Data Driven Marketing: la nuova frontiera del Digital Marketing sempre più programmatico, efficiente ed ottimizzato

Data Driven Marketing
& Adobe Marketing
Cloud

Copyright © 2016 Accenture. All rights reserved. 22
Agenda
• Introduction
• Adobe Marketing Cloud Overview and Advantages
• Adobe Analytics - Key Capabilities and differentiators
• Adobe Target – Optimizing digital experiences
• Demo
• Adobe Audience Manager
• Adobe Campaign - Key Capabilities
• Personalization Use cases
• Quick Win
• Q&A

Agenda
• Introduction
₋ Adobe Marketing Cloud
₋ The new marketing horizon
₋ A data-driven Interaction
₋ From data to marketing
₋ So what

• The marketing activities are going to become even more digitalized with an
increasing role of spending optimization.
• The results monitoring and its relation with the real performance and the return
will become the first driver of each digital marketing strategy .
• The process, the tools and the skills of the new digital marketers (both in
companies and agencies) is transforming.

Adobe Marketing Cloud (1/2)

Adobe Marketing Cloud (2/2)

Agenda
• Introduction
₋ So what

The marketing new horizon: upside down mgmt
• Personalization is becoming one of the new
“Digital Must” but it need to be much more
integrated with the content mgmt, the web-
analytics, the campaign mgmt and the CRM
segment / strategies
• The DMP and the overall PB trend is
confirming the two digit growth trend but the
portmanteau with the CRM to obtain a full
Audience mgmt will become the next frontier.
• Everything will be data-driven…
C.R.M.
- +
Effectiveness
-
Control
E.M.M.
D.M.P
C.D.B
Social
Loyalty
+
Personalization
Programmatic
Buying
Content
mgmt

C.R.M.
- +
Effectiveness
-
Control
E.M.M.
D.M.P
C.D.B
Social
Loyalty
+
Audience
mgmt
Programmatic
Buying
Content
mgmt

C.R.M.
- +
Effectiveness
-
Control
E.M.M.
D.M.P
C.D.B
Social
Loyalty
+
Content
mgmt
Programmatic
Buying

C.R.M.
- +
Effectiveness
-
Control
E.M.M.
D.M.P
C.D.B
Social
Loyalty
+
Programmatic
Buying
Content
mngmt

C.R.M.
- +
Effectiveness
-
Control
E.M.M.
D.M.P
C.D.B
Social
Loyalty
+
Personalization
Audience
mngmt
Programmatic
Buying

The marketing new horizon: Programmatic & D.M.P.

The marketing new horizon: Personalization @ scale

The marketing new horizon: new phases & enablers
Visibility Personalization Conversion Optimization
• Support to all Digital Marketing
activities at Global or Country scale
• Internationalization of SEO
₋ Global URL structure
₋ Alphabet support
• Channels:
₋ DEM campaigns
₋ Affiliation
₋ SEM and Display Advertising
₋ Co-mkting
₋ Retargeting
• Product and content Feed
management to export enriched data to
DM tools or affiliates
Data-driven Marketing for OmniChannel
AEM Analytics Target Connector Connector Connector Connector
1 2 3 4
Capabilities on support of the
Digital Marketing activities in order
to increase the visibility and traffic to
the website.
Personalized and tailored contents,
services after a Customer
engagement.
• Deep personalization of the reaction on
the website could be carried out within a
strong relationship on the information
shared between the online platform and
the DM channels
• A set of variables has to be defined and
applied, e.g.:
₋ Campaign Source
₋ Campaign Medium
₋ Campaign Content
₋ Campaign Name
• Reactions personalization
₋ Commercial proposition
₋ Services (e.g. samples)
₋ Story-telling / editorial
Definition and evaluation of the main
events in order to increase the
related «conversions».
• Evaluating the performance of different
events across the DM channels
applying specific variables to the
different phases of the customer
journey
• Lead generation
• Online sales
• Evaluating the customer actions related
to the DM activities concluded offline:
₋ Physical Stores
₋ Live Chat
• Exchange campaign information
between the online platform and CRM
Different levels of Analysis and
Optimization of the website and
Digital Marketing activities providing
tools, high-level data quality and
reports.
• Automatic optimization leveraging on
A/B and Multivariate Testing features
• Media campaigns
• Marketing contents (e.g. Landing
pages)
• Website contents
• Funnel
• Fallout
AEM Analytics Target AEM Analytics Target AEM Analytics Target

Agenda
• Introduction
₋ So what

The OmniChannel acquisition funnel
Customer
Lifetime Value
Relation
Reactivation
Customer
Thrust
Addressable market
Brand
awareness
Attract/
Consider
Turnover
Channelling
OfflineOnline
Profitability
Convert
Conversion
Visitors
Commercial
Levers
User
Experience
Acquire
ATL Digital Mktg
Click
Through
Natural
& Organic
Direct
Marketing
Customer
relation
Experience
Reach/
Engage
KPICustomer Journey Business lever
Addressable
market
AttractionEngagementExperienceAdvocacy
Interact
Maximize

Omni-Channel Optimization: Online Purchase
EDITORIAL CONTENT
ORGANIC
DIRECT
SEM
MAIL
DISPLAY
DEM
HP
LANDING PAGE
PRODUCT PAGE
STORE LOCATOR
MTM
RESERVE & COLLECT
ONLINE PURCHASE
PAY & COLLECT
BOOK A VISIT
1° REGISTRATION
INCREMENTAL
REGISTRATION
SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT
LIVECHAT
PRODUCTION
PERSONALISATION
THANK YOU
PAGE
WELCOME PAGE
STORE

ORGANIC
DIRECT
SEM
MAIL
DISPLAY
DEM
HP
LANDING PAGE
PRODUCT PAGE
STORE LOCATOR
MTM
EDITORIAL CONTENT
LIVECHAT
PRODUCTION
PERSONALISATION
ONLINE PURCHASE
PAY & COLLECT
BOOK A VISIT
1° REGISTRATION
INCREMENTAL
REGISTRATION
RESERVE & COLLECT
THANK YOU
PAGE
WELCOME PAGE
STORE

Omni-Channel Optimization: Reserve and Collect
ORGANIC
DIRECT
SEM
MAIL
DISPLAY
DEM
HP
LANDING PAGE
PRODUCT PAGE
STORE LOCATOR
MTM
EDITORIAL CONTENT
LIVECHAT
PRODUCTION
PERSONALISATION
ONLINE PURCHASE
PAY & COLLECT
BOOK A VISIT
1° REGISTRATION
INCREMENTAL
REGISTRATION
RESERVE & COLLECT
THANK YOU
PAGE
WELCOME PAGE
STORE

Omni-Channel Optimization: Pay and Collect
ORGANIC
DIRECT
SEM
MAIL
DISPLAY
DEM
HP
LANDING PAGE
PRODUCT PAGE
STORE LOCATOR
MTM
EDITORIAL CONTENT
LIVECHAT
PRODUCTION
PERSONALISATION
ONLINE PURCHASE
PAY & COLLECT
BOOK A VISIT
1° REGISTRATION
INCREMENTAL
REGISTRATION
RESERVE & COLLECT
THANK YOU
PAGE
WELCOME PAGE
STORE

ORGANIC
DIRECT
SEM
MAIL
DISPLAY
DEM
HP
LANDING PAGE
PRODUCT PAGE
STORE LOCATOR
MTM
EDITORIAL CONTENT
LIVECHAT
PRODUCTION
PERSONALISATION
ONLINE PURCHASE
PAY & COLLECT
BOOK A VISIT
1° REGISTRATION
INCREMENTAL
REGISTRATION
RESERVE & COLLECT
THANK YOU
PAGE
WELCOME PAGE
STORE

Omni-Channel Optimization: First Registration
HP
LANDING PAGE
PRODUCT PAGE
STORE LOCATOR
MTM
EDITORIAL CONTENT
ORGANIC
DIRECT
SEM
MAIL
DISPLAY
DEM
LIVECHAT
PRODUCTION
PERSONALISATION
ONLINE PURCHASE
PAY & COLLECT
BOOK A VISIT
1° REGISTRATION
INCREMENTAL
REGISTRATION
RESERVE & COLLECT
THANK YOU
PAGE
WELCOME PAGE
STORE

Omni-Channel Optimization: Increm. Registration
ORGANIC
DIRECT
SEM
MAIL
DISPLAY
DEM
HP
LANDING PAGE
PRODUCT PAGE
STORE LOCATOR
MTM
EDITORIAL CONTENT
LIVECHAT
PRODUCTION
PERSONALISATION
ONLINE PURCHASE
PAY & COLLECT
BOOK A VISIT
1° REGISTRATION
INCREMENTAL
REGISTRATION
RESERVE & COLLECT
THANK YOU
PAGE
WELCOME PAGE
STORE

Agenda
• Introduction
₋ So what

Management phases and business burining questions
Pre-sales interaction
Commercial Plan
Marketing Plan
Web Marketing Channels
Campaigns
• Objectives
• Budget
• Mix
• Performance
Which are the sales
goals and margin for
category?
How can we
increase sales?
Through which
channels can we
reach all the clients
we need?
Am I really doing
profits thanks to
these actions?
• Objectives
• Budget
• Mix
• Performance
How many potential
customers did I reach?
How much effective
is my commercial
strategy?
How much effective
and reliable are my
processes and
systems?
Are customers
satisfied or are there
any critical points to
take care of?
Historical data are the
bases to the forecast…
… forecast data are
the bases to check
performances
Transactions
Order fulfillment
Post – sales interaction

Margin goals
Sellout goals
By week
• Define the margin goal
expected per total sellout
By category
• How much is the online sellout
forecasted
• Define total revenue for the
entire assortment
• Trend is built by mapping the
sellout goals for each week
• It is necessary to have visibility
of the revenue and the sellout
trend for each category sold
Commercialplanning
Conversion
rate goals
Traffic goals
By campaign
• Define conversion rate to
analyze better the visits number
and their conversion in sellout
(bottom up model)
By channel
• Define the traffic volume
expected in order to reach the
revenues objectives
• Define and optimize the mix of
channels to maximize the
performance in terms of sellout
• Identify the channels to activate
to reach visits volume goals and
sellout goals
Marketingplanning
Objectives Management granularity
1
2
3
4
5
6
7
8
A quick commercial and marketing KPIs definition guide

Category
Channels
EMM
Boutique
Purchase
Contact
Aggregated
interactions
Shirts
Shoes
Trousers
Bounce
Visit
eCommerce
Dresses
Self-
service
Call-center
Subsequent
interactions
Frequency
Duration
Deepness
Example: «Issue from
category in promo»;
cross checking of
data allows to
understand the
original situation
• Single performance and interaction
KPI coming from different tracking
sources can be correlated to
detect the reasons and the original
context of the discrepancies with
the expected trends.
• The relations among KPIs can be
obtained in different ways and with
different levels of effort depending
on the environment in which it is
done.
• Al the Digital Marketing PULL and
PUSH actions will be driven by the
real customer context and
purchase attitude
KPI aggregation will drive the digital marketing actions

Agenda
• Introduction
₋ So what

So What…
Everything will become (A) data-driven (B) personalized
and (C) optimized in term of cost and performance
The role of DMP and CRM will blend starting the Audience
Management era that integrate the customer knowledge
The roles of Agencies and the Media Center will be
transformed moving to a consultancy direction
The “new way” to optimize is enabled by the front-end full
control
1
2
3
4

Agenda
• Introduction
• Adobe Marketing Cloud Overview and Advantages
• Adobe Analytics - Key Capabilities and differentiators
• Adobe Target – Optimizing digital experiences
• Demo
• Adobe Audience Manager
• Adobe Campaign - Key Capabilities
• Personalization Use cases
• Quick Win
• Q&A

Data Driven Marketing: la nuova frontiera del Digital Marketing sempre più programmatico, efficiente ed ottimizzato

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Data Driven Marketing: la nuova frontiera del Digital Marketing sempre più programmatico, efficiente ed ottimizzato