Posts tagged "Web Analytics"

Are you connecting the digital dots?

Umang Bedi, Managing Director – Adobe, South Asia LinkedIn

Mr Umang Bedi Adobe Systems India (189)The marketing world is undergoing a tsunami of change. This rate of change is compounded by the sheer quantum of data being generated from multiple sources be it CRM data, third party data, user preference data or the massive deluge of social data . The main struggle that marketers’ today face is how to get meaningful insights from this vast quantity of data. Additionally, today marketing is a boardroom conversation where marketers have added pressure to justify the ROI on marketing budgets which itself is just the tip of the ice berg.  An effective marketing organization needs to keep pace with these changes.  How does a marketer surface insight from the vast quantity of data and decide what step to take next? Marketers need to understand how campaigns are performing, which creative to use and how to deliver those campaigns and across which devices.  Additionally, this must happen whether the campaign is a search ad, mobile app, on a social platform, email, landing page or the entire web site which adds to the complexity of data mining to gather the right insights.

 

The Digital Self

This vast quantum of data, in all its forms, paints a picture of who your customer really is – the ‘Digital  Self’ which is a whole new source of intelligence and influence. Within this, lie the smaller, critical insights that will drive success for the marketer. It is this tremendous idea that whether you are an advertiser, marketer or publisher – it’s the small things that bring meaning to every digital interaction and experience. It is this that lets us rethink what’s possible; taking signals and creating something magical transforming it into an expression of a brand connecting with real people. Not people who reside in rows and columns of a database but real people who have wants, desires and needs. It is about taking the countless signals, the self-defining choices, and turning them into meaningful experiences. Not just for the 1.5 billion individuals who are online everyday but also for the next billion who are coming. The Digital Self reflects how individuals are represented online – their likes, friends, purchases, comments, and everything that is shared through digital channels. If we can learn how to take these signals and map the patterns in a way that helps create more meaningful digital experiences it will change the way we advertise, market and publish and the way we reach each other.

 

Data and Content – Two sides of the same coin

Data is at the very core of digital marketing. However, data isn’t actionable alone – it is simply the left hand of digital marketers. The right hand is content. Content is elemental, it is beautiful, expressive and what brings experiences to life. It is content that provides the substance and drives people to take action – knowing what you want, seeing what you want and getting what you want. As marketers, we are creating more content than ever before; it is exploding just as much as data is. While content drives people to action, data is the enabler that helps amplify the content in small yet profound ways. We have often relied on cumbersome and time-consuming processes that require crunching large quantities of data over months to identify high-value audiences. As marketers, we need information that paints a full picture of the business- creative designs, advertising and analytics in one easy-to-access spot. There is a huge need in the market to help sort through terabytes of data quickly, to uncover valuable audiences and in a timeframe that allows them to promptly identify audiences based on shared characteristics and to also predict the probability of them converting. Digital marketers that get this are ripping out antiquated systems that simply do not scale and re-platforming their digital infrastructure.  But, the real payoff is the optimization that brings together data and content. It is the intelligence that allows us to deliver unique experiences to consumers that speak to them and inspire them to act. Everyone who engages with digital is exposed to a message, and if those aren’t just generic messages but connections that are relevant and meaningful to one’s interests and life – that’s even better.

 

The Last Millisecond

Marketers are tasked with delivering experiences to consumers in a fractional space of time: between the action – every swipe, tag, drag and click – and the decision – to buy, to subscribe, to join, or to leave the page. This is a concept which we at Adobe define at the last millisecond. To deliver a quality, engaging, in-context experience in that last millisecond, marketers need to overcome not only technology barriers but also organizational ones. It is not only about the right tools but how to work better with them. It is about understanding your customer. What do you know about this visitor? Where has he come from – banner ads, facebook posts, mobile app; is he an existing customer or is he a new visitor? What are his interests? What is the value that I can offer him? The system must be able to track his behavior, preempt his need and give him something relevant. This involves assimilating all the information I have, filtering it as per the interests of the visitor, understanding his requirement and delivering that onto an omni channel environment including mobile devices, tablets, kiosks and smart TV has to happen in the last millisecond. For example, the CMO of a car rental company would like to maximize revenue from car rentals during the holiday season. To accomplish this, she needs to know which potential audiences would be most likely to respond to a holiday car rental campaign. Today using advanced analytical tools this is a reality that will help the CMO analyze terabytes of multichannel data to uncover previously unidentified, high-value audiences, perhaps families of five or more and retired couples etc. These audiences are then ranked by their likelihood of converting, which in this case is defined as the customer actually picking up the car they reserve. Going even deeper, solutions today empower marketers to tailor match the interests of the potential customers. For instance, a six-person family would be offered a minivan while the retired couple would be offered a comfortable sedan. It is this kind of optimization in the last millisecond that activates ROI.  It drives a better experience for the customer, allows for media dollars to be spent more wisely and makes the delivery of content as effective as possible.

Getting access to the data that will deliver the information we need to build the right experiences can itself be a big challenge. Marketers need to be empowered to access their data at any time in a simple and efficient manner. Where marketers can connect the digital dots to deliver in that last millisecond, is where the big results start to happen.

Forrester names Adobe the only leader in Web Content Management for Digital Experience

A recent report published by Forrester Research recognised Adobe CQ as a leader in web experience management. “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” report looked at 10 web content management (WCM) products, one of which was Adobe CQ, across 100 comprehensive criteria such as vendor’s current offering, strategy and marketing presence.

With enormous amounts of data and content available online, organisations need to stand out to survive. Attention spans are getting shorter and organisations only have a small window of opportunity to capture the customer’s attention and stay relevant. What organisations need is a web experience management solution that helps delivers relevant and personal content based on desires expressed through data insights. This is where Adobe CQ comes into the picture.

Adobe CQ is the foundation of the Adobe Experience Manager solution within the Adobe Marketing Cloud. It provides digital marketers with easy-to-use, web based applications for creating, managing and delivering personalised online experiences. Reaching your customers in this evermore-crowded digital world has never been easier.

Download your complimentary copy of the full Forrester report here.

Not happy with your CMS? Join us for a live webinar and gain a better understanding of your customer through a comprehensive and effective web content management system. For more information and to register please click here.

Welcome to Adobe Summit – Day 1

Anne Russell, Digital Marketing Manager, Adobe ANZ – LinkedIn

Summit 2

I can’t believe I’m back again at the Adobe Summit, the Digital Marketing conference exactly one year later, where a multitude of top thinkers and leaders are coming to continue to innovate and push boundaries in digital marketing. Time flies when you are having fun and technology has certainly continued to take off! Digital marketing seems to have taken a life of its own in the last year; maybe not quite as speedy as the fall from outer space by Felix Baumgartner – one of the amazing luminary speakers due to speak tomorrow at Summit, but still the digital marketing tools continue to evolve to better serve marketers today.

With over 5000 attendees coming from all over the world (27 countries present and 120 just from the Asia Pacific region), Adobe is definitely demonstrating fast technological developments and strong leadership. I am not referring to the stratosphere but to the Digital Marketing space which has come a long way and now definitely seems to catch the attention of many of today’s seasoned marketers and analysts.

During this morning’s keynote, Brad Rencher, Adobe’s Senior VP of Digital Marketing together with his core Product Team shared through great story telling on the theme of “the last millisecond” the Adobe Marketing Cloud’s new technological enhancements to help marketers make, measure, manage and monetize their campaign content. One of the issues experienced by marketing campaign teams worldwide is that it can take many days or sometimes weeks to get a campaign out of the door. The many email exchanges and comments back and forth cause delays to marketers in delivering relevant content to their customers.

Summit 1

In order to make marketers more agile and allow the content, analytical, social team and web teams to work seamlessly and more efficiently, Adobe’s new Marketing Cloud now includes a new touch-based user interface bringing business data collected from your company’s online marketing campaigns and allows your teams to collaborate in the cloud for timely changes and faster approval processes. This also helps CMOs gauge the results and success of their marketing spending faster.

For those customers who have witnessed some of Adobe’s various technology acquisitions over the last few years, such as Day Software and Efficient Frontier and who knew of the Adobe Digital Marketing Suite, Brad Rencher and his team have simplified and re-branded it in five key solutions under the Adobe Marketing Cloud:

Adobe Experience Manager that now includes responsive design, social communities and a stand-alone digital asset management to help customers change their websites faster.

Adobe Target pulls data from the Marketing cloud to deliver one-click targeting for better personalisation.

Adobe Social now seen as the next generation buzz marketing tool with social campaign attribution and predictive publishing that interprets data from social marketing campaigns across mobile devices.

Adobe Media Optimizer upgraded to help marketers manage their budget spending towards search, display and social media.

Adobe Analytics pulls data from the Marketing Cloud to allow for on the fly segmentation shared across the cloud.

As well as attending great sessions today, I have also had the pleasure of networking with customers and based on today’s interactions but also on what many customers are doing around the world, it is clear that many organisations are very much embracing Digital marketing tools. As an example Dupont, one of the world’s largest manufacturers in the world is busy rolling Adobe CQ, across its 12 different business units to allow for better content, greater interactions across its different units and better digital experiences for its customers. The digital team is making the most of Summit to continue its digital journey

Condenast uses the power of analytics every day to deliver better targeted content to its customers as is Fairfax in Australia. We are also seeing large banks such as NAB investing in the Adobe Marketing Cloud. Top companies such as Coca- Cola, Barclay Card, Sony Electronics and Hyatt are here in Utah for the whole week to share, learn and amaze us with what can be done in the digital marketing space.

After a full day of interesting conversations, I better go and watch the Black Keys concert that Adobe has organised tonight for all Summit attendees- I can’t wait! See you all tomorrow for more exciting times.


Korea’s Leading Telco, kt, Demonstrates Digital Marketing Leadership

kt (Korea Telecom), Korea’s leading telecommuncation provider, talks about how Adobe Marketing Cloud has helped optimise their web content and improve customer satisfaction by better understanding their customers’ online behaviour.

Bridge Social Media and Communities to Build Brand Loyalty

Philips

Joining in the conversation on social communities is vital in helping to understand your customers.  One great way to reach your digital audience is through participating in third-party social networks. Brands need to take the next step and build immersive communities such as forums, ratings, and blogs to extend their brand and deepen customer relationships.

Take a look at this on-demand webinar “Creating branded social communities,” where a team from Philips talk about integrating social media and online communities to market their electronics. The webinar features Joost van Dan, IT Business Specialist- Web from Philips and Lars Trieloff, Product manager from Adobe. Tune in to learn how to:

  • Integrate with Facebook and Twitter log-ins to create personalized experiences through targeted content
  • Amplify your community efforts by enabling sharing for your users with their social networks and plug-ins to facilitate sharing
  • Empower marketers to easily manage content, moderate users, and steer community with a drag-and-drop interface

Click here to complete a short form, and watch this complimentary webinar on-demand