Big data & marketing analytics - Vijayanta Gupta - Adobe Systems

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Big Data and Marketing Analytics

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Big data & marketing analytics - Vijayanta Gupta - Adobe Systems

  1. 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Riding DIGITAL the ENGAGEMENT wave VIJAYANTAGUPTA | DIRECTOROF INDUSTRYSTRATEGY & MARKETING FOR DIGITAL MARKETING © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  2. 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  3. 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Riding DIGITAL the ENGAGEMENT wave VIJAYANTAGUPTA | DIRECTOROF INDUSTRYSTRATEGY & MARKETING FOR DIGITAL MARKETING © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  4. 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Understanding Societal Waves: The Third Wave, Alvin Toffler 4
  5. 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 Society EVOLVESin wavesEach one builds on & replaces the previous – Alvin Toffler
  6. 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Information societyWAVE 3 Industrial societyWAVE 2 Agrarian societyWAVE 1
  7. 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 Digital is TRANSFORMING rapidly Digital is going through a similar evolution…very rapidly.
  8. 8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Three waves of digital engagement Journey-centric digital interactions & organizational integration Channel-centric digital interactions between customers & brands Website-centric digital interactions between customers & brands
  9. 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The First Wave: Web Site-based Interaction Between Consumers and Brands 9
  10. 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Dot-com Bust 4,600 1,200 Nasdaq Points Source: Bloomberg 2002 2000
  11. 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Real Winners Started to Emerge 11
  12. 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What We Learned: The Effect of Online Advertising on Online Sales Can Be Measured 12
  13. 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Second Wave: Channel-based Digital Interaction Between Customers and Brands 13 DIGITALTV EMAIL SOCIAL LOCATION-BASED SERVICES ONLINEVIDEO OUTLET/KIOSK DIGITIZATION MOBILE
  14. 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketers Were Faced With Two Very Interesting Trends 14 Explicit TWO-WAY COMMUNICATION Implicit Multiple TOUCHPOINTS per customer
  15. 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What We Learned: Every Interaction has a Digital Footprint 15 ONLINE TOUCH POINTS OFFLINE TOUCH POINTS In-storepurchases Favoritestores Recentloan
  16. 16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Measure effectiveness across the entire customer journey and not just the touch-point The Third Wave: Customer Journey-centric Digital Engagement 16
  17. 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Channel-focused Silos Getting in the Way 17
  18. 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Integration and Interaction Needed Across the Organization 18 SURF TOGETHER Everyone needs to
  19. 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. This Wave is an Enterprise Transformation Initiative 19 This wave ENTERPRISE TRANSFORMATION exercise is an
  20. 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
  21. 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 How mature is your organization’s digital marketing?
  22. 22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Adobe Perspective on Digital Marketing Maturity 22 1 TOUCHPOINT EXPERIENCES BRAND & CAMPAIGN EXPERIENCES PublicationOutboundBroadcastSearchDisplayOfflineAffiliateSocialHumanMobileOnline Interface
  23. 23. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Adobe Perspective on Digital Marketing Maturity 23 2 ADD CONTEXT by attributing segment likeness to visitors BUILD AUDIENCESwith visitor and third-party data Visitor activities & behavior PublicationOutboundBroadcastSearchDisplayOfflineAffiliateSocialHumanMobileOnline Interface Third-party data
  24. 24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Adobe Perspective on Digital Marketing Maturity 24 3 %
  25. 25. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Adobe Perspective on Digital Marketing Maturity 25 4 %
  26. 26. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Adobe Perspective on Digital Marketing Maturity Components 26 Online Mobile Interface Human Publication Outbound Broadcast Search Display Offline Affiliate Social Othe r data collect, measure, report, analyze, enrich, segment, predict, prescribe, optimize 1st, 2nd, 3rd partie s create, manage, assemble, deliver, target, personalize, experiment, test, optimize Experiences Othe r asset s 1st, 2nd, 3rd parties Assets Content Inspire Define Investigate Target Assemble Publish Measure Optimize Campaign experience s Performanc e Segments Profiles Analytics
  27. 27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Before You Get Started . . . 27
  28. 28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Take the Digital Marketing Maturity Self-Assessment Test & Download the Report Determine & exceed your benchmarks by category Compare your results with industry benchmark data Set new People, Product, and Process goals & discover how to get there 28
  29. 29. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
  30. 30. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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