Harness the Power of Marketing Campaign Orchestration

This presentation is from Timo Kohlberg and Doan Than. You will learn here how to harness the power of marketing campaign orchestration by:

• creating orchestrated experiences with great content
• driving hyper-personalisation across touchpoints
• leveraging real-time insights along the entire customer journey.

Hi, my name is Timo Kohlberg. I would like to get you thinking about your favourite coffee shop brand. Why do you go there? Is it about the product itself?

Well, of course, the product needs to be good. But it’s really more about other factors like the atmosphere in the coffee shop. How do I pay? How to order? For example, here in the USA at Starbucks, you can order your coffee and pay right away with an app. Then you can pick it up without waiting in line. Today, it’s more about the experience than the product.

We, at Adobe, identified 5 key pillars for customer experiences.

Content Velocity: Content creation is crucial in a world of so many devices and channels.

There is actually the role of Adobe campaign within Adobe Experience Cloud, being the orchestration engine sitting right in the middle.

Adobe Experience Platform lets you handle about everything from:

• advertising
• customer acquisition
• converting customers into turning them into context on your website with analytics cloud
• to personalise each and every experience you have with them within the magento commerce cloud.

Again, Adobe sits right in the middle as an orchestration and personalisation engine.

3 key pillars to achieve cross-channel orchestration success

1. Orchestrated Experiences

First of all, experiences need to be consistent and optimised for each device and each channel. It’s not enough to deliver stand-out email or mobile experiences, while have other experiences falling short on other touchpoints and channels.

2. Hyper-Personalisation

Think about customer data on steroids. Obviously, brands and accounts need to add transactional data to that. Think about the buyer behaviour on your website and then integrate other data sources like a propensity score for example.

3. Real-Time Insights and Journeys

More and more real-time insights, journeys, and information identify where customers are in their journeys, powered by the context you can deliver.

1. Orchestrated experiences start with great content

Marketers should not only think in the context of beautiful images, and channel optimisation, but also about the content process.

I like to call it the content supply chain. From creating beautiful content to managing that content, optimising, and delivering that content.

a) Content is the fuel of orchestrated experiences

• Take a look at sourcing and creating the best possible content. You should obviously have beautiful brand content from your agencies or internal designers. However, think also about integrating music-generated content into your communications.
• Streamlining the content management process with digital assets management. Use a content creation platform, where you can manage, optimise and deliver that content through solutions like Adobe Target and Adobe Campaign.
• Optimisation here is crucial. So, optimise delivery for all the important channels for you and your customers. Everything that relates to digital like website, mobile apps and any other interactions you have with your customers. If you are a retailer, you have a point-of-sale or a commerce/webshop you want to integrate. Basically, everything really should go towards one-to-one interactions through personalisation of content across channels like email, mobile, offline, and even the Internet of Things.

I’m going to show you a quick example of how our customers transformed the way they deliver their content.

b) A Content Transformation from single interactions

So, here is an example of Virgin Holidays, a well-known UK travel company.

So, above you see how they communicated with customers before choosing Adobe and Adobe Campaign.

This is a representation of a journey from someone booking travel. You can see how the situation was before (from a booking, and a payment reminder to an online checking). All this information from a data perspective was stored in different solutions, siloed, and not really available to all of the marketers.

From a visual perspective, there were also different systems delivering those messages and emails.

So, what I want to show you now, is the situation of the first campaign they ran.

C) To beautiful and consistent conversations

So, they had a content transformation to beautiful and consistent conversations with their customers by personalising content. Sometimes it’s as easy as including a booking code in all this information to reduce calls to the call center, for example. Besides, it is something that affects the bottom line.

2. Hyper-Personalisation is powered by data

Now, it’s time to talk about the usage of that data, its relevancy through hyper-personalisation, together with the content we just talked about.

a) Hyper-personalisation with the integrated customer profile

Obviously, think about the data you have in-house over the course of an individual customer journey.

You can actually build that single accessible view by combining information from channel preferences with online and offline channels. Then, bring that into a consistent campaign history. We will actually see that in the live demo, how it looks.

Here is an example from one of our retail customers.

b) Integrated Customer Profile – DNA for Campaign Management

We have two main data dimensions:

• Enterprise data: it is still the predominant data source for most of our customers (80 %).
• Digital Interactions encounter 20 % of data coming from those digital interactions and campaign data.

Above, you see different metrics you can track and combine in the integrated customer profile.

It’s really much more than just standard demographic data. Try to use all the customer data in-house as well as captured data based on what you actually do and what they prefer.

c) When Data meets Content

Again, in this section, I want to show you two examples of our customers.

• Travelocity, US travel brand, part of Expedia – Hyper-personalisation at scale.

In this case, it means they use all the information they have to create and send their newsletter.

For example, at the top, you see the mobile information they have on someone. If they know that a segment or a specific contact in their database hasn’t yet downloaded the app, they would push automatically that as the first content in the email.

Travelocity sends billions of emails to its customers. So, it’s very clear they couldn’t handle that manually anymore. They need a solution like Adobe Campaign, which can automate that personalisation process.

d) User Preferences and Customer Feedback

Secondly, in terms of data acquisition, the third dimension underestimated by many brands is ‘preferences’ from your customers.

So, in this instance, Travelocity has what they call a ‘travel profile’. In the preferences’ section, customers can choose what kind of deals they want to receive.

Based on this information, all the personalisation done through email and website is tailored to the needs and preferences of their customers.

3. Real-Time Insights and Journeys are driven by Content and Artificial Intelligence (AI)

For the last section, it’s crucial to integrate real-time information (behaviour). Marketers must know as well the context of where the customers actually are in terms of their buying journey phase. More and more of that is powered by Artificial Intelligence (AI).

So, again, 3 other examples to provide you with.

a) Connecting email to web

What you see above is a contextualised content and offers based on the search history of someone on the website.

So, someone just searched for holidays in the Bahamas. On the next day, they would receive a tailored deal based on their search history and how they interacted on the website. If they don’t want to book right away, they had the option to save it to their deal allows them to get more information about the destination and offers in the future.

On average, they have a much higher open rate and click-through rate.

b) Content needs to BE contextual and orchestrated

The second example from one of our travel brands in Europe is Heathrow airport.

On the left-hand side, you see how they use and contextualise all the information from the integrated profile.

I am just highlighting 3 things here:

• Product based on previous transactions:

You see at the top, it’s actually offers pushed based on previous transactions. In this case, someone has already parked at Heathrow airport; Consequently, they can actually push an offer for parking for the next flight.

• Exclude known users:

It’s important to incorporate mobile information not just in a mobile message, but also in other channels like email. So, exclude known users from offers, like downloading the app.

• Tailored brands/offers to segment:

If you are at the airport, they want to drive you to specific shops and brands. They are the right ones for the specific segment.

Think about going into the terminal area for the security check at the airport. If you have downloaded the app ‘Heathrow airport’, you may receive personalised push notifications for discounts or loyalty points in restaurants.

It’s working really well and they can tailor those messages and offers based on where you are in a specific terminal. But they also use more and more beacon technology to send you messages when you walk by a restaurant. This is a great example of orchestrated experiences with digital as well as also at the physical location (airport).

c) Email experiences powered by AI/ML

As a last example for this section, I want to show you an example of Adobe Sensei, our AI machine learning framework.

We have a feature here called ‘predictive subject line optimisation’, where you can test your subject line before you send out your newsletter.

So, think about the case you have to send out a newsletter on Thursday and do not have time to do an A/B test for your subject line. With this feature, you will be able to test your subject line based on the previous sent-out. It will actually predict open rates for that subject line. It will give you the feeling of whether it’s too long or too short and also find some optimisation with different categories.

d) An orchestrated Omni-Channel Experience

To sum up, the integrated customer profile consists of enterprise data, but also more and more digital interactions.

Then, bring that together with Content through the Content Supply Chain, to manage and deliver across different optimised channels.

Through this representation of a customer journey across many channels, we can learn more about the customer based on the data. So, you might start with the channel that activates customers to download the app, by sending a push notification.

In some instances, you might want to:

• send a direct mail or a catalogue
• integrate the call center into the website
• send a re-marketing email like we’ve seen with Velocity.

This strategy is focused on all relevant and meaningful experiences.

Perfect, so, I want to hand it over to Doan to take a live look at a demo of Adobe Campaign.

4. Adobe Campaign Live

Let’s start the demonstration by having a look at the data powering the Adobe Campaign Platform that is giving you an internal 360° view of the customer.

Here, we can view a profile I kept within the Adobe Campaign.

Adobe Campaign has an internally customisable relational database, which can be extended and modified for your specific business needs. We’ll have a look at what a profile looks like in Adobe Campaigns.

Above it is Kevin Blake and we can store all marketing data related to Kevin such as:

• name
• location
• aggregate scoring inside the platform, which can be used to trigger and power message sets from Adobe Campaign.

Please note that no two databases inside Adobe Campaign are the same. They are tailored and customised towards your business requirements.

On the top, we have all relevant business tabs related to Kevin as well as tracking logs.

These tracking logs:

• keep track of all messages you send out
• show you how customers interact with them.

On ‘orders’ tab, you can keep track of orders that came in:

Data can be used to trigger personal communications as required by your business.

This is not only linked to orders, this could be ‘mortgages’. Just depends on what your business needs are in terms of campaign management.

If we move to the workflow end, we’ll have a look at Adobe Campaign powerful and customisable workflow engine.

So, here on your right (see the below screenshot), we have a canvas, where you can drag and drop different parts of your customer journey.

This customer journey can be digitalised on this canvas. You can see where your customers are in each step of the customer journey that they are on with your brand.

On the left (see the below screenshot), we have ‘Union’, which we can drag and drop on the canvas to query for and deliver many channel messages to your contacts.

One particular note, we have many channels, which you can set up with Adobe Campaign, it’s not just emailed.

You can set up (as shown below):

• push notifications
• direct mail
• in-app messages
• SMS.

This will allow your users to create a schedule in multiple different ways. You can send it through multiple mediums. It will be based on your customer journey phase, their experiences, and preferences.

You can also do some basic data management notes (see below), where you can:

• enrich customer journey
• update data or save data into different tables or platforms.

All these below notes combined to create a rich contextual customer experience for your contacts, as they go on your brand journey.

Let’s have a look at how we can create a relevant and personalised email within Adobe Campaign.

So, inside the Adobe Campaign, there is an in-built drag-and-drop HTML render. This allows you to easily and seamlessly create professional and customisable emails, that can be delivered under the build I showed you earlier.

The fragments can be dragged on the email canvas, adaptable without a single amount of code.

Adobe Campaign comes from Adobe Sensei, which is an AI machine-learning engine. It enables to use of Adobe Sensei to make better sense of the data and create predictive sales analytics.

So, here we have a subject line optimisation:

We can see below how customers in the past have interacted with email. We also receive different suggestions on how to make this subject line better. Adobe Campaign Sensei will give you a better view of how these emails might perform in terms of ‘opened’.

So, Adobe Campaign is not just about creating a workflow and laying a run-out. It runs a report and continues to be innovative in these features.

With Adobe Campaign, it’s easy, flexible, and customisable with data points collected in real time. The preview report will show you the value of quickly getting a sense of different views. This allows you to get a better understanding of your marketing performance. Furthermore, it gives you a better idea of how attractive you are as a business.

Metrics such as ‘dimensions’ can be dragged and dropped to points. Points are accessible, interactive and all interconnected to devices.

Visualisation is simple, responsive, and re-sizeable.

With Adobe Campaign, you can set dates and apply different metrics depending on these dates.

These reports will automatically update to see what you are doing and tracking the past 6 days. On the left (below screenshot), you can drag different devices and see how your email campaign is doing in this regard.

Finally, we want to make sure that our customers actually make the most of their investments with the Adobe Experience Cloud, called ‘Experience League’.

At last, we also recommend you these two free whitepapers downloadable from our site:

• Mobile for the win
• Get out of your email marketing rut.

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