A Week With Adobe

I had a great week at Adobe Summit, where I was joined by 12,000 marketing executives.  Summit The theme this year was Experience.  Adobe pointed out that businesses that are experience driven have higher net promoter scores and revenue than those that do not have an experience focus.  They defined Experience as the sum total of interactions with a brand. This aligns with The Relevancy Group research, most particularly findings in our latest consumer research, Handle with Care – Consumer Email Marketing Behaviors.

They went on to define an Experience business as one that 1) knows and respects the customer 2) speaks in one voice 3) the technology is transparent 4) is focused on customer delight

The big announcement was the introduction of Adobe Experience Cloud, an overarching cloud platform that ties together, their Creative, Document, Marketing, Analytics and Advertising Clouds.  This unifies the data structure, user interface and includes a number of enhancements to share information across the previously disparate clouds.

Machines Everywhere

They discussed the value of real-time data and their machine learning AI framework Sensei took center stage.  Almost every part of their clouds is now or will be benefiting from the Sensei framework. IBM had their event at the same time and similarly was discussing the same things their Watson tool, which TRG’s Nick Einstein writes about here.  Adobe Sensei is built into the platform, harvests data across the cloud, compares patterns; creativity, intelligence, content.  It also creates a virtual analyst, provides automated anomaly detection and alerting.  The Sensei demos were impressive. In one demo in store ads changed based on facial recognition, different offers were displayed based on gender. It was something out of the film The Minority Report.

More Adobe Summit announcements included:

  • New, Adobe Advertising Cloud, combines the Media Optimizer products along with recently-acquired TubeMogul offering.
  • Experience data model is a common language across their cloud and provides for an open ecosystem, utilizing Adobe I/O.
  • Adobe introduced Launch, their next gen tag management system, fast connections at the experience layer.  Launch, Adobe’s tag management partners include Facebook, Twitter, Zendesk and more, it offers fantastic reach.  This data will also feed into their Adobe Cross Device Co-Op  to enhance their Identity Management solution.
  • Adobe Cross Device Co-Op growth, Information on 850 million devices are now in the co-op which was announced at the 2016 Adobe summit. That is big year-over-year growth.
  • Adobe Analytics now includes a virtual analyst that can spot and analyze anomalies and bring audiences, behaviors & ad data together.  Lots of powerful analytics and insights in one place, on one canvas.  That’s impressive.  The text alerts for anomaly also provides likely root causes.  These are smart alerts and this is something that TRG has been advocating for some time.  It is great to see this in production.
  • Their Advertising Cloud is integrated with the rest of experience cloud, same measures and audiences for re-targeting and on stage, they suggested that they deliver higher match rates.
  • They demo’d ability to use first party customer data in a linear TV buying with one click.  This is a first and impressive.  While this has existed for digital and OTT TV, but never has linear TV buying been so easy to combine with first party data. The targeting potential is enormous.
  • New Marketing Cloud: Fluid experiences using fragments content. Snippets that can be used across screens and channels.  This should improve the marketer’s ability to test and create more personalized messages and experiences.
  • New to Marketing Cloud: Adobe Dreamweaver integrated into Adobe Campaign, one click content dropping, this is a big efficiency gain for email marketers.
  • Expanded Adobe and Microsoft partnership, including new integrations with Dynamics CRM, Azure and Power BI.

Sneaks

Their annual summit favorite, Sneaks did not disappoint.  Hosted by SNL’s Kate McKinnon it was an entertaining way for Adobe to sneak preview some of the items they currently have in development.  The item that seemed to capture everyone’s attention was the ability to inject advertising into VR experiences. Interesting stuff but, future forward for sure.

As always it was great to catch-up with the Adobe team, partners and mutual clients. Thanks to the Adobe AR and Marketing Cloud team for making me feel so welcome.

You can watch the Adobe keynotes and presentations here.

Until next time,

 

 

David

A Week With Watson

watson

Last week I joined the tens of thousands of customers, partners, and employees who descended on the MGM Grand and Mandalay Bay in Las Vegas for the IBM Amplify and InterConnect conferences. It was a valuable opportunity to get the latest from one of the most respected companies on the planet and proved to be time very well spent.

It’s no secret that IBM has had challenges growing revenue in recent years as the tectonic shift towards cloud computing disrupted many of their core businesses, but times are changing, and the tech behemoth presented a compelling case this week that they are well positioned to help today’s enterprises capitalize on tomorrow’s opportunities.

Enterprise Strength + Security

When Ginny Rometti took the stage on Tuesday to interview business leaders and IBM partners [including Marc Benioff, Chairman and CEO, Salesforce, Randall Stephenson, CEO, AT&T, William Cobb, CEO, H&R Block, and others], she made it quite clear that the IBM cloud was built to support the enterprise at scale. With the volume of mobile data on AT&T’s network growing at a pace of 40% month over month, Ginny illustrated that tomorrow’s challenges present big opportunities for businesses that can manage this growth with agile and scalable solutions. With the vast majority or the world’s credit card transactions, airline tickets, and stock trades running through IBM systems, the crew in Armonk certainly knows scale and has proven that they’re serious about security.

Cognitive is Here

Watson is at the core of virtually everything IBM does, and this week in Vegas we saw a lot of exciting ways in which artificial intelligence and cognitive processing have been implemented to drive value across business verticals.

Most of us are aware that Watson is a great chess player and has beaten some of the best in the world. Many of us have read about how Watson has helped doctors more easily identify anomalies in huge data sets and aid in the diagnosis of diseases of all sorts. Few of us, however, realize that Watson has learned the US tax code, line by line, and marries those data with those of virtually every tax return ever prepared by H&R Block [nearly 700 million] to find incremental deductions and help H&R Block customers proactively plan for their upcoming tax year to minimize tax exposure.

Watson has also begun to learn marketing. Watson Content Hub uses cognitive intelligence to automatically tag content in ways that make it easier for marketers to ID and leverage it, driving efficiency and efficacy. Watson Marketing Insights [which just went live in GA on Friday, Mar. 24], leverages a cognitive engine to help marketers more easily identify and activate specific customer segments. It can, for instance, comb through cross-behavioral customer data, select those most likely to churn, and then build segments to be passed along to Watson Marketing or to any number of partners for omnichannel activation. While in its infancy, I believe it could very well grow into an indispensable tool for marketers who are increasingly forced to deal with more data than they can effectively manage.

Smart Technology + Smart People

It was easy to get swept away this week by the almost science fiction like possibilities of cognitive computing and artificial intelligence, but everyone from Ginny on down reiterated that it takes smart people to leverage smart technology. Watson is an excellent pupil, but only learns when he is taught by good teachers who leverage a solid curriculum. Marketers looking for a silver bullet may be disappointed, but those in search of tools to better manage their business in the age of ‘big data’ may very well find a perfect partner in Watson.

Kudos + Thanks

Kudos to the team at IBM for producing an epic event, and thanks to all the team members who made the time to meet with me and give me the latest. Special thanks to Stacy Kirk and Silvia Galgano on the AR team for the hospitality and access; this Einstein had a great week with Watson.

For those who wish to dig deeper into the event, check out the recordings and resources online.

Research Subscriber Series – 2017

The Relevancy Group Research Subscriber Series – The 2017 Offering

What is it? An annual subscription to our 2017 research The Relevancy Groupthat includes access to our back catalog of original hypothesis driven research.  Each coverage area will produce 12 original reports in 2017, which should not be confused with our sponsored research which is available for free with registration.  The Research Subscriber Series includes our Relevancy Ring Buyer’s Guides, market landscapes and tactical advice that is based on executive and consumer surveys as well as case studies.  Each report comes with 30 minutes of inquiry time allowing to go one-on-one with the analyst that authored and/or contributed to the research. We provide direct access to answers.

Who are the authors? The Relevancy Group is proud to have the most tenured research staff of any analyst/research firm in the industry. All of our analysts have at least 15 years of experience in their coverage area as a practitioner, industry analyst – or both. Learn more about our team.

What does it cost? Each coverage area is available for $5,000.00 which includes 12 new reports a year plus access to previous Research Subscriber Series from that coverage area. Purchase all three coverage areas and get 32 original research reports and analyst access for $15,000.00 dollars. This is a tremendous discount to purchasing our research on a one-off basis and a fantastic value for any organization seeking the latest analysis. As a former Jupiter Research and Forrester Research executive I also know it is the most affordable comprehensive apporach to delivering the best original research with the most tenured staff.

What are the coverage areas?  There are three distinct coverage areas, yet our analysts do collaborate to ensure that we have a consistent understanding of these disparate topics. The coverage area and research topics for each are as follows:

  • Email/Everychannel Marketing
  • Madtech, the marriage of Martech and Adtech
  • Social Marketing and Publishing

Email MarketingEmail/Everychannel Marketing 2017 Report List            *report titles subject to change

ORDER YOUR SUBSCRIPTION HERE, $5,000.00 Annually | Questions about this offering – ask us!

Get a  free example of a report from 2016 – ask us!

Report Title Month
Consumer Marketing Trends January
TRR ESP Buyers Guide 2017 February
State of Email Industry 2017 March
Email Acquisition Tactics April
Fast Marketing: A Real-Time Data Case Study May
Email Hygiene Vendor Landscape June
Best Practices Round-up 2017 July
2017 Martech Innovators August
TRR Email Agency Buyer’s Guide 2017 September
Machine Learning in Email Marketing October
Holiday Email Marketing Guide November
Adaptive Content Case Studies December


ORDER YOUR SUBSCRIPTION HERE
, $5,000.00 Annually | Questions about this offering – ask us!
Madtech (Martech+Adtech) 2017 Report List *report titles subject to change Identity Marketing       

Get a  free example of a report from 2016 – ask us!

 

Report Title Month
Emergence of Madtech 2017: How DMPs are Enabling People-Based Marketing January
Programmatic Advertising Trends in 2017 February
Mobile Identity Resolution March
People Based Marketing Trends 2017 April
Madtech, DMP Buyer’s Guide 2017 May
State of Identity Management 2017 June
Video Advertising Trends July
Madtech Services Landscape –  Best Practices to Selecting an Agency August
2017 Madtech Vendor Innovators September
Madtech Data – How First Party Data is Being Utilized October
Consumer Advertising Trends November
Beyond The Walled Garden – Growing a New Farm December

ORDER YOUR SUBSCRIPTION HERE, $5,000.00 Annually | Questions about this offering – ask us!Social Marketing and Publishing 2017 Report List *report titles subject to changeSocial Marketing     

Get a  free example of a report from 2016 – ask us!

 

Report Title Month
All About Attribution January
Consumer Social Trends February
Social Acquisition Advertising March
Snapchat – Marketing Guide & Tactics April
Facebook – Marketing Guide & Tactics May
Video Marketing Trends June
2017 Social Vendor Innovators July
Mobile App Marketing August
Social Publishing Landscape September
Customer Experience – Social Listening  Case Study October
Social Marketing Amid Fake News November
The New Paper – Social Publishing Case Study December

ORDER ALL THREE COVERAGE AREAS $15,000.00 annual subscription *report titles subject to change | Questions about this offering – ask us!

The 2016 Marketer Quarterly Marketing Awards

TMQ AwardsThe 2016 Marketer Quarterly Marketing Awards

Submit your best marketing and advertising efforts of 2016 and you may be recognized as a TMQ Award winner in Issue 12 of The Marketer Quarterly (TMQ) digital magazine, a magazine by marketers for marketers.

Submissions will be judged by the market analysts and consultants from The Relevancy Group in a quantifiable scorecard driven process. Submissions will be judged on variety of attributes including relevance, utilization of data, creative, strategy among other category specific characteristics.

You can submit to more than one category. To do so, you will need to fill out this form multiple times, one for each category you want to enter. Each submission is subject to a $200.00 entry fee. Upon submitting this form, you will be asked to enter a valid credit card for processing.
Each category will have at least one winner, however some categories may have industry winners, i.e. travel, retail, etc. The submission deadline is 10/23/16.

Submission Categories – Email Marketing Awards 2016
1. Best Newsletter
2. Best Welcome Email/Email Series (i.e. Onboarding, lifecycle messages to convert actions)
3. Most Innovative Email (i.e. Utilization of video, animation, real-time data, location data)
4. Best Triggered Email (i.e. Browse abandon, abandon cart, re-targeting, alerts)
5. Best Offer (i.e. Coupons, daily deal, promotion)
6. Best Loyalty Member Email/Offer (i.e. Statements, offers, redemption)
7. Best Subject Line (i.e. Results oriented, your open/read rate has improved)

Submission Categories – Digital Marketing and Advertising Awards 2016
8. Best Display Ad
9. Best Retargeting (i.e. Display targeting)
10. Best Madtech (i.e. use of CRM data in advertising efforts, i.e. Facebook Custom Audiences)
11. Best Social Marketing Campaign
12. Best Use of Video (i.e. YouTube, or general usage of Video in advertising)
13. Best Cross-Channel Campaign (i.e. Coordinated marketing across channels)
14. Best Mobile Campaign (i.e. Utilization of mobile app, location, push messages, deep linking)

Submit Your Best Today

The Value of Advanced Data Modeling

The Value of Advanced Data Modeling

Research Written by Nicholas Einstein, David Daniels, John Polcari, Amy Jones
In 2016, email continues to outperform other digital channels and further cement its reputation as the most effective channel for driving revenue. For many enterprise marketers, email is the cornerstone of their outbound digital marketing efforts and is increasingly the source of critical behavioral and response data to inform ongoing campaign optimizations across channels. As these waves of additional data become available to marketers, however, making good use of it becomes a challenge and often requires incremental investment to separate signal from noise. Sophisticated marketers who build effective clustering models that inform segmentation, propensity models that drive predictions, and collaborative filtering models that drive recommendations are realizing gains on their investments today and will be better prepared to meet the increasingly demanding needs of modern consumers.
Published in 2016. Paper Length 14 pages, 7 graphics 4102 words.

The Marketer Quarterly Issue 10 – The State of the Union, 2016

Issue 10 of The Marketer Quarterly, the digital magazine for marketers by marketers is now available online and via The Marketer Quarterly apps.

The Marketer Quarterly Issue 10Given it is an election year, we take a look at political marketing in 2016.  We also take a look at the state of the marketing union with an excerpt of The Relevancy Group trend reports on email marketing, social marketing and identity management.

There are fantastic CMO interviews with Heineken and Hilton and we also go deep with Benjamin Moore and Hotels.com

Get the this issue with a free subscription.

The Relevancy Group Research Subscriber Series

The Relevancy Group Research Subscriber Series provides an affordable way for businesses to purchase a subscription to a bundle of new market research reports.  These bundles provide a substantial (28%) discount of what it would cost to purchase these reports individually.

These original reports feature new data and research from our principal analysts and senior staff members.   The research covers three distinct coverage areas and includes inquiry time with the analyst authors.

Email MarketingEverychannel Marketing/Email Marketing

Lead by tenured industry analyst and Relevancy Group CEO David Daniels. Topics covered include: Email Marketing, Data Integration, Data Hubs, Data Hygiene, Services and Agencies, Real-time Data, Multi-channel Marketing, Database Marketing, Direct Marketing, Martech, Recommendation, Machine Learning, Customer Experience.

Identity MarketingIdentity Management

Lead by tenured advertising and marketing expert and Relevancy Group Principal Analyst Peggy Reinders. Topics covered include: Identity Management, MadTech (Adtech meets Martech), DMPs (Data Management Platforms), Display Targeting, People Based Marketing, Recommendation Engines, Customer Experience, Advertising, Programmatic, DSP (Demand Side Platform)

Social MarketingSocial Marketing

Lead by tenured marketer, business leader, digital anthropologist, and Relevancy Group VP of Research and Principal Analyst Nick Einstein.  Topics covered include: Social Marketing, Social Publishing, Customer Experience, Social Listening, Closed Network Targeting, Marketing Attribution and Analytics, Real-time Data, Mobile Readiness

Subscribe Early and Enjoy A Massive Discount

The 2016 Research Subscriber Series features 20 reports that include shorter Trends and Tactics Reports, longer Benchmark Reports, as well as the most comprehensive Relevancy Ring Buyer’s Guide Reports.  The individual price for these reports range from $499.00 to $2495.00 but charter members to the Research Subscriber Series get the 20 reports across all three coverage areas for a $20,000.00 annual subscription.  Contact us for a complete research agenda and custom pricing to purchase just two coverage areas.

2016 Research In The Subscriber Series Includes the Following: