1. No category

Interact with Summit using the event app
Log in to your account
Enable social
Ask questions or vote in a poll via Summit Interact
Don’t forget to tweet using
#AdobeSummit
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
29-30 April, 2015 | ICC, ExCel, London
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Big Data vs. Smart Data: Using analytics data to drive advertising ROI
Allan Witts | Senior Account Manager, Adobe
Lindsay Rowntree | Director, UK Search, Starcom MediaVest Group
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Big Data vs Smart Data
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1)
Making Data Available
 Product Integrations
 Analytics in Media Optimizer
 Audience Manager & Media
Optimizer
2) Choosing The Right Data - Starcom
MediaVest & Samsung
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Background

Benefits

Next Steps
#AdobeSummit @DigitalAllan @LindsRowntree
Search User Journey
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
Search User Journey – Data Available
Searches
Impressions
Clicks
Engagement
•
•
•
Conversion
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
•
#AdobeSummit @DigitalAllan @LindsRowntree
Time spent
Page views
Bounce rate
On-Page Actions
Native Adobe Analytics Integration
Adobe Analytics
Conversion Metrics
Site Event Metrics
Work Together
Engine Data
Campaign Classifications
Adobe Media Optimizer
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
Search User Journey – Complete Picture
Searches
Impressions
Clicks
Engagement
•
•
•
Conversion
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
•
#AdobeSummit @DigitalAllan @LindsRowntree
Time spent
Page views
Bounce rate
On-Page Actions
Adobe Analytics Engagement Modeling
Seamless transfer of data between Media Optimizer and Adobe Analytics
16%
Increase in ROI
Enables engagement metrics for Media Optimizer bidding algorithms
15%
Increase in
converting
keywords
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
Search User Journey
Searches
Impressions
Clicks
Conversion
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
Search User Journey
Searches
Impressions
Clicks
Engagement
•
•
•
•
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
Time spent
Page views
Bounce rate
On-Page Actions
Data Enrichment
Standard Search Data
Search + Analytics Data
Information available for keywords:
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Impressions
High Bounce Rate
High Time on Site – Repeat Visits
Clicks
Low Page Views
Video Views - Started
High Page Views
Video Views - Complete
High Time on Site
Brochure Downloads
#AdobeSummit @DigitalAllan @LindsRowntree
Search User Journey - Alternative
?
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
Remarketing Lists for Search Ads (RLSA)
Search

Retarget users based on
known information

Retarget
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
User visits website
Visit
#AdobeSummit @DigitalAllan @LindsRowntree
Audience Manager for RLSA
ADOBE EXPERIENCE MANAGER
ADOBE PRIMETIME
ADOBE MEDIA OPTIMIZER
ADOBE CAMPAIGN

User added to RLSA
Audience

RLSA Audience used for
search campaign targeting

When known users come to
site, who match pre-built
segments, RLSA tag is fired

Audience Segments built in
Audience Manager

1st , 2nd & 3rd party data used
to build segments
ADOBE TARGET
Site
Mobile
Display
Search
Social
Video
Email
Data Sync / Segmentation
Audience
Segment
Standardization
ADOBE AUDIENCE
MANAGER
Data
1st Party
3rd Party
2nd Party
ADOBE ANALYTICS
Partner Data
CRM
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
TARGUSinfo
Datalogix
Exelate
AddThis
janrain
epsilon
Experian
V12 group
BlueKai
LiveRamp
bizo
Alliant
IXI
Acxiom
Quantcast
#AdobeSummit @DigitalAllan @LindsRowntree
Advanced RLSA
Search

Retarget users based on
known information
Retarget
Visit
Segment
Identify

User visits website

DMP fires remarketing tag

DMP identifies user

Segmentation uses a lot
richer, more granular data

Based on own Analytics data
and unique user ID

Segments applied to
campaigns through AMO

2nd & 3rd Party data also
used
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
Key Takeaways

AMO & Analytics Integration
enrich data available for
advertising campaigns

Engagement data used to
supplement conversion data

Where there is no ‘conversion’
the engagement data is even
more important
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Audience Manager used to
provide richer RLSA segments

Segments then applied to
campaign targeting through
Media Optimizer

Enriched data allows more
refined targeting and tailored
user journey
Starcom MediaVest
&
Samsung
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Starting Point
Samsung search used to look very different:
Branding
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Bursts
Harvesting
Share of
Voice
#AdobeSummit @DigitalAllan @LindsRowntree
Big Data
Why we Integrated with Adobe Media Optimizer
Compatibility with Adobe Analytics
Ease of reporting
Advanced Bid Optimisation
Efficient workflow
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Go
the
impression and the
click
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
Optimisation Strategy
We cannot adopt a “one size fits all” approach
AWARENESS
Competitor
CONSIDERATION
Generic
PURCHASE INTENT
Product
RETENTION
& CROSS
SELL
The data signals we optimise towards reflect where the consumer is in the path to purchase
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
Portfolio Objectives
Adobe Media Optimizer portfolio management enables this
KEYWORD
USER INTENT
SAMSUNG INTENT
DATA SIGNAL
“iPhone”
“Nokia Lumia”
“I am interested in another
smartphone brand”
Diversion
Click Through Rate
KEYWORD
USER INTENT
SAMSUNG INTENT
DATA SIGNAL
“best smartphone 2015”
“compare smartphones”
“I would like to do some
research before I make a
decision”
Engagement
Time on site
KEYWORD
USER INTENT
SAMSUNG INTENT
DATA SIGNAL
“Samsung galaxy s6 offers”
“where to buy galaxy s6”
“I am ready to buy, but
haven’t decided on a retailer”
Drive purchase intent
Click on “Where to Buy”
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Budget Forecasting
Adobe Media
Optimizer also allows
greater forecasting
accuracy with Portfolio
Simulations
This allows scenario planning for different budget amounts
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
Expanding Reach
Campaign management workflows have allowed us to expand our reach and explore new ad formats
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
Operational Efficiency
We have saved time on reporting and routine tasks
Time saved
spent optimising
account; SQRs;
competitor
analysis and
developing ad
extensions
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
Adobe Media Optimizer has changed the way that Search is considered for Samsung
FROM
TO
AFTERTHOUGHT
KEY ELEMENT OF MEDIA PLAN
CAMPAIGN ONLY
ALWAYS ON
SELECTED PRODUCTS
ALL DIVISIONS & CATEGORIES
INCONGRUENT DATA – FRAGMENTED SOURCES
ONE PLATFORM – EFFICIENT OPTIMISATION
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Performance Improvements
21%
Increase in
Avg. Time on
Site
20%
Increase in
Avg. Page
Views
Higher value traffic …
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
20%
Estimated Cost
Saving
11%
Increase in
clicks
19%
Reduction in
CPC
… at lower cost
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
Explore expanding into Social Media
Comment
Chat
Join
Share
Post
Tweet
Like
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
Advanced Search Retargeting (RLSA)
FROM
TO
Retargeting
Supercharging known
information by integrating
on-site data with partner
and 3rd party data to
create more granular,
customised audiences
consumers based
purely on their
previous on-site
behaviour
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Expanding Reach with Audience Manager Segments
DISPLAY
VIDEO
Build an ongoing dialogue with new
and existing consumers across
multiple channels and platforms
Re-messaging audiences across paid,
owned and earned channels
Unifying media channels rather than
have them compete
SEARCH
SOCIAL
MOBILE
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @DigitalAllan @LindsRowntree
Benefits of Integrating with Adobe Media Optimizer
Increase in Workflow Efficiency
Significant Performance Improvements
Expanded Reach
Advanced Audience Targeting
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Q&A
If this session supports questions sent in via the app just go to Summit Interact
Your question, or one similar, may already be in the queue
Lindsay Rowntree
Allan Witts
@LindsRowntree
@DigitalAllan
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Go HERE, do THIS, and you could WIN!
1
Download
the App
•
•
•
•
2
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.
3
Win an Apple
Watch Sport
Complete at least 9
surveys to enter the
prize draw
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.