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

Spread The Love

Spread the Love

By Peggy Reinders – Principal Analyst

Sweet Talk

It’s Valentine’s Day! The Holiday that I’m convinced was created by Hallmark way back when to sell more cards. Men and women everywhere will take time today to express their love to one another. Whether through red roses, heart shaped boxes of candy, Valentine’s cards at school, or the little boxes of conversation hearts, we all join in the celebration of love (or at least we should, if we know what’s good for our relationships). 😉

In the spirit of conversation hearts, I decided to share today what I love about our latest report findings from The Relevancy Group – “The Emergence of Madtech in 2017: How DMPs Enable People-Based Marketing”.

Be Mine –  Martech Be Mine. For the first time, we see early signs that using an Identity Management solution or a DMP can enhance marketing results (ie. email CTRs are higher). DMP and Identity Management results are usually tied to advertising or offline sales. This is a first, where we see results tied to Martech!

Valentine candy hearts with "Friend Me" saying

The Relevancy Group found that 15 percent of those who had implemented a DMP or identity management solution had higher email CTR than those that didn’t implement a DMP. On the other hand, only 11 percent of marketers who had used CRM data saw such results. In the 24 percent or greater email CTR segment, nearly 9 percent of users of DMPs and identity management solutions achieved that level as opposed to only 6 percent of the total.

As Marketers move beyond CRM data to DMPs and Identity Management solutions, we would expect to see results like this continue. In other words, as the Adtech and Martech relationship keeps growing, we would hope to see red roses on Valentine’s Day, but not a marriage proposal yet.

• Me and You –  Me, the Marketer, has heard a lot from you, the vendor, on why I need a DMP or Identity Management solution. But do you really understand me? Do you know my unique business challenges?

The Relevancy Group found that lack of education is affecting pace of adoption of DMPs and Identity Management solutions. Marketers need to build strong business cases to overcome challenges such as privacy concerns or lack of data centralization (both challenges preventing utilization of data across channels). In many cases, the potential of these types of technologies are already beyond the Marketer’s understanding.

So where’s the love from vendors to educate and help Marketers build these business cases? Do vendors understand that each Marketer may have a business case unique to their organization instead of a one size fits all approach? In other words, treat me like the unique organization I am. Buy me red tulips instead of roses, because roses don’t work for me.

Whatever type of relationship you’re in- Marketer or Vendor- I encourage you to share results with others and help build business cases. Do what you can to help our industry continue to move forward. In the spirit of Valentine’s Day, spread the love.

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 Relevancy Group’s 2017 Marketing Predictions

The Relevancy Group’s 2017 Marketing Predictions

It is that time of year again, to focus in on what we at The Relevancy Group think marketers will be doing in 2017.  In no particular order we believe the following will be capturing the marketers’ attention.

  1. Mobile Drives Real-time Data and Location Utilization. One-third of marketers 2017 jahrtold us that utilizing real-time data was a top priority for them in 2016. We witnessed that adoption rise through the adoption of adaptive content vendors such as Power Inbox, Movable Ink, LiveClicker and the like. The mass utilization of mobile phones will also increase marketer’s application of real-time data such as location.  Sixty-two percent of US consumers are on their mobile phone every 3 hours or more frequently and overall one-third of consumers state their phone is their primary email device.  Utilization of location data to target marketing will increase in 2017.  Additionally email marketers will increase their utilization of universal linking to mobile apps via solutions such as Branch.
  2. Increased Utilization of AI and Machine Learning. Marketers will began to embrace and hug the machines. Artificial Intelligence (AI) is impacting personalization, with solutions that are leveraging customer behaviors to learn from them and predict the new best offers to present to customers.  In a Relevancy Group executive survey we found that 38% of marketers were already utilizing such machine driven Martech and another 33% stated that they plan to implement it in 2017.  We expect marketers to become more efficient and effective through the utilization of machine driven learning.
  3. The Rise of Madtech and People Based Marketing. At The Relevancy Group we refer to the collision of Martech and Adtech, Madtech. This allows for CRM-customer data to be utilized in advertising efforts to identify individuals across channels, and also taken anonymous unknown online profiles and make them known individuals.  This will give rise to People Based Marketing, the ability to effectively target consumers online and as an individual which will make online display advertising more effective and efficient.  In our 2016 research we were able to prove that marketers that were practicing People Based Marketing had double the online revenue than those that were not doing this.  We expect to see more rapid adoption of these Madtech tactics and strategies in 2017.
  4. Greater Use of Attribution and Flattening of Silos. One of the top five 2016 email marketer priorities was to increase the utilization of analytics and attribution. We believe that marketers will increase their utilization of attribution which will in part be driven by the utilization of Madtech and People Based Marketing.  Attribution will not only improve the accurate measurement of marketing programs but can also be an instrument to flatten the siloed marketing department. The majority of marketers’ state that their marketing department operates with no common goals and that channels operate independently.  We expect marketing organizations will begin to break down silos to deliver a consistent customer experience in the era of Madtech and People Based Marketing.

If you’d like to hear more of what The Relevancy Group’s CEO David Daniels has to say about 2016 and his 2017 predictions in greater detail listen to Episode 10 of Email Marketing Grave’s Podcast.

Wishing you Happy Holidays and all the best for 2017.

Best,

david

 

 

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.

Do You Dig Into Data? Attend This Webinar And Learn Analytical Tricks

Driving Marketing Value Through Advanced Data Modeling

Thu, Mar 10, 2016 11:00 AM – 12:00 PM EST  REGISTER TODAY, Get the Recording and Research

Sponsored by Zeta Interactive. The Relevancy Group’s Executive Marketer Survey data suggest that marketers face the ironic challenge of having more customer data than they can effectively make actionable. And for many executives and marketers faced by waves of big data, it is often hard to know where to start. Clustering models that inform segmentation, propensity models that drive predictions, and collaborative filtering models that drive recommendations are all areas where marketers are realizing big gains. Join this webinar and learn about:
– Leverage Email Engagement Data
– Real-Time Data and Mobile Implications
– Managing Identity
– Building Predictive Models
– Developing Cross-Channel Attribution
– Leveraging Life-cycles
– Implementing Third Party Data

Speakers Include:
Nick Einstein – VP of Research, Principal Analyst – The Relevancy Group
David Daniels – CEO and Founder – The Relevancy Group
John Polcari – SVP of Sales and Marketing; Zeta CRM – Zeta Interactive

Registrants will get a free copy of new research on this important topic.

REGISTER HERE

Paris France and Why Location and Big Data Collection Are Good For Life

When I learned of the 11/13/15 Paris France Terror Attacks via an email alert from Twitter, I soaked in the moment, my emotions got the best of me; tears; anger; concern. Thinking of friends and colleagues there as well as every other human that I didn’t know in that city.

I went to Facebook and posted this “We France Flagmust all unite against Terror and stand with Paris, France. Think/pray for the victims, rally for eradicating such moments.” Shortly there after, I changed my Facebook profile picture to an image of the French Flag. I suggested that people use and share this in symbol of support for France against these attacks. Only right.

Why am I writing about this here?  Well Facebook quickly did a fantastic thing. They allowed people, including some friends of mine to share, based on their location and data that they had about these friends of mine to say, that they were okay. Thankfully right now for me and my family, all of our friends across generations have checked in okay. How did we know this within the last hours? Facebook. What would we have done without such a service?

Without such access to Data and Location and format Big Data in this way, that manifests to say this loved person is safe. Well! That is a relevant broadcast of info! If you did not get to reach your US person in France,  please call 1 888 407 4747.
FB Safe

<<-Click to Expand The Facebook Graphic

There is tremendous good that companies can do when they begin to think holistically about the data that they have.   I am hopeful that perhaps the same data exists to focus on and stomp out the evil doers that perpetuated such heinous cowardness acts on innocent humanity.

Data may be one way to focus; but if we don’t hear it all before it happens, then it is too late.

I have lived through Terror loss before, and I pray for the French and the people that will wake up tomorrow alone, without the person that Terror took. These days will get longer, stay strong.

The answers are complicated, but also can be exact like a razor to begin to cut through the most complex issue of our time. This is what we should be discussing, not what a disposable landfill coffee cup looks like. Until then, I look forward to such a discussion of how to eradicate Terror.