Meet this year's Adobe Experience Maker Award winners.
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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
T H E A DVO C AT E
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
200
their appeal to customers by making engagement easier, more personal,
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
T H E A N A LY Z E R
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
297%
couldn’t find what they were looking for.
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
15%
experience across all channels. To do so, Westpac first had to bring
consistency to the different digital tools being used across the business.
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 the right experience at the exactly
the right time. Additionally, the ratio of click-to-app completion has
increased from less than 1 percent prior to launch to more than 15
percent, and the personalization share of digital shares has grown from
7.6 percent to 11.67 percent.
Chris Thomas
Westpac
THE CHANGEMAKER
The Changemaker recognizes the company or individual that has innovated to engage
customers and create experiences through Adobe Experience Cloud solutions that drives
quantifiable impact promoting social or environmental good.
National Center for Missing
and Exploited Children
reaches a wider audience.
THE CHALLENGE
The National Center for Missing and Exploited Children (NCMEC) is a
private, non-profit corporation whose mission is to help find missing
children, reduce child sexual exploitation, and prevent child victimization.
NCMEC noticed that they struggled greatly to manage the volume of
Website bounce rate information they created that they wanted to get into the hands of the
dropped from 94% to public. They could also see that even though people were visiting their
7%
website, they were leaving quickly, too.
THE SOLUTION
NCMEC felt that it was critical to adopt technologies that not only engaged
people with desktop experiences, but mobile and tablet experiences as
well. And with the help of Adobe Experience Manager, they created three
new websites that met more diverse audiences with messages relevant to
them. They also updated information on missing children faster than ever
and made the online donation process much simpler, encouraging
continued engagement.
THE EXPERIENCE
NCMEC’s increased ability to collect donations and broadcast their
message and content to a wider and more diverse audience is helping
them meet their mission with greater success. Now, people can easily find
information on missing children, access prevention resources, and get
involved in supporting their mission with just a few clicks. It’s transformed
NCMEC’s ability to engage people, keep the country’s children safer, and
bring more missing children home.
Gavin Portnoy
NCMEC
THE CLOSER
The Closer recognizes the company that has built a world-class B2B revenue engine through
the power of Adobe Experience Cloud solutions, driving alignment between sales and
marketing that results in significant lift in pipeline conversion, bookings, and revenue growth.
VMware gets sales and
marketing on the same page.
THE CHALLENGE
VMware is the leader in virtualization and cloud infrastructure solutions
that enable their 350,000 enterprise and SMB customers to thrive in the
Cloud Era. They were in need of a single source of truth when determining
MQL to SQL
if a lead qualified for a sales team follow-up. At that time, a bridge
conversion increased
388%
between sales and marketing did not exist.
THE SOLUTION
VMware used Marketo Engage to empower their marketing teams to
execute their own marketing programs. This included connecting their
MAP and CRM systems to allow data to flow between the systems,
improving their ability to send targeted messages, developing
sophisticated scoring models that alerted sales when a prospect was
qualified, and building programs using Adobe Analytics to identify the true
indicators of propensity to buy. By coordinating their marketing tech stack
more effectively, the conversion ratio increased 8 percent overall from Q4
compared to Q3 2019.
THE EXPERIENCE
In the past, VMware would procure a new tool and hope it fixed the
problem. Now, every instance has a purpose, and everything contributes
to the organization’s bottom line. The result is a system that empowers all
teams at VMware, not just marketing, to realize revenue goals and
continue to hit their numbers. It’s been a positive culture shift.
Lisa Martin
VMware
THE MAGNIFIER
The Magnifier recognizes the company that has made use of multiple Adobe
customer experience management solutions to deliver the most exceptional
customer experiences and drive measurable business impact.
Refinitiv creates a new digital
ecosystem to make life easier
for their customers.
THE CHALLENGE
Brand awareness
increased by Refinitiv provides market-leading data for trading and risk management
50%
analytics, blending 160 years of Reuters heritage with the latest
technology. Refinitiv’s online infrastructure and digital experience was
difficult for their customers. They needed to reinvent the customer’s
digital journey, align their offerings, and empower the financial
in six months community with a better online experience.
THE SOLUTION
Refinitiv migrated their strategic sites and consolidated their legacy
platforms onto an Adobe technology stack powered by Adobe Experience
Manager and personalized through Adobe Target and Audience Manager.
They created a new component library system and increased the
reusability of content and capabilities across their online properties, while
Adobe Analytics provided a consistent data layer across their ecosystem.
Lastly, they used Adobe Advertising Cloud to introduce programmatic
advertising capabilities.
THE EXPERIENCE
Refinitiv made their customer service portal more helpful with a team-
implemented, AI-powered FAQ feature. This provides contextualized
search and highlights keywords based on AI recommendations. To
improve reusability and consistency across Refinitiv’s digital ecosystem,
they’ve created a common components library using Adobe Experience
Manager. Creating a brand new Refinitiv Data Catalogue allows customers
to get hands on with Refinitiv’s data through Refinitiv.com.
Richard George
RefinitivTHE MASTERMIND
The Mastermind recognizes the company that has delivered a unified commerce
experience across B2B and B2C channels—spanning online and physical stores, multiple
warehouses, drop shippers, marketplaces, partners, and vendors—to enable customers to
buy and fulfill anytime, anywhere with Adobe Experience Cloud solutions.
Rite Aid brings a new
omnichannel focus to their
stores at a personalized
customer level.
113%
THE CHALLENGE
Rite Aid Corporation is a drugstore chain in the United States, recognized
in the 2019 Fortune 500 list of the largest U.S. corporations by revenue.
While a recognizable brand, Rite Aid knew they couldn’t stand still in a
retail and B2C environment that is quickly changing due to widespread increase in digital
digital transformation. They saw opportunities to modernize in ways to be impressions
more customer-centric, provide better services, offer better access to
products and wellness brands, and deliver best-in-class content.
THE SOLUTION
Having had prior success with driving digital commerce with the Magento
Commerce package, Rite Aid was determined to make an even larger
investment into digital. Adobe Experience Cloud seemed to provide the
right mix of tools and functionality to further the content-to-commerce
mission of Rite Aid’s strategy.
THE EXPERIENCE
Rite Aid has many digital properties and loyalty programs. Managing
those various experiences on a one-to-one customer basis is now possible.
By bringing Adobe Experience Manager into the mix in 2020 and other
suites moving forward, Rite Aid aims to bring a more unified experience to
the entire customer journey.
Justin Mennen
Rite AidTHE MAVERICK
The Maverick recognizes the company or individual pushing the boundaries of innovation
in customer experience, marketing, advertising, or commerce through bold, out-of-the
box thinking and ground-breaking use of Adobe Experience Cloud solutions.
TELUS drives customers to their
helpful mobile experience.
THE CHALLENGE
TELUS is one of the largest Canadian telecommunications companies,
with over 8.6 million customers, rated #1 in customer service among the
3x
telecom companies, and recognized as one of Canada’s most giving
companies. TELUS found that customers who adopted the mobile app
were more likely to perform high value self-serve activities and were
much more engaged than web users. This exposed the opportunity to
more average monthly push the mobile app to more customers.
mobile app downloads YOY
THE SOLUTION
TELUS created customer segments using Adobe Audience Manager to
connect their online and offline data. They used these segments in Adobe
Target to serve personalized app download banners. They then used
Adobe SDK5 and Adobe Campaign to send push notifications and in-app
messages to drive user engagement. All of these initiatives helped them
increase mobile app adoption and engagement.
THE EXPERIENCE
Since the effort to drive customers to the mobile app in early 2019, TELUS
has seen their average monthly app downloads triple (compared to 2018),
a 25 percent increase in monthly active app users year-over-year, and a
three-times higher conversion in special offer funnels compared to its web
counterpart. Additionally, their digital team grew and worked in cohesion
and they’ve become thought leaders within the company, creating a
model of data-driven customer experiences culture they feel would be
useful to other businesses.
Mike Li
TELUST H E O R C H E ST R ATO R
The Orchestrator recognizes the company that has aligned customer journeys across
multiple channels, geographies, or platforms to deliver the most cohesive customer
experience through an innovative advertising campaign, marketing campaign, or
commerce initiative using Adobe Experience Cloud solutions.
Rural King brings
heightened convenience
to rural communities.
THE CHALLENGE
Click-and-collect
Rural King started in 1960 and provides a broad range of food, seed, and has helped increase
other farm and home products. They found that they struggled with store traffic in
95%
website performance issues, which caused them to lose online sales,
damage customer trust, and impact relationships with suppliers. In
general, the company struggled to meet the high expectations they
established in their brick-and-mortar stores.
of Rural King stores
THE SOLUTION
Using Magento Commerce, Rural King automated much of their order
tracking, inventory management, fulfillment, tracking and reporting. With
the help of Magento Commerce they managed product information,
added products to the online store, and enabled omnichannel expansion
and features like click-and-collect. The results were quickly noticeable.
They doubled the number of products sold online in the first six months,
raising online revenue by 34 percent YOY.
THE EXPERIENCE
Rural King has changed the way their customers shop, combining the
conveniences from online and in-store shopping as well as hybrid buy-
online-pick-up-in-store options. For instance, their “click-and-collect”
feature lets customers order items online and pick them up at a store,
saving them shipping costs and allowing them to get their purchases
more quickly. This is especially useful for customers purchasing large,
heavy, or expensive items, like farming machinery. Rural King’s
convenience experience provides valuable resources to farmers, ranchers, Amber Bales
and others with limited nearby retail options. Rural KingTHE TRANSFORMER
The Transformer recognizes the company that has driven innovation across people, processes,
and technology to achieve game-changing digital transformation and significant
improvements in business results by implementing Adobe Experience Cloud solutions.
CenturyLink found a way to
get more out of their
customer interactions.
Influenced THE CHALLENGE
$250
CenturyLink is a technology leader delivering hybrid networking, cloud
connectivity, and security solutions to customers around the world. One
of their biggest struggles revolved around multiple business units using
million technology that didn’t integrate or was redundant and under-utilized. This
led to customers having disconnected experiences, resulting in low
engagement and high unsubscribe rates.
in monthly
recurring revenue
THE SOLUTION
CenturyLink consolidated decisions surrounding their marketing
technology stack with their marketing ops team. This helped them to
consolidate and optimize their digital systems, datasets, and marketing
spend using Adobe Experience Cloud. They streamlined deployment of
strategic product, campaign, and customer experience initiatives to the
field using Adobe Target, Experience Manager, Analytics, Marketo Engage,
and CenturyLink’s internal data lake.
THE EXPERIENCE
CenturyLink’s transformation frees them up to focus more on their
customers. They tailor all campaigns to notify qualifying customers of
what is available by engaging the right person with the right message at
the right time. CenturyLink is evolving into a trusted source for consumers
to get educated about their needs in telecom.
Scott Berns
CenturyLinkTHE EXPERIENCE MAKER EXECUTIVE OF THE YEAR
The Experience Maker Executive of the Year recognizes a visionary leader who has
driven digital transformation across their organization and delivered advances in
customer experience to achieve significant business impact with the help of
Adobe Experience Cloud solutions.
Nitin Sethi of IndiGo Airlines
brings a better individual
experience to all customers.
THE CHALLENGE
Nitin Sethi is vice president of digital at IndiGo, India’s largest passenger The fare drop notification
airline focusing on providing low fares, being on time, and delivering a has resulted in
50%
courteous and easy experience. In an effort to be the world’s best air
transportation system, it was important for Nitin and his team to find
better ways to cater to his 1.3 billion potential customers from diverse
backgrounds and communication channels.
increase in
click-through rates
THE SOLUTION
To address siloed systems, limited customer profiles, and omnichannel
needs, Nitin liked the holistic approach that Adobe Experience Cloud and
its platform offer. He saw Adobe technology as robust enough to help his
team to tackle two notable initiatives: enable customers to add services to
their cart and check out later and notify a customer when the route
they’re looking for has a fare drop.
THE EXPERIENCE
Nitin and his team successfully launched the fare drop experience for their
customers—which is the first in the industry for an airline. And now, with
a 360-degree view of customers, IndiGo can drive personalization and
understand repeat customers better. An updated system now displays live
fare information on the emailer to drive a seamless experience across
platforms. The updated app and website have a better user interface
which is not only customer friendly and easy to navigate but also provide
a more personalized experience to each customer.
Nitin Sethi
IndiGo AirlinesTHE EXPERIENCE MAKER TEAM OF THE YEAR
The Experience Maker Team of the Year recognizes the team or cross-functional team that has
worked collaboratively to overcome organizational obstacles and deliver exceptional
customer experiences and business impact using innovative approaches to execute their
marketing, commerce, or advertising strategies with Adobe Experience Cloud solutions.
Sprint’s Hive helps create more
personalized experiences.
THE CHALLENGE
Sprint is an American telecommunications company that, prior to their
recent merger with T-Mobile, was the fourth-largest mobile network,
serving 54.3 million customers. Sprint’s challenge was finding the best
90%
way to serve personalized customer experiences. Their customers have
many complicated decisions to make choosing devices, plans, services,
and accessories. Sprint’s ultimate goal was to predictively recognize a
customer’s need at that moment and bring the right experience to
increase in customer them right then.
satisfaction
THE SOLUTION
Sprint’s digital experience department—known as the Hive—used Adobe
Analytics to identify the highest-value, highest-traffic pages for
optimization. They used Adobe Target to capture anonymous behavioral
data, and then started testing to improve performance. An early Adobe
Target win involved Sprint’s equipment protection program. By applying
different creative, layout, and messaging, they boosted program sales by
29 percent. They also improved sales conversion for Sprint Easy Pay, their
installment billing service.
THE EXPERIENCE
The new Sprint digital experience built by the Hive has been delivering
success. There’s been a 22 percent increase in overall order conversion
rates and an increase of 14 percent in the conversion of brand-new
customers. They enjoyed a 16 percent increase in add-to-cart conversion
and a 4 percent increase in time spent on site. Another win with their
customers has been their Priority Status app, which lets users reserve a
Rob Roy new Apple iPhone the moment it’s announced. Over 60,000 people
Sprint signed up for its first run, and over 150,000 signed up in phase two.THE EXPERIENCE MAKER OF THE YEAR
The Experience Maker of the Year recognizes the individual that has applied their
knowledge of best practices and expertise in Adobe marketing, advertising, or commerce
solutions to create exceptional customer experiences and deliver significant business
impact for their team and company.
Josh Mann helped Comcast break
down data silos to personalize
communication to all customers.
THE CHALLENGE
Josh Mann works as the director of marketing technology at Comcast,
where they provide internet, TV, voice, home security, mobile, and other
Personalized retargeting
services to 60 million customers across the U.S. Josh faced a tough
improved conversion by
2x
challenge: Comcast’s customer data was fragmented across systems and
stuck in channel-specific silos. What Josh ultimately wanted to do was
unlock access to the data while enabling Comcast to coordinate
messaging to their customers.
THE SOLUTION
Josh needed a solution that would be able to coordinate across direct mail,
email, SMS, push, and more for all prospects and customers. Adobe
Campaign was the only solution that could scale and comprehensively
cover Comcast’s breadth of marketing channels and communication
volume. Adobe Campaign could handle real-time trigger-based and
full-audience outbound messaging across Comcast’s 60 million prospects
and customers while also integrating with sales and customer service
tools for added personalization and optimization.
THE EXPERIENCE
Josh’s associates successfully adopted the new platform without
business interruption, including data migration of 60 million prospects
and customers. Following the launch, they established new
omnichannel journeys, including next-best action, lead management,
and new product introductions. Overall, Josh and his colleagues
ensured that Comcast can deliver journeys and campaigns that reach Josh Mann
the entire prospect and customer base of over 60 million people across Comcast
the entire customer lifecycle.Thank you for your interest in our 2020 Movers and Shakers.
To learn more about the Adobe Experience Maker Awards, visit
www.adobeexperienceawards.com or email the Adobe
Experience Maker Awards Team at xmakers@adobe.com.
For more information about Adobe Experience Cloud,
visit www.Adobe.com.
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