Adobe Confidential Personalization “Must-Haves”: The Blueprint for Success at Scale Drew Burns Group Product Marketing Manager, Adobe Target ADOBE
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The Blueprint for Success at Scale
Presented by
PRESENTER
MODERATOR
Drew Burns
Group Product Marketing
Manager, Adobe Target
Ezra Palmer
Executive Producer,
eMarketer MultimediaTech Talk Tuesday
© 2019 Adobe. All Rights Reserved. Adobe Confidential. Personalization ͞Must-Haǀes"͗ The Blueprint for Success at Scale Drew Burns | Group Product Marketing Manager, Adobe Target ADOBETARGET
© 2019 Adobe. All Rights Reserved. Adobe Confidential.PERSONALIZATION
is no longer optionalOrganizations who
Source: Harvard Business Review
Reduceacquisition costs
by as much as 50%Increaserevenues by
up to 15%Improvemarketing spend
efficiency by 10-30% © 2019 Adobe. All Rights Reserved. Adobe Confidential. Industry leaders are pulling away from competitorsAverage time spent per visit
(minutes) 2 0 1 5 1 0 5 4.0 3.5 3.0 2.5 2.0Source: Adobe Digital Insights,
2018Visits growth (benchmark
4/2017)
Distance between leaders
and laggards grew over last two years in key engagement metrics 1. 6 1. 4 1. 2 1. 0 0. 6Leaders are increasing
visits at a faster paceVisits per visitor
July 2015July 2016July 2017Jan 2018Jan 2017Jan 20162nd quartile 3rd quartileAverage
KEYTAKEAWAYS
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What sets leaders apart: Creating meaningful momentsReceiving the discount or
package just right for youHaving a seamless experience
across device & touchpointExperiencing exceptional
service and ease of engagement © 2019 Adobe. All Rights Reserved. Adobe Confidential. It takes more than just testing: Adaptive personalization +7%sign-in rate +17%registration rate +25%to +75%hero engagement rate+12%Product Recs engagement rate +200%Product Recs revenue
+2%Category Recs engagement
Results
© 2019 Adobe. All Rights Reserved. Adobe Confidential. Forrester WaǀeΡ͗ Experience Optimization Platforms, Q2 2018The Forrester WaǀeΡ is copyrighted by Forrester Research, Inc. Forrester and Forrester WaǀeΡ are
trademarks of Forrester Research, Inc. The Forrester WaǀeΡ is a graphical representation of ForresterΖs
call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave.Information is based on best available resources. Opinions reflect judgment at the time and are subject
to changeForrester's take on Adobe͗
Source: Forrester Research, Inc. Forrester WaǀeΡ͗ Edžperience Optimization Platforms, Y2 2018
The vision for Adobe Target Premium is to use AI techniques to enable marketing and data scientists to optimize experiences within channels and across customer journeys. Adobe Target scores well across all experience optimization techniques.Specifically, the product impresses with its testing and targeting capabilities. © 2019 Adobe. All Rights Reserved. Adobe Confidential.Blueprint for personalization success
Laying the
foundationData, governance &
resourcesEstablish
a plan short & long-term goalsAccelerate
growth with A.I. use automation to maximize efficiency, insights & ROI © 2019 Adobe. All Rights Reserved. Adobe Confidential.Part 1: Laying the foundation
Profile data
Platform
Process
Culture
© 2019 Adobe. All Rights Reserved. Adobe Confidential. Data: A unified, progressive profile spanning every touch pointAdobe Target
Environment
variables +IP address +Country of origin +Time zone +Device Type +Operating System +Browser +Mobile Carrier +Connection Speed +Screen resolution +Customer / Prospect +New/return visitor +Previous visit patterns +Interests and Affinities +Previous purchases +Previous activity exposure +Previous activity responsesSite behavior
variables +CRM / CDP +Call center +2nd party data +3rd party dataOffline
variables +Referring domain +Campaign ID +Affiliate / PPC +Natural searchReferrer
variables +Time of day +Day of week +Recency +FrequencyTemporal variables
+Adobe Analytics +Adobe Audience Manager + Adobe Campaign +Core ServicesExperience
Cloud © 2019 Adobe. All Rights Reserved. Adobe Confidential. A unified open architecture: Multiple delivery methods Web WebMobileweb
SPA (Angular, React, etc.)
AppNativeapps
Hybridapps
Everywhere
Server-serverdelivery
Javascript restricted
environmentsInternet connecteddevices
© 2019 Adobe. All Rights Reserved. Adobe Confidential.Clicks on display ad
Abandon partial form
completeOptimized category page
Targeted landing page
Retargeting email: Personalized offer
with content RecommendationsOptimized banner
to download appTargeted push notification
near store/point of interestReceives personalized offers
and recommendations on in-store digital kioskPersonalized mobile
landing pageAny on-site actions
Any on-site page views
Engagement: page views
Engagement: time on site
Engagement: score
Revenue
Average order value
Revenue per visit
Offline conversion events
Any analytics event
Success events can include
© 2019 Adobe. All Rights Reserved. Adobe Confidential.Experiences
Targeting
Goals & settings
Testing multiple experience variants
Multivariate testing
Testing combo of elements & contribution
Auto-allocation
Self-optimizing test
Geo-targeting
Geo-location or GPS targeting
Account/profile-based targeting
Rules-based targeting
Behavioral targeting
Real-time actions & category
affinity/scoresPersonalized recommendations
Automating next best suggestions
Automated personalization
Automating rank-ordered offers
Auto-target
Experience personalization
A scalable experience optimization platform
TESTINGRULES-BASED PERSONALIZATIONALGORITHMIC PERSONALIZATION © 2019 Adobe. All Rights Reserved. Adobe Confidential.Rules-based personalization strategies
Directly map experiences to pre-defined
segments based on mutually identified strategiesRecency/Frequency scorers based on defined
inputs like page category (category affinity)ACCOUNT OR PROFILE-BASED
TARGETINGBEHAVIORAL TARGETING
© 2019 Adobe. All Rights Reserved. Adobe Confidential.Automated and algorithmic strategies
Choose best option for each individual
from any combination of selected content or offers.AUTOMATED
OFFERS
Deliver ideal products, content, or offers
to display based on individual user behavior and contextPRODUCT AND CONTENT
RECOMMENDATIONS
Choose best experience for each
individual from a bucket of pre- defined experiencesAUTOMATED
AB TESTS
© 2019 Adobe. All Rights Reserved. Adobe Confidential. Aligning with Analytics: taking action off of shared audience segments © 2019 Adobe. All Rights Reserved. Adobe Confidential. 17Think bigger
You can break down any test by
any audience, using any metric. © 2019 Adobe. All Rights Reserved. Adobe Confidential.Personalization insights report
Personalization Insights enable customers to understand how AI activities are generating lift by exposing key attributes used in modeling and even automated segments that were created by the AI. © 2019 Adobe. All Rights Reserved. Adobe Confidential.Part 2: Establish a plan
1. Conversion/KPI lift e.g. reducing bounce rates
2. Organizational efficiencies e.g. creative savings
3. Organization cost savings e.g. call deflection
4. Value of insights e.g. audience preferences
5. Opportunity costs of ͞failing fast" e.g. losses
ADOBE TARGET
25xConservative average of ROI
From Adobe Target activities
© 2019 Adobe. All Rights Reserved. Adobe Confidential.RESULTS
10% increase in logins
9% lift in conversion events
RESULTS
5% increase in order volume,
# of clicks reduced from up to 8 to 1RESULTS
363% lift in initiating application
55% lift in completing application
ACQUISITIONCONVERSIONS & REPEAT VISITS
LOYALTY
© 2019 Adobe. All Rights Reserved. Adobe Confidential.Ideation
Personalized landing
pages: targeting, automated personalization, auto- targetProminence/treatment
of CTAsReduction of steps to
conversion © 2019 Adobe. All Rights Reserved. Adobe Confidential.Ideation
Category affinity: targeted offers, navigation and recommendations Recommendations:landing page, conversion & in-betweenRemarketing/retargeting:offsite,
email, return visit © 2019 Adobe. All Rights Reserved. Adobe Confidential.Ideation
Customer attributes/scoringScreens, consoles, kiosks and voice! incorporating CRM and propensityLocation-based personalization, personalized messagingMobile Application
© 2019 Adobe. All Rights Reserved. Adobe Confidential.Become your own Biz Dev team
ADOBE TARGET
© 2019 Adobe. All Rights Reserved. Adobe Confidential.Ideation,
Feasibility &
Planning
PrioritizationCreative, Logic &
ComplianceRequirementsDevelopment, QA &
Deployment
Results &
Recommendations
STRATEGIC PLANNINGINDIVIDUAL CAMPAIGNS
Objective
Develop roadmap of
targeted and testing campaign opportunitiesEvaluate and prioritize
campaigns across products based uponDTO Goals and TOS
capacityKick off individual
campaigns, develop creative and gainCompliance approval for
data, logic and creativeFinalize detailed
requirements and capture approval to begin developmentComplete development,
testing and sign off of campaignLaunch campaign,
conduct post launch validation and share campaign reporting KeyStakeholder
Business Line, UX,
Omni Sales, Dev,
Marketing
UX, DevBusiness Line / Omni
Sales, UX
Business Line / Omni
Sales,Dev
BusinessLine / Omni
Sales, Dev
Dev,Business Line/
Omni Sales
Analysis: Review, gather and analyze data from multiple sources to inform future product roadmaps and campaigns. Insights aregathered through multiple
data inputs and sources. Additional analysis may also be requested from Analytics team.