jamie brighton - personalization spectrum

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jamiebrighton #fom14

The personalisation spectrum Jamie Brighton | Strategic Marketing, Adobe


Key Takeaways

Optimising the experience for the

unknown customer widens the funnel.

1 Orchestrating the conversation with known customers creates advocates.

2 Personalisation creates competitive advantage.

3


Adobe’s definition of personalisation

Personalisation is the use of

data to deliver a relevant and

engaging experience to a

consumer across channels and devices


10% Conversion rates

14% Lift in RPV

Why this is important

19% Uplift in sales

14% Click-through rates


More organisations could be extending their campaigns cross-channel % of respondents

We have a joined up campaign strategy

We have a separate strategy per channel

Other

Unsure

35%

33%

25%

8%

Source: Adobe & Guardian Media Network Personalisation Study 2014

Data is a key factor Marketers achieve higher ROI and response rates, but data remains a key differentiating factor

Marketers are starting to become more comfortable with privacy & personalisation % of respondents have concerns

NO 60%

YES 40%

66% Organisations do not have a personalisation strategy

What do marketers say?

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Standard customer types

Anonymous visitor Visitor that engages with the brand through paid, owned or earned media without providing PII.

Known customer Visitor 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.


Standard data types

9

First-party Data collected directly by the organization.

Second-party Data shared by a trusted source.

Third-party Aggregated data from other sources.

•  Web behavior •  Survey responses •  PII examples:

−  Email address −  Postal address −  Telephone number −  Social Security number

•  Data shared between a credit card company and a co-brand partner such as an airline

•  The airline provides loyalty program data to the credit card company

•  The credit card company provides spend pattern data to the airline

•  May be PII

•  Data purchased from providers like Bizo, Exelate or Acxiom

•  Demographic data •  Spend-pattern data •  Geographic data

$


Advocacy Cross-sell/up-sell Awareness Consideration Self-identification

Known Anonymous

Rules-based targeting of known customers

Campaign planning & orchestration

Cross-channel execution

Integrated known customer profile

Profile Management Core Service Data – Content – APIs – Core Services

Algorithmic-based targeting & decisioning

A/B & multivariate testing

Conversion optimization

Product recommendations

Web/Mobile Personalization

Display Advertising Personalization

Direct Personalization

Advertising personalization

Audience Management

13

Anonymized data


Our personalisation efforts focus on first-time visitors through to loyal customers


Call to Action

1 | Use data and content to personalise.

2 | Focus on relevance and user experience on the web.

3 | Use first, second and third party data.

4 | Nurture customers to turn them in to advocates.


Jamie Brighton [email protected] Twitter: @jamiebrighton LinkedIn: jamiebrighton

jamie brighton - personalization spectrum

Data & Analytics

pii data

adobe systems incorporated

party data

use of data

pattern data geographic

adobe confidential

standard data types

acxiom demographic data