Blog Post:Adobe Summit is less than 3 weeks away, and the final touches are being put to the content for the Digital Advertising breakout sessions. This is the first of four blog posts that take a quick look at what digital advertisers at Summit can look forward to. Data is at the heart of any advertising campaign. But how you use that data to plan, track and optimise your activity is the difference between success and failure. [caption id="attachment_7709" align="alignright" width="221"]Dr Sid Shah Dr Sid Shah[/caption] “Fun with Algorithms” might seem like an oxymoron, but machine driven optimization is at the forefront of attribution and media mix planning. Adobe’s Dr Sid Shah is a leading thinker on how marketers should analyse their online and offline advertising data to attribute value across different channels. He’ll discuss different approaches to take and how marketers can reallocate budgets and forecast future performance. Although it might get technical in places, Sid will also illustrate how it all works in the real world. Fun with algorithms: Attribution and media mix modelling, 1.30pm, Wednesday 14th May The algorithmic approach to media planning advocated by Dr Sid Shah presents a challenge to the way marketers and their agencies have traditionally planned campaigns. "Re-inventing the media agency in an adtech world” promises to be a thought-provoking and entertaining discussion between two heavyweights from the media agency world. Steve Simpson is the Global Managing Director for Digital Strategy, Data and Analytics at Starcom MediaVest group, and joining him will be Mike Potts, Chief Data Officer at Havas Media Group. Both have compelling, but different, views on how advertisers and their agencies need to take advantage of data and technology, and what that means for the individuals employed by both. Re-inventing the media agency in an adtech world, 2.30pm, Wednesday 14th May Giving you two PhDs for the price of one, Dr Abhishek Pani, Principal Scientist at Adobe, will present a deep-dive on "Leveraging analytics data for large-scale ad optimisation”. As one of the primary architects of the algorithms that drive the Adobe Media Optimizer solution, Abhishek will reveal how engagement metrics (like bounce rates or pages viewed) can be used to predict future conversions from paid search traffic. He’ll also share more in-depth results from our beta tests using this data that have shown extremely promising ROI uplifts so far. Leveraging analytics data for large-scale ad optimisation, 3.30pm, Thursday, 15th May Author: Date Created:25 April 2014 Date Published: Headline:Digital Advertising at Adobe Summit: Data Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2014/04/Adobe_Blog-Header-images_1640x920_20.jpg

Adobe Sum­mit is less than 3 weeks away, and the final touches are being put to the con­tent for the Dig­i­tal Adver­tis­ing break­out ses­sions. This is the first of four blog posts that take a quick look at what dig­i­tal adver­tis­ers at Sum­mit can look for­ward to.

Data is at the heart of any adver­tis­ing cam­paign. But how you use that data to plan, track and opti­mise your activ­ity is the dif­fer­ence between suc­cess and failure.

Dr Sid Shah

Dr Sid Shah

Fun with Algo­rithms” might seem like an oxy­moron, but machine dri­ven opti­miza­tion is at the fore­front of attri­bu­tion and media mix plan­ning. Adobe’s Dr Sid Shah is a lead­ing thinker on how mar­keters should analyse their online and offline adver­tis­ing data to attribute value across dif­fer­ent chan­nels. He’ll dis­cuss dif­fer­ent approaches to take and how mar­keters can real­lo­cate bud­gets and fore­cast future per­for­mance. Although it might get tech­ni­cal in places, Sid will also illus­trate how it all works in the real world.
Fun with algo­rithms: Attri­bu­tion and media mix mod­el­ling, 1.30pm, Wednes­day 14th May

The algo­rith­mic approach to media plan­ning advo­cated by Dr Sid Shah presents a chal­lenge to the way mar­keters and their agen­cies have tra­di­tion­ally planned cam­paigns. “Re-inventing the media agency in an adtech world” promises to be a thought-provoking and enter­tain­ing dis­cus­sion between two heavy­weights from the media agency world. Steve Simp­son is the Global Man­ag­ing Direc­tor for Dig­i­tal Strat­egy, Data and Ana­lyt­ics at Star­com Medi­aVest group, and join­ing him will be Mike Potts, Chief Data Offi­cer at Havas Media Group. Both have com­pelling, but dif­fer­ent, views on how adver­tis­ers and their agen­cies need to take advan­tage of data and tech­nol­ogy, and what that means for the indi­vid­u­als employed by both.
Re-inventing the media agency in an adtech world, 2.30pm, Wednes­day 14th May

Giv­ing you two PhDs for the price of one, Dr Abhishek Pani, Prin­ci­pal Sci­en­tist at Adobe, will present a deep-dive on “Lever­ag­ing ana­lyt­ics data for large-scale ad opti­mi­sa­tion”. As one of the pri­mary archi­tects of the algo­rithms that drive the Adobe Media Opti­mizer solu­tion, Abhishek will reveal how engage­ment met­rics (like bounce rates or pages viewed) can be used to pre­dict future con­ver­sions from paid search traf­fic. He’ll also share more in-depth results from our beta tests using this data that have shown extremely promis­ing ROI uplifts so far.
Lever­ag­ing ana­lyt­ics data for large-scale ad opti­mi­sa­tion, 3.30pm, Thurs­day, 15th May