Meet this year’s Adobe Experience Maker Award winners. Introduction At Adobe, we’re passionate about enabling our customers to change the world through digital experiences. As we ask Adobe Experience Cloud users to share the ways that they’ve blended their creativity with our technology to reinvent customer experiences, we’re always amazed to see what comes back. And this year was no different. The challenge for us was determining those who stood up and stood out a little more than the rest. This collection highlights the stories from the 2020 Adobe Experience Maker Award winners. You can see how they uniquely identified opportunities and solved challenges to elevate the customer experience through ingenuity, teamwork, and technology. We hope you enjoy these journeys from the 2020 Movers and Shakers as much as we have. Table of Contents Award Organization Industry The Advocate Foxtel Media and entertainment Adobe Analytics, Adobe Audience Manager, Adobe Experience Manager, Adobe Target The Ambassador Chelsea Kiko of McGraw Hill Education Education Marketo Engage, Adobe Experience Manager, Adobe Analytics The Analyzer Chartered Accountants Australia & New Zealand Government/non-profit Adobe Advertising Cloud, Adobe Analytics, Adobe Target, Marketo Engage The Architect Westpac Financial services and insurance Adobe Analytics, Adobe Audience Manager, Adobe Experience Manager, Adobe Target National Center for Missing The Changemaker Government/non-profit and Exploited Children Adobe Experience Manager The Closer VMware High tech Marketo Engage The Magnifier Refinitiv Financial services and insurance Adobe Advertising Cloud, Adobe Analytics, Adobe Audience Manager, Adobe Experience Manager, Adobe Target The Mastermind Rite Aid Retail Adobe Advertising Cloud, Adobe Analytics, Adobe Audience Manager, Adobe Target, Magento Commerce The Maverick TELUS Telecommunications Adobe Analytics, Adobe Audience Manager, Adobe Campaign, Adobe Target The Orchestrator Rural King Retail Magento Commerce The Transformer CenturyLink Telecommunications Adobe Analytics, Adobe Experience Manager, Adobe Target, Marketo Engage The Experience Maker Executive of the Year Nitin Sethi of IndiGo Airlines Travel and hospitality Adobe Analytics, Adobe Experience Manager, Adobe Campaign, Adobe Target The Experience Maker Team of the Year Sprint Telecommunications Adobe Experience Manager, Adobe Target, Adobe Analytics, Adobe Audience Manager, Adobe Campaign The Experience Maker of the Year Josh Mann of Comcast Media and entertainment Adobe Campaign THE ADVOCATE The Advocate recognizes the company that has overcome a significant challenge by embracing a customer-first approach to digital transformation and elevating their customer experience to new heights with Adobe Experience Cloud solutions. Foxtel broadcasts a new culture of personalization. THE CHALLENGE As the most innovative and dynamic media company in Australia offering subscription TV, Foxtel found themselves competing against a growing list Launched more than of streaming-video content providers. Foxtel knew they had to increase their appeal to customers by making engagement easier, more personal, 200 and more mobile-friendly. THE SOLUTION personalized campaigns Foxtel saw a unique opportunity to increase the insights and customer personalization with Adobe Experience Cloud technology. They used Adobe Target, Adobe Analytics, Adobe Audience Manager, and Adobe Experience Manager to initiate a “build, test, measure” approach to their marketing and customer-related initiatives. Since November 2018, Foxtel delivered over 200 personalization campaigns that contributed 13 percent in incremental sales. THE EXPERIENCE This experimentation approach started small but has now gained influence throughout the company. They’ve developed highly engaging user experiences, personalizing each step as customers become aware of Foxtel’s offerings. Along the way, data informs Foxtel about the customer, what they’ll be interested in, and serving them that content. As the customer moves through the sales funnel, messages are suppressed that have since become irrelevant. Overall, what the customer sees is a company that knows who they are and what they want in real time. Aris Kinnas Foxtel THE AMBASSADOR The Ambassador recognizes the individual who has gone above and beyond to share their expertise and thought leadership, while demonstrating a willingness to help their peers succeed in their digital transformation and customer experience management initiatives with Adobe Experience Cloud solutions. Chelsea Kiko of McGraw Hill Education aces advanced customer engagement practices. THE CHALLENGE Chelsea Kiko is marketing operations manager at McGraw Hill—a learning science company that delivers personalized learning experiences to students, parents, educators, and professionals. When she arrived, marketing and sales teams struggled following up with marketing Average time to address leads prospects in a timely fashion. They had moderate traffic to their website dropped from 36 days to with high bounce rates, declining e-commerce sales, and some customers feeling like they weren’t getting what they were promised. < 8 hours THE SOLUTION By using Adobe solutions to understand what their customers wanted, Chelsea reshaped the routing strategy, getting marketing leads into the hands of sales reps more quickly. She developed a relationship with the sales team to create enhancements in routing that both serves the customers more quickly and increases pipeline. THE EXPERIENCE Time spent educating internal stakeholders with the why behind change as well as listening to customers helped her organization push new proactive and innovative ways to serve. In fact, the average time to address inbound leads was reduced from 36 days to 8 hours or less—all through a more consistent experience across channels. As a 4-time Marketo Champion, Chelsea is dedicated to helping other marketers use Marketo Engage to build their careers and create greater business impacts. Chelsea Kiko McGraw Hill Education THE ANALYZER The Analyzer recognizes the company that has used data-driven decision making to create optimized customer journeys and drive significant business impact based on using real-time insights from Adobe Experience Cloud analytics solutions. Chartered Accountants Australia & New Zealand paves a new path to digital maturity. THE CHALLENGE Chartered Accountants Australia & New Zealand (CAANZ) serves as the premier, member-based body for accountants in their region. Among their branding presence, CAANZ maintained seven different web properties which worked independently of each other. They knew that their usage Online orders grew by was high, but it came with low satisfaction and visitors stating they couldn’t find what they were looking for. 297% THE SOLUTION CAANZ, early in their journey to digital maturity, needed to establish a culture of data and analytics. Starting at square one meant creating a base of data integrity. The organization created a research, data, and insights (RDI) team structured to organizationally support this data-centered culture. The RDI team began driving a major campaign, with daily data insights changing the way campaigns were conducted from then on. Their data-first approach led to acquisition growth by 24 percent, growth in online orders of 297 percent, and growth in site interactions of 39 percent. THE EXPERIENCE CAANZ used Adobe technology, the creation of data-first culture, and organizational buy-in to significantly grow the organizations digital maturity. In just two years, CAANZ is now delivering on all of the investment of building a data-driven team, deploying and upgrading a robust digital marketing ecosystem with Adobe Experience Cloud solutions, and moving toward long-term insight-based success. Mick Baber CAANZ THE ARCHITECT The Architect recognizes the company that has unified their content and marketing strategy to streamline the digital customer journey. They deliver personalized, relevant content to the right audience at the right time, achieving measurable impact on business results with the help of Adobe Experience Cloud solutions. Westpac gets personal in a new age of digital banking. THE CHALLENGE As Australia’s first bank and oldest company, Westpac has had a long- established presence in their market with a strong network of branches. Click-to-app completion But as customers have migrated their banking to digital channels and the has increased from less arrival of digital-only neobanks, Westpac had to connect their customer than 1% to above experience across all channels. To do so, Westpac first had to bring consistency to the different digital tools being used across the business. 15% THE SOLUTION Westpac turned to the extensible solutions in Adobe Experience Cloud, which allowed them to operate efficiently across multiple channels and experiences. Westpac’s implementation of Adobe Experience Cloud solutions has gradually grown, starting with Adobe Experience Platform Launch, Adobe Analytics for reporting, and Adobe Experience Manager for content management. They eventually added Adobe Target for testing and personalization and Adobe Audience Manager to increase the range of segments used for personalization and offsite remarketing. THE EXPERIENCE Westpac has reinvented their approach to personalization. Previously, propensity models could take up to two weeks to create and be out of date before they were implemented. Now, personalization happens with each page load, giving each customer