Adobe Marketing Cloud provides a full set of advertising analysis, social, orientation and management solutions for web experience and a scoreboard in real-time which brings together everything you need to know about the marketing campaigns.

1. See how we use the Adobe Marketing Cloud to
inform and improve our new Digital Marketing
campaign.
We just kicked off a new campaign and thought we'd use this as an opportunity to give you a behind-
the-scenes look at how we're using the Adobe® Marketing Cloud. You'll see how the campaign is performing
— what's working, what's not, what we're learning, and what we're doing about it. Here are some initial results.
Keep checking in to see how we adjust the campaign based on the data and insights we get from the Adobe
Marketing Cloud.
How's our social media performing? Twitter mentions by term
Social media is a key element of the campaign.
Using Adobe® Social, we are tracking Twitter and
Facebook to create buzz, drive people to our site,
and convert interactions into inquiries.
In the first week of the campaign, there have been over 5,000 mentions of
“Adobe Marketing Cloud” on social media channels and the “#MetricsNotMyths”
Our Facebook app is key to the campaign. Twitter hashtag, which put them in the Top 5 of Adobe’s tracked terms in social
channels, and we’ve seen nearly unanimous positive/neutral sentiment.
How are people finding us?
We're analyzing a number of web metrics to understand how many people are visiting our site, what sources
are driving traffic, the duration of each visit, and what actions visitors are taking.
Digital Marketing campaign — Web site visits Referring sources for traffic
Awareness from paid media, combined with social and press coverage about the Knowing how people make their way to our site helps us allocate resources and
campaign, drove a significant amount of traffic to our site — we saw a 10x budget to the right things. Looking at the top sources of traffic to our site, we can
increase on launch day. see the impact of our display and print campaign, as well as the importance of
media coverage in driving traffic.

2. The paths to conversion How is our media mix performing?
Understanding the journey from awareness to
purchase impacts a lot of the decisions we'll make
about the campaign. Using Adobe® Analytics, we
can learn which part of our media mix is working
best, and how many parts of our campaign people
engage with before becoming a customer.
Here’s an example of how Adobe Analytics can help us see and analyze the
paths our customers take on the road to purchase.
Display banners running across the web.
So, what's the bottom line? Total conversion
Ultimately, we're working to turn visitors into solid
leads. Thanks to Adobe Marketing Cloud, we can
track the process from beginning to end.
To the right, you see the total number of visits to the Adobe Marketing Cloud site
during the first week of the campaign, along with the number people filling out a
form requesting more information. In one week, we saw a 45% increase in
completed forms compared to our pre-campaign weekly average.
Adobe Marketing Cloud: Go from data, to insights, to action.
Join us here and on our Digital Marketing blog as we continue to measure and optimize our campaign to get
the best business results.
Read all the blog posts:
Ultimate Case Study Kicks Off › Initial Results ›
Copyright © 2012 Adobe Systems Incorporated. All rights reserved.

3. The Ultimate Case Study: How we are using
Adobe Marketing Cloud for our own
marketing
DIGITAL MARKETING · By Christine Beury On October 23, 2012 · Add Comment
Today we launched our new Digital Marketing campaign. As a campaign lead, I thought
it would be interesting to share a behind-the-scenes look at how we measure, optimize
and improve our own marketing campaign as it rolls out.
Each week my peers and I will share the campaign results, how we are using Adobe
Marketing Cloud and what’s working, as well as what’s not and how we are adjusting to
meet our goals.
Let’s start with the campaign goals:
This is a fully integrated campaign intended to raise awareness and demand for Adobe
Marketing Cloud. We have established goals for overall awareness, media & social sen‐
timent, social engagement, community growth, web site traffic and conversion.
Here is a quick campaign overview:
The campaign is based on busting the myths of marketing. Why? Marketing overall has
a perception problem. A recent Fournaise Marketing Group study reported that 73% of
CEOs say that marketers lack business credibility. According to an Adobe study,
released today, on The State of Online Advertising, 53% of consumers think most mar‐
keting is a bunch of B.S. Well, as marketers, we all know that’s nonsense. Here at
Adobe we see the Adobe Marketing Cloud help companies prove the business impact of
their marketing investments all the time.
So, we are taking marketing myths head on to dispel them. For more details and back‐
ground on the campaign, read our CMO’s blog post.
We are weaving the “Metrics, not Myths” theme across all our marketing – from paid and
social media to the web site and lead generation. We are also offering opportunities to
hear from other leaders in the industry as they discuss the value and future of marketing.
In fact, join us tomorrow, Oct. 25 9AM PT for a live
debate and Twitter chat. Our host, Michael Brito, SVP
Edelman Digital and author of Smart Business, along with

4. Jon Vein @MarketShareCo and Olivier Blanchard
@thebrandbuilder will discuss how you prove the value of
marketing.
See how the campaign performs
As the campaign rolls out, we will look at how social is
impacting business results. Learn which marketing vehi‐
cles deliver the most business impact. We’ll analyze our
ad creative performance. Understand who our most influ‐
ential community members are and what that really
means. We’ll share our search optimization strategies.
And, when things are not working we’ll tell you what we
are doing to address them.
Just like your CEO wants to see how marketing helps to drive the business, so does
ours. Join us and check back to this blog and our web site each week as we share and
discuss the campaign’s insights with you.