When you think about which industries were the early adopters of personalization and optimization, travel and ecommerce instantly spring to mind. For at least the last decade, marketers at our favorite shopping and travel-booking sites have been in a heavy “do” period, leveraging analytics and testing in an effort to make the most of every data point to improve the customer experience, and of course, conversion. The end result? Massive gains in everything from bigger carts and fuller airplanes to higher average-order value (AOV) and increased rewards-program signups. Hands down, big wins for these industries.
But what are these industries up to now in 2016? And what about everyone else — all the other industries that have plunged headfirst into digital transformation as of late? As far as optimization goes, every vertical’s getting in on the action. Financial services, insurance, media and entertainment, auto, B2B high-tech — if you can name it, they are likely in the process of sweeping, optimization-focused shifts right now. In fact, some of the relative newcomers to digital are among the most aggressive adopters of more advanced testing techniques and personalization strategies. That bank is not just setting its digital-marketing sights on getting new customers; it is also trying to get the most out of existing ones through cross-selling and targeting-product recommendations. A credit union can see who is tapping into specific loans, and from there, tout relevant credit cards that deliver the perks a person in that life-stage — a new homeowner, empty nester, or renovator, for example — would likely want. Telco is all about leveraging the data to construct the best, most spot-on relevant packages. Even B2B companies are getting into customers’ heads to better understand personas (but, as a side note, not in a creepy way). From there, they can connect their audiences with more of what they want when they want it, substantially cutting down months-long — or even years-long — sales funnels, and as a result, delivering more value to both sides.
Bringing It to Life at Adobe Summit
We are planning to bring many of these hot-button topics to life at this year’s Adobe Summit. During one particular session, “Building the Case for Optimization”, we are digging into the financial-services industry with American First Credit Union. The financial-services industry is a really interesting vertical when it comes to optimization and personalization because there is so much to it. Credit unions, like AFCU (America First Credit Union), have access to tons of data and can identify countless high-value moments in time — think buying a home or putting a kid through college — based on products and services that clients are tapping into. From there, providers can better deliver meaningful, spot-on relevance that boosts the customer experience and drives increased satisfaction and long-term advocacy.
AFCU has countless tips, tricks, and tactics that, for them, have shown tremendous value on their path to optimize and deliver great digital experiences to their members as a result. Think focused testing and challenging endless assumptions with those tests — the model of a data-driven, optimizationally mature organization. Another great example hitting the stage at Summit? The Home Depot, who is pushing the envelope in the optimization realm with incredibly sophisticated systems in place surrounding automation, A/B testing, and audience targeting. Like AFCU, Home Depot will share its optimization experiences as well as explain how Adobe Target was central to maximizing value and customer experiences.
More to come on industry-specific optimization evolutions and who is truly moving the needle, both on the blog and at Summit. For now, though, start examining your optimization efforts, not through an industry lens but through a conversion or strictly KPI-focused (key performance indicator) lens. What are you trying to achieve? What are your conversion goals? What is working — and what is falling short? If you have answers but are still seeing a gaping hole or two separating you from where you need to be, you might need an optimization intervention. And now, regardless of your industry, you have plenty of best practices, integrated solutions, and data-driven opportunities to road test.
S905 – Adobe Target: Redesigned for powerful optimization and marketer control
A few years ago, we made Adobe Target easier to use and more accessible for all marketers, regardless of the level of personalization and optimization experience. The introduction of a guided workflow and interface let marketers feel like they could just open the door, sit down, turn the key and drive. As each new release hit the showroom floor, we added more features and game-changing capabilities.
S916 – Building the case for optimization: Lessons from financial services pros
Getting internal buy-in for testing and optimization isn’t easy, particularly in the tightly regulated, highly scrutinized financial services industry. But as with any program, demonstrating value more readily sways opinions more than any other tactic. In this session, America First Credit Union (AFCU) discusses several proven tactics for showing value to gain the all-important buy-in.
S903 – Holistic experience optimization at The Home Depot
We all know The Home Depot—the epicenter of home improvement for do-it-yourselfers and contractors. But you might not know about their trailblazing approach to full experience optimization that leverages automation, A/B testing, and audience targeting. In this session, The Home Depot offers a glimpse into what’s possible when you expand your thinking about how to drive value with personalization and optimization.
S706 – Mobile can be a goldmine: Make money by optimizing mobile websites and apps
From onboarding new users to effectively moving folks thru a conversion funnel, many opportunities exist to improve your mobile experiences. In addition, consumers expect personalization via the data they provide to you including their preferences, customer history, behaviors, and location. In this session, Adobe experts will show you how to optimize and personalize mobile web and app experiences for real business results.
S901 – Personalization & Optimization Workshop: 2 hrs of ideas & inspiration
We’re all on this personalization and optimization journey together. We’re learning new ways to leverage data to optimize and personalize better than before. We’re discovering what types of creative, content, designs and approaches work. Some of us are reaping the benefits of automation. We’re stretching beyond what’s been done before. And we’re recognizing what it takes to build strong optimization programs.
S711 – The new frontier: Measuring and optimizing wearables and connected devices
Apps are no longer just for our smartphones and tablets. With the advent of wearables such as Apple Watch and connected TV consoles such as Roku and Apple TV, marketers need to know how to measure and enhance the app user experience for these new device categories. Learn how Adobe Marketing Cloud solutions and core services support this new frontier for digital marketing.