With an extra day this year added to the already full Adobe Sum­mit sched­ule, I know how daunt­ing it can be to fig­ure out what to attend. Like any con­fer­ence, you have to bal­ance your per­sonal inter­ests and your “orig­i­nal jus­ti­fi­ca­tion” for going. For those of you out there respon­si­ble for dri­ving e-commerce activ­i­ties for your com­pany, this post will be a guide to those ses­sions of inter­est from both Adobe as well as our part­ners that will be shar­ing insights from their work.

I’m excited by the momen­tum we have around experience-driven com­merce. I believe that we’re at a crit­i­cal point where we either choose to fun­da­men­tally change the cus­tomer expe­ri­ence or con­tinue to let a few giant retail­ers such as Ama­zon, Alibaba, or Wal­mart sell every­thing through their online store.

Ses­sions with a Com­merce Focus


  • 11:30 AM– 2014 Con­ver­sion ROI All-Stars: True sto­ries on con­ver­sion opti­miza­tion success
  • 2:00 PM – The power of analytics-driven optimization
  • 3:30 PM – [MUST SEE] Con­sumers and com­merce in the age of con­text
    Note: The consumer’s path to pur­chase has fun­da­men­tally changed, caus­ing brands and retail­ers to rein­vent shop­per mar­ket­ing. Con­sumer expec­ta­tions have risen 24 per­cent in the past 15 years, and they now expect a highly rel­e­vant, context-sensitive shop­ping expe­ri­ence any­time, anywhere.
  • 5:00 PM — [MUST SEE] Run­ning a global growth plan: ASICS dig­i­tal commerce

Hands-On Labs

  • 2:00 PM — Hands-on lab: Per­son­al­ized email cam­paigns and land­ing pages with Adobe Cam­paign and Adobe Expe­ri­ence Man­ager
    Note: Even if you’re using Chee­tah­Mail or any other email ser­vice provider, see­ing how we’re bring­ing the capa­bil­i­ties together will give you new ideas.
  • 2:00 PM – [MOBILE APP FOCUS] Hands-on lab: Build­ing mobile apps with Phone­Gap
    Note: Learn how to build mobile appli­ca­tions for iPhone and Android using Phone­Gap and Adobe Expe­ri­ence Man­ager. Put together a mul­ti­screen mobile app, test it in sim­u­la­tors, and learn how to keep it updated.


  • 11:30 AM – [MUST SEE] The per­fect union: Adding com­merce to Adobe Mar­ket­ing Cloud
    NOTE: Com­bin­ing com­merce with brand mar­ket­ing is a pow­er­ful new strat­egy that max­i­mizes cus­tomer engage­ment, con­ver­sion, and rev­enue. But this road is often fraught with tech­ni­cal and orga­ni­za­tional hur­dles. How will your busi­ness over­come them?
  • 3:30 PM — [MUST SEE] Adobe Expe­ri­ence Man­ager to Com­merce Con­nec­tor
    Note: IBM Com­merce cus­tomers can learn how to lever­age the Adobe Mar­ket­ing Cloud to drive their next-generation shop­ping experience.
  • 3:30 PM — The rules for reen­gag­ing aban­don­ers
    Note: A recent study by Amaze showed that while 87 per­cent of cus­tomers aban­don shop­ping carts, 75 per­cent intend to return and com­plete the pur­chase. Tim­ing and strat­egy are crit­i­cal in the process. Test­ing and opti­miza­tion can help set the rules for the most effec­tive approaches to retar­get­ing key seg­ments and indi­vid­u­als with the right mes­sag­ing, offers, and rec­om­men­da­tions. Hear the best meth­ods for learn­ing the rules that apply to your cus­tomers and needs.


  • 9:30 AM – Retail Indus­try Super Ses­sion – The Future of Retail: Insights from a Retail Inno­va­tor
    Note: A demo not to miss!
  • 11:00 AM – [MY SESSION!] Com­merce & Con­tent Sys­tems Con­verg­ing, For­rester and Adobe Per­spec­tive
    Note: Mar­ket­ing and e-commerce teams have tra­di­tion­ally served dif­fer­ent pur­poses with brand sites and the online store, but they are increas­ingly find­ing value in mak­ing all con­tent expe­ri­ences across dig­i­tal touch points with cus­tomers shopable. Suc­cess­ful inte­gra­tion of the two teams and their respec­tive plat­forms will help com­pa­nies main­tain cross-channel con­sis­tency and engen­der rich, con­tex­tual expe­ri­ences through­out the cus­tomer life cycle. Learn how to bring it all together and cre­ate com­pelling expe­ri­ences in this new world that addresses your brand require­ments and your e-commerce objec­tives. For­rester and Adobe will pro­vide per­spec­tive on the chang­ing tech­nol­ogy land­scape sup­port­ing your future com­merce expe­ri­ences across the increas­ingly diverse num­ber of dig­i­tal devices and con­sumer touch points.
  • 1:30 PM – [ANALYTICS FOCUS] How Sta­ples and other retail­ers use mul­ti­chan­nel ana­lyt­ics to drive value
  • 1:30 PM – [TESTING FOCUS] 2014 Con­ver­sion ROI All-Stars: True sto­ries on con­ver­sion opti­miza­tion suc­cess Note: This is one of my favorites!
  • 3:00 PM – [MUST SEE] Step INto the Future of Cus­tomer Expe­ri­ence
    Note: Every­one knows that cus­tomers are crit­i­cal to busi­ness. What they don’t know is that cus­tomers are not just a func­tion of new e-commerce fea­tures but rather some­thing else: expe­ri­ence. In the future, your cus­tomers’ expe­ri­ence will dic­tate pur­chase deci­sions. Shop­ping malls and online shop­ping have almost erased the one-to-one exchange between a buyer and a seller, but now new tech­nolo­gies are enabling the revival of one-to-one shopping.

Hands-On Labs

  • 9:30am AND 1:30pm — L706: Mas­ter­ing dig­i­tal expe­ri­ences with Adobe dig­i­tal asset man­age­ment capabilities

Booths to Visit

There are of course many amaz­ing ses­sions planned, so make sure to take a look at the full list. Above are just call-outs for ses­sions that I know will have a good com­merce story for those of you respon­si­ble for that area of your business.

Out­side of the ses­sions, make sure you check out the fol­low­ing part­ner booths as well (alpha­bet­i­cal order):

If you haven’t reg­is­tered yet for Adobe Sum­mit, then you need to get on it!