Marketing has evolved significantly over time – from the era of mass marketing to today where you can target individuals across millions of personal devices. This guide will help you: Understand the common challenges to personalization Advance your marketing along the Personalization Spectrum Learn the steps to implement your strategy Understand Adobe Marketing Cloud solutions that will support the implementation Get the full guide here: http://buff.ly/2fvVOUE

1. Start small and grow across the Personalization Spectrum,
which includes the following areas:
of companies realize that personalization
is critical to their success.1
However,
many brands have been slow to adopt.
See how a guided approach to
personalization could work for you.
A GUIDED APPROACH TO
PERSONALIZATION
WITH ADOBE MARKETING CLOUD
CONTEXTUAL
Build a foundation for more complex
strategies using environmental and
temporal factors:
BEHAVIORAL
Segment customers based on
interactions with digital content and
analyze clickstream data:
JOURNEY
Apply rich customer data to
target experiences based on
where they are in the journey:
PERSONA
Align customers’ needs with
characteristics of pre-defined,
target personas:
IP lookup + geolocation
Device type (desktop/mobile)
Time of day or month
Shopping season
Interests
Purchase history
Historical interactions
(i.e., service calls/requests)
Click events
Funnel segmentation
First-party cookie data
Awareness
Consideration
Purchase
Retention
Advocacy
1 “The Realities of Personalization,” Econsultancy, 2013
2 “Real-Time Marketing Insights Study,” Direct Marketing Association / Adobe, 2016
3 “The Path to Unified Marketing: Unlocking Potential through Integrating Applications and Data,” Econsultancy / Tealium, 2014
4 “Maximizing Personalization,” Experian Data Quality, 2014
5 “The Personalization Imperative,” Forrester / Conversant, 2014
TOP 3 CHALLENGES TO PERSONALIZATION
Turn insight into action with a platform like
Adobe Analytics to provide decision-makers
with valuable information.
START SIMPLE.
FIRST, ESTABLISH
BASELINE METRICS AND
CREATE BUSINESS RULES.
THEN, ADD COMPLEXITY
OVER TIME TO ENSURE
SUCCESS FOR YOUR
PERSONALIZATION STRATEGY.
A DIFFERENT APPROACH
@PRFTDigital
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94%
No single view
of the customer.
47% of global marketers
said long-term success
hinges on having a single
view of the customer3
1
Inability to gain and
apply insights quickly.
40% of companies stated
this is a major obstacle to
personalization4
2
Lack of internal
resources to execute.
66% of marketers said limited
internal resources are a major
hurdle to implementing
personalization5
3