Breakout Highlights of Adobe Summit EMEA 2017

Digital Marketing

This year’s Adobe Sum­mit EMEA was our largest so far. Over two excit­ing days, more than 5,000 atten­dees soaked up pre­sen­ta­tions on a wide range of top­ics, and net­worked with peers and indus­try experts. Every day fea­tured a keynote ses­sion, along with more than 100 break­out ses­sions, fea­tur­ing 200 speakers—plus a com­mu­ni­ty pavil­ion where mar­keters from all sec­tors min­gled and shared ideas. We asked our atten­dees to rate the ses­sions via a feed­back sur­vey and here are some of the top-rat­ed ses­sions.

Cus­tomer Expe­ri­ence Track

CX12: Not Our First Rodeo—Experience Man­ag­er Man­aged Ser­vices Team Learn­ings

In this ses­sion, the AEM Man­aged Ser­vices team shared best prac­tices from man­ag­ing hun­dreds of Expe­ri­ence Man­ag­er deployments—or more. Experts from our AEM prod­uct mar­ket­ing and the Man­aged Ser­vices team cov­ered hot top­ics like how to best archi­tect AEM for scale, how best to imple­ment CI/CD process­es, and how to avoid com­mon pit­falls and side­step poten­tial land mines. Plus, a case study direct­ly fea­tur­ing Joose Van Dun of Philips high­light­ed dis­cov­er­ies straight from the front lines of the company’s own AEM deploy­ments.

Data-Dri­ven Mar­ket­ing Track

DDM9: Adobe Ana­lyt­ics Worst Prac­tices—and How to Avoid Them!

Adobe Ana­lyt­ics is extreme­ly pow­er­ful, but set­ting it up to take advan­tage of all that pow­er can be a chal­lenge. In this ses­sion, Ana­lyt­ics Demys­ti­fied’s Adam Gre­co and Adobe’s Jan Exn­er got right in to the detail with the most com­mon Adobe Ana­lyt­ics mistakes—and how to avoid them—and explained how to cre­ate a smoother, more effi­cient Adobe Ana­lyt­ics set­up, so you can focus on analy­sis, not imple­men­ta­tion.

Cross-Chan­nel Mar­ket­ing Track

CCM7: Advanced Tips and Tricks for Becom­ing an Adobe Cam­paign Con­nois­seur

As the uni­verse of chan­nels, touch­points, and devices con­tin­ues to expand, cross-chan­nel mar­ket­ing grows more com­plex. In this advanced session—aimed at cross-chan­nel mar­keters and cam­paign man­agers who are pro­fi­cient in cam­paign man­age­ment and dig­i­tal marketing—Mathieu Han­nouz of Adobe showed how to use Adobe Cam­paign v6 through tips and tricks applic­a­ble to atten­dees’ cur­rent imple­men­ta­tions. He explored A/B test­ing, form posts to WebApps/JSSP, trig­gers between Adobe Ana­lyt­ics, Adobe Cam­paign, and the Expe­ri­ence Cloud Core Ser­vices; offered inte­gra­tions in Mes­sage Cen­ter; and much more.

Mar­ket­ing Inno­va­tions Track

IN3: Inno­va­tion in Con­tent Mar­ket­ing Starts with a Real­i­ty Check

Mar­keters have been oper­at­ing under a false pre­tence regard­ing their audi­ences’ abil­i­ty to con­cen­trate for longer than 8 seconds—a.k.a. the “Myth of the Gold­fish.” In this keynote, Jason Miller, Glob­al Con­tent & Social Leader for LinkedIn Mar­ket­ing Solu­tions, revealed how changes in society’s abil­i­ty to mul­ti­task are trans­form­ing con­tent mar­ket­ing. In the video and slides you’ll see how he explained how to up-cycle your pre-loved con­tent to extract every last ounce of val­ue from your exist­ing invest­ments, and inno­vate around the tech­nol­o­gy you already know how to use, to build an owned media empire.

Mar­ket­ing Oper­a­tions Track

OP8: Lessons from Pear­son: Trans­form­ing a Glob­al Busi­ness

When Pear­son Edu­ca­tion set out to become a dig­i­tal-first organ­i­sa­tion, the com­pa­ny launched a glob­al pro­gram to trans­form its dig­i­tal infra­struc­ture and process­es, in part­ner­ship with Accen­ture Inter­ac­tive. In this ses­sion, you’ll learn how Pear­son made the case for whole­sale dig­i­tal trans­for­ma­tion to its exec­u­tive lead­er­ship, built a wave of inter­nal spon­sors and advo­cates, recon­fig­ured its oper­at­ing mod­els and con­tent pro­duc­tion, and deliv­ered a brand-new pro­gramme across the UK, US, and India.

Mobile Track

MO4: Marriott’s Mobile App—Driving Rev­enue and Loy­al­ty Through Per­son­al­i­sa­tion

Cus­tomers inter­act with brands across mul­ti­ple touch­points, and since a mobile app is the most per­son­al of these, it needs to remain espe­cial­ly rel­e­vant and aware of cus­tomers’ behav­iour across mul­ti­ple touch­points. In this ses­sion, mobile engage­ment experts from Mar­riott and Adobe show­cased real-time, cross-device per­son­al­i­sa­tion using Adobe Tar­get with Adobe Audi­ence Man­ag­er, demon­strat­ed mobile app test­ing using Adobe Tar­get with Adobe Ana­lyt­ics, and shared ideas for real-time per­son­alised expe­ri­ences using Adobe Tar­get and Adobe Cam­paign.

Con­tent & Cre­ativ­i­ty Track

CRE2: Make Your Con­tent Mar­ket­ing Pro­grams More Impact­ful, with Video

Stud­ies show that video boosts con­ver­sion, builds trust, and encour­ages high­er engage­ment, which is why mod­ern mar­ket­ing organ­i­sa­tions are embrac­ing it as a key ingre­di­ent in their con­tent mar­ket­ing mix. But the chal­lenge of design­ing per­son­alised, rel­e­vant, cross-plat­form video con­tent glob­al­ly is no small feat. This ses­sion Mark Adams of VICE Media and Al Mooney of Adobe’s Prod­uct Man­age­ment team, explored how your team can cre­ate com­pelling video con­tent quick­ly, how to col­lab­o­rate across glob­al teams to deliv­er an amaz­ing video expe­ri­ence, and how to build reusable visu­al ele­ments while main­tain­ing your brand.

Pro­gram­mat­ic Adver­tis­ing Track

AD6: The Adver­tising Ana­lyt­ics Edge

More than ever, dig­i­tal adver­tis­ers need to deliv­er more impact­ful strate­gies to set their brands apart, which means mak­ing sure every­one has access to the same mod­i­fiers and auto­mat­ed bid­ding options. But time-con­sum­ing, man­u­al process­es are often required to cre­ate accu­rate analy­ses and reports that can be put into action quick­ly. In this ses­sion, pre­sent­ed by Chris Haluea of Adobe, you’ll learn how you can uncov­er greater insights, pro­vide rich­er report­ing, and deliv­er the account­abil­i­ty required to meet your company’s goals. You’ll dis­cov­er how to cre­ate refined report­ing via cohort tables, freeform work­spaces, and adver­tis­ing insights, and how to put more sophis­ti­cat­ed strate­gies into action.

In case you missed any of the ses­sions above, all the pre­sen­ta­tion con­tent is now avail­able for to stream for free, right on the Sum­mit web­site. I high­ly encour­age you to check them out!

Digital Marketing
Jamie Brighton

Posted on 06-07-2017

Join the discussion