This year we’re very excited to be bring­ing the “Con­ver­sion ROI All-Stars: True Sto­ries on Con­ver­sion Opti­miza­tion Suc­cess” ses­sion back to Sum­mit. ROI All Stars is a yearly tra­di­tion in which users of Adobe Tar­get tech­nol­ogy get together to dis­cuss best prac­tices and ways they have achieved suc­cess in their test­ing and opti­miza­tion process. Although it’s tough to pick a favorite, this ses­sion is arguably one of my favorite ses­sions at Sum­mit. It’s not just because I mod­er­ate it; I love to engage in the inspir­ing dis­cus­sions and con­ver­sa­tions it gen­er­ates, as well as to wit­ness cus­tomers who were in the audi­ence the year before join us at the podium to share their rapid wins and advance­ments. It’s great to hear first-hand accounts of the improve­ments they’ve seen as a result of their efforts, and one rea­son we’re bring­ing back ROI All Stars is because of the feed­back from atten­dees about how much they gained from hear­ing about the expe­ri­ences of oth­ers. This ses­sion allows peo­ple to share ideas and expe­ri­ences that can help you employ new tac­tics and approaches to your own opti­miza­tion program.

I’m often amazed at just how quickly busi­nesses that are exposed to opti­miza­tion fun­da­men­tals, insights, and wins at Sum­mit can turn around and use the tac­tics they’ve learned to see big wins in a short amount of time. Atten­dees can learn opti­miza­tion best prac­tices along with new ways to use tools that are avail­able to them, such as the Adobe Mar­ket­ing Cloud col­lab­o­ra­tive inter­face, our Opti­miza­tion Matu­rity Model self-assessment, and addi­tional fea­tures included within Adobe Tar­get, giv­ing them the skills they need to build more effec­tive tests and activ­i­ties. A smart approach to opti­miza­tion involves set­ting real­is­tic objec­tives to drive con­ver­sion and mar­ket­place knowl­edge based on your company’s objec­tives. Even minor adjust­ments to mar­ket­ing as a result of test­ing can result in sig­nif­i­cant ROI, but deter­min­ing the spe­cific pref­er­ences of your key seg­ments can add up to expo­nen­tial ROI (even within a sin­gle test). Learn­ing how other com­pa­nies have imple­mented these con­cepts suc­cess­fully is one of the main ben­e­fits of the All-Stars session.

Orga­ni­za­tions that are new to opti­miza­tion and begin to refine and per­son­al­ize their con­tent directly to a diverse cus­tomer base can see a big lift in rev­enue and ROI within weeks. And whereas ROI can and often does equal greater rev­enue by iden­ti­fy­ing opti­mal tar­get­ing sce­nar­ios for your key seg­ments, it also equates to learn­ing in terms of over­all user expe­ri­ence as well as strate­gies that are not suc­cess­ful (which can be just as valu­able in the longer term). A flat test, or even a loss, should not nec­es­sar­ily be seen as a fail­ure. In fact, it can give you rel­e­vant infor­ma­tion about what expe­ri­ences might not be valu­able to pur­sue or what is not crit­i­cal to engag­ing and con­vert­ing cus­tomers, reduc­ing risk/losses/opportunity costs, etc. There are many ways to define ROI, and under­stand­ing how to use all of the infor­ma­tion gained from your test­ing to improve your pro­gram and bot­tom line is one of the focuses of the ROI All-Stars session.

This year we are excited to hear about ROI best prac­tices from two suc­cess­ful cus­tomers: Syman­tec and Lenovo. Both of these com­pa­nies have effi­ciently built opti­miza­tion pro­grams with rapid growth year over year that con­tinue to pro­vide valu­able ROI for the busi­ness and, not sur­pris­ingly, have seen expo­nen­tial growth this past year. Opti­miza­tion has become an ingrained part of their con­tent devel­op­ment, and its accep­tance across their orga­ni­za­tions now allows them to take bold steps to jus­tify exist­ing vis­i­tor expe­ri­ences as well as to exper­i­ment with fresh approaches. Man­ag­ing the peo­ple, processes, and tech­nolo­gies dri­ving their yearly growth is also a key area of focus; they’ll share how improv­ing com­mu­ni­ca­tion and processes sup­ports an increase in effi­ciency and scal­a­bil­ity of their test­ing and opti­miza­tion pro­grams. I’m excited to see how these two com­pa­nies have imple­mented such suc­cess­ful pro­grams, and believe it will help atten­dees learn how to grow, man­age, and evan­ge­lize suc­cess­ful pro­grams within their own organizations.

This ses­sion will be held March 27, 2014, from 1:30–2:30 p.m. at the Adobe Sum­mit in Salt Lake City, Utah. Come join us if you want to learn the most suc­cess­ful opti­miza­tion tac­tics from some of the most suc­cess­ful busi­nesses in the world. Who knows? Maybe next year you’ll be the one on stage explain­ing how opti­miza­tion has pro­vided expo­nen­tial returns and improved your busi­ness over the last year!