In the past few years customer experience has become a competitive differentiator. We’re all in the business of delivering a personalized, unified and all around amazing experience to customers, one that enables the conversion and ultimately builds loyalty. As we talk about providing an optimal cross-channel experience to customers, a new channel is seemingly popping up every month with the continued explosion of mobile and IoT. This means to more moments than ever before challenging us to "get it right," or risk losing relevance and loyalty. People today care about how brands make them feel and how much they anticipate their needs. Patrick Tripp from Adobe will address the question we’re all plagued with as digital marketers: how do you leverage data to master customer experience, and deliver the right offers and messages to people across channels, without overstepping that boundary of “creepiness.”

2. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
LEVERAGING DATA TO POWER THE
CUSTOMER
PATRICK TRIPP
EXPERIENCEADOBE

3. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Experience Video

4. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DIGITAL
MEDIA
DIGITAL
DOCUMENTS
DIGITAL
MARKETING

5. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CREATIVE CLOUD ADOBE DOCUMENT CLOUD ADOBE MARKETING CLOUD

6. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 55
Digital Has Never Been Easier . . . Or More Difficult
Explosion of touchpoints
and rising expectations
Flood of information from
devices, servers and the
cloud
Companies racing to
reinvent themselves

7. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
IN THE ENTERPRISE
DISRUPTION

8. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
OFFICE WAVE
BACK

9. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
OFFICE WAVE
BACK
OFFICE WAVE
FRONT

10. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
OFFICE WAVE
BACK
OFFICE WAVE
FRONT
BUSINESS WAVE
EXPERIENCE

11. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

12. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
WHAT MAKES A
GREAT EXPERIENCE?
COMPELLING PERSONAL USEFUL EVERYWHERE
PG. 17© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

13. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“Non-integrated tech platforms is seen as
the most significant barrier to integration”
Quarterly Digital Intelligence Briefing: The Multichannel Reality – September 2015
18%Non-integrated tech platforms
Disparate data sources
Org. structure
Complexity
Lack of budget
Company culture
Lack of marketing skills
Lack of senior-level buy-in
23% 15% 56%
16% 17% 14% 47%
12% 13% 15% 40%
12% 11% 16% 39%
17% 10% 11% 38%
12% 11% 10% 33%
6% 8% 11% 25%
7% 6% 7% 20%
Obstacles to Success
“Alignment of messaging and
execution across different channels to
ensure clarity of campaign and
customer experience.”
“Complexity of customer journeys
and systems prevents alignment of
campaign execution across multiple
channels.”
First choice Second choice Third choice

14. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Data is your
Foundation
1

15. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2
Content is
your Brand
1
Data is your
Foundation

16. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3
Orchestrate the
Customer Journey
2
Content is
your Brand
Data is your
Foundation
1

17. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Optimize the
Experience
43
Orchestrate the
Customer Journey
2
Content is
your Brand
Data is your
Foundation
1

18. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
EXPERIENCES ARE
POWERED BY DATA

19. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
Single View of Customer
Most know it’s important…
50%
32%
10%
5%
3%
Strongly agree
Somewhat agree
Neutral
Somewhat disagree
Strongly disagree
‘Achieving a single customer view is
critical to our long-term success’
Yet few are doing it
Do you / your clients currently use a single
customer profile for all marketing applications?
Customer Experience Optimization Report
Econsultancy, 2015
18%
28%
9%
45%
18%
32%
7%
33%
Yes, for most of them Yes, for some of them Yes, but just for one or
two of them
No
Company respondents Agency respondents

20. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
• Contact Information
• Social/Demographic Data
• Email
• Preferences
• Structured Data
• Contact History
• Mobile (in-app, SMS response, etc.)
• Email
• DMP
• Social (unstructured data)
• Online Behavioural Data
• Calculated Lifetime Value
• 3rd Party
• Segment & Cluster
• Propensity Scores

21. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
• Contact Information
• Social/Demographic Data
• Email
• Preferences
• Structured Data
• Contact History
• Mobile (in-app, SMS response, etc.)
• Computed Data
• CRM data
• Social (unstructured data)
• Online Behavioral Data
• Calculated Lifetime Value
• DMP
• Segment & Cluster
• Propensity Scores

22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Enrichthecustomer
profileby
integratingdata
sourcesuniqueto
insurerstocreatethe
mastermarketing
profile
80 million transactional rows of data
CUSTOMER SATISFACTION, SAVINGS, ROI
FROM MONTHS
TO WEEKS
New Campaign
Development 6-figure sales
uplift and projected
annualized benefits
7-figure
revenue uplift

23. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
EXPERIENCES NEED
GREAT CONTENT

24. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Content
Context

25. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
Dynamic Email Personalization
240,000
=
Possible
combinations
of one-to-one emails
EDITORIAL
1 version for each of the 6 segments
PROMOTION
1 promotion amongst the 10 promotions of the month
REAL-TIME
OFFER
The most appropriate
from a catalog of
100 offers
PARTNER
OFFER
Best partner offer
among 4
STANDARD CORPORATE FIELD
STANDARD CORPORATE FIELD
BRANDING Among 10 options

26. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

27. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
Benefits to Centralizing Content
Dynamically serve
and deploy content
Accelerate content
creation time to market
Unify access to
assets
Centralize
Assets
Limit time spent on
low value tasks
Speed up creation and
execution

28. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
NEED TO BE ORCHESTRATED
GREAT EXPERIENCES

29. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Impact of Cross-Channel Interactions
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketers who use cross-channel
campaign management tools to
manage integrated marketing
campaigns are significantly more
likely to hit financial goals.
Increasing
Conversions
Improving
Retention
Enhancing
Advocacy
73%
58% 55%
26%
39% 40%
1% 3% 5%
Major impact Minor impact No impact
“Marketers Join Up The Channels”
Quarterly Digital Intelligence Briefing: The Multichannel Reality – September 2015

30. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DAVID
NICOLE
NATASHA
AMANDA
Looking for what’s trendy
this season
Walking by a local store
Abandoned her online
shopping cart
The product she wanted is
sold out online
What is Cross-Channel Marketing?

31. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DAVID
NICOLE
NATASHA
AMANDA
Looking for what’s trendy
this season
Walking by a local store
Abandoned her online
shopping cart
The product she wanted is
sold out online
What is Cross-Channel Marketing?

32. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DAVID
NICOLE
NATASHA
AMANDA
Looking for what’s trendy
this season
Walking by a local store
Abandoned her online
shopping cart
The product she wanted is
sold out online
Adobe Campaign delivers personalized experiences across channels.
What is Cross-Channel Marketing?
VISIT
OUR STORE
NEAR YOU
JOIN OUR
LOYALTY
CLUB
THANK YOU
FOR YOUR
PURCHASE
OPEN THE
APP FOR
YOUR DEAL
VISIT THE
OUTDOOR
DEPARTMENT
NICOLE,
SAVE 25%
ON SHOES
NICOLE,
SAVE 25%
ON SHOES
THANK YOU
FOR YOUR
PURCHASE
CALL US
ABOUT THE
SOLD OUT
ITEM
10% OFF
AND FREE
SHIPPING
THANK YOU
FOR YOUR
PURCHASE

33. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Journey Management at
Customer
Value
Prospect
Time
Acquire
Qualify
Welcome Program
Birthday Campaign

34. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Journey Management at
Customer
Value
Prospect New
Customer
Time
Acquire
Qualify
Welcome Program
Birthday Campaign
Information
Convert
Pers. offers
Remarketing

35. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Journey Management at
Customer
Value
Prospect New
Customer
Active
Client
Time
Acquire
Qualify
Welcome Program
Birthday Campaign
Information
Convert
Pers. offers
Remarketing
Profile/Subscription
Motivate
POS communication
Thank you letter

36. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Journey Management at
Customer
Value
Prospect New
Customer
Active
Client
Brand
Advocate
Time
Acquire
Qualify
Welcome Program
Birthday Campaign
Information
Convert
Pers. offers
Remarketing
Profile/Subscription
Motivate
POS communication
Thank you letter
Nurturing
Grow
Replenishment
Tell-a-Friend

37. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Journey Management at
Customer
Value
Prospect New
Customer
Active
Client
Brand
Advocate
Losing momentum
client
Time
Retain
Reactivate
Loyalty
Acquire
Qualify
Welcome Program
Birthday Campaign
Information
Convert
Pers. offers
Remarketing
Profile/Subscription
Motivate
POS communication
Thank you letter
Nurturing
Grow
Replenishment
Tell-a-Friend

38. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
OPTIMIZE EXPERIENCES
DATA SCIENCE AND DECISIONING

39. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Email Cross Channels Web
Mobile Call Center Point of Sale Social
80% 75% 69% 53% 49% 49% 45%
Email Cross Channels Web Mobile Call Center Point of Sale Social
IT’S ALL ABOUT CONTEXT
TODAY’S CONSUMERS WANT MARKETERS TO MAKE IT PERSONAL
77% MARKETERS BELIEVE THAT REAL-TIME PERSONALIZATION IS HIGHLY IMPORTANT
Source: Real-Time Marketing Study: DMA and Adobe

40. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Don’t Fear the Algorithms
39

41. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
age
gender
device type
region
zip code
search keyword
segment
category affinity
browser
clicks and navigation
When rules are unclear, leverage machine learning
Real-time PersonalizationAutomated
Decisioning

42. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 41
Marketing in Context: La Fourchette
§ Related restaurant
recs delivered on
website.
§ Triggered
remarketing
campaigns… just in
time for dinner!
§ Real-time
recommendations
also delivered in
email via.

43. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How to Master the Digital Experience

44. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4343
How does your Digital Marketing stack up?
www.adobemarketingscore.com
Determine & exceed
your benchmarks
Compare your
results with industry
benchmark data
Set new goals by
category & discover
how to get there

45. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Blueprint for Digital Success
1 • Access single
view
• Continuously
capture insights
• Tap into
anonymous and
authenticated
data
Data is the Foundation

46. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Blueprint for Digital Success
Data is the Foundation
1
Content is Your Brand
• Centralize assets into
single location
• Leverage across
online/offline
• Synchronize and
update assets as
things changes
2
• Access single
view
• Continuously
capture insights
• Tap into
anonymous and
authenticated
data

47. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1
Content is Your Brand
• Centralize assets into
single location
• Leverage across
online/offline
• Synchronize and
update assets as
things changes
2
• Design the customer
journey
• Inbound/outbound
decisions managed
in single location
• Apply rules across all
campaigns/channels
3
• Access single
view
• Continuously
capture insights
• Tap into
anonymous and
authenticated
data
Orchestrate and Deliver
Blueprint for Digital Success
Data is the Foundation

48. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1
Content is Your Brand
• Centralize assets into
single location
• Leverage across
online/offline
• Synchronize and
update assets as
things changes
2
Orchestrate and Deliver
• Design the customer
journey
• Inbound/outbound
decisions managed
in single location
• Apply rules across all
campaigns/channels
3
• Leverage A/B/MVT
• Apply predictive
analytics and
machine learning
• Incorporate analytics
and insight for data-
driven marketing
4
Optimize and Learn
• Access single
view
• Continuously
capture insights
• Tap into
anonymous and
authenticated
data
Marketing Visibility, Alignment, Collaboration
Blueprint for Digital Success
Data is the Foundation

49. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Thank You
Patrick Tripp
Sr. Product Marketing
Manager, Adobe
@ptripp
adobe.com/campaign
adobemarketingscore.com

50. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.