Dare to Explore: How Personalization
at Scale is Shaping the Future of Marketing
5,00
0 Brand messages per day
Source: http://mediasmarts.ca/marketing-consumerism/advertising-its-everywhere
Average 6+ touchpoints when interacting with a
brand
79% of consumers said brands must demonstrate they understand and care about them before they consider purchasingWunderman
0.4 Seconds
Personalization at scale
Deliver intelligent, contextual and relevant one-to-one experiences in real-time at every meaningful touch point in the customer journey
DATA
Insights and activation
CONTENT JOURNEYS
Orchestrated and omnichannel Management and collaboration
OPERATING MODEL
Innovation with generative AI to “reshape client experiences” is top
priority
followed by organizational evolution
Innovate with AI
Utilize generative AI to reshape client interactions and drive employee productivity
The mechanics of personalization at scale
Data
Profile & Identity
Unify cross-channel experiences Journeys
Artificial Intelligence
Content
Components & Experience
Fragments
Customer Profile Amy Phillips
Adobe Vision: Empowering personalization at scale
The mechanics of personalization at scale
Data
Profile & Identity Artificial Intelligence Journeys
Unify cross-channel experiences
Content
Components & Experience
Fragments
PERSONALIZATION AT SCALE JOURNEY
Federated audience composition
GenStudio for Performance Marketing
OPERATING MODEL
Adobe Journey Optimizer B2B Journey Canvas
S
Generate variations.
What’s the status of store #877?
Democratize access
Unleash new ideas
There have been power outages in the region which affected some of the smaller data centers. Would you like more info on this?
DATA
PERSONALIZATION AT SCALECONTENT JOURNEY
Federated audience composition
S
GenStudio for Performance Marketing. Journey Canvas Adobe Journey Optimizer B2B
OPERATING MODEL
The challenge continues to be fragmented data, systems, and teams
Using his smartphone to compare offers.
Viewed an ad, researched product on website, and looking to purchase in store.
Received an email offer and looking to redeem in store.
Starts journey via mobile app and looks to complete via website.
Contacts call center for service issue that could be solved easily online.
Looking to explore options from a journey started online.
A sea of data
Audiences & Activation
Data
• No source of truth
• Data redundancy and duplication
• Disjointed view of the customer
• Lack of cohesive governance framework
All leading to disconnected customer experiences
Understand, respect, and engage customers
Collect, ingest, collaborate
First-party Known and behavioral data
Second-party
Data collaboration
Activate anywhere
Third-party
Durable partner data
Advertising DSPs, platforms, and beyond Marketing Email, SMS, push, and beyond
Owned properties Web, in-app, and beyond
Federated audience composition
Audience creation
Audience enrichmen
Access essential data with minimal data copy
DATA
PERSONALIZATION AT JOURNEY S
Federated audience composition
CONTENT
GenStudio for Performance Marketing
Adobe Journey Optimizer B2B
OPERATING MODEL
Journey
Canvas
Source: Adobe.(2022). From proof of concept to a scalable generative AI solution. Adobe Experience Cloud.
Impact of scaled content creation
Marketers
Impact of scaled content creation
Marketers can access standardized templates and use generative AI for on-brand content creation
Product Design Mobile App / features
Microsite Creative Templates
media posts
Posts and Articles
and newsletters
Source: TikTok. (2024). Drive holiday success from inspiration to purchase with TikTok.
Content volume and brand consistency
Reuse and localize content
OPPORTUNITY
Make it easy for teams to find, reuse, customize and localize existing assets
BUSINESS IMPACT
6X+ productivity gains observed in resizing assets, editing videos, creating multi-channel content.
26X higher relevance and engagement observed.
The role of AI: Drive content speed and scale
Creative teams
Marketing teams
Sources: 1- Pfeiffer analysis of Generative Fill and Generative Expand in Photoshop, 2024; 2- Composite of results from Adobe customers image editing1 5X Faster creation of social content2
The impact of accelerating content creation
Omnichannel insights and actionable profiles
DATA
Personalization at scale
Create and deliver impactful and engaging experiences
Maximize the ability of over 1,000 marketers in cross-channel campaigns to diverse audiences in 40+ languages
52,000 variatio ns +57 % CVR
CONTENT
Right-time engagement across any journey
People, process, organizational and operating models
Adobe GenStudio for Performance Marketing
Adobe GenStudio for Performance Marketinɡ
On-Brand Customiz ed Performa nt Compliant
DATA
PERSONALIZATION AT SCALE
CONTENT
Federated audience composition
GenStudio for Performance Marketing
JOURNEY
SAdobe Journey Optimizer B2B Journey Canvas
OPERATING MODEL
B2B journeys need experience orchestration and optimization
Optimize website layout to personalize content to each visitor
Pseudonymou
s Desktop Visit
Desktop app and personal profile
A/B test offers for re-engagement
Prospect browses content
Webinar registration
Personalized Webinar Reminder
Progress towards Thank you for viewing!
Personalized and Optimized Messaging
Automated sales team reminders and insights
Webinar Experience
Informed by Prospect Interests
Prospect info linked to CRM
Follow-up from account team
Optimize content recommendations based on prospect interest and webinar data
B2B marketing strategies need to evolve Buying groups
INTRODUCING
Adobe Journey Optimizer: B2B Edition Adobe Journey Optimizer
Journey Canvas
PERSONALIZATION AT SCALE DATA
CONTENT
Federated audience composition
GenStudio for Performance Marketing
JOURNEY
Adobe Journey Optimizer B2B
S Journey
OPERATING MODEL
Key barriers to personalization are not just technical
How Individuals focus
Individual focuses:
I´m somebody that sends emails
I´m responsible for the authenticated site experience
I´m responsible for paid media
I´m responsible for home loans
I´m responsible for credit cards I operate a channel
I do public site marketing
How the organization operates
I´m responsible for small business
I´m responsible for branches
Complex, costly, and business-limiting workflows
Marketer of today
Reactive
Unclear effectiveness
Empowering the today’s marketer with AI
Identify key audiences, scale content creation to improve personalization and increase experimentation for greater impact
Data
Content
Identify patterns and discover new insights
Journeys
Marketer of tomorrow
Administrative Dependent Campaign driven
Reactive
Unclear effectiveness Insight driven Independent Brand consistent Always on Higher Impact
Strategy and performance
We are happy with our personalization performance.
Agre e Disagre e
Strategy and performance
Disagreement increases when asked about staffing, training, expertise or alignment incentives
We are happy with our personalization performance
We are staffed adequately to meet our personalization goals
We provide on-going training to our personalization teams
Our personalization teams have the right expertise
We have aligned our employee incentives to enable personalization
Agre
Disagre
Self-Assess Your Current State for Digital Maturity Activity
Personalization capabilities mature alongside org maturity
JOURNEY MANAGEMENT
Intelligence, decisioning, and orchestration required for creating optimal and personalized experiences
DATA & ARCHITECTURE
Technology, architecture, and data foundation that is required to create stunning customer experiences
Top leadership prioritizes digital maturity and drives transformation with business agility STRATEGY & LEADERSHIP
OPTIMIZED EXPERIENCES
Immersive experiences driving conversion and retention across different channels
SCALABLE CONTENT
Content agility and efficiency from production to delivery of experiences at scale
CUSTOMER CENTERED ORGANIZATION
Ways of working are driven by customer success KPIs, empowered teams, governance & security
Assess your Digital Maturity current state
If you are here with colleagues, discuss amongst yourselves how you believe your company scores for each of the criteria.
WRITE DOWN WHY YOU SCORE EACH CRITERIA. This will help later in the workshop.
Assess your Customer Experience current state
If you are here with colleagues, discuss amongst yourselves how you believe your company scores for each of the criteria. Once submitted, the tool will benchmark your responses against Adobe’s robust crossindustry dataset.
Ask your Adobe Expert
Co-create a North Star strategy for your transformation
Begin today’s workshop journey by starting your Digital Maturity Self-Assessment.
Use this URL to navigate to the tool:
Submit the assessment and compare your scores
Compare your scores with other companies across the industry leveraging Adobe’s Digital Maturity Assessment and Customer Experience Index dataset.
Where do you fall behind peers and competitors?
Where do you differentiate with special opportunities?
Define & Rank Your Priorities Activity
Impact Statement Writing Activity
Customer-driven organizations ask themselves: How might we…
…evaluate our experience objectively against competitors and peers to define our differentiators?
…gather all the best practices that apply to our business and leverage them in our transformation?
…match these insights with a feasible technology strategy that will work for our business?
How to write an impact statement: Try using “How might we…”
In this example, Scalable Content was scored lower than the average. An impact statement may look like: “How might we coordinate between business functions to efficiently produce and publish consistent content?”
Define your company’s innovation focus
Evaluate your performance gaps. Look at strengths and weaknesses to find opportunities. Think critically about what you can improve and draft an impact statement for each improvement. Go for volume! Use assessment tags to organize your impact statements.
How to rank desirability and feasibility
Prioritization factors
Desirability
Feasibility
Key question Are we creating a solution that customers really need? Are we building on strengths of current operational capabilities?
Considerations (data needed)
• Value to customers
• Value to partners
• Market size (TAM)
• Value modeling
Prioritization questions
• Which statements represent the biggest opportunities according to customer research?
• Which statements represent what stakeholders value most?
• What is the business case to support each statement?
• Regulations
• Lighthouse customers
• Tech enablers (Adobe solutions + Tech partners)
• Capabilities needed
• Which statements represent current solutions furthest along in development (solution maturity)?
• Which statements represent solutions made possible by current tech?
• Which statements represent the most disruption based on recent regulatory or industry changes (known roadblocks)?
• Which statements represent solutions which, based on known factors, will be most easily adopted from target accounts?
Define and rank impact statements (15 min)
When complete, click Submit Impact Statements.
See your results
Set the precedence for your transformation by evaluating how desirable a solution to your impact statement would be and how feasible it would be for your organization to accomplish it. Is a solution to your impact statement highly desirable? Would it be easy or difficult to address the necessary solutions needed? Do not
Finish Assessment
Let’s talk about our impact statements.
Your Envision North Star strategy
Organizational agility research
Help Us Improve! Please
