RIDING THE EXPERIENCE BUSINESS WAVE: FROM BASIC EMAIL PERSONALISATION TO CUSTOMER JOURNEY MANAGEMENT

© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.

Riding the Experience Business WaveFrom Basic Email Personalisation to Customer Journey ManagementTimo Kohlberg | Product Marketing Manager Adobe

@t_kohlberg | #NEXT16


H E L P I N GCOMPANIES TO CATCH

THE EXPERIENCE WAVE

B E F O R EMY FIRST REAL WAVE

MY HOME WAVEEISBACH | MUNICH |

GERMANY



THE NEXTWAVE

EXPERIENCE DELIVERYUnify and simplify cross-channel

workflows and experiences

CONTENTContent Velocity

DATAProfile & Identity

FRONT OFFICE WAVE

BACK OFFICE WAVE

CRMCommerce and

order Mgmt.

PIM POS (standard,

mobile, kiosk) CMS Marketing

Automation

Merchandising Behaviora

l Data

Store

Operations

Inventory

Mgmt. ERP Spend and

Supply Mgmt.

Business

Intelligence

DECISIONING & ALGORITHMS


© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. 4

BACKOFFICE WAVE

FRONTOFFICE WAVE

EXPERIENCEBUSINESS WAVE

CTO / CIO / CFOowner

VP Sales / CIOowner

Consumerowner


© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.

Catching the Experience Business Wave

Email

Marketing

Incre

asin

g P

rog

ram

Com

ple

xity

>>

>

<<< Increasing Relevancy to Customer/Member

Email Plusconnected to

digital channels

Campaign

Orchestration

Journey

Managemen

t




Email

Marketing

Incre

asin

g P

rog

ram

Com

ple

xity

>>

>



digital channels

Campaign

Orchestration

Journey

Managemen

t

HOW TO…• Personalise the email experience

• Use triggers/events in emails

• Contextualise content and offers



Personalise the Email Experience

LOYALTY PROFILE RECAP

INFORMATIONREWARD VOUCHER

LOADING BAR

LOYALTY STATUS VIEW CURRENT STATUS

POINT BALANCE

AN EMAIL HEADER

THAT MOTIVATES:• Personalised profile info

• Personalised loading bars

Email Marketing


digital channels



KEY PRINCIPLES

PURCHASE PURCHASE & PRODUCT

INFO RECONCILIATIONPRODUCT

CATEGORY LIFETIME

EMAIL TRIGGERED BASED

ON CUSTOMER REACHING

THE PRODUCT CATEGORY

LIFETIME

• Discount offer on repurchase

• Cross-sell push

• High open rate

• High reactivity rate

Use Triggers & Events In EmailsEmail

Marketing


digital channels



Personalised emails bring an increase of

29% higher open rates and 41% higher

click rates

Email Marketing


digital channels

CONNECTING

EMAIL TO WEB

Contextualise content and

offers




Email

Marketing

Incre

asin

g P

rog

ram

Com

ple

xity

>>

>



digital channels

Campaign

OrchestrationHOW TO…• Use preferences and customer

feedback

• Deliver the right content/offers across channels

• Automate campaigns along the

customer lifecycle



Use Preferences and Customer Feedback Email Marketing


digital channels

CampaignOrchestration


Direct Mail

Email

Website

Email Marketing


digital channels


Deliver The Right Content/Offers Across Channels



Automate Campaigns Along the Customer Lifecycle

Time

Custome

r ValueAcquire Information

Profile/Subscription

Nurturing Retain

Prospect New Customer Active Client Brand Advocate Losing momentum client

Qualify

Welcome program

Birthday campaign

Convert

Pers. offers

Remarketing

Motivate

Thank you letter

POS communications

Grow

Tell-a-Friend

Replenishment

Reactivate

Loyalty

Email Marketing


digital channels





Email

Marketing

Incre

asin

g P

rog

ram

Com

ple

xity

>>

>



digital channels

Campaign

Orchestration

Journey

Managemen

tHOW

TO…• Be consistent across all

touchpoints• Bridge anonymous and

authenticated

communicatons

• Deliver superior customer

experiences everywhere



Visits Marriott.com, searches NYC and

abandons

Returns to Marriott.com

Googles ‘New York City Hotels’

Books NYC reservation on

M.com

Pre-Arrival Period

Browses other travel sites for

NYC destination info

Guest Arrives on Property

Signs into MR My Account page

Audience-based search bidding

1

Dynamic display ad targets NYC destination

2

Abandoned Search email highlights NYC

3

Home page highlights NYC destination

4

Personalized member offers NYC Destination highlight

5

Personalized ancillary offers on reservation confirmation email

6

Personalized Mobile app invitation email

7

On-property, contextual offers pushed in App via Beacons

1

8

15

Email Marketing


digital channels


Journey Management



Home page highlights NYC destination

4

Abandoned Search email highlights NYC

3

Visits Marriott.com, searches NYC and

abandons

Returns to Marriott.com

Googles ‘New York City Hotels’

Books NYC reservation on

M.com

Pre-Arrival Period

Browses other travel sites for

NYC destination info

Guest Arrives on Property

Signs into MR My Account page

Audience-based search bidding

1

Dynamic display ad targets NYC destination

2

Personalized member offers NYC Destination highlight

5

Personalized ancillary offers on reservation confirmation email

6

Personalized Mobile app invitation email

7

On-property, contextual offers pushed in App via Beacons

1

8

16

Email Marketing


digital channels


Journey Management



Lobby @2:22pm

Front desk @2:24pm

Near Spa @2:39pm

By Pool @3:38pm

ENJOY YOUR STAY INFORMATION ABOUT

THE HOTEL

RESTAURANT / BARENCOURAGE GUESTS TO

VISIT AND STAY

STARBUCKSSPECIAL OFFERS AND

EXPERIENCES

HOTELPROMOTE HAPPY HOUR

OR SIGNATURE DRINK

Email Marketing


digital channels


Journey Management



Riding the Experience Business Wave(The Future of Campaign Management)



Predictive Subject Line

Key Capabilities

Predict open rates

Analyse subject line

Suggest alternative words

Compute a predicted open

rate

Status:

Adobe Thought Leadership

“This information is not a product roadmap and Adobe has no obligation to develop any features or functionality pursuant to this content.” @t_kohlberg | #NEXT16


490M in the world, 63% daily active users

Average number of friends per business account:

5.5M

LINEStatus:

Adobe Thought

Leadership

“This information is not a product roadmap and Adobe has no obligation to develop any features or functionality pursuant to this content.”@t_kohlberg | #NEXT16


Trigger and

personalise

messages based on

Campaign data

Send personalised

coupons based on

Campaign data

Gather email and opt-in

from LINE to Campaign

Screenshots are not real examples

Messenger Apps as Campaign ChannelStatus:

Adobe Thought

Leadership

“This information is not a product roadmap and Adobe has no obligation to develop any features or functionality pursuant to this content.”


Adobe Marketing Cloud

Solutions

Core services

Places

PlatformPeople

AssetsMobile

Activation

Data science

Data Content

MediaOptimizer

Social

AudienceManager

Target PrimetimeExperience

Manager

Campaign

Analytics



Timo

[email protected]

Twitter: @t_kohlberg

LinkedIn: Timo-

Kohlberg

Thank you!
