All right, well, welcome everyone. Thank you for joining our session. So we're going to be talking about, as you see on the screen, how Maytag, along with our partners at Publicis, helped deploy a data-driven experience transformation. So to kick it off, my name is Kate. I live in Chicago. I love traveling, adventuring Chicago, and also in my spare time, I'm a house DJ, and I go by the name Southpaw.
Welcome, everyone. My name is Amanda Glassberg. I'm also Chicago, born and raised. I've got two little girls at home, plus a dog that sheds a ton, and that's going to be relevant later, I promise. I'm also just an avid reader. I love fiction, so I'm always looking for fiction recommendations, if you have any.
And I'm Claire. I am not from Chicago. I live in New York, and I'm a big foodie. I have been doing a burger tour where I go in and try all of what people think are the best burgers in New York and rate them myself. So if anybody has any questions about big misses or big wins, come find me afterwards.
Today, we'll be talking about a little bit of history around the Maytag brand and specifically the Pets Pro campaign, some tips around creating a successful data strategy, and then more tips and tricks for how to use Adobe Analytics, specifically Workspace, in your next campaigns. Awesome. So before we get into the actual launch, I want to introduce Whirlpool. So for those who might not be familiar, Whirlpool is a global company, a wide gambit of brands globally. The ones you see here are our major brands within North America, so Whirlpool, KitchenAid, Maytag, Amana, JennAir. And this is a company we're committed to being the best global kitchen and laundry company in pursuit of improving life at home. So one of the things I'll hit on here before we get to the next step here is that all of these brands really are focused on improving life at home across a wide gambit of consumer bases. You see anywhere from premium brand here, like JennAir KitchenAid, to Maytag, to Whirlpool, kind of everyday brands, all the way to Amana. But today, we're actually going to be talking specifically about Maytag brand. If you're not too familiar, hopefully you are. This is a brand that's been around for 130 years, so pretty rich in history. The next slide kind of hits on just how Maytag has always been very prevalent and standing by the promise that they have as a brand. So Maytag's promise is how do they carry the load or how do we exist as a brand to carry the load for our consumers? As we think about the consumers specifically, really Maytag consumers are all like the way that we create our products. It's all built for those who really prefer to spend their time doing things not inside the kitchen, not in the laundry space. They want to be doing things outside of that. So how does Maytag as a brand, as a production company, as an appliance company, get that job done right for our consumers and make it crafted to last? And so as we think about that, we looked at going into the last year. So this is about a launch that happened this past year. As we went into kind of our product pipeline, our innovation, one thing that we saw within our consumer segment is there are a lot of pet owners like Amanda, especially during COVID. I'm sure a lot of you are pet owners out here, dogs, cats, maybe beyond. But we see that as an insight for us as an appliance company. We've never, and actually appliances in general, have never really had a true solution for pets. And so what we introduced last year was the PetPro system, which is engineered for homes with pets. To go a little bit deeper into this, the innovation itself actually is around how do we help consumers conquer pet hair like a pro? If you own pets out there that shed, you might have experienced this. Pet hair gets everywhere. You probably spend once a week probably cleaning up rugs, carpets, bedding, whatever it is, your clothes. So how can Maytag be a solution amongst other things? But as an appliance company, how can we be a solution for that? So as we think about what this innovation is, on the left you see this PetPro filter. So that's actually in the washer. The agitator that's in the tub of the washer has an actual pet hair filter. Most washers actually don't have a filter like this. And this filter actually captures five times more pet hair. In the dryer, there's the extra large lint trap. So that's really just built to really trap and remove loads of pet hair. And then as we think about the system together, the PetPro system is both the washer and the dryer together working to tackle the solution for pet parents. There's actually like a PetPro option on both the washer and the dryer that extends the cycle times as well. So really it's geared at really building, again, built to last but built to help our consumers enjoy other things in their life that don't keep them in that laundry space any longer. So this was huge for our company. This is a major innovation. There's not this type of innovation in the industry. So it was huge in a visible way across the gambit of things that we were looking at, not just with our product launch in media but with digital. So as the person who works in digital on our website, it was really important for us to make sure that we were building that product awareness. We needed to capture and understand how could we capture new customers with this innovation, but then also how could we just increase revenue on that digital sales floor. If you're not too ingrained in the appliance industry, a lot of people prefer to shop for appliances physically. It's a challenge to try to sell appliances when you're on Maytag.com and give that reassurance to consumers without physically seeing the product. So it's really important for us that we're building an experience that's helpful for consumers and giving them that trust that they can trust in Maytag to buy it online. So to dip into that, we actually had a strategy, three-phase strategy. The first phase of launching was what we call a teaser phase. So we didn't want to actually give away the innovation at this point. It's before we wanted to talk about this even being laundry. So it was a way of how could we actually capture leads, get people that are interested in knowing that something is coming from Maytag brand, something new, something innovative, tease some pet assets within our campaign, have a countdown clock, but really just encourage people to sign up their email to learn more once it did launch. And then our second phase was all about a pre-order. So if you're a shoe person, if you like music, I'm sure pre-orders are very frequent in those industries, but not really for appliances. It's not really an industry where you're like, hey, this hasn't physically launched on the floor, but you should buy it now because you can't see it. It's really tough to do. This is the first time we as Whirlpool Corporation have ever done like a pre-order phase of an approach. But because we had so much trust in this innovation and the need and demand it had for consumers, we knew it was the right approach to take for those early adopters in this type of industry. So we had a pre-order phase all about just being D2C on our website and getting people to purchase that way. And then our third phase is like the full-fledged launch that we had in the fall. So that was where it became available not just on Maytag.com, but also was exclusive at one of our retailers, Lowe's. So that was where we had a lot more media around the first or that second phase. We didn't have that much media support. A lot of it was like email-based, which we'll get to in a second. And then that third phase was really the major launch that we had. So because of this approach that we had, one of the challenges that Amanda and Claire and I, we all were looking at is how do we differentiate our KPIs across these to understand what was successful? How do we benchmark and really know based on prior launches that we had, what does it take to actually be successful with something so new like this, an approach so new like this? And then we needed to make sure we could break out that data. Again, I mentioned this had a lot of eyes across the company of how is it successful? So it was super important to make sure that we could get regular tracking and really understand if we were being successful as it was launching. So to dip into that, we actually had a strategy, three-phase strategy. The first phase of launching was what we call like a teaser phase. So we didn't want to actually give away the innovation at this point. It's before we wanted to talk about this even being laundry. So it was a way of how could we actually capture leads, get people that are interested in knowing that something is coming from Maytag brand, something new, something innovative, tease some pet assets within our campaign, have a countdown clock, but really just encourage people to sign up their email to learn more once it did launch. And then our second phase was all about a pre-order. So if you're a shoe person, if you like music, I'm sure pre-orders are very frequent in those industries, but not really for appliances. It's not really an industry where you're like, hey, this hasn't physically launched on the floor, but you should buy it now because you can't see it. It's really tough to do. This is the first time we as Whirlpool Corporation have ever done like a pre-order phase of an approach. But because we had so much trust in this innovation and the need and demand it had for consumers, we knew it was the right approach to take for those early adopters in this type of industry. So we had a pre-orderhelpful as we work through such a large and high visibility campaign like the Pets Pro launch. So the first tip, right, use calculated metrics. You could definitely use the text widget within Adobe to just write in those benchmarks for each goal. First of all, that's a lot of typing. Second of all, any time you want to go and check your performance, you have to scroll back up to that widget and then be like, okay, I'm remembering the click-through rate, and then scroll all the way back down. We can use calculated metrics. Adobe has a lot of – oh, sorry. This is an example of how much better it looks when you use the calculated metrics, right? Instead of having that text widget, you can now use these summary numbers. You can use a summary change number. It's got that great indicator and the color coding. So it's really easy to, at a glance, see what your benchmark is and how you're actually performing. Adobe has a lot of great options for calculated metrics, so you can put in static numbers, right, if it's just a visitation goal. You can also put in cumulative pacing, right, so you can add functions. So if I want to see how many units total I've sold, how close we are at hitting the goals, that can be broken out here. You have a ton of options in terms of formatting. You can choose the number format, right? It could be a full number. It could be a decimal, a percent. It could be time, right? What's the average time someone spent? You can show how many decimal places you want, how many milliseconds you want. And then what I think is probably one of the most helpful things is the show upward trend. So as we saw in that last image, right, it had the up arrow and it was green. In some cases, that's awesome, right? That's what we want. We want a higher click-through rate. We want more revenue. In some cases, if it's like bounce rate, we don't want it to be higher. We don't want to see it like plus 100% green. That's just not great. So it's really awesome that Adobe has this flexibility in creating these different types of calculated metrics. Our second tip is choosing the right visuals, right? So here we have two examples of how you could show the same data, a table view on the left and the summary widgets on the right. I mean, Kate, which one would you rather see? Of course the right. And also just as like a visual learner, like this is amazing. One thing I will shout out with this is I was giving real-time performance updates to like my manager, our leadership, how is it working? Having the visuals like this make it so simplistic. As someone who is all about efficiency, being able to just share screen grabs with like here is how we're doing. Here's our benchmark that we set really early on. Here is what we're seeing right now. Here's our performance. And having that conversation so much quicker and in real time and having the visuals like this was amazing. One thing I will add on to that, though, is it depends on your audience, right? So for Kate, the summary widgets was perfect. That was what helped her get the answers quicker and share back with her leadership teams. Maybe you're an analyst. You're in the weeds all the day. All the time you're pulling this data, maybe daily to put into another deck that has to be shared out in a different format. In that case, actually the table view might be a lot easier for you than going and having to actually type those numbers over individually. You could copy the whole thing. So with anything, right, it's really just thinking about who your audience is and then choosing the right widgets. Another example here, we touched on this earlier, right, with cumulative pacing. How are your goals set? And then how do you want to break it out? So you have two options of looking at cumulative by the SKU or in a rolled up view, right? For Maytag, they were looking at their cumulative pacing at a rolled up view. It didn't exactly matter, right, which color. I mean, that informs a lot of great decisions, as we'll get into later. But at the end of the day, their goal was units, right? And so one of these, the bullet chart, is much more helpful at quickly gauging that than looking at it by individual SKU. Adobe, again, has a ton of really great widgets. Each one has a little bit of different specifications. For instance, you can't actually make the top one at a rolled up view, which is why you're visualizing them differently. So I definitely recommend that people just kind of page through them because there's a lot of really interesting things, and they all have different advantages or disadvantages associated. Our third tip. So reducing clutter and load times from multiple panels. As Kate mentioned at the beginning, right, first, Pets is huge. Second, we had that three-prong approach, which means we have benchmarks for each phase of the campaign. You don't have the same goal in a teaser phase when people don't actually even know what the product is and in your product launch phase, right? Totally different goals with each phase, which results in different benchmarks. You don't want to be scrolling through a workspace for days, right, to find a certain benchmark. So you can add them into different panels. Some of the way that Adobe loads these workspaces is basically anything that's open, a panel, a table, a chart that's open, has to process, or has to load before the full workspace can load. If you want to change the date range, add in a new metric or a dimension, all of those things that are open are going to have to load again. So if you keep them collapsed in different panels, right, you're reducing the load times for your workspaces, saving you a ton of headache. It makes it easier because you can add these direct link, like hyperlinks, that will jump you down. You can get the panel links for each one of these, and then you can add it as a hyperlink. When you click it, it will, one, take you to the panel, and then, two, it will open the panel for you and load it. So I think it's a really helpful thing that we found to be super useful throughout the PESTS campaign. The next tip, kind of similar, right, but just take advantage of these custom date ranges. So Adobe lets you create and save the various custom date ranges, and then anybody who goes in can use them and see them. It's super helpful, again, right, PESTS had three phases. That's a lot of dates to remember. You don't want to be accidentally pulling things that's one day too short or one day too long. It can change a lot of your metrics depending on what you're looking at. So just creating these different custom date ranges, it looks really nice if you ask me. And it makes it really easy, right? So let's say Kate's coming in and she wants to compare the teaser versus the full campaign. It's so much easier to just be able to switch the toggle. Yep. The next tip, I love this tip, so I actually showed a lot of examples, so buckle up. But Adobe Workspace enables real-time performance that's seen through Adobe. It really enables that optimization. So Adobe Analytics is almost real-time. It's got maybe a 20, 30-minute delay from actions that happen on your site that's tagged with the Adobe Analytics tags. So you can really help inform performance and optimizations. So one example we showed here is actually product performance, and you could really see how over time or in the slice of a time, right, how the various product colors were doing. Yeah, and this was major. So I mentioned the innovation of pets, but this was also the first time that we actually launched a new finish as well. So it's Volcano Black is the other finish. So you're probably used to seeing a lot of white appliances or stainless appliances, but for laundry, we had this new finish that launched. And that was another view that in the last slide example kind of shows us being able to track the performance of the finish types to understand also how is it performing. Are we seeing the results that we were hoping with this finish? Is it showing based on our consumer insights of, you know, what matches for this Maytag consumer? Would they be interested? It was really able to help us identify the performance of this in addition to just understanding how our phases were working. We needed eyes on this. So great to see and also to your point, like 30 minutes for us. I mean, that's amazing to be able to get data like that. So being able to see everything in that way and just actually utilize it to drive those conversations as well was so crucial. Again, another example for a tip five, but being able to see various traffic trends on site, right, so being able to see how consumers are navigating through your site, where they're landing. It can help reduce friction points, make sure that we're driving consistent messaging, seeing how people are getting to the Pets landing page, what are they clicking on in site for that internal navigation. I think it opened a lot of attention to various things. If you think about the site, any site really, you think of the home page, right? It's the hardest working page of the site. It gets the most traffic. It was shocking. During the Pets campaign, actually the Pets landing page surpassed the home page in amount of traffic. So I think it really helped just drive consistent messaging. And this visual is amazing. Like, we use it across the board for other things too. For this launch, it was really insightful too. We had, so to Claire's point, the Pets landing page was major. We had a lot of media as well just driving directly to that page. But also on that page,