“One of the reasons that I championed Adobe Advertising Cloud was the intelligence in Adobe Sensei,” says Demirel. “Working with smart capabilities enabled by Adobe Sensei, we can optimise marketing efforts in any channel to improve sales and retention.”
Adobe Sensei, Adobe’s artificial intelligence and machine learning technology, powers the bid optimisation technology in Adobe Advertising Cloud Search. Using artificial intelligence, Performance Forecasting and Performance Optimisation—both powered by Adobe Sensei—determines the expected rate of clicks and broadband checks for different keywords.
Sensei then automatically adjusts spend across all keywords to help ensure the ad budget is allocated in the best possible way.
“I believe in data-driven marketing. One of the reasons that I championed Adobe Advertising Cloud was the intelligence in Adobe Sensei,” says Demirel. “Working with smart capabilities enabled by Adobe Sensei, we can optimise marketing efforts in any channel to improve sales and retention.”
By automating performance analysis and keyword bidding, OMD staff can focus more attention on creating exceptional advertising copy or adjusting the overall search strategy to attract more audiences to Telenor.
“After deploying Adobe Advertising Cloud, we improved click-through rates by 18% and broadband checks by 58%, all while reducing total spend by 11%,” says Demirel. “We’re achieving much greater results with less money because we get the visibility that we need to understand performance and shift budgets away from under-performing search keywords towards high-performing keywords.”
The company achieved even better results from optimising mobile search, decreasing costs by 14% while improving the number of completed broadband checks by 117%. While optimisation led to a 70% uplift in total return on ad spend, returns for mobile search improved by 144%. This strong performance from search optimisation helped Telenor identify mobile as a growing, important channel for engaging with customers.
Precise audience targeting across service areas
Adobe Experience Cloud solutions also play a critical role in helping Telenor understand and target audiences. Adobe Analytics, part of Adobe Analytics Cloud, uses real-time data to measure and understand customer behaviours. This data can help marketers figure out what information customers are searching for, what types of advertisements encourage them to act and other vital data that helps Telenor best execute its digital initiatives.
Adobe Analytics data feeds into Adobe Audience Manager, also part of Adobe Analytics Cloud, to create audiences for website personalisation and targeted advertisements. By using Audience Manager as a central data warehouse for audience segmentation, Telenor can create consistent audience segments for use across any digital channel. Agencies and internal employees can take advantage of audience segments more clearly aligned with their marketing goals, without needing the know-how to build and manage their own audiences.
Using Adobe Audience Manager, Telenor targets offers and personalises experiences. By feeding Audience Manager segments into Adobe Advertising Cloud, marketers can deliver geotargeted advertisements only in cities and neighborhoods where Telenor has a strong service coverage. By suppressing advertisements in locations with more limited coverage, the company can reduce wasted spend to make its ad budgets go further.
The same Audience Manager segments feed into Adobe Target, part of Adobe Marketing Cloud, to deliver on-site targeting and personalisation. For instance, if a visitor to the website already has Telenor television services, Adobe Target will shift offers towards cross-sell opportunities such as broadband deals or up-sell banners focusing on premium film or sports channels.
Working closely with its agency OMD, Telenor continues to look at ways to optimise digital channels to better reach customers. “Using intelligent capabilities in Adobe Experience Cloud, we gain the insight needed to market to any audience more efficiently and with better precision,” says Demirel. “By understanding customers and building loyalty, we’re positioning ourselves to stay ahead of the competition in a changing market.”