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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Real Time MarketingSiva Ganeshanandan | Director Product and Industry Strategy, JAPAC
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
Real Time Marketing – What Is It ?
Inhibiting Factors – Why Is It So Hard ?
Building Towards – Real Time Marketing
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Real Time Marketing
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Real Time Marketing
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War Rooms
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Bright Shiny Object
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#istrategysiva
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All The Time
Right Person, Right Message, Right Time
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Altimeter Group (Charlene Li)
Traditional RTM New RTM
Right Person Audience, Corporate Centric
Individual, Data Driven, Customer Centric
Right Time and Place Event Focused, Pre-Planned
Taps Existing Conversations, Understands Context, Fast Response
Right Message Creative, Corporate Centric
Responsive and Creative, Customer Centric, Marketing as a Service
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Golin Harris : Impact of Real Time Marketing
http://golinharris.com/#!/insights/real-time-marketing-research/
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http://golinharris.com/#!/insights/real-time-marketing-research/
Golin Harris : Impact of Real Time Marketing
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
Real Time Marketing – What Is It ?
Inhibiting Factors – Why Is It So Hard ?
Building Towards – Real Time Marketing
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
metric and KPImisalignment
skill set and role
fragmentation
Why Is It Hard?
tool set fragmentation
channel fragmentation
Coordinating successful
campaigns is harder than
ever
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
metric and KPImisalignment
skill set and role
fragmentation
Why Is It Hard?
tool set fragmentation
channel fragmentation
Coordinating successful
campaigns is harder than
ever
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
For consumers, there is only your brandBut marketers see four screens: TV, computer, tablet, mobileThey see 6 channels: web, social, email, search, display and apps They see three sources of trust: paid, earned, ownedAnd no two customer journeys are the same
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Confidential and Proprietary Information of Mindshare
Before Social Now
The Impact of Social
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metric and KPImisalignment
skill set and role
fragmentation
Why Is It Hard?
tool set fragmentation
channel fragmentation
Coordinating successful
campaigns is harder than
ever
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Marketing Toolset – 2 ½ Years Ago
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metric and KPImisalignment
skill set and role
fragmentation
Why Is It Hard?
tool set fragmentation
channel fragmentation
Coordinating successful
campaigns is harder than
ever
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Confidential and Proprietary Information of Mindshare
Ssd
Analysts
Social Marketer
CMO, Head of Digital
Advertising
Search
UX
Content Authours
Mobile Team
BI/CRM
Different Teams – Often Working in Isolation
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Common Challenge: Dysfunctional processes and governance
Lots of horsepower…
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
metric and KPImisalignment
skill set and role
fragmentation
Why Is It Hard?
tool set fragmentation
channel fragmentation
Coordinating successful
campaigns is harder than
ever
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Confidential and Proprietary Information of Mindshare
Ssd
Share of Voice
CRM
LikesKlout Score
Add To Cart Rate
Impressions
CPATool
Usage
Open Rate
Uniques
SALs/MQLs
Brand Score
CTRPage Views NPS
Score
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SalesProduct IT
Marketing
No Conductor of the Orchestra
Common Challenge: Dysfunctional Processes and Governance
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
Real Time Marketing – What Is It ?
Inhibiting Factors – Why Is It So Hard ?
Building Towards – Real Time Marketing
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Building Towards Digital Marketing
Organisational
Technology and Process
Collaboration
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Organisational Structure : Reporting vs Permission
30
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Response Processes
31
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Data Skills
$12k-$25k
central
urban
financial services
banking
art+architecture
education
#239857
#00e0c9
F = k ( q1 q2 / r2 )
( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ2
Fb = Vρg = mg
09
001 002 003004 005 006007 008 009
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Testing Skills
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science
art
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Building Towards Digital Marketing
Organisational
Technology and Process
Collaboration
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USER EXPERIENCEUSER ACTIONS
Clicks on product
Clicks on a newsstory
Walks into store
Stock hits $50 andtriggers an alert
Downloads awhitepaper
Updates golfscores
.000 .003
1. What do I know about this visitor?
2. What do I predict will make the visitor take the action I want?
30% off, Free shipping Golf Stories Product Recommendation
3. Access & Assemble the Digital assets that match what I predict
4. Deliver those Digital Assets to thevisitor in the right channel
The Last Millisecond
.001 .002
Customers Expect and Reward Real Time Marketing
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LISTEN PREDICT ASSEMBLE DELIVER
THE LAST MILLISECOND
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Understand Your Customer from All The Signals They Provide
SEO/SEM
Direct Mail
Social
Web
Mobile
Broadcast
Store
Branch
Call Centers
Customer / Account
Display Ads?
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Online and Offline
Online Data Offline Data
SEO/SEM Direct Mail
Social
Web
Mobile
Broadcast
Store
Branch
Call Centers
Customer / Account
Display Ads ?
This Data Doesn’t Just Sit with Marketing
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Build a Picture of Who The Customer Is
Online Data
SEO/SEM
Social
Web
Mobile
Display Ads
Offline Data
Direct Mail
Broadcast
Store
Branch
Call Centers
Customer / Account
Big Analytics for Marketers
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 41
LISTEN PREDICT ASSEMBLE DELIVER
THE LAST MILLISECOND
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Use Historic Behaviour Patterns to Help Predict
42
0
5
10
15
20
25
30
Historic engagement level illustrates pattern…
Score
Week11 12 13 14 15 16 170
5
10
15
20
25
30… customer score spikes indicates a
potential new opportunity…
A
B
Score
… and derives a list, or segment, of highly
engaged customers…… multichannel decision engine detects activity
spikes and triggers alert…
branch call-centre/IVR online mobile/tablet
… who can be targeted immediately through automated online targeting, or directed to other channels (e.g.
relationship manager) for follow-up.
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Enter Budget Constraints
Develop Reliable Predictive Models
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Obtain Optimal Budget Allocation
Develop Reliable Predictive Models
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LISTEN PREDICT ASSEMBLE DELIVER
THE LAST MILLISECOND
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Forrester Perspective
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Personalise at Every Touch Point
48
Manage Optimize CreativeIngest
3rd Party
Affiliate/Retail Data
bizo dataloTARGUSinfo AllianExperian IXIAcxiom V12 groupBluekai exelate
Lead Scoring
POS
Social
Ad Performance
Digital Analytics
CEM/Netizza
AUDIENCE MANAGEMENTAD
SITE
Call to Action 1
Image 120%
Off
Hero 1
1st Party
2nd Party
Image 2
10% Off
Call to Action 2
Hero 2
Portable DVD Phone Tablet
Cyber Moms
(2,134,000 Uniques)
Last 7 Days
Young Urban Males
(4,674,000 Uniques)
Last 7 Days
Gender
Marital Status
Presence of Children
Buying Process
Electronic Needs
Population Density
Visit Frequency
Age Range
Housing Type
HH Income
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 49
LISTEN PREDICT ASSEMBLE DELIVER
THE LAST MILLISECOND
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Empower Digital Marketers to build optimized mobile experiences
50
• In-context content authoring
• Device preview• Reuse of content
and assets• Apple iPad optimized
authoring tool for content review and approval
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PhoneGap Changes Everything
51
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MOBILE
MOBILE APPS
PCs
device-specific features
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Social Content and Publishing
Making Use of Network (Facebook, Google+ APIs)
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Building Towards Digital Marketing
Organisational
Technology and Process
Collaboration
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Confidential and Proprietary Information of Mindshare
Social CRM
PReComm
Retail
DM OOH
Mobile
Gaming
Corp
Insights
ITMedia
Search
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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AdvertisingSocial
Targeting Analytics
Experience Management
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CASE STUDY:
Adobe Creative Cloud Launch
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Discovering the Audience and Marketing Channels
PHOTOGRAPHER STUDENT
CREATIVE DIRECTOR VIDEO PRODUCER
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Discovering the Audience and Marketing Channels
PHOTOGRAPHER
CREATIVE DIRECTOR
STUDENT
VIDEO PRODUCER
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Discovering the Audience and Marketing Channels
PHOTOGRAPHER
CREATIVE DIRECTOR
STUDENT
VIDEO PRODUCER
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1012,320
4073
64
Go Beyond Likes & Followers
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Goal: Target Influencers to Drive Revenue
Photoshop is the best invention next to the Internet <3
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Test Structure
Experience A Experience B
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Experience A
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Experience B
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What Did YOU Think?
Experience A Experience B
B?A?
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Experience A Experience B
Results – Data Optimized
Enter: +12%
Learn: 200%
Winner!
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3 million referralsto Adobe.com
13% Revenue ContributionCreative Cloud
Reduced Ad Cost by 28%
Results
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Summary
Real Time Marketing is All The Time
Demand More from Technology
Organise for Agility
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
USER EXPERIENCEUSER ACTIONS
Clicks on product
Clicks on a newsstory
Walks into store
Stock hits $50 andtriggers an alert
Downloads awhitepaper
Updates golfscores
.000 .003
1. What do I know about this visitor?
2. What do I predict will make the visitor take the action I want?
30% off, Free shipping Golf Stories Product Recommendation
3. Access & Assemble the Digital assets that match what I predict
4. Deliver those Digital Assets to thevisitor in the right channel
The Last Millisecond
.001 .002
Customers Expect and Reward Real Time Marketing
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“If everything seems under control, your just not going fast enough”
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.