adobe: real-time marketing optimization

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

October 14 | Adam Justis

Real-Time Marketing Optimization with the Adobe Online Marketing Suite

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

The competition for consumers’ attention is becoming increasingly fierce


While consumers’ attention spans are becoming increasingly…short


97% of visitors to your site

will not convert

Consider that:

You can’t afford NOT to optimize your

online experiences

And, you probably have less than 10 seconds to convince

those that do


Conversion and Acquisition Strategies Are Rarely Aligned

$92 Conversion Funnel

Drive Acquisition Invest to acquire more customers to site and push through funnel

Increase Conversion Invest to make easier for

existing visitors to become customers

Conversion Funnel

$$$ NUMERATOR DENOMINATOR

October 18, 2010

© 2009 Omniture Inc, Confidential & Proprietary

5


Online Business Optimization Evolution from A Channel to Business Strategy

Measure Optimize

Extend

Innovate

Automate

Execute

Measure


Rule: enhance the user experience

Proven Methods:

Relevance

Efficiency

- +

- +


Consumers & Multichannel experiences

8

See TV ad for product

Search online for product

Research product online Visit store

for help

Buy product online

Visit store to see & experience product

Buy accessories in store

Research accessories for product

Receive promo for product

Receive mobile ad for product

Join Facebook community for product

Receive product updates

View video for newer product


  Referring domain   Campaign ID   Affiliate   PPC   Natural search   Direct/bookmark

Referrer Variables

  Customer/prospect   New/return visitor   Previous visit patterns   Previous Product interests

– top level   Previous Product interests

– low level   Searches   Previous online purchases   Previous Campaign

exposure   Previous Campaign

responses

Site Behaviour Variables

  IP address   Country of origin   Time zone   Operating

system   Browser type   Screen

resolution

Environment Variables

Temporal Variables

  Time of day   Day of week   Recency   Frequency

Offline Variables Highly Predictive

Anonymous Profile

What do you know about your visitors that can fuel optimization and personalization?


Solutions

Adobe Online Marketing Suite

11

Platform

Optimization

Publishing E-Commerce Lead Gen Online Business Models

Enterprise Data •  CRM •  Call Center •  POS •  Kiosks •  BI

Awareness Acquisition Conversion Retention

Analytics

Online Data

•  Display •  Search •  Social

Media •  Mobile •  Video


  Paid search   Landing page optimization   On Site Search   On Site Survey   Email remarketing   Display ad targeting   Flash ad optimization &

Adobe CS5 creative integration   Facebook integration


For Instance – Landing Page Optimization


For Instance – Email Remarketing


Key take-aways

Your customers

aren’t standing still,

neither should your marketing

The right technology

scales your best ideas & builds

competitive advantage

Start with what you know –

Build upon what you learn


Thank You – Questions?


Adobe, Powered by Omniture

Adobe - Create and deliver rich internet experiences, content and applications

Powered by Omniture - Measure and optimize the value of online experiences

With Adobe powered by Omniture, customers can measure and optimize any online experience across any platform and any device

Analyze Engage User Deliver Create

Optimize


The right data + the right experience

31

ITERATE

adobe: real-time marketing optimization

Technology

online experiences

rights reserved

adobe confidential

customers

site

visitors

omniture

measure