Evolve18 | Gerd Handke | Adobe Experience Cloud - Where It is Today and Where It is Heading
•Télécharger en tant que PPTX, PDF•
0 j'aime•802 vues
Get up to speed on the Adobe Experience Cloud, how it hangs together, and what's on the horizon.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à Evolve18 | Gerd Handke | Adobe Experience Cloud - Where It is Today and Where It is Heading
Similaire à Evolve18 | Gerd Handke | Adobe Experience Cloud - Where It is Today and Where It is Heading (20)
Plus de Evolve The Adobe Digital Marketing Community
Plus de Evolve The Adobe Digital Marketing Community (20)
Dernier
Dernier (20)
Evolve18 | Gerd Handke | Adobe Experience Cloud - Where It is Today and Where It is Heading
- 1. #evolve18 ADOBE EXPERIENCE CLOUD Gerd Handke August 16th Where it is today and where it is heading tomorrow
- 2. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Architect for action Put art & science to work People buy experiences, not products TRANSFORMING HOW BUSINESSES COMPETE 2
- 3. #evolve18 ADOBE CLOUD PLATFORM Experience Cloud Creative Cloud for Enterprise Analytics Cloud Advertising Cloud Marketing Cloud Magento Commerce Cloud SEMANTICS & CONTROL ACTION CONTENT WORKFLOW DATA PIPELINE MACHINE LEARNING CONTENT PIPELINE UNIFIED PROFILEDATA CONTENT
- 4. #evolve18 4 SELECTED AEM TOPICS
- 5. #evolve18 CLOUD MANAGER • Continuous Integration / Continuous Delivery • Code Inspection, testing and security validation • Automatic, Scheduled or Manual deployment
- 6. #evolve186 FLUID EXPERIENCES optimally deliver experiences across a wide range of touch points and formats including headless OFF- SITE DIGITAL DIGITAL MOBILE & NATIVE SCREENS CHAT & VOICE WEARABLESFIELD SALES IOT ANYWHERE COMMERCE Multi-screen Multi-Channel Adaptable Independent of Form Factor
- 8. #evolve18 Content Fragment Happy hour Experience Fragment Happy Hour Mobile Variant Happy Hour Screens Variant Mobile App Channel Welcome to V Hotels Happy Hour (XF) Don’t Wind up Hangry Etc… AEM Screens Channel Airport Drop-Off Explore Paris Get your Brunch On Happy Hour (XF) Content Service Happy hour JSON IT DEPENDS
- 9. © 2017 Adobe Systems Incorporated. All Rights Reserved.© 2017 Adobe Systems Incorporated. All Rights Reserved. CHALLENGES Enable marketers to have more control over how products are grouped and displayed Manage complex product information from a central location Identify correlations between customer purchases and online behavior Eliminate errors and improve consistency across the website SOLUTIONS Marketers can make website changes in 20 minutes versus 1 week, with optimized product displays resulting in a 15% conversion lift Storing and tagging 5,000 technical documents in Experience Manager results in a 150% improvement in product interest accuracy Marketers analyze and compare tag segments to accurately identify what information can be used as pre-sales resources Use Experience Fragments to update websites with reusable “What used to take us a week can now happen in 20 minutes with Adobe Experience Manager. That brings us greater flexibility and control over how we market products online.” Kamran Shah, Director of Corporate Marketing, Silicon Labs
- 10. #evolve18 SINGLE PAGE APPLICATION (SPA) EDITOR Preview and edit SPAs Edit content from AEM Configure client side components In-context layout In-context composition
- 11. #evolve18 AEM CORE COMPONENTS Get to market faster Keep digital experience up to date Reduce time and expenses around maintenance and security
- 13. #evolve18 13 CAMPAIGN AND ANALYTICS
- 14. #evolve18 NEW EMAIL MESSAGE DESIGNER
- 15. #evolve1815 MOBILE Multi-lingual push messaging Coming soon: In-App Messaging Enhanced Mobile SDK
- 16. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Web Ads Mobile Apps Wearables Voice Assistants IoT Geo / Spatial OTT Devices Video / Audio Enterprise Call Center In Store Social Email Connected Cars Audience Syndication Context-aware sessionization Insights with a play button Data processing ML & AI-powered analysis at the speed of thought Data collection Journey Analytics Virtual Analyst Analysis Workspace Segment IQ real-time triggers & views
- 17. #evolve18 ADOBE CLOUD PLATFORM Experience Cloud Creative Cloud for Enterprise Analytics Cloud Advertising Cloud Marketing Cloud Magento Commerce Cloud SEMANTICS & CONTROL ACTION CONTENT WORKFLOW DATA PIPELINE MACHINE LEARNING CONTENT PIPELINE UNIFIED PROFILEDATA CONTENT
- 18. #evolve18 18 Experience League is Adobe’s new customer enablement program, deeply personalized for you to see instant value from Adobe Experience Cloud. Intelligent Guidance recommending step-by- step essential skill learning to boost talent growth Connecting you to a Community of 150,000+ peers to get you answers in minutes One location to Connect with Experts ready to work with your company Insights empowering you and your business to stay at the forefront of digital transformation
Notes de l'éditeur
- Experience Matters - Every business must now compete for the hearts and minds of their customers with every click and every interaction, and Adobe is transforming how businesses compete. What began <10 years ago as Analytics & Digital Marketing business has grown to redefine the enterprise landscape. We are now focused on the much broader Experience Business opportunity – with three key tenets that drive our strategy. People buy experiences, not products. Businesses need a service mindset – every customer is making a decision to renew or cancel with every interaction. We will help companies transform how they operate – always-on, knowing the past, and anticipating the future Put art and science to work. Great content is key to breaking through the noise, and data is required to understand the customer’s context. We will put content and data to work at scale, helping businesses deliver consistent and exceptional experiences, every time and everywhere Architect for action. The velocity, variety and volume of consumer experience data is outstripping capabilities to derive actionable insight. Through our data platform and AI, we will help businesses orchestrate, deliver and optimize customer journeys across all channels
- Anchoring this portfolio is the Adobe Cloud Platform which is the true secret sauce that differentiates Adobe. We call this the Experience System of Record and I’m going to take a few minutes to explain the key elements and how they work together to improve all Adobe and Magento solutions. Adobe Marketing Cloud Integrated marketing solutions Differentiate brand story, connect with customers on personal level, engage them in moments that matter Experience personalization & optimization Campaign orchestration & journey management Experience management & delivery Monetization of video experiences Adobe Analytics Cloud Intelligence engine for the enterprise Combine digital and offline data to help brands move from insights to action, smarter and faster Customer journey context Meaningful measurement Automated audience creation Insights into action Adobe Advertising Cloud Industry’s first end-to-end platform Manage advertising spanning traditional TV and all digital formats Automated media execution – plan, buy, measure, optimize ad buys Cross-channel Real-time bidding, private marketplace and curated inventory Dynamic creative optimization
- Continuous Integration / Continuous Delivery of code to speed time to market from months to weeks/days Code Inspection, testing and security validation based on best practices for high quality releases that minimize disruptions Automatic, Scheduled or Manual deployment 24/7 for maximum flexibility and control
- Key properties of Fluid Experiences Experience Fragments are at the core Reusable Portable Consistent Pre-defined and packaged Flexible
- Quote: “What used to take us a week can now happen in 20 minutes with Adobe Experience Manager. That brings us greater flexibility and control over how we market products online.” Kamran Shah, Director of Corporate Marketing, Silicon Labs Discuss how Adobe Experience Cloud helped Silicon Labs meet its objectives: Silicon Labs wanted an open source, commercial CMS option that would meet its future needs for the website and improve customer experiences. The company implemented Adobe Experience Manager, in part because it wanted its marketers to be able to quickly create, manage, and deliver relevant content. With Adobe Experience Manager, instead of waiting a week for changes to be implemented by IT, marketers can change designs, adjust product information, and publish content on their own in 20 minutes. Putting this ability into the hands of marketers lets them easily iterate on display options, which has resulted in a 15% conversion lift. Rather than using a product information management solution or a commerce solution, Silicon Labs uses Adobe Experience Manager to manage all of its complex product information. More than 5,000 technical documents, including specifications sheets and reference manuals, images, and videos are stored in Adobe Experience Manager Assets. Using tags in Experience Manager, integrated with the marketing automation platform Marketo, marketers can tag and track all of the website information and assets. Silicon Labs now track 100% of activity for lead scoring, leading to a 150% improvement in product interest accuracy. Silicon Labs can also gain more advanced insights by analyzing and comparing tag segments through an integration with Adobe Analytics. For example, the company wanted to identify what drove people to purchase the highest-selling development kit. By comparing segments through Adobe Analytics, Silicon Labs discovered a strong correlation between purchases and customers who read about how to use the kit. Detailed usage information was normally considered a post-sales resource, but the team realized that this information was also a useful pre-sales resource. To make it easier to make changes to the website, Silicon Labs uses Experience Fragments, a capability in Experience Manager. Marketers can easily update the website with reusable content snippets that prapogate changes across all pages to eliminate errors and improve consistency. This is particularly useful when information is spread across many pages and templates.
- In-context editing SPA, like server rendered pages, supporting: Insert components Reorder components Edit components Layout components Editor features that might come later for SPA: Component drop targets (eg. for images) In-place text editing In-place image editing Targeting
- Get to market faster Reduce time spent on custom development and testing Keep digital experience up to date without future investment Components can easily be upgraded Reduce time and expenses around maintenance and security Built using Adobe best practices and fully tested
- Authors can select from various style elements that adjust the layout, content, or design of the components shown on a page Allows you to create visual variations of web components with zero back-end development Enables content authors to select and switch between styles in-context Ensures style and design consistency across components or pages
- A brand new message designer to create beautiful emails at scale Integrates with Content Platform, leveraging assets coming from it Enable business users to assemble an email from scratch with drag and drop Support responsive design and deliver optimized HTML for email. Reusable fragments to create emails faster and at scale Easy HTML import Enable a customer to turn their HTML into a drag and drop email template easily and for a low cost. Content locking to keep brand consistency and enable business users to create an email without breaking the Email HTML code. Powerful personalization to design 1to1 messages Better URL management Build beautiful responsive emails with a new drag and drop experience. Scale your email creation by leveraging reusable fragments. Create templates with Locked areas to drive governance
- Marketers can target users who have opted out of Push notifications and enhance their customer's Mobile App experience by introducing In-App messages. These messages can be used to educate users about the App's features and navigation, provide an offer at an opportune moment or seek user's feedback. multi lingual push messaging, InApp messaging (Q4), mobile SDK v5 that can support active location tracking and extensions via launch (Q3) In-App Messaging Target known and anonymous users Target Audiences from Adobe Campaign and Adobe Analytics Mobile SDK New Architecture: Built to support Adobe Experience Cloud Solutions and Data Platform with increased performance, reduced footprint Flexible Config: SDKs will support multiple configuration modes including server-side, programmatic, and bundled options Fully Extensible:Modular architecture to provide unlimited extensibility to solve the need for 3rd party plugins and partner integrations Emphasis on speed, battery consumption, and memory footprint Modular, extended by Adobe & vendor extensions through Launch, by Adobe Flexible configuration – remote, bundled, and programmatic options
- What I’m trying to address in slide is why our tech/stack is unique. So, I’m trying line up real ROI at each part of the pipe, so everyone can articulate that to customers. (for instance, I’ve never heard our field describe the value of processing rules, which is a key differentiator for us, even before Sessionization or Report Time Attribution) By illustrating more vibrantly the value from each part of the stack I hope to avoid: 1. BI guy saying: can I just use your UI and not the rest? 2. Buyer saying: I still don’t get why you’re 3X more than [competitor X] 3. PM/instrumentation person saying: I don’t want to be locked into eVars and Props and heavy client-side definition 4. Data architect/BI saying: that’s fine, but we’re just going to pipe out what you collect and process into our data lake 5. Developer saying: we just want to instrument you server side I think we could get better ROI questions on the Sensei top part, do you think? We might also want to add: “Now that I know my customers, their journeys, and what to measure more clearly, how do I get a historically accurate view?”
- Anchoring this portfolio is the Adobe Cloud Platform which is the true secret sauce that differentiates Adobe. We call this the Experience System of Record and I’m going to take a few minutes to explain the key elements and how they work together to improve all Adobe and Magento solutions. Adobe Marketing Cloud Integrated marketing solutions Differentiate brand story, connect with customers on personal level, engage them in moments that matter Experience personalization & optimization Campaign orchestration & journey management Experience management & delivery Monetization of video experiences Adobe Analytics Cloud Intelligence engine for the enterprise Combine digital and offline data to help brands move from insights to action, smarter and faster Customer journey context Meaningful measurement Automated audience creation Insights into action Adobe Advertising Cloud Industry’s first end-to-end platform Manage advertising spanning traditional TV and all digital formats Automated media execution – plan, buy, measure, optimize ad buys Cross-channel Real-time bidding, private marketplace and curated inventory Dynamic creative optimization
- Experience League is Adobe’s new customer enablement program, deeply personalized for you to see instant value Adobe Experience Cloud. It’s a whole new way to empower your success. Across four main areas – INTELLIGENT GUIDANCE, COMMUNITY, CONNECT WITH EXPERTS, and INSIGHTS - Experience League is a personal experience, with a different view for every user. It gets to know you, so that it can empower you and connect you all across Adobe Experience Cloud. As you learn and evolve, so does Experience League. These authenticated experiences are deeply personalized, optimizing the content you receive based on your unique learning journey. It combines usage and activity data with your own learning preferences that you self-select, along with your company’s learning priorities, Experience League tailors your learning experience to match your needs. You’ll get step-by-step learning you can take at your own pace, progress tracking so you can measure the ways you’re adding value to your organization, and gain access to an integrated community of over 150,000 other Adobe Experience Cloud users.