web Content Management Social Media Management Cross-Channel Campaign Management Data Management Platforms TOTAL QUADRANT DOMINATION Web Analytics © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Web Content Management For Digital Customer Experience Online Testing
  39. 39. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MARKETING CLOUD ARCHITECTURE
  40. 40. Adobe Marketing Cloud: Cross-Solution Experience & Shared Services Manage Deploy Engage Convert Attract & Acquire Platform Connect & Optimize © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Data Report & Analyze
  41. 41. Adobe Marketing Cloud: What is a Marketing Cloud? Attract & Acquire Engage & Convert Report & Analyze Adobe Experience Manager Adobe Social Adobe Target Adobe Media Optimizer Adobe Campaign Content Campaigns Context Assets Channels Audiences Creative Cloud © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Analytics Profile, Data & Content Content Data Shared Capabilities Data Data Exchange
  42. 42. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42
  43. 43. Integration Approaches E-Comm Engine CMS CMS E-Comm Engine E-Comm Engine Benefits •  Simpler infrastructure •  Single tool for IT and merchants •  Improved content change ability by business stakeholders •  Gain benefits of CMS workflows •  Business owner drives customer experience •  Ultimately flexibility to tailor rich media site designs across devices Challenges •  High cost to change front-end typically requiring developers •  Changes require significant regression testing © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. •  Business still limited on affecting change to customer experiences •  CMS feature set limited to content data store •  Initial integration effort greater
  44. 44. Experience-Driven Architecture onsistent Business Managed Customer Experience Shopping | Blogs | Forums | Customer Service | etc. Other… Actionable Insights Across Experience Product Catalogue | Cart & Checkout | Order Management | Customer Service © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. All marketing experiences can be shoppable §  Accelerated time to market for brand and design changes •  Adobe Marketing Brand Site eStore Cloud Mobile §  Single digital asset management
  45. 45. Adobe Marketing Cloud: What is a Marketing Cloud? Attract & Acquire Engage & Convert Report & Analyze Adobe Experience Manager Adobe Social Adobe Target Adobe Media Optimizer Adobe Analytics Adobe Campaign Content Campaigns Context Data Assets Channels Audiences Data Creative Cloud © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Profile, Data & Content Content Data Data Exchange
  46. 46. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46
  47. 47. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  48. 48. experience driven commerce transact anywhere on any device with relevant, personalized, socially engaged immersive experiences, that are current and tell a story with rich media, and have measured success. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  49. 49. ANALYTICS SOCIAL OPTIMIZING EXPERIENCE TESTING © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  50. 50. New Cross-product Interface & Campaign Collaboration: marketing.adobe.com 1 2 3 … 5 … 6 50 Single Sign-on access across Marketing Cloud Solutions Sharing and collaboration of select data and reporting across Marketing Cloud solutions 4 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. New Marketing Cloud & Solution branding and design …
  51. 51. ANALYTICS SOCIAL OPTIMIZING EXPERIENCE TESTING © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  52. 52. 2014 NERDS UNITE © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  53. 53. THANK YOU @ridmaur © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  54. 54. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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