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Transforming customer engagement through digital innovation – An Epsilon case study
Carl Madaffari | SVP, Platform Delivery
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Challenge
Many digital platforms and programs operating independently of one another
Content Destinations
Loyalty Experiences
Corporate Initiatives
Transactional Moments
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Lifecycle
Content
Activity
Reward
Retain
Increase
Integration
Cross-sell
Upsell
Engagement
Activation
Onboarding
Prospects
Claim
Remediation
Chat /
consultation
Activation
Tips
Bundle
Messaging
Solution details
Case studies
How FedEx
Helps
Thought
leadership
Business
needs
Maintain
Account
Pay
Resolve
problems
Receive
Ship
Prepare to
Ship
Establish
Account
Select Provider
Identify need
Customers and prospects – all different –
are taking a fluid journey as they interact with FedEx,
across multiple channels and touch points
Prospects
Onboarding
Activation
Business needs
Thought leadership
How FedEx helps
Activation tips
Identify needs
Select provider
Establish account
Ship
evaluating brands, researching, learning,
negotiating – and ultimately experiencing
shipping a package with FedEx for the
Unknown - Prospect
first time – a very important moment.
Copyright © Epsilon 2015 Epsilon Data Management, LLC. All rights reserved.
For example, a prospect is going to be
5
Reward
Upsell
Case studies
Solution details
Bundle
messaging
Offers
Chat/
Consultation
Ship
relationship with FedEx where we are
trying to drive revenue, satisfy needs and
be a valuable partner as their business
Identified/loyal customer
evolves.
Copyright © Epsilon 2015 Epsilon Data Management, LLC. All rights reserved.
An identified customer already has a
6
Reward
Upsell
Case Studies
Solution details
Bundle
messaging
Offers
Chat/
Consultation
Ship
consuming content and moving along the
lifecycle like the prospect, their path and
how they navigate the environment is
Identified/loyal customer
quite different.
Copyright © Epsilon 2015 Epsilon Data Management, LLC. All rights reserved.
While they are also conducting activities,
7
The solution
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
Epsilon global marketing platform
Profile management
Points engine
Program administration
Liability management
Rewards engine
Partner management
Transaction processing
Web services
Offer management
Real-time calculations
Real-time decisioning
Reporting and analytics
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
Epsilon global marketing platform
Profile management
Points engine
Program administration
Liability management
Rewards engine
Partner management
Transaction processing
Web services
Offer management
Real-time calculations
Real-time decisioning
Reporting and analytics
FedEx
That is deeply integrated with the client’s systems
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
Epsilon global marketing platform
Master Epsilon profile
Web experience &
personalisation
Adobe®
Experience Manager
Extended into the entire digital experience
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
FedEx
3rd party
data sources
Epsilon global marketing platform
Master Epsilon profile
Online master
Adobe®
Media Optimizer
Web experience &
personalisation
Adobe®
Experience Manager
Serving enhanced experiences based
on behavioural, 1st party and 3rd party data
Adobe®
Analytics
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
FedEx
3rd party
data sources
Epsilon global marketing platform
Master Epsilon profile
Online master
Adobe®
Media Optimizer
Web experience &
personalisation
Adobe®
Experience Manager
Targeting
Adobe®
Target
Made more relevant by targeting solutions
Adobe®
Analytics
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
FedEx
3rd party
data sources
FedEx
Epsilon global marketing platform
Master Epsilon profile
Online master
Adobe®
Media Optimizer
Web experience &
personalisation
Targeting
Adobe®
Experience Manager
Marketing communications
Adobe®
Target
Adobe®
Campaign
And extended into outbound channels
Adobe®
Analytics
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
3rd party
data sources
FedEx
Epsilon global marketing platform
Master Epsilon profile
Online master
Adobe®
Media Optimizer
Web experience &
personalisation
Adobe®
Experience Manager
Targeting
Marketing communications
Adobe®
Target
Adobe®
Campaign
Enabling meaningful conversation
at every touch point across the lifecycle
Adobe®
Analytics
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
3rd party
data sources
FedEx
Epsilon global marketing platform
Master Epsilon profile
Online master
Adobe®
Media Optimizer
Web experience &
personalisation
Adobe®
Experience Manager
Targeting
Marketing communications
Adobe®
Target
Adobe®
Campaign
Adobe®
Analytics
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
How it works
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
How it works
Qualified segments
Dot.com
Adobe®
Audience Manager
Adobe®
Target
Adobe®
Experience Manager
Loyalty
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
Adobe®
Analytics
When a user lands on a digital
destination, Adobe Experience
Manager receives all qualified
segments from Adobe Audience
Manager
How it works
Loyalty/CRM Data
Dot.com
Adobe®
Audience Manager
Adobe®
Target
Adobe®
Experience Manager
Loyalty
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
Adobe®
Analytics
Simultaneously, AEM and Target
also receive an injection of all
applicable Loyalty data from the
Epsilon platform in real-time for
personalisation.
How it works
Dot.com
Adobe®
Target
Adobe®
Audience Manager
Adobe®
Experience Manager
Loyalty
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
Adobe®
Analytics
AEM and Target then deliver the
experience to all destinations by
matching the users to the content
taxonomy in real-time
How it works
Click behaviour
Dot.com
Adobe®
Target
Adobe®
Audience Manager
Adobe®
Experience Manager
Loyalty
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
Adobe®
Analytics
How it works
Real-time segment
evaluation
Dot.com
Adobe®
Audience Manager
Adobe®
Target
Adobe®
Experience Manager
Loyalty
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
Adobe®
Analytics
All behaviour is tracked by Adobe
Analytics and fed into Audience
Manager, which is evaluating
segments in
real-time.
How it works
Real-time segment
evaluation
Dot.com
Adobe®
Audience Manager
Adobe®
Target
Adobe®
Experience Manager
Loyalty
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
Adobe®
Analytics
Since behaviour on the site
is often criteria for a segment,
users can become eligible
for targeted content in the same
session.
How it works
Adobe®
Campaign
Dot.com
Adobe®
Audience Manager
Adobe®
Target
Adobe®
Experience Manager
Loyalty
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
Adobe®
Analytics
Outbound multi-channel
communications that react to
opportunities and target
effectively at the right moment
happens through Campaign.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
Business outcomes
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Moments
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Experiences
Transactions
Relationships
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Scalable and applicable to any industry vertical
Retail
CPG
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Financial
Services
Insurance
T&H
Healthcare
Automotive
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Tech/Telco
Strategic consulting
Adobe® Experience Manager
Marketing data
Adobe® Target
Technology
Adobe® Campaign
Powerful customer experiences
Creative services
delivered by
Adobe® Media Optimizer
Epsilon and the Adobe Marketing Cloud
Adobe® Analytics
Analytics
Adobe® Social
Media reach
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @epsilonmktg
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
29-30 April, 2015 | ICC, ExCel, London
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.