Adobe’s Email Survey: Get your Customers Engaged the Right Way

People still love email, but inbox engagement is changing  – and so should brands

“Drop me an email” – a phrase you’ll hear a lot professionally and personally. What we wanted to find out is whether the way we use our inbox is changing, especially in the era of smartphones and tablets. Now in its third year, our annual survey of 3000 European professionals has revealed some fascinating cultural differences between email use by device, time and location across the continent. So, what exactly did it say?

Email is shifting away from the desktop

More than ever before,  people are checking their personal emails on their smartphones – the figure  is at its highest in the UK at 55%, compared to 44% in Germany and 45% in France. When it comes to work emails, though, people are increasingly finding more balance and waiting until they get to their desks to check their work emails (up to 31% in 2017). This is of course for those emails that are actually opened, with fewer checking their work and personal email than last year (down 17% and 25% per week respectively) and 35% going unopened (which rises to 40% in France).

So, what does this mean for brands trying to cut through inbox noise? Promisingly, 63% of European respondents of all ages prefer to be contacted by email,  up from 58% last year. And content is still king. Over half (51%) across Europe are interested in receiving special offers and promotions through email. More than this, respondents also wanted information that was personalised to them. Clearly, people want their emails to be tailored for them; simply sending off a standard template isn’t going to cut it in a landscape that’s noisier than ever before..

And don’t forget about going that extra mile.  Only 20% of European millennials feel excitement when checking their emails. Brands need to encourage the same feeling someone might get receiving a like on a Facebook status or photo when seeing a new message pop up in their inbox, meaning emails should be  on-trend, attractive to look at, and come with an attention-grabbing headline. In other words, when crafting an email, think like a journalist or a storyteller.

Harness the power of AI to deliver tailored messages

With attention spans stretched and overall time spent checking email across Europe down 17% for work and 25% for personal, using tools like Adobe Campaign in Adobe Marketing Cloud to reach consumers will go a significant way to ensuring that emails are targeted, timely and really hit the nail on the head.

With this in mind, we are announcing the launch of some exciting predictive capabilities powered by Adobe Sensei’s sophisticated artificial intelligence and machine learning toolkit, that will enable marketers to send truly personalised (at a true segment-of-one level) and engaging emails based on deep customer knowledge and dynamic data from their interactions.

These will include predictive image selection (allowing users to pick the image most likely to increase engagement and conversion rates in an email) and the ability to drive integrated analysis of email campaign effectiveness –by presenting actionable data in real-time and visualising email campaign insights in a manner that doesn’t require a doctorate in data analysis. Using these tools, any brand can craft the perfect email message for their target audience.

Getting the appearance right

Aesthetics haven’t been forgotten and we’re adding a host of templates and mobile-optimised layouts that can easily be customised with beautiful brand content, to make designing emails for campaigns from scratch that much easier.

From our survey, it’s clear what consumers want and it’s now up to brands to build the infrastructure and dedicate the creative resources that can hold up our end of this email relationship.

If you’re interested in seeing the full European consumer survey report, click here.

Hostels Attract Young, Mobile Travellers

When some people think of hostels, they imagine cheap, spartan lodgings. But many of today’s hostels offer amenities rivalling any hotel. The excellent value, comfortable accommodations, and opportunity to make new friends are reasons why many passionate travellers are attracted to hostels.

Unlike hotels, hostels tend to cater to a young, mobile crowd. While traditional hotels receive about 40% of their bookings online, that number jumps to 70% for hostels. Hostelworld understands the needs of the hostel audience. The company has grown into a leading booking platform by specializing in worldwide hostel offerings through its website and apps.

Hostel customers are more likely to consume information digitally, so they’re less affected by traditional print, radio, and television advertising. For Hostelworld, this means that the most effective ads come from personalized experiences on digital channels.

With Adobe Experience Cloud, Hostelworld has created a solid foundation for next-generation digital marketing. Adobe Analytics, part of Adobe Analytics Cloud, is the foundation of the digital strategy. By learning more about who its customers are, where they come from, and how they use the website and apps, Hostelworld can learn how to more effectively market to audiences. Feeding this data into Adobe Media Optimizer, part of Adobe Advertising Cloud, allows marketers to optimize bids on effective search terms and reduce the cost of bookings by 20%.

Using audiences created through Adobe Analytics, Hostelworld can also improve the effectiveness of its cross-channel advertising campaigns by adding personalized and targeted messaging. With Adobe Campaign, part of Adobe Marketing Cloud, Hostelworld now delivers more than one billion emails annually. But since the targeted emails are only sent to customers who will appreciate the information, the unsubscribe rates have actually gone down while the click-through rates have gone up.

“The numbers speak for themselves. Adobe has had a tremendous impact on our digital marketing strategy,” says Otto Rosenberger, CMO of Hostelworld Group. “We’ll never stop improving the customer journey, and Adobe will continue to help us find our way.”

Read the full case study here. 

Personalizing 31 Million Customer Experiences

Many companies aim to provide personalized digital experiences to their customers, but what does this mean? Some companies view personalization as welcoming a customer by name or using geolocation to know exactly where the customer is standing. For Will Harmer, Senior Manager of Insights and Optimisation at EE, personalization is about driving something much more important yet subtle: consistently providing every customer with information that is relevant to their interests.

EE knows about pleasing customers. It is the largest mobile network in the United Kingdom with more than 31 million customers. In a saturated market, EE is invested in keeping existing customers happy through brilliant service and digital experiences. That’s why Harmer picked Adobe Experience Cloud to optimize its digital properties. Using Adobe Analytics, part of Adobe Analytics Cloud, EE can understand what drives customer behaviors. With this information, EE uses Adobe Target, part of Adobe Marketing Cloud, to test, optimize, and personalize customer experiences.

“Adobe is critical to my team,” says Harmer.

Using Adobe Analytics, EE is identifying customer pain points to optimize digital experiences and create a smoother customer journey. The Adobe Analysis Workspace allows all stakeholders to explore data and visualize analysis for greater insight.

EE soon plans to link Adobe Analytics Premium to its call center data to gain a more rounded view of customer behaviors, both online and offline. If the company can understand which webpages drive calls to the call center, EE can optimize the online experience even further.

With Adobe Target, EE is testing changes to its website for intelligent optimization. For instance, one test found that changing the word “recommended” to “bestseller” on product pages drove higher conversion rates and net promoter score. Adobe Target is also used to personalize the customer journey by targeting different audiences identified in Adobe Analytics with relevant information and offers. By using the integrated Adobe Analytics and Adobe Target solutions, EE can understand what customers want and provide them with superior experiences.

“Colleagues in other insight teams using more traditional BI tools can’t believe how quickly we interrogate 65 million records,” says Harmer. “We get answers back in seconds when they are still writing queries and waiting for five hours for results to return.”

Tourism & Digital: Rethinking the Customer Experience

According to a 2016 study by the National Union of Family Associations, 40 percent of French people do not take a single vacation during the year. Among the families not going on holiday, 77 percent say that they haven’t taken a holiday in at least two years. The rarity of holidays can be linked directly to the notion of happiness.

Indeed, the DNA of tourism is to provide happiness. Vacations are looked forward to impatiently, provoking a veritable peak of happiness. Indeed, 49 percent of people say that a vacation brings them more joy than their wedding day, 51 percent prefer to travel than go on a romantic rendezvous, and 34 percent prefer to travel rather than receive a bonus! (HotelNewsNow Study 2016)

The Importance of Considering the Customer Experience of a Tourist as a Whole

On the first day of vacation, 87 percent of holiday-makers say their happiness peaks when they see their room for the first time. This highlight of the holidays, however, is part of a much more global journey, which is not necessarily taken into account by the players in the tourism sector. This journey begins during the trip’s preparation and ends well after vacationers return from their trips.

Digital has transformed the way we book a holiday. Today, the average traveler performs an average of 50 online searches, visits 38 websites, reads 12 reviews, and spends 15 weeks searching online. (Amadeus Study 2016) The tourism industry invests heavily in the imagination, exploration, and booking phases that precede a holiday. The idea is to create moments of anticipation that whet the appetite.

On the other hand, tourism actors are minimally or badly present during the post-trip phase, once they have returned from holidays, which is about exchanging memories from the holiday and sharing photos. It is also an essential time to retain customers, ensure their loyalty, and encourage them to make new bookings.

Case Studies: Using Digital to Enhance the Tourist’s Customer Experience

This conference was the occasion to share several case studies from Adobe customers, who reconsidered the customer experience following tourism’s digital transformation.

Hyatt Hotels: Enriching the Online Customer Experience with Quality Images

When preparing for a trip, the beauty and quality of images is fundamental: 79 percent of Internet users claim that beautiful pictures encourage them to browse longer. This is one of the main objectives of the Hyatt hotel chain: ensuring that the preparation phase of the physical experience is as pleasant and enjoyable as possible. The brand thus has a database of over 70,000 images to enrich the customer experience on all media.

Australian Tourism Office: Leverage User-Generated Content

The Australian Tourist Office seeks to make every visitor an ambassador. For this reason, they encouraged tourists to share their visits to Australia on social networks, through photos, comments, or videos. They then aggregated this content and made the Tourism Australia site the hub of convergence of these exchanges, a space where tourists can share their views. This allowed the tourist office to increase the time spent on the site by 65 percent, and to increase the leads that can be forwarded to tourism professionals by 77 percent. It also had an extremely strong image and visibility impact.

In conclusion, this notion of customer experience isn’t about a single moment, but about the entire journey, from the moment I begin to plan my holidays until the moment I return home and share my experience with others.

How can we make sure our customers anticipate their happiness as much as possible? What services can we offer to maximise their satisfaction once they arrive? How can we allow them to continue and extend the experience once they return, transforming them into brand ambassadors? These are some of the fundamental issues confronting the players in the tourism sector today.

What about you, what is your view on the impact of digital on the customer experience in tourism? Do not hesitate to share your opinion within the comments!

Five Ways Retailers Can Succeed in the New World of Shopping

Shopping experiences continue to evolve, sometimes very rapidly.

In the wake of repeated retail store closings and industry-changing acquisitions, such as Amazon buying Whole Foods, retailers must meet the challenge of the new environment by exploring opportunities to deliver outstanding product research and buying experiences. While some may fail to adapt, retail brands that persist will need to do a better job in five key areas.

Connecting physical and digital experiences

Retailers must recognise that the customer journey is no longer linear, but has become an omnichannel, fluid experience. Therefore, brands should create seamless experiences that connect touchpoints between desktop, mobile, and in-store engagements.

How can you accomplish this? By taking a customer-centric view of the entire journey. As you strategically build an omnichannel approach, ask your team questions such as:

  • How do our consumers research their buying decisions? Which channels are involved?
  • Where do they make most of their purchases—online or at the store?
  • How do we integrate digital channels with point-of-sale, inventory management, and customer support systems so data is shared?
  • How do we create a journey that can be picked up anywhere through a persistent customer profile connected to previous engagements?

It’s important to view your web and mobile properties as a means to inform and inspire store shopping. As some retail brands face challenging times relative to their brick-and-mortar presence, they must focus on ways to improve foot traffic. They can do that with a healthy dose of customer data. Data must inform the decisions brands make, so integrating online and offline data in a way that drives store visits is crucial.

Addressing the direct-to-consumer disruption

A trend is developing. Innovative brands are following the lead of Apple and Tesla by taking their products directly to consumers, therefore optimising the number of players involved in their delivery channel. Due in part to tighter margins and easier customer access through mobile and desktop, a direct-to-consumer (DTC) model can be appealing for certain brands.

How do retailers adjust to this trend? First, they must improve data sharing with their suppliers. Brands want to know more about their customers, which is why some have chosen to deploy a DTC model. Sharing customer intelligence with supply chain partners can help improve product development and help prevent profit margins from shrinking further.

Next, retailers must do a better job of connecting the consumer experience with brands to the experience offered in store. Apparel retailers that sell merchandise to outdoor enthusiasts, for example, should closely align both their online and in-store messaging and content with the excitement and enjoyment of outdoor activities.

Mastering the art and science of attribution

A significant challenge for retail marketers is understanding how their efforts contribute to buying decisions. Which channels influence purchases? What messaging resonates the strongest? How much impact does content personalisation provide? Marketing attribution can answer these questions to a degree.

Retailers must find an effective way to assign credit to marketing activities that leads to actions such as purchases. Attribution is a tricky proposition—71 percent of respondents in a January 2017 study indicated that attributing social and content to revenue is a top challenge in proving return on investment.

So, how do retailers succeed at attribution? There is no easy answer to this question, in terms of process. Retail marketers can design either a unique model based on customer data or follow an established model. What is important, though, is how to apply the attribution model to generate stronger synergy between the brands they carry and the shopping experiences they offer—both online and in store.

Adapt to a voice-activated shopping model

Voice-enabled devices have the potential to significantly disrupt the retail shopping experience, though it will likely take some time. These experiences can change the shopping dynamic from a web-based, visual process to a voice-based one. It’s not surprising to see the developing battle between Google’s Home, and Amazon’s Echo, given their ability to simplify product selection and delivery.

I don’t expect voice-activated shopping to become a standard for all verticals, but retailers, especially smaller retailers, will need to find a way to leverage this technology and keep the domain from becoming monopolised by larger brands.

Improving the in-store experience

Late last year, one study found 44 percent of retail executives in Germany, Japan, the UK, and the US claiming that improving in-store experiences was a strategic priority for the year. As mentioned previously, seamlessly connecting the digital experience with brick-and-mortar visits is critical to a successful in-store experience.

As technology such as voice-activated devices and interactive kiosks allow for greater shopping sophistication, retailers should also focus marketing efforts around building excitement about being at the store.

How can retailers improve in-store experiences? For one, they should provide store associates with technology, tools, and information that can enable them to provide value to the brick-and-mortar shopper. A recent report indicated that “retailers are expanding the use of mobile technology by giving associates mobile devices and apps with specific aims to use them for customer identification, customer engagement, associate training and task management, point of sale (POS) and payments.” This will surely improve the in-store experience.

As a rule, retailers will need to migrate to the “store of the future.” What does this store look like? First, it will likely have a smaller footprint. The pressure to optimise space is leading some retailers to reduce inventory for the sake of lower overhead costs.

From there, the image of the store of the future varies. For instance, a remarkable 24-hour convenience store concept is being developed in China. It has no staff and no registers, is completely mobile, and will self-drive to a distribution center or deliver goods to customers.

The wonderful thing about the store of the future is two-fold: one, it will rely heavily on technology, which can help with tight profit margins, and two, there will be little limitation on the creativity used to develop concepts. 

In closing, it will be important for retail brands to embrace change. We are in a period of both great upheaval and great opportunity. Retailers should be open to leveraging technology, particularly marketing technology, to meet their customers’ expectations. As this retail disruption continues, the brands that survive will find ways to improve shopping experiences, expand or maintain margins, and provide consumers with the most satisfying post-purchase and loyalty-building interactions.

Adobe Primetime Q&A with Andy Bell, Chief Engineer of Channel 4

As browser vendors demand changes to video player formats, broadcasters across Europe are having to make the switch over from legacy systems over to HTML5-EME. Adobe Primetime is well positioned to solve this challenge, offering an end-to-end solution ideal for partners looking for seamless completion, rapid turnaround and fantastic service – with Channel 4 marking Adobe Primetime’s first partner in EMEA.

Here, we talk to Andy Bell, Chief Engineer of Channel 4 to find out why he selected Adobe Primetime to be his partner of choice for such an important back-end challenge.

Q: Tell me what the problem was that you were trying to solve and the solution you were looking for.

Andy: We’ve been using the Flash player to power our All 4 web browser service for many years and have been very happy with that product and the service provided. Because of the change in the market and the shift in the relationship with browsers and browser vendors, we were forced to look again at our video player technology and decide how best to migrate to HTML5. As part of that transition, we were looking for a partner to help us make that switch.

Our award winning All 4 product includes a catch up service which carries all of our recent broadcast programming, as well as a huge archive of classic Channel 4 programmes and box sets. Additionally, the All 4 Watch Live feature includes streaming of all of our main broadcast channels, so we need a video player that is robust, reliable and which supports the wide range of rich functionality that we have built into the user experience.

Q: What was the process you used to find your desired partner for this project?

Andy: In 2016, when it became clear that the browser makers were going to deprecate Flash in the near future and remove plugin updates we accelerated our search. We ran a research based market review and then moved forward with a Proof Of Concept of the most appropriate candidates. We evaluated several vendors at that time for both our VOD service and our simulcast service.

Q: What was on your tick box in terms of when you were searching for the ideal partner? What were the particular things that you were hoping would make your preferred partner stand out?

Andy: There were many, many things that had to be there but our three key requirements that proved hardest to accommodate were a need for strong DRM based content protection across the feature set, rich monetization options including dynamic ad insertion for both VoD and Simulcast, and minimizing the impact of change on our back-end services for both metadata and video provisioning.

Q: Were you aware that Adobe offered a product that could meet your needs before you embarked on the POC?

Andy: We were aware that Primetime was a strong candidate because we already had a strong relationship with Adobe; we already use a number other Adobe products and have always maintained close contact with your senior technical people as well as with the commercial service teams. The Adobe team did a very good job of pitching Primetime throughout the process, providing clear responses and excellent guidance on how to get the best from the offering.

Q: What made Adobe Primetime stand out above the crowd?

Andy: There were two or three different vendors that could have achieved the same end goal but  Adobe was the only candidate that could that provided a solution without requiring us to rebuild our backend and revisit our approach to DRM as part of the initial transition. They provided an SDK so we could take the software development, wrap our JavaScript around that and run it into our front end without having to completely rewrite all our services and change the way we develop our code. The process for integration and the model that Adobe offered gave Channel 4 the simpler solution we were looking for.

Ultimately, the intention is that when we launch our HTML 5 offering the feature set and experience that viewers get will be identical to the one they see today. For someone in my position, pure technology investment projects can be difficult to justify so success comes when you make things as simple as possible – and not having to completely rewrite our internal code or our backend systems to cater for this change is a huge benefit.

Q: How long is this process going to take?

Andy: We are looking to deliver the change as quickly as possible due to the ongoing uncertainty about when the browser makers will adopt a stronger position on Flash.

Q: You said that you didn’t necessarily want to make the shift to HTML-5, but are there advantages for Channel 4 in the long run by doing this?

Andy: We are actually very comfortable with the move to HTML 5, but would have liked to have had more control over the timing of the transition. We anticipate efficiencies of scale as we already use HTML 5 for some other All 4 devices and platforms, and the move to DRM independent delivery will be very welcome as that has been a pain point for many in our industry for a long time. The selection of Primetime allows us to look at alignment with the other Adobe products that we currently use so there are definitely advantages that we will look at in the future.

Adobe Advertising Cloud Q&A with Simon Peel, Global Media Director at Adidas

Q1) Why did Adidas select TubeMogul (now Adobe Advertising Cloud) to be its DSP of choice?  

A1) Adidas has been working towards a holistic ad tech framework for a few years now. Setting up our own DSP partnerships was a strategic choice for us and programmatic media in general was a space in the market that our media experts have had their eye on for some time.

We had a look at around 12 potential DSP partnerships. The review assessed potential partners on a variety of parameters such as transparency in trading, flexibility in data ownership, measurability of digital spend and marketing effectiveness. TubeMogul (now Adobe Advertising Cloud) was selected because they demonstrated that their product would enhance our digital media performance; specifically behind our video placements.

Q2) What benefits do you feel the acquisition of TubeMogul by Adobe brings to your relationship?

A2) As a global brand we need a partner that can offer scale. The acquisition was a sign of the potential to enhance the robustness of TubeMogul’s market offering with the strong foundational enterprise solutions offered by Adobe.

Q3) What are your biggest current concerns when it comes to programmatic trading today?

A3) Transparency, data ownership and ad fraud are areas that we are still looking at. We have focused on transparent contracts with clear data ownership rights with our DSP partners. However the full programmatic supply chain and myriad of ad tech vendors globally means that this space is still predominantly opaque. When you look holistically at the overall supply chain there is still a ways to go for the industry to ensure it is perceived as transparent.

Q4) Are you excited by the potential of programmatic TV? If so, why? If not, why not?

A4) As a global sports culture brand, we enjoy high reach through broadcasts that put our brand on the fields, courts and pitches of the world. We do expect Programmatic TV spend to grow steadily over the coming years and will look for future opportunities in this space.

Q5) What can ad tech providers, brands and agencies do differently to make programmatic trading a more comfortable, profitable and efficient sector?

A5) Universal measurability, brand safety, viewability and transparency standards should be adopted by all ad tech providers, brands and agencies. If we all operate from a common understanding with a single set of rules, then that should make everyone feel more comfortable.

Eurobet: A Winning Strategy

Games of chance are a fast-growing global industry, and the stakes keep going up as new companies try to cash in. That means veteran gambling companies like Eurobet Italia are turning to digital marketing technology to guard and grow market share.

Betting appeals to a wide range of audiences, and Eurobet has something for everyone—from casino games to sports wagering. Eurobet was a pioneer when Italy legalized online gaming in 2006 and continually seeks ways to attract and engage customers. Today, Eurobet relies on Adobe Experience Manager, Campaign, and Target in Adobe Marketing Cloud, Adobe Analytics in Adobe Analytics Cloud, all part of Adobe Experience Cloud.

“Adobe had the right mix of capabilities, expertise, and vision to help to greatly improve customer attribution, retention, and cross-sell opportunities,” says Alexis Grigoriadis, Online Marketing Director, Eurobet.

Since implementing Adobe Experience Cloud, Eurobet has climbed from sixth to second in the market in terms of volume of sports betting, reduced customer churn by 3%, and increased performance of cross-sell and upsell campaigns by 20%.

Read the full case study

Customer Experience: Mystery or Adventure?

The financial services industry faces a series of strong trends requiring a shift in focus. These changes are led by the mobile revolution and the accompanying growth in consumer expectations for service when consumers demand it, where they want it, and on the devices they prefer in the moment. New financial technology companies are rising to fill this demand, with traditional financial services organisations working to adopt new technologies to provide experiences on par with these agile newcomers. Earlier this year I described in a two-part series how the revised Payment Services Directive will add pressures to financial service organisations to compete in customer experience. However, finding the right customer experience can seem to be a complex mystery. Today we’ll explore how organisations can find the clues they need to meet this challenge.

Follow the Clues: Listening to Your Customer

You likely already have all or most of the clues you need to deliver superior experiences to your customers. This information comes in with data on customers’ behaviour on your websites, on your mobile apps, and in your branch locations. Indeed, for many companies the problem is not a lack of data but rather a lack of actionable insights from that data.

You can’t get insight from data if you don’t have an integrated view of that data. When clues about customer behaviour are stored in different locations in datasets that can’t interact and are owned by many stakeholders, you can’t see how the pieces fit together or where they lead.

Modern data management and analytic tools bring together these datasets and enable you to connect your customers’ journey across all touchpoints and platforms. You can see information such as what ads they came in from, their interests on your site, and their discussions with managers in your branches. When seen together, these clues give you a clear picture of what the customer wants, almost as if they were sitting there and telling you. From there, you can give them more of what they want digitally or in person and faster than before.

National Australia Bank followed the clues after seeing that almost 60 percent of their customers were interacting with them using mobile devices. The bank responded by adding features from desktop sites to their mobile app. Applications soared over 400 percent in the first week after they added the feature.

Connect the Dots and Get Personal

Using shared information in a collaborative management system, interdepartmental teams spanning your business can get a unified, 360-degree view of your customers. Real-time reports allow these teams to find high-value customer segments and personalise the messages to focus on their specific needs. Customers will see an experience that is more than convenient. The experience will also be personalised to their needs, based on your comprehensive view of their history. Experiences such as these generate greater customer loyalty, ensuring that your company is their go-to choice for all their financial needs.

Guiding the Multi-Channel Journey

Each of your customers is on a financial journey. Their needs will evolve along the way and they will be using all available channels at every stage. Using an integrated and comprehensive dataset, you can guide this journey with real-time reporting that lets you know what your customers are doing and respond with the right experience delivered through the next channel they happen to use. Using this technology, if you know that a customer is looking for loan information on your website, you can be sure that the next email they see or direct mail piece they open follows up with more information tuned to that specific need. A modern data management/analytics system can be integrated with creative to generate a customised message in real time. The right information at the right time ensures that everything the customer sees reflects their current behaviour and increases their satisfaction.

Learning and Adapting

Circumstances change, needs evolve, and the clues that come in allow you to detect and respond to the inevitable changes. The analytic capabilities of an integrated dataset let you see how all your channels and messages are working and provide the opportunity to detect and correct a drop in performance as soon as it arises. The key to success here is to follow the right set of metrics chosen to measure the areas you want to improve. For example, if you are interested in message effectiveness, you might look at metrics such as open rates or response rates, but if you are looking at mobile experience metrics such as load time or task completion will better inform your decisions.

Customer experience doesn’t have to be a mystery. The foundation of data-driven marketing is a dataset that encompasses your entire operation across all channels and touchpoints. Coupling this dataset to real-time analytics and reporting transforms all of your data into actionable information, and the insights will follow from there as you see a set of facts showing you where to focus to build a personal experience that is everywhere the customer is, pushing your marketing to new limits.

Breakout Highlights of Adobe Summit EMEA 2017

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!