OUR KEY TAKEAWAYS

went to London, saw Benedict Cumberbatch, met people from all over the world, heard Bastille play…

Paola Craveiro Strategic Planner

Damien Lablatinière Media & Analytics project manager

Filipa Ivanova Data management

& emailing

Frederico Oliveira Head of digital

production

BUT THE ADOBE SUMMIT 2015 WAS MUCH MORE THAN THAT !

FIRST, THE ADOBE SUMMIT WAS THE OPPORTUNITY FOR ADOBE TO ADVERTISE THEIR MAGICAL SOLUTION*

*See annex

THE ADOBE SUMMIT

WAS ABOVE ALL ABOUT THE OPPORTUNITY TO OPEN OUR HORIZONS…

BUT, FOR US,

MORE THAN 115 SESSIONS, IN 10 DIFFERENT TRACKS

5 HOURS OF KEYNOTES TO THE SOUND OF IMAGINE DRAGONS

MORE THAN

4000 PARTICIPANTS IN 2 DAYS

MORE THAN 250 SPEAKERS FROM ADOBE & BEYONG

AND ONE SPECIAL THEME

« REINVENTION »

…WITH

WITH 20 IDEAS :

-  5 TRANSVERSAL TEACHINGS on digital marketing, that were globally shared by all speakers at the SUMMIT

-  15 SUBJECT-SPECIFIC IDEAS, on 5 topics (digital trends, mobile, data, analytics & retail), to go more in depth into the conferences

AND WE CAME BACK WITH LOADS OF THOUGHTS TO SHARE WITH YOU,  

5 TEACHINGS… that should impact globally & transversally

our vision of digital marketing

#1 « THE EXPERIENCE DEFINES THE BRAND » Brad Rencher, senior vice president & general manager, digital marketing, Adobe

Today, brands are put to the test at every moment. Each touchpoint should be considered as an occasion to make the brand shine and, to satisfy the client, we must imagine an experience:

CONSISTENT & CONTINUOUS PERSONALISED

& CONTEXTUALISED The experience should be adapted according to the context in which is the consumer. Being at home, « on-the-go », at work, etc. impacts the consumers’ mindsets, who expect a different experience to match their state of mind.

The consumer gets the same message & the same quality of experience on every channel

When the consumer switch channel, he is recognized and can go on with what he started elsewhere.

The experience is adapted according to what we know of the consumer. He only gets what he needs/wants/looks for in the brand

#2 « BUILD A UNIFIED VISION OF THE CONSUMER »   Brad Rencher, senior vice president & general manager, digital marketing, Adobe

As clients, we are using our different devices simultaneously and together, without discarding one for another. We expect experiences to be available & adapted to whatever device we may use. IT MAKES HAVING A UNIQUE VISION OF THE CONSUMER CRUCIAL!

With the proliferation of channels & the fast development of the connected objects market, brands have more and more opportunities to reach consumers, AND MORE INTIMATELY THAN EVER.

#3 « MARKETING BEYOND MARKETING » Brad Rencher, senior vice president & general manager, marketing digital, Adobe

MARKETING IS EVERYWHERE IT SHOULD BE THE FOUNDATION OF THE WHOLE COMPANY’S EXPERIENCE. IT SHOULD IMPREGNATE EVERY DEPARTMENT OF THE COMPANY. The whole brand and its whole structure should be impacted, because each person & each service of the company is an opportunity to touch the consumer and, thus, to fuel the relation.

#4 « IT’S ABOUT PEOPLE & PROCESS » Brad Rencher, senior vice president & general manager, marketing digital, Adobe

THE DIGITAL TRANSFORMATION IS NOT JUST ABOUT HAVING THE RIGHT DIGITAL PRODUCTS.

IMPLEMENTING THEM PROPERLY IS ABOUT HOW YOU INCLUDE PEOPLE IN YOUR PROJECT & HOW YOU TRANSFORM THE PROCESSES IN THE WHOLE COMPANY TO SPREAD THE USE OF THE PRODUCTS Leading the digital transformation is about rallying people & helping them integrate digital through an intelligent, new organisation

#5 « HUMANITY IS THE KILLER APP » Brian Solis, digital analyst, anthropologist & futurist, Altimeter Group

In an increasingly digital world, the real added-value is in humanity, empathy & what we truly make of technology to appeal to people’s emotions. Consumers are emotionnally-led human beings and they want to be touched, to feel heard and considered, to know that marketers understand them, their practises, their expectations.

Working on our relations with our consumers, we should never forget that we are doing

HUMAN-TO-HUMAN MARKETING

… & 15 IDEAS to go in depth into each of the teachings from the conferences we most enjoyed during the SUMMIT

ABOUT DIGITAL TRENDS #6 « DATA IN MEDIA IS A BREAKTHROUGH FOR THRILLING EXPERIENCES » From « The Data Revolution in Media Consumption », Andi Gall, CTO, Red Bull Media House

Each occasion, each event, each operation is the occasion to tell a story. And today, with technology, we have the opportunity to build stories in a new manner, with more veracity & authenticity.

Big data is not just about business, KPI, analyses, etc. BIG DATA CAN BE ABOUT CREATIVITY & EMOTIONS

Synchronising sensors on people taking part in an activity can enhance its intensity. Integrating & visualizing data in a media content give a new, a more « intense » dimension to each achievement.

ABOUT DIGITAL TRENDS #7 - TECHNOLOGY TO EXPERIENCE STORIES FIRST-HAND From « The connected human », David Shing, Digital Prophet, AOL

Connected wearables give a new opportunity for marketers TO GET CLOSER & CLOSER to their consumers AND TO MAKE THEM REALLY FEEL SOMETHING.

CREATIVITY HAS TO BE REIMAGINED TO INTEGRATE THE NEW CAPABILITIES OF AVAILABLE TECHNOLOGIES

ABOUT MOBILE #8 « MOBILE IS NOT A NICE TO HAVE, IT’S CRITICAL » From the keynote by Jerry Newman, directeur marketing digital & CRM, Chelsea FC

On average, businesses report that

31% OF THEIR TRAFFIC IS VIA MOBILE. And that number is only increasing… Mobile is way to be CONSTANTLY in touch with consumers. Mobile will be the center of all our connected objects. It’s becoming the control room of our digital life.

Mobile is not an OPTION anymore.

Technology should serve an usage. Each got pros and cons, but ultimately IT’S WHAT YOU AIM TO DO WITH IT THAT MATTERS

ABOUT MOBILE #9 « RESPONSIVE, HYBRID OR NATIVE? IT’S NOT SO SIMPLE.» From « Hybrid, native, responsive: myths debunked and best practices shared », Illico Elia, head of mobile, Digitas LBi

Responsive + Easy to implement + X-Device compatibility - No access to most of the phone function - Needs a connection

Hybrid + Easy to adapt to Os + Use of some of phone functions… - …But not all accessible

Native + Full use of phone functions + User experience increased - Develop for each Os - Cost in budget and time

The only doubt you should have is when the equation “time spent vs. functionalities” is close between two methods.

ABOUT DATA #10 « BIG DATA... BUT WHAT DO YOU DO WITH SMALL DATA? » Ricardo Carvalho, Head of Digital, Shell

90% OF DATA EVER CREATED WAS CREATED IN THE LAST 2 YEARS Today, companies can have access to tremendous amounts of data about their consumers. è Personalize the digital experience of the user according to the data you have. START WITH WHAT YOU KNOW FIRST, AND THEN BUILD ON IT WITH NEW SOURCES OF DATA.

ABOUT DATA #11 « SAY WHAT YOU DO, DO WHAT YOU SAY, DON’T SURPRISE THE USER » MeMe Jacobs Rasmussen, Chief Privacy Officer, Adobe

Building trust with your customers, and respecting their privacy is essential if you hope to have access to their data transparently. A relationship with a customer is a 2-way street, if he gives you his data, reward him by CREATING REAL ADDED VALUE to his journey.

IMPROVE / ADAPT / ENHANCE continuously the customer’s experience

to let them know they are being treated as individuals

FOLLOW THE REGULATIONS AND DON’T LIE ABOUT THE USE OF THE USER’S DATA

ABOUT DATA #12 «  DATA ON ITS OWN IS PRETTY DRY. HUMANIZE YOUR DATA » From « Data storytelling: Create a happy ending for data-driven decision-making », Brent Dykes, Adobe Evangelist

“When the data is delivered as a story, we’re in a story-listening trance and we’ll overlook nitpicky details in order to go along with the story […] It makes the data more

understandable, more engaging, more memorable, more persuasive and more viral”

HOW DOES THIS APPLY TO DATA?

à Set up: background on the situation à Inciting incident: what’s the opportunity or the problem à Rising: Findings that reveal deep insights à Climax: Aha moment! à Resolution and conclusion: Solution and next steps HOW TO INSERT CHARACTERS IN YOUR STORY ?

à Identify where your analysis intersects with people à Determine which customer traits are important to your message à Search for appropriate character imagery à Create a persona for your hero via the data you have à Build the customer journey with visual elements.

TURNING INSIGHTS INTO ACTIONS

ABOUT DATA #13 - USE SOCIAL DATA TO PREDICT REAL-TIME TRENDS From “Analysing social data to predict real-time trends and transform your business”, Sam Haseltine & James Neagle, Adobe

1  

2  

3  

Build a “product”, measure your customers’ reactions and behaviors on social networks, learn from this, and use what you’ve learned to build something better. Learn and change until you have something that customers love.

Build a piece of content and define what are you trying to test ? Build = Test an idea, have an objective (Startup businesses)

BUILD – Monitor your brand, products, interests

MEASURE - Identify trends from available sources

LEARN - Create predictions from historical buzz for future decisions

Make predictions from social buzz for product success and interest in new trends

Look for trends – what people are talking about your product/idea on social media ? Measure social indicators: FB likes, video views, twitter-followers etc.

ABOUT ANALYTICS #14 - 10% REPORTING / 90% ANALYSIS From “Superfoods for smarter analysis: Recipes to strengthen your analytics practice” John Bates, Adobe

Descriptive Diagnostic Advanced Diagnostic

Predictive Prescriptive

See what’s happening right now in your site visitors to enable data-driven responses to actionable events, leveraging a real time events fire hose

Understand the driving forces influencing your business anomalies and measure that contributing impact

Put predictive analytics and more intelligent, forward-looking decision-making into the hands of marketers

REAL TIME DATA ANALYSIS  

IMPACT ANALYSIS  

PREDICTIVE MARKETING  

CONTRIBUTION ANALYSIS

from marketers to analysts to data scientists  

The ultimate solution to detect anomalies

Campaign termination

Vendor bug

Browser issues

Coupon Fraud

Corporate espionage

ABOUT ANALYTICS #15 - TEST, TEST, TEST : MEASURE AND ITERATE ! From “Landing pages boot camp” Jeremy Curtin, & Gabriel Walt + “Rethinking remarketing” Meghan Falter And Chris Haleua

Invest at least 2 hours per week to test new betas and creative messaging

LANDING PAGE AB TESTING -  Incentive -  Visuals -  Call to actions

REMARKETING SEGMENTS -  Customer type -  Messages -  Bid strategy

EMAILINGS -  Subject line -  Pushs and content -  CTA  

ABOUT ANALYTICS #16 - HOW TO MEASURE ENGAGEMENT From "Fuelling your content strategy with Adobe Analytics & Experience Manager“ Gunnar Klauberg, and Georg Weidner

Page views per visit Visit per visitor Time on site

Return on frequency

Video views per visit

AVERAGES ARE MEANINGLESS UNLESS YOU GO DEEPER

4,36 pages views per visit ? => OK but what is the proportion of visits in only 1 page view ? 1,78 visits per visitor ? => OK but how many visitors came to the site 3+ times ?

Visits  Conversions  (visits  with  2+  pages  views)  

Conversion  rate   %  li7  

Experience  A   xx  xxx   xxxx   xx%  

Experience  B   xx  xxx   xxxx   xx%   -­‐xx%   Statistically significant  

ABOUT RETAIL #17 « THE NEW DIGITAL SHOPPERS ARE FORCING RETAILERS TO EVOLVE » From « The stores of the future - leveraging digital in the store and online »

Defining the new digital shopper in 5 « I »:

-  « INSTRUMENTED » through mobile devices -  « INFORMED » through always-on internet access -  « INTERCONNECTED » through social communities -  « INPLACE » in store, in public or at home -  « IMMEDIATE » in their ability to take action

THEIR PRIMARY EXPECTATION:

PERSONALISATION

ABOUT RETAIL #18 « PERSONALISATION IS NOT ONLY ABOUT THE PRICE » From « The stores of the future - leveraging digital in the store and online »

90% of retailers think of personalisation as

their #1 priority

& 68%

think they’re doing a good

job at it

BUT Only 29% of consumers agree

WHY ? -  Because retailers don’t concentrate their efforts in the right place

à 90% of purchases are still made instore but only 1 on 2 retailers try to personalise the experience instore -  Because retailers focus personnalisation on transactionnal advantages, when consumers expect much more

-  Top 3 consumers’ demands: informations about the products they’re looking for, on their availability & the convenience of the experience according to their needs & practises

PERSONALISATION

ABOUT RETAIL #19 « RETAILERS HAVE ONE BLIND SPOT: « ON-THE-GO » SHOPPERS » From « The stores of the future - leveraging digital in the store and online »

SMARTPHONES’ USAGE:

IN STORE OUT à 31% use it to compare products à 13% look for coupons/discounts à 12% look for infos

à 43% research products on a daily basis

à 58% use it in mobility

A real opportunity, often overlooked

44% of consumers are ok

with receiving location-based informations

BUT ONLY 4% have actually already received some !

IT’S IMPORTANT TO PERSONNALISE ACCORDING TO LOCATION BECAUSE RETAILERS SHOULD ADDRESS PEOPLE IN THEIR DIFFERENT MINDSETS.

ABOUT RETAIL #20 « THE STORE OF THE FUTURE IS HERE, TODAY » From « The stores of the future - leveraging digital in the store and online »

SELF SERVING TECH IS NOT THE MOST INTERESTING …

… EMPLOYEES & SHOPS SHOULD BE EQUIPPED BUT NOT ANYHOW !

People have their own device and continue to go instore mostly to benefit from human guidance.

EMPLOYEES à Equip them so as they can answer consumers’ demands à Equip them with devices that are convenient to use in a

sales context

SHOPS à To offer better guidance for the consumer: beacons to

recognize shoppers, to push contents, to improve the try-on & payment experiences, etc.

à To allow better shop management: identify patterns of frequentation, performances, etc.

ALL THIS IS GREAT BUT IT NECESSITATES A LOT OF CHANGE & IT’S SCARY…

« BE BOLD AND BRAVE » « Take risk & do it ! If you wait for the

competition to do it, you’re already late » 1

« You have to lead the change. It takes risks, vision

& hard work » 3 « You cannot work by copying. If

you want to perform, you shouldn’t just copy, you should break rules » 2

« Instead of asking « why », we ask « why not » & it makes everything possible » 4 « Move quickly, even if it feels

uncomfortable » 5

1 Olivier Godart, E-commerce manager, Darty 2 Dietmar Dahmen, Creative Consultant, visionary, futurologist, innovation expert, ecx.io 3 Brad Rencher, senior vice president & general manager, digital marketing, Adobe 4 Andi Gall, CTO, Redbull Media House 5 Brad Rencher, senior vice president & general manager, digital marketing, Adobe

ANNEX: PRESENTATION OF ADOBE MARKETING CLOUD

8 SOLUTIONS TO GET THE MOST OUT OF ADOBE MARKETING CLOUD

To get deep insight from customers To build personalized campaigns To manage content and assets

ADOBE ANALYTICS & ADOBE AUDIENCE MANAGER

It’s the industry-leading solution for collecting, organizing, analyzing and reporting on everything customers do.

Create personalized experiences by understanding visitors’ attributes, behaviors and preferences.

Analyze customer data to maximize the impact of ad spend.

A real-time reports that give you a full view of customer engagement.

It’s a data management platform that helps you build unique audience profiles so you can identify your most valuable segments and use them across any digital

channel.

Combine information from online, offline, 2d & 3d party sources to create complete

audience profiles.

Identify, measure and target specific profiles on any content delivery platform.

Identify prospects who are similar in behavior to marketers’ MVC.

ADOBE CAMPAIGN & ADOBE EXPERIENCE MANAGER

It’s a cross-channel campaign management tool that helps marketer improve & personalize campaigns across all media.

Build individual profiles based on the actions and interests gathered across marketing channels.

Design and automate customer experiences  across channels, from one-off campaigns to triggered messages.

Use personalization and well-orchestrated cross-channel strategy to deliver relevant and engaging email experiences. 

It’s a comprehensive content management solution for building websites, mobile apps and forms. And it makes it easy to manage marketing content & assets.

Create and manage digital experiences across responsive websites, mobile sites and on-site screens.

Simplify the creation of

forms & documents that support customer enrollments and other communications.

Build thriving communities and inspire engaging conversations across audiences.

ADOBE MEDIA OPTIMIZER & ADOBE PRIMETIME

It’s a media optimization solution that helps marketer forecast the best mix of search, display and social ads. It also automates the execution of the media plan.

Forecasting models predict campaign performance for search, PLAs and mobile campaigns.

Drive conversions by reaching the high-value audiences in real time across the web.  

Use engagement metrics to optimize ad campaign results.

It’s a multiscreen TV platform that helps broadcasters, cable networks and service providers create and monetize engaging and personalized TV and film experiences.

Give viewers the TV and film content they want

anywhere, across 3.4 billion devices.

Add modular capabilities to your existing broadcast and distribution workflows

Allows media sellers to optimize campaign and ad delivery in real time.

ADOBE SOCIAL & ADOBE TARGET

It’s the social management platform that ties every piece of data to the bottom line. Manage the deep relationship between the customers’ sentiments and business goals.

Scale social marketing efforts across all internal stakeholders and external social profiles.

Use buzz-monitoring data to

identify trends.

Post to hundreds of social pages at one time. Use the content calendar for scheduling and customer audience targeting. 

It’s a personalization solution that identifies the best content through tests that are easy to execute. So marketer can deliver the right experience to the right customer.

Allows A/B and multivariate testing

Use self-learning algorithms to create deeper engagements and better cross-selling.

Automatic & personalized recommendations based on customers’ behavior & relevant data.