2. Holger Marsen
âą Leads the Cognifide Optimisation practice with a particular
focus on the Adobe Marketing Cloud solutions
âą Background in analytics/BI & development tools, internet
technologies, content management systems
âą Previous positions in Sales, Support and Technical roles
Jakub Otrzasek
âą Drives our customers Analytics implementations
âą Background in Data delivery using BI and RDBMS
technologies
4. What is the Adobe Marketing Cloud?
Why is it important?
How many solutions?
What integrations exist in the AMC?
A strong Core!
Spaghetti Junction?
Itâs all about the Creative!
Agenda
Itâs all about Data!
How to instrument for Analytics?
How to leverage insights?
Itâs all about the Experience!
I am a person not a number!
âNon-technical HTMLâ in Emails!
5. Section 01
What is the Adobe Marketing Cloud?
âą Why is it important?
âą How many solutions?
6. What is Adobe trying to do?
Create, Design
& Develop
Manage &
Deliver
Engage Users Analyze
Optimize
MAKE MANAGE MONETIZEMEASURE
16. Delivering a Personalized Experience
Onsite Experience
Adobe Media
Optimizer
Adobe Social
PLATFORM
Create
Manage Digital Assets
Adobe TargetAdobe Experience
Manager
Content Data
Adobe Analytics
Real Time Profile
Creative Cloud
20. Solution - Link Creative Cloud to Marketing Cloud
Shared Assets in Marketing Cloud
âą Available in Target (and Analytics) directly
âą Utilize in Social
âą Link to from Campaign
Direct connection to Creative Cloud accounts
âą Share with external agencies if desired
Gotchas?
No workflow at present! Assets can disappear..
ïš Drive through AEM DAM integration
Challenge â How to make creative
content available consistently?
23. Traditional tagging of pages requires manual JavaScript
insertion and maintenance.
CMS-based tagging should automate this by utilizing meta-
data
Issue: you need to define and maintain this yourself!
Solution: AEM provides an integrated mapping
framework to simplify tagging.
Important â it includes inheritance, thus provides flexibility to
alter/extend.
Gotchas?
Each component needs to be designed for analytics tracking!!!
Challenge: Analytics tags take a lot of
effort to implement and maintain!
<!-- Analytics code version: H.27. -->
<script language="JavaScript" src=âs_code.js"></script>
<script language="JavaScript"><!--
s.pageName=âThe Apple Page
s.server=âwww.mycompany.com"
s.channel=âElectronicsâ
s.prop1=âReturning Visitor"
s.prop2=â4.51pm"
s.campaign=GetQueryParam("source")
s.events=âsearch_in_categoryâ
s.eVar1=âiphone6"
s.eVar2=âhomepage searchâ
/****** DO NOT ALTER ANYTHING BELOW THIS LINE*******/
var s_code=s.t(); //--></script>
24. Use Dynamic Tag Management
âą W3C Data-extraction
âą Adobe provides automated package to extract content metadata
into W3C standard (with some headlibs changes + attribute
maintenance)
âą Allows extraction of data points via remote rules in DTM
âą No pre-definition of rules at present
âą Provides no inheritance for larger deployments (manual
copy)
Use Analytics Dynamic Components
âą Separates analytics data from actual component definition
âą Make content available in mapping framework
How to solve the maintenance issue?
27. Solution: Use Analytics integrations
Direct Analytics integrations
âą Push data via Exchange (e.g. Email remarketing)
âą Leverage full data set for SEM spend management
Integration via Marketing Cloud
âą Leverage Visitor ID service
âą Marketing Cloud Audiences
âą Analytics segments
âą Raw data
âą Deliver custom experiences via Adobe Target
Challenge â I have data. How can I
become more successful?
30. Personalization/Customization
âą Design an experience to meet an individualâs preferences
Relevancy
âą Responding to an individualâs desires/needs
Solution: You need Content and the means to
deploy it to individuals
Structured method of creating content
âą AEM
Means to deploy it to individuals
âą AEM + Target
Challenge: Personal communication in a
digital world
Relevancy
The âSweet Spotâ
Personalization
31.
32. Benefits
âą Supports full A/B Experience testing
âą Leverages content generated/stored in AEM
Gotchas?
âą Difficult to do MVT
âą No support for Automated Personalisation &
Recommendations in Target Premium
??? Consider using new Interactive Target
interface
Challenge: Personal communication in a
digital world
35. âą Strong workflow capabilities
âą Comprehensive communications options
âą Ability to tailor communication to customer data
âą Can utilize creative from the Shared Assets in the Marketing
Cloud
Challenge:
Campaign requires manual or pre-packaged HTML templates
Adobe Campaign â Powerful multi-
channel communications tool
36. Solution: Utilize AEM-Campaign integration
âą Use common formatting standards
âą Simple, interactive content creation for Marketers
âą Utilize approved and managed content from DAM
âą Preview formatting against common browsers
âą Increased delivery speed utilizing collaboration features and
workflows
Gotchas?
âą Make sure to add appropriate workflow for template
approval
âą Out of the box requires custom components due to inline
styling of emails
Challenge: Campaign requires manual or
pre-packaged HTML templates
39. For more information contact:
Holger Marsen
Principle Consultant
T 020 34757 200
M 07968 489082
holger.marsen@cognifide.com
Thank you
Notas do Editor
At Adobe, we address these fundamental customer challenges, addressing the entire lifecycle of digital content, from its creation all the way through how it is consumed and monetized.
Adobe is the only company that addresses the entire content lifecycle:
Make: Innovative tools and services to create compelling, rich, beautiful and useful content
For example, the magazine Vanity Fair uses our creative solutions to develop high-impact content delivered in print, online and on tablets
Manage: Solutions for seamless delivery and consumer access to content across media and screens
For example, the automobile company Volkswagen delivers rich, customized online and mobile experiences for customers worldwide by quickly and accurately responding to their changing demands
Measure: Solutions that enable rich understanding of customer ROI across marketing channels
For example, entertainment leader NBC Universal uses Adobe to gain new insights into social media and audience behaviors
Monetize: Solutions that efficiently target and deliver content to achieve business results
For example, trendsetting clothing retailer American Eagle Outfitters maximizes its sales across brands and channels using Adobe technology
If the previous slide represented the âmacro-levelâ challenges for marketers and their respective organizations, âThe Last Millisecondâ represents the micro-level challenge that marketers must face and where they must win time and time again, day after day. In fact, the last millisecond represents a âmoment of truthâ for marketers:
Every user action creates an experience â every time a user: downloads a video, clicks on an ad, etc⊠marketers have a âmoment of truthâ. Will we deliver a meaningful, personalized and relevant experience or will we deliver something generic and hope for the best? What needs to happen to maximize our chance for marketing success?
That experience has to be optimized to channel, device, locations, history, preferences
And the time between action and experience isnât minutes or seconds â itâs milliseconds.
We call it the last millisecond.
How marketing wins here is by following a specific formula and doing in real-time. The formula consists of: Â Listen, Predict, Assemble, and Deliver
Listen â aggregate everything we know about this visitor (anonymous or know) what do we know that helps us interpret intention and expectation
Predict â consider what content/offers do we have that will be suit this visitorâs intent and most likely meet their expectations
Assemble â now comes the task of pulling together all the assets and information into a cohesive experience
Deliver â lastly we must deliver these components in an experience that adapts to and reflects the channel, device and environment into which the consumer is expecting.
Consumers will not discriminate when and where they expect a quality experience with your brand â you get one shot â this is your moment of truth. The Adobe Marketing Cloud helps you deliver. Every digital marketing platform must do this
These types of challenges often lead to a fragmented brand experience for the consumer
Letâs start off with a quick look at the big picture. Everything we talk about at Summit is part of the big picture story of Adobe Marketing Cloud. Well, here is a quick look at Adobe Marketing Cloud, in all its glory.
Â
I donât want to spend a lot of time here, but we want to be clear that Adobe Marketing Cloud is not just a slogan, a campaign, or a gimmick. Analysts have universally agreed that when it comes to marketing clouds, or hubs, or suites, or whatever you care to call them, Adobe has the secret sauce that actually makes the sum greater than the value of the individual parts.
Â
UNLIKE other marketing suites and bundles that are an incomplete collection of point products that are barely interoperable, much less integrated, Adobe Marketing Cloud is a comprehensive set of best-in-class, integrated solutions, all built on a common data platform with a common set of powerful core services that creates a lift and, dare we say it, synergy you canât get with a jumbled toolbox.
Â
Adobe Marketing Cloud consists of 8 comprehensive and integrated solutions. This is where the execution happens:
Adobe AnalyticsâGet real-time analytics across online and offline channels to continuously improve the performance of marketing activities.
Adobe Experience ManagerâOrganize, manage, and deliver creative assets and other content across digital marketing channels.
Adobe CampaignâPlan and execute orchestrated campaigns across all channels.
Adobe TargetâTest and target digital experiences to maximize business results.
Adobe Media OptimizerâManage, forecast, and optimize your media mix to deliver peak return on your spend.
Adobe SocialâManage social marketing with a comprehensive platform that enables social listening, publishing, and analytics.
Adobe Primetime--Engage viewers across devices and deliver targeted ads independent of platform or device.
Audience Manager â Identity Management. Audience Activation, Cross Device Measurement, Audience Marketplace , Audience Optimization
Â
And above and beyond best in class individual solutions, once you own any part of Adobe Marketing Cloud, you get the secret integrated sauce.
Â
Adobe Marketing Cloud Core ServicesâA set of core technologies that allow each of the solutions to tap into a common framework and architecture, including Profiles & Audiences, Assets, Activation, Mobile, Exchange, Collaboration, the Exchange partner network, and User Management and Administration, all built upon a common data platform.
Â
Okay, now letâs see how what weâre talking about today fits into this framework . . .
Â
Letâs start off with a quick look at the big picture. Everything we talk about at Summit is part of the big picture story of Adobe Marketing Cloud. Well, here is a quick look at Adobe Marketing Cloud, in all its glory.
Â
I donât want to spend a lot of time here, but we want to be clear that Adobe Marketing Cloud is not just a slogan, a campaign, or a gimmick. Analysts have universally agreed that when it comes to marketing clouds, or hubs, or suites, or whatever you care to call them, Adobe has the secret sauce that actually makes the sum greater than the value of the individual parts.
Â
UNLIKE other marketing suites and bundles that are an incomplete collection of point products that are barely interoperable, much less integrated, Adobe Marketing Cloud is a comprehensive set of best-in-class, integrated solutions, all built on a common data platform with a common set of powerful core services that creates a lift and, dare we say it, synergy you canât get with a jumbled toolbox.
Â
Adobe Marketing Cloud consists of 8 comprehensive and integrated solutions. This is where the execution happens:
Adobe AnalyticsâGet real-time analytics across online and offline channels to continuously improve the performance of marketing activities.
Adobe Experience ManagerâOrganize, manage, and deliver creative assets and other content across digital marketing channels.
Adobe CampaignâPlan and execute orchestrated campaigns across all channels.
Adobe TargetâTest and target digital experiences to maximize business results.
Adobe Media OptimizerâManage, forecast, and optimize your media mix to deliver peak return on your spend.
Adobe SocialâManage social marketing with a comprehensive platform that enables social listening, publishing, and analytics.
Adobe Primetime--Engage viewers across devices and deliver targeted ads independent of platform or device.
Audience Manager â Identity Management. Audience Activation, Cross Device Measurement, Audience Marketplace , Audience Optimization
Â
And above and beyond best in class individual solutions, once you own any part of Adobe Marketing Cloud, you get the secret integrated sauce.
Â
Adobe Marketing Cloud Core ServicesâA set of core technologies that allow each of the solutions to tap into a common framework and architecture, including Profiles & Audiences, Assets, Activation, Mobile, Exchange, Collaboration, the Exchange partner network, and User Management and Administration, all built upon a common data platform.
Â
Okay, now letâs see how what weâre talking about today fits into this framework . . .
Â