Adobe Business.pptx
- 2. Opportunity Adobe’s Business 1. Understand Adobe's Experience Cloud business and present it 2. Identify the top 3 competitors of Adobe in experience business and compare them with Adobe from offering and marketing aspect Adobe’s Solution 1. Understand Adobe analytics solution and present it 2. Compare Adobe Analytics with Google Analytics 3. Strategize a campaign to position Adobe Analytics as market leader in analytics space
- 3. Adobe’s Business 1. Understand Adobe's Experience Cloud business and present it 2. Identify the top 3 competitors of Adobe in experience business and compare them with Adobe from offering and marketing aspect
- 4. Industry Trends: The need for CX platform!! Source: Adobe’s Digital intelligence briefing: 2018 Digital trends To what extent does digital permeate your own organization's marketing activities
- 5. Industry Trends: The need for CX platform!! Source: Adobe’s Digital intelligence briefing: 2018 Digital trends Which one area is the single most exciting opportunity for your organization (or your client’s) in 2018
- 6. Industry Trends: The need for CX platform!! What best describes your organization’s (or your client’s) approach to marketing and customer experience technology Source: Adobe’s Digital intelligence briefing: 2018 Digital trends
- 7. Adobe's Experience Cloud business It’s everything you need to orchestrate a great customer experience. Adobe Experience Cloud give you access to an integrated set of marketing, advertising, and analytics software to build campaigns, manage all your advertising, and gain deep intelligence about your customers.
- 9. Adobe Advertising Cloud Adobe Analytics Cloud Adobe Marketing Cloud
- 10. Adobe Marketing Cloud Adobe Analytics Cloud Adobe Advertising Cloud One line definition Integrated digital marketing solutions, differentiate brand story, connect with customers on a personal level, engage in the moments that matter Intelligence engine for the enterprise combines digital and offline data to help brands move from insights to action. End-to-end platform for managing advertising across traditional TV and digital formats. Offerings • Manage your content with Adobe Experience Manager, • Execute campaigns across channels with Adobe Campaign, • Personalize each experience with Adobe Target, • Monetize your video with Adobe Primetime, • Bring value to social marketing with Adobe Social. • Gather, organize, and act on all your data with Adobe Analytics. • Discover and create valuable segments with Adobe Audience Manager. • Adobe Advertising Cloud Search: search marketing strategy • Adobe Advertising Cloud DSP: a single platform to plan, execute, optimize, and measure ad campaigns from TV and mobile to display and social • Adobe Advertising Cloud Creative: personalized to the viewer in real-time • Adobe Advertising Cloud TV: Data and automation to help you to deliver compelling experiences How it will help your business Overall: Manage great experiences, make customer experience personal Technical: • Build a solid digital foundation, • Master content across channels, • Orchestrate campaigns across channels, • Deliver relevant and timely experiences Overall: Grow audiences with customer intelligence and acquire more customers faster, make the most of ad inventory Technical: • Engage audiences with mobile apps • Accessible analytics, • Precise segmentation, • Real-time targeting, • Next-generation attribution Overall: Increase the impact of your TV Advertising. Attract high value customers at lower cost Technical: • Marketing performance management, • Cross-Channel, End-to-End, • Audience activation • Data-Driven Creative
- 11. • Adobe Sensei is the intelligence layer in the Adobe Cloud Platform, serving as a unified AI and machine learning framework to help enterprises work smarter and faster. Specific to Adobe Analytics Cloud, Sensei powers anomaly detection, contribution analysis, intelligent alerts and the virtual analyst ~ Jeff Allen • Creative cloud • Document cloud
- 13. List of main competitors Alternative approach
- 14. Platform capabilities – Comparative Matrix Strengths Caution Adobe Digital marketing focus, Packaging, Usability Nonmarketing use cases, Deployment complexity, Price IBM Market understanding, AI, Functional breadth Cloud transition, Complexity, Legacy" reputation Sitecore Functional breadth, Applied analytics, Interoperability Usability for business users, Service and support, Total cost of ownership: Liferay Flexibility and agility, Market responsiveness, Service and support Lack of own SaaS or PaaS, WCM capability, Analytics Source: Gartner (https://www.gartner.com/doc/reprints?id=1-4P4LI7J&ct=180118&st=sb)
- 15. Marketing – Comparative Matrix Adobe experience cloud IBM (They talk from user perspective) Sitecore Liferay Tagline NA NA Own the experience, NA Key Communication Highlights • Change the world through digital experiences • Create amazing experiences • Digital experience solutions • Make experience your business, Innovation, • Educating people on how to use Adobe Experience cloud solutions and it’s benefits • Continuous Innovation, • Create, deliver and manage engaging omni-channel digital experiences, • Differentiate your digital brand, focused communication for CMOs, • Create experiences as unique as your business, • Watson commerce, AI • Communication (what’s in it for me) direct, simple and clear, • Personalization matters, • connect with, and store data from, just about any third party data system, • Innovation, • focus on digital commerce, machine learning • Own the experience by marketing in context • Digital experience software tailored to your needs, • Build portals, intranets, websites and connected experiences on the most flexible platform around & • Built on the world's leading open source portal Channels Content Marketing Publishing blog posts Hosting webinars Posting LinkedIn articles SEO Event Marketing ABM AR • Blogs, • Case studies (experience makers), • research report , • ADOBE INSIDER TOUR, • Adobe Summit, • Communicating product benefits, • ADOBE DIGITAL INSIGHTS 2018, • ADOBE CHAT, • Videos, • video series showcasing how data can help make better • Facebook live video with 83k views talking about end benefits of the solution, • Webinars, • events (retail global), • USER group meet, • Case studies, • IBM Watson Supply Chain Summit, • SEO: digital experience(page 1), • AR • Sitecore symposium, Orlando. • Site core experience awards, Content marketing (blogs, videos, case studies), • virtual developer day , • Site core hackathon, • SEO: Digital experience cloud (page 2) • AR SEO: ORACLE appeared in most of • Blogs (educating people), • Liferay DEVCON, • Liferay Symposium, • NBFC 100 Tech Summit, • Liferay training, • case studies, • live videos, • webinar, • Gartner symposium, • LIFERAY SYMPOSIUM • SEO: Digital Customer experience(page1), AR
- 16. Adobe Analytics 1. Understand Adobe analytics solution and present it 2. Compare Adobe Analytics with Google Analytics 3. Strategize a campaign to position Adobe Analytics as market leader in analytics space
- 18. It’s more than data. It’s customer intelligence. Guiding the experience that matters. Adobe Analytics enables marketers and analysts to tell the story of what’s happening in their business by leveraging high- performance, real-time analytics across marketing channels. This solution delivers the analytics and reporting capabilities needed to enable data-driven decision-making. It provides the insight critical to optimising marketing efforts, such as personalising experiences, driving better ad spend, and monetising content and campaigns.
- 19. Capabilities Analysis workspace Segmentation IQ Reports and dashboards Data storage and APIs Attribution Segmentation Mobile app analytics Ad Hoc Analysis Real-Time Automation Marketing Intelligence Voice
- 20. Offering The differences in the three SKUs primarily depend on the number of included variables such as custom dimensions, events, and customer attributes. Higher level tiers also include more advanced analytic features as well. Select, Discover audiences with enterprise-grade analytics: The Select SKU includes bidirectional API Access, unlimited real-time segmentation, unlimited user logins, 150 custom dimensions and 100 events. Prime, Multichannel customer intelligence for the enterprise: The Prime SKU upgrades the Select SKU increasing to 200 custom dimensions, 1,000 events, and adding in 15 customer attributes. Ultimate, Advanced machine learning and deep customer intelligence: The Ultimate SKU not only increases to 325 custom dimensions, 1,000 events and 200 customer attributes, but also opens access to Adobe’s AI platform called Sensei. This Ultimate product also expands beyond just digital tracking with Segment IQ, cross-channel attribution, offline data integration and contribution analysis.
- 22. Adobe Analytics Vs Google Analytics
- 23. Adobe Analytics vs Google Analytics 360 Adobe Analytics Google Analytics 360 TG Very large enterprises with highly customized analytics requirements. Google Analytics 360 is targeted at small and mid-range companies, Cost Can vary anywhere between $30,000 and $350,000+ per year, depending on your traffic volume, the service level, and other specific requirements you have for your company a flat annual fee of $150,000. Implementation Requires the services of a trained professional with the specialized developmental knowledge to plan, customize, execute, and keep an eye on the implementation Easy, copy and paste the Analytics 360 JavaScript on to your site and start monitoring your analytics data Maintenance SiteCatalyst offers 24/7 support and account management, but training is an additional fee. For those who prefer to track down solutions online, a wealth of SiteCatalyst videos, guides and tutorials are offered through Adobe for free. Google Analytics does not provide a chat or support line, but does have an official User Forum, Help Center and a “Digital Analytics Fundamentals” course. Reporting The metrics data collected by Adobe Analytics Cloud will be highly valuable and tailored to your specific business. The Adobe Analytics Analysis Workspace (AW) (their powerful drag-and-drop report builder), generating ad-hoc reports and creating semi-interactive dashboards will be absolutely effortless Although the interface can get a bit overwhelming, the way it is structured makes reporting a lot easier for most users. Source: http://www.rawsoft.com/blog/a-quick-comparative-review-of-adobe-analytics-cloud-vs-google-analytics-360/
- 24. Adobe Analytics Google Analytics 360 Strengths Closely track your digital marketing campaigns and their performances Provides intuitive reporting and analysis interface Recognize and create different types of data segments for remarketing Powerful data-driven attribution features Adobe Analytics Cloud can also connect to a wide range of native and 3rd party tools to easily bring in 3rd party data to the tool Seamless integration with Google Media solutions Weakness It fails to provide a hassle-free and intuitive interface for creating and analyzing reports Integration with 3rd party tools and bringing in 3rd party data is a hassle with Google Analytics 360 Its mobile app tracking feature needs enhancement and fine-tuning. And the tool also needs to improve its attribution modeling and cross-device measurement capabilities. Source: http://www.rawsoft.com/blog/a-quick-comparative-review-of-adobe-analytics-cloud-vs-google-analytics-360/
- 25. Objective Position Adobe Analytics as market leader in analytics space
- 26. Market opportunity The global marketing analytics market was valued at USD 2.09 billion in 2017, and is expected to reach a value of USD 4.4 million by 2023, at a CAGR of 13.17 %, during the forecast period (2018 - 2023). In a survey conducted at annual Marketing Budgets Report 2016, conducted by Oracle Marketing Cloud about 72% of the digital marketing budgets have been increasing. In the same survey, about 54% of the people have responded as hiring people into their digital marketing schemes indicating potential for analytics in marketing. Social media marketing has been on the rise owing to many developments, such as chatbot and other applications. It is estimated that machines can generate about 20% of the content. The amount of spending for social media video advertising has nearly double compared to the previous years. Source: https://www.mordorintelligence.com/industry- reports/marketing-analytics-market
- 27. Campaign idea: Enhance experience of prospective customers What • Giving a taste of customer experience to Adobe’s customers in the analytics space How • Use Adobe’s tools to deliver a personalized customer experience. Generating interesting content with primary focus on videos as the consumption of videos has doubled as compared to previous years and the trend will continue. Why • Practice what you preach. This will help us in positioning our leadership in the analytics space as they will have an exposure of what we are actually trying to sell, meaningful insights.
- 29. • Market Positioning Guide: Plot your position against key competitors in different markets • Brand Investment Matrix: Identify gaps between client priorities and perceptions to support a better story • Brand Equity Index: Create and manage your score to track competitive strength and improvement Alternate route