1. ADOBE ANALYTICS MATURITY SALES PLAY OVERVIEW
Raj Sen & Clay Warren Analytics Product Marketing

2. Adobe Analytics Maturity Sales Play Overview
2017 Analytics Packaging provides tremendous opportunity to build new pipeline among existing customers.
Many customers licensing old products – Site Catalyst, Digital Analytics Bundle and Standard/OD. EOL approaching for Site Catalyst customers so need to actively prepare customers to migrate.
Maturity among older product customers is low; opportunity to help customers mature from web analytics to customer intelligence which is critical for optimizing the CX. CX leaders are outperforming their competitors in revenue growth.
Target Customers (list included on slide 4)
Site Catalyst, Digital Analytics Bundle, Standard & OD customers
Customers below volume and ASV minimums for new products
Timing
July 2017

3. Opportunity Size – Migration & Upsell

4. WHY MIGRATE TO A NEW PRODUCT?

5. How important do you think the following internal factors will be in delivering a great customer experience over the coming year?
63%
53%
45%
35%
Improving
Data analysis capabilities to better understand customers
Optimizing internal collaboration
Optimizing creative workflows
Building ‘native’ online content
Ongoing and widespread testing 0%
20%
40%
60%
80%
100%
Customer experience is clearly a data driven and data lead exercise. This was followed closely by collaboration and workflows linked to organizational efficiency.
72% - Improving data analysis capabilities to better understand customer experience requirements
55% - Optimizing internal collaboration between creative and marketing teams
51% - Optimizing creative workflows to facilitate the rapid creation and deployment of content across multiple platforms
Source: Adobe / Econsultancy 2017 Digital Trends Survey N – 844; ranked as Very Important

6. 37% 40% Moving from web analytics to customer intelligence 36% 33% 27%
Most important requirements for analytics relating to understanding the customer
Identifying valuable clusters/segments of customers
Identifying patterns of content engagement & campaign response
37%
Tracking behavior across devices and channels
36%
Personalization & Targeting
40%
Evaluate overall customer experience
33%
27%
Source: Econsultancy Measurement and Analytics Report 2016 – 1st & 2nd Choice

7. CX leaders grow revenue faster than CX laggards (Forrester)
Customer Intelligence architects the optimal CX
CX leaders grow revenue faster than CX laggards (Forrester)
Improving the customer experience requires a holistic understanding of your customers across channels.
This requires companies to move beyond web analytics and evolve towards customer intelligence – 360 degree customer view, customer journey analysis, segmentation and predictive analytics.
In order, responders were prioritizing multi-channel analytics to understand the journey and channel impact before delivering personalized offers.
Note that the form and application experience was second as it a key aspect to conversion.
Source: Customer Experience Drives Revenue Growth, 2016 Forrester Report

8. Analytics Maturity Milestones – Helping Customer Move Beyond Web Analytics to Customer Intelligence
Collection
Democratization
Analysis
Segmentation
Enrichment
Explanation
Attribution
Prediction
Descriptive
Diagnostic
Advanced Diagnostic
Predictive
Analysis Workspace
Segment IQ
Audience Clustering
Decision Trees
Descriptive analytics is focused on understanding past performance. The objective is to reduce the time to configure data collection. This stage provides the foundation for finding more time to focus on analysis and then being able to take action on insights. 
Using diagnostic analytics, you can effectively analyze the massive amount of data you’ve collected during Stage 1 to understand what significant changes are occurring in your data and to provide clear paths for data-driven optimization.
Advanced diagnostic analytics is focused on enriching your understanding of the changes that have occurred in your data and rapidly gaining a deeper understanding of your customer.
Predictive analytics provides insights regarding what is likely to happen next with either your business or your customer along the journey to conversion. Now, you can proactively manage the future of your business as well as your customer.
People Profiles
Device Co-Op
Marketing Cloud Audiences
Contribution Analysis
Propensity Scoring
MC Visitor ID Service
Anomaly Detection
Customer Attributes
Algorithmic Attribution

9. Forrester Wave Digital Intelligence Platforms 2017
THE CLEAR LEADER
Top rating in 13 of 14 categories
Perfect 5’s in Web Analytics, Cross-Channel Attribution, Social Analytics and Partner Ecosystem, among other categories
Web Analytics
Cross-Channel Attribution
Social Analytics
Predictive Analytics
Product Vision
Supporting Services
Partner Ecosystem
5.00
3.00
4.00
0.00
1.00
2.00

10. Introduce latest analytics technology by migrating to new products
How we can help existing Analytics customers improve their digital maturity?
Pipeline Generating Opportunities
Introduce latest analytics technology by migrating to new products
Attach add-ons to help customers advance beyond web analytics – incorporating offline data & leveraging data science to measure & optimize prospect & customer cross- channel journeys

11. DISCOVERY & CONVERSATION STARTERS

12. ADM Discovery Questions & Conversation Starter
Q: What type of analytics reports do you use today to measure success of your campaigns or web experiences? How does your team go about pulling that data and building that report? How much time does it take to organize those reports?
A: Analysis Workspace is an industry leading analysis tool. It is a robust and flexible analysis tool that allows you to drag-and-drop any number of data tables, visualization and components. Users can instantly create breakdowns and segments, create cohorts for analysis, create alerts and perform flow and fallout analysis. It helps remove the burden and time of pulling and building reports manually. It enables users to discover insights faster.
Q: What data do you use to optimize your digital experiences?
A: The customer experience is now the differentiator so it’s critical that enterprises are leveraging machine learning and AI to understand experience effectiveness. Adobe Analytics leverages machine learning through features such as Intelligent Alerts, Anomaly Detection and Contribution Analysis to have visibility into instant detection of data anomalies and understand why those anomalies occurred and what to do about it. It’s also critical to be able to leverage both web and mobile data to understand the cross-channel customer journey. Through Analysis Workspace, users can leverage advanced segmentation to identify how different segments behave with different experiences. Additionally, users can see which areas of the customer journey to improve like site design, navigation, content layout and conversion rates.
What tools and data do you use to better understand your customers – their preferences, how they consume content, type of content they prefer, their time to convert, channel interactions?
A: Analysis Workspace is an industry leading analysis tool. It is a robust and flexible analysis tool that allows you to drag-and-drop any number of data tables, visualization and components. Users can instantly create breakdowns and segments, create cohorts for analysis, create alerts and perform flow and fallout analysis. Additionally, with customer attributes, users can pull in offline attributes to better understand specific audience segments such as loyalty status or demographic data, to uncover insight to optimize the digital campaigns and experiences.
How do you segment your customers today? What tools are you using to do this?
A: Segment IQ enables users to intelligently discover the differences between your audience segments through automated analysis of all your metrics.

13. ADM Discovery Questions & Conversation Starter
Q: Are you using offline attributes to better understand your customers’ digital behavior, e.g. CRM data?
A: Customer attributes enable users to integrate data from a CRM system or any other data source of offline enterprise data as an added dimension in Analysis Workspace. This allows users to uncover new insights about their customer segments and more accurately measure the effectiveness of their digital campaigns and experiences on those audiences.
Q: How are you measuring the customer journey today? Do you have a good understanding of where your customers are progressing towards the desired outcome, where they fall off?
A: Adobe Analytics Data Workbench is an interactive analytics application that is highly-flexible and powerful. It includes multi-channel capabilities designed to collect, process and visualize data from online and offline customer interactions. It enables the marketer and analyst to draw meaningful insights with easy-to-understand visualizations. It solves the problem of combining multiple data sources together to analyze and better understand the customer.
Q: Do you see anomalies in your data? How do you go about understanding what and why those anomalies occurred? How much time do you spend understanding these anomalies?
A: Data anomalies can take significant time from an analyst or marketer to discover when and why the anomaly occurred. This takes time away from teams focused on leveraging insights to optimize their business. Anomaly Detection uses statistical modeling to automatically find unexpected trends in the data. Instant detection of these anomalies can protect organizations from business impacting events or opportunities to scale your business. Through Contribution Analysis, users will understand the “why” behind these anomalies in a matter of seconds and how to respond to them.

14. USE CASE MAPPING

15. Analytics Key Use Case to SKU Mappings
Make Experience Your Business
DISCOVER
Customer Intelligence
(fmrly Whole Customer)
Predictive Analytics
Marketing Performance Measurement
(fmrly Marketing Attribution)
Digital Foundation
Multiscreen TV Distribution
Mobile App Analytics
EXPLORE
EVALUATE
Possible Talk Track:
As you saw on the previous slide there are a lot of key sales plays for our solution
Today we are going to focus on these 4 sales plays that are going to help you have conversations with your customers and crush your number.
AA Select AA Prime
AA Ultimate
AA Predictive Add-on
AA Attribution Add-on
AA Foundation
AA Select
AA Prime
AA Video Add-On
Mobile Marketing Add-On

16. AGS Package

17. AGS Analytics Foundations Services Program
Service Scope
MEASUREMENT & INSIGHT STRATEGY
Identify goals and measurement priorities
Gather and document business requirements
Consider and integrate industry specific best practices
Ongoing strategic advisement
INSIGHTS AND ANALYSIS
REPORTING ENGINE
Design analytics solution
Deploy & validate solution
Establish data integrity processes
Configure standard reporting
Create “killer” KPI dashboards
Automate business reporting
Define global segments and metrics
LEARNING
Conduct Strategic Business Reviews to evaluate progress, challenges, and opportunities and evolving the strategy to accommodate availability of new capabilities, industry, and technology trends
Data GOVERNANCE & READINESS
Define and document governance processes
Identify program ownership with technical and business teams
Craft data quality assurance standards
Customer
Profile
As a new Adobe Analytics customer, I want to build and leverage a best in class instrumentation and measurement practice to create a competitive advantage for my firm
Customer Voice
Ideal Customer Attributes
Customers who have purchased Adobe Analytics and have not implemented
Offering Details
Price (Variable)
Custom based on customer needs and complexity
SKU ID

18. AGS Analytics Foundations Services
BUILDING BLOCK
KEY ACTIVITY DESCRIPTION
MEASUREMENT & INSIGHT STRATEGY
Identify goals and measurement priorities
Gather and document business requirements
Consider and integrate industry specific best practices
Ongoing strategic advisement
REPORTING ENGINE
Design analytics solution
Deploy & validate solution
Establish data integrity processes
INSIGHTS AND ANALYSIS
Configure standard reporting
Create “killer” KPI dashboards
Automate business reporting
Define global segments and metrics
LEARNING
Empower business teams for self-service
Ongoing enablement
Data GOVERNANCE & READINESS
Define and document governance processes
Identify program ownership with technical and business teams
Craft data quality assurance standards

19. AGS Digital Marketing Maturity Audit & Mat. Strategy Services
BUILDING BLOCK
KEY ACTIVITY DESCRIPTION
DISCOVER, ALIGN ON MATURITY GOALS
Discover the behaviors, skills and technology capabilities you will need to mature for realizing your digital goals.
Drive enterprise-wide alignment on the maturity model and understanding of objective behaviors and capabilities that must be common place to reach the required level of maturity.
Gather performance data through surveys and interviews for an evidence based assessment of current maturity.
ASSESS CURRENT MATURITY & ANALYZE GAPS
Leverage data from discovery phase to baseline current maturity.
Conduct deep dive analysis on gaps and challenges, generate ideas and design initiatives for improving maturity.
Socialize the assessment results and insights from analysis
INNOVATE & DESIGN MATURITY ROADMAP
Put forth a plan for improving maturity based on Adobe best practices and iterate for buy-in and adoption.
Define a crawl-walk-run phased roadmap for evolving towards best-in-class digital operating model.
Build milestones and checkpoints along the roadmap to realize wins and unlock value along the journey.
(OPTIONAL)
TERATE, INNOVATE & EVOLVE
Conduct Strategic Business Reviews to recognize progress and evaluate challenges and opportunities.
Innovate on strategy based on insights from reassessments and evolution of maturity.
Evolve strategy and roadmap to exploit availability of new capabilities, industry and technology trends.
Data Analysis
Platform readiness Scorecards
Functional readiness Scorecards

20. APPENDIX

21. Recommended Specialized Partners
Partners remain critical to our success in building pipeline and helping customers achieve digital maturity. Please engage the PSM or Thia Le Tran on how to engage partners for Analytics deals.