Customers are shopping everywhere today – at home, on the subway, anywhere they feel like doing it. How can you make the most of your customers' interaction to give them the best possible experience on your shopping site regardless if it's in a browser, on a mobile phone or on a tablet? Rob in der Maur, Digital Marketing Specialist, Adobe

1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2. Managing Customer Experience in Multichannel Environments
Rob In der Maur
Digital Marketing Specialist
Adobe
Hoogoorddreef 54a
Amsterdam, Netherlands
T +31 20 65 11 200
M +31 646 32 42 49
rmaur@adobe.com
Twitter: @ridmaur
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

3. The World is Changing
Move to
Mobile & Tablets
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4. Pope John-Paul II - 2005
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5. Pope Francis - 2013
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6. The World is Changing
Move to
Mobile & Tablets
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The Internet
of Things

7. LET’S BE THIS
AWESOME
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8. The World is Changing
Move to
Mobile & Tablets
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The Internet
of Things
Making
Everything Digital

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9

10. DIGITAL
DISTRESS
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Copyright – Luma Partners

12. NEXT STEPS
Competition is
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13. Site visitors who do not convert
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14. how did we get here?
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15. We began with catalogues,…
…which allowed us to tell a story, make a connection, and inspire a purchase.
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15

16. 1999
But when we launched the web, we started with boring database driven stores…
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…which focused
on
• a home page,
• category pages,
• product detail
pages, and
• the shopping
cart paradigm.
16

17. Over time, marketers wanted more and began building their own sites.
Landing pages.
Microsites.
Mobile sites.
Tablet sites.
Apps.
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23. END OF AN
ERA
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24. Meet “The New Marketer”
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25. WELCOME TO THE ERA OF
DIGITAL
Sushi
Albert
@AdobeMktgCloud
Sue Child
3,343, 4,453
T-Mobile 4
Ave
rth
Fo
Samsung Galaxy S4
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2n
21
st
Av
e
th
Av
e
10
r th
AT&T
VERIZON LTE 4G
Pier 83
Fo
Lululemon Athletica is fantastic.
Felix | College Professor
Jerry | Stock Broker
dA
ve
St
21
th
10
Jen | Gym Instructor
Iphone 4s
Age 30
Fred Leger
st
Av
e
2n
Pier 83
St
Elisa Sanchez
dA
ve
Chris Manchester
Age 40
Nokia Lumia 520

26. Changing the world
through digital experiences
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27. Art + Science
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28. Art + Science
Creative Cloud
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Marketing Cloud

29. Ideation
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Creation
Analysis
Personalization

30. Best Real-Time Consumer Experience
LISTEN
PREDICT
ASSEMBLE
300 MILLISECONDS
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DELIVER

31. ADOBE
MARKETING
CLOUD
Adobe
Campaign
Adobe
Media
Optimizer
Adobe
Social
Adobe
Experience
Manager
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Adobe
Target
Adobe
Analytics

32. Adobe Social
Next Gen Buzz
Monitoring
Social Campaign
Attribution to
Business Results
Predictive
Publishing
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33. Adobe Media Optimizer
Portfolio Optimization
& Rules Based
Bidding
One Price, Multiple
Channels
Twitter API
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34. Adobe Target
A/B/N Testing
Multi-variate Testing
One-Click Automated
Targeting
Recommendations
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35. Adobe Experience Manager
Dynamic Personalized
Experiences
Cross device,
Responsive design
Connected to the
Marketing Cloud
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36. Adobe Campaign
Cross-channel
marketing
Connects Marketing
Cloud to your CRM
Enables Anonymous
to Known Marketing
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37. Adobe Analytics
Full marketing
analytics made
actionable with data
connected to
marketing & business
systems
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38. Adobe Leadership in Digital Marketing
Web Content
Management
Social Media
Management
Cross-Channel
Campaign
Management
Data Management
Platforms
TOTAL QUADRANT
DOMINATION
Web
Analytics
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Web Content Management For
Digital Customer Experience
Online
Testing

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MARKETING CLOUD
ARCHITECTURE

40. Adobe Marketing Cloud: Cross-Solution Experience & Shared Services
Manage
Deploy
Engage
Convert
Attract
&
Acquire
Platform
Connect & Optimize
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Content
Data
Report
&
Analyze

41. Adobe Marketing Cloud: What is a Marketing Cloud?
Attract & Acquire
Engage & Convert
Report & Analyze
Adobe Experience
Manager
Adobe Social
Adobe Target
Adobe Media
Optimizer
Adobe Campaign
Content
Campaigns
Context
Assets
Channels
Audiences
Creative Cloud
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Adobe Analytics
Profile, Data & Content
Content
Data
Shared
Capabilities
Data
Data Exchange

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42

43. Integration Approaches
E-Comm Engine
CMS
CMS
E-Comm Engine
E-Comm Engine
Benefits
• Simpler infrastructure
• Single tool for IT and merchants
• Improved content change ability
by business stakeholders
• Gain benefits of CMS workflows
• Business owner drives customer
experience
• Ultimately flexibility to tailor rich
media site designs across
devices
Challenges
• High cost to change front-end
typically requiring developers
• Changes require significant
regression testing
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• Business still limited on affecting
change to customer experiences
• CMS feature set limited to
content data store
• Initial integration effort greater

44. Experience-Driven Architecture
onsistent Business Managed Customer Experience
Shopping | Blogs | Forums | Customer Service
| etc.
Other…
Actionable Insights Across Experience
Product Catalogue | Cart & Checkout | Order Management | Customer
Service
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All marketing
experiences can
be shoppable
§
Accelerated time
to market for
brand and design
changes
•
Adobe Marketing
Brand Site
eStore
Cloud
Mobile
§
Single digital
asset
management

45. Adobe Marketing Cloud: What is a Marketing Cloud?
Attract & Acquire
Engage & Convert
Report & Analyze
Adobe Experience
Manager
Adobe Social
Adobe Target
Adobe Media
Optimizer
Adobe Analytics
Adobe Campaign
Content
Campaigns
Context
Data
Assets
Channels
Audiences
Data
Creative Cloud
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Profile, Data & Content
Content
Data
Data Exchange

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47. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

48. experience driven commerce transact anywhere
on any device
with relevant, personalized,
socially engaged
immersive experiences,
that are current and
tell a story with
rich media, and have
measured success.
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49. ANALYTICS
SOCIAL
OPTIMIZING
EXPERIENCE
TESTING
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50. New Cross-product Interface & Campaign Collaboration: marketing.adobe.com
1
2
3
…
5
…
6
50
Single Sign-on
access across
Marketing Cloud
Solutions
Sharing and
collaboration of select
data and reporting
across Marketing
Cloud solutions
4
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New Marketing
Cloud & Solution
branding and design
…

51. ANALYTICS
SOCIAL
OPTIMIZING
EXPERIENCE
TESTING
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52. 2014
NERDS UNITE
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53. THANK YOU
@ridmaur
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54. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.