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RIDING THE EXPERIENCE BUSINESS WAVE: FROM BASIC EMAIL PERSONALISATION TO CUSTOMER JOURNEY MANAGEMENT

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sinnerschrader
sinnerschrader

Today’s consumers want it all. And they want it now, and anywhere they interact with brands. Delivering meaningful experiences on every touchpoint is becoming the new competitive battleground for companies. In this presentation you will learn how to connect email to other (digital) channels and how to create contextual experiences along the entire customer journey, to drive loyalty and revenue.

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© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Riding the Experience Business Wave From Basic Email Personalisation to Customer Journey Management Timo Kohlberg | Product Marketing Manager Adobe @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. H E L P I N G COMPANIES TO CATCH THE EXPERIENCE WAVE B E F O R E MY FIRST REAL WAVE MY HOME WAVE EISBACH | MUNICH | GERMANY @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. THE NEXTWAVE EXPERIENCE DELIVERY Unify and simplifycross-channel workflows and experiences CONTENT Content Velocity DATA Profile & Identity FRONT OFFICE WAVE BACK OFFICE WAVE CRMCommerce and order Mgmt. PIM POS (standard, mobile, kiosk) CMS Marketing Automation Merchandising Behaviora l Data Store Operations Inventory Mgmt. ERP Spend and Supply Mgmt. Business Intelligence DECISIONING & ALGORITHMS @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. 4 BACK OFFICE WAVE FRONT OFFICE WAVE EXPERIENCE BUSINESS WAVE CTO / CIO / CFO owner VP Sales / CIO owner Consumer owner @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Catching the Experience Business Wave Email Marketing IncreasingProgramComplexity>>> <<< Increasing Relevancy to Customer/Member Email Plus connected to digital channels Campaign Orchestration Journey Managemen t @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Catching the Experience Business Wave Email Marketing IncreasingProgramComplexity>>> <<< Increasing Relevancy to Customer/Member Email Plus connected to digital channels Campaign Orchestration Journey Managemen t HOW TO… • Personalise the email experience • Use triggers/events in emails • Contextualise content and offers @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Personalise the Email Experience LOYALTY PROFILE RECAP INFORMATION REWARD VOUCHER LOADING BAR LOYALTY STATUSVIEW CURRENT STATUS POINT BALANCE AN EMAIL HEADER THAT MOTIVATES: • Personalised profile info • Personalised loading bars Email Marketing Email Plus connected to digital channels @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. KEY PRINCIPLES PURCHASE PURCHASE & PRODUCT INFO RECONCILIATION PRODUCT CATEGORY LIFETIME EMAIL TRIGGERED BASED ON CUSTOMER REACHING THE PRODUCT CATEGORY LIFETIME • Discount offer on repurchase • Cross-sell push • High open rate • High reactivity rate Use Triggers & Events In Emails Email Marketing Email Plus connected to digital channels @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. 9 Personalised emails bring an increase of 29% higher open rates and 41% higher Email Marketing Email Plus connected to digital channels CONNECTING EMAIL TO WEB Contextualise content and offers @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Catching the Experience Business Wave Email Marketing IncreasingProgramComplexity>>> <<< Increasing Relevancy to Customer/Member Email Plus connected to digital channels Campaign OrchestrationHOW TO… • Use preferences and customer feedback • Deliver the right content/offers across channels • Automate campaigns along the customer lifecycle @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Use Preferences and Customer Feedback Email Marketing Email Plus connected to digital channels Campaign Orchestration
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Direct Mail Email Website Email Marketing Email Plus connected to digital channels Campaign Orchestration Deliver The Right Content/Offers Across Channels @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. 13 Automate Campaigns Along the Customer Lifecycle Time Custome r Value Acquire Information Profile/Subscriptio n Nurturing Retain Prospect New Customer Active Client Brand Advocate Losing momentum client Qualify Welcome program Birthday campaign Convert Pers. offers Remarketing Motivate Thank you letter POS communications Grow Tell-a-Friend Replenishment Reactivate Loyalty Email Marketing Email Plus connected to digital channels Campaign Orchestration @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Catching the Experience Business Wave Email Marketing IncreasingProgramComplexity>>> <<< Increasing Relevancy to Customer/Member Email Plus connected to digital channels Campaign Orchestration Journey Managemen t HOW TO… • Be consistent across all touchpoints • Bridge anonymous and authenticated communicatons • Deliver superior customer experiences everywhere @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Visits Marriott.com, searches NYC and abandons Returns to Marriott.com Googles ‘New York City Hotels’ Books NYC reservation on M.com Pre-Arrival Period Browses other travel sites for NYC destination info Guest Arrives on Property Signs into MR My Account page Audience-based search bidding 1 Dynamic displayad targets NYC destination 2 Abandoned Search email highlights NYC 3 Home page highlights NYC destination 4 Personalized member offers NYC Destination highlight 5 Personalized ancillaryoffers on reservation confirmation email 6 Personalized Mobile app invitation email 7 On-property, contextual offers pushed in App via Beacons 1 8 15 Email Marketing Email Plus connected to digital channels Campaign Orchestration Journey Management @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Home page highlights NYC destination 4 Abandoned Search email highlights NYC 3 Visits Marriott.com, searches NYC and abandons Returns to Marriott.com Googles ‘New York City Hotels’ Books NYC reservation on M.com Pre-Arrival Period Browses other travel sites for NYC destination info Guest Arrives on Property Signs into MR My Account page Audience-based search bidding 1 Dynamic displayad targets NYC destination 2 Personalized member offers NYC Destination highlight 5 Personalized ancillaryoffers on reservation confirmation email 6 Personalized Mobile app invitation email 7 On-property, contextual offers pushed in App via Beacons 1 8 16 Email Marketing Email Plus connected to digital channels Campaign Orchestration Journey Management @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Lobby @2:22pm Front desk @2:24pm Near Spa @2:39pm By Pool @3:38pm ENJOY YOUR STAY INFORMATION ABOUT THE HOTEL RESTAURANT / BAR ENCOURAGE GUESTS TO VISIT AND STAY STARBUCKS SPECIAL OFFERS AND EXPERIENCES HOTEL PROMOTE HAPPY HOUR OR SIGNATURE DRINK Email Marketing Email Plus connected to digital channels Campaign Orchestration Journey Management @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Riding the Experience Business Wave (The Future of Campaign Management) @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Predictive Subject Line Key Capabilities  Predict open rates  Analyse subject line  Suggest alternative words  Compute a predicted open rate Status: Adobe Thought Leadership “This information is not a product roadmap and Adobe has no obligation to develop any features or functionality pursuant to this content.” @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.  490M in the world, 63% daily active users  Average number of friends per business account: 5.5M LINE Status: Adobe Thought Leadership “This information is not a product roadmap and Adobe has no obligation to develop any features or functionality pursuant to this content.” @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Trigger and personalise messages based on Campaign data Send personalised coupons based on Campaign data Gather email and opt-in from LINE to Campaign Screenshots are not real examples Messenger Apps as Campaign Channel Status: Adobe Thought Leadership “This information is not a product roadmap and Adobe has no obligation to develop any features or functionality pursuant to this content.”
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. 22 Adobe Marketing Cloud Solutions Core services Places PlatformPeople Assets Mobile Activation Data science Data Content Media Optimizer Social Audience Manager Target Primetime Experience Manager Campaign Analytics @t_kohlberg | #NEXT16
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Timo Kohlberg kohlberg@adobe.com Twitter: @t_kohlberg LinkedIn: Timo- Kohlberg Thank you!
© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.

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RIDING THE EXPERIENCE BUSINESS WAVE: FROM BASIC EMAIL PERSONALISATION TO CUSTOMER JOURNEY MANAGEMENT

  • 1. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Riding the Experience Business Wave From Basic Email Personalisation to Customer Journey Management Timo Kohlberg | Product Marketing Manager Adobe @t_kohlberg | #NEXT16
  • 2. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. H E L P I N G COMPANIES TO CATCH THE EXPERIENCE WAVE B E F O R E MY FIRST REAL WAVE MY HOME WAVE EISBACH | MUNICH | GERMANY @t_kohlberg | #NEXT16
  • 3. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. THE NEXTWAVE EXPERIENCE DELIVERY Unify and simplifycross-channel workflows and experiences CONTENT Content Velocity DATA Profile & Identity FRONT OFFICE WAVE BACK OFFICE WAVE CRMCommerce and order Mgmt. PIM POS (standard, mobile, kiosk) CMS Marketing Automation Merchandising Behaviora l Data Store Operations Inventory Mgmt. ERP Spend and Supply Mgmt. Business Intelligence DECISIONING & ALGORITHMS @t_kohlberg | #NEXT16
  • 4. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. 4 BACK OFFICE WAVE FRONT OFFICE WAVE EXPERIENCE BUSINESS WAVE CTO / CIO / CFO owner VP Sales / CIO owner Consumer owner @t_kohlberg | #NEXT16
  • 5. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Catching the Experience Business Wave Email Marketing IncreasingProgramComplexity>>> <<< Increasing Relevancy to Customer/Member Email Plus connected to digital channels Campaign Orchestration Journey Managemen t @t_kohlberg | #NEXT16
  • 6. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Catching the Experience Business Wave Email Marketing IncreasingProgramComplexity>>> <<< Increasing Relevancy to Customer/Member Email Plus connected to digital channels Campaign Orchestration Journey Managemen t HOW TO… • Personalise the email experience • Use triggers/events in emails • Contextualise content and offers @t_kohlberg | #NEXT16
  • 7. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Personalise the Email Experience LOYALTY PROFILE RECAP INFORMATION REWARD VOUCHER LOADING BAR LOYALTY STATUSVIEW CURRENT STATUS POINT BALANCE AN EMAIL HEADER THAT MOTIVATES: • Personalised profile info • Personalised loading bars Email Marketing Email Plus connected to digital channels @t_kohlberg | #NEXT16
  • 8. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. KEY PRINCIPLES PURCHASE PURCHASE & PRODUCT INFO RECONCILIATION PRODUCT CATEGORY LIFETIME EMAIL TRIGGERED BASED ON CUSTOMER REACHING THE PRODUCT CATEGORY LIFETIME • Discount offer on repurchase • Cross-sell push • High open rate • High reactivity rate Use Triggers & Events In Emails Email Marketing Email Plus connected to digital channels @t_kohlberg | #NEXT16
  • 9. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. 9 Personalised emails bring an increase of 29% higher open rates and 41% higher Email Marketing Email Plus connected to digital channels CONNECTING EMAIL TO WEB Contextualise content and offers @t_kohlberg | #NEXT16
  • 10. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Catching the Experience Business Wave Email Marketing IncreasingProgramComplexity>>> <<< Increasing Relevancy to Customer/Member Email Plus connected to digital channels Campaign OrchestrationHOW TO… • Use preferences and customer feedback • Deliver the right content/offers across channels • Automate campaigns along the customer lifecycle @t_kohlberg | #NEXT16
  • 11. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Use Preferences and Customer Feedback Email Marketing Email Plus connected to digital channels Campaign Orchestration
  • 12. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Direct Mail Email Website Email Marketing Email Plus connected to digital channels Campaign Orchestration Deliver The Right Content/Offers Across Channels @t_kohlberg | #NEXT16
  • 13. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. 13 Automate Campaigns Along the Customer Lifecycle Time Custome r Value Acquire Information Profile/Subscriptio n Nurturing Retain Prospect New Customer Active Client Brand Advocate Losing momentum client Qualify Welcome program Birthday campaign Convert Pers. offers Remarketing Motivate Thank you letter POS communications Grow Tell-a-Friend Replenishment Reactivate Loyalty Email Marketing Email Plus connected to digital channels Campaign Orchestration @t_kohlberg | #NEXT16
  • 14. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Catching the Experience Business Wave Email Marketing IncreasingProgramComplexity>>> <<< Increasing Relevancy to Customer/Member Email Plus connected to digital channels Campaign Orchestration Journey Managemen t HOW TO… • Be consistent across all touchpoints • Bridge anonymous and authenticated communicatons • Deliver superior customer experiences everywhere @t_kohlberg | #NEXT16
  • 15. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Visits Marriott.com, searches NYC and abandons Returns to Marriott.com Googles ‘New York City Hotels’ Books NYC reservation on M.com Pre-Arrival Period Browses other travel sites for NYC destination info Guest Arrives on Property Signs into MR My Account page Audience-based search bidding 1 Dynamic displayad targets NYC destination 2 Abandoned Search email highlights NYC 3 Home page highlights NYC destination 4 Personalized member offers NYC Destination highlight 5 Personalized ancillaryoffers on reservation confirmation email 6 Personalized Mobile app invitation email 7 On-property, contextual offers pushed in App via Beacons 1 8 15 Email Marketing Email Plus connected to digital channels Campaign Orchestration Journey Management @t_kohlberg | #NEXT16
  • 16. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Home page highlights NYC destination 4 Abandoned Search email highlights NYC 3 Visits Marriott.com, searches NYC and abandons Returns to Marriott.com Googles ‘New York City Hotels’ Books NYC reservation on M.com Pre-Arrival Period Browses other travel sites for NYC destination info Guest Arrives on Property Signs into MR My Account page Audience-based search bidding 1 Dynamic displayad targets NYC destination 2 Personalized member offers NYC Destination highlight 5 Personalized ancillaryoffers on reservation confirmation email 6 Personalized Mobile app invitation email 7 On-property, contextual offers pushed in App via Beacons 1 8 16 Email Marketing Email Plus connected to digital channels Campaign Orchestration Journey Management @t_kohlberg | #NEXT16
  • 17. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Lobby @2:22pm Front desk @2:24pm Near Spa @2:39pm By Pool @3:38pm ENJOY YOUR STAY INFORMATION ABOUT THE HOTEL RESTAURANT / BAR ENCOURAGE GUESTS TO VISIT AND STAY STARBUCKS SPECIAL OFFERS AND EXPERIENCES HOTEL PROMOTE HAPPY HOUR OR SIGNATURE DRINK Email Marketing Email Plus connected to digital channels Campaign Orchestration Journey Management @t_kohlberg | #NEXT16
  • 18. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Riding the Experience Business Wave (The Future of Campaign Management) @t_kohlberg | #NEXT16
  • 19. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Predictive Subject Line Key Capabilities  Predict open rates  Analyse subject line  Suggest alternative words  Compute a predicted open rate Status: Adobe Thought Leadership “This information is not a product roadmap and Adobe has no obligation to develop any features or functionality pursuant to this content.” @t_kohlberg | #NEXT16
  • 20. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.  490M in the world, 63% daily active users  Average number of friends per business account: 5.5M LINE Status: Adobe Thought Leadership “This information is not a product roadmap and Adobe has no obligation to develop any features or functionality pursuant to this content.” @t_kohlberg | #NEXT16
  • 21. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Trigger and personalise messages based on Campaign data Send personalised coupons based on Campaign data Gather email and opt-in from LINE to Campaign Screenshots are not real examples Messenger Apps as Campaign Channel Status: Adobe Thought Leadership “This information is not a product roadmap and Adobe has no obligation to develop any features or functionality pursuant to this content.”
  • 22. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. 22 Adobe Marketing Cloud Solutions Core services Places PlatformPeople Assets Mobile Activation Data science Data Content Media Optimizer Social Audience Manager Target Primetime Experience Manager Campaign Analytics @t_kohlberg | #NEXT16
  • 23. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. Timo Kohlberg kohlberg@adobe.com Twitter: @t_kohlberg LinkedIn: Timo- Kohlberg Thank you!
  • 24. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.