Author Archive: adobeapac

Making data readable

john-batesJohn Bates, Senior Product Manager, Predictive Analytics, Adobe Systems

 

 

 

In 1450 Johannes Gutenberg invented the movable type printing press. The advent of this marvelous mechanical device led to a sharing of general knowledge that had not been seen in the world until that time. Until that point in history only governments, churches and the rich could afford the knowledge that books provided. Suddenly, owning a book was within everyone’s reach. Arguably, having the ability to compile and share knowledge on a larger scale altered Western culture forever. It wasn’t until Melvin Dewy devised his decimal system in 1876 that a system for keeping up with all of these books was standardized; 425 years after books began to become available to everyone.

What does that have to do with Analytics? There are several correlations between Europe after the advent of the printing press and marketing today. The common person in Europe could neither read nor write, the resources were not readily available to the average person. The same could be said for data in today’s world. With the advent of analytics more information is available in a very pure way, but much like reading and writing during the era prior to the Renaissance, there are not enough people who can understand and utilize the data provided. Luckily, no one will have to wait 425 years for a standardized way to organize and understand the data that is so readily available.

Imagine walking into the world’s biggest library and, without the Dewy Decimal System, you have to find several books for a report. It could be done, but not easily, and not productively. Big data presents many of the same challenges to those who do not have the knowledge or a guide to help them reach their goals. Through the use of Adobe’s analytics solution and application of our marketing maturity model and a little coaching it is possible for anyone to:

  • Identify anomalies and know how to interpret and apply the knowledge gained from them.
  • Explore relevant data patterns to replicate success or avoid disaster, streamline business, and make your company more agile than ever.
  • Gain an understanding of how customers leverage Adobe Digital Marketing Cloud to drive even greater success.

Going back to the world’s biggest library, most of you have piles and piles of data that you collect and keep. Big Data contains vast amounts of information about customers, products, and habits that can help you sell advertising, build better customer relationships, or prevent subscription cancellations. Learn how easy it is to identify anomalies, explore relevant data patterns, build audience clustering models, score each customer on their likelihood to complete an action, and optimize your marketing.

The Adobe Digital Marketing Symposium is taking place today at Sydney – follow the conversation via #AdobeSymp

Captivating Your Audience

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Amy Robson, Social & Media Optimisation Specialist, Adobe Systems - @a_rob84

 

 

With only days left till Adobe’s Digital Marketing Symposium, you might still be wondering what breakout session to attend? If you’re like me and you get excited about innovative and more effective ways to acquire customers or want to know more about the role social can play in a customer’s journey, then Captivating Your Audience is where it’s at.

  • Hear about the newest innovations from our leading digital ad optimisation solution – Adobe Media Optimiser. Innovations that have delivered proven ROI uplifts on average of 16% (this is on top of the usual 20% uplift!!). I know… pretty cool right?!
  • Get a better understanding of how to get the most out of Audience Management from the perspective of someone who has gone through the evaluation process as both a publisher and advertiser. 2014 is the inflection year for programmatic buying, so if you’re interested in delivering more targeted ads or experiences in real time, then don’t miss this!
  • Figure out how socially mature your business is with our social maturity model. Aimed to help businesses grasp where they are in the maturity curve and realise strategies to help become a leading social brand.
  • Leaving the best to last, we end with sessions revolving around integrating social successfully into customer communications and marketing strategies. Whether this is delivering an integrated campaign, or hearing best practices on how to engage with customers, we help join the dots and realise the value of an integrated strategy.

If you haven’t registered for Adobe’s Digital Marketing Symposium in Sydney on 22 July, then be quick to register today as places are filling fast!

Nobody Said Reinvention Would Be Easy

Liz Miller, Senior Vice President of Marketing, CMO Council -@lizkmiller

Confidence is growing. Sophistication is escalating. Marketers are advancing digital like never before across Asia-Pacific and Japan. But now comes the really hard work.

Today’s marketing organization is at an impasse. We must all make the active decision of whether we are going to cling to the branding and advertising tenets of the past—filled with loose measurements and traditional tactics—or venture into the fast, often out-of-our-control space known as our customer’s digital reality.

Image courtesy of KROMKRATHOG / FreeDigitalPhotos.net

 

 

Here is the singular point of truth to remember: Our customers are already digital. Consider this:

1,621,000: The number of active mobile consumers in Asia

969,583,240: The number of active social media users in Asia

1,255,745,291: The number of active Internet users in Asia

 

 

 

 

While marketer confidence is growing, so is a sense that we are just at the start of one of the hardest journeys that the industry has ever seen: catching up to our customers. We are facing a reinvention, a renaissance of marketing that will usher in a new era of business-minded, data-driven, social and mobile-savvy marketers.

When I look at the findings from last year’s “APAC Digital Marketing Performance Dashboard 2013,” conducted by the CMO Council in partnership with Adobe, two items immediately jump out as things we must stop doing immediately as this reinvention takes off:

• Stop accepting less than exceptional measurements. We cannot afford to market without measuring. According to last year’s survey, only 17 percent of marketers feel they have an excellent or very good grasp on digital marketing measurement and analytics, with 34 percent admitting this area needs improvement. We need to measure marketing outcomes and results against the businesses we are being tasked to drive.

• Stop hedging your digital bets…allocate! Global marketers are investing between 25 and 35 percent of their overall marketing budgets specifically to digital, and we are seeing this number shift and grow dramatically year over year. However, marketers in APAC are spending far less as only 14 percent of survey respondents are spending on par with their global peers. We need to invest properly in the engagements, experiences and channels that are yielding measurable and profitable impact for our brands. It will be hard, but it can and should be done. Consider Molendez, the company behind brands like Oreo and Trident, which will allocate 50 percent of its budget to digital by 2016. Will it be easy? No. But Molendez rightly believes it needs to go where its customers are engaging.

As we prepare for the upcoming Adobe Digital Marketing Symposium, I challenge all of us in marketing to take a hard look at what we need to stop doing in order to spark this reinvention of marketing. What role will each of us play in this advancement?

If you thought the data points I shared in this post were interesting, I’d like to invite you to be part of our 2014 study by taking a short survey that will ask where you are in your brand’s digital marketing maturity. As a thank you for your time, we will share a complimentary copy of the report with you once it is published later this year. Take the survey here.

Personalization: The Dark Art to Engaging Crowds

 Scott Thomson, Senior Manager Industry Strategy APAC, Adobe Systems

Scott's blog 1

There’s a dark art to talking to or performing in front of crowds. Bands do it. Magicians do it. Politicians and inspirational speakers do it. They personalize their performances and their messages.

A politician enters a crowded auditorium and as she walks down the aisle she stops to warmly shake hands with a few people on the aisle and shares a few friendly words with each.

The lead singer in a band bounds onto the stage of a packed arena, punching the air with energy. He pauses at the stage edge as if he’s caught someone’s eye in the crowd. He smiles broadly, points and waves at what appears to be a fan he’s spotted. He then calls out to the whole city all the time maintaining a pointed finger to his “friend” in the crowd.

Once you stop treating the crowd as a crowd and start focusing on individuals, the crowd notices! The more you do it, the more the crowd engages.

One by one, the experience and expectation in the crowd becomes, that this isn’t just a one to many thing. It’s about the performer and me, a unique, unrepeatable, magic moment shared. Even people who don’t get individually called out still start to believe this.

As the market matures it moves its practices from broad reach & frequency, multi-channel communications and starts focusing strategically on customer journeys and customer centric communications, we begin to see the imperative of getting into the crowd, waving and smiling and connecting with our customers where they are.

Quite simply, we are moving from an enterprise centric marketing approach to a customer centric marketing approach.

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Scott's blog 3

 

 

 

 

 

 

 

Two potential challenges for the near term will be if we see the bulk uptake of addressable TV and the predicted mass uptake of wearables. Not long to go, we were saying, “Next year will be the year of mobile”. We kept saying that year in, year out – 2007, 2008, 2009… then we got to 2010 and uptake passed critical mass and people were scrambling for mobile resources and desperately trying to get apps to market.

Think about the “year of connected devices”, including TV and wearables. When do you think that will be? – 2015, 2016, 2017? Especially with TV, what happens when the bulk of TV marketing and content suddenly has access to address their audiences individually?

Are marketing and content teams laying down the foundations and skilling up their teams to have personally addressable conversations? Are they working towards addressable conversations with customers across TV, tablets, mobiles, wearables and the potentially dizzying array of addressable Internet of Things we are promised? Are we being wise or will we be left scrabbling?

There are now and will be in the near future more ways than ever before to use all this to listen, predict, assemble and deliver all kinds of content in near real time to our customers. We could also match the context and journey of the customer to meet them where they are most engaged and most receptive to our messages. How are you coping now and how are you preparing for the future?

Join my colleague, Kevin Lindsay, and me at the Adobe Digital Marketing Symposium 2014 in Sydney and Singapore where Kevin will conduct a deep dive into personalization and I will cover Data Management Platforms – Your Audience Matters.

Also, find my presentation on personalization (with the Australian spelling) as well as data driven advertising on my slideshare: http://www.slideshare.net/sufood

Confessions of a marketer – the truth is out

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For those of us who work in marketing day-to-day, there’s no denying that so much has changed. But many of our CMOs and industry peers just haven’t kept up. Do you agree?

We took to the internet to ask marketers across Asia Pacific (APAC) what really goes on in their organisations and here are some of the results:

  • 54% of APAC marketing leaders base decisions on what management wants, rather than data
  • 39% of marketers believe their team is not aligned with all the business functions, including IT, customer service, and operations, to drive digital programs.
  • 64% of APAC marketing leaders value digital results over traditional metrics
  • 47% of APAC marketing leaders claim to embrace social, but someone tweets on their behalf.
  • 70% of CEO’s believe digital and social can deliver business transformation.

It seems that although many marketing leaders value digital, they are still holding back and afraid to take the full leap forward. Many are still guilty of following top management decisions rather than adjusting their marketing efforts based on the data as well as claiming to embrace social but rely on others (probably an agency) to tweet on their behalf.

Here are some of the other things marketers had to say:

  • “1. The results from digital programs cannot convince management that they may need to invest more. Although feedback and results say otherwise. 2. ROI and Sales are still the main indicators.”
  • “There are times when ’conventional wisdom’, ’what the founders / investors prefer’, and ’quick fixes’ take over from decisions based on data and facts.”
  • “There is a great interest in digital at C-level thanks to social media. But on the other hand, very few marketers are trained in it or know how to use it to deliver campaigns and metrics in the right way to the C-level audience within companies. Currently the drive to show ROI has made marketers show analytics based on random apophenia rather than quality gains from marketing which are actually a mix of quantitative and qualitative metrics rather than a numbers game alone.”
  • “The cost ratios of digital marketing are attractive to senior management in a company. However, the real question is whether non marketers truly understand and buy into the value (as opposed to cost savings) that it brings. The process of internal education remains an important component of the mix.”
  • “When metrics are still based on traditional marketing, numbers generated by digital activities cannot be accurately tracked and taken into account.”

The majority of marketers agree there is an interest in digital by senior management but generally there is also a lack of understanding and skill on how to leverage it. The power of digital is endless and companies which adopt digital marketing into their overall strategy will have a better idea of their customers and how to engage with them, all in real time.

Looking to drive your company’s digital transformation or improve your digital marketing strategy? Attend Asia Pacific’s most anticipated digital marketing gigs of the year – Adobe Digital Marketing Symposium. Register now to attend the Sydney Symposium on the 22 July and Singapore Symposium on the 24 July where marketing experts and innovators will share the latest digital marketing know-how.