Scott Rigby - Adobe

Using Analytics Experiences To Become Customer-Centric

Adobe Ad:Tech
SCOTT RIGBY | ADOBE @rigbyscott
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

I’ll be covering 3 things..

 Becoming more customer
centric

 How to leverage your customer
data

 Stepped approach to
personalisation

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Becoming Customer Centric
Putting the customer at the centre of
your business.


Why personalize?


Why is it important?
he’s 84% more
likely to click
through from
homepage

he’s 2x
more likely to
spend


Can you deliver personalization everywhere the customer expects it?

Traits

Variables

Behavior

Personalized experiences are driven by:

7
What you know about What you have to deliver/ Connect the two and figure out quickly what
the customer show to the customer resonates and what doesn’t

Leverage your data
Understanding what all that data at
your fingertips is telling you about
your customers


Onsite data can you leverage for personalisation
Site Behaviour Variables Environment Variables Referrer Variables

 IP address  Referring domain
 Customer/prospect
 Country of origin  Campaign ID
 New/return visitor
 Time zone  Affiliate
 Previous visit patterns
 Operating system  PPC
 Previous Product interests – top
 Browser type  Natural search
level
 Screen resolution  Direct/bookmark
 Previous Product interests – low
level
 Searches
Temporal Variables
 Previous online purchases
 Previous Campaign exposure  Time of day
 Previous Campaign responses  Day of week
 Recency
 Frequency

Highly Predictive Offline
Anonymous Profile Variables

Merging your online & offline data into customer profiles

Profile Data Transactional Data

Repository

Onsite Behaviors
Demographic Data

Social Profiles
Custom Data Stores


Onsite personalisation experiences

Experience 1 Experience 2


Offsite personalisation data I can leverage

What are the signals? What do I predict?
Dynamically access & assemble assets Deliver the experience


Offsite Optimization in Action - Travel

Ingest Manage Optimize Creative
1st Party
AD Image 2
Site Catalyst
10%
Discover CRM Gender Off Image 1
20%
Insight Off
Marital Status
Test&Target
CQ Travel Type Business Personal Young Male -
SF Call to Action 1
(2,834,000
Buying Process Uniques) Call to Action 2
Last 7 Days
2nd Party
Destination San Francisco Hawaii Denver

Partner Data Population Density
SITE
Visit Frequency
Hero 1
Age Range
Business Hero 2
bizo datalo Women -
TARGUSinfo Allian Housing Type
Denver
Experian IXI (3,256,000
HH Income Uniques)
Acxiom V12 group Last 7 Days
Bluekai exelate


Offsite Ad Creation - Travel

Free Upgrade
20% off SUVs


Optimize the point of digital interaction in real-time

“The Last Millisecond”

DYNAMIC
CONSUMER DECISIONING & CUSTOMER
CONTENT DELIVERY
PROFILE ALGORITHMS EXPERIENCE
ASSEMBLY


Personalisation
Serving up the best experience possible
to drive conversions


Personalisation Fundamentals

Visitor Segmentation and Targeting
• Identifying the most profitable visitor segments to strategize
and improve revenues.
Fundamental
• Improving site content consumption through rule-based Personalization & Optimization
personalization.

Optimizing end-to-end customer experience
• Optimizing the end-to-end user experience from first point of
site entry through the funnel. Advanced
Automated Personalization
• Enabling visitors to quickly find products and/or information
they are seeking by providing relevant experience.

Personalized Search and Browse
• Providing personalized search and browsing experiences, 360° Personalization
powered by visitor profile.
• Streamlining path to conversion and improve segment
conversion.


Personalisation Advanced

Automated Recommendations
• Providing automated personalized offers and content
suggestions and best call-to-action for visitors across Fundamental
channels. Personalization & Optimization
• Improving page views and average order value.

Automated Behavioral Targeting
Advanced
• Offering advanced personalization for sites with large traffic
volumes and distinct offer sets by tracking a wide range of
visitor interactions.
• Improving engagement by serving appropriate content to
visitors
360° Personalization
Dynamic Content Creation & Targeting
• Creating personalized on-site and in-app marketing banners
to deliver relevant real-time marketing and merchandising
offers.
• Owning customer mindshare to expand share of wallet.


Integrated Personalisation 360

360° Customer Profile and Targeting
• Delivering robust personalization experiences by
understanding and combining multichannel and third-party
data for profile augmentation. Fundamental
Personalization & Optimization
• Driving repeat conversion from existing (owned) segments or
users.

Multi-device Optimization & Personalization Advanced
• Optimizing mobile, tablets sites and apps.
• Identifying valuable segments and personalizing content to
drive KPI’s

360° Personalization

Multi-channel Relevancy
• Providing a consistent experience for visitors as they move
from one digital touch point to another.
• Driving relevancy through consistent personalized
marketing messages from display, social, email and onsite.


Call To Action

 Develop a customer centric strategy
 Analyse your data for personalisation
opportunities

 Execute a personalisation testing
roadmap plan


Scott Rigby - Adobe

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