Toccara Baker - The reality of connecting adtech and martech

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The document discusses how brands aim to provide consistent personalized experiences across channels but face fragmentation challenges. It notes that 87% of customers want seamless experiences, but many marketers' tools are not integrated. The consumer journey is now across multiple devices. The document advocates that converging advertising and marketing technology into a single platform can provide a foundation for data activation and journey management. This allows for segmentation, optimization, and insights across the customer path to drive better experiences and outcomes.

The Reality of Connecting Ad Tech & Mar Tech
Toccara Baker I Senior Product Marketing Manager, Advertising Cloud EMEA

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 2
Brands Aspire to Deliver a
Consistent, Personalised Experience

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Fragmentation is a Problem for Marketers
87% 33% 18% 60%
87% of customers
say that brands need to
put more effort into
providing a seamless
experience across
all channels
33% of marketers
are coordinating
campaigns to prevent
customers from
receiving multiple
communications
18.3% of UK and
US marketers
said they were currently
unifying data sources
into a 360-degree
customer view
60%+ of marketers
are using limited
piecemeal or fragmented
best of breed solutions
across their technology
stack

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Today,The
Consumer Journey
is More Complex
Than a Single
Device

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Customer
Experience
Management
Commerce
Lead
Management
Display
Advertising
SEM
Customer
Care/Suppor
t
Content
Creation
CDP
Identity
Resolution
Cross-channel
Campaign
Management
Orchestration
Mobile
Call
Centers
DMP
Customer
Loyalty
Email
DSP
Personalization
Asset
Management
Web Content
Management
Marketing
Attribution
Social
CRM
Customer
Intelligence

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential Adobe Advertising Cloud
DATA
Process

8
WORKFLOW &
INSIGHTS
SEGMENTATION &
OPTIMIZATION

11
ANALYTICS
TEAM
ANALYTICS
PLATFORM
CLICK-
THROUGH
DATA
ANALYTICS
SOURCE OF
TRUTH
MARKETING
TEAM
MULTIPLE
AD
PLATFORMS
VIEW-
THROUGH
DATA
MEDIA
SOURCE OF
TRUTH

12
ANALYTICS
TEAM
MARKETING
TEAM
of companies are considered
“laggards” in Analytics
78%
of companies don’t have a
strategy to activate their data
61%

Converging AdTech & MarTech
Provides A Single Foundation for Data Activation and Journey Management
13
Advertising
Investment
Marketing
Investment
CRM
Investment

AdobeAdvertising
Cloud
Adobe Advertising Cloud
First-Party Data

0.1%Average Conversion Rate
Sales
Conversions
& Revenue

18
15 Minutes on Site
10 Minutes on Site
15 Minutes on Site
<1 Minutes on Site
10 Pageviews
5 Pageviews
2 Pageviews
Bounce
Add to Cart
Email Sign-up
DetailsView
N/A

19
85%Of organizations
who use behavioral insights to understand the customer’s
path to conversion generate more incremental revenue
and outperform their competition by as much as 85% in
sales growth.

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
20
Creative Cloud
Integration
Omni-Channel
DSP
Built on Experience
Platform
Advertising in the Experience Era

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential Adobe Advertising Cloud
DATA
AUDIENCE
CREATIVE
OWNED
PAID
EARNED
BUYING

22
1.6xbrand
awareness
1.9xaverage
order value
1.9xreturn on
ad spend
1.6xcustomer
lifetime value
1.5xemployee
satisfaction
1.7xcustomer
retention
1.6xcustomer
satisfaction
rates
36%
Faster
revenue
growth rates
Making Experience Your Business Is Good For Business

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
AdobeAdvertisingCloud
Toccara Baker
Senior Product Marketing Manager, Adobe Advertising Cloud EMEA

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1. The Reality of Connecting Ad Tech & Mar Tech Toccara Baker I Senior Product Marketing Manager, Advertising Cloud EMEA

3. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Fragmentation is a Problem for Marketers 87% 33% 18% 60% 87% of customers say that brands need to put more effort into providing a seamless experience across all channels 33% of marketers are coordinating campaigns to prevent customers from receiving multiple communications 18.3% of UK and US marketers said they were currently unifying data sources into a 360-degree customer view 60%+ of marketers are using limited piecemeal or fragmented best of breed solutions across their technology stack

5. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Brands Need to Understand Their Full Tech Stack Audience Management Data Management Platform (DMP) CRM Retargeting Media Buying/Bid Management Demand Side Platform (DSP) Search Measurement & Attribution Verification & Viewability Audience Validation Digital Attribution Brand Studies Online and In-Store Purchase Reporting & Analytics Ad Servers Tag Management Creative Management Site Analytics ROI / Econometric Analysis Creative Production / Development Deployment / Optimization

6. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Customer Experience Management Commerce Lead Management Display Advertising SEM Customer Care/Suppor t Content Creation CDP Identity Resolution Cross-channel Campaign Management Orchestration Mobile Call Centers DMP Customer Loyalty Email DSP Personalization Asset Management Web Content Management Marketing Attribution Social CRM Customer Intelligence

8. 8 WORKFLOW & INSIGHTS SEGMENTATION & OPTIMIZATION

9. 9 WORKFLOW & INSIGHTS

10. Teams & Technology

11. 11 ANALYTICS TEAM ANALYTICS PLATFORM CLICK- THROUGH DATA ANALYTICS SOURCE OF TRUTH MARKETING TEAM MULTIPLE AD PLATFORMS VIEW- THROUGH DATA MEDIA SOURCE OF TRUTH

12. 12 ANALYTICS TEAM MARKETING TEAM of companies are considered “laggards” in Analytics 78% of companies don’t have a strategy to activate their data 61%

13. Converging AdTech & MarTech Provides A Single Foundation for Data Activation and Journey Management 13 Advertising Investment Marketing Investment CRM Investment

14. 14 SEGMENTATION & OPTIMIZATION

15. AdobeAdvertising Cloud Adobe Advertising Cloud First-Party Data

16. 0.1%Average Conversion Rate Sales Conversions & Revenue

17. 17 Non-Converters Converters

18. 18 15 Minutes on Site 10 Minutes on Site 15 Minutes on Site <1 Minutes on Site 10 Pageviews 5 Pageviews 2 Pageviews Bounce Add to Cart Email Sign-up DetailsView N/A

19. 19 85%Of organizations who use behavioral insights to understand the customer’s path to conversion generate more incremental revenue and outperform their competition by as much as 85% in sales growth.

22. 22 1.6xbrand awareness 1.9xaverage order value 1.9xreturn on ad spend 1.6xcustomer lifetime value 1.5xemployee satisfaction 1.7xcustomer retention 1.6xcustomer satisfaction rates 36% Faster revenue growth rates Making Experience Your Business Is Good For Business

23. 23

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