消費者BG數(shù)字營銷及案例分享2017.01主要內(nèi)容EE數(shù)字化團隊數(shù)字營銷趨勢及能力介紹華為數(shù)字營銷場景建議EE數(shù)字營銷和Adobe能力介紹案例分享華為CBG官網(wǎng)構建的一些思考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是全球領先的數(shù)字服務提供商在49個國家中，23,000+數(shù)字化專家正為4000+客戶提供專業(yè)服務

全球900+數(shù)據(jù)科學家

在23創(chuàng)新中心中

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

和

186,000

名專家34個EE互動設計工作室，研發(fā)辦公室和交付中心9/10頂尖消費品公司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)字化團隊數(shù)字營銷趨勢及能力介紹華為數(shù)字營銷場景建議EE數(shù)字營銷和Adobe能力介紹案例分享華為CBG官網(wǎng)構建的一些思考數(shù)字營銷–Vanessa/WuMeng包括：數(shù)字營銷趨勢數(shù)字營銷能力框架數(shù)字營銷的KPI數(shù)字營銷系統(tǒng)一覽實現(xiàn)精準營銷和個性化的能力（涉及目標客群，營銷活動，分析等）、系統(tǒng)支持、以及實現(xiàn)路徑示例：指標監(jiān)控可視化視圖KPI監(jiān)控數(shù)據(jù)監(jiān)控趨勢監(jiān)控指標分析指標概述根據(jù)指標情況，給出下一步行動建議客戶服務監(jiān)控客戶服務指數(shù)監(jiān)控問卷調(diào)查結(jié)果展示社交媒體數(shù)據(jù)監(jiān)控：各大社交媒體指標監(jiān)控客戶行為指標KPI示例注冊搜索尋求幫助全面客戶體驗指標瀏覽和導航客戶之聲整體客戶滿意度凈推薦分(NPS)首頁UV首頁PVSEO點擊率SEM點擊率CPS點擊率注冊成功率登陸成功率頁面跳出率應答時長客服回復完成率問題解決時長客戶滿意度問題解決率問題解決率綜合滿意度頁面訪問時間頁面回訪率銷售轉(zhuǎn)化率數(shù)字營銷趨勢和能力-數(shù)字營銷趨勢為年輕化服務受眾移動優(yōu)先設備可視化社交媒體個性化原生形式趨向效果營銷目標大數(shù)據(jù)機器學習AR/VR技術數(shù)字營銷趨勢和能力-數(shù)字營銷生態(tài)個性化體驗大眾媒體營銷，銷售和服務信息渠道Campaign管理展示廣告搜索網(wǎng)站/App社交KnowtheCustomer匿名客戶實名客戶客戶旅程管理電子郵件短信社交App數(shù)字營銷趨勢和能力-消費者數(shù)字營銷體驗旅程153設計相關體驗64吸引流量提升互動和轉(zhuǎn)化將流量轉(zhuǎn)化為銷售電子商務分析和洞察整合，進化&變革2建立忠誠度數(shù)字營銷傾聽&理解客戶個性化內(nèi)容定向用戶體驗和效果優(yōu)化實名客戶精準營銷7CustomerExperienceManagement數(shù)字營銷趨勢和能力-推式營銷vs.拉式營銷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推式和拉式營銷在營銷旅程中相互協(xié)作Awareness/AttentionInterest/ConsiderationLeads

Generation&NurturingConvertLoyalty推式營銷主要在漏斗頂層應用較多，用于提升品牌知名度，關注度。CRM/Loyalty拉式營銷主要在漏斗中下層應用，利用優(yōu)質(zhì)的內(nèi)容來提升消費者與品牌的互動，獲取銷售機會，進行銷售轉(zhuǎn)化，提升忠誠度。數(shù)字營銷趨勢和能力-數(shù)字營銷能力框架DigitalMarketing推式營銷拉式營銷忠誠度計劃內(nèi)容付費搜索營銷付費展示廣告付費視頻廣告聯(lián)盟廣告能力精準廣告營銷媒體策略優(yōu)化媒體費用計劃和分配內(nèi)容和創(chuàng)意分析賦能程序化購買(DMP,DSP…)數(shù)據(jù)分析平臺媒體組合優(yōu)化平臺個性化推薦引擎內(nèi)容搜索引擎優(yōu)化社交營銷網(wǎng)站，移動應用，博客，社區(qū)在線研討會，活動許可電子郵件，短信，應用通知推送能力體驗管理內(nèi)容管理精準營銷創(chuàng)意分析賦能體驗設計內(nèi)容管理平臺數(shù)據(jù)分析平臺營銷活動管理平臺社交管理平臺個性化推薦引擎內(nèi)容忠誠度計劃:會員機制，積分管理，會員權益客戶關系營銷能力體驗管理忠誠度管理精準會員營銷內(nèi)容管理創(chuàng)意分析賦能體驗設計內(nèi)容管理平臺數(shù)據(jù)分析平臺營銷自動化平臺忠誠度管理系統(tǒng)個性化推薦引擎數(shù)字營銷趨勢和能力-數(shù)字營銷的KPI付費搜索

網(wǎng)站UVPV展現(xiàn)量點擊量/率頁面跳出率頁面訪問時間頁面回訪率展示廣告展現(xiàn)量點擊量/率行動轉(zhuǎn)化率CPC/CPA/CPS社交媒體粉絲量閱讀量點擊量/率行動轉(zhuǎn)化率CPM/CPC/CPA/CPS評論數(shù)/率點贊數(shù)/率轉(zhuǎn)發(fā)數(shù)/率行動轉(zhuǎn)化率點擊率行動轉(zhuǎn)化率Opt-inEmail/SMSAppPush發(fā)送量打開量/率點擊量/率行動轉(zhuǎn)化率銷售轉(zhuǎn)化率投資回報率銷售轉(zhuǎn)化率投資回報率銷售轉(zhuǎn)化率投資回報率銷售轉(zhuǎn)化率投資回報率銷售轉(zhuǎn)化率投資回報率OutboundMarketingInboundMarketing推式營銷-付費展示廣告程序化購買技術生態(tài)來源：RTBChina19付費展示廣告程序化購買工作原理DSP：為廣告主提供跨媒介跨平臺跨終端的廣告投放平臺整合，優(yōu)化，管理不同渠道的流量支持實時競價簡化廣告主媒體購買流程使廣告主全面掌握廣告投放情況市場上有多種DSP類型：互聯(lián)網(wǎng)巨頭推出的DSP廣告網(wǎng)絡公司推出的DSP廣告代理商的DSP獨立第三方的DSP服務商DMP：數(shù)據(jù)管理平臺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)一的技術平臺構建豐富的受眾畫像通過DMP進行人群定向，實現(xiàn)精準營銷與DSP對接，完成精準廣告投放*通常DSP無需自建，廣告主結(jié)合自身需求選擇市場上適合的DSP。*通常建議廣告主自建第一方DMP數(shù)字營銷趨勢和能力-精準營銷系統(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管理的實現(xiàn)需要一系列技術平臺和數(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!”Personalizationisthedata-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)字化團隊數(shù)字營銷趨勢及能力介紹華為數(shù)字營銷場景建議EE數(shù)字營銷和Adobe能力介紹案例分享華為CBG官網(wǎng)構建的一些思考華為數(shù)字營銷場景–新品手機發(fā)布53拉式營銷：在官網(wǎng)和社交媒體吸引消費者并進行互動64拉式營銷：對潛在客戶進行培育潛在客戶進行銷售轉(zhuǎn)化分析和洞察整合，進化&變革2進入忠誠度計劃推式營銷：利用視頻廣告和付費搜索提高新品知名度收集并分析客戶數(shù)據(jù)實名客戶精準營銷7CustomerExperienceManagement1精準廣告定向用戶體驗設計優(yōu)質(zhì)內(nèi)容用戶體驗設計優(yōu)質(zhì)內(nèi)容用戶體驗設計CRM數(shù)據(jù)整合進而指導精準廣告投放華為數(shù)字營銷場景–新品手機發(fā)布1利用視頻廣告和付費搜索廣告宣傳新品手機，提高知名度根據(jù)事先對目標消費群體的鎖定，利用DMP進行人群定向，媒體定向以及廣告播出時間段的定向2通過對目標消費人群的研究，設計用戶體驗基于用戶研究，設計目標人群感興趣的優(yōu)質(zhì)內(nèi)容，吸引目標人群留下聯(lián)系方式，成為實名的潛在客戶基于用戶研究，設計有話題性的互動內(nèi)容，鼓勵消費者在社交平臺上傳播3通過優(yōu)質(zhì)內(nèi)容對潛在客戶進一步進行培育邀請潛在客戶參加線上線下活動，比如新品發(fā)布會，新機測評等，內(nèi)容重點放在新品手機如何能滿足客戶的需求通過一些利益激勵手段刺激銷售轉(zhuǎn)化4潛在客戶進行銷售轉(zhuǎn)化注重銷售轉(zhuǎn)化時的客戶體驗設計，線上以及線下華為數(shù)字營銷場景–新品手機發(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)一視圖對客戶進行細分，人群畫像，深度了解客戶建立預測模型預測客戶的未來行為建立個性化推薦引擎6購買客戶進入忠誠度計劃，客戶享受相應的會員權益基于對客戶更深入的了解，通過個性化的優(yōu)質(zhì)內(nèi)容對客戶進行精準營銷，進行交叉銷售和向上銷售，以實現(xiàn)拉長客戶生命周期，增加客戶生命周期價值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主要內(nèi)容EE數(shù)字化團隊數(shù)字營銷趨勢及能力介紹華為數(shù)字營銷場景建議EE數(shù)字營銷和Adobe能力介紹案例分享華為CBG官網(wǎng)構建的一些思考EE數(shù)字營銷能力介紹–Vanessa/WuMeng結(jié)合數(shù)字營銷能力：介紹EE數(shù)字營銷業(yè)務規(guī)劃、數(shù)字平臺構建、業(yè)務外包能力Adobe能力介紹–Terry/WuMeng場景：全球與Adobe15年合作，以及獲取的榮譽與Adobe全球的JointInitiative介紹以及對客戶帶來的價值EE端到端的能力及差異化(Terry)EE的數(shù)字化Adobe團隊介紹：行業(yè)團隊、中國和歐洲的業(yè)務團隊，解決方案團隊等(Terry)現(xiàn)有的數(shù)字資產(chǎn)包括歐洲和中國(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)字營銷和Adobe能力介紹

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

Adobe的數(shù)字云營銷與數(shù)字媒體軟件平臺：全世界的知識工作者、創(chuàng)意工作者、設計師和開發(fā)人員充滿了有趣的想法，這款產(chǎn)品徹底改變了這個世界參與他們的想法與信息的方式。專家：我們在全世界積極參與到Adobe營銷云的實施中。除了核心的WXM，其他組件還包括移動、數(shù)字化營銷、電商、指標與測量和優(yōu)化解決方案。AcquityGroup（隸屬于EE互動）：從2002年起，已經(jīng)成為Adobe軟件強有力的合作商。AcquityGroup自進入北美市場以來，已經(jīng)與Adobe在Adobe數(shù)字化營銷套件的每個主要版本合作。我們的服務和技術聯(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銷效率和營銷效率。共同成就數(shù)字化體驗Adobe領袖在Gartner和Forresterwaves的評選中960+EE互動全球客戶7500+全球?qū)＜規(guī)椭鶦MO和營銷工作人員31EE互動設計工作室、研發(fā)工作室、卓越交付中心，包括Fjord設計團隊64%全球五百強客戶30+年作為市場營銷的代名詞領袖在Gartner、Forresterwaves關于數(shù)字化營銷的評選中100%排名前五的汽車、媒體和北美航空公司都是我們的忠實用戶將EE領先的行業(yè)戰(zhàn)略和數(shù)字化經(jīng)驗與Adobe全球領先的營銷云結(jié)合，為我們在金融服務、保險、生命科學和健康行業(yè)的客戶帶來業(yè)務驅(qū)動與Adobe全球超過15年的合作歷史39Adobe+EE=無限可能Adobe和EE已經(jīng)達成協(xié)議加深合作并成立一個全新的GTM聯(lián)合計劃，為全球的營銷人員創(chuàng)造無限機會。1+1=∞解決方案重點關注領域E2E數(shù)字化營銷AZ,Danone,Dyson,FIAT,Vodafone下一代營銷活動數(shù)字內(nèi)容平臺重點關注行業(yè)和地區(qū)兩個優(yōu)先垂直行業(yè)：金融服務（零售銀行和保險）健康/生命科學北美與部分歐洲國家（英國、法國、德國）為其他地區(qū)和行業(yè)70%的解決方案服務Adobe與EE聯(lián)合創(chuàng)新團隊將會在三年中：銷售支持領導與項目管理解決方案架構設計與開發(fā)進入市場銷售交付新的聯(lián)合計劃為客戶帶來的益處通過使用新一代的營銷解決方案和專家，提升客戶帶來新的業(yè)績增長結(jié)合領先的行業(yè)戰(zhàn)略、數(shù)字化體驗和營銷產(chǎn)品，讓客戶獲得成功開發(fā)行業(yè)基準、用例、解決方案架構和演示，以解決行業(yè)問題，促進企業(yè)數(shù)字化轉(zhuǎn)型快速進入市場，通過成熟額解決方案組件和能力降低交付風險解決方案與技術生態(tài)系統(tǒng)相結(jié)合–營銷，服務和銷售平臺EE的端到端能力品牌參與獲得顧客內(nèi)容與商務全渠道數(shù)字化轉(zhuǎn)型戰(zhàn)略和體驗渠道優(yōu)化平臺與運營+=數(shù)字化營銷內(nèi)容服務體驗管理電子商務EE具有獨特的優(yōu)勢，通過將內(nèi)容關系系統(tǒng)的實施，與更大的端到端數(shù)字化能力相連接，來獲得更高的價值。EE的敏捷方法Copyright?EE.

Allrightsreserved.我們用于部署AEM網(wǎng)站和門戶的敏捷方法建立在超過450個實施案例的經(jīng)驗上。我們將戰(zhàn)略、設計和技術組合成一個全面、綜合的方法。服務目錄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AEM電商數(shù)字資產(chǎn)管理05060708管理AEM項目管理組件開發(fā)測試版本遷移和各種與企業(yè)應用程序的配置模式可重復使用的授權組件，用于復雜的發(fā)布需求，并能夠快速插拔AEM電子商務框架促進電子商務系統(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項目中使用敏捷開發(fā)、分布式敏捷開發(fā)和其他混合式方法管理項目，降低風險管理Adobe云服務可以重復使用的組件預構建開發(fā)工具包可以幫助非常快速地設置CQ項目在自動化測試中，自動化工具和方法被廣泛應用010203石油及相關行業(yè)汽車及相關行業(yè)040506數(shù)字營銷咨詢能力數(shù)字內(nèi)容咨詢能力行業(yè)顧問100+零售及相關行業(yè)行業(yè)顧問100+行業(yè)顧問30+電子商務咨詢能力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數(shù)字化體驗概念驗證?2016EE版權所有。涵蓋眾多行業(yè)和技術的數(shù)字化體驗數(shù)字化體驗

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概念驗證卓越交付?2016EE版權所有?；ヂ?lián)零售未來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)吧臺互聯(lián)家居工業(yè)4.0數(shù)字化平臺員工互聯(lián)網(wǎng)主要內(nèi)容EE數(shù)字化團隊數(shù)字營銷趨勢及能力介紹華為數(shù)字營銷場景建議EE數(shù)字營銷和Adobe能力介紹案例分享（國泰航空、歐洲某一個全球化客戶）華為CBG官網(wǎng)構建的一些思考部分全球及中國案例，共計超過450+個項目高科技行業(yè)其行業(yè)他零售行業(yè)58業(yè)務痛點和挑戰(zhàn)服務顧客：缺乏數(shù)字化營銷渠道,用戶體驗和粘性不足渠道伙伴:政策的落實與評估不暢,管理協(xié)同效率低,運營管理能力低銷售團隊:信息傳遞效率與準確性低、門店差異化運營管理缺失，業(yè)務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解決方案服務項目群管理戰(zhàn)略和業(yè)務規(guī)劃，變革管理用戶體驗設計業(yè)務需求梳理架構和系統(tǒng)設計系統(tǒng)開發(fā)、集成測試和性能測試基礎設施架構設計和實施交付成果2016年9月：完成業(yè)務和變革規(guī)劃2016年12月：B2B/B2C一期試運營服務范圍和交付成果Copyright?2016EE.Allrightsreserved.EEConfidentialInformation|某國內(nèi)日化巨頭互聯(lián)網(wǎng)+轉(zhuǎn)型案例分享案例模板（立白只是一個案例模板參考，不需要分享）案例Overview（必須）項目背景項目服務內(nèi)容（必須）業(yè)務能力系統(tǒng)架構項目時間節(jié)點實施效果對XXX客戶的啟發(fā)（必須）中國知名航空公司數(shù)字營銷案例分享業(yè)務痛點和挑戰(zhàn)國泰航空致力于改善客戶體驗，個性化服務和產(chǎn)品。通過實施尖端技術，不斷增強用戶在不同數(shù)字化渠道、網(wǎng)站、地域和語言的條件下，與品牌互動的方式。解決方案全球的網(wǎng)站開發(fā)使用市場領先的WCM系統(tǒng)AdobeCQ5

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AEM，推出響應式網(wǎng)站和移動應用程序，與他們成為全方位服務旅行零售商的戰(zhàn)略緊密配合使用多站點管理管理兩個主要網(wǎng)站：-13種語言，33個國家，41個地區(qū)（持續(xù)增加）-5種語言，14個國家，17個地區(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”交付物樣例（1）交付物樣例（2）62響應式網(wǎng)站機票預訂（通過AmadeusIBE-WDS）/機票升艙管理我的預定–從Amadeus集成;座位選擇PAX信息特殊要求（餐食等）線上值機航班信息（通過短信和郵件獲知實時航班狀態(tài)）常旅客計劃信息–AsiaMiles賬戶信息賬戶歷史缺少里程升艙/里程計算器優(yōu)惠網(wǎng)站主要功能促銷優(yōu)惠旅行信息（航班、機場、行李、旅行準備）新聞稿發(fā)布靜態(tài)內(nèi)容/地區(qū)性內(nèi)容：關于我們常見問題目的地頁面等移動應用功能：使用Kony進行多平臺建設，并部署iOS和安卓系統(tǒng)常旅客賬戶信息預定管理（包括座位選擇）集成passbook應用的線上值機航班狀態(tài)多語言13支持語言33支持國家+90M年網(wǎng)站訪問量基于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）項目背景項目服務內(nèi)容（必須）業(yè)務能力系統(tǒng)架構項目時間節(jié)點實施效果對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)字化團隊數(shù)字營銷趨勢及能力介紹華為數(shù)字營銷場景建議EE數(shù)字營銷和Adobe能力介紹案例分享華為CBG官網(wǎng)構建的一些思考（全球構建的方式，時間，團隊）H&M:Adobe’swebcontentmanagementsystemTranslationsSametemplate,allcontentinheritedSametemplate,mostcontentinheritedDifferenttemplate,mostcontentinheritedDifferenttemplate,stylesheetonlysomecontentinherited1234PCMEditor,MediaAgencyAdobeDAMProductcontentenrichmentApprovalWorkflowCrossSelling,UpSellingandAffinitySellingAlgorithmMarketingContentTranslationProductContentTranslationA/BTestingContentOptimisationADOMediaManagementGlobalMasterTemplateManagebrandplans,agencies,projects,channelsandtheaccompanyingcommunicationsandtrainingrequiredBuildandrundigitalchannelsandenabletheintegratedtechnologyplatformaswellasdistributionandmobilityservicesCreatedigitalcontentincludingdesign,production