Highlights from the 2014 Adobe Summit - The Reinvention of Marketing. - Digital Roadblock Survey - The Marketing Cloud - 3rd Party Cookie - Channel Attribution - Data Storytelling

1. Adobe 2014 Summit Report
May, 2014.
tim@digitalbalance.com.au
www.digitalbalance.com.au
/digitalbalance/ @dbsocialAU

2. 7,000 people attended
from 33 countries

3. 77 people from Australia/NZ
(an increase of 2466% over the past 4 years)

5. digital balance
Adobe Summit takeaways

6. Reinvention of Marketing
ADOBE 2014 SUMMIT THEME

7. Reinvention of Marketing
THE MARKETING CLOUD
CHANNEL ATTRIBUTION
DATA STORYTELLING
3RD PARTY COOKIE
DIGITAL ROADBLOCK
SURVEY
ADOBE 2014 SUMMIT TOPICS:

8. #1 Adobe Survey

9. Marketers agree their role
will change in 3 years
64%Marketers agree their role
will change in 12 months
81%
HOW MUCH DO YOU AGREE WITH?

10. …only 14% of those
marketers know how to go
about it
40%
While 2 in 5 marketers surveyed
stated that they wanted to
reinvent themselves…
14%
HOW MUCH DO YOU AGREE WITH?

11. 91%Marketers need to become
skilled in more than one area
HOW MUCH DO YOU AGREE WITH?
Digital tools and channels are
fundamentally changing the
nature of marketing
90%

12. “What will be most
important to your
company’s
marketing moving
forward?”

13. 1. Personalisation
2. Big Data
3. Social
4. Real Time
5. Mobile
TOP
5

14. #2 Adobe Marketing Cloud

15. “facilitate better team
communications by taking a
collaborative approach to the
distribution of data.”
THE MARKETING CLOUD PHASE 1 IS DESIGNED TO:

16. Solutions
Shared
capabilities
Platform

17. Solutions
Shared
capabilities
Platform
Technology to help
manage connections
to your customers

18. Solutions
Shared
capabilities
Platform
Technology to manage
the process of
marketing

19. 25 data
centres worldwide
33 billion
transactions per day
10 trillion
transactions per year
2/3rds
analytics data

20. 230,000/second6,000/second

21. 230,000/second6,000/second
172,000,000
/second

22. Collaboration.
• Add feeds, boards, and cards,
share with colleagues, annotate
and comment.
• Limited capability at the
moment, getting better over
time.

23. Profile management.
• Audience profiles will be shared
across all 6 solutions, and can
be augmented by data from
across the enterprise.

24. Tag management.
This is now considered to be best
practice:
• Reduce reliance on IT teams.
• Reduce impact on site speed.
• Simplify the implementation and
maintenance of code.

25. Marketing Mix Planning.
This will be interesting to see what
actually rolls out.
• Demonstrated at Summit
• Really flashy interface

26. The db view.
• For the first time you’ll be able to combine data across the Adobe
products.
• A single view of the customer is now reachable.
• Better personalisation can be achieved providing you are clear on
the experience.
• Watch this space.

27. #3 Privacy and the 3rd Party Cookie

28. The future of the 3rd party cookie
is looking grim…

29. Remarketing via 3rd Party Cookies

31. What’s happening.
The FTC* is trying to solve offsite
remarketing
• They’re trying to bring in Do Not Track
(DNT)
• W3C is putting together the final
standards
• Browser have been doing their own thing
* FTC - Federal Trade Commission

32. Outcome of Do Not Track?
• Not allowed: 3rd party tracking, optimisation and
personalisation.
• Allowed: 1st party tracking, optimisation, personalisation
and analytics.
• Service providers acting on behalf of a 1st party are likely to
be considered first party.

34. Why this is important.
We are all working hard to deliver a personalised and relevant
experience to our visitors.
Without authentication (login), you rely on cookies.

35. Why it matters.
If DNT fails to go through, 3PC will go away quicker.
• If you’re on a 3rd Party Cookie, your data will quickly
become inaccurate.
• Already seeing the impact of this with mobile device traffic
over-inflating visitor counts.

36. If there is no 3rd Party Cookie, then
enter Digital Fingerprints…

37. We’re seeing a new branding
strategy in the market.

38. Old Navy
www.oldnavy.com
Banana Republic
www.bananarepublic.com
GAP
www.gap.com
OLD WORLD:
Third Party Cookie Third Party CookieThird Party Cookie

39. Old Navy
oldnavy.gap.com
Banana Republic
bananarepublic.gap.com
GAP
www.gap.com
NEW WORLD:
First Party Cookie

41. Do not mix 1st and 3rd party data
e.g. Axiom/Experian data and your data
without being able to separate...
Big problem if a user is flagged as DNT and you
cannot unmerge data; you have to remove all data
for that record.
!

42. “Do Not Track is
a good thing.”
The db view.
1. Say what you do
2. Do what you say
3. And don’t surprise the user
MeMe Jacobs Rasmussen
chief privacy officer

43. #4 Channel Attribution

44. “50% of our advertising
is useless, we just don’t
know which 50%.”
IN THE WISE WORDS OF DAVID OGILVY:

45. “50% of marketers still rely
on First or Last Touch
attribution”
100% of credit goes to the first or last channel the
visitor arrived through before they converted.
22% don’t use any form of attribution.

46. “But 60% of consumer
interactions happen across
multiple channels.”

47. It’s important to
understand channel
performance, but 72% of
marketers appear to be
either using the wrong
method, or no method.
First, Last or None Other method

48. 1st Touch point 2nd Touch point 3rd Touch point 4th Touch point Conversion Model
Display Paid Search Social Organic
$1,000
Success
$1,000
Last channel
gets all the credit
Display
$1,000
Paid Search Social Organic Success
$1,000
First Channel
gets all the credit
Display
$300
Paid Search Social Organic
$700
Success
$1,000
First and Last
Channels get
mixed credit
Display
$250
Paid Search
$250
Social
$250
Organic
$250
Success
$1,000
All channels get
equal credit
Display
$300
Paid Search
$100
Social
$100
Organic
$500
Success
$1,000
Starter, Player
Closers get
custom credit
Display
$100
Paid Search
$200
Social
$300
Organic
$400
Success
$1,000
Channels get
custom credit
based on time/
distance
Different Attribution Models

49. • The tools don’t yet seem to be readily accessible.
• People are not sure which is “the right” model to use.
• Really difficult to understand the value because it’s unique to you.
• The predictive modelling element can make it cost prohibitive.
The db view.

50. #5 Storytelling

51. Data + narrative + visuals
=
a powerful story

52. The db view.
• Humanizing data creates a naturally deeper connection; our brains
are wired to understand and absorb stories.
• Trying to influence or change the behaviour of a person becomes
more engaging than trying to increase or decrease a number.
• Simplify and educate.

53. In Summary
ADOBE 2014 SUMMIT
Changing our Digital Behaviour

54. Being a marketer means being comfortable
with change.
We think the term “digital” will disappear as a
marketing specialisation in 2-3 years.
Enter the all singing, all dancing marketer.
Are you ready?
#1
ADOBE 2014 SUMMIT
Changing our Digital Behaviour

55. Smarter marketing.
Know dollar by dollar how spend affects your
conversion rate.
#2
ADOBE 2014 SUMMIT
Changing our Digital Behaviour

56. Data visualisation.
Data needs to become more relatable, accessible and
real to everyone. We need to become more effective
at telling stories and causing a reaction.
#3
ADOBE 2014 SUMMIT
Changing our Digital Behaviour

57. Thanks.
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