The document discusses how brands aim to provide consistent personalized experiences across channels but face fragmentation challenges. It notes that 87% of customers want seamless experiences, but many marketers' tools are not integrated. The consumer journey is now across multiple devices. The document advocates that converging advertising and marketing technology into a single platform can provide a foundation for data activation and journey management. This allows for segmentation, optimization, and insights across the customer path to drive better experiences and outcomes.

1. The Reality of Connecting Ad Tech & Mar Tech
Toccara Baker I Senior Product Marketing Manager, Advertising Cloud EMEA

2. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 2
Brands Aspire to Deliver a
Consistent, Personalised Experience

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Fragmentation is a Problem for Marketers
87% 33% 18% 60%
87% of customers
say that brands need to
put more effort into
providing a seamless
experience across
all channels
33% of marketers
are coordinating
campaigns to prevent
customers from
receiving multiple
communications
18.3% of UK and
US marketers
said they were currently
unifying data sources
into a 360-degree
customer view
60%+ of marketers
are using limited
piecemeal or fragmented
best of breed solutions
across their technology
stack

4. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Today,The
Consumer Journey
is More Complex
Than a Single
Device

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Brands Need to Understand Their Full Tech Stack
Audience
Management
Data
Management
Platform
(DMP)
CRM
Retargeting
Media Buying/Bid
Management
Demand Side
Platform
(DSP)
Search
Measurement &
Attribution
Verification &
Viewability
Audience
Validation
Digital
Attribution
Brand
Studies
Online and
In-Store Purchase
Reporting &
Analytics
Ad Servers
Tag
Management
Creative
Management
Site Analytics
ROI / Econometric
Analysis
Creative
Production /
Development
Deployment /
Optimization

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Customer
Experience
Management
Commerce
Lead
Management
Display
Advertising
SEM
Customer
Care/Suppor
t
Content
Creation
CDP
Identity
Resolution
Cross-channel
Campaign
Management
Orchestration
Mobile
Call
Centers
DMP
Customer
Loyalty
Email
DSP
Personalization
Asset
Management
Web Content
Management
Marketing
Attribution
Social
CRM
Customer
Intelligence

7. © 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential Adobe Advertising Cloud
DATA
Process

8. 8
WORKFLOW &
INSIGHTS
SEGMENTATION &
OPTIMIZATION

9. 9
WORKFLOW &
INSIGHTS

10. Teams &
Technology

11. 11
ANALYTICS
TEAM
ANALYTICS
PLATFORM
CLICK-
THROUGH
DATA
ANALYTICS
SOURCE OF
TRUTH
MARKETING
TEAM
MULTIPLE
AD
PLATFORMS
VIEW-
THROUGH
DATA
MEDIA
SOURCE OF
TRUTH

12. 12
ANALYTICS
TEAM
MARKETING
TEAM
of companies are considered
“laggards” in Analytics
78%
of companies don’t have a
strategy to activate their data
61%

13. Converging AdTech & MarTech
Provides A Single Foundation for Data Activation and Journey Management
13
Advertising
Investment
Marketing
Investment
CRM
Investment

14. 14
SEGMENTATION &
OPTIMIZATION

15. AdobeAdvertising
Cloud
Adobe Advertising Cloud
First-Party Data

16. 0.1%Average Conversion Rate
Sales
Conversions
& Revenue

17. 17
Non-Converters Converters

18. 18
15 Minutes on Site
10 Minutes on Site
15 Minutes on Site
<1 Minutes on Site
10 Pageviews
5 Pageviews
2 Pageviews
Bounce
Add to Cart
Email Sign-up
DetailsView
N/A

19. 19
85%Of organizations
who use behavioral insights to understand the customer’s
path to conversion generate more incremental revenue
and outperform their competition by as much as 85% in
sales growth.

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20
Creative Cloud
Integration
Omni-Channel
DSP
Built on Experience
Platform
Advertising in the Experience Era

21. © 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential Adobe Advertising Cloud
DATA
AUDIENCE
CREATIVE
OWNED
PAID
EARNED
BUYING

22. 22
1.6xbrand
awareness
1.9xaverage
order value
1.9xreturn on
ad spend
1.6xcustomer
lifetime value
1.5xemployee
satisfaction
1.7xcustomer
retention
1.6xcustomer
satisfaction
rates
36%
Faster
revenue
growth rates
Making Experience Your Business Is Good For Business

23. 23

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AdobeAdvertisingCloud
Toccara Baker
Senior Product Marketing Manager, Adobe Advertising Cloud EMEA