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From Mad Men to Math Men : Getting emotional in the age of big data

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How good marketing is a blend of left brain/right brain, and how Adobe balances the creative and the data driven to drive its marketing.

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From Mad Men to Math Men : Getting emotional in the age of big data

  1. 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. From Mad Men to Math Men : Getting Emotional in the Age of Big Data John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton
  2. 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. 2 74% of Adobe’s Marketing Spend is on Digital @jwatton
  3. 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Digital = Data @jwatton3
  4. 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. 4 What’s Different About Digital? Everything. People Process Technology New skills: “Bring in the Nerds” Strategic In- sourcing Single view across owned, earned & paid media “Always On” marketing A single source of truth Ongoing testing and iteration @jwatton
  5. 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. 5 BEFORE - “Portfolio Marketing” People KPIsTechnology Display Search Site Outsourced mix + DFA + various agencies CPA (trials, orders) + 8 agencies worldwide Outsourced mix CPA + ROI (trials, orders) Adobe Target, Adobe Analytics RPV (revenue per visit)IT, Analytics @jwatton
  6. 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. 6 AFTER - “Marketing by the Numbers” People KPIsTechnology Display Search Site DMP: AudienceManager DSP: AMO+ Dynamic Ad Targeter (future) + DFA 5 CPA (trials, orders, subscriptions) No agencies SEM: AMO, Target, Analytics SEO: BrightEdge Site: Search&Promote, Google Search CPA + ROI (trials, orders, subscriptions) Report across SEM, site, SEO26 12 SEM 7 SEO + site 7 operations No agencies Target, Analytics (AMO, Data Workbench) RPV (revenue per visit) Subscription rate + Subscription mix IT, Analytics Campaign Web Strategy eCommerce10 @jwatton
  7. 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Marketing is Maths @jwatton7
  8. 8. © 2014 Adobe Systems Incorporated. All Rights Reserved.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketing is Creativity @jwatton8
  9. 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. 9 Sorry Roger. You’re being replaced by an ad exchange. @jwatton
  10. 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. GREAT marketing is all about CONFIDENCE  To have the confidenec to  Not talk about US  Be HUMAN  Pick a HOT issue  Have a STRONG opinion  Be CONTROVERSIAL  Be INDEPENDENT  Take a RISK  Have some FUN @jwatton10
  11. 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. 11 @jwatton
  12. 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. 12 @jwatton
  13. 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. OVER 3MILLION VIEWS IN EXCESS OF 2.5MILLION MINUTES WATCHED 3,012 SHARES 899 FAVOURITES 699 COMMENTS 531 SUBSCRIBERS ….. AND GROWING A PAID MEDIA PLAN RUNNING IN THE U.S. HAS HELPED DRIVE OVER 3,000,000 VIEWS. WHILST THE RIPPLE EFFECT HAS LED TO OVER 100,000 ORGANIC VIEWS IN THE TOP EMEA MARKETS
  14. 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. $0.00 $10,000.00 $20,000.00 $30,000.00 $40,000.00 $50,000.00 $60,000.00 $70,000.00 $80,000.00 $90,000.00 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000 1-Oct-13 1-Nov-13 1-Dec-13 1-Jan-14 1-Feb-14 1-Mar-14 1-Apr-14 1-May-14 Views Investment TRUEVIEW INSTREAM ACCOUNTED FOR OVER 1.7MILLION VIEWS, FROM AN INVESTMENT OF $150K. RETURNING MORE THAN 11 ENGAGED VIEWS FOR EVERY DOLLAR SPENT
  15. 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. 15 Art + ScienceThe NEW Marketer @jwatton
  16. 16. © 2014 Adobe Systems Incorporated. All Rights Reserved. 16 $349 $350 $351 $352 $353 $354 $520 $530 $540 $550 $560 $570 0% 50% 100% 150% $MillionsProfitContribution $MillionsRevenue @jwatton “Not taking a risk, is a risk”
  17. 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. 17 Organisations have to Transform help Organisations have to Transform @jwatton
  18. 18. © 2014 Adobe Systems Incorporated. All Rights Reserved.

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