Top Tips from Adobe Summit EMEA’s Analytics and Data Management Track


Analy­sis and man­age­ment of data has become THE hot top­ic for mar­keters in 2018. Why? Con­sumers will not give you access to their data unless you can ensure that you’re pro­tect­ing and man­ag­ing that data effec­tive­ly. Strong analy­sis of that data trans­lates into bet­ter ways to tar­get and work with each con­sumer on behalf of your brand. GDPR is both a chal­lenge and an oppor­tu­ni­ty for marketers—and the ana­lyt­ics and data man­age­ment track gives plen­ty of options for those who want to learn more about its impact on their busi­ness.

The Expe­ri­ence Busi­ness speaks one Lan­guage: XDM. Appli­ca­tions lever­age XDM to make infor­ma­tion com­ing from mul­ti­ple sources—within the Adobe Cloud Plat­form, Adobe Solu­tions, or your own—immediately under­stand­able and action­able by mul­ti­ple appli­ca­tions. This enables you to deliv­er the right mes­sage, offer, and expe­ri­ences, and con­tent at the right time. It requires a com­mon under­stand­ing of the jour­ney of peo­ple and their assets across mul­ti­ple touch­points both online (web­site, mobile, adver­tis­ing) and offline (call cen­tre, cus­tomer sup­port, CRM).

Adobe Sum­mit EMEA is the per­fect place to take the first step in becom­ing an XDM mas­ter via our packed selec­tion of ses­sions and edu­ca­tion­als. Here are a few high­lights that can­not be missed:

Pri­va­cy by design: GDPR and Adobe Audi­ence Man­ag­er (AN16)

Adobe’s DMP, Audi­ence Man­ag­er has incor­po­rat­ed Pri­va­cy by Design since its incep­tion. In this ses­sion, we’ll go beyond the basics of GDPR and cov­er how your DMP prac­tices will be affect­ed. We will show­case how exist­ing tools in Audi­ence Man­ag­er enable you to man­age your data, the tools being built to help you man­age requests from your data sub­jects, and guide­lines on how to think about your prac­tice today in order to be ready for 25th May.

In this ses­sion, we will:

  • Go beyond the basics and review cur­rent Audi­ence Man­ag­er data gov­er­nance fea­tures
  • Share how to man­age your data sub­ject response as it relates to data stored in Audi­ence Man­ag­er
  • Under­stand key con­sid­er­a­tions and guide­lines as your dig­i­tal mar­ket­ing organ­i­sa­tion gets ready for 25th May
  • Cov­er exam­ple use cas­es regard­ing data man­age­ment best prac­tices.

We HIGHLY rec­om­mend attend­ing the ses­sion held on our Mar­ket­ing Oper­a­tions track enti­tled Adobe is GDPR ready. Are you? (OP3) pri­or to join­ing this edu­ca­tion­al.

Flex­ing your analy­sis mus­cles: Lat­est tips & tricks for Adobe Ana­lyt­ics (AN3)

Just as the great­est ath­letes in the world nev­er stop learn­ing and improv­ing, the most sea­soned ana­lyt­ics experts also always have new skills or tac­tics to mas­ter. As in sports, small changes can often lead to big improve­ment. In this ses­sion, mem­bers of the Adobe Ana­lyt­ics prod­uct team will share some of the tips and tricks to take your already for­mi­da­ble analy­sis game to the next lev­el by:

  • Rec­om­mend­ing pow­er­ful com­bi­na­tions of tools in Adobe Ana­lyt­ics to answer ques­tions about your cus­tomers in new and unique ways
  • Show­ing how to enhance your Adobe Ana­lyt­ics imple­men­ta­tion to pro­duce more depth and con­fi­dence in your analy­sis
  • Explain­ing how to opti­mise the cus­tomer jour­ney by under­stand­ing the path to acqui­si­tion using mul­ti-touch mar­ket­ing chan­nels.

This ses­sion is rec­om­mend­ed for advanced users of Adobe Ana­lyt­ics.

The future of Adobe Sen­sei in Adobe Ana­lyt­ics (AN4)

Adobe Ana­lyt­ics prod­uct man­agers intro­duce Adobe Sen­sei in ana­lyt­ics, show­case exist­ing capa­bil­i­ties and cut­ting-edge inno­va­tions that may to lead to the next big indus­try change. Get the first look into what’s com­ing and pro­vide direct input to the Adobe Ana­lyt­ics roadmap by vot­ing for your favourites.

In this ses­sion you will:

  • See what ana­lyt­ics capa­bil­i­ties are cur­rent­ly pow­ered by Adobe Sen­sei
  • Learn how your feed­back is influ­enc­ing the Sen­sei fea­tures being built into Adobe Ana­lyt­ics
  • Get a peek at new, inno­v­a­tive capa­bil­i­ties that may make it into the next releas­es of Adobe Ana­lyt­ics
  • Make your voice heard. Help us refine the roadmap by telling us which future Sen­sei fea­tures are most impor­tant to you.

This inter­me­di­ate ses­sion is for web and dig­i­tal ana­lysts in all indus­tries.

Build event-dri­ven expe­ri­ences with Adobe I/O and Ana­lyt­ics Trig­gers (AN13)

Take advan­tage of Adobe APIs and ser­vices to quick­ly inte­grate con­tent and data and cre­ate rich­er cus­tomer expe­ri­ences. Using Adobe I/O, you can inte­grate and extend Adobe tech­nol­o­gy in your mobile and web apps. We show you how to lever­age our tech­nolo­gies in third-par­ty appli­ca­tions and intro­duce you to Adobe I/O ser­vices. Find out how they work and how you can use them to accel­er­ate your expe­ri­ence busi­ness.

In this ses­sion, learn about:

  • Adobe I/O prod­ucts and ser­vices
  • Cre­at­ing and man­ag­ing inte­gra­tions on the Adobe Cloud Plat­form
  • How Ana­lyt­ics Trig­gers can inform your CRM & remar­ket­ing efforts in near-real time.

Axel Schaefer

Posted on 04-30-2018

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