© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Driving Relevanc
y (and Incremental Sales)
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o Founded in 1990 o A beauty superstoreo The largest US
beauty retailer that provides one-stop shopping for prestige, mass and salon products and salon services
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609 stores across the US
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Over 20,000 beauty products…
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…and a Salon in every store
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Over 11 million active members
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Members love our catalogs, coupons, and
rewards
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We communicate with members
across many channelsGuest Services
Mobile
Direct Mail
Online
Point of Sale
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Our primary challenge?Making our
communicationRELEVANT
to her.
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ObtainCustomer Data
Develop RelevantContent
Send it via the Right
Channels
The Concept Seems Easy
Learn From the
Data
… but it’s NOT Easy
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Enter Adobe Campaign
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Better insights via a single view of the customer
+ Self-service, cross-channel marketing tool
+ Fast, intuitive campaign setup & measurement
+ One-to-one personalization
Benefits
13
= Relevant Communications
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CRM Solution
AdobeCampaig
n
Data Source
s
AnalyticsDatamart
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Data Sources
15
7 Systems and 38 Data Feeds
Marketing Planner
Loyalty
POS
Salon
Pricing
eComm
Adobe Campaign
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Adobe Campaign
16
o Daily Data Feeds & Data Cleansingo Harmonization Rules (Single View of
Customer)o Segmentation & List Selection Toolo Integrated with Delivery Channelso “Next Day” Campaign Measuremento Multi-Level Reporting
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Data Mining, Modeling, and Scoring (via SAS)
AdobeCampaign Database
ULTA Analytics Datamart
Daily updates
Model Scoring
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So, how does use
it?
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Personalize Content1 email
21 ad tiles
1,050 unique
versions
3
7
1
1
3
6
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20
Direct Mail
Reach via Multiple Channels
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Deliver a Multi-Touch Series
21
+ 14 days
+ 7 days
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Recognize Special Events
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Accelerate Brand Sales
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Increase Purchase Frequency
24
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
Drive Product Trial
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Test & Learn
26
Original Send Date: Thursday, April 18Offer Valid thru: Thursday, May 9Subject line: Exclusive Ojon Offer Just for You!
E-MAIL STATS Open Rate
Click Rate
TOTAL
ULTA Incr. Lift
Transactions
Average Ticket
Total Sales
Margin
Target Audience:
OJON Incr. Lift
Transactions
Average Ticket
Total Sales
Margin
Easy to set up control and test groups!
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Thank you.
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