1. RISE
DATA-DRIVEN
OF THE
MARKETER
VIJAYANTAGUPTA
Director, Industry Strategy and Marketing, EMEA
Adobe Systems
@vijayanta | vijayanta.gupta@adobe.com
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1

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

3. RISE
DATA-DRIVEN
OF THE
MARKETER
VIJAYANTAGUPTA
Director, Industry Strategy and Marketing, EMEA
Adobe Systems
@vijayanta | vijayanta.gupta@adobe.com
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3

4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4

5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
5

6. • Google IPO (2004)
• Facebook (2004)
• YouTube (2005)
• Twitter (2006)
• Nintendo Wii (2006)
• iPod 1st Gen (2001)/Mini (2004)
• Text Msg Explosion
Social and Mobile Take Off
2003 2006
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

7. • First Smart Phone (2001) Palm/Kyocera
• iPhone (2007)
• Spotify (2008)
• Data surpasses voice (2009)
• Netbooks (2009)
• Convergence
Smart Phone Data Surge
2006 2009
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7

8. • Mobile Check Deposit (2009)
• iPad (2010)
• Instagram (2010)
• Siri on iPhone 4S (2011)
• Google Now (2012)
• Smartphones pass feature phones (2012)
• GE Invests $1.5B in Industrial Internet (2012)
• Brainwave market research
Apps Multiply
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2010
2012

9. The Omni-channel World
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2013
9

10. Global Mobile Traffic will exceed
2
34,000 tweets
are sent every minute
exabytes per month by 2013
The average teenager sends
2 billion+
4,762
videos were watched on YouTube …
yesterday
text messages per month
32 billion searches
were performed last month …
on Twitter
45GB of data currently exists
30 billion
on the planet
600 million+ users
pieces of content were added to Facebook this
past month by
for each person
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
10

11. • Wearable smart devices (Google Glass, Smith I/O Recon, Nike
FuelBand, Fitbit, Apple Watch)
• Smart homes (Ecobee)
• Smart cars (Toyota Friend, Lexus HUD)
• Smart Advertising (Billboards)
• Smart Industrial (precision farming)
The Internet of Things
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
11
2014
11
2017

12. • Nearly everything is connected
• Massive explosion of data
• Devices start to disappear
Smart Everything
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2018
2022
12
12

13. Anticipation
2023 & Beyond
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
13
13

14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
14

15. Growth of Global Data - Zettabytes
Sources: Nasscom – CRISIL GR&A analysis
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
15

16. Zettabyte – Now what’s that?
85
84
83
82
81
80
79
78
77
76
75
74
73
72
71
70
69
68
67
66
65
64
63
62
61
60
59
58
57
56
55
54
53
52
51
50
49
48
47
46
45
44
43
42
41
40
39
38
37
36
35
34
33
32
31
30
29
28
27
26
25
24
23
22
21
20
19
18
17
16
15
14
13
12
10
11
9
8
7
6
5
4
3
2
1
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
16

17. WHAT CAN
MARKETERS
DO TODAY
TO PREPARE
FOR THIS
WORLD?
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

18. §
Point of inflection (alt version)
Collect
Analyze
Act
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
18
18

19. §
Collection solutions
§
Chaos to structure
Top Challenge in Data Management
• Consistency and quality
• Integration
§ Data silos drive higher maintenance costs
• Pooling
§ Inherent data issues with silos lead to mismatched data between business
lines (potential for financial loss risk)
• Omni-channel &view
Existence of data silos is seen as the first priority to most
respondents.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
19

20. • Automation
• Predictive analytics
• Machine learning
• Speed
• Test
• Learn what’s important
• Embrace rocket science
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
20

21. Act Problem
§
Delivery problem, what outlet do we use?
§
Adobe Mission Control (Dell mission Control)
§
(next slide) It gets worse.
§
Marketing mix explodes
§
Camera in the back of marketers head
• Manage content as well as data
• Anticipate many delivery points/touchpoints
• Speed and flexibility
• Marketing and IT come together
• The Digital Enterprise
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
21

22. THANKYOU
vijayanta.gupta@adobe.com
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@vijayanta
22