Posted by Melissa Lane, Marketing Communications Manager, Adobe

As many peo­ple know, 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 M. 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 Restau​rant​.com
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 Adobe​.com/​m​a​r​k​e​t​ing.

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

Fol­low us on social media:

@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!