Fred Kuu Group Manager Adobe Your Customer Data · 1/28/2020 · data in accordance with your organizations policies is important . User Access - DMPs, Audience Manager included,

© 2020 eMarketer Inc.

How to Future-Proof

Your Customer Data

Management

Strategy

Fred Kuu

Group ManagerAdobe

Douglas Clark

Global Director of Public RelationseMarketer

Sponsored content presented by

MODERATOR

January 28, 2020Tech-Talk Webinar

PRESENTERS

Rakhi Patel

Principal Product MarketingManagerAdobe

© 2020 Adobe. All Rights Reserved. Adobe Confidential.

How to Future-Proof Your Customer Data Management Strategy

2

© 2020 Adobe. All Rights Reserved.

Not Products

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Customer Zero

4


Agenda

5

Customer Challenges

Key Takeaways

Audience Expansion

Holistic Data Management

Adobe.com Use Cases


Agenda

6

Customer Challenges

Key Takeaways

Audience Expansion


Adobe.com Use Cases


Continued challenge: Creating a unified profile with fragmented data

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Receiving an email offer and looking to redeem in-store

EMAIL ADDRESS, EMAIL ENGAGEMENT DATA

Email Team

Interacts with app often as a loyal customer

Ecommerce Team

Mobile Team

Picking up a purchase made online in the retail store

POS, CRM, LOYALTY DATA

CRM Team

Looking for customer support for a purchase made online via

online chat

CRM, LOYALTY DATA

Web Analytics Team

CRM Team

Viewed a TV Ad, researched product on website and

looking to purchase in store

WEB BEHAVIORAL DATA, HH ID

Web Analytics Team

Mobile Team

Personalization Team

Using smartphoneto price shop

DEVICE ID, MOBILE WEB BEHAVIOR, APP USAGE

Web Analytics Team

Mobile Team

Customer Service


Despite major investments, companies will continue to struggle with orchestration

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3% 26%

In 2019

of US companies have true omnichannel

personalization

have at least half of their marketing

channels connected

50%

By 2022,

of large organizations will have failed to unify engagement channels

61%lack the resources to support multi-device,

contextual experiences


Focusing on current and evolving use cases

ENTERPRISE DMP Customer Intelligence

REAL-TIME CDPConnected Activation

ADVERTISTING DMP Audience Foundation

EXPERIENCE PLATFORMExperience system of record

Key considerations:

❑ Are privacy controls and identity resolution in place?

❑ Is data ingestion and activation taking place in real-time?

❑ Is your strategy channel based or people based?

❑ Can you create a single profile made up of both known and unknown data?

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DMP CDP Platform

Future proofing investments

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Strategic implications and use cases

Audience expansion in the world of evolving

identity

Holistic data management in an era

of DMPs and CDPs

The power of the real-time customer

profile

DMPCDP Platform

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Agenda

12

Customer Challenges

Key Takeaways

Audience Expansion


Adobe.com Use Cases

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

Key functions of a data management platform (DMP)

Data Out

Adobe Audience ManagerAdobe Analytics Adobe Campaign

Adobe Ad Cloud Adobe Target Adobe ExperienceManager

Adobe Campaign

Data In Audience Creation

Adobe AnalyticsAdobe Primetime

Adobe Marketo

Plus, visit www.adobe-audience-finder.com

to browse additional data provider integrations available through Audience

Marketplace

Plus, visit https://exchange.adobe.com/experienceclo

ud.audience-manager.htmlto browse activation partners integrated

with AAM

http://www.adobe-audience-finder.com/

https://exchange.adobe.com/experiencecloud.audience-manager.html




DMPs: From media to enterprise use cases

Key considerations:

❑ Which native integrations are available data ingestion & activation?

❑ Is your DMP built with privacy in mind?

❑ Are you able to leverage people based identifiers?

❑ Can you activate in people based environments?

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217%Return on

Investment

+60%Upselling current

customers

$12.5MTotal Benefits

12FTESRefocused on

business priorities

Impact of native integrations

*Source: Total Economic Impact® of Adobe Analytics & Audience Manager

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© 2020 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

DMPs – use cases that drive ROI

Adobe Audience Manager Use Case Libraryhttps://adobe-aam-value.com/

Site Side Personalization

Audience Suppression

Audience Expansion

Identity Management

Cross Channel Activation

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Managing Audience Expansion Strategy with Adobe’s DMP

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Data Explorer

Lookalike Modeling

2nd & 3rd party data

Over 200 integrations

Data governancein place

Trait Recommendations

People based destinations

© 2020 Adobe. All Rights Reserved. Adobe Confidential. 18

Expansion to Durable People-Based Identifiers

3rd Party Cookie Ecosystem

Hashed Customer Identifiers

Global Device Identifiers

Adobe 1st Party Cookie

Directly Identifiable Data

NameAddress

Email Mobile #

Hashed EmailCustomer IDHousehold ID

IDFAGAIDRIDA

ECIDChrome cookiesIE/Edge cookiesFirefox cookies

People-Based IdentityDevice-Based Identity

Trend - Replacement of 3rd party cookies

Less durable

More durable


Why data governance is ESSENTIAL

Compliance - While Audience Manager does not ingest name, address or email information, managing customer data in accordance with your organizations policies is important

User Access - DMPs, Audience Manager included, touch multiple pieces of the enterprise – ensure the right access is given to the right groups.

Cleanliness – with lots of data assets coming into the DMP, leverage data controls and governance to keep the data as fresh and relevant as possible

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Agenda

20

Customer Challenges

Key Takeaways

Audience Expansion


Adobe.com Use Cases





Key considerations:

❑ Are workflows purpose-built for marketers?

❑ Is it possible to stream data collection?

❑ Are controls in place for trusted profile management?

❑ Does activation take place in real-time?

CDPs: Combining known and unknown data

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Customer data platforms (CDPs) provide:

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40%Improved

personalization and marketing message

39%More powerful

tools for querying customer data

37%Improved access to

customer data

Source: 2019 CDP Buyer’s Guide by The Relevancy Group


Customer Data Opportunities for Marketers

Unified Profile Data Connected Experiences Market Responsibly

Build a complete view of the customer to overcome data siloes

and make data accessible for marketers.

Deliver personalization that drives marketing performance with relevant messages across different channels and devices.

Confidently address regional and organizational requirements for managing known and unknown

customer data with unified governance tools.

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Combine Unknown & Known Customer Data into a Unified Profile

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Marketers need a single system to manage both behavioral and personal data with scale, speed, and precision.

Person Attribute Data:Pseudonymous Behavioral Data:

Key to understanding who the customer is.• Name• Gender• Address• Loyalty status

Critical for determining what message to deliver next!• Search Ad clicked• Website visit• Opened email offer • Click-thru to site on mobile


CDPs can supercharge your data management workflow

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AUDIENCE CREATION DATA OUTDATA IN

Ingest and centrally manage 1st party data

Ingest and unify ALL customer data, such as cookies, devices, hashed IDs and directly identifiable to create a Real-Time Customer Profile

Surface insights to build relevant audiences

Surface individual and aggregated insights and build audiences with high scale and high granularity

Activate audiences to deliver personalized

experiences

Activate to marketing destinations in the advertising ecosystem, personalization systems, and customer systems.


Real-Time CDP Business Value

Combine your rich behavioral data with complete customer profile data to power connected experiences that drive ROI online-offline and across channels.

AccelerateMarketing Use Cases

at Scale

Govern Known & Unknown

Data Usage

SimplifyData Integration &

Activation

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Agenda

27

Customer Challenges

Key Takeaways

Audience Expansion


Adobe.com Use Cases


Future proofing checklist




EXPERIENCE PLATFORMExperience system of record

❑ Can you create a single profile made up of both known and unknown data?

❑ What is your experience system of record?

❑ Will your tech scale with your evolving use cases?

❑ When is time to buy vs. build?

❑ Do your vendors have staying power?

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Adobe.com: Unified real-time profile

Adobe Target - Site

Adobe Ad Cloud - Media

Adobe Campaign - Email

ChatSusanne Rose

In Product

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Agenda

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Customer Challenges

Key Takeaways

Audience Expansion


Adobe.com Use Cases


Key Takeaways

How to Future-Proof Your Customer Data Management Strategy

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1. Start with your use cases.

Audience Expansion in the world of evolving

identity


of DMPs and CDPs

The power of the real-time customer profile

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2. Consider scalability when evaluating a build vs buy decision.

Audience Expansion in the world of evolving

identity


of DMPs and CDPs

The power of the real-time customer profile

DMPCDP Platform

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3. Build a center of excellence (COE).

Marketer Data Scientist CDO / IT

End User

End User

Data Strategist Data Strategist

Budget owner Budget ownerInfluencer Influencer InfluencerBudget owner Influencer

Data Strategist

Marketing Technology

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© 2020 eMarketer Inc.

How to Future-Proof Your Customer Data

Management Strategy

Please submit any questions you have and we’ll do our best to address them! All registrants will be receiving a follow-up email with a link to view the on-demand materials.

➢You can register for upcoming Tech-Talk and Meet the Analyst Webinars at: emarketer.com/webinars

➢January 29 | The Anatomy of a Perfect Review

➢February 5 | Insights to Action—Create and Deliver Personalized Content

➢Be sure to also check out eMarketer’s “Behind the Numbers” podcast for daily, freewheeling conversations about the ways digital is transforming media, marketing, business and even life. Tune in at: emarketer.com/podcast

Tech-Talk WebinarQ&A Session

Sponsored content presented by

Fred Kuu

Group ManagerAdobe

Douglas Clark

Global Director of Public RelationseMarketer

MODERATOR

PRESENTERS

Rakhi Patel

Principal Product MarketingManagerAdobe

Documents

Fred Kuu Group Manager Adobe Your Customer Data · 1/28/2020 · data in accordance with your organizations policies is important . User Access - DMPs, Audience Manager included,