1. ©2013 | BrightEdge Technologies
Bringing It All Together
Search & Earned Media
Patrick Brown, Principal, Marketing Analytics, Adobe Systems, Inc.
Jay Middleton, Director, Global Search Marketing, Adobe Systems, Inc.

2. Speakers
Jay Middleton | Director, Global Search Marketing | Adobe Systems, Inc.
Jay Middleton brings with him a wealth of search and digital online marketing experience, both on the agency and client sides. At
Adobe, Jay has been tasked with building a world-class global search marketing program and infrastructure from the ground up,
including centralizing operations to one WW search agency partner through a global RFP in 2008 and then bringing all Global Search
in-house in 2011 (Paid, SEO and Site).
Prior to Adobe, Jay managed hundreds of search programs for Fortune 1000 clients as an Account Director at Fathom Online. His
diverse client list included Covad Communications, Sprint, Polaroid, Cisco, Siebel Systems, Business.com, Fisher Investments,
AvalonBay Properties, Philosophy Cosmetics, Dunkin’ Donuts, and PlanetOut. At Fathom Online he also worked closely in conjunction
with many top advertising agencies, including Organic, Starcom, Responsys, Genex, Harte-Hanks and BSSP.
Award-winning search campaigns under his management at Adobe received the top SEM honors from both OMMA and IAB/MIXX in
2010, and also made a clean sweep of the major search awards in 2009, earning gold medals from AdTech, Search Engine Strategies
(SES) and IAB/MIXX.
Jay has a B.A from Stanford University and in his spare time is a professional singer/songwriter who lives in the San Francisco Bay
Area with his wife and two children.
Patrick Brown | Principal, Marketing Analytics | Adobe Systems, Inc.
Patrick is a Principal of Marketing Analytics in the Marketing Insights and Operations (MIO) function at Adobe. This team is charged
with providing analytical support across the Adobe businesses to help improve marketing effectiveness across customer touchpoints.
His focus since joining Adobe has been on cross-channel marketing attribution. This included finalizing the development and release of
a new cross-channel attribution modeling capability, and integrating the subsequent insights into Marketing planning process. Prior to
Adobe, Pat spent 3 years working in the Marketing Transformation practice of PwC, focused on helping companies improve the
investment of marketing resources through the application of practical models/metrics. Previous to that he worked in the CPG industry
at General Mills developing software to model and track brand performance / trade spend.

3. Agenda

4. Agenda: Principles Guiding Our Path
4
Business Strategy & Objectives drive all downstream activity
“Focus on Key
Business
Questions”
Organizational changes = alignment & speed to market
“Break down the
Silos”
“1 Source of Truth”: Single ownership of customer data
segments
“Establish clear
governance
models”
Big Data + Creativity + Communication = Customer Success
“Bring it all
together”
Develop the raw data foundation, understand business logic
“Take Time to Build
the Foundation”

5. Focus on Key Business Questions:
Business Strategy and Objectives drive all downstream activity

6. 6
“Creative alone is no longer sufficient…
Mad Men need to become Math Men”
- Ann Lewnes, SVP and CMO, Adobe Global Marketing

7. KPIs
• Direct Response:
• Subscription units
• Cost per subscription
• Awareness & Sentiment
• Retention & LTV
KPIs
• Lead Gen:
• SALs
• Inquiries
• Prospects
• ACV

8. 8
74% of Adobe’s Marketing
Spend is on Digital

9. Campaign Performance – A Journey
9
Before:
Multiple sources of ‘truth’
Lack of integrated view
Time to action = weeks
After:
Single source of ‘truth’
Integrated campaign
dashboard
Time to action = days

10. Take the Time to Build the Foundation:
Develop the raw data foundation & understand business logic

11. Models Working Together
EVOLVING DIGITAL ATTRIBUTION & ROI MEASUREMENT
SearchDisplay DB Marketing SearchDisplay DB Marketing
Over-reporting
contribution by channel
(last-touch), resulting
in 300% of sales when
touches are summed.
Model customer
touchpoints from raw
data, allocating Paid
Media driven sales
across touches.
Accurately report
sales attributed to
Digital Marketing
Standardize
Investment
Calculation with
Finance
Report on ROI /
CPU
$ $ $

12. How the Work Breaks Down
12
Build Data Asset
/ Business Logic
• Source
• Document
• Apply logic
• Normalize
Modeling Effort
Identify key drivers
Methods:
1. Touched
2. Fractional
3. Causal:
Interpret, Socialize
Apply Findings
• Leadership buy-in
• Channel-owner input and
enhancement
Enhancement,
Education, Training
• Refine application with
Channel owners
• Input into decision
processes
Build foundation. Apply insights.
70% 5% 20% 5%
Effort Breakdown:

13. Inadequate Data/Logic Foundation Leads to...
13
Is it an Insight….
..or, is it a Data Issue?

14. A Simple Insight: Paid Media Lags……… Impact on Investment Strategy
14
Business Question: When do I see return on my spend?
Quarter
End / Start
Pre-Rollout Spending:
“Chasing Units” at the end of the quarter
Post-Rollout 1 Year Later:
Focus on Marketing Plan

15. Executing on Insights from the Model
15
1. Develop testing scenarios to inform
investment
2. Test scenarios to validate no short
or long term impact to business.
3. Feed results back to
identify new opportunities.
Engagement Focus
1. Identify calculated risks to accelerate business (hypothesis based)
2. Remain flexible in how we drive greater paid media effectiveness
3. Maintain data-driven approach to decision making

16. Break Down the Silos:
Organizational Changes = alignment & speed to market

17. Merging the Left Brain with the Right Brain
17
Insource for agility
Functional
Specialists
Integration for
Customer
Experience
Insource for agility
Data Specialists
Integration for
Insights
Strategic Partner
Right Brain Left Brain

18. Database Analytics PR/Social
Finance
Email Marketing
Web Analytics Search
Market Research Advertising
Business Unit
Synthesis & Insights
Core team leadership
shared by Marketing
Effectiveness and
Campaign Marketing
Organizational Impact of Digital Marketing

19. Establish Clear Governance Models:
“1 Source of Truth”: Single ownership of customer data segments

20. One Source of Data Truth to Rule Them All

21. Bring It All Together:
Big Data + Creativity + Communication = Customer Success

22. Principles Guiding Our Path
22
Business Strategy & Objectives drive all downstream activity
“Focus on Key
Business
Questions”
Organizational changes = alignment & speed to market
“Break down the
Silos”
“1 Source of Truth”: Single ownership of customer data
segments
“Establish clear
governance
models”
Big Data + Creativity + Communication = Customer Success
“Bring it all
together”
Develop the raw data foundation, understand business logic
“Take Time to Build
the Foundation”