1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalization & profitability: Combine Adobe Target, AudienceManager, and Analytics for success
Daniel Stubbs, Executive Director Condé Nast | Russ Lewis, Consulting Manager Adobe

2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Daniel Stubbs
Executive Director Digital Intelligence, Condé Nast
Daniel_Stubbs@condenast.com

3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Russ Lewis
Consulting Manager, Adobe
rulewis@adobe.com

4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
Key Takeaways
Start with what you
know
1
Prioritize Objectives
2
Evolve automation
3

5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
Profit from personalization,
discover how to scale data and
content through Target and
the Marketing Cloud

6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Condé Nast Experienced 40% Growth in Digital
6
100 year old company with 21 brands from fashion to technology

7. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7
2012
• Creative Cloud
• Analytics
2014
• Dynamic Tag Manager
• Data Work Bench
2015
• Adobe Target Creative
• Automated Personalization
2013
• Audience Manager
• Target
Path to Personalization

8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
State of Condé's Business: From Print to Desktop to Mobile
8

9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
This is our reader
Read her Facebook feed
Call her friend
Email her boss
See the red carpet photos
Comment
Read a second story
Follow us on social media
Sign up for a newsletter
Buy the magazine
View and Click on the ad
Buy the advertised product
She will give us 15 seconds to make an impact
Make dinner reservation
Say something hilarious on social
Don’t get hit by car

10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalization Problem
10
Differing goals silo the customer experience:
• Editors want people to read the story
• Audience dev wants them to sign up for newsletter
• Digital sales wants them to click on the ad
• Magazine subscription person wants them to buy the magazine

11. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What do we know?
11
Loyalty is the top metric
for Condé
 20x more pages than
the average visitor
 50% more likely to
engage with ads
 8x more likely to
convert to a
subscription

12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
Key Takeaways
Start with what you
know
1
Prioritize Objectives
2
Evolve automation
3

13. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
Acquisition: What type of headline attracts?
A
B
Campaign Details
Consumer Journey Acquisition
Internal Client Edit/Audience Dev
Ease of execution Easy
Data needed None
Engagement lift 56%
Learning Alliteration works

14. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
Engagement: Personalizing content to the user
Campaign Details
Consumer Journey Engagement
Internal Client Audience Dev
Ease of execution Medium
Data needed Behavioral data
Lift in Monetizable
Inventory
26.28%
Learning Automation works

15. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
Loyalty: Does a targeted newsletter interstitial increase email acquisition?
Campaign Details
Consumer Journey Loyalty
Internal Client Edit/Product
Ease of execution Medium
Data needed Behavioral data
Email acquisition 10x increase
Learning Targeted newsletters
increase acquisition
significantly

16. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
Conversion: How do we personalize magazine cross sells?
Campaign Details
Consumer Journey Conversion
Internal Client Subscription
marketing
Ease of execution Easy
Data needed None
Subscription lift 11%
Learning Challenge prior
knowledge
Winner

17. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
DATA INGESTION
• Unified user profiling
• Rules-based & algorithmic
segmentation
• Real-time activation & data
transfer
AUDIENCE SEGMENT
DELIVERY / ANALYSIS
OUTBOUND
TARGETING
AUDIENCE
SEGMENTATION
DATAINPUTS
BROWSING / BEHAVIOURAL DATA SUBSCRIBER DATA
Adobe AudienceManager
AudienceManager at a Glance
2ND / 3RD PARTY DATA
Adobe Analytics
SOCIA
L
SEARCHRICH MEDIAVIDEO
CAROUSEL
DISPLAY
DIGITAL EXPERIENCE
EMAIL / CRM
SITE
OPTIMIZATIO
N
DIGITAL MARKETING
MOBILE
CRM
Authentication
Broadcast
Publisher
Partner
Agency Co-op

18. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Use Case
18
Adobe
Target
Customer sends
information from
database
1
Database sends cookie
matches to Audience
Manager
2 Audience Manager
sends data to Target3
Audience
Manager

19. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Developing the “Right” Message
Goal
Create persona for Addicts
to inform test copy and
creative design
Glamour Addict:
Lauren
Age: 35
Occupation: Stay-at-home mom of
2 kids
HHI: $100K+
“’I may be a busy stay-at-home mom
who’s always on the go but I have many
interests and always want to make sure I
look good!”
Style
I may be a mom but I especially want to make sure I
have fabulous hair
Dining
I’m always on-the-go so ready-to-eat foods are my best
friend. I also like to indulge in delicious pastries!
Travel
Traveling to foreign places is a great way for me to learn
about other cultures
Media
I’m always up-to-date with the latest news & current
events
Analysis
Used Audience Manager/comScore-Fusion MRI to gather
psychographic/demographic information about Addicts
19

20. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Phase 1 Testing
Experience A
Control Copy
Control Creative
Experience B
Test Copy
Control Creative
Experience C
Test Copy
Test Creative
Test Population: All Glamour.com Visitors
Test Design: 3 Experiences, 33/33/33 split
Testing Period: January 12 – January 30, 2015 (~3 weeks)
20
Result: Experience B performed best in aggregated and
across most segments (including Addicts)

21. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Results to date
Experience A
Control Copy
Control Creative
Experience B
Test Copy
Control Creative
Experience C
Test Copy
Test Creative
Top Performing Segments: Addicts
Bottom Performing Segments: Mobile/Social visitors, New visitors
21
Winner: 23% Lift

22. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Propensity Model – New Yorker Paywall
22

23. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Propensity Model – New Yorker Paywall
23
 Majority of visitors have very low
likelihood to subscribe
 Those in the 60-80% range total to
be approximately 250,000 visitors

24. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Want to learn more?
Click here to access the full recording for this
and other Adobe Summit sessions and keynotes.