You want to know why?
I saw a demo by an Adobe rep during #SAPPHIRENOW, and he basically answered the questions that I have been asking as a marketer for close to 4 years now:
- Why can’t we deliver a personalized experience to each and every person that visits our website?
- Is there one platform that can handle the proliferation of channels in a seamless report?
- Can we automate reporting, so there is more room for insights?
- Can we use one identifier for prospects and customers across channels with the platform?
In one 20 minute demo, I was re-energized by the technological opportunities ahead of us as marketers.
Next Generation Digital Experience
According to Adobe, roughly 70-90% of website visitors are anonymous, meaning we do not have any personally identifiable data for them via CRM or an online profile. Through progressive profiling, we can pick up “digital body language” from a visitor and the technology can begin to predict who the person might be.
Take, for example, an e-commerce store that sells golf clubs to both women and men in the United States. Initially, the store can tell that person is from Florida, so immediately the content and offers will be different than a person from Wisconsin. You with me still? Ok good.
Next, we can tailor the visitor experience even more so once she clicks over to the women’s section of the website. Oh and look at that, she signed up for e-mail! Now we just created a CRM record containing all of the digital breadcrumbs she just left behind, and we’ll now use this behavioral data to tailor follow up communications and her next website visit. Pretty cool!
It Gets Interesting When CRM Gets Involved
What if we could tailor the experience for someone who has an average order value that is above $90 and a lifetime value of $5,000?
If you connect your CRM to the Adobe Marketing Cloud, this is now possible. Now we can provide a digital experience to someone based on their lifetime value to the business. That’s unprecedented and exciting.
Having said all of the above, it’s important to reiterate that none of this would be possible without SIMPLIFICATION. We need one platform that connects all experiences across the customer journey, and that is SAP HANA, which is the glue that holds all experiences and data together.