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When Content Meets Data, Big Things Happen - Peter Krmpotic, Adobe

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When Content Meets Data, Big Things Happen - Peter Krmpotic, Adobe

  1. 1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. When Content Meets Data, Big Things Happen Peter Krmpotic, Senior Product Manager, Adobe Experience Manager
  2. 2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Marketing Cloud PLATFORM Data & Content @PeterKrmpotic SOLUTIONS ANALYTICSEXPERIENCE MANAGER CAMPAIGNMEDIA OPTIMIZER SOCIAL TARGET PRIMETIME AUDIENCE MANAGER CORE SERVICES ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILEPROFILES & AUDIENCES USER MANAGEMENT & ADMINISTRATION
  3. 3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content explosion creates stress Under pressure to create assets and deliver more campaigns, more quickly 85% Creating over TEN TIMES the assets today to support increasing channels 71% Personalization increases the need for more assets 76% Content velocity IDC InfoBrief, Proving the Value of Digital Asset Management
  4. 4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 Challenges in Content Marketing Proliferation of channels to create content for Personalization – Audience specific content Measure ROIContent Velocity
  5. 5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Vision Simplify Content Marketing with a comprehensive and easy to use solution that supports the complete Content Marketing process.
  6. 6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What is Content Marketing? Content Marketing is the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism.” (source: Content Marketing Institute)
  7. 7. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Key Steps of Adobe’s Content Marketing Solution 7 Audience Seg & Content Insights Content Strategy Planning Curation & creation Composition & Delivery Content Amplification Content Repository Insight & Analytics
  8. 8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Sender-Message-Channel-Receiver Model 8 S M C R Pre-Production Production Delivery Budgeting Reporting Knowledge Planning
  9. 9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Shannon and Weaver 9 1949 at Bell
  10. 10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Sender-Message-Channel-Receiver Model 10 S M C R Pre-Production Production Delivery Budgeting Reporting Knowledge Planning
  11. 11. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 S Pre-Production Production Delivery Budgeting Reporting Knowledge Planning S S M C C C RAdobe Experience Manager
  12. 12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12 S Pre-Production Production Delivery Budgeting Reporting Knowledge Planning S S M M M C C C R Channel- Agnostic Content MRM 1.0 1. Planning 2. Budgeting 3. Collaboration 4. DAM 5. Content Creation Performance MRM 2.0 1. Push Content to all Channels 2. Measure Content Performance Fully Automated + Predictive Data Platform
  13. 13. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 S Pre-Production Production Delivery Budgeting Reporting Knowledge Planning S S M M M C C C R Data Platform Content Platform
  14. 14. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Marketing Cloud PLATFORM Data & Content @PeterKrmpotic SOLUTIONS ANALYTICSEXPERIENCE MANAGER CAMPAIGNMEDIA OPTIMIZER SOCIAL TARGET PRIMETIME AUDIENCE MANAGER CORE SERVICES ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILEPROFILES & AUDIENCES USER MANAGEMENT & ADMINISTRATION
  15. 15. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Experience Manager (AEM)
  16. 16. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Optimization within AEM
  17. 17. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17 Landing Page Optimizer
  18. 18. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Experience Manager & Adobe Target 18
  19. 19. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 Analytics Target Campaign Facebook Twitter Media Optimizer Creative Cloud Social Video Streaming Demand Generation CRM
  20. 20. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  21. 21. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  22. 22. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  23. 23. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  24. 24. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  25. 25. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  26. 26. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  27. 27. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  28. 28. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  29. 29. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  30. 30. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  31. 31. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  32. 32. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  33. 33. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  34. 34. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  35. 35. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  36. 36. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  37. 37. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  38. 38. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  39. 39. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  40. 40. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  41. 41. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  42. 42. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  43. 43. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  44. 44. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  45. 45. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  46. 46. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  47. 47. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  48. 48. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 48 Q&A Peter Krmpotic krmpotic@adobe.com Twitter: @PeterKrmpotic LinkedIn: peterkrmpotic
  49. 49. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe is everywhere you look

Notas do Editor

  • Let’s 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.
     
    I don’t 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.
     
    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 can’t get with a jumbled toolbox.
     
    Adobe Marketing Cloud consists of 8 comprehensive and integrated solutions. This is where the execution happens:
    Adobe Analytics—Get real-time analytics across online and offline channels to continuously improve the performance of marketing activities.
    Adobe Experience Manager—Organize, manage, and deliver creative assets and other content across digital marketing channels.
    Adobe Campaign—Plan and execute orchestrated campaigns across all channels.
    Adobe Target—Test and target digital experiences to maximize business results.
    Adobe Media Optimizer—Manage, forecast, and optimize your media mix to deliver peak return on your spend.
    Adobe Social—Manage 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 – Identity Management. Audience Activation, Cross Device Measurement, Audience Marketplace , Audience Optimization
     
    And above and beyond best in class individual solutions, once you own any part of Adobe Marketing Cloud, you get the secret integrated sauce.
     
    Adobe Marketing Cloud Core Services—A 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.
     
    Okay, now let’s see how what we’re talking about today fits into this framework . . .
     
  • 85% say they are under pressure to create assets/deliver campaigns more quickly
    71% say they need to create 10x as many assets these days to support all the different channels
    76% agree that personalization is driving increased need for more assets

    So here’s where you start looking at the situation with a new perspective. You don’t just need to staff up to create and manage all this content. Rather, you need a modern workflow. You need content velocity.
     
    Content velocity involves using the latest platforms and processes, such as centralized assets and collaborative workflows that allow your teams to create content in real time, so that it’s personal and relevant.
  • The pain points to specifically callout (maybe talking points) are that offers are inconsistent and uncoordinated across channels (e.g. lack of coordinated optimization). I was thinking we emphasize those paints to point to interaction/decision as the big problem rather than scalability problem of managing a lot of offers.
  • Let’s 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.
     
    I don’t 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.
     
    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 can’t get with a jumbled toolbox.
     
    Adobe Marketing Cloud consists of 8 comprehensive and integrated solutions. This is where the execution happens:
    Adobe Analytics—Get real-time analytics across online and offline channels to continuously improve the performance of marketing activities.
    Adobe Experience Manager—Organize, manage, and deliver creative assets and other content across digital marketing channels.
    Adobe Campaign—Plan and execute orchestrated campaigns across all channels.
    Adobe Target—Test and target digital experiences to maximize business results.
    Adobe Media Optimizer—Manage, forecast, and optimize your media mix to deliver peak return on your spend.
    Adobe Social—Manage 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 – Identity Management. Audience Activation, Cross Device Measurement, Audience Marketplace , Audience Optimization
     
    And above and beyond best in class individual solutions, once you own any part of Adobe Marketing Cloud, you get the secret integrated sauce.
     
    Adobe Marketing Cloud Core Services—A 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.
     
    Okay, now let’s see how what we’re talking about today fits into this framework . . .
     
  • In order to rise to the top you need to be an agile org.
    Become and org that your customers trust.
  • [Design Team]: Please use some adequate image instead of letters DG, VS, CRM.

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