Adobe Digital Dialogue

Discover the power of data at Adobe Digital Marketing Symposium 2015

Data-driven: Tackle the future today

Data is pow­er. Data gives mar­keters the pow­er to under­stand what hap­pened yes­ter­day, and to pre­dict what will hap­pen tomor­row.

While some pro­fes­sion­al mar­keters in the Asia-Pacif­ic region already under­stand this, most are yet to use data to its full poten­tial – and many are only using it to do what they have done pre­vi­ous­ly, rather than embrac­ing the deep cus­tomer insights data offers.

Data is a time machine that we’ve always used to go back­wards. Yet while we now have the capac­i­ty to trav­el into the future, it’s as if we’re stuck in reverse.

Now more than ever it’s vital for mar­keters through­out the Asia-Pacif­ic region to gain a deep under­stand­ing of what they can and should be doing with the data ana­lyt­ics resources they have at hand.

As a result, mar­keters are using dig­i­tal to deliv­er a mes­sage, but not to engage with the recip­i­ents. Dig­i­tal is shoe­horned into our exist­ing strate­gies as though it were mere­ly anoth­er chan­nel. We should be look­ing for ways to fit our strate­gies into a dig­i­tal era, not for ways to fit dig­i­tal into our strate­gies.

Harnessing the Power of Predictive Analytics

There is a small but influ­en­tial group of mar­keters in the region who are flick­ing the switch for­ward and mak­ing dig­i­tal intel­li­gence and insight cen­tral to their over­all busi­ness strat­e­gy. Many of these indus­try lead­ers will be shar­ing their insights at the Adobe Dig­i­tal Mar­ket­ing Sym­po­sium that will be held in Syd­ney and Sin­ga­pore in July this year.

They are the mar­keters who are har­ness­ing the pow­er of pre­dic­tive ana­lyt­ics to ensure that data informs strat­e­gy at every step from prod­uct devel­op­ment to design, pro­duc­tion, pro­mo­tion, deliv­ery and engage­ment.

Image courtesy of adamr at

Image cour­tesy of adamr at

Rather than track­ing exist­ing cam­paigns, these mar­keters are using data to iden­ti­fy new oppor­tu­ni­ties; rather than using data for reflec­tive report­ing, they are using it to inter­act in real-time with cus­tomers through mul­ti­ple chan­nels. They are not using data to track fail­ure and suc­cess, they are using it to fail fast, and seek suc­cess. They are con­stant­ly learn­ing and move on to new tech­niques and approach­es that make it pos­si­ble to race ahead of com­peti­tors.

These more sophis­ti­cat­ed mar­keters are already tak­ing sub­stan­tial mar­ket share from tra­di­tion­al oper­a­tors, and will con­tin­ue to do so as the fail-fast approach becomes more per­va­sive.

The future, it appears, will belong to those who use data not only to under­stand what has been, but also to fore­see what will be.

Don’t miss out on this year’s Sym­po­sium. Reg­is­ter now to enjoy the ear­ly bird offer for just $129.

Data Driven Marketing

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