Point: The mechanical turk was a way to give appearance of solving a great problem but ended up being a lot of human effort.
Speaker notes: How many of you have heard about the original mechanical turk? I did not hear this story until Dan here told me about it and he learned the story from Nate Silver’s book. The Turk was a chess playing machine built by Wolfgang von Kempelen in 1770 and taken throughout Europe and America. The creator made the machine to impress the empress of Austria. The machine beat notable figures like Napolean Bonaparte and Ben Franklin. While the chess machine was in America, Edgar Allen Poe theorized that it was a hoax.
Notes: Poe was actually proven correct when it was revealed that there was a chess master hidden inside of the box. For its time, the machine was an impressive idea and ahead of its time. I love this story because it feels a lot like marketing before technology. A marketer can put all of his or her skills to work in trying to solve a problem and moving the right piece at the right time. That said, it is a lot of hustle and intuition. In today’s world of marketing, this isn’t enough. A chessmaster needs more to keep the edge against the opponent.
Notes: Luckily we have technology to help us keep an edge. This is a diagram of the entire Adobe Marketing Cloud. What we are going to share with you today is how Conde has leveraged Target to scale data and content for personalization. This personalization is powered by Analytics, and Audience Manager. The part of the Mechanical Turk story that I think will always apply is that there is always a human at the helm controlling how the machine works. Our tools will continue to evolve but it is our responsibility to identify the best way to implement and leverage them to find profitability.
Notes: I’m lucky to share the stage today with Dan Stubbs the Executive Director of Digital Intelligence at Conde Nast. Dan is definitely a data geek who loves analysis and influencing decisions with data. I have seen Dan lead the digital transformation at Conde over the past three years we’ve been working together and am excited to share our experiences with you.
Notes: A little bit about myself, I’m a consulting manager at Adobe and am in the optimization business helping clients with their marketing strategy and Adobe tools. I am the proud father of twins and when I’m not A/B testing for clients I am A/B testing at home.
Notes: So here are the three key take aways we want you to walk away with today.
First – start with what you know. When approaching personalization, there is a lot to think about. Personalization can seem like an elephant with big data, content marketing, and so many other variables to the equation. It is best to eat this elephant one bite at a time and start with what you know.
Two – prioritize objectives. Analyze your customer lifecycle, your internal organization, and tools at your disposal. At the conclusion you will know where to focus your efforts.
Three – Evolve automation. This is necessary to stay on top of personalization. There is too much to much data and content to do things manually. There are several tools out there to help with this and we will showcase some of them from the Marketing Cloud.
Point: Conde Nast has a wide variety of brands and audiences.
Talk track: As a 100+ year old company, Conde is an established name in publishing and content.
Designer: Can you please make this look better? Idea is to show that Conde spans so many different brands
----- Meeting Notes (3/5/15 13:34) ----- 40% growth in digita
Adobe has been a partner over the years to help us get to profitable personalization.
Designer: Idea here is to show that there is a path to personalization and Conde has progressed along that spectrum. We are open to any sort of visualization of this.
Summary: Evolution of the reader. Context of the content has changed quickly and has forced Conde to change how they do business. Conde was the experience, get the magazine and immerse themselves in the magazine. Now we are part of so many other pieces of life. We have been relegated to facebook feed. Fastest growing segments are these readers, doing something else and Conde Content has been brought into the consumers world.
Designer: Can you please find images like this? ----- Meeting Notes (3/5/15 13:34) ----- make all three static and show up at once. no build
switch from magazine to digital was that there is free content
Make col 2 show up first then col 1
Getting to personalization Defining the business outcomes Editors want people to read the story Audience dev wants them to sign up for newsletter Digital sales wants them to click on the ad Magazine subscription person wants them to buy the magazine 8-10 personas and each one will have a consistent experience across the sites Cohort A – uber wired enthusiast who comes in from facebook on the phone
Designer: I pulled the image from Wikipedia about the random forest algorithm. If you have some other image of a complicated formula, that works as well. Would like an image of all inputs and outputs
Point: Greatest value comes through creation of an addict
Designer: Imagery of loyalty. Highlight the stats we have listed
Need to add distribution Conversion Ad Monetization
After finding out what we know, we need to prioritize where in the journey we w=to0start-------
Notes: Dan highlighted our different areas of prioritization. The first stage of the customer journey is acquisition. We have focused on finding the best headline for drawing in users. These types of campaigns are run on different brands across Conde and the learnings drive what headlines should be for Facebook and other social platforms. This particular campaign was recently run on Vogue.com. Headline one was the standard article written by the author. Headline two is taking alliteration and applying it to form a new headline. This campaign was very easy to run using Adobe Target and the results yielded interesting learning. Not only did headline two increase clicks by 56%, but the editors learned that alliteration works. This was actually something we applied to the title of this session and as a result we quickly became one of the most registered for sessions at summit.
In regards to profitability, I like these campaigns because they are very low cost to run and can yield interesting data to apply in content creation not just onsite, but everywhere there is a headline.
Notes: We want users to come back once they’ve clicked and read an article. Editors often use the technique of showing recommendations for other similar articles at the end of the slideshow. These lists are manually curated and many hours are spent making these lists every week. There is an opportunity here to profit from personalization and leverage the Adobe Marketing Cloud. Adobe Recommendations is a tool that watches user behavior on your site and makes relationships between different articles. We decided to leverage this to dynamically recommend other articles that other visitors have viewed. Here is a screenshot of this from Teenvogue.com. The articles shown here are other articles that have been viewed by visitors who have read the sandals slideshow. This personalization is automated and continuously updated based on the last two days worth of view data. This campaign has increased the monetizable inventory or page views by 26%. This type of campaign has been running for about a year and saved a lot of time.
Notes: Lets look under the hood of Recommendations and just how much work it takes to setup a campaign on your site. This is a screenshot from the new recommendations getting released later this month. With the visual experience composer, you can click anywhere on your site and place recommendations.
Notes: The second step in the process requires the selection of an algorithm. Here is a list of just a few algorithm types based on view affinity and the history of the individual pulled from the Recommendations profile. The recently viewed articles algorithm will keep a list of items you’ve looked at. Most read articles in this category uses the current category as a filter and shows the most popular ones. More articles from the same category uses view affinities to find other articles people have looked at after reading the current one.
The third step requires the selection of a design. There is a pre-built set of templates that you can select or you can make your own custom template.
Objective: Increase engagement through newsletter signups Internal Client – Audience Development Client objectives – increase newsletter subscriptions Potential lift Ease of execution Data needed – target people that are likely to subscribe without being disruptive on the user experience. Actual lift Key learning – Dan's percentages
Personalization: Used SC to identify high value audience. Recreated segments in Target.
----- Meeting Notes (3/5/15 13:57) ----- 30 email sign ups increased by 10 fold to 300 a day targeted 10% of the population
Point – We used institutional knowledge to present different cross sells to prospective customers. Created content through CMS, put this into market and got a read very quickly. Way impulses were determined were based on direct mail. This was old school like the mechanical turk. Key insight was to not use direct mail to figure out the impulse offer.
Designer: Images can show up as we click through and explain the setup
Notes: All of the prior case studies here involved Target. Some of them used Analytics to power some of the campaign designs. The next few examples involve the usage of Audience manager and Data Work bench to shape data and leverage it. These tools can help in automation and the management of data which is central to personalization.
Notes: Audience Manager is a data management platform that allows for the activation of data across several different platforms. What this means is that a customer can take their own data from a CRM system or Analytics program and upload it to Audience Manager. It can also take in third party data from a partner. Once the data is in Audience Manager it can be manipulated using business rules to create segments. These segments can then be sent out to your display network, email system, or onsite targeting platform.