eMarketer moderates a special presentation with Drew Burns, principal product marketing manager at Adobe, who shows you how to unlock countless opportunities to shape and improve the digital experiences that you deliver to your customers.

1. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
eMarketer Webinar: How to Develop & Grow your Optimization Efforts into a Scalable Program
Drew Burns, Principal Product Marketing Manager, Adobe Target
TECH-TALK TUESDAY

2. The Power of Personalization: Meeting Customer Expectations
“One size fits all”
Previous Experience Current Experience Personalized based on your profile
Document Cloud lobby Experience Cloud lobby
Student lobby Photographer lobby
Creative Cloud lobby
Increased Document
Cloud conversions by
4%
Increased
Experience Cloud
inquires by
21%
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

3. Adobe Target
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

4. Agenda
Adopt: Laying the foundation, Identifying high value use cases and opportunities
Expand: Growing in sophistication: segmentation and cross-channel
Embed: Growing to scale, iterative/sustainable process & governance
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

5. Adopt
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TECH-TALK TUESDAY

6. Adopt Checklist
ü Establish Goals
ü Develop Program Roadmap & Quarterly Reviews
ü Define Roles & Process
ü Educate, Ideate & Evaluate (Cost-Benefit Analysis)
ü Learn & Use your Toolset
ü Execute Quick Wins with Low-Hanging Fruit (Acquisition-Conversion)
ü Evangelize your Impact, Insights & Success
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

7. Establishing Goals & Benchmarks
25xConservative Average of
ROI
From Adobe Target
Activities
1. Conversion/KPI lift e.g. reducing bounce rates
2. Organizational Efficiencies e.g. creative savings
3. Organization Cost Savings e.g. call deflection
4. Value of Insights e.g. audience preferences
5. Opportunity costs of “failing fast” e.g. losses
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

8. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
Personalized Emails
Based On Membership
Tier
Program Roadmap & Timeline
MARKETING
EXECUTION
& ANALYSIS
DIGITAL
STRATEGY1
2
Capabilities and VRI’s3
Maturity Assessment,
Organization Readiness
Membership
Tier, Customer
Attributes
Integration
Testing Strategy, Data Driven Iterative Tests
Ecosystem: Partners,
Agencies
Integrate
Audience
Manager,
Marketing
Cloud and
Campaign
Analytics Audit,
Review and Refresh
A/B Testing and
Cart
Abandonment
Analytics Migration to DTM
CRM data into
Audience Manager
PHASE 1 (Jan - May) PHASE 2 (Jun- Jul)
Training & Enablement
Operational Excellence, Efficient Test and Creative Creation
Content Creation
Strategy
Test Creation Strategy
Digital
Essentials
Unified
Marketing
Strategy
Content
Technology
Foundation
Implement MCID
DTM Config (Target & AA)
Campaign Customer
Profiling
Campaign Channel
Setup
Target A/B Tests
PHASE 3 (Aug-Dec)
Membership Tier
Personalization
2018
Target Premium, Automated Personalization
2ND and 3rd Party Data
into AAM
AEM MC Configurations Digital Assets Templates & Pages Workflow Migrate from old CMS
Target Experience based tests
Target A/B Tests
Lookalike targeting
– acquire new
members

9. Key Players:
• Executive Sponsor
• Program Owner
• Program Lead
• Data Analyst
• Back End Developer
• Product Manager
• Front End Developer
• Content Lead
• Design Lead
• QA | UAT Lead
• Project Manager
Establish Your Optimization Team Framework
Executive
Leadership TeamStrategy
Team
Execution
Team
Platform
Team
CenterofExcellence
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

10. Build a Detailed Process
Ideation,
Feasibility &
Planning
Prioritization
Creative, Logic &
Compliance
Requirements
Development, Testing &
Deployment
Results &
Recommendations
STRATEGIC PLANNING INDIVIDUAL CAMPAIGNSObjective
Develop roadmap of
targeted and testing
campaign
opportunities
Evaluate and prioritize
campaigns across products
based upon DTO Goals and
TOS capacity
Kick off individual
campaigns, develop creative
and gain Compliance
approval for data, logic and
creative
Finalize detailed
requirements and capture
approval to begin
development
Complete development,
testing and sign off of
campaign
Launch campaign,
conduct post launch
validation and share
campaign reporting
Timing
Quarterly
10 weeks prior to start
of quarter
Quarterly
8 weeks prior to start of
quarter
Ongoing
6-7 weeks prior to launch of
campaign
Ongoing
3-4 weeks prior to launch
of campaign
Ongoing
1-2 weeks prior to launch
of campaign
Ongoing
Approx. 2 weeks after
completion of a
campaign
KeyStakeholder
Business Line, UX,
Omni Sales, Dev,
Marketing
UX, Dev
Business Line / Omni
Sales, UX
Business Line / Omni
Sales, Dev
Business Line / Omni
Sales, Dev
Dev, Business Line /
Omni Sales
Analysis: Review, gather and analyze data from multiple sources to inform future product roadmaps and campaigns. Insights are gathered through multiple
data inputs and sources. Additional analysis may also be requested from Analytics team.
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

11. Identifying Optimization Opportunities?
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12. Ideation: Low Hanging Fruit
§ Mobile-first!
§ Personalized Landing Pages: Rules-based & Automation
§ Prominence/treatment of CTAs
§ Reduction of steps to conversion
§ Category Affinity: targeted offers, navigation and recommendations
§ Recommendations: landing page, conversion & in-between
§ Remarketing/Retargeting: offsite, email, return visit
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

13. Identify & Understand
Barrier to Conversion
1
Ideate to Remove Barrier
2
Assess Relative Value of
your ideas
3
Build a comprehensive
roadmap document
4
§ Accept that resources will not
allow you to test everything.
§ Discipline your organization to
support ideas with either
qualitative or quantitative
reasoning.
§ Develop decent hypotheses that
actually help to influence your
strategic goals.
§ Ask yourself: “is this really a
barrier to conversion?”
§ Respond to your clear
hypothesis with experience
design principles.
§ Ask yourself: “will this
challenger really prove or
disprove our hypothesis?”
§ Develop a comparable ‘cost &
benefi’ outcome for each idea:
§ Total traffic
§ Conversion rate
§ Value of a conversion
§ Expected change in CR
§ Build cost
§ Potential ROI
§ Have a process for determining
your priority order:
§ Potential ROI
§ Reach
§ Output
§ Culture
§ Strategic goals
§ Document your ideas in order and
include rationale for prioritization.
Activity Roadmap: Cost-Benefit Analysis
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

14. Understand Your Toolset
A/B/N Testing
Testing one design, contentor experience
against another or several othersfor
Improving performance
Multivariate Testing
Testing multiple elements in creative or
design to discover element contribution
And optimal combination of elements
Auto-Allocated Tests
Automatically targeting content to the
winning Test experience
Experience Targeting
Targeting based on segments including
Geo, Mobile, and Behavioral Targeting
AI driven Personalization
Sophisticated machine learning built in to
A/B testing workflow to personalize full
experiences and customer journeys
Personalized Recommendations
Custom, optimized algorithms for offering
next best content or product suggestions
based on industry and touch point
Enterprise Governance
Custom roles , properties, and permissions allow for
Nuanced and highly configurable levels of access
Target Everywhere
Mobile App, in-store kiosks, email, call centers, and
the IOT – any internet connected device or s
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

15. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hands on keys: 3-step guided visual workflow
15

16. Optimization Insights Report & Library
• What did we test?
• What was the hypothesis?
• Screenshots
• Dates/Duration
• What happened?
• What did we learn?
• Recommendations
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

17. Become your own Biz Dev Team
© 2018 Adobe Systems Incorporated. All Rights Reserved.
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18. Expand
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TECH-TALK TUESDAY

19. Expand Checklist
ü Use Your Data & Align with Analytics
ü Identify Stakeholders & Opportunities Across Touchpoints
ü Feed Your Activity Roadmap
ü Fine-Tune Your Process & Reporting (A4T opportunity)
ü Explore & Enrich Your Customer Journey
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

20. Make Use of a Unified Visitor Profile
environment
variables
+ IP address
+ Country of origin
+ Time zone
+ Device type
+ Operating system
+ Browser type
+ Screen resolution
site behavior
variables
+ Customer / Prospect
+ New/return visitor
+ Previous visit patterns
+ Previous Product
interests – top level
+ Previous Product
interests – low level
+ Searches
+ Previous online
purchases
+ Previous Campaign
exposure
+ Previous Campaign
responses
temporal
variables
+ Time of day
+ Day of week
+ Recency
+ Frequency
referrer
variables
+ Referring domain
+ Campaign ID
+ Affiliate
+ PPC
+ Natural search
+ Direct/bookmark
+ Social graph/login
Experience Cloud
+ Adobe Analytics Audiences
+ Adobe Audience Manager
+ Core Services
Offline
Variables
+CRM
+ Callcenter
+ Ticketsales
+ 3rd-party data
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

21. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Leave No Touchpoint Untouched
21
Clicks on Display Ad
Abandon Partial Form
Complete
Optimized Category pageTargeted Landing Page
Retargeting email: Personalized Offer
with content Recommendations
Optimized banner
to download app
Targeted Push Notification
near store/Point of Interest
Receives personalized offers
And recommendations on
In-store digital kiosk
Personalized mobile
Landing page
ü Any On Site Actions
ü Any On Site Page Views
ü Engagement: Page Views
ü Engagement: Time On Site
ü Engagement: Score
ü Revenue
ü Average Order Value
ü Revenue Per Visit
ü Offline Conversion Events
ü Any Analytics Event
Fully qualifying performance

22. Feed your Activity Roadmap with Predictive Analytics
Determines predictive
attributes toward a specific
conversion event to
understand high value
segments.
Identifies relationships
between groups of visitors
to show strength between
segments.
Propensity Modeling:
Attributes
Cluster
Methodology
Ranks your visitors from
low to high based on
a specific conversion event.
Propensity Modeling:
Score
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

23. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
30%
10%
Home
Page
Fashion
Shows
How
To
News/P
olitics
SportsFood/Tr
avel
Style Women EntertainmentSD_M Cars/
Gear
Blogs
20%
40%
50%
60%
70%
80%
One and Done
Mostly Mobile
Brand Casual
Brand Addicts
Cluster Methodology – Men’s Fashion/Lifestyle Publishing Example
Percent of Total Page Views by Site Section
70% OF
FASHION AND
60% OF STYLE
PAGE VIEWS
6%
VISITORS
Brand Addicts:
Promote style content on top entry pages:
§ Targeted navigation
§ Category-based Recommendations

24. Speed up Activity Build & Deepen your Analysis with Analytics
Break down any test by
any audience, using any
metric.
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

25. Use A.I. Machine-Learning Automation to Scale your Efforts
Automate and personalize:
§ Layouts
§ Navigation
§ Content blocks
§ Look and feel
§ Anything
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

26. Embed Checklist
ü Federate Program & Enable Stakeholders
ü Mature Mobile & Customer Loyalty Opportunities
ü Move “Beyond The Browser” for Personalization Everywhere
ü Audit Performance, Process & Program Maturity (Quarterly Benchmarks)
ü Become a “Center of Excellence” & Socialize ROI, Business Value Realization
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

27. Enterprise Governance and Democratized Execution
Overview
• Everyone in a permissions
group has access to the
same set of properties.
• A user’s role applies to all
properties in that permission
group
• A permissions group can
have users with different
roles
Admin Console
Product
Configuration
US Microsite
Checkout
Funnel
Support Site
Approver Editor Editor Observer Observer
Properties Users
Project
Activities Audiences Offers
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

28. Mobile Site
• Responsive Design
• Mobile contextual content & functionality
• Leverage mobile context & KPIs
Mobile App
• Loyalty: downloads, ratings, functionality
• In-app messaging & push notifications
• Synchronized app analytics & lifecycle
metrics
Greater Context for Mobile Site & App Optimization
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

29. Move “Beyond the Browser” to Call Centers, Brick & Mortar, Devices & Screens
• Create/Update Activity
• Assets
• Audiences
• Activity Lists
• Sensei
Management
• Server-side Delivery
• Batch Delivery
• IOS/Android SDK
• NodeJS SDK
• Java SDK
Delivery
• AB/XT Activity Reports
• Recommendations
• Analytics Reports
• Sensei Insights
Reporting
• Profile update
• Profile fetch
• Batch profile upload
• CRM / Customer Attributes
Identity
Target Everywhere, enabled by over 50 APIs
Adobe Experience Cloud, 3rd party systems, internet-connected devices, consoles & surfaces
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY

30. Adobetargetpro.com – Maturity Model for Quarterly Benchmarks & Growth
INCIDENTAL
EXPANDED
DISCIPLINED
STRATEGIC
ALIGNMENT
EMBEDDED
CULTURE
METHODOLOGY
EXECUTION
LEADERSHIP
ORGANIZATION
✔
✔
✔
✔
✔
1 2 3 4 5
1.8
Now 2.5
‘19 Goal State
✔
✔
✔
✔
www.adobetargetpro.comAdobe Target
© 2018 Adobe Systems Incorporated. All Rights Reserved.
TECH-TALK TUESDAY