The document discusses Guardian Professional's use of marketing technology to drive audience engagement. It introduces Guardian Professional and outlines their goal to enable deeper audience engagement and increase revenue through digital expansion. It then discusses their current use of Adobe Marketing Cloud and ExactTarget solutions to personalize the user experience across devices and measure results. Finally, it outlines their future vision to further leverage behavioral data and cross-channel personalization using solutions like Adobe Analytics, Target, and Experience Manager to improve campaign performance and results.

1. Guardian Professional
Mark Terry, Digital Marketing Manager
Guardian News & Media

2. Optimising DatatoDriveEngagement
Agenda:
• Introducing Guardian Professional
• Guardian Professional – Marketing Challenge
• Guardian Professional – Today
• Guardian Professional – The Future
• ExactTarget + Adobe Partnership
• Q & A

3. Deliver ROI Through Relevancy

4. Todays Speakers
Mark Terry
Digital Marketing Manager
Guardian News & Media
Matt Burbidge
Regional Alliance Manager EMEA
ExactTarget
Tola Jinadu
Senior Solutions Consultant
ExactTarget
Jamie Brighton
Product Marketing Manager EMEA
Adobe

5. The Guardian & Guardian ProfessionalThe Guardian
• 80m monthly unique users
• 7m registered users
• A “progressive” audience
• Growing mobile audience
• Pushing open journalism
Delivering a seamless offering
for professionals and those
who want to reach and engage
with them.

6. The Guardian
Guardian events

7. Guardian Professional – Core Sectors
Education Media Public SectorNot For ProfitBusiness

8. 29M UK Workforce
ONS - March 2012
30% ‘actively job-seeking’
37% ‘job receptive’
33% ‘job satisfied’

9. Active & receptive job seekers
30% ‘actively job-seeking’
37% ‘job receptive’
33% ‘job satisfied’
Chris
Active
Carol
Receptive

10. Guardian Professional
The Challenge
“To enable a deeper level of audience
engagement and increase revenue generation as
the business continues its digital expansion”

11. Guardian Professional
• Insight
• Efficiency
• Targeting
• User Centered Experience

12. Multiple Devices

13. Guardian Professional
• Solution Today
Mark Terry
• Digital/Online professional
• Living in London
• Current role: Communications Manager
• Manager Level
• Interests: Marketing, New Media, Social
Media & Digital

14. Mark visits Guardian home page
and clicks through to Guardian
Media Network
Mark likes the content, decides
to find out more and joins the
Media Network

15. Mark receives welcome
emails, containing relevant
content based on his profile
Mark receives profile driven
emails from the Media Network
& Guardian Jobs
Mark continues to engage via the
emails and content. A couple of
months later, a jobs catches his eye
and he gets it!

16. Deliver ROI through relevancy
+

17. Adobe Marketing Cloud Solutions
• Emerging Solutions: Video, Mobile, Predictive, Campaign Management, Digital Readiness, …
Adobe Target
Adobe Media Optimizer
Adobe SocialAdobe Analytics
Adobe Experience Manager
Adobe® Marketing Cloud

18. Improve Email Conversion in 4 Stages
Adobe Analytics
1. Integrate
2. Segment
3. Trigger
4. Optimise

19. Guardian Professional
• The Future
Mark Terry
• Digital/Online professional
• Living in London
• Current role: Communications Manager
• Manager Level
• Interests: Marketing, New Media, Social
Media & Digital
Adobe Analytics

20. Mark visits Guardian home page
during lunch and clicks through to
Guardian Digital Media
Mark likes the content, decides
to find out more and joins the
Media Network
Mark Terry,
Persona
Persona
Persona
Persona
Persona
Adobe Analytics

21. Mark receives welcome emails,
containing rich behavioural driven
content.
Adobe Analytics

22. Mark receives a really interesting job in
an email, starts to apply but does not
complete the application. Re-targeting
emails are then triggered
Adobe Analytics

23. Re-market to Lost Conversions
23
Cart Additions
Checkouts
Orders
1,741
82.6%
1,438
9.6%
138
Adobe Analytics

24. Test Multiple Offers
Adobe Target
Free Shipping All Month!
Get 10% off on all Men’s wear
B
A

25. Push the Winner Dynamically on Open
Adobe Target
Get 10% off on all Men’s wear
AGet 10% off on all Men’s wear

26. Make Offers Relevant Based on Behaviour
Adobe Target
Get 10% off on all Men’s wear
Get 10% off on all Men’s wear
Targeted
Recommendations

27. Design a Landing Page in Adobe CQ
Adobe Experience Manager

28. Interactive Content Drives Engagement
Adobe Experience Manager
Get 10% off on all Men’s wear
Enhanced
Product Views

29. Easily Link the Form to an ExactTarget Email List
Adobe Experience Manager

30. Design an Email in Adobe CQ
Adobe Experience Manager

31. Include Personalisation from ExactTarget
Adobe Experience Manager

32. Name the Email & Publish to ExactTarget
Adobe Experience Manager

33. Send the Email from ExactTarget
Adobe Experience Manager

34. Ready for Deployment Right Away
No need to add code
to your web pages to
launch an integration!

35. Automatically Configure the Integration in Adobe CQ

36. Easy to Share

37. Integrated Email Data Looks Like…
With site conversion data from Adobe
 Revenue
 Orders
 Conversion Rate
 Average Order Value, etc.
Email campaign data from partner
 Campaign Attributes
 Opens
 Bounces
 Click-through
Site Conversion
Metrics
Email Campaign
Metrics

38. Thank You