Bringing the Adobe Marketing Cloud Down to Earth

Transcription

1 HANDS ON LAB Bringing the Adbe Marketing Clud Dwn t Earth (Managing campaigns cllabratively) Student Wrkbk by Mark Szulc mszulc@adbe.cm twitter.cm/mszulc

2 Page 2 Adbe Lab: Bringing The Marketing Clud dwn t Earth

3 Table f Cntents Lab Overview... 4 Scpe... 4 Lessn 1 The Adbe Marketing Clud... 5 Objectives... 5 What is the Adbe Marketing Clud... 5 Exercise 1.1 The Marketing Clud UI Cards, Bards & Feeds Exercise 1.2 Interacting with & creating new Bards... 8 Exercise 1.3 Adding Cards t a Bard Bnus Exercise 1.4 Cllabrating with yur Lab Neighbur Lessn 2 Measuring site perfrmance with Adbe Analytics Objectives A quick verview f Adbe Analytics Exercise 2.1 Understanding Site Perfrmance using Adbe Analytics Exercise 2.2 Reviewing Mbile Devices Reprt initiated frm a Card Exercise 2.3 Audience Segmentatin Lessn 3 Creating cntent with Adbe Experience Manager Objectives A quick verview f Adbe Experience Manager Exercise 3.1 Managing cntent using Digital Asset Management Exercise 3.2 Updating web cntent fr a new campaign Exercise 3.3 Using Dynamic Media & Persnalisatin acrss yur experiences Lessn 4 Create, measure & mnitr with Adbe Scial Objectives What is Adbe Scial Exercise 4.1 Publishing Scial Cntent Exercise 4.2 Understanding yur Scial Buzz Exercise 4.3 Scial Mderatin Bnus Lessn Landing Page testing with Adbe Target Objectives A quick verview f Adbe Target Exercise 5.1 Perfrming an A/B test n a Landing Page with Adbe Target Exercise 5.2 Viewing the results f a current test Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 3

4 Lab Overview Scpe This hands- n lab walks thrugh a day in the life f a mdern marketing team t experience the many features and functinality that Adbe Marketing Clud ffers. Get intrduced t the Adbe Marketing Clud user interface, learn hw the varius slutins and capabilities intercnnect, and explre the cllabrative features while ging thrugh a typical marketing scenari. The training cnsists f five lessns. In Lessn 1, yu will learn abut Marketing Clud: What is the Adbe Marketing Clud Interacting with Cards, Bards & Feeds Create & cllabrate with Reprts & Assets In Lessn 2, yu will learn hw t gain insight int site perfrmance with Adbe Analytics: A quick verview f Adbe Analytics Understanding Site Perfrmance Audience Segmentatin In Lessn 3, yu will learn hw t create cntent with Adbe Experience Manager: Manage cntent using Digital Asset Management (DAM) Create new web cntent fr a new campaign Persnalizing cntent t make yur site mre engaging. In Lessn 4, yu will use Adbe Scial t mnitr, measure & create cntent fr Facebk & Twitter Publish new cntent t Facebk & Twitter Understand the Scial Buzz acrss Facebk & Twitter interactins Mnitr Scial Channels via Scial Mderatin In the Bnus lessn (time permitting), yu will learn abut Landing Page testing with Adbe Target: Hw t navigate the Target Standard interface Create a new Test Campaign using a Landing Page Review the results f an existing Test. Page 4 Adbe Lab: Bringing The Marketing Clud dwn t Earth

5 Lessn 1 The Adbe Marketing Clud Objectives What is the Adbe Marketing Clud Interacting with Cards, Bards & Feeds Create & cllabrate with Reprts & Assets What is the Adbe Marketing Clud Adbe Marketing Clud is an integrated marketing slutin, enabling marketers t measure, persnalize, and ptimize marketing campaigns and digital experiences fr ptimal marketing perfrmance. It encmpasses six slutins, including Adbe Analytics, Adbe Target, Adbe Scial, Adbe Experience Manager, Adbe Media Optimizer, and Adbe Campaign, as well as real- time dashbards and a cllabrative interface. Marketers are able t cmbine data, insights and digital cntent t deliver the ptimal brand experience t their custmers. Fr this lab yu are playing the rle f Digital Lead fr Gemetrixx Finance. Yu are representing Analysts, Scial, Cntent, Persnalisatin & Testing / Optimizatin teams. In this scenari yu will use the Marketing Clud t cllect & share infrmatin with yur team ready fr the March campaign prject. Gemetrixx Finance Prperties Gemetrixx Finance Site Legacy Site Landing Page Twitter / Facebk Pages twitter.cm/gemetrixxau facebk.cm/gemetrixxau Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 5

6 Exercise 1.1 The Marketing Clud UI Cards, Bards & Feeds. As a member f Gemetrixx Finance marketing team, yu knw that cllabrating with yur clleagues will allw yu t leverage each thers wrk, and react t events fast. In the fllwing exercises we will interact with sme f the shared cmpnents cmmn acrss the Marketing Clud: Cards, Bards & Feeds, t cllabrate with ur peers. Lg in t the Adbe Marketing Clud URL: User Name: mszulc+labxx@adbetest.cm (replace XX with yur lab #.. eg lab02) Passwrd: summit Yu shuld nw see a similar view t the fllwing screensht. This is called the Feed, and it is a summary f all the shared Cards that have been shared n Bards yu have access t. Page 6 Adbe Lab: Bringing The Marketing Clud dwn t Earth

7 Take a mment t familiarize yur self with the differences between a Feed, a Bard, and a Card by pening up the examples in yur feed (yu may have t scrll dwn). Open each f these up by clicking n the card, then after reading, click the clse X n the tp right. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 7

8 Exercise 1.2 Interacting with & creating new Bards A Bard is like a real wrld pin bard. It s the place where yu pin Cards full f infrmatin yu d like t share with yur team. While yu can view cards in a Feed, t add new cntent yu need a Bard. Lets review and create ne nw Click n Bards in the left grey navigatin Rail Open the February Campaign bard The Feed f Cards that yu previusly viewed are like a summary f cntent frm ne r mre Bards. Yu shuld nw see the same cards that were being displayed in yur Feed since yu are part f the team that has access t that Bard. Ntice that the What is a Bard cards are nt in this feed. They are in the First Time Experience Bard. Any new item added t a Bard yu have access t will be added t yur Feed. Page 8 Adbe Lab: Bringing The Marketing Clud dwn t Earth

9 Adding a new bard Click n Bards in the left Rail nce again t view all the bards, then click the + symbl in the tp menu t create a New Bard. Call it March Campaign XX where XX is yur Lab User number. Invite the fllwing users by adding names int the Add User field; Mark Szulc (Viewer) Desmnd Ang (Viewer) Kristin Ward (Viewer) Yur neighbr - ask the persn next t yu fr their Lab ID (Editr) Permissins are as fllws A Viewer can view but cannt edit the bard. An Editr can edit the bard but cannt, fr example, delete it. An Owner has full rights t the bard. Click Create (tp right f the screen) and view yur empty bard. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 9

10 Exercise 1.3 Adding Cards t a Bard Adding Cards t a Bard is similar t pinning smething t a ntice bard in real life. There are many ways t create & share cards, including; Dragging & drpping a dcument (e.g. an image) nt a bard frm a Desktp. Dragging & drpping a web url frm yur brwser (e.g. a YuTube vide) Pinning an existing card nt a new bard Pinning an shared Digital Asset t a bard Sharing data & insight frm ne f the Adbe Slutins, e.g. Analytics, Target, Scial r thers. With ur newly created bard pen, pen up yur desktp flder called Lab Dem Assets Drag & Drp the file called AccuntOpeningOffer.jpg nt yur bard. Yu shuld see it uplad and presented as a card Cngratulatins - yu just created yur first Card! Nw lets create a new card frm an existing Digital Asset Click n the Assets item in the left Rail Page 10 Adbe Lab: Bringing The Marketing Clud dwn t Earth

11 The Assets view lists all the Shared Assets that are available acrss varius Adbe Marketing Clud slutins. We will utilize them later in the Adbe Scial exercise, and they are als available in Adbe Target. Lets share ne f these assets with ur team s they are aware that we d like t use this Asset in ur Campaign. Click n the Share Card icn that appears when yu hver the muse ver an bject. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 11

12 The Asset Preview card will display, ready fr yu t share. Select yur Bard (left hand side drp dwn) Add a cmment such as We shuld definitely leverage the existing assets in ur next campaign Click Share Finally, lets share a card previusly created using cntent frm Analytics with ur new Campaign bard. Click n Bards (in the left Rail) then pen the February campaign. Open the Devices card Add a cmment Let's check t see if there is any change in March Draw an anntatin/arrw pinting t the Apple ipad segment by clicking the Pen inside the cmment bx. Page 12 Adbe Lab: Bringing The Marketing Clud dwn t Earth

13 Click the Pin n the tp right and check the bx next t yur March Campaign bard. Click View next t yur bard t pen it. Yur bard shuld nw lk similar t the fllwing Bnus Exercise 1.4 Cllabrating with yur Lab Neighbur If yu finish the exercises in time, try the fllwing; Make sure yu have shared yur bard with yur Lab Neighbur s ID Add sme additinal cards t yur bard. These new cards shuld appear n yur neighbr s Feed Ask yur neighbr t cmment n the card n their machine Lk fr cmments in yur Feed t appear. Add cmments f yur wn and share back. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 13

14 Lessn 2 Measuring site perfrmance with Adbe Analytics Objectives A quick verview f Adbe Analytics Understanding Site Perfrmance Audience Segmentatin A quick verview f Adbe Analytics As the Head f Gemetrixx Finance Digital, yu knw the imprtance f Analytics. Yu ve already deplyed the Adbe Marketing Clud t track the perfrmance f yur sites and scial prperties. In this sectin we ll g beynd just lking at reprts, and start lking fr insights that we can actin in ur next campaign. Adbe Analytics is a cmbinatin f 7 previusly separate prducts, unified int tw packages, a Standard & Premium. Fr this lab we will be fcused n Marketing Reprts & Analytics, previusly knwn as SiteCatalyst. Page 14 Adbe Lab: Bringing The Marketing Clud dwn t Earth

15 Exercise 2.1 Understanding Site Perfrmance using Adbe Analytics In this exercise, we ll use Adbe Analytics t understand what is wrking in the Gemetrixx Finance site, as well as lking fr pprtunities fr imprvement that we can share with team. If yu haven t already, lg in t the Adbe Marketing Clud URL: User Name: mszulc+labxx@adbetest.cm (replace XX with yur lab # e.g. lab02) Passwrd: summit Click n Analytics in the left rail. Click n Reprts & Analytics Yu shuld be presented with Site Overview dashbard Ntice that yu can access all the cmpnents f the Marketing Clud thrugh the cmbined Single Sign On interface, rather than remembering multiple lgins and passwrds. Real Time Reprt Click n Site Metrics in the Left Rail, then select Real Time Lets have quick lk at the real time reprts available in Adbe Analytics. In this reprt yu can present a live feed f imprtant metrics such as the amunt f Applicatin Sign Ups cmpleted as well as Revenue generated by the site. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 15

16 Anmaly Detectin Click n Site Metrics in the Left Rail, and then select Anmaly Detectin Adbe Analytics can alert yu f any anmalies in in traffic measured n yur digital prperties. Have a lk at this reprt and bserve the anmalies being displayed. Nte If yu d nt see this view and are presented with a list f metrics, select Page Views & Sign- Up Cmpleted, then Save. Nw yu can share this reprt with the Marketing Clud. Click n Share buttn n the tp right just belw Help Draw an arrw highlighting a particular anmaly. Add a cmment such as Spike in Sign Up Cmpleted after previus Campaign Click Share, then View in the Marketing Clud - > Yu shuld nw be able t see yur Anmaly Detectin displayed n yur Bard. Page 16 Adbe Lab: Bringing The Marketing Clud dwn t Earth

17 Exercise 2.2 Reviewing Mbile Devices Reprt initiated frm a Card. Yu can get direct access int reprts by pening them directly frm a Card. In this scenari we will lk deeper int the request we made earlier t understand mre insights frm ur mbile devices reprt. Mbile Devices Frm within yur March Campaign bard, pen the Devices Reprt card. Click n the Visit Reprt in Reprts & Analytics The Devices reprt will pen up with Reprts & Analytics. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 17

18 Adbe Analytics can help advise where t spend effrt bth n cntent prductin as well as effrt t ptimize fr devices. In this reprt yu can see the tp devices yur visitrs are using t experience yur digital channels. Lets filter this reprt dwn t see what prducts visitrs are applying fr per device prfile. Click n the Breakdwn buttn t bring up the Breakdwn ptins Select Prducts, then Prducts again. Yu will nw see a breakdwn f prduct page views per device Page 18 Adbe Lab: Bringing The Marketing Clud dwn t Earth

19 Lets add an additinal metric t understand nt just page views, but Sign ups per Prduct, per device. Click the Add Metrics buttn n the right f the reprt. Scrll thrugh the Available Metrics list drag the Sign- Up Cmpleted t the right Reprt Data Clumn Canvas belw the Page Views Metric. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 19

20 Yu can nw view the devices, brken dwn by Prduct, Page Views & Sign- up Cmpleted. Nte that twice as many ipad users are signing up fr prducts cmpared t iphne users. Click Share t save the reprt as a Card in the March Campaign Bard Page 20 Adbe Lab: Bringing The Marketing Clud dwn t Earth

21 Exercise 2.3 Audience Segmentatin In this exercise we will lk at previus campaigns and lk fr pprtunities t learn and segment ur audience fr future prmtins / persnalisatin effrts. Open Campaign Name Reprt (Campaigns - > Tracking Cde - > Campaign Name) We want t see hw the 1% Interest n Balances campaign cmpares t the $50 Accunt Opening Bnus campaign. With n segment applied. These campaigns perfrm just abut equally well. We nw want t explre if the results are different fr lder users vs. yunger uses. In the Segment selectr at the tp f the reprt yu will ntice Marketing Clud shared segments Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 21

22 Select Age: (Lcked) frm the Data Warehuse sectin. This segment rule was created by the lead analyst and shared with the team via Marketing Clud. Yu shuld nw see the reprt change t reflect the year ld segment applied. When this segment f visitrs is selected the $50 Bnus campaign radically utperfrms the 1% Interest campaign Page 22 Adbe Lab: Bringing The Marketing Clud dwn t Earth

23 40 59 year ld segment applied. When this segment f visitrs is selected the 1% Interest campaign substantially utperfrms the $50 Bnus campaign As a result f this analysis we can decide t create a targeted ffer n the hme page fr each age grup. If yu like, yu can nw share these reprts with March Campaign bard and add cmments abut Hme Page Persnalisatin ideas Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 23

24 Lessn 3 Creating cntent with Adbe Experience Manager Objectives Manage cntent using Digital Asset Management (DAM) Create new web cntent fr a new campaign Use dynamic media t make yur site mre engaging. A quick verview f Adbe Experience Manager Adbe Experience Manager helps yu rganize, create, and manage the delivery f creative assets and ther cntent acrss yur digital marketing channels, including web, mbile, , cmmunities, and vide. Exercise 3.1 Managing cntent using Digital Asset Management Lg in t the Adbe Experience Manager User Name: admin Passwrd: admin Click n the Gemetrixx Finance March Review prject t pen it. Page 24 Adbe Lab: Bringing The Marketing Clud dwn t Earth

25 Yu shuld nw see the Gemetrixx Finance March Review prject A prject within Adbe Experience Manager is a summary f Experiences (Sites, Apps, Publicatins) as well as Digital Assets, Teams, Wrkflws and Task Assignments. Nte that the Tasks widget has 1 active task Click the Ellipsis ( ) t pen the list f Tasks Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 25

26 Yu shuld see ne task which is assigned t yu. Click n the task t pen the details Experience Manager allws yu t assign/cmplete tasks t & frm yur clleagues. In this example we are asked t find sme creative assets t supprt ur new campaign. Click n the picture n the left t pen the flder preselected t hld ur new creative assets. Page 26 Adbe Lab: Bringing The Marketing Clud dwn t Earth

27 We are nw lking at a view f Digital Assets within Adbe Experience Manager. As yu can see, I have ne existing item which is the cver f prject. In this flder we can place Creative Briefs, Images, Vides and all types f Digital Assets assciated with ur prject. Nte that while its utside the scpe f this Lab, this prject flder can be shared with ur Agency and ther 3 rd parties using the Adbe Creative Clud. Lets search ur library f assets fr the cntent we are after. Click the Magnifier Glass at the tp left f the menu bar t pen the search panel (if nt already pen) Type in the search term Accunt Opening t find ur first asset. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 27

28 Hwever ver the card displaying the digital asset preview, and select the cpy ptin (the furth icn frm the left) Navigate back t yur prject flder. Click the Paste icn that lks like a clipbard. Yu shuld see yur asset nw cpied int the Prject flder. Page 28 Adbe Lab: Bringing The Marketing Clud dwn t Earth

29 Repeat the prcess and find GF_1%interest.jpg by searching fr 1% Cpy the matching file int yur prject. Yur prject flder shuld nw lk like this Cmpleting the task In the tp menu twards the right yu shuld see a ntificatin with a 1. Click n the ntificatin alert t display the task ntificatin. This is the same task yu viewed earlier. Click n the blue highlighted link (Gemetrixx Finance March Review) t pen the task. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 29

30 Ntice that the preview image has updated t reflect the items yu ve added t the prject. Click n the Cmments tab, type a nte, then click Add. Click n the tick / check n the tp right t indicate the task has been cmpleted. Enter a cmment, then click cmplete. Nte that in yur Prject dashbard, the task is nw marked as cmplete. Page 30 Adbe Lab: Bringing The Marketing Clud dwn t Earth

31 Exercise 3.2 Updating web cntent fr a new campaign Click n the Gemetrixx Finance March Review (?) prject t pen it. In the Experiences Panel, click n Respnsive Site Alternatively, yu can select Sites frm the left hand rail, then GeFinance. Yu shuld see a view f the tp level pages within yur site. (If yu clicked n Sites, pen GeFinance Australia by clicking it.) Open Credit Card Page Click the pencil icn that appears as the first icn in the rw that appears when yu hwever ver the card. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 31

32 Yu shuld see a preview f the Credit Card page On the tp left f the page, yu can select the view mde fr the current page. Ensure that yu have the secnd icn, the eye selected. The gear in the navigatin bar allws us t edit page level prperties. Click the gear, then select Analytics & Recmmendatins t view the Cntent Analysis f the current page Page 32 Adbe Lab: Bringing The Marketing Clud dwn t Earth

33 Adbe Experience Manager integrates with ther parts f the Marketing Clud as well as 3 rd party vendr slutins. In this example we are viewing live reprts frm Adbe Analytics, as well as SEO recmmendatins frm BrightEdge, an SEO cmpany. As the site wner r subject matter expert fr the credit card page, yu can btain sme insight int the perfrmance f yur page withut requiring full access t Adbe Analytics. Nte the SEO Recmmendatins being displayed via integratin with BrightEdge. One suggestin is t add metadata tags & descriptin t the page. Nte: Clicking the + symbl allws yu t create a new task, like we cmpleted earlier, which as an example might allw yu t assign this wrk t a cpy writer r ther persn in the team. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 33

34 Lets nw edit the Page Prperties based n the SEO recmmendatins Click the gear, then this time select Prperties A panel displaying the page prperties will pp up. Optinal: Press the full screen buttn (tp right) t enlarge the view Page 34 Adbe Lab: Bringing The Marketing Clud dwn t Earth

35 Update the Title t Gemetrixx Credit Cards Add a Tag, which will be used as a Metadata keywrd n the site Type in FSI, then select Credit Cards tag Add page descriptin such as Gemetrixx Finance Credit Cards have the lwest interest rates and the greatest benefits. When cmplete, click n the Tick / Check n the tp right t cmplete the page prperties edit. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 35

36 Nw lets edit sme f the cntent n the page itself Add the wrd credit t This GeFinance card Make sure yu are in Edit mde (hint tp left icns) Select the The GeFinance card has yur name all ver it title Click the pencil t edit the text. Add the wrd credit s it reads GeFinance credit card as shwn belw Nw lets insert a campaign image asset at the bttm f the page Click n the vertical ellipsis (tp left) in the tp left crner f the tlbar t slide pen the Assets & Cmpnents Side Panel. Click n Cmpnents Page 36 Adbe Lab: Bringing The Marketing Clud dwn t Earth

37 Drag the Image cmpnent in between the Her Banner (with the picture f New Yrk) and The Little Details Switch t the Assets tab in the Side Panel, then search fr $50ffer Drag & drp the image nt the new cmpnent yu just created. Yur page is nw ready fr Persnalisatin. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 37

38 Exercise 3.3 Using Dynamic Media & Persnalisatin acrss yur experiences. Yu will recall frm Exercise 2.3 that we identified audience segments that culd drive additinal cnversin if we served them the best ffers. Our yunger audiences respnded better t $50 accunt pening bnuses, while lder audiences respnded better t 1% interest n Checking Balances. Based n this fact we can make the fllwing cntent recmmendatin Unknwn age 18-25yr lds 26-39yr lds 40-59yr lds Default Cntent $50 Accunt Opening Bnus $50 Accunt Opening Bnus 1% interest n Checking Balances 60+ 1% interest n Checking Balances In the fllwing exercise we will leverage Analytics t give us sme insight int what campaigns t prmte different audiences. Make sure yu still have the Credit Card page pen, then switch t Targeting mde using the mde selectin tl in the tp left navigatin bar. Next, lets select the Accunt Opening Offer Campaign that has been already set up Nte that Campaigns are nw called Activities in Adbe Experience Manager. Page 38 Adbe Lab: Bringing The Marketing Clud dwn t Earth

39 This Activity was created in advance t save time. It leverages Adbe Target and is synchrnizing shared segments that were created in Adbe Analytics, synchrnized acrss the Marketing Clud and Adbe Target, and then synchrnized with Adbe Experience Manager. OPTIONAL - If yu are curius at hw the Activity / Campaign is set up in AEM, yu can view its cnfiguratin here; grup- ffer.html At this stage yu will see n linked segments, s lets add them t ur Activity. Click the blue buttn with a + t add a segment t ur activity definitin Select Age: Press the tick / checkbx at the tp right t cnfirm the selectin. Yu shuld nw see yur segment added t the Activity. Repeat these steps t add Age: 26-40, Age: and Age: 60+ Yur Activity shuld nw lk similar t the fllwing screensht Nw we need t define which cntent respnds t different segments Select the $50 ffer that yu added in the previus exercise Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 39

40 Press the Target buttn (n the left) abve the image t switch it t cntent that is targeted. Nw we will add Offers that are mapped t segments. Select the Age 60+ segment Ntice that the default image is dimmed, and yu are given the ptin t add an ffer. Click Add Offer The image will be n lnger dimmed, which indicates that this is nw the current cntent mapped t this segment. (Nte a cmbinatin f an ffer & a segment is called an Experience) Open the Side Panel again t display images Page 40 Adbe Lab: Bringing The Marketing Clud dwn t Earth

41 Find and drag GF_1%interest.jpg t replace the default ffer fr the Age 60+ segment Yur page shuld nw lk like the fllwing screensht Repeat the prcess t add the 1% ffer t the Age: segment as well Explre the ptins fr serving persnalized cntent Switch back t mde in the tp tls menu Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 41

42 Duble click n the image yu just added t pen the Target ptins Make sure the engine is set t Client Side Rules, and the Strategy is First. Nte: Althugh in a live envirnment we wuld use Adbe Target t decide which segment was valid and switch t the apprpriate experience, in this lab we will use Client Side rules. Client Side rules wrk well during develpment and testing, r fr persnalizatin that desn t require any analysis t see if its perfrming well r leverage data frm ther Adbe Marketing Clud slutins. Finally we can preview ur persnalizatin effrts by lading different testing persnas / prfiles and previewing the experience that is served. Switch back t Preview mde Click n the arrw in the middle f the tp tlbar t slide pen the Cntext Hub Click the Reset buttn n the right f the Cntext Hub Click n the Persna panel n the left (currently set fr Annymus) and select Alisn Parker Yu shuld see the default cntent as Alisn is 21 and as we knw previusly, 18-39yr lds respnd better t $50 accunt pening ffer. Page 42 Adbe Lab: Bringing The Marketing Clud dwn t Earth

43 Click n the Persna panel again, and lad Charles Jhnsn Yu shuld see the experience change t the 1% ffer as Charles is 44. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 43

44 Lessn 4 Create, measure & mnitr with Adbe Scial Objectives Publishing scial cntent Understanding yur Scial Buzz Scial Mderatin What is Adbe Scial Adbe Scial enables marketers t finally have a cmprehensive slutin t build strnger cnnectins thrugh cntent that s guided by tangible data. Create the mst relevant psts, mnitr and respnd t cnversatins, measure results, and cnnect scial activities t business results. Page 44 Adbe Lab: Bringing The Marketing Clud dwn t Earth

45 Exercise 4.1 Publishing Scial Cntent In the fllwing exercise we will leverage Adbe Scial t pst cntent t multiple scial channels at nce. We will interact with the Cntent Calendar t see what is scheduled and explre ptins available as we pst cntent. Tw real accunts have been created fr this lab, Twitter: twitter.cm/gemetrixxau Facebk.cm/gemetrixxau If yu haven t already, lg in t the Adbe Marketing Clud URL: User Name: mszulc+labxx@adbetest.cm (replace XX with yur lab #.. eg lab02) Passwrd: summit Click n the Scial link n the left rail t navigate t the Adbe Scial slutin Click n Publish, then Cntent Calendar If yu d nt see any cntent, click n View all psts Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 45

46 Nw yu can view all the Psts that are scheduled, and have already been psted. Like ther Adbe Marketing Clud slutins, yu can filter cntent using the filters at the tp right. Lets add a new pst by clicking the speech bubble with a + n it. Select the Scial netwrk yu wish t pst t Fr the lab we have cnfigured Facebk & Twitter Add text Alisn was smart and received 1% back in her Savings Accunt. Are yu that smart? Select the Attach Media icn just belw the pst text, and frm the center panel, select Imprt frm Assets Page 46 Adbe Lab: Bringing The Marketing Clud dwn t Earth

47 Way back in Exercise 1.3 we viewed the Marketing Clud shared assets and discussed that they can be leveraged frm Adbe Scial and Adbe Target. These are the same Assets. Lets add ne t ur pst nw. Select the green 1% ffer then select the white tick / check in the tp right tlbar at the tp right f the page. Ntice that ur Asset is nw inserted int ur pst. Nw lets chse a Campaign that we are ging t measure the effectiveness f this scial activity against Select the Campaigns ptin, the chse the Accunt Opening Offer campaign Add a link t the pst Add Click n the link and select a URL Shrtener t autmatically shrten the link. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 47

48 Add a schedule t yur pst t be psted smetime in the next 5-10 minutes Adbe Scial will autmatically add a schedule fr yur pst. While nt cnfigured in this Lab envirnment, Pst Predictins can lk at Analytic data and suggest the best time t schedule yur psts. Nte: We need t d this fr the Lab envirnment as Facebk & Twitter have strict plicies n the amunt f psts placed per minute, and if 50 peple pst at the same time we run the risk f getting the dem accunt suspended. This is nt a real wrld envirnment. Click Schedule t add yur pst t the Publish Queue Click n Cntent Calendar t view yur scheduled pst. Nte that it is pssible t set up apprval wrkflws fr each pst, but this is utside the scpe f this lab. Dn t frget t check twitter.cm/gemetrixxau r facebk.cm/gemetrixxau later t see yur pst! Page 48 Adbe Lab: Bringing The Marketing Clud dwn t Earth

49 Exercise 4.2 Understanding yur Scial Buzz In the fllwing exercise we will leverage Adbe Scial t understand the keywrds that we are mnitring as well as ther insights. Open the Scial Buzz by selecting Analytics in the left Rail, then selecting Scial Buzz. Change the Filter Date Range (tp right) t reflect the last 30 days Click n GemetrixxAU in the Display name tab t filter psts t just Gemetrixx keywrds Review related terms, sentiment, emtins (new in beta!), authrs, gegraphy and mre. Nte that yu can filter by any f these, and/r remve the filters at the tp f the page. At the tp right f the Display Name reprt, click the Share buttn Select yur Bard, add a cmment and share the cntent. Adbe Lab: Bringing The Marketing Clud dwn t Earth Page 49

50 Bnus Lessn Landing Page testing with Adbe Target Objectives Hw t navigate the Target Standard interface Create a new Test Campaign using a Landing Page Review the results f an existing Test. A quick verview f Adbe Target In exercise 3.3 we used Target t drive persnalizatin tgether with Adbe Experience Manager. Adbe Target can als be used n stand alne sites, fr persnalizatin, but als fr testing. Testing cntent allws us t prve whether ur assumptins and cntent chices were crrect. In this exercise we will run a test f cntent n a landing page we are running n a web server n yur wrkstatin t test the effectiveness f certain cntent. Yur wrkstatin is cnfigured with a web server and a static website. Only 1 line f cde referencing a javascript library was needed t cnfigure it t wrk with Adbe Target. ***NOTE: Due t the nature f this lab, yu will need t mdify the path f the web server files. Yur instructr will walk yu thrugh this. Exercise 5.1 Perfrming an A/B test n a Landing Page with Adbe Target If yu haven t already, lg in t the Adbe Marketing Clud URL: User Name: mszulc+labxx@adbetest.cm (replace XX with yur lab #.. eg lab02) Passwrd: summit Click n Target Click n Target Standard Yu shuld be presented with a list f Activities Click Creative Activity Enter a name: Retirement Landing Test Objective: Increase signups Click Cntinue Chsing an Audience Click Chse Audience Select All Visitrs Nte we can see ur previusly created audience segments here as well! Add Experiences Page 50 Adbe Lab: Bringing The Marketing Clud dwn t Earth