Adobe Experience

Cloud

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe

Confidential.
 The Adobe Experience Cloud for
Telco Acquisitio
n
Engagement Retention

Call Email/
Social & In Direct SMS, Socia
SE Display Web App POS/Kiosk Centre/Visi
Video Store Mail Push l
M Ads Ads tor Centre
Offline Customer
Paid Digital Channels
Channels Communication
PaidMedia
media Performance 1–1
Deliver automatic optimisation customer
y optimisation communicatio
n

Content Management Platform

Content

2nd party (Partner) data and 3rd party (Ad network) data
Dat
a
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe
1st party (owned) data
Confidential.
 The Adobe Experience Cloud for
Telco Acquisitio
n
Engagement Retention

Call Email/
Social & In Direct SMS, Socia
SE Display Web App POS/Kiosk Centre/Visi
Video Store Mail Push l
M Ads Ads tor Centre
Offline Customer
Paid Digital Channels
Channels Communication
Media

Delivery
Adobe Advertising Cloud Adobe Target Adobe Campaign

Content
Adobe Experience Manager

Adobe Audience Manager

Dat
a Adobe Analytics

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe

Confidential.
 Solution
architecture Creative
Experience
Manager
• Content and Digital Asset
Workflow Management
CREATIVE • Template Creation and Publication Assets
CLOUD
• Content Authoring Core
Launch Core Service </
Service
(RT (RT Image >Mobile
Site,
) ) s
App, In-
Analytics Segments Profiles & Segments Targe Product
Audiences t• Web/Mobile
ANONYMOUS • Behavior &
Core Personalisation
Personalisation
Segmentatio Attributes Attribute
REAL-TIME n Service s
• Behavioral
DATA • Analytics • A/B
Targeting
• HistoricalSeg • MC Testing
mentation Segment Segments
Sharing
• CRM
Images, Email
Dat Audienc
Attributes
Templates Ad
a e Campaign Networks
(RT & Manager Segment • Contact
Batch) s Management
2nd & 3rd (Privacy) • Offer Management Messages
PARTY
DATA Email, Call
Data via Reports, Profile Profile Centre,
Data
Dashboard & Data feeds Attributes Attributes
Kiosk
(Anonymised)

FIRM Data as a Customer Data • Products

WIDE service • EDW • Customer
• DataModelling • CRM Attributes
DATA • DataAggregation
• LeadScoring • Opt-In • Models
Preferences • Enriched Data

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe 4

Confidential.
Consistent messaging across channels - Key Building
Blocks
DATA CROSS-CHANNEL AUTOMATION &
DRIVEN ORCHESTRATIO
Integrate email, N
Drive mobile Automate the
personalization & online/offline delivery of
engagement channels into meaningful and
through a single the customer timely messages
accessible view of journey and offers
the customer

Deliver personalized experiences cross-

© 2017Adobe
© 2017 Adobe
Confidential.
Systems
Systems Incorporated.
channels.
Incorporated. AllReserved.
All Rights Rights Reserved.
Adobe Adobe
Confidential.
Consistent messaging across channels - Key Building
Blocks
DATA CROSS-CHANNEL AUTOMATION &
DRIVEN ORCHESTRATIO
Integrate email, N
Drive mobile
personalization & online/offline Automate the
engagement channels into delivery of
through a single the customer meaningful and
accessible view of journey timely messages
the customer and offers

Deliver personalized experiences cross-

© 2017Adobe
© 2017 Adobe
Confidential.
Systems
Systems Incorporated.
channels.
Incorporated. AllReserved.
All Rights Rights Reserved.
Adobe Adobe
Confidential.
Capture activities & interactions across online and offline
channels

CRM

INTEGRATED CUSTOMER PROFILE

Understand your customers, and use their

preferences for targeting and increased campaign
performance.
© 2015
2017 Adobe Systems Incorporated. All Rights Reserved. Adobe
Confidential.
Combine what you know and what your customers
share
CLICK FORM
S S

PURCHASES SURVEYS

BROWSIN PREFERENCES
G FULL
KNOWLEDGE

Behavioral data Declarative data

prevalent in today's marketing prevalent in tomorrow's marketing
strategies strategies

© 2015
2017 Adobe Systems Incorporated. All Rights Reserved. Adobe
Confidential.
Consistent messaging across channels - Key Building
Blocks
DATA DRIVEN CROSS-CHANNEL AUTOMATION &
ORCHESTRATIO
Integrate email, N
Drive mobile
personalization & online/offline Automate the
engagement channels into delivery of
through a single the customer meaningful and
accessible view of journey timely messages
the customer and offers

Deliver personalized experiences cross-

© 2017Adobe
© 2017 Adobe
Confidential.
Systems
Systems Incorporated.
channels.
Incorporated. AllReserved.
All Rights Rights Reserved.
Adobe Adobe
Confidential.
 An Orchestrated Cross-Channel
Experience
Channel Activation Push Business Catalog
Notifications

Welcome Email
Online Product Call Center
Recommendatio Inquiry
ns

CROSS-CHANNEL Remarketing
Email
CAMPAIGNS
INTEGRATED CUSTOMER PROFILE
CONTENT

DIGITA CRM
L CONNECTO RELEVANT & MEANINFUL
INTERACTION
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe
R EXPERIENCE
S Confidential.
Confidential.
A Personalized Cross-Channel
Experience
EMMA
“Browsing website for latest services and Discover new Browse to Remarket
subscriptions.” plan for compare offer via
Enterprise quotes email

MARC
“Medium company director. A little old school, Save on
loves print.” Go paperless! bundled Go paperless!
products

AMBER
“New joiner, founder of a 2 years old start Save on Save on Save on
up.” bundles and checking bundles and
packages bundle packages

JAMI
“Office
E Manager for Medium
company. Long time user, Click to call Product
considering other options.” Browse site next best
offer
confirmation
email

Adobe Campaign delivers personalized experiences across

channels.
© 2017Adobe
© 2017 Adobe Systems
Systems Incorporated.
Incorporated. AllReserved.
All Rights Rights Reserved.
Adobe Adobe
Confidential.
Confidential.
Consistent messaging across channels - Key Building
Blocks
DATA DRIVEN CROSS-CHANNEL AUTOMATION &
ORCHESTRATIO
Integrate email, N
Drive mobile Automate the
personalization & online/offline delivery of
engagement channels into meaningful and
through a single the customer timely messages
accessible view of journey and offers
the customer

Deliver personalized experiences cross-

© 2017Adobe
© 2017 Adobe
Confidential.
Systems
Systems Incorporated.
channels.
Incorporated. AllReserved.
All Rights Rights Reserved.
Adobe Adobe
Confidential.
 Cross Channel decisioning
processes
• Segmentation
Audience
• Event triggered
identificatio • Online behaviour /
n event

Offer / Channel
message decisionin
decisioning g
• Eligibility • Customer preferences
• Offer proposition • Communication rules
rules • Communication pressure
• Prioritisation rules

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe 1

Confidential. 3
 PERSONALIZATIO
N Personalized animated
GIF

IS A
• Start with a simple,
ROI- centric
opportunity Post-purchase
• PROGRESSION
cross-sell
When resources allow,
expand to more
challenging high ROI Behavior-based push
strategies triggers
• Continue to expand
• Try out tactics aimed
at surprise and Abandoned
delight cart

Add
personalized element to
promotional template
©
© 2017
2017 Adobe
Adobe Systems
Systems Incorporated.
Incorporated. All
All Rights
Rights Reserved.
Reserved. Adobe
Adobe
Confidential.
Confidential.