The DNA of Marketing

© 2012 Adobe Systems Incorporated. All Rights Reserved. 1

The DNA of Marketing | Lars Trieloff


Our story

Confused men doing strange things People make sense of complexity A simpler way to explain things New models providing a new world view


Our Story starts in Sweden. In 18th Century Sweden.

Gripsholms Slott (Gripsholm Castle)


Our models define our results

Gripsholm Castle LionIn 1731 someone gave to King Frederick I of Sweden skin and bones of a lion, an exotic gift. The king decided to stuff it. The only problem was that the taxidermist had never seen a real lion. And here’s the result. !We can only build what we understand. Without a model for Marketing, we will end up with a very strange looking stuffed lion.


Making Sense of Chaos – building Taxonomies

Carolus Linnæus (Carl von Linné)As a biologist in Sweden, Carl lived in an area of unprecedented exploration. New species of plants and animals (Lions, anyone?) would be discovered and Linné was the first trying to make sense out of it by establishing the science of taxonomy. With the knowledge available, Linné’s taxonomy concentrated on the structural similarities instead of their fundamental building blocks.


Linné’s Taxonomy


“All models are false. But some are useful anyway”

James Watson & Francis CrickIn 1953, James Watson and Francis Crick published a paper describing the discovery of the molecular structure of DNA, explaining how the building blocks of life are made up of four bases that are encoding the blue prints of living beings. The discovery of DNA effectively made the Linnéan Taxonomy obsolete, as genetic similarity offers better ways to classify life.

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DNA – coding the instructions needed for organisms to develop, survive and reproduce

DNA Deoxyribonucleic acid

Guanine

Thymine

Adenine

Cytosine

Develop Survive Reproduce

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The same story is happening in Marketing right now.

Confused men doing strange things People make sense of complexity A simpler way to explain things New models providing a new world view


Confused men doing strange things

Data-driven marketing seems at odds with creativityDigital marketing is marketing made measurable on the individual level. This had lead to tremendous advances in the ability to make decisions founded on data, but it also has lead to a new, and increasing level of complexity. The main driver of complexity: new marketing channels following strange new rules in strange new ways.


Making Sense of Complexity

The 2014 Marketing Technology LandscapeLike Linné, Scott Brinker is a cartographer of a new and highly complex space. His Marketing Technology Landscape shows the key areas of Marketing Technology and how the players interact on a high level. Scott separates technology into Infrastructure, Platforms, Middleware, Operations and Experiences.

http://chiefmartec.com


Is History repeating itself?

1725 1750 1775 1800 1825 1850 1875 1900 1925 1950 1975 2000 2025

FoundationConfusion Organization Confusion Organization

?Foundation?


Foundation What is the foundation, the DNA of Marketing??


Campaigns

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Campaigns

Plan Execute Monitor

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What are campaigns?

Military roots of the campaignLike many concepts in modern corporations (headquarters, promotions, company, strategy), the concept of a campaign has military origin. A campaign is a series of coordinated activities undertaken to achieve a joint goal. Campaigns undergo phases of planning, execution and control and involve a target, an area of operation and specific forces.


Campaigns

Where

What

Who

Why

Plan define strategy, goals & teams

Execute create and optimize

marketing experiences

Monitor through dashboards

& activity feeds

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7 Concepts of Digital Marketing

Campaigns (who, what, where, why)

Channels (Sites, Apps, Properties, etc)

Assets (images, videos, templates)

Content (web, offers, mobile, email,

social)

Audiences (segments, lists, targets, etc)

Data (goals, KPIs, analytics)

Context (identity, profile, events)

Plan define strategy, goals & teams

Execute create and optimize

marketing experiences

Monitor through dashboards

& activity feeds


Left brain & right brain marketing unified





social)





Campaign Brands, Program, Campaigns, Activities, Operations1

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Examples:

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Photoshop Photoshop CC launch Announcement Email Blasts Email to Hungarian edu PS6 customers


Campaigns

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Program

Brand

Campaign

Activity

Campaign

Activity Activity

…

…

Brand Level budget owner

Strategic Level (Macro) Go to market, budget control

Planning Level cross channel, budget allocation, audience planning

Tactical Level (Micro) channel specific, content assignment

… … …

OperationsOperations Operations

Call-to-actionsCall-to-actions Call-to-actions


Channel Channels, Locations, Touch-points2


Channels are the area of operation of our campaigns

Channels & LocationsChannels are where users and customers can interact with our campaigns and experience our content. What differentiates digital marketing channels from other marketing channels is their measurability, their potential of personalization and their availability of context. A growing number of channels (see Gartner’s subway map) challenges marketers to create cross-channel campaigns and experiences.

http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp


Examples:

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Websites Adobe.com PS-CC Landing Page Targeted Hero Banner on landing page


Channels & Locations

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“A location is a place where users can see or interact with your content.”

Landing page Box on a page


Channel & Location Properties

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Example

URL http://adobe.com/photoshop

Parent Location http://adobe.com/

Channel Landing Page

Title Photoshop Landing page

Description The CQ6 landing page for Photoshop

Metadata Tags, Owner, etc.

Metrics Visitors, Organic Sources, etc.

References Content, Campaigns, Audiences

“A channel is a common way of delivering content and

measuring interaction”


Content Product Descriptions, Offers, Articles3


Examples:

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Feature Descriptions Website Landing Page copy PS-CC Product Descriptions Targeted Hero Offers Help & Training


Content

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StructuredUnstructured

Channel-specific representation


Abstract representation

Web page

Web component Productdefinition

Statusupdate

Display!ad

Text!ad


Assets Images, Videos, Animations, Documents4


Examples:

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Banner Images How-to Videos PS Product Creative PDF Leaflet


Assets

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Folders Files

&Metadata Renditions Composites







social)


Audiences Segments, Lists, Groups, Target5


Examples:

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Photoshop Users Trial CC Customers Email opener from previous PS6 Blast Education Creative Pro in Hungary


Audiences

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“Just a group of people”

Algorithm-determined rules, channel specific

interpretation

Marketer-defined rules, channel specific interpretation

Explicit (list-based) definition, channel specific interpretation


Audiences

36



interpretation



Look-alike modeling


Audiences

36



interpretation



Look-alike modeling Audience sharing


Audiences

36



interpretation




Model translation


Context Master Marketing Profile, Identity, Device6


Examples:

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Devices Geolocation Purchasing History First Name Segment Membership


Context is Identity and Behavior

Behavior

Profile

Experience

Technographics Demographics



Future events

past events

Identity



Future events

past events

data collection

personalization

Identity individualization


Last Millisecond: Listen? Context!

!Transient

Environment

!Edge Network

Profile

!Enterprise

Data

!3rd Party &

other...

Examples:DeviceGeolocation Time & Date Resolution

Examples: !X-Channel Profile Audience Segment Behavioral

Examples: !CRM & MDMERP Support CasesPurchase History Customer Insight

Examples: !Weather Demographics Twitter Facebook Anything, really,..

DCBA


Introducing Master Marketing Profile

!Master Marketing Profile

(Audience, Identity, Profile Data, History)

Unknown Profile (Visitors, Unauthenticated, Shallow Data, Less Reliable,

Large number of Profiles)

Known Profile (Customers, Authenticated, Deep Data, More Reliable,

Fewer Profiles)

xx

xxx


Data Metadata, Metrics, KPIs, Dimensions, Goals, Analytics7


Examples:

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Website Traffic on Photoshop Website Product Categories in Digital Media Number of revisions per asset


There are three fundamental types of data

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Website Traffic on Photoshop Website Product Categories in Digital Media Number of revisions per asset

METRIC

TAXONOMY

METADATA


Taxonomies – déjà vu

TaxonomiesTaxonomies describe relationships of terms to other terms and can be used to classify objects in the real world (animals and plants – as Linné did) or in the digital world (assets, product categories, messaging types, campaign goals, place names) Relationships between terms (parent-child, synonymy, etc) can be used to optimize search and retrieval of objects.


Metadata – déjà vu

Data about Marketing ObjectsMetadata is best known in relationship to assets (title, creator, size, tools used) but can be applied to any marketing object (campaign, channel, content, profile, event, audience) Most metadata is qualitative, which means it is expressed in concrete values (sometimes backed by a taxonomy) and can be used as a dimension in reporting. Quantitative metadata is referred to as metrics.


calculated

observed

inferred

Where are my metrics?

Metrics are qualitative metadataThey describe objects in countable or calculable values. Metrics can be either directly observed, inferred by counting other objects or aggregating metrics about other objects or calculated by combining multiple existing metrics. Metrics allow marketers to describe the effectiveness of marketing and compare against set goals.


Summary

Taxonomies and vendor lists are not enough to explain the rapid change in marketing and resolve the cognitive dissonance between right-brain and left-brain markers.


Summary

Right-brain marketers create campaigns by composing experiences that place content and assets into the right channel.


Campaigns

21

Program

Brand

Campaign

Activity

Campaign

Activity Activity

…

…

Brand Level budget owner

Strategic Level (Macro) Go to market, budget control

Planning Level cross channel, budget allocation, audience planning

Tactical Level (Micro) channel specific, content assignment

… … …

OperationsOperations Operations

Call-to-actionsCall-to-actions Call-to-actions© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Content

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StructuredUnstructured



Abstract representation

Web page

Web component Productdefinition

Statusupdate

Display!ad

Text!ad


Summary

Left-brain marketers measure and optimize campaigns by defining audiences based on collected context data that combines behavior and identity.


Audiences

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interpretation




Model translation



The DNA of Marketing

Marketing

Transcript of The DNA of Marketing