ten adobe breakfast rob jackson sept 2014

Monday, 15 September 14

About me

Co-founder DBi Part of the Havas Media Group

‣2005 started working in digital marketing‣Founded ElisaDBI in 2010‣Specialists in analytics, marketing data and personalisation‣Organise a meet-up called Conversion Thursday‣Blogged for the Guardian & Telegraph on tech


The Team49 data analytics and marketing technology

specialists based in Madrid, Barcelona, Paris & London


What we do

Digital Analytics

Tag Management

Personalisation

We have the largest team of dedicated digital analytics specialists in Europe. Our accredited team of experts can assist you in realising the full value of your digital information.

We enable clients to fully realise the potential of their marketing data. Our bespoke data layer designs ensure your data collection is relevant and accurate with the minimum of IT involvement possible.

Integrated marketing technology solutions working towards one to one communications with clients and prospects. We execute omni-channel strategies to build relevant messaging on and off site.


How we do it

Strategy

Implementation

Insights & Support

Thought leadership and strategic guidance on all aspects of marketing technology and data optimisation. Our deep understanding of marketing and technology helps drive client strategies forward.

Over 8 years experience in delivering accurate, relevant implementations of marketing technology. We scope, design and build integrated solutions which are tailored to our clients’ business needs.

Our goal is to enable client teams beyond their current capacity. By becoming part of your in house operations we help improve skills, support decision making and deliver actionable insights.


DATA COLLECTION DATA COMMUNICATION KNOWLEDGE & ACTION

MET

HO

DO

LOG

YPE

OPL

ETE

CH

NO

LOG

YWe work with the worlds leading

data collection technologiesVisualising, storing and processing

data sets, both big and smallFrom predictive analytics to

behavioural targeting - we turn data into performance

We’ve been official partners of some of the worlds leading analytics tools

for over 5 years

An expert team dedicated to dashboard design so you have full visibility on business performance

We have a multi-disciplinary team

We implemented agile and actionable custom made data

tracking systems

We provide a personalised reports system for each member or

department according to their role

Continuous result-orientated experimentation


Working in partnership


DBi are a key regional partner of the Adobe Marketing Cloud. Over 7 years we have successfully enabled some of Europe’s brands to see significant ROI on the Adobe stack.

•Enterprise solution partner.

•Member of the Customer Advisory Bureau

•Fastest growing parnter in EMEA 2012.

•Preferred DTM partner (Dynamic Tag Manager).

•Speakers at both the US and EMEA 2014 Summits.

•Accredited consultants across the Marketing Cloud platform

“DBi are thought leaders when it comes to helping clients succeed in achieving success with the Adobe

Marketing Cloud platform.

- Andy Stringer -Key Partner Sales EMEA


Collection

Communication

Action

Our Partners


The Challenge


Meet Dave


Meet Dave

Profile

Channels

Behaviour


Dave is talking to you

Life Time Value £550Lives in LiverpoolEarns > £35,000

Responds to displayAffiliate offers

Doesn’t click email

3 visits this weekUses iPad to browsePurchase on desktop



Consolidation of data is an essential first step



Consolidation of data is an essential first step

On site eMail Content Social Search Display


Data activation


Maturity Model

MATURITY OF PROGRAM

RO

I EFF

ECTI

VEN

ESS

3-6 MONTHS

Basic triggers Keyword data Pages visited

First party dataPurchase history

Audience level3rd party

demographicsInterest level

Omni-channel approach. All

data types driving action

6-12 MONTHS 18+ MONTHS


Case Study


Leading Telco

Goal

Deliver personalised experiences to prospects and customers across multiple touch points. Drive more relevant conversations with prospects & customers

Solution

Working in collaboration with Adobe, the client media and creative agencies, deploy Adobe Audience Manager. To target on and off site experiences based on first, second and third party data.

Result

1.Ad suppression based on CRM data and DSP de-duplication in real-time leading to better frequency optimisation

2.Consistent landing page content, post impression based on DSP segmentation

3.Target different stages of the funnel and identified key acquisition segments

We serve billions of ad impressions every year. Over 75% of these do

nothing. Ever.

- Head of Trading -

Client CRM

Agency DSPs

3rd Party Data

SiteCatalyst

Audience Manager

Target


Effective Segmentation Strategy

Not identified Protect Grow Support

Attributes N/AHigh value

quality customers

Have potential, pay

on time

Regular defaults, ex-employees

Product A Rotate based on RF

Offer new products

Free trials from Jan

Showcase account tools

Product B Rotate based on RF

Loyalty rewards

First 3 months free

Encourage call centre

engagement

Product C Rotate based on RF

Family & friends

discount

Discounted 12 months

Suppress special offers

Customer segmentation





quality customers

Have potential, pay

on time



Offer new products




Loyalty rewards

First 3 months free


engagement


Family & friends

discount



Customer segmentation Recency Frequency Score

Tier 1

Tier 2

Tier 3





quality customers

Have potential, pay

on time



Offer new products




Loyalty rewards

First 3 months free


engagement


Family & friends

discount



Customer segmentation Recency Frequency Score

Tier 1

Tier 2

Tier 3

Action

Campaign A

Experience 24

Campaign A24


What does this mean for our client?

•Campaigns use first party data, less reliant on cookies

•People see more relevant content on site

•Customers no longer see ads for products they own

•We can target users based on value (not just acquisition)

•With 3.9m logins per month they can monetise their inventory via partnerships


What next?


What could the future holdCustomer Interactions Digital Marketing Applications

Analytics

Third Party

Partners

Other

Owned Data Environment


Thanks!


ten adobe breakfast rob jackson sept 2014

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