Posts tagged "digital analytics"

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

What do the Box Office Tickets and Cyber Monday Have in Common?

Adobe marketing insights predicted what was going to happen, with incredible accuracy:

Working with over 6,000 of the world’s leading digital marketing brands, we get a great view of what is going on in the industry: by geography and by vertical industry. Add to that, our research department’s primary research, and third party data we buy, and our “Digital Index” team have been churning out insights every marketing leader should pay attention to.

This webinar will summarise the findings so far ­ a few that are of broader interest, like the Oscars and Cyber Monday, but more that provide practical insights that should inform your digital marketing strategies.

Examples include:

  • The Rise of Tablets
  • Attribution of Social Media
  • APAC Search Marketing Trends
  • Digital Video Index
  • Performance of Google PLA

Date: 12 March 2014, Wednesday

Time:

9.00am – 10.00am India, Sri Lanka
10.30am – 11.30am Thailand, Indonesia,
Vietnam
11.30am – 12.30pm China, Hong Kong,
Singapore, Taiwan,
Macau, Malaysia, Philippines,Perth
12.30pm – 1.30pm Korea
2.00pm – 3.00pm Adelaide
2.30pm – 3.30pm Australia (Sydney, Melbourne,
Canberra)
4.30pm – 5.30pm New Zealand

Format: Online Webinar

Power to the Marketer!

Srihari Palangala, Senior Marketing Manager Digital Media, Adobe India – LinkedIn

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Every single opportunity to listen to the customer and market delivers more power to the marketer.  The digital era provides a choice of open and direct customer listening possibilities. Because of this, the next decade is an absolutely great time to be a marketer. Digital avenues and technology will allow marketers to play increasing strategic roles – helping script moves that have manifold impact on the business. More importantly, data and technology make it easier for marketers to move away from a purely tactical view and engagement – not to imply that tactical is not just as important by any means!

Here are three specific areas where I see technology and digital outreach providing more power to the marketer:

1)      Marketers can scale volumes of business data more easily - If you are reaching consumers with your product or service, then you can target (create awareness), deliver the right message (drive interest) and fulfill consumer purchase transactions online. Marketers in this case, such as in the FMCG world, play a key role in driving business – while firmly in the driver’s seat.

On the other hand, if you are marketing to businesses (SMBs or Enterprises), then you can drive inbound interest from influencers/decision makers. When coupled with good CRM systems, digital marketing can help you monitor conversion and sales funnels better. As you understand your conversion funnel you can have funnel metrics-driven marketing programs. I’ve talked about elements of digital marketing in this slide deck.

2)      Marketers can focus on profitable business customers and on margin contribution – With digital outreach you can closely measure and constantly drive down the customer acquisition costs (variable costs). As you acquire customers, you can also track and measure the ‘quality’ of the customer and constantly target to pursue profitable (and returning) customers. Finally you can observe and track life-time value of customers and run targeted activities to keep customer engagement and retention high.

3)      Marketers can embrace the Internet to scale distribution and reach – Search, social and mobile has transformed the Internet experience for everyone. The number of people a marketer can potentially reach with technology today is astounding — about 40% of the world population has access to the Internet: ~10% through fixed broadband and ~30% through mobile broadband. And people are spending an increasing amount of time online. Digital allows us to quickly determine which marketing channels are working, and if they are not then we can fail fast and switch to more effective approaches. And as we see pilot campaigns delivering results, they can be potentially scaled up. Technology also allows us to look at effective ways to bring offline and online together on marketing campaigns.

The above said, from a practitioner perspective there is a lot of data to handle, digest and rationalize to be successful. This can be a daunting task – but nobody said that coming to terms with the new “marketer power” was going to be easy!

Manorama Online teams up with Adobe Marketing Cloud

Manorama Online is implementing a complete end to end Adobe technology solution for fast and flexible delivery of content across multiple channels and devices including mobile and social networks with the objective of driving digital transformation initiatives for the company.

It’s All About the Customer

Hisamichi Kinomoto, VP Marketing, Japan and Asia Pacific, Adobe Systems- LinkedIn

Hisamichi KinomotoCustomer is King – and the best way to provide outstanding service is through a personalised experience.

This is exactly what Shinsei Bank aims to achieve as they adopt Adobe Analytics, part of the Adobe Marketing Cloud, to support multi-channel marketing and personlise customer experience, alongside a major website refresh.

The introduction of Adobe Analytics to the Shinsei Bank’s website will help the team analyse trends and identify interests among site users in real time and utilize the results in digital marketing strategies, plus provide a personalised customer experience in web, mobile and branch environments by integrating the results with offline customer data and providing them to each branch.

The newly implemented system will be used to integrate customer data from Shinsei Bank’s website and offline transactions. This allows Shinsei to recommend offerings on its website and suggest products to customers at branches. In addition, Adobe Analytics will speed up the system overall, as the analysis of customer trends can be based on website data rather than just offline customer data as before.

By implementing this entire cycle automatically in real time, Shinsei Bank has achieved a system that not only accelerates the Plan Do Check Act (PDCA) cycle, but also helps the bank offer more targeted and relevant services,  by combining customer behavior data from its website with offline purchasing histories.

For more information, here are some helpful links: