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Advertising Insights through Segmented Analytics - Adobe Summit 2017
1.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. ADVERTISING ANALYTICS Segmented Insights in Adobe Analytics & Advertising Cloud
2.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. David TzauChris Haleua Sr. Product Marketing Manager Sr. Demand Gen Manager
3.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 STRUGGLING • Manual Repetition • Scattered Data • Limited Accountability • Slow Growth
4.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 SUCCESSFUL • Balanced Automation • Single Source of Truth • Detailed Audienices • Reliable Forecasting
5.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 TAKEAWAYS • Unite Hybrids • Simplify Segmentation • Scale Personalization • Measure Impact
6.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
8.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Berlin Airlift
9.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Stability at a High Price
10.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Amazing Escapes
11.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Working for Reconnection
12.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Even the Guards Danced
13.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CHALLENGE 61% Better integration of our existing tools 59% Improved data sharing across teams & solutions Winterberry Group Marketing Data Technology, January 2015
14.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SOCIAL TESTING SEARCH WEBSITE ANALYTICS VIDEO MOBILE DIRECT MAIL EMAIL CALL CENTERPOS DIGITAL MARKETING TEAM SILOS
15.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15 Overcome Fear Avoid Confusion BEFORE Resist Complacency DURING AFTER
16.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16 What does basic really mean? BEFORE
17.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
18.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
19.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Pathing & Fallout
20.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Averages & Totals
21.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 Averages Lie. Segment or Die. BEFORE
22.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Targeting Analysis Testing BiddingCoverage Structure Life IDEAL COMMON Meetings Training Email Bugs Planning Calls
23.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
24.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
25.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ONE TRACKING CODE adobe.com/analytics.html ?cid &s_kwcid
26.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Moment of Truth
27.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
28.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Drag & Drop
29.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Segment Types Loyalty Acquisition Engagement Outcomes
30.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer loyalty by Marketing Channel 30
31.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Using visit numbers to create new/returning visit % new visits segment return visits segment new visits % metric return visits % metric
32.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Using visit numbers to create new/returning visit % (cont.) 32
33.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Segment Comparison Panel
34.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Segment Overlap
35.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Segment Sharing & Targeting
36.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36 In An Automated World Only the Hybrids Thrive DURING
37.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Humans & Machines Both Have a Role to Play
38.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
39.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
40.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
41.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
42.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Advertising Insights
43.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Day of Week Spend Distributions at weekly spend of 17500 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Flat 2500 2500 2500 2500 2500 2500 2500 Current 2500 2500 2500 2500 2500 2500 2500 Optimal 2564 2408 2564 2720 3032 2096 2252 Uplift from current to optimal allocation + 2.4%
44.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Geo Segmentation 44
45.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Budget Caps Spend Multiple: Predicted campaign spend variance allowed to give head room for cost Multiple 1.5 Status too low
46.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Audit Summary 2 of 30 number of days with at least one bid change 6.8% impressions forfeited due to inadequate campaign budgets 2% of bids were changed in increments of 5% 65% of all keywords have the same Five bids 99% of all adgroups have the same mobile bid adjustment 35% of total investment is flowing through mobile
47.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 47 The Quality of Our Questions Determines the Quality of Our Experience AFTER
48.
© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Optimization requires focus What do I feel like today?XXXXXXX
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What do I feel like today?XXXXXXX
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What do I feel like today?XXXXXXX
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What do I feel like today?XXXXXXX
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Team Evolution Single Source of TRUTH United GOALS Focused QUESTIONS Consistent ACTIONS
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 2 3 4 5 Focused Questions What channel assists Search most often? Which low ranking pages need attention? Which segments should drive personalization ? Which creatives are causing ad fatigue? Which internal searchesneed relevantresults?
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Which Channel Assists Search Most Often? ttps://www.youtube.com/watch?v=M3EOdONa-3E&feature=youtu.beFreeform Workspaces video: http://goo.gl/avRQLh
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Which Channel Assists Search Most Often? Last Touch Channel First Touch Channel Product Description
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Which Low Ranking Pages Need Attention? Include keywords in relevant paid search campaign Create new content for respective pages Potential inter-link and back-link opportunities Page Position Keyword In Paid Search? /products/prod1 8 Keyword1 Y /products/prod2 15 Keyword2 N /products/prod3 30 Keyword3 N /products/prod_n 20 keyword4 Y
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Which Low Ranking Pages Need Attention? Google Search Console limited in scaling across hundreds of target URLs PositionQueries Filtering by individual pages not scalable
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Which Low Ranking Pages Need Attention? Leverage the Google Console API to scale across brand or category URLs Page URLs /products/prod1 /products/prod2 /products/prod3 /products/prod_n Page URL Keyword(s) Position /products/prod1 Keyword1 1 Keyword2 5 Keyword3 9 /products/prod2 Keyword4 11 Keyword5 17 Google Search Console API Text file input Output *Google Search Console script available on github.com/davidtzau
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Which Low Ranking Pages Need Attention? Page 2 Opportunities Product Detail Pages New paid search keyword opportunities • Recycling / disposal • How to replace battery video • cross model merchandising and linking New content opportunities
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Merge Site Data & Google Search Console
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Which segments should drive personalization? Listen Create audience and apply to Ad Groups Extract Create AdWords Report for target audiences Analyze Where is the audience searching Act • Record Baseline • Automate Modifiers • Personalize Ads
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Download Impressions for Target Audiences
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What campaigns are audiences most active in? Day Campaigns Audience: K-12 Education Customers Where the Search action is!!! Focus time and money on these campaigns Search, eMail, display, Facebook, YouTube, etc
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Record Baseline
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Automate Modifiers
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalize Experience K-12 Education Customers We have deployed Chromebook solutions for many school districts Unidentified audience (general public) Make Experience Manager aware of audience
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Match
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Match http://www.adobe.com/privacy/opt-out.html
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Ad Customizers {=COUNTDOWN(AdCustomizerFeed.Date)} {=IF(device=mobile, "Quick, Easy, Mobile Booking"): "Best price guarantee"} {=IF(audience IN (returning visitors,cart abandoners) ,30%): 25%}
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4. Which ads are experiencing fatigue? FB Custom Audience Google RLSA Audience Passive Activity Depending on audience size, customer may see same ad repeatedly Proactive Activity Customer will see same ad, limited impact given search initiated by customer Passing dimension from customer database (ex. Customer in finance sector) Same audience, but ad fatigue very real using FB custom audiences
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4. Which ads are experiencing fatigue? ` 0 2 4 6 8 10 12 14 1 2 3 4 5 6 7 8 9 10 11 12 Unique CTR Day Ad Fatigue with Facebook Custom Audiences Unique CTR by Day Ad1 Ad2 Ad3 Ad4 Ad5 Ad6 Ad7
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Which internal searches need more relevant results? TREASURE TROVE OF INTENT • Guide advertising & content strategy • Understand how customers classify products • Integrate internal site searches with AI
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Site search engines require A LOT of work to get right HP Elitebook A Bor Test: What is this search for?
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Site search engines require A LOT of work to get right GLC-SX-MMD Proline Cisco GLC-SX-MMD Compliant Ethernet Transceiver
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Scaling site search relevance using Adobe Sensei & IBM Watson Watson AI: Grade 1 Grade 2 …. Grade 7 Trainer Trainer Trainer Problem Domains: Site Search, Assistants, Routing / Redirection Customers
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Sensei + Watson = Constantly Learning Site Search Download python script to automate testing of Watson @ github.com/davidtzau
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Hybrid Digital Marketer Platform Proficiency • Adobe Advertising Cloud • Facebook Ads Manager • Google Merchant Center • Google Search Console Analytical Skills • Analysis Workspaces • Excel Report Builder • Anomaly Detection • Segment Sharing Strategic Focus • Quality Questions • Prioritization Discipline • United Goals • Honest Accountability Relationship Building • IT/Engineering • Category/Brand Managers • Product Management • Brand Marketing
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What do I feel like today?XXXXXXX
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Team Evolution Single Source of TRUTH United GOALS Focused QUESTIONS Consistent ACTIONS
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Aggregated Gains 1% Improvement 1% Decline
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© 2017 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 81 Chris Haleua chaleua@adobe.com Twitter: @chrishaleua linkedin.com/in/chrishaleua Q&A David Tzau davidtza@cdw.com Twitter: @davidtzau linkedin.com/in/davidtzau
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