Le support de mon intervention à Programmatique Expo Paris au sujet des DMP, avec Adobe Audience Manager.

1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Comment atteindre la meilleure audience possible grâce à une DMP
Christophe Lauer | Solution Consultant, Advertising Solutions | Adobe Southwest Europe

2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Adobe is helping organizations to
create, drive and scale their
digital business.

4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
THE ADOBE MARKETING CLOUD
ANALYTICS EXPERIENCE
MANAGER
TARGET MEDIA
OPTIMIZER
SOCIAL CAMPAIGN AUDIENCE
MANAGER
PRIMETIME

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Vidéo d’intro
5

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The storm of data requires the media
industry to focus on insights that make data
actionable and tell a compelling story for
advertisers.
Having targeting capabilities is not option. It is necessity to survive

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Marketing is Creativity

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Introduction to Digital Advertising
9
San Francisco, 1961

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Marketing is Maths

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Sorry Roger.
You’re being replaced by
an ad exchange.

12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What is a DMP?
#AdobeSummit @jamestrudgian
“What data can I use in
a DMP?” “What are the typical use cases
for a DMP?”
“What can I do with
Segments?”

13. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Collecter les données
No PII
40,000
01001010100010
1st Party Data
Données socio-démo
Données online (web)
Données mobiles
CRM et bases marketing
Programmes de fidé
Tickets de caisses, commandes
2nd Party Data
Distributeurs, channel
Autres verticaux, partenariats
Aucune donnée PII dans la DMP.

14. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Segmenter les Audiences
BRAND ADVOCATEHIGH SPENDER
ONLINE SHOPPER
PROSPECT
HIGH SPENDER

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Activer les segments d’audience
mobile
social advertising
emailing
search advertising
websites
display advertising
video
• Adresser des messages et
des offres cohérentes à
des segments d’audience,
à travers l’ensemble des
canaux onsite, offsite et
mobile
• Gérer la pression
marketing

16. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Augmenter le Reach
Audience Segment Definition
Demographic information
Products
Center of interests
Interactions
25
12
Audience Segment Definition
Demographic information
Products
Center of interests
Interactions
25

17. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Augmenter le Reach
Audience Segment Definition
Demographic information
Products
Center of interests
Interactions
25
Consumer profile
Demographic information
Products
Center of interests
Interactions
32
03
Consumer profile
Demographic information
Products
Center of interests
Interactions
19
04
Consumer profile
Demographic information
Products
Center of interests
Interactions
38
23
Consumer profile
Demographic information
Products
Center of interests
Interactions
38
23
Consumer profile
Demographic information
Products
Center of interests
Interactions
06
Consumer profile
Demographic information
Products
Center of interests
Interactions
26
05

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DSPs 3rd Party Data Providers
Video Social / Graph Mobile / Cross - DeviceForecasting Attribution Ad Servers Inventory Sources / SSPsTargeting Platforms
Adobe Audience Manager
Partner Integrations

19. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Advertiser Case Study
Major Broadcasting Company in the UK

20. • Television and contents
UK's largest pay-TV broadcaster with 11
million subscribers as of 2015.
• Broadband internet services
Including On Demand HD video
services.
• Fixed line telephone services
A classical Triple Play offering.
Major Broascaster Company in the UK

21. Meet Dave
Profile
Channel
Behaviour

22. Dave is talking to you
Monthly subscription £120
Has basic Sky package
Earns > £35,000
Responds to display
Affiliate offers
Doesn’t click email
3 site visits this week
Uses iPad to browse
Purchase on desktop
Consolidation and Activation
On site eMail Content Social Search Display

23. DMP and Segmentation
Goal
Drive relevant customer and prospect communications across
all customer touch points and communications
Solution
Working closely with the Adobe Professional Services team in
2015, the agency aimed to:
- Ingest first party CRM data in to Audience Manager
- Fully integrate Adobe Target and Audience Manager
- Integrate customer segmentation models in to Audience
Manager for value based optimisation
- Leverage 2nd party data through the tagging of all client’s
family of sites
- Consistent messaging off and on-site
We serve over one billion ad
impressions every single month.
Over 75% of these do nothing.
Ever.
- Head of Trading
Client
CRM
Agency
DSPs
2rd Party
Data
Adobe
Analytics
Audience Manager
Target

24. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
Premiers résultats après 6 semaines
• Display CTR amélioré de 45 %
• CPA réduit de 18 %
• ROI immédiat démontré dans les 6 premières
semaines
ROI
• En moins de 6 mois, le ROI généré par l’optimisation média couvre le
coût annuel total d’Adobe Audience Manager
CTR
+45%
CPA
-18%
ROI
6 months
Facteurs clés de succès
• Client Adobe Analytics et Adobe Target : implémentation simple et
rapide (12 semaines) qui permet un quick win
• Un fort volume de données en entrée
• L’accompagnement : Adobe + Havas Media (ex DBi – agence de
référence Analytics – a fait l’implémentation) + WPP Mediacom (agence
media – fait le run de la plateforme)
Business Case

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Publisher Case Study
Condé Nast

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Results
• Optimized social media posting schedule to boost traffic at least 40%
• Increased subscriptions with targeted cross-promotions
• Integrated offline audience profiles with online behavioral data to target advertisements
• Improved basket size and repeat customers for advertisers
• Used predictive analytics to forecast revenue and develop budgets
Home to more than a dozen of the world’s top magazines, including GQ, The New Yorker, Vanity Fair, and Vogue, Condé Nast
is best known for its long history publishing sophisticated content, the company has positioned itself as a digital leader by
using Adobe solutions to produce engaging websites and digital magazines to extend the world-class experience of its print
publications
“Advertisers love having
greater access to audiences
through insight-based profiles.
These audiences are high-
quality, engaged consumers,
enabling advertisers to
increase basket sizes and
attract more repeat
customers.”
Chris Reynolds, Vice President
of Data and Marketing
Analytics, Condé Nast

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Conde Nast: Audience Management & Segmentation
27

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s
29
Demographics
Content
Behavior
Tech
Enthusiast

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© 2015 Adobe Systems Incorporated. All Rights Reserved.
Top publisher stays on top.
Global publisher implements Adobe
Audience Manager to unify published
brands and boost revenues through
better ad placements.
RESULTS
UNIFIED DATA
Integrated offline, online,
and cross-channel data
into a single platform
CUSTOMER
INSIGHTS
Enriched audience
modeling to enhance
customer experiences
and boost ad revenues
ENHANCED
PROCESS
Established repeatable
workflows for
implementing new digital
marketing solutions
ROI
Generated new revenue
streams, including
through partnering
organizations and
publishers
Adobe solutions enables publisher to
build more advanced customer profiles,
scale services, create new revenue
streams, and deliver more relevant
experiences and content.
SOLUTION
Adobe Audience Manager solution within
Adobe Marketing Cloud
Image Attribution

31. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Téléchargez le Livre Blanc
“Data Management Platforms – Deciphered”
par Digital Doughnut en collaboration avec Adobe
31
Téléchargement libre depuis :
http://bit.ly/DMP101-Adobe

32. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Christophe Lauer | Solution Consultant, Advertising Solutions | Adobe Southwest Europe
lauer@adobe.com