The document discusses personalization and how using customer data can improve marketing outcomes. It defines personalization as using data to deliver a relevant experience across channels. Personalization can increase conversion rates by 10-14% and lift sales by 19%. While many marketers have separate strategies for different channels, an integrated approach is more effective. Personalization becomes a competitive advantage when done right. The document advocates for using first, second, and third party data and focusing on relevance to transform unknown customers into advocates.

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The personalisation spectrum
Jamie Brighton | Strategic Marketing, Adobe

2. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jamiebrighton #fom14
Key Takeaways
Optimising the
experience for the
unknown customer
widens the funnel.
1
Orchestrating the
conversation with
known customers
creates advocates.
2
Personalisation creates
competitive advantage.
3

3. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jamiebrighton #fom14
Adobe’s definition of personalisation
Personalisation is the use of
data to deliver a relevant and
engaging experience to a
consumer across channels and
devices

4. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jamiebrighton #fom14
10%
Conversion rates
14%
Lift in RPV
Why this is important
19%
Uplift in sales
14%
Click-through rates

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More organisations could be extending their
campaigns cross-channel
% of respondents
We have a joined up
campaign strategy
We have a separate
strategy per channel
Other
Unsure
35%
33%
25%
8%
Source: Adobe & Guardian Media Network Personalisation Study 2014
Data is a key factor
Marketers achieve higher
ROI and response rates, but
data remains a key
differentiating factor
Marketers are starting to become more comfortable
with privacy & personalisation
% of respondents have concerns
NO60%
YES
40%
66%Organisations do
not have a
personalisation
strategy
What do marketers say?

6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Standard customer types
Anonymous visitor
Visitor that engages with the brand through paid,
owned or earned media without providing PII.
Known customer
Visitor that has provided PII to the brand (and consent to
use that PII in communications) and is receiving a direct
communication or is authenticated/logged in.

7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Standard data types
9
First-party
Data collected directly by the organization.
Second-party
Data shared by a trusted source.
Third-party
Aggregated data from other sources.
• Web behavior
• Survey responses
• PII examples:
− Email address
− Postal address
− Telephone number
− Social Security number
• Data shared between a credit card company
and a co-brand partner such as an airline
• The airline provides loyalty program data to the
credit card company
• The credit card company provides spend
pattern data to the airline
• May be PII
• Data purchased from providers like Bizo,
Exelate or Acxiom
• Demographic data
• Spend-pattern data
• Geographic data
$

8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
AdvocacyCross-sell/up-sellAwareness Consideration Self-identification
KnownAnonymous
Rules-based targeting
of known customers
Campaign planning &
orchestration
Cross-channel execution
Integrated known
customer profile
Profile Management Core Service
Data – Content – APIs – Core Services
Algorithmic-based
targeting & decisioning
A/B & multivariate testing
Conversion optimization
Product recommendations
Web/Mobile
Personalization
Display Advertising
Personalization
Direct
Personalization
Advertising personalization
Audience Management
13
Anonymized data

9. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jamiebrighton #fom14
Our personalisation efforts focus on first-time visitors through to loyal customers

10. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jamiebrighton #fom14
Call to Action
1 | Use data and content to personalise.
2 | Focus on relevance and user experience on the web.
3 | Use first, second and third party data.
4 | Nurture customers to turn them in to advocates.

11. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jamiebrighton #fom14
Jamie Brighton
jbrighto@adobe.com
Twitter: @jamiebrighton
LinkedIn: jamiebrighton