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 2017—Top 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.