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Adobe DMP - Générer de l'engagement - eCommerce Paris 2014

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Présentation de Adobe Audience Manager lors du salon eCommerce Paris 2014

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Adobe DMP - Générer de l'engagement - eCommerce Paris 2014

  1. 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. DMP : Générer de l’engagement par la connaissance précise de ses audiences cibles Mathilde Arai Christophe Lauer
  2. 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  3. 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Fondée en 1982 Optimisation Web Marketing Cloud Création Numérique Creative Cloud A Propos d’Adobe
  4. 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Systems Analytics Edge Animate Photoshop® InDesign® Illustrator® DPS Media Optimizer Target Social Adobe® Creative Cloud Adobe® Marketing Cloud Experience Manager Campaign Premiere Créatifs Marketing
  5. 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Générer de l’engagement en 2014
  6. 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Connected profile ID# Onsite behavior Email campaign Offers & responses Display ads Customer Support conversations Search terms Social media interactions Behavioral data Transactional data Reference data
  7. 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.7 *Photo credit: http://www. fotolia.com 16154947941146493794393619399519616502 32 years old, Single Male
  8. 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1st Party 2nd Party 3rd Party CRM – Creative Cloud – Past 3 Years BIZO – Professional Axciom – HH Income $150,000+ CRM – Creative Cloud – Past 3 Years Bizo – Professional Axciom – HH Income $150,000+
  9. 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1st Party 2nd Party 3rd Party CRM – Creative Cloud – Past 3 Years BIZO – Professional Axciom – HH Income $150,000+ Nikon – Professional Photographer Nikon – Professional Photographer
  10. 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1st Party 2nd Party 3rd Party CRM – Creative Cloud – Past 3 Years BIZO – Professional Axciom – HH Income $150,000+ Nikon – Professional Photographer BIPP – teaches photography BIPP – teaches photography
  11. 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1st Party 2nd Party 3rd Party CRM – Creative Cloud – Past 3 Years BIZO – Professional Axciom – HH Income $150,000+ Nikon – Professional Photographer BIPP – teaches photography Ad View – Display Campaign Ad View – Display Campaign
  12. 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1st Party 2nd Party 3rd Party CRM – Creative Cloud – Past 3 Years BIZO – Professional Axciom – HH Income $150,000+ Nikon – Professional Photographer BIPP – teaches photography Ad View – Display Campaign Site Data – Homepage Visit Site Data – Homepage Visit
  13. 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Dear Mark Jones, 1st Party 2nd Party 3rd Party CRM – Creative Cloud – Past 3 Years BIZO – Professional Axciom – HH Income $150,000+ Nikon – Professional Photographer BIPP – teaches photography Ad View – Display Campaign Site Data – Homepage Visit Email Data – Email Open PNC's wide range of services can make banking easier, and more convenient than ever. See why PNC is the smart choice for help in meeting your financial goals. Whatever challenges and opportunities lie ahead, PNC can help. See why working with PNC to plan for life's greatest milestones is the smart choice. Email Data – Email Open
  14. 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.14 *Photo credit: http://www. fotolia.com 32 years old, Single Male 16154947941146493794393619399519616502
  15. 15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.15 *Photo credit: http://www. fotolia.com 16154947941146493794393619399519616502 32 years old, Single Male Professional photographer Engagement with a Display Ad BIPP Teacher High Income iPad, iPhone and desktop user Homepage Site Visitor Yahoo Fantasy Sports, Baseball
  16. 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Audience targeting can help an advertiser meet these objectives Drive better performance (increase conversions) 1 Deliver a relevant experience across channels 2 3 Grow addressable audiences
  17. 17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3rd Party epsilon Experian V12 group BlueKai LiveRamp TARGUSinfo Datalogix Exelate AddThis janrain bizo Alliant IXI Acxiom Quantcast 1st Party Partner Data 2nd Party Display Search Social Video EmailSite Mobile Data Audience Segment Delivery /Analysis Data Ingestion Data Sync / Segmentation Audience Segment Standardization Audience Optimization and Cross-Channel Marketing Site Centric Apps and Mobile CRM Offline (POS)
  18. 18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Signals Credit Score 780 Traits Segments Look-alike Segment -  Modeled Segment of Converters / Completed Mortgage Application -  Algo Finds Users with Similar Traits (Characteristics) Mortgage In-Market -  Visited Site, Abandoned Application -  Visited Mortgage Calculator Page -  $100k+ HH income, 3rd Pary Data -  Home Value $400K+, 3rd Party Data Click here Enter ZIP Sign in
  19. 19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Advertiser §  Attempt To Reach Target Audience Across Digital Channels §  Create a Relevant Dialogue - Personalize Experience Across Channels §  Drive Site Engagement and/or Conversion Publisher §  Understand The Types Of Audiences Visiting Their Properties §  Drive Audience Engagement Through Personalized Content §  Monetize Ad Revenue (Display, Video ) – Higher CPM For Target Audience
  20. 20. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Publishers Dilemma $0 $5 $10 $15 $20 $25 Price(CPM) Quantity (impressions) Direct Sales (guaranteed) Performance (non-guaranteed) Premium Network Audiences: Secondary Premium Class
  21. 21. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Use Case typiques §  Publicité ultra ciblée §  Retargeting §  Anti churn §  Upsell §  Look alike modeling §  etc. Typical Usage Scenarios
  22. 22. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Multi channel Advertising
  23. 23. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Highly targeted advertising
  24. 24. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Retargeting Gone Wild 24
  25. 25. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Retargeting Gone Wild
  26. 26. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “Anti Churn”
  27. 27. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “Anti Churn”
  28. 28. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Upselling Do you want fries with that?
  29. 29. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What is look-a-like-modeling? §  Baseline audience §  Algorithms used to score users across multiple traits §  New audience pool highly correlated with baseline group
  30. 30. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. As reach increases, accuracy decreases Algorithmic Segmentation Accuracy Reach
  31. 31. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. AAM leads the market with unparalleled product and expertise 25 New Adobe Audience Manager projects have been conducted during 201380+ Clients are using Adobe Audience Manager to analyze, score and segment profiles #1 Adobe Audience Manager is the leading solution as per Forrester Research 5+ Years of experience in developing and implementing a data management platform for leading brands
  32. 32. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe named a leader in Data Management Platform “Adobe Audience Manager (AAM) leads the pack with a strong current offering and a well-defined strategy”
  33. 33. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Select External Partner Integrations Forecasting Social Graph Cross Device DSPs Video Attribution Ad Servers Inventory Sources 3rd Party Providers
  34. 34. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3rd Party epsilon Experian V12 group BlueKai LiveRamp TARGUSinfo Datalogix Exelate AddThis janrain bizo Alliant IXI Acxiom Quantcast 1st Party Partner Data 2nd Party Display Search Social Video EmailSite Mobile Data Audience Segment Delivery /Analysis Data Ingestion Data Sync / Segmentation Audience Segment Standardization Audience Optimization and Cross-Channel Marketing ADOBE EXPERIENCE MANAGER ADOBE TARGET ADOBE MEDIA OPTIMIZER ADOBE SOCIAL ADOBE AUDITUDE ADOBE AUDIENCE MANAGER ADOBE ANALYTICS CRM ADOBE CAMPAIGN
  35. 35. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe.com Behind the scenes
  36. 36. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ONE SIZE FITS ALL Visitors to adobe.com All visitors receive the same “Buy CC ” experience PERSONALIZATION Creative Suite Product Owner Photoshop Trialist CC Free User (no downloads ) Receives a “$29.99 offer for CC” experience Receives a “See what you can do with PS CC” experience Receives a “Get started with CC. Try Photoshop” experience From One Size Fits All To Personalized Experience
  37. 37. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Business objective: Convert to paid CC Free User (no downloads ) Receives a “Get started with CC. Try Photoshop” experience
  38. 38. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Photoshop Trialist Receives a “See what you can do with PS CC” experience Business objective: Convert to active user
  39. 39. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Creative Suite Product Owner Receives a “$29.99 offer for CC” experience Business objective: Convert to subscription
  40. 40. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Business Impacts Retargeting drives a 200% increase in conversion rate and a 57% more efficient Cost per Subscription. Better Performance Owning and deploying audiences to 15+ media partners of our choosing World-wide. Ability to reduce pixels firing on site. Privacy & Control Saved ~60 hrs of tag implementation Go live in Minutes vs. weeks/months Faster to Market Up to 32% increase in retargeting segments due to broader coverage with AAM. Exponential audience growth through 3rd party data and Look-a- likes. Growth in Retargeting Segments Consistent definition of audiences across countries and channels. Easily deployed in EMEA, APAC, Japan, Southeast Asian markets for global coverage. Global Deployment
  41. 41. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Implementing a segmentation strategy using a variety of data sources to both execute on acquisition initiatives and deliver audience targeted content and advertising.
  42. 42. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  43. 43. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Aggregating Valuable Data Sources §  Offline Subscription Database §  Offline Preferred Subscriber §  Network Survey Respondent data §  Site Analytics §  3rd Party Demographics and Interest DATA MATCH
  44. 44. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44 Ten Influencer Segments BIG-BASKET BEAUTY PRESTIGE PIONEER RIGHT FROM THE RUNWAY ALPHA- MILLENNIAL LOVEMARK MOM MOTOR MAVEN ON-THE-TOWNERS SHOPPING WITHOUT BORDERS TECH-THUSIAST ECLECTIC STYLIST
  45. 45. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Segment Activation §  Audience-Targeted Digital Advertising Campaigns via DFP §  Subscription Offer Testing via Adobe Test&Target §  Editorial Content Personalization Through Adobe CQ §  Targeting E-Mail Marketing Campaigns (Cross-Sell / Up-Sell of Subscription Titles)
  46. 46. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46 Audience targeting can help an advertiser meet these objectives Drive better performance (increase conversions) 1 Deliver a relevant experience across channels 2 3 Grow addressable audiences
  47. 47. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital Marketing Symposium 2014 Mardi 4 Novembre 2014 – Eurosites George V, Paris 8ème
  48. 48. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 48 Q&A
  49. 49. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mathilde Arai - mathilde@adobe.com Christophe Lauer - lauer@adobe.com

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