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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confdential.
e !o"ch #ar$eting
Inspire% &motionnellement et d"rablement vos clients connect&s
'igital #ar$etingSpecialistAdobe #ar$etingClo"d
Olivier BINISTI
Adobe Systems112( aven"e )l&ber*+*,4 -aris cede1/rance
! 1 +/ +4 33,*binistiadobe.com
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StphanieMAZIOL
Adobe Systems112( aven"e )l&ber*+*,4 -aris cede1/rance
! 1 *0 3, 1434ma%ioladobe.com
!5itter6sma%iol
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7redesinter:aces
tactilesetconnect&es
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e consommate"r n;est pl"s roi";en &tait?il en 13*0@
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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confdential. //
'e no"velles rgless;imposent
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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confdential. ,
e consommate"r se considre comme epert
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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confdential. 3
Il ne ve"t pl"s attendre
St
,0B de recherches spontan&es s"rsmartphone
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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confdential. 10
e 5eb( le mobile et le social ont de pl"s en pl"s d;in"ence
+%'desconsommate"rs disent in"enc&sles recommanda
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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confdential. 11
Il so"haite "ne ep&rience personnalis&e
A) (o)rs des %"derniers mois1&$' des*ran2aisont renon( 3 )tiliser )ne o4r
promotionnelle (ar
non
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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confdential. 12
Il choisit D"and et comment il ve"t comm"niD"er
56IC BSOIN CA
7 7CONT8T
7
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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confdential. 11
Comment to"cher ceconsommate"r@
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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confdential. 14
5ONNS 7 CONT8T CONTNU
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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confdential.
E1 F 'onn&e 6 consolider les in:ormations concernant besoin"tilisate"rs
1+
TROUVER UNE
BOUTIQUE SNCF
PARTIR EN WEEK
END EN AMOUREU
ORGANISER UN
SEJOUR EN CLUB
DECOUVRIR
LOFFRE
TRAIN+VELO
RESERVER UN TAXIPARTIR EN RDV A
LONDRES
Parisien de 25ans
Secrtaire ddirection
Grand-parentResponsablecommercial
Influenceur Propritairedun scooter
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E2 F Contete 6 rep&rer les moments de vie et de disponibilit
1/
TROUVER UNE
BOUTIQUE SNCF
PARTIR EN WEEK
END EN AMOUREU
ORGANISER UN
SEJOUR EN CLUB
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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confdential.
E F Conten" 6 cr&er le lien via des ep&riences de marD"e pet m&morables
1*
Dans le G! "n train de c#sur $aceboo
"n train de re&arder la!
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Grand-parent Influenceur Propritairedun scooter
TROUVER UNE
BOUTIQUE SNCF
PARTIR EN WEEK
END EN AMOUREU
ORGANISER UN
SEJOUR EN CLUB
DECOUVRIR
LOFFRE
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RESERVER UN TAXIPARTIR EN RDV A
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Secrtaire ddirection
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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confdential.
E F Conten" 6 oHrir des ep&riences de marD"e personnalism&morables
1,
Dans le G! "n train de c#sur $aceboo
"n train de re&arder la!
Sur un P'(au bureau
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Parisien de 25ans
Grand-parent Influenceur Propritairedun scooter
TROUVER UNE
BOUTIQUE SNCF
PARTIR EN WEEK
END EN AMOUREU
ORGANISER UN
SEJOUR EN CLUB
DECOUVRIR
LOFFRE
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RESERVER UN TAXIPARTIR EN RDV A
LONDRES
Secrtaire ddirection
Responsablecommercial
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E F Conten" 6 oHrir des ep&riences de marD"e personnalism&morables
13
Dans le TGV "n train de c#sur $aceboo
"n train de re&arder la!
Sur un P'(au bureau
Dans la rue Chez moi, surma tablette
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Secrtaire ddirection
Grand-parentResponsableommerial
Influenceur Propritairedun scooter
TROUVER UNE
BOUTIQUE SNCF
PARTIR EN WEEK
END EN AMOUREU
ORGANISER UN
SEJOUR EN CLUB
DECOUVRIR
LOFFRE
TRAIN+VELO
RESERVER UN TAXIPARTIR EN RDV A
LONDRES
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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confdential.
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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confdential. 22
QC9O!7R -RQ'IR7 ASS7#N7R 'R
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dobe a e g C o"d " e &po se &g &e a" e e" d" o"c#ar$eting
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>" est?ce D" "n #ar$eting Clo"d @
Conten" 'ata
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CAS CLINTS
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Cas client 6 C9M'Q MAS!
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Cas client 6 C9M'Q MAS!
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Cas client 6 ao"rchette
RQSO!A!S
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Adobe #ar$eting Clo"d( avecAdobe Analytics( Adobe !arget GAdobe Campaign
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Amliorer la dlit(lient et les :aire r&serverpl"s so"vent viaao"rchetteA)@menter les ta), de(onversion po"r le site5eb et les applis mobile
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5i@ital MarEetin@ Symposi)m "#%D#ardi 4 Movembre 2014 F 7"rosites Jeorge K( -aris ,me
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