Adobe Marketing Cloud Integrations: Myth or Reality? by Holger Marsen
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This document discusses the Adobe Marketing Cloud and its integrations. It begins by introducing the speakers and outlining the agenda. It then discusses what the Adobe Marketing Cloud is and its goal of creating a unified experience across channels. It details the core services and strong integrations between solutions. It addresses challenges around instrumenting for analytics, leveraging insights, and creating personalized experiences. Finally, it proposes solutions for making creative content consistently available, automating analytics tagging, and enabling non-technical users to create HTML emails.
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Adobe Marketing Cloud Integrations: Myth or Reality? by Holger Marsen
- 1. Adobe Marketing Cloud Integrations Myth or Reality?
- 2. Holger Marsen • Leads the Cognifide Optimisation practice with a particular focus on the Adobe Marketing Cloud solutions • Background in analytics/BI & development tools, internet technologies, content management systems • Previous positions in Sales, Support and Technical roles Jakub Otrzasek • Drives our customers Analytics implementations • Background in Data delivery using BI and RDBMS technologies
- 4. What is the Adobe Marketing Cloud? Why is it important? How many solutions? What integrations exist in the AMC? A strong Core! Spaghetti Junction? It’s all about the Creative! Agenda It’s all about Data! How to instrument for Analytics? How to leverage insights? It’s all about the Experience! I am a person not a number! “Non-technical HTML” in Emails!
- 5. Section 01 What is the Adobe Marketing Cloud? • Why is it important? • How many solutions?
- 6. What is Adobe trying to do? Create, Design & Develop Manage & Deliver Engage Users Analyze Optimize MAKE MANAGE MONETIZEMEASURE
- 8. USER EXPERIENCE .000 .003.001 .002 Consumers expect relevant content! USER ACTIONS 300 milliseconds Assemble Predict Listen Deliver
- 9. MULTIPLE CHANNELS MULTIPLE DATABASES & TECHNOLOGIES DISJOINTED EXPERIENCE EMAIL MOBILE SOCIAL DIRECT MAIL WEB Register Now! 25% off $15 off Today Only! Loyalty Rewards “Like” us to win! A Siloed and Broken Experience
- 10. SOLUTION S CORE SERVICES Adobe Marketing Cloud PLATFORM ANALYTICSEXPERIENCE MANAGER CAMPAIGNMEDIA OPTIMIZER SOCIAL TARGET ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILE PROFILES & AUDIENCES USER MANAGEMENT & ADMINISTRATION Data & Content PRIMETIME AUDIENCE MANAGER
- 11. Section 02 What integrations exist in the AMC? A strong Core!
- 12. ACTIVATION ASSETS COLLABORATION EXCHANGE MOBILE PROFILES & AUDIENCES USER MANAGEMENT & ADMINISTRATION
- 13. Common ID Attributes Audiences Store Sync Share Implement & manage Customize Distribute data App analytics In-app messaging Location analysis Campaign data integration coming soon Store Campaign data integration coming soon up-sell Unified content and commerce Implement & manage Customize Distribute data Location marketing Ad campaigns Customer data integration Common ID Attributes Audiences Store Sync Share Implement & manage Customize Distribute data App experience optimization Location marketing Customer data integration Store Sync Share Social platform integrations PROFILES &AUDIENCES EXCHANGEACTIVATIONASSETS MOBILE COLLABORATION USER MANAGEMENT AND ADMINISTRATION ANALYTICS CAMPAIGN EXPERIENCE MANAGER MEDIA OPTIMIZER TARGET SOCIAL
- 15. Section 02 What integrations exist in the AMC? Spaghetti Junction?
- 16. Delivering a Personalized Experience Onsite Experience Adobe Media Optimizer Adobe Social PLATFORM Create Manage Digital Assets Adobe TargetAdobe Experience Manager Content Data Adobe Analytics Real Time Profile Creative Cloud
- 19. Section 03 It’s all about the Creative!
- 20. Solution - Link Creative Cloud to Marketing Cloud Shared Assets in Marketing Cloud • Available in Target (and Analytics) directly • Utilize in Social • Link to from Campaign Direct connection to Creative Cloud accounts • Share with external agencies if desired Gotchas? No workflow at present! Assets can disappear.. Drive through AEM DAM integration Challenge – How to make creative content available consistently?
- 22. Section 04 It’s all about Data! How to instrument for Analytics?
- 23. Traditional tagging of pages requires manual JavaScript insertion and maintenance. CMS-based tagging should automate this by utilizing meta- data Issue: you need to define and maintain this yourself! Solution: AEM provides an integrated mapping framework to simplify tagging. Important – it includes inheritance, thus provides flexibility to alter/extend. Gotchas? Each component needs to be designed for analytics tracking!!! Challenge: Analytics tags take a lot of effort to implement and maintain! <!-- Analytics code version: H.27. --> <script language="JavaScript" src=”s_code.js"></script> <script language="JavaScript"><!-- s.pageName=“The Apple Page s.server=”www.mycompany.com" s.channel=”Electronics” s.prop1=”Returning Visitor" s.prop2=”4.51pm" s.campaign=GetQueryParam("source") s.events=”search_in_category” s.eVar1=”iphone6" s.eVar2=”homepage search” /****** DO NOT ALTER ANYTHING BELOW THIS LINE*******/ var s_code=s.t(); //--></script>
- 24. Use Dynamic Tag Management • W3C Data-extraction • Adobe provides automated package to extract content metadata into W3C standard (with some headlibs changes + attribute maintenance) • Allows extraction of data points via remote rules in DTM • No pre-definition of rules at present • Provides no inheritance for larger deployments (manual copy) Use Analytics Dynamic Components • Separates analytics data from actual component definition • Make content available in mapping framework How to solve the maintenance issue?
- 26. Section 04 It’s all about Data! How to leverage insights?
- 27. Solution: Use Analytics integrations Direct Analytics integrations • Push data via Exchange (e.g. Email remarketing) • Leverage full data set for SEM spend management Integration via Marketing Cloud • Leverage Visitor ID service • Marketing Cloud Audiences • Analytics segments • Raw data • Deliver custom experiences via Adobe Target Challenge – I have data. How can I become more successful?
- 29. Section 05 It’s all about the Experience! I am a person not a number!
- 30. Personalization/Customization • Design an experience to meet an individual’s preferences Relevancy • Responding to an individual’s desires/needs Solution: You need Content and the means to deploy it to individuals Structured method of creating content • AEM Means to deploy it to individuals • AEM + Target Challenge: Personal communication in a digital world Relevancy The “Sweet Spot” Personalization
- 32. Benefits • Supports full A/B Experience testing • Leverages content generated/stored in AEM Gotchas? • Difficult to do MVT • No support for Automated Personalisation & Recommendations in Target Premium ??? Consider using new Interactive Target interface Challenge: Personal communication in a digital world
- 34. Section 05 It’s all about the Experience! “Non-technical HTML” in Emails!
- 35. • Strong workflow capabilities • Comprehensive communications options • Ability to tailor communication to customer data • Can utilize creative from the Shared Assets in the Marketing Cloud Challenge: Campaign requires manual or pre-packaged HTML templates Adobe Campaign – Powerful multi- channel communications tool
- 36. Solution: Utilize AEM-Campaign integration • Use common formatting standards • Simple, interactive content creation for Marketers • Utilize approved and managed content from DAM • Preview formatting against common browsers • Increased delivery speed utilizing collaboration features and workflows Gotchas? • Make sure to add appropriate workflow for template approval • Out of the box requires custom components due to inline styling of emails Challenge: Campaign requires manual or pre-packaged HTML templates
- 38. Final Verdict
- 39. For more information contact: Holger Marsen Principle Consultant T 020 34757 200 M 07968 489082 holger.marsen@cognifide.com Thank you
Editor's Notes
- At Adobe, we address these fundamental customer challenges, addressing the entire lifecycle of digital content, from its creation all the way through how it is consumed and monetized. Adobe is the only company that addresses the entire content lifecycle: Make: Innovative tools and services to create compelling, rich, beautiful and useful content For example, the magazine Vanity Fair uses our creative solutions to develop high-impact content delivered in print, online and on tablets Manage: Solutions for seamless delivery and consumer access to content across media and screens For example, the automobile company Volkswagen delivers rich, customized online and mobile experiences for customers worldwide by quickly and accurately responding to their changing demands Measure: Solutions that enable rich understanding of customer ROI across marketing channels For example, entertainment leader NBC Universal uses Adobe to gain new insights into social media and audience behaviors Monetize: Solutions that efficiently target and deliver content to achieve business results For example, trendsetting clothing retailer American Eagle Outfitters maximizes its sales across brands and channels using Adobe technology
- If the previous slide represented the “macro-level” challenges for marketers and their respective organizations, “The Last Millisecond” represents the micro-level challenge that marketers must face and where they must win time and time again, day after day. In fact, the last millisecond represents a “moment of truth” for marketers: Every user action creates an experience – every time a user: downloads a video, clicks on an ad, etc… marketers have a “moment of truth”. Will we deliver a meaningful, personalized and relevant experience or will we deliver something generic and hope for the best? What needs to happen to maximize our chance for marketing success? That experience has to be optimized to channel, device, locations, history, preferences And the time between action and experience isn’t minutes or seconds – it’s milliseconds. We call it the last millisecond. How marketing wins here is by following a specific formula and doing in real-time. The formula consists of: Listen, Predict, Assemble, and Deliver Listen – aggregate everything we know about this visitor (anonymous or know) what do we know that helps us interpret intention and expectation Predict – consider what content/offers do we have that will be suit this visitor’s intent and most likely meet their expectations Assemble – now comes the task of pulling together all the assets and information into a cohesive experience Deliver – lastly we must deliver these components in an experience that adapts to and reflects the channel, device and environment into which the consumer is expecting. Consumers will not discriminate when and where they expect a quality experience with your brand – you get one shot – this is your moment of truth. The Adobe Marketing Cloud helps you deliver. Every digital marketing platform must do this
- These types of challenges often lead to a fragmented brand experience for the consumer
- Let’s start off with a quick look at the big picture. Everything we talk about at Summit is part of the big picture story of Adobe Marketing Cloud. Well, here is a quick look at Adobe Marketing Cloud, in all its glory. I don’t want to spend a lot of time here, but we want to be clear that Adobe Marketing Cloud is not just a slogan, a campaign, or a gimmick. Analysts have universally agreed that when it comes to marketing clouds, or hubs, or suites, or whatever you care to call them, Adobe has the secret sauce that actually makes the sum greater than the value of the individual parts. UNLIKE other marketing suites and bundles that are an incomplete collection of point products that are barely interoperable, much less integrated, Adobe Marketing Cloud is a comprehensive set of best-in-class, integrated solutions, all built on a common data platform with a common set of powerful core services that creates a lift and, dare we say it, synergy you can’t get with a jumbled toolbox. Adobe Marketing Cloud consists of 8 comprehensive and integrated solutions. This is where the execution happens: Adobe Analytics—Get real-time analytics across online and offline channels to continuously improve the performance of marketing activities. Adobe Experience Manager—Organize, manage, and deliver creative assets and other content across digital marketing channels. Adobe Campaign—Plan and execute orchestrated campaigns across all channels. Adobe Target—Test and target digital experiences to maximize business results. Adobe Media Optimizer—Manage, forecast, and optimize your media mix to deliver peak return on your spend. Adobe Social—Manage social marketing with a comprehensive platform that enables social listening, publishing, and analytics. Adobe Primetime--Engage viewers across devices and deliver targeted ads independent of platform or device. Audience Manager – Identity Management. Audience Activation, Cross Device Measurement, Audience Marketplace , Audience Optimization And above and beyond best in class individual solutions, once you own any part of Adobe Marketing Cloud, you get the secret integrated sauce. Adobe Marketing Cloud Core Services—A set of core technologies that allow each of the solutions to tap into a common framework and architecture, including Profiles & Audiences, Assets, Activation, Mobile, Exchange, Collaboration, the Exchange partner network, and User Management and Administration, all built upon a common data platform. Okay, now let’s see how what we’re talking about today fits into this framework . . .
- Let’s start off with a quick look at the big picture. Everything we talk about at Summit is part of the big picture story of Adobe Marketing Cloud. Well, here is a quick look at Adobe Marketing Cloud, in all its glory. I don’t want to spend a lot of time here, but we want to be clear that Adobe Marketing Cloud is not just a slogan, a campaign, or a gimmick. Analysts have universally agreed that when it comes to marketing clouds, or hubs, or suites, or whatever you care to call them, Adobe has the secret sauce that actually makes the sum greater than the value of the individual parts. UNLIKE other marketing suites and bundles that are an incomplete collection of point products that are barely interoperable, much less integrated, Adobe Marketing Cloud is a comprehensive set of best-in-class, integrated solutions, all built on a common data platform with a common set of powerful core services that creates a lift and, dare we say it, synergy you can’t get with a jumbled toolbox. Adobe Marketing Cloud consists of 8 comprehensive and integrated solutions. This is where the execution happens: Adobe Analytics—Get real-time analytics across online and offline channels to continuously improve the performance of marketing activities. Adobe Experience Manager—Organize, manage, and deliver creative assets and other content across digital marketing channels. Adobe Campaign—Plan and execute orchestrated campaigns across all channels. Adobe Target—Test and target digital experiences to maximize business results. Adobe Media Optimizer—Manage, forecast, and optimize your media mix to deliver peak return on your spend. Adobe Social—Manage social marketing with a comprehensive platform that enables social listening, publishing, and analytics. Adobe Primetime--Engage viewers across devices and deliver targeted ads independent of platform or device. Audience Manager – Identity Management. Audience Activation, Cross Device Measurement, Audience Marketplace , Audience Optimization And above and beyond best in class individual solutions, once you own any part of Adobe Marketing Cloud, you get the secret integrated sauce. Adobe Marketing Cloud Core Services—A set of core technologies that allow each of the solutions to tap into a common framework and architecture, including Profiles & Audiences, Assets, Activation, Mobile, Exchange, Collaboration, the Exchange partner network, and User Management and Administration, all built upon a common data platform. Okay, now let’s see how what we’re talking about today fits into this framework . . .