Выступление Jamie Brighton - Adobe на Саммите Digital Branding - Best Practice Guide, 5-6 июня

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The Adobe Advantage in Retail
Jamie Brighton | Adobe EMEA

2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital Trends in Retail
3
Developing a holistic view of the
customer across all touch points2
Using personalization to increase loyalty and
drive Key Performance Indicators (KPIs)
1
Ensuring that you are capturing actionable data3

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Typical Digital Pressures and Challenges
4
1. A growing array of marketing channels require new and
different techniques for reaching potential buyers
2. Social media and user communities introduce entirely
different ways of interacting with customers
3. Customers consume content on a variety of devices and
expect a personalised user experience
4. Data about customers is locked in silos
5. Combining multiple sources of data to get a complete
picture of customer interactions
Web Site
Display
Paid
Search
Email Social
Natural
Search
Affiliates
M
obile
Store
Call Centre
CRM

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What Does Best In Class Digital Look Like?
Innovation
Innovate rapidly and often, and be
recognized for it
Content Marketing
Curate content to deliver meaningful
experiences across channels, by
role, throughout the customer
lifecycle
Big data
Identify actionable insights and
segments across channels to drive
engagement and leads
ROI
Demonstrate value and contribute
consistently to the bottom line

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Reporting & AnalysisMulti-channel Campaign Execution & Media
Monetization
Platform
Big Data &
Content Platform
Personalized Engagement
Attract
&
Acquire
Manage
Deploy
Engage
Convert
Connect & Optimize
Report
&
Analyze
Streamline Workflow
Adobe
Experience
Manager
Adobe
Target
Adobe
Analytics
Adobe
Social
Adobe
Media
Optimizer
Content Repository
Assets, Web Content
Documents
Creative Cloud
Real-time
Profile
Analytics
Behavioral
Data
Algorithmic
Models
Big Data Repository
Reporting & Predictive Modeling
Campaign
Data
Optimization
Modeling and Algorithms
Digital Marketing Cloud

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Multi-Channel
Deployment
Make | Manage | Monetize | MeasureAdobe’s Digital Platform for Customer Experience
Experience
Management & Targeting
Creation & Innovation
OptimizationAnalytics

8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Provide an un-paralleled single view of the customer enabling
the marketing and sales team to better personalize and act on
customer behaviour.
Break down silos by collecting data across multiple channels to
understand the true impact and influence they deliver.
Deliver the right message to the right customer at the relevant
points in the buying cycle, maximising marketing effectiveness.
Manage Big Data
1. Using personalization to increase loyalty and drive Key Performance Indicators (KPIs)
2. Developing a holistic view of the customer across all touch points
3. Identify and address trends and triggers that result in visitors moving between channels to
complete their objectives

9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
By analyzing data combined from six sources
(web, post purchase survey, CRM, call centre,
email, and live chat), Adobe Analytics helps to
identify customer satisfaction issues, so we
can resolve them quickly.
Ashis Braganza, senior manager of global
business intelligence, Lenovo
Complete visibility into all
customer facing channels
Focus marketing to deliver
maximum conversion &
satisfaction
Improve ROI and Customer Satisfaction

10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. Increased revenue and ROI through better targeting of offers and promotions
2. Improved NPS and lifetime value through enhanced customer experience
3. Improved customer experience through cross-channel marketing strategy and better
understanding of customer requirements
Continually optimise & personalise content by assessing what is
working for its online customers throughout their cross-channel
engagement.
Provide a holistic view of all customers across all channels and
thereby delivering a consistent customer journey and optimum
experience
Optimise content in order to deliver a relevant customer
experience and remove any barriers to conversion.
Target User Segments with Personalised, Lifecycle Relevant Content

11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. Measure customer engagement and sentiment to inform decisions on new content and campaigns
2. Improve operational efficiency, reduce time to market and deliver personalised, consistently
branded experiences across multiple countries, languages and product lines
3. Reach new audiences, nurture communities and increase engagement through social channels
Captivated customers worldwide, with views rising substantially
in France alone Doubled visitor time spent on male-grooming
websites
Brought five countries online rapidly and with limited IT
involvement
Improved customer engagement by easy integration with
Twitter and Facebook
Global Message Consistency

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Changing the worldChanging the world
through digital experiencesthrough digital experiences

13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.