Casos de Estudio Barclays y Sony (Personalización y Social Media con las soluciones de Adobe)

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En este documento se presentan 2 casos de estudio con las soluciones de inteligencia digital de Adobe que fueron presentados en el Seminario "Métricas, no Mitos", organizado por Webanalytics.es junto con Adobe. Los casos de estudio son: -Caso Barclays: hazlo personal, cada interacción cuenta -Caso Sony: Los likes y los Fans son rentables

Technologie

BARCLAYS
Hazlo personal, cada interacción cuenta

© 2012 Adobe Systems Incorporated. All Rights Reserved. 1

¿Porque optimizar?

Source: Adobe Digital Index “The ROI from Marketing to
Existing Online Customers”, September 2012
© 2012 Adobe Systems Incorporated. All Rights Reserved.

© 2012 Adobe Systems Incorporated. All Rights Reserved. 3

Barclays – Video

© 2012 Adobe Systems Incorporated. All Rights Reserved. 4

Barclays - Objetivos

Mejorar Medir los Aprender & Fácil &
resultados esfuerzos Maximizar Intuitivo

© 2012 Adobe Systems Incorporated. All Rights Reserved. 5

Barclays – La Homepage es la Landing Page

© 2012 Adobe Systems Incorporated. All Rights Reserved. 6

Perfil Visitor Adobe

referrer
variables
site behavior temporal
variables variables

environment offline
variables variables

© 2012 Adobe Systems Incorporated. All Rights Reserved. 8

Perfil Visitor Barclays

Construcción del perfil desde la primera visita

Utilizar los datos para elaborar el plan
© 2012 Adobe Systems Incorporated. All Rights Reserved. 9

Primero: analisar

Desde SEM Desde Social

© 2012 Adobe Systems Incorporated. All Rights Reserved. 10

Primero: analisar

© 2012 Adobe Systems Incorporated. All Rights Reserved. 11

Segundo: optimizar

“Experiencia” única Beneficio operativo

© 2012 Adobe Systems Incorporated. All Rights Reserved. 12

Optimización a todos los niveles

Personalización “Manual”

Test “Automático”
© 2012 Adobe Systems Incorporated. All Rights Reserved. 13

Personalización de la Home

© 2012 Adobe Systems Incorporated. All Rights Reserved. 14

Próximos pasos …

© 2012 Adobe Systems Incorporated. All Rights Reserved. 15

Próximos pasos …

© 2012 Adobe Systems Incorporated. All Rights Reserved. 16

Barclays - Personalización

Improved product
59%
conversion by

Reduced
visits/conversion
by 25%

© 2012 Adobe Systems Incorporated. All Rights Reserved. 17

SONY
Los “likes” y "Fans" son rentables

© 2012 Adobe Systems Incorporated. All Rights Reserved. 18

Marketing Digital Integrado

Social
Digital

Global Digital

Social
Digital

Global Digital

© 2012 Adobe Systems Incorporated. All Rights Reserved.

Actividades a tener en cuenta …

Medición & Publicidad
Publicación &
Análisis Social
Interacción

Escucha & Administración &
Moderación Comunidad

© 2012 Adobe Systems Incorporated. All Rights Reserved.

Sony – Video

© 2012 Adobe Systems Incorporated. All Rights Reserved. 21

Sony - Objetivos

Interacción Entender y Optimizar
“Loyalty” Explotar todos Estrategia
Confianza los Datos Multicanal

© 2012 Adobe Systems Incorporated. All Rights Reserved. 22

Sony – Presencia Social

© 2012 Adobe Systems Incorporated. All Rights Reserved. 23

Sony – Escucha activa

© 2012 Adobe Systems Incorporated. All Rights Reserved. 24

Sony – Interacción Social

© 2012 Adobe Systems Incorporated. All Rights Reserved. 25

Sony – Visión global

“Ruido” social Social
Campaigns

FB Apps
FB Page

Nube de tag

Impacto

Competencia

© 2012 Adobe Systems Incorporated. All Rights Reserved. 26

Sony – Actividad Social

Gestión Recuperación FB App
de de la Interacción
crisis confianza Social offsite
© 2012 Adobe Systems Incorporated. All Rights Reserved. 27

Sony – Visión Integrada

© 2012 Adobe Systems Incorporated. All Rights Reserved. 28

Sony – Atribución Digital

Display SEO SEM Social > 699€

175€ 175€ 175€ 175€
Atribución Lineal

699€ 699€ 699€ 699€
Atribución Participativa

70€ 140€ 210€ 280€
Atribución Ponderada

“Starter”: “Players”: “Closer”:
First touch Asistentes Last touch

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 78 29

Sony – Social Media Controlado

Expanded Twitter audience
by 122% Expanded reach
by200%

© 2012 Adobe Systems Incorporated. All Rights Reserved. 30

© 2012 Adobe Systems Incorporated. All Rights Reserved.

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Casos de Estudio Barclays y Sony (Personalización y Social Media con las soluciones de Adobe)

7. Perfil Visitor Adobe referrer variables site behavior temporal variables variables environment offline variables variables Highly predictive anonymous profile © 2012 Adobe Systems Incorporated. All Rights Reserved. 7

20. Actividades a tener en cuenta … Medición & Publicidad Publicación & Análisis Social Interacción Escucha & Administración & Moderación Comunidad © 2012 Adobe Systems Incorporated. All Rights Reserved.

29. Sony – Atribución Digital Display SEO SEM Social > 699€ 175€ 175€ 175€ 175€ Atribución Lineal 699€ 699€ 699€ 699€ Atribución Participativa 70€ 140€ 210€ 280€ Atribución Ponderada “Starter”: “Players”: “Closer”: First touch Asistentes Last touch © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 78 29

Casos de Estudio Barclays y Sony (Personalización y Social Media con las soluciones de Adobe)

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