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S607_PersonalizationProfitability_RussLewis

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  • The second installment in this series draws a comparison between the setup process of both Adobe Audience Manager and Salesforce Audience Studio. http://bit.ly/2YVxJxU
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  • The second installment in this series draws a comparison between the setup process of both Adobe Audience Manager and Salesforce Audience Studio. http://bit.ly/2YVxJxU
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  • Adobe Analytics for Target provides an easy way to integrate adobe analytics into adobe target. A4T will allow you to stitch and dissect data avoiding the need for multiple data silos. http://bit.ly/2IRa6Rs
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  • It’s February and the Adobe Summit is right around the corner. Here are the top five picks for sessions focused on optimization and personalization with Adobe Target. http://bit.ly/2TLhNeS
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S607_PersonalizationProfitability_RussLewis

  1. 1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
  2. 2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. COMPLETE YOUR PERSONALIZATION & OPTIMIZATION TRACK CARD SHARE ON SOCIAL #AdobeTarget #OptimizationSuperher o #AdobeSummit For a chance to WIN a brilliant prize…
  3. 3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. S607: Personalization & profitability: Combining Adobe Target, Adobe AudienceManager, and Adobe Analytics for success Daniel Stubbs, Executive Director Condé Nast | Russ Lewis, Consulting Manager Adobe
  4. 4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  5. 5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 Pre Adobe State
  6. 6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SOLUTION S CORE SERVICES Adobe Marketing Cloud PLATFORM ANALYTICSEXPERIENCE MANAGER CAMPAIGNMEDIA OPTIMIZER SOCIAL TARGET ACTIVATIO N ASSET S COLLABORATIO N EXCHANG E MOBIL E PROFILES & AUDIENC ES USER MANAGEMENT & ADMINISTRATI ON Data & Content PRIMETIME AUDIENCE MANAGER
  7. 7. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 Daniel Stubbs Executive Director Digital Intelligence, Condé Na Daniel_Stubbs@condenast.com
  8. 8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 Russ Lewis Consulting Manager, Adobe rulewis@adobe.com
  9. 9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 Key Takeaways Start with what you know 1 Prioritize Objectives 2 Evolve automation 3
  10. 10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 Profit from personalization, discover how to scale data and content through Target and the marketing cloud
  11. 11. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Condé Nast 11 100 year old company with 21 brands from fashion to technology
  12. 12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12 2012 • Creative Cloud • Analytics 2014 • Dynamic Tag Manager • Data Work Bench 2015 • Adobe Target Creative • Automated Personalization 2013 • Audience Manager • Target Path to Personalization
  13. 13. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 Key Takeaways Start with what you know 1 Prioritize Objectives 2 Evolve automation 3
  14. 14. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. State of Condé's Business 14
  15. 15. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. This is our reader Read her Facebook feed Call her friend Email her boss See the red carpet photos Comment Read a second story Follow us on social media Sign up for a newsletter Buy the magazine View and Click on the ad Buy the advertised product She will give us 15 seconds to make an impact Make dinner reservation Say something hilarious on social Don’t get hit by car
  16. 16. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalization Problem 16
  17. 17. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What do we know? 17 Loyalty is the top metric for Condé  20x more pages than the average visitor  50% more likely to engage with ads  8x more likely to convert to a subscription
  18. 18. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Prioritization 18 Customer Journey Internal Stakeholders Acquisition – Consume a single piece of content Edit/Audience Development Engagement – Consume multiple pieces of content Edit/Product Management Loyalty – Repeat visitation Edit/Subscription Marketing Conversion – paid subscription Subscription Marketing Monetization – targeted ad experience Digital Ad Sales
  19. 19. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 Key Takeaways Start with what you know 1 Prioritize Objectives 2 Evolve automation 3
  20. 20. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
  21. 21. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 Acquisition: What type of headline attracts? A B Campaign Details Consumer Journey Acquisition Internal Client Edit/Audience Dev Ease of execution Easy Data needed None Engagement lift 56% Learning Alliteration works
  22. 22. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 Engagement: Personalizing content to the user Campaign Details Consumer Journey Engagement Internal Client Audience Dev Ease of execution Medium Data needed Behavioral data Lift in Monetizable Inventory 26.28% Learning Automation works
  23. 23. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  24. 24. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
  25. 25. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
  26. 26. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26 Loyalty: Does a targeted newsletter interstitial increase email acquisition? Campaign Details Consumer Journey Loyalty Internal Client Edit/Product Ease of execution Medium Data needed Behavioral data Email acquisition 10x increase Learning Targeted newsletters increase acquisition significantly
  27. 27. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27 Conversion: How do we personalize magazine cross sells? Campaign Details Consumer Journey Conversion Internal Client Subscription marketing Ease of execution Easy Data needed None Subscription lift 11% Learning Challenge prior knowledge Winner
  28. 28. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28 Key Takeaways Start with what you know 1 Prioritize Objectives 2 Evolve automation 3
  29. 29. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29 DATA INGESTION • Unified user profiling • Rules-based & algorithmic segmentation • Real-time activation & data transfer AUDIENCE SEGMENT DELIVERY / ANALYSIS OUTBOUND TARGETING AUDIENCE SEGMENTATION DATAINPUTS BROWSING / BEHAVIOURAL DATA SUBSCRIBER DATA Adobe AudienceManager AudienceManager at a Glance 2ND / 3RD PARTY DATA Adobe Analytics SOCIA L SEARCHRICH MEDIAVIDEO CAROUSEL DISPLAY DIGITAL EXPERIENCE EMAIL / CRM SITE OPTIMIZATIO N DIGITAL MARKETING MOBILE CRM Authentication Broadcast Publisher Partner Agency Co-op
  30. 30. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Use Case 30 Adobe Target Customer sends information from database 1 Database sends cookie matches to Audience Manager 2 Audience Manager sends data to Target3 Audience Manager
  31. 31. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Developing the “Right” Message Goal Create persona for Addicts to inform test copy and creative design Glamour Addict: Lauren Age: 35 Occupation: Stay-at-home mom of 2 kids HHI: $100K+ “’I may be a busy stay-at-home mom who’s always on the go but I have many interests and always want to make sure I look good!” Style I may be a mom but I especially want to make sure I have fabulous hair Dining I’m always on-the-go so ready-to-eat foods are my best friend. I also like to indulge in delicious pastries! Travel Traveling to foreign places is a great way for me to learn about other cultures Media I’m always up-to-date with the latest news & current events Analysis Used Audience Manager/comScore-Fusion MRI to gather psychographic/demographic information about Addicts 31
  32. 32. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Phase 1 Testing Experience A Control Copy Control Creative Experience B Test Copy Control Creative Experience C Test Copy Test Creative Test Population: All Glamour.com Visitors Test Design: 3 Experiences, 33/33/33 split Testing Period: January 12 – January 30, 2015 (~3 weeks) 32 Result: Experience B performed best in aggregated and across most segments (including Addicts)
  33. 33. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Results to date Experience A Control Copy Control Creative Experience B Test Copy Control Creative Experience C Test Copy Test Creative Top Performing Segments: Addicts Bottom Performing Segments: Mobile/Social visitors, New visitors 33 Winner: 23% Lift
  34. 34. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34
  35. 35. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Propensity Model – New Yorker Paywall 35
  36. 36. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Propensity Model – New Yorker Paywall 36  Majority of visitors have very low likelihood to subscribe  Those in the 60-80% range total to be approximately 250,000 visitors
  37. 37. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 37
  38. 38. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38 Key Takeaways Start with what you know 1 Prioritize Objectives 2 Evolve automation 3
  39. 39. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 39 Q&A Daniel Stubbs Daniel_Stubbs@condenast.com LinkedIn: /pub/dan-stubbs/17/833/670 Russell Lewis rulewis@adobe.com LinkedIn: /russelljlewis
  40. 40. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Every Session Tuesday Wednesday Thursday $100 Gift Card $10 Gift Card $100 Gift Card SKI Swag Take the Survey to WIN!(“surveys” section of mobile app)
  41. 41. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Integration Requirements - http://adobe.ly/1zy0P6o 1. Configure Destination 2. Update mbox.js 3. Validate parameters 41 4. Create Segments
  42. 42. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How we are passing the data 42  Pass mboxPCID to Analytics  Build model in Data Workbench  Identify which SiteCatalyst ID’s fall into the top deciles of the model  Push these ID’s over to Target

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