29-30 april, 2015 | icc, excel, londontbp-content.s3-website-eu-west-1.amazonaws.com/pdf/... · 1....

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

29-30 April, 2015 | ICC, ExCel, London

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ADOBE CAMPAIGN IN THE MARKETING CLOUDMarie-Laure Casse | Client and Data Strategy Director, Voyages-sncf.comFrancois Laxalt | Senior Product Marketing Manager, AdobeMathieu Hannouz | Evangelist, Adobe Campaign, Adobe

Please tweet using #AdobeSummit


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 @repackaged @francoislaxalt


Francois LaxaltSenior Product Marketing Manager [email protected] | @francoislaxalt Mathieu Hannouz

Evangelist, Adobe [email protected] | @repackaged

Marie-Laure CasséClient and Data Strategy Director, [email protected]

4

mailto:[email protected]

mailto:[email protected]


ZEN?6 #AdobeSummit @repackaged @francoislaxalt


Adobe Campaign

Campaign Management technology that helps redefine how brands engage with consumers.

Cross-Channel Marketing in a Digital World

7 #AdobeSummit @repackaged @francoislaxalt

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

MARKETING CLOUDSTHE RISE OF



PERSONALIZED RELEVANT REAL-TIME

THE NEWEMPOWERED CONSUMER



Jen | Gym Instructor

Lululemon Athletica is fantastic.

Age 28

Sue Child

Chris Manchester

@AdobeMktgCloud

3,343, 4,453

AlbertAlways on

Elisa SanchezPrefers SMS Fred Leger

Prefers POS

Jerry | Stock Broker

AT&TiPhone 6 Plus

Prefers emailFelix | College Professor

VERIZON LTE 4GSamsung Galaxy S5

Prefers email

T-MobileGoogle Nexus 7

THE MODERNCUSTOMER JOURNEY



“We are only as strong as we are united, as weak as we are

divided”

Professor Dumbledore Harry Potter and the Goblet of Fire #AdobeSummit @repackaged @francoislaxalt


SOLUTIONS

CORE SERVICES

PLATFORM

ANALYTICSEXPERIENCEMANAGER

CAMPAIGNMEDIAOPTIMIZER

SOCIAL TARGET

Data & Content

PRIMETIMEAUDIENCE MANAGER

Adobe Marketing Cloud

ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILEPROFILES & AUDIENCES

ADMINISTRATION



CORE SERVICES

Available to all Marketing Cloud Solutions

Provide a centralized place to:

Integrate data

Build customer profiles

Activate instant content delivery and reporting

Collaborate with team members

Adobe Marketing Cloud



The Adobe Marketing Cloud

Anonymouscustomers

Customeracquisition

Advocacy & Off-site retargeting

Your Digital (and offline) Property

Authenticatedcustomers

Adobe Marketing Cloud Core Services

Adobe Media Optimizer

Adobe Social Adobe Target

Adobe Experience Manager

Adobe Campaign

Adobe Analytics Adobe Audience Manager


Adobe Audience Manager

Adobe Audience Manager

Adobe Campaign

Adobe Social


VOYAGES-SNCF.COMMarie-Laure Casse | Client and Data Strategy Director, Voyages-sncf.com

#AdobeSummit @voyagessncf_com

Groupe VSC-Rail Europe, European Rail Experts

4%GROWTH IN 2013

4 Mds€TURN OVER IN 2013

660 M€OF THEM ABROAD

75 MTRAIN TICKETS SOLD IN 2013

10 MDOWNLOADS

11 MUNIQUE VISITORS / MONTH

1 TICKET SOLD EVERY

3 SECONDS

960EMPLOYEES

2/3DEDICATED TO FOREIGN BUSINESS

IN 15COUNTRIES

50%ON MOBILE


Our Customer Stakes

MOBILE FIRST SEAMLESS CUSTOMER EXPERIENCE CLIENT CENTRICITY


VOYAGES-SNCF.COM’S Marketing Ecosystem

And other tools connected to this ecosystem

Investments & ad-centric trackingNotificationsCMS AB-Testing


1. No workflow for creatives between CMS & newsletter campaigns

2. Due to different tracking, various figures, long QA…3. Difficulty to have a full 360 view of each customer because

of many different systems4. Various tools to monitor the business efficiency across

website, user & ad-centric tools5. Inconsistent view of campaigns displayed to customers

due to inconsistent targets across various tools

Challenges To Face In This Context


RLSA, GSP & Custom Audience Facebook

Abandoned shopping cart | remarketing newsletters

Examples

Mobile notifications


Abandoned Shopping Cart

5 days later, push of LYON destination to the same user

Looking for a trip to LYON from mobile

The user receives a newsletter because the transaction was

not completed

300K emails PER MONTH

6,5€ turnoverPER EMAIL SENT

Possible thanks to: Consistent web & mobile

tracking Analytics/Campaign

connector Display push on CMS Voyages-sncf.com

owned « Client ID »

13/04/2015 14/04/2015 19/04/2015


Mobile Notifications

100 M EMAILS SENT PER MONTH

Opt-in Newsletters

Opt-out Newsletters

Opt-in App users

NEW OPPORTUNITIES ON 9% OF APP USERS OF SENDING COMMUNICATIONS

22% APP USERSWITH VARIOUS CHANNELS PUSH OPPORTUNITES

69% OF ANONYMOUS APP USERSWITH PUSH (LESS CUSTOMIZED)

3 M NOTIFS IN MARCH

12% ANDROIDADJUSTED CTR

4% IOSADJUSTED CTR


Summer Campaign

Notifications possible thanks to: Targeting in Campaign Push via an other tool Tracking notification

performance via Analytics & Campaign

300K notifs7% adjusted CTR

5M emails


RLSA, Google Sponsored Promotion & Custom Audience Facebook

Implementing new campaigns based on analytics & CRM tools: CRM emailing campaigns are duplicated in those environment


And Tomorrow ……. My Dream Is?


Only One Tool To…

3

Improve marketing team’s productivity

Provide consistent omnichannel

results

Target custom audience Facebook or Rlsa in Adobe

Campaign

Display a website, ad & user centric vision

of my business



ADOBE CAMPAIGN & MARKETING CLOUD: NEW USES CASES

#AdobeSummit @repackaged @francoislaxalt28


THE WAY WE DESIGN INTEGRATIONS

DATACRM

DELIVERY

CONTENT

Offline Online



“Great things are done by a series of small things

brought together.”

Vincent VAN GOGH


PLATFORM

ANALYTICS

CAMPAIGNEXPERIENCEMANAGER

MEDIAOPTIMIZER

SOCIAL

TARGET

Profiles & Audiences



Share Audiences Between Campaign And Analytics

• Location• Devices• Website behavior• Searches• Mobile app usage

• Product / Offer interest• iBeacon alert• Form Completed

Consumer Insight

Campaign Triggering

PROFILES &AUDIENCES

Relevant and timely messages



&Share Audiences Between Campaign and Media Optimizer

“Only VIP customers about to renew will see the 20% discount offer”

Adobe Campaign Adobe Media Optimizer

Online ads

PROFILES &AUDIENCESCore Service

“Unhappy customers will see no ad”

“ New opt-out will receive a re engagement message”



“The fewer the words, the better

the prayer.”

Martin LUTHER KING


Art &SCIENCE


Centralisation is a key factorCollaboration, single authoring environment and acceleration of cross-channel content lifecycle

70%Customer communications will be digital and cross-channel


“Vision without execution is

hallucination.”

Thomas EDISON


Contextual Email Marketing

Out of stock

I’M IN BOSTON I’M IN NYCLocal weather

Contextual imagery based on time and

location

Personalised, always relevant offers

Contextual directions based on time and location

Contextual news based on location

Global news

Countdown Web behavior



Campaign Integrations in action…..DEMO


Introducing We.Finance



We.Finance

Co-Branding Credit Card Campaign Existing and New Customers Retargeting campaigns



We.Finance

Email Direct Mail

pURL

Display

Social

Web

Adobe Social


Adobe Campaign

Adobe Analytics

Adobe Target

Adobe Experience Manager


KEY TAKEAWAYS

BEST-IN-CLASS CROSS-CHANNEL EXECUTION

UNPARALLELED MARKETING USE CASES

+ + =INTEGRATED

DATA & CONTENT ADOBE MARKETING CLOUD



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


Q&A


Adobe Campaign track - Next Sessions -

29-30 april, 2015 | icc, excel, londontbp-content.s3-website-eu-west-1.amazonaws.com/pdf/... · 1....

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