Real-Time Marketing Optimization Your customers and prospects expect rewarding and relevant experiences with your brand regardless of the channel, device, or time of day. Add to that the fact that your customers are distinct individuals with unique interests and those interests are constantly changing and you have a serious need for real-time optimization. This session will highlight how the Adobe Online Marketing Suite can provide you the insight and technology you need to kick-start a real-time marketing optimization program and keep it on course once you’re underway. Adam Justis, Omniture

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October 14 | Adam Justis
Real-Time Marketing Optimization with the Adobe Online
Marketing Suite

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The competition for consumers’ attention is becoming increasingly fierce

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While consumers’ attention spans are becoming increasingly…short

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97% of visitors
to your site
will not
convert
Consider that:
You can’t
afford NOT to
optimize your
online
experiences
And, you
probably have
less than 10
seconds to
convince
those that do

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Conversion and Acquisition Strategies Are Rarely Aligned
$92
Conversion
Funnel
Drive Acquisition
Invest to acquire more customers
to site and push through funnel
Increase Conversion
Invest to make easier for
existing visitors to become
customers
Conversion
Funnel
$$$ NUMERATOR
DENOMINATOR
October 18, 2010
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Online Business Optimization
Evolution from A Channel to Business Strategy
Measure Optimize
Extend
Innovate
Automate
Execute
Measure

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Rule: enhance the user experience
Proven Methods:
Relevance
Efficiency
- +
- +

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Consumers & Multichannel experiences
8
See TV ad
for product
Search online
for product
Research
product onlineVisit store
for help
Buy product
online
Visit store to see &
experience product
Buy accessories
in store
Research
accessories
for product
Receive promo
for product
Receive mobile
ad for product
Join Facebook
community for product
Receive product
updates
View video for
newer product

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 Referring domain
 Campaign ID
 Affiliate
 PPC
 Natural search
 Direct/bookmark
Referrer 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
Site Behaviour Variables
 IP address
 Country of origin
 Time zone
 Operating
system
 Browser type
 Screen
resolution
Environment Variables
Temporal Variables
 Time of day
 Day of week
 Recency
 Frequency
Offline
VariablesHighly Predictive
Anonymous Profile
What do you know about your visitors that can fuel
optimization and personalization?

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Solutions
Adobe Online Marketing Suite
11
Platform
Optimization
Publishing E-Commerce Lead Gen
Online
Business
Models
Enterprise
Data
• CRM
• Call Center
• POS
• Kiosks
• BI
Awareness Acquisition Conversion Retention
Analytics
Online Data
• Display
• Search
• Social
Media
• Mobile
• Video

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 Paid search
 Landing page optimization
 On Site Search
 On Site Survey
 Email remarketing
 Display ad targeting
 Flash ad optimization &
Adobe CS5 creative integration
 Facebook integration

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For Instance – Landing Page Optimization

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For Instance – Email Remarketing

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Key take-aways
Your
customers
aren’t
standing still,
neither
should your
marketing
The right
technology
scales your best
ideas & builds
competitive
advantage
Start with what
you know –
Build upon what
you learn

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Thank You – Questions?

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Adobe, Powered by Omniture
Adobe - Create and deliver rich internet experiences, content and applications
Powered by Omniture - Measure and optimize the value of online experiences
With Adobe powered by Omniture, customers can measure and optimize any online
experience across any platform and any device
AnalyzeEngage UserDeliverCreate
Optimize

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The right data + the right experience
31
ITERATE