Personalizing and Improving

Citizen Communications
Melanie Megregian, Senior Solutions Consultant,
Adobe
Adobe Analytics
 Data & Insights for the Public Sector
Adobe Analytics provides the ability for anyone in an organization to understand and
optimize how people experience their services across all touch points:
simply, instantaneously, and at scale.

© 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Competitive Landscape
Web Analytics 2017 Digital Marketing Analytics, Digital Intelligence Customer Analytics
2017 2017 2018

Perfect 5’s in Usability and “Multiple client references Perfect 5’s in Web • Top score in Insights,
UX, Execution Road Map, cite the tool's "powerful" Analytics, Cross-Channel Action and Usability
Performance, Partner features, reliability and Attribution, Social Analytics categories. Perfect
Ecosystem, among other flexibility” and Partner Ecosystem, score of 10 from client
categories among other categories references on
“likelihood to
recommend”
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Confidential.
Analytics: What’s the End Goal?
Adobe Analytics is not just generic reporting

Automated
Results Action
Action (ROI)
Insights
Data
Data Visualization
Exploration

WHAT WHY/WHO SO WHAT

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Top Reasons Organizations Choose Adobe for Customer Experience
Analytics
 Robust Data Capture (No Data Sampling) Public Sector
 Security/Privacy controls (FedRAMP Tailored & GDPR Compliant) Challenges:
 Difficult to understand
 User-Friendly Visualization Tool customer interactions
across digital channels
 Optimize Digital Journeys
 Customer data in silos,
 Engage with the Right Visitors using Segmentation
hard to analyze
 Automated Statistical & Predictive Analysis
 Manual data processes
 Deliver Long-Term Customer Impact with Cohort Analysis limit agility
 Invest in the Right Engagement Channels with Attribution
 Stale data does not
 Analyze Mobile Web and Mobile App Engagement allow for real-time
analysis
 Capture, Aggregate, and Analyze Videos (including YouTube)
 Easy Data Imports/Exports  Legacy processes lack
flexibility
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Confidential.
Visualizations: Analysis Workspace
Analysis Workspace is a flexible
analytics canvas where users can utilize
a set of easy-to-use tools to find and
share insights.

It enables users to build reusable

projects that are customized to their
unique questions and blend different
views of data to tell a powerful data-
driven story.

Example: Analysts in any

organization can easily begin
investigating the data with a few
days of training.

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Confidential.
Digital Journey: Flow & Fallout Analysis
Digital Journey: Flow Analysis is an
update to traditional pathing analysis. It
provides a new, intuitive visualization. It
allows users to quickly explore
movement through sites & apps to
understand visitors’ journeys. These
insights improve visitors’ experiences.

Digital Journey: Fallout Analysis

shows where visitors leave (fallout) or
continue through (fall-through) a pre-
specified sequence of touchpoints,
regardless of when the action occurred
and across any touchpoint (not just
goals).
Example: Analysis of fallout during
the renewal process on a DMV
website.

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Confidential.
Livestream Triggers with Adobe Campaign
Livestream Triggers leverages all
analytics data to identify visitors of
interest to reduce customer
reengagement time from days to
minutes.

Triggers provide the ability to follow up

with customers who are not likely to
return after cart abandonment, form
drop-off, or incomplete process.

Example: Once the fallout from the

DMV renewal process happens, a
“trigger” can be sent to Adobe
Campaign to remind the customer
to finish their renewal.

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Confidential.
Segmentation
Segmentation allows you to identify
subsets of visitors based on
characteristics or website interactions.
They can be built on the fly with simple
or complex criteria. These segments
can then be applied to any report.

Segment IQ discovers the most

statistically significant differences
among segments through an automated
analysis of every single metric and
dimension of your data.

It automatically uncovers the key

characteristics of the audience
segments
Example:that are driving
Compare your of
the behavior
organization’s KPIs.
visitors to Department of
Transportation, by mobile vs.
nonmobile devices. ©2020 Adobe. All Rights Reserved. Adobe
Confidential.
Virtual Analyst powered by Adobe Sensei
Virtual Analyst is the analyst who never leaves the office.
It tells the Who, What, When, Where, Why and So What
of your business. Anomaly
Anomaly Detection automatically shows statistically Detection Contribution
significant data anomalies in the data. When a metric falls Analysis
outside the norm (standard deviation), then an anomaly is
detected.
Contribution Analysis lets you automate data science
workflows to identify what’s driving unusual behaviors in
your data. Intelligently identifies hidden patterns or Virtual Analyst
contributing factors for statistical anomalies in your data.
Intelligent Alerts pro-actively identifies and notifies you Cohort
of anomalies in the data. Analysis Intelligent
Enhanced Cohort Analysis helps organizations Alerts
understand how specific groups of users behave over a
certain period ofExample:
time. Users can identify
Detect customer
and analyze a
touchpoints that lead to churn or success.
surge in visitors to the CDC
website due to Coronavirus. ©2020 Adobe. All Rights Reserved. Adobe
Confidential.
Attribution
Attribution provides the ability to
analyze the customer journey and see
how each digital customer touchpoint
leads to a desired outcome. It can
evaluate the attribution impact of any
dimension, metric, channel or event.

Example: The number of

consecutive visits to the Library
of Congress mobile site after its
launch.

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Confidential.
Adobe Target
 How Adobe Target Delivers Experience Optimization

Targeting Testing Recommendations

Rules-based
A/B/N Testing Collaborative Filtering
Personalization

AI-Powered Automated Full-factorial Multivariate Metadata Content

Offers Testing Similarity

Auto-Target One-click Auto-Allocate 1:1 Personalized

Personalization Multi-armed Bandit Recommendations

WEB | MOBILE APP | EMAIL | API | SDK | E V E RY W H E R E

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Confidential.
Automation powered by Adobe Sensei

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Confidential.
Proven leadership in personalization and experience optimization

Forrester Wave™: 2019 Forrester Wave™: 2018 Gartner Magic Quadrant: 2019
Digital Intelligence Experience Optimization Personalization Engines
Platforms Platforms

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Confidential.
Creating Activities
Unified Interface for all activities using the Visual Experience Composer

A/B, MVT,
Recommendations,
and more in one UI

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Confidential.
A/B & Multivariate Testing
Visual Experience Composer & direct code access - full breadth of
editing

Point and click, drag and

drop options for non-
technical marketers and
more

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Confidential.
Multipage Journey, Template, & Mobile site Optimization

Add pages in a journey,

template, or mobile
viewports for responsive
design

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Confidential.
Control or Automate, You Pick

Sophisticated AI-powered
personalization or dynamic
A/B testing…with one click

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Confidential.
Auto-Allocate
What is it?
 A testing optimization algorithm based on advanced statistics
 Identifies and allocates traffic for conversion-based activities to
discover statistically-significant winners
 Don’t have to manually adjust activities

How does it work?

 Multi Armed Bandit with 80% Optimized Traffic and 20% Tested
Traffic
 Guarantees 95% confidence on winner
 UI alerts you of winners with a Winner Badge

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Confidential.
Auto-Target: Sophisticated personalization with one click
What is it?
 Latest applications in machine learning research

 One Click Personalization

 A/B/N Test Design

How does it work?

 Ensemble algorithm method using multiple machine-learning
models to deliver rich and contextual personalization for every
visitor on every visit

 Models at the experience level, not offer level, so changes can be

experiential – not just related to content

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Confidential.
Select Audience

Select Audience

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Confidential.
A guided process for defining conversion goals

Data can be sourced from

Adobe Target or …

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Confidential.
…Fully Integrated With Adobe Analytics

…any Analytics Report Suite

with all standard metrics and
events

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Confidential.
Experience Targeting
Experience Targeting - Target Different Content to Multiple Audiences
Quick and easy way to create and manage multiple experiences within
one activity

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Confidential.
Recommendations
Scale with Adobe Target Premium Recommendations

What is it?
 Recommendations hundreds, thousands, or millions of products,
items, videos, content, articles, or more – personalized and at
scale

How does it work?

 Item based collaborative filtering
 Content Similarity
 Popularity
 Recency/Frequency
 Profile driven
 All with: Boost/Bury/Promotions/Filters/Rules
31 ©2020 Adobe. All Rights Reserved. Adobe
Confidential.
Recommendations Algorithms

Item-Based
Popularity-Based Content-Based Collaborative Personalized Bring Your Own
Filtering

Content Recently Custom

Most Viewed Similarity Viewed/Viewed
Viewed Algorithms

Category
Top Sellers Viewed/Bought
Affinity

Recommended
Top by Metric Bought/Bought
For You

“Bought” can be any

conversion!

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Confidential.
Auto-Personalization
Automated Offers

What is it?
 Advanced machine learning for significant pieces of content

 Targets the right offer to the right user at the right time

 Full-factorial Multivariate design

How does it work?

 Random Forest Decision Tree Ensemble

 Multi Armed Bandit

34 ©2020 Adobe. All Rights Reserved. Adobe

Confidential.
Dynamic landing pages with Automated Offer Personalization

Order of content decided

by Automated
Personalization
Description

Specifications

Reviews

Recommendations

35 ©2020 Adobe. All Rights Reserved. Adobe

Confidential.
Reporting
Visual Reporting with ease of filtering, or deep drill-down with Analytics
Break down any test by any audience, using any
metric

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Confidential.
Reporting in Adobe Analytics

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Confidential.
Personalizing and Improving
Citizen Communications
Chris Sinkus| Account Executive- Customer
Journey Management
Agenda

• Citizen Expectations
• Organizational Challenges
• Key Building Blocks
• Adobe Campaign
• Use Cases
• Adobe Campaign Value

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Confidential.
 Instant Access & Answers

Consistency in Experience

Personalization = Relevance

Feel Known & Appreciated

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Confidential.
Challenges We Hear in the Government Space

Multiple legacy Measuring marketing / Managing the journey Staying relevant and
disconnected communication across all channels driving engagement
systems effectiveness

Communications in real-time, across all channels, at scale

©2020 Adobe. All Rights Reserved. Adobe
Confidential.
Key Building Blocks

DATA-DRIVEN AUTOMATION & CROSS-CHANNEL

COLLABORATION

Automate the delivery of

Drive personalization & meaningful and timely Integrate email, mobile
engagement through a messages/offers and and online/offline channels
single accessible view of collaborate across into the customer journey
the customer departments and functions

Deliver personalized experiences across channels

©2020 Adobe. All Rights Reserved. Adobe
Confidential.
Capabilities/Features

CROSS-CHANNEL INTEGRATIONS
INTEGRATED TARGETED INTEGRATED
CAMPAIGN WITH ADOBE
CUSTOMER SEGMENTATION EMAIL & MOBILE
ORCHESTRATION EXPERIENCE
PROFILE
CLOUD

Manage your Build and enrich Visualize journeys Natively build and Provide the next
subscribers in a single audiences in real- across all online and execute your email best experience
location time offline channels campaigns agnostic of
channel

CAMPAIGN ANALYSIS &

REPORTING

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Confidential.
 Adobe Campaign: Make Data-Driven Campaign Management a Reality

Seamless Data Management

Real-Time
Integrate customer data from across Data
your enterprise faster and manage all
relevant data easier than ever

Create Segments in Seconds

Leverage the drag & drop interface for
sophisticated targeting and segment
alignment with the optimal experience

The Integrated Customer

Profile
Create a single, accessible view on
your customers including CRM, online
and offline data and their interaction
history Click for YT
video
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Confidential.
 Adobe Campaign: Combine Beautiful Content with Contextual Personalization

Connect Art & Science

Drag &
Leverage assets from Adobe Drop
Experience Cloud and augment
content by native integrations into
Creative Cloud

Simplify Creation and Design

Build beautiful, responsive and

multilingual content, or customize
existing templates and content

Personalization in Context
Tailor messages down to the
individual leveraging dynamic content
& the individual context (e.g. preference, Click for YT
location, weather) video
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Confidential.
 Adobe Campaign: Seamlessly Orchestrate Experiences Across Channels

Build Campaigns Visually Native

Email &
Build and execute multi-channel, Mobile
multi-touch and multi-wave campaigns execution
via drag & drop user interface

Orchestrate Every Journey

Orchestrate and automate marketing
and transactional messages across
email, mobile and offline channels

Optimization & AI
Optimize campaigns and marketing
fatigue and let Adobe Sensei assist
you in delivering the best experience
for every customer Click for YT
video
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Confidential.
 Adobe Campaign: Report and Optimize Your Campaign Success

Reports at Your Fingertips

Dynamic
Analyze campaigns in real-time and Reporting
dynamically slice & dice reports to
further understand campaign success

Create your own Dashboards

Create your own analysis and
incorporate pre-defined metrics,
dimensions and demographic data
into campaign performance reports

Share your Success

Automatically share reports with your
team and marry email & website
performance data in Adobe Analytics
Click for YT
video
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Confidential.
 eNewsletters On-boarding Programs Campaign
Management
Citizen Lifecycle Management
Cross Channel
Communication
Expand Reach
Community Updates

Renewal Reminders
Email Service Provider
(ESP) Adobe Campaign

Integrated Cross-channel Engagement

Mobile Messaging Platform Form Re-engagement

Event-triggered messaging
Incident Alerts (weather, closure, roads) 360 Degree View of Citizen
©2020 Adobe. All Rights Reserved. Adobe
Confidential.
Cross-channel engagement
Delivering a personalized experience for each citizen

AMANDA
New resident… CITIZEN JOIN
THANK YOU
FOR
INFORMER EMAIL SUBSCRIBIN
LIST G
DIRECT MAIL Subscribes EMAIL

DAVID OPEN THE VISIT THE

Mobile citizen. . . on the
APP FOR HOMEPAGE
UPDATE

go MOBILE WEB

Adobe
NICK
NICK, NICK, , PUSH
NEW TAILOR NOTIFICATI
Campaign SERVICES PREFEREN ON

Cross-channel Nick…
CES
EMAIL WEB MOBILE

CALENDAR STILL HAS eNEWSLETT

NATASHA
OF EVENTS QUESTIONS ER

WEB EMAIL
Likes to talk live…

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Confidential.
City of Sacramento
Challenges Key Results
• Multiple legacy bulk email solutions (Constant Contact and GovDelivery) were difficult 30% increase
to use and each required dedicated IT resources, ultimately preventing the City from
In subscribers after switching to Adobe Campaign
reaching its optimal audience and meeting its communication goals.
• Limited government ability to deliver enterprise-level service and timely
communications to the public, who have rising expectations compared to private 98% of emails now reach intended inboxes
sector experiences (i.e. Amazon). High click-through rates prove that people are reading, not deleting
emails
• Both Constant Contact and GovDelivery required user training in an environment
where users are typically volunteers or college students and turnover is high.
• Narrow view of actionable insight into constituent consumption and behavior. 24.3% email campaign open rate

4 months
Solutions To implement Adobe Campaign and deliver the first campaign
successfully, without the assistance of a 3rd party vendor
• The City’s goal of becoming a “Best Managed City” is supported by Adobe’s robust
digital experience capabilities which deliver “Amazon quality,” enterprise-level services
and user experience. Ease of use / increased program outreach
• The City replaced their email marketing solutions with Adobe Campaign, part one of a with no additional staff or IT involvement
long-term digital strategy to consolidate on a best-of-breed marketing platform.
Email campaigns are now easy to create and being managed by the
• Campaign’s ease of use enabled City IT staff to develop online self-service learning programs exclusively (without relying on IT) which improves timely
material, eliminating their participation in hands-on training and the maintenance of communications
all email marketing campaigns.
• Dynamic reporting in Campaign provides the City insight into the success of program Digital Signature, eSign, Adobe Campaign, Sites, Forms, Assets—
outreach they have never had before, including open rates, bounce rates and click- they’re all playing a big role in the city’s transformation. Not just
throughs. from a marketing point of view, but in how we collect data and
Campaign Experience Manager interact with the customer. All of these are playing a big role in
actually providing a higher level of service.
©2020 Adobe. All Rights Reserved. Adobe
—IT Manager of Enterprise Apps for Sacramento Confidential.
Adobe Campaign: Growing Engagement Across Channels

EMAIL & MOBILE CAMPAIGN JOURNEY

MARKETING ORCHESTRATION MANAGEMENT

Create and deliver deeply Personalize, automate, and Coordinate disconnected

personalized, contextually deliver cross-channel marketing tactics that drive
campaigns. engagement throughout each
relevant email marketing phase of the customer
programs that are consistent journey.
across channels.

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Confidential.
The Value of Adobe Campaign

• Integrated cross-channel capabilities  Increase engagement & conversions

1 Best-in-Class
Technology
• Online/offline strategies  Optimized customer experience
• Experience & Creative Cloud integrations
 Increased ROI and lower cost of marketing

• Progressive maturity model  Quick marketing wins

2 Maturity Model
• Collaborative throughout the
customer lifecycle


Optimized customer experience
Increased organizational efficiency and lower
• Evolve strategies to embrace data, of marketing
content and delivery

• Prescriptive and defined  Rapid time to market

services offerings Lower implementation costs
3

Services for
• Phased approach  Increased return on investment
Success
• Aligns with maturity model

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Confidential.