For more than 30 years, Adobe has been pro­vid­ing cus­tomers with top-of-the line soft­ware solu­tions to help in their mar­ket­ing and adver­tis­ing cam­paigns. Our expe­ri­ence in grow­ing lead­ing busi­nesses and help­ing them mature their mar­ket­ing pro­grams with our test­ing and opti­miza­tion solu­tion, Adobe Tar­get, has given us insight into best prac­tices and proven strate­gies for growth. We’ve taken the lessons learned for meet­ing spe­cific busi­ness require­ments and the needs of our cus­tomers and inte­grated them into our approach to test optimization.

These lessons are the basis for our self-assessment tool, the Matu­rity Model, and they are also the sub­ject of ongo­ing con­ver­sa­tions in our blog posts and online dis­cus­sion groups, as well as a spe­cial pro­gram called “Lead­ers and Learn­ers,” a series of regional forums held through­out the year, and sched­uled as a spe­cial ses­sion at the 2014 Adobe Sum­mit.

Lead­ers and Learn­ers events gather advanced prac­ti­tion­ers of the Adobe Tar­get solu­tion with those who are just start­ing out or gain­ing trac­tion in the space to dis­cuss new and unique ways to lever­age test opti­miza­tion to achieve their spe­cific busi­ness goals.

Dur­ing these forums, opti­miza­tion new­com­ers can learn about rel­e­vant issues in prodig­i­tal gov­er­nance, unique strate­gies and tech­niques for test opti­miza­tion, processes around test design and exe­cu­tion, and tech­niques for evan­ge­liz­ing pro­gram wins and results. Exam­ples include how to edu­cate exec­u­tive spon­sors and depart­ment heads on the value and processes inher­ent in the test­ing process, how to evan­ge­lize wins such as increased ROI or other suc­cesses, and how to use our Matu­rity Model to assess your ongo­ing matu­rity, build­ing the sup­port required to achieve your annual goals and growth.

Lead­ers and Learn­ers forums always lead to lively, insight­ful dis­cus­sions on the impres­sive wins or obsta­cles over­come on the road to opti­miza­tion. The feed­back we get from the atten­dees is always pos­i­tive. In the past, we’ve had some great dis­cus­sions. Here are a few of the unique take­aways that I’ve gained from these sessions:

One pro­gres­sive Adobe Tar­get prac­ti­tioner was able to turn the Tar­get solu­tion into an inter­nal revenue-generating tool for their divi­sion. The divi­sion used a huge win on its home­page to evan­ge­lize the poten­tial ROI from test­ing across the global com­pany. The team now charges other depart­ments to test, and they have used this as an addi­tional point of ROI for their program!

Another enter­prise cus­tomer spoke about the impor­tance of “pride of own­er­ship” and being your own advo­cate. The cus­tomer lever­aged the guid­ance and pre­sen­ta­tion mate­ri­als pro­vided by Adobe to suc­cess­fully evan­ge­lize and grow sup­port for the opti­miza­tion efforts and pro­gram within the com­pany. One enter­prise finan­cial com­pany spoke about how it was impor­tant for team man­agers to take this mate­r­ial and cus­tomize it based on the rela­tion­ships and ini­tia­tives they were involved with within their orga­ni­za­tion. This helped make the pro­gram a more home­grown part of the orga­ni­za­tion, rather than just being viewed as an out­side entity that was dis­con­nected from the company’s core initiatives.

A final cus­tomer spoke about the need for a “train­ing the trainer” approach. She did not have the band­width to travel from depart­ment to depart­ment within her com­pany to meet and edu­cate employ­ees on the value and processes that were a part of opti­miza­tion. She over­came this by hold­ing quar­terly train­ings dur­ing which she would teach rep­re­sen­ta­tives from each divi­sion, who would then take back their learn­ings to train the indi­vid­u­als in their divi­sion. Not only did this build sup­port and cre­ate evan­ge­lists in other parts of the orga­ni­za­tion, it also helped the train­ers inter­nal­ize the infor­ma­tion and build a bet­ter under­stand­ing of how to imple­ment and suc­ceed in their test optimization.

Aside from look­ing at tra­di­tional uses for opti­miza­tion, we also include pre­sen­ta­tions from more pro­gres­sive cus­tomers around hot top­ics such as Big Data and mobile test­ing and tar­get­ing, as well as inte­grat­ing siloed data sets into reg­u­larly updated per­sis­tent vis­i­tor pro­files for advanced tar­get­ing and per­son­al­iza­tion within Adobe Target.

From basic get­ting started tips to more advanced best prac­tices and hot top­ics such as B mobile test­ing, there’s some­thing for every­one at a Lead­ers and Learn­ers forum. In fact, there’s been so much pos­i­tive feed­back on these forums that we are devel­op­ing an online forum to sup­port and con­tinue the Lead­ers and Learn­ers dis­cus­sions year-round! In the mean­time, come visit us at Sum­mit, March 24–28, to meet some of the lead­ers in the indus­try and to learn how you can lever­age test opti­miza­tion to achieve your busi­ness goals.