Adobe DMP - Générer de l'engagement - eCommerce Paris 2014

transcript

DMP : Générer de l’engagement par la connaissance précise de ses audiences cibles

Mathilde Arai Christophe Lauer

Adobe Fondée en 1982

Optimisation Web Marketing Cloud

Création Numérique Creative Cloud

A Propos d’Adobe

Adobe Systems

Analytics Edge Animate

Photoshop®

InDesign®

Illustrator®

Media Optimizer

Target

Social

Adobe® Creative Cloud Adobe® Marketing Cloud

Experience Manager

Campaign

Premiere

Créatifs Marketing

Générer de l’engagement en 2014

Connected profile

Onsite behavior

Email campaign Offers & responses

Display ads Customer Support

conversations

Search terms

Social media interactions

Behavioral data Transactional data Reference data

16154947941146493794393619399519616502

32 years old, Single

1st Party

2nd Party

3rd Party

CRM – Creative Cloud – Past 3 Years

BIZO – Professional

Axciom – HH Income $150,000+

CRM – Creative Cloud – Past 3 Years Bizo – Professional Axciom – HH Income $150,000+

1st Party

2nd Party

3rd Party

Nikon – Professional Photographer Nikon – Professional Photographer

1st Party

2nd Party

3rd Party

Nikon – Professional Photographer BIPP – teaches photography BIPP – teaches photography

1st Party

2nd Party

3rd Party

Nikon – Professional Photographer BIPP – teaches photography

Ad View – Display Campaign

1st Party

2nd Party

3rd Party

Site Data – Homepage Visit

Dear Mark Jones,

1st Party

2nd Party

3rd Party

Site Data – Homepage Visit Email Data – Email Open

PNC's wide range of services can make banking easier, and more convenient than ever. See why PNC is the smart choice for help in meeting your financial goals. Whatever challenges and opportunities lie ahead, PNC can help. See why working with PNC to plan for life's greatest milestones is the smart choice.

Email Data – Email Open

16154947941146493794393619399519616502

Professional photographer Engagement with a Display Ad BIPP Teacher High Income

iPad, iPhone and desktop user Homepage Site Visitor

Yahoo Fantasy Sports, Baseball

Audience targeting can help an advertiser meet these objectives

Drive better performance

(increase conversions)

1 Deliver a relevant experience across

channels

2 3 Grow addressable

audiences

3rd Party

epsilon Experian V12 group BlueKai LiveRamp

TARGUSinfo Datalogix Exelate AddThis janrain

bizo Alliant IXI Acxiom Quantcast

1st Party

Partner Data

2nd Party

Display Search Social Video Email Site Mobile

Audience Segment Delivery /Analysis

Data Ingestion

Data Sync / Segmentation

Audience Segment Standardization

Audience Optimization and Cross-Channel Marketing

Site Centric Apps and Mobile

CRM Offline (POS)

Signals Credit Score 780

Traits

Segments Look-alike Segment -  Modeled Segment of Converters /

Completed Mortgage Application

-  Algo Finds Users with Similar Traits

(Characteristics)

Mortgage In-Market -  Visited Site, Abandoned Application

-  Visited Mortgage Calculator Page

-  $100k+ HH income, 3rd Pary Data

-  Home Value $400K+, 3rd Party Data

Click here Enter ZIP

Sign in

Advertiser §  Attempt To Reach Target

Audience Across Digital Channels

§  Create a Relevant Dialogue - Personalize Experience Across Channels

§  Drive Site Engagement and/or Conversion

Publisher §  Understand The Types Of Audiences

Visiting Their Properties

§  Drive Audience Engagement Through Personalized Content

§  Monetize Ad Revenue (Display, Video ) – Higher CPM For Target Audience

Publishers Dilemma

Quantity (impressions)

Direct Sales (guaranteed)

Performance (non-guaranteed)

Premium Network Audiences: Secondary Premium Class

Use Case typiques

§  Publicité ultra ciblée

§  Retargeting

§  Anti churn

§  Upsell

§  Look alike modeling

§  etc.

Typical Usage Scenarios

Multi channel Advertising

Highly targeted advertising

Retargeting Gone Wild

“Anti Churn”

Upselling

Do you want fries with that?

What is look-a-like-modeling?

§  Baseline audience

§  Algorithms used to score users across multiple traits

§  New audience pool highly correlated with baseline group

As reach increases, accuracy decreases

Algorithmic Segmentation

AAM leads the market with unparalleled product and expertise

25 New Adobe Audience Manager projects have been conducted during 2013 80+ Clients are using Adobe Audience

Manager to analyze, score and segment profiles

#1 Adobe Audience Manager is the leading solution as per Forrester Research 5+ Years of experience in developing and

implementing a data management platform for leading brands

Adobe named a leader in Data Management Platform

“Adobe Audience Manager (AAM) leads the pack with a strong current offering and a well-defined strategy”

Select External Partner Integrations

Forecasting

Social Graph

Cross Device

Video Attribution

Ad Servers Inventory Sources

3rd Party Providers

3rd Party

epsilon Experian V12 group BlueKai LiveRamp

TARGUSinfo Datalogix Exelate AddThis janrain

bizo Alliant IXI Acxiom Quantcast

1st Party

Partner Data

2nd Party

Display Search Social Video Email Site Mobile

Audience Segment Delivery /Analysis

Data Ingestion

Data Sync / Segmentation

Audience Segment Standardization

Audience Optimization and Cross-Channel Marketing

ADOBE EXPERIENCE MANAGER

ADOBE TARGET

ADOBE MEDIA OPTIMIZER ADOBE SOCIAL ADOBE AUDITUDE

ADOBE AUDIENCE MANAGER

ADOBE ANALYTICS

ADOBE CAMPAIGN

Adobe.com Behind the scenes

ONE SIZE FITS ALL

Visitors to adobe.com

All visitors receive the same “Buy CC ”

experience

PERSONALIZATION

Creative Suite Product Owner

Photoshop Trialist

CC Free User (no downloads )

Receives a “$29.99 offer

for CC” experience

Receives a “See what you can

do with PS CC” experience

Receives a “Get started with CC.

Try Photoshop” experience

From One Size Fits All To Personalized Experience

Business objective: Convert to paid

CC Free User (no downloads )

Receives a “Get started with CC.

Try Photoshop” experience

Photoshop Trialist

Receives a “See what you can

do with PS CC” experience

Business objective: Convert to active user

Creative Suite Product Owner

Receives a “$29.99 offer

for CC” experience

Business objective: Convert to subscription

Business Impacts

Retargeting drives a 200% increase in conversion rate and a 57% more efficient Cost per Subscription.

Better Performance

Owning and deploying audiences to 15+ media partners of our choosing World-wide. Ability to reduce pixels firing on site.

Privacy & Control

Saved ~60 hrs of tag implementation Go live in Minutes vs. weeks/months

Faster to Market

Up to 32% increase in retargeting segments due to broader coverage with AAM. Exponential audience growth through 3rd party data and Look-a-likes.

Growth in Retargeting Segments

Consistent definition of audiences across countries and channels. Easily deployed in EMEA, APAC, Japan, Southeast Asian markets for global coverage.

Global Deployment

Implementing a segmentation strategy using a variety of data sources to both execute on acquisition initiatives and deliver audience

targeted content and advertising.

Aggregating Valuable Data Sources

§  Offline Subscription Database

§  Offline Preferred Subscriber

§  Network Survey Respondent data

§  Site Analytics

§  3rd Party Demographics and Interest

DATA MATCH

Ten Influencer Segments

BIG-BASKET BEAUTY PRESTIGE

PIONEER RIGHT FROM THE RUNWAY

ALPHA-MILLENNIAL LOVEMARK

MOM MOTOR MAVEN

ON-THE-TOWNERS

SHOPPING WITHOUT BORDERS

TECH-THUSIAST

ECLECTIC STYLIST

Segment Activation

§  Audience-Targeted Digital Advertising Campaigns via DFP

§  Subscription Offer Testing via Adobe Test&Target

§  Editorial Content Personalization Through Adobe CQ

§  Targeting E-Mail Marketing Campaigns (Cross-Sell / Up-Sell of Subscription Titles)

Audience targeting can help an advertiser meet these objectives

Drive better performance

(increase conversions)

1 Deliver a relevant experience across

channels

2 3 Grow addressable

audiences

Digital Marketing Symposium 2014 Mardi 4 Novembre 2014 – Eurosites George V, Paris 8ème

Mathilde Arai - mathilde@adobe.com Christophe Lauer - lauer@adobe.com