Guardian ProfessionalMark Terry, Digital Marketing ManagerGuardian News & Media

Optimising Data to Drive Engagement

Agenda:• Introducing Guardian Professional

• Guardian Professional – Marketing Challenge

• Guardian Professional – Today

• Guardian Professional – The Future

• ExactTarget + Adobe Partnership

• Q & A

Deliver ROI Through Relevancy

Todays Speakers

Mark TerryDigital Marketing Manager

Guardian News & Media

Matt BurbidgeRegional Alliance Manager EMEA

ExactTarget

Tola JinaduSenior Solutions Consultant

ExactTarget

Jamie BrightonProduct Marketing Manager EMEA

Adobe

The Guardian & Guardian ProfessionalThe Guardian

• 80m monthly unique users

• 7m registered users

• A “progressive” audience

• Growing mobile audience

• Pushing open journalism

Delivering a seamless offering

for professionals and those

who want to reach and engage

with them.

The Guardian

Guardian events

Guardian Professional – Core Sectors

Education Media Public SectorNot For ProfitBusiness

29M UK WorkforceONS - March 2012

30% ‘actively job-seeking’

37% ‘job receptive’

33% ‘job satisfied’

Active & receptive job seekers

30% ‘actively job-seeking’

37% ‘job receptive’

33% ‘job satisfied’

Chris

Active

Carol

Receptive

Guardian Professional

The Challenge “To enable a deeper level of audience

engagement and increase revenue generation as

the business continues its digital expansion”

Guardian Professional

• Insight

• Efficiency

• Targeting

• User Centered Experience

Multiple Devices

Guardian Professional

• Solution Today

Mark Terry

• Digital/Online professional

• Living in London

• Current role: Communications Manager

• Manager Level

• Interests: Marketing, New Media, Social

Media & Digital

Mark visits Guardian home page

and clicks through to Guardian

Media Network

Mark likes the content, decides

to find out more and joins the

Media Network

Mark receives welcome

emails, containing relevant

content based on his profile

Mark receives profile driven

emails from the Media Network

& Guardian Jobs

Mark continues to engage via the

emails and content. A couple of

months later, a jobs catches his eye

and he gets it!

Deliver ROI through relevancy

+

Adobe Marketing Cloud Solutions

• Emerging Solutions: Video, Mobile, Predictive, Campaign Management, Digital Readiness, …

Adobe Target

Adobe Media Optimizer

Adobe SocialAdobe Analytics

Adobe Experience Manager

Adobe® Marketing Cloud

Improve Email Conversion in 4 Stages

Adobe Analytics

1. Integrate

2. Segment

3. Trigger

4. Optimise

Guardian Professional

• The Future

Mark Terry

• Digital/Online professional

• Living in London

• Current role: Communications Manager

• Manager Level

• Interests: Marketing, New Media, Social

Media & Digital

Adobe Analytics

Mark visits Guardian home page

during lunch and clicks through to

Guardian Digital Media

Mark likes the content, decides

to find out more and joins the

Media Network

Mark Terry,PersonaPersonaPersonaPersona

Persona

Adobe Analytics

Mark receives welcome emails,

containing rich behavioural driven

content.

Adobe Analytics

Mark receives a really interesting job in

an email, starts to apply but does not

complete the application. Re-targeting

emails are then triggered

Adobe Analytics

Re-market to Lost Conversions

23

Cart Additions

Checkouts

Orders

1,741

82.6%

1,438

9.6%

138

Adobe Analytics

Test Multiple Offers

Adobe Target

Free Shipping All Month!

Get 10% off on all Men’s wear

B

A

Push the Winner Dynamically on Open

Adobe Target

Get 10% off on all Men’s wear

AGet 10% off on all Men’s wear

Make Offers Relevant Based on Behaviour

Adobe Target

Get 10% off on all Men’s wear

Get 10% off on all Men’s wear

TargetedRecommendations

Design a Landing Page in Adobe CQ

Adobe Experience Manager

Interactive Content Drives Engagement

Adobe Experience Manager

Get 10% off on all Men’s wear

Enhanced Product Views

Easily Link the Form to an ExactTarget Email List

Adobe Experience Manager

Design an Email in Adobe CQ

Adobe Experience Manager

Include Personalisation from ExactTarget

Adobe Experience Manager

Name the Email & Publish to ExactTarget

Adobe Experience Manager

Send the Email from ExactTarget

Adobe Experience Manager

Ready for Deployment Right Away

No need to add code

to your web pages to

launch an integration!

Automatically Configure the Integration in Adobe CQ

Easy to Share

Integrated Email Data Looks Like…

With site conversion data from Adobe

Revenue

Orders

Conversion Rate

Average Order Value, etc.

Email campaign data from partner

Campaign Attributes

Opens

Bounces

Click-through

Site Conversion

Metrics

Email Campaign

Metrics

Thank You