This document discusses how integrating a data management platform (DMP) with marketing tools and platforms can benefit organizations. It describes how Adobe's DMP, called Adobe Audience Manager, allows segmentation of customer data from various sources and activation of segments across Adobe Marketing Cloud solutions and social advertising platforms. The DMP enriches customer profiles by linking data from CRM systems, web interactions, and third-party data providers.

1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Les bénéfices de l’intégration d’une DMP à vos outils et plateformes
Christophe Lauer | Solution Consultant, Advertising Solutions | Adobe Southwest Europe

2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Adobe is helping organizations to
create, drive and scale their
digital business.

4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
THE ADOBE MARKETING CLOUD
SOCIALANALYTICS EXPERIENCE
MANAGER
TARGET MEDIA
OPTIMIZER
CAMPAIGN AUDIENCE
MANAGER
PRIMETIME
ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILEPROFILES &
AUDIENCES
USER
MANAGEMENT &
ADMINISTRATION
SOLUTIONS
CORE
SERVICES

5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe named leader in Data Management Platforms
5
“Adobe Audience Manager (AAM) leads the pack
with a strong current offering
and a well-defined strategy”
— The Forrester Wave™: Data Management Platforms, Q3 2013
Adobe Audience Manager

6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe named leader in Enterprise Marketing Software Suites
6
“Adobe distanced itself from the pack with a combination of an
innovative, detailed vision and in-market functionality designed solely to
provide marketers with a clear incentive to use multiple solutions within
the Adobe Marketing Cloud.”
— The Forrester Wave™: Enterprise Marketing Software Suites, Q4 2014
Adobe Marketing Cloud

7. Segmentation DistributionData
CRM
Adobe Analytics
Adobe Campaign
Partner Data
Acxiom epsilon
Datalogix Experian
Exelate V12 group
AddThis LiveRamp
janrain TARGUSinfo
bizo Quantcast
Alliant
3rd Party
1st Party
2nd Party
DMP
Adobe Audience Manager
DSP
Owned sites
ESP
Display
Google
Twitter
Facebook
Recommendation
Personalization
E-mailing

8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
DSPs 3rd Party Data Providers
Video Social / Graph Mobile / Cross - DeviceForecasting Attribution Ad Servers Inventory Sources / SSPsTargeting Platforms
Select External Partner Integrations
Adobe Audience Manager

9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
ADOBE MARKETING CLOUD
Intégration Adobe Campaign (ex-Neolane) & Audience Manager
Exemple : Reciblage des visiteurs
Web qui ont consulté le site d’un
hôtel sans effectuer de
réservation.
Exporter des segments
d’Audience Manager vers
Adobe Campaign
Importer des segments
d’Adobe Campaign dans
Audience Manager
Exemple : Reciblage onsite ou
offsite des clients n’ayant pas
ouvert ni cliqué dans un emailing
promotionnel.

10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
Leveraging Social Networks and Social Data
Example : Using Facebook FBX for doing offsite
retargeting of a given audience segment
Activate audience segments through
Social Advertising
Leverage Social Data into the DMP
for segmentation purposes
Example: Using data from a 3rd party provider
to know more about demographics and
interests of a given audience segment

12. Consumer profile
Demographic information
Products
Center of interests
Interactions

13. Consumer profile
Demographic information
Products
Center of interests
Interactions
WeFinance.com
1 0

14. Consumer profile
Demographic information
Products
Center of interests
Interactions
WeFinance.com
1 1

15. Consumer profile
Demographic information
Products
Center of interests
Interactions
WePlay.com
1 1
32

16. Consumer profile
Demographic information
Products
Center of interests
Interactions
WeFinance.com
2
32
1

17. Consumer profile
Demographic information
Products
Center of interests
Interactions
2
32
2
WeFinance.com
Welcome Noémie

18. Consumer profile
Demographic information
Products
Center of interests
Interactions
Home
Insurance
SeLoger.com
2
32
2

19. Consumer profile
Demographic information
Products
Center of interests
Interactions
Kayak
3
32
2 2

20. Consumer profile
Demographic information
Products
Center of interests
Interactions
We.Finance Mobile
3
32
3 2

21. Consumer profile
Demographic information
Products
Center of interests
Interactions
3
32
3
We.Finance Mobile
we.
2

22. Consumer profile
Demographic information
Products
Center of interests
Interactions
Adobe Analytics
CRM
Adobe Campaign
Partner Data
Acxiom epsilon
Datalogix Experian
Exelate V12 group
AddThis LiveRamp
janrain TARGUSinfo
bizo Quantcast
Alliant
3rd Party
1st Party
2nd Party
3
32
3 2

24. Augmenter le Reach
Audience Segment Definition
Demographic information
Products
Center of interests
Interactions
25
12
Audience Segment Definition
Demographic information
Products
Center of interests
Interactions
25

25. Augmenter le Reach
Audience Segment Definition
Demographic information
Products
Center of interests
Interactions
25
Consumer profile
Demographic information
Products
Center of interests
Interactions
32
03
Consumer profile
Demographic information
Products
Center of interests
Interactions
19
04
Consumer profile
Demographic information
Products
Center of interests
Interactions
38
23
Consumer profile
Demographic information
Products
Center of interests
Interactions
38
23
Consumer profile
Demographic information
Products
Center of interests
Interactions
06
Consumer profile
Demographic information
Products
Center of interests
Interactions
26
05

26. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
26
Execute Ad Strategy
for That Audience
Personalize Homepage
for That Audience
Scale Audience with Look-Alike Models
& 2nd and 3rd-Party Data
Create and Push Audience
to Marketing Cloud

27. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Téléchargez le Livre Blanc
“Data Management Platforms – Deciphered”
par Digital Doughnut en collaboration avec Adobe
27
Téléchargement libre depuis :
http://bit.ly/DMP101-Adobe

28. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Christophe Lauer | Solution Consultant, Advertising Solutions | Adobe Southwest Europe
lauer@adobe.com