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[PDF] Adobe Target Presentation - eMarketer

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

[PDF] TL29 – TARGET PREMIUM FOR POWER USERS II: PERSONALIZE

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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 Multimedia

Tech Talk Tuesday

TARGET

PERSONALIZATION

is no longer optional

Organizations who

Source: Harvard Business Review

Reduceacquisition costs

by as much as 50%

Increaserevenues by

up to 15%

Improvemarketing spend

Average time spent per visit

(minutes) 2 0 1 5 1 0 5 4.0 3.5 3.0 2.5 2.0

Source: Adobe Digital Insights,

2018

Visits 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. 6

Leaders are increasing

visits at a faster pace

Visits per visitor

July 2015July 2016July 2017Jan 2018Jan 2017Jan 20162nd quartile 3rd quartile

Average

KEY

TAKEAWAYS

Receiving the discount or

package just right for you

Having a seamless experience

across device & touchpoint

Experiencing 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

The 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 change

Forrester'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

foundation

Data, governance &

resources

Establish

a plan short & long-term goals

Accelerate

Part 1: Laying the foundation

Profile data

Platform

Process

Culture

Adobe 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 responses

Site behavior

variables +CRM / CDP +Call center +2nd party data +3rd party data

Offline

variables +Referring domain +Campaign ID +Affiliate / PPC +Natural search

Referrer

variables +Time of day +Day of week +Recency +Frequency

Temporal variables

+Adobe Analytics +Adobe Audience Manager + Adobe Campaign +Core Services

Experience

Mobileweb

SPA (Angular, React, etc.)

App

Nativeapps

Hybridapps

Everywhere

Server-serverdelivery

Javascript restricted

environments

Internet connecteddevices

Clicks on display ad

Abandon partial form

complete

Optimized category page

Targeted landing page

Retargeting email: Personalized offer

with content Recommendations

Optimized banner

to download app

Targeted push notification

near store/point of interest

Receives personalized offers

and recommendations on in-store digital kiosk

Personalized mobile

landing page

Any 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

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/scores

Personalized recommendations

Automating next best suggestions

Automated personalization

Automating rank-ordered offers

Auto-target

Experience personalization

A scalable experience optimization platform

Rules-based personalization strategies

Directly map experiences to pre-defined

segments based on mutually identified strategies

Recency/Frequency scorers based on defined

inputs like page category (category affinity)

ACCOUNT OR PROFILE-BASED

TARGETINGBEHAVIORAL TARGETING

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 context

PRODUCT AND CONTENT

RECOMMENDATIONS

Choose best experience for each

individual from a bucket of pre- defined experiences

AUTOMATED

AB TESTS

Think bigger

You can break down any test by

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

25x

Conservative average of ROI

From Adobe Target activities

RESULTS

10% increase in logins

9% lift in conversion events

RESULTS

5% increase in order volume,

# of clicks reduced from up to 8 to 1

RESULTS

363% lift in initiating application

55% lift in completing application

ACQUISITIONCONVERSIONS & REPEAT VISITS

LOYALTY

Ideation

Personalized landing

pages: targeting, automated personalization, auto- target

Prominence/treatment

of CTAs

Reduction of steps to

Ideation

Category affinity: targeted offers, navigation and recommendations Recommendations:landing page, conversion & in-between

Remarketing/retargeting:offsite,

Ideation

Customer attributes/scoringScreens, consoles, kiosks and voice! incorporating CRM and propensityLocation-based personalization, personalized messaging

Mobile Application

Become your own Biz Dev team

ADOBE TARGET

Ideation,

Feasibility &

Planning

PrioritizationCreative, Logic &

ComplianceRequirementsDevelopment, QA &

Deployment

Results &

Recommendations

STRATEGIC PLANNINGINDIVIDUAL CAMPAIGNS

Objective

Develop roadmap of

targeted and testing campaign opportunities

Evaluate and prioritize

campaigns across products based upon

DTO Goals and TOS

capacity

Kick off individual

campaigns, develop creative and gain

Compliance approval for

data, logic and creative

Finalize detailed

requirements and capture approval to begin development

Complete development,

testing and sign off of campaign

Launch campaign,

conduct post launch validation and share campaign reporting Key

Stakeholder

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.

Establish & Refine Workflow

Personalized Emails

Based On Membership

Tier

MARKETING

EXECUTION

& ANALYSIS

DIGITAL

STRATEGY1

Capabilities and VRI's3

Maturity Assessment,

Organization Readiness

Membership

Tier, Customer

Attributes

Integration

Testing Strategy, Data Driven Iterative Tests

Ecosystem: Partners,

Agencies

Integrate

Audience

Manager,

Marketing

Cloud and

Campaign

Analytics Audit,

Review and Refresh

A/B Testing and

Cart

Abandonment

Analytics Migration to DTM

CRM data into

Audience Manager

PHASE 1 (Jan -May)PHASE 2 (Jun-Jul)

Training & Enablement

Operational Excellence, Efficient Test and Creative Creation

Content Creation

Strategy

Test Creation Strategy

Digital

Essentials

Unified

Marketing

Strategy

Content

Technology

Foundation

Implement MCID

DTM Config (Target & AA)

Campaign Customer

Profiling

Campaign Channel

Setup

Target A/B Tests

PHASE 3 (Aug-Dec)

Membership Tier

Personalization

2018

Target Premium, Automated Personalization

2ND and 3rd Party Data

into AAM AEM MC ConfigurationsDigital AssetsTemplates & PagesWorkflowMigrate from old CMS

Target Experience based tests

Target A/B Tests

Lookalike targeting

quotesdbs_dbs20.pdfusesText_26

[PDF] [PDF] Adobe Target Presentation - eMarketer

3HUVRQMOL]MPLRQ ´0XVP-+MYHVµ

The Blueprint for Success at Scale

Presented by

PRESENTER

MODERATOR

Drew Burns

Group Product Marketing

Manager, Adobe Target

Ezra Palmer

Executive Producer,

Tech Talk Tuesday

TARGET

PERSONALIZATION

Organizations who

Source: Harvard Business Review

Reduceacquisition costs

Increaserevenues by

Improvemarketing spend

Average time spent per visit

Source: Adobe Digital Insights,

Visits growth (benchmark

4/2017)

Distance between leaders

Leaders are increasing

Visits per visitor

Average

TAKEAWAYS

Receiving the discount or

Having a seamless experience

Experiencing exceptional

Results

Forrester's take on Adobe͗

Blueprint for personalization success

Laying the

Data, governance &

Establish

Accelerate

Part 1: Laying the foundation

Profile data

Platform

Process

Culture

Adobe Target

Environment

Site behavior

Offline

Referrer

Temporal variables

Experience

Mobileweb

SPA (Angular, React, etc.)

Nativeapps

Hybridapps

Everywhere

Server-serverdelivery

Javascript restricted

Internet connecteddevices

Clicks on display ad

Abandon partial form

Optimized category page

Targeted landing page

Retargeting email: Personalized offer

Optimized banner

Targeted push notification

Receives personalized offers

Personalized mobile

Any 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

Experiences

Targeting