Adobe's unique and award-winning transformation journey centered our DDOM (Data-Driven Operating Model)

1. © 2019 Adobe. All Rights Reserved. Adobe Confidential.

2. © 2020 Adobe. All Rights Reserved. Adobe Confidential.
Moved beyond the traditional core of creative
software into digital experiences, marketing,
commerce platforms and analytics while changing
its business model from packaged software to cloud
subscriptions
The Transformation 20: Top Global Companies Leading Strategic Transformations

3. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Adobe’s Transformation Journey
Subscriptions & recurring revenue
New users & new services
Digital Marketing
leadership
Graphics & publishing
Acrobat & PDF franchise
Creative pro
desktop
Creativity for All
Platform for Digital Documents
Reimagining Customer
Experience Management (CXM)
AI Powered Innovation
From Applications to Suites Move to the Cloud Platforms & Intelligence
We went from an arms-length relationship with customers to 24/7 interaction
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

4. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Customer-centricity Transformed Digital Experiences at Adobe
Data-driven business owners:
Enable consistent and personalized
experiences across multiple channels
Data scientists and analysts:
Continuously optimize business processes
In-house content creators
and media specialists: Drive efficiency
Adobe Experience Cloud
on Adobe.com and
marketing channels
In-product journey:
Insights from product usage, etc.
Real-time customer profiles
“Always on” ecosystem:
Marketing, product, website, customer
support
Optimization:
Ongoing testing & measurement
Personalized customer journeys
Data & Insights: AI and business
intelligence enable actions
Trust: Respect customer choices and
preferences
PROCESS PEOPLETECHNOLOGY

5. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
A Marketer’s View

6. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Adobe Today: We Connect with Customers across Multiple Channels
Product
Email
Community
Social
App Stores
Search Engine
Optimization
Paid
media
Adobe.com

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Adobe.com is our Hub for Customer Engagement
*All data shown for FY2019 | Source: Adobe
Top 100 Most Visited Website; 29 Billion Annual Page Views
11 Billion
Visits Annually
Content
1.5 Million Pages
61 Sites
31 Languages

8. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Adobe as Customer Zero with Digital Experience Management
Store Catalog
Print
Conversion
Web App Screens
D I G I TA L C H A N N E L S O F F L I N E C H A N N E L S
Call
Center
Assoc.
App
C U S T O M E R C O M M U N I C A T I O N
SocialDirect
Mail
SMS Texts
Retention
Email
CONTENT
DATA /
PROFILING
DELIVERY/
DECISIONING
Experience: Content and Digital Asset Management
Segment: Persona and Audience Activation
Analysis: Digital behavior, Customer Analytics, Reporting, and Measurement
Media Management and
Optimization
Targeting and Personalization
Testing and Optimization
Cross-Channel Customer
Engagement and Orchestration
Video SEMDisplay Ads Social Ads
Acquisition
PA I D M E D I A
Segment: PII, CRM

9. EXPERIENCES ARE POWERED
BY DATA
© 2019 Adobe. All Rights Reserved. Adobe Confidential.

10. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
 Single source of truth aligning multiple stakeholders
 Weekly meetings to discuss performance to specific KPIs
 Quarterly run-the-business meetings
 Disciplined process & accountability
Free Sign-ups Download & Use Paid members Engagement score Retained members
Discover Buy Use RenewTry
Journey step KPI
Customer
journey (B2C)
Customer Journey Intelligence Underpins Business Results:
Data-Driven Operating Model (DDOM)

11. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Data-Driven Operating Model Dashboard
 Shared window into
health of the business
 KPIs from each journey
stage
 Performance reviewed
by cross-functional
teams each week
Note: The data and dashboard are for illustrative purposes only; no actuals are provided.

12. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Key takeaways from Adobe’s DDOM journey
12
Develop governance structure and culture that continuously encourages
stakeholders across the business to generate data-driven insights to build
strategy and drive toward KPI targets
Alignment, sponsorship, and ownership from every level of the
company, beginning with the executive team, is critical to succeed
Digital capabilities and a strong data foundation are a pre-requisite
to operationalize around customer data

13. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Taking the Use of Data to the Next Level
Accelerate What
Has Been Slow
Decide When
It Matters
Help Me Discover
What’s Hidden

14. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Next Steps
Deep Dive on Framework for
Experience Optimization
How Adobe Standardized on &
Implemented DDOM
Share our Best Practices &
Learnings }
DDOM Details
Digital Data Collection
Experience Measurement
Reporting
Actionable KPIs
Pillars for FOUNDATION
Experience Optimization Framework
}
Next Steps
Detailed DDOM Workshop
Identify where Adobe
capabilities can help

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The customer experience
is always right