Posts tagged "Web Analytics"

Things that made me go “hmmm…” – observations from Day 2 of the Adobe Digital Marketing Summit

Posted on March 23, 2012 by adobeapac | Comments (0)

Imogen Riley, Digital Marketing Senior Manager, Adobe APAC – LinkedIn @IERiley

9.00pm – I signed off last night to head out to the Adobe Bash with ‘Foster the People’ headlining.  Took Arianna Huffington’s advice and unplugged for a few hours to engage my ‘analogue’ self – face to face with our customers and partners.  What a great experience!  Channeling my youth with some likeminded souls, we were front and right of centre stage, any closer we would have been on stage.  This band has incredible energy, talent and a base that rocked the stadium, my teeth and maybe even Nevada.

Observation # 1 – must remember – unplug the earphones… live music recharges you

8.25am – I applaud all 4000 ‘analogue souls’ who showed up on time to hear Biz Stone – @biz, co-founder of Twitter and our own Ann Lewnes sharing their insights on the #digitalself.  @biz exemplified all aspects of social engagement – authenticity, opinion & humour.  He shared his “secret sauce” for success…

  • In order to succeed spectacularly you must be prepared to fail spectacularly.  I love this! We can’t change the world if we are too risk averse.
  • Great ideas are obvious in retrospect… a la twitter! @biz and team are working on the next big thing, too early to announce but stay tuned…
  • If you want to succeed engage folks outside your company and discipline, they will give you a view you haven’t thought of yet.

What’s your great idea? And was it the one you thought was the smartest and brightest?

Observation #2 – entrepreneurialism is a state of mind, not a PhD – it needs smarts, a network of amazing minds and passion

5.30pm – Sneak peaks from the amazing geeks…

Great ideas come from everywhere, but do they ever get the forum or funding to be successful?

Some of our best and brightest engineers and developers bared their souls and the efforts of their sleepless nights and lonely days, watch the recordings and tweet your thoughts – you can help shape the strategy and solutions for the 3.0 world.

I have been lucky to work in technology my entire career, I love it, but it can be exhausting.  But then I catch up with friends who are Doctors and Laywers and think- thank goodness I am not saving lives or worse – not, or putting them in gaol – I love my work in technology.  I think we are in the Renaissance 2.0 – Medici would be proud.

Observation # 3 – be bold, be inclusive, engage smart minds from outside your field

If you want to stay engaged & share your thoughts – join the dialogue in our LinkedIn group

Some parting comments – thanks to all our customers, partners and friends in the media who travelled so far to join us at Summit2012!

Thanks to the City of Salt Lake – you are an amazing hostess – incredible support to all 4000 digital selves – your ambassadors and businesses have made our stay! Don’t just take my word for it, check out what our APAC customers had to say about the Summit in the video below:


9.30pm Signing off now to head to the Summit after party – Karaoke @ The Depot, I am tone deaf & the only song I have is ‘Land Down Under’…

More from the ski slopes tomorrow.

Biz Stone and Adobe Social get down to business on Day 2 of the Adobe Digital Marketing Summit 2012

Posted on March 23, 2012 by adobeapac | Comments (1)

Anne Russell, Digital Marketing Manager, Adobe ANZ – LinkedIn

Following on from yesterday’s excitement at the Adobe Digital Marketing Summit, I found the second day’s content to be just as rich and interesting as the first.

The day centred on Adobe’s key technology and marketing experts, including John Mellor, VP Strategy & Business Development, who, collectively, shared some of the impressive technological advancements in the world of digital marketing.

We were also very lucky to have Biz Stone, one of the founders of Twitter, at the event providing his views on the ‘Digital Self’ – (a concept I touched on in my blog post, yesterday). Stone’s view is that the ‘Digital Self’ isn’t solely defined by individual employees of a company, but also through the products of a brand and the multiple interactions linked to a particular business.

For example, the Adobe Summit as of today had become its own “Digital Self” – with over 6000 tweets shared in the last 48 hours! We can instigate the ‘Digital Self’ but we cannot create it; it creates itself. External factors, like how people will actually use your products/technologies and what they say about them will actually define your organisation. In this sense, a brand cannot choose its ‘Digital Self’.

So the question is: are you influencing it? I have personally been very engaged in the Summit these last 2 days using Twitter to share my excitement with my followers so I guess that I have influenced the Adobe Summit’s ‘Digital Self’ and I will continue to do that in my every day Adobe life.

In addition to the above concept, Biz had two other pieces of advice to share with the fellow marketers in the room:

  • In regards to privacy, if you are not 100% comfortable about sharing your content or data across social media platforms, then don’t. You must define your own boundaries.
  • On developing social strategies, a strong recommendation from Biz is to speak and engage with your customers in a most humanly manner as possible. Don’t reach out to them as if you are writing press releases and it is acceptable to show your vulnerabilities. People will appreciate your reaching out to them, even if it’s not perfect.

Following the 45 different breakout sessions throughout the day, I and many other delegates were treated to a very special closing keynote session: an amazing Sneak Peek session, showcasing new Adobe technologies by Adobe’s best Product Developers, including Cathi Kwon, Abishek Pani, John Bates, Cedric Huesler, J.D Nyland and many more. These may never be publicly available (which would be a total shame!) however, the aim of the session was to showcase what’s possible to the delegates.

 

These incredibly hard-working and inspiring individuals showed us the following sneak peeks:

  • Tweet2Win – to help you manage twitter contests
  • Project Navigator – for guided analytics
  • Social Connect – for simplifying social targeting
  • Admania – for better ad segmentation
  • Primetime – for real-time video clips and ads via Auditude
  • Pinsanity – for deeper analytics and better engagement
  • Geo Fencing – clever segmentation targeting
  • Sweetlanding – for faster campaign landing pages creation
  • Fortune Teller – the next generation sentiment guidance

My three favourites were Geo Fencing, Primetime and Fortune Teller, although all of them were very clever. What an awe-inspiring day from Adobe today. Over 4000 delegates were busily moving from one session to the next, and I must admit that I have greatly benefited from all the spontaneous conversations and networking this event has brought. Thank you to all the amazing speakers and everyone for organising such an impressive event. I look forward to coming back to next year’s Summit in 2013!

Facebook and The Huffington Post Headline Day 1 of the Adobe Digital Marketing Summit 2012

Posted on March 22, 2012 by iriley | Comments (1)

Imogen Riley, Digital Marketing Senior Manager, Adobe APAC – LinkedIn @IERiley

 

What a great start to the Adobe Digital Marketing Summit in Salt Lake City this week. Over 4000 Digital Marketers, Advertisers and Publishers from around the world, including 90 delegates from Asia Pac representing China, Korea, Taiwan, Hong Kong, Singapore, India, Australia and New Zealand – up from just 5 customers attending 2 years ago, which to me signifies a massive shift and focus on digital in APAC.

This is my 3rd year attending Adobe Digital Marketing Summit and every year it’s been a quantum leap in terms of the content and the incredible new solutions delivered to drive ease, efficiency and effectiveness for digital marketers.  Two major highlights for me today were the new Adobe Predictive Marketing and the new Adobe Social Marketing solutions. The comment I overheard most, “when can I get it?”  If you were one of those people, you’ll find much more here

Social is a major focus at this year’s summit, and this resonated in two of today’s keynotes. Facebook VP, Grady Burnett, shared best practices for businesses embracing Facebook, with key advice that ads can become stories and several examples of key companies leveraging Facebook really well – Starbucks and American Express.  You can read more about how Amex are doing it here

Ariana Huffington, President and Editor in Chief of The Huffington Post, closed out Day 1 discussing how social has changed the world of publishing and provided guidance on how to engage responsibly.  Social brought the great conversations from the offline world online and extended the conversation through active engagement and commentary. It can change the world, as seen in Tunisia and Egypt, but it can equally distract us or be negative.  We need to engage responsibly, and the key to success here is ensuring our core values as a brand and an individual are in the DNA of our social engagement and commentary.

We have been in a period of adolescence with social – staying up too late, consuming too much “junk food” content.  Now in our grown up social lives we are embracing a more curated approach.

Ariana’s parting advice – take the time to unplug, disconnect and re-charge.  People who are sleep deprived may still be smart but not so wise.  Take the time to re-connect with your wisdom and thrive.

For more detail on the keynotes, see my colleague Anne Russell’s blog post and www.CMO.com. You can also follow us on twitter #Adobesummit

Signing off now to head to the Summit concert with Foster the People!

Voices from the floor: Day 1 of Adobe Digital Marketing Summit 2012

Posted on March 22, 2012 by adobeapac | Comments (2)

Anne Russell, Digital Marketing Manager, Adobe ANZ – LinkedIn

What an exciting first morning at the Adobe Digital Marketing Summit 2012 in Salt Lake City. I am thrilled to have been able to attend the introductory keynote, led by Brad Rencher, Senior VP and General Manager of Digital Marketing, Adobe, and other great speakers, including our CEO, Shantanu Narayen, our CTO, Kevin Lynch, and Facebook’s VP Global Solutions, Grady Burnett. There was lots of engaging discussion today, but main themes focused on the concept of “your digital self”, as well as content personalisation and predictive marketing.

Everyone has a “Digital Self” out there in the online space, and each of us potentially represents a highly valuable customer to businesses with an online presence. When I go online, I much prefer to see relevant ads that engage me as a consumer, rather than generic ones that aren’t tailored to my needs. Brad Rencher reinforced the concept that ‘personalisation matters’. This has been a recurring topic recently so it was interesting to explore how this is evolving.

Dynamic, personalised and engaging content drives today’s consumers to take action, and marketers must be able to deliver and optimise this in real-time. However, for this to be effective you must be able to understand the core data and analytics across personalised experiences, advertising, publishing and social marketing. Shantanu’s view is that technology is most powerful when it is used as an enabler, and today we definitely have access to marketing technologies that enable this understanding.

If there is one thought I can leave you with from today, it is that based on this morning’s exciting announcement about the new releases of the Adobe Predictive Marketing Solutions, CQ5.5 and Discover 3, I think marketers are in for a treat when it comes to enabling them to take control of their data and drive the most relevant content as well as analyse the data that will help them make better marketing investments.

I don’t know about you, but I’m highly excited to be a marketer in today’s digital world!

See you tomorrow morning for a second day of exciting information sessions!

I’m drowning! How can we simplify mobile marketing in an increasingly complex environment?

Posted on January 31, 2012 by adobeapac | Comments (0)

Siva Ganeshanandan, Director, Digital Marketing Suite, Adobe APAC – @sivagatwork

 

Can you remember the release of the first IBM Simon smartphone in 1992? Web access is now a standard feature in even the most bare-bones mobile device, and mobile apps are a multi-billion dollar business. In countries such as India, mobile web access has outpaced desktop access for years. Smartphones remain hot connectivity tools and now tablets are also making their impact on the market.  With an ever-increasing variety of devices to choose from, consumers are becoming more accessible on-the-go, with no sign of this trend slowing.

This means it’s imperative that businesses reach out to their growing mobile population. Of course, with these new opportunities come heavy implications: Make the user experience seamless and you create advocates for your brand and generate return business. Fail to deliver- and you drive the user to a competitor who is only a “swipe” away.

To maintain brand loyalty and customer retention, consumers should experience seamless engagement across multiple touch points. If the experience is fragmented by a failure to close the gap between the customer and the business, users will turn to a competitor. It comes down to this: How do companies differentiate themselves in this mobile landscape? – By delivering a superior experience to the end user.

And just as the consumer should have a seamless experience, enabling that experience should be just as easy behind the scenes. Businesses have to empower marketing and IT professionals to manage the experience their companies deliver intuitively without overwhelming them with multi-faceted mobile device support.

Here are five steps you can follow when you’re considering how to apply this to your own business.

  • Understand what information or services customers are looking for on their mobile devices. What content do they need and where and when do they need it? How can a company make it easy for customers to do business with them? If customers want to share their experiences with you or their friends, how can you help them do that? Measurement and analytics technologies can help you pinpoint and analyse these kinds of behaviours. In some cases, it’s unrealistic to assume that all online content can be available on a mobile phone, but by working out what’s most useful to customers who are on the go, organisations can meet customer expectations and deliver outstanding experiences.
  • Know what devices your customers are using. You’re going to need to deliver content that’s optimised for their specific phone or tablet to ensure the best experience. For example, applications should be able to interact with a vast range of screen sizes and screen resolutions, be able to handle various interaction patterns for touch screens, as well as distinct input sources such as cameras and GPS.

You can find solutions which provide granular details such as the users’ screen size and whether it is a touch screen or not. This will allow you to make adjustments to improve your user experience and you’ll start enjoying a competitive advantage by knowing and using the best platform to engage with mobile customers.

  • Close the gap between all users involved both inside and outside your company. If managing your organisation’s customer experience is cumbersome and complicated for staff, then you can be pretty sure the end product will be impacted- and your customer can tell. On the other hand, experiences that can be intuitively managed by staff charge translate into optimised and engaging experiences for consumers. Empower your workforce by consolidating vendors and platforms involved in the process and providing tools that effectively simplify the authoring of mobile experiences.
  • Give your employees the right tools for the job. Along those lines, employees involved in managing a company’s mobile presence should have a baseline report of analysis data that helps them consistently optimise experiences. Simplify the workload by equipping workers with the right tools.

Want to really futureproof your brand? Make your content work across multiple channels. Instead of designing content mainly for traditional desktop users in mind, make it your mission to always remember that mobile, social and cloud-based experiences are just as important. Can your content be shared as an app, or a link?