Lo speech di Annasara Bonandrini (Marketing Manager Italy & Iberica) e Nicola Bugini (Territory account executive Italy) a Creativity Day 2016, tappa di Napoli.

1. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Annasara Bonandrini – Marketing Manager Italy & Iberica
Nicola Bugini – Territory account executive Italy
1
La trasformazione digitale è una questione di customer experience e d’innovazione
tecnologica

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3. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
OUR STORY
3

4. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1982 1985 1986 1987 1990 1995 1999 2000 2002 20052004 2008 2009 2010 2011 20122007 2013
First Adobe
PostScript
Printer &
Imagesetter
Adobe Acrobat, Adobe PDF,
and Adobe Reader
Flash
Creative Suite 2
Adobe wins
an Emmy
Creative Suite 3
Adobe
Photoshop
Adobe
Illustrator
Adobe
Creative Suite
Acquisition
Initial Public
Offering
Accelio
Acquisition
Adobe AIR
Creative Suite 4
Acquisition
Acquisition
Creative Suite 5
Acquisition
Acrobat X
Photoshop 20th Anniversary
DPS
Photoshop Touch
Social
Analytics
Acquisition
Acquisition
Acquisition
Creative Suite 6
Creative Cloud
Acquisition
PROJECT PRIMETIME
13,500+
EMPLOYEES
Marketing Cloud
& 5 Solutions
Acquisition
Edge Tools
Services
Behance
Acquisition
Primetime
CC Desktop
Apps
2014
Aldus
Acquisition
2015
Acquisition
Acquisition
Document Cloud
4
OVER ’30 YEARS OF DIGITAL TRASFORMATION …
2016

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6. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
WHAT MAKES A GREAT EXPERIENCE ?

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OUR APPROACH
BUILD GREAT EXPERIENCES AND DELIVER
ACROSS EVERY TOUCHPOINT
UNDERSTAND AND ADAPT TO THE
RIGHT PERSON, RIGHT PLACE, RIGHT TIME

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ADOBE’S CLOUD PLATFORM
Creative Cloud Marketing CloudDocument Cloud
Community Marketplace Partners Developers

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74% of Adobe’s Marketing Spend is on
Digital

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What’s Different About Digital?
Everything.
PeopleProcessTechnolog
y New skills: “Bring in
the Nerds”
Strategic In-
sourcing
“Risk Takers”
Deploy Adobe
Marketing Cloud
across
Adobe.com and
media
“Always On”
marketing
A single source of
truth
Ongoing testing and
iteration

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Business Issue: digital foundation
CONSIDERATIO
N
CONSUME
R
AWARENE
SS
PURCHAS
E
SERVICE
LOYALTY
Word of
Mouth
PR
Radio, TV,
Print,
Outdoor
Digital
Billboards
Viral
Emails
Online
Ads
Mobile
Website
In Store
Download
Delivery
SUBSCRIBE
TO…
Blog
Email
Newsletter
Promotion on
Invoice
Trial/Get
Advice
Validate Advice
Consumer
looking
online
Interested
in product Buys
Product,
becomes
Custome
r
Likes
I need to engage my customers with the right content, in the right
place, at the right time

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Problem 1: “I can’t find the assets I need to do my job”
It’s difficult to find and use assets, which are
located in multiple repositories, and stuck on users
local hard drives.

13. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved.
Agency
Creative
Designer
Marketing
Line of Business
Solution: Centralized access & and streamlined collaboration on
work-in-progress and final digital assets.
Centralized Operations & Manageme

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Problem 2: “I’m missing conversion opportunities because it takes too long to deliver
quality experiences to all screens”
Static or broken imaging and video experiences on
desktop and mobile properties

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© 2015 Adobe Systems Incorporated. All Rights Reserved.
Solution: Continuous & dynamic delivery of mobile optimized,
interactive experiences across customer-facing
channels
Dynamic & Rich Media Delive

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Business Challenge:
Digital assets kept in multiple
repositories, including individual
users, made them difficult to find.
Assets were often duplicated in
various regions, and asset distribution
to retailers required slow manual
processes.
Asics
Solution:
• AEM Assets as a DAM for both internal and hundreds of
external retailer partners, to manage and distribute
content
• 40,000+ frequently changing product and seasonal
assets.
Value:
• Improved productivity with faster search, fewer manual processes to
categorize and tag assets.
• Faster time to market to distribute assets to retail partners.
• Saved an estimated 200 employee hours/yr on uploading assets and
catching duplicates, fewer duplicated efforts.
AEM
Assets
“Less time is being spent on
manually categorizing assets
and distributing the correct
assets to the right retailers.

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We lack a centralized place to create, automate, personalize and
orchestrate campaigns. Engagement data and channels aren’t
integrated, making it difficult to target the right customer with the right
message.
• Siloed campaigns, operational inefficiencies
• More campaign volume but diminishing conversions
• Declining revenue per message sent
• Inability to measure cross-channel campaign
effectiveness
• Decreasing retention, loyalty, and attachment to the
brand
17
Business Issue - connected experience

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18
Just moved to San Francisco
Interests: Skiing Running Biking
Looking for deals on latest trail gear

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Mark receives a catalog in
the Mail for Geometrixx
Outdoors, which gets Mark
interested in visiting his
local store…
Customer Journey

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Mark looks for trail running
shoes, and is assisted by a
store associate on a tablet
device.
With help, Mark narrows
selection and signs up for
promotional email.
Mark leaves the store without
purchase.
Customer Journey

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Mark receives his incentivized
welcome email.
Customer Journey

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Marketer can
manage all
creative
campaign
elements, and
deploy them in
messaging
across channels.
Marketing Activity
Campaign
Experience
Manager

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Marketing Activity
Welcome Program
Marketing Activity
Marketer Goal: Introduction, Profile, and Conversion

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Mark logs in to the Geometrixx
website linking his profile data
to his Geometrixx account.
Mark’s experience is tailored on
login for known profile
attributes:
Email
Clicks
Anonymous Browsing
Interests Captured from Store Visit
Customer Journey

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Mark finds his ideal pair of trail
running shoes and adds them
to his cart…
… But Mark is distracted, and
ends up closing his browser for
the moment.
Customer Journey

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Mark receives an email after
leaving the website with real-
time recommendations based
on his cart.
Mark is enticed by the extra
15% savings in the offer, and
returns to the Geometrixx
website…
Customer Journey

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Marketer can
visualize and
take action on
all campaign
interactions
logged in
Analytics.
Marketing Activity
Campaign
Analytics

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Through a combination of
cross-channel marketing
incentives and personalized
experiences, Mark now
purchases.
Mark receives an order
confirmation almost instantly-
with related upsells.
Customer Journey

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Challenge
Solution
Key Results
• Gain a consistent, 360-degree view of the customer
• Improve the customer experience across all channels through personalization and
targeting
• Automate marketing tasks to launch campaigns with greater efficiency and
effectiveness
Adobe Campaign within the Adobe Marketing Cloud
• Develop a deep understanding of customers, integrating data from third party
systems like transactions, loyalty points to PII data in one unified profile.
• Map campaigns across the different steps of the customer lifecycle and be
relevant at every turn, to lower churn rates and boost brand loyalty
• Turn customers into cross-channel shoppers using a plethora of channels,
including more innovative channels like DecoMail and WeChat.
• Make offers to customers on a local or regional basis with multi-country and
multi-language orchestration
Adobe lets us interact with customers in
real time to give them a richly
personalized, interactive experience
across channels. Now, we can centrally
push the right offer at the right time to
the right person.”
Mathieu Staat, Director for Digital in Europe
and CRM Worldwide
L’OCCITANE
Customer Example: L’Occitane
Adobe
Campaign

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We need to improve our relationship with mobile
customers
• Improve mobile app engagement
• Increase in-app conversions
• Improve app store ratings & reviews
• Retain mobile users over time
30
Business Issue – connected experience mobile
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
30

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• Millennial
• Interests: Music, fashion, social media
• Favorite TV show: Singing competition “Voice
Idol”
Meet Sarah
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• Dave: Digital Analyst
Meet Dave & Maria
• Maria: Mobile Marketing Manager
Goals: Drive acquisition of users
and grow audience for “We.MEDIA”
app
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33. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sara
h
We.MEDIA
We.MEDIA
Watch the latest episodes of your
favorite TV shows including Voice Idol
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Commuting to work
• Launches Facebook app
• Reading latest posts
• Sees sponsored ad
• "Watch the latest episodes of your
favorite TV shows including Voice Idol"
• She does not have time to install app
and moves on

34. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Later in the officeSara
h
34
wemedia app
weMEDIA - weMEDIA - weMEDIA -
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• After listening to radio ad for “Voice
Idol”, she
remembers to search for ”We.MEDIA”
app
• She clicks to view app in App Store,
downloads, and launches app

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Analyze: Campaign performance, user behavior & pathing, video
views

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Engage: Create in-app message for audience with < 50% video
completeIn addition, create in-app message to cross promote new
show
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Sara
h Relaxing at home
• Launches We.MEDIA app
• Receives in-app message
• “Welcome back! Want to finish watching the latest
episode?”
• After watching entire episode, receives in-app message
• “You may like our newest reality show, watch an
exclusive preview”

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38
Engage: Create push notification to inform
users about new content

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Sara
h Commuting to work
• Receives push notification
• “We.MEDIA: The latest episode from
Voice Idol is available now”
• Swipes message to launch app and watches
video on train ride to work

40. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Vodafone: Personalized app experiences to build engagement and loyalty
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Challenge:
• Increase regular usage and the app’s appeal across customer
segments:
• Contract, business, pay as you go
Results:
• Boosted traffic, achieving 200,000 monthly & 50,000 daily active users
• Enabled unique customer interactions across each audience segment
• Created compelling brand interactions beyond transactions to build affinity for
Vodafone
Solution Capabilities:
• In-app messages and push notifications based on analytic segments
• Personalized banners and content within the app
“Using Adobe Marketing Cloud, we can tap into data to see what our
customers are doing and what they’re responding to, and then make
those experiences better across all our digital touchpoints.”
Head of Digital, Vodafone Ireland

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