adobe summit 2014
TRANSCRIPT
Adobe 2014 Summit Report
May, 2014.
[email protected] www.digitalbalance.com.au /digitalbalance/ @dbsocialAU
Reinvention of Marketing
THE MARKETING CLOUD
CHANNEL ATTRIBUTION
DATA STORYTELLING
3RD PARTY COOKIE
DIGITAL ROADBLOCK SURVEY
ADOBE 2014 SUMMIT TOPICS:
Marketers agree their role will change in 3 years
64% Marketers agree their role will change in 12 months
81%
HOW MUCH DO YOU AGREE WITH?
…only 14% of those marketers know how to go
about it
40% While 2 in 5 marketers surveyed stated that they wanted to
reinvent themselves…
14%
HOW MUCH DO YOU AGREE WITH?
91% Marketers need to become skilled in more than one area
HOW MUCH DO YOU AGREE WITH?
Digital tools and channels are fundamentally changing the
nature of marketing 90%
“facilitate better team
communications by taking a collaborative approach to the
distribution of data.”
THE MARKETING CLOUD PHASE 1 IS DESIGNED TO:
25 data centres worldwide
33 billion transactions per day
10 trillion transactions per year
2/3rds analytics data
Collaboration. • Add feeds, boards, and cards,
share with colleagues, annotate and comment.
• Limited capability at the moment, getting better over time.
Profile management. • Audience profiles will be shared
across all 6 solutions, and can be augmented by data from across the enterprise.
Tag management. This is now considered to be best practice: • Reduce reliance on IT teams. • Reduce impact on site speed. • Simplify the implementation and
maintenance of code.
Marketing Mix Planning. This will be interesting to see what actually rolls out. • Demonstrated at Summit • Really flashy interface
The db view. • For the first time you’ll be able to combine data across the Adobe
products. • A single view of the customer is now reachable. • Better personalisation can be achieved providing you are clear on
the experience. • Watch this space.
What’s happening. The FTC* is trying to solve offsite remarketing • They’re trying to bring in Do Not Track
(DNT) • W3C is putting together the final
standards • Browser have been doing their own thing
* FTC - Federal Trade Commission
Outcome of Do Not Track? • Not allowed: 3rd party tracking, optimisation and
personalisation. • Allowed: 1st party tracking, optimisation, personalisation
and analytics. • Service providers acting on behalf of a 1st party are likely to
be considered first party.
Why this is important. We are all working hard to deliver a personalised and relevant experience to our visitors. Without authentication (login), you rely on cookies.
Why it matters.
If DNT fails to go through, 3PC will go away quicker. • If you’re on a 3rd Party Cookie, your data will quickly
become inaccurate. • Already seeing the impact of this with mobile device traffic
over-inflating visitor counts.
Old Navy www.oldnavy.com
Banana Republic www.bananarepublic.com
GAP www.gap.com
OLD WORLD:
Third Party Cookie Third Party Cookie Third Party Cookie
Old Navy oldnavy.gap.com
Banana Republic bananarepublic.gap.com
GAP www.gap.com
NEW WORLD:
First Party Cookie
Do not mix 1st and 3rd party data e.g. Axiom/Experian data and your data without being able to separate... Big problem if a user is flagged as DNT and you cannot unmerge data; you have to remove all data for that record.
!
“Do Not Track is a good thing.”
The db view.
1. Say what you do 2. Do what you say 3. And don’t surprise the user
MeMe Jacobs Rasmussen chief privacy officer
“50% of our advertising is useless, we just don’t
know which 50%.”
IN THE WISE WORDS OF DAVID OGILVY:
“50% of marketers still rely on First or Last Touch attribution” 100% of credit goes to the first or last channel the visitor arrived through before they converted.
22% don’t use any form of attribution.
It’s important to understand channel performance, but 72% of marketers appear to be either using the wrong method, or no method.
First, Last or None Other method
1st Touch point 2nd Touch point 3rd Touch point 4th Touch point Conversion Model
Display Paid Search Social Organic $1,000
Success $1,000
Last channel gets all the credit
Display $1,000
Paid Search Social Organic Success $1,000
First Channel gets all the credit
Display $300
Paid Search Social Organic $700
Success $1,000
First and Last Channels get mixed credit
Display $250
Paid Search $250
Social $250
Organic $250
Success $1,000
All channels get equal credit
Display $300
Paid Search $100
Social $100
Organic $500
Success $1,000
Starter, Player Closers get
custom credit
Display $100
Paid Search $200
Social $300
Organic $400
Success $1,000
Channels get custom credit
based on time/distance
Different Attribution Models
• The tools don’t yet seem to be readily accessible. • People are not sure which is “the right” model to use. • Really difficult to understand the value because it’s unique to you. • The predictive modelling element can make it cost prohibitive.
The db view.
The db view. • Humanizing data creates a naturally deeper connection; our brains
are wired to understand and absorb stories. • Trying to influence or change the behaviour of a person becomes
more engaging than trying to increase or decrease a number. • Simplify and educate.
Being a marketer means being comfortable with change. We think the term “digital” will disappear as a marketing specialisation in 2-3 years. Enter the all singing, all dancing marketer. Are you ready?
#1
ADOBE 2014 SUMMIT
Changing our Digital Behaviour
Smarter marketing. Know dollar by dollar how spend affects your conversion rate.
#2
ADOBE 2014 SUMMIT
Changing our Digital Behaviour
Data visualisation. Data needs to become more relatable, accessible and real to everyone. We need to become more effective at telling stories and causing a reaction.
#3
ADOBE 2014 SUMMIT
Changing our Digital Behaviour