Evolve18 | Bruce Swann | Adobe Campaign - Capabilities, Roadmap, and Fit Within the Marketing Cloud
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Everything you need to know about Adobe Campaign, where it's going and how it works within the Marketing Cloud.
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Evolve18 | Bruce Swann | Adobe Campaign - Capabilities, Roadmap, and Fit Within the Marketing Cloud
- 1. #evolve18 ADOBE CAMPAIGN: CAPABILITIES, ROADMAP, AND FIT WITHIN THE EXPERIENCE CLOUD Bruce Swann Group Product Marketing Manager, Adobe Campaign Friday, August 17th, 2018
- 2. #evolve18 2 ABOUT US Group Product Marketing Manager, Adobe Campaign Bruce Swann bruceswann @btswann swann@adobe.com
- 3. 3 Instant Access & Answers Consistency in Experience Feel Known & Appreciated
- 4. #evolve18 THE CROSS-CHANNEL MARKETER’S EVOLVING MISSION Campaign Orchestration Customer Journey Management Real-time Interactions Personalization at Scale Mobile Moments
- 5. #evolve18 A SILOED AND BROKEN EXPERIENCE MOBIL E Loyalty Rewards WEB 25% off DIRECT MAIL $15 off Today Only! SOCIA L “Like” us to win! DISPARATE SYSTEMS EMAI L Register Now! CHANNELS OFFERS/ MESSAGES
- 6. #evolve18 Quarterly Catalog AN ORCHESTRATED CROSS-CHANNEL EXPERIENCE CONTEN T ENTERPRISE DATA DIGITAL NTERACTIONS CROSS-CHANNEL CAMPAIGNS INTEGRATED CUSTOMER PROFILE RELEVANT & MEANINFUL EXPERIENCE Welcome Email Channel Activation Push Notifications Remarketing Email Browse Products Call Center Inquiry
- 7. #evolve18 ADOBE CLOUD PLATFORM FOR EXPERIENCE CLOUD Cloud infrastructure Adobe Sensei Content Data Experience Data Models Campaign Target PrimetimeExperience Manager Analytics Audience Manager AMO Search Analytics CloudMarketing Cloud Advertising Cloud AMO DSP AMO DCO Adobe I/O Core Services Launch
- 8. #evolve18 ADOBE CAMPAIGN MATURITY MODEL Maturity methodology to help design your plan for success BEST IN CLASS TECHNOLOGY Technology tying art & science to bring magic to every interaction SERVICES FOR SUCCESS Flexible services to accelerate the achievement of business goals A comprehensive solution for the orchestration, launch and measurement of personalized cross-channel marketing campaigns, that fuel meaningful customer experiences.
- 9. #evolve18 INTEGRATED CUSTOMER PROFILE TARGETED SEGMENTATIO N CROSS- CHANNEL CAMPAIGN ORCHESTRATIO N INTEGRATED EMAIL AEC INTEGRATIONS Manage your customers in a single location Personalize experiences to each customer Present individualized cross-channel campaigns Natively build and execute your email campaigns Provide the next best experience agnostic of channel ADOBE CAMPAIGN CAPABILITIES CAMPAIGN ANALYSIS & REPORTING
- 10. #evolve18 CUSTOMER IN CONTROL Over 350,000 subscribers Open rates 40 pts higher Click-through 17 pts higher
- 11. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Campaign Bundles Product based on previous transaction Tailored brands/offers to segment Exclude known users
- 12. #evolve18 REDESIGNED THE WHOLE CUSTOMER JOURNEY POST PURCHASE 5. Up-sell Email RECEIPT BOOKING CONFIRMATIONS CONGRATULATIONS BOOKING CSQ PAYMENT REMINDERS TRAVEL DOCS PRE-BOOK SEATS UPSELL PRICE FLUCTUATIO N BOOKING CHANGE BOOKING AMEND / PROCESSING BOOKING CANCELLATION PART PAYMENT FULL PAYMENT PRINT DOCS TICKET DELAY CONCIERG E ONLINE CHECK-IN ARRIVAL 35 disjointed communications
- 13. #evolve18 INTRODUCE A PILOT SET OF COMMUNICATIONS IN ORLANDO 3 DAYS AFTER BOOKING 3 WEEKS AFTER BOOKING 6 MONTHS BEFORE ORLANDO 28 DAYS BEFORE ORLANDO 3 WEEKS BEFORE ORLANDO CELEBRATION HOLIDAY EXPERT ITINERARY PLANNING TRAVEL PLANS DESTINATION TEASER ONLINE CHECK-IN
- 15. 3 13 12 11 10 97 6 542 1 8 Research Purchase Customer My First Car – A Customer Journey Display Ad Web AppEmai l Direct Mail Microsit e Emai l Direct Mail SMS Phone Socia l WebSMS
- 17. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data-driven Marketing Adobe Campaign & Adobe Analytics Insight to Action Closed-loop & Iterative Measurable4. Attribution 3. Action on Insight People Core Service Activation 1. Segment/Audience Analysis 2. Customer Intelligence
- 18. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Abandoned Cart Itinerary, Form, Application Stopped Video Click-to-Chat Abandon Click-through - -> viewed offer, search, viewed complimentary content REAL-TIME TRIGGER 50% REAL- TIME 50% 3-HOUR DELAY Decision in Near Real-time Adobe Campaign & Adobe Analytics
- 19. Activate Cross-channel Experiences Adobe Campaign & Adobe Audience Manager Audience Enrichment Enhance your customer profile with behavioral data Audience Cross-channel Campaign Look-Alike Modeling Identify & convert your next best customer Cross-channel Campaign Audience X ✓ Advertising Cloud Look Alike Modeling
- 20. #evolve1820 CONNECTING ART & SCIENCE
- 21. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Campaign Standard Adobe Dreamweaver Adobe Campaign & Creative Cloud Creative SDK in Email Editor Asset Sharing in Email Editor
- 22. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.22 Moved to Boulder, CO Outside all seasons Gear shopping begins Jack Alexander
- 23. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Search, Trail Running Shoes Geometrixx.com In-store Visit Opt-In Customer Journey Display Ad Re-Targeting (No Click) Return Visit Personalization Catalog Mobile Trail App Welcome Email Social Engagement
- 24. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Visits Geometrixx.com Items in Cart Triggered Email Confirmation Email/Notification Proceeds to Buy Gear Customer Journey End of Season Ski Sale (Catalog) Personalized Email 24 Seasonal Email Personalized Emails & Ads Abandons Cart
- 25. #evolve18 Marketing Activity Analytics Analytics Analytics Audience Manager Target & AEMAd Cloud
- 26. #evolve18 Marketing Activity Campaign Welcome Jack! Campaign, Audience Manager & Ad Cloud Cross-channel Nurture & Look Alike Modeling CampaignAnalytics Event-Trigger Confirmation Email Campaign
- 27. 27 "Creativity is thinking up new things. Innovation is doing new things." — Theodore Levitt
- 28. #evolve18 SCALE
- 29. #evolve18 29 ADOBE CAMPAIGN INNOVATION FOCUS AREAS Channels Innovate in existing channels while integrating emerging channels Data Support customers from thousands of profiles to billions of profiles Platform Leverage the Adobe Cloud Platform to bring Experiences everywhere AI Incorporate AI to improve results while simplifying work
- 30. #evolve18 30 CHANNELS Mobile • In-App Messaging • Mobile App Inbox Email • Interactive email • Open Channel • APIs • Configurable channel
- 31. #evolve18 ARTIFICIAL INTELLIGENCE Predictive Subject Lines Predictive Fatigue Predictive Send-time
- 33. © 2016 Adobe Systems Incorporated. All Rights Reserved. Cloud infrastructure Experience Data Warehouse Content Data Experience Data Model Campaign Target PrimetimeExperience Manager Analytics Audience Manager AMO Search Analytics CloudMarketing Cloud Advertising Cloud AMO DSP AMO DCO Adobe I/O Core Services Adobe Launch AI Studio
- 34. #evolve1834 Customer-led Journeys Unified Segmentation Audience and Asset Sharing PLATFORM
- 35. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Journey: Full of Moments TIME CUSTOMERVALUE Email @ Store Location Based Push Notification Call Center SMS Kiosk Message Web Direct Mail Email @ Email @ Web Marketing Initiated Customer-Led Web
- 36. #evolve18 THANK YOU! Group Product Marketing Manager, Adobe Campaign swann@adobe.com @btswann Bruce Swann bruceswann
Editor's Notes
- And this movement to become experience led has definitely changed the mission of the cross-channel marketer. We’re being asked to do things we didn’t even think of 4-5 years ago. And you have to move faster than ever from concept to delivery of experience. Your brand has to remain consistent across channels no matter what technologies or systems are supporting creation and delivery. You need to reduce the friction in your teams and organizations so that you can collaborate more efficiently and with greater impact. And, you have to be able to manage massive amounts of data with clear lines of ownership. ORCHESTRATION Ensure the delivery of the right message and content, at the right time in the right channel….but taking into account the customer journey JOURNEY Understanding where a customer is in the journey – are they a new customer? Are they lifelong loyal customers and brand advocates? Are they showing warning signs of attrition? REAL-TIME How do we respond, or engage in real-time, regardless of the channel? PERSONALIZED CONTENT at SCALE Scale and deliver personalized content throughout the customer journey MOBILE DELIMMA Ensure mobile is front and center OPTIONAL COMPRESSED TIMELINES Agile from concept to delivery MULTI-CHANNEL BRAND CONSISTENCY Brand consistency throughout ever integration, across all channels
- And having too many tools to manage is because of and adoption of tools to manage experiences in specific channels. Marketing technologist Scott Brinker estimates that a typical organization has over 20 tools in place to help manage what they do. An organization might be really good at email, but provide a completely disjointed web or social experience. Have too many disconnected tools and channels, can lead to a fragmented brand experience for the consumer.
- What a marketer really needs is the ability to connect the dots easily and quickly between data, content and the delivery of content across channels to orchestrate the optimal experience. For example, in this case, using a single accessible customer view and easily accessed content to orchestrate a meaningful on-boarding experience that starts with a welcome email, followed by a subsequent email promoting other channels (a common tactic – channel activation). MCCM is the Implementation of a strategy, or campaign across channels. Realize a 24% Greater Return on Investment on m/c campaigns Omni-channel shoppers have a 30% higher lifetime value than those who shop using only one channel (IDC) Channel activation…drive engagement.
- Adobe Cloud Platform consolidates data & content, defines the language of the EXB, leverages data science, and provides an ecosystem with open API’s A command center for doing the work of the experience business – integrated products and services unified with a common login and single sign on. Powerful core services give access to shared consumer profiles, centralized assets and other tools required to design, deliver, orchestrate and optimize the experiences today’s consumers demand. Of course that’s level 1 – let’s go a bit deeper. Adobe Marketing Cloud. The undisputed leader in digital marketing, AMC establishes the foundation so that you can personalize experiences that make customers want to visit, download, engage, and keep coming back, because what you provided was exactly what they were looking for. Next, Adobe Advertising Cloud makes it simple to deliver video, display, search, social, and television advertising across any screen in any format. As the world’s largest independent cross-channel advertising platform, it lets you identify and engage the best customers by offering them consistent and relevant advertising experiences. Now all your media planning and buying is integrated into one programmatic solution. And the Adobe Analytics Cloud is the core system of intelligence for the enterprise. It informs the experience business, bringing context to offline and digital data—from opinions to things and everywhere in between. This will help you build loyal relationships with customers you know, and learn more about folks you just met. Meaningful measurement and precision audience creation will help users at every skill level to put real-time insights into action. It’s supercharged. Although they are individual clouds so they can aggressively address unique, expansive use cases and market opportunities, these clouds are also integrated more than ever, both within each cloud and across the family. And because it’s critical for enterprises to power these dynamic experiences with great content and to be able to manage workflows digitally, the Experience Cloud is integrated with: Adobe Creative Cloud & Adobe Document Cloud – World’s best and most comprehensive creative and document applications and services so you can fluidly go from idea to creation to execution immediately. All of this starts with and is built on the Adobe Cloud Platform. With Adobe Cloud Platform you accelerate your ability to be an Experience Business. You can now centralize and standardize customer data and content from any source—creating powerfully cohesive and actionable insights and profiles. The Adobe Cloud Platform is our single biggest investment in product this year. This is us putting our money and resources where our vision is. Just as we all accept the mandate of becoming an Experience Business, at Adobe we accept the mandate of helping you get there with technology. Addressing integrations and disparate data while accelerating time-to-value are the primary requirements we’ve placed on the development of the Platform. We are driving toward new horizons of opportunity. We want to enable you to not only do the things you do now better, but to do new, exciting, and sometimes unforeseen things that will delight your customers at every turn. We are committed to major innovation, and the best, fastest way to innovate is on the Adobe Cloud Platform.
- Which brings us to Adobe Campaign, the solution within the AEC that over thousands of marketers at over 900 organizations across the globe rely on for the orchestration, launch and measurement of personalized cross-channel marketing campaigns, that fuel meaningful customer experiences. There are3 primary reasons: We have amazing technology. Our customers know it and I will share many customer success stories later in the presentation; but analyst know this as well, as we are recognized by Forrester and Gartner as leaders, year in and year out for what we enable. Our customers are successful because we provide amazing technology, but we don’t just sell and run! We provide a maturity framework and set of tools to help you get the most out of our technology and continually improve your marketing program. Not only that, but we have a set of services that map to that maturity framework to accelerate your success. It’s a complete offering. Technology. We have the technology and license model to back this up. From a technology perspective, we’re best in class from a cross-chanenl perspective. Our customers love our flexibility; we are innovationing and integrating, not only with the other Marketing Cloud solutions but with the Creative Cloud and Document Cloud, as well. Maturity Methodology. A progressive maturity methodology through all stages of your customer lifecycle, from your first conversation with your account teams and onward. We provide a variety of tools to assess your own programs – along the lines of data, content, and delivery of content. Tools that help you assess where you are currently and help you think through different areas of your strategy. We’ve invested in account managers, services offerings, etc. Services. To not build technology or maturity maps for their own sake (or as marketing materials), we have invested in and doubling down on a services approach that makes it easier for our clients to take us up on recommendations and use our technology. Services packages are defined and perscriptive to meet your needs where you are in your maturity path. For example, add a channel....build a preferene center...etc.
- Let’s start with best in class technology. Adobe Campaign has 6 key capabilities that help marketers do their job – even better.
- From internal workshops, the reality of what customers were being sent and how they were being addressed was far from their expectations
- focus on their business rather than having to worry about supporting a complex technical infrastructure removes the complexity of digital marketing by providing a foundation for teams to connect their marketing data, centrally orchestrate cross-channel interactions, engage the right audience, and analyze performance. helps the marketer connect data across the marketing ecosystem to an individual customer, orchestrate a relevant experience, and analyze the performance of their efforts. Describing the challenges for Marketers in the new Digital Era Deliver consistent, relevant messages across channels, devices Must navigate multiple data sources, touch-points and creative versions And then We plan to discuss today new integrations into the marketing cloud, all of which address the Bermuda Triangle of Marketing Consumer Data Providing a better, more consistent view of consumers across online & offline touch-points Bringing contextual data into the mix to drive more relevance Bridging the gap between anonymous and identified consumers Content Our new integrations will help marketers collaborate in a cross channel world to deliver a more consistent and optimal experience Delivery Make email even more relevant by using context to personalize content Help clients recover millions from abandoned carts
- Let’s look at a whiteboard of Analytics and Campaign working together in a functional, or coordinated manner. Start with analysis in Adobe Analytics – identifying an “opportunity”, which could be an anomaly, like a spike in purchases, abandoned carts or email opt-ins. Analytics allows you to identify that “something happened”; why it happened, but also “who”. 2. That type of insight is incredibly valuable for the cross-channel marketer. the next step would be to take that insight and action upon it. It could be creating a segment of customers in Analytics and sharing with Campaign, or a more 1:1 approach by acting upon an event-trigger, like an abandoned form, cart, itinerary, or even a page view, or sequence of page views. Then of course, leverage the power of Adobe Analytics and Adobe Campaign together. to measure and analyze cross-channel strategies.
- Digging a little deeper into event-triggers, AA+AC together allow you to act upon events in near real-time. This could be any online event, like: Abandoned Cart Itinerary, Form, Application Stopped Video Click-to-Chat Abandon Click-through - -> viewed offer, search, viewed complimentary content Then leverage the event in cross-channel strategies.
- Audience Enrichment What is it? Bring Audience Manager 1st and 2nd party data, such as browsing behavior or demographics into Adobe Campaign. Bring Adobe Campaign offline and online customer knowledge data (e.g. loyalty status, purchases, interests, etc.) into Audience Manager for audience segmentation. Business Value: Monetize your customer knowledge by driving more relevant retargeting ads as you gain a complete view of your customers interactions. Look Alike Modeling What is it? Turn a handful of your best customers into thousands more by leveraging data like loyalty status and purchase history to create look-alikes audiences to address with acquisition ads. Business Value: Grow your revenue by acquiring more customers and boosting your marketing efficiency.
- CONTENT: Marketers need a single platform to streamline the marketing process, improve marketing results and provide a better customer experience. Collaboration and Workflow: In a truly unique integration we can seamlessly connect your creative team with your marketing team. The Adobe Marketing Cloud is integrated with Adobe’s Creative Cloud. That means that when your designer makes a change in Photoshop, it is reflected in Adobe Experience Manager and Adobe Campaign. The synchronization happens seamlessly. This ensure that your digital assets are always up-to-date and relevant. Together, Adobe Experience Manager and Adobe Campaign allow the marketer to efficiently manage the cross-channel campaign process, from content creation to email campaign execution. No other vendor in the marketplace offers such deep integration between a content management solution and a campaign management solution. As content changes in Photoshop, it updates automatically in AEM and Campaign.
- SB So while that’s the value we are aiming to provide all of you with, I want to talk about how we are actually doing this between the two products. Bidirectional syncing between Dw and AC means that whenever an edit is made in one product, it is updated in real time in the other. Say, for instance, you want to change the color of text in Dw. As soon as you make that edit, the color of the text is live in AC. There’s something else that’s great if you are someone who likes to work with code. When you select code in either Dw or AC, since the line numbers are the same, the selection remains between the two products. It’s really great if you’re looking for something really specific in the code. Upload local images to AC through Dw. If you’re creating/editing an email within Dreamweaver you can simply select an image from you desktop or local machine. While Dreamweaver has always allowed you to do this, when Dreamweaver and Adobe Campaign are connected, the local file is immediately uploaded to the Adobe Campaign server. That means no need to manually upload images as content changes. Additionally, it ensure that the latest images are always live in Campaign. Add Campaign personalization in Dreamweaver. For the email developer there is no longer a need to add text like [[FIRSTNAME_PLACEHOLDER]] nor to look up the syntax of your data model’s scheme. The Campaign toolbar in Dreamweaver connects directly to your Campaign instance's data model. That means you can pull in any data you want for personalization from something like First Name to Address. If you’ve created Content Blocks within Campaign, you can also pull those in directly into Dreamweaver.
- Jack begins his research like we all do – in a search engine, then ends up on Geometrixx.com He doesn’t make any purchases, but sees display advertisements on his favorite sites (Colorado Buff.com) When he re-visits Geometrix, he is treated to a personalized, tailored experience (based on previous browsing patterns and segmentation) He still doesn’t purchase online – he likes to “try out” gear, so he goes to a store. At the store, an associate approaches him to answer questions, but also makes him aware of ways to stay in touch, get updates, etc… He engages. He receives a welcome email, but notices a Facebook promotion, as well as a mobile trail app…and a quarterly catalog (he loves catalogs).
- After trying some shoes, he realizes he forgot his wallet. He heads home to make the purchase online…starts the process…but… The kids come home from school and he never completes the purchase. However, while outside with the kids, he gets an email reminding him he can still complete his purchase in a few easy steps (bingo, he does). From there, he continues to engage with the brand. He receives targeted emails, but also timely/meaningful catalogs, with compelling/targeted content. This fosters engagement, which leads to the likelihood of additional purchases, increased avg order, loyalty and social advocacy.
- Marketing perspective: It starts with analysis of content, page views, etc….and the identification of a target audience (potential high value, interested in trail running)…<Amplification storyline in offline demo> He creates an audience, which is then to be shared for targeting with display advertisements and on the site. This is where the tie-in to Jack comes into play…and where the hook is set! Analytics provides insight into the success of campaigns, but also audience refinement. It also reveals an uptick in conversions and opt-ins (i.e. Jack).
- The marketer has designed and implemented welcome campaigns…to target customers who have recently opted in…but taking into account preferences, demographics and other data points gathered. The welcome campaign also promotes ways a consumer can engage across channels. The marketer also has re-marketing campaigns queued up…but not for every abandon, but only those who are likely to purchase, or return to the site. The marketer likes Jack. He engages….so he wants to find more. He creates an audience in AC, which is shared with AAM for look alike modeling, to find more LIKE Jack.
- BTS from here out
- An orchestration engine that allows marketers to deliver intelligent personalized experiences over all existing and future inbound and outbound channels at the right time.
- And this evolving mandate in turn impacts our roadmap and vision of what to provide marketers.
- Let’s look at the customer journey. There are marketing initiative moments…. But there are also customer-led moments to consider. ALL of these moments are an opportunity to engage.