©2013 | BrightEdge Technologies

Bringing It All Together Search & Earned Media

Patrick Brown, Principal, Marketing Analytics, Adobe Systems, Inc.

Jay Middleton, Director, Global Search Marketing, Adobe Systems, Inc.

Speakers

Jay Middleton | Director, Global Search Marketing | Adobe Systems, Inc. Jay Middleton brings with him a wealth of search and digital online marketing experience, both on the agency and client sides. At Adobe, Jay has been tasked with building a world-class global search marketing program and infrastructure from the ground up, including centralizing operations to one WW search agency partner through a global RFP in 2008 and then bringing all Global Search in-house in 2011 (Paid, SEO and Site). Prior to Adobe, Jay managed hundreds of search programs for Fortune 1000 clients as an Account Director at Fathom Online. His diverse client list included Covad Communications, Sprint, Polaroid, Cisco, Siebel Systems, Business.com, Fisher Investments, AvalonBay Properties, Philosophy Cosmetics, Dunkin’ Donuts, and PlanetOut. At Fathom Online he also worked closely in conjunction with many top advertising agencies, including Organic, Starcom, Responsys, Genex, Harte-Hanks and BSSP. Award-winning search campaigns under his management at Adobe received the top SEM honors from both OMMA and IAB/MIXX in 2010, and also made a clean sweep of the major search awards in 2009, earning gold medals from AdTech, Search Engine Strategies (SES) and IAB/MIXX. Jay has a B.A from Stanford University and in his spare time is a professional singer/songwriter who lives in the San Francisco Bay Area with his wife and two children.

Patrick Brown | Principal, Marketing Analytics | Adobe Systems, Inc. Patrick is a Principal of Marketing Analytics in the Marketing Insights and Operations (MIO) function at Adobe. This team is charged with providing analytical support across the Adobe businesses to help improve marketing effectiveness across customer touchpoints. His focus since joining Adobe has been on cross-channel marketing attribution. This included finalizing the development and release of a new cross-channel attribution modeling capability, and integrating the subsequent insights into Marketing planning process. Prior to Adobe, Pat spent 3 years working in the Marketing Transformation practice of PwC, focused on helping companies improve the investment of marketing resources through the application of practical models/metrics. Previous to that he worked in the CPG industry at General Mills developing software to model and track brand performance / trade spend.

Agenda

Agenda: Principles Guiding Our Path

4

Business Strategy & Objectives drive all downstream activity “Focus on Key

Business Questions”

Organizational changes = alignment & speed to market “Break down the Silos”

“1 Source of Truth”: Single ownership of customer data segments

“Establish clear governance

models”

Big Data + Creativity + Communication = Customer Success “Bring it all together”

Develop the raw data foundation, understand business logic “Take Time to Build the Foundation”

Focus on Key Business Questions: Business Strategy and Objectives drive all downstream activity

6

“Creative alone is no longer sufficient…

Mad Men need to become Math Men”

- Ann Lewnes, SVP and CMO, Adobe Global Marketing

KPIs •  Direct Response:

•  Subscription units •  Cost per subscription •  Awareness & Sentiment •  Retention & LTV

KPIs •  Lead Gen:

•  SALs •  Inquiries •  Prospects •  ACV

8

74% of Adobe’s Marketing Spend is on Digital

Campaign Performance – A Journey

9

Before:

Multiple sources of ‘truth’

Lack of integrated view

Time to action = weeks

After:

Single source of ‘truth’

Integrated campaign

dashboard

Time to action = days

Take the Time to Build the Foundation: Develop the raw data foundation & understand business logic

Models Working Together

EVOLVING DIGITAL ATTRIBUTION & ROI MEASUREMENT

Search Display DB Marketing Search Display DB Marketing

Over-reporting contribution by channel (last-touch), resulting

in 300% of sales when touches are summed.

Model customer touchpoints from raw data, allocating Paid Media driven sales

across touches.

Accurately report sales attributed to Digital Marketing

Standardize Investment

Calculation with Finance

Report on ROI / CPU

$ $ $

How the Work Breaks Down

12

Build Data Asset / Business Logic

•  Source •  Document •  Apply logic •  Normalize

Modeling Effort Identify key drivers Methods: 1.  Touched 2.  Fractional 3.  Causal:

Interpret, Socialize Apply Findings

•  Leadership buy-in •  Channel-owner input and

enhancement

Enhancement, Education, Training

•  Refine application with Channel owners

•  Input into decision processes

Build foundation. Apply insights.

70% 5% 20% 5% Effort Breakdown:

Inadequate Data/Logic Foundation Leads to...

13

Is it an Insight….

..or, is it a Data Issue?

A Simple Insight: Paid Media Lags……… Impact on Investment Strategy

14

Business Question: When do I see return on my spend? Quarter

End / Start

Pre-Rollout Spending: “Chasing Units” at the end of the quarter

Post-Rollout 1 Year Later: Focus on Marketing Plan

Executing on Insights from the Model

15

1. Develop testing scenarios to inform investment

2. Test scenarios to validate no short or long term impact to business.

3. Feed results back to identify new opportunities.

Engagement Focus 1.  Identify calculated risks to accelerate business (hypothesis based) 2.  Remain flexible in how we drive greater paid media effectiveness 3.  Maintain data-driven approach to decision making

Break Down the Silos: Organizational Changes = alignment & speed to market

Merging the Left Brain with the Right Brain

17

Insource for agility

Functional Specialists

Integration for Customer Experience

Insource for agility

Data Specialists

Integration for Insights

Strategic Partner

Right Brain Left Brain

Database Analytics PR/Social

Finance

Email Marketing

Web Analytics Search

Market Research Advertising

Business Unit

Synthesis & Insights

Core team leadership shared by Marketing

Effectiveness and Campaign Marketing

Organizational Impact of Digital Marketing

Establish Clear Governance Models: “1 Source of Truth”: Single ownership of customer data segments

One Source of Data Truth to Rule Them All

Bring It All Together: Big Data + Creativity + Communication = Customer Success

Principles Guiding Our Path

22

Business Strategy & Objectives drive all downstream activity “Focus on Key

Business Questions”

Organizational changes = alignment & speed to market “Break down the Silos”

“1 Source of Truth”: Single ownership of customer data segments

“Establish clear governance

models”

Big Data + Creativity + Communication = Customer Success “Bring it all together”

Develop the raw data foundation, understand business logic “Take Time to Build the Foundation”