The document discusses how brands aim to deliver consistent personalized experiences to customers but marketing is fragmented across channels, data, and technology. It notes that 33% of marketers coordinate campaigns to prevent duplicate communications, 28% are connecting channels for omnichannel experiences, and 18% are unifying data sources. However, 60% use limited piecemeal solutions. The customer journey and media industry are also fragmented. The document argues that converging advertising and marketing technology can provide a single foundation for data activation and journey management.

1. The Reality of Connecting Ad Tech & Mar Tech
Toccara Baker I Senior Product Marketing Manager, Advertising Cloud EMEA

2. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 2
Brands Aspire to Deliver a
Consistent, Personalised Experience

3. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Fragmentation is a Problem for Marketers
33% 28% 18% 60%
33% of marketers
are coordinating
campaigns to prevent
customers from
receiving multiple
communications
28.2% of marketers
are connecting
channels for an
omnichannel customer
experience
18.3% of UK and
US marketers
said they were currently
unifying data sources
into a 360-degree
customer view
60%+ of marketers
are using limited
piecemeal or fragmented
best of breed solutions
across their technology
stack

4. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Technology
changes have
fragmented
consumption
1975 1980 1985 1990 1995 2000 2005 2010 2015 2020
VCR
Cabl
e
DBS
Satellite
Broadband
HDTV
VOD
Smartphon
e
TV Skinny
Bundles
DVR
HD
DVD
Blu-Ray
Satellite
Radio
Time-
shifted
Viewing
7th Gen Game
Console
Smart
TV
Tablet
Streamin
g Radio 8th Gen
Game
Console
WHAT’S
NEXT?

5. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
PURCHASE
CONSIDERATION
AWARENESS
USE
COM PARISON
TOOL
CUSTOMER
SERVICEONLINE
CHAT?
VISIT A
STORE
TRACK
PURCHASE
REVIEW
FAQ
SEARCH
LINK
FROM
FACEBOOK
BROWSE
TAG
CLOUDS
UPLOAD
PICTURE
SEARCH
BLOGGERS
RATE AND
REVIEW
WATCH
YOUTUBE
GOOGLE
CHECK
CRAIGSLIST
RESALE
CHECK
INTEREST
BUY VIA
MOBILE
GEO
OFFERS
INVITE
FRIENDS
TO SHOP
ASK
TWITTER
SMS
COUPONS
4SQ
TIPS
FOLLOW
BRANDS
TWITTER
SNAP
OR
CODE
The customer journey
is fragmented

6. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
The media industry is siloed…
#AdobeSummit

7. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Internally, brands tend to be siloed…
#AdobeSummit
SALES MARKETING
TECHNOLOG
Y
FINANCE
OPERATION
S
CREATIVE
PRODUCTIO
N
ANALYTICS MEDIA
DATA
SCIENCE
AND WITHIN MARKETING
AT BOARD LEVEL

8. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 8

9. © 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential Adobe Advertising Cloud
SEARCH DISPLAY VIDEO AUDIOCTVSOCIAL TVNATIVE DOOH
AUDIENCE
BUYING
MANAGEMENT
REPORTING
PLANNING
FORECASTING
MEASUREMEN
T
ATTRIBUTION
OPTIMIZATION
DATA
ASSETS
PERFORMANC
E
BRANDING
ANALYTICS
CUSTOME
R
CREATIVE
MARKETIN
G
PLANNING
Teams
Technology

10. Point Solutions
Create Complexity

11. 11
ADVERTISING
EXPERIENCE

12. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Brands Need to Understand Their Full Tech Stack
Audience
Management
Data
Management
Platform
(DMP)
CRM
Retargeting
Media Buying/Bid
Management
Demand Side
Platform
(DSP)
Search
Measurement &
Attribution
Verification &
Viewability
Audience
Validation
Digital
Attribution
Brand
Studies
Online and
In-Store Purchase
Reporting &
Analytics
Ad Servers
Tag
Management
Creative
Management
Site Analytics
ROI / Econometric
Analysis
Creative
Production /
Development
Deployment /
Optimization

13. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Converging AdTech & MarTech
Provides A Single Foundation for Data Activation and Journey
Management
13
Advertising
Investment
Marketing
Investment
CRM
Investment

14. 14
32% 33%
26%
9%
7%
26%
49%
18%
We have a highly integrated,
cloud-based technology
stack
We have a somewhat
integrated, cloud-based
technology stack
We have a fragmented
approach with inconsistent
integration between
technologies
We have little or no cloud-
based technology
CX leaders Others
What best describes your organisation’s approach to marketing and customer
experience technology? (by CX maturity)

15. Which three marketing-
related areas do you
expect to jump furthest
up your organisation’s
priority list in 2019?
(the marketer view)
15
1%
2%
14%
21%
25%
32%
39%
42%
42%
55%
Other
None of the above
Managing headcount and realignment of
job functions
Increased automation of time-consuming
tasks
Scalable campaign management
Building an integrated experience
platform
Understanding return on marketing
investment (ROMI)
Integration of marketing tools for greater
efficiencies and better workflow
Improving customer intelligence and
insights for a holistic customer view
Better use of data for more effective
audience segmentation and targeting

16. What are the top three
marketing-related
challenges most likely to
keep you awake at night?
(the marketer view)
16
2%
3%
16%
20%
28%
34%
38%
40%
41%
44%
Other
None of the above
Poor reporting attribution
Lack of specialist marketing expertise
Personalising customer experience
without violating consumer privacy
Lack of marketing technology integration
Lack of internal resources
Ensuring consistent experience
throughout the customer lifecycle
Difficulty tracking marketing effectiveness
and media spend
Difficulty getting a holistic view of
customers across all interactions

17. © 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential Adobe Advertising Cloud
DATA
Process

18. 18
WORKFLOW &
INSIGHTS
SEGMENTATION &
OPTIMIZATION

19. 19
WORKFLOW &
INSIGHTS

20. Teams &
Technology

21. 21
87%of customers say…
that brands need to put more effort into
providing a seamless experience across
all channels

22. 22
50% of marketers have…
Insufficient
Technology to Get
Value From Data

23. 23
ANALYTICS
TEAM
ANALYTICS
PLATFORM
CLICK-
THROUGH
DATA
ANALYTICS
SOURCE OF
TRUTH
MARKETING
TEAM
MULTIPLE
AD
PLATFORMS
VIEW-
THROUGH
DATA
MEDIA
SOURCE OF
TRUTH

24. 24
ANALYTICS
TEAM
MARKETING
TEAM
of companies are considered
“laggards” in Analytics
78%
of companies don’t have a
strategy to activate their data
61%

25. 25
Get rid of the politics.
Remove the silos.
Help the customer.
Innovate yourselves.

26. 26
1.6xbrand
awareness
1.9xaverage
order value
1.9xreturn on
ad spend
1.6xcustomer
lifetime value
1.5xemployee
satisfaction
1.7xcustomer
retention
1.6xcustomer
satisfaction
rates
36%
Faster
revenue
growth rates
Making Experience Your Business Is Good For Business

27. 27
SEGMENTATION &
OPTIMIZATION

28. AdobeAdvertising
Cloud
Adobe Advertising Cloud
Data

29. AdobeAdvertising
Cloud
Adobe Advertising Cloud
First-Party Data

30. Adobe Advertising Cloud

31. Adobe Advertising Cloud
PRIVACY

32. Adobe Advertising Cloud
PERFORMANCE
Source: https://hello.econsultancy.com/the-promise-of-first-party-da
62%
68% 64%
74%
30% 23% 31%
18%
8% 9% 5% 8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Highest lift among our data
sources
Easiest financial justification
for use
Highest increase to our
customer lifetime value
Greatest insight into
customers
First Party Data Second Party Data Third Party Data

33. 85% of brands say their segmentation
strategy is based on broad, simple
clustering
85%

34. 0.1%Average Conversion Rate
Sales
Conversions
& Revenue

35. 35
Non-Converters Converters

36. 36
15 Minutes on Site
10 Minutes on Site
15 Minutes on Site
<1 Minutes on Site
10 Pageviews
5 Pageviews
2 Pageviews
Bounce
Add to Cart
Email Sign-up
DetailsView
N/A

37. 37
85%Of organizations
who use behavioral insights to understand the customer’s
path to conversion generate more incremental revenue
and outperform their competition by as much as 85% in
sales growth.

38. 38
85% of brands say their segmentation strategy is based on broad, simple clustering
13-18%
Integrated ROI Lift
69 Clients | 380 Portfolios | All MajorVerticals
ANALYTICSADVERTISING

39. © 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential Adobe Advertising Cloud
DATA
AUDIENCE
CREATIVE
OWNED
PAID
EARNED
BUYING

40. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
40
Creative Cloud
Integration
Omni-Channel
DSP
Built on Experience
Platform
Advertising in the Experience Era

41. 41

42. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
ADOBE SUMMIT | MAY 15 -16 LONDON

43. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
AdobeAdvertisingCloud
Toccara Baker
Senior Product Marketing Manager, Adobe Advertising Cloud EMEA