Big data & marketing analytics - Vijayanta Gupta - Adobe Systems

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The document discusses the evolution of digital engagement between customers and brands in three waves: 1) Website-centric interactions in the first wave 2) Channel-centric interactions across different digital channels in the second wave 3) Journey-centric interactions that integrate the customer experience across organizational boundaries in the third wave. As digital has rapidly transformed, marketers now need to measure effectiveness across the entire customer journey rather than individual touchpoints, requiring enterprise-wide integration of digital marketing.

© 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.

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Understanding Societal Waves: The Third Wave, Alvin Toffler
4

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
Society
EVOLVESin
wavesEach one builds on &
replaces the previous
– Alvin Toffler

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
Information societyWAVE 3
Industrial societyWAVE 2
Agrarian societyWAVE 1

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
Digital is
TRANSFORMING
rapidly
Digital is going through a similar evolution…very rapidly.

© 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

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The First Wave: Web Site-based Interaction Between Consumers and Brands
9

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Dot-com Bust
4,600
1,200
Nasdaq
Points
Source: Bloomberg
2002
2000

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Real Winners Started to Emerge
11

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What We Learned: The Effect of Online Advertising on Online Sales Can Be
Measured
12

© 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

© 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

© 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

© 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

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Channel-focused Silos Getting in the Way
17

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Integration and Interaction Needed Across the Organization
18
SURF TOGETHER
Everyone needs to

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
This Wave is an Enterprise Transformation Initiative
19
This wave
ENTERPRISE
TRANSFORMATION
exercise
is an

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
How mature is
your
organization’s
digital marketing?

© 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

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Adobe Perspective on Digital Marketing Maturity
24
3
%

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Adobe Perspective on Digital Marketing Maturity
25
4
%

© 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

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Before You Get Started . . .
27

© 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

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Appiscreen is a mobile marketing agency for iOS, Android apps & mobile sites, rendering mobile video advertising at the heart of your digital performance campaigns. Our technology allows publishers, advertisers and developers to monetize and promote their application with a unique advertising format. All videos are created by our creative team for a unique user experience enhancing your brand awareness and your application promotion. Your mobile video advertising campaign through a global network of premium partners sites and mobile applications plus the making of your video spot and online reporting and tracking

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Big data & marketing analytics - Vijayanta Gupta - Adobe Systems

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.

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.

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

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. © 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. © 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. © 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

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. © 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

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

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

Big data & marketing analytics - Vijayanta Gupta - Adobe Systems

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