Harness the Power of Marketing Campaign Orchestration

This presentation is from Timo Kohlberg and Doan Than. You will learn here how to harness the power of marketing campaign orchestration by:

  • creating orchestrated experiences with great content
  • driving hyper-personalisation across touchpoints
  • leveraging real-time insights along the entire customer journey.

Harness the Power of Marketing Campaign Orchestration

Hi, my name is Timo Kohlberg. I would like to get you thinking about your favourite coffee shop brand. Why do you go there? Is it about the product itself?

Well, of course, the product needs to be good. But it’s really more about other factors like the atmosphere in the coffee shop. How do I pay? How to order? For example, here in the USA at Starbucks, you can order your coffee and pay right away with an app. Then you can pick it up without waiting in line. Today, it’s more about the experience than the product.

Harness the Power of Marketing Campaign Orchestration

We, at Adobe, identified 5 key pillars for customer experiences.

5 pillars of customer experience management

Content Velocity: Content creation is crucial in a world of so many devices and channels.

There is actually the role of Adobe campaign within Adobe Experience Cloud, being the orchestration engine sitting right in the middle.

Adobe Experience Platform

Adobe Experience Platform lets you handle about everything from:

  • advertising
  • customer acquisition
  • converting customers into turning them into context on your website with analytics cloud
  • to personalising each and every experience you have with them within the magento commerce cloud.

Again, Adobe sits right in the middle as orchestration and personalisation engine.

3 key pillars to achieve cross-channel orchestration success

3 key pillars to achieve cross-channel orchestration success

1. Orchestrated Experiences

First of all, experiences need to be consistent and optimised for each device and each channel. It’s not enough to deliver stand-out email or mobile experiences, while have other experiences falling short on other touchpoints and channels.

2. Hyper-Personalisation

Think about customer data on the steroids. Obviously, brands and accounts need to add transactional data to that. Think about the buyer behaviour on your website and then integrate other data sources like a propensity score for example.

3. Real-Time Insights and Journeys

More and more real-time insights, journeys and information identify where customers are in their journeys, powered by the context you can deliver.

 

1. Orchestrated experiences start with great content

Marketers should not only think in the context of beautiful images, channel optimisation, but also about the content process.

I like to call it the content supply chain. From creating beautiful content to managing that content, optimising and delivering that content.

a) Content is fuel of orchestrated experiences

Content is fuel of orchestrated experiences

  • Take a look at sourcing and creating the best possible content. You should obviously have beautiful brand content from your agencies or internal designers. However, think also about integrating music generated content into your communications.
  • Streamlining the content management process with digital assets management. Use a content creation platform, where you can manage, optimise and deliver that content through solutions like Adobe Target and Adobe Campaign.
  • Optimisation here is crucial. So, optimise delivery for all the important channels for you and your customers. Everything that relates to digital like website, mobile apps and any other interactions you have with your customers. If you are a retailer, you have a point-of-sale or a commerce/web shop you want to integrate. Basically, everything really should go towards one-to-one interactions through personalisation of content across channels like email, mobile, offline and even the Internet of Things.

I’m going to show you a quick example on how our customers transformed the way they deliver their content.

b) A Content Transformation from single interactions

So, here is an example of Virgin Holidays, a well-known UK travel company.

A Content Transformation from single interactions

So, above you see how they communicated with customers before choosing Adobe and Adobe Campaign.

This is a representation of journey from someone booking a travel. You can see how the situation was before (from a booking, a payment reminder to an online checking). All those information from a data perspective were stored in different solutions, siloed and not really available to all of the marketers.

From a visual perspective, there were also different systems delivering those messages and emails.

So, what I want to show you now, is the situation of the first campaign they ran.

C) To beautiful and consistent conversations

To beautiful and consistent conversations

So, they had a content transformation to beautiful and consistent conversations with their customers by personalising content. Sometimes it’s as easy as including a booking code in all these information to reduce calls into the call centre, for example. Besides, it is something that affects the bottom line.

2. Hyper-Personalisation is powered by data

Hyper-Personalisation is powered by data

Now, it’s time to talk about the usage of that data, its relevancy through hyper-personalisation, together with the content we just talked about.

a) Hyper-personalisation with the integrated customer profile

Hyper-personalisation with the integrated customer profile

Obviously, think about the data you have in-house over the course of an individual customer journey.

You can actually build that single accessible view by combining information from channel preferences with online and offline channels. Then, bring that into a consistent campaign history. We will actually see that in the live demo, how it looks.

Here is an example from one of our retail customers.

b) Integrated Customer Profile – DNA for Campaign Management

Integrated Customer Profile – DNA for Campaign Management

We have two main data dimensions:

  • Enterprise data: it is still the predominant data source from most of our customers (80 %).
  • Digital Interactions which encounter for 20 % of data coming from those digital interactions and campaign data.

Above, you see different metrics you can track and combine in the integrated customer profile.

It’s really much more than just standard demographic data. Try to use all the customer data in-house as well as captured data based on what you actually do and what they prefer.

c) When Data meets Content

Again, in this section, I want to show you two examples of our customers.

  • Travelocity, US travel brand, part of Expedia – Hyper-personalisation at scale.

When Data meets Content

In this case, it means they use all the information they have to create and send their newsletter.

For example, at the top, you see the mobile information they have on someone. If they know that a segment or a specific contact in their database hasn’t yet downloaded the app, they would push automatically that as the first content in the email.

Travelocity sends billions of emails to their customers. So, it’s very clear they couldn’t handle that manually anymore. They need a solution like Adobe Campaign, which can automate that personalisation process.

d) User Preferences and Customer Feedback

Secondly, in terms of data acquisition, the third dimension underestimated by many brands, is ‘preferences’ from your customers.

User Preferences and Customer Feedback

So, in this instance, Travelocity has what they call a ‘travel profile’. In the preferences’ section, customers can choose what kind of deals they want to receive.

Based on this information, all the personalisation done through email and website is tailored to the needs and preferences of their customers.

3. Real-Time Insights and Journeys are driven by Content and Artificial Intelligence (AI)

Real-Time Insights and Journeys are driven by Content and Artificial Intelligence

For the last section, it’s crucial to integrate real-time information (behaviour). Marketers must know as well the context where the customers actually are in terms of their buying journey phase. More and more of that is powered by Artificial Intelligence (AI).

So, again, 3 other examples to provide you with.

a) Connecting email to web

Connecting email to web

What you see above is a contextualised content and offer based on the search history of someone on the website.

So, someone just searched for holidays in the Bahamas. On the next day, they would receive a tailored deal based on their search history and how they interacted on the website. If they don’t want to book right away, they had the option to save it to their deal allots to get more information about the destination and offers in the future.

On average, they have a much higher open rate and click-through rate.

b) Content needs to BE contextual and orchestrated

Second example from one of our travel brands in Europe in Heathrow airport.

Content needs to contextual and orchestrated

On the left-hand site, you see how they use and contextualise all the information from the integrated profile.

I am just highlighting 3 things here:

  • Product based on previous transactions:

You see at the top, it’s actually offers pushed based on previous transactions. In this case, someone has already parked at Heathrow airport; Consequently, they can actually push an offer for parking for the next flight.

  • Exclude known users:

It’s important to incorporate mobile information not just in a mobile message, but also in other channels like email. So, exclude known users from offers, like downloading the app.

  • Tailored brands/offers to segment:

If you are at the airport, they want to drive you to specific shops and brands. They are the right ones for the specific segment.

Think about going into the terminal area for the security check at the airport. If you have downloaded the app ‘Heathrow airport’, you may receive personalised push notifications for discounts or loyalty points in restaurants.

It’s working really well and they can tailor those messages and offers based on where you are in a specific terminal. But they also use more and more beacon technology to send you messages when you walk by a restaurant. This is a great example of orchestrated experiences with digital as well as also at the physical location (airport).

c) Email experiences powered by AI/ML

As a last example for this section, I want to show you an example of Adobe Sensei, our AI machine learning framework.

Email experiences powered by AI/ML

We have a feature here called ‘predictive subject line optimisation’, where you can test your subject line before you send out your newsletter.

So, think about the case you have to send out a newsletter on Thursday and do not have time to do an A/B test for your subject line. With this feature, you will be able to test your subject line based on previous sent-out. It will actually predict open rates for that subject line. It will give you the feeling of whether it’s too long or too short and also find some optimisation with different categories.

d) An orchestrated Omni-Channel Experience

An orchestrated Omni-Channel Experience

To sum up, the integrated customer profile consists of enterprise data, but also more and more digital interactions.

Then, bring that together with Content through the Content Supply Chain, to manage and deliver across different optimised channels.

Through this representation of a customer journey across many channels, we can learn more about the customer based on the data. So, you might start with the channel that activates customers to download the app, by sending a push notification.

In some instances, you might want to:

  • send a direct mail or a catalogue
  • integrate the call centre into the website
  • send a re-marketing email like we’ve seen with Velocity.

This strategy is focused on all relevant and meaningful experiences.

Perfect, so, I want to hand over to Doan to take a live look at a demo of Adobe Campaign.

4. Adobe Campaign Live

Adobe Campaign Live

Let’s start the demonstration by having a look at the data powering the Adobe Campaign Platform that is giving you an internal 360° view of the customer.

Adobe Campaign Platform

Here, we can view a profile as I kept within the Adobe Campaign.

Adobe Campaign Profile View

Adobe Campaign has an internally customisable relational database, which can be extended and modified for your specific business needs. We’ll have a look at what a profile looks like in Adobe Campaign.

Adobe Campaign relational database

Above it is Kevin Blake and we can store all marketing data related to Kevin such as:

  • name
  • location
  • aggregate scoring inside the platform, which can be used to trigger and power message sets from Adobe Campaign.

Please note that no two databases inside Adobe Campaign are the same. They are tailored and customised towards your business requirements.

Adobe Campaign business tabs

On the top, we have all relevant business tabs related to Kevin as well as tracking logs.

Adobe Campaign tracking logs

These tracking logs:

  • keep track of all messages you send out
  • show you how customers interact with them.

On orders’ tab, you can keep track of orders that came in:

Adobe Campaign orders' tab

Data can be used to trigger personal communications as required by your business.

This is not only linked to orders, this could be mortgages. Just depends on what your business needs are in terms of campaign management.

Adobe Campaign Orders' Tab

If we move to the workflow end, we’ll have a look at Adobe Campaign powerful and customisable workflow engine.

Adobe Campaign Workflow Engine

So, here on your right (see below screenshot), we have a canvas, where you can drag and drop different parts of your customer journey.

This customer journey can be digitalised on this canvas. You can see where your customers are in each step of the customer journey that they are on with your brand.

On the left (see below screenshot), we have ‘Union’, which we can drag and drop on the canvas to query for and deliver many channel’s messages to your contacts.

One particular note, we have many channels, which you can set up with Adobe Campaign, it’s not just email.

Adobe Campaign Cross-Channels

You can set up (as shown below):

  • push notifications
  • direct mail
  • in-app messages
  • SMS.

Adobe Campaign Cross-Channels

This will allow your users to create a schedule in multiple different ways. You can send it through these multiple mediums. It will be based on your customer journey phase, their experiences and preferences.

You can also do some basic data management notes (see below), where you can:

  • enrich customer journey
  • update data or save data into different tables or platforms.

Adobe Campaign Data Management

All these below notes combined to create rich contextual customer experience for your contacts, as they go on your brand journey.

Adobe Campaign Notes

Let’s have a look how we can create a relevant and personalised email within Adobe Campaign.

So, inside the Adobe Campaign, there is an in-built drag and drop HTML render. This allows you to easily and seamlessly create professional and customisable emails, that can be delivered under the built I showed you earlier.

Adobe Campaign In-Built HTML Render

The fragments can be dragged on the email canvas, adaptable without a single amount of code.

Adobe Campaign comes from Adobe Sensei, which is an AI machine learning engine. It enables to use Adobe Sensei to make better sense of the data and create predictive sales analytics.

So, here we have a subject line optimisation:

Abode Campain Subject Line Optimisation

We can see below how customers in the past have interacted with email. We also receive different suggestions on how to make this subject line better. Adobe Campaign Sensei will give you a better view of how these emails might perform in terms of ‘opened’.

So, Adobe Campaign is not just about creating a workflow and laying a run-out. It runs a report and continues to be innovative on these features.

Adobe Campaign Report

With Adobe Campaign, it’s easy, flexible and customisable with data points collected in real-time. Preview report will show you the value to quickly get a sense of different views. This allows you to get a better understanding of your marketing performance. Furthermore, it gives you a better idea on how attractive you are as a business.

Metrics such as ‘dimensions’ can be dragged and drop to points. Points are accessible, interactive and all interconnected to devices.

Adobe Campaign Dimensions

Adobe Campaign Dimensions Table

Visualisation is simple, responsive and re-sizeable.

Adobe Campaign Data Visualisation Adobe Campaign Data Visualisation Adobe Campaign Data Visualisation

With Adobe Campaign, you can set dates and apply different metrics depending on these dates.

Adobe Campaign Calendar

These reports will automatically update to see what you are doing and tracking the past 6 days. On the left (below screenshot), you can drag different devices and see how your email campaign is doing in this regard.

Adobe Campaign Data Tracking

Finally, we want to make sure that our customers actually make the most of their investments with the Adobe Experience Cloud, called ‘Experience League’.

Adobe Experience League

At last, we also recommend you these two free whitepapers downloadable from our site:

  • Mobile for the win
  • Get out of your email marketing rut.

Adobe Downloadable Whitepapers

 

 

 

 

Digital Trends 2019 – Data is key to creating greater customer experiences

This presentation from Sean Donnelly and Jamie Brighton will focus on the most significant digital trends 2019 that are driving marketing and customer experience strategy.

Digital Trends 2019: Data is key to creating greater customer experiences

Hi, my name is Sean Donnelly. I’m a consultant and senior analyst at e-consultancy, where independent providers of research train in best practice. I am here to introduce you to a topic that is on the minds of all marketers.

Presently, I am going to talk to you about technology and marketing trends.

We have been working very closely with Adobe to reach out to the marketing community, in order to:

  • ask them what kind of things they identify as opportunities,
  • what they see as challenges and so on.

This gives us a very unique perspective to identify the operational reality in terms of marketers’ findings.

So, we have done a survey of 12 500 marketers, techies and so on. It’s actually the largest global survey of its kind. We also accompany that with a series of qualitative interviews to draw additional insights.

Agenda:

  • State of customer experience strategy

  • Importance of customer data

  • Control of customer data: compliance and walled gardens

  • State of Artificial Intelligence (AI)

PRESENTATION N°1: Sean Donnelly

Just for clarification, we will define customer experience as being the sum of all the interactions a customer has with a brand, and their emotional reactions to those interactions.

1. The accelerated loyalty journey

Importantly, first-class personalised customer experience is really important for sustainability.

So, marketers might remember the 4 ‘P’s: Product, Price, Place and Promotion. But this old model changed. Somewhere along the lines, marketing became very much just about promotion. Promotion isn’t good enough. We need to think about the wider customer experience journey across Google, Social Media…

the accelerated loyalty journey

Clearly, this really expands the role of marketing beyond driving intention to purchase. If you can get a customer to advocate for your brand online, you may be able to deliver him to this loyalty loop for ongoing relations with you.

Now, customer service is increasingly focused and accompanied by technology and data.

Therefore, evaluate if your marketing technology infrastructure is fit for purpose. The technology platform is viewed as the engine room that drives customer experiences and marketing activities. Whereas, the data is the oil that lubricates and empowers this increasingly sophisticated machinery.

2. Data is the new everything

Likewise, a big part of the marketing is the ability to understand and utilise data. As such, data skills are becoming increasingly integral. Marketing continues to transition from being an analogue activity to a digital activity with real-time data analysis.

a) Data and measurement

We can see that data serves 3 primary functions:

  • Customer insight
  • Tactic evaluation
  • Demonstrate value of marketing activities.

We have asked marketers to draw out what they are interested in and what they see as important.

b) The most exciting opportunities in 2019

  • Data-driven marketing that focuses on the individual
  • Optimising the customer experience
  • Creating compelling content for digital experiences.

3. Customer journey management holds the key to personalisation

a) Top digital priorities in 2019

Digital Trends 2019 – Data is key to creating greater customer experiences

There are 4 top priorities which are as follow:

  • Customer Journey Management: key requirement for data informed customer experiences
  • Targeting and Personalisation: right message, right place, right time
  • Content Marketing: continuing importance of creativity and design
  • Customer Data Management (CMS): convert data into knowledge.

Now, to achieve all this requires a highly integrated technology stack. So, the key  is to have a more unified approach to marketing channels.

Example: Unilever increases investment in marketers as it shifts from ‘big ad campaigns’ to smaller real-time campaigns. This results in the:

  • creation of digital hubs in about 20 countries.
  • recruitment of marketers with data capabilities
  • investment in cloud-based tools, in order to be able to centralise and surface data from more than 150 different data points.

Unilever example

3. DATA COMPLIANCE AND WALLED GARDENS

data compilation and walled gardens

As you can imagine, data management and data control are becoming more and more intertwined. So, here are some factors to consider:

  • Security: marketers and developers need to be responsible for the users’ data security
  • Privacy: GDPR is the beginning of an era where marketers need to be very careful about how they use customer data
  • Integration: continued efforts to centralise online and offline touchpoints (by marrying transactional data, sentiment data, social media data)
  • Machine Learning: turning data into insights (google analytics) and personalising customer experience.

Please let me provide you with few examples:

Lloyds bank identified GDPR as an opportunity to educate its email subscribers about the parameters and requirements around GDPR. They did this through an email campaign and  helpful pages using laymen’s language under their website. Following this re-direct of emails (bank statements and so on), customers have been very appreciative of this action. This is a kind of boost of customer trust and loyalty.

L’Occitane did a research into the abandoning shopping cart on their site. Essentially, they fired up a layer onto the screen. This led to an increase by 2.65 % of the conversion rate per visitor. It had a major impact on the bottom line.

L'Occitane revenue uplift

4. Top marketing challenges

Yet, what are the top marketing challenges organisations face?

Top marketing challenges in 2019

Here are the main identified challenges:

  • Lack of internal resources
  • Inconsistent experiences throughout the customer lifecycle
  • Difficulty in tracking marketing effectiveness and media/ad spend
  • Difficulty getting a holistic view of customers across all interactions.

Ultimately, marketers need to think about the flow of information through the entire partner ecosystem.

Withal, interviewees for this report identified issues with walled gardens, principally Facebook and Google. Marketers must determine whether the long-term commercial objectives are best served by operating in these closed platforms. Inarguably, these platforms offer only a bridged insight in customer data. This theme brought an increased attention on data retention of sharing practices of Facebook and Google.

5. Increased uptake of Artificial Intelligence (AI)

We can review on a broad spectrum and split it into two classifications:

  • Human-styled artificial intelligence
  • Task-oriented artificial intelligence.

How is the Artificial Intelligence (AI) being applied?

It’s been mostly used to analyse data. That’s because humans can’t analyse large amounts of data. Inasmuch as AI can mine huge amount of structured and unstructured data generated by campaigns and user interactions. This freezes up time for marketers to deliver higher value tasks.

In terms of analysing data, AI and marketing can be used to:

  • create unique customer profiles (personalisation)
  • provide relevant experiences such as delivering dynamic website content, based on personal behavioural data
  • generate content well to increase engagement rates
  • optimise intelligent digital advertising, based on buying history and interactions.

In summary, I would like to leave few with the following recommendations:

  • Educate your organisation about the potential of Artificial Intelligence and machine learning
  • Strive for integrated customer experience, marketing technology and advertising technology
  • Activate customer data on prescriptive and predictive meaningful analytics insights. This requires the right tools to compile first, second and third-party data, in order to enable that timely and personalised interactions. This can also improve attribution capabilities as well as leading to a better optimisation of the media mix.
  • Cherish your data as a marketing asset to the wider business. Be wary of walled gardens. By combining data from various touchpoints, you can create that personalised experience and a ‘single customer view’. Data must be fully harnessed and companies need to be able to access it without restrictions.
  • Keep pushing the customer-first agenda within your organization. It might also mean educating your customer facing colleagues about their own value proposition. You need to help them understand their role in the customer experience strategy, by empowering them to make decisions.

And now, I’m handing back over to Jamie Brighton.

PRESENTATION N°2: JAMIE BRIGHTON

At this point, we’d like to think what you can take advantage of in the digital trends. Now, I highlighted at the start of the presentation that we’ve seen things like Social Media Management, Video Advertising coming up as focuses.

1. Platform for Personalisation

a) 3 areas of focus for 2019

Digital Trends 2019 – Data is the key to creating greater customer experiences

Needless to say, Personalisation has come out as a key area of digital focus for marketers over the last 9 years of consultancy research.

However, I think it’s probably no surprise to see that Personalisation is again part of 2019’s priorities.  ‘Digital Transformation’, ‘Personalisation’ and ‘Having the right platform in place’ are key areas I’d like to concentrate on.

Let me give you an example. Harvard Business Review shows us that people organisations focusing on Personalisation have successfully:

  • reduced costs by 50%
  • increased revenues by up to 15%
  • improved their marketing capabilities overall within the business.

Personalisation marketing strategy

Often, marketers don’t know where to start due to lack of knowledge. Unfortunately, this is holding organisations back.

However, Personalisation really needs to start with people and process and technology. I’m stating the obvious but it’s really important to remember.

We, at Adobe, believe that there are 3 fundamental pillars to getting ‘Personalisation’ right.

b) 3 Key building blocks to success

building blocks to success

  • Data and Audiences: you need a data platform to understand who your customers are. Then, you need to segment those audiences and communicate with them via your Personalisation strategy.
  • Content: Once you understand your audience, you obviously need to communicate with them and give them the right content. So, having content and data together in the same platform becomes critical.
  • Strategy: When you have those things together, you’ll need to know:
    • where to personalise
    • how to personalise
    • what’s the right time within the customer lifecycle to put a message in front of your customers or prospects.

So, I’d like to spend a bit of time thinking about these key requirements.

2. Key requirements

a) Content Foundation

Content Foundation

Any platforms that you invest in should enable you and your teams to offer content in an intuitive way. The interface/environment should make sense to them to use and re-use core components out of the box (your sites, your apps, your general interfaces).

This means you can get time to add value, instead of investing in re-building, or re-inventing the wheel. Also, content you produce in your team’s build must not be locked up in the Content Management System (CMS) or HTML system (that can only be rendered in a web page).

Intuitive authoring, Reusable content, Content anywhere

We need to be able to:

  • syndicate content, whether it’s to affiliates’ social sites
  • understand how that content is going to be displayed
  • make sure it complies with all the guidelines for your brand
  • get content out to whatever channel/device your customers use to engage with you.

b) Insights

Insights

Insight manifests itself in a number of ways. Fundamentally, we should be able to understand how that content is being consumed. This will allow people who are building that content, to have all the data they need. This will result in informed and intelligent decisions about the next iteration of that content or the next campaign that they want to set up.

Besides, this also means that they need to be able to visualise where customers/prospects are engaging with that content through things like Heatmaps, Clickactivity maps.

Moreover, if you have already the data in a platform like this, you should start leveraging Artificial Intelligence, in order to detect abnormalities in the data.

This means alerting you to how the customer behaviour is changing, in order to present with potential opportunities.

This might be:

  • spiking customers’ visits
  • dropping conversation rates.

Then, you can adjust in real-time the experience for your customers, to make sure you are not missing out.

c) Personalisation

Personalisation

So, it should be very straightforward for you to create a page and an element of content.

Yet, within a couple of clicks, test that content and work out whether it resonates better with different segments of your audience.

Or even, use AI through Adobe Sensei to target individual customers within your customer base with the most relevant experience within their customer journey.

3. Unlocking the value in data

a) Move faster and smarter with an integrated DMP and Analytics

Well, I’d like to get a little bit tactical here. Often, organisations want to marry together their analytics platform with their Data Management Platform (DMP).

Unlocking the value in data: move faster and smarter with an integrated DMP and Analytics

b) How it works

This effectively means bringing together:

  • the first-party data (your owned customers’ data)
  • analytics tool
  • with the second and third-party data (available from the Customer/Data Management System).

As a result, you can get a little grainier about the reports/segmentation you are running on your customers.

How it works

c) Quantify value of 2nd and 3rd-party data insights

Next, let me give you a few examples on how it’s going to help you. Having these two platforms/pieces technology together means you can have a much better understanding about who your customers are and how they are behaving.

Quantify value of 2nd and 3rd-party data insights

Increasingly, organisations invest in second-party data, where there is a trusted relationship between the two brands and an overlapping of their customer base. They share the customer profiles within their organisations. Thus, they can provide a better experience for the customer in the long run, through better targeting of content and advertising.

That also means a better understanding of how your campaigns are performing.

d) Calculate media campaign effectiveness

It also enables to think about how we can use information from on-site behaviour to be more targeted off-site. These first, second and third-party data enable the use of online customer data and information, to drive more advanced targeting of off-site advertising. By using that information and surfacing it in the DMP, we can make more informed decisions about what advertising to serve to customers or prospects, based on that site’s behaviour.

Calculate media campaign effectiveness

Another idea is to consolidate online and offline data.

e) Consolidate reporting across online and offline assets

Through analytics platforms, there is the ability to import purchase history and behaviour in physical points of retail, for example. By tying these together, we can understand the impact of digital behaviour, digital experience on the in-store or offline experience, and vice-versa.

I’ll just call out an example here. A travel company is able to:

  • overlay destination preferences with purchase behaviour
  • see which audiences have a high propensity to book with this particular travel organisation.

That can be used to re-target individuals off-site. It could be somebody who has abandoned half-way through the booking process. That information can be used to do a much more targeted serve. This will get them to come back later and complete that transaction on the site.

Consolidate reporting across online and offline assets

f) Audience Analytics: Real World Success

Consequently, organisations are starting to take advantage of this type of capability.

Audience Analytics: Real World Success

4. How we can win a digital transformation?

McKenzie’s research shows they are some challenges to getting digital transformation right.

What is blocking your digital transformation?

The organisation fails when it is not making sure that organisational culture is actually on-board for the change they are trying to bring about.

a)The Adobe digital marketing capability maturity model

First and foremost, we, Adobe, believe that one of the best way to understand this, are to:

  • benchmark your own organisation and its competition
  • understand where you fit within a maturity scale.

The Adobe digital marketing capability maturity model

The Adobe digital marketing capability maturity model (continues)

b) Prioritise areas of improvement with your stakeholders

Indeed, Adobe can help you focus on recommended actions for each pillar and dimension via a workshop with an Adobe representative.

Any output of the process is a very detailed report, which shows you:

  • your current score for each of those 7 dimensions
  • any gaps between where you are and where you would like to be.
  • a set of recommendations on how to bridge that gap
  • where you can have the biggest impact with the most effective spend.

Prioritise areas of improvement with your stakeholders

c) Re-evaluate priorities based on resources, complexity and reward size

Furthemore, you can also apply a standard cost/benefit analysis to understand where are the gaps compared with how the spend is going to be. This wil make a difference to your particular business.

Re-evaluate priorities based on resources, complexity and reward size

Additionally, that helps with building a case within your organisation.

d) Build the case beyond Return On Investment (ROI) and cost-saving

Build the case beyond Return On Investment (ROI) and cost-saving

So, to wrap up, a maturity assessment will give you an understanding of where your strengths and weaknesses are. They identify as well the key opportunities you can embrace when it comes to people processing technology.

 

 

 

 

 

 

Personalised customer experience through Artificial Intelligence

LET’S START WITH THE FIRST Presentation by Paul Sweeny from Webio, An ARTIFICIAL INTELLIGENCE VOICE BOT APP company

Artificial Intelligence

1. Conversational Interfaces have started to shift

  • First of all, people live inside their Messaging Apps. Can you prove it? I surely can!
    • 2 billion messages a month are exchanged between customers and businesses
    • 60 billion businesses are on Facebook Messenger
    • Children are on: Snapchat, Kik, Telegram, Instagram
    • And Apple Business Chat just launched!

Yet, why is the Artificial Intelligence getting so popular?

That’s because Artificial Intelligence picks up customers/users’ moods. Some places like Melbourne, Australia have already developed a strong Chatbot community.

However, can you provide me with a relevant example of Artificial Intelligence use and success?

Moreover, Artifical Intelligence tools (AI) such as Alexa, the smart speaker, enable companies to increase their sales.

Indeed, in the USA alone, 57% of the population has ordered an item through their Smart Speaker.

Additionally, 37% say that they spend more money on Amazon and Google since getting their Smart Speaker.

On top of that, it also creates opportunities for technology-driven services such as Alexa programmes designed for children costing $2 a month that can be embedded into the TV.

2. SO, WHAT ARE The top 3 categories of items ordered most through Alexa?

They are:

  • Smart Home
  • Games, Trivia and Accessories
  • Music and Audio.

3. THEN, The REcepTionist/Triage Bot will determine if the issue can be processed by the bot or BY HUMAN BEING

The bot will follow these 3 stages:

  1. HLP (Help) = What is the intent of the sentence?
  2. Triage = Who/what division is it for?
  3. Rules = Best Route… Human, Bot or both.

Besides Alexa, are there any other current applications of bots?

Of course! Some other examples of Bot usage are:

  • the ‘Uber’ taxi app linking drivers directly with customers
  • hotel booking sites allowing smarter offers for customers searching for accommodation on the sites…

4. CONSEQUENTLY, WHAT MUST A Today’s Check-out DO?

It must:

  • understand and manage customer intents
  • hold context
  • reinvent a new dynamic when it comes to SEO, Words, Sentences’ choices
  • create continuous conversations without interruptions
  • enable direct digital conversations. Why not have platforms for these?
  • Finally, it must cater for markets and conversations. Indeed, markets are conversations and conversations are about markets.

NOW, LET’S MOVE ON TO THE SECOND Presentation by Niamh Parkless (on the right) from Shopless.ie, AN ARTIFICIAL INTELLIGENCE SHOPPING AND DELIVERY APP company

Artificial Intelligence

1. FIRST OF ALL, WHAT IS Shopless.ie? IT is A new commitment personal shopping and delivery app DESIGNED for:

  • Fashion
  • Health and Beauty
  • Groceries

Secondly, what is the aim of this app?

Its goal is to attract local brands to deliver within 2-3 hours to your home. If you are a non-local brand, the aim is to reduce the shopping and delivery times. In other terms, it is a one-stop personalised application working with Artificial Intelligence to assist you with your shopping needs.

But, why do you think it will help my brand/business?

2. ARTIFICIAL INTELLIGENCE and Personalisation

  • According to a recent report from Accenture, 75% of consumers are more likely to buy from a retailer that:
    • recognises them by name
    • recommends options based on past purchases
    • or knows their preferences.
  • Research suggests that brands with strong omnichannel engagement have an average retention rate of 89% versus 33% for brands with weak engagement.

However, what are your recommendations for a successful implementation of Artificial Intelligence?

3. THERE ARE TO FOLLOW THESE Five Easy Steps for Better Personalisation via Artificial intelligence:

  1. Don’t involve third-party software, just start small. Just amend a small part of your site to show customers’ location
  2. Personalise your shoppers’ mass marketing campaigns as your customers’ questions. You can ask simple questions like age, gender and brand interest
  3. Use on-site development to automate personalisation
  4. Real-Time marketing personalisation. This involves customising ad content based on individual users
  5. Last but not least, focus on achieving a seamless personalisation across web and marketing channels. That is to say that your Marketing messages must be created for your clients based on what you already know about the person’s integrations with your company.

4. Finally, how is it going to meet my business goals?

  • Well, when it comes down to it, personalisation comes back to improving the customer journey and their experience
  • In conclusion, it’s a way for stores to:
    • differentiate their service,
    • reward loyal customers
    • build a more sustainable business.

FINALLY, LET’S FINISH UP WITH THE THIRD Presentation BY Emma Boylan from outside the box

At last, Emma talked about branding and personal branding to market yourself effectively. For this purpose, I will refer you to this previous article for more information.