Adobe Summit EMEA 2016: Experience Business and Conversion Rate

“Are you an Expe­ri­ence Busi­ness ?” is prob­a­bly the most impor­tant ques­tion that can be asked nowa­days. When I look at my rela­tion­ship with a num­ber of brands and busi­ness­es of all size, I must admit that Cus­tomer Expe­ri­ence has become the most impor­tant fac­tor for judg­ing whether I stay or look for an alter­na­tive. Because of this “Cus­tomer Expe­ri­ence” fac­tor and the ease of switch­ing providers, I have changed my smart­phone brand for the first time in 5 years and switched my bank for the first time in 7 years. I am con­vinced that it is just the beginning.

Work­ing with Mar­ket­ing Lead­ers over the last cou­ple of years I see how their focus has shift­ed from build­ing and pro­mot­ing a brand to cre­at­ing an engag­ing expe­ri­ence for cus­tomer and prospects at scale. Their job is com­pli­cat­ed as they have to make hard choic­es about resource allot­ment and jug­gle with too many pri­or­i­ties and responsibilities.

What has not changed and has become even more impor­tant is con­ver­sion rates. They are still either top of the list of near top of the list when it comes to pri­or­i­ties. Based on a num­ber of recent engage­ments with cus­tomers and part­ners, it appears that the results from the 2014 Dig­i­tal Mar­ket­ing Opti­mi­sa­tion Study remain high­ly relevant.

Regard­less of indus­try or scale, 75% of all mar­keters believe that per­son­al­i­sa­tion is impor­tant to their organization’s long-term goals. But most have a long way to go to arrive at effi­cient, effec­tive per­son­al­iza­tion for their cus­tomers and prospects.

While you might won­der if per­son­al­i­sa­tion is worth the effort and the invest­ment, our sur­vey shows that cus­tomers who focus on per­son­al­i­sa­tion and opti­mi­sa­tion have con­ver­sion rates high­er than 4.5%. Com­pared to an aver­age con­ver­sion rate of 2.6% it eas­i­ly shows how focussing on Per­son­al­i­sa­tion and Opti­mi­sa­tion can trans­late in mil­lions of Euro of addi­tion­al revenue.

Dur­ing Sum­mit EMEA 2016, we will have a track ded­i­cat­ed to Per­son­al­i­sa­tion and Opti­mi­sa­tion. This year’s agen­da has a great com­bi­na­tion of Process­es, Peo­ple and Prod­uct focussed ses­sion. Since these three pil­lars are key in hav­ing a great Per­son­al­i­sa­tion pro­gramme, I have hand­picked three ses­sions that I have placed in each dimension.

Product: Making the most of cross-solu­tion capa­bil­i­ties with the new Peo­ple core ser­vice — TL6

If you like to expe­ri­ence the solu­tion, I would advise to join the hands-on lab Mark Wall­man and I will run on the Peo­ple core ser­vice. The Peo­ple core ser­vice helps you build a com­pre­hen­sive view of indi­vid­ual cus­tomers by con­nect­ing Adobe and non-Adobe data in your Mar­ket­ing Cloud solu­tions. You will then be able to under­stand what mat­ters most to them as they inter­act across touch points and use this infor­ma­tion to build seg­ments that can dri­ve your per­son­al­i­sa­tion efforts across all solu­tions with­in the Adobe Mar­ket­ing Cloud. During this 45 min­utes ses­sion, we’ll build seg­ments in Adobe Ana­lyt­ics, enrich them using CRM data and lever­age these audi­ences in Adobe Target.

People: Unleash your inner data sci­en­tist with Adobe Tar­get — PO6

In this ses­sion, Ashish Umre (Opti­mi­sa­tion Man­ag­er at Tesco) and Pradeep Javan­gu­la (Head of Engi­neer­ing for Adobe Tar­get) will be dis­cussing how you want unleash your inner data sci­en­tist. They will dis­cuss what data sci­ence offers for per­son­al­i­sa­tion and opti­mi­sa­tion, present best prac­tices from indus­try lead­ers for using data sci­ence in dig­i­tal mar­ket­ing ana­lyt­ics and opti­mi­sa­tion. And final­ly show you how to put data sci­ence to work right now

Process: Clearing hur­dles for opti­mi­sa­tion suc­cess — PO8

Whether you’re brand new to test­ing or you’ve been opti­mis­ing for years, this ses­sion will high­light com­mon chal­lenges that organ­i­sa­tions face as their test­ing pro­gram expands and matures. Blair Keen (Busi­ness Con­sult­ing Man­ag­er at Adobe) will show­case how lead­ing com­pa­nies have cleared some of these “hur­dles” to deliv­er tan­gi­ble results in con­ver­sion and revenue.

One last thing…

A great prepa­ra­tion for Sum­mit is to use the Adobe Per­son­al­i­sa­tion Matu­ri­ty self-assess­ment tool to iden­ti­fy your organisation’s strength and focus areas in Per­son­al­i­sa­tion. This online ques­tion­naire looks at six Opti­mi­sa­tion dimen­sions: Cul­ture, Strat­e­gy, Organ­i­sa­tion, Lead­er­ship, Exe­cu­tion and Reach. Tak­ing the assess­ment only take 20 min­utes and help you have a good under­stand­ing on how your organ­i­sa­tion scores and how it relates to oth­er com­pa­nies in your industry.

Feel free to share the results of the assess­ment with your Adobe rep­re­sen­ta­tive or myself. We’ll be more than hap­py to dis­cuss the results with you.

Look­ing for­ward to meet you dur­ing Sum­mit EMEA 2016.