Blog Post:13408690564_c18b28f1e9_zIt’s nearly time for Adobe Summit EMEA 2014, and if you’re a veteran of previous Summits (this is my eighth) or you’re coming to your first one this year, you’ll want to maximise the number of breakout sessions you attend and make sure you see and learn about the things that are relevant for you and your business. As the curator of the Personalisation & Optimisation sessions, I gave a quick overview in this video, but because I think we’ve got a really well balanced, informative and entertaining track and I want to take this opportunity to make the case for why you should spend some of your time at Summit in our breakouts. There are nine sessions and I've grouped them into three types Theory, Best Practice and Technical. Best Practice Our best practice sessions draw on the expertise of our clients, consultants and partners to share insights on what they’ve found to work in the real world. Our Director of Product Marketing for Target, Kevin Lindsay, will be leading a session titled “Transform your digital strategy with always on optimisation” and he’ll be joined by two of the Digital Optimisation team from Royal Philips. this session will cover three main themes: getting the business to understand their optimisation priorities based on agreed-upon goals and KPIs, knowing how to start and where to focus and finally knowing when to automate; in other words, when and how can technology pick up where the human marketer leaves off? Transform your digital strategy with always-on optimisation, Wednesday 14th May, 1:30pm - 2:15pm Ray Pun, Adobe’s Mobile Services lead, will be presenting on location based approaches to app development and marketing in the session “Location, location, location! Effective mobile targeting in an app-centric world”. He’ll also be hosting a panel in the session with Deloitte Digital and Danske Supermarked to discuss their approaches to app optimisation and the opportunities that are made available through location services such as geo-location and iBeacon-based targeting. Location, location, location! Effective mobile targeting in an app-centric world, Thursday 15th May, 11:20am - 12:05pm Analytics is the backbone of many organisations’ digital success. So what happens when you embrace analytics and use it as a driving force for your optimisation program? Giles Richardson from Royal Bank of Scotland and Chris Akhurst from Adobe will be looking at this and talking about how detailed insights can help to prioritise your optimisation activities and improve KPIs in “The power of analytics-driven optimisation”.  The power of analytics-driven optimisation, Thursday 15th May, 3:30pm - 4:15pm Theory The theory sessions take a step back and look at all of the things that you need to consider when putting optimisation and personalisation strategies in place. In “Driving personalisation across your customer’s journey”, I’ll be taking a look at the broad range of ways that organisations can take control of the customer lifecycle and ensure that at each stage, consumers receive relevant, engaging and personalised experiences. The session talks through the various approaches to personalisation and gives examples of brands that are already making personalisation work for them. Driving personalisation across your customer’s journey, Wednesday 14th May, 11.30am - 12.15pm One of the best attended and received sessions that we ran last year was on the theme of the optimisation organisation. This year we’ll be addressing a similar question in the session “How does your optimisation program measure up?” and we have a panel of experts from Adobe, Aviva, Danske Supermarked and the agency DBI, that will debate the best ways to build an optimisation program and evangelise its value and success, among other topics. How does your optimisation program measure up? Wednesday 14th May, 3.45pm - 4.30pm In "Maximising your marketing impact in the B2B world”, two of Adobe’s consultants will look at a mixture of theory and best practice when it come to content marketing - what it is and how to do it - as well as how the most effective B2B sites drive offline sales with site-drive marketing. Maximising your marketing impact in the B2B world, Wednesday 14th May, 2.30pm - 3.15pm Technical  The technical sessions take us both hands on and under the covers, to see exactly how the tools can be used for optimisation and what’s happening behind the scenes with the modelling and data engines that drive our personalisation solutions. In "Mathematic modelling matters in last millisecond targeting”, Pradeep Javangula, Adobe’s Head of Engineering for the Adobe Target solution, and Daniel Sheinberg, Head of Product Management for Adobe Target, will explain how Adobe Target solves personalisation pitfalls with automated behavioural targeting and recommendations, and how the mathematical models are constantly being improved to deliver the right experience at the right time to your audience - these are definitely the right guys for the job! Mathematic modelling matters in last millisecond targeting, Thursday 15th May, 2.15pm - 3.00pm Andrew Hawkins of Adobe and Nicolas Meriel from Swisscom will be taking us through "The big reveal: Testing and targeting simplified with Adobe Target”. In this session they’ll be demonstrating how optimisation and targeting personalised experiences is doesn’t have to be hard and showing specifically how this is done with Adobe Target. Nicolas is a long-time user of the Adobe optimisation solutions and has a vast amount of valuable knowledge and expertise to share. The big reveal: Testing and targeting simplified with Adobe Target, Thursday 15th May, 1.15pm - 2.00pm Our final session will very interesting to those attendees that wish to learn more about the Adobe Marketing Cloud Shared Profile that we recently announced (and that you’ll be hearing a lot more about at the event). Join our evangelist Gina Casagrande, and Product Manager Dave McNamee as they ask "Are you talking to me? Using robust audience profiles for personalisation”. You learn how how the Shared Profile is architected and how to leverage your online and offline data for advanced personalisation and targeting strategies. Are you talking to me? Using robust audience profiles for personalisation, Thursday 15th May, 3:30pm - 4:15pm You can view the complete list of Personalisation & Optimisation sessions here and we’ll soon have an app for Android and iOS that you can download and then use to mark the sessions you’re going to attend as favourites. Hopefully there’s something for everyone in track and I’m really looking forward to welcoming you to Adobe Summit EMEA 2014 and hearing about your own optimisation experiences and questions - remember that networking and meeting other digital marketers with similar challenges is one of the great benefits of the event. Author: Date Created:1 May 2014 Date Published: Headline:A guide to the Personalisation & Optimisation track at Adobe Summit EMEA 2014 Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2014/05/Adobe_Blog-Header-images_1640x920_18.jpg

13408690564_c18b28f1e9_zIt’s nearly time for Adobe Sum­mit EMEA 2014, and if you’re a vet­eran of pre­vi­ous Sum­mits (this is my eighth) or you’re com­ing to your first one this year, you’ll want to max­imise the num­ber of break­out ses­sions you attend and make sure you see and learn about the things that are rel­e­vant for you and your busi­ness. As the cura­tor of the Per­son­al­i­sa­tion & Opti­mi­sa­tion ses­sions, I gave a quick overview in this video, but because I think we’ve got a really well bal­anced, infor­ma­tive and enter­tain­ing track and I want to take this oppor­tu­nity to make the case for why you should spend some of your time at Sum­mit in our break­outs.

There are nine ses­sions and I’ve grouped them into three types The­ory, Best Prac­tice and Technical.

Best Prac­tice
Our best prac­tice ses­sions draw on the exper­tise of our clients, con­sul­tants and part­ners to share insights on what they’ve found to work in the real world.

Our Direc­tor of Prod­uct Mar­ket­ing for Tar­get, Kevin Lind­say, will be lead­ing a ses­sion titled “Trans­form your dig­i­tal strat­egy with always on opti­mi­sa­tion” and he’ll be joined by two of the Dig­i­tal Opti­mi­sa­tion team from Royal Philips. this ses­sion will cover three main themes: get­ting the busi­ness to under­stand their opti­mi­sa­tion pri­or­i­ties based on agreed-upon goals and KPIs, know­ing how to start and where to focus and finally know­ing when to auto­mate; in other words, when and how can tech­nol­ogy pick up where the human mar­keter leaves off?
Trans­form your dig­i­tal strat­egy with always-on opti­mi­sa­tion, Wednes­day 14th May, 1:30pm — 2:15pm

Ray Pun, Adobe’s Mobile Ser­vices lead, will be pre­sent­ing on loca­tion based approaches to app devel­op­ment and mar­ket­ing in the ses­sion “Loca­tion, loca­tion, loca­tion! Effec­tive mobile tar­get­ing in an app-centric world”. He’ll also be host­ing a panel in the ses­sion with Deloitte Dig­i­tal and Danske Super­marked to dis­cuss their approaches to app opti­mi­sa­tion and the oppor­tu­ni­ties that are made avail­able through loca­tion ser­vices such as geo-location and iBeacon-based tar­get­ing.
Loca­tion, loca­tion, loca­tion! Effec­tive mobile tar­get­ing in an app-centric world, Thurs­day 15th May, 11:20am — 12:05pm

Ana­lyt­ics is the back­bone of many organ­i­sa­tions’ dig­i­tal suc­cess. So what hap­pens when you embrace ana­lyt­ics and use it as a dri­ving force for your opti­mi­sa­tion pro­gram? Giles Richard­son from Royal Bank of Scot­land and Chris Akhurst from Adobe will be look­ing at this and talk­ing about how detailed insights can help to pri­ori­tise your opti­mi­sa­tion activ­i­ties and improve KPIs in “The power of analytics-driven opti­mi­sa­tion”. 
The power of analytics-driven opti­mi­sa­tion, Thurs­day 15th May, 3:30pm — 4:15pm

The­ory
The the­ory ses­sions take a step back and look at all of the things that you need to con­sider when putting opti­mi­sa­tion and per­son­al­i­sa­tion strate­gies in place.

In “Dri­ving per­son­al­i­sa­tion across your customer’s jour­ney”, I’ll be tak­ing a look at the broad range of ways that organ­i­sa­tions can take con­trol of the cus­tomer life­cy­cle and ensure that at each stage, con­sumers receive rel­e­vant, engag­ing and per­son­alised expe­ri­ences. The ses­sion talks through the var­i­ous approaches to per­son­al­i­sa­tion and gives exam­ples of brands that are already mak­ing per­son­al­i­sa­tion work for them.
Dri­ving per­son­al­i­sa­tion across your customer’s jour­ney, Wednes­day 14th May, 11.30am — 12.15pm

One of the best attended and received ses­sions that we ran last year was on the theme of the opti­mi­sa­tion organ­i­sa­tion. This year we’ll be address­ing a sim­i­lar ques­tion in the ses­sion “How does your opti­mi­sa­tion pro­gram mea­sure up?” and we have a panel of experts from Adobe, Aviva, Danske Super­marked and the agency DBI, that will debate the best ways to build an opti­mi­sa­tion pro­gram and evan­ge­lise its value and suc­cess, among other top­ics.
How does your opti­mi­sa­tion pro­gram mea­sure up? Wednes­day 14th May, 3.45pm — 4.30pm

In “Max­imis­ing your mar­ket­ing impact in the B2B world”, two of Adobe’s con­sul­tants will look at a mix­ture of the­ory and best prac­tice when it come to con­tent mar­ket­ing — what it is and how to do it — as well as how the most effec­tive B2B sites drive offline sales with site-drive mar­ket­ing.
Max­imis­ing your mar­ket­ing impact in the B2B world, Wednes­day 14th May, 2.30pm — 3.15pm

Tech­ni­cal 
The tech­ni­cal ses­sions take us both hands on and under the cov­ers, to see exactly how the tools can be used for opti­mi­sa­tion and what’s hap­pen­ing behind the scenes with the mod­el­ling and data engines that drive our per­son­al­i­sa­tion solutions.

In “Math­e­matic mod­el­ling mat­ters in last mil­lisec­ond tar­get­ing”, Pradeep Javan­gula, Adobe’s Head of Engi­neer­ing for the Adobe Tar­get solu­tion, and Daniel Shein­berg, Head of Prod­uct Man­age­ment for Adobe Tar­get, will explain how Adobe Tar­get solves per­son­al­i­sa­tion pit­falls with auto­mated behav­ioural tar­get­ing and rec­om­men­da­tions, and how the math­e­mat­i­cal mod­els are con­stantly being improved to deliver the right expe­ri­ence at the right time to your audi­ence — these are def­i­nitely the right guys for the job!
Math­e­matic mod­el­ling mat­ters in last mil­lisec­ond tar­get­ing, Thurs­day 15th May, 2.15pm — 3.00pm

Andrew Hawkins of Adobe and Nico­las Meriel from Swiss­com will be tak­ing us through “The big reveal: Test­ing and tar­get­ing sim­pli­fied with Adobe Tar­get”. In this ses­sion they’ll be demon­strat­ing how opti­mi­sa­tion and tar­get­ing per­son­alised expe­ri­ences is doesn’t have to be hard and show­ing specif­i­cally how this is done with Adobe Tar­get. Nico­las is a long-time user of the Adobe opti­mi­sa­tion solu­tions and has a vast amount of valu­able knowl­edge and exper­tise to share.
The big reveal: Test­ing and tar­get­ing sim­pli­fied with Adobe Tar­get, Thurs­day 15th May, 1.15pm — 2.00pm

Our final ses­sion will very inter­est­ing to those atten­dees that wish to learn more about the Adobe Mar­ket­ing Cloud Shared Pro­file that we recently announced (and that you’ll be hear­ing a lot more about at the event). Join our evan­ge­list Gina Casagrande, and Prod­uct Man­ager Dave McNamee as they ask “Are you talk­ing to me? Using robust audi­ence pro­files for per­son­al­i­sa­tion”. You learn how how the Shared Pro­file is archi­tected and how to lever­age your online and offline data for advanced per­son­al­i­sa­tion and tar­get­ing strate­gies.
Are you talk­ing to me? Using robust audi­ence pro­files for per­son­al­i­sa­tion, Thurs­day 15th May, 3:30pm — 4:15pm

You can view the com­plete list of Per­son­al­i­sa­tion & Opti­mi­sa­tion ses­sions here and we’ll soon have an app for Android and iOS that you can down­load and then use to mark the ses­sions you’re going to attend as favourites. Hope­fully there’s some­thing for every­one in track and I’m really look­ing for­ward to wel­com­ing you to Adobe Sum­mit EMEA 2014 and hear­ing about your own opti­mi­sa­tion expe­ri­ences and ques­tions — remem­ber that net­work­ing and meet­ing other dig­i­tal mar­keters with sim­i­lar chal­lenges is one of the great ben­e­fits of the event.