On-Demand Webinar: Building a Digital Marketing Platform powered by Adobe and diva-e

Learn how to create a website in 90 days and under 250,000 EUR.

Here's what you'll learn in the webinar

Adobe and diva-e have teamed up to create a cost- and time-efficient offering that enables midmarket customers to rapidly deploy a digital enterprise marketing platform based on Adobe's market-leading solutions

Adobe Experience Manager / AEM,

Adobe Analytics and

Adobe Target

can be used.

By consistently using state-of-the-art standards and best practice solutions, we are able to bring this platform live in 90 days at a total cost (license + service) of less than €250,000.

The technical and content optimization ensures a strong site performance. In combination with personalized customer group targeting and user analysis, this in turn leads to an increased conversion rate. You'll get more consultation requests, completed contact forms or registrations - or other interactions you want - thanks to the solution.

The three Adobe tools make it easy to produce content. Adobe Experience Manager ensures ease of use, and Adobe Analytics provides quick visibility into complex dashboards. If you still need support, we are there to show you how you can maintain the website yourself with little effort. With Adobe and diva-e, you can be sure of an excellent online presence, based on market-leading technologies and efficiently operated in the cloud.

In this webinar, our experts will provide an overview of the newly created digital enterprise marketing platform, present the licenses and offerings, and explain the simple implementation in just 90 days using a demo.

The webinar will answer these questions and more:

How do I get from the initial idea to the new website?

What are the key factors in project duration and cost?

Which Adobe solutions can be used to continuously optimize the website?

Learn more about the partnership with Adobe here.

Watch online now (German only)

The speakers

Gunnar Klauberg is responsible for helping customers realize the full value of Adobe Experience Manager at Adobe. As Sales GTM Lead he works closely with great partners, Sales, Marketing, Demand Gen, Enablement and the Adobe Business Unit for Experience Manager. Prior to that, for three years he led a rock star team of Sales Specialists. Prior to that, he spent 6 years helping Adobe become the market leader as Product Marketing Manager of CMS through the acquisition of Day Software AG. In other positions he was responsible for software products in the content management and mobile industry and was webmaster for the biggest European newspaper in the nineties. He is proud to have worked in content management since 1996 with customers who constantly question the use and value of software solutions for digital customer experiences.
Gunnar Klauberg
Principal Sales GTM Lead Content bei Adobe
Simon Buß has been involved with the Internet and its technologies since 2000. First as a freelance programmer. Then also as part of his studies in media informatics from 2001 to 2005. He then worked at gedas Deutschland Gmbh and T-Systems International in the area of web content management as a software developer and consultant. From 2009 to 2013, he led the Web Content Management department of Volkswagen Financial Services AG as a team leader. During this time, he completed a part-time MBA degree. Since 2013, he has been working in the management of pro!vision GmbH, where he is primarily concerned with the topics of account management, sales and organizational restructuring.
Simon Buß
Prokurist pro!vision GmbH - a diva-e Company
Anna Graser has been working on the topic of conversion rate optimization for two years and has already gained experience with the products from the Adobe Experience Cloud at Allianz Deutschland AG. Her main areas of expertise here are Adobe Target, Analytics and the AEM. Since July 2020, she has been a consultant for conversion rate optimization at diva-e.
Anna Graser
CRO Consultant Adobe bei diva-e

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Transcript of the webinar: Building a digital marketing platform powered by diva-e and Adobe

Introduction and welcome

Angela Meyer: Welcome to our diva-e webinar: TXP Adobe Starter Suite - Adobe Power for SMBs. My name is Angela Meyer, and I'll be your moderator today. Today, Gunnar Klauberg from Adobe, together with Anna Graser and Simon Buß from diva-e, will introduce you to the digital enterprise marketing platform we have created, including licenses, offerings and a demo. Simon, I'll now turn the floor over to you.

Introduction: TXP Adobe Starter Suite

Simon Buß: Yes, thank you very much, welcome also from my side to our webinar, TXP Adobe Starter Suite we have called it, right away also a little bit to the name-, click maybe one further. Summarized on one page, what it's all about here in essence, so an offer from Adobe and diva-e to provide you the power of Adobe's Enterprisetools, in a, in the form now not yet seen cost and time frame. We're talking about Adobe Experience Manager, which is Adobe's market-leading web content management system, and Adobe Analytics, the leading web tracking solution, and Adobe Target, the personalization engine. The three together is what Adobe calls Digital Foundation. So the foundation for digital marketing, and that's what we provide you or offer you in this package to put that live in 90 days, in total cost, so the service cost to build it, but also the license cost of less than 250,000 euros.

End-to-end complete package

And this is intended as a complete package, end-to-end, which means that it starts with strategy consulting, but also includes search engine optimization and content services, i.e. creation and transmission, if required. But of course also creation, the implementation, and at the end then also the license and the manufacturer support. And then there is a complete package for maintenance and further development. After this short period of time and the clearly defined cost framework, the solution can then be used on an ongoing basis, so that the benefits it offers can be enjoyed on an ongoing basis. Good, what have we prepared now concretely, go one further to the agenda please.


First of all, and at this point I would like to welcome Gunnar from Adobe once again, we will hear something about how trust and reliability can be digitally redeemed in this context. We will say a few words about the joint positioning of diva-e and Adobe. Of course, we'll go into a little bit more detail about the offering that we're talking about, so what can you expect from it, how does it feel. And then, to top it off, so to speak, what's the outcome. So we have prepared a demo, a live demo, that illustrates what the result of the package is, so how does that feel, what we then integrated, built based on the previous products here, in the time cost framework. That you get a feel for what do I get for it in the first place, and finally, of course, time for your questions. Good, with that I would want to hand over to the Gunnar, to his contribution.

Gunnar Klauberg: Perfect, then I hope that this works with the transmission, we have practiced that. And, then, yes, also on the topic of trust and reliability. I think that's a very important topic, which we're experiencing particularly in the German SME sector right now, which is also suffering a bit today. So, with what we have in COVID and in impersonal or no longer quite so direct contacts, many companies are affected by the fact that they-.

Simon Buß: Short disruption, I think the wrong screen is shared, despite practice.

Angela Meyer: That's not in full screen mode either.

Simon Buß: Exactly, we see now here your desktop and so a little bit squeezed-.

Gunnar Klauberg: So, then-. I'll try it again.

Angela Meyer: It's still the open PDF.

Simon Buß: Now it worked.

Trust and Reliability

Gunnar Klauberg: Okay, great. Yeah, that's where the default was gone again. Okay, so again on the topic of trust and reliability. We have quite a few challenges in this area nowadays, of course, where we can no longer be in contact with our customers in person, unfortunately only digitally in many places, and where German companies in the SME sector in particular naturally have a very great added value, in that they are very trustworthy and regarded as very reliable, not only in their supply chains, but also with their corresponding employees, with their corresponding partners in the overall environment in which they work. We experience this again and again when we look at how it is in other regions, especially in Germany in this environment, this is a very great value. We see that a lot of business is built on this, of course, and this business is naturally something that is also facing a certain challenge as a result of the very rapid digitization that we have now experienced in recent months, which is taking place everywhere.

Digital and personalized experience

This is also a topic that we basically experience again and again within our entire set-up, when we see the marketing and sales topics, I have picked out a few here that we actually see constantly. Going in the direction of the cloud, data protection, of course, internationalization, but this very topic of customer centricity and the experience business is, of course, exactly what can pay into this factor. So in the sense that experience can be experienced more digitally, and thus of course also to enrich and personally pick up the customers on the corresponding apps, websites, portals in the entire communication with the customers. I believe this is a very important aspect in order to be able to redeem this trust that we have in personal relationships digitally as well.

A very important topic, which we also experience, paying attention to it, as we have illuminated here with Forrester in a study in recent months, is something that specifically affects the experience that the customer has with the company, of course, and pays attention to it. It's not that it's a pure brand perception, so it's not a pure marketing topic, otherwise you're just falling short there. And then it's something that has to go beyond the entirety of the company, the entirety of the communication channels, interaction, which are of course also of a sales nature, or of a partnership nature, of course. And that means, in principle, the entire communication on all endpoints that are digitally mapped, are of course also affected by this and of course also want to be personalized. Of course, we want to check the advantages that we have digitally at this point.

Measuring communication

This means that we have to measure all the digital communication elements we have in order to make successes visible. Otherwise, we're poking around in the fog, and that's why these two parts that we're bringing together in this solution, data on the one hand and content on the other, are of course the other side of the same coin. So we have at the point of course the best presentation, which we provide as a personal experience to the customer or partners, and on the other hand we also want to know whether that is received. And all of the marketing that we see here now a little bit more distant on our side of the screen, from that experience, is of course also something that we need to measure and follow-up on. And with that, it's a far-reaching change to pull these experiences digitally not only on the marketing sales side, but also of course into the IT processes, and thus of course to adapt them everywhere.


This has its success, would pick out here just a few things, of course, customer loyalty are quite naturally something that are right up front here. So 1.7-fold customer loyalty, which we see in such companies that are already doing this today. We also experience a very high level of customer satisfaction among these customers, who can also experience personal experiences digitally and feel that they are being met. And so, of course, they can continue to operate digitally with the company in the context in which they are traveling. But we also see this in other key figures that we show here, revenue growth, corresponding overall customer lifetime value, customer value mentioned here above, these are very important factors for companies today.


So, challenges, there are a few at the point, I'm flying through there a little bit, but I think one or two of you will recognize what we're facing there nowadays, which maybe with the systems that we put in place ten years ago can't quite work anymore. We always have a high level of system complexity in front of us because we're always integrating. We always have several systems on hand, especially when we have to integrate so extensively across all process ends, so to speak. The operating costs, implementation costs are high, we have just when these systems are still as usual in past years, also operated themselves in many places. And I think we would like to point out once again today that this is of course also associated with high risks and costs, and is therefore something that must be addressed in many places. Due to the fact that such systems and hardware environments and similar back-end systems are of course often necessary, we have lengthy projects. The change cycles are correspondingly somewhat slower, because until new features and new software actually land on the desk of the specialist department and marketing, it has to pass through a relatively large number of processes that are also somewhat decoupled. That is also a problem when it comes to speed today. I don't have to tell anyone about internationalization, which is of course also something that has to be dealt with, especially with different regulations. And if we look at analysis and optimization today, then these are still topics that are seen separately from content in many places, and are therefore complicated. In an ideal world, we start from a pre-integrated system that comes in one piece.

We have software that maps a system, which is always up to date and therefore secure. This means that patches and corresponding updates are available when the customer needs them, i.e. a few days later, after they have been implemented. And within hours or days, in extreme cases, you could even go live with new experiences, and thus of course such lengthy planning processes, in which perhaps the planning basis is already obsolete, when you really get into these projects then or come to the end, of course then rather topics of yesterday. Clearly, a centralized approach, an infrastructure that is also available in other regions, where you may not have such a large coverage with your own IT resources or marketing resources, to play out accordingly and to enable other markets. And of course also to learn continuously, to optimize continuously and of course also from the customer experiences that work, to extrapolate those, to try them out further, to try them out faster as well, and of course to enable marketing with that as well, to really have a quick impact.

Building blocks: The Foundation

The building blocks that are needed for such a digital foundation are, on the one hand, the creation and management of content, of course. Everyone in the specialist department writes their own texts, has content that is perhaps no longer up to date on the website, that they want to change, and this must of course also be able to be placed in the hands of these specialist departments. On the other hand, we also have to ensure that personalization makes sense and that the experience is as close as possible to the context of the customer or partner with whom we are communicating. And what can and should be known can also be used in this context. Then ongoing measurement, so we then track the success of the individual purchased assets, so to speak, the corresponding goals that we also want to achieve with the content. To then also see that we enable the right customer interactions. And in the end, of course, either automatically, but in many places also in the fine-tuning then to carry out an optimization, and content that no one, I say, looks at, if necessary not to relicense if it comes from outside. To be able to slim things down, to really utilize tests in such a way that what then comes out of them at priority three, four and five can quickly be forgotten again, so that you really do get a clear experience. And that's in a constantly ongoing, recurring setup to improve customer relationships as well. That's what we're actually addressing when we talk about digital Foundation as Adobe, all of these four steps: create, personalize, measure, and optimize. And with Adobe, we have always had the corresponding solution components for this in the platform.

Adobe Experience Cloud

With the Adobe Experience Cloud, there is a whole range of solution modules that can of course also be used pre-integrated. And here we have now times three components, plus our premium support package, very closely interlocked. This means that they can be used immediately and are also precisely coordinated with each other, including the license package, of course, something that everyone can use immediately and which can of course also scale at this point. At the core, and we'll certainly get to this first when we see the demo, is the Adobe Experience Manager Sites, i.e. the content management system now as a cloud-native implementation.

We call that cloud service, which means we're taking full advantage of what's possible to scale and deliver it to you in a constantly updated way, through the cloud service for Adobe Experience Cloud Manager, and so you always have an up-to-date and scalable system.

Analytics and Target are elements that we use here as well from Adobe Experience Cloud, and then helping you drive the analytics and optimization. In addition, of course, you get the knowledge in support with a technical account manager from a manufacturer who now not only throws the product over the fence, but of course also makes it available to you on a daily basis. We will also be constantly and reliably at your side, and of course optimize these products according to your specifications. That is, if you have feedback for us, then we also gladly accept. We will also be happy to help you together with our partner, diva-e, to optimize the whole thing and to tailor it to your needs. So, with that, I've briefly outlined the package, and derived, and then I'll hand back to Simon.

Angela Meyer: Perfect.

Simon Buß: Thank you very much, now I still need the, exactly, let's see that I find the right one here. So, that's done now. Exactly, yes thank you Gunnar for the super derivation. Now, before we explain the offer that we have knitted on top of it, so to speak, a few words about diva-e and diva-e's positioning with Adobe, with Adobe.

diva-e and Adobe: Two strong partners


So diva-e is one of the largest digital full-service providers in Germany. Here are some numbers, over 70 million euros in revenue, over 800 employees in 9 locations, and the largest provider of commerce and content platform solutions in Germany. Since January, pro!vision has been part of diva-e, which is a long-standing Adobe specialist that has been doing Adobe projects for over 17 years, and has correspondingly deep, broad expertise in the environment.

The guiding principle of diva-e is called TXP, Transactional Experience Partner, which is also reflected in the product title, this TXP Adobe Starter Suite that we want to talk about today. And the idea behind it is that diva-e has recognized that, of course, our customers, the companies, whose success depends on successful transactions in the digital space, can only succeed if sophisticated and appealing experiences are created for the customers who carry out these transactions. And diva-e is also a holistic partner for you, realizing end-to-end projects that achieve this in their entirety. Exactly, hence the claim, the leitmotif TXP.

Adobe Constellation

The Adobe set-up. We are positioning ourselves as a full-service provider in this context as well, and now, through the merger with Provision, we have over 90 experts in the Adobe field, many years of experience, and the whole thing is delivered and performed from Germany, so there is no nearshoring or offshoring. Part of the Adobe revenue that we make also comes from product development, so the customer, Adobe itself, and we continue to develop on Adobe products, which is the strong technical expertise that prevails, we are the host of the only AEM developer conference in the world, are currently in the Adobe Solution Partner Category Gold, and have various specializations that Adobe issues, as far as the Adobe Experience products are concerned. And as I said, the portfolio, or the lineup to digital projects based on Adobe products is full service, so starting from strategy consulting to design, search engine optimization and content topics for development. But also application maintenance topics together with Adobe are included in the portfolio. In principle, our customers are well-known companies from Europe, especially Germany, for whom we have been implementing appropriate solutions for many years.


Okay, let's take a brief look at the products that Gunnar has already mentioned, which are now the focus here. Adobe Experience Manager is the central platform for content, Adobe Analytics is the tool for measuring customers and user data in order to generate corresponding insights into how the site is being used. And Adobe Target is the personalization engine that can then implement corresponding personalization measures, optimization measures. And that forms a very great digital foundation, as Gunnar just mentioned, because these three products are very much integrated with each other. So they're very high quality and powerful on their own, but it's mainly in the interaction that the power comes.

So the product can define and measure conversions integrated between Adobe Experience Manager and Analytics, which we see here on the left side, can then define target groups in the interaction between Adobe Analytics and Targets on the right side or use the data that is generated in Adobe Analytics accordingly to then perform target group-based personalization. And again in circular reasoning, can then define personalization in an appropriately integrated way and use content that you've created again in the CMS to do that. So quasi fully integrated circular reasoning to perform such a digital marketing. I had already said at the beginning, so the offer is these three products, delivered integrated. So in less than 90 days, a website comes out of it that has tracking built in, and has the personalizations on board. In order to then be able to realize corresponding business advantages such as sales increases and so on.

And all of this in less than 90 days and at a total cost of less than 250,000 euros, i.e. the implementation costs, but also the licensing costs on the part of Adobe are included accordingly. As a complete end-to-end package, so perhaps a more detailed look at what's in it, and then our offer, a complete package for maintenance and further development as well. And then this, as Gunnar has just said so beautifully, the ongoing optimization and the leveraging of the benefits that you get through the measurement accordingly also, where you get the opportunity to then also realize.

Introduction to the TXP Adobe Starter Suite

Why is this possible at all, in other words, why hasn't it been around for a while, and how do you come up with these relatively unusual parameters now? As is often the case, it has to do with technology. Essentially, what we see here is AEM Core Components, which are pre-built interface elements and functional elements that can be very easily adapted visually. On the other hand, they can also be connected in a very complex way without having to implement them. This means that complexity is shifted from the implementation to the configuration, and this makes it possible to save development costs and time, and to generate drastic different advantages. We see here a whole bar at prefabricated elements, which one can interconnect as said also. And on top of that we do an approach called Atomic Design.

Atomic Design

Starting from the smallest surface elements, we define complex structures, how the page should look, how it should feel, and match this accordingly to the AEM components just shown. This approach leads to successful, high-quality solutions, appealing, individual solutions, even though we have now greatly reduced individual development in the true sense of the word. All right, at a glance we can now see the various Building Blocks that make up the whole thing. Starting with strategy consulting, conception, UX and design, development of course, then content creation, configuration and go-live in 90 days, and that then transitions into the ongoing maintenance and further development that we offer there.

Components of the TXP Adobe Starter Suite

So, now let's take a closer look at the various components, there's what we call a strategy print. So we do an information analysis, what is actually available here, what are the goals, what are the target groups, and what are sensible customer journeys based on this that you want to map there, and how is the success of conversion on the website defined based on this. Of course, this is also the input for analytics, for example. With input from the strategy print, the IX and design then starts, where various evolutionary steps are run through in the design process, information architecture, and here in particular a mapping is also carried out of the requirements that have now been collected. On these core components, in order to be able to remain in this scheme. And then, in particular, a design theme is created, which is then technically based on the core components, but can still be highly individualized according to requirements. Then we have the topic of SEO and content, so if it is a migration of a website, an audit is made of the website, a potential analysis is also made by experts, and a redirect mapping, that is, the most current page URLs are transferred to newly emerging URLs, so as not to have to lose ranking, traffic and so on in a relaunch.

Exactly, technical part, so a website is created in the AEM Cloud Service, latest product versions with all non-functional advantages like scalability and so on, based on the said standards and there are also such additional features like a theming support. So you can easily switch between different themes, if that is necessary or useful. The topic of content management, which is now obligatory in Europe, is covered by this, and precisely, is based on an individualized theme, which was created there. Adobe Analytics, we create two dashboards for you, a standard tracking dashboard, and one that relates in particular to personalization, which is realized with Adobe Target, in order to be able to read out the corresponding potential and need for optimization. It is UTM Standard ready, exactly, Adobe Target, which is built in, and we start with two personalizations, for example an Infinity model, which can adapt content based on user behavior for recurring visits, which we will also see in a moment in the demo.

What is also included, as the last block presented here, is the topic of content creation. So there up to 30 content pages create, or migrate we in the context, and set a content Quick Win, and then look at our experts the page, and can make there improvement suggestions content-related and also implement. Okay, so then a search engine optimized site goes live, it's personalized, it has tracking, it has these two dashboards in analytics with it, and of course there are the licenses from Adobe and the platform support that Gunnar just described. Then, as already mentioned, this goes over into ongoing maintenance and optimization, where we have also included, of course, maintenance for obligation problems and doings that are required during ongoing operation. A further development contingent, but also regular recommendations based on what we see and measure in the analytics. And based on that, personalization, which we can implement in the target, or further development IM. So that's this four-step, which we've already seen in Gunnar's post as well, can continuously implement, so realize an ongoing cycle of improvements after we've done this quick start.

So, and here we see a schematic timeline of how that plays out. So starts with certain setup activities, then requirements engineering towards strategy, then towards UI /UX design, of course the implementation part of this design theme, content creation, and the topics of fine tuning of the analytics, dashboards, and implementing the personalizations in Adobe Target. That we can then go live after 12 weeks, and then just move into this maintenance phase. Well, so much as an explanation of the offer that we have knitted here on the Lizenzoffering, or together with Adobe. And with that, we would now like to move on to the demo, in which Anna will show us a nice example of how the result of this package will feel.

Angela Meyer: Exactly. Ah yes, works wonderfully.

Live demo of the TXP Adobe Starter Suite

Anna Graser: Excellent. Exactly, so, we have, or we want, moment now I think you see us. Exactly, we would like to show in the following demo the interaction of the three products that Simon and Gunnar have already explained in detail. And we have built the site of a fictitious bank, the so-called Digital Foundation Bank, which fits perfectly with the product, and have already put this package through its paces over the last few weeks. And so that the demo becomes a bit more vivid and so that we don't just show the end result or just the finished website that the customers then get to see, but so that you can also see what added value this offers for your company, precisely in the form of the products.


And exactly, we have thought of three personas that we want to use to guide us through the demo. First of all, there is Lena, who is a potential customer looking for a credit card, whereby she will then be very right at the bank. Then there's Frank from the company's internal perspective, who is a website editor and looks after the content on the website. And Simone, who is an analyst, is responsible for reporting and dashboards. And, perhaps briefly, to give you an overview before we get started, what we have in mind now.

Sequence of the demo

So, we're going to start by showing you how a website like this actually works. First we'll take a look at the AEM Author, then we'll switch to the customer's perspective and look at the result in the frontend, how the finished website looks like for a customer. And then we switch back to the internal view of the company, look at the dashboards and analyze the user journey together with the analyst. We then develop personalization ideas and implement them with the help of AEM and Adobe Target. Then we switch back to the customer, who gets the personalized experiences, and finally we look at the success measurement in Adobe Analytics.

Demo: Content editor

Right, as I said, let's start with our website editor in AEM Author. And for that, I'm going to switch over here for a second, I hope you can still see the screen. Exactly, so in the end, when the content editor opens the AEM, this is where he lands first. This is kind of the main navigation in the AEM, in the-, we'll just focus on the three middle menu items. What are actually also the main menus, these are the Sites, the Experience Fragments and the Assets. In the Sites, Frank, the content editor, can look at the individual pages, can edit them here, and can also see the structure tree of the page, which is also reflected on the website itself. In the Experience Fragments, he can create components that, once created, he can recycle throughout the sites. He can, in the end, you can imagine that the Experience Fragments have some sort of URL that you can reference each one. And so components, once they're created, you can recycle them and you can also change them any way you want, and that then changes automatically on all the child sites as well.

The third menu item is assets, where the image editor can just upload the images so that the content editor can make the website a little bit nicer. We're going to go into the sites once now, and we can already see that we've mapped the website here. Now when the content editor selects the home page, for example, he has a few options here. He can publish the page, he can move it, he can copy it or he can edit it. When he clicks on the Edit button, he lands in the Edit view, or the Editor window, and has a few options here on the left as to what he can do on the page. On the one hand, he can scroll through his asset library, and can look at which images he can integrate on the page. He has an overview of all available core components, which Simon already presented earlier, and can look at what he can actually install on the page. And he also has an overview of what is currently installed on the page in the form of this content view. If we now take a look at the page, we can think about what the editor can do.

We have already created something as an example, and we can repeat it again. So let's assume that the content editor wants to promote a coupon campaign that the bank is about to launch. And he just goes into editor mode, inserts a new component here, we'll now decide on a teaser, insert that once on the page. Once the empty component is there, he can customize that once via this config button, can pick an image from his asset library, we'll pick this one now. Look for us a text, and write still, we do not want, here below a short description added, I will make it now times relatively fix, that is natural, - contentwise you will be better advised there by our colleagues. I think that's enough for a demo for now. Exactly, and the bottom line is that we have now been able to add a completely new component to the page with a few clicks.

We now have the option, for example, if Frank says okay, I don't like the picture somehow, I don't think the detail is cool, then he can edit the picture again here using this edit button, and has the option of changing the detail completely without triggering his own new workflow in the picture editing department. To save the whole thing, and ready, he has completely edited the image himself in a few seconds. Now, for example, he also has the option of saying okay, I don't want the text to be next to the image or, in this case, below the image, I want it to be in the background. Then he can use this pen or this brush to select different designs for this one component. Clicking on Image Background, et voilà, we have virtually changed the entire component.

Now what we can also do, and this is what Simon also announced earlier, is of course it varies from customer to customer, and depending on whether there is a use case for it or not. But let's say a company changes their theme or their style of website depending on the season, depending on the seasonality, that can actually be done completely with the push of a button. And we kind of have a completely new styling on the site, it's applied to the entire components, and we can also theoretically change back immediately. As soon as the site is up and running, it's also available for the customers, and in their view, we want to switch right away.

Demo: Customer

Let's take a look at the website from the perspective of Lena, who is a potential customer of the bank. She is looking for a credit card, and comes to the site via a search engine provider of your choice, and then lands here in the first step. Of course, she first sees a classic header, has an overview of all the products that the bank offers. She sees a news teaser here, and has another teaser here at the bottom, which tells her more about the bank itself. Since she is now interested in a credit card, she looks at what suits her best up here, comes to the card tab, and clicks on learn more. Lena now lands on the details page for the cards, and already sees, up here she has an overview of what different packages there are in the case. She also has a few USPs displayed, such as the price, what the most important options are for this particular card, and can find out below what credit cards are actually good for. And now that she's had a look at the three options, she decides that the first one actually suits her best, and clicks on learn more. Now she lands here on a product detail page of one of these credit cards, has an entry point to the contact form directly in the stage above, and can also inform herself here below beforehand about what the service components actually are and read about the individual services in detail again.

At this point, however, Lena decides, which I believe is a classic customer behavior, that she does not want to request a consultation directly, but that she would like to compare other providers in the first step and leaves the page at this point.

Demo: Analysis person

And we also leave the page in this respect because we make another change of perspective, namely to our analyst, whose tasks include looking at the performance of the website and developing ideas on how to optimize this performance. Her main field of work is therefore Adobe Analytics, and I will now briefly select an exemplary report to present it for this bank page, which we will then deliver directly in the package. In the end, these reports are structured in such a way that we have briefly inserted the how-to at the beginning so that the customers, or not the customers, but the users who are perhaps not so familiar with the topic of digital analytics, can read up on what this is all about. We have included an introduction and overview here so that everyone can jump directly to the panel that is relevant to them. And then down here, and I think this is the most important thing about the whole report, we have the individual panels with the information about the users.

We have information here in the first panel, who are my users in the first place, how many are visiting my site, how do they compare to previous months. We have information down here about what marketing channels and campaigns users are coming to the site through, what UTM parameters they may have attached to the URL. We can see where are our users in the first place and what devices, browsers and operating systems are they coming to the site on. It's test data, as I said, and then that's exactly what adapts to the page in each case.

The good thing is that this dashboard is currently mainly geared to our bank, but because Adobe Analytics is incredibly flexible in terms of what it can display or what knowledge you can draw from it, we can also adapt it individually to customer needs. An example would be when a colleague of our analyst approaches her and says: Hey, I would like to know how many users were on our homepage yesterday alone. Then we see here, we have the visitors, we have the start page, but the current setting is okay for now, we have the complete visits of the last month. Now, we could do that through the panel up here, and we could kind of destroy the whole dashboard, but we also have the option for you that we just select a new Day Range down here, pick yesterday, drag and drop that into our panel. And then immediately have the information that we actually want. And that works in the end with each of these reports, that we can simply feed them with new material via drag and drop, and that we can also adapt them according to the customer's wishes.

At work, or part of her work is to think of optimization ideas for the site in addition to the dashboards. She has now noticed that a lot of users behave in the same way as Lena did earlier. They come to the site, get information, take a closer look at a product, then leave the site in the first step and come back at a later time. Now Simone thinks that it would actually be quite smart to pick up the user when he comes back to the page, exactly where he left it before. So she designs a personalization campaign in which every user, when he comes back to the home page for the second time, is shown exactly the product he was interested in before, and he can pick up right where he left off and request a consultation. They are now thinking that they would like to implement the whole thing with a feature that Adobe Target provides, which is the so-called Infinity Model. With the Target Infinity model, you can end up defining segments or audiences based on what pages users saw during their last visit.

You may have noticed before, sorry, when we were on the site that you can see this TXP monitor down here, that's a feature, that's not visible to the end user, of course. We were only kindly provided with this by our colleagues for the demo, and from my point of view, this shows quite well what kind of magic is happening in this Infinity model. We were here together with Lena on this detail page and through this visit we were assigned an affinity for the card products. The bottom line is that Target can now process this information and can identify Lena again the next time she visits and say, "Okay, she has an affinity for cards, we'll now play her the content that Simone wants to define.

This part of the content creation process is also super simple, and she can solve this very easily via the AEM by using the experience fragments that we mentioned earlier. Simone can simply apply one of these Experience Fragments here, and I'll briefly go into our example component. They don't look so nice now, because they are actually, that's a technical circumstance, because they are simply not styled in the edit mode, but they are ultimately on the page, we'll see that briefly later. But the huge advantage of that is that we can just send any Experience Fragment here, updated Target, to Adobe Target at the click of a button. And then it shows up here, in the end, in our personalization engine. So, in the end, Simone can create experiments here completely without any developer or IT help.

And if we now switch the perspective back to our user, who comes back to the page, we can see right away how it feels for a user to be shown such a personalized experience. Maybe just as a reminder, this is what the home page looked like when we completely revisited it, and when Lena, who just as a reminder has an affinity for maps, now comes back to the home page, she will see the following. And that is she will be picked up with exactly the same visual and picked up with the same product that she just saw before on the credit card page. And now has the ability that with the click of a button, she can go exactly where she wanted to go and request a consultation. I'm not going to fill out the form now, I've prepared that once, that we don't waste the time now-. Exactly, the bottom line is that she can now fill out the form, send the contact request and has achieved her goal. And so the user journey would actually be finished at this point.

Of course, we're not quite finished yet, because I'd like to take another look at the last step and switch back to the company's point of view. For the company, it is now of course exciting to know how many users actually convert and how many users we can pick up and get to reach the goal that we defined beforehand. And that's what our conversion rate insights are for, which ultimately show what our conversion rate on the page looks like. In other words, how many users enter the contact form and how many users actually complete it in the end. Exactly, that was a very brief presentation of the power of the three products. I hope that came across to some extent and I would now give it back to Simon at this point.

Simon Buß: Yes, super, thank you very much. I think that was a very nice illustration of what we were trying to get across. And yes, should show in principle what is possible, despite the sporting parameters that we have attached to the package here, so 90 days, 250,000 euros total, service plus license. In this way, you have a fully integrated tool package that can ultimately be tailored to your needs using the standard features described. And then, starting from there, you can run an ongoing optimization, in which you can continuously improve and optimize what you want to implement and eliminate in your digital channels. Alright, with that we are through with our prepared part and now we would have time for questions.


Angela Meyer: Right. Yes, thank you Anna, Simon and Gunnar on your assets on the new marketing platform that we have created together with Adobe. And we'll move on to the Q&A, feel free to ask your questions via the question box, and I'll just start with the questions that have already come in in the meantime. And, I'd pick up on the question here,

Does the approach of this Adobe Starter Suite limit the number of websites, brands or languages?

Simon Buß: No, there are not. From a technical point of view, that's one of the strengths of the offering, that it scales in different directions. In terms of the scope that we are now implementing as part of this initial package, it is already intended that we concentrate on one object. However, that is not measured now, be it in languages, that would then have to be discussed individually. I would then suggest to what extent this is still covered, but basically there are no restrictions.

Gunnar Klauberg: Maybe I can briefly add that from the Adobe side, that the underlying product also has no restrictions in this regard, so the license is released for hundreds of websites in dozens of languages and can therefore be used.

Angela Meyer: Very nice, that sounds good. And the next question would be,

What needs to be done in the project to integrate the different products. Adobe Analytics, Target and Sites were introduced. Are they all integrated in advance?

Gunnar Klauberg: If I can answer briefly from the Adobe side, we attach great importance to ensuring that everything that is available from the Adobe Experience Cloud in the form of subproducts also harmonizes well with each other and works well for the time being, which is a basic prerequisite. And in this package in particular, we have also ensured that prefabrication is in place to the extent that they are also pre-integrated and thus made available to the customer as a coherent offering.

Simon Buß: Exactly, so in principle we find this pre-provisioned at the start of the project, and then we have our own standards, which we then build on accordingly, as we have already discussed here. We then individualize these within the scope of the project, i.e., in the case of target and analytics, this is just fine-tuning to the results of strategy consulting and experience engineering. Of course, we also adjust the interface elements accordingly. But as described, it's more of a conceptual configurational adjustment than a development that is required.

Angela Meyer: Okay. And now another participant asks what he should bring along as a customer, what does he have to be prepared for, are there any requirements?

What do you have to bring along as a customer, what do you have to be prepared for, what are the requirements?

Simon Buß: Well, what we need is of course an interlocutor who can represent the company's interests and fundamental goals. Otherwise, as described, this is intended as a complete package, i.e., we pick up the customer at the starting point of the strategy and, in principle, have decision-making partners with whom we can then run through the process. They have to be available for the duration of the project, but nothing else is required in principle. The involvement of corporate IT through this posted approach, or the cloud approach, is also more likely to be classified as a stakeholder compliance view, rather than really having concrete doings on a larger scale. So, yeah, I don't know if that answers the question, but basically exactly, the technical input of the interlocutor on the enterprise side.

Angela Meyer: That sounds fair. Okay, then if any questions come in afterwards, you're welcome to ask Dominik, he's our Adobe expert, and you're welcome to contact Dominik directly, also by email. He will be available for all further questions and topics around Adobe. We will also make the presentation and the recording available afterwards, so you can listen to everything again at your leisure. Feel free to check out our newsroom and sign up for the other webinars we'll be hosting. Otherwise, thanks to all of you, to Gunnar, to Anna and to Simon, for your time and for the presentation of the new, joint product. We're looking forward to getting this on the road together now. Thank you very much and have a nice afternoon.

Simon Buß: All right, thank you very much. Bye.

Gunnar Klauberg: Thank you very much, bye.

Anna Graser: Thank you, bye.