john-batesJohn Bates, Senior Prod­uct Man­ager, Pre­dic­tive Ana­lyt­ics, Adobe Systems



In 1450 Johannes Guten­berg invented the mov­able type print­ing press. The advent of this mar­velous mechan­i­cal device led to a shar­ing of gen­eral knowl­edge that had not been seen in the world until that time. Until that point in his­tory only gov­ern­ments, churches and the rich could afford the knowl­edge that books pro­vided. Sud­denly, own­ing a book was within everyone’s reach. Arguably, hav­ing the abil­ity to com­pile and share knowl­edge on a larger scale altered West­ern cul­ture for­ever. It wasn’t until Melvin Dewy devised his dec­i­mal sys­tem in 1876 that a sys­tem for keep­ing up with all of these books was stan­dard­ized; 425 years after books began to become avail­able to everyone.

What does that have to do with Ana­lyt­ics? There are sev­eral cor­re­la­tions between Europe after the advent of the print­ing press and mar­ket­ing today. The com­mon per­son in Europe could nei­ther read nor write, the resources were not read­ily avail­able to the aver­age per­son. The same could be said for data in today’s world. With the advent of ana­lyt­ics more infor­ma­tion is avail­able in a very pure way, but much like read­ing and writ­ing dur­ing the era prior to the Renais­sance, there are not enough peo­ple who can under­stand and uti­lize the data pro­vided. Luck­ily, no one will have to wait 425 years for a stan­dard­ized way to orga­nize and under­stand the data that is so read­ily available.

Imag­ine walk­ing into the world’s biggest library and, with­out the Dewy Dec­i­mal Sys­tem, you have to find sev­eral books for a report. It could be done, but not eas­ily, and not pro­duc­tively. Big data presents many of the same chal­lenges to those who do not have the knowl­edge or a guide to help them reach their goals. Through the use of Adobe’s ana­lyt­ics solu­tion and appli­ca­tion of our mar­ket­ing matu­rity model and a lit­tle coach­ing it is pos­si­ble for any­one to:

  • Iden­tify anom­alies and know how to inter­pret and apply the knowl­edge gained from them.
  • Explore rel­e­vant data pat­terns to repli­cate suc­cess or avoid dis­as­ter, stream­line busi­ness, and make your com­pany more agile than ever.
  • Gain an under­stand­ing of how cus­tomers lever­age Adobe Dig­i­tal Mar­ket­ing Cloud to drive even greater success.

Going back to the world’s biggest library, most of you have piles and piles of data that you col­lect and keep. Big Data con­tains vast amounts of infor­ma­tion about cus­tomers, prod­ucts, and habits that can help you sell adver­tis­ing, build bet­ter cus­tomer rela­tion­ships, or pre­vent sub­scrip­tion can­cel­la­tions. Learn how easy it is to iden­tify anom­alies, explore rel­e­vant data pat­terns, build audi­ence clus­ter­ing mod­els, score each cus­tomer on their like­li­hood to com­plete an action, and opti­mize your marketing.

The Adobe Dig­i­tal Mar­ket­ing Sym­po­sium is tak­ing place today at Syd­ney – fol­low the con­ver­sa­tion via #AdobeSymp