Becoming a best-in-class Digital Marketing organization

Transcription

Know Your Customer!
Der Weg vom Massen-Marketing zum Segment of One
andreas.helios@adobe.com
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe:
74% Digitales Marketing
2
@jwatton
Unsere Herausforderungen
Mobile First
Content Marketing
Multi-Channel
Cross-Channel
Umstellung von Lizenz auf
Cloud Business Model
3
Komplexes
B2B und B2C
Geschäftsmodel
Die kritischen Erfolgsfaktoren
Prozesse
Mitarbeiter
Neue Rollen (Nerds)
Strategisches
In-sourcing
“Always On”
Marketing
1 Datenquelle
Kontinuierliches
Messen und
Optimieren
4
Technologie
Einsatz der Adobe
Marketing Cloud in
Digital Media und Digital
Marketing
Vom Massenmarketing zum Segment of One
“Massen Marketing” - 2004
Adobe.com – Juli 2004
“Produkt Marketing” - 2008
Adobe.com – 2008
Segment Marketing - 2012
PHOTOGRAPHER
STUDENT
CREATIVE DIRECTOR
VIDEO PRODUCER
Segment Marketing - 2012
PHOTOGRAPHER
STUDENT
CREATIVE DIRECTOR
VIDEO PRODUCER
“Segment of One” – Juni 2014
“Segment of One” – Oktober 2014
Vision: Kanalübergreifend, konsistente und relevante Informationen
Event
Marketing
Social
Site
Search
Conversion
Display
Site
Email
Display
Mobile
15
Vision: Kanalübergreifend, konsistente und relevante Informationen
Event
Marketing
Social
Site
Search
Conversion
Display
Site
Email
Display
Mobile
Single
Audience
Definition
across all
Marketing
Channels
16
Adobe
Audience
Manager
Funnel Metrics Dashboard
Kernelemente
 Traffic
 Conversion
 Direct to Store
 Free to Paid
 Marketing Metrics
 Paid Media ROI
Reporting Frequenz
 Täglich während Product Launches
 Wöchentlich Post-Launch Phase
17
Stats 2009
$275m Revenue
~500m Visits p.m.
~ 170 Templates!
18
Stats 2014
$275 mio Revenue > $1 Billion Revenue
~500 mio Visits p.m.
~ 170 Templates!
< 10 Templates!
19
Mitabeiter und Prozesse - Vorher
People
Display
+ various
agencies
Search
+ 8 agencies
worldwide
Site
Technology
Outsourced mix
+ DFA
Outsourced mix
KPIs
CPA
(trials, orders)
CPA + ROI
(trials, orders)
RPV
IT, Analytics
Adobe Target, Adobe Analytics
20
(revenue per visit)
Mitabeiter und Prozesse - Nachher
People
Display
26
10
Search
Site
5
No
agencies
12 SEM
7 SEO + site
7 operations
No agencies
IT, Analytics
Campaign
Web Strategy
eCommerce
Technology
KPIs
DMP: AudienceManager
CPA
DSP: AMO+
(trials, orders,
Dynamic Ad Targeter (future)
subscriptions)
+ DFA
SEM: AMO, Target, Analytics
CPA + ROI
SEO: BrightEdge
(trials, orders, subscriptions)
Site: Search&Promote,
Report across SEM, site, SEO
Google Search
RPV
(revenue per visit)
Target, Analytics
Subscription rate +
(AMO, Data Workbench)
Subscription mix
21
B2B Leads Prozess – Rollen und Verantwortlichkeiten
22
Schnittstellen Definition – Service Level Agreements
 Marketing will upload all new leads into SFDC
within the following timeframes:
 Within 5 business days: Hard copy event leads
 Within 1-2 business days: Electronic event leads
 Within 30 minutes: Web form submissions
 ADMs will accept or reject a lead within 2
business days of distribution
23
Event Einladung/Mailing mit Adobe Campaign
24
Assets aus dem Adobe AEM Asset Mangement System
25
Event Landingpage in Adobe AEM
26
Versand-Prozess in Adobe Campaign
27
Scoring Model in Adobe Campaign
28
Scoring Model – Digital Marketing
29
Externe Kommunikation - Nurturing Program
30
Nurturing Prozess (I)
Feeders: feed from
routing program
Add all contacts to a
contact group for that
track
Yes
Has contact received
email in last 5 days?
No
Go to next step
Re-try rule until 5 days
clear
Is contact an MQL?
Yes
No
Send back to the top of the
program - when MQL
status removed, resume
journey
Continue to next step
Has contact downloaded
the asset associated with
email 1?
Nurturing Prozess (II)
Yes
No
Send to email 2 path
Send email 1
Wait 1 week
Yes
email 2 before?
Send to email 3 path
Hold in program step (retry rule)
No
Is contact and MQL?
Yes
program - when MQL
journey
No
Yes
No
Send email 2
Has contact
open email 1?
Yes - send email
/ No – wait 1
more week then
send email
Nurturing Prozess (III)
Wait 1 week
Yes
email 3 before?
No
No
Yes
Hold in program step (retry rule)
Is contact and MQL?
No
Yes
program - when MQL
journey
Send email 3
Has contact shown
interest in another track?
Yes
Send to new nurture
program
No
Hold in step for review
Has contact
open email 1?
Yes - send email
/ No – wait 1
more week then
send email
Nurturing Prozess (Multilingual) – Adobe Campaign
34
Reporting Dashboards für Marketing
35
Detailinformation Event-Einladung
Click on Reports
to access the related reports
36
Besten
Werkzeuge
38
Quelle: Postilion.com
39
Adobe Marketing Cloud
Analytics
Target
Experience
Manager
Campaign
Social
Media
Optimizer
Welche Kanälen präferieren Ihre Kunden ? Welche Ihr Unternehmen ?
Welche Kundensegmente werden unterschieden?
Haben Sie die relevanten Content für Ihre Zielgruppen ?
(Wie) messen Sie Ihren Erfolg ?
Was hindert Sie daran schneller zu werden?
41
Mache Verhalten
messbar und es
wird sich ändern
Know Your Customer!
Der Weg vom Massen-Marketing zum Segment of One
andreas.helios@adobe.com

Becoming a best-in-class Digital Marketing organization

Transcription

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