Pushing the Limits of Data: The Data-Driven Marketing Track at Adobe Summit


Data has become the dri­ving force behind effec­tive mar­ket­ing. In today’s fast-chang­ing mar­ket­place, data shapes the deci­sions that make or break brands, and dri­ves the most crit­i­cal actions in every cam­paign. The good news is that with advanced ana­lyt­ics, data no longer just informs—it also pre­dicts. But your cus­tomers are well aware of this new real­i­ty. They expect you to know who they are and what they’re inter­est­ed in, regard­less of how they choose to inter­act with you. It’s not enough to react anymore—customers expect you to anticipate.

Even as con­sumer expec­ta­tions con­tin­ue to sky­rock­et, stake­hold­ers’ expec­ta­tions are also sharply on the rise. To dis­cov­er the ide­al path, most com­pelling expe­ri­ences, and most com­pet­i­tive busi­ness strate­gies for your busi­ness, it’s cru­cial to cen­tralise your data, so insights are eas­i­ly acces­si­ble through­out your organ­i­sa­tion. That’s exact­ly what we’ll show you how to do in the Data-Dri­ven Mar­ket­ing track at this year’s Adobe Sum­mit EMEA, where you’ll have plen­ty of oppor­tu­ni­ties to engage with Adobe experts and indus­try thought lead­ers. These experts will teach you how to push the lim­its of data, so you can move beyond mar­ket­ing ana­lyt­ics, and deliv­er expe­ri­ences that’ll make your cus­tomers think you can read their minds.

Here are the ses­sions I’m most excit­ed about in the Data-Dri­ven Mar­ket­ing Track at this year’s Summit.

DDM1: Non-Stop—Improv­ing Pro­duc­tiv­i­ty with Adobe Ana­lyt­ics Tips and Tricks

Many ana­lysts find them­selves lack­ing time and unable to affect all of the poten­tial changes they see oppor­tu­ni­ties for. That’s why, over the past few years, Adobe has added dozens of fea­tures in Analy­sis Work­space, and else­where, to enable mar­keters to do more with data in one place, rather than jump­ing between tools, to dig deep and find pow­er­ful insights quick­ly, and to improve on the ways they share insights through­out their organ­i­sa­tions. In this ses­sion, Adobe Ana­lyt­ics prod­uct man­age­ment will share tips and tricks that mar­keters can imple­ment immediately.

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 will high­light the most com­mon Adobe Ana­lyt­ics mistakes—and how to avoid them—and explain how to cre­ate a smoother, more effi­cient Adobe Ana­lyt­ics set­up, so you can focus on analy­sis, not implementation.

DDM2: Top Opti­mi­sa­tion Hacks You Can Do with Adobe Target

Opti­mi­sa­tion goes well beyond swap­ping out and test­ing back­ground images in an offer. It means using all avail­able infor­ma­tion about vis­i­tors to antic­i­pate what they want before they know they want it, and find­ing new ways to deliv­er it. This ses­sion will show­case cre­ative tests to max­imise con­ver­sion, explain how test­ing inno­va­tions enable new, excit­ing busi­ness oppor­tu­ni­ties, and walk through ways these inno­va­tions impact inter­nal devel­op­ment practices.

DDM4: CRO on Steroids: How to Iden­ti­fy and Con­vert High-Val­ue Customers

In the realm of cross-chan­nel per­son­al­i­sa­tion, cre­at­ing rel­e­vant con­tent for seg­ments and unique vis­i­tors can prove chal­leng­ing. How do you nar­row in on the seg­ments and vis­i­tors that mat­ter most? This ses­sion will demon­strate how to out­line data-dri­ven strate­gies to pri­ori­tise audi­ences. Par­tic­i­pants will learn how to iden­ti­fy and opti­mise the high-val­ue cus­tomer jour­ney with the Adobe Expe­ri­ence Cloud; how to use KPI analy­sis for seg­ment build, opti­mi­sa­tion, and iter­a­tion; how to use mod­el­ling to deter­mine high-val­ue cus­tomers and attrib­ut­es for per­son­al­i­sa­tion; and how to auto­mate con­tent based on pro­file attributes.

DDM12: Attri­bu­tion Rev­o­lu­tion—Mov­ing Beyond “Paid” to Cus­tomer Jour­ney Attribution

Tra­di­tion­al­ly, mar­ket­ing attri­bu­tion has focused exclu­sive­ly on mea­sur­ing the impact of top-of-the fun­nel paid media, while ignor­ing valu­able inter­ac­tions along the customer’s jour­ney to suc­cess. Cus­tomer jour­ney attri­bu­tion pro­vides a holis­tic under­stand­ing of the impact and val­ue of each inter­ac­tion, lead­ing to a clear­er pic­ture of your cus­tomer and high­er-impact mar­ket­ing oppor­tu­ni­ties. This ses­sion will show ana­lysts how to move beyond paid-only with cus­tomer jour­ney attribution—accounting for the entire cus­tomer journey—including analy­ses, spe­cif­ic steps, and real-world case studies.

DDM10: Tap into the Pow­er of Automa­tion in A/B Test­ing and Personalisation

With dri­ver­less taxis poised to take rid­ers to their des­ti­na­tion more safe­ly, the age of automa­tion has arrived. Smart algo­rithms, machine learn­ing, and a con­stant stream of data make the effec­tive ser­vice these taxis deliv­er pos­si­ble. The same applies to test­ing and per­son­al­i­sa­tion. Automa­tion can take human bias out of dig­i­tal mar­ket­ing and get bet­ter results faster than any human could. This ses­sion will explore how automa­tion can help mar­keters make bet­ter deci­sions more effi­cient­ly, as well as the four types of automa­tion in Adobe Target.

DDM13: Ana­lyt­ics Idol 2017Top Tips and Tricks

The win­ners of our pop­u­lar annu­al Ana­lyt­ics Idol com­pe­ti­tion share their tips, tricks, and pow­er strate­gies. This ses­sion will unveil the rea­sons these con­tes­tants were vot­ed the best of the year. Our win­ners will share out-of-the-box think­ing on data analy­sis and opti­mis­ing busi­ness results, real-world exam­ples that address chal­leng­ing ana­lyt­ics ques­tions and dri­ve busi­ness improve­ments, and inno­v­a­tive prac­tices and strate­gies to get dig­i­tal assets singing with data.

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.

Axel Schaefer

Posted on 05-02-2017

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