EE-華為消費(fèi)者BG數(shù)字營(yíng)銷及案例分享-2017

消費(fèi)者BG數(shù)字營(yíng)銷及案例分享2017.01主要內(nèi)容EE數(shù)字化團(tuán)隊(duì)數(shù)字營(yíng)銷趨勢(shì)及能力介紹華為數(shù)字營(yíng)銷場(chǎng)景建議EE數(shù)字營(yíng)銷和Adobe能力介紹案例分享華為CBG官網(wǎng)構(gòu)建的一些思考EEINTERACTIVE

World’slargestfastest-growingdigitalagencynetworkAdAgeDatacenterproducedAdvertisingAge’s72ndannualAgencyReport.AdAgepublishedthecompleteAgencyReport2016onlineMay1,2016.Thereport,whichincludesrankingsbasedonU.S.andworldwiderevenue,isavailableonlinetosubscribersattheAdAgeDatacenter.ItisalsoavailableintheMay2,2016printedition.

WORLDWIDENo4World’s25LargestConsolidatedAgencyNetworks

No6World's50Largest

AgencyCompaniesNo1World’s15LargestDigital-AgencyNetworks

U.S.No2LargestU.S.AgenciesFromAllDisciplines

No150LargestU.S.Digital-AgencyNetworks

FormoreinformationvisitEE.com/AdAge2016World’slargest&fastest-growing

DigitalAgencyEEINTERACTIVE

World’slargestfastest-growingdigitalagencynetworkDigitalInnovationDigitalStrategy&PlanningPlatforms&TechnologyDeliveryManagementEmergingtechnologiesCreativetechnologiesEmergingdigitalmodelsWorkshopsonDigitalScenariosCustomizedR&DPrototypingDigitalcustomerstrategyDigitalcommerceDigitalcontentMarketandCustomerresearchDigitalconsumerecosystemsBusinessarch&requirementsTechsolutionsdesignandbuildRequirementsdefinitionContentandcommerceIntegrationofsolutionsTestingofcustomerscenariosQualityAssuranceProjectplanningProgrammanagementProjectmanagementEnd-to-enddeliveryaccountabilityCostandriskcontrolQualitymanagementService&ExperienceDesignCreative&DesignContentService/OperationsDigitalMarketingBusinessdesignExperiencedesignFunctionalexpressionUserbehaviorsUserexperiencemodelingServicedesignDesignconceptsDigitaldesignResponsive&adaptiveCreativemanagementInterfacedesignFront-enddevelopmentContentstrategy&taxonomyMulti-channelcontentdevelopmentContentlifecyclemanagementContentoperations/productionContentoptimizationChannelmanagementMarketinganalyticsPerformanceoptimizationSocialmediamarketingSEO/SEMCampaigndesign&managementDIGITALCUSTOMERINSIGHTINVENTIMPLEMENTINNOVATEDigitalStudioPOWEREDBYDPCSWhere34EEInteractiveDesignStudios,R&Dlocations¢ersofexcellence?Australia?Brazil?China?CostaRica?Finland?France

?Germany?Greece?India?Italy?Philippines?Slovakia

?Spain?Sweden?Turkey?UK?USA(AndEEofficesin100+countriesaroundtheglobe)Who700EEInteractiveClientsIncluding?ABNAmro?AstraZeneca?AmericanExpress?BMW?KPN?MariottInternational?Mattel?Microsoft?Procter&Gamble?Siemens?SonyElectronics?Target?Telstra?Unilever?VerizonEEInteractivehelpstheworld’sleadingbrandsdelighttheircustomersanddrivesuperiordigitalbusinessperformance.HowEEInteractive,aspartofEEDigital,tapsover23,000professionalsdedicatedtoservingmarketinganddigitalclientsbyofferingdigitaltransformationandmarketingservices.(*Content–AEM,SDL,Sitecore,Interwoven,Fatwireetc.)650+EEIndiaAEMSuiteprofessionals1600+EEIndiaContentprofessionals10000EEGlobalContentHeadCount4000EEGlobalAEMHeadCountAquickglanceonEEInteractive–OurAEMCapabilitygroup

AquickglanceonEEInteractiveEE是全球領(lǐng)先的數(shù)字服務(wù)提供商在49個(gè)國(guó)家中，23,000+數(shù)字化專家正為4000+客戶提供專業(yè)服務(wù)

全球900+數(shù)據(jù)科學(xué)家

在23創(chuàng)新中心中

進(jìn)行高階數(shù)據(jù)分析170位客戶已經(jīng)通過(guò)我們的EE移動(dòng)App工廠進(jìn)行軟件開(kāi)發(fā)EE全球交付網(wǎng)中有50+中心

和

186,000

名專家34個(gè)EE互動(dòng)設(shè)計(jì)工作室，研發(fā)辦公室和交付中心9/10頂尖消費(fèi)品公司7/10頂尖銀行業(yè)公司6/10頂尖零售業(yè)公司10/10頂尖醫(yī)藥公司8/10頂尖通訊公司EE

數(shù)字化概況EE數(shù)字化客戶主要內(nèi)容EE數(shù)字化團(tuán)隊(duì)數(shù)字營(yíng)銷趨勢(shì)及能力介紹華為數(shù)字營(yíng)銷場(chǎng)景建議EE數(shù)字營(yíng)銷和Adobe能力介紹案例分享華為CBG官網(wǎng)構(gòu)建的一些思考數(shù)字營(yíng)銷–Vanessa/WuMeng包括：數(shù)字營(yíng)銷趨勢(shì)數(shù)字營(yíng)銷能力框架數(shù)字營(yíng)銷的KPI數(shù)字營(yíng)銷系統(tǒng)一覽實(shí)現(xiàn)精準(zhǔn)營(yíng)銷和個(gè)性化的能力（涉及目標(biāo)客群，營(yíng)銷活動(dòng)，分析等）、系統(tǒng)支持、以及實(shí)現(xiàn)路徑示例：指標(biāo)監(jiān)控可視化視圖KPI監(jiān)控?cái)?shù)據(jù)監(jiān)控趨勢(shì)監(jiān)控指標(biāo)分析指標(biāo)概述根據(jù)指標(biāo)情況，給出下一步行動(dòng)建議客戶服務(wù)監(jiān)控客戶服務(wù)指數(shù)監(jiān)控問(wèn)卷調(diào)查結(jié)果展示社交媒體數(shù)據(jù)監(jiān)控：各大社交媒體指標(biāo)監(jiān)控客戶行為指標(biāo)KPI示例注冊(cè)搜索尋求幫助全面客戶體驗(yàn)指標(biāo)瀏覽和導(dǎo)航客戶之聲整體客戶滿意度凈推薦分(NPS)首頁(yè)UV首頁(yè)P(yáng)VSEO點(diǎn)擊率SEM點(diǎn)擊率CPS點(diǎn)擊率注冊(cè)成功率登陸成功率頁(yè)面跳出率應(yīng)答時(shí)長(zhǎng)客服回復(fù)完成率問(wèn)題解決時(shí)長(zhǎng)客戶滿意度問(wèn)題解決率問(wèn)題解決率綜合滿意度頁(yè)面訪問(wèn)時(shí)間頁(yè)面回訪率銷售轉(zhuǎn)化率數(shù)字營(yíng)銷趨勢(shì)和能力-數(shù)字營(yíng)銷趨勢(shì)為年輕化服務(wù)受眾移動(dòng)優(yōu)先設(shè)備可視化社交媒體個(gè)性化原生形式趨向效果營(yíng)銷目標(biāo)大數(shù)據(jù)機(jī)器學(xué)習(xí)AR/VR技術(shù)數(shù)字營(yíng)銷趨勢(shì)和能力-數(shù)字營(yíng)銷生態(tài)個(gè)性化體驗(yàn)大眾媒體營(yíng)銷，銷售和服務(wù)信息渠道Campaign管理展示廣告搜索網(wǎng)站/App社交KnowtheCustomer匿名客戶實(shí)名客戶客戶旅程管理電子郵件短信社交App數(shù)字營(yíng)銷趨勢(shì)和能力-消費(fèi)者數(shù)字營(yíng)銷體驗(yàn)旅程153設(shè)計(jì)相關(guān)體驗(yàn)64吸引流量提升互動(dòng)和轉(zhuǎn)化將流量轉(zhuǎn)化為銷售電子商務(wù)分析和洞察整合，進(jìn)化&變革2建立忠誠(chéng)度數(shù)字營(yíng)銷傾聽(tīng)&理解客戶個(gè)性化內(nèi)容定向用戶體驗(yàn)和效果優(yōu)化實(shí)名客戶精準(zhǔn)營(yíng)銷7CustomerExperienceManagement數(shù)字營(yíng)銷趨勢(shì)和能力-推式營(yíng)銷vs.拉式營(yíng)銷FromtraditionalmarketingTointeractivemarketingIhaveaproduct…Ihaveacustomer……letmefindthebestgroup

ofpeopletotellaboutit…letmefindthebestrelevant

treatmentforthiscustomerinthemomentsandchannelheprefersFromoutbound(push)communication……toinbound(pull)communicationOutboundMarketingisanymarketingthatpushesproductsorservicestocustomers.Communicationisone-wayCustomersaresoughtoutviapaidprint,TV,radioadspaidbanner&displayadvertisingcoldcallspaidsocialmediaadvertisingpaid/rentedemail/SMSlistvideoadsaffiliateadvertisingInboundMarketingisanymarketingtacticthatreliesonearningpeople’sinterestinsteadofbuyingit.Communicationisinteractiveandtwo-wayCustomerscometoyouviasearchengineoptimizationWebinar,eventearnedsocialmedia,wordofmouthWebsite,app,blogging,community,forumcontentmarketingonpermissionemail/SMSblast,apppush推式和拉式營(yíng)銷在營(yíng)銷旅程中相互協(xié)作Awareness/AttentionInterest/ConsiderationLeads

Generation&NurturingConvertLoyalty推式營(yíng)銷主要在漏斗頂層應(yīng)用較多，用于提升品牌知名度，關(guān)注度。CRM/Loyalty拉式營(yíng)銷主要在漏斗中下層應(yīng)用，利用優(yōu)質(zhì)的內(nèi)容來(lái)提升消費(fèi)者與品牌的互動(dòng)，獲取銷售機(jī)會(huì)，進(jìn)行銷售轉(zhuǎn)化，提升忠誠(chéng)度。數(shù)字營(yíng)銷趨勢(shì)和能力-數(shù)字營(yíng)銷能力框架DigitalMarketing推式營(yíng)銷拉式營(yíng)銷忠誠(chéng)度計(jì)劃內(nèi)容付費(fèi)搜索營(yíng)銷付費(fèi)展示廣告付費(fèi)視頻廣告聯(lián)盟廣告能力精準(zhǔn)廣告營(yíng)銷媒體策略優(yōu)化媒體費(fèi)用計(jì)劃和分配內(nèi)容和創(chuàng)意分析賦能程序化購(gòu)買(DMP,DSP…)數(shù)據(jù)分析平臺(tái)媒體組合優(yōu)化平臺(tái)個(gè)性化推薦引擎內(nèi)容搜索引擎優(yōu)化社交營(yíng)銷網(wǎng)站，移動(dòng)應(yīng)用，博客，社區(qū)在線研討會(huì)，活動(dòng)許可電子郵件，短信，應(yīng)用通知推送能力體驗(yàn)管理內(nèi)容管理精準(zhǔn)營(yíng)銷創(chuàng)意分析賦能體驗(yàn)設(shè)計(jì)內(nèi)容管理平臺(tái)數(shù)據(jù)分析平臺(tái)營(yíng)銷活動(dòng)管理平臺(tái)社交管理平臺(tái)個(gè)性化推薦引擎內(nèi)容忠誠(chéng)度計(jì)劃:會(huì)員機(jī)制，積分管理，會(huì)員權(quán)益客戶關(guān)系營(yíng)銷能力體驗(yàn)管理忠誠(chéng)度管理精準(zhǔn)會(huì)員營(yíng)銷內(nèi)容管理創(chuàng)意分析賦能體驗(yàn)設(shè)計(jì)內(nèi)容管理平臺(tái)數(shù)據(jù)分析平臺(tái)營(yíng)銷自動(dòng)化平臺(tái)忠誠(chéng)度管理系統(tǒng)個(gè)性化推薦引擎數(shù)字營(yíng)銷趨勢(shì)和能力-數(shù)字營(yíng)銷的KPI付費(fèi)搜索

網(wǎng)站UVPV展現(xiàn)量點(diǎn)擊量/率頁(yè)面跳出率頁(yè)面訪問(wèn)時(shí)間頁(yè)面回訪率展示廣告展現(xiàn)量點(diǎn)擊量/率行動(dòng)轉(zhuǎn)化率CPC/CPA/CPS社交媒體粉絲量閱讀量點(diǎn)擊量/率行動(dòng)轉(zhuǎn)化率CPM/CPC/CPA/CPS評(píng)論數(shù)/率點(diǎn)贊數(shù)/率轉(zhuǎn)發(fā)數(shù)/率行動(dòng)轉(zhuǎn)化率點(diǎn)擊率行動(dòng)轉(zhuǎn)化率Opt-inEmail/SMSAppPush發(fā)送量打開(kāi)量/率點(diǎn)擊量/率行動(dòng)轉(zhuǎn)化率銷售轉(zhuǎn)化率投資回報(bào)率銷售轉(zhuǎn)化率投資回報(bào)率銷售轉(zhuǎn)化率投資回報(bào)率銷售轉(zhuǎn)化率投資回報(bào)率銷售轉(zhuǎn)化率投資回報(bào)率OutboundMarketingInboundMarketing推式營(yíng)銷-付費(fèi)展示廣告程序化購(gòu)買技術(shù)生態(tài)來(lái)源：RTBChina19付費(fèi)展示廣告程序化購(gòu)買工作原理DSP：為廣告主提供跨媒介跨平臺(tái)跨終端的廣告投放平臺(tái)整合，優(yōu)化，管理不同渠道的流量支持實(shí)時(shí)競(jìng)價(jià)簡(jiǎn)化廣告主媒體購(gòu)買流程使廣告主全面掌握廣告投放情況市場(chǎng)上有多種DSP類型：互聯(lián)網(wǎng)巨頭推出的DSP廣告網(wǎng)絡(luò)公司推出的DSP廣告代理商的DSP獨(dú)立第三方的DSP服務(wù)商DMP：數(shù)據(jù)管理平臺(tái)將不同渠道的分散數(shù)據(jù)（CRM，網(wǎng)站，社交，廣告，App，第三方數(shù)據(jù)等）收集整合，納入統(tǒng)一的技術(shù)平臺(tái)構(gòu)建豐富的受眾畫(huà)像通過(guò)DMP進(jìn)行人群定向，實(shí)現(xiàn)精準(zhǔn)營(yíng)銷與DSP對(duì)接，完成精準(zhǔn)廣告投放*通常DSP無(wú)需自建，廣告主結(jié)合自身需求選擇市場(chǎng)上適合的DSP。*通常建議廣告主自建第一方DMP數(shù)字營(yíng)銷趨勢(shì)和能力-精準(zhǔn)營(yíng)銷系統(tǒng)支撐一覽Customer&MasterDataSingleview360deg.viewSocialMedia&3rdPartyDataContactHistoryPreferenceCenterCustomerMasterProductLocationChannelSegmentation&AnalyticsAnalyticsDataMartAnalyticsToolsPartner&ExternalListsSegmentationAnalyticsCustomerInsightCustomerLoyaltyManagementRedemptionMgmt.OrderMgmt.MembershipMgmt.PointBankProgramMgmt.PartnerMgmt.CatalogueConfigurationReporting&EffectivenessMeasurementProgramAdhocReportingReportingDataMartProgramPerformanceDashboardMarketingResourceManagement–Budgets,Calendars,Workflow,DAMCampaignPlanning&ExecutionCampaignMgmt&AutomationMarketing/CustomerDataDigitalContentProductionMarketing/CustomerDataPersonalisationandBusinessRulesWorkflowDigitalAssetManagementOmni-

channelPersonalisationEngineMarketing/CustomerDataCustomerExperienceBusinessRulesCampaign管理的實(shí)現(xiàn)需要一系列技術(shù)平臺(tái)和數(shù)據(jù)。21Personalizationis…PRESENTERNOTEUsethisw/companieswithnoPZNorimmaturePZN.SkipforadvancedaudiencesDATA-BASEDDYNAMICSEAMLESSUNIQUEINCONTEXTBuiltonactualinformationaboutindividualsAdaptingcontenttochangingconsumerattributes,behavior,andcontextUnifiedacrosstime,locationandtouchpointsContentandoptionstailoredtoindividual’sintentAppropriatetotime,location,season,

andstageofcustomerjourney“Personas”orarchetypesbasedonopinionsAddressingcustomersbyname,butdeliveringthesamemessagetoeveryoneDisconnectedacrosschannelordepartmentGeneric“personal”touches,like“exclusivelyforsmartconsumerslikeyou”“Data-blind”events,suchasrequeststoreviewaproductcustomerreturned

PERSONALIZATIONISNOT…RECOMMEND“Don’tforgettotakealook

attheoffersweputtogether

justforyou.”RECOGNIZE“Heyyou!Haven’tseenyou

since…yesterday!”P(pán)ersonalizationisthedata-drivenexperience

createduniquelyforeachindividualcustomer.REMEMBER“Extra-hottall

vanillalatte?”RELEVANCE“Shareacinnamontwist

withthekids?”CustomerExperienceandPersonalizationSoHowDoIGetMorePersonal?The4R’sKnowyourcustomerandprospect’sprofiles

includingdemographics/firmographics,geography,andexpressedorsharedinterests.Knowingyourcustomer’shistory

meansknowinghowtheyact–asexpressedbywhattheybrowseandwhattheybuy.Reachthemwiththerightpromotionaloffer,content,orproductrecommendationsforthecustomerbasedontheiractions,preferences,andinterestsFinally,deliveringpersonalizationwithinthecontextofthedigitalexperiencebasedonwhotheyare,wheretheyarelocated,and/orwhattimeoftheyearitis.RelevanceRecognizeRememberReach1234

PERSONALIZATION

POINTOFVIEWCAPABILITIESANDSTARTINGPOINTSEXPERIENCE&

CREDENTIALSFORMOREINFORMATIONCUSTOMERJOURNEYSPersonalizationstartswithrecognition.Theabilitytotrulyrecognizeyourcustomersrequiresyouunderstandthem.OurEECustomerInsight(ACI)platformallowsyoutoscalethisfornotone,butmillionsofyourindividualcustomers.The4R’s–Recognize

PERSONALIZATION

POINTOFVIEWCAPABILITIESANDSTARTINGPOINTSEXPERIENCE&

CREDENTIALSFORMOREINFORMATIONCUSTOMERJOURNEYSYourbestcustomersknowtheyareyourbestcustomersandexpectyoutoknowitaswell.UsingEE’sCustomerGenomewecancaptureeachcustomer’suniqueattributesandourEEClusteringEngine(ACE)usesartificialintelligencetorapidly&dynamicallyuncoverthemostimportantcustomerpatterns.The4R’s–Remember

PERSONALIZATION

POINTOFVIEWCAPABILITIESANDSTARTINGPOINTSEXPERIENCE&

CREDENTIALSFORMOREINFORMATIONCUSTOMERJOURNEYSTherightrecommendationspersonalizeeachinteraction.Knowingyourcustomer’slikesmeansnothing.Deliveringonthosepreferencesconsistentlybuildsloyalty.EERecommendationEngine(ARE)leveragesabigdataplatformwithalibraryofmachinelearningalgorithmstorecommendoffers,products,ortitlesuniquelytoeachcustomerThe4R’s–Reach

PERSONALIZATION

POINTOFVIEWCAPABILITIESANDSTARTINGPOINTSEXPERIENCE&

CREDENTIALSFORMOREINFORMATIONCUSTOMERJOURNEYSThespeedofdigitalallowsyoutodiscoverthemostrelevantexperienceinrealtime.OurEEDigitalOptimization(ADO)toolleveragesNobelprizewinninganalyticstodeterminetheoptimallayout,messaging,andbehaviorsforadigitalexperienceinrealtime.The4R’s–Relevance

PERSONALIZATION

POINTOFVIEWCAPABILITIESANDSTARTINGPOINTSEXPERIENCE&

CREDENTIALSFORMOREINFORMATIONCUSTOMERJOURNEYSPersonalizationMaturityModel.PersonalizationandDigitalAgilityStaticexperienceswithrecommendationsbasedonsimplisticbusinessrulesMinimal

PersonalizationA/BtestingforimprovingcontentcombinedwithrecommendationsbasedoncustomerprofilesSelective

TestingProcessesmanagedbyCOEtocreatetargetedexperiences&recommendationsusingbigdataandadvancedanalyticsDigital

PersonalizationCentralizeddata&decisionmanagementtoinformallchannelsandprovidecontextualizedpersonalizationOmni-Channel

PersonalizationOrchestratingpersonalizationacrossallchannelstoenable&managegoalsettingforcorporatelevelKPIs,suchasmargins,revenue,andexcessinventoryEnterprise

DigitalAgilityJourneytoDigital

PersonalizationJourneytoDigitalAgilityStage1Stage2Stage3Stage4Stage5

PERSONALIZATION

POINTOFVIEWCAPABILITIESANDSTARTINGPOINTSEXPERIENCE&

CREDENTIALSFORMOREINFORMATIONCUSTOMERJOURNEYS主要內(nèi)容EE數(shù)字化團(tuán)隊(duì)數(shù)字營(yíng)銷趨勢(shì)及能力介紹華為數(shù)字營(yíng)銷場(chǎng)景建議EE數(shù)字營(yíng)銷和Adobe能力介紹案例分享華為CBG官網(wǎng)構(gòu)建的一些思考華為數(shù)字營(yíng)銷場(chǎng)景–新品手機(jī)發(fā)布53拉式營(yíng)銷：在官網(wǎng)和社交媒體吸引消費(fèi)者并進(jìn)行互動(dòng)64拉式營(yíng)銷：對(duì)潛在客戶進(jìn)行培育潛在客戶進(jìn)行銷售轉(zhuǎn)化分析和洞察整合，進(jìn)化&變革2進(jìn)入忠誠(chéng)度計(jì)劃推式營(yíng)銷：利用視頻廣告和付費(fèi)搜索提高新品知名度收集并分析客戶數(shù)據(jù)實(shí)名客戶精準(zhǔn)營(yíng)銷7CustomerExperienceManagement1精準(zhǔn)廣告定向用戶體驗(yàn)設(shè)計(jì)優(yōu)質(zhì)內(nèi)容用戶體驗(yàn)設(shè)計(jì)優(yōu)質(zhì)內(nèi)容用戶體驗(yàn)設(shè)計(jì)CRM數(shù)據(jù)整合進(jìn)而指導(dǎo)精準(zhǔn)廣告投放華為數(shù)字營(yíng)銷場(chǎng)景–新品手機(jī)發(fā)布1利用視頻廣告和付費(fèi)搜索廣告宣傳新品手機(jī)，提高知名度根據(jù)事先對(duì)目標(biāo)消費(fèi)群體的鎖定，利用DMP進(jìn)行人群定向，媒體定向以及廣告播出時(shí)間段的定向2通過(guò)對(duì)目標(biāo)消費(fèi)人群的研究，設(shè)計(jì)用戶體驗(yàn)基于用戶研究，設(shè)計(jì)目標(biāo)人群感興趣的優(yōu)質(zhì)內(nèi)容，吸引目標(biāo)人群留下聯(lián)系方式，成為實(shí)名的潛在客戶基于用戶研究，設(shè)計(jì)有話題性的互動(dòng)內(nèi)容，鼓勵(lì)消費(fèi)者在社交平臺(tái)上傳播3通過(guò)優(yōu)質(zhì)內(nèi)容對(duì)潛在客戶進(jìn)一步進(jìn)行培育邀請(qǐng)潛在客戶參加線上線下活動(dòng)，比如新品發(fā)布會(huì)，新機(jī)測(cè)評(píng)等，內(nèi)容重點(diǎn)放在新品手機(jī)如何能滿足客戶的需求通過(guò)一些利益激勵(lì)手段刺激銷售轉(zhuǎn)化4潛在客戶進(jìn)行銷售轉(zhuǎn)化注重銷售轉(zhuǎn)化時(shí)的客戶體驗(yàn)設(shè)計(jì)，線上以及線下華為數(shù)字營(yíng)銷場(chǎng)景–新品手機(jī)發(fā)布5收集客戶各種屬性和行為的數(shù)據(jù)，形成以客戶為中心的360度統(tǒng)一視圖對(duì)客戶進(jìn)行細(xì)分，人群畫(huà)像，深度了解客戶建立預(yù)測(cè)模型預(yù)測(cè)客戶的未來(lái)行為建立個(gè)性化推薦引擎6購(gòu)買客戶進(jìn)入忠誠(chéng)度計(jì)劃，客戶享受相應(yīng)的會(huì)員權(quán)益基于對(duì)客戶更深入的了解，通過(guò)個(gè)性化的優(yōu)質(zhì)內(nèi)容對(duì)客戶進(jìn)行精準(zhǔn)營(yíng)銷，進(jìn)行交叉銷售和向上銷售，以實(shí)現(xiàn)拉長(zhǎng)客戶生命周期，增加客戶生命周期價(jià)值7CRM的數(shù)據(jù)匯入DMP，與其他第一方，第三方數(shù)據(jù)整合，構(gòu)建更豐富的客戶視圖CRM數(shù)據(jù)的匯入使得廣告投放更為精準(zhǔn)主要內(nèi)容EE數(shù)字化團(tuán)隊(duì)數(shù)字營(yíng)銷趨勢(shì)及能力介紹華為數(shù)字營(yíng)銷場(chǎng)景建議EE數(shù)字營(yíng)銷和Adobe能力介紹案例分享華為CBG官網(wǎng)構(gòu)建的一些思考EE數(shù)字營(yíng)銷能力介紹–Vanessa/WuMeng結(jié)合數(shù)字營(yíng)銷能力：介紹EE數(shù)字營(yíng)銷業(yè)務(wù)規(guī)劃、數(shù)字平臺(tái)構(gòu)建、業(yè)務(wù)外包能力Adobe能力介紹–Terry/WuMeng場(chǎng)景：全球與Adobe15年合作，以及獲取的榮譽(yù)與Adobe全球的JointInitiative介紹以及對(duì)客戶帶來(lái)的價(jià)值EE端到端的能力及差異化(Terry)EE的數(shù)字化Adobe團(tuán)隊(duì)介紹：行業(yè)團(tuán)隊(duì)、中國(guó)和歐洲的業(yè)務(wù)團(tuán)隊(duì)，解決方案團(tuán)隊(duì)等(Terry)現(xiàn)有的數(shù)字資產(chǎn)包括歐洲和中國(guó)(Terry)HKDigitalStudio/SHDCoE介紹（Terry給幾張片子）-整理各一張片子AdobeandEEOverviewEEInteractive’sworld-classdigitalmarketingandanalyticsservices.Weofferacomprehensivesuiteofmarketingservices,softwareandassetsthatdrivesuperiormarketingperformanceacrossthefullmultichannelcustomerexperience.Adobe’sdigitalcloudmarketinganddigitalmediasoftwareplatforms.Theseproductsrevolutionizehowtheworldengageswithideasandinformationthatexpandacrossknowledgeworkers,creatives,designersanddevelopersworldwide.Expertise.WehaveactiveengagementsdeliveringAdobeMarketingCloudimplementationsaroundtheworld.InadditiontocoreWXM,manyoftheseincludeelementsofMobile,DigitalMarketing,eCommerce,Metrics&Measurement,andOptimizationsolutions.AcquityGroup(PartofEEInteractive)-astrongpartnerofAdobeSoftwaresince2002.AcquityGrouphasworkedwithAdobeoneverymajorreleaseoftheAdobeDigitalMarketingsuitesinceit’sintroductionintotheNorthAmericanmarket.Together,ourallianceofservicesandtechnologyprovidesjointsolutionsthathelpourclientsdramaticallyimprovebothmarketingeffectivenessandmarketingefficiencybyachievingrelevanceatscale.EE數(shù)字營(yíng)銷和Adobe能力介紹

AdobeandEE概況EE互動(dòng)的世界頂尖的數(shù)字化營(yíng)銷和分析服務(wù)：我們提供一整套的營(yíng)銷服務(wù)、軟件和資產(chǎn)，幫助客戶在多渠道用戶體驗(yàn)中獲得卓越的營(yíng)銷績(jī)效。

Adobe的數(shù)字云營(yíng)銷與數(shù)字媒體軟件平臺(tái)：全世界的知識(shí)工作者、創(chuàng)意工作者、設(shè)計(jì)師和開(kāi)發(fā)人員充滿了有趣的想法，這款產(chǎn)品徹底改變了這個(gè)世界參與他們的想法與信息的方式。專家：我們?cè)谌澜绶e極參與到Adobe營(yíng)銷云的實(shí)施中。除了核心的WXM，其他組件還包括移動(dòng)、數(shù)字化營(yíng)銷、電商、指標(biāo)與測(cè)量和優(yōu)化解決方案。AcquityGroup（隸屬于EE互動(dòng)）：從2002年起，已經(jīng)成為Adobe軟件強(qiáng)有力的合作商。AcquityGroup自進(jìn)入北美市場(chǎng)以來(lái)，已經(jīng)與Adobe在Adobe數(shù)字化營(yíng)銷套件的每個(gè)主要版本合作。我們的服務(wù)和技術(shù)聯(lián)盟共同提供聯(lián)合解決方案，幫助我們的客戶大大提高營(yíng)銷效率和營(yíng)銷效率。共同成就數(shù)字化體驗(yàn)Adobe領(lǐng)袖在Gartner和Forresterwaves的評(píng)選中960+EE互動(dòng)全球客戶7500+全球?qū)＜規(guī)椭鶦MO和營(yíng)銷工作人員31EE互動(dòng)設(shè)計(jì)工作室、研發(fā)工作室、卓越交付中心，包括Fjord設(shè)計(jì)團(tuán)隊(duì)64%全球五百?gòu)?qiáng)客戶30+年作為市場(chǎng)營(yíng)銷的代名詞領(lǐng)袖在Gartner、Forresterwaves關(guān)于數(shù)字化營(yíng)銷的評(píng)選中100%排名前五的汽車、媒體和北美航空公司都是我們的忠實(shí)用戶將EE領(lǐng)先的行業(yè)戰(zhàn)略和數(shù)字化經(jīng)驗(yàn)與Adobe全球領(lǐng)先的營(yíng)銷云結(jié)合，為我們?cè)诮鹑诜?wù)、保險(xiǎn)、生命科學(xué)和健康行業(yè)的客戶帶來(lái)業(yè)務(wù)驅(qū)動(dòng)與Adobe全球超過(guò)15年的合作歷史39Adobe+EE=無(wú)限可能Adobe和EE已經(jīng)達(dá)成協(xié)議加深合作并成立一個(gè)全新的GTM聯(lián)合計(jì)劃，為全球的營(yíng)銷人員創(chuàng)造無(wú)限機(jī)會(huì)。1+1=∞解決方案重點(diǎn)關(guān)注領(lǐng)域E2E數(shù)字化營(yíng)銷AZ,Danone,Dyson,FIAT,Vodafone下一代營(yíng)銷活動(dòng)數(shù)字內(nèi)容平臺(tái)重點(diǎn)關(guān)注行業(yè)和地區(qū)兩個(gè)優(yōu)先垂直行業(yè)：金融服務(wù)（零售銀行和保險(xiǎn)）健康/生命科學(xué)北美與部分歐洲國(guó)家（英國(guó)、法國(guó)、德國(guó)）為其他地區(qū)和行業(yè)70%的解決方案服務(wù)Adobe與EE聯(lián)合創(chuàng)新團(tuán)隊(duì)將會(huì)在三年中：銷售支持領(lǐng)導(dǎo)與項(xiàng)目管理解決方案架構(gòu)設(shè)計(jì)與開(kāi)發(fā)進(jìn)入市場(chǎng)銷售交付新的聯(lián)合計(jì)劃為客戶帶來(lái)的益處通過(guò)使用新一代的營(yíng)銷解決方案和專家，提升客戶帶來(lái)新的業(yè)績(jī)?cè)鲩L(zhǎng)結(jié)合領(lǐng)先的行業(yè)戰(zhàn)略、數(shù)字化體驗(yàn)和營(yíng)銷產(chǎn)品，讓客戶獲得成功開(kāi)發(fā)行業(yè)基準(zhǔn)、用例、解決方案架構(gòu)和演示，以解決行業(yè)問(wèn)題，促進(jìn)企業(yè)數(shù)字化轉(zhuǎn)型快速進(jìn)入市場(chǎng)，通過(guò)成熟額解決方案組件和能力降低交付風(fēng)險(xiǎn)解決方案與技術(shù)生態(tài)系統(tǒng)相結(jié)合–營(yíng)銷，服務(wù)和銷售平臺(tái)EE的端到端能力品牌參與獲得顧客內(nèi)容與商務(wù)全渠道數(shù)字化轉(zhuǎn)型戰(zhàn)略和體驗(yàn)渠道優(yōu)化平臺(tái)與運(yùn)營(yíng)+=數(shù)字化營(yíng)銷內(nèi)容服務(wù)體驗(yàn)管理電子商務(wù)EE具有獨(dú)特的優(yōu)勢(shì)，通過(guò)將內(nèi)容關(guān)系系統(tǒng)的實(shí)施，與更大的端到端數(shù)字化能力相連接，來(lái)獲得更高的價(jià)值。EE的敏捷方法Copyright?EE.

Allrightsreserved.我們用于部署AEM網(wǎng)站和門(mén)戶的敏捷方法建立在超過(guò)450個(gè)實(shí)施案例的經(jīng)驗(yàn)上。我們將戰(zhàn)略、設(shè)計(jì)和技術(shù)組合成一個(gè)全面、綜合的方法。服務(wù)目錄UnderpinnedbyIntegratedCapabilitiesandServicesPublishPromoteManageandOptimisePlatformDevelopment –95%offshore,ResponsiveWebDesignDigitalExperienceManagement-100%onshoreWebsites,Portals&Collab.Desktop,MobileorResponsiveSites.HCPPortals,NursesPortals,PatientPortals,Brandwebsites,MedicalPortalsCampaigns,Webcasts,SEO,Targeting,VideoonDemandCampaignSetupBroadcastTrackingAnalyticsandInsightReportingDashboardsRecommendationsMarketDelivery-100%offshoreBusinessServices(offeredbyBPO)–100%offshoreCustomerSupport–90%offshore,24X7Teamsizeof150+acrossDigitalandOperationsEE’sDifferentiatorswithAEM46Basedonalong-standinghistorywithAdobeAEM,weleveragetheproduct’scorestrengthsandhavedevelopedenhancementstosupportcommoncustomerrequirementsManyofourimplementationshaveleadtoadvancementsintheproductroadmapandarenoweverydayfeaturesWeanswermorecommunitypostedinquiriesthananyotherprofessionalservicesfirmorpartnerofAdobeWeoftenpresentourleadingpracticesatAdobemeet-ups,developerconferencesandattheAdobe’sglobalmarketingevents.Ourwhitepapersandpresentationsareoftenavailabletodownload.WehaveintegratedtheAEMproductwitheverymajorcommercepackageandtranslationservicesinthemarketWehavemorepublicallylaunchedAEM6.xsitesthananyotherglobalprofessionalservicesfirmWehavemoretrainedandactiveAdobeprofessionalsthananyotherglobalprofessionalservicesfirmAquickglanceonEEInteractive–OurAEMCapabilitygroupCopyright?2016EE.Allrightsreserved.Accolades&RecognitionTopAdobePartneroftheYear2011,2012AdobeInnovationAward(DuPont)2013OurclientspresentingatSummit2014&2015AquickglanceonEEInteractive–OurAEMCapabilitygroupEEDigitalhasanAEMdeliveryteamofover600AdobeprofessionalsworldwidethatcoversthebreadthofAdobeMarketingCloudProducts.AquickglanceonEEInteractive–OurAEMCapabilitygroupCopyright?2016EE.Allrightsreserved.DigitalCoEAEMCapabilities01020304DeployingAuthoringAEMeCommerceDigitalAssetManagement05060708ManagingAEMProjectAdministeringDevelopmentTestVersionmigrationandvariousconfigurationpatternswithenterpriseapplication.Reusableauthorcomponentsforcomplexpublishingrequirementandbeabletoquicklypluginandout.AEMeCommerceframeworkacceleratestheeCommercesystemintegrationandinteractions.Enablesyourenterprisetoshareanddistributedigitalassets.Agile,DistributedAgileandothermixedapproacheshavebeenadoptedforAEMengagementtomanagetherisks.AdministratethereusablecomponentsfortheAdobecloudservices.Pre-builddevelopmentkitcanhelptosetupCQprojectsveryquickly.Automationtoolsandmethodologybeingusedextensivelyinautomationtest.AquickglanceonEEInteractive–OurAEMCapabilitygroupCopyright?2016EE.Allrightsreserved.數(shù)字卓越交付中心AEM能力01020304部署授權(quán)AEM電商數(shù)字資產(chǎn)管理05060708管理AEM項(xiàng)目管理組件開(kāi)發(fā)測(cè)試版本遷移和各種與企業(yè)應(yīng)用程序的配置模式可重復(fù)使用的授權(quán)組件，用于復(fù)雜的發(fā)布需求，并能夠快速插拔AEM電子商務(wù)框架促進(jìn)電子商務(wù)系統(tǒng)的集成和交互幫助你的企業(yè)分享與發(fā)布數(shù)字資產(chǎn)在AEM項(xiàng)目中使用敏捷開(kāi)發(fā)、分布式敏捷開(kāi)發(fā)和其他混合式方法管理項(xiàng)目，降低風(fēng)險(xiǎn)管理Adobe云服務(wù)可以重復(fù)使用的組件預(yù)構(gòu)建開(kāi)發(fā)工具包可以幫助非?？焖俚卦O(shè)置CQ項(xiàng)目在自動(dòng)化測(cè)試中，自動(dòng)化工具和方法被廣泛應(yīng)用010203石油及相關(guān)行業(yè)汽車及相關(guān)行業(yè)040506數(shù)字營(yíng)銷咨詢能力數(shù)字內(nèi)容咨詢能力行業(yè)顧問(wèn)100+零售及相關(guān)行業(yè)行業(yè)顧問(wèn)100+行業(yè)顧問(wèn)30+電子商務(wù)咨詢能力35+現(xiàn)有的AdobeAEM資產(chǎn)，幫助華為快速上線全球數(shù)字營(yíng)銷官網(wǎng)AcceleratorsHybrisCoreAssets:Commercesearch“noresults”contentPaymentgateways:Alipay,WeChat,Tenpay,UnionPayCustomerre-ordercapabilityPickup&deliverynotificationsSocialmediasharing&singlesign-onProductavailabilityrules&inventoryupdatesOrdermanagementdirectcommunicationemails&SMSmessagesCustomercareforrefund/cancellation/returnscommunicationviaSMSOrderchangespriortoshipment/delivery/pickupNewslettersubscriptionIntegrationAssets:StoreLocator-Baidumapintegration-ChinaVideo-Yintegration-ChinaSocialnetwork-Jiathisintegration–ChinaEmailinterface(eTR->Emarsys)SMSinterface(eTR->Emarsys)Productinventory(AFS)check(eTR->MCS)Salesordercancellation(eTR->POS)Returnordercreation(eTR->POS)Returnordercancellation(eTR->POS)Newsletterlistsync(eTR->Emarsys)Productandlistpriceinfosync(eTR->Emarsys)Salesdatasync(eTR->emarsys)Enablewebanalyticstool(eTR->Adobeanalytics)officeLOOKS&FEELSreflectourPEOPLEcultureCapturethevisionwewanttodoOpenspaceforteamcollaborationLivehappilyandhavefunTOLIVEINNOVATIONRAPIDPROTOTYPINGEE卓越數(shù)字化交付中心（上海）卓越交付客戶研討會(huì)數(shù)字化體驗(yàn)概念驗(yàn)證?2016EE版權(quán)所有。涵蓋眾多行業(yè)和技術(shù)的數(shù)字化體驗(yàn)數(shù)字化體驗(yàn)

研討會(huì)

概念驗(yàn)證卓越交付?2016EE版權(quán)所有。互聯(lián)零售未來(lái)超市零售助理虛擬商店車聯(lián)網(wǎng)ProjectTango共享汽車OEMDriveConnect互聯(lián)空間互聯(lián)冰箱互聯(lián)吧臺(tái)互聯(lián)家居工業(yè)4.0數(shù)字化平臺(tái)員工互聯(lián)網(wǎng)主要內(nèi)容EE數(shù)字化團(tuán)隊(duì)數(shù)字營(yíng)銷趨勢(shì)及能力介紹華為數(shù)字營(yíng)銷場(chǎng)景建議EE數(shù)字營(yíng)銷和Adobe能力介紹案例分享（國(guó)泰航空、歐洲某一個(gè)全球化客戶）華為CBG官網(wǎng)構(gòu)建的一些思考部分全球及中國(guó)案例，共計(jì)超過(guò)450+個(gè)項(xiàng)目高科技行業(yè)其行業(yè)他零售行業(yè)58業(yè)務(wù)痛點(diǎn)和挑戰(zhàn)服務(wù)顧客：缺乏數(shù)字化營(yíng)銷渠道,用戶體驗(yàn)和粘性不足渠道伙伴:政策的落實(shí)與評(píng)估不暢,管理協(xié)同效率低,運(yùn)營(yíng)管理能力低銷售團(tuán)隊(duì):信息傳遞效率與準(zhǔn)確性低、門(mén)店差異化運(yùn)營(yíng)管理缺失，業(yè)務(wù)支持不足尚未建立數(shù)據(jù)洞察和決策體系統(tǒng)提供全渠道電子商務(wù)解決方案服務(wù)項(xiàng)目群管理戰(zhàn)略和業(yè)務(wù)規(guī)劃，變革管理用戶體驗(yàn)設(shè)計(jì)業(yè)務(wù)需求梳理架構(gòu)和系統(tǒng)設(shè)計(jì)系統(tǒng)開(kāi)發(fā)、集成測(cè)試和性能測(cè)試基礎(chǔ)設(shè)施架構(gòu)設(shè)計(jì)和實(shí)施交付成果2016年9月：完成業(yè)務(wù)和變革規(guī)劃2016年12月：B2B/B2C一期試運(yùn)營(yíng)服務(wù)范圍和交付成果Copyright?2016EE.Allrightsreserved.EEConfidentialInformation|某國(guó)內(nèi)日化巨頭互聯(lián)網(wǎng)+轉(zhuǎn)型案例分享案例模板（立白只是一個(gè)案例模板參考，不需要分享）案例Overview（必須）項(xiàng)目背景項(xiàng)目服務(wù)內(nèi)容（必須）業(yè)務(wù)能力系統(tǒng)架構(gòu)項(xiàng)目時(shí)間節(jié)點(diǎn)實(shí)施效果對(duì)XXX客戶的啟發(fā)（必須）中國(guó)知名航空公司數(shù)字營(yíng)銷案例分享業(yè)務(wù)痛點(diǎn)和挑戰(zhàn)國(guó)泰航空致力于改善客戶體驗(yàn)，個(gè)性化服務(wù)和產(chǎn)品。通過(guò)實(shí)施尖端技術(shù)，不斷增強(qiáng)用戶在不同數(shù)字化渠道、網(wǎng)站、地域和語(yǔ)言的條件下，與品牌互動(dòng)的方式。解決方案全球的網(wǎng)站開(kāi)發(fā)使用市場(chǎng)領(lǐng)先的WCM系統(tǒng)AdobeCQ5

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AEM，推出響應(yīng)式網(wǎng)站和移動(dòng)應(yīng)用程序，與他們成為全方位服務(wù)旅行零售商的戰(zhàn)略緊密配合使用多站點(diǎn)管理管理兩個(gè)主要網(wǎng)站：-13種語(yǔ)言，33個(gè)國(guó)家，41個(gè)地區(qū)（持續(xù)增加）-5種語(yǔ)言，14個(gè)國(guó)家，17個(gè)地區(qū)（持續(xù)增加）使用工作流程管理內(nèi)容審批和翻譯新春快放“價(jià)”交付物樣例（1）交付物樣例（2）62響應(yīng)式網(wǎng)站機(jī)票預(yù)訂（通過(guò)AmadeusIBE-WDS）/機(jī)票升艙管理我的預(yù)定–從Amadeus集成;座位選擇PAX信息特殊要求（餐食等）線上值機(jī)航班信息（通過(guò)短信和郵件獲知實(shí)時(shí)航班狀態(tài)）常旅客計(jì)劃信息–AsiaMiles賬戶信息賬戶歷史缺少里程升艙/里程計(jì)算器優(yōu)惠網(wǎng)站主要功能促銷優(yōu)惠旅行信息（航班、機(jī)場(chǎng)、行李、旅行準(zhǔn)備）新聞稿發(fā)布靜態(tài)內(nèi)容/地區(qū)性內(nèi)容：關(guān)于我們常見(jiàn)問(wèn)題目的地頁(yè)面等移動(dòng)應(yīng)用功能：使用Kony進(jìn)行多平臺(tái)建設(shè)，并部署iOS和安卓系統(tǒng)常旅客賬戶信息預(yù)定管理（包括座位選擇）集成passbook應(yīng)用的線上值機(jī)航班狀態(tài)多語(yǔ)言13支持語(yǔ)言33支持國(guó)家+90M年網(wǎng)站訪問(wèn)量基于AdobeAEM的網(wǎng)站的主要功能BMW–WerolledoutanewdigitalCMSplatformanddeliveredimprovedDCPservicesacross14APACcountriesthroughacombinationofeffectiveplanning,workflowandautomationBMW:CMSPlatformHowtheEEteamdrovevalueBroughtstructureandtransparencypreviouslynotinplace.Introducednewoperatingmodelwithstandardtoolsandprocesses,realtimeSLAtrackingtodelivertransparency,operationalrigor,efficiencyandactionableinsightsondelaysOperatingmodeldesignedforclosecollaborationwithclientDedicatedpointsofcontactfortheclient.Focusoncontinuousimprovement

DrovemultipleinitiativestostreamlineclientprocessesandcontinuousfeedbackloopwiththemarketsforopportunitiestoimproveEffectivePlanningofCampaignsandCapacitybyprovidinginsightintoanentireyearcampaignplanning.AutomationofdaytodayactivitieshascontributedtoimproveTimetomarket.TextTextTextTextFiat或是BMW案例–TerrywillaskEuropeteam

案例Overview（必須）項(xiàng)目背景項(xiàng)目服務(wù)內(nèi)容（必須）業(yè)務(wù)能力系統(tǒng)架構(gòu)項(xiàng)目時(shí)間節(jié)點(diǎn)實(shí)施效果對(duì)XXX客戶的啟發(fā)（必須）BMW–30%reductionincampaignexecutiontimewith50%increaseinvolumeBMW:TIMETOMARKETDecreasedtimetomarket,

achievinggoliveratesofabove95%

compared7%previouslyDespiteconstantincreaseinvolumes(#ofmarkets,campaigns,supportedplatformsandpagestobepublished),wehaveincreased

notonlythebusinessresults(SOCcompliance)butalsoqualityofdeliveryandsatisfaction

oflocalmarkets.Reducedcampaignexecutiontimeby30%Increasedlocalmarket

satisfactionfrom3.5to4.5

onascaleof5Increasedvolumeofcampaignby50%Increasedpublishedpagesby50%主要內(nèi)容EE數(shù)字化團(tuán)隊(duì)數(shù)字營(yíng)銷趨勢(shì)及能力介紹華為數(shù)字營(yíng)銷場(chǎng)景建議EE數(shù)字營(yíng)銷和Adobe能力介紹案例分享華為CBG官網(wǎng)構(gòu)建的一些思考（全球構(gòu)建的方式，時(shí)間，團(tuán)隊(duì)）H&M:Adobe’swebcontentmanagementsystemTranslationsSametemplate,allcontentinheritedSametemplate,mostcontentinheritedDifferenttemplate,mostcontentinheritedDifferenttemplate,stylesheetonlysomecontentinherited1234PCMEditor,MediaAgencyAdobeDAMProductcontentenrichmentApprovalWorkflowCrossSelling,UpSellingandAffinitySellingAlgorithmMarketingContentTranslationProductContentTranslationA/BTestingContentOptimisationADOMediaManagementGlobalMasterTemplateManagebrandplans,agencies,projects,channelsandtheaccompanyingcommunicationsandtrainingrequiredBuildandrundigitalchannelsandenabletheintegratedtechnologyplatformaswellasdistributionandmobilityservicesCreatedigitalcontentincludingdesign,production