In the very first inning of the opti­miza­tion game, we dis­cov­ered that tar­get­ing is much more than sim­ple A/B test­ing. You need the right pitches to play in the big leagues, and the 2013 Adobe Dig­i­tal Mark­ing Opti­miza­tion sur­vey results pro­vide deep insights into how the game should be played.

So who are these “all stars” who are play­ing the game right, and what kind of results are they achiev­ing? Here are three exam­ples of play­ers who’ve made the all-star team using Adobe Target.

Jen­nifer Towns, direc­tor, reten­tion mar­ket­ing, AOL: Jen­nifer leads the Reten­tion Mar­ket­ing team within the Paid Ser­vices divi­sion of AOL. She has spear­headed the use of tar­get­ing and opti­miza­tion, trans­form­ing the way reten­tion mar­ket­ing ini­ti­ates change. AOL’s reten­tion ser­vices mar­ket­ing team opti­mized web pages to pro­mote the value-added ser­vices in their Inter­net plan bun­dles. Adop­tion of ser­vice extras, like tech sup­port, virus pro­tec­tion, and online data backup, is up 20%.

David Wright, vice pres­i­dent of dig­i­tal ana­lyt­ics, Sun­Trust Bank: David built the dig­i­tal ana­lyt­ics prac­tice for Sun­Trust Bank, and his team dri­ves and mea­sures strate­gic objec­tives includ­ing improv­ing new client acqui­si­tion, increas­ing cross-sell, and cre­at­ing a bet­ter client expe­ri­ence as demand for any­where access to dig­i­tal ser­vices grows. By con­tin­u­ally refin­ing cus­tomer expe­ri­ences in its dig­i­tal chan­nels, Sun­Trust improved online credit card appli­ca­tion con­ver­sions by 47%, and boosted click-throughs for both new and exist­ing cus­tomers by 50%.

Ashish Bra­ganza, senior man­ager of global busi­ness intel­li­gence, Lenovo: Tasked with deliv­er­ing an annual eight-fold return on the company’s invest­ment in its dig­i­tal mar­ket­ing pro­gram, Braganza’s team exceeded the goal with a twelve-fold return within two quarters.

Do you have the tools and the knowl­edge that it takes to play on the same field with other dig­i­tal mar­ket­ing inno­va­tors? Do you know when it’s advan­ta­geous to use partial-factorial mul­ti­vari­ate test­ing, or how to employ “day part­ing” for mobile search engine mar­ket­ing cam­paigns? Find out if you’re an all-star, a pro, or still play­ing in the minor leagues by tak­ing our Adobe Test­ing and Tar­get­ing IQ Quiz. When you com­plete the quiz, you’ll have the oppor­tu­nity to up your game by down­load­ing our lat­est test­ing and tar­get­ing reports for more insights and tips.

0 comments