PRESENTER

Tech Talk Tuesday

Drew Burns
Personalization “Must-Haves”:
Group Product Marketing
Manager, Adobe Target The Blueprint for Success at Scale
MODERATOR

Presented by

Ezra Palmer
Executive Producer,
eMarketer Multimedia
 ADOBE
TARGET

Personalization “Must-Haves”: The Blueprint for Success at Scale

Drew Burns | Group Product Marketing Manager, Adobe Target

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Reduce acquisition costs
by as much as 50%

PERSONALIZATION
is no longer optional Increase revenues by
up to 15%

Organizations who
personalize…
Improve marketing spend
efficiency by 10-30%

Source: Harvard Business Review

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Industry leaders are pulling away from competitors
KEY
TAKEAWAYS
1.
6
Visits growth (benchmark
1.
4
4/2017)
Leaders are increasing
1.
2
visits at a faster pace
1.
0
0.
6
2 Average time spent per visit
0
(minutes)
1
5

1 Distance between leaders

and laggards grew over
0

5
last two years in key
4.0
Visits per visitor
3.5 engagement metrics
3.0

2.5

2.0

July 2015 Jan 2016 July 2016 Jan 2017 July 2017 Jan 2018 2nd 3rd Average
quartile quartile
Source: Adobe Digital Insights,
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 2018
 What sets leaders apart: Creating meaningful moments

Receiving the discount or Having a seamless experience Experiencing exceptional

package just right for you across device & touchpoint service and ease of
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
engagement
 It takes more than just testing: Adaptive personalization

Results
• +7% sign-in rate
• +17% registration rate
• +25% to +75% hero engagement rate
• +12% Product Recs engagement rate
• +200% Product Recs revenue
• +2% Category Recs engagement

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Forrester Wave™: Experience Optimization Platforms, Q2 2018

Forrester’s take on Adobe:

Adobe Target scores well across all experience optimization

techniques. Specifically, the product impresses with its
testing and targeting capabilities.

The vision for Adobe Target Premium is to use AI techniques

to enable marketing and data scientists to optimize
experiences within channels and across customer journeys.

Source: Forrester Research, Inc. Forrester Wave™: Experience Optimization Platforms, Q2 2018
The Forrester Wave™ is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave™ are
trademarks of Forrester Research, Inc. The Forrester Wave™ is a graphical representation of Forrester's
call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and
comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave.
Information is based on best available resources. Opinions reflect judgment at the time and are subject
to change
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
 Blueprint for personalization success

Laying the Establish Accelerate

foundation a plan growth with A.I.
Data, governance & short & long-term goals use automation to
resources maximize efficiency,
insights & ROI

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Part 1: Laying the foundation

Profile data Platform Process Culture

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Data: A unified, progressive profile spanning every touch point
Adobe Target

Environment Site behavior Offline Referrer

variables variables variables variables
+ IP address + Customer / Prospect + CRM / CDP + Referring domain
+ Call center + Campaign ID
+ Country of origin + New/return visitor + 2nd party data + Affiliate / PPC
+ Time zone + Previous visit patterns + 3rd party data + Natural search

+ Device Type + Interests and Affinities

+ Operating System + Previous purchases
+ Browser + Previous activity exposure
+ Mobile Carrier + Previous activity responses
+ Connection Speed Temporal variables Experience
+ Screen resolution Cloud
+ Time of day + Adobe Analytics
+ Day of week + Adobe Audience Manager
+ Recency + Adobe Campaign
+ Frequency + Core Services

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 A unified open architecture: Multiple delivery methods

Web App Everywhere

• Web • Native apps • Server-server delivery
• Mobile web • Hybrid apps • Javascript restricted
• SPA (Angular, React, etc.) environments
• Internet connected devices

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Success events can include
Any on-site actions
Clicks on display ad Targeted landing page Optimized category page Any on-site page views
Engagement: page views
Engagement: time on site
Engagement: score
Revenue
Average order value
Personalized mobile Retargeting email: Personalized offer Abandon partial form Revenue per visit
landing page with content Recommendations complete
Offline conversion events
Any analytics event

Optimized banner Targeted push notification Receives personalized offers

to download app near store/point of interest and recommendations on
in-store digital kiosk

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 A scalable experience optimization platform

Experiences Targeting Goals & settings

TESTING RULES-BASED PERSONALIZATION ALGORITHMIC PERSONALIZATION

A/B…n testing Geo-targeting Personalized recommendations
Testing multiple experience variants Geo-location or GPS targeting Automating next best suggestions
Multivariate testing Account/profile-based targeting Automated personalization
Testing combo of elements & contribution Rules-based targeting Automating rank-ordered offers
Auto-allocation Behavioral targeting Auto-target
Self-optimizing test Real-time actions & category Experience personalization
affinity/scores
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
 Rules-based personalization strategies
ACCOUNT OR PROFILE-BASED
BEHAVIORAL TARGETING
TARGETING

Directly map experiences to pre-defined Recency/Frequency scorers based on defined

segments based on mutually identified inputs like page category (category affinity)
strategies

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Automated and algorithmic strategies

PRODUCT AND CONTENT AUTOMATED AUTOMATED

RECOMMENDATIONS OFFERS AB TESTS
Deliver ideal products, content, or offers Choose best option for each individual Choose best experience for each
to display based on individual user from any combination of selected individual from a bucket of pre-
behavior and context content or offers. defined experiences

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Aligning with Analytics: taking action off of shared audience segments

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Think bigger
You can break down any test by
any audience, using any metric.

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 17

 Personalization insights report

Personalization Insights enable customers to understand how AI activities are generating lift by
exposing key attributes used in modeling and even automated segments that were created by the AI.

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Part 2: Establish a plan
ADOBE TARGET

1. Conversion/KPI lift e.g. reducing bounce rates

2. Organizational efficiencies e.g. creative savings

25x Conservative average of ROI
From Adobe Target activities

3. Organization cost savings e.g. call deflection

4. Value of insights e.g. audience preferences

5. Opportunity costs of “failing fast” e.g. losses

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 The right way to nurture a relationship…from first to every touch point
ACQUISITION CONVERSIONS & REPEAT VISITS LOYALTY

RESULTS RESULTS RESULTS

363% lift in initiating application 5% increase in order volume, 10% increase in logins
55% lift in completing application # of clicks reduced from up to 8 to 1 9% lift in conversion events

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Ideation

Personalized landing
pages: targeting,
automated
personalization, auto-
target

Prominence/treatment
of CTAs

Reduction of steps to
conversion

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Ideation

Category affinity: targeted offers, navigation and recommendations

Recommendations: landing page, conversion & in-between

Remarketing/retargeting: offsite,
email, return visit

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Ideation

Customer attributes/scoring Mobile Application Screens, consoles, kiosks and

voice!
incorporating CRM and propensity Location-based
personalization,
personalized messaging

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Become your own Biz Dev team
ADOBE TARGET

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Establish & Refine Workflow
STRATEGIC PLANNING INDIVIDUAL CAMPAIGNS
Ideation,
Creative, Logic & Development, QA & Results &
Feasibility & Prioritization Requirements
Compliance Deployment Recommendations
Planning

Evaluate and prioritize Kick off individual

Develop roadmap of Finalize detailed Launch campaign,
Objective

campaigns across campaigns, develop Complete development,

targeted and testing requirements and conduct post launch
products based upon creative and gain testing and sign off of
campaign capture approval to validation and share
DTO Goals and TOS Compliance approval for campaign
opportunities begin development campaign reporting
capacity data, logic and creative
Stakeholder

Business Line, UX,

Business Line / Omni Business Line / Omni Business Line / Omni Dev, Business Line /
Key

Omni Sales, Dev, UX, Dev

Sales, UX Sales, Dev Sales, Dev Omni Sales
Marketing

Analysis: Review, gather and analyze data from multiple sources to inform future product roadmaps and campaigns. Insights are gathered through multiple
data inputs and sources. Additional analysis may also be requested from Analytics team.

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Program Roadmap & Benchmarks
PHASE 1 (Jan - May) PHASE 2 (Jun- Jul) PHASE 3 (Aug-Dec) 2018
Maturity Assessment, Ecosystem: Partners,
Organization Readiness Agencies
Content Creation Testing Strategy, Data Driven Iterative Tests
DIGITAL Training & Enablement Strategy
1 STRATEGY
Test Creation Strategy Operational Excellence, Efficient Test and Creative Creation

Analytics Audit,
Review and Refresh
Analytics Migration to DTM Membership
Digital
Tier, Customer
Essentials Implement MCID
Attributes
DTM Config (Target & AA) Integration

Target A/B Tests Target Experience based tests

MARKETING Unified Target Premium, Automated Personalization
EXECUTION Marketing Integrate
Campaign Customer Campaign Channel
2 & ANALYSIS Strategy
Profiling Setup Audience
Manager,
Marketing
CRM data into Cloud and 2ND and 3rd Party Data
Audience Manager Campaign into AAM
Content
Technology
AEM MC Configurations Digital Assets Templates & Pages Workflow Migrate from old CMS
Foundation
Target A/B Tests

A/B Testing and Personalized Emails Lookalike targeting

Cart Membership Tier Based On Membership
3 Capabilities and VRI’s Personalization
– acquire new
Abandonment Tier members
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
26
 Set & evaluate quarterly benchmarks &‘20 growth
Goal State
Now 2.5
1.8
STRATEGIC EMBEDDED
DISCIPLINED ALIGNMENT
1 EXPANDED 2 3 4 5
INCIDENTAL

CULTURE ✔ 

METHODOLOGY ✔

EXECUTION ✔ 

LEADERSHIP ✔ 

ORGANIZATION ✔ 

Adobe Target

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Part 3: Accelerate growth with A.I.
ADOBE TARGET

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Rules-based personalization
SPEAKING TO CUSTOMERS THE WAY THEY WANT DRAMATICALLY INCREASES SALES
ADOBE TARGET

Before personalization After personalization Winner

RESULT

1311%
Gross added sales

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

One-click personalization powered by Adobe Sensei
AI AND MACHINE LEARNING DELIVER THE BEST VERSION TO EVERYONE, EVERY TIME
ADOBE TARGET

Before personalization Winner

RESULT

13%
Lift in orders

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Accelerate A/B testing using auto-allocate
AI USING ADOBE SENSEI DELIVERS THE WINNER TO MORE VISITORS EARLIER FOR MORE REVENUE
ADOBE TARGET
ADOBE TARGET

Experiences

Experience A (13% Visitors/4.02% CR) Experience D (40% Visitors/5.80% CR)

Winner

Experience B (17% Visitors/4.97% CR)

RESULT
Experience E (1% Visitors/2.22% CR)

Pushed 40%
traffic to the winning
of

experience, D, with
Experience C (29% Visitors/5.09% CR) conversion rate (CR) of

5.80%
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
 Broader & layered recommendations based on customer journey stage
ADOBE TARGET

Purchasing Recs Help Articles

Hotel Rooms
Songs TV Shows
Artists
Restaurants
Products Apps

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Recommendations
CLEARING THE PATH TO PURCHASE INCREASES ORDERS ADOBE TARGET

Before: Without Recently Viewed Recommendations After: With Recently Viewed Recommendations Winner

RESULT
5% Increase in order volume by reducing visit friction

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 HAD A HAND IN GENERATING

$128 BILLION
OF REVENUE – UP 20% FROM 2016. ADOBE TARGET

Retail continues its upward Helped generate Ran an average of 113 Personalized experiences for
Trajectory with Adobe Target. $75 BILLION in revenue, up
from $53 billion in 2016.
personalized experiments. 16.7 Billion visitors to retail
sites-almost 2x the visitors in
2016.

Drove an average of 223,000 Personalized campaigns

Adobe Target plays leading role in conversions per campaign, grew 40% in 2017,
including launching videos or generating 2.4X the traffic.
Media & Entertainment campaigns. opening articles.

Financial Services invests more in Adobe Target usage.
25% more companies
used Adobe Target.
Delivered experiences to people
10.2 billion times-4X more than
2016.
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Travel @ Hospitality welcomes more travelers
Powered 2X the number of
personalization campaign as last
aboard with Adobe Target.
year. 4.2 billion travelers Delivered close to 40%
4.6 billion conversions-3X received personalized more personalized
more than 2016. experiences-2x more than experiences to travelers.
2016.
 ADOBE TARGET

For more information, visit www.adobe.com/target

Q&A SESSION
PRESENTER MODERATOR

Drew Burns Ezra Palmer

Group Product Marketing Executive Producer,
Manager, Adobe Target eMarketer Multimedia