When we think of Summit, we can’t help but have visions of keynote presentations with exciting announcements, sneak peaks of the latest tech out of the Adobe labs, truly inspirational speakers, and a healthy bit of fun.
Traditionally, the seemingly less glamorous back-end topics have been the realm of HR, legal and policy teams, as marketing specialists focus on specific solutions or marketing strategies at Summit. This year, however, with GDPR arriving less than a month after Summit EMEA’s completion, marketing operations are firmly in the spotlight for everyone. Adobe is ready to help, packing the calendar with sessions that are sure to fill fast.
As the coordinator for the Marketing Operations track at Summit EMEA, I’m excited by the challenges and opportunities GDPR offers. But this track is more than just GDPR: it’s about getting to grips with the nitty-gritty of how to go from big vision to delivering better customer experiences across channels and functions. How can you structure your teams, tech, and interactions to make tangible strides towards realising that vision and shifting everyone’s experience, not just the customer’s?
What I love about this track, and what makes it different from all the others, is that it is uber-practical. Summit is really sexy and exciting—and that’s great—but as a Solutions Consultant, what really gets my adrenalin pumping, and makes a tangible impact on everyone we work with, is insight into how to actually get stuff done.
Which sessions should be top of your list? Here are my three “don’t miss” recommendations:
OP3: Adobe is GDPR ready. Are you?
On May 25, 2018, the European Union’s General Data Protection Regulation (GDPR) goes into effect. This is your opportunity as a customer-focused brand to embed privacy into your customer experience and build brand loyalty. In this session Adobe’s Chief Privacy Officer and lead GDPR product manager, Alisa Bergman, along with the Royal Bank of Scotland’s Head of Digital Solutions, Thomas Barker, will:
- Share what GDPR is
- Explain the implications of GDPR for your business
- Showcase a new product built to help brands become GDPR ready
- Provide an overview of Experience Cloud product roadmap features to support your GDPR readiness
Join us for 45 minutes and you’ll leave with a solid grasp of GDPR, how it affects your business, and what you need to do get ready. This session is a pre-requisite for some of the other sessions at Summit, especially those focusing on Adobe Audience Manager, so be sure to arrive early, as seats will fill fast.
OP11: The Practicalities of Digital Transformation in a Siloed Business
How do you digitally transform an 80-year-old catalogue business into £1bn digital leader? For RS Components, a high-service distributor for engineers, it’s about leveraging technology and democratising data to delight customers and suppliers.
Join Tom Loomes, Head of Digital Data & Technology, to find out how the RS digital teams are leveraging Experience Cloud solutions to collaborate around data and automate behaviour-led activities to transform the RS experience.
Key takeaways will include:
- Why technology and data are fundamental to your digital transformation
- Collaborating teams around data
- Using Experience Cloud solutions to automate behaviour-led activities and delight your customers
This is the session to attend if you have multiple Adobe Experience Cloud solutions and want to hear some practical, real-life examples about how to leverage them, from an organisation who’s doing just that.
OP8: Machine learning on Adobe Cloud Platform: Unveiling the framework
Learn all about the machine-learning framework on Adobe Cloud Platform. Sensei is the genius behind many of the most powerful Experience Cloud features, and customers and partners can both take advantage of the Sensei machine-learning framework. We’ll walk you through a data scientist’s typical experience in data discovery, data exploration, experimenting with models, and building intelligent services. We will also demonstrate the machine-learning capabilities of Adobe Experience Cloud.
In this session:
- See how a machine-learning prediction can be built as an intelligent service, and how to iterate it on ML models in the framework to optimise predictive capabilities
- Explore XDM datasets in the Experience Cloud to power omni-channel ML use cases
- Learn what’s coming next and how you can be a part of it
If you’re excited about the future of tech and how it’s changing the way we do marketing, you’ll want to get a front row seat at this session. It’s Sensei to the max!
Find out more and register for Adobe Summit EMEA here.