Top Five Reasons to Attend Summit


Marketing Cloud

We know — it’s hard to take time away from work. So a conference has to be really worthwhile to justify the days out of the office. Here are the top five reasons we think it’s worth your time to come to Summit.

  1. It’s about the experience. Attending Summit in person provides an impactful experience that you can’t achieve by reading articles or watching a video. How many times do we think we’re going to read that article, but never get around to it?
  2. It’s about all the top marketers. Summit brings together thousands of speakers, thought leaders, and experts who will share the latest trends and solutions. You’ll never find this many marketing mavens together — except at Summit.
  3. It’s about the inspiration. When it comes to innovation of thought and innovation of action, this is the place. Everybody here is focused on the best ways to provide amazing customer experiences that build loyalty.
  4. It’s about the real-world examples. Leading marketers from top brands from around the world will share their strategies and their success stories. You’ll leave with plenty of practical takeaways you can bring back to the office.
  5. It’s about the networking. Talk to other marketers and executives who are experiencing the same challenges you have. Find out what’s really working when it comes to digital marketing.

All in all, we think Summit is a valuable event. The combined inspiration and impact far outweighs the time or cost it takes to attend the conference. Over 93% of last year’s attendees agree with us, and would recommend Summit to their peers.

The post Top Five Reasons to Attend Summit appeared first on Digital Marketing Blog by Adobe.

How Full-Funnel Ad Tech Can Drive Digital Sales in Financial Services


Marketing Cloud

$10.11 billion. That’s how much financial services firms will spend on digital advertising in 2017, according to eMarketer’s “US Financial Services Industry StatPack 2017.” It’s a hefty sum being fueled by social media and digital video, which, alongside tried-and true marketing channels like search, are gaining ground fast. And TV ads aren’t going away anytime soon, either — they accounted for $7.7 billion spent in 2016. To make the most of these dollars, you need to go full-funnel, driving greater efficiency and better return on ad spend from brand to campaign.

Right now, your customer quality and digital sales volumes may not be optimal. It’s great if hundreds of prospects accept your offer to open an account online — not so great if accounts suffer from low initial deposits and infrequent transactions. You may also wonder how you’re going to hit digital sales goals when they’re expected to increase significantly over the next three years. Your struggle is real, but so is the possibility of reaching your acquisition and conversion targets.

To attract and engage high-quality prospects, the experience you offer needs to be relevant, personalized, and connected across every digital channel, and on TV as well. The key is to be able to identify your customer’s journey stage and keep your message consistent and coherent as different channels work together. You also need to track investment and performance across advertising touch points — because moving your customers toward purchase is a cumulative experience.

Overcoming too much of everything.
Today’s emphasis on experience, personalization, and journey management requires connections across data sources, technology platforms, and teams to be much stronger than ever. But the same old pain points remain, compounded by too much of everything.

Untapped data: The legacy systems at most financial services firms produce plenty of data — scads of siloed data that doesn’t give you a complete audience picture, or let you share customer segments or KPIs. Without a data management platform, you can’t achieve a collective understanding of prospects and customers, or segment and reach them with the right strategy across channels.

Unaligned teams and technology: As with data, you need to connect teams with technology. But many firms struggle with efficient management of ad tech and can’t make dollar-to-dollar comparisons. 40 percent of advertisers work with three or more media-buying and media-planning platforms, leading to messy deduplication and cobbled-together reporting.

Unknown performance: You’re on the hook to improve ROAS, but without a unified approach across channels, you’ll end up stealing conversions from each other. Even with a glut of performance metrics, you’ll struggle to manage audience reach and determine frequency of ad views.

Unexploited integration: You’re focused on integrating your marketing technology, from data to segments to cross-channel analytics. But the real payoff comes when you combine that with advertising technology.

Acquiring and converting customers while slashing costs.
A national insurance provider used Adobe Advertising Cloud to gain better visibility, greater efficiency, and faster reaction times on display campaigns. The firm’s display advertising served two goals: 1) consideration in mid-funnel to stay top of mind for customers who are ready to shop, in a new life stage, or in third-party audience segments; and 2) direct response in the lower funnel, when customers plan to make a decision soon. The firm also retargeted customers who visited key pages to get a quote or compare prices.

After an initial campaign, the overall cost per action (CPA) was 39 percent below benchmark, and the consideration and direct response campaigns were both 34 percent below. But the real impact came from creating look-alike (LAL) segments. Increasing investment in LAL segments from zero to 15 percent over the course of a three-month test corresponded with a 78 percent drop in overall CPA — and a LAL CPA significantly lower than the overall campaign’s.

Managing Media Across Multiple Channels With a Single Platform
The Adobe Advertising Cloud is a single, independent, cross-channel advertising platform that delivers both brand and performance campaign management across any screen, and in any format — from a TV ad touting your brand to a display ad for a loan product on mobile social media. With advertising and marketing tools that talk to each other and work together, you’ll attract high-quality prospects and delight the customers you already have with cross-sell and up-sell offers tailored for them.

To learn more, read “Behind every ad there are a million digital connections.”

References
Adobe, “Insuring marketing with good ad tech,” Adobe case study, April 2016.

2017 ADI U.S. Finance Survey.

eMarketer, “US Financial Services Industry StatPack 2017.”

The post How Full-Funnel Ad Tech Can Drive Digital Sales in Financial Services appeared first on Digital Marketing Blog by Adobe.

How DuPont is Powering Experiences With Sales-Enabled Mobile Apps


Marketing Cloud

DuPont, a science company dedicated to solving challenging global problems through innovation, faced its own global challenge regarding how its Crop Protection Division could effectively provide accurate technical information to millions of farmers in 130 countries without lag time. To solve this issue, DuPont created a mobile app that provides instant and accurate information to its more than 10,000 sales representatives — which resulted in $1 million in global savings, and a 50 percent decrease in go-to-market time.

“One of the biggest challenges for our marketing team is to be able to take the value propositions of our products, and translate those down through our sales reps to customers,” says Joanne Hewitson, global digital marketing lead, Crop Protection Division, DuPont. “On top of that, we work in ecosystems, so we have different crops in every country, different pests, different regulatory environments, and, as a result, slightly different product lines in each country.”

DuPont launches a mobile solution.
For DuPont, creating a mobile solution was the key to its success. DuPont already used a customer relationship management application, which meant it had a CRM that could follow customer interests, trends, and potential sales opportunities, based on activity.

Using Adobe Experience Manager for digital asset and content management, DuPont piloted a sales enablement app in Brazil. It was able to convert PowerPoint Presentations that its sales team had been using to a mobile app, which was an instant success. Additionally, DuPont created a public-facing smartphone app in Germany that replaced a 400-page book that contained all of the division’s labels and safety data sheets. Replacing the clunky book allowed customers to sort through and search for material in an efficient manner, regardless of their location.

The efforts to repurpose existing sales collateral, and consolidate a paper book into an ebook represent only the tip of the iceberg, but they demonstrate how DuPont is committed to creating relevant content at the velocity required to meet its customer’s evolving needs. As a result, DuPont empowers its sales team and distributors by providing them with powerful tools that update in real time, improving the efficiency and effectiveness of the division’s sales and marketing teams.

DuPont is blazing the trail for manufacturers.
DuPont faced a problem that plagues virtually all manufacturers. The old ways of disseminating information in a B2B world are obsolete — and global manufacturing runs on information. Customers expect specs, technical details, pricing, and more to be delivered fast, conveniently, and in their native language. Since customers are typically through 57 percent of their decision-making process before they contact you, a sales team must be equipped with compelling and engaging material.

“Rich, reliable sales content enhances conversations between DuPont and customers,” says Joanne. “Eventually, we can use this app to upload and share the best sales materials worldwide to help make strong connections with farmers.”

Just like DuPoint, you can transform the way you communicate. Mobile apps can help you satisfy sales, customers, and partners alike by serving up the right information at the right place and time.

Building a smart, sales-enabled mobile app.
A set of proven tools is key to enabling an efficient roll-out of apps, and furthering the customer’s digital experiences. As DuPont’s success illustrates, a well thought out mobile  and development strategy is critical for success. Here are some best practices for creating a successful sales-enabled mobile app:

  • Digital Asset Management. Invest in a smart DAM that provides a digital foundation, and integrates into back-end systems. DuPont is able to update material in its DAM, and then distribute the latest version in real time, and in all markets.
  • Mobile First. Digitally convert existing collateral into a mobile-compatible content management system so all slides, charts, and other visual aids are easily accessible.
  • Familiar Interface. Apps should be clean and simple. They should have the look and feel of similar top B2C apps, including simple search functionality and intuitive navigation.
  • Geolocation. It’s imperative to develop an app enabled with geolocation. Location analytics based on GPS or iBeacons assist manufacturers in delivering customized material to customers, based on location.
  • Analytics. Invest in analytics to monitor adoption rate, and the timely and accurate delivery of all assets. Analytic capabilities provide insight into what’s working well and identify the areas in which you can improve.

Staying competitive in a mobile world.
It’s no secret, the manufacturing industry is changing. And digital is leading the charge. Switching from a paper-based system to a digital platform can be intimidating. Plus, the complexity of making the switch can be a challenge for any organization.

As DuPont discovered, a traditional paper delivery method — including its annual 400-page book — was no longer cost-effective, nor did it satisfy its customers. If you operate using a manual process, you run the risk of distributing out-of-date material, which is especially worrisome when documents need to be updated for compliance with industry regulations.

Essentially, manual methods decrease a company’s efficiency, while an advanced mobile app can provide instant access and improve customer service. Regardless of your company’s size, reach, and prominence, you will benefit by implementing a one-stop shop that offers a comprehensive digital experience and customer journey.

“We want to make it so easy and convenient for people to work with DuPont that they’d never trust their crops with anyone else,” says Joanne. “By integrating more tools into the app, we’re looking to create a one-stop DuPont experience for farmers.

Learn more about the effectiveness of mobile marketing and apps, as well as improving user experiences and sales effectiveness. You can also read about more best practices for digital experiences in our #manufacturing series.

The post How DuPont is Powering Experiences With Sales-Enabled Mobile Apps appeared first on Digital Marketing Blog by Adobe.

The Next Big Experience Platform Is On Four Wheels   

{$inline_image}
Marketing Cloud

Digital experiences used to be much simpler, during times when consumers were heavily reliant on desktop Web and the only other channel of any importance was the physical interaction. The emergence and eventual dominance of smartphones created great complexity, to the point where most brands still struggle today to deliver the right experience. But for many marketers, their customers have already begun to embrace new interfaces such as voice and the screens inside of their cars. Expectations—set in large part by the very best smartphone apps—are on the rise, and it has become table stakes for experiences to feel consistent and more personalized to individual tastes. With an ever-growing slate of new screens, brands are under increasing pressure to deliver. But despite these challenges, the cup-half-full perspective will tell you that new touch points amount to new opportunities. With competition for consumer attention hotter than ever before, brands now have new areas to engage and drive loyalty.

The car in particular, presents a unique opportunity to connect with customers, in a space where they already spend a bulk of their time; data shows that the average driver spends 55 minutes each day behind the wheel, with about 1,500 trips made every year. As the automotive industry grapples with sliding profit margins from cars, they also see the upside from the data and software in the car itself. Several key trends are moving this along; for starters, infotainment systems are improving and have a greater number of supported apps. At the same time, the big leaps we’ve seen with voice technology means that drivers now have an interface that better guards against distractions. Coupled with advancements in driverless technology, the car is becoming an attractive space for consumers to enjoy their favorite digital services. Whether it is a music streaming app, a recommendations service or an app from the car maker itself, brands can leverage the connected car to extend their presence, give customers really great experiences and gain a first mover advantage in an important emerging space.

Before brands dive in, they ought to look back at the last major technology shift (e.g. smartphones) for a few important lessons. The struggles that mobile marketers still face are the same ones that could plague the car. For example, at the point when smartphones became must-have devices for consumers, brands rushed to deliver a mobile presence and many ported over their existing desktop experience. This was done with little consideration to the nuances and potential of the mobile form factor. As brands develop the in-car service, this can be a guiding light. They must find hero features that leverage everything from location data to voice-driven interfaces—creating distinction that makes services indispensable. Another lesson is the importance of breaking down silos. As new data flows in—via behavioral signals in the car—it must complement existing data sets from channels such as desktop web and the smartphone app. This will give brands the means to engage customers as people, not channels or devices. Customers will feel that the brand understands them and respond better to the experience and promotional offers.

Consider an in-car recommendations app; By considering various behavioral signals in the car and across other channels, the brand can deliver a relevant dinner promotion that is along the driver’s route. An automaker on the other hand, can leverage the infotainment system to develop a more meaningful on-going relationship with the driver. Through data, they can deliver more personalized experiences that build brand loyalty and serve various offers down the line that will better resonate.

To help brands navigate the complexity that comes with the connected car, Adobe has introduced extended automotive-focused capabilities in Adobe Experience Cloud. In Adobe Analytics Cloud, measurement capabilities have been expanded so that behavioral signals such as voice interactions can be captured, and brands can begin to better understand the experience of drivers and passengers. In many cases where consumers expect and value a more personalized experience, these insights can inform the content that brands deliver through Adobe Marketing Cloud and Adobe Advertising Cloud.

The complexity of digital experiences will continue to increase, as emerging interfaces begin to mature. Desktop and smartphones will remain key channels, but brands need to ensure that everywhere they show up holds the same high standard. It only takes one bad experience for consumers to begin considering other services. For most brands, new touch points always present a level of risk, but the upside is much greater for those who can get in quickly. With data insights as a foundation, successful brands take on the spirit of constant iteration, adjusting the experience and content as better customer insights become available. As we look towards the connected car and elsewhere, the careful execution of these various pieces will ultimately define success and failure.

 

The post The Next Big Experience Platform Is On Four Wheels    appeared first on Digital Marketing Blog by Adobe.

Govern Personalization at Scale and Visualize the Customer Journey


Marketing Cloud

Our recent announcement of brand new Adobe Sensei capabilities within Adobe Target generated a lot of buzz—finally, the dream of one-to-one personalization anywhere a visitor interacts with your brand can become reality. Target leverages machine learning and artificial intelligence (AI) to evaluate all available traits and profile variables about your customers and deliver them the next best optimized experience on any digital touchpoint.

possibilities are endless for the fluid, just-right customer journeys you can give your visitors: A customer searches for current sale items in your mobile app, walks into your retail outlet, and sees personalized sale items on an in-store screen. A banking customer checks his account balance on a smartphone near one of your local branches and receives an offer for the perfect low interest rate credit card. Check out a new Facebook Live video to learn about successes Adobe Target clients from different industries have seen using these Adobe Sensei capabilities and what developments are in the works for AI and machine-learning in Adobe Target.

Adobe Target also makes it easy to deliver these Sensei-driven activities at scale using a three-step visual workflow for activity setup, built-in safeguards for mutual exclusivity, and integrated client-side and server-side deployments. My colleague Nic Wu just discussed how and why you might use Target to optimize using the solution server-side, client-side—or both. With client-side, digital marketers can easily set up and run tests independent of developers and release cycles. But with server-side, developers can take advantage of web site advancements, optimize components like search or pricing algorithms, or to simply scale testing and personalization for today’s cross-channel experience.

All these Target capabilities are super exciting in terms of scaling your personalization efforts. But what if your organization has many brands, global teams, or discrete departments that work on specific areas of the customer journey—for example, a large technology company with regional teams around the world? If that’s the case, large-scale personalization can raise concerns about governance of your various teams and keeping workstreams discrete. How do you ensure your teams have appropriate levels of access to and permissions for the properties, content, and channels they need? Adobe Target now has the answer.

New Enterprise User Permissions
Adobe Target now includes a new level of Enterprise User Permissions that allows you to keep the optimization and personalization workstreams of your different brands, global teams, or distinct areas of the business discrete within your Adobe Target account. You can limit the access and visibility of these teams to just the content, segmentation, and activities they need—not those of other areas of the business—all without siloing and sacrificing access to data, capabilities, or features.

Here’s how Enterprise User Permissions works: Your Adobe Target administrator defines distinct workspaces in the solution for your different teams and defines the specific “properties” that these workspaces can access. Properties can be a page or group of pages, a channel, or even a device like a kiosk—they can span multiple domains, applications, screens, or devices. Any way you wish to divide and group the pages or screens where you deliver Adobe Target activities. For example, your administrator can create a workspace for your product team and provide access only to all product detail pages.

Your administrator creates distinct roles for a given workspace, assigns users to one or more workspaces, and then assigns a specific role within each workspace. For example, you could give one user read only access to a workspace that includes product pages on your US site, but give them the ability to build and edit activities in the workspace for your UK homepage.

Enterprise User Permissions allows you to keep your activities, offers and content, and segmentation discrete within a workspace. And while you can share these elements broadly across workspaces, if one of your users lacks access to a workspace with specific elements, he or she can’t see those specific elements.

In short, workspaces let your administrator keep your different workstreams discrete, without limiting access to core services such as unified profile data and other benefits provided within a single account in Adobe Marketing Cloud. As a result, your administrator no longer needs to fear enabling broader access to Adobe Target for scaling testing and personalization efforts—he or she now has total control over what an individual user sees, accesses, and does within each workspace.

As if that weren’t enough, the latest release of Target includes one more major feature that supports your ability to test and personalize at scale.

Visual Quality Assurance (QA) and Simulations
A new visual Preview mode in Adobe Target now makes it easy for you or your other quality assurance (QA) team members within a workspace to visually QA the different experiences within your activities. It lets you isolate your QA traffic for testing an activity prior to pushing it live, and also lets you simulate different audiences on which to test different activity experiences and metrics, making it easier to get approval for your test.

A Steady Roll out of New Features in Adobe Target
As always, the steady rolling thunder of monthly releases in Adobe Target continues to rumble. Try out some or all of the new features mentioned in this post, and enhance your ability to grow and expand your personalization efforts while maintaining confidence in your ability to govern dynamic personalized experiences at scale across all your digital touchpoints.

The post Govern Personalization at Scale and Visualize the Customer Journey appeared first on Digital Marketing Blog by Adobe.

Four Things Manufacturers Can Learn from How Zebra Built Its Enterprise DAM Platform


Marketing Cloud

Imagine your company makes a strategic acquisition of a large business. Along with the customers and products come 15,000 digital assets to help sell those products. The only problem is you need to rebrand all of them, which means changing references to the company name, switching out logos and removing them from photographs, and creating new vanity URLs. You’re required to scrub any mention of the acquired company from all existing assets in 180 days, or you’ll be in breach of contract.

When Zebra Technologies Corp. bought Motorola Solutions’ enterprise business in 2014, this was exactly the scenario the company faced. While Zebra — a manufacturer of automatic identification solutions that works with 95 percent of Fortune 500 companies — met its requirement to update assets, the exercise underscored the company’s need for a more robust digital asset management (DAM) system. They needed a DAM that could handle the velocity of content creation and distribution that the new, larger company would need, as well as one that could manage content across the enterprise, not just for the web team.

Many organizations find that having a DAM system that’s the single source of approved content is foundational technology for delivering personalized experiences to customers, distributors, and partners. The need for such an enterprise-level DAM system jumpstarted Zebra’s technology transformation to become an experience business, and they partnered with ICF Olson, a customer experience agency, to expand and customize their DAM. The collaboration ultimately increased Zebra’s ability to manage content for a variety of constituents, and the speed at which it can intelligently deploy new content in any format and across every channel. What Zebra and ICF Olson accomplished is possible for any manufacturer armed with the right tools and knowledge.

Build your DAM strategy with four factors in mind.
To establish themselves as industry leaders, manufacturers must improve efficiency and implement better business processes. During its merger and DAM expansion, Zebra identified four key areas that all manufacturers should consider when building an enterprise DAM platform:

1. Understand your audiences and their use cases.
Before its Motorola acquisition, Zebra’s DAM was merely a repository for assets used by marketers and a few IT people managing the website. Post-acquisition, Zebra quickly realized it needed to account for many more audiences.

“As a first step, we started categorizing the assets from Motorola into different types, and then into the audiences that we thought used them,” says Samantha Rosa, manager of digital strategy at Zebra. “We netted out five different audience groups — customers, partners, salespeople, marketing agencies, and all employees — and bundled them into three different levels of access.”

Customers mainly receive content as it is displayed online, and use the web interface to access product and solution information, technical support content, and to contact the company for help. Because Zebra’s DAM integrates seamlessly with its website, providing for this audience was easy. Internal marketing employees and marketing agencies that are responsible for the creation and lifecycle of assets need the highest level of access. By contrast, other Zebra employees and partners only need to browse and download.

“The first thing that we ask [people accessing the DAM], based on an understanding of our audiences, is ‘who are you? Are you an employee? Are you a channel partner? Or are you from a marketing agency?’” says Samantha. “And the reason we do that is because we are leveraging groups and tags and permissions to serve only the assets that the audience needs, based on our discovery research with them.”

2. Customize your solution to ensure all technical needs are met.
Once you identify your audiences, and how they need to use digital assets, you’ll be ready to build technical solutions to accommodate different levels of access. During development, you’ll likely identify areas of your platform that you need to customize.

For Zebra, the main need was to allow outside partners and vendors access to the assets they needed in order to support the company’s go-to-market model and marketing initiatives. In conjunction with ICF Olson, they developed the Zebra Media Library as a brand asset portal that gave different access to a variety of external audiences, depending on defined needs and levels of authorization.

A brand portal provides a huge benefit from a customer service standpoint. The easier you make it for your customers and your partners to get access to content, the better the experience will be working with you. Plus, customers already expect personalization. When they login, they expect you to know who they are and provide access to what they need, Fred Faulkner, ICF Olson director of marketing, says.

Another, more technical, challenge for its customers was file size. Says Samantha, “Some of the executable files customers need to download to support their enterprise hardware files are 10 GB — that’s definitely larger than the out-of-the-box limit of 2GB.” Zebra had to figure out creative solutions for allowing content authors to upload 10 GB files without bringing down the production environment, and for allowing users to successfully download those files on the other end.

For marketing employees, agencies, and partners, the biggest challenge was real-time syncing. It was imperative that the content author uploading assets to the DAM be able to see the asset appear in the media library once they hit publish.

When creating customizations, Samantha recommends going in with your eyes wide open. “Have a trusted technology partner, and ask the difficult questions of them, including what features are out of the box now, what’s Adobe working on in the next release, and what truly needs to be customized. Know the advantages and disadvantages of customizing to give yourself a clear upgrade path, and future-proof your DAM.”

3. Develop processes to maintain the integrity of your solution.
Maintaining the integrity and value of an enterprise solution requires defined processes, and those processes should be developed with the goal of ensuring a positive customer experience. The primary feedback Zebra received, for example, was that they needed to make the assets easier to find in a search. That information led to developing a rigorous process around uploading content with enhanced metadata to enable better searching for users of the Zebra Media Library.

To save time in the end, Zebra made a conscious decision to invest more time when adding internal content to its DAM. It developed a comprehensive form for capturing all the necessary information about an individual asset. While Samantha estimates the form will take five minutes to complete, having employees provide all the accurate details up front leads to increased efficiency and productivity. Now, anyone can find just the right asset whenever it’s needed.

However, as Bob Reed, director of client engagement at ICF Olson reminds us, once a process is in place, it’s not completely finished. “You’ll implement a process, but then you’ll need to tweak it. As your assets, metadata, and tags change over time, you’ll need to continually tune it.”

4. Train employees on their role within the technology and processes.
Understanding your company’s core needs, and adopting the technology necessary to meet that need can transform your operations, as Zebra demonstrated. However, the investment will be lost if people aren’t properly trained to use the solution.

Zebra has 120 marketing employees who create content globally, in 15 languages. Therefore, the company has created Wiki pages, a JIRA support board, and training videos to teach them how to tag an asset with metadata to ensure that when it’s pushed to the media library, it’s easily searchable and properly tagged for the right audiences. In-depth training was a calculated investment that was crucial to Zebra’s success, because building a world-class DAM platform is counterproductive without people who can properly operate it.

Zebra has identified 85 different asset types. One example of understanding tagging is defining and communicating whether an asset is a fact sheet, a spec sheet, a success story, or a case study. Identifying the languages for translation is another important consideration, and a valuable piece of metadata for each asset.

“We spent a lot of time thinking through all those things up front, and doing our best to document, and then do some change management activities internally to get folks to adopt them,” says Samantha.

Fast track your enterprise DAM success.
Zebra currently has 87,000 assets in its DAM platform, and anticipates that will steadily grow. The company also continues to evolve and centralize its processes to maintain the integrity of asset information and the Zebra Media Library as a single source of truth for all its audiences.

For additional insights on how you can implement your own brand portal with Adobe Experience Manager Assets, and build customer and partner experiences to improve your business, read more from our #manufacturing series, and download our white paper on how digital experiences are reshaping the customer and supply chain ecosystem.

The post Four Things Manufacturers Can Learn from How Zebra Built Its Enterprise DAM Platform appeared first on Digital Marketing Blog by Adobe.

Announcing the Analytics Tour


Marketing Cloud

Our search for the next Analytics Idol is starting a little early this year! If you’ve attended Adobe Summit over the past few years, you might have witnessed this fun, fast-paced, and informative session where Adobe Analytics users help their peers become rockstars by sharing their top tips and tricks. Rather than wait until 2018 in Vegas, we want to get these stars on stage as a part of our inaugural Analytics Rockstar Tour! And don’t worry, if you’re not interested in presenting, you can still join as an attendee here (no tickets or ticket fees)!

Here’s how budding rockstars can grace the stage: submit two tips through our online form and select which city on the tour you wish to attend. The tour is making stops in New York City (October 17), Chicago (October 19), and San Francisco (November 1). We’ll then curate the best tips for each city and help you prep your presentation for the event. After everyone has presented, the audience will vote live on the winner! The winner will receive bragging rights and a free pass to Summit 2018 where they will present in Las Vegas and hopefully get crowned Analytics Idol!

To be considered for the Analytics Rockstar Tour panel, you must submit your two best tips using the following online form. To give some context for the kinds of tips we’re looking for, I’ll share what each panelist presented at last year’s Analytics Idol session:

Brad Millett (Blast A&M)

  • Use data from your Activity Map to automatically fill in gaps in data.
  • Define and visualize your customer’s journey.

Hila Dahan (33 Sticks)

  • Though difficult, connecting the disparate dots along a customer’s journey is vital.
  • Democratize analytics data through an integration with Slack.

Rob Adams (W.W. Grainger)

  • Attribute product recommendations to actual 1:1 revenue.
  • Break out month-over-month data more fairly.

Prolet Miteva (Autodesk)

  • Motivate your team to be passionate about data.
  • Know the potential audience size you can target for personalization and testing.

David Bressler (Net Conversion)

  • When event data is missing, use stats, page views, and correlation analysis to fill in gaps.
  • Create a calculated metric that truly shows average page-load time.

Hopefully, these tips spark some potential ideas that you could submit. We’re looking for tips that would help your analytics peers uncover new and deeper insights or perform their daily tasks more efficiently or effectively. Ultimately, your judges will be the attendees in the audience as they will be given the opportunity to vote for their favorite tips live! If you’re debating whether your ideas pass muster, please submit them as you may underestimate how valuable they would be to others (they don’t have to be overly complicated or technical to be well-received).

Initially, we’ll be screening your tips by how innovative, practical, and valuable they are as well as how broadly they could be used by analysts at other companies in different industries. Participating in this session will be a great opportunity to come to Adobe Summit, establish your personal brand within the industry, and share your expertise with grateful peers.

All submissions need to be received by Wednesday, September 20, and we’ll reach out to all the applicants the following week with next steps.

The post Announcing the Analytics Tour appeared first on Digital Marketing Blog by Adobe.

Engaging Audiences with Captain Obvious


Marketing Cloud

Hotels.com brought this unique video to life by working with creative agency CP+B London, as well as Adobe Consulting to build a distinctive experience using Adobe Advertising Cloud.

The playful character “Captain Obvious,” embodies the fun image that Hotels.com was looking for.

“Fun” isn’t the first word that comes to mind when it comes to booking online accommodations. But Hotels.com, one of the most successful booking sites on the web, believes that online bookings should be both fun and easy.

The playful character “Captain Obvious” embodies the fun image that Hotels.com was looking for. The character stars in numerous television and web advertisements for the company, bringing his unique spin to the hotel booking process. One made-for-web advertising campaign looked like a standard video with a skippable ad, but when customers clicked on the button to skip the ad, the characters from the ad literally skipped off of the screen.

Hotels.com brought this unique video to life by working with creative agency CP+B London, as well as Adobe Consulting to build a distinctive experience using Adobe Advertising Cloud. The simple idea involved a number of moving parts, including two parallel, synced videos, which helped Hotels.com create an engaging and seamless experience with Advertising Cloud.

Using the survey capabilities in Advertising Cloud, Hotels.com found that brand awareness and consideration metrics went up for customers exposed to the interactive content. Hotels.com also saw nearly 20 percent of customers exposed to the interactive experience switching back and forth between experiences, demonstrating their engagement.

“For such a simple idea, we’ve received overwhelmingly positive attention from customers, industry insiders, and marketing organizations,” says Vincenzo Bruno, senior brand manager, EMEA at Hotels.com. “With Adobe Advertising Cloud, we look forward to engaging with our travelers, and shining a light on how fun it is to do business with Hotels.com.”

The post Engaging Audiences with Captain Obvious appeared first on Digital Marketing Blog by Adobe.