One of the challenging things about owning a track at Summit is trying to cover all the interesting topics we’ve been exploring with customers over the year and all the great customer stories that we want to share. One of the challenging things about being an attendee is working out how to best spend your time at the event and which sessions to attend. Consider this your quick guide to the topics, sessions and fantastic organizations sharing their stories at Adobe Summit 2016 in Las Vegas.
A Look at the Personalization & Optimization Track Main Focus Areas
This year our sessions focus on three main areas that we keep hearing customers express interest in or challenges with:
- How to get started with optimization and build an ongoing, sustainable program
- How automation and algorithms can reveal deeper insights and help you focus on strategy
- How to stay ahead of the curve with the switch to mobile—mobile personalization and optimization
New this year, we also have Personalization & Optimization sessions geared toward specific verticals: B2B, Financial Services, High-tech, Retail, and Travel and Hospitality; I’ll indicate when a particular speaker is from one of those areas. And we’ll have a couple of sessions that are information-filled, great networking opportunities and downright fun; I’ll highlight those at the end.
Based on those three main topic areas and our vertical-specific sessions, here’s my personal guide to choosing sessions in the Personalization & Optimization track to get the information you need at Adobe Summit this year:
Getting Started and Building a Sustainable Optimization Program
Digital marketers often get stuck simply knowing where to start with optimization. They invest a lot in the tools to launch their program, but then don’t get the return on investment (ROI) that they expected or take a long time to realize that ROI. These sessions help you get started and let you see what you can be using in today’s highly approachable, but very powerful Adobe Target.
S912 Site personalization: Where do I start?
S913: Perspectives on personalization from financial services leaders (Financial Services)
S905: Adobe Target: Redesigned for powerful optimization and marketer control
Once organizations do get started with optimization, many find it challenging to mature their program. That goes well beyond simply having the right technology; it requires the right people, processes and governance. A key tactic to an effective program is developing a personalization roadmap that outlines how testing will support the organization’s business goals. These sessions will give you great ideas for how to mature your program.
S907: Clearing Hurdles for Optimization Success
S911: Make your vision reality: Building your personalization roadmap (High-tech and B2B)
S915: Driving personalization and testing at Macy’s (Retail)
S916: Building the case for optimization: Lessons from financial services pros (Financial Services)
Some organizations have stopped experiencing the big wins they saw early on and want to breathe new life into their optimization programs. This session offers some tried and true, and in some cases traditional, marketing tactics that you can apply in the digital marketing sphere to get that positive momentum going again with your program.
S904: Test results flat? Bust through plateaus with customer-centric optimization
Still others want to learn how to deliver the customer an end-to-end, cross-channel experience or about new, innovative, even cutting-edge approaches to optimization. These sessions show what’s possible with Adobe Target and other solutions and core services in Adobe Marketing Cloud, and highlights customers who are embracing what’s possible.
S902: End-to-end offer management with Adobe Marketing Cloud
S903: Holistic experience optimization at The Home Depot
S917: VMware: Using deep personalization to fill the sales pipeline (High-tech and B2B)
Using Automation and Algorithms for Deeper Insights and a More Strategic Approach
Many digital marketers want to take their optimization efforts to a new, higher level by applying data science and using automation and algorithms in their personalization and optimization work. These sessions discuss why automation, algorithms and data science are where personalization and optimization are headed.
S906: Because you’ve got bigger fish to fry than button color
S909: Unleash your inner data scientist with Adobe Target
Staying Ahead of the Curve with the Switch to Mobile—Mobile Personalization and Optimization
In almost all industries, more visitors and customers are connecting with companies via smartphones—particularly those in the millennial generation. The features unique to mobile devices open up completely new, exciting opportunities for digital marketers to deliver more relevant experiences and offers. The first session shows innovative thinking about how to tap into mobile unique capabilities for personalization and optimization in travel and hospitality industry. The other session gives you data and insights about millennials, including why a mobile focus is important if you want to resonate with them.
S914: The personalization journey: What happens before and while you’re in Las Vegas (Travel and Hospitality)
S908: Marketing to the 77 million millennials
Last, but Certainly not Least
These last two sessions don’t quite fit into the last three categories, but they’re iterations on two of our most popular sessions from last year. If you want to get your questions answered, meet others working in personalization and optimization, or just see what others are doing with optimization at their company, these are must-attend sessions. See this blog post for more detail on the WhichTestWon competition* and how to enter—it’s not too late!
S901: Personalization & Optimization Workshop 2016: 2 hrs of ideas & inspiration
S910: Step right up and guess the test winner: WhichTestWon’s Adobe Target Awards
Don’t Forget the Hands-on Labs!
Be sure to look through the Hands-on Labs. There are a ton of labs focused on Personalization & Optimization that you may want to sign up for, too!
Please let me know on Twitter @jamiebrighton what you think of the sessions and if you have any questions.
I look forward to seeing you at Adobe Summit 2016 in Las Vegas next month!
* Entries for competition close February 19, 2016. Enter the competition here.