Engage Customers with Data-Driven Applications Sunder Arunachalam Senior Manager, Information Platforms Kevin Davis Senior Data Warehouse Engineer

Engage Customers with Data-Driven Applications Sunder Arunachalam Senior Manager, Information Platforms Kevin Davis Senior Data Warehouse Engineer 2014 Adobe Systems Incorporated. All Rights Reserved. 1

About Adobe Founded in 1982 $4.4 billion in revenue in FY2012 More than 11,000 employees 80 Offices in 41 Countries Corporate Headquarters in San Jose, California Contributes at least 1% of pre-tax profits to charitable causes 2014 Adobe Systems Incorporated. All Rights Reserved. 2

Adobe s Creative Cloud (CC) Transition o THEN: o Boxed Software o 12-18 mo Purchase Cycle o Large reseller sales channel o NOW: o Subscriptions & Downloads o Monthly Renewals o Direct sales via adobe.com Requires personalized, engaging and relevant user experience on adobe.com 2014 Adobe Systems Incorporated. All Rights Reserved. 8

Personalizing User Experience on Adobe.com ONE SIZE FITS ALL PERSONALIZED Raj Sheldon Penny Visitors to adobe.com Creative Cloud Free User (no trials) Photoshop Trialist Creative Suite (CS) Product Owner All visitors receive the same Buy CC experience Receives a Get started with CC. Try Photoshop experience Receives a See what s possible with PS CC experience Receives a Discount offer for CS customers experience 2014 Adobe Systems Incorporated. All Rights Reserved. 9

How Personalization Works Part I ECC HANA - Purchase History - Subscriptions - Product Registrations - Adobe IDs - Product Downloads - Application Launches CRM Adobe Audience Management DATA SERVICES - User Attributes as Key/Value Pairs 2014 Adobe Systems Incorporated. All Rights Reserved. 13

How Personalization Works Part II Adobe Audience Management - Assign User Segments - Provide Segment members to Adobe Target Adobe Experience Manager - Serve Web Content Adobe Target - Tailor Web Content to Segment 2014 Adobe Systems Incorporated. All Rights Reserved. 14

Data Management Strategy Transactional Systems (SAP ECC, SAP CRM) Replicate source tables as-is to SAP HANA Build models on replicated tables Persist pre-aggregated & transformed data for performance Big Data from Hadoop Filter & Aggregate to what is absolutely required HANA storage is valuable Data Quality Rely heavily on DQ controls in source systems Data Services Address & Data Cleanse service for source systems 2014 Adobe Systems Incorporated. All Rights Reserved. 15

Benefits For Adobe Improved trial user conversion efficiency by 68%* Increased subscriber retention rates Critical information in the hands of decision makers C-level executives access dashboards weekly Single source of truth for corporate metrics For Customers Improved user experience on interactions with Adobe More relevant content : e.g. How-to links when you ve recently downloaded a product * As of March 2014 2014 Adobe Systems Incorporated. All Rights Reserved. 16