Uniting All Departments for Business Success: The Vertical Industry Track at Adobe Summit

Digital Marketing

Cut­ting-edge tech­nol­o­gy is only as effec­tive as the peo­ple who use it, and the process­es these peo­ple have access to. If teams and depart­ments aren’t prop­er­ly syn­chro­nised, the impact of even the best tech­nol­o­gy can be severe­ly limited—but when ver­ti­cal inte­gra­tion is han­dled intel­li­gent­ly, it can pro­vide pow­er­ful oppor­tu­ni­ties for brands to achieve ground­break­ing cus­tomer insights, and deliv­er expe­ri­ences that delight at every turn.

That’s why the Ver­ti­cal Indus­try track at this year’s Adobe Sum­mit EMEA will focus on client suc­cess sto­ries in ver­ti­cal integration—along with solu­tions for spe­cif­ic indus­tries, includ­ing retail, finan­cial ser­vices, auto­mo­tive and man­u­fac­tur­ing, B2B and high tech, tel­co and media, and trav­el and hos­pi­tal­i­ty. Through­out these 45- to 90-minute ses­sions, we’ll explore how lead­ing dig­i­tal brands in each of these indus­tries are lever­ag­ing a com­bi­na­tion of peo­ple, process, and tech­nol­o­gy to achieve unprece­dent­ed con­nec­tions with their customers.

VI1: Tam­ing Tur­bu­lent Conditions—A Manufacturer’s Dig­i­tal Trans­for­ma­tion Story

In this ses­sion, Adobe’s Jill Stein­hour and Airbus’s Lau­rent Fradin and Jérémi­ah Bous­quet will lead an in-depth dis­cus­sion on the most sig­nif­i­cant trends impact­ing the man­u­fac­tur­ing indus­try, along with offer­ing insights on how dig­i­tal lead­ers in B2B organ­i­sa­tions are nav­i­gat­ing dig­i­tal trans­for­ma­tion and bring­ing cus­tomer expe­ri­ences to new heights. They’ll explain why and how Air­bus ini­ti­at­ed a trans­for­ma­tion plan that led to a cor­po­rate dig­i­tal plat­form, how the com­pa­ny iden­ti­fied new oppor­tu­ni­ties and dis­rupt­ed their tra­di­tion­al busi­ness, and how their dig­i­tal trans­for­ma­tion efforts led to the cre­ation of an inno­v­a­tive plat­form that enables com­pa­ny-wide participation.

VI4: How to Build a Cus­tomer-Focused Expe­ri­ence Busi­ness in FSI

The recent­ly released Adobe and Econ­sul­tan­cy Dig­i­tal Trends Report showed that opti­mis­ing the cus­tomer expe­ri­ence is the sin­gle biggest oppor­tu­ni­ty for the FSI indus­try, with 34 per­cent of  respon­dents plac­ing this as their biggest pri­or­i­ty for the year. But to deliv­er great expe­ri­ence, brands will need pow­er­ful data, great con­tent, and the right peo­ple and process­es. In this ses­sion, experts from Adobe, Har­g­reaves Lans­down, Raif­feisen Bank, and Avi­va will dis­cuss how to acquire data-dri­ven insights, cre­ate ter­rif­ic con­tent, and trans­form into a dig­i­tal-first organisation.

VI6: Mak­ing Expe­ri­ence Your Busi­ness in the Retail & Ecom­merce Industry

Con­sumer shop­ping behav­iour con­tin­ues to evolve, and retail organ­i­sa­tions are chal­lenged to under­stand the inter­play between peo­ple, process, and tech­nol­o­gy capa­bil­i­ties in a dig­i­tal world. This ses­sion intro­duces insights from the recent Dig­i­tal Trends in Retail sur­vey con­duct­ed by Adobe and Econ­sul­tan­cy, and gives a bird’s eye view of the cur­rent and future dig­i­tal trans­for­ma­tion pri­or­i­ties and chal­lenges of retail­ers. Top­ics will include con­ver­sa­tion­al com­merce, best prac­tices in trans­form­ing into an e‑commerce busi­ness, and the jour­ney to becom­ing an award-win­ning omnichan­nel retailer.

VI2: Explor­ing Best Prac­tices for Dig­i­tal Trans­for­ma­tion in Media, Broad­cast & Telco 

Dig­i­tal trans­for­ma­tion in media, broad­cast, and tel­co is a fast-mov­ing sea of change, chaos, and dis­rup­tion. Audi­ence acqui­si­tion, cross-chan­nel engage­ment, mea­sure­ment, and dig­i­tal rev­enue oppor­tu­ni­ties are quick­ly evolv­ing. In this ses­sion, Adobe cus­tomers and part­ners will dis­cuss how they’ve imple­ment­ed strate­gies for suc­cess to grow their dig­i­tal busi­ness­es. In addi­tion, research firm Ovum will explore focus areas for nav­i­gat­ing dig­i­tal trans­for­ma­tion in glob­al tel­co organisations.

VI3: Mak­ing Expe­ri­ence Your Busi­ness in the Auto­mo­tive Industry 

Ongo­ing dis­rup­tion and evolv­ing cus­tomer expec­ta­tions are push­ing auto­mo­tive OEM brands to evolve into the mobil­i­ty providers of tomor­row. Through case stud­ies and insights from Adobe clients and teams, this super­s­es­sion will explore how lead­ing auto­mo­tive brands are deliv­er­ing dif­fer­en­ti­at­ed cus­tomer expe­ri­ences in ways that are glob­al­ly scal­able and oper­a­tional­ly effi­cient. Speak­ers will also high­light how auto­mo­tive brands can evolve to remain rel­e­vant for the future.

VI5: Trav­el Trans­for­ma­tion Dig­i­tal­ly from the Inside Out

Trav­el com­pa­nies are seek­ing to trans­form their brands through a great cus­tomer expe­ri­ence that blends the phys­i­cal and dig­i­tal into a seam­less jour­ney. Lufthansa is lead­ing the way to such seam­less cus­tomer expe­ri­ences through its new cus­tomer-dri­ven strat­e­gy, SMILE (Sur­pass My Indi­vid­ual Lufthansa Expe­ri­ence). In this ses­sion, par­tic­i­pants will learn from Lufthansa’s outside/in approach as speak­ers share their trans­for­ma­tion­al sto­ry of cre­at­ing an expe­ri­ence busi­ness that shaped a cul­ture as well.

We look for­ward to see­ing you at Adobe Sum­mit EMEA 2017, and if you haven’t reg­is­tered to attend, there’s still time. Just click here to find out about all the oth­er excit­ing events hap­pen­ing at this year’s Summit.

Digital Marketing
Jamie Brighton

Posted on 05-05-2017

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