Insights to Action: Create and Deliver Personalized Content Building an Agile Digital ... · 2020-04-12 · © 2020 Adobe. All Rights Reserved. Adobe Confidential. Insights to Action:

© 2020 eMarketer Inc.

Insights to Action: Create and

Deliver Personalized Content

Josh van Tonder

Group Manager, Product Marketing

Adobe

Douglas Clark

Global Director of Public RelationseMarketer

Sponsored content presented by

MODERATOR

February 5, 2020Tech-Talk Webinar

PRESENTER

Bill Phillips

Applications ManagerEsri

Steve Schultz

Head of Marketing TechnologyEsri

PRESENTER PRESENTER

© 2020 Adobe. All Rights Reserved. Adobe Confidential.

Josh van TonderStrategy and Product

MarketingAdobe

Steve SchultzHead of Marketing

TechnologyEsri

Bill PhillipsApplication Manager

Esri


Insights to Action: Create and Deliver Personalized ContentBuilding an Agile Digital Foundation


Agenda

▪ Introduction

▪ Context and Trends

▪ ESRI delivers a digital foundation

▪ Q & A


Brands need

to tell their story

everywhere


Marketing & IT teams are tasked to keep up with

demands of their customers

© 2019 Adobe. All Rights Reserved.

CONTENTCHANNELSCREATIVITYEXPERIENCESENGAGEMENTFORMATS

More


And all of it

FASTER


Telling your story

requires going from

ideation to delivery in a

fraction of time…

© 2019 Adobe. All Rights Reserved. © 2020 Adobe. All Rights Reserved.

… and requires cloud agility


Deliver fast, personalized experiences on any channel

Source | CreateIngest any number of content types: Creative Cloud, Stock,

Brand Assets and more

Manage | AssembleEasily store, find and compose

varied experiences

Personalize | DeliverIntelligent personalization and

channel-agnostic content delivery

Web & Mobile Site

Dynamic Forms & Docs

Connected Screens

Email

Single Page App IoT Apps

Social Media

Mobile Apps

Smart Content Services

Powered by Adobe SenseiArtificial Intelligence & Machine Learning

12

Adobe Experience Manager


Critical Pillars Supporting Successful Digital Foundations

Open & Extensible APIsEcosystem Innovation

Faster Time-to-Value

Streamline marketing operations and application

development to realize quick time to value

Omnichannel Experiences

Create and deliver experiences across any channel, device or app

Cloud Agility

Cloud native services that is always current, scalable and

available

Experience Optimization

Deliver AI driven personalized experiences at scale


The Esri Story

A digital foundation to power the science of where

Bill PhillipsApplication Manager, Esri

Steve SchultzHead of Marketing Technology, Esri


Who We Are

15

Esri builds themost powerful mappingand spatial analyticsproducts in the world.

“Esri’s data-rich maps are the secret weapon behind many of today’s most successful brands.”- Fast Company


What Esri Customers Do

Real-timeSituational Awareness at the Port of Rotterdam

16

MappingPlanets with NASA

Market Planning& Site Selection

Urban Development& Sustainable Growth

Governmentstackling homelessness, opioid addiction, and inequality

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

Strategic Business Objectives

Accelerate Revenue Growth

Create Human Connections

Expand Market Share


65 Industries Across 12 sectors.

ArcGIS Online

ArcGIS Pro

ArcGIS Enterprise

ArcGIS Living Atlas of the

World

ArcGIS Apps

Esri Products

GIS Mapping and Location Analytics Real Time Imagery Field 3D MissionLocation and Spatial Data Analytics Management Operations Visualization Focused

Enablement Science Analytics Analytics LocationSystems

8 capabilities x65 Industries x

5 Product Lines x65 Products

Not to mention Esri Services like Training, Professional Services, and other offerings

beyond the core products and capabilities

Scope of Marketing


Email Blasting Engine

• No Marketing Automation

• Minimal Personalization

State of Esri Marketing Tech Four Years Ago…

CRM and MAS didn’t talk to each other

• No insights to marketing results

• No reporting on Leads

Good mid-funnel

• 22% Opens

• 2% Clicks

• 0.1% Unsubscribes

Poor top-funnel

Struggle to reach new audiences

Groundswell of staff feedback.

Directive to modernize marketing

Started Marketing

Modernization


Capabilities 2014 2015 2016 2017 2018 2019

Marketing Automation & CRM

Lead Management

List & Data Quality

Customer Insight

Analytics

Asset Management

Workflow Management

Web CMS

Marketing Enablement

Event Management

Social

Data management

Personalization

Advertising

Marketing Technology Capabilities | Our Digital Transformation


From This…

23

TO…


Adobe Analytics

Adobe Audience Manager

Adobe TargetAdobe Analytics

Adobe Audience Manager Adobe Analytics

MarketingAutomation

Customer Relationship Management

Web Content Management Adobe

Sites

Adobe Digital Asset Management

Adobe Ad Cloud

CRM AEM

Power BI


Search

AdWords

Facebook

Programmatic Display

Email

Linkedin

Dis-integrated Campaign Experiences

© 2020 Adobe. All Rights Reserved. Adobe Confidential.26

2X Increase in Page Visits

29% Increase in Form Submissions

Integrated Campaign ExperiencesSearch

AdWords

Facebook

Programmatic Display

Email

Linkedin


Integrated Marketing

Method. Skillset. Results.


• 30% improvement in SEO

• 16% jump in Site traffic

• 92% decrease in total pages managed


AB testing was used to compare 5 CTA variants and determine which language delivered the greatest click rate

Winning variant had an 11% lift vs Control

Further analysis revealed the most effective CTA language differed for New vs Returning visitors

Personalization will be used to deliver the best performing CTA to New and Returning visitors

CTA Optimization

Example 1: Sub-nav CTAs on key pages


Target has been used to create personalized versions of campaign landing pages to ensure:

• Visitors see content relevant to them

• Landing page content is consistent with content consumed prior to visiting the website e.g. a Google ad

• Increases their likelihood of converting

Each version of the page has imagery and messaging personalized for a specific audience segment relevant to the campaign

Example:

• 3 personalized versions of the Supply Chain landing page were created for 3 audience segments

• Form conversion rate for visitors who saw personalized versions was 2.66% (+25% versus those who saw the non-personalized version)

Campaign Optimization

Landing Page Personalization


Improving our Cloud Agility – moving towards a real time

model

33

• Real-time authoring and experience deployment• Automatic access to latest features• Improved integrations with Adobe Cloud• Seamless scalability• Continuous Integration• 20-40% efficiency improvements• 40% Increased admin efficiency• Up to 10X Faster asset ingestion

CloudAgility



Results

35

YoY Marketing Sourced Revenue287% 2017 – 201866% 2018 – 2019

Increased Revenue

Bringing Ad Cloud in house, leveraging AAM/AA saw 50% reduction in CPLs

Efficiency gains

59% YoY Increase Unique Visitors

33% YoY Increase in Form Submissions

Higher web traffic & conversions


The Journey Never Ends

36

What’s next for our digital transformation journey?

Omnichannel, Multi-touch attribution,

ABM – Sales Enablement

Sensei / AI: Customer AI, Leads AI, Journey

AI, Attribution AI

Personalization phase 2


Benchmark Results For Deploying An Effective Digital Foundation

38

Top Line Benefits Cost Savings

10% 23%Increase in Site Visits & 2% increase in conversion rate

Increase in efficiency of digital teams

33% Reduction in TCO

Business Agility

27%faster delivery of content by

digital marketing teams

348% 3-year ROI


Agile content delivery across channels starts with a central

content engine

Integrate data to drive insights and optimize

content at scale

Strive for ease of use and marketer empowerment

to accelerate time to market with content

Key Takeaways

1 32


Q&A and Next Steps

40

To learn more about creating and delivering personalized content with Adobe, visit:

Adobe.com/Marketing/experience-manager.html

© 2020 eMarketer Inc.

Insights to Action: Create and Deliver Personalized Content 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

➢February 12 | Empathy—The No. 1 Driver of Growth in 2020 and Beyond

➢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

Josh van Tonder

Group Manager, Product Marketing

Adobe

Douglas Clark

Global Director of Public RelationseMarketer

Sponsored content presented by

MODERATOR

Tech-Talk WebinarQ&A Session

PRESENTER

Bill Phillips

Applications ManagerEsri

Steve Schultz

Head of Marketing TechnologyEsri

PRESENTER PRESENTER

Documents

Insights to Action: Create and Deliver Personalized Content Building an Agile Digital ... · 2020-04-12 · © 2020 Adobe. All Rights Reserved. Adobe Confidential. Insights to Action: