© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
29-30 April, 2015 | ICC, ExCel, London
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
WHAT’S THE ROI OF ADOBE CAMPAIGNFrancois Laxalt | Senior Product Marketing Manager
Patrick Tripp | Senior Product Marketing Manager
Please tweet using #AdobeSummit
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Go HERE, do THIS, and you could WIN!
• Log in to your account• Enable social• Receive a personalised
experience• Use the app to interact with
Summit
Download the App
1
Complete at least 9 surveys
to enter the prize draw
Win an Apple Watch Sport
3
Survey available
as the sessions
start
Give us feedbackIt takes less than a minute
2
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Patrick TrippSr. Product Marketing Manager
[email protected] | @ptripp
Francois LaxaltSr. Product Marketing Manager
[email protected] | @francoislaxalt
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“Half of the money I spend on
advertising is wasted; the trouble
is I don't know which half.”
John WANAMAKER#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Jen | Gym Instructor
Lululemon Athletica is fantastic.
Age 28
Sue Child
Chris Manchester
@AdobeMktgCloud
3,343, 4,453
AlbertAlways on
Elisa Sanchez
Prefers SMS Fred LegerPrefers POS
Jerry | Stock Broker
AT&TiPhone 6 Plus
Prefers emailFelix | College Professor
VERIZON LTE 4GSamsung Galaxy S5
Prefers email
T-MobileGoogle Nexus 7
WELCOME TO THE DIGITAL ERA
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CMOs & ROILOVE or HATE
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DO CEOs TRUST CMOs?
#AdobeSummit @ptripp @francoislaxalt
80% do not really trust CMOs …
But 90% do trust CIOs &
CFOs
72% say that CMOs
are always asking
for more money,
but can rarely
explain how much
incremental
business this
money will
generate
Source: Fournaise Research, July, 2012
Unsurprisingly, the number one concern for marketers is reaching customers. (It is, after all, their job.)
ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at NSigehet?next slide for methodology
However, their next three concerns areabout
ROI: A MAJOR CONCERN
#AdobeSummit @ptripp @francoislaxalt
ALL MARKETERS: ARE YOU CONCERNED ABOUT
ROI
82%
79%
77%
75%
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
34%Can provethe impact
quantitatively
48%
Cannot provethe impact
quantitatively
18%
Don’t know the impact
Which best describes how you’re proving the impact of marketing spend on your business?
The CMO Survey –February 2015
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What can you do?
#AdobeSummit @ptripp @francoislaxalt
How can we help you?
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SOLUTIONS
CORE SERVICES
Adobe Marketing Cloud
PLATFORM
ANALYTICSEXPERIENCE
MANAGER
CAMPAIGNMEDIA
OPTIMIZER
SOCIAL TARGET
ACTIVATION
ASSETS
COLLABORATION
EXCHANGE
MOBILE
PROFILES &
AUDIENCES
USER MANAGEMENT
& ADMINISTRATI
ON
Data & Content
PRIMETIME AUDIENCE
MANAGER
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ptripp @francoislaxalt
Campaign Management technology that helps redefine
how brands engage with consumers.
Adobe Campaign
Cross-Channel Marketing in a Digital World
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Total Economic Impact Of Campaign ManagementPatrick Tripp
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Campaign can providehuge benefits and returns to
enterprise organisations
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Study Findings
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What is Total Economic Impact (TEI)?
TEI Framework and Components
Total
Economic
Impact
RISK
Benefits
(Impact on Business)
Costs
(Impact on Budget)
Flexibility
(Options)
Perform due
diligence
Conduct customer
interview
Construct financial
model
Write case
study
Conduct
webinar
TEI Approach and Methodology
© 2015 Forrester Research, Inc.. Reproduction Prohibited#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Our customer: Specialty retailer
= 10,000 +
= 5MREWARDS
= 300 +
#AdobeSummit @ptripp @francoislaxalt
Improve member retention, member sale
frequency, and average member sale
value, each by at least 0.25%
Selected Adobe out of 12 vendors for
marketing-centric foundation,
management team, and future road map
Consolidated 25+ data sources more
frequently and offset rising third-party
data costs
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“Within the first six months, open rates improved
by 60% due to more relevant content, while total
sent [emails] decreased by 17%.”
- VP of marketing, large US specialty
retailer
“Adobe Campaign was built with the marketer in
mind; it’s not an ERP spinoff from a large IT
company.”
- VP of marketing, large US specialty
retailer
The customer improved all major engagement metrics, which resulted in
incremental eCommerce revenue
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Customer engagement benefits
Implementation Results
38% 42% 23%
OPEN RATES
CLICK
THROUGH
RATE
CONVERSION
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Incremental revenue and data consolidation
VALUE OF BENEFITS
INCREMENTAL ECOMMERCE REVENUE OF $10.4M
DATA AND SYSTEM
CONSOLIDATION EFFICIENCY
OF $3.4M
INCREMENTAL IN-STORE REVENUE OF $15.5M
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Risks
#AdobeSummit @ptripp @francoislaxalt
RISKS AND UNCERTAINTIES
ADOPT AND LEVERAGE THIS NEW TOOL?
MORE STAFF TO EXECUTE?
AFFECT PEAK SALES SEASON?
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Flexibility
FLEXIBILITY AND FUTURE OPTIONS
ADOBE EMAIL EXECUTION
ADDITIONAL CHANNELS
FOR CAMPAIGN EXECUTION
TEST AND LEARN PLATFORM
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Initial Year 1 Year 2 Year 3 PV
Costs ($2,904,000) ($1,506,500) ($1,525,940) ($1,545,963) ($6,696,158)
Benefits $0 $6,784,590 $12,197,494 $17,417,364 $29,334,306
Net Benefits ($2,904,000) $5,278,090 $10,671,554 $15,871,400 $22,638,148
ROI 338%
Payback Period 6.6 months
($2,904,000)($1,506,500) ($1,525,940) ($1,545,963)
$0
$6,784,590
$12,197,494
$17,417,364
($5,000,000)
$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
Initial Year 1 Year 2 Year 3
Costs
Benefits
Payback
Source: Forrester Total Economic Impact of Adobe Campaign, a commissioned study conducted by Forrester Consulting on behalf of Adobe, March 2015
ROI of 338%, NPV of $22.6M, and a payback period 6.6 months
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
TEI assets
#AdobeSummit @ptripp @francoislaxalt
Available now: adobe.com/go/campaignroi
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Return On InvestmentFROM OUR CUSTOMERS
#AdobeSummit @ptripp @francoislaxalt
30
More Than 550 Customers Worldwide
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Objective: create a full cross-channel customer
experience
Neolane powers customer and prospects
communication experiences on email, direct
mail, call center and web
18 million visitors per year
20 million households in a Single Customer
View
CRM and PRM from a single marketing
platform
Automated and fully personalized
communications over 19 markets and 8
countries
Marketing productivity increased by 60%
Number of campaigns increased by 50%
Barnes & Noble is America’s #1
bookseller, operating nearly 700
Barnes & Noble superstores in all 50
states
NOOK: launched in 2011
Barnes & Noble
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
NOOK - Category Newsletter – CreativeRomance Category Newsletter
Science Fiction/Fantasy Category Newsletter
New Release Tuesday Newsletter
Test versions
Control Version
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
NOOK - Category Newsletter – Sales Results
Category
Incremental
Linked Sales
Romance $436,307
Mystery $131,780
Sci Fi /
Fantasy $93,406
Teens $32,008
Middle
Graders $(17,694)
Total $754,599
May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Test vs Control $/email
Category Control
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Objective: create a full cross-channel customer
experience
Neolane powers customer and prospects
communication experiences on email, direct
mail, call center and web
18 million visitors per year
20 million households in a Single Customer
View
CRM and PRM from a single marketing
platform
Automated and fully personalized
communications over 19 markets and 8
countries
Marketing productivity increased by 60%
Number of campaigns increased by 50%
360 marketing view of the customer
1to1 relevant messages
Improved customer experience
$ per email grew by 100 to 200%
$1 million savings per year
ROI < 1year
Barnes & Noble
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
49 websites,
13 languages,
16 countries
European
leader
Almost 1 in 5
European
knows a
Meetic group
couple
5 000 000
couples
started with
us
Already
1 000 000
marriages
thanks to us
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
49 websites,
13 languages,
16 countries
European
leader
Almost 1 in 5
European
knows a
Meetic group
couple
5 000 000
couples
started with
us
Already
1 000 000
marriages
thanks to us
10M+ 1to1 personalized messages per day
Automated campaigns & programs
Conversion rates: +10 points
EVP “Proven contribution from Marketing
Campaigns to revenues: 20%”#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CONCLUSION
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ptripp @francoislaxalt
“Marketers
should be more
vocal about ROI.”
http://blogs.adobe.com/digitalmarketing/campaign-management/cmos-vocal-impact-financial-performance/
http://blogs.adobe.com/digitalmarketing/campaign-management/can-relationship-marketing-lift-stock-price-yes/
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ptripp @francoislaxalt
Prof V. Kumar
Georgia State
Univ.
Prove the impact of marketing campaignsON STOCK PRICES
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
PHDs WORKING WITH THE
Measure the impact on ROI and stock price
Marketing campaigns
differentiatedby LTV
segments
Segment customers based on
LTV
CalculateLTV for each
customer
*Customer Lifetime Value: expected value on the next 3 years
After 9 months
Marketing Department
#AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Predicting the stock price based on LTV:
error range only 12 percent
Prove the impact of marketing campaigns
ON STOCK PRICES
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Campaign track - Next Sessions -
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Q&AFrancois LaxaltSr Product Marketing Manager, Adobe
@francoislaxalt
Patrick TrippSr Product Marketing Manager, Adobe
@ptripp
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Go HERE, do THIS, and you could WIN!
• Log in to your account• Enable social• Receive a personalised
experience• Use the app to interact with
Summit
Download the App
1
Complete at least 9 surveys
to enter the prize draw
Win an Apple Watch Sport
3
Survey available
as the sessions
start
Give us feedbackIt takes less than a minute
2
#AdobeSummit @twitterhandle
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ptripp @francoislaxalt
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
29-30 April, 2015 | ICC, ExCel, London