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Adobe Audience Manager Operational Readiness Playbook Created By: Scott Rigby and David Contreras Date: June 2015

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Adobe Audience Manager Operational Readiness Playbook Created By: Scott Rigby and David Contreras Date: June 2015 Adobe Audience Manager Operational Readiness Playbook Created by: Scott Rigby and David Contreras Date: June 2015 Playbook Objective The objective of this document is to get your business operationally ready for the implementation and deployment of Adobe Audience. This will help you and your organisation – as new Adobe Audience Manager user – to drive maximum value from your investment in Adobe technology. Although we have seen many projects succeed, others have faltered due to a lack of internal investment in the business to ensure they are operationally ready to adopt this new technology. This playbook will help guide you to avoid some of the common areas we have identified as missing in less successful implementations. The recommendations and best practices in Adobe playbooks are ideally intended to be applied to your business in parallel to your technology solution deployment, to ensure that by the time you go-live with your solution your business is best positioned to realise value from your investment. Adobe playbooks use a common digital governance structure focusing on the key areas of leadership, strategy, people, product and process to deliver a robust approach to readying your business whether you are deploying one Adobe solution or multiple. This playbook should be read by: Chief Marketing Officer Head of Digital, Head of Strategy, Head of Marketing Head of Analytics, Customer Insights Lead, Digital Channel Analyst Solution Architects, Head of Implementation, Digital Implementation Leads Program Managers, Project Managers, Business Analysts Contents 1 INTRODUCTION ...................................................................................................... 6 1.1 About Adobe Audience Manager ..................................................................................6 1.1.1 Types of Data Collected .........................................................................................6 1.1.2 Custom Segment Generation .................................................................................7 1.1.3 Performance Reporting ..........................................................................................7 1.1.4 Ad Server Integration .............................................................................................8 1.1.5 Destination Publishing ...........................................................................................8 1.1.6 Tag Management ...................................................................................................9 1.1.7 Data Security and Privacy ......................................................................................9 1.2 About this Playbook ......................................................................................................9 2 LEADERSHIP......................................................................................................... 10 2.1 Sponsorship ................................................................................................................11 2.2 Buy-In .........................................................................................................................12 2.3 Communication ...........................................................................................................12 2.3.1 Communication management ..............................................................................12 2.3.2 Recommended communications process and principles ......................................13 2.3.3 Setting communication goals ...............................................................................13 2.3.4 Recommendations on a communication approach ...............................................14 2.4 Accountability ..............................................................................................................15 2.4.1 Steering committee ..............................................................................................16 2.4.2 Common roles and responsibilities within a steering committee ...........................16 2.4.3 Setting up a working group ..................................................................................19 3 STRATEGY ............................................................................................................ 19 3.1 Digital Marketing Maturity Model .................................................................................20 3.2 Focus ..........................................................................................................................25 3.2.1 Digital Strategy ....................................................................................................25 3.2.2 Key Performance Indicator: ..................................................................................29 3.3 Alignment ....................................................................................................................30 3.3.1 Targeting and Personalisation Strategy ...............................................................31 3.3.2 Building your segments ........................................................................................32 3.3.3 Targeting and Personalisation .............................................................................33 3.4 Innovation ...................................................................................................................33 4 PEOPLE ................................................................................................................. 33 4.1 Expertise .....................................................................................................................33 4.2 Structure .....................................................................................................................34 4.2.1 Structures Types ..................................................................................................35 4.2.2 Project Based Recommended Organisational Structure ......................................36 4.2.3 Business Recommended Organisational Structure ..............................................37 4.2.4 Roles & Responsibilities ......................................................................................38 4.3 Resources...................................................................................................................44 4.3.1 Resource Model ...................................................................................................44 4.4 Community..................................................................................................................45 4.5 Culture ........................................................................................................................46 5 PROCESS .............................................................................................................. 47 5.1 Deployment.................................................................................................................47 5.1.1 Implementation Methodology ...............................................................................48 5.1.2 Data Integration Methods .....................................................................................53 5.2 Usage .........................................................................................................................55 5.2.1 Administration ......................................................................................................56 5.2.2 Access Levels ......................................................................................................56 5.3 Sustainability ...............................................................................................................58 5.3.1 Maintaining a Single View of the Customers ........................................................58 5.3.2 Process to Adopt Traditional or Emerging Channels ............................................58 5.3.3 Track and Upgrade ..............................................................................................58 5.3.4 Optimise and Report for Success .........................................................................58 6 TECHNOLOGY / PRODUCT .................................................................................. 59 6.1 Solution fit ...................................................................................................................59 6.1.1 Solution Architecture ............................................................................................59 6.2 Integrations .................................................................................................................62 6.2.1 Marketing Cloud Integrations ...............................................................................62 6.2.2 Common Third-Party Integrations ........................................................................63 6.3 Data Security and Privacy ...........................................................................................65 6.4 Democratisation ..........................................................................................................70 6.4.1 Automation ..........................................................................................................71 6.5 Leveraging your investment (The Big Picture) .............................................................71 7 CHECKLIST ........................................................................................................... 73 8 ADOBE
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