How good marketing is a blend of left brain/right brain, and how Adobe balances the creative and the data driven to drive its marketing.

1. © 2014 Adobe Systems Incorporated. All Rights Reserved.
From Mad Men to Math Men : Getting Emotional in the
Age of Big Data
John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton

2. © 2014 Adobe Systems Incorporated. All Rights Reserved. 2
74% of Adobe’s Marketing Spend is on
Digital
@jwatton

3. © 2014 Adobe Systems Incorporated. All Rights Reserved.
Digital = Data
@jwatton3

4. © 2014 Adobe Systems Incorporated. All Rights Reserved. 4
What’s Different About Digital? Everything.
People
Process
Technology
New skills:
“Bring in the
Nerds”
Strategic In-
sourcing
Single view across
owned, earned &
paid media
“Always On”
marketing
A single source
of truth
Ongoing testing
and iteration
@jwatton

5. © 2014 Adobe Systems Incorporated. All Rights Reserved. 5
BEFORE - “Portfolio Marketing”
People KPIsTechnology
Display
Search
Site
Outsourced mix
+ DFA
+ various
agencies
CPA
(trials, orders)
+ 8 agencies
worldwide Outsourced mix
CPA + ROI
(trials, orders)
Adobe Target, Adobe Analytics
RPV
(revenue per visit)IT, Analytics
@jwatton

6. © 2014 Adobe Systems Incorporated. All Rights Reserved. 6
AFTER - “Marketing by the Numbers”
People KPIsTechnology
Display
Search
Site
DMP: AudienceManager
DSP: AMO+
Dynamic Ad Targeter (future)
+ DFA
5
CPA
(trials, orders,
subscriptions)
No
agencies
SEM: AMO, Target, Analytics
SEO: BrightEdge
Site: Search&Promote,
Google Search
CPA + ROI
(trials, orders, subscriptions)
Report across SEM, site, SEO26
12 SEM
7 SEO + site
7 operations
No agencies
Target, Analytics
(AMO, Data Workbench)
RPV
(revenue per visit)
Subscription rate +
Subscription mix
IT, Analytics
Campaign
Web Strategy
eCommerce10
@jwatton

7. © 2014 Adobe Systems Incorporated. All Rights Reserved.
Marketing is Maths
@jwatton7

8. © 2014 Adobe Systems Incorporated. All Rights Reserved.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing is Creativity
@jwatton8

9. © 2014 Adobe Systems Incorporated. All Rights Reserved. 9
Sorry Roger.
You’re being replaced by
an ad exchange.
@jwatton

10. © 2014 Adobe Systems Incorporated. All Rights Reserved.
GREAT marketing is all about CONFIDENCE
 To have the confidenec to
 Not talk about US
 Be HUMAN
 Pick a HOT issue
 Have a STRONG opinion
 Be CONTROVERSIAL
 Be INDEPENDENT
 Take a RISK
 Have some FUN
@jwatton10

11. © 2014 Adobe Systems Incorporated. All Rights Reserved. 11 @jwatton

12. © 2014 Adobe Systems Incorporated. All Rights Reserved. 12 @jwatton

13. © 2014 Adobe Systems Incorporated. All Rights Reserved.
OVER 3MILLION VIEWS
IN EXCESS OF 2.5MILLION
MINUTES WATCHED
3,012 SHARES
899 FAVOURITES
699 COMMENTS
531 SUBSCRIBERS
….. AND GROWING
A PAID MEDIA PLAN RUNNING IN THE U.S. HAS HELPED DRIVE OVER
3,000,000 VIEWS. WHILST THE RIPPLE EFFECT HAS LED TO OVER
100,000 ORGANIC VIEWS IN THE TOP EMEA MARKETS

14. © 2014 Adobe Systems Incorporated. All Rights Reserved.
$0.00
$10,000.00
$20,000.00
$30,000.00
$40,000.00
$50,000.00
$60,000.00
$70,000.00
$80,000.00
$90,000.00
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1,000,000
1-Oct-13 1-Nov-13 1-Dec-13 1-Jan-14 1-Feb-14 1-Mar-14 1-Apr-14 1-May-14
Views Investment
TRUEVIEW INSTREAM ACCOUNTED FOR OVER 1.7MILLION VIEWS, FROM AN
INVESTMENT OF $150K. RETURNING MORE THAN 11 ENGAGED VIEWS FOR
EVERY DOLLAR SPENT

15. © 2014 Adobe Systems Incorporated. All Rights Reserved. 15
Art + ScienceThe NEW Marketer
@jwatton

16. © 2014 Adobe Systems Incorporated. All Rights Reserved. 16
$349
$350
$351
$352
$353
$354
$520
$530
$540
$550
$560
$570
0% 50% 100% 150%
$MillionsProfitContribution
$MillionsRevenue
@jwatton
“Not taking a risk, is a risk”

17. © 2014 Adobe Systems Incorporated. All Rights Reserved. 17
Organisations have to Transform
help
Organisations have to Transform
@jwatton

18. © 2014 Adobe Systems Incorporated. All Rights Reserved.