The Last Millisecond

Ladies and gentlemen, please welcome Senior Vice President and General Manager, Digital Marketing, Brad Rencher. [♪♪] [applause] Good morning, everybody. So whether it's focus groups, panel data, or eeny meeny miny moe, these are tools of a marketing era of the past. And we all know this, we feel this as digital marketers-- that our world has become increasingly complex, more sophisticated, and really, really fast. And it's not that we're being asked to do more with less; we can deal with that. We're being asked to do more with more. More data, more audiences, more experts, more frameworks, more devices, and more pressure. As a result, we have become seekers of knowledge, and we will go to great lengths to get guidance, advice, counsel. So we end up with books like Digital for Dummies, Unleashing the Twittersphere, and actually the current book I'm working on, which will be my seminal masterpiece, Does This Data Make Me Look Big? [laughter] But seriously, we have more questions than answers. The answers that we're seeking, they're never packaged, they're really never tweetable, but they are in the conversations, they are in the best practices, and they are in this room. This is why we're at Summit 2013. You've chosen to be here; you've chosen to engage in the conversation in the community. Summit Week. This week is my favorite week of the year. It's where me and my team get to converse with you, we get to listen to you, we get to debate what this industry is going to be and what we should be doing next. I want to thank you up front for the investment of your time in the conference this week. And, more importantly, I want to thank you for the investment that you're making in Adobe because more of you are investing more deeply with Adobe than ever before. We take this seriously--the trust that you place in us. And it really is our privilege and pleasure to be able to work with so many leaders from different industries like 9 of the top 10 Internet retailers, 5 of the top 5 media companies, 9 of the top 10 commercial banks, 5 of the top 5 auto manufacturers, 5 of the top 5 North American airlines. These industry leaders, and many others, it absolutely is our privilege to work with each one of you. And it's exciting that in digital marketing with this investment that you're making in us, we were able to have a record-breaking year in 2012. And for that we thank you. Speaking of records, this year's Summit is also a record-breaking year. We have over 5000 people today in the audience. Global reach. People from 27 different countries are assembled. And there's 1 of you, 1 of you is here from the Cocos (Keeling) Islands, population of 600--well, now it's 599. If you're here and you're awake, I extend a special welcome to you. Thank you for joining us. [applause] Every year at Summit one of my favorite things to do is to get the list of the titles of the people who are going to be in the room because every year it changes a little bit, and you actually start to understand where this industry is headed. And this year is no different. There are over 1800 distinct and different titles represented in the room. Some new ones. We have a digital taxonomist. We have a lot of new omnichannel titles. Omnichannel seems like it's kind of the new black. We've got artificial intelligence, a few critical situation managers-- tell me you don't want one of those-- and, my favorite, a content czar. And my philosophy is any time you can get czar in your title, you go ahead and take it. [laughter] The longest title in the room weighs in at 22 syllables, which makes for some mighty long introductions at the beginning of business meetings, so my respect goes out to you wherever you are. You think about the titles and the conversations that we get to have over the next few days. We built out an agenda that we are confident is going to suit the topics that are on your mind. We've got breakout sessions where we'll go deep into industry topics and best practices; luminary sessions where we brought in digital marketing experts. We have over 150 partners including ExactTarget, Hybris, Silverpop, Razorfish. From main stage this afternoon you'll hear from Adam Bain from Twitter, John Battelle from Federated Media, Felix Baumgartner, Solomon Kahn, customers Skullcandy, Conde Nast, partners Deloitte and Sapient, and joint customer NASCAR. All of these partners, customers, and luminaries will be addressing what they're doing in digital and how digital is impacting what they do every day. And all of this--this entire agenda--was built around the fact that the conversation of what we need to do as an industry to deliver best in class digital experiences to customers is no longer a conversation that's just happening amongst our teams. The conversation is now elevated. It is a CEO level or even board level conversation, which is why I want to bring out our CEO, a CEO who is attempting to make digital marketing a strategic comparative for our company. Please join me in welcoming our CEO, Shantanu Narayen. [applause] Thanks, Brad. Or should I be saying our Adobe digital marketing czar? [laughter] I'd like to also extend my welcome to all of you coming here today for Summit. We are absolutely thrilled to have record attendance and really look forward to the conversation that we're all going to have about how digital is going to impact the future of marketing. It's been a great year for Adobe, and last year's Summit was fantastic. We had great discussions on analytics and video and targeting and optimization and how mobile and social and innovation and the move to the cloud was going to dramatically transform the future of marketing and how marketers were going to get much closer to their customers. The things that we heard from you was that, in addition to driving great innovation in each of our point products, you were really interested in understanding how we were going to drive more solutions and how we were going to focus on thinking of it from the customer perspective. You're going to hear so much more at this Summit of how we've taken all of that feedback into account as we've evolved our product strategy and the 5 solutions that we're focused on in order to drive what we now call the Marketing Cloud across publishing and media, financial services, telecommunication, travel, and retail. Having a direct relationship with all of our customers is increasingly becoming such an important necessity. All of you have been incredibly generous with explaining what your challenges are and helping us get insights into how we can continue to focus on technology to help marketers. One of the best parts of my job, actually, is hearing from all of you. And I remember one of the conversations very distinctly that I had with Frank Blake, who is the CEO of Home Depot. It was incredibly impressive to hear all the significant advancements they were making in merchandising and retail: on the focus that they had on delivering a truly incredible experience to all of their customers across every single touchpoint; about thinking about how mobile was going to transform the experience; on thinking of how you could order on 1 channel and get delivery on another channel; and how technology was going to be an important part of innovation in retail. I remember as we talked about online, he asked me what best practices were on online, and we talked about how we were now actually driving close to high single digits in conversion as we thought about our Adobe business. And I remember that he remarked to me, "Doesn't that mean that 90% of your customers "are actually not transacting business with you?" So while we've made a lot of progress, I think there's a lot more that we can do. And I know that he urged us to really take on the mantle of describing how marketing is changing with the advent of digital and to be loud and proud about what Adobe was doing in this particular space because it truly has been, I think, a great year for marketers. One of the highlights for us at Adobe was our Myths campaign, calling out some of the greatest myths that I think exist that have plagued marketers: the notion that social media is worthless; the notion that people don't like to be targeted; the notion that marketers don't like big data; or the video that you saw a few moments ago. I think we got a lot of attention from bringing this focus to marketing. These clearly don't look like traditional Adobe ads, but we found that we had over 500 million impressions of people who wanted to engage in the conversation and the dialogue with us. The other key strategic progress that we made last year was really focusing not on individual point products like SiteCatalyst or SearchCenter or CQ with Day or Efficient Frontier but a real focus around the 5 solutions that you'll hear a lot more about because the reality is that only 25% of budgets today are spent on digital. We want all of you to get a larger piece of that budget pie because there really should be no question about the impact that digital is now having on the bottom line. The reality is that we are passionate about marketing, and marketers have always been at the core of what Adobe stands for in business. Our vision as a company has always been to help change the world through digital experiences. And the impact that we've had on all forms of communication-- newspapers, magazines, websites, and videos--is unquestioned. Three years ago we embarked on a strategy to combine art and science, creativity and data, in a way that no company has ever attempted before. At that point as a company, we were actually starting to move our business to the cloud. In our creative business we recognized that we had to re-imagine the future of creativity and how that would change from just being desktop-driven software to what we could do on desktops and touch devices as well as services on the cloud. And that process led to the invention and the introduction of the Creative Cloud, an offering that's transforming our own business. As part of that transformation of our own creative business, we realized that we had to expand our offerings beyond just content creation to management and monetization and mobilization and delivery of all of that content and to really expand into the business side of that, the science, if you will, by expanding into digital marketing. I think we were actually fortunate in that we were starting from a position of strength. When you have products and leadership and creative tools like Photoshop and Illustrator and Creative Suite and the strong relationships that the marketers and agencies had in using those tools, it truly is a great starting point. But we needed to rethink our digital marketing offering, we needed to rethink our strategy of what we needed to do in content management, what we needed to do in content measurement, how we would help people acquire customers and convert them to paying customers. And we did this through both organic innovation and inorganic acquisitions, key acquisitions like Omniture and Day and Efficient Frontier, and through innovation that we've done in products like Adobe Social that you'll hear about a lot more today. We not only had to focus on product innovation but how we integrated this and delivered this in a more seamless way to all of you as customers. What's really incredible, though, is what all of you as customers are doing with our products, and it's amazing to see what we've been able to accomplish together. As I interact with customers and partners around the world, I think that there are 3 clear marketing mandates that I'd like to share with you that I believe are going to be even more paramount in the years to come. The first for me is engage everywhere. You all remember the days when digital strategy was all about your website-- getting customers there and then converting them to paying customers. I think it's clear to say that those days are over. Now you need to think about every digital use case-- your PC, your tablet, your phone, your car. You need to think about where your customers are spending time, not only in physical locations but in social sites, in app stores, and wherever your customer's physical location is. Every interaction with these customers is truly relevant. I think most retailers need to think about every touchpoint that you're having with customers. When you walk in the door, are they on the phone? How do you reach them with news about the latest sale or the latest product offering that you have? How do you provide them reminders with items that they may need to stock up with because it's getting low? When they're at home, are they on a tablet? How can you purchase through a digital catalog with in-app purchase capabilities? How are you engaging with them on social sites like Twitter and Facebook and Pinterest? It's clear that you have to go to your customers or they won't come to you. One of the customers that I think has really pioneered how they think about this interaction across every digital device is Delta Airlines. They are bringing to life their vision of providing a single unified, consistent interface not just at the kiosk in the airport when you check in, not just on the website when you make a reservation, not just on a smartphone when you think about whether your flight is on time but including things like the screen on the back of the seat in front of you where you may be interacting with your entertainment or, instead of having physical magazines, having a digital magazine that knows everything about you. That is the new reality of how you need to engage with every one of your customers. I think the second mandate in digital marketing is all about embracing rocket science. Every company is swimming in data, more than possibly can be absorbed by the people who are looking at that data and running it. And once you sift through the data, it's useful not just to look at what happened and make adjustments but to be convinced that the systems that you run have the ability to change that in real time because not all of us have the luxury of being able to change campaigns at the speed at which customers expect. We all need to be able to predict what happens next. We need to harness math and machine learning to take what used to rely on just marketers' intuition to a whole new level. Many of you are already doing this today. With products like Media Optimizer you can predict the optimal media mix, and you can automate the buying across a variety of display and search and video and mobile today. But think about the possibilities of what that means when you apply that kind of power to your entire business. Imagine what you can do with all of your marketing across social and mobile, real time, historical, omnichannel, qualitative and quantitative, and being able to reliably predict and execute the perfect campaign in a personalized way for every individual in order to maximize customer retention. This is truly rocket science, but it is becoming real today. And the third and final mandate that I'd like to talk about is connect the dots. To me, connect the dots refers to organizational change that needs to happen internal to every company in order to thrive in this digital age. It's about breaking down silos of people, information, and processes, whether that's online or sales or support or IT or finance, to get a true picture of the health of the business. And as CEO of Adobe, I live this every Monday morning. In the past, Monday mornings started with a review of the financials of the prior week across all of the channels that we had, the pipeline for sales, and maybe some real-time data on what was happening on Adobe.com. However, the unanswered questions that were always on my mind was understanding customer sentiment, was understanding the funnel, retention, conversion in real time as a predictor of where the business was actually headed. And in order to get a true picture, we had to make significant changes across the entire organization in both the process and information flow to get a more holistic view of our customers. For the Creative Cloud business, as you see on the screen, this actually meant not just understanding how many people came to the Creative Cloud page but how many of them signed up then to get an account, how many of them actually downloaded our software, how many of them launched that software and then used it and finally converted to paying customers. That's the vision that we all need to have on a day-to-day basis to truly understand what's happening with our customers. And while getting this data has been great for me, I think the bigger impact it's actually had at Adobe is it's fundamentally changed how the product organization, how marketing organization and sales and finance are working together collectively to drive our business. When marketers connect the dots, you will start to drive the agenda and bring great insights about customers. And I'll tell you this, even though our CFO is in the front row, I do think that CMOs are in a better position than the folks in finance to truly predict the business. [audience member cheers] [applause] Make sure that every one of your organizations and your CEOs know and act on the information that you provide because no one is in a better position to drive this change. I think these 3 mandates sound easy, but of course we know they're all really hard. And we at Adobe want to make it easier for you to engage everywhere, for you to be able to embrace this rocket science and to be able to connect the dots more quickly, more efficiently, more effectively. And through that process, we believe that you and your companies will achieve greater success. The Summit conference is designed to engage with you in this dialogue, to have that conversation, and to make sure that we are working on the right things to enable you to do all of that. We have some incredible innovation to show you, and I'm looking forward to being here during the Summit and to be part of this. And with that, thank you for joining us again, and I'll turn it back over to Brad. Thank you. [applause] [♪♪] Thanks, Shantanu. It's clear that everything Shantanu talked about is being driven by a change in consumer expectations, and this is something I've been thinking a lot about because we've completely changed what we expect the digital experience to be. Every day a new normal is set in terms of our expectations around access to content, the availability of content, and the speed at which we can access that content. A few experiences that have taken place at the Rencher house over the last few weeks that are probably not too dissimilar from experiences that you've had, I want to share these because it's indicative of how these expectations have changed. The first one. I've got a 10-year-old daughter and her name is Emma. She's a swimmer. She's on a swim team. This is actually a picture of her at a recent swim event in her butterfly stroke. She's great. She focuses on swimming fast some of the time, but she focuses on looking good all of the time. And so we had a bit of an issue. Before a swim meet recently, she came to me the night before and said, "Dad, I don't have my goggles, the goggles that match the hat, which match the swimming suit. I can't swim." Okay, so as a dad I have a problem. I have a 10-year-old daughter that's upset. So I have a choice to make. I can either get in the car and go drive around to 3, 4, 5 sporting goods stores and look for the goggles, or I can get online and roll the dice whether I can get them in time. So I got online--and this is coming from a world where 5- to 7-day business shipping used to be okay. I order those, I open my door the next morning at 9am, there they are. I'm stoked. Now, Emma, my 10-year-old, she was bummed out that they weren't there the night before when she was packing her bag to go to the swim meet. The expectations in terms of speed have changed. I disappointed my daughter, clearly. And speaking of disappointing your family, my wife had asked me a few weeks ago to push a button on the remote control to record a show on the DVR--Downton Abbey season finale. I didn't do it. So again, I'm in trouble. So you see kind of the trajectory of my life here. We've all dealt with this. If you miss a show on TV, waiting weeks and weeks and weeks until it plays all the way back through, you've seen all the spoilers, it just doesn't work. That's no longer our expectation. We missed Downton Abbey, but we expect it to be available immediately online to stream as soon as the original showing airs. And if you don't believe that this is an expectation, pick your favorite show, whether that's Homeland, Walking Dead, Duck Dynasty, whatever it is, and get on the fan forums and look at what people write and how they're engaging when the content isn't available the way that they want it. I mean, it is rage. People are not happy. And it reminds me of the Burger King marketing campaign from the '70s where all of us were invited to go into a Burger King and, hey, order a Whopper, "Have it your way." This sums up consumer expectations today. We want it where, when, and how we want it. We want to access content in all of those places. And as these expectations change, the hard thing for us as digital marketers is it's accelerating. It's getting faster, and it's harder to keep up. And we see this. We talk about this. Every conference you go to we're talking about the up and to the right graphs. Every metric we work with in this industry is that. Devices. Tablets are up 72% year over year. Mobile apps. Revenue is up 62%. Streaming is up 50%. Big data. We're going to have 8 zetabytes by 2015. Spending on big data is going to double in the next 2 years. Online commerce up 45% year over year. $327 billion. Media buying up 16%. $188 billion. No matter where you look, it's easy for all of us to get caught up in the faster, faster, faster. But we have to slow things down because the more we focus on how fast everything is going, I believe the more that we're going to miss what's really important. And what's really important is to focus on the individual and the individual's needs. I have a confession to make. I never wanted to be here with any of you today because my life plan actually had me doing something completely different. I was supposed to be with the San Francisco Giants at spring training right now. Since the time I was a little kid, and probably like many of you, I thought I was going to be a baseball player. The problem is, probably unlike many of you, I was way too slow to give up the dream because I was a pitcher, and it turns out I was a very, very average pitcher. But still today to sit at the ballpark and to watch the interaction between the pitcher and the batter still amazes me because it's a game of chess. And a pitch traveling at 90, 95 miles an hour, to cover the 60 feet from the pitcher's mound to home plate takes under a half a second. And so here is the pitcher looking in, getting the signs, changing his grip on the ball, whether it's going to be a fastball, a curveball, a slider, a knuckleball, a change-up, all these things, and it's all to fool the batter so that when he releases the ball, the batter is unable to pick up the signs, unable to pick up the spin, so that the ball can get there, the catcher catches it, you strike him out. It's the whole point. The interesting thing is the flip side of this is even more interesting because the batter is literally trying to pick up that ball, understand trajectory, spin, speed so he can make a guess-- and it is a guess--in terms of should he swing at that pitch. Scientists have looked at this, and the amount of time that a batter has to decide whether he's going to swing, visually you can only pick up the ball when it's about halfway to home plate. And the amount of time of a 95 mile an hour fastball halfway to home plate, the rest of the way: 250 milliseconds. This is at the limit of what we as humans can biologically actually react to. So if you're a batter-- Actually, back to the science, they've shown that hitting a round ball, round bat, traveling at 95 miles an hour is one of the hardest things to do in sport because if you look at this video, the pitcher winding up, delivering this, if the batter is a few milliseconds off, it's going to be a foul ball, swings too late. A millimeter too high or too low, it's going to be a foul ball or a ground ball--not successful. But this, this moment, this millisecond where the batter makes contact, this is where it all comes down to--success or failure. And I would offer to you that this is exactly what we are doing in digital marketing. We are tasked with delivering experiences in milliseconds. And in baseball, if you get a hit 4 out of 10 times, you are a Hall of Famer. But I would offer to you, if we miss on delivering the right experience 6 out of 10 times with digital marketing, we're not Hall of Fame material. We have to deliver the right experience this time, the next time, and the next time. And this experience that we deliver, it's always preceded by an action, whether the action is clicking on a search results page, logging in to a site, loading an application on our mobile device, snapping a tag, getting directions. These are all actions. And as the action happens, 300 milliseconds later we need to deliver an experience. Everyone in this room, all of you play a role in delivering this experience, whether you're an analyst, you're in social marketing, or you work in creative. So let's dive into this a little bit. Let's take ESPN. ESPN connects actions to experience. I'm here in Salt Lake, I'm on the ESPN.com home page because the guy that's on stage is incredibly boring, and I'm like, "Hey, Utah Jazz right across the street." "Let's get on and check out what's going on." I search on the ESPN home page--action-- I get an experience. The experience is a search results page. This search results page isn't static; it's rich. It includes information, data, photos, videos from recent games. I also see a tab there for tickets. Let's go back to action. So I click on tickets, I'm here, I've got some time, so let me do some research on the arena, prices, seating, see if I'm interested. Okay, I'm not ready to buy now, but let me set a price alert with some parameters that I care about for tickets that I may be interested in-- the action. I set the price alert. The experience is when I get a notification to my cell phone that the tickets that meet my parameter are ready. But ESPN understands that this is not a single channel world. It's not just about the Web. So I'm at home, I'm on my Xbox, I click on the Watch ESPN app, and what do I get? I get an experience, an immersive experience, to where I'm able to stream real-time video with a live game. And outside the player I also am getting an experience. I'm getting other recommended videos based on my IP address, based on the behaviors that I've shown, the interest that I've shown. I'll also get advertisements to where because I've shown an interest in the Utah Jazz, I may get a pre-roll advertisement for the Utah Jazz. The Xbox is also syncing with my iPad so I can get a full second screen experience. It is a multichannel world, and this action to experience we have to be thinking about because from the moment I take action, this experience is delivered in milliseconds. So every swipe, tag, drag, click, all of these are actions that we have to be aware of because customers just want it our way. Think about this. As digital marketers, you understand how complex this is. But as consumers, when someone doesn't deliver up to your expectations, do you care how hard it is? You don't. You want it your way. So this play, this interchange between action and experience, is what we call the last millisecond, and it gives us the opportunity to be heroes or to look very, very average. There are 4 key pillars that we all have to execute on in order to deliver on this last millisecond. First, we have to listen. We have to listen to the signals, listen to what consumers are telling us. Second, based on those signals, we have to predict what experience the consumers are going to want. Next, now that we know what experience we want to deliver, we have to assemble that, pull those pieces together. And then last, we have to deliver that experience to the consumer in context that makes sense. So let's spend a minute on each of these. First, listening. We are awash in data as digital marketers. We have almost too much. We've got behavioral information, we've got third party information, demographic--age, income, etc--we've got enterprise information, CRM information--are they loyalty members, have they engaged with me before?-- we may have point of sale information, now we've got social graph information. How do we do all this? Unfortunately for all of us, a lot of this data sits in silos in different parts of the organization. So the question is, the first thing we have to do is we have to pull this together to where we start to get a single view of who the consumer and who our customer is. And that's not enough because that data has got to be available in real time. So once we have that data, based on the data, what is it that we predict? What experience does that customer really want? What offer is going to resonate? What piece of content are they going to best engage with? And we use math, algorithms, machine learning to do that because there's no way that we as humans can insert ourselves into the middle of that last millisecond to make those decisions in the time that consumers need us to. So based on the prediction, we now have to go assemble the experience. The content assets are much like the data assets. Our content assets are scattered. They're scattered across the organization. You might have a picture that we need to pull together for a website template, an email template, a banner advertisement. It may be in a digital asset management system over here. You might have the font that you need to use in a different part. You may have an inventory management system to where you need to know if that product or piece of content is even ready, if you should even show that. You've got pricing. You've got to assemble all these pieces together into an experience, and it has to be done dynamically. So once we've done that, candidly, this is where a lot of us kind of stop. But we have to deliver it. And this sounds easy, literally the last mile to get it to the device, but think about this. With the explosion of devices, you've got multiple versions of iPhone, you've got a Nexus, you've got a Nook, you've got a Nook HD, you've got a Nook HD+, you've got multiple versions of iPad now, you've got a Kindle, a Kindle Fire HD, Kindle Fire HD 8.9, and 31 flavors of Android, all with different screen sizes and resolution. How do you deliver an experience that's going to be engaging on each one of those devices? You have to think through this. We're not done there. You've got bandwidth. Can you actually deliver the experience that you want in a way that's going to be in context? Are they at home? Are they at work? Are they at the airport Wi-Fi? Are they in a hotel on their Wi-Fi? Are they on their MyFi device? Are they using someone else's MyFi device? All of these things we have to be able to understand to deliver that experience, and all of this must be done seamlessly. In the past few years, Adobe and the industry have made huge investments in solving this last millisecond problem. We've seen advances in big data, we've seen advances in media creation and monetization, we've seen advances in automation using math and tapping in to the insights of the social graph. We've made progress. But having said all that, we've developed technology as an industry to where you might use a piece of technology to do your job and it's different and it's not even meant to work with the technology that your colleague uses to do their job. It's been developed in a way that it sits in a silo. And as this happens, if we sit in silos and we operate in silos, we will be slowed down by these silos, which tells me that there are 2 hurdles that are required to deliver on the last millisecond. One is technological; the second is organizational. Let's spend some time on the technology. Data in digital marketing must be able to flow from system to system, from the site to social to search. Content is the same way. In a marketing campaign, from the moment a piece of content is created all the way to the moment that that piece of content is delivered as an experience, it has to be managed in a seamless way. I don't believe in digital marketing and as digital marketers that we need more tools in our tool belt. I just think the tools that we have need to work better together. My hope for you is that you can stop being systems integrators and you can get back to marketing, which is why at Adobe we are focused on a fully integrated set of 5 solutions that bring the last millisecond to life. These 5 solutions, this is new. Last year when I was here, we talked about 27 distinct products. We've now simplified those products into 5 solutions so that you can have the flexibility and speed to meet the demands of these changing consumer expectations. I want to take a minute and go through these 5 solutions quickly so that you can get a better understanding of where we are making our investments on a technology standpoint to overcome this last millisecond. Let's start first with Adobe Analytics. Analytics is the nervous system of all of our digital marketing efforts. If it's broken, you're not going to get off the ground and be able to execute on your digital marketing campaigns. Unfortunately, as we talked about, the data is more siloed than ever before. We have this notion of big data, and big data has become a catch-all term in the industry, and it's become a little bit of "He who has the most data wins" and "All data is created equal." I believe both of those are false. In digital marketing, big data is about getting to the information, getting to the data that provides signal, that helps you understand what experience your customer wants. And as analytics has become more strategic in your organizations, our products have evolved and they've grown. But it's time for us to simplify to give you the flexibility to take advantage of the power of these tools. So what used to be SiteCatalyst, Discover, Genesis, DataWarehouse, Insight, ReportBuilder, Tag Manager, these 6 products, we've now combined them into 1 product, Adobe Analytics. Adobe Analytics now provides the broadest set of tools available in the marketplace. But I don't believe that analytics should be confined to a single person or a small group of people in the organization. This information in the insights, it needs to be shared, we need to set it free, which is why we've taken the shackles off of the usage around ReportBuilder, DataWarehouse in terms of seats. You now have more Genesis integrations available to you, and Tag Manager is included in Adobe Analytics. Analytics' role is to share data and insights across the organization because data at the end of the day is the foundation for the Marketing Cloud. But next we have to answer the question of how will we deliver personalized experiences to our website, our mobile site, and our apps? Every digital touchpoint that we create between us and those that we're engaging with, we have to understand how do we best get there. And that's where Adobe Experience Manager comes in. Adobe Experience Manager also serves as the hub for all of your creative assets so that you can manage those, you can deliver that experience. All those assets that were created in the Creative Cloud you now have a way to manage those all the way through that supply chain. Scene7 is now part of Adobe Experience Manager and lets you enable rich media delivery of these assets. Experience Manager also goes 1 step further in terms of how you engage and deliver experiences in that it helps you provide social communities. You can create social communities directly tied to your brand so that you can best engage with those most closely linked to your brand and they can engage with each other. Conversations about digital experiences, as we've talked about, they're elevating inside of the organization, and I don't believe the conversation is about technology or infrastructure or how it's all going to come together. It really is about the experiences that we can provide and what the business impact of that is, the dollars, and that's where Adobe Target comes in. Adobe Target is where the market today is making millions of dollars, even tens of millions of dollars, by relentlessly testing, targeting, recommending, and delivering on the promise of the last millisecond. Adobe Target is the combination of data and audience information from Adobe Analytics, content from Adobe Experience Manager, all combined with smart math so that we can deliver real personalization across all of those channels. This is the difference between a home run and a complete swing and a miss in delivering in the last millisecond. So Adobe Target is made up of Test&Target, Search & Promote, Recommendations, 1:1 behavioral targeting. These are all products that were part of your optimization program, and now you have 1 tool, 1 product for you to be able to manage to those campaigns. Next solution, Adobe Social. Adobe Social is unique in the marketplace in that it is the first product to combine publishing and listening into a single product to where you can really take your social activities and tie that all the way back to revenue. And with the integration with Adobe Analytics, you're able to tie that all the way back and you're able to get social out of a silo. Social marketing has too long sat in a different place of the building and hasn't been part of the overall digital marketing efforts. Let's talk about the publishing piece quickly because you're able to take content assets from Adobe Experience Manager and combine that and then use the data and algorithms to predictively understand what piece of content you should publish when, how well is that expected to resonate with your audience so you can make more informed decisions with your social marketing efforts. The fifth solution, Adobe Media Optimizer. This is where you go to manage your paid media investment across search, display, and social channels. It's common in the marketplace that these 3 channels are managed independently with different tools. Media Optimizer brings these together to where you can have 1 team manage your campaigns across these channels. And what's new in Media Optimizer is we have taken the power of the Efficient Frontier algorithms, the portfolio optimization, and we have combined that with rules-based bidding framework and ease of use of SearchCenter to where you as media buyers can use the bidding framework that makes the most sense for the campaign that you're running. Media Optimizer. The power of this tool is it gives you really the comfort and the peace of mind in knowing before you spend your next dollar in spend in search, display, or social what the return is going to be. That's the power, the peace of mind, that comes with Media Optimizer. It is the most powerful tool in the market. Over $2 billion in advertising spend is being managed with Media Optimizer. So these are our 5 solutions. We've simplified, we've integrated the solutions so that your team can have 1 workflow as you work through the different parts of delivering on that last millisecond. Think about this as the underlying horsepower, the engine of the Marketing Cloud. I believe that it really is where we're headed as an industry to get to the technological problems of delivering on the last millisecond. But we still have the second hurdle, and that is an organizational challenge. And that hurdle when you get into it, it's a people problem because I can't tell you how many times I've been in meetings over the past 6 months with maybe members of your team or in other organizations and I meet with the social marketing team. I'm there; we're talking about Adobe Social. And I say, "Let's bring in your analytics team "because we want to tie all of your social activity back to business results." And more often than not, the response that I get is this: "We don't really work with that team." Or, "I don't even know who the people are." "They're in a different building." And so you may listen to that and say, "Brad, you're crazy." "That doesn't happen in our organization." But it does, whether it's social marketing and analytics, whether it's search marketing and the site marketers. As we understand with these 5 solutions, if you use those and you use those well, you will create centers of excellence around the 5 solutions, and there will be centers of excellence maybe around other products that you use. And centers of excellence move into expertise, and, by definition, experts reside in silos. And that's why taking these silos out of our digital marketing organizations is something that we've talked about as an industry. You probably are thinking to yourself, "Holy smokes." "I have been to so many conferences where someone on stage has said, 'We have to remove silos,' and they say, 'Hey, you and you, you need to talk more, share more spreadsheets, 'send more emails, have more meetings, call each other.'" "'And at the end of the day, if that doesn't work, 'what I want you to do is be more like Avis and try harder and go do it again.'" Collaboration is hard, which is why we at Adobe have looked at this and said, "This isn't something that we should just talk about." "It's not a mantra." But it really is an engineering goal. It's a challenge. How do we add the ability for teams to work better together and not create it in a separate framework that just goes ahead and creates a different silo but puts it where the work gets done: in the execution tools themselves where you and your teams work every day. That's why the Marketing Cloud isn't just 5 integrated products and why I'm excited to announce today the next generation of the Marketing Cloud with an entire social experience, a social UI, so that you can engage better with your teams. It gives you as an analyst the ability to share insights across the organization seamlessly, instantaneously; the site marketer to share results of an A/B testing campaign; the search marketer to share return on spend; the social marketer to engage in a conversation, share the results of those conversations, and inform others immediately; for content marketers to be more efficient in engaging in the creative process with their agencies; and for CMOs and senior marketers to get insights into what's happening across their business without having to make 16 phone calls. This is the latest addition to the Marketing Cloud, eliminating the silos in the technology and the integration across our teams. I started by talking to you about Emma's goggles and whether it's how quickly we can receive products that we order online or how quickly we can consume content that we want to. Those consumer expectations are real because every digital action requires the last millisecond to deliver on what the customer expects. And at Adobe we're bringing this all together with the Marketing Cloud. Next I want to invite David Nuescheler to come to the stage to show us what this is all about. David. [applause] [♪♪] Hey, Brad. Thank you. Hi, everybody. I'm really excited to be here today with you. We all know that the pace of marketing is changing rapidly. The expected reaction times that you as marketers have are minutes. They are not days anymore. So we were presented with a simple yet huge problem to solve. Marketers want to get at all of their data at any point in time quickly and easily. They want to see what's working, they want to see what's not. This has always been our single biggest challenge. I'm sure you can all relate to that. So the 5 solutions that Brad just introduced are absolutely great. They are the 5 workhorses that we have in the Adobe Marketing Cloud. But we needed to create 1 interface that pulls it all together, that brings all the data and all the content into 1 single place. We also wanted to make sure that the content and the data is available to the marketer at any time, in real time, on any device. So we've been working for the last year to imagine what that missing piece of technology might look like. So in addition to the content and data challenge that we have, we also wanted to bring the marketer closer to the creative. We wanted to connect the client with the agency. We wanted to make sure that we do that in a seamless way. And we found a way to do that by connecting the Marketing Cloud and the Creative Cloud. So today I'm really excited to show you for the very first time our brand new experience. This is absolutely unique. We totally re-imagined how marketers will work in the future. We knew that this new Marketing Cloud user interface had to give you 4 things. It had to be easy to use, it had to put all the data and content into 1 place, it had to be workable on tablets, and it had to connect the marketer with their agency. Enough of the talking. Let's play. What I'm going to do today, as we are in Utah, I'm going to play the role of a marketing manager that works for an outdoors company. The outdoors company is called Geometrixx Outdoors, and I'm going to do the entire demo off of my tablet. Let's blow up my 8 inches or 7.9 inches onto the 20 feet. Have you guys seen this screen? It's amazing. It's the size of a house. It's the square footage of a house. I'm not kidding you. So as I'm greeted with this single sign-on screen across the Marketing Cloud and into all the 5 solutions, as I'm punching in my email address to log in, you see that the background changes. You see that it greets me. The Marketing Cloud knows who I am, knows what framework I work in, and is excited to work with me. Let's take a slightly different scenario. If I work for, let's say, a German auto manufacturer, this is what I would be greeted with. If I work for an American restaurant, this is what I would be greeted with. But I'm working for Geometrixx Outdoors. We're in Utah after all. So I'll punch in my email address again. The background changes. I'll paste my password and I'll sign in. So what you see here for the very first time is this brand new experience. What you see is the feed. The feed is where it all comes together, where we put together the creative side with the data side of the house, where we put together art and science. We call this the heartbeat of the business. This is the place where I can interact with my creative team on the latest creatives that I have right here, or I can interact with my analyst team to look at this map and see, oh, Florida has been doing great, so I'm going to leave an annotation for them and say, "Check out Florida. It's an awesome thing." So I just leave the comment right on this card right here that I see in this feed, and this is how we can foster the interaction between different groups in the marketing organization. If you'll look at the feed, it's very unstructured. It's vibrant. Don't think this is a dashboard. This is not another dashboard. This is something that feels like your Facebook feed. It's where information keeps flowing in as things happen in real time. If we click to the boards, which is where we curate this information, where we pull the information and where we can organize things, we see that you can organize things in boards, you can organize the cards that you see in the feed and say, "I want to put this into my KPI dashboard so I see what's going on." Let's open the KPI dashboard. You see that the annotation that I just left is right here, and now I can decide this is something I want to talk to my team about in our next meeting. So all I need to do is I click on this, I tab and hold, I pin this to my board for the next meeting agenda, and this is all I need to do. This is how easily I can organize all my marketing content across all the different disciplines in marketing. Let's jump to the solutions. We talked about the 5 solutions. As I said, it's single sign-on across all 5 solutions, so what you see here is a way to directly dive into any of the 5 solutions right from my iPad, right from the palm of my hand. This is just to give you a little bit of an overview of what that brand new user interface looks like. Let's talk campaigns. All of your organizations run hundreds or thousands of campaigns, possibly concurrently. Marketing campaigns are tied to business goals, are tied to marketing goals, they're more structured, and they usually involve external creative professionals that work in an agency. For that I would like to bring out Kelly Hamor, who plays the role of our creative-- >>[Hamor] Guru. >>professional? Creative guru. Creative director. >>[Hamor] David, I'm standing over here admiring your red hoodie. I'd hate to see what you'd wear if the dress code said super casual. >>Oh, right. [Hamor] Your bath towel or something. >>Thanks for that. Kelly is going to be the creative pro on that end, and what I'm going to show you is how I set up a campaign from scratch, a running shoe campaign that I'm going to launch, and how we're going to collaborate on the new creative that we're going to do. And again, I'm going to do all of this from my tablet. So I click here, I'll enter the running shoe campaign as a title, I upload a particular image that I have prepared here to give her a visual anchor on what we work with and everybody else who is working on that team. I choose a campaign brief that I have stored locally on my tablet here, and now this is the point where usually you get involved in FTP servers, in Dropbox, in Basecamp, in email threads and so forth, but this is where the paradigm changes. This is where I can just select Kelly and I can decide that I want to add her to that campaign, and that's all I need to do to interact across the boundaries of firewalls, across the boundaries of organizations, with somebody who works in the agency. So all I do is I click Share and I go back to the feed and wait for Kelly's work to be done. So with that, we're going over to Kelly's screen. >>[Hamor] Thanks, David. Before I dive in, I just wanted to do a little disclaimer as a creative. One of the hardest parts of my job is really the approvals process of creating a new campaign. There's a lot of email back and forth, there's a lot of large files to upload and download, and it really hinders the creativity that I'd rather be putting energy toward. So as David said, one of the great things about the new Marketing Cloud experience is that Adobe now has this unique ability to link directly into Creative Cloud and really speak to all of the 6 million creative professionals that are hanging out there anyway. So it's really great. So I'm just going to dive in here. Right here is my Creative Cloud login screen that I see every day. I see here all of my assets that I keep right in my Creative Cloud home page depending on what campaign I'm working on. This morning I see that I have this new shared folder from Marketing Cloud, so that tells me instantly that my client has a new project that I want to work on. I can click into that. I see the campaign brief. I'm just going to pretend that I sped read through that. I can actually just go into the assets that I have saved on my desktop. I know exactly what's expected of me. I can take one of these running assets right here. I'm going to put that in Photoshop, and I'm going to put a quick tagline on here that I think David would appreciate. And then the great thing is once I save that, I can really just drag and drop that right back into my Creative Cloud along with maybe a couple of other assets just in case. So this is the point where I would typically send my client an email and I would upload this file size and I'd say, "Give this a review." But what I can do now is just quickly make a comment asking David to check out this first draft, and it will sync automatically to Marketing Cloud. So it's really great. No email required. So David, what do you have on your end? [Nuescheler] In my feed--and thanks, Kelly, for being so responsive. We really like when creatives come back that quickly. [laughter] What I see in my feed is a new card that popped up, and I get to see that Kelly put her first draft in right here. I'll open it. I see it's great. I love it. The one thing that's a little bit weird is this claim here, so I'll leave her a comment with an annotation right from my tablet saying, "This looks great. Please use a different claim." Keep in mind this was a full round trip between the agency and the client. This is something that would normally have taken hours or days, and this is the world's fastest creative review process that you just witnessed. And with that, I'll give it back to Kelly. [Hamor] I'm back over here in Creative Cloud, and I see that I have this new tag that's just popped up. That means that I know that my client has had a chance to review it, which is great. I can click into it and I see that, despite his bright red Nike shoes, I think this claim is a little bit too Nike-esque for him. So I'm just going to go ahead and I can pop right back into Photoshop and do another tagline that I think will work a little bit better for a winter running shoe campaign. That saves automatically back to Creative Cloud, so it's really, really easy. And again, I can just go in and draw a quick annotation, ask him if this looks a little bit better, and then sync that right back to Marketing Cloud. So this is great. We still had a conversation about the creation and process. We were totally collaborative. It was all in real time. But we were completely online and synced directly through Marketing Cloud. So that's it. I think I'm done here. I'll turn it back over to David. Thank you. >>Thank you. [applause] Back to my screen. We see that Kelly updated the creative. Burn Snow is obviously the greatest slogan ever, so I have an expectation what that campaign is going to do to my traffic, to my revenue and so forth, so I'm really psyched about it. So I'm going to launch it. And much to my surprise, I see after launching this campaign an anomaly card pushed into my feed. This anomaly card means that we're outside of our own predictions but, more importantly, outside of the predictive technology or what our predictive technology predicted for this campaign to do. So I'm the marketing manager. I look at this. I see that the conversion rates apparently dropped. I don't know exactly what that means. I'm a marketing manager. I'm not a data analyst. So I'm going to go and say I want to involve a data analyst now, and the way I do this is I create an ad hoc board, which is our collaborative space for everybody who is going to work on this with me, to find out what this is and how we can optimize the situation. I can pin this card to a new board that I'm just creating right here. I'm going to say this is the Conversion anomaly board. I'm going to pin the card to it. I'm going to go to the board, and I'm going to decide that I want to involve Brent Dykes, who is our analyst, into this board. So all I have to do is invite him to this board and share this information with him. I'll save that, and all of a sudden I have an analyst on my team right here that looks at this together with me. This is pretty cool, eh? We had in this first part of the demo the opportunity to show you how we broke down the silos across various different marketing organizations, how we connected the creative professional in the agency through connecting the Creative Cloud to the Marketing Cloud, and we were able to do all of that from my tablet right here. With this, I'm going to turn it back to Brad. Thank you very much. [applause] [Rencher] Good job, David. >>Thank you. Thank you, David. So that's the new experience for the Marketing Cloud with the collaboration across your teams. It's in beta today. It's going to be generally available later this year. This delivery and the new framework is absolutely key for all of us, no matter if you're a large company, a small company, you're a retailer, you're in media. It is absolutely key to overcome those 2 hurdles that we talked about, the technological and organizational, and deliver on the last millisecond to meet consumer expectations. That's why I have 2 customers that I want to bring out next. One is large, one is small. The first customer I'm going to bring out, it's an edgy brand, it's a small brand. Edgy brand--not a small brand. It's actually a big brand. A lot of you have heard of them or may be hearing through them right now. It's Skullcandy. I want to invite Nate Morley to stage. [applause] [♪The New Division's "Night Escape" playing♪] [♪♪] [Skullcandy] [♪♪] [Rencher] Awesome. >>[Morley] Yeah. That was a fun little video. [Rencher] Nate, I want your walk-in video. That was pretty sick. Fun stuff. >>So Nate, thank you for joining us. Just to get started, for those that may not know Skullcandy, talk just a little bit about what you guys are all about. Where we reside in the marketplace, we're one of the leading performance lifestyle audio brands. But what we're really selling as a brand and as a company, we're selling emotion, and that's what you saw in large part in that video. The Skullcandy family, all of the people, all of the athletes and ambassadors in the video, they're an official part of what we call the Skullcandy family. So as you guys think about Skullcandy, it's interesting because in a world of large media budgets, you guys have a relatively small media budget. So how are you dealing with that? [Morley] As a marketer, you never have enough money, right? You never have the resources that you really want. And really, as we are emotion-driven, we're also driven by this concept of what we like to call unholy alliances. Skullcandy was founded literally just up the road here in Park City, Utah, and this is actually a shot from our brand manual. Skullcandy was born on a chairlift. It was the combination of delicate audio equipment and snowboarding, which is a not-so-delicate sport, and those things were brought together in a very unique way, in a very differentiating way, to form what we call an unholy alliance, and we've been creating those unholy alliances ever since. So from a brand standpoint, those intersections of sports, music, fashion, where those intersections happen, those are where we find the interesting things as a brand, and that's where we live. [Rencher] It's interesting. You guys at the end of the day are a retailer, but you've got this whole kind of media thing going. How do you classify yourself? [Morley] A performance lifestyle audio brand. We really are that lifestyle brand, and we're looking to make emotional connections with consumers at every touchpoint. So yes, retail absolutely. But really, because of the type of brand we are and because of the type of relationships we have with our Skullcandy family and where our consumer lives, we make those connections online more than anywhere. So Nate, I did some research. >>Okay. Last year, online sales up 160%, traffic was up, your conversions were up. What role is digital playing? It's driving it. Like I said, we're out there to tell stories and connect with consumers, and our consumer lives in that digital space 24/7. So that's really our focus. We don't have enormous resources, like I said, so we really rely on those authentic relationships to help us drive those connections with consumers. That helps us generate a ton of earned media, so we rely very heavily on that. That's where someone like, for example, a Kate Upton might come in. >>Okay. Public Speaking 101. If you've got to talk in front of a group of people, it's always good to have Kate Upton in the mix. That's never a bad thing. [Rencher] Okay. I'll keep that in mind next Summit. [laughs] [Morley] I'm just here to share some knowledge. But yeah, Kate is a fantastic ambassador for us. We actually built a relationship with Kate before her first Sports Illustrated cover, before she sort of blew up. It's interesting. She actually has more female followers than male followers on her social media and has a huge appeal. [Rencher] That's actually the same with my Twitter followers. >>Yeah. [laughter] Kate's, in addition to-- I won't tell your wife about that. I'm just kidding, honey, if you're out there. Anyway, sorry. >>Kate's great and this wide-ranging appeal. She's also one of the very few people in the world who can generate a quote like this. I actually love this quote from a project we did with her. This is from NBC Sports. "Kate Upton threatens to break the Internet... "Skullcandy photo shoot video is released." So if you can have someone on your program who can generate a quote like that, that's always a good thing. It was interesting. We were talking before, and you were telling me about the history of the relationship with Kate because she's obviously the new "It girl" right now. She's all over the place. Where did you find her, and how did that start? It's been a couple years. We had a relationship with a modeling agency, and they brought Kate as someone who they really liked. It's interesting, these unholy alliances. We actually saw the opportunity for an unholy alliance in Kate. She's a huge NBA fan. And as we were thinking about, "What do we do with Kate?" "We don't want to just put her in a bikini and put her out there." "That's what everyone does." You don't want to do what's expected, necessarily. So we came up with this crazy idea of, "Hey, what if we pretended it's National Take a Supermodel to Work Day?" And Kate was the supermodel we were going to take to work, and Kevin Durant, as you guys saw on the video, is part of our program, so we had James Harden and Kevin Durant take Kate to work. And so from a strategic standpoint, we've got an icon in the fashion and culture world in Kate Upton, we've got an icon in the sports world in Kevin Durant and a rising icon in the comedy world in Funny or Die. And we sort of brought all those things together to create this concept, and we'll show you guys a quick little 1-minute clip of the video that came as a result of that. >>Cool. [♪♪] [Episode One] Take a Supermodel to Work Day is here again. This year I'm hanging with the Thunder. I can't wait to meet them. Hi, I'm Kate. >>Kevin. Nice to meet you. Nice to meet you. Kate is very...enthusiastic. Yes. That's a really, really nice way to put it. I'm really excited. What do we have planned today? What's that shot called? Are you going to practice your dunking later? I saw one game where you didn't make any shots. Did you watch Space Jam? I guess my day was all right. I don't know. I think I just brought too much thunder. We'll see how things pan out when they come to work with me. [♪♪] Wait, wait. Stop, stop. I need to talk to Kate. >>Take a picture with us. >>I need to talk to-- Okay. Yeah. Worst picture I've ever taken. Thunder Up..ton. Get it? [laughs] [Skullcandy] [Morley] So that was just a fun little 1-minute segment of the full video. [applause] Fun times. Creative but one of the topics we've been on today is, what is the impact? So talk about the results. The goal of that really was to generate awareness. What we found is people when they discover the Skullcandy brand, they really like it. And so our challenge is we don't have giant media dollars and traditional ad spend, so we wanted to generate some awareness around the brand. We certainly accomplished that. The project was featured in over 320 articles; it generated several hundred million media impressions; it was viewed in 146 countries, which is great; boosted traffic to our website enormously; people really liked it. So those are sort of the metrics. From a brand standpoint it was great because if you get Kate and KD and these guys tweeting and talking about it and they're very excited about it, that's great because as messengers they're going to deliver your message in an extremely authentic way, it's very targeted, and you know it's going to be very relevant to whoever it is that is getting that. It's really interesting. We talk a lot in the industry of paid, earned, and owned, and you guys are really going after the earned media. You're associating yourself with people who, it sounds like, want to be close to the brand but really getting it out there. So my question is, what's next? [Morley] That's a good question. When this video came up, from a brand standpoint we got called by a ton of athletes that afternoon: "Hey, we want to be part of what you guys are doing." So we've got some other stuff in the works, and we're actually going to take another swing at Take a Supermodel to Work Day. So if anyone wants to take a supermodel to work, just shoot me an email and we'll figure it out. But in the meantime, we've got a little teaser for Episode Two that we'll show you real quick. [Skullcandy] [whispering] Psst. We've got Kate Upton in the house. She doesn't know we're talking about her. We're talking about her behind her back. >>Oh man, she knows. [Skullcandy Presents] [♪♪] [Kate Upton] [Big Boi] [♪♪] [Stevie Johnson] [♪♪] [Take a Supermodel to Work - Episode 2] [Featuring: Army of Two: The Devil's Cartel - EA] [♪♪] [Skullcandy] [♪♪] [Morley] Yeah, so bringing in a couple other partners for the next one, bringing EA into the mix. >>[Rencher] Good, good. [Morley] It should be a lot of fun. >>We'll look forward to that. Thank you, Nate, for being such a great partner of Adobe and for being here today. Thanks for having me. Thanks, guys. >>Nate Morley, Skullcandy. [applause] The next customer I want to bring out is a brand that all of you have heard of, Conde Nast. Conde Nast has been around for 100 years, one of the largest publishers in the world, and, like a lot of media companies, are dealing with a huge transformational shift of what digital means to their business. So please join me in welcoming Chris Reynolds from Conde Nast to the stage. Chris. [applause] [♪♪] [Reynolds] Brad. >>Welcome, Chris. Thanks for joining us. >>Thank you. We've got a lot of media companies. A lot of your colleagues are here in the audience, and the first question I obviously ask anyone in publishing or media is what's going on? How's life? How's business? What's going on in digital? There's a lot of change in the marketplace. I think one of the biggest things that we're facing right now is a lot of pressure from the buying side to focus more on audiences. A lot of that has to do with the technologies that are available out there. There are a lot of third party syndicated products out there for an advertiser to understand the actual audience that the buy is delivering for them, and as a result, publishers on the other end have to really focus on who they can bring to the table. This idea of being able to deliver a huge volume of inventory and kind of letting advertisers pick it apart doesn't kind of fit with that model, and we feel at Conde Nast that we're really perfectly positioned for that. Our heritage has been a very specific focus on who our audience is. In fact, there's a quote from Conde Nast that I actually checked the date again. It was actually exactly 100 years ago. Conde Nast, who is the man-- He's actually a real person in case people don't know. >>He is. He started Conde Nast, and 100 years ago he said, "Publishers need to decide whether or not they're going to be trying to attract "a huge population or if they're going to aim just for a specific audience "and bring in that specific audience to their brand." And 100 years later, I feel like we're right back in the same place, where we're really trying to identify who those core users are and how to bring them into our experiences online. So if you kind of encapsulate the strategy at Conde Nast, does that really get it to where you're like, "We're going to get to specific audiences "and then with information and data be able to have better conversations with advertisers"? Exactly. Everything we do at Conde Nast is rooted in the unrivaled content that we have. Some of the brands that we have are basically unmatched in the media business, and as a result, we have this huge pool of unbelievably passionate people that love our brands and that want to be part of it and want to give us more of their information and want to be part of the brand and help us shape that brand. So that kind of move for Conde Nast as a whole to focus on what it is that we can do to deliver that experience that they want is a big change for us and it's a major focus for the organization. And there's a specific product that I think you guys are rolling out that really gets to the audience. [Reynolds] Yeah. It's a very exciting day. We just announced this morning, actually, the arrival of--it's called the Conde Nast Catalyst. It's really our product where we're taking all of what we know about our consumers in the offline world--we have 55 million subscribers. On top of that we have about 450,000 people that we call our Preferred Subscriber Network, and those are people that have given us unbelievable information about what products they want to buy, their media consumption behavior, psychographics, all kinds of different information. Over the last 6 months, we've really brought that information out of the offline world using Adobe's tools--Adobe Audience Manager, in particular-- and brought that into the online environment to be able to package that. And really what we've done is created 10 segments, 10 kind of core audience segments that we know exist out there. And what we're really excited about is we think it's really changing the real-time buying model. Instead of saying, "Here's our audience." "Advertiser, come in and bring whatever data you might have "and pick off pieces of it--" >>[Rencher] Which is kind of the model today. >>Right. We're saying, "Listen, we know these people." "We've had unbelievable relationships with them for years." "We understand what they like, what they don't like, "and here is a group of them that we think would be great for your product, "and here is how you might be able to message to them too." So it's really adding our level of experience and our knowledge to that kind of dynamic buying environment. You've got a lot of ad spend here in the room, so the message is, "Come to Conde Nast." "We've got the Conde Nast Catalyst, so bring your dollars." >>Absolutely. We're excited. This is kind of the launch. We've had a lot of excitement in the marketplace. We've been talking to clients over the last probably 3 months, but this today is kind of the launch of it all. So yeah, we're open for business and we're excited for what the future of this product is going to be. >>Great. We'll look forward to-- Next time come back and make sure you talk to us about what the performance of the Conde Nast Catalyst is. I have another question for you. We've got a lot of analysts in the room. You've had a pretty interesting journey at Conde Nast in terms of you and the analytics team. Can you talk to us a little bit about that? >>Yeah. I came to Conde Nast about 3 years ago. I was brought in to the research team to build a digital analytics team. That started out, and we were really communicating a lot of the data. That's basically what we were doing. And little by little we built this team of incredible experts that are doing incredible work on the data that we have available about the experiences-- --the websites and all the other experiences we have at Conde Nast. That kind of snowballed a little bit, and we really attracted the attention of the whole organization, and they have become very interested in all of what we can offer them. And as a result, outside of the fact that we've brought the whole research team together to build this true analytics group to be able to leverage the online data that we have, the offline data that we have, and all the syndicated research that's out there, the organization was so excited and so interested at what we could provide that they actually moved us from research into our consumer marketing team. Our consumer marketing team is really responsible for subscription sales, audience development, and a lot of different roles that they play across the organization. And do they go across brands? >>Yeah. We've got 18 magazine brands and 28 websites, and they are a centralized service that supports all of them. We're really trying to bring the specific expertise like analytics, like audience development, to the brands that are really focused on developing that editorial. So as of about 3 or 4 months ago, they brought us into the consumer marketing team, and the whole reason for that was they felt it was necessary to have the data that we were creating and providing be centralized, basically, within the core of the business so that the operation could make decisions on a day-to-day basis based on the data that we were providing. Chris, we've been talking today, as you've heard, a lot about organizations and about how analytics teams, search teams, site marketing teams can better share the information that they have that's critical to the overall success of an organization. What are you doing in your role at Conde Nast to overcome some of those silos? Communication is a big thing. I'm really excited about the product that you showed today, the Marketing Cloud. I think that's going to help a lot. We've looked at some other opportunities to be able to do that. We've basically become kind of the documented history-- our team has become the documented history of a lot of our brands in the digital space. Interesting. You're historians. If anybody has a question of what happened 16 months ago on the site, we're really the only source for that because we've been generating that story all along not only for our analysts to be able to understand what's happening now but just for our brands to understand what they've been through and where they're going. We've basically become the historians of the organization. So in addition to being historians, what's the interaction between editorial and analytics because there's always been a tension there in publishing and media. There's no question. I spoke last year at South by Southwest with our editor from Wired. We talked about the balance of using analytics and using gut editorial feel, and I couldn't argue a lot of what he was saying. In a lot of cases, especially with what we're doing, we're leading the culture. You can't necessarily rely on historical data to be able to predict what new, cool story is going to be popular. So there are a lot of times where you have to step back and say, "Here's what we can offer you." "But we understand that you guys are the luminaries, so you've got to do what you do." That being said, I think one of the biggest changes-- and again, going back to our audience strategy-- one of the biggest changes that we're working on with our editorial teams is we're trying to understand who our core audiences are in the digital space. So we're looking at what it takes to bring a user back repeatedly, what it takes to bring a user back for a large amount of time over each of those different sessions, to understand who that real core audience is because there's products out there that give you that real-time analytics, that give you a way to capitalize on trends and that kind of thing, but our concern in our analytics team is that that might not for the long-term strategy of understanding who your audience is and who that core user is-- that some of the changes that you might make based on what's trending might not be the best for your core audience, and we're taking a lot of strides to understand who that is to be able to make sure that we're delivering them the experience that they want. Great. Chris, thank you. Conde Nast is a great partner, and thank you for being here. I'm sure the audience got a lot out of what you guys are doing in terms of how you're using analytics across. So thank you. Thanks for having me. >>Please give him a hand. [applause] So you've just heard from 2 different customers with very different takes in terms of how they're using digital to transform their business. Different business models, different sizes, but no matter the size of your company, your organization, which vertical, these 2 hurdles of the Marketing Cloud really are staring us in the face, which is why I mentioned that we have taken this on as an engineering goal-- to take the 5 solutions, integrate those so you have 1 cohesive workflow, and then add the experience on top so that you can better collaborate as a team. Next I want to transition and I want to show you 5 consecutive product demonstrations. These are not going to be treetop views. We're going to get down into the weeds. We're going to show you the intricacies and the interrelationships of the 5 solutions. I'm going to ask you, just bear with us. It's going to be worth it. If you'll stick with this and stick with the demonstrations, you're going to understand our view and where we're investing in terms of bringing these things together. We're going to pick up the story from where David Nuescheler left it off. If you remember, we created a shoe campaign, we expected it to perform great. Initial results in terms of traffic were great, but our conversions fell short. They fell outside of what we predicted was going to be the conversion, which is where we got an Anomaly Detection Report. David created a card and invited his digital analyst, Brent Dykes, to take a look. So we're going to pick up the story right there. I'm going to invite Brent to stage to help us out. Brent. [applause] [Dykes] Great. As the Geometrixx analyst, I'm looking at my own personal feed, and I'm seeing a number of cards that people have shared with me throughout the organization--analysts and marketers-- and these are all relevant to my role as an analyst, and it gives me great context into what's happening across the business. And so I see up here on the top left there's a new card that I want to look at a little bit more closely. It's an anomaly. When I go in here, I see that David Nuescheler on the marketing team has annotated this and said that he'd like me to take a closer look at it. I'm going to click through to Adobe Analytics and dive into this anomaly. This is the Anomaly Detection Report, and what it's doing is it's basically looking for these significant changes in our key metrics. As an analyst, I'm bombarded with lots of data, and it would be very easy for me to miss something important. But in this case, anomaly detection has my back. And so here I see a couple of different anomalies. The conversion rate dropped. It's fallen outside of that expected range that you see there on my left here. And also the visits have spiked. And so these are probably related, and I'd like to drill into what's going on with this conversion rate. So I'm going to go through here. One thing is to spot an anomaly. The next thing is to really understand what's driving or causing this anomaly. In this case, I'm looking at the Contribution Analysis, and what it has done is it basically goes through and looks at what factors are influencing this potential anomaly. [Rencher] Brent, you went through that pretty quickly. If you think about the anomaly detection and, as you mentioned, the Contribution Report, what's the value of this? It's really valuable because as an analyst, if I'm trying to find that needle in the haystack, I could go through hundreds of reports, I could spend hours trying to find the relevant information that impacted or led to that anomaly. And so in this case, I'm going to be more efficient as an analyst because the Adobe Analytics is going to help me with that. [Rencher] So you're letting the machines go to work for you. >>Yes, absolutely. So what's happening here is it's already surfaced a couple of reports that are influential to this anomaly, and I see that search engines is one, and I see that there's a lot of traffic that's come through on Google. That's interesting. Then if I go down here, I see that there's this Terrafit term, and I'm not really familiar with Terrafit. And so I know that people were searching for it on Google. I'm going to do the same. I'm going to go up here and type in geometrixx terrafit, run a search. And so what I see is actually this is a new fitness craze, and there's even a video here that shows the Terrafit with our Geometrixx shoes. Sounds interesting. [man speaking on video] Geometrixx shoes here... [Dykes] Okay, so it looks like he's a fitness trainer. He's got a lot of views on this video. [Rencher] Brent, he looks pretty intense. >>[Dykes] Yeah. Run, Forrest, run. Here we go. And so now, I...okay. >>[Rencher] Wait a second. Is that a push-up on a log? [Dykes] I've never seen that before. I think what's going on here is we've stumbled across a-- >>[Rencher] That's ridiculous. [Dykes] We've spotted this new fitness trend that's kind of a combination of CrossFit and outdoors training. This is something that I want to share with the marketing team because I think we've found a trend that we could tie in to our new running shoe campaign. So what I'm going to do is I'm going to share this video up on the Marketing Cloud so that the marketing team can see this. But right now I'm going to go back to my analysis. I'm going to show you something that's going to be new in Adobe Analytics, and that's the ability to do on-the-fly segmentation. Here what I can do is I can go in and select different elements from the report. Let's pick Google and a couple of these Terrafit search terms here. And then I've basically created a segment which I can now share across the Marketing Cloud, and the different Adobe solutions can then leverage that segment. But I don't want to leave money on the table, and I think that's what we may be doing if we just focus on a narrow segment of visitors who are searching for Terrafit products. I want to see if there's a broader audience for this. I think that maybe there's customers that maybe don't know about Terrafit that may be ideally suited for this particular fitness craze. They may match a similar profile. Segmentation is not going to help me to identify these people. I really need to use a new approach. And so what I'm going to do is take you over to another new feature of Adobe Analytics that helps me with this new approach of what we're calling audience clustering. What audience clustering does is it uses a series of algorithms to go through the customer data and organize customers into distinct groups that match a similar profile. And so in this case, if I look at this report here, I see that we've identified 4 distinct clusters based on these algorithms. [Rencher] Brent, those look like circles. I mean, what's actually happening behind the circles? [Dykes] Basically, what we're doing is we're not just looking at digital data, we're not just taking our clickstream data; we're actually combining it with our store data, we're taking our catalog data, we're taking our call center data, and we're bringing it together to really create a holistic view of our customers. And then what we're doing is we're selecting different input variables that go into the algorithms that then identify these important clusters. And then as we look at these clusters, we can then evaluate them and see what marketing opportunities there are. And so in this case, I'm going to zoom in a little bit here, and we see on the right that this cluster here that we have is actually the Terrafit cluster. When I look at them, I learn 3 important things. When I compare them to the total population, I see that they are more likely to be using mobile devices than our average visitor or customer. [Rencher] That's because they're on the run, right? >>[Dykes] Yeah, absolutely. And then also if we pull in third party demographic data, we see that they're actually in a higher income bracket. And, probably most importantly, their average order value is much higher than our site. So I'm really excited about sharing this with David's marketing team. What I'm going to do is I'm going to click on this cluster and I'm going to share this to the Marketing Cloud. And then I'm also going to pin a description of this to a card that shares this with the marketing team. What I've been able to do is I've basically been efficient in finding an anomaly and understand what that anomaly is. In this case, it's the Terrafit craze. I've identified a really great audience that now we can leverage for targeting our campaign towards, and I've been able to more effectively collaborate with the marketing team and really take the insights that I'm getting out of Adobe Analytics and drive action from it. [Rencher] Great. Brent, thank you. >>Thank you. [Rencher] Thank you for helping us identify the craze. >>Thank you. [applause] Quickly on Adobe Analytics, I just want to update everyone in terms of what's new, where we're going. As I mentioned, we have taken 6 products, discrete analytics products that we've had, and we've combined those into Adobe Analytics. It has a single pricing structure. You're able to leverage the power that resides in each of those 6, now in 1 solution. The new user interface that you saw Brent using for analytics, that's going to be available later this year, as will anomaly detection. Clustering, the circles, that's in beta now and that will be in the April release of Adobe Analytics. So now that we've figured out that this whole Terrafit thing is going on and people are out in the forest doing push-ups on logs, we now have to create an experience for them because they're clearly coming to our site but they're not converting, which is driving the dip in conversion rate. So this is where Adobe Experience Manager comes in. This solution delivers across site, across mobile, extends into social communities, so I'd like to invite Cedric Huesler to come up to stage to talk to us a little bit about Adobe Experience Manager, pick up the story from where we left off, and help us build an experience. Cedric. >>Thank you, Brad. [applause] Last year one of the tweets that I remember was somebody saying, "I wish I worked for Geometrixx Outdoors." Well, today I can be on stage and I can actually say I do work for Geometrixx Outdoors and it's fun. Here on my feed, which you see on the slide here right now, I see the card that Brent was sharing with me, and that helps me really because I kind of own all the websites, right? So I need to be quick, especially when something like this comes. Those people are already on our website, so we need to do something. So let me show you and walk you through the steps that I'm going to do now to make sure we capture that audience well. First of all, I can obviously learn about that audience and I can jump right into Experience Manager from here. What we decided to do to best capture that audience is to create a landing page specifically for that audience. So let's go into Landing Pages, Create Page. I'm going to pick this little special template. I'm going to explain to you in a bit why that is so special. Give that a title. All right. Create. As I mentioned, I manage all my websites, also mobile sites and, as you've just seen, landing pages. What I did yesterday is I was talking to the agency, and we were talking about a new design for a landing page. That comes in really timely given that they actually went ahead, created that design in HTML, CSS, JavaScript, all the stuff you need for the Web, and to put it all together and share it with me through the Creative Cloud. And actually, I can jump right into the Creative Cloud from here or the assets that have been shared with me, and I see this zip file here. Actually, this zip file does contain the landing page. What I'm going to do now is I'm literally just going to drag this and put it into Experience Manager. [Rencher] Oh, so-- Cedric, hold on a second. >>[Huesler] What happened? [Rencher] That looked awesome, but I'm not sure that me or anyone else understands what actually just happened. So you had a zip file, you dragged it. What just happened? [Huesler] Yeah, I know, that was really a little fast. What happens here is we get all the assets that the agency created, and we put them all together, and we can get them right into Experience Manager. And it creates a template, puts all the stuff in the right places, and, not just that, it also makes it editable, so the regions of the stuff, which I'm actually going to show you right now. So I can go into edit mode, and let's just add a little bit more text here. Let's make that Terrafit word in here. Let's see if I can type in front of 5000 people. Okay, here we go. Save. And next thing is I want to actually bring in the video that Brent was just sharing with me too. Let's just bring in the video. Here we go. That one is good. All right. That looks good to me. There's 1 thing more. What are we going to do with all these mobile users? How is that going to look like? I actually can do that right here. I can open up this little drawer from the top and I can select a device from here, and it will basically just show me how that looks like. Oh. Actually, the agency did a great job. One of the things that we're having in Experience Manager is support for responsive design-- the ability to really create experiences that will adapt to the device that it is being shown on. [Rencher] And Cedric, responsive design is 1 huge step in delivering on a mobile experience, but it's also just part of what Adobe is doing in and around mobile across the 5 solutions. You think about what's going on in mobile analytics. The growth of traffic into Adobe Analytics, the growth of mobile far exceeds any other type of traffic as we're all coming to sites with smartphones and tablets, etc. People are now doing A/B testing campaigns with Adobe Target in mobile. Same thing with mobile ad campaigns with Media Optimizer. Across all 5 solutions, mobile is absolutely becoming a critical part of everything really that you're doing. >>[Huesler] Absolutely. We see that throughout our customer base. They are all asking the same thing--well, you are asking the same thing. It's like, "Hey, my website needs to look good on mobile." So that's what we really worked on last year, and this is what we ship this year. I'm kind of done with my landing page, but there's 1 more thing I want to do. I want to go in and change my home page. Let's go and edit the home page. The current banner is not really fitting this Terrafit craze. I'm going to switch out to another banner, and let's just pick this one. This looks like an image, right? Just like a normal image. It isn't. It's an image template. There's a few things that I want you focusing on on this image here. First, it's kind of a pink shoe, and I get this Conquer California, which obviously it's not really fitting. But let's see what I can do with this image. I can open the drawer and I can choose a different persona. How is this going to look like when Scott is going to visit this web page? Let's do this. Oh. Did you see? Now we get a blue shoe. There's those small, subtle differences that you can do with those image templates. The great thing about this is it saves me a lot of time because I don't have to go and create thousands of images and then have them all prepared if they're really dynamically created on the fly. [Rencher] Cedric, just quickly, the profiles that you just went through, where is that data coming from? >>Very good question. This is one of the great things-- really bringing all these solutions together in the Marketing Cloud. We're getting the data to create those personas from the analytics side, from the targeting side, and really bringing this all in so we can have the marketeer on the spot creating it for this persona and see how that looks like. All right. I'm still in California? Really? No, I'm not. I am actually--let me see, where am I?--oh, Salt Lake, actually. Good. So how does that look like? Now you see it changed again. It says Conquer Utah's terrain in style. Well, in a matter of a few minutes I created a landing page, I updated the home page, and the only thing that I'm really left to do is tell all my colleagues that I'm done with it. So I'm going to pin this back to our shared board that we have among the team so everybody knows that I'm done, and they can actually go ahead and do their work. That's Experience Manager very simply and all on the iPad. Thank you. [Rencher] Cedric, thank you. [applause] So the next version of Adobe Experience Manager is out today, and it includes many of the features that Cedric showed here from stage in addition to others. Responsive design to design by device, by screen. You have digital asset management to be the hub for all of your creative assets so you can use them across campaigns. And one that we didn't show, but social communities where you can engage with those most passionate about your brand where they want and how they want. So where we are in our story, we've got our new Terrafit audience, we've now created a home page and a landing page that's more tailored to this audience, what they would like. But next we need to personalize that experience when they come to the site, and this is where Adobe Target comes in. This is where you can constantly optimize and personalize the experience using Adobe Target with the data from SiteCatalyst, leveraging the infrastructure of Adobe Experience Manager. To show us what Adobe Target is all about, please welcome to stage Gina Casagrande. [Casagrande] Thanks, Brad. [applause] Marketing Cloud has really transformed the way I interact with my colleagues, and it's helped me be more effective in my role. This is my feed, and since I've been added to the Terrafit board, I can see all the related activities from my colleagues, including that Brent created a new Terrafit enthusiast segment and that assets are available through Experience Manager. Now it's time for me to do my part and optimize the experience for this audience using Adobe Target. From the Marketing Cloud I'll hop right in. There's a ton of technology in the Marketing Cloud, and Adobe Target makes it extremely easy to put all that technology to use to drive highly relevant experiences. I can easily choose an audience to target, optimize an experience for that audience, and then test variations of those experiences to see which drives the most conversion. So I'm going to do that. Since we're pulling in data from the Marketing Cloud, certain fields are already pre-filled. This makes it extremely easy for me to find assets related to Terrafit while I'm going through this process. Adobe Target's new UI steps me through this process and tells me exactly what I need to do next. I need to choose an audience. The audiences on this list are not only the ones that I set up myself in Adobe Target but they're also the audiences that are shared in the Marketing Cloud. We know that Brent created that Terrafit enthusiast audience, and that's what I want to select so that we can optimize their experience with Adobe Target. Next what I want to do is set up a test. What I'm doing here is actually simulating the experience that this Terrafit enthusiast audience gets when they search for Terrafit on the site. And wow, okay. I can see why our bounce rates are so high. Unless you want to do push-ups on a log in a bikini, we're not really showing relevant content to Terrafit. [Rencher] Those shorty shorts are nice. >>Yeah. My neighbors would not thank you if I bought those and ran around the neighborhood. [Casagrande] So what I'm going to do later is actually add a business rule to promote more relevant products to the top of this page. I'm going to save this default experience as a baseline and then add another experience that focuses on a landing page that is more personalized to Terrafit. So I'm going to do that right now. Right here from Adobe Target I'm able to select assets from Experience Manager. They're already prefiltered based off the data from the Marketing Cloud. It's as simple as a click and a drag and drop onto the page. I don't want to make assumptions on this content, and testing is fundamental to everything I do, so I'm going to add another experience that we can test against this one. And again, pulling in this content from Experience Manager is so simple. This page isn't pre-enabled for optimization and targeting. Ordinarily, I'd have to go beg Cedric or someone from IT to help me get code on the page. But not anymore. With Adobe Target I can simply click anywhere on this page and enable these areas for content targeting. And I know that the agency created multiple banners of this hero image, but I'm not sure which one is the best one and most engaging or compelling for the Terrafit audience. You know what's rad about Adobe Target, Brad? I don't have to know. I simply click all of these images and let Adobe Target make the decision. All I have to do is click Automate. What's happening behind the scenes is really powerful predictive technology that's going to take into account all the data that we know about the visitors in this Terrafit enthusiast audience, and it's going to determine the right content to send to each individual within this Terrafit audience right on the fly at the last millisecond. >>[Rencher] Great. [Casagrande] Yeah. So what I've just shown is how within minutes in Adobe Target I've been able to choose an audience from Brent to target to, optimize the experience for that audience with content from Experience Manager, and then test variations of that experience with automated behavioral targeting. Extremely powerful. The only thing left to do is really save this and set it live. And then after some time, I can take a look at the reports and see how it's performing. I can see that the targeted landing pages are actually driving up our conversion rate. This is great. And since collaborating with my colleagues is fundamental to how I do my work today, I'm going to pin this to the board so that they're in the loop on the fact that we fixed our conversion rate issue and they can build upon the work that I've done here. [Rencher] Great. Gina, thank you. >>[Casagrande] Thanks, Brad. [Rencher] You fixed our conversion rate. Well done. >>Adobe Target rocks! [laughs] [applause] Adobe Target. This year as you think about Test&Target, Search&Promote, Recommendations, 1:1 behavioral targeting, all that had different pricing structures and ways that you engaged with those tools, you now have 1 with Adobe Target. With Adobe Target you can leverage the profiles that you get from Adobe Analytics, as Gina showed, and use those for your campaigns and also leverage content from Experience Manager. The new UI and the workflow that you saw today, all of this is coming later this year, and we couldn't be more excited about the role that Adobe Target plays in delivering on the last millisecond. Okay. So you see here on our dashboard that we've solved our conversion rate. Gina shared that up. It's great. We figured out how to market to this Terrafit audience. But now we've got to go find more people. We need to expand the influence of what we're doing in this campaign, which is where Adobe Social comes in. We've invited our social marketer. Let's invite Steve Wirig now to the stage to help us to blow this out. Steve. [applause] [Wirig] Thank you, Brad. Hello, everyone. Yes, as a social marketer, there are essentially 2 things that I do religiously. The first--and I know you're with me on this, Brad, because I follow you on Twitter-- the first is sharing pictures of adorable little kittens. I mean, am I right? Social marketers, isn't that what we do? >>[Rencher] Come on, Steve. That was brutal. I don't post them to Twitter. >>We both do it. >>That's Facebook. Oh, yeah. That's true. No, I understand. Social marketing is actually a real pivotal role within the overall marketing organization. We realize that at Adobe. I love the Marketing Cloud as well, and I spend a lot of time in the Marketing Cloud feed because it helps me to collaborate with my other marketing colleagues and have an equal seat at the table. And as I look at my feed today, I can see that conversations related to this running shoe campaign that David launched are up by 96%. And that's interesting, so I'm going to take a closer look at this. You can see that it appears to be growing at a viral rate. Here it's up pretty steep up and to the right. My initial assumption is this probably has a lot to do with this new Terrafit craze that Brent has identified as part of his analytics. So I'm going to share this back to the Terrafit team. There we go. But I want to find out what's really causing this spike. What are the different factors that are driving this spike in conversation? We're going to jump right from this Marketing Cloud feed directly into Adobe Social, and we're going to look at the Social Buzz report from here. Within the Social Buzz report I can see all that I need to know as it relates to my social campaigns and the social conversations about my brands. This splash of tropical Skittle colors here at the top is actually a helpful new visualization that shows which topics are trending from day to day, which is great. But it's not just pretty. Brad, I know you love these colors. It's also extremely functional. So when I click on Running, it filters down the entire report to just those conversations related to running so I can identify and isolate what's causing this spike. And I can quickly see that, yes, Terrafit is the top related term, so that confirms my initial assumption, but I can also see terms like running and setting goals. So that's good information to have because now as I reach out to my social communities, I can use that information to be more contextual and more relevant with the messaging that I'm delivering. And as I look down here a little bit lower, I can see that the conversations are concentrated primarily on Twitter and Facebook. Nothing alarming there, but it's good at least to know that these are where the conversations are happening and that we're engaging in the right audiences and with the right communities. Armed with this information, I'm ready to create a data-driven post that will start driving traffic back to our Terrafit landing page that Cedric and Gina just created. Let's jump into the Adobe Social Publisher here and create a new post. You'll recall that the communities that we're focusing on here are our Facebook fan page as well as our Geo Outdoors Twitter account. So I'm going to save those as the platforms of choice here, and I'm also going to select the running shoe campaign to ensure that all the data we collect around this post is allocated in the right spot. When none of you were looking up this way, I copied some content to the clipboard, and I'm just going to paste that right back into here. It says, "Fitness begins with your feet!" "Check out our Terrafit Ready running shoes "that will power you through your training goals." That's very motivational. I would click on that. [Rencher] Me too. >>[Wirig] Good. I also have a long URL here, but it's not very social-friendly. We need to shorten it up, so we're going to go ahead and click the Track Link button here. You can see that it's automatically shortened the URL for me, which is great, but what you can't see behind the scenes of that URL is Adobe Social has automatically appended a campaign code to that link. What that's going to do is it's going to ensure that all the data we collect, both from social engagement interactions, comments, etc, it's going to follow that through all the way to on-site conversion. And that's why I love Adobe Social. [Rencher] That's the big tieback with Adobe Analytics in terms of getting social out of a silo and helping you understand what those interactions mean to your on-site metrics. [Wirig] That's right. The content looks good, but I think it needs an image to make it a little more visually appealing. So I could do 1 of 2 things. I could either send an email chain, start that up and try to hunt for an image-- the social marketers sometimes get a lower priority feedback from the creative teams. We've already got all of these assets ready and available to us within the Asset Manager, and so I'm just going to select the one that I think is most relevant here. These are all filtered by the running shoe campaign, which is great. And there we go. It looks good. But-- Oh, snap. >>[Rencher] That happens. >>[Wirig] It does happen. It looks like there's something wrong with my post here. It says, "You can do better than this." Ouch. Sounds a little like-- [Rencher] That's what my mom used to say. [Wirig] Like your parents. Great. It's a little bit snarky of Adobe Social, but it's okay because it's also giving me a recommendation of when the best time to publish this is. This is awesome. This is revolutionary. It's actually collecting all of the data from the social content that I am generating and publishing to my communities, and it's automatically telling me which elements and which factors of my content are going to resonate the best as well as which factors are going to drive the most interactions and the most conversion. So let's take this recommendation into consideration here and change the time to 7pm. We'll save that down. And it looks like I've pacified the yellow alert box. So everything looks good. I'm happy with this. Are you happy with the way it looks? [Rencher] It looks great. >>[Wirig] Great. Let's go ahead and publish this for later this evening. Now we've just got to sit back and relax, let the data collect, let our communities engage with this content. And after that we can click in to the data set and actually look at the detail analytics of how this post is performing. Let's look at some of the data here. We can see engagements are up. We're getting a lot of interaction with this messaging. It's working well. But I can also see beyond engagement and social conversation. We can also see how much revenue is my particular post driving to the business. When we look at this in aggregate and compare it to the average post revenue there as well, you can see that this messaging is doing better than the average post that we published, which indicates to me that this content is resonating with our audiences. So I'm going to share this success back with the rest of the team and let them know it's probably a good time now to start putting some real ad muscle behind this messaging, start to drive the message home and increase our influence. So I'm going to pin this back to the Terrafit board. And job well done. >>[Rencher] Great. Thanks, Steve. >>[Wirig] You're welcome. [Rencher] Well done. >>[Wirig] Thank you. [applause] The Adobe Social product looks great, and it is the first product to integrate that publishing experience that you saw all the way back to analytics. There are a lot of new features that you saw in there with the content calendar where you schedule your campaigns, with the Social Buzz monitoring report, campaign attribution, predictive publishing. And all of that is in beta today and will be available next month. Really, really excited about what's happening in Adobe Social. As Steve mentioned, we've now got an audience; we've expanded that audience. Let's get some paid media spend behind that. Let's invite Marc Eaman up to stage to use Adobe Media Optimizer to help us blow this out. Marc. [applause] [Eaman] Thanks, Brad. Did I hear Steve call me the muscle? >>You're the muscle. Bring it home, Marc. >>I can live with that. Okay. I am the ad buyer, media buyer at Geometrixx Outdoors. Because of the great collaboration that our colleagues have done through the Marketing Cloud, I know exactly by looking at my feed what's going on in our business. We've broken down the silos through this collaborative effort. And when I start my day here, I see that I have a card in the top left that is new that I want to look at because it's an anomaly. But in this case, it's a positive anomaly. It's telling me when I tap on that little green dot that's way up there that we have a 290% ROI on those ActionX Trainers thanks to all the wonderful adaptation my team has done to take advantage of this Terrafit craze. So what I want to do now is actually use the Media Optimizer to take care of putting some ad muscle behind it across search, social, and display. And I can do this in a single tool. No longer siloed in those advertising channels, the Media Optimizer takes the perfect media mix through all the knowledge that it has and the history and the relationships we have with our ad buyers and gives me the single point of contact to be able to maximize my ROI and ad spends. So here I'm looking at the portfolio within the Media Optimizer. If you're not familiar with the portfolio, it's akin to a financial portfolio that you have. Your 401(k) is your retirement. You want to shuffle your eggs in the basket to make sure you have an optimal nest egg when you're retiring. The media portfolio in Optimizer does this for us. Everything is here, calculated, balanced--the perfect mix to optimize. What I'm going to do here is, even though I have a fairly balanced media mix, to take advantage of this particular Terrafit craze, I'm going to ask the Media Optimizer to run a simulation, to use predictive algorithms to tell me how I could maybe really even tweak this to hit it out of the park. [Rencher] This is one that absolutely is-- Media planners love this, to where before you spend your next dollar, you can understand what the return is so that the risk of that is very, very low. [Eaman] It makes me a rock star with my CMO, I can tell you that much. Here I see the results of the recommendation by Media Optimizer where I have the list here, and my current ads budget is $16,000 and my return is over $33,000, which is very good. But you can see that it shows the curve going out, and it kind of flattens out. So it peaks at around a $42,000 return if I invest an additional $6,000. That makes a lot of sense to me, so I can go ahead and apply that budget. But before I do that, I want to go in to see what the mix recommendation is by the Media Optimizer because again, remember, it handles for me the right balance between social, search, and display. So I'm going to click on the tab that highlights the social recommendations here, and it shows an increase that is going to happen to 27%. That's the recommendation for social spend. And I see here what we're doing already in the campaigns with the Facebook Exchange and specifically here with the promoted tweets. And I want to highlight here the fact that we are one of the first partners and already integrating with the Twitter Ads API program. [Rencher] Adam Bain from Twitter is going to be here this afternoon talking about what they're doing with this advertising platform. And we were, as Marc mentioned, really pleased to be one of the first partners to launch with this API integration. [Eaman] Absolutely. Media Optimizer is taking advantage of it already. I'm actually going to say to promote all the tweets. If you recall, these are some of the tweets that Steve created a few moments ago. I want to do right by him. I'm going to promote all those tweets, and now I'm going to apply those changes. So I need to approve this increase in budget to $6,000, and there we go. The Media Optimizer has taken care of this, will take care of the ad buying, the submissions, the bids, and all that for me, and of course because of the collaborative effort in the Marketing Cloud, I have here a card that shows the before and after spend that I can pin and share with my colleagues on the Marketing Cloud. So that's just 1 way. If you don't mind, I'll share another way that we can really hit this out of the park with Media Optimizer, and that is around adding campaign elements. We just added some budget, but there are other ways to really reach a larger audience, and that's through our audience management capabilities. My feed has been updated after a little while automatically with the Media Optimizer, as you can see, where it tells me that I now have a potential reach of 1.25 million people. And these are the right kind of people, we've been able to discern from the Marketing Cloud. I'm sure you can't read it, but I'll let you know that at the top it says these are folks that are aged between 18 and 36, the sweet spot for Terrafit, as we've read online. The income is higher, a higher income type of person. This is exactly the sweet spot that my colleagues unearthed before. So I can market to these folks now by simply adding the recommended budget. Thanks to the audience management capabilities, we've been able to reach out now to these extra folks. Remember, this Terrafit thing, we didn't even know about it a little while ago. We were able to identify it, take advantage of it, and really break down the silos thanks to collaboration and the way the Marketing Cloud works. And let's not forget the Creative Cloud working in that. So this new way of working is not a fad, Brad. >>Great. Marc, thank you. You did it. [applause] Media Optimizer, the new user interface, that's going to be available this year, the combined portfolio optimization and rules-based bidding available now, the multiple channels--display, search, social--1 price, that's available now, and the Twitter API integration is available now. Exciting to see the innovation that's taking place on the paid media side. So everyone just exhale. You made it. That was 5 consecutive product demonstrations. I call that the mega demo. So if anyone asks you what you did at Adobe Summit, you can say, "I survived the mega demo." It was big, but it really gives you a sense for where we're investing and how we're investing so we can overcome those 2 hurdles of the last millisecond. I started with baseball and the fact that I couldn't create the last millisecond magic in baseball. My commitment is to you that we are going to deliver for you in the last millisecond so that you can react and engage with those changing consumer expectations. I'm looking forward to the rest of Summit. This afternoon we're going to be back here together on stage with Adam Bain from Twitter and John Battelle from Federated Media. It's going to be a great session in and around how digital is transforming all these different verticals and all these different brands. And then later tonight, don't forget we have the Grammy-winning artists Black Keys. I will see you out on the floor. Have a great Summit, everybody. We'll see you this afternoon. Thank you. [applause] [♪♪] [beeping] [woman on speaker] Your digital media consultant is here. >>Thank you, Tina. Hey, Richard. >>Phil! Go ahead and say that stupid thing you said to me earlier. Oh! Measuring ROI on social media is a myth. >>Yeah, that's it. Maybe you can measure ROI on social media. I think you can measure ROI on social media. You can definitely measure ROI on social media. Huh. [Measure ROI on social media. Definitely. - Adobe Social] I might call the cops. [laughter] >>Oh, Phil! Really, I might. >>Really? Phil. [Adobe - Metrics, not myths.]