Présentation de Adobe Audience Manager lors du salon eCommerce Paris 2014

1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DMP : Générer de l’engagement par la connaissance précise de ses audiences cibles
Mathilde Arai
Christophe Lauer

2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe
Fondée en 1982
Optimisation Web
Marketing Cloud
Création Numérique
Creative Cloud
A Propos d’Adobe

4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Systems
Analytics
Edge Animate
Photoshop®
InDesign®
Illustrator®
DPS
Media
Optimizer
Target
Social
Adobe® Creative Cloud Adobe® Marketing Cloud
Experience
Manager
Campaign
Premiere
Créatifs Marketing

5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Générer de l’engagement en 2014

6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Connected profile
ID#
Onsite behavior
Email campaign
Offers & responses
Display ads
Customer Support
conversations
Search terms
Social media
interactions
Behavioral data Transactional data Reference data

7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.7
*Photo credit: http://www. fotolia.com
16154947941146493794393619399519616502
32 years old, Single
Male

8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1st Party
2nd Party
3rd Party
CRM – Creative Cloud – Past 3 Years
BIZO – Professional
Axciom – HH Income $150,000+
CRM – Creative Cloud – Past 3 Years
Bizo – Professional
Axciom – HH Income $150,000+

9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1st Party
2nd Party
3rd Party
CRM – Creative Cloud – Past 3 Years
BIZO – Professional
Axciom – HH Income $150,000+
Nikon – Professional Photographer
Nikon – Professional Photographer

10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1st Party
2nd Party
3rd Party
CRM – Creative Cloud – Past 3 Years
BIZO – Professional
Axciom – HH Income $150,000+
Nikon – Professional Photographer
BIPP – teaches photography
BIPP – teaches photography

11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1st Party
2nd Party
3rd Party
CRM – Creative Cloud – Past 3 Years
BIZO – Professional
Axciom – HH Income $150,000+
Nikon – Professional Photographer
BIPP – teaches photography
Ad View – Display Campaign
Ad View – Display Campaign

12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1st Party
2nd Party
3rd Party
CRM – Creative Cloud – Past 3 Years
BIZO – Professional
Axciom – HH Income $150,000+
Nikon – Professional Photographer
BIPP – teaches photography
Ad View – Display Campaign
Site Data – Homepage Visit
Site Data – Homepage Visit

13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Dear Mark Jones,
1st Party
2nd Party
3rd Party
CRM – Creative Cloud – Past 3 Years
BIZO – Professional
Axciom – HH Income $150,000+
Nikon – Professional Photographer
BIPP – teaches photography
Ad View – Display Campaign
Site Data – Homepage Visit
Email Data – Email Open
PNC's wide range of services can make banking easier, and more
convenient than ever. See why PNC is the smart choice for help in
meeting your financial goals.
Whatever challenges and opportunities lie ahead, PNC can help. See
why working with PNC to plan for life's greatest milestones is the
smart choice.
Email Data – Email Open

14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.14
*Photo credit: http://www. fotolia.com
32 years old, Single
Male
16154947941146493794393619399519616502

15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.15
*Photo credit: http://www. fotolia.com
16154947941146493794393619399519616502
32 years old, Single
Male
Professional photographer
Engagement with a Display Ad
BIPP Teacher
High Income
iPad, iPhone and desktop user
Homepage Site Visitor
Yahoo Fantasy Sports, Baseball

16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Audience targeting can help an advertiser meet these objectives
Drive better
performance
(increase conversions)
1
Deliver a relevant
experience across
channels
2 3
Grow addressable
audiences

17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3rd Party
epsilon
Experian
V12 group
BlueKai
LiveRamp
TARGUSinfo
Datalogix
Exelate
AddThis
janrain
bizo
Alliant
IXI
Acxiom
Quantcast
1st Party
Partner Data
2nd Party
Display Search Social Video EmailSite Mobile
Data
Audience Segment
Delivery /Analysis
Data Ingestion
Data Sync / Segmentation
Audience
Segment
Standardization
Audience Optimization and Cross-Channel Marketing
Site Centric
Apps and Mobile
CRM
Offline (POS)

18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Signals
Credit Score
780
Traits
Segments Look-alike Segment
- Modeled Segment of Converters /
Completed Mortgage Application
- Algo Finds Users with Similar Traits
(Characteristics)
Mortgage In-Market
- Visited Site, Abandoned Application
- Visited Mortgage Calculator Page
- $100k+ HH income, 3rd Pary Data
- Home Value $400K+, 3rd Party Data
Click here
Enter ZIP
Sign in

19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Advertiser
§ Attempt To Reach Target
Audience Across Digital
Channels
§ Create a Relevant Dialogue -
Personalize Experience Across
Channels
§ Drive Site Engagement and/or
Conversion
Publisher
§ Understand The Types Of Audiences
Visiting Their Properties
§ Drive Audience Engagement
Through Personalized Content
§ Monetize Ad Revenue (Display,
Video ) – Higher CPM For Target
Audience

20. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Publishers Dilemma
$0
$5
$10
$15
$20
$25
Price(CPM)
Quantity (impressions)
Direct Sales
(guaranteed)
Performance (non-guaranteed)
Premium Network Audiences:
Secondary Premium Class

21. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Use Case typiques
§ Publicité ultra ciblée
§ Retargeting
§ Anti churn
§ Upsell
§ Look alike modeling
§ etc.
Typical Usage Scenarios

22. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Multi channel Advertising

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Highly targeted advertising

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Retargeting Gone Wild
24

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Retargeting Gone Wild

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“Anti Churn”

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“Anti Churn”

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Upselling
Do you want
fries with that?

29. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What is look-a-like-modeling?
§ Baseline audience
§ Algorithms used to score users across multiple traits
§ New audience pool highly correlated with baseline group

30. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
As reach increases,
accuracy decreases
Algorithmic Segmentation
Accuracy
Reach

31. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
AAM leads the market with unparalleled product and expertise
25
New Adobe Audience Manager
projects have been conducted
during 201380+ Clients are using Adobe Audience
Manager to analyze, score and
segment profiles
#1 Adobe Audience Manager is the leading
solution as per Forrester Research 5+
Years of experience in developing and
implementing a data management
platform for leading brands

32. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe named a leader in Data Management Platform
“Adobe Audience Manager (AAM) leads the pack
with a strong current offering
and a well-defined strategy”

33. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Select External Partner Integrations
Forecasting
Social
Graph
Cross
Device
DSPs
Video Attribution
Ad Servers
Inventory Sources
3rd Party Providers

34. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3rd Party
epsilon
Experian
V12 group
BlueKai
LiveRamp
TARGUSinfo
Datalogix
Exelate
AddThis
janrain
bizo
Alliant
IXI
Acxiom
Quantcast
1st Party
Partner Data
2nd Party
Display Search Social Video EmailSite Mobile
Data
Audience Segment
Delivery /Analysis
Data Ingestion
Data Sync / Segmentation
Audience
Segment
Standardization
Audience Optimization and Cross-Channel Marketing
ADOBE EXPERIENCE MANAGER
ADOBE TARGET
ADOBE MEDIA OPTIMIZER ADOBE SOCIAL ADOBE AUDITUDE
ADOBE AUDIENCE
MANAGER
ADOBE ANALYTICS
CRM
ADOBE CAMPAIGN

35. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe.com
Behind the scenes

36. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
ONE SIZE FITS ALL
Visitors to adobe.com
All visitors receive the
same “Buy CC ”
experience
PERSONALIZATION
Creative Suite
Product Owner
Photoshop
Trialist
CC Free User
(no downloads )
Receives a
“$29.99 offer
for CC”
experience
Receives a
“See what you can
do with PS CC”
experience
Receives a
“Get started with CC.
Try Photoshop”
experience
From One Size Fits All To Personalized Experience

37. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Business objective:
Convert to paid
CC Free User
(no downloads )
Receives a
“Get started with CC.
Try Photoshop”
experience

38. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Photoshop
Trialist
Receives a
“See what you can
do with PS CC”
experience
Business objective:
Convert to
active user

39. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Creative Suite
Product Owner
Receives a
“$29.99 offer
for CC”
experience
Business objective:
Convert to
subscription

40. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Business Impacts
Retargeting drives
a 200% increase
in conversion rate
and a 57% more
efficient Cost per
Subscription.
Better
Performance
Owning and
deploying
audiences to 15+
media partners of
our choosing
World-wide.
Ability to reduce
pixels firing on
site.
Privacy &
Control
Saved ~60 hrs of
tag
implementation
Go live in
Minutes vs.
weeks/months
Faster to
Market
Up to 32%
increase in
retargeting
segments due to
broader coverage
with AAM.
Exponential
audience growth
through 3rd party
data and Look-a-
likes.
Growth in
Retargeting
Segments
Consistent
definition of
audiences across
countries and
channels.
Easily deployed in
EMEA, APAC,
Japan, Southeast
Asian markets for
global coverage.
Global
Deployment

41. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Implementing a segmentation strategy using a
variety of data sources to both execute on
acquisition initiatives and deliver audience
targeted content and advertising.

42. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

43. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Aggregating Valuable Data Sources
§ Offline Subscription Database
§ Offline Preferred Subscriber
§ Network Survey Respondent data
§ Site Analytics
§ 3rd Party Demographics and
Interest
DATA
MATCH

44. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
44
Ten Influencer Segments
BIG-BASKET
BEAUTY
PRESTIGE
PIONEER
RIGHT FROM
THE RUNWAY
ALPHA-
MILLENNIAL
LOVEMARK
MOM
MOTOR
MAVEN
ON-THE-TOWNERS
SHOPPING
WITHOUT BORDERS
TECH-THUSIAST
ECLECTIC
STYLIST

45. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Segment Activation
§ Audience-Targeted Digital Advertising
Campaigns via DFP
§ Subscription Offer Testing via Adobe
Test&Target
§ Editorial Content Personalization Through
Adobe CQ
§ Targeting E-Mail Marketing Campaigns
(Cross-Sell / Up-Sell of Subscription Titles)

46. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46
Audience targeting can help an advertiser meet these objectives
Drive better
performance
(increase conversions)
1
Deliver a relevant
experience across
channels
2 3
Grow addressable
audiences

47. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital Marketing Symposium 2014
Mardi 4 Novembre 2014 – Eurosites George V, Paris 8ème

48. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 48
Q&A

49. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mathilde Arai - mathilde@adobe.com
Christophe Lauer - lauer@adobe.com