Real-time Customer Data Platform Migration Readiness

Transcript

Hi, everyone. Good morning and thank you for joining Today’s session. Focused on real time CDP migration readiness. We’re really excited to have you all here today. My name is Katie Kiehl and I’m a senior strategist within Adobe’s customer Success organization, where we really focus on helping our Adobe customers get as much value from their Adobe Solutions as possible. I’m here to kick off our session today. So first and foremost, thank you for your time and attendance. A few notes on the format and what to expect during today’s session. One point of reference is that this meeting is being recorded at a link to the recording will be sent out to everyone who registered. This live webinar today is an listen only format, but it’s very much intended to be as interactive as possible so that as we go through today’s content, feel free to post any questions into the chat Q&A pod. Our team will do our best to answer as many questions as possible there. In addition, we have also reserve some time at the end to discuss any questions at the end of the session. Please note that if there are any questions that we don’t get to during today’s time, the team will take a note of this and follow up accordingly. I also wanted to mention that we’ll be sharing out a survey at the end of the presentation. This is really important that you participate so that we can incorporate any feedback that you may have into future sessions. So with that, I’m happy to get started. I’m joined today by our presenter, Dr. Kirsten Schaffer. She’s a principal customer success strategist within Adobe’s Customer Success Organizing atIon. So with that, I’m going to turn things over to Christine to take us through today’s content. Thank you, Katie. Thank you for joining us today for today’s session. The focus is centered around data management platforms, DMP, such as audience manager and real time CTP in a quirkiness world. We will educate you on overall industry trends that will impact your data management strategy and talk about how to best prepare for this evolution within your organization. Our agenda includes four big topics, and we start with a review of market forces impacting data management. Why is it important to define a strategy sooner than later, followed by looking at evolution from A to B audience manager to Adobe’s real time data customer platform. It’s also mentioned as retained CTP. Throughout the presentation. We also discuss recommendations for defining a future proof data management approach with the CDP and how it integrates with key marketing use cases that you are running today. And finally, we will close the session with a discussion how to set up your organization for successful migration from an existing CDP to real time. Sudeep Let’s get started with market forces that require data management to evolve. What we are seeing today are four different market forces that require data management practices to evolve. As mentioned, four major aspects influence this evolution. The first is the most important. The deprecation of third party cookies requires a shift to doable identifiers. This is a trend that we have seen over the past couple of years, and we’ve addressed that already with people based destinations and Audience manager at Google Chrome. Third party cookie restrictions that were in place until officially today are serving as a catalyst for change. And just today, Google announced not to deprecate third party cookies. They have something new in place. I think it’s called privacy sandbox. If you can share a link with you from Reuters as this is brand new, this news is not reflected in our presentation. And also Adobe hasn’t formulated a response yet, but just wanted to already tell you keeping keep your eyes out for third party cookies and still it’s necessary to also keep something in mind process that I’m not using third party cookies, everything except Google Chrome. What does it mean for marketers? They must now develop abilities to support a first party data strategy, namely using their own data points to build stable customer identifiers from a customer standpoint. On the other hand, personal, less digital content and trend engagement is omnipresent. We are all customers. We are all used to personalization, getting recommendations. So this is also influencing how we experience our brand engages with us. For marketers, this means having actionable and easily accessible customer profiles available for targeting and personalization. Also legal aspects and trends. Data management now heavily new data regulations and policies such as ADFA consent requirements, an example of privacy and governance being at the forefront for marketers and consumers. To address this properly, marketers need to have access to business, user friendly privacy and data governance controls to accommodate reaching and organizational requirements for accessing customer data. And finally, as technological development moves on, organizations need to evaluate and optimize to achieve stick, including marketing technologies. Complexities need to be reduced and streamlined. Marketing applications are needed now that support multiple marketing use cases. Marketers require not a single but extensible platform that relies on a scalable infrastructure for streamlining data management and marketing activation. As just mentioned, industry changes are happening, timelines are shifting. We are all aware of the change that Google announced a way back for a deprecation of third party cookies. Originally, Google planned to stop supporting third party cookies in Chrome by early 2023. But we are here today where Google actually said that only two quarters are left to define eternities. They have to find an alternative today. That will put this into perspective. Google Chrome has 65% global market share and is the only major web browser that still supports third party cookies, Safari, Firefox, etc. Ordered the web with third party cookies two years ago. So how dramatic is it? What is actually our reliance on third party cookies today? From a marketing use case perspective, the impact of third party cookie deprecation has dropped 60% of current experience. Personal personalization relies on third party cookies. It means crucial business metrics are impacted heavily. What does this mean for specific marketing? Functions? Should advertise using unknown goals. Significant upheaval. Prospecting is a critical function for marketers as it allows businesses to continue to growth through acquiring new users, third party cookies and third party data where key to its and prospect prospecting as it enabled brands to target and be chooses that they had no prior relationship with which may signal some intent. The removal of third party cookies would see a rise in publisher direct audiences, as well as the utilization of certain walled gardens will share pools of customers with opted into receiving targeted advertising across their properties. There will also be a significant portion of the web that is unauthenticated on contextual targeting or traffic filtering will be critical factors and then marketers to turn unknown prospects into audience pools for remarketing with efficiency and scale. I also think that even with a new privacy sandbox that we announced today, first party data or second party data will still remain super important. Remarketing will largely split from prospecting, and we increasingly rely on brands authenticated first party data sets. This is why it is critical for brands to focus on building up their first party data footprint based on known customer data and create audiences based on true identifiers. For example, customer IDs, as it would enable them to continue to perform critical, middle and lower funded activities and drive their consumers from intent to conversion. The goal of a shift to reach these customers in authenticated environments across the web and authenticated IDs and second party data matching would play critical roles, replacing traditional Moscow performance marketing remarketing to use asset, if not authenticated, stellar gray area. And we rely on developments in the industry. As trends continue to evolve, attribution and optimization help you understand did it work and then and able to take action in order to drive marketing efficiencies? Do you need to take control of core use cases to ensure you can still manage this holistically and centralized insights and owned and operated platforms? Furthermore, we would see a fragmented ecosystem of insights, advertising, engagement, meta data, numerous eddies and cheap rooms, as well as insights apprentice from audience behaviors across state owned properties. Media metrics will become less relevant as it becomes harder to gain an idea of what correlates to business outcomes. So what is Adobe’s guidance for navigating in this environment? In 2023, Adobe conducted research that found that only 30 37% of marketers and advertisers said they could be successful in the calculus what in 2023, after the first time we announced it would delay the sunsetting of third party cookies, we went to research again why brands can continue to leverage third party cookies to target consumers across the web. The caution is not to focus too heavily on third party cookies strategies and instead take a gain and a competitive advantage in the future. It’s not all negative. Good news is, as a proactive approach, you can start taking now to begin preparing for these changes. Take advantage of the timeline extension DeLay Planning your strategy by first party data mindset is really critical. Third party cookies still have value as we have seen. It even exists longer than next year. Brands that are not doing both and everything and leaving behind untapped information. Over the past five years, the number of places that allow third party cookies has shrunk significantly. Today, nearly 60% of the Internet fear process is cookie free, but the opportunity still exists for all photos. First party data and access to data footprint. First party data is owned by the brand, not rented or purchased from a third party, which gives companies a direct relationship with their customers and control over their own data. Destiny. Consider developing strategic partnerships with other companies to expand first party footprint. Reach. Collaborating with other brands within a consent based environment can help build comprehensive customer understanding. And lastly, maybe most importantly, prioritize building trust with your customers. First party data strategies Protest consumer consent and choice, and focus on earning customers trust by delivering value early and often so ever So after having reviewed market forces that impact data management today, let’s move on to how to evolve from an existing CDP such as Adobe Audience Manager to it will be CDP or as a data management system like Re Temps, CDP, Audience Manager support the customer lifecycle. We know that every business needs to do two things in order to grow. First, find your customers for your products or services, and second, maximize the value of your existing customer base that is at the left end. In new customers, you may run plus based campaigns to raise awareness and consideration. You are often working with site on a missed data, for example, browsing data from analytics or cookie and device data, because they may be you are not visitors who aren’t logging introductory properties. It’s often helpful to look at its users in an aggregate at a segment level. For example, visit test for browsing a certain product category, then they convert success. Moving to the right, we transition into increasing customer lifetime value. These are known customers who you provide customer service for projects, execute retention or loyalty tactics and ultimately upsell across it. You have the benefit of knowing customer data like name, email, address, maybe mailing address and phone number. So you can do 1 to 1 profile targeting. We can see how to audience manager DMP or any other DMP might be used to finding new customers dealing with. So don’t miss data from new users and conducting targeting at a segment level at the same time. Adobe Suite and CDP. As marketers engaging with known customers to increase customer lifetime value, we attempts CDP and Abbott’s granular personalization and insights at an individual profile level, which is necessary for customer service and to run retention and loyalty programs. But now we want to consolidate our marketing stick and use a single system for complete data management across the customer lifecycle. Thinking about a complete data management, we are headed towards a future where a single system would execute both the AMP and CTP use cases, and that’s Adobe’s attempts to think about the customer lifecycle, moving from awareness of a product or service to conversion to growing the lifetime value of that customer and increasing loyalty, and to eventually able to introduce them to a new product or service. Additionally, businesses have used different tools across this lifecycle, resulting in data silos. The Earpiece website on a mass data LCD piece for non customer data, it will be vision for data management is a single customer data management system to execute use cases across the entire customer lifetime lifecycle. This would be again, Adobe returns to the app. It would be one product offering one user interface for complete data management and you can execute all use cases across the lifecycle day to day. It will be returns to the app and audience manager. Both play important forwards whatever industry timelines have been through it and as a result we to an audience manager play important forward today. Fortunately, our buy directional integration allows Adobe customers to work between the two systems and benefit from the unique capabilities of audience manager. We’re preparing for a long term future with real time CVP. Both solutions offer complementary data approaches. For now, you can take advantage of both for data management, which data points you can access within the DMP provides a foundation for you also to build upon in a future state. If considering a CDP in the DMP, you will ingest first party data. However, this is potentially hashed user data that does not include I data which is personally identifiable information. Once you build a bridge to return to dip, you can enrich first party behavioral data by bringing it together with eye level data that is available in your organization. In audience manager, you have audience insights available, but you are looking at an aggregated segment level to have not much detail at an individual user level in real time so deeply you can draw down to the individual profile level insights 1 to 1, using it for messaging and targeting. Many of our customers recognized a complementary capabilities that help market to use cases across the entire customer journey. The move to the next level supercharge what you’re already doing. That means Supercharge Audience Manager or DMP that you’re already familiar with as an audience manager, user, or any other DMP, you are familiar with The three functions of the DMP. Bring data in, create audiences, send data out by extending the boundaries of audience manager with returns to repeat your super track record. Customer Data management practice. So each of these steps bringing in PII data and lockstep ability, unlocks the ability to get richer. Audiences. You will attach your ad data like name, address and phone number to your cookies, device APIs, and hashed identifiers. Your audience creation process evolves, and working with audience segments that are groupings of similar customers will fit qualification with area. The real time customer profiles containing individual customer records assessable on their own or grouped into segments. Finally, when you activate your data, you can deliver consistent experiences everywhere by extending from advertising focused cookie device and AI based environments to broader marketing destinations that include eye activation, for example, to email service providers, cloud centers and mobile messaging. You can seamlessly evolve from audience manager, for example, to attempts to dip cookie based audiences like those being leveraged. An audience manager today are most vulnerable to market forces. If we have, as we have discussed at the beginning of the session, bi directional integrations allow you to work between the two systems. You can leverage the work you have done an audience manager by shifting workflows real time. Sudeep When the time is right, you will use written CDP for data ingestion, audience creation, governance and activation. Audience Manager can continue to be leveraged for cookie based audience use cases as long as third party cookies remain viable, which we don’t know how long it is. As of today, we’ll keep audience manager set in mind. Dozens of customers like you have begun this journey as the issue is time sensitive and important. One thing to note here the AI data does not move from real time. Sudeep to audience manager and third party data does not move from audience manager to attempts to dip. Kennedy I got an overview that shows that most marketing use cases and data management capabilities are already supported by attempts to EVP. There should be no fear of missing out on crucial data management capabilities, with three attempts simply to demonstrate audience manager status relevant mainly for frequency capping and cookie based retargeting. Use cases. We can see capping is not possible when we attempt to dip as it cannot ingest and make actionable pixels on look photos. This data has already faced reductions and scale and might be increasingly difficult to obtain following the third party cookie deprecation. Today, Audience Manager provides the flexibility to ingest both media pixels and look for a data cookie based retargeting is a core use case of audience manager today and depends on what Google will set up in the future. To summarize, moving from cookie based audiences in audience manager to future proofed, actionable unified contacts with return to repeat is a viable next step to stay ahead of digital marketing. Existing practices, processes and knowledge about working with a DNP can be used and leverage for moving to. We attempt to keep or this could look like in detail is finally shown in the next sessions. So how do we prepare for CDP in our organization? We answer this in the next two sessions. Firstly, providing recommendations how a futureproof data management approach looks like. And lastly, by reviewing how to set up a successful team around, we attempts to keep our suggested approach for future proof. Data management starts with the identification of relevant data sources. We want to understand which available data sources can enhance my short term personalization efforts. Subsequently, we consider that identities are their common identifiers and my data sources so that we can build and extend data model that represents our customer data points for fully implementing time CDP, which is considerably higher effort than implementing Audience Manager. We recommend clarifying how I.T and marketing will be involved in the implementation roles. Responsibilities and expectations need to be defined and stored. Business requirements should drive I.T implementation so marketing use cases should be defined and clear regulation maturity phase one after implementation. In this case, marketing needs to be involved right from the start of the implementation project. Marketing activation is the key outcome of using a DMP or CDP. On what channels do we want to deliver personalized experiences as a result, which destinations need to be set up? And finally, based on our industry defined marketing use cases, we need to draft key segments and audiences. We attempted to understand the principle and how to work with the UI. Or can we unlock key marketing use cases for three attempts? Typically, how would it look like actually, if we would try to execute at a cost effective on site and personalization with three attempts to do the first approach looks at prospecting and we want to reach prospects we have not engaged with our brand. We want to acquire new customers in the wake of third party cookie deprecation. We want to manage partner data and prospect list to provide great value with corporate governance, and we want to maximize the impact of first party data and increased extensibility and expansion from seat audiences. How do we realize this use case? Firstly, Adobe offers robust integrations with partners to acquire and activate prospect lists. Then we also can use Adobe Experience Platform segment, which allows for first party data, collaboration and recruitment and expansion. Finally, Adobe offers server side forwarding to activate and attribute media campaign performance without a need for third party cookies. How do we realize this? Use case number three times to VP Step one as a chief with we attempt to deep segment niche start with a seed audience or acquire prospecting list through partners. That too is done with. We attempts to deep destinations activate segments across channels a destination to drive acquisition and step three as reunites with three attempts. CDP insights apply continuous intelligence to rinse and repeat for greater expansion as business outcome. Partners like Facebook have generated four times higher return on it spent when using lookalike audience instead of key. We’re targeting for onsite and then personalization. The use case is similar. We want to market to owner thank unauthenticated visitors for doing that. We want to tie anonymous behaviors to known behaviors in near real time for onset and personalization. We want to have consistent treatments for unauthenticated and authenticated behaviors across online and an extra extremis. And we want to deliver targeted campaigns for different cohorts houses realized the three attempts in p step one is identifying user behavior using any analytical solution such as audience Adobe Analytics. Or you can also use audience insights, an audience manager or audience insights Re attempts. CDP You need to look for that a user may have previously authenticated but not made the purchase. Later, they returned to the site, but in an unauthenticated state they are not locked in. Step two is and done with three times to keep understand of current on authenticated site visitors have previously sent in. We use identity graph to link known photo data to behavioral data and returned across devices and then even boot corresponding audiences and share those attempts to do destinations. That three takes place in real time CBP destinations such as that will be Target, where you personalize the site experience based on past browsing activity to improve content relevance and drive better engagement. As a business outcome, Web engagement can be increased up to 300% as shown by financial service. Customer of Adobe Store. After having discussed the approach for building a future proof data management with RE attempts to DP and how to set up key marketing use cases, let’s look at how to successfully set up a team that works with RE attempts to deepen our organization. We can start right away by saying that a CTP benefits multiple teams responsible for the customer experience or the marketing operations team real time setup and ask for confident and compliant data usage. We see an engagement lift, returns to offers, marketing, friendly self-serve workflows, dashboards, etc. Also, corporate privacy and legal policies are on the menu and effort needed to fulfill data. Privacy requests is drastically reduced with simplified internal data, workflows and governance. But a campaign manager and a campaign management team returns to deep means faster and more timely response to customer behavior with better personalization and experiences, busy and increased conversion and revenue with greater speed and efficiency based on fast segmentation for campaigns. For example, we aims CDP and admits rapid response to customer behavior such as return personalization and reaction. It also allows us to centralize brands and add supports with faster and more precise campaign personalization due to real time profile updates such as Time of email opens and any interaction with your campaign or data analyst returns. CDP means quicker access to raw data, and overall, it could decrease time to insights and value with sensitivity also comes with reduced latency for reporting, which supports faster and more accurate reporting for I.T. Engineer Data Engineer lifetime CTP simply maximizes the value of data. As we bring many data points together. It is a customer centric now keeping in mind all of the customer experience, teams and roles, how can we move forward as an organization bringing everyone together? Adobe’s answer here is to create an audience center of excellence that represents an important step in an organization’s data maturity path, ensuring that to people. And so my talk, looking at ensuring that the people and processes in place to support a CDP investment have to beat organizational success in a data management space. What does a center of Excellence do? The series is responsible for governing the use of the platform, building an organizational roadmap, tracking progress, measuring results and communicating as needed throughout organization. AC is also used to develop, standardize and scale digital capabilities across the marketing organization, especially across all of the teams we just mentioned. Finally, a few effort audiences offers more end to end control over audience capabilities to an awful consistency increased efficiency by providing a shared understanding. How can we get started now with an audience? Sui Adobe has five tips. The first one is to know your business priorities and stand for good. So organization is actually trying to achieve and involve your audience. With that in mind, for example, financial service institutions often have a strong focus on loyalty and retention, whereas retail or hotel and travel, they have a strong focus on acquisition campaigns. Identify the right people as the technology evolves and show the right people and teams are brought into the new model. We have to break up silos. Even if I.T and marketing are not really one team today, they have to come closer together in an audience center of excellence. The last two tips address proper change management practices. The first one would be direct success along the way. It can be difficult to gauge the success of a new technology platform that just real to p or the C model without bidding in check points and measuring success along the way and trick eye tracking is built into this view. E responsibilities. And finally, communication is key and sure changes and technology people and processes are communicated wide net every step in a process to an evolution ensure education is a priority to finding associations. We also brought a checklist regarding considerations. Coach Wolfram, Audience Manager to real time CVP. This is not really specific to audience manager. If you’re using a different DMP, I think some of these considerations should be relevant for you. The first one is consider your data architecture within Adobe audience Manager. As you consider the evolution from audience manager to we attempts to dip, now is a critical time to analyze what you’re actually doing today, analyze your audience manager segments and determine what the sickness traits and rules are that make up those segments. Second consideration would be which segments are critical to send to the audience manager Source Connector Based on the previous evaluation criteria segments that have no data dependencies, no destination or activation, challenges and segmentation routes can be created through realtime CDP data collection like web SDK at a later stage to present to the audience manager Skills Connector. Another consideration is the question Would it be using that experience cloud audience destination to bring data back to audience manager segments that have goals that can be supported in real time to deep activation dependencies to audience manager could be sent to audience manager via the experience cloud Audience destination could Which destinations do we have in place? An audience manager today that you can stack moving to Adobe real time CDP. Adobe strongly recommends that segments activate as an audience manager to people based destinations. Get pushed to wait times here. CDP Beta Audience Manager. Source Connector, and to then activate three attempts to group additional resources. We recommend as where to check our own Adobe Experience stick, especially tool tutorials might be relevant audience manager tutorial overall for the consideration you might be doing today with audience manager and then actually understanding CDP for audience manager users. We also have two more webinars coming up around the attempts to DPI in August and the first one is on August 22nd. Fundamentals of AP returns to DPI and Marketo Integrations. This is especially relevant for our B2B customers who work with Marketo today or who do account based marketing at an August 26. We also have a return to Deep Data platform webinar about getting started in real time. Sudeep. If you want to learn about the success of that customer service attempts trip, check this link. Adobe offers many success stories that are interesting. Also to take a sneak peek at what other people are doing. Thank you for your attention. I’m handing now back to Katy for more Q&A. Thank you, Kirsten, for the presentation. I have been monitoring the chat. I didn’t see any questions come through. If you have any questions, feel free to post them at this time. In the meantime, I am going to put a quick survey link in the chat. It would be greatly appreciated if the attendees could fill out this two question survey. It helps us optimize our webinars in the future and explore any additional topics that may be of interest to signposting that now in the chat pod, something. So while you’re taking the time to fill out the survey, we just wanted to thank everyone for their time and participation today and we hope to see you in a future Adobe webinar. We’ll stay on the line for another few minutes or so just to collect the feedback from the survey. But thank you very much for your time and attention and have a great rest of your day. Thanks everyone.