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Adobe 2014 Summit Report
May, 2014.
tim@digitalbalance.com.au
www.digitalbalance.com.au
/digitalbalance/ @dbsocialAU
	
  
...
7,000 people attended
from 33 countries
77 people from Australia/NZ
(an increase of 2466% over the past 4 years)
digital balance
Adobe Summit takeaways
Reinvention of Marketing
ADOBE 2014 SUMMIT THEME
Reinvention of Marketing
THE MARKETING CLOUD
CHANNEL ATTRIBUTION
DATA STORYTELLING
3RD PARTY COOKIE
DIGITAL ROADBLOCK
SURV...
#1 Adobe Survey
Marketers agree their role
will change in 3 years
64%Marketers agree their role
will change in 12 months
81%
HOW MUCH DO Y...
…only 14% of those
marketers know how to go
about it
40%
While 2 in 5 marketers surveyed
stated that they wanted to
reinve...
91%Marketers need to become
skilled in more than one area
HOW MUCH DO YOU AGREE WITH?
Digital tools and channels are
funda...
“What will be most
important to your
company’s
marketing moving
forward?”
1. Personalisation
2.  Big Data
3.  Social
4.  Real Time
5.  Mobile
TOP
5
#2 Adobe Marketing Cloud
“facilitate better team
communications by taking a
collaborative approach to the
distribution of data.”
THE MARKETING CLOU...
Solutions
Shared
capabilities
Platform
Solutions
Shared
capabilities
Platform
Technology to help
manage connections
to your customers
Solutions
Shared
capabilities
Platform
Technology to manage
the process of
marketing
25 data
centres worldwide
33 billion
transactions per day
10 trillion
transactions per year
2/3rds
analytics data
230,000/second6,000/second
230,000/second6,000/second
172,000,000
/second
Collaboration.
•  Add feeds, boards, and cards,
share with colleagues, annotate
and comment.
•  Limited capability at the
...
Profile management.
•  Audience profiles will be shared
across all 6 solutions, and can
be augmented by data from
across t...
Tag management.
This is now considered to be best
practice:
•  Reduce reliance on IT teams.
•  Reduce impact on site speed...
Marketing Mix Planning.
This will be interesting to see what
actually rolls out.
•  Demonstrated at Summit
•  Really flash...
The db view.
•  For the first time you’ll be able to combine data across the Adobe
products.
•  A single view of the custo...
#3 Privacy and the 3rd Party Cookie
The future of the 3rd party cookie
is looking grim…
Remarketing via 3rd Party Cookies
What’s happening.
The FTC* is trying to solve offsite
remarketing
•  They’re trying to bring in Do Not Track
(DNT)
•  W3C ...
Outcome of Do Not Track?
•  Not allowed: 3rd party tracking, optimisation and
personalisation.
•  Allowed: 1st party track...
Why this is important.
We are all working hard to deliver a personalised and relevant
experience to our visitors.
Without ...
Why it matters.
If DNT fails to go through, 3PC will go away quicker.
•  If you’re on a 3rd Party Cookie, your data will q...
If there is no 3rd Party Cookie, then
enter Digital Fingerprints…
We’re seeing a new branding
strategy in the market.
Old Navy
www.oldnavy.com
Banana Republic
www.bananarepublic.com
GAP
www.gap.com
OLD WORLD:
Third Party Cookie Third Party ...
Old Navy
oldnavy.gap.com
Banana Republic
bananarepublic.gap.com
GAP
www.gap.com
NEW WORLD:
First Party Cookie
Do not mix 1st and 3rd party data
e.g. Axiom/Experian data and your data
without being able to separate...
Big problem if ...
“Do Not Track is
a good thing.”
The db view.
1.  Say what you do
2.  Do what you say
3.  And don’t surprise the user
MeMe ...
#4 Channel Attribution
“50% of our advertising
is useless, we just don’t
know which 50%.”
IN THE WISE WORDS OF DAVID OGILVY:
“50% of marketers still rely
on First or Last Touch
attribution”
100% of credit goes to the first or last channel the
visi...
“But 60% of consumer
interactions happen across
multiple channels.”
It’s important to
understand channel
performance, but 72% of
marketers appear to be
either using the wrong
method, or no m...
1st Touch point 2nd Touch point 3rd Touch point 4th Touch point Conversion Model
Display Paid Search Social Organic
$1,000...
•  The tools don’t yet seem to be readily accessible.
•  People are not sure which is “the right” model to use.
•  Really ...
#5 Storytelling
Data + narrative + visuals
=
a powerful story
The db view.
•  Humanizing data creates a naturally deeper connection; our brains
are wired to understand and absorb stori...
In Summary
ADOBE 2014 SUMMIT
Changing our Digital Behaviour
Being a marketer means being comfortable
with change.
We think the term “digital” will disappear as a
marketing specialisa...
Smarter marketing.
Know dollar by dollar how spend affects your
conversion rate.
#2
ADOBE 2014 SUMMIT
Changing our Digital...
Data visualisation.
Data needs to become more relatable, accessible and
real to everyone. We need to become more effective...
Thanks.
Like what you see? Why not follow us?
/digitalbalance/@dbsocialAU
Adobe Summit 2014
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Adobe Summit 2014

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Highlights from the 2014 Adobe Summit - The Reinvention of Marketing.
- Digital Roadblock Survey
- The Marketing Cloud
- 3rd Party Cookie
- Channel Attribution
- Data Storytelling

Published in: Marketing
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Adobe Summit 2014

  1. 1. Adobe 2014 Summit Report May, 2014. tim@digitalbalance.com.au www.digitalbalance.com.au /digitalbalance/ @dbsocialAU    
  2. 2. 7,000 people attended from 33 countries
  3. 3. 77 people from Australia/NZ (an increase of 2466% over the past 4 years)
  4. 4. digital balance Adobe Summit takeaways
  5. 5. Reinvention of Marketing ADOBE 2014 SUMMIT THEME
  6. 6. Reinvention of Marketing THE MARKETING CLOUD CHANNEL ATTRIBUTION DATA STORYTELLING 3RD PARTY COOKIE DIGITAL ROADBLOCK SURVEY ADOBE 2014 SUMMIT TOPICS:
  7. 7. #1 Adobe Survey
  8. 8. Marketers agree their role will change in 3 years 64%Marketers agree their role will change in 12 months 81% HOW MUCH DO YOU AGREE WITH?
  9. 9. …only 14% of those marketers know how to go about it 40% While 2 in 5 marketers surveyed stated that they wanted to reinvent themselves… 14% HOW MUCH DO YOU AGREE WITH?
  10. 10. 91%Marketers need to become skilled in more than one area HOW MUCH DO YOU AGREE WITH? Digital tools and channels are fundamentally changing the nature of marketing 90%
  11. 11. “What will be most important to your company’s marketing moving forward?”
  12. 12. 1. Personalisation 2.  Big Data 3.  Social 4.  Real Time 5.  Mobile TOP 5
  13. 13. #2 Adobe Marketing Cloud
  14. 14. “facilitate better team communications by taking a collaborative approach to the distribution of data.” THE MARKETING CLOUD PHASE 1 IS DESIGNED TO:
  15. 15. Solutions Shared capabilities Platform
  16. 16. Solutions Shared capabilities Platform Technology to help manage connections to your customers
  17. 17. Solutions Shared capabilities Platform Technology to manage the process of marketing
  18. 18. 25 data centres worldwide 33 billion transactions per day 10 trillion transactions per year 2/3rds analytics data
  19. 19. 230,000/second6,000/second
  20. 20. 230,000/second6,000/second 172,000,000 /second
  21. 21. Collaboration. •  Add feeds, boards, and cards, share with colleagues, annotate and comment. •  Limited capability at the moment, getting better over time.
  22. 22. Profile management. •  Audience profiles will be shared across all 6 solutions, and can be augmented by data from across the enterprise.
  23. 23. Tag management. This is now considered to be best practice: •  Reduce reliance on IT teams. •  Reduce impact on site speed. •  Simplify the implementation and maintenance of code.
  24. 24. Marketing Mix Planning. This will be interesting to see what actually rolls out. •  Demonstrated at Summit •  Really flashy interface
  25. 25. The db view. •  For the first time you’ll be able to combine data across the Adobe products. •  A single view of the customer is now reachable. •  Better personalisation can be achieved providing you are clear on the experience. •  Watch this space.
  26. 26. #3 Privacy and the 3rd Party Cookie
  27. 27. The future of the 3rd party cookie is looking grim…
  28. 28. Remarketing via 3rd Party Cookies
  29. 29. What’s happening. The FTC* is trying to solve offsite remarketing •  They’re trying to bring in Do Not Track (DNT) •  W3C is putting together the final standards •  Browser have been doing their own thing * FTC - Federal Trade Commission
  30. 30. Outcome of Do Not Track? •  Not allowed: 3rd party tracking, optimisation and personalisation. •  Allowed: 1st party tracking, optimisation, personalisation and analytics. •  Service providers acting on behalf of a 1st party are likely to be considered first party.
  31. 31. Why this is important. We are all working hard to deliver a personalised and relevant experience to our visitors. Without authentication (login), you rely on cookies.
  32. 32. Why it matters. If DNT fails to go through, 3PC will go away quicker. •  If you’re on a 3rd Party Cookie, your data will quickly become inaccurate. •  Already seeing the impact of this with mobile device traffic over-inflating visitor counts.
  33. 33. If there is no 3rd Party Cookie, then enter Digital Fingerprints…
  34. 34. We’re seeing a new branding strategy in the market.
  35. 35. Old Navy www.oldnavy.com Banana Republic www.bananarepublic.com GAP www.gap.com OLD WORLD: Third Party Cookie Third Party CookieThird Party Cookie
  36. 36. Old Navy oldnavy.gap.com Banana Republic bananarepublic.gap.com GAP www.gap.com NEW WORLD: First Party Cookie
  37. 37. Do not mix 1st and 3rd party data e.g. Axiom/Experian data and your data without being able to separate... Big problem if a user is flagged as DNT and you cannot unmerge data; you have to remove all data for that record. !
  38. 38. “Do Not Track is a good thing.” The db view. 1.  Say what you do 2.  Do what you say 3.  And don’t surprise the user MeMe Jacobs Rasmussen chief privacy officer
  39. 39. #4 Channel Attribution
  40. 40. “50% of our advertising is useless, we just don’t know which 50%.” IN THE WISE WORDS OF DAVID OGILVY:
  41. 41. “50% of marketers still rely on First or Last Touch attribution” 100% of credit goes to the first or last channel the visitor arrived through before they converted. 22% don’t use any form of attribution.
  42. 42. “But 60% of consumer interactions happen across multiple channels.”
  43. 43. It’s important to understand channel performance, but 72% of marketers appear to be either using the wrong method, or no method. First, Last or None Other method
  44. 44. 1st Touch point 2nd Touch point 3rd Touch point 4th Touch point Conversion Model Display Paid Search Social Organic $1,000 Success $1,000 Last channel gets all the credit Display $1,000 Paid Search Social Organic Success $1,000 First Channel gets all the credit Display $300 Paid Search Social Organic $700 Success $1,000 First and Last Channels get mixed credit Display $250 Paid Search $250 Social $250 Organic $250 Success $1,000 All channels get equal credit Display $300 Paid Search $100 Social $100 Organic $500 Success $1,000 Starter, Player Closers get custom credit Display $100 Paid Search $200 Social $300 Organic $400 Success $1,000 Channels get custom credit based on time/ distance Different Attribution Models
  45. 45. •  The tools don’t yet seem to be readily accessible. •  People are not sure which is “the right” model to use. •  Really difficult to understand the value because it’s unique to you. •  The predictive modelling element can make it cost prohibitive. The db view.
  46. 46. #5 Storytelling
  47. 47. Data + narrative + visuals = a powerful story
  48. 48. The db view. •  Humanizing data creates a naturally deeper connection; our brains are wired to understand and absorb stories. •  Trying to influence or change the behaviour of a person becomes more engaging than trying to increase or decrease a number. •  Simplify and educate.
  49. 49. In Summary ADOBE 2014 SUMMIT Changing our Digital Behaviour
  50. 50. Being a marketer means being comfortable with change. We think the term “digital” will disappear as a marketing specialisation in 2-3 years. Enter the all singing, all dancing marketer. Are you ready? #1 ADOBE 2014 SUMMIT Changing our Digital Behaviour
  51. 51. Smarter marketing. Know dollar by dollar how spend affects your conversion rate. #2 ADOBE 2014 SUMMIT Changing our Digital Behaviour
  52. 52. Data visualisation. Data needs to become more relatable, accessible and real to everyone. We need to become more effective at telling stories and causing a reaction. #3 ADOBE 2014 SUMMIT Changing our Digital Behaviour
  53. 53. Thanks. Like what you see? Why not follow us? /digitalbalance/@dbsocialAU

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