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Adobe : Les bénéfices de l’intégration d’une DMP à vos outils et plateformes - Programmatique Expo Paris, 9 Juin 2015

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Adobe : Les bénéfices de l’intégration d’une DMP à vos outils et plateformes - Programmatique Expo Paris, 9 Juin 2015

  1. 1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Les bénéfices de l’intégration d’une DMP à vos outils et plateformes Christophe Lauer | Solution Consultant, Advertising Solutions | Adobe Southwest Europe
  2. 2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  3. 3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Adobe is helping organizations to create, drive and scale their digital business.
  4. 4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. THE ADOBE MARKETING CLOUD SOCIALANALYTICS EXPERIENCE MANAGER TARGET MEDIA OPTIMIZER CAMPAIGN AUDIENCE MANAGER PRIMETIME ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILEPROFILES & AUDIENCES USER MANAGEMENT & ADMINISTRATION SOLUTIONS CORE SERVICES
  5. 5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe named leader in Data Management Platforms 5 “Adobe Audience Manager (AAM) leads the pack with a strong current offering and a well-defined strategy” — The Forrester Wave™: Data Management Platforms, Q3 2013 Adobe Audience Manager
  6. 6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe named leader in Enterprise Marketing Software Suites 6 “Adobe distanced itself from the pack with a combination of an innovative, detailed vision and in-market functionality designed solely to provide marketers with a clear incentive to use multiple solutions within the Adobe Marketing Cloud.” — The Forrester Wave™: Enterprise Marketing Software Suites, Q4 2014 Adobe Marketing Cloud
  7. 7. Segmentation DistributionData CRM Adobe Analytics Adobe Campaign Partner Data Acxiom epsilon Datalogix Experian Exelate V12 group AddThis LiveRamp janrain TARGUSinfo bizo Quantcast Alliant 3rd Party 1st Party 2nd Party DMP Adobe Audience Manager DSP Owned sites ESP Display Google Twitter Facebook Recommendation Personalization E-mailing
  8. 8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 DSPs 3rd Party Data Providers Video Social / Graph Mobile / Cross - DeviceForecasting Attribution Ad Servers Inventory Sources / SSPsTargeting Platforms Select External Partner Integrations Adobe Audience Manager
  9. 9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ADOBE MARKETING CLOUD Intégration Adobe Campaign (ex-Neolane) & Audience Manager Exemple : Reciblage des visiteurs Web qui ont consulté le site d’un hôtel sans effectuer de réservation. Exporter des segments d’Audience Manager vers Adobe Campaign Importer des segments d’Adobe Campaign dans Audience Manager Exemple : Reciblage onsite ou offsite des clients n’ayant pas ouvert ni cliqué dans un emailing promotionnel.
  10. 10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 Leveraging Social Networks and Social Data Example : Using Facebook FBX for doing offsite retargeting of a given audience segment Activate audience segments through Social Advertising Leverage Social Data into the DMP for segmentation purposes Example: Using data from a 3rd party provider to know more about demographics and interests of a given audience segment
  11. 11. Consumer profile Demographic information Products Center of interests Interactions
  12. 12. Consumer profile Demographic information Products Center of interests Interactions WeFinance.com 1 0
  13. 13. Consumer profile Demographic information Products Center of interests Interactions WeFinance.com 1 1
  14. 14. Consumer profile Demographic information Products Center of interests Interactions WePlay.com 1 1 32
  15. 15. Consumer profile Demographic information Products Center of interests Interactions WeFinance.com 2 32 1
  16. 16. Consumer profile Demographic information Products Center of interests Interactions 2 32 2 WeFinance.com Welcome Noémie
  17. 17. Consumer profile Demographic information Products Center of interests Interactions Home Insurance SeLoger.com 2 32 2
  18. 18. Consumer profile Demographic information Products Center of interests Interactions Kayak 3 32 2 2
  19. 19. Consumer profile Demographic information Products Center of interests Interactions We.Finance Mobile 3 32 3 2
  20. 20. Consumer profile Demographic information Products Center of interests Interactions 3 32 3 We.Finance Mobile we. 2
  21. 21. Consumer profile Demographic information Products Center of interests Interactions Adobe Analytics CRM Adobe Campaign Partner Data Acxiom epsilon Datalogix Experian Exelate V12 group AddThis LiveRamp janrain TARGUSinfo bizo Quantcast Alliant 3rd Party 1st Party 2nd Party 3 32 3 2
  22. 22. Augmenter le Reach Audience Segment Definition Demographic information Products Center of interests Interactions 25 12 Audience Segment Definition Demographic information Products Center of interests Interactions 25
  23. 23. Augmenter le Reach Audience Segment Definition Demographic information Products Center of interests Interactions 25 Consumer profile Demographic information Products Center of interests Interactions 32 03 Consumer profile Demographic information Products Center of interests Interactions 19 04 Consumer profile Demographic information Products Center of interests Interactions 38 23 Consumer profile Demographic information Products Center of interests Interactions 38 23 Consumer profile Demographic information Products Center of interests Interactions 06 Consumer profile Demographic information Products Center of interests Interactions 26 05
  24. 24. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26 Execute Ad Strategy for That Audience Personalize Homepage for That Audience Scale Audience with Look-Alike Models & 2nd and 3rd-Party Data Create and Push Audience to Marketing Cloud
  25. 25. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Téléchargez le Livre Blanc “Data Management Platforms – Deciphered” par Digital Doughnut en collaboration avec Adobe 27 Téléchargement libre depuis : http://bit.ly/DMP101-Adobe
  26. 26. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Christophe Lauer | Solution Consultant, Advertising Solutions | Adobe Southwest Europe lauer@adobe.com

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