A personalised experience for every customer is possible. And expected.
Customers expect highly personalised experiences. But don’t let that scare you. With the right tools, you won’t work any more than you already do. Get the right message, to the right customer, at the right time, on the right channel.
Data and Analytics
Any personalisation tactic is only as strong as the data underlying it. Consumers are entering the customer journey from so many different avenues, making Adobe Analytics and its ability to connect customer data from every channel vital. Adobe Audience Manager can then use the massive amounts of collected data to create a 360-degree view of unique customer personas. Predictive models and personalisation algorithms can then drive real time personalisation.
“We use the power of our personal recommendations for that next artist or that next song and actually talk to you about it in an email campaign, a push notification or other off-platform marketing.”
Chris Phillips, Chief Product Officer, Pandora
The 48% of marketers that have implemented personalisation on their website and apps achieve double digit lift in revenue.
Creative and Content Management
Content creation must break free of traditional approaches or you risk breaking your creative teams. Adobe Experience Manager Assets is a digital asset management (DAM) system that seamlessly integrates with Adobe Experience Manager Sites, a content management system (CMS) and Adobe Creative Cloud. With these integrations, creative teams can own individual content blocks that are dynamically assembled with machine learning technology and pulled into the central decision engine.
“[Adobe Experience Manager] helps us pre-build page elements so sites have consistency and content can be reuse across several pages.”
Joost can Dun, Manager of .com Experience, Philips
80% of consumers would be more likely to do business with a company that offered personalised experiences.
Personalisation and Decisioning
After the creation and tagging process, each content block can be sorted and assembled into Adobe Advertising Cloud or Adobe Experience Manager. With the help of Adobe Target, the centralised decisioning engine, all the combinations of blocks, layouts and channels, will be selected into the single best option for every single customer. It’s kind of like a “personalisation recipe” for your DAM that automatically target the right content to the right consumer in the right way.
“Auto-Target is the most exciting feature out there. Once we set up an experience, [Adobe] will take over, using its machine learning to develop highly personalised algorithms that adjust over time.”
Nicolas Mériel, Senior Digital Strategist, Swisscom
Omnichannel shoppers make up 7% of customers but account for 27% of total sales.
Customers navigate across many channels every day, sometimes even at the same time. Adobe Campaign can help you to deliver advanced personalisation programs that deploy cutting-edge tactics across owned and paid properties, so you can personalise every touchpoint of the user journey. It can access omnichannel customer data and predictive models, use microsegment targeting and real time behaviour-triggered actions — even by geographic locations.
“Seventy-one per cent of our customers use more than three channels to interact with us. And it’s actually us as a business waking up to that fact and providing solutions and experiences that reflect that omnichannel reality. We believe that relevant experiences delivered through the right channel are essential to building customer loyalty.”
Rob McLaughlin, Head of Digital Analytics, Sky
Online shoppers that engaged with a recommended product had a 70% higher conversion rate during that session, which turned to 55% upon return sessions.
Organisation and Operating Models
A commitment to delivering personalisation at scale requires an organisation and operating model that can execute at an omnichannel level. You need dedicated teams that are consolidated across channels and functions that can operate with executive-level support. Personalisation programmes require you to organise by function, instead of channel specific strategies, so teams can build content that can be applied to and modified for all channels.