The Right Ingredients for Building an Effective Customer Profile

Marketing Innovation
Summit for B2B
The Right Ingredients for Building
an Effective B2B Customer Profile

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Drew Burns, Sr. Product Marketing Manager, Adobe Target Solution
@drewtburns

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Research
product
online
Receive
mobile
ad for
product
Search
online
for
product
Join
Facebook
Community
and source
opinions on
product
Research
accessories
for product
Product
overview
from
ADM
Receive
product
updates
See TV ad
for product
Buy
product
online
Demo
Product in
Experience
Center
Online
Demo of
Product
View
video for
newer
product
Potential Customers are “on-the-go”
Receive
promo
for
product

The ROI potential & contribution of Personalization
Experience A Experience B
B?A?

Experience A
Results – Data Optimized
Enter:
+12%
Winner!
A?

Experience B
Results – Data Optimized
Learn:
200%
B?

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
§  3 million referrals
to Adobe.com
§  13% Revenue Contribution
Creative Cloud
§  Reduced Ad Cost by 28%
Results

© 2013 Adobe Systems Incorporated. All Rights Reserved.
The Marketing
Landscape

Visitor A Experience Visitor B Experience
Broad Segment-based Targeting masquerading as
Personalization

The Marketing
Landscape
Gender: Female
Age: 28-32 years old
Interest(s): Auto loan
City: Washington DC

Engaging in a relevant conversation with an individual, high-
value lead

USER EXPERIENCEUSER ACTIONS
§  Clicks on product
§  Clicks on a news
story
§  Walks into store
§  Stock hits $50 and
triggers an alert
§  Downloads a
whitepaper
§  Updates golf
scores
.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 the
visitor in the right channel
The Last Millisecond
.001 .002
Personalize the Journey: Deliver the best consumer experience in
real-time

Digital Marketing Objectives
13
Increase ROI
Increase Conversions
Improve Customer Loyalty &
Brand Experiences
Capitalize on Social & Mobile
Opportunities
Disparate Data Sources and
Technologies
Marketing Attribution
Creating Relevant Content
across Channels
Resources, Management, Workflow,
Efficiencies
Digital Marketing Challenges
13

SOCIAL
TESTING
OPTIMIZING
EXPERIENCE
ANALYTICS

Collaboration & Context in Adobe Marketing Cloud
16

Adobe Marketing Cloud
Marketing Cloud Exchange (APIs/SDKs)
Collaboration
Assets
Profile and Audience Management
Dynamic Tag Management
Shared Capabilities
ADOBE
CAMPAIGN
EXPERIEN
CE
MANAGER
ADOBE
TARGET
ADOB
E
SOCIA
L
MEDIA
OPTIMIZE
R
ADOBE
ANALYTIC
S
Solutions
Platform
Third-partydataandapplications
Profile, Data & Content

Building persistent visitor profiles – applying to all channels
18
environment
variables
+  IP address
+  Country of origin
+  Time zone
+  Device type
+  Operating system
+  Browser type
+  Screen resolution
site behavior
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
offline variables
+  CRM
+  Call center
+  Ticket sales
+  3rd-party data
temporal
variables
+  Time of day
+  Day of week
+  Recency
+  Frequency
referrer
variables
+  Referring domain
+  Campaign ID
+  Affiliate
+  PPC
+  Natural search
+  Direct/bookmark
+  Social graph/login

Augmented with invaluable firmagraphic data and other data
sources through APIs

Analytics & Target Data Synchronization
20
Launch Faster
Fewer configuration steps when setting up an
activity. No success metrics setup and no
reporting audiences required.
Think Bigger
See all Analytics audiences and metrics, right
from within Target.
Dig Deeper
Break down any test by any audience, using any
metric after it runs.
1
2
3
Launch Now.
Learn Later.
Testing and
targeting has
never been
easier
+
1 32 4

Adobe Target: the Personalization Engine
across channels in Marketing Cloud
Experience
Manager
Analytics
Campaign
Media
Optimizer
Creative
CloudSocial2nd Party
3rd Party
1st Party
Master
Marketing
Profile

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2323
Landing/Home Page Confirmation Page
The customer journey

Adobe Campaign: Cross-Channel Orchestration

AWARENESS

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
*Photo credit: http://www. fotolia
Unknown Visitor
➔  Geo-location; Las Vegas, NV
➔  First time visitor
➔  Membership status: Not an Adobe
ID holder
➔  Referring URL: (bing)
➔  Referring search term: (photoshop)
➔  Operating System: Mac OS X
➔  Browser: Safari

AWARENESS
CONSIDERATION

CONSIDERATION
AWARENESS

CUSTOMER IDENTIFIES
HIMSELF
CONSIDERATION
AWARENESS

CUSTOMER IDENTIFIES
HIMSELF
CONSIDERATION
AWARENESS
CROSS-SELL/
UP-SELL

CUSTOMER IDENTIFIES
HIMSELF
AWARENESS
CROSS-SELL/
UP-SELL
CONSIDERATION

CUSTOMER IDENTIFIES
HIMSELF
AWARENESS
CROSS-SELL/
UP-SELL
CONSIDERATION
ADVOCACY

➔  mark.aaron@unr.edu
➔  22 years old, single
➔  Male
➔  Student
➔  Creative Cloud for Teams
Education Subscriber
➔  Huffington Post Reader
➔  Charitable Cause Enthusiast
➔  iPad, Desktop user
➔  Twitter Author
➔  1 of 290,000 Facebook fans*Photo credit: http://www. fotolia
➔  Geo-location; Las Vegas, NV
➔  Membership status: Not an Adobe
ID holder
➔  Referring URL: (bing)
➔  Referring search term: (photoshop)
➔  Operating System: Mac OS X
➔  Browser: Safari
Mark AaronUnknown Visitor

Digital Ecosystem
37
Web Site, Mobile Sites & Mobile Applications
3rd-Party Media – SEM & Display
Serve ads to ideal high-value
targets
Understand campaign
attribution
Social Media
Deliver relevant messaging
Understand impact of
campaigns
Store/Branch
Call Center
Email
Orchestrate DM, EM,
inbound / outbound calls,
branches with digital channels
Customer Profile
Integrated Digital Marketing
Platform
with a common layer of data
& content
Deliver personalized
experience
Consistently across channels

Maturity Models: AdobeTargetPro.com & AdobeMarketingPro.com
38
INCIDENTAL
EXPANDED
DISCIPLINED
STRATEGIC
ALIGNMENT
EMBEDDED
A/B Testing Optimization of
Multiple
Creative or
Experiences
Multi-
variate
Testing
Targeted
Landing
Pages
Custom
Messaging
by
Audience
Segment
Cross-
Channel
Creative and
Experience
Targeting
Profiles
Shared
Across
Channels
Targeted Site
Experiences
Personalized
Messaging
Across
Channels
Digital Creative Testing Targetable Profiles
Multichannel Profile-
Sharing
1 2 3 4 5
Consistent
messaging
Optimize
Media Mix
Personalized
Marketing
based on Site
Behavior

Q&A

The Right Ingredients for Building an Effective Customer Profile

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to The Right Ingredients for Building an Effective Customer Profile

Similar to The Right Ingredients for Building an Effective Customer Profile (20)

More from Demandbase

More from Demandbase (20)

Recently uploaded

Recently uploaded (20)

The Right Ingredients for Building an Effective Customer Profile