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From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
From Mad Men to Math Men : Getting emotional in the age of big data
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From Mad Men to Math Men : Getting emotional in the age of big data

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How good marketing is a blend of left brain/right brain, and how Adobe balances the creative and the data driven to drive its marketing.

How good marketing is a blend of left brain/right brain, and how Adobe balances the creative and the data driven to drive its marketing.

Published in: Business, Technology
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  • 4
  • I don’t mean just the eHarmony or match.com types of relationships…


  • 1.7Million is from Trueview ad format, which was on the YouTube platform exclusively. Embedded players & external sites are not attributed here
  • 16
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    • 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. From Mad Men to Math Men : Getting Emotional in the Age of Big Data John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton
    • 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. 2 74% of Adobe’s Marketing Spend is on Digital @jwatton
    • 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Digital = Data @jwatton3
    • 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. 4 What’s Different About Digital? Everything. People Process Technology New skills: “Bring in the Nerds” Strategic In- sourcing Single view across owned, earned & paid media “Always On” marketing A single source of truth Ongoing testing and iteration @jwatton
    • 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. 5 BEFORE - “Portfolio Marketing” People KPIsTechnology Display Search Site Outsourced mix + DFA + various agencies CPA (trials, orders) + 8 agencies worldwide Outsourced mix CPA + ROI (trials, orders) Adobe Target, Adobe Analytics RPV (revenue per visit)IT, Analytics @jwatton
    • 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. 6 AFTER - “Marketing by the Numbers” People KPIsTechnology Display Search Site DMP: AudienceManager DSP: AMO+ Dynamic Ad Targeter (future) + DFA 5 CPA (trials, orders, subscriptions) No agencies SEM: AMO, Target, Analytics SEO: BrightEdge Site: Search&Promote, Google Search CPA + ROI (trials, orders, subscriptions) Report across SEM, site, SEO26 12 SEM 7 SEO + site 7 operations No agencies Target, Analytics (AMO, Data Workbench) RPV (revenue per visit) Subscription rate + Subscription mix IT, Analytics Campaign Web Strategy eCommerce10 @jwatton
    • 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Marketing is Maths @jwatton7
    • 8. © 2014 Adobe Systems Incorporated. All Rights Reserved.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketing is Creativity @jwatton8
    • 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. 9 Sorry Roger. You’re being replaced by an ad exchange. @jwatton
    • 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. GREAT marketing is all about CONFIDENCE  To have the confidenec to  Not talk about US  Be HUMAN  Pick a HOT issue  Have a STRONG opinion  Be CONTROVERSIAL  Be INDEPENDENT  Take a RISK  Have some FUN @jwatton10
    • 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. 11 @jwatton
    • 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. 12 @jwatton
    • 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. OVER 3MILLION VIEWS IN EXCESS OF 2.5MILLION MINUTES WATCHED 3,012 SHARES 899 FAVOURITES 699 COMMENTS 531 SUBSCRIBERS ….. AND GROWING A PAID MEDIA PLAN RUNNING IN THE U.S. HAS HELPED DRIVE OVER 3,000,000 VIEWS. WHILST THE RIPPLE EFFECT HAS LED TO OVER 100,000 ORGANIC VIEWS IN THE TOP EMEA MARKETS
    • 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. $0.00 $10,000.00 $20,000.00 $30,000.00 $40,000.00 $50,000.00 $60,000.00 $70,000.00 $80,000.00 $90,000.00 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000 1-Oct-13 1-Nov-13 1-Dec-13 1-Jan-14 1-Feb-14 1-Mar-14 1-Apr-14 1-May-14 Views Investment TRUEVIEW INSTREAM ACCOUNTED FOR OVER 1.7MILLION VIEWS, FROM AN INVESTMENT OF $150K. RETURNING MORE THAN 11 ENGAGED VIEWS FOR EVERY DOLLAR SPENT
    • 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. 15 Art + ScienceThe NEW Marketer @jwatton
    • 16. © 2014 Adobe Systems Incorporated. All Rights Reserved. 16 $349 $350 $351 $352 $353 $354 $520 $530 $540 $550 $560 $570 0% 50% 100% 150% $MillionsProfitContribution $MillionsRevenue @jwatton “Not taking a risk, is a risk”
    • 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. 17 Organisations have to Transform help Organisations have to Transform @jwatton
    • 18. © 2014 Adobe Systems Incorporated. All Rights Reserved.

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