integrating crm and campaign marketing best practices...integrating crm and campaign marketing best...
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Integrating CRM and Campaign Marketing Best PracticesSupree Thongpetch, CEO and Founder - SiriMedia
Where Data And Content AreMoving Together.
Sirimedia : Marketing and Advertising Technology Partner
Supree Thongpetch
CEO and Co-Founder, Sirimedia Co.,Ltd.Adobe Marketing Cloud Business PartnerMicrosoft Dynamic CRM PartnerMarketing and Advertising Technology Consultant
President, Thai Graphic Art And Suppliers AssociationVice President, Thai SMEs CouncilAdvisor, The Royal Photographic Society Of ThailandLecturer, Chulalongkorn University (Digital Experiences Class)Lecturer, Silpakorn University (Digital Experiences Class)Judge Committee - Malaysia Print Awards, Malaysia Printers AssociationISO Expert, Technical committee 130, ISO (International Organization for Standardization)
Sirimedia Is A Company Offering Business Transformation Services.
We Work Integrally Between Creatives, Designs, Analysts, And IT Developers As Well As Partnering With Adobe Experience Cloud and Microsoft Dynamic 365 To Ensure That The Transformation Process Will Be
Completed Smoothly Throughout.
Adobe Experience Cloud
The Age of the Customer
Age of The Brand
Age of The Channel
Age of The Customer
“Brand recognition” “Target and personalize direct marketing to drive
a new customer acquisition”
“Target and personalize direct marketing to drive
personalized experiences to consumers—at massive
scale”
Implementing the consumer experiences
The old way of Marketing Funnel
The New way of Marketing Funnel
We have “No Unknown” consumer
Integrating data sources
Name
Address
Phone
Mobile
Social
CRM
Call center
Web data
Loyalty
IP address
Location
Cookie
Segmented by experiences
Demographic
Referral (Source/Medium)
Searching Keyword
Content Behavior
Getting to know your customer
Anonymous visitorVisitor that engages with the brand through paid, owned or earned media without providing PII.
Identified customerVisitor that has provided PII to the brand (and consent to use that PII in communications) and is receiving a direct communication or is authenticated/logged in.
Idea On A PlatformCustomer
AcquisitionCompany
ReputationCustomer
RegistrationCustomer
EngagementCustomer
Management
Intelligent Advertising
Customer Intelligence
Social Listening
Target and Personalization
Email, Mobile and Web Experience Management (Content Distribution)
What Adobe and Microsoft can do?
Adobe Experience Manager + Microsoft Azure Adobe Campaign + Microsoft Dynamics 365 Sales
Adobe AnalyticsMicrosoft Power BI
WEB EXPERIENCE FOUNDATION CAMPAIGN ORCHESTRATION
Adobe Target
Adobe Audience Manager
Adobe Media Optimizer
Adobe Analytics
Adobe Target
Microsoft + Adobe Architecture
Adobe SenseiMicrosoft Cortana Intelligence SuiteIntelligence
Fabric / Layer
Microsoft Azure CloudUnified Experience
Data Model
APIs / Adobe.io
Experience CloudService Power BIDynamics 365
Third Party BusinessApplications
Microsoft AppSource Adobe Exchange
A.I. in Marketing
+
Recommendation Logic
• Items with Similar Attributes
• People who viewed this, Viewed that
• People who viewed this, Bought that
• People who bought this, Bought that
• Site Affinity
Price rules on Recommendation
• Above current item’s price
• Below current item’s price
• Between following values : From…To…
• Within %range of the item : From…To…
From Unknown to Loyalty Customer
From a simple contact strategy
Towards interactive, event-based dialogues (Less PUSH, more PULL)
Use case
Live Demo at the Booth
Or
Try it yourself
Microsoft Cognitive Service
Microsoft Cognitive Service : Face API
Microsoft Cognitive Service : Emotion API
Conversations
System Architecture
Synchronize Create new lead
Create new Person
Data collection
Drive Strategic Using your data
Muti-Dimension Report
Data in Action
All About Identifying a Solution
• Identified Customer using In Store Camera
• Online-2-Offline
• In-Store Emotion Recognition
• In-Store Realtime communication
Mission Impossible
≠
“Number of App downloaded is not equal to Number of Customers”
Mission Impossible
=
“Identity customer using In Store Camera and A.I.”
Mission Impossible
=
“Emotion detection using In Store Camera and A.I.”
Marketing Conversation
Introducing when IdentifyOffering when Happy
Offering when NeutralApologize when unhappy
Thank you when finish
Make your brand more human not a robot!✅ ✅
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