Adobe Experience

Date : Tuesday 30th July 2019 – start at 18:00

Guest speaker: Adam Ingram, Senior Marketing Manager, The Telegraph

Venue: The River Cafe, Thames Wharf, Rainville Rd, London W6 9HA. https://rivercafe.co.uk/.

 

The group received an excellent presentation by Adam Ingram, Senior Performance Manager at the Telegraph.

 

Adam explained how he & his team are transforming their approach to segmentation and have developed an audience-first approach.  One key message was that your audience strategy and your segment design in AAM can either amplify or restrict what you can achieve with Adobe Experience Cloud.

 

Adam described how the Telegraph operationalised the monitoring of habits and engagement levels across the customer base, beyond the first layer. Performance of audiences were evaluated against business KPI’s as opposed to the traditional approach of analyzing individual marketing channels. Armed with this insight, they are personalising the most common and effective journeys to a subscribing relationship. This is resulting in increased customer engagement by improving ads that are relevant to their stage of relationship with the brand, that increases traffic, lead gen and conversion.

 

Adam’s presentation stimulated wide ranging round table discussion from attendees.

 

Some of the key takeaways and observations from the group:

• The impressive business results that can be achieved by combining a high volume email registration program with outbound comms driven by Web behavioural audiences created in AAM.
• The benefits of activating Web behavioural data into other channels (email/SMS & contact centre)
• Going beyond segment level to trait level data by processing CDF data files.
• The benefits of bringing together a cross disciplinary team to segment design workshops
• The need to look at segment design through multiple dimensions – mission, profile, content & journey context.
• The wide-ranging DSP match rates experienced across the group
• The need for often multiple identify graphs to get to a true 360 visitor picture and improve targeting.
• The strategies required as we move to a potentially 3^rdparty cookie- less world.

 

If you are interested in attending the next C-Centric Adobe Experience User Group, please drop an email to Ola Olaniawo @ ola.olaniawo@ccentric.co.uk who heads up the C-Centric Adobe consulting practice

About Adobe Experience User Group?

A London based user group of Adobe Experience Cloud users and owners set up to facilitate sharing of knowledge and learnings in a relaxed environment. These learnings can be both commercial and technical and our members are from both execution and management.

 

About Ola Olaniawo – Group Co-ordinator

I head up C-Centric’s Adobe consulting practise and have over 6 years leading large Adobe and Experience Personalisation solutions across telcos/media, retail and financial services at Accenture, Vodafone Group, HSBC, RBS, PwC. This also includes over 15 years of leading digital Customer Experience Solution implementations across various industries. https://www.ccentric.co.uk/

30/07/19 Adobe Experience User Group Dinner Agenda

18.00-18.30: Meet & drinks @ The River Café garden overlooking the river

18.45: Sit down in event room and introduction by Ola

19.00: Three Course Meal

Talk by Adam Ingram, Senior Marketing Manager, The Telegraph

Adam will speak on how they refined a customer-centric approach across their core channels while building new ways to engage and build revenue driving relationships with their customers

Round up by Ola and Andrew Coe on real world Personalisation best practices

Live implementation learnings on experience personalisation strategies from a telco and financial services perspective.

Questions for the Panel.

21.00: Event ends