© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

An Experience Architecture for the Modern EnterpriseCarly Lynch | Head of Business Consulting APAC

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Today’s Speakers

DEVELOPING AN EXPERIENCE SYSTEM OF RECORDTom Braybrook | Product Marketing Manager, Adobe Experience Cloud

BULDING AN EXPEREINCE ARHITECURE Yousif Al-Shekly, Senior CRM Technical Advisor, Westpac NZ

BREATHING LIFE INTO UNDERSTANDING OUR CUSTOMERSKristina Curtis, Head of Digital and Customer Analytics, BT Financial

2

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

INTRODUCING THE ADOBE CLOUD PLATFORMTom Braybrook | Product Marketing Manager, Adobe Experience Cloud

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

LEADS OPTIMISATION ENGINEYousif Al-Shekly, Senior CRM Technical Advisor, Westpac NZ

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

DESIGNING THE NEW NORMALKristina Curtis, Head of Digital and Customer Analytics, BT Financial

INSERT - EXPERIENCE THEATER – Cross Promotion Slide

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

INTRODUCING THE ADOBE CLOUD PLATFORMTom Braybrook | APAC Product Marketing , Adobe Experience Cloud

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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

SEMANTICS & CONTROL

DATA

MACHINE LEARNING

ACTION

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

INFRASTRUCTURE

ADOBE CLOUD PLATFORM

APIs Console Runtime Events

Cloud Foundation

Sensei Services: Creative Intelligence Content Intelligence Experience Intelligence

Adobe I/O

Adobe Sensei

Content Data

DEVELOPERSERVICES

INTELLIGENT SERVICES

PLATFORM SERVICES

ProfileIngestion

Sensei Framework and Tools

Collaboration XDM XDMSearchSync Governance

Storage ConnectorsContainers

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

POS

CRM

Product Usage

MktgAutomate

Call Center/Service Mgmt

IoT

Geo-Location

AdEngagement

Commerce

1

0

000 1

1

1

1

11

100

00

0

0

11

DATAACTIONSEMANTICS & CONTROL

MACHINE LEARNING

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Ingest, standardize, and persist customer data from across your enterprise

6

Automatically stream Adobe Solutions Data into platform

(233 Trillion annual customer data transactions)

Data Integration ecosystem• Informatica• SnapLogic• Unifi

Flexible client-side data capture and integration into experience

Enable flexible data architectures and various integration patterns• Ingest and egress APIs

ADOBE SOLUTIONS

IT-FOCUSED PLATFORMS

LAUNCH BY ADOBE

CONNECTORS,API’S

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7

DATA

ACTIONSEMANTICS & CONTROL

MACHINE LEARNING

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Experience Data Model: Normalize Cross-Channel Data

Experience Data Model (XDM)

System Defined Customer Defined

CRM PIMPOS MerchandisingERPMkt Automation

Standardized, extensible schema for representing all experience data to enable immediate semantic understanding of cross-channel data and foster an ecosystem of pre-built insights and services.

Schema Tools & Registry

OPEN

EXTENSIBLE

ECOSYSTEM

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10

DATA

ACTION

MACHINE LEARNING

SEMANTICS & CONTROL

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Sensei: Opening up the framework

Developed by Adobe that do not require customer-specific configuration or training

MARKETER

Developed by Adobe that enables customer-specific configuration and training

DIGITAL ANALYST

Developed by customer or partner. “BYO algorithm” to your Adobe data

DATA SCIENTIST

3

Campaign

Ads

Mobile

eMail

Chat

0 10

0

0

00

0

1

11

1

1

1

1

1

11

11

0 00

0 11 00

1

1DATA

ACTIONSEMANTICS & CONTROL

MACHINE LEARNING

ADOBE CLOUD PLATFORM

APIs Console Runtime Events

Adobe I/O

Adobe Sensei

Content Data

DEVELOPERSERVICES

INTELLIGENT SERVICES

PLATFORM SERVICES

ProfileIngestionCollaboration XDM XDMSearchSync Governance

ADOBE EXPERIENCE CLOUD

SOLUTIONS

Campaign Target PrimetimeExperience Manager Analytics Audience Manager Search

Analytics CloudMarketing Cloud Advertising Cloud

DSP DCO

Sensei Services: Sensei Framework and Tools

ADOBE CLOUD PLATFORM

APIs Console Runtime Events

Adobe I/O

Adobe Sensei

Content Data

DEVELOPERSERVICES

INTELLIGENT SERVICES

PLATFORM SERVICES

ProfileIngestionCollaboration XDM XDMSearchSync Governance

Sensei Services: Sensei Framework and Tools

ENTERPRISE SYSTEMS

CRM PIMPOS MerchandisingERPMkt Automation Call CentreData Lake

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Get Ready Adobe Launch& Auditor

Stay Tuned

Adobe Symposium Sydney 15-16 August 2018

Leads Optimisation Engine

WESTPAC NEW ZEALAND'S PURPOSE IS

Helping our customers financially to grow a better New Zealand

Introducing Jim

OUTBOUND CALLHome Loan Rate Rollover

eDMOnline Banking Functionalities

DMOnline Bonus Saver

PUBLIC WEBSITETerm Deposit Promotion

SECURE SITEPassword is 1 year old

View from the top

Source Systems AnalyticsFunction

DataWarehouse

Leads Pipeline

LOE Matrices

DecisioningWorkflows

Prioritised and Categorised Leads

Queues Data + Leads Outcomes

Branch and Call Centre Queues

Site Browsing DataWebsite

BrowsingData

Real-time

Site TrafficTracking

ChannelAllocation

CreatingAudienceSegment

On SitePersonalisation

Adobe Campaign

On Premise Managed Cloud

Decisioning Workflows

Leads Pipeline

Health Checks Scoring Contact

RulesChannel

Allocation

1 2 3 4

Lead Delivery

Jim goes on a holiday

Saving money

Westpac.co.nz

Abandoned Application Form

Bonus Saver Account

Currency Exchange

Jim goes to CanadaJim gets his Global Currency Card

Not interested

Tickets booked

Jim gets help

Accommodation booked

Airpoints Platinum CC

Features

Branch and Call Centre queues monitoring

Skills Aware Leads*

Lead Score Upweight and Decay*

Branch Queue Data*

HRMS Integration (Resource Planning)*

*Under development

Geographical Redistribution*Outbound Calling

Expanding communications through touchpoints

Customer-centric contact strategy

Culture change (targeting, prioritisation, personalisation)

Data science capability

Service = Growth

Learn from customer interactionsJourney Learnings

Learnings

Future State

Next Best Action Next Best Action Engine

Decisioning Engine

Customer Touchpoints Centre

Channel Dispatch Engine

Customer Touchpoints

eMail DM

SMSSecure & Public Site

Frontline Dashboard ATM

Designing the new normalKristina CurtisHead of Digital and Customer AnalyticsBT Financial Group

@_kristinacurtis

This is

FIONAShe calls the shots

Our approach

We started by creating a unified Customer Experience

BOMPrivate

WestpacPrivate

Bank

MorayAgnew

Corp Super

St GeorgePrivateBank

BT Blue

SAPCorp Super

Westpac staff super

BT Bold

LockheedCorp Super

Corp SuperBlueprint

BT.com.auStaff

RabobankCorp Super

NasdaqCorp Super

Corp SuperOptus

BTWorkplace

Super

BTFG.com.au

BT GO Invest

BTGet Moving

BT.com.au

StellaNetwork

WrapEOFY

BTAdviserCentre

BTCompact

Wrap

KeyPerson

Insurance

PanoramaInfo page

BTWholesale

Plus

Insights

PanoramaProfessional

18%MIGRATED

46%MIGRATED

64%MIGRATED

75%MIGRATED

100%MIGRATED

It’s all about the long game

AEM PLATFORM

DYNAMIC PERSONALISATION

MARKETING AUTOMATION

MACHINE LEARNING & BIG DATA

ARTIFICIAL INTELLIGENCE

Basic Unified Optimised Automated Autonomous

Bringing the team together

1 HOUR 2 DAYS 1 WEEK

PAST

YESTERDAY

TODAY

Customer abandons form

Event captured in Adobe Analytics

Overnight

Captured in EDW

Event captured in Adobe Analytics

Overnight

Captured in EDW

Event captured in Adobe Analytics

Analysed in Data Mart

Analysed in Data Mart

Sent to Decisioning

Engine

Manual processingeDM sent

Next Best Action Internet Banking

eDM sent

Customer details matched with Adobe tags

1 Hour

Run Adobe Campaign

Run Adobe Campaign

eDM sent

Real Time

Sent to DecisioningEngine

Next Best Action Internet Banking

Customer abandons form

Customer abandons form

Getting closer to the customer

Big Data: Breathing life into understanding the customer

Stand up for what you believe in...