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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights R...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2013 Adobe Systems Incorporated.  All Rights R...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital Trends in Retail
3
Developing a holist...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Typical Digital Pressures and Challenges
4
1. ...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What Does Best In Class Digital Look Like?
Inn...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Reporting & AnalysisMulti-channel Campaign Exe...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Multi-Channel
Deployment
Make | Manage | Monet...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Provide an un-paralleled single view of the cu...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
By analyzing data combined from six sources
(w...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. Increased revenue and ROI through better ta...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. Measure customer engagement and sentiment t...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Changing the worldChanging the world
through d...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Let's get personal - how to provide the most personal experience possible

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Выступление Jamie Brighton - Adobe на Саммите Digital Branding - Best Practice Guide, 5-6 июня

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Transcript of "Let's get personal - how to provide the most personal experience possible"

  1. 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Adobe Advantage in Retail Jamie Brighton | Adobe EMEA
  2. 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2013 Adobe Systems Incorporated.  All Rights Reserved.  Adobe Confidential. 
  3. 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital Trends in Retail 3 Developing a holistic view of the customer across all touch points2 Using personalization to increase loyalty and drive Key Performance Indicators (KPIs) 1 Ensuring that you are capturing actionable data3
  4. 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Typical Digital Pressures and Challenges 4 1. A growing array of marketing channels require new and different techniques for reaching potential buyers 2. Social media and user communities introduce entirely different ways of interacting with customers 3. Customers consume content on a variety of devices and expect a personalised user experience 4. Data about customers is locked in silos 5. Combining multiple sources of data to get a complete picture of customer interactions Web Site Display Paid Search Email Social Natural Search Affiliates M obile Store Call Centre CRM
  5. 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What Does Best In Class Digital Look Like? Innovation Innovate rapidly and often, and be recognized for it Content Marketing Curate content to deliver meaningful experiences across channels, by role, throughout the customer lifecycle Big data Identify actionable insights and segments across channels to drive engagement and leads ROI Demonstrate value and contribute consistently to the bottom line
  6. 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Reporting & AnalysisMulti-channel Campaign Execution & Media Monetization Platform Big Data & Content Platform Personalized Engagement Attract & Acquire Manage Deploy Engage Convert Connect & Optimize Report & Analyze Streamline Workflow Adobe Experience Manager Adobe Target Adobe Analytics Adobe Social Adobe Media Optimizer Content Repository Assets, Web Content Documents Creative Cloud Real-time Profile Analytics Behavioral Data Algorithmic Models Big Data Repository Reporting & Predictive Modeling Campaign Data Optimization Modeling and Algorithms Digital Marketing Cloud
  7. 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Multi-Channel Deployment Make | Manage | Monetize | MeasureAdobe’s Digital Platform for Customer Experience Experience Management & Targeting Creation & Innovation OptimizationAnalytics
  8. 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Provide an un-paralleled single view of the customer enabling the marketing and sales team to better personalize and act on customer behaviour. Break down silos by collecting data across multiple channels to understand the true impact and influence they deliver. Deliver the right message to the right customer at the relevant points in the buying cycle, maximising marketing effectiveness. Manage Big Data 1. Using personalization to increase loyalty and drive Key Performance Indicators (KPIs) 2. Developing a holistic view of the customer across all touch points 3. Identify and address trends and triggers that result in visitors moving between channels to complete their objectives
  9. 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. By analyzing data combined from six sources (web, post purchase survey, CRM, call centre, email, and live chat), Adobe Analytics helps to identify customer satisfaction issues, so we can resolve them quickly. Ashis Braganza, senior manager of global business intelligence, Lenovo Complete visibility into all customer facing channels Focus marketing to deliver maximum conversion & satisfaction Improve ROI and Customer Satisfaction
  10. 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Increased revenue and ROI through better targeting of offers and promotions 2. Improved NPS and lifetime value through enhanced customer experience 3. Improved customer experience through cross-channel marketing strategy and better understanding of customer requirements Continually optimise & personalise content by assessing what is working for its online customers throughout their cross-channel engagement. Provide a holistic view of all customers across all channels and thereby delivering a consistent customer journey and optimum experience Optimise content in order to deliver a relevant customer experience and remove any barriers to conversion. Target User Segments with Personalised, Lifecycle Relevant Content
  11. 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Measure customer engagement and sentiment to inform decisions on new content and campaigns 2. Improve operational efficiency, reduce time to market and deliver personalised, consistently branded experiences across multiple countries, languages and product lines 3. Reach new audiences, nurture communities and increase engagement through social channels Captivated customers worldwide, with views rising substantially in France alone Doubled visitor time spent on male-grooming websites Brought five countries online rapidly and with limited IT involvement Improved customer engagement by easy integration with Twitter and Facebook Global Message Consistency
  12. 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Changing the worldChanging the world through digital experiencesthrough digital experiences
  13. 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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