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The Moment of Truth EN

The digital age drives and accelerates massive innovations. LOB and IT need to define new engaging and cooperative models.
by

Hartmut Koenig

on 5 February 2013

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Transcript of The Moment of Truth EN

"Last year, each of our 10 million customers came in contact with approximately five SAS employees, and this contact lasted an average of 15 seconds each time. Thus, SAS is 'created' 50 million times a year, 15 seconds at a time. These 50 million "moments of truth" are the moments that ultimately determine whether SAS will succeed or fail as a company.“ Jan Carlzon, CEO SAS Scandinavian Airlines, 1987 Moments of Truth … is relevant and informative. … is individual and context-related. … is a dialogue (between human beeings) … is target and result oriented … respects my communication preferences. A positive Relation or Interaction... creative.adobe.com marketing.adobe.com Analytics & Optimization Multi Channel Important needs:
Analysis of social interaction
Management of social activities
Effective content delivery for social media Adobe Digital Index Most Websites are designed to be relevant for a majority of people but they are largely irrelevant to the individual visitor. Important functions
Segmentation of target groups through testing
Relevance improved by content targeting, recommendations and behavioural targeting Content is king! Content is where I expect much of the real money will be made on the internet. Bill Gates (1996) Important characteristics
Optimized authoring experience for all channels
End-to-end workflows for publishing
Agile management of content and assets Minimum requirements:
Device oriented design, content and functionality
Centralized repository for all Channels
Future ready architecture for all channels including web, mobile web, mobile apps, digital publishing, print publishing & ??? Helpful insights through:
Focused analysis and segmentation
Monitoring of all channels
Holistic view on all relevant data, including online, social, CRM, ERP, ... 50 million "moments of truth" are the moments that ultimately determine whether SAS will succeed or fail as a company Multi Channel Social Marketing Personalization Contentmanagement Moments of Truth Relevant and informative

Individual and context-related

A dialogue

Respect communication preferences

Target and result oriented Contentmanagement Personalization Social Marketing Analytics & Optimization Erik Qualman We don't have a choice whether we do social media, the question is how well we do it. Americans deserve a government that works for them anytime, anywhere, and on any device. Barack Obama You can't control what you can't measure! Management Seminar Adobe Experience Manager Adobe Target Adobe Social Adobe Experience Manager Adobe Analytics Adobe Marketing Cloud Adobe Analytics


Site Catalyst
Discover
DataWarehouse
ReportBuilder
Insight Adobe Social


Social
AdLens
CQ-SoCo
Site Catalyst Adobe Media
Optimizer

AdLens
Audience Manager
SiteCatalyst
DAT Adobe Target


Test&Target
Recommendations
Search&Promote
1:1 Adobe Experience
Manager

WCM/CQ
Scene7
Landing Pages
SoCo
DAM
Full transcript