Data Driven Marketing & Adobe Marketing Cloud - Accenture · Data Driven Marketing ... ₋The new...

32
Data Driven Marketing & Adobe Marketing Cloud

Transcript of Data Driven Marketing & Adobe Marketing Cloud - Accenture · Data Driven Marketing ... ₋The new...

Data Driven Marketing

& Adobe Marketing

Cloud

Copyright © 2016 Accenture. All rights reserved. 22

Agenda

• Introduction

• Adobe Marketing Cloud Overview and Advantages

• Adobe Analytics - Key Capabilities and differentiators

• Adobe Target – Optimizing digital experiences

• Demo

• Adobe Audience Manager

• Adobe Campaign - Key Capabilities

• Personalization Use cases

• Quick Win

• Q&A

Copyright © 2016 Accenture. All rights reserved. 33

Agenda

• Introduction

₋ Adobe Marketing Cloud

₋ The new marketing horizon

₋ A data-driven Interaction

₋ From data to marketing

₋ So what

Copyright © 2016 Accenture. All rights reserved. 44

• The marketing activities are going to become even more digitalized with an

increasing role of spending optimization.

• The results monitoring and its relation with the real performance and the return

will become the first driver of each digital marketing strategy .

• The process, the tools and the skills of the new digital marketers (both in

companies and agencies) is transforming.

Copyright © 2016 Accenture. All rights reserved. 5

Adobe Marketing Cloud (1/2)

Copyright © 2016 Accenture. All rights reserved. 6

Adobe Marketing Cloud (2/2)

Copyright © 2016 Accenture. All rights reserved. 77

Agenda

• Introduction

₋ Adobe Marketing Cloud

₋ The new marketing horizon

₋ A data-driven Interaction

₋ From data to marketing

₋ So what

Copyright © 2016 Accenture. All rights reserved. 8

The marketing new horizon: upside down mgmt

• Personalization is becoming one of the new

“Digital Must” but it need to be much more

integrated with the content mgmt, the web-

analytics, the campaign mgmt and the CRM

segment / strategies

• The DMP and the overall PB trend is

confirming the two digit growth trend but the

portmanteau with the CRM to obtain a full

Audience mgmt will become the next frontier.

• Everything will be data-driven…

C.R.M.

- +

Eff

ecti

ven

ess

-Control

E.M.M.

D.M.P

C.D.BSocial

Loyalty

+

Personalization

Programmatic

Buying

Content

mgmt

Copyright © 2016 Accenture. All rights reserved. 9

The marketing new horizon: upside down mgmt

C.R.M.

- +

Eff

ecti

ven

ess

-Control

E.M.M.

D.M.P

C.D.BSocial

Loyalty

+

Audience

mgmtProgrammatic

Buying

Content

mgmt

• Personalization is becoming one of the new

“Digital Must” but it need to be much more

integrated with the content mgmt, the web-

analytics, the campaign mgmt and the CRM

segment / strategies

• The DMP and the overall PB trend is

confirming the two digit growth trend but the

portmanteau with the CRM to obtain a full

Audience mgmt will become the next frontier.

• Everything will be data-driven…

Copyright © 2016 Accenture. All rights reserved. 10

The marketing new horizon: upside down mgmt

C.R.M.

- +

Eff

ecti

ven

ess

-Control

E.M.M.

D.M.P

C.D.BSocial

Loyalty

+

Content

mgmt

Programmatic

Buying

• Personalization is becoming one of the new

“Digital Must” but it need to be much more

integrated with the content mgmt, the web-

analytics, the campaign mgmt and the CRM

segment / strategies

• The DMP and the overall PB trend is

confirming the two digit growth trend but the

portmanteau with the CRM to obtain a full

Audience mgmt will become the next frontier.

• Everything will be data-driven…

Copyright © 2016 Accenture. All rights reserved. 11

The marketing new horizon: upside down mgmt

C.R.M.

- +

Eff

ecti

ven

ess

-Control

E.M.M.

D.M.P

C.D.BSocial

Loyalty

+

Programmatic

Buying

Content

mngmt

• Personalization is becoming one of the new

“Digital Must” but it need to be much more

integrated with the content mgmt, the web-

analytics, the campaign mgmt and the CRM

segment / strategies

• The DMP and the overall PB trend is

confirming the two digit growth trend but the

portmanteau with the CRM to obtain a full

Audience mgmt will become the next frontier.

• Everything will be data-driven…

Copyright © 2016 Accenture. All rights reserved. 12

The marketing new horizon: upside down mgmt

C.R.M.

- +

Eff

ecti

ven

ess

-Control

E.M.M.

D.M.P

C.D.BSocial

Loyalty

+

Personalization

Audience

mngmtProgrammatic

Buying

• Personalization is becoming one of the new

“Digital Must” but it need to be much more

integrated with the content mgmt, the web-

analytics, the campaign mgmt and the CRM

segment / strategies

• The DMP and the overall PB trend is

confirming the two digit growth trend but the

portmanteau with the CRM to obtain a full

Audience mgmt will become the next frontier.

• Everything will be data-driven…

Copyright © 2016 Accenture. All rights reserved. 13

The marketing new horizon: Programmatic & D.M.P.

Copyright © 2016 Accenture. All rights reserved. 14

The marketing new horizon: Personalization @ scale

Copyright © 2016 Accenture. All rights reserved. 15

The marketing new horizon: new phases & enablers

Visibility Personalization Conversion Optimization

• Support to all Digital Marketing

activities at Global or Country scale

• Internationalization of SEO

₋ Global URL structure

₋ Alphabet support

• Channels:

₋ DEM campaigns

₋ Affiliation

₋ SEM and Display Advertising

₋ Co-mkting

₋ Retargeting

• Product and content Feed

management to export enriched data to

DM tools or affiliates

Data-driven Marketing for OmniChannel

AEM Analytics Target Connector Connector Connector Connector

1 2 3 4

Capabilities on support of the

Digital Marketing activities in order

to increase the visibility and traffic to

the website.

Personalized and tailored contents,

services after a Customer

engagement.

• Deep personalization of the reaction on

the website could be carried out within a

strong relationship on the information

shared between the online platform and

the DM channels

• A set of variables has to be defined and

applied, e.g.:

₋ Campaign Source

₋ Campaign Medium

₋ Campaign Content

₋ Campaign Name

• Reactions personalization

₋ Commercial proposition

₋ Services (e.g. samples)

₋ Story-telling / editorial

Definition and evaluation of the main

events in order to increase the

related «conversions».

• Evaluating the performance of different

events across the DM channels

applying specific variables to the

different phases of the customer

journey

• Lead generation

• Online sales

• Evaluating the customer actions related

to the DM activities concluded offline:

₋ Physical Stores

₋ Live Chat

• Exchange campaign information

between the online platform and CRM

Different levels of Analysis and

Optimization of the website and

Digital Marketing activities providing

tools, high-level data quality and

reports.

• Automatic optimization leveraging on

A/B and Multivariate Testing features

• Media campaigns

• Marketing contents (e.g. Landing

pages)

• Website contents

• Funnel

• Fallout

AEM Analytics Target AEM Analytics Target AEM Analytics Target

Copyright © 2016 Accenture. All rights reserved. 1616

Agenda

• Introduction

₋ Adobe Marketing Cloud

₋ The new marketing horizon

₋ A data-driven Interaction

₋ From data to marketing

₋ So what

Copyright © 2016 Accenture. All rights reserved. 17

The OmniChannel acquisition funnel

Customer

Lifetime ValueRelation

Reactivation

Customer

Thrust

Addressable market

Brand

awarenessAttract/

Consider

Turnover

Channelling

OfflineOnline

Profitability

Convert

Conversion

Visitors

Commercial

Levers

User

Experience

Acquire

ATL Digital Mktg

Click

ThroughNatural

& Organic Direct

Marketing

Customer

relationExperience

Reach/

Engage

KPICustomer Journey Business lever

Addressable

market

Att

rac

tio

n

En

ga

ge

me

nt

Ex

pe

rie

nc

e

Ad

vo

ca

cy

Interact

Maximize

Copyright © 2016 Accenture. All rights reserved. 18

Omni-Channel Optimization: Online Purchase

EDITORIAL CONTENT

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

HP

LANDING PAGE

PRODUCT PAGE

STORE LOCATOR

MTM

RESERVE & COLLECT

ONLINE PURCHASE

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION

INCREMENTAL

REGISTRATION

SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT

LIVECHAT

PRODUCTION

PERSONALISATION

THANK YOU

PAGE

WELCOME PAGE

STORE

Copyright © 2016 Accenture. All rights reserved. 19

Omni-Channel Optimization: Online Purchase

SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

HP

LANDING PAGE

PRODUCT PAGE

STORE LOCATOR

MTM

EDITORIAL CONTENT

LIVECHAT

PRODUCTION

PERSONALISATION

ONLINE PURCHASE

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION

INCREMENTAL

REGISTRATION

RESERVE & COLLECT

THANK YOU

PAGE

WELCOME PAGE

STORE

Copyright © 2016 Accenture. All rights reserved. 20

Omni-Channel Optimization: Online Purchase

SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

HP

LANDING PAGE

PRODUCT PAGE

STORE LOCATOR

MTM

EDITORIAL CONTENT

LIVECHAT

PRODUCTION

PERSONALISATION

ONLINE PURCHASE

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION

INCREMENTAL

REGISTRATION

RESERVE & COLLECT

THANK YOU

PAGE

WELCOME PAGE

STORE

Copyright © 2016 Accenture. All rights reserved. 21

Omni-Channel Optimization: Reserve and Collect

SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

HP

LANDING PAGE

PRODUCT PAGE

STORE LOCATOR

MTM

EDITORIAL CONTENT

LIVECHAT

PRODUCTION

PERSONALISATION

ONLINE PURCHASE

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION

INCREMENTAL

REGISTRATION

RESERVE & COLLECT

THANK YOU

PAGE

WELCOME PAGE

STORE

Copyright © 2016 Accenture. All rights reserved. 22

Omni-Channel Optimization: Pay and Collect

SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

HP

LANDING PAGE

PRODUCT PAGE

STORE LOCATOR

MTM

EDITORIAL CONTENT

LIVECHAT

PRODUCTION

PERSONALISATION

ONLINE PURCHASE

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION

INCREMENTAL

REGISTRATION

RESERVE & COLLECT

THANK YOU

PAGE

WELCOME PAGE

STORE

Copyright © 2016 Accenture. All rights reserved. 23

SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

HP

LANDING PAGE

PRODUCT PAGE

STORE LOCATOR

MTM

EDITORIAL CONTENT

LIVECHAT

PRODUCTION

PERSONALISATION

ONLINE PURCHASE

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION

INCREMENTAL

REGISTRATION

RESERVE & COLLECT

THANK YOU

PAGE

WELCOME PAGE

STORE

Copyright © 2016 Accenture. All rights reserved. 24

Omni-Channel Optimization: First Registration

SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT

HP

LANDING PAGE

PRODUCT PAGE

STORE LOCATOR

MTM

EDITORIAL CONTENT

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

LIVECHAT

PRODUCTION

PERSONALISATION

ONLINE PURCHASE

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION

INCREMENTAL

REGISTRATION

RESERVE & COLLECT

THANK YOU

PAGE

WELCOME PAGE

STORE

Copyright © 2016 Accenture. All rights reserved. 25

Omni-Channel Optimization: Increm. Registration

SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

HP

LANDING PAGE

PRODUCT PAGE

STORE LOCATOR

MTM

EDITORIAL CONTENT

LIVECHAT

PRODUCTION

PERSONALISATION

ONLINE PURCHASE

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION

INCREMENTAL

REGISTRATION

RESERVE & COLLECT

THANK YOU

PAGE

WELCOME PAGE

STORE

Copyright © 2016 Accenture. All rights reserved. 2626

Agenda

• Introduction

₋ Adobe Marketing Cloud

₋ The new marketing horizon

₋ A data-driven Interaction

₋ From data to marketing

₋ So what

Copyright © 2016 Accenture. All rights reserved. 27

Management phases and business burining questions

Pre-sales interaction

Commercial Plan

Marketing Plan

Web Marketing Channels

Campaigns

• Objectives

• Budget

• Mix

• Performance

Which are the sales

goals and margin for

category?

How can we

increase sales?

Through which

channels can we

reach all the clients

we need?

Am I really doing

profits thanks to

these actions?

• Objectives

• Budget

• Mix

• Performance

How many potential

customers did I reach?

How much effective

is my commercial

strategy?

How much effective

and reliable are my

processes and

systems?

Are customers

satisfied or are there

any critical points to

take care of?

Historical data are the

bases to the forecast…

… forecast data are

the bases to check

performances

Transactions

Order fulfillment

Post – sales interaction

Copyright © 2016 Accenture. All rights reserved. 28

Margin goals

Sellout goals

By week• Define the margin goal

expected per total sellout

By category• How much is the online sellout

forecasted

• Define total revenue for the

entire assortment

• Trend is built by mapping the

sellout goals for each week

• It is necessary to have visibility

of the revenue and the sellout

trend for each category sold

Co

mm

erc

ial p

lan

nin

g

Conversion rate goals

Traffic goals

By campaign• Define conversion rate to

analyze better the visits number

and their conversion in sellout

(bottom up model)

By channel• Define the traffic volume

expected in order to reach the

revenues objectives

• Define and optimize the mix of

channels to maximize the

performance in terms of sellout

• Identify the channels to activate

to reach visits volume goals and

sellout goals

Ma

rketi

ng

pla

nn

ing

Objectives Management granularity

1

2

3

4

5

6

7

8

A quick commercial and marketing KPIs definition guide

Copyright © 2016 Accenture. All rights reserved. 29

Category

Channels

EMM

Boutique

Pu

rch

as

e

Co

nta

ct

Aggregated

interactions

Shirts

Shoes

Trousers

Bo

un

ce

Vis

it

eCommerce

Dresses

Se

lf-

se

rvic

e

Call-c

en

ter

Subsequent

interactions

Fre

qu

en

cy

Du

ratio

n

Dee

pn

es

s

Example: «Issue from

category in promo»;

cross checking of

data allows to

understand the

original situation

• Single performance and interaction

KPI coming from different tracking

sources can be correlated to

detect the reasons and the original

context of the discrepancies with

the expected trends.

• The relations among KPIs can be

obtained in different ways and with

different levels of effort depending

on the environment in which it is

done.

• Al the Digital Marketing PULL and

PUSH actions will be driven by the

real customer context and

purchase attitude

KPI aggregation will drive the digital marketing actions

Copyright © 2016 Accenture. All rights reserved. 3030

Agenda

• Introduction

₋ Adobe Marketing Cloud

₋ The new marketing horizon

₋ A data-driven Interaction

₋ From data to marketing

₋ So what

Copyright © 2016 Accenture. All rights reserved. 3131

So What…

Everything will become (A) data-driven (B) personalized

and (C) optimized in term of cost and performance

The role of DMP and CRM will blend starting the Audience

Management era that integrate the customer knowledge

The roles of Agencies and the Media Center will be

transformed moving to a consultancy direction

The “new way” to optimize is enabled by the front-end full

control

1

2

3

4

Copyright © 2016 Accenture. All rights reserved. 3232

Agenda

• Introduction

• Adobe Marketing Cloud Overview and Advantages

• Adobe Analytics - Key Capabilities and differentiators

• Adobe Target – Optimizing digital experiences

• Demo

• Adobe Audience Manager

• Adobe Campaign - Key Capabilities

• Personalization Use cases

• Quick Win

• Q&A