marketing clouds
29-30 April, 2015 | ICC, ExCel, London © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 ADOBE CAMPAIGN IN THE MARKETING CLOUD Marie-Laure Casse | Client and Data Strategy Director, Voyages-sncf.com Francois Laxalt | Senior Product Marketing Manager, Adobe Mathieu Hannouz | Evangelist, Adobe Campaign, Adobe Please tweet using #AdobeSummit © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Go HERE, do THIS, and you could WIN! 1 Download the App • • • • 2 3 Give us feedback It takes less than a minute Log in to your account Survey available as Enable social the sessions start Receive a personalised experience Use the app to interact with Summit © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Win an Apple Watch Sport Complete at least 9 surveys to enter the prize draw #AdobeSummit @repackaged @francoislaxalt Marie-Laure Cassé Francois Laxalt Senior Product Marketing Manager [email protected] | @francoislaxalt Client and Data Strategy Director, Voyages-sncf.com [email protected] Mathieu Hannouz Evangelist, Adobe Campaign [email protected] | @repackaged © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @repackaged @francoislaxalt ZEN? © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 #AdobeSummit @repackaged @francoislaxalt Adobe Campaign Cross-Channel Marketing in a Digital World Campaign Management technology that helps redefine how brands engage with consumers. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 #AdobeSummit @repackaged @francoislaxalt © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @repackaged @francoislaxalt THE RISE OF MARKETING CLOUDS © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 #AdobeSummit @repackaged @francoislaxalt THE NEW EMPOWERED CONSUMER PERSONALIZED © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. RELEVANT REAL-TIME #AdobeSummit @repackaged @francoislaxalt THE MODERN CUSTOMER JOURNEY Albert Always on Chris Manchester @AdobeMktgCloud Sue Child 3,343, 4,453 T-Mobile Elisa Sanchez Prefers SMS Google Nexus 7 Fred Leger Prefers POS Jen | Gym Instructor Lululemon Athletica is fantastic. Felix | College Professor Jerry | Stock Broker Prefers email Prefers email AT&T iPhone 6 Plus VERIZON LTE 4G Samsung Galaxy S5 © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 #AdobeSummit @repackaged @francoislaxalt Age 28 “We are only as strong as we are united, as weak as we are divided” Professor Dumbledore © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Harry Potter and the Goblet of Fire #AdobeSummit @repackaged @francoislaxalt Adobe Marketing Cloud SOLUTIONS MEDIA OPTIMIZER SOCIAL AUDIENCE MANAGER PRIMETIME TARGET EXPERIENCE MANAGER CAMPAIGN ANALYTICS CORE SERVICES PROFILES & AUDIENCES ASSETS ACTIVATION MOBILE EXCHANGE COLLABORATION ADMINISTRATION PLATFORM Data & Content © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @repackaged @francoislaxalt Adobe Marketing Cloud CORE SERVICES © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Available to all Marketing Cloud Solutions Provide a centralized place to: Integrate data Build customer profiles Activate instant content delivery and reporting Collaborate with team members #AdobeSummit @repackaged @francoislaxalt The Adobe Marketing Cloud Your Digital (and offline) Property Customer acquisition Anonymous customers Authenticated customers Advocacy & Off-site retargeting Adobe Social Adobe Social Adobe Media Optimizer Adobe Audience Manager Adobe Target Adobe Campaign Adobe Experience Manager Adobe Audience Manager Adobe Analytics Adobe Campaign Adobe Media Optimizer Adobe Audience Manager Adobe Marketing Cloud Core Services © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @repackaged @francoislaxalt VOYAGES-SNCF.COM Marie-Laure Casse | Client and Data Strategy Director, Voyages-sncf.com #AdobeSummit @voyagessncf_com Groupe VSC-Rail Europe, European Rail Experts 960 4% 11 M EMPLOYEES GROWTH IN 2013 UNIQUE VISITORS / MONTH 4 Mds€ TURN OVER IN 2013 660 M€ 50% ON MOBILE 10 M 2/3 OF THEM ABROAD DEDICATED TO FOREIGN BUSINESS 75 M 1 TICKET IN 15 TRAIN TICKETS SOLD IN 2013 SOLD EVERY COUNTRIES #AdobeSummit @voyagessncf_com DOWNLOADS 3 SECONDS Our Customer Stakes MOBILE FIRST SEAMLESS CUSTOMER EXPERIENCE #AdobeSummit @voyagessncf_com CLIENT CENTRICITY VOYAGES-SNCF.COM’S Marketing Ecosystem And other tools connected to this ecosystem CMS Notifications AB-Testing #AdobeSummit @voyagessncf_com Investments & ad-centric tracking Challenges To Face In This Context 1. No workflow for creatives between CMS & newsletter campaigns 2. Due to different tracking, various figures, long QA… 3. Difficulty to have a full 360 view of each customer because of many different systems 4. Various tools to monitor the business efficiency across website, user & ad-centric tools 5. Inconsistent view of campaigns displayed to customers due to inconsistent targets across various tools #AdobeSummit @voyagessncf_com Examples Abandoned shopping cart | remarketing newsletters Mobile notifications RLSA, GSP & Custom Audience Facebook #AdobeSummit @voyagessncf_com Abandoned Shopping Cart 300K emails PER MONTH 13/04/2015 14/04/2015 19/04/2015 6,5€ turnover PER EMAIL SENT Looking for a trip to LYON from mobile The user receives a newsletter because the transaction was not completed 5 days later, push of LYON destination to the same user #AdobeSummit @voyagessncf_com Possible thanks to: Consistent web & mobile tracking Analytics/Campaign connector Display push on CMS Voyages-sncf.com owned « Client ID » Mobile Notifications 3 M NOTIFS IN MARCH 12% ANDROID 4% IOS ADJUSTED CTR 22% APP USERS WITH VARIOUS CHANNELS PUSH OPPORTUNITES 69% OF ANONYMOUS APP USERS Opt-in Newsletters Opt-in App users ADJUSTED CTR 100 M EMAILS SENT PER MONTH Opt-out NEW OPPORTUNITIES ON 9% OF APP USERS OF SENDING COMMUNICATIONS Newsletters WITH PUSH (LESS CUSTOMIZED) #AdobeSummit @voyagessncf_com Summer Campaign 300K notifs 7% adjusted CTR 5M emails #AdobeSummit @voyagessncf_com Notifications possible thanks to: Targeting in Campaign Push via an other tool Tracking notification performance via Analytics & Campaign RLSA, Google Sponsored Promotion & Custom Audience Facebook Implementing new campaigns based on analytics & CRM tools: CRM emailing campaigns are duplicated in those environment #AdobeSummit @voyagessncf_com And Tomorrow ……. My Dream Is? #AdobeSummit @voyagessncf_com Only One Tool To… Improve marketing team’s productivity Display a website, ad & user centric vision of my business Provide consistent omnichannel results Target custom audience Facebook or Rlsa in Adobe Campaign #AdobeSummit @voyagessncf_com 3 ADOBE CAMPAIGN & MARKETING CLOUD: NEW USES CASES © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28 #AdobeSummit @repackaged @francoislaxalt THE WAY WE DESIGN INTEGRATIONS Offline DELIVERY Online CONTENT DATA CRM © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29 #AdobeSummit @repackaged @francoislaxalt “Great things are done by a series of small things brought together.” © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Vincent VAN GOGH Profiles & Audiences ANALYTICS EXPERIENCE MANAGER CAMPAIGN PLATFORM TARGET MEDIA OPTIMIZER SOCIAL © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @repackaged @francoislaxalt Share Audiences Between Campaign And Analytics Campaign Triggering Consumer Insight • • • • • Location Devices Website behavior Searches Mobile app usage © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PROFILES & AUDIENCES Relevant and timely messages 32 • Product / Offer interest • iBeacon alert • Form Completed #AdobeSummit @repackaged @francoislaxalt & Share Audiences Between Campaign and Media Optimizer PROFILES & AUDIENCES Core Service Adobe Campaign Adobe Media Optimizer Online ads “Only VIP customers about to renew will see the 20% discount offer” “Unhappy customers will see no ad” “ New opt-out will receive a re engagement message” © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @repackaged @francoislaxalt “The fewer the words, the better the prayer.” Martin LUTHER KING © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Art & SCIENCE 70% Customer communications will be digital and cross-channel Centralisation is a key factor Collaboration, single authoring environment and acceleration of crosschannel content lifecycle © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @repackaged @francoislaxalt “Vision without execution is hallucination.” © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Thomas EDISON Contextual Email Marketing I’M IN BOSTON Local weather I’M IN NYC Contextual imagery based on time and location Contextual news based on location Personalised, always relevant offers Global news Contextual directions based on time and location Out of stock © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Countdown 37 Web behavior #AdobeSummit @repackaged @francoislaxalt Campaign Integrations in action…..DEMO © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Introducing We.Finance © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @repackaged @francoislaxalt We.Finance Co-Branding Credit Card Campaign Existing and New Customers Retargeting campaigns © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @repackaged @francoislaxalt We.Finance Web Social Adobe Target Email Direct Mail Adobe Social Display Adobe Media Optimizer pURL Adobe Campaign Adobe Analytics © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Experience Manager KEY TAKEAWAYS + BEST-IN-CLASS CROSS-CHANNEL EXECUTION © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. + INTEGRATED DATA & CONTENT = ADOBE MARKETING CLOUD 42 UNPARALLELED MARKETING USE CASES #AdobeSummit @repackaged @francoislaxalt Go HERE, do THIS, and you could WIN! 1 Download the App • • • • 2 3 Give us feedback It takes less than a minute Log in to your account Survey available as Enable social the sessions start Receive a personalised experience Use the app to interact with Summit © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Win an Apple Watch Sport Complete at least 9 surveys to enter the prize draw #AdobeSummit @twitterhandle Q&A © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Campaign track - Next Sessions - © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ptripp @francoislaxalt
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