Post on 20-May-2020
transcript
© 2020 eMarketer Inc.
Insights to Action: Create and
Deliver Personalized Content
Josh van Tonder
Group Manager, Product Marketing
Adobe
Douglas Clark
Global Director of Public RelationseMarketer
Sponsored content presented by
MODERATOR
February 5, 2020Tech-Talk Webinar
PRESENTER
Bill Phillips
Applications ManagerEsri
Steve Schultz
Head of Marketing TechnologyEsri
PRESENTER PRESENTER
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Josh van TonderStrategy and Product
MarketingAdobe
Steve SchultzHead of Marketing
TechnologyEsri
Bill PhillipsApplication Manager
Esri
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Insights to Action: Create and Deliver Personalized ContentBuilding an Agile Digital Foundation
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Agenda
▪ Introduction
▪ Context and Trends
▪ ESRI delivers a digital foundation
▪ Q & A
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Brands need
to tell their story
everywhere
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Marketing & IT teams are tasked to keep up with
demands of their customers
© 2019 Adobe. All Rights Reserved.
CONTENTCHANNELSCREATIVITYEXPERIENCESENGAGEMENTFORMATS
More
© 2019 Adobe. All Rights Reserved.
And all of it
FASTER
© 2019 Adobe. All Rights Reserved.
Telling your story
requires going from
ideation to delivery in a
fraction of time…
© 2019 Adobe. All Rights Reserved. © 2020 Adobe. All Rights Reserved.
… and requires cloud agility
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Deliver fast, personalized experiences on any channel
Source | CreateIngest any number of content types: Creative Cloud, Stock,
Brand Assets and more
Manage | AssembleEasily store, find and compose
varied experiences
Personalize | DeliverIntelligent personalization and
channel-agnostic content delivery
Web & Mobile Site
Dynamic Forms & Docs
Connected Screens
Single Page App IoT Apps
Social Media
Mobile Apps
Smart Content Services
Powered by Adobe SenseiArtificial Intelligence & Machine Learning
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Adobe Experience Manager
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Critical Pillars Supporting Successful Digital Foundations
Open & Extensible APIsEcosystem Innovation
Faster Time-to-Value
Streamline marketing operations and application
development to realize quick time to value
Omnichannel Experiences
Create and deliver experiences across any channel, device or app
Cloud Agility
Cloud native services that is always current, scalable and
available
Experience Optimization
Deliver AI driven personalized experiences at scale
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
The Esri Story
A digital foundation to power the science of where
Bill PhillipsApplication Manager, Esri
Steve SchultzHead of Marketing Technology, Esri
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Who We Are
15
Esri builds themost powerful mappingand spatial analyticsproducts in the world.
“Esri’s data-rich maps are the secret weapon behind many of today’s most successful brands.”- Fast Company
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
What Esri Customers Do
Real-timeSituational Awareness at the Port of Rotterdam
16
MappingPlanets with NASA
Market Planning& Site Selection
Urban Development& Sustainable Growth
Governmentstackling homelessness, opioid addiction, and inequality
© 2020 Adobe. All Rights Reserved. Adobe Confidential. 18
Strategic Business Objectives
Accelerate Revenue Growth
Create Human Connections
Expand Market Share
© 2020 Adobe. All Rights Reserved. Adobe Confidential. 20
65 Industries Across 12 sectors.
ArcGIS Online
ArcGIS Pro
ArcGIS Enterprise
ArcGIS Living Atlas of the
World
ArcGIS Apps
Esri Products
GIS Mapping and Location Analytics Real Time Imagery Field 3D MissionLocation and Spatial Data Analytics Management Operations Visualization Focused
Enablement Science Analytics Analytics LocationSystems
8 capabilities x65 Industries x
5 Product Lines x65 Products
Not to mention Esri Services like Training, Professional Services, and other offerings
beyond the core products and capabilities
Scope of Marketing
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Email Blasting Engine
• No Marketing Automation
• Minimal Personalization
State of Esri Marketing Tech Four Years Ago…
CRM and MAS didn’t talk to each other
• No insights to marketing results
• No reporting on Leads
Good mid-funnel
• 22% Opens
• 2% Clicks
• 0.1% Unsubscribes
Poor top-funnel
Struggle to reach new audiences
Groundswell of staff feedback.
Directive to modernize marketing
Started Marketing
Modernization
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Capabilities 2014 2015 2016 2017 2018 2019
Marketing Automation & CRM
Lead Management
List & Data Quality
Customer Insight
Analytics
Asset Management
Workflow Management
Web CMS
Marketing Enablement
Event Management
Social
Data management
Personalization
Advertising
Marketing Technology Capabilities | Our Digital Transformation
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
From This…
23
TO…
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Adobe Analytics
Adobe Audience Manager
Adobe TargetAdobe Analytics
Adobe Audience Manager Adobe Analytics
MarketingAutomation
Customer Relationship Management
Web Content Management Adobe
Sites
Adobe Digital Asset Management
Adobe Ad Cloud
CRM AEM
Power BI
© 2020 Adobe. All Rights Reserved. Adobe Confidential. 25
Search
AdWords
Programmatic Display
Dis-integrated Campaign Experiences
© 2020 Adobe. All Rights Reserved. Adobe Confidential.26
2X Increase in Page Visits
29% Increase in Form Submissions
Integrated Campaign ExperiencesSearch
AdWords
Programmatic Display
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Integrated Marketing
Method. Skillset. Results.
© 2020 Adobe. All Rights Reserved. Adobe Confidential. 28
• 30% improvement in SEO
• 16% jump in Site traffic
• 92% decrease in total pages managed
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
AB testing was used to compare 5 CTA variants and determine which language delivered the greatest click rate
Winning variant had an 11% lift vs Control
Further analysis revealed the most effective CTA language differed for New vs Returning visitors
Personalization will be used to deliver the best performing CTA to New and Returning visitors
CTA Optimization
Example 1: Sub-nav CTAs on key pages
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Target has been used to create personalized versions of campaign landing pages to ensure:
• Visitors see content relevant to them
• Landing page content is consistent with content consumed prior to visiting the website e.g. a Google ad
• Increases their likelihood of converting
Each version of the page has imagery and messaging personalized for a specific audience segment relevant to the campaign
Example:
• 3 personalized versions of the Supply Chain landing page were created for 3 audience segments
• Form conversion rate for visitors who saw personalized versions was 2.66% (+25% versus those who saw the non-personalized version)
Campaign Optimization
Landing Page Personalization
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Improving our Cloud Agility – moving towards a real time
model
33
• Real-time authoring and experience deployment• Automatic access to latest features• Improved integrations with Adobe Cloud• Seamless scalability• Continuous Integration• 20-40% efficiency improvements• 40% Increased admin efficiency• Up to 10X Faster asset ingestion
CloudAgility
© 2020 Adobe. All Rights Reserved. Adobe Confidential. 34
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Results
35
YoY Marketing Sourced Revenue287% 2017 – 201866% 2018 – 2019
Increased Revenue
Bringing Ad Cloud in house, leveraging AAM/AA saw 50% reduction in CPLs
Efficiency gains
59% YoY Increase Unique Visitors
33% YoY Increase in Form Submissions
Higher web traffic & conversions
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
The Journey Never Ends
36
What’s next for our digital transformation journey?
Omnichannel, Multi-touch attribution,
ABM – Sales Enablement
Sensei / AI: Customer AI, Leads AI, Journey
AI, Attribution AI
Personalization phase 2
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Benchmark Results For Deploying An Effective Digital Foundation
38
Top Line Benefits Cost Savings
10% 23%Increase in Site Visits & 2% increase in conversion rate
Increase in efficiency of digital teams
33% Reduction in TCO
Business Agility
27%faster delivery of content by
digital marketing teams
348% 3-year ROI
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Agile content delivery across channels starts with a central
content engine
Integrate data to drive insights and optimize
content at scale
Strive for ease of use and marketer empowerment
to accelerate time to market with content
Key Takeaways
1 32
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Q&A and Next Steps
40
To learn more about creating and delivering personalized content with Adobe, visit:
Adobe.com/Marketing/experience-manager.html
© 2020 eMarketer Inc.
Insights to Action: Create and Deliver Personalized Content Please submit any questions you have and we’ll do our best to address them! All registrants will be receiving a follow-up email with a link to view the on-demand materials.
➢You can register for upcoming Tech-Talk and Meet the Analyst Webinars at: emarketer.com/webinars
➢February 12 | Empathy—The No. 1 Driver of Growth in 2020 and Beyond
➢Be sure to also check out eMarketer’s “Behind the Numbers” podcast for daily, freewheeling conversations about the ways digital is transforming media, marketing, business and even life. Tune in at: emarketer.com/podcast
Josh van Tonder
Group Manager, Product Marketing
Adobe
Douglas Clark
Global Director of Public RelationseMarketer
Sponsored content presented by
MODERATOR
Tech-Talk WebinarQ&A Session
PRESENTER
Bill Phillips
Applications ManagerEsri
Steve Schultz
Head of Marketing TechnologyEsri
PRESENTER PRESENTER