© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
1 | Why DMPs need COEs
2 | Steps to create your own DMP COE
3 | Call to action and takeaways
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Why does a DMP require a COE?
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Breakdown silos
3
CONVERSION ENGAGEMENT CPA, ROAS ORDER VALUE VARIED
AUDIENCE EFFICIENCY CUSTOMER RETENTION CUSTOMER ACQUISITION LOYALTY PROGRAMS VARIED
AUDIENCE TEAM PERSONALIZATION TEAM MEDIA TEAM CRM TEAM AGENCY OR PARTNER
T E A M S
U S E C A S E S
M E T R I C S
Audience Suppression
Audience Activation
Audience Testing
AudienceStrategy
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
I bought a DMP…. Now what?!
Align with Stakeholders
Organize your Work
Organize your Team
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Step 1: Align with Stakeholders
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Reporting
Real Time S2S Integrations
Data Governance Tools
Flexible, scalable framework
DMPs have a multitude of capabilities
Adobe Audience Manager
Identity ManagementProfile Link
Third party device graphsDevice Co-op
Data ScienceLookalike Modeling
Audience Lab
Data EconomyAudience Marketplace
2nd party data share
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Reach Experience Efficiency
Digitize offline data
Suppress converters across channels
Frequency cap across touch points
Test targeting platforms
Centralize segmentation
Audience activation at scale
Content Personalization
Enrich audience insights
Integrate messaging across business units
Connect Devices
Create segmentation
DMP Use Case Opportunities
Sequence Offers Enrich audience insights
Personalize across campaigns
Leverage 2nd and 3rd
party data
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Recognize your own unique situation
• Support Media Personalization
• Support Site Personalization
• Inform Audience Insights
Know your goals
Who is in the driver’s seat?
What is the current state of your data?
• Media
• CRM
• IT
• Sitting on a dusty shelf – not being used at all
• Some data is in play today, but it’s really fragmented
• Able to leverage all 1st party data harmoniously
What do you want to achieve?
What is important to your organization?
What homework do you need to do before you start?
What are the top things you know you should do differently?
What actions can you affect most quickly?
What data are you NOT already using?
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Step 2: Organize Your Work
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Inbound DataIntegration
Trait Creationand Taxonomy
IdentityResolution
Foundational Work Streams: Implementation Phase
IntegrateDestinations
Segment Strategy
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
Work Load is Driven by Use Cases
AUDIENCE EFFICIENCY
CUSTOMER RETENTION
CUSTOMER ACQUISITION
LOYALTY PROGRAMS VARIED
Inbound DataIntegration
Trait Creationand Taxonomy
Segment Strategy IdentityResolution
IntegrateDestinations
USE CASES
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Example Roadmap Evolution0.0 Implementation + Test Case Activation
1.0 Expand Reach 2.0 Efficiency & Insights
3.0 Internal Coordination
Inbound Data Integration
CRM Data Adobe Analytics Data; 3rd Party Audience Marketplace
Media Exposure Data n/a
Trait Creation & Taxonomy
CRM Traits/Taxo Analytics Traits/Taxo Media Traits/Taxo n/a
Segment Strategy
CRM Segments Modeled Segments Media Exposure Segments Persona Segments
Identity Resolution
Collect Known Customer Data
Expand Segment Size using a Device Graph
Fine tune audience via Profile Merge Rules
Leveraging Profile Merge for Global Frequency Capping
IntegrateDestinations
Adobe Ad Cloud Dynamic Ad Server Audience Lab, Analytics Adobe Target, Adobe Campaign
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
Revisitquarterly
Activation Milestone Internal Use Case Prioritization New Feature Adoption
Consider addingworkstreams
Standard operating procedures Audience optimization Audience insights
Inbound DataIntegration
Trait Creationand Taxonomy
Segment Strategy IdentityResolution
Roadmap Is Dynamic
IntegrateDestinations
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Step 3: Organize Your Team
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DMP Operating Models - Organizational options for Digital Transformation
BU Specific
Enterprise-wide(Breadth, Strategic)
(Depth, Tactical)
Flexibility
Focus
Autonomy Standardization
Decentralized
CentralizedHub-and-Spoke
Adobe commonly recommends a Hub and Spoke model that can be tailored to your organizational dynamics- for example:• Global hub,
regional spokes• Regional hub,
market spokes
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Leading Consumer Electronics Company
Leading International Hotel Chain
SINGLE INSTANCE
Single AAMInstance
BRAND A
MULTI INSTANCE
BRAND B
BRAND C
BRAND E
BRAND D
AudienceMarketplace
2nd Party Data
Role-Based Access Control (RBAC)
NAAAM Instance
LATAMAAM Instance
EMEAAAM Instance
APACAAM Instance
DMP Operating Models – Client examples
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DIGITAL MARKETER
AUDIENCE DATA MANAGER
DIGITAL AUDIENCES ANALYST
PRODUCTMANAGER
OPTIMIZATIONEXPERT
CUSTOMER ANALYST
AUDIENCE DATA ANALYST
TECHNOLOGIST
PROJECTMANAGER
DATA GOVERNANCE COMMITTEE MEMBERSEX
TEN
DED
TEA
MCO
RE T
EAM
BUSINESS SKILLS TECHNICAL SKILLS
Audience Manager COE Roles
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Layers of Engagement
Cross-FunctionalProject Team
StakeholdersSteeringCommittee
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CORE PROJECT TEAM• Own Road Map and Project Plan• AAM Admin & Training• Communication Across the Org
• Project/Product Manager• AAM Admin• SMEs from Media, CRM, Analytics
STAKEHOLDER COMMITTEE• Participate in monthly read-outs• Make cross-functional decisions• Define use cases
• Wider representation from Media, CRM, Analytics, Insights, IT, Legal, etc.
• Owners of other Adobe solutions
STEERING COMMITTEE Participate in monthly steering
committee meetings Sign off on cross-functional
decisions Break down roadblocks
Exec Sponsors from Media and CRM
Roles and Responsibilities
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
As you form your own DMP COE, keep this in mind:
Keep an open mind
Try, learn, adapt,and repeat
Continuouslyevolve
Recognize that successcomes in many forms
“Getting your Data Foundation Right”
“Getting your Data Foundation Right”
ChrisBairdObservePoint
VP of Marketing
Data being collected across multiple websites & apps
Data Governance Challenges
Digital channels under constant development
Data Governance Challenges
Numerous Vendor Tags
Data Governance Challenges
Users connected across multiple browsers
Data Governance Challenges
Multiple Sites & Apps
Constant Development Vendor Tags User Connectivity
Data Governance Challenges
Not ConsistentToo Manual Not Comprehensive
Current solution…
“Set it and forget it…”
Monitor Critical Journeys
Automated Scanning Regression Testing
David Goodes
Suncorp
Manager of Automated Marketing Capability
Our Mission
Most designers set their type arbitrarily, either by pulling values out of the sky or by adhering to a baseline.Title Text
Goes Here Most designers set their type arbitrarily, either by pulling values out of the sky or by adhering to a baseline.
Most designers set their type arbitrarily, either by pulling values out of the sky or by adhering to a baseline.
Most designers set their type arbitrarily, either by pulling values out of the sky or by adhering to a baseline.
Business Outcomes.
Trusted Analytics.No more questioning if the reports are accurate. True belief in your analytics data will empower your team to make better decisions.
Confident Execution.Trusting your marketing data leads to definitive and decisive decision making.
Defined Workflow.Leverage technology and automation to escort you through the defined release cycle workflow.
Powerful Marketing. Double down when you know the truth. Data-driven marketing is a powerful thing only when your data collection can be trusted.
Increased Efficiency.Spend less time checking code across your different channels and more time analyzing the data you're already collecting.
Measurable Results. Let us increase your ROI across your team and marketing stack.
PlanBuild and maintain a cloud based tagging plan(SDR).
• Define & map business requirements to specific variables, props and eVars. • Comprehensive audits to categorize existing web tech. (Desktop/mobile/apps)• Use plan to compare pre/post production environments against cloud based SDR.
Plan Comply Develop QA Validate Monitor
Common challenges faced…
Plan
• Solution design a mixture of PPT & confluence • Not maintained over time • No connection to our QA or automated testing• For example…
ComplyCertify implementations meet privacy, vendor and business requirements.
Plan Comply Develop QA Validate Monitor
• Set custom rules and actions to ensure vendor best practices are used• Cross-team coordination to ensure GDPR compliance • Rule based scans
Common challenges faced…
Comply
• Working towards getting tech deployed 100% correct• “Just paste this code.”• Vendor compliance alerts us to older tag versions• Business compliance gives us flexibility:
• Revenue is set• Conversion ID for de-duping is set• Specific prod values • Regex to confirm compliance(dates, other syntax)
Plan Comply Develop QA Validate Monitor
DevelopCheck tag/tech deployments in real-time as you launch.
• Audit any environment as you deploy• Use OP API to audit as your dev team deploys• Align marketing, governance, BI & IT teams
Common challenges faced…
Develop
• Laundry list to check across all websites/apps• Alerted to production/uat issues:
• Clicktale integration ID• Confidence in deployment• Peace of mind that data collection is not adversely
affected
Plan Comply Develop QA Validate Monitor
QAA more efficient process across all apps, devices and browsers.
• Pre-production environment testing before you push live. • Automatically flag site health issues and tagging errors.• Include OTT devices in testing
Common challenges faced…
QA
• Handy for major upgrades to MarTech with a thorough check of all data points
• Laundry list of fixes across all websites and apps• Quickly identify and fix pre-production/uat issues:
• Clicktale integration ID• Rules don’t require custom coding• Using the API & Google Add-on, we build out QA rules that
scale
ValidateVerify critical customer paths across any channel or device.
Plan Comply Develop QA Validate Monitor
• Automated post-production testing • Set recurring user journeys to validate accurate data collection• Automatically test user activities, clicks & actions
Common challenges faced…
Validate
• Post-production testing in all browsers and versions• Compare post production code with SDR• Leverage automation to remove human error
MonitorManage, refine and mature your data governance practice.
Plan Comply Develop QA Validate Monitor
• Monitor data collection across all digital channels • Active critical path monitoring • Schedule site/technology wide audits pre/post production
Common challenges faced…
Monitor
• Builds trust by knowing data collection is robust• Easily dispel myths—target intermittent example• Receive alerts when data collection interrupted• Most exciting: Democratize the knowledge
• “Data Health” dashboard• Cloud based doc for tech & key data points
Most designers set their type arbitrarily, either by pulling values out of the sky or by adhering to a baseline.Title Text
Goes Here Most designers set their type arbitrarily, either by pulling values out of the sky or by adhering to a baseline.
Most designers set their type arbitrarily, either by pulling values out of the sky or by adhering to a baseline.
Most designers set their type arbitrarily, either by pulling values out of the sky or by adhering to a baseline.
Business Outcomes.
Trusted Analytics.No more questioning if the reports are accurate. True belief in your analytics data will empower your team to make better decisions.
Confident Execution.Trusting your marketing data leads to definitive and decisive decision making.
Defined Workflow.Leverage technology and automation to escort you through the defined release cycle workflow.
Powerful Marketing. Double down when you know the truth. Data-driven marketing is a powerful thing only when your data collection can be trusted.
Increased Efficiency.Spend less time checking code across your different channels and more time analyzing the data you're already collecting.
Measurable Results. Let us increase your ROI across your team and marketing stack.
Thank You