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The Adobe Summit kicked off yesterday in Salt Lake City. More more than 4,500 digital marketers and senior leaders representing some of the world’s top brands gathered to learn the latest about marketing trends and share best practices.

Adobe’s CEO Shantanu Narayen took the stage to introduce the Summit and presented the following 3 Key Marketing mandates:

 

  1. Think about every digital touch point
  2. Embrace Rocket Science
    According to Narayen, it is crucial that marketers harness data and machine learning in order  to predict the optimal media mix and integrate qualitative and quantitative
  3. Connect the dots to break down silos of people, processes and business units. In Narayen’s view, there are going to be fundamental changes in how sales,marketing and finance work together. “CMO’s are in the best place to drive change an also in a better position to predict business than the folks in Finance,” he noted.
CMOs are in the best place to drive change and to predict business

Another Adobe executive, Brad Rencher, SVP and general manager of the Digital Marketing Business Unit at Adobe, said that  Marketers should not become System Integrators and emphasized the need to take out silos between the following digital marketing and analytics processes: Social, Testing, Optimization User Experience and Analytics.

 

 

Conde Nast just announced the introduction of” digital catalyst groups” to facilitate digital audience buying processes. Christopher Reynolds, VP of marketing analytics at Conde Nast, explained during a panel at the Adobe Summit that Conde Nast has developed catalyst groups in order to efficiently deliver advertisers digital audiences.

Conde Nast’s digital analytics team has classified Conde Nast 55 million subscribers into 10 audience segments. The analytics team scoured over on and off-line data and syndicated research. Catalyst groups include “Alpha-Millennial,” which account for young influencers; “Lovemark Mom,” moms who prefer brand names over generic brands; “Motor Maven,” consumers who are ahead of the car curve; the well-traveled “Shopping without Borders” group; the “Tech-thusiast” set; and mostly-single and highly social “On-The-Towners.”

“The idea of delivering huge customer volume and let advertisers choose doesn’t work anymore”, Christopher Reynolds, VP of marketing analytics at Condé Nast, said during a panel at the Adobe Summit which is taking place in Salt Lake City, Utah.

To make editorial changes based on trending analytics may not result in the best content for a media properties core audience.

Interaction between editorial and analytics

Asked by Brad Rencher, SVP and General Manager of Digital Marketing at Adobe?, about the relationship between the editorial team and the digital analytics team at Conde Nast. Reynolds noted that the editorial team often works more with gut feeling and that this does not have to be a bad thing. Digital Analytics, however, allows to see what a media properties core audience. On the other side, Reynolds warned that to make editorial changes based on trending analytics (e.g. Trending themes on Twitter) may not be the best fit for the core audience.