EM 08 CreatingaSeamlessUserJourneyAreYouConnected v0.9 video embedded 130514 PFv1
May 14-15, 2014 | ICC ExCel, London Learn more at summit.adobe.com/emea #AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
Waldo Smeets Solution Consulting Manager | Digital Marketing Adobe Benelux & Iberica [email protected] | @waldosmeets
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2
#AdobeSummit
The journey of a thousand miles must begin with a single step. Chinese philosopher Laozi
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3
#AdobeSummit
Topics 1 | Customer journey challenges for marketers 2 | Marketing Cloud as journey enabler 3 | Case Study: Philips Seamless User Journey a) Seamless user journey – what is it b) Why did we start this transformation? c) How did we start? d) Take our learnings e) Our first results and challenges f)
Key takeaways
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4
#AdobeSummit
Building Digital Journeys with the Adobe Marketing Cloud Waldo Smeets | Solution Consulting Manager, Digital Marketing | Adobe Benelux & Iberica
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
The theory Zero Moment of Truth
Stimulus
Customer Engagement Lifecycle
Customer Loyalty Loop
First Moment of Truth
Second Moment of Truth
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6
#AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7
#AdobeSummit
Best Real-Time Consumer Experience LISTEN
PREDICT
ASSEMBLE
300 MILLISECONDS © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DELIVER
Adobe Experience Manager Next Generation Digital Experience Across Channels
Sites
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Assets
Communities
Forms
#AdobeSummit
Apps
Awareness
Consideration
Customer Identifies Themselves Unknown
Cross-Sell/ Up-Sell
Known
Rules-based Targeting of Individuals
AB Testing and MVT Algorithmic-based Targeting & Decisioning
Offer Prioritization and Decisioning
Conversion Optimization
Offer Orchestration across Channels
Segment Targeting
Single View of the Customer
Offsite Advertising Personalization Federated Segments Enrich Segments with External Data (including 2nd and 3rd Party Data)
Data / Digital Assets © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
Advocacy
Adobe Experience Manager as the center of a digital experience strategy
Demand generation Target Campaign
Twitter
Media Optimizer
Analytics Social
Facebook © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Video streaming #AdobeSummit
Creative Cloud
CRM
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
12
#AdobeSummit
Seamless user journey Lonneke Vink | Product owner consumer website Joost van Dun | IT Business partner - Online
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
Meet our Star(s) Name: Role:
14
Lonneke Vink Product owner Consumer website @lexileshelle
Adobe Digital Marketing Summit EMEA 2014
Trek
Wars
Name: Role:
Joost van Dun IT business partner – Online @JVDDesign
#AdobeSummit
#SUJPhilips
Questions after the presentation / summit use #SUJPhilips and will try to answer
15
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Philips.com Present in 62 locales 38 languages
+23%
1 billion
pageviews 2013
30% of visits
are mobile or tablet 70% of users visit for sales reason 200k ratings & reviews from consumers
75k unique products 3 million pages 16
Adobe Digital Marketing Summit EMEA 2014
7500 products year
#AdobeSummit
#SUJPhilips
per
What is Seamless User Journey?
17
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
What is Seamless User Journey? 01001111011011100110010100 10000001101111011001100010 00000111010001101000011001 01001000000110001001101001 01100111011001110110010101 11001101110100001000000110 01000110100101100111011010 01011101000110000101101100 00100000011101000111001001 10000101101110011100110110 01100110111101110010011011 01011000010111010001101001 01101111011011100010000001 11000001110010011011110110 01110111001001100001011011 01011100110010000001101001 01101110001000000101000001 20 Adobe Digital Marketing Summit EMEA 2014 10100001101001011011000110
One of the biggest digital transformation programs in Philips
#AdobeSummit
#SUJPhilips
From static and rigid…
21
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
…to a flexible and dynamic platform
22
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
From 4 product detail versions to 1 Marketing catalogue
23
Online Shop Product detail Support catalogue
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
Mobile catalogue
#SUJPhilips
Starting point to step up local ownership of our digital presence
24
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Phased deployment approach LIVE
Q3
Q3
Q4
2015
Merge
Key functions
Enhance experience
Registration
Anticipative
Retail / Service locator
Product content excellence
Marketing
Support
Personalized content, offers and support Internal search result page Curated social content
25
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Why did we start this journey?
26
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
1
Separated journeys
Multiple ways to show our products ATG7
.com
Mobile ATG7
MyPhilips
.care
Broken user journeys
Maintenance cost
Content creation
Activation activities
Complexity
P4C
ATG10
Shop
27
Adobe Digital Marketing Summit EMEA 2014
support PDP
#AdobeSummit
#SUJPhilips
2
How to stay relevant
Our consumers and organization demand more Relevance of Devices
28
Adobe Digital Marketing Summit EMEA 2014
Relevance of Localization
Relevance of Sharing
#AdobeSummit
#SUJPhilips
3
29
Product and experience are disconnected
Separate stories, limited benefits
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
4
30
Outdated platforms
Which do not support our business
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
How did we start?
31
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
32
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Analyze our current journeys and issues • • • • •
33
Adobe Digital Marketing Summit EMEA 2014
Survey visit reason (why do they come) Goal completion rate (did they succeed) NPS score (are they satisfied) Top 5 reasons for not completing Key findings (journey analysis + verbatim)
#AdobeSummit
#SUJPhilips
From sketches to development
34
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Move and level-up platforms .com
Catalogue
.care Support PDP MyPhilips
.Shop 35
Adobe Digital Marketing Summit EMEA 2014
Experience
Male grooming
Promotion site
Kitchen experience
See what light can do
Homecooker
Corporate blog
Adobe Experience Manager #AdobeSummit
#SUJPhilips
Integrate and enhance Experience
Catalogue
Experience Catalogue
36
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Creating a unified and integrated experience
Going from “Click to browse” towards “Click to convert” 37
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
38
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
1. Work with a small, dedicated team… …which is truly multi-disciplinary Partnership
Collaborate
Business, design (agency) and IT are equal partners
Close collaboration between product owner and development teams
Agile – Launch in incremental steps 39
Adobe Digital Marketing Summit EMEA 2014
Streamline
Streamline the flow to ensure all prerequisites are met before development starts
Test
Go beyond functional testing and involve your analyst and test / optimization managers
Be respectful to each other! #AdobeSummit
#SUJPhilips
2. Focus on re-usability 1 2
Control your component build
Cross-platform component library
Show what you have available
Intake process + team
3
Go for maximum re-use
40
Adobe Digital Marketing Summit EMEA 2014
Cost efficiencies / less development
Business can focus on content and experience Improved time-to-market
Higher quality components Economy of scale
#AdobeSummit
#SUJPhilips
41
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Sneak peek - Component library
42
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
3. Introduce a Website & Content Management capability People, skills and organization
Processes
Ownership of local website
Managing web presence
Web management capability • • •
Website & Content management
43
“You’re not just building a new website. You’re building a new capability”
How does the site work What can be changed, what not and how Level of content authors • • • •
.com Adobe AEM
Web analytics to track performance
Tools
Data / KPI’s
Adobe Digital Marketing Summit EMEA 2014
• •
Basic Standard Advanced Master (jedi)
Governance model for .com Deployment towards markets get digital ambassadors
1. 2.
Involve the right stakeholders Communicate and repeat, repeat, repeat #AdobeSummit
#SUJPhilips
Our first results and challenges
44
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Results / Benefits
Challenges
•
Increase in pre-sales user satisfaction by 7%
•
Not everything is available from day 1
•
SEO authority going up
•
•
We can finally go for real integrated marketing
Choose between failing fast and test-before-launch
•
How to stay in front of potential business demand
•
We cannot please everyone, so we need to take them on our journey to explain
•
•
45
Increasing local awareness and involvement with website management Already high-level of component re-use (60%)
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Key takeaways
46
1
2
3
Team up to excel and work agile
Build for re-use
Build a capability, not just a site
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
47
KEEP CALM AND SEAMLESS JOURNEY ON
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
Waldo Smeets Solution Consulting Manager | Digital Marketing Adobe Benelux & Iberica [email protected] | @waldosmeets
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2
#AdobeSummit
The journey of a thousand miles must begin with a single step. Chinese philosopher Laozi
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3
#AdobeSummit
Topics 1 | Customer journey challenges for marketers 2 | Marketing Cloud as journey enabler 3 | Case Study: Philips Seamless User Journey a) Seamless user journey – what is it b) Why did we start this transformation? c) How did we start? d) Take our learnings e) Our first results and challenges f)
Key takeaways
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4
#AdobeSummit
Building Digital Journeys with the Adobe Marketing Cloud Waldo Smeets | Solution Consulting Manager, Digital Marketing | Adobe Benelux & Iberica
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
The theory Zero Moment of Truth
Stimulus
Customer Engagement Lifecycle
Customer Loyalty Loop
First Moment of Truth
Second Moment of Truth
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6
#AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7
#AdobeSummit
Best Real-Time Consumer Experience LISTEN
PREDICT
ASSEMBLE
300 MILLISECONDS © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DELIVER
Adobe Experience Manager Next Generation Digital Experience Across Channels
Sites
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Assets
Communities
Forms
#AdobeSummit
Apps
Awareness
Consideration
Customer Identifies Themselves Unknown
Cross-Sell/ Up-Sell
Known
Rules-based Targeting of Individuals
AB Testing and MVT Algorithmic-based Targeting & Decisioning
Offer Prioritization and Decisioning
Conversion Optimization
Offer Orchestration across Channels
Segment Targeting
Single View of the Customer
Offsite Advertising Personalization Federated Segments Enrich Segments with External Data (including 2nd and 3rd Party Data)
Data / Digital Assets © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
Advocacy
Adobe Experience Manager as the center of a digital experience strategy
Demand generation Target Campaign
Media Optimizer
Analytics Social
Facebook © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Video streaming #AdobeSummit
Creative Cloud
CRM
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
12
#AdobeSummit
Seamless user journey Lonneke Vink | Product owner consumer website Joost van Dun | IT Business partner - Online
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
Meet our Star(s) Name: Role:
14
Lonneke Vink Product owner Consumer website @lexileshelle
Adobe Digital Marketing Summit EMEA 2014
Trek
Wars
Name: Role:
Joost van Dun IT business partner – Online @JVDDesign
#AdobeSummit
#SUJPhilips
Questions after the presentation / summit use #SUJPhilips and will try to answer
15
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Philips.com Present in 62 locales 38 languages
+23%
1 billion
pageviews 2013
30% of visits
are mobile or tablet 70% of users visit for sales reason 200k ratings & reviews from consumers
75k unique products 3 million pages 16
Adobe Digital Marketing Summit EMEA 2014
7500 products year
#AdobeSummit
#SUJPhilips
per
What is Seamless User Journey?
17
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
What is Seamless User Journey? 01001111011011100110010100 10000001101111011001100010 00000111010001101000011001 01001000000110001001101001 01100111011001110110010101 11001101110100001000000110 01000110100101100111011010 01011101000110000101101100 00100000011101000111001001 10000101101110011100110110 01100110111101110010011011 01011000010111010001101001 01101111011011100010000001 11000001110010011011110110 01110111001001100001011011 01011100110010000001101001 01101110001000000101000001 20 Adobe Digital Marketing Summit EMEA 2014 10100001101001011011000110
One of the biggest digital transformation programs in Philips
#AdobeSummit
#SUJPhilips
From static and rigid…
21
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
…to a flexible and dynamic platform
22
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
From 4 product detail versions to 1 Marketing catalogue
23
Online Shop Product detail Support catalogue
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
Mobile catalogue
#SUJPhilips
Starting point to step up local ownership of our digital presence
24
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Phased deployment approach LIVE
Q3
Q3
Q4
2015
Merge
Key functions
Enhance experience
Registration
Anticipative
Retail / Service locator
Product content excellence
Marketing
Support
Personalized content, offers and support Internal search result page Curated social content
25
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Why did we start this journey?
26
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
1
Separated journeys
Multiple ways to show our products ATG7
.com
Mobile ATG7
MyPhilips
.care
Broken user journeys
Maintenance cost
Content creation
Activation activities
Complexity
P4C
ATG10
Shop
27
Adobe Digital Marketing Summit EMEA 2014
support PDP
#AdobeSummit
#SUJPhilips
2
How to stay relevant
Our consumers and organization demand more Relevance of Devices
28
Adobe Digital Marketing Summit EMEA 2014
Relevance of Localization
Relevance of Sharing
#AdobeSummit
#SUJPhilips
3
29
Product and experience are disconnected
Separate stories, limited benefits
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
4
30
Outdated platforms
Which do not support our business
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
How did we start?
31
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
32
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Analyze our current journeys and issues • • • • •
33
Adobe Digital Marketing Summit EMEA 2014
Survey visit reason (why do they come) Goal completion rate (did they succeed) NPS score (are they satisfied) Top 5 reasons for not completing Key findings (journey analysis + verbatim)
#AdobeSummit
#SUJPhilips
From sketches to development
34
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Move and level-up platforms .com
Catalogue
.care Support PDP MyPhilips
.Shop 35
Adobe Digital Marketing Summit EMEA 2014
Experience
Male grooming
Promotion site
Kitchen experience
See what light can do
Homecooker
Corporate blog
Adobe Experience Manager #AdobeSummit
#SUJPhilips
Integrate and enhance Experience
Catalogue
Experience Catalogue
36
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Creating a unified and integrated experience
Going from “Click to browse” towards “Click to convert” 37
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
38
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
1. Work with a small, dedicated team… …which is truly multi-disciplinary Partnership
Collaborate
Business, design (agency) and IT are equal partners
Close collaboration between product owner and development teams
Agile – Launch in incremental steps 39
Adobe Digital Marketing Summit EMEA 2014
Streamline
Streamline the flow to ensure all prerequisites are met before development starts
Test
Go beyond functional testing and involve your analyst and test / optimization managers
Be respectful to each other! #AdobeSummit
#SUJPhilips
2. Focus on re-usability 1 2
Control your component build
Cross-platform component library
Show what you have available
Intake process + team
3
Go for maximum re-use
40
Adobe Digital Marketing Summit EMEA 2014
Cost efficiencies / less development
Business can focus on content and experience Improved time-to-market
Higher quality components Economy of scale
#AdobeSummit
#SUJPhilips
41
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Sneak peek - Component library
42
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
3. Introduce a Website & Content Management capability People, skills and organization
Processes
Ownership of local website
Managing web presence
Web management capability • • •
Website & Content management
43
“You’re not just building a new website. You’re building a new capability”
How does the site work What can be changed, what not and how Level of content authors • • • •
.com Adobe AEM
Web analytics to track performance
Tools
Data / KPI’s
Adobe Digital Marketing Summit EMEA 2014
• •
Basic Standard Advanced Master (jedi)
Governance model for .com Deployment towards markets get digital ambassadors
1. 2.
Involve the right stakeholders Communicate and repeat, repeat, repeat #AdobeSummit
#SUJPhilips
Our first results and challenges
44
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Results / Benefits
Challenges
•
Increase in pre-sales user satisfaction by 7%
•
Not everything is available from day 1
•
SEO authority going up
•
•
We can finally go for real integrated marketing
Choose between failing fast and test-before-launch
•
How to stay in front of potential business demand
•
We cannot please everyone, so we need to take them on our journey to explain
•
•
45
Increasing local awareness and involvement with website management Already high-level of component re-use (60%)
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
Key takeaways
46
1
2
3
Team up to excel and work agile
Build for re-use
Build a capability, not just a site
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
47
KEEP CALM AND SEAMLESS JOURNEY ON
Adobe Digital Marketing Summit EMEA 2014
#AdobeSummit
#SUJPhilips
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
