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ADOBE ANALYTICS MATURITY SALES PLAY OVERVIEW

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Presentation on theme: "ADOBE ANALYTICS MATURITY SALES PLAY OVERVIEW"— Presentation transcript:

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.


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