The FSI Super-Session at Adobe Summit EMEA 2016

Customer Experience

It’s almost that time of year again—we’re only a few weeks away from the 2016 Adobe Sum­mit EMEA. Just like last year, this year’s Sum­mit already has an impres­sive line­up of speak­ers on a lot of thought-pro­vok­ing top­ics.

I’m par­tic­u­lar­ly excit­ed about the finan­cial ser­vices indus­try (FSI) super-ses­sion, “The Jour­ney to Dig­i­tal Trans­for­ma­tion for Finan­cial Ser­vices.” We’ve got a range of speak­ers lined up to deliv­er their per­spec­tives improv­ing cus­tomer engage­ment, rais­ing reten­tion rates, and dri­ving sales and rev­enue through dig­i­tal chan­nels, by lever­ag­ing new tech­nolo­gies and capa­bil­i­ties in per­son­alised mar­ket­ing.

Our ses­sion will fea­ture Thomas Bark­er, who leads the web ana­lyt­ics, opti­mi­sa­tion and per­son­al­i­sa­tion team bet­ter known as Super­star DJs at the Roy­al Bank of Scot­land. His team’s mis­sion is to instil a cul­ture of Test and Learn through­out RBS whilst using data to improve every dig­i­tal inter­ac­tion for all cus­tomers and vis­i­tors. Before he was with Super­star DJs, Thomas led the team respon­si­ble for the sales dri­ving dig­i­tal mar­ket­ing efforts across all RBS bank­ing brands – and he’s also held a vari­ety of agency-side dig­i­tal mar­ket­ing roles, so I’m sure we can expect some big insights on those top­ics from him at the Sum­mit.

We’ll also be get­ting some tech­ni­cal per­spec­tive at the super-ses­sion, thanks to Col­in Dean, who’s been work­ing in dig­i­tal ana­lyt­ics at the glob­al insur­ance com­pa­ny Avi­va for more than five years. In his time at Avi­va, he’s trans­formed the use of dig­i­tal data to become an inte­gral part of the business—and he cur­rent­ly heads the team respon­si­ble for data col­lec­tion, report­ing, and analy­sis of Aviva’s UK con­sumer site.

Plus we’ll have a speak­er from Sapi­ent Nitro – a firm that’s part­nered with Adobe Mar­ket­ing Cloud to cre­ate a spe­cif­ic solu­tion for the wealth and asset man­age­ment indus­try, which includes improved data visu­al­i­sa­tion, per­son­al­ized prod­uct infor­ma­tion for advi­sors, data intre­gra­tions with Sales­force, Lip­per and Morn­ingstar, FIN­RA-com­pli­ant work­flows and archiv­ing, and automa­tion of cam­paign man­age­ment, test­ing, tar­get­ing and archiv­ing. A speak­er from Sapi­ent will be dis­cussing this solu­tion in detail, and explor­ing how it can help your brand.

Dig­i­tal trans­for­ma­tion is about a lot more than just tech­nol­o­gy. It also depends on the process­es you’ve put in place to smooth your cus­tomers’ journeys—and on the per­spec­tives of the peo­ple on your team, who need to under­stand the lat­est data-dri­ven mar­ket­ing trends and cross-plat­form opti­mi­sa­tion tac­tics. That’s why the FSI super-ses­sion will cov­er not only broad process­es and organ­i­sa­tion­al tech­niques, but also spe­cif­ic tech­no­log­i­cal applications—which experts will be cov­er­ing in even more detail in the break­out ses­sions lat­er in the day.

As I myself am huge­ly pas­sion­ate about dig­i­tal trans­for­ma­tion in FSI mar­ket­ing, I’m excit­ed to hear what insights our super-ses­sion experts will bring from their work in the field. I hope you’ll join us.

Adobe Sum­mit EMEA 2016


Customer Experience
Michael Plimsoll

Posted on 04-20-2016


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