Delivering on the Experience Promise: A DMP Roadmap Toward Maturity

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Shelley Wise
Vice President, Integrated Marketing
Princess Cruises
Your Speakers
1
Shoaib Alam
Senior Solutions Consultant
@Adobe

S101: Delivering on the Experience Promise: A DMP Roadmap Toward Maturity
Tuesday, March 26, 04:00 PM - 05:00 PM | Venetian - Palazzo A

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 3
1 2 3How The Industry and The
Digital Marketing Landscape Is
Evolving
How can You You Master The
Art & Science Of This Evolution
How Can Adobe Help

A Strong Foundation
4

A Rebuild
5

Experience Drives the Desire to Travel
Source: Adobe Digital Insights - Travel Trends
TRAVEL REASONS BY SHARE OF MENTIONS (GLOBAL, JAN 2016 – MAR 2017)
SOURCE: ADOBE SOCIAL
100%
BUCKET LIST CULTURE WORK HONEYMOON/ANNIVERSARY RELAX PARTY ECO LEARNING
3%
0%
3%
5%
8%10%15%26%30%

Happiness and Loyalty across the Guest Lifecycle
Awareness
Imagine
GUEST ENGAGEMENT LIFECYCLE
ENGAGEMENT
Explore
Experience Share & Relive
Book
Enrich
Happiness
Advocacy
Your Opportunity
Experience Investment /
Harmonisation
GAP
EXPERIENCE
INVESTMENT
Retention
Win-back
Happiness Loyalty

Importance in Using Data to Optimize Customer Experience
Use online data
to optimize the
offline experience
46%
Use offline data
to optimize the
online experience
39%
Econsultancy / Adobe Digital Intelligence Briefing

Princess Cruises – A Success Story

PASSENGER PROFILE
Shelley Wise
BORN:
Houston, Texas
COLLEGE:
University of Southern
California
§ Married 18 years
§ 2 sons
§ Love movies, TV, books, travel
§ Favorite Movie: Lord of the Rings
§ Favorite Book: The Hours
§ Favorite Place I’ve been: New Zealand

DMP’S
STORE: House, manage, optimize, organize,
and segment large amounts of data, making
it actionable for a variety of applications.
LEARN: Analyze and understand
behavioral and attitudinal audience
characteristics.
ACTIVATE: Connect directly to DSPs to
allow advertisers to purchase inventory
against insights drawn from analysis
3rd Party Data
Demographics
Geographic
Psychographics
Online Behaviors
Purchase Behavior
Credit Worthiness
2nd Party Data
Direct relationships with publisher
partners
1st Party Data
Offline CRM Data
Email Data
Site Data
Ad Serving Data
Social Data
Planning Data
Custom profiling data (3rd party plus
1st party)
CRM
Data
Social
Data
3rd
Party
Data
Site
Data
DMP
Understanding Your Customers

INTERESTBEHAVIORPROSPECTING
SEARCH
RETARGETING
RETARGETINGCUSTOMER AUDIENCE DISCOVERY
Engaging existing customers directly
online
Re-messaging users based on behaviors carried out
on advertiser website
Retargeting consumers online based on previous
search behaviors
Messaging qualified users based on CRM data (1st)
Customizing audience model using data inputs such as on-site
conversion activity, purchase habits, and CRM (2nd)
Passive intent / demo / offline purchase (3rd)
Discovering new customers to drive
lower funnel engagement
Segmenting for Performance and Scale

Data Management Platform
A centralized data management platform (DMP) that aggregates 1st and 3rd party
data and informs media buying, creative ad-serving and site experience
• Media is bundled with data with margins
• Media spend is wasted on high frequency
• No transparency and control on audience
definition
• No data uniformity or portability –
creating areas for data leakage
Traditional Model
• Define all audiences from the most
general to the very niche
• Maximize 1st party data
• Control optimization for media and data
• Make exclusive inventory the big
differentiator
Break the Mold

Audiences are made by defining the profile of the target users using Boolean
statements across 1st party, custom 2nd party and 3rd party data
DM LIST
SEARCHED FOR
RELEVANT
KEYWORDS
BOOKED IN THE
LAST 7 DAYS
RECEIVED A PRINCESS DIRECT MAILER IN LAST 14 DAYS
[AND]
SEARCHED “CRUISES TO ALASKA” IN LAST 14 DAYS
[NOT]
BOOKED A PRINCESS CRUISE IN LAST 7 DAY 1.3MM users
Audience Definition
Creating Addressability

Building Princess’ 1:1 Marketing Engine
Demand Side Platform
Dynamic Creative Optimization
Site Personalization
Buys media against audiences in real time
Serves advertising based on real time actions
Customizes the website based on consumer engagement
Right
Message…
(Creative)
Right Experience…
(Site)
Right Place,
Right Time…
(Media)
Email Automation
Deploy and manage Email Marketing initiatives

Connecting All the Pieces with a DMP
A centralized platform for managing and
matching data sets to make data
actionable
DMP
Data Out…
=DMP ID 2353
Direct Mail E Mail Paid Search Display
Website Mobile Tablet Social

DMP Measurement Plan
CRM LAL Modeling Search (RLSA)
Usage of Data
Refined Targeting
Increase in
Performance
(Improvement in KPI
by segment: CPLP,
CPB, CPA)
Incremental
New Cruisers
Increase in
Performance
Increase in Actions Data to be applied and
to inform Digital Media
& Creative
Increase new sessions

DMP Milestones – First 90 Days
January February March April
Implementation
• Contract signed
• DIL deployment on
Princess.com
• Onsite & media tracking
• Geo capture
Segmentation
• Trait & segment creation
Activation & Insights
• Suppression across DBM & APEX
• Onsite LAL placements activated
• CRM onboarded
• CRM LAL placement launched
• RLSA launching this week
• DCM log files ingested into AAM

Efficient Contact Strategy: Suppression
Suppressing booked guests, higher loyalty levels, and frequent site visitors from our prospect display ads yields
20% savings and higher ROI
Target Meaningful
Traveler
Target Meaningful
Traveler
Before DMP
After DMP
Suppress non-
prospects
Save 20% in Spend
Drive traffic to
Princess.com
Drive traffic to
Princess.com
Banner Ad
Banner Ad

Increasing New Sessions to princess.com
- Percentage of new sessions is up 6% YoY
- 4.5x increase in unique reach leveraging DMP segments in digital media
12.4.2016
7,000,000
6,000,000
4,000,000
3,000,000
2,000,000
1,000,000
5,000,000
0
12.11.2016
12.18.2016
12.4252016
1.1.2016
1.8.2016
1.15.2016
1.22.2016
1.29.2016
12.5.2016
2.12..2016
Unique Reach WoW

Leveraging CRM in your Data Management Platform (DMP)
- Paid Display Landing Page Cost & Yield
- Pre & Post DMP Audiences Implementation (Apr 2016)
0.0%
0.1%
0.2%
0.3%
0.4%
0.5%
0.6%
0.7%
0.8%
0.9%
1.0%
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
2015-12
2016-01
2016-02
2016-03
2016-04
2016-05
2016-06
2016-07
2016-08
LandingPageYield
CostPerLandingPage
Month
CPLP LPY %

Expanding our Prospect Pool with “Lookalikes”
22
12K
Booked Caribbean
on Princess.com
60 Million
Customer records exist
within Adobe Audience
Manager Management
Platform (DMP)
12 Million
“Lookalikes”
Share key traits with the
12K who booked Caribbean
Adobe Audience Manager
DMP Build “Lookalikes”
Caribbean Lookalikes Targeted w/Display ads
Caribbean Lookalikes with
Caribbean Ad have 55%
higher ROI
(vs non-DMP segments)

23
Email test targeted to guests who consumed specific
destination content is showing 2x response rate
Alaska Caribbean Europe Generic
66% bookings to Alaska
vs. generic
vs. generic
vs. generic

Web Analytics
CRM Analytics
Web / UX
• Test Developer
Marketing Drivers IT Drivers
CRM
Web
MarTech COE
Digital

Examples of efficiencies gained
Time
Savings
Data
Democratization
Improved
Insights
Improved
Analyst Tool Set

STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5
Static
Campaign
Rules Based
Campaign
Model Based
Campaign
Customer Centric
Interactions
Customer Centric
Conversation
• Brand focused • Campaign focused CX • Campaign focused CX • Interaction focused CX • In the Moment CX
• Basic “Batch” List targeting
• Simple (assumed)
segmentation
• Model-driven segmentation
• Algorithmic predictive
decisioning
• Artificial Intelligence (AI)
• Single message /
offer for everyone
• Email tied to Site
Landing Page
• Optimization within email
and landing page
• Personalized with cruiser
/product attributes
• Personalized based on
audience, content, connectivity
data
• No personalization • Tag personalization • Tag personalization
• Best message/
Best product offer
• Next best point within the
conversation
Campaign Management Interaction Management
One-to-All One-to-Many One-to-Some One-to-Few One-to-One
> > > >
People Based Marketing (PBM) Maturity Model
Current State Future State

People Based Marketing is supported by a fully integrated marketing stack
DATA MANAGEMENT
INSIGHTS
ORCHESTRATION
ACTIVATION
OUTBOUND
Paid Social
Display
Search
Call Center | CRM
Mobile Apps
On Board POS
Website
Customer Portal
Landing Page | Microsite
Decision Management
Microservices Data Messaging
IVR
Machine Learning | AI
Attribution
Journey Analytics
Predictive Analytics
Direct Mail
Email
SMS/Push Travel Agent Portal
OTT | Addressable TV
Data Enhancement Data Sourcing
Identity Resolution
Consumer Data Store
Data Integration Data Distribution
Data Visualization Forecasting
Telemarketing
Journey Management
INTEGRATION
Single view of the customer
Drawing analytical value out of
data
Creation and governance of
audiences and interactions
Creating and optimizing
customer experiences
Real-time access and
connectivity
Tag Management
Content ManagementCampaign ManagementAudience Management
INBOUND
Testing and Optimization

PASSENGER PROFILE
Shoaib Alam
BORN:
Guwahati, India
COLLEGE:
University At Buffalo
§ Loves to travel
§ Rides a motorcycle
§ Sports, Running & Cycling
§ Favorite Movie: Boondock Saints
§ Favorite Place I’ve been: Thailand (Met Thai
Royalty)
§ Last Year’s Highlight – FIFA World Cup in
Russia & Doing a trip which took him around
the world, literally!
§ Twisted his ankle last week playing soccer!

Adobe’s Partnership
(Art & Science)

Art

ADOBE – UNIQUE PLAYER IN MARKET, DRIVING HOLISTIC VALUE
31
OPTIMIZE ACTIVATE
DATA DRIVEN
FRAMEWORK
Analysis
Identify trends across the customer
lifecycle and produce behavioral and
predictive insights by reviewing data,
performance and metrics
Insights
Develop and enhance customer
profiles incorporating personas,
segmentation and key value
metrics to drive audience strategies
Opportunities
Prioritize opportunities and mobilize
resources to develop and plan
marketing and sales programs
Campaigns
Create and launch omni-channel
campaigns to deliver relevant
experiences and communications
throughout the customer lifecycle
Engagement
Deliver experience that engages
customers and captures intents,
context, actions and behaviors across
all channels and systems
Conversions
Orchestrate leads, prospects and customers through the
marketing-sales funnel responding to customer
behavioral and key performance indicators
DATA
MANAGEMENT
Adobe Analytics Adobe Audience Manager Adobe Experience Cloud Adobe Campaign Adobe Advertising Adobe Target Adobe Magento
COHESIVE & HOLISTIC EXPERIENCE
Adobe Experience Cloud brings together all of your marketing tech in a single place, so you can do everything from managing your content and delivering email campaigns to
automating your ad buying and measuring your success. One integrated approach for one seamless experience.
Adobe Marketo

HOW ADOBE VIEWS CUSTOMER JOURNEY – LONG DIVIDEND
32
TIME
VALUE
Phase 1
Phase 2
Phase 4
Phase 3
Phase 5
Phase 6
Phase 7
Phase 8
Phase Infinity
INFLECTION POINT
INVESTMENT
ACCESSION
VALUE REALIZATION
NURTURE
LAUNCH
EVOLVE
CONTINUITY
MVP DEPLOYMENT TO FOUNDATIONAL SETUP & IMMEDIATE VALUE GOING DEEP INTO ADVANCED & PRESCRIPTIVE STRATEGIES GOING WIDE INTO HOLISTIC & INTEGRATED SOLUTIONS
Adobe believes that Customer Success is a long-term dividend. We’re now seeing a broad spectrum of customers where
one side of customer are super experts – pushing the boundaries of our solution, while other end of the customers are
brand new – wanting to get on the “Party Bus” yet, encountering the classic ice-berg principle. They only see tip of the
ice-berg while not knowing more is involved to fully benefit from the solution. We see this commonly in people, data
readiness, resource, process – hindering full value realization.
Adobe sees that stairwell strategy must be provided to customers to help them achieve inflection point and maintain it’s
value realization. Taking customer from initial launch – to nurture – to evolve process.

Launch Foundation Services help
customers accelerate in driving their
enterprise deployment and business
objectives with integration of Adobe
Experience Cloud solutions.
Help ensure successful integrations within
any technology environment
Deliver a proven methodology derived from
Adobe’s experience in deployments
Provide a predictable engagement that
facilitates stakeholder communication

The combined knowledge behind the
Launch Foundation Services has
informed a set of activities and
recommendations that are proven to
deliver successful deployments and
accelerated time-to-value.
IT’S EXPERIENCE-DRIVEN

Science

Science Driven by Numbers
36
Share of global ad spend by media, 2018-20 (%)
Source: https://www.dentsuaegisnetwork.com/us/en/reports/the_2019_global_ad_spend_forecasts_pdf

Science Driven by Numbers
37
Growth in global ad spend within Digital, 2018-20
Source: https://www.dentsuaegisnetwork.com/us/en/reports/the_2019_global_ad_spend_forecasts_pdf

Evolution of the DMP
38
Traditional DMP
DSPs 3rd Party Providers
Video Social / Graph Mobile / Cross –
Device
Offline Data Attribution/
Forecasting
Ad Servers Inventory Sources / SSPsTargeting Platforms

Key Product Milestones
OPEN APIS
DECLARED ID
MARKETPLACE
DATA EXPORT
CONTROLS
(Patented)
AUDIENCE LAB
AUDIENCE
ANALYTICS
PROFILE MERGE
RULES
(Patent Pending)
2013 Forrester Wave : Leader 2015: Forrester Wave : Leader 2017: Forrester Wave : Leader

LOYALTY
MANAGEMENT
CALL CENTER
EXPERIENCE
IOT
CONNECTED
Experience DMP Use Cases

Marketers are looking for solutions to personalize within Walled Gardens
41
The market has evolved to people-based channels
Open Web – Device-Based Channels
People-Based Channels

The Evolution of Audience Activation
Media Execution
Activation across
all channels
Cookie based
Targeting
Activation in
Known Channels
Adobe Audience Manager
Point Solutions
Marketing Stacks

People-Based Activation
A premium* integration from Audience Manager enabling activation in
people-based environments for audience targeting, personalization, and
suppression based on hashed identifiers.
*PII-based data must be hashed before
entering Audience Manager

Audience
Manager
Segment
Activate first-party audiences in people-based destinations via one streamlined integration
44
People-Based Destinations
Social networks, mobile messaging, email
Hashed IDs
Website
visits
Mobile
App
visits
Point
of Sale
Call center
logs
Loyalty
program
Offline only OR Offline + Online Profiles

Use Case: Offer management based on known/ authenticated profile activity
45
Visits website 10x in the
last 3 months
User has Bronze
status
People-based destinationCRM Profile Known/authenticated
online activity
Audience Manager
10X
Qualifies for
“Highly engaged
Bronze members”
segment

People-Based Destinations unlocks faster workstreams and better customer experiences
v Segmentation and activation of purely offline profiles
v Centralize audiences consisting of device-based and
hashed data within the DMP
v Save time and reduce the manual effort of segmentation
and uploading emails into individual activation platforms
v Refresh data to destinations at more frequent intervals
v Leverage data governance and privacy controls in AAM
to safely handle customer data and honor user consent
v Out of the box integration, no implementation or code
changes
46
Up to date
Consistent with other
channels
More targeted and
personalized
Enables experiences in people-based
environments that are

Adobe Real-Time CDP
Adobe’s real-time customer data platform brings together known and unknown user’s data to activate
customer profiles with intelligent decisioning throughout the customer journey
Actionable
Intelligence
Real-Time ActivationTrusted Profile
Management
Accessible AI & ML for
Marketing
Connectivity Across
Channels
Govern Known &
Unknown Identifiers
Streaming Data
Collection
Customer Data from
across the Enterprise

Actionable Intelligence
Known
Customer Data
• CRM (including PII)
• Customer ID
• Partner ID
Unknown User’s Data
• Behavioral analytics
• Cookie
• Device ID
• Log file
Streaming Data Collection
Trusted Profile Management
Real-Time Activation
Governance XDM
Segmentation AI/ML
Real-time
Customer
Profile
On-site Personalization
Paid Media
Mobile
Smart TV
IOT
Social Media
CRM
Email
Call Center
Data Lake
People-Based Destinations
Device-Based Destinations
Cookie-Based Destinations

http://exploreadobe.com/forrester-tei-adobe/
217%
Return on
Investment
+60%
Upselling Current
Customers
12 FTEs
Refocused on
Business Priorities
$12.5M
Total
Benefits
Adobe Analytics and Adobe Audience Manager help businesses around the world discover the value of investing in customer
experience through better insights and faster action. See the results of the new Forrester study,
The Total Economic Impact™ of Adobe Analytics and Adobe Audience Manager
to learn more about how we do it.
BUMP UP
YOU R B OT T OM LIN E

Take the Survey for a chance to win!
(Survey section of the mobile app)
$10Starbucks
Card
SESSION PRIZE
one per session
Day 1
Bash
Experience
Day 2
Signed Sports
Memorabilia
Day 3
Bose
Home Speaker

ADOBE SUMMIT | MARCH 26–28 LAS VEGAS

Delivering on the Experience Promise: A DMP Roadmap Toward Maturity

Delivering on the Experience Promise: A DMP Roadmap Toward Maturity

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