S607_PersonalizationProfitability_RussLewis

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1

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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

S607: Personalization & profitability: Combining Adobe Target, Adobe AudienceManager, and Adobe Analytics for success

Daniel Stubbs, Executive Director Condé Nast | Russ Lewis, Consulting Manager Adobe



Pre Adobe State


SOLUTIONS

CORE SERVICES

Adobe Marketing Cloud

PLATFORM

ANALYTICSEXPERIENCEMANAGER

CAMPAIGNMEDIAOPTIMIZER

SOCIAL TARGET

ACTIVATION

ASSETS

COLLABORATION

EXCHANGE

MOBILE

PROFILES &

AUDIENCES

USER MANAGEMENT

& ADMINISTRATI

ON

Data & Content

PRIMETIME AUDIENCE MANAGER


Daniel StubbsExecutive Director Digital Intelligence, Condé [email protected]


Russ LewisConsulting Manager, [email protected]


Key Takeaways

Start with what you know

1Prioritize

Objectives

2Evolve automation

3


Profit from personalization,

discover how to scale data and content

through Target and the marketing cloud


Condé Nast

11

100 year old company with 21 brands from fashion to technology

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.12

2012 • Creative Cloud• Analytics

2014 • Dynamic Tag Manager• Data Work Bench

2015• Adobe Target Creative• Automated

Personalization

2013 • Audience Manager• Target

Path to Personalization


Key Takeaways


1Prioritize

Objectives

2Evolve automation

3


State of Condé's Business

14


This is our reader

Read her Facebook feed

Call her friend

Email her boss

See the red carpet photos

Comment

Read a second story

Follow us on social media

Sign up for a newsletter

Buy the magazine

View and Click on the ad

Buy the advertised product

She will give us 15 seconds to make an impact

Make dinner reservation

Say something hilarious on social

Don’t get hit by car


Personalization Problem

16

Device

Content

Digital Sales

Addicts

Subscribers

Editors

Audience Development

Subscription marketing

Referrer

New readers


What do we know?

17

Loyalty is the top metric for Condé

20x more pages than the average visitor

50% more likely to engage with ads

8x more likely to convert to a subscription


Prioritization

18

Customer Journey Internal StakeholdersAcquisition – Consume a single piece of content

Edit/Audience Development

Engagement – Consume multiple pieces of content

Edit/Product Management

Loyalty – Repeat visitation Edit/Subscription MarketingConversion – paid subscription Subscription MarketingMonetization – targeted ad experience Digital Ad Sales


Key Takeaways


1Prioritize

Objectives

2Evolve automation

3



Acquisition: What type of headline attracts?

A

B

Campaign DetailsConsumer Journey

Acquisition

Internal Client Edit/Audience Dev

Ease of execution

Easy

Data needed NoneEngagement lift 56%Learning Alliteration works


Engagement: Personalizing content to the user


Engagement

Internal Client Audience DevEase of execution MediumData needed Behavioral data

Lift in Monetizable Inventory

26.28%

Learning Automation works





Loyalty: Does a targeted newsletter interstitial increase email acquisition?


Loyalty

Internal Client Edit/ProductEase of execution

Medium

Data needed Behavioral data

Email acquisition

10x increase

Learning Targeted newsletters increase acquisition significantly


Conversion: How do we personalize magazine cross sells?


Conversion

Internal Client Subscription marketing

Ease of execution

Easy

Data needed None

Subscription lift 11%

Learning Challenge prior knowledge

Winner


Key Takeaways


1Prioritize

Objectives

2Evolve automation

3


DATA INGESTION• Unified user profiling• Rules-based & algorithmic segmentation• Real-time activation & data transfer

AUDIENCE SEGMENT DELIVERY / ANALYSIS

OU

TBO

UN

D

TARG

ETIN

GAU

DIE

NCE

SE

GM

ENTA

TIO

ND

ATA

INPU

TS BROWSING / BEHAVIOURAL DATA

SUBSCRIBER DATA

Adobe AudienceManager

AudienceManager at a Glance

2ND / 3RD PARTY DATA

Adobe Analytics

SOCIAL

SEARCHRICH MEDIAVIDEO CAROUSEL

DISPLAY

DIGITAL EXPERIENCE

EMAIL / CRM

SITE OPTIMIZAT

IONDIGITAL MARKETING

MOBILE

CRM

AuthenticationBroadcast

PublisherPartnerAgency Co-op


The Use Case

30

Adobe Target

Customer sends information from database1 Database sends

cookie matches to Audience Manager2 Audience Manager

sends data to Target3

Audience Manager


Developing the “Right” Message

GoalCreate persona for Addicts to inform test copy and creative design

Glamour Addict: LaurenAge: 35Occupation: Stay-at-home mom of 2 kidsHHI: $100K+“’I may be a busy stay-at-home mom who’s always on the go but I have many interests and always want to make sure I look good!”

StyleI may be a mom but I especially want to make sure I have fabulous hair

DiningI’m always on-the-go so ready-to-eat foods are my best friend. I also like to indulge in delicious pastries!TravelTraveling to foreign places is a great way for me to learn about other cultures

MediaI’m always up-to-date with the latest news & current events

AnalysisUsed Audience Manager/comScore-Fusion MRI to gather psychographic/demographic information about Addicts

31


Phase 1 Testing

Experience AControl Copy

Control Creative

Experience BTest Copy

Control Creative

Experience CTest Copy

Test Creative

Test Population: All Glamour.com VisitorsTest Design: 3 Experiences, 33/33/33 splitTesting Period: January 12 – January 30, 2015 (~3 weeks)

32

Result: Experience B performed best in aggregated and across most segments

(including Addicts)


Results to date

Experience AControl Copy

Control Creative

Experience BTest Copy

Control Creative

Experience CTest Copy

Test Creative

Top Performing Segments: AddictsBottom Performing Segments: Mobile/Social visitors, New visitors

33

Winner: 23% Lift



Propensity Model – New Yorker Paywall

35


Propensity Model – New Yorker Paywall

36

Majority of visitors have very low likelihood to subscribe

Those in the 60-80% range total to be approximately 250,000 visitors



Key Takeaways


1Prioritize

Objectives

2Evolve automation

3


Q&ADaniel Stubbs

[email protected]: /pub/dan-stubbs/17/833/670

Russell [email protected]

LinkedIn: /russelljlewis


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Thursday

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Integration Requirements - http://adobe.ly/1zy0P6o

1. Configure Destination

2. Update mbox.js

3. Validate parameters

41

4. Create Segments


How we are passing the data

42

Pass mboxPCID to Analytics Build model in Data

Workbench Identify which SiteCatalyst

ID’s fall into the top deciles of the model

Push these ID’s over to Target

Documents

S607_PersonalizationProfitability_RussLewis