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Evolve18 | Bruce Swann | Adobe Campaign - Capabilities, Roadmap, and Fit Within the Marketing Cloud

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Everything you need to know about Adobe Campaign, where it's going and how it works within the Marketing Cloud.

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Evolve18 | Bruce Swann | Adobe Campaign - Capabilities, Roadmap, and Fit Within the Marketing Cloud

  1. 1. #evolve18 ADOBE CAMPAIGN: CAPABILITIES, ROADMAP, AND FIT WITHIN THE EXPERIENCE CLOUD Bruce Swann Group Product Marketing Manager, Adobe Campaign Friday, August 17th, 2018
  2. 2. #evolve18 2 ABOUT US Group Product Marketing Manager, Adobe Campaign Bruce Swann bruceswann @btswann swann@adobe.com
  3. 3. 3 Instant Access & Answers Consistency in Experience Feel Known & Appreciated
  4. 4. #evolve18 THE CROSS-CHANNEL MARKETER’S EVOLVING MISSION Campaign Orchestration Customer Journey Management Real-time Interactions Personalization at Scale Mobile Moments
  5. 5. #evolve18 A SILOED AND BROKEN EXPERIENCE MOBIL E Loyalty Rewards WEB 25% off DIRECT MAIL $15 off Today Only! SOCIA L “Like” us to win! DISPARATE SYSTEMS EMAI L Register Now! CHANNELS OFFERS/ MESSAGES
  6. 6. #evolve18 Quarterly Catalog AN ORCHESTRATED CROSS-CHANNEL EXPERIENCE CONTEN T ENTERPRISE DATA DIGITAL NTERACTIONS CROSS-CHANNEL CAMPAIGNS INTEGRATED CUSTOMER PROFILE RELEVANT & MEANINFUL EXPERIENCE Welcome Email Channel Activation Push Notifications Remarketing Email Browse Products Call Center Inquiry
  7. 7. #evolve18 ADOBE CLOUD PLATFORM FOR EXPERIENCE CLOUD Cloud infrastructure Adobe Sensei Content Data Experience Data Models Campaign Target PrimetimeExperience Manager Analytics Audience Manager AMO Search Analytics CloudMarketing Cloud Advertising Cloud AMO DSP AMO DCO Adobe I/O Core Services Launch
  8. 8. #evolve18 ADOBE CAMPAIGN MATURITY MODEL Maturity methodology to help design your plan for success BEST IN CLASS TECHNOLOGY Technology tying art & science to bring magic to every interaction SERVICES FOR SUCCESS Flexible services to accelerate the achievement of business goals A comprehensive solution for the orchestration, launch and measurement of personalized cross-channel marketing campaigns, that fuel meaningful customer experiences.
  9. 9. #evolve18 INTEGRATED CUSTOMER PROFILE TARGETED SEGMENTATIO N CROSS- CHANNEL CAMPAIGN ORCHESTRATIO N INTEGRATED EMAIL AEC INTEGRATIONS Manage your customers in a single location Personalize experiences to each customer Present individualized cross-channel campaigns Natively build and execute your email campaigns Provide the next best experience agnostic of channel ADOBE CAMPAIGN CAPABILITIES CAMPAIGN ANALYSIS & REPORTING
  10. 10. #evolve18 CUSTOMER IN CONTROL  Over 350,000 subscribers  Open rates 40 pts higher  Click-through 17 pts higher
  11. 11. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Campaign Bundles Product based on previous transaction Tailored brands/offers to segment Exclude known users
  12. 12. #evolve18 REDESIGNED THE WHOLE CUSTOMER JOURNEY POST PURCHASE 5. Up-sell Email RECEIPT BOOKING CONFIRMATIONS CONGRATULATIONS BOOKING CSQ PAYMENT REMINDERS TRAVEL DOCS PRE-BOOK SEATS UPSELL PRICE FLUCTUATIO N BOOKING CHANGE BOOKING AMEND / PROCESSING BOOKING CANCELLATION PART PAYMENT FULL PAYMENT PRINT DOCS TICKET DELAY CONCIERG E ONLINE CHECK-IN ARRIVAL 35 disjointed communications
  13. 13. #evolve18 INTRODUCE A PILOT SET OF COMMUNICATIONS IN ORLANDO 3 DAYS AFTER BOOKING 3 WEEKS AFTER BOOKING 6 MONTHS BEFORE ORLANDO 28 DAYS BEFORE ORLANDO 3 WEEKS BEFORE ORLANDO CELEBRATION HOLIDAY EXPERT ITINERARY PLANNING TRAVEL PLANS DESTINATION TEASER ONLINE CHECK-IN
  14. 14. #evolve18 FINANCE LETTERS EXAMPLE
  15. 15. 3 13 12 11 10 97 6 542 1 8 Research Purchase Customer My First Car – A Customer Journey Display Ad Web AppEmai l Direct Mail Microsit e Emai l Direct Mail SMS Phone Socia l WebSMS
  16. 16. #evolve18 DATA ADOBE CAMPAIGN INTEGRATIONS DELIVERY CONTENT
  17. 17. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data-driven Marketing Adobe Campaign & Adobe Analytics  Insight to Action  Closed-loop & Iterative  Measurable4. Attribution 3. Action on Insight People Core Service Activation 1. Segment/Audience Analysis 2. Customer Intelligence
  18. 18. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.  Abandoned Cart  Itinerary, Form, Application  Stopped Video  Click-to-Chat Abandon  Click-through - -> viewed offer, search, viewed complimentary content REAL-TIME TRIGGER 50% REAL- TIME 50% 3-HOUR DELAY Decision in Near Real-time Adobe Campaign & Adobe Analytics
  19. 19. Activate Cross-channel Experiences Adobe Campaign & Adobe Audience Manager Audience Enrichment Enhance your customer profile with behavioral data Audience Cross-channel Campaign Look-Alike Modeling Identify & convert your next best customer Cross-channel Campaign Audience X ✓ Advertising Cloud Look Alike Modeling
  20. 20. #evolve1820 CONNECTING ART & SCIENCE
  21. 21. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Campaign Standard Adobe Dreamweaver Adobe Campaign & Creative Cloud Creative SDK in Email Editor Asset Sharing in Email Editor
  22. 22. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.22 Moved to Boulder, CO Outside all seasons Gear shopping begins Jack Alexander
  23. 23. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Search, Trail Running Shoes Geometrixx.com In-store Visit Opt-In Customer Journey Display Ad Re-Targeting (No Click) Return Visit Personalization Catalog Mobile Trail App Welcome Email Social Engagement
  24. 24. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Visits Geometrixx.com Items in Cart Triggered Email Confirmation Email/Notification Proceeds to Buy Gear Customer Journey End of Season Ski Sale (Catalog) Personalized Email 24 Seasonal Email Personalized Emails & Ads Abandons Cart
  25. 25. #evolve18 Marketing Activity Analytics Analytics Analytics Audience Manager Target & AEMAd Cloud
  26. 26. #evolve18 Marketing Activity Campaign Welcome Jack! Campaign, Audience Manager & Ad Cloud Cross-channel Nurture & Look Alike Modeling CampaignAnalytics Event-Trigger Confirmation Email Campaign
  27. 27. 27 "Creativity is thinking up new things. Innovation is doing new things." — Theodore Levitt
  28. 28. #evolve18 SCALE
  29. 29. #evolve18 29 ADOBE CAMPAIGN INNOVATION FOCUS AREAS Channels Innovate in existing channels while integrating emerging channels Data Support customers from thousands of profiles to billions of profiles Platform Leverage the Adobe Cloud Platform to bring Experiences everywhere AI Incorporate AI to improve results while simplifying work
  30. 30. #evolve18 30 CHANNELS Mobile • In-App Messaging • Mobile App Inbox Email • Interactive email • Open Channel • APIs • Configurable channel
  31. 31. #evolve18 ARTIFICIAL INTELLIGENCE Predictive Subject Lines Predictive Fatigue Predictive Send-time
  32. 32. #evolve18 32 DATA Segmentation Throughput APIs
  33. 33. © 2016 Adobe Systems Incorporated. All Rights Reserved. Cloud infrastructure Experience Data Warehouse Content Data Experience Data Model Campaign Target PrimetimeExperience Manager Analytics Audience Manager AMO Search Analytics CloudMarketing Cloud Advertising Cloud AMO DSP AMO DCO Adobe I/O Core Services Adobe Launch AI Studio
  34. 34. #evolve1834 Customer-led Journeys Unified Segmentation Audience and Asset Sharing PLATFORM
  35. 35. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Journey: Full of Moments TIME CUSTOMERVALUE Email @ Store Location Based Push Notification Call Center SMS Kiosk Message Web Direct Mail Email @ Email @ Web Marketing Initiated Customer-Led Web
  36. 36. #evolve18 THANK YOU! Group Product Marketing Manager, Adobe Campaign swann@adobe.com @btswann Bruce Swann bruceswann

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