Big Data and Marketing Analytics

1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Riding
DIGITAL
the
ENGAGEMENT
wave
VIJAYANTAGUPTA | DIRECTOROF INDUSTRYSTRATEGY & MARKETING FOR DIGITAL
MARKETING
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Riding
DIGITAL
the
ENGAGEMENT
wave
VIJAYANTAGUPTA | DIRECTOROF INDUSTRYSTRATEGY & MARKETING FOR DIGITAL
MARKETING
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Understanding Societal Waves: The Third Wave, Alvin Toffler
4

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Society
EVOLVESin
wavesEach one builds on &
replaces the previous
– Alvin Toffler

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Information societyWAVE 3
Industrial societyWAVE 2
Agrarian societyWAVE 1

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Digital is
TRANSFORMING
rapidly
Digital is going through a similar evolution…very rapidly.

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Three waves of digital engagement
Journey-centric digital interactions
& organizational integration
Channel-centric digital interactions
between customers & brands
Website-centric digital interactions
between customers & brands

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The First Wave: Web Site-based Interaction Between Consumers and Brands
9

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The Dot-com Bust
4,600
1,200
Nasdaq
Points
Source: Bloomberg
2002
2000

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Real Winners Started to Emerge
11

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What We Learned: The Effect of Online Advertising on Online Sales Can Be
Measured
12

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The Second Wave: Channel-based Digital Interaction Between Customers and
Brands
13
DIGITALTV
EMAIL
SOCIAL
LOCATION-BASED
SERVICES
ONLINEVIDEO
OUTLET/KIOSK
DIGITIZATION
MOBILE

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Marketers Were Faced With Two Very Interesting Trends
14
Explicit
TWO-WAY
COMMUNICATION
Implicit
Multiple
TOUCHPOINTS
per customer

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What We Learned: Every Interaction has a Digital Footprint
15
ONLINE TOUCH POINTS OFFLINE TOUCH POINTS
In-storepurchases Favoritestores Recentloan

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Measure effectiveness
across the entire
customer journey and
not just the touch-point
The Third Wave: Customer Journey-centric Digital Engagement
16

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Channel-focused Silos Getting in the Way
17

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Integration and Interaction Needed Across the Organization
18
SURF TOGETHER
Everyone needs to

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This Wave is an Enterprise Transformation Initiative
19
This wave
ENTERPRISE
TRANSFORMATION
exercise
is an

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How mature is
your
organization’s
digital marketing?

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The Adobe Perspective on Digital Marketing
Maturity
22
1
TOUCHPOINT EXPERIENCES BRAND & CAMPAIGN EXPERIENCES
PublicationOutboundBroadcastSearchDisplayOfflineAffiliateSocialHumanMobileOnline Interface

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The Adobe Perspective on Digital Marketing Maturity
23
2
ADD CONTEXT by attributing
segment likeness to visitors
BUILD AUDIENCESwith visitor and third-party
data
Visitor activities & behavior
PublicationOutboundBroadcastSearchDisplayOfflineAffiliateSocialHumanMobileOnline Interface
Third-party data

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The Adobe Perspective on Digital Marketing Maturity
24
3
%

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The Adobe Perspective on Digital Marketing Maturity
25
4
%

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The Adobe Perspective on Digital Marketing Maturity Components
26
Online Mobile Interface Human Publication Outbound Broadcast Search Display Offline Affiliate Social
Othe
r
data
collect, measure, report,
analyze, enrich, segment,
predict, prescribe,
optimize
1st,
2nd,
3rd
partie
s
create, manage, assemble,
deliver, target, personalize,
experiment, test, optimize
Experiences
Othe
r
asset
s 1st,
2nd,
3rd
parties
Assets
Content
Inspire Define Investigate Target Assemble Publish Measure Optimize
Campaign
experience
s
Performanc
e
Segments Profiles
Analytics

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Before You Get Started . . .
27

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Take the Digital Marketing Maturity Self-Assessment Test & Download the Report
Determine & exceed
your benchmarks
by category
Compare your
results with industry
benchmark data
Set new People,
Product, and
Process goals &
discover how to get
there
28

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