We talk a lot about customer experience and all agree that it is instrumental to the success of our businesses. But how do you begin to create these experiences? We will look at how some of the biggest brands in the world are orchestrating conversations with their customers. From first engagement to loyal advocate, you will gain immediate take-always on how you can make your business and experience business.

1. Experience in Action
Ben Tepfer, Product Marketing Manager, Adobe Campaign | @bentepfer

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CHANGING THE WORLD THROUGH
DIGITAL EXPERIENCES

3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
DPS
Photoshop Touch
Social
Analytics
Acquisition
Acquisition
Acquisition
Creative Suite 6
Creative Cloud
Acquisition
PROJECT PRIMETIME
Marketing Cloud
& 5 Solutions
Acquisition
Edge Tools
Services
~17,000
EMPLOYEES
Behance
Acquisition
Primetime
Creative Cloud
Desktop Apps
Aldus
Acquisition
Acquisition
Transforming Digital Experiences for 30 Years
Adobe Sign
1982 1985 1986 1987 1990 1995 1999 2000 2002 20052004 2008 2009 2010 2011 20122007 2013 2014 2015 2016 2017
Adobe Experience
Cloud
Photoshop 20th Anniversary
Acquisition
Document Cloud
Acquisition

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EXPERIENCE
YOUR BUSINESS
MAKE

6. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing CloudAnalytics Cloud Advertising Cloud
Experience
Manager
Campaign TargetAnalytics Audience
Manager
Media Optimizer
DSP
Media Optimizer
Search
Media Optimizer
DCO
Primetime Social
Experience Cloud

7. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Innovate
Cross-
Channel
Offline
Personalizatio
n
On-Boarding
Activation
Building
Experience
s
1-to-1
Email
Real-Time

8. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Technique
Allow dealers to
build a unified
voice with the
corporate brand
Value
Reached 20%
increase in
conversions by
using the right
data
Action
Audit all of your
data sources.
From dealerships to
cross-channel
customer experience

9. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Technique
Building and
experience before
take off until after
the trip is over
Value
Up to 28%
increase in
conversions by
retargeting
Action
Build for the
entire customer
journey.
Personalization Across
the Whole Journey

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Personalization Across
the Whole Journey
Product based on previous
transaction
Tailored brands/offers to
segment
Exclude known users

11. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Technique
Run a highly
personalized
welcome email
series
Value
Lifecycle
messages
attributed to 70%
of email revenue
Action
Build a welcome
program for
progressive
profiles and a
preference center
Automated On-boarding
Campaigns to Drive
Engagement

12. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Technique
Building 1:1
relationships with
end customers
Value
Increased
visibility to help
drive more
targeted
communications
Action
Centralized
master marketing
database to
better understand
customers
Create and maintain customer relationships
throughout the customer journey.
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

13. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Technique
40+ personalized
campaigns per week
and 3 billion email
sent annually
Value
Deal alert emails
saw opens increase
by 40% and click-
throughs by of 17%
Action
Leverage preference
center and online
behavioral data
1-to-1 Email Marketing
at Record Speed
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

14. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Technique
Sending over
10,000
recommendations
per minute
Value
Standardize all of
its 400 marketing
campaigns
Action
Plan what part of
your business
can be run in
“real” or ”right”
time
Real-time marketing
and offer optimization

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Technique
Prioritize
competing and
conflicting emails
to enforce optimal
contact policy
Value
Fewer opt-outs
and better
deliverability rates
Action
Look at where
and why
customers opt-out
or become
inactive
Marketing Optimization:
Managing Marketing Fatigue

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Technique
Use email, SMS
and direct mail,
but also new
channels
(messenger apps)
Value
Increase multi-
buyer frequency
by 18.5%
Action
Explore emerging
channels to plan
for the future
Go Beyond Traditional
Channels

17. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Innovatio
n
is led by you.
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

18. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Innovate
Cross-
Channel
Offline
Personalizatio
n
On-Boarding
Activation
Building
Experience
s
1-to-1
Email
Real-Time