Truly Realizing Your Data Investment - Adobe Inc. · Top Data-Driven Initiatives Occupying Marketer...

Truly Realizing Your Data InvestmentJustin Merickel • VP, Adobe Advertising Cloud

© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial . 2

Data-Driven Parenting


Data-Driven Decisions are All Around Us

© 2018 Adobe Systems Incorpo rated. All Rights Res erved. Adobe Confident ial .

Data-Driven Driven Defense of My Warrior Fandom

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Western Conference Finishing Position 1995 - 2018

AWFUL

GOOD


But Not Everyone is All-in

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But Not Everyone is All-in

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In Marketing, Data is the New Oil

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Treat Your Data like a Walled Garden to Compete & Win

Scale Your Data. Use it Consistently

Third Party Data Sucks. Unless it Doesn’t

How To Unlock the Value of Your Data


1st Party Data is

Paramount

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DATA


If Data is Key. Keep Control.




Unlike Walled Gardens, Data Pumps Run Freely at Brands

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How Do Marketers Build This Consumer View?

Data management and audience profile recon-ciliation, maintaining a holistic view of customers

Personalization, including the customizing of market-ing content intended to provide an individually optimized user experience

Content, including messaging, creative execution, user interface design, etc.

Campaign management, including the planning and execution of marketing communications

Critical Components of Delivering a Best-in-Class Customer Experience According to U.S. Marketing Professionals, Jan 2018

Scale 1-7

4.75 4.68 4.58 4.23


Top Data-Driven InitiativesOccupying Marketer Attention for 2018

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64.9% 43.2% 28.4%

Cross-channel Measurement and Attribution

Cross-channel Audience Identificationand Matching

Online-to-offline (O2O) Retargeting


How Can You Scale Your Data?


Data Powers all Parts of the Modern Brand

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PRODUCT DEVELOPMENT

PRICING

INVESTMENTADVERTISING

ANALYSIS STRATEGY

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• What are you selling?

• What’s your campaign/business objective?

• What’s your channel mix/attribution model?• What limits in measurement/

targeting does your channel mix present?

• What data is available to you?

• What is the purchase journey (online/offline)?

How to Best Select the Right Data Strategy for Your Business


Partnershipsare Critical to Scale


Identify Partnership Opportunities

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Products You Sell Partners Who Sell Your Products

Media PartnersDealers

AffiliatesPartners

Retailer CPG Autos Fin Serve


What are the Challenges

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Trust GovernanceTechnology Reciprocity


Making Third Party Data Work


Does 3rd Party Data Work?

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Slightly Confident

11% Not at all Confident

1%

Very Confident

20%

Somewhat Confident

68%


Treat Individuals Like Individuals In Personalized Targeting

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Consumer Engagement/Avoidance with Ad Channels Consumer Response to Advertising


Does this data set or device graph use deterministic data, probabilistic data or a combination of the two?

What other data sources and inputs have been used to build this device graph or data set?

What is the cookie/Device ID split?

Can these users be found anywhere else? (e.g., is it an aggregate segment and I should be buying the input data)

What capabilities are in place to improve my reach and frequency at the household and/or individual level?

How does it overlap with my target audience – am I buying people I would have found anyway or is it additive to my view of the target universe?

Questions to Consider When Working with Data

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Treat Your Data Like a Business Development Opportunity


Experience Cloud IntegrationsThe Convergence of Mar Tech & Ad Tech

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Performance Audience Media Creative

Adobe Creative Cloud

Adobe Audience Manager(CRM, 1st, 2nd, 3rd party data)

Adobe Campaign

(CRM, email)

Adobe Analytics(1st party/site

visitor/CRM data)

Experience Manager

Adobe Advertising Cloud

DSP (Display, Video, Social, PTV) & Search


Experience Cloud IntegrationsNative Bi-Directional Integration with Adobe Analytics

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Performance Media Analytics


visitor/CRM data)



2000+ Metrics Available Hourly

PageViews

Time on Site

BounceRate

ReturnVisits

Micro-Conversions


Experience Cloud IntegrationsMar Tech + Ad Tech Extends Audiences

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Performance Audience Media Channels


Adobe Campaign

(CRM, email)


visitor/CRM data)



Activate in paid media across networks

RLSAs/Customer Match

Exchanges/SSPs

1st Party audience segments from the Adobe stack


Experience Cloud IntegrationsMar Tech + Ad Tech Extends Audiences

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Performance Media Channels



Real-Time Sync

11-18% higheraddressable audiences

~50% of customertargeting datagoes to waste

OtherDSPs

Adobe Audience Manager clients reach more users more effectively with Adobe Advertising Cloud.

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Truly Realizing Your Data Investment - Adobe Inc. · Top Data-Driven Initiatives Occupying Marketer...

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