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  • 1. Using Analytics Experiences To Become Customer-Centric Adobe Ad:TechSCOTT RIGBY | ADOBE @rigbyscott© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 2. I’ll be covering 3 things..  Becoming more customer centric  How to leverage your customer data  Stepped approach to personalisation© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  • 3. Becoming Customer Centric Putting the customer at the centre of your business.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  • 4. Why personalize?© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  • 5. Why is it important? he’s 84% more likely to click through from homepage he’s 2x more likely to spend© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  • 6. Can you deliver personalization everywhere the customer expects it? Traits Variables Behavior© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  • 7. Personalized experiences are driven by: 7What you know about What you have to deliver/ Connect the two and figure out quickly whatthe customer show to the customer resonates and what doesn’t© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 8. Leverage your data Understanding what all that data at your fingertips is telling you about your customers© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  • 9. Onsite data can you leverage for personalisation Site Behaviour Variables Environment Variables Referrer Variables  IP address  Referring domain  Customer/prospect  Country of origin  Campaign ID  New/return visitor  Time zone  Affiliate  Previous visit patterns  Operating system  PPC  Previous Product interests – top  Browser type  Natural search level  Screen resolution  Direct/bookmark  Previous Product interests – low level  Searches Temporal Variables  Previous online purchases  Previous Campaign exposure  Time of day  Previous Campaign responses  Day of week  Recency  Frequency Highly Predictive Offline Anonymous Profile Variables© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 10. Merging your online & offline data into customer profiles Profile Data Transactional Data Repository Onsite Behaviors Demographic Data Social Profiles Custom Data Stores© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 11. Onsite personalisation experiences Experience 1 Experience 2© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 12. Offsite personalisation data I can leverage What are the signals? What do I predict?Dynamically access & assemble assets Deliver the experience© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 13. Offsite Optimization in Action - Travel Ingest Manage Optimize Creative 1st Party AD Image 2 Site Catalyst 10% Discover CRM Gender Off Image 1 20% Insight Off Marital Status Test&Target CQ Travel Type Business Personal Young Male - SF Call to Action 1 (2,834,000 Buying Process Uniques) Call to Action 2 Last 7 Days 2nd Party Destination San Francisco Hawaii Denver Partner Data Population Density SITE Visit Frequency Hero 1 Age Range Business Hero 2 bizo datalo Women - TARGUSinfo Allian Housing Type Denver Experian IXI (3,256,000 HH Income Uniques) Acxiom V12 group Last 7 Days Bluekai exelate© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
  • 14. Offsite Ad Creation - Travel Free Upgrade 20% off SUVs© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
  • 15. Optimize the point of digital interaction in real-time “The Last Millisecond” DYNAMIC CONSUMER DECISIONING & CUSTOMER CONTENT DELIVERY PROFILE ALGORITHMS EXPERIENCE ASSEMBLY© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  • 16. Personalisation Serving up the best experience possible to drive conversions© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  • 17. Personalisation Fundamentals Visitor Segmentation and Targeting • Identifying the most profitable visitor segments to strategize and improve revenues. Fundamental • Improving site content consumption through rule-based Personalization & Optimization personalization. Optimizing end-to-end customer experience • Optimizing the end-to-end user experience from first point of site entry through the funnel. Advanced Automated Personalization • Enabling visitors to quickly find products and/or information they are seeking by providing relevant experience. Personalized Search and Browse • Providing personalized search and browsing experiences, 360° Personalization powered by visitor profile. • Streamlining path to conversion and improve segment conversion.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  • 18. Personalisation Advanced Automated Recommendations • Providing automated personalized offers and content suggestions and best call-to-action for visitors across Fundamental channels. Personalization & Optimization • Improving page views and average order value. Automated Behavioral Targeting Advanced • Offering advanced personalization for sites with large traffic Automated Personalization volumes and distinct offer sets by tracking a wide range of visitor interactions. • Improving engagement by serving appropriate content to visitors 360° Personalization Dynamic Content Creation & Targeting • Creating personalized on-site and in-app marketing banners to deliver relevant real-time marketing and merchandising offers. • Owning customer mindshare to expand share of wallet.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
  • 19. Integrated Personalisation 360 360° Customer Profile and Targeting • Delivering robust personalization experiences by understanding and combining multichannel and third-party data for profile augmentation. Fundamental Personalization & Optimization • Driving repeat conversion from existing (owned) segments or users. Multi-device Optimization & Personalization Advanced Automated Personalization • Optimizing mobile, tablets sites and apps. • Identifying valuable segments and personalizing content to drive KPI’s 360° Personalization Multi-channel Relevancy • Providing a consistent experience for visitors as they move from one digital touch point to another. • Driving relevancy through consistent personalized marketing messages from display, social, email and onsite.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
  • 20. Call To Action  Develop a customer centric strategy  Analyse your data for personalisation opportunities  Execute a personalisation testing roadmap plan© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
  • 21. Scott Rigby Consultant Manager, Adobe srigby@adobe.com Twitter @rigbyscott© 2012 Adobe Systems Incorporated. All Rights Reserved. 21