As many people know, Direct Marketing Association (DMA) is the premier trade association for marketing leaders for many of the world’s most recognized brands. Their goal is to help assist marketers who want to advance and protect responsible data-driven marketing. They’re continuing their trend of bringing together the best and the brightest marketing minds for this year’s DMA 2013, The Global Event for Data-Driven Marketers annual conference.

With the theme of: “Big Data. Bright Minds. Best Practice.”, Adobe is the only Title Sponsor (booth #317) this year. We invite folks to come learn about the Adobe Marketing Cloud and all of its capabilities. Not only will we have a presence, but we are taking over the show floor with several executives and customers participating in panels and sessions to help global marketers across several industries learn from our brightest!

As part of the show, attendees will learn about the newest addition to the Adobe Marketing Cloud, Adobe Campaign (formerly Neolane). Adobe Campaign executives, customers, and partners will participate in several sessions, including:

  • Solutions Showdown; Jerry Kosmachuk, Principal Solutions Consultant, Adobe Campaign
    Tuesday, October 15 from 2:00pm–3:00pm
    Location: W178a
    Attendees will see how three competitive software development companies (SDL, IBM, and Adobe) each approach the campaign management channel marketing problems but offer different solutions to meet the objectives of the marketer.
  • Guru 1:1 Sessions; Mathieu Hannouz, Sr. Product Marketing Manager, Adobe Campaign
    Tuesday, October 15 between 11:30am–12:15pm and 2:00pm–4:00pm
  • Three C’s of Financial Organizations: Complete Customer Centricity; John Sahagian, VP Marketing, Baxter Credit Union with Jill Speirs, President, ACS Business Solutions, Adobe Campaign Partner
    Wednesday, October 16, from 10:00am–10:45am
    Location: W178a
    Attendees will learn how ACS Solutions and Baxter Credit Union are developing customer insight in parallel with optimizing marketing technology in order to produce significant ROI. They will also discuss how they aligned marketing technology with its corporate plan and changed BCU from being product-focused to customer-centric.

Additional sessions with Adobe include:

  •  “Attribution: Who Gets Credit for Online Purchases?” with John Bates, Product Manager, Predictive Marketing Solutions, Adobe
    October 14, 11:15am – 12:15pm
    Location: W187c
    Experts in the field of search retargeting will discuss a variety of concepts around the different attribution models applied today, how measurement varies from branding to direct response campaigns, viewable ad impressions, and ways to make attribution actionable
  • Keynote session: “The Glass is Broken: Women Executives Give Their Perspective on Today’s Marketing Environment”; with Loni Stark, Director of Product and Industry Marketing, Adobe
    Tuesday, October 15, 10:15am – 11:15am
    Location: W375A
    All over the globe, women in business has been a topic for discussion not just in the Business pages, but also in opinion leaders, lifestyle pages and even the front pages. In 2013, the proliferation of data in business allows us to do just that. DMA2013 adds its own voice to the debate with a powerhouse panel of women executives that will examine the current marketing landscape and how this “Big Data Revolution” will continue to permeate all aspects of our lives.
  • “How to Drive Conversion Through Virtual Events” with Frank Rogers, SVP, Business Development, InteSolv, Gold Partner for Adobe Connect
    Monday, October 14, 12:30pm – 1:30pm
    Location: Exhibit Hall
    Attendees will learn about immersion is the key to engagement, BYOD is driving blended events, and how conversion is dependent on the right technology.
  • “Data-Driven Storytelling” with Jeff Allen, Director, Product Marketing for Analytics, Adobe & Chris Krohn, President/CMO of
    Tuesday, October 15, 2pm – 3pm
    Location: W179a
    Too often, the creative industry finds itself balancing what it believes to be two very different approaches. On the one hand are the conventions of marketing storytelling, creativity, emotion, and on the other hand the big bang of big data. Marketers now know more about their audiences than ever before where they live, what they like, their social networks, where and how best to reach them. Instead of seeing these two elements as being in opposition, this session instead suggests that data transforms the possibilities for the stories that marketers tell.
  • Town Square: “One Tough Question: Does Data Help or Hinder Creativity?”; Nancy Harhut, CCO, Wilde Agency; Alfonso Marian, Chief Creative Officer, OgilvyOne New York; Zain Raj, president and CEO, Zed Holdings; Jeff Allen, Director, Product Marketing for Analytics, Adobe
    Tuesday, October 15, 4:05-4:30 pm
    Location: DMA Village
    As marketers’ use of data intensifies, some fear that creativity will suffer. Direct Marketing News Senior Digital Strategist Allison Schiff will host a discussion on whether and under what circumstances data helps or hinders creativity.

For more information on Adobe and it’s Digital Marketing products, please visit us at Booth #317 and go to

When: October 12-17, 2013
Where: McCormick Place West, Chicago, IL

Follow us on social media:

  • @AdobeMktgCloud
  • @DMA_USA and use hashtag #DMA13

We’re going to make several announcements over the next few weeks and at DMA. Please stay turned to our newsroom for new updates to the Adobe Marketing Cloud!