Author Archive: Neil Morgan

200 additional Summit tickets just released

Summit tickets have been going fast, so we’ve just added an extra 200 seats.

This is your last chance to register and make sure you attend Europe’s leading digital conference.

  • Stay at the forefront of digital marketing and advertising by learning from Europe’s top brands, experts and luminaries.
  • Get all the latest information on European ePrivacy and understand how it impacts your business.
  • Discover best practices, strategies and techniques directly from Adobe consultants.
  • Choose from over 40 educational breakout sessions across 7 tracks to strengthen your digital expertise.

Last year’s Summit was a sell-out, so we recommend registering as soon as possible to guarantee your place.

Register now >

Partner Day: Highlights from the US & what to expect in Europe

This past March, over 300 senior executives experienced Adobe’s premier partner event at the Adobe Digital Marketing Summit in Salt Lake City. We are now geared up to bring the same momentum to London for our EMEA partners.

Partners are invited to attend Summit a day early, on Monday 14 May, to get exclusive access to customised speaking events, breakout sessions, and networking opportunities – all tailored to demonstrate how a partnership with Adobe will arm them with the products, resources, and strategies required to open up new revenue streams.

View the Partner Day agenda.

Featured speakers:

  • Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne London
  • Ashley Friedlein, CEO and Founder of Econsultancy.com
  • Brad Rencher, SVP and GM Digital Marketing BU, Adobe
  • David Nuescheler, VP, Enterprise Technology Adobe
  • Bill Rusitzky, VP, Global Strategic Alliances, Adobe
  • Aseem Chandra, VP, Product Marketing, Adobe

Still not convinced? Checkout highlights from Partner Day at Summit in Salt Lake City:

Analytics & Reporting at Summit

Summit is just around the corner and is shaping up to be the biggest and best ever. Among the 40+ sessions will be a large number focused on analytics, spread across the tracks, describing how digital marketers and web analysts can use analytics products such as SiteCatalyst, Insight, and Discover to better measure, analyse and optimise digital marketing activities. Here is a brief outline of some of these exciting sessions:

Adobe SiteCatalyst 15: Advanced approaches to achieving data-driven euphoria

Session 15101
Track: Analytics & Reporting
Level: Advanced
Products:
SiteCatalyst

Take advantage of cutting-edge SiteCatalyst features and advanced user techniques. Long time users will especially love the new segmentation features, which help you derive better insights from segmentation, such as understanding marketing channel relationships. This session features some dynamic industry speakers including Matthew Tod, Partner, Consulting Division, PwC and Nick Willis, Head of Web Analytics (Global), Yell.

Predictive marketing: No PhD in statistics required!

Session 16105
Track: Analytics & Reporting
Level: Advanced
Products:
SiteCatalyst, Discover, Insight

Take charge and put the power of predictive marketing in your own hands! This is a new and growing area of focus and features Adobe experts on this topic as well as Bill Gassman, Research Director at Gartner.

Analytics action heroes panel: Learn digital kung-fu from analytics masters

Session 16106
Track: Analytics & Reporting
Level: Advanced
Products:
SiteCatalyst, Discover, Insight

Always a popular session, learn best practices from digital analytics experts and evangelists at Adobe as well as Adam Greco, Senior Partner, Web Analytics Demystified and Eric Crossfield, Web Analyst, John Lewis.

The sense of time and place: Using advanced attribution in multi-channel marketing

Session 16306
Track: Media & Attribution
Level: Intermediate
Products:
Insight

Organisations struggle to optimise cross-channel advertising investments. Hear how some enterprises are using analytics to accurately attribute the impact of all advertising channels on the final conversion.

Turn social media buzz into actionable insights

Session 15601
Track: Social
Level: Intermediate
Products:
Social, SiteCatalyst

Hear how to move beyond just social monitoring, to uncovering actionable insights from social media and turning that intelligence into an effective marketing and messaging strategy.

We heard you: New innovations in Mobile, powered by the Digital Marketing Suite

Session 15701
Track: Mobile
Level: Intermediate
Products:
SiteCatalyst

Mobile technology is rapidly evolving, and Adobe is leading the pack in developing innovative mobile marketing and mobile analytics solutions.

Mobile is the glue that connects digital to offline channels

Session 15702
Track: Mobile
Level: Intermediate
Products:
Insight, SiteCatalyst

Walk away with best practices for connecting and analysing mobile behaviour with offline behaviour, to understand the effectiveness of mobile channels in driving conversion, both online and in-store.

Digital governance: Defining a strategic roadmap for data-driven success

Session 16703
Track: Mobile
Level: Intermediate
Products:
SiteCatalyst

Learn from a panel of online analytics experts about the challenges and triumphs they’ve experienced in fostering data-driven success within their organisations.

Social, mobile, and location analytics converge to provide new insights

Session 16704
Track: Mobile
Level: Intermediate
Products:
SiteCatalyst, Social

Long-term mobile success requires you to differentiate your mobile apps and sites with a real-time customer experience based on contextual data and insights. Learn how other leading firms are employing these strategies.

Adobe SiteCatalyst: The Essentials

Session 15102
Track: Analytics & Reporting
Level: Foundation
Products:
SiteCatalyst

Even if you have used SiteCatalyst for a long time, you may not be getting the most out of your investments and maximising insights using calculated metrics, out-of-the-box reports, and dashboards.

Behaviour-based marketing: Driving conversion through personalised, multichannel targeting

Session 15103
Track: Analytics & Reporting
Level: Intermediate
Products:
SiteCatalyst, Test&Target, Genesis

To be successful, multichannel marketers must leverage and consolidate customer data across channels such as email, mobile, social and the web to deliver personalised content and improve conversions and revenue.

Introducing Adobe Discover 3: Bye-bye page pathing, hello sequential analysis

Session 16104
Track: Analytics & Reporting
Level: Intermediate
Products:
Discover

Learn about the brand new product capabilities such as visitor sequential analysis, cross-visit pathing and cross-visit participation analysis.

Tickets for Summit are going fast, so if you haven’t registered yet we recommend doing so ASAP to guarantee your place:
summit-emea.adobe.com

We look forward to seeing you at Summit!

Hear from Europe’s leading brands & digital marketing experts

We’ve been busy putting the finishing touches on the Summit agenda to bring you the very best speakers, brands and digital marketing experts Europe has to offer. Check out the details of our 7 tracks below and some of our top presenters. Make sure you visit the website to view the full Summit agenda.

Analytics & Reporting

Hear the experts reveal strategies for optimising your digital marketing campaigns. You will learn how analytics can effectively identify the most profitable strategies to serve customers, engage audiences with compelling content, and determine the critical inputs to achieve digital marketing success. Learn more >

Speakers include:
Adam Greco, Senior Partner, Web Analytics Demystified
Matthew Tod, Partner, Consulting Division, PwC
Nick Willis, Global Head of Web Analytics, Yell
Eric Crossfield, Web Analyst, John Lewis

Advertising & Multi-channel Campaigns

Digital advertising will be a $41B business in 2012. Return on this massive investment is more important than ever. Attend Summit to learn how to focus your resources on the most salient and impactful solutions in order to compete in this aggressive advertising landscape. Learn more >

Speakers include:
Rina Patel, Website Digital Marketing Manager, Chevrolet Europe
Chris Fensome, Paid Search Specialist, First Choice
Giles Warner, Partner, Consulting, Deloitte
Jon Beeston, Director, New Product Innovation, Adobe

Media & Attribution

As multiple media formats deploy across multiple devices, you must understand the diversity of your audiences in order to maximise engagement. Learn strategies for intelligently targeting desirable consumers and understanding more sophisticated attribution models in order to gain a better return. Learn more >

Speakers include:
Shar VanBoskirk, VP and Principal Analyst, Forrester
Michael Halbrook, Senior Consultant, Adobe
Steve Allison, Technical Evangelist, Adobe
Jamie Bill, Publishing Director, Conde Nast

Personalisation & Conversion

Increasing your conversion ratio requires improving each customer’s unique set of interactions to create relevant personal experiences. Our experts will show you how to do this, through integrated site search, dynamic content and conversion strategies. Learn more >

Speakers include:
Heloise Beldico-Pachot, La Banque Postale
Julian Brewer, Digital Commercial Director, Barclays Digital
Nick Leonard, Head of Digital Experience, Royal Bank of Scotland
Rich Page, Conversion Solutions Specialist, Adobe

Web Experience Management

Discover how WEM can build strong connections with your target audience, at work, home or on the go. Learn how to expand your digital presence, manage rich personal media experiences and launch targeted campaigns resulting in increased engagement and measurable marketing effectiveness. Learn more >

Speakers include:
David Nuescheler, VP Enterprise Technology, Adobe
Manuel Niess, Web Specialist & Internet Project Manager, UBS
Joost van Dun, IT Business Specialist, Philips
Marco Thelen, Head of Customer Experience Program, E.ON AG

Social

Social influences all marketing activity, and organisations need to connect social activity to their business results.. At Summit, social media strategists will learn the latest trends, challenges and how leading social marketers are harnessing social media to improve ROI and extend relationships with their customers.
Learn more >

Speakers include:
Bruce Daisley, UK Sales Director, Twitter
Paul Coffey, Industry Leader, Google+
John Yi, Manager Marketing API Program, Facebook
Johnny Devitt, Marketing Technology & Display Manager, Paddy Power

Mobile

Listen and learn from Adobe experts and your peers as they provide best practices, strategies, and insights for analysing and optimising your mobile marketing. Our speakers will discuss how strategies for mobile applications and websites can improve consumer engagement and monetisation.
Learn more >

Speakers include:
Nermin Hairedin, Global Head of Digital Marketing, Nokia
Åsa Iggström, Web Analytics & Optimisation Manager, SEB
Dennis Stenberg, Nordic Competitive Intelligence Manager, Eniro
Carl Sandquist, Mobile Analytics Expert, Adobe

Enter the Summit VIP Sweepstake

If you’ve already registered to attend Summit on 15-16 May, here is your chance to upgrade to a VIP pass!

Enter the Summit VIP Sweepstake and you could win:

  • Reserved seating in the VIP, executive and guest speaker row for all general and keynote sessions
  • A backstage pass to meet the band (to be announced soon!) at the Summit party
  • A shiny, brand new iPad 3

The winner will be announced on 11 May.  Don’t forget to check out the official rules. Good luck!

Enter the Summit VIP Sweepstake.

Arianna Huffington is joining us at Summit EMEA!

We’re thrilled to announce that Arianna Huffington will keynote Summit in London next month. Arianna launched The Huffington Post in 2005, and it rapidly became one of the most widely-read, linked to and frequently-cited media news sites on the internet.

Named in the TIME 100, TIME magazine’s list of the world’s 100 most influential people, Arianna has been recognised by Fast Company as one of the 100 Most Creative People in Business as well as in The Financial Times’ 50 People Who Shaped the Decade and Newsweek’s Top Ten Thought-Leaders of the Decade. Hailing from Greece, and a graduate of Cambridge University, we are delighted to have her make a rare European keynote address to speak at Summit.

Arianna will share her insights on our conference theme ‘The Digital Self’ as well as her vision and predictions for digital marketing and the lessons she has learned in building one of the world’s leading internet properties. Don’t miss this rare chance to hear from one of the world’s leading internet entrepreneurs and visionaries.

Keep your eye on @AdobeSummit for more news and announcements in the coming weeks!

www.summit-emea.adobe.com

Stay on top of European ePrivacy at Summit

MeMe Jacobs Rasmussen, Chief Privacy Officer, Adobe

ePrivacy is one of the biggest challenges facing European businesses today. How does it impact your business? What are the recommendations for businesses to ensure you are compliant with the ePrivacy Directive?

If you’re in the UK, you’ll know that 26 May 2012 marks the end of the grace period that the Information Commissioner’s Office (ICO) granted industry to adapt to the provisions of the new ePrivacy Directive. What is the ICO recommending businesses do to comply with this Directive? Will the ICO be enforcing this directive against companies using cookies for analytics?

Dave Evans, Group Manager Business and Industry, Information Commissioner’s Office

Attend Summit to hear from Dave Evans, Group Manager, Business & Industry, from the ICO and MeMe Jacobs Rasmussen, Adobe’s Chief Privacy Officer as they address these questions and many more.

The Digital Self Panel: Privacy vs Personalisation

78.3% of consumers accept that companies should be able to hold personal information, provided they are using it to deliver a personalised, relevant service (according to a survey conducted by The Data Governance Forum among 1,000 consumers in February 2012).

Listen to some of Europe’s leading experts in the digital marketing and ePrivacy space, along with best-in-class Adobe clients, as they debate one of the biggest challenges facing brands today. Panellists include:

Martha Lane Fox
UK Digital Champion & Founder of Race Online 2012

MeMe Jacobs Rasmussen
Chief Privacy Officer, Adobe

Adobe Dave R. Dean
Senior Partner & Managing Director, The Boston Consulting Group

Visit the Summit website for more information about the conference.

Join us for a Summit Meetup on 3 May

As Summit is just around the corner (15-16 May, London) we thought it would be nice to organise a little get together beforehand on 3 May, 6pm till late, at Bureau Club in London.

If you can’t make it to Summit, this is a great chance to do some networking. And if you are coming to Summit, this is a good opportunity to get to know some of your fellow delegates before the conference.

Come along to meet other digital marketing and advertising folks over a drink or two (on us!).

Hope to see you there!

Join the meetup and let us know you’re coming.

Technical Sessions for Advanced Users

At Summit our top technologists will share innovative approaches to measurement and optimisation for use across your digital marketing activities. If you’re a more technically advanced user, here is a list of sessions you might be interested in:

Adobe SiteCatalyst 15: Advanced approaches to achieving data-driven euphoria
Track: Analytics & Reporting 

For those seeking analytical enlightenment, come forth! Explore advanced analytic methods and the exciting new features of SiteCatalyst 15. Learn how you can leverage its power to drive more actionable and data-driven decisions.

Learn about:

  • Effectively using segmentation within your data set to draw out actionable insights.
  • Approaches to estimating the potential impact of analytics results.
  • Taking advantage of cutting-edge SiteCatalyst features and advanced user techniques.

This session is for web analysts in all industries seeking advanced uses for SiteCatalyst.

Predictive marketing: No PhD in statistics required!
Track: Analytics & Reporting 

How do you provide the right content to the right customer at the right time through the right channel? How can you make more confident decisions from your data and become forward looking without having to be a “quant”? Hear how you can simplify predictive marketing solutions and techniques to enhance data analysis and make more intelligent decisions based on statistical modeling.

Learn about:

  • Segmentation and customer response scoring.
  • Forecasting.
  • Attribution and media mix modeling.

This session is for interactive marketers and web and business analysts in all industries.

Analytics action heroes: Learn digital kung-fu from analytics masters
Track: Analytics & Reporting

A panel of leading practitioners from across the country review best practices for performing analysis, optimising online performance, and driving more value from analytics. These experienced experts reveal their tips, tricks, and power strategies for getting the most out of online analytics efforts. You’ll leave this session armed and dangerous with ideas and techniques for driving more value in your role as an analyst.

Rub elbows with industry veterans who share:

  • Power-user tips to raise your analytics game and optimise your business results.
  • Real-world examples that address current online analytics questions.
  • Innovative practices and strategies to get your website to top performance levels.

This session is for web and digital analysts in all industries.

Multichannel campaign budgeting—finding the right mix
Track: Advertising & Multi-channel Campaigns 

Search, display, and social are the three dominant digital channels for marketers today. Finding the right mix between them can deliver a more successful advertising campaign. Learn how data and sophisticated algorithms are driving smarter budget mixes to help marketers create higher performing multichannel campaigns.

Learn about:

  • Forecasting channel performance with increased spend.
  • Developing an efficient media mix to boost results across channels.
  • Optimising campaigns after launch to drive incremental performance.

97% of site visitors don’t convert. How successful was your last display retargeting campaign?
Track: Advertising & Multi-channel Campaigns 

Display retargeting is one of the most efficient ways to reach previous visitors with relevant offers while they engage with other sites. Bringing them back to your site increases conversion and reduces overall acquisition costs. Hear how you can align your first-party data with targeting technology to create effective display retargeting campaigns.

Learn how to:

  • Identify high-value retargeting segments large enough to drive volume.
  • Deliver dynamic creative with relevant offers based on behaviour.
  • Measure the impact of your retargeting campaigns.

This session is for advertising and agency professionals.

Deep dive into data-driven campaign optimisation
Track: Advertising & Multi-channel Campaigns 

The collision of data and advanced learning algorithms is no more apparent than in search marketing. However, the need to extend this intelligence across channels is critical for marketers. And that requires effective and flexible models aligned with accurate data. Hear how the creators of Efficient Frontier’s market-leading optimisation algorithms think about campaign optimisation and how you can apply it to your business.

This session covers:

  • Understanding key variables in channel optimisation.
  • Gathering the right data to feed the models.
  • Applying advanced optimisation to campaigns.

This session is for advertising and agency professionals with advanced segmentation needs.

Connecting the dots—powerful profiles for personalisation success
Track: Personalisation & Conversion 

When personalising online experiences, success depends on creating meaningful connections between what you know or can assume about your online audience and your company’s offers and content. Whether you’re an online retailer, publisher, B2B service provider, or all of the above, you need an effective way to aggregate meaningful data about your customers and prospects and then leverage that data to create relevant, personalised online experiences that engage and convert. Learn how to create and use “universal profiles” that facilitate audience segmentation and targeting.

This session covers:

  • What the profile knows and how it can help you personalise.
  • Augmenting profiles with enterprise and third-party data sources.
  • Examples of leveraging the universal profile to improve your testing and targeting programmes.

This session assumes an understanding of Adobe Test&Target. It is for interactive marketers across industries, but the principles discussed might be of interest to display ad marketers.

Getting to know you: Going from anonymous visitor to loyal customer
Track: Personalisation & Conversion

Even the best personalisation programmes are often not addressing huge portions of their online audience because they simply don’t know what to present to an anonymous visitor. Worse yet, several personalisation programs never get off the ground because of the daunting task of matching relevant offers and content to largely diverse audiences and individuals.

Hear how Adobe Test&Target can leverage up to hundreds of data points to automate the personalisation of content and offers specifically to individuals while removing the editorial burden from the marketer.

Learn about:

  • How automated personalisation to individual online visitors works.
  • Making the most of your prime promotional real estate with automated personalisation.
  • Getting the most out of your Test&Target deployment.

This advanced targeting session is for marketers in retail, financial services, B2B, and high tech, but principles discussed are applicable to several industries.

Implementing Adobe CQ to create optimised customer experiences
Track: Web Experience Management 

Many companies are choosing to re-platform their content management systems with more adaptive and agile technologies. Learn how to use Adobe CQ as part of the Adobe Digital Marketing Suite to gain the agility you need. Explore areas of extensibility for custom development to create highly engaging web and mobile experiences.

Takeaways include:

  • Implementation overview, including system basics, prerequisites, and points of integration.
  • Integration of CQ in the Digital Marketing Suite and integrated workflows with other suite products, such as SiteCatalyst, Test&Target, Scene7, and Adobe Search&Promote.
  • Architectural overview of the CQ content sync framework for deploying existing web content to mobile sites.

Check out the agenda for a full list of sessions available across our seven tracks.

Hear from last year’s European Summit attendees

Hear about the value of attending Europe’s leading digital conference direct from last year’s attendees: