No
Yes
View More
View Less
Working...
Close
OK
Cancel
Confirm
System Message
Delete
Schedule
An unknown error has occurred and your request could not be completed. Please contact support.
Scheduled
Wait Listed
Personal Calendar
 
Conference Event
Meeting
Interest
There aren't any available sessions at this time.
Conflict Found
This session is already scheduled at another time. Would you like to...
Loading...
Please enter a maximum of {0} characters.
{0} remaining of {1} character maximum.
Please enter a maximum of {0} words.
{0} remaining of {1} word maximum.
must be 50 characters or less.
must be 40 characters or less.
Session Summary
We were unable to load the map image.
This has not yet been assigned to a map.
Search Catalog
Reply
Replies ()
Search
New Post
Microblog
Microblog Thread
Post Reply
Post
Your session timed out.
Adobe Summit 2017
Add to My Interests
Remove from My Interests
 
 

S4748 - 4 myths about customer experience

This is the age of the customer. With AI and VR adding to our ever-expanding toolkit, customer experience (CX) has become an opportunity area that is ripe for innovation. Every company, it seems, is planning to enhance and expand their CX team, to the point where CX is being touted as both the next big thing and the last big thing!

This discussion will debunk the myths surrounding CX, and explore how it will come to overtake price and product as the core differentiators for brands. Idris Mootee, Global CEO of Idea Couture - a Cognizant Digital Business Company, and special guest Aaron Lenehan, Assistant Vice President, Experience Design at MetLife, will revisit the basic premises and practices of CX and discuss how they can still be relevant in the digital world.

By attending this session, your information is shared with Cognizant.

Idris Mootee
Aaron Lenehan
S4644 - A better experience starts with Experience Management

We live in an experience-driven world -- a world where the winners and losers in business are measured, not by goods and services, but by the experience they provide. Qualtrics' Head of Marketing, Kylan Lundeen, talks about the experience economy, what organizations can do to stay ahead, and why experience management has emerged as the new marketing.

Bryce Winkelman
S4182 - Achieve personalization at scale with Adobe Campaign

Your customers expect deeply personalized and relevant experiences across channels. They see beyond superficial “insert name here" tactics. Whether you’re personalizing an email, a dynamic landing page, or mobile notifications, you need to create tailored, one-to-one experiences. Do this at scale by leveraging automation and Adobe Campaign’s rich data capabilities.

In this session, learn about:

  • Adobe Campaign inbound and outbound personalization capabilities
  • Leveraging customer preferences and behavior to send relevant, consistent communication across channels
  • Creating a single campaign with hundreds to thousands of variations to meet individual expectations
     

This session is for intermediate to advanced marketers familiar with email marketing, cross-channel marketing, and campaign management. 

Ben Tepfer
Jen Capstraw
S4340 - Adobe Analytics worst practices and how to avoid them!

Adobe Analytics is extremely powerful and helps you gain actionable intelligence about your customers. Knowing how to set it up to take advantage of all that power can be a challenge.  Analytics Demystified's Adam Greco, who has been associated with hundreds of Adobe Analytics implementations, provides tips and tricks to help you avoid making rookie mistakes when using Adobe Analytics and more generally about analytics programs. Learn from Adam's experience and some of the sharpest minds using Adobe Analytics.

In this session:

  • Discover the most common Adobe Analytics mistakes and how to avoid them
  • Enable your team to have a smoother Adobe Analytics setup so that you can focus on analysis not implementation
  • Learn more-efficient ways to use and implement Adobe Analytics

 

 

Adam Greco
S3920 - Adobe Campaign latest and greatest product innovations

Adobe Campaign is constantly evolving to anticipate our customers’ needs. We were the first to manage campaigns across email and direct mail. The first to personalize 1:1 direct mail. And the first to personalize 1:1 push notifications. Come and discover the next firsts for Adobe Campaign.

Learn about:

  • Key trends in cross-channel marketing that inspired innovations 
  • Recently added channels and features
  • Innovative use cases and integrations with the Adobe Marketing Cloud 

This session is for marketers of all levels. 

Bruce Swann
Stephane Bline
S4286 - Adobe Experience Manager and Adobe Campaign integration best practices

Are your content and email marketing teams working as effectively as they should? Email and web content are still the top-two leading ways to engage customers. Learn how to deliver amazing interconnected experiences and best practices of integrating Adobe Experience Manager and Adobe Campaign to get the most out of each tool.

This session covers:

  •     Email template development and creation workflows

  •     Personalization techniques and workflows to optimize the creation process

  •     Adobe Campaign form integration and sharing of profile data

Mark Szulc
S3985 - Adobe Experience Manager Rockstar: The top tips are here

Come hear from the winners of the first Experience Manager Rockstar contest. They share the digital experience tips, tricks, and project strategies that were voted the best of the year.

This year's hot talent discusses:

  • How Dixons Carphone gives their authors the ability to generate designs to be used in their AEM Mobile application.
  • Integrating AEM with other Adobe Marketing Cloud solutions using data layers powered by Sling Models.
  • Making sure all your developers generate consistent files during AEM development.
  • How Kaiser Permanente achieved their stringent approval requirements using AEM workflows.
  • Need a script to change existing production content? Sling Pipes to the rescue.

This intermediate session is for web, mobile, and digital marketers regardless of industry.

Darin Kuntze
Kaushal Mall
L4080 - Adobe Experience Manager search demystified

Understanding the Experience Manager Search capabilities and technical underpinnings is crucial for a robust, performant Experience Manager deployment. We go through an accelerated build of an Experience Manager Search component to showcase its many functionalities. You'll leave this lab with a sample best-practice code package and knowledge of how to implement and extend Experience Manager Search.

In this lab:

  • Examine the underlying search architecture, focusing on Oak’s Lucene indexes
  • Craft custom Lucene indexes designed to maximize business value using features such as full-text search, relevancy boosting, and custom metadata coverage
  • Explore developer tooling to identify issues with queries and provide optimization insights
David Gonzalez
Sean Schnoor
Daniel Gordon
S3942 - Adobe Experience Manager Sites: Top 10 innovations

Hear about the top 10 innovations for digital experience management coming in the next release of Experience Manager Sites 6.3. These features are must-haves for all organizations that want to be successful. We walk you through the new features and show you how you can get a leg up on today's constantly evolving landscape of digital transformation.

This session is for a general audience regardless of industry focus.

Irina Guseva
Cedric Huesler
TRN13 - Adobe Target: Analytics, Shared Audiences, & Automated Personalization-Sun

This course is a combined offering of two courses, delivered in a one-day course.
In Using Adobe Analytics and Shared Audiences with Adobe Target, you'll learn how to use Customer Attributes and the Marketing Cloud “People” core service, along with shared audiences from Adobe Analytics, to achieve a unified view of your customers across the enterprise. Use this complete customer view to drive more relevant experiences, leading to better engagement and improved ROI. In Automated Personalization, you'll learn how to use automated personalization to ensure that optimization efforts are increasing conversion and revenue. You will learn how to dynamically personalize content and offers to individuals using image and text offers, reporting groups, content exclusions, and control groups. This course assumes that users already have a fundamental working knowledge of Target Premium, including how to plan, build, and execute A/B activities. This course is suitable for regular users of Target Premium.

Tamika Gordon
L4240 - Adobe Target Standard: Conversion rate optimization

Become a conversion rate master, and supercharge your critical KPIs by testing and personalizing with Adobe Target. Adobe Target lets marketers, product owners, and developers execute A/B and multivariate testing (MVT) seamlessly across digital screens. We'll go under the hood to address how to implement Adobe Target with a single line of JavaScript code. Discover how Adobe's three-step guided workflow enables fast-paced iteration on experience testing and personalization.

In this hands-on lab:

  • Leverage the Visual Experience Composer to modify, move, hide, and show site elements
  • Interact with Adobe Marketing Cloud core services, such as shared audiences from Adobe Analytics to Adobe Target
  • Launch A/B, MVT, and experience targeting activities live in the user interface
 
Solomon Osiatynski
Siddharth Jain
S4202 - Advanced analysis with Adobe Analytics and R

Adobe Analytics provides a rich set of structured and unstructured data. You can uncover interesting insights by pulling data into R, an environment that allows you to explore the possibilities. We’ll demo some of the amazing things you can do when you pull data from Adobe Analytics into R and the types of advanced statistical analysis that you can perform on that data.

 

Learn about:

Getting data from Adobe Analytics into R using RSiteCatalyst and Data Warehouse

Combining and transforming data to create statistical models

Implementing the results of your statistical models into a Shiny R web application

Jessica Langford
Trevor Paulsen
Randy Zwitch
S4197 - Advanced tips and tricks to become an Adobe Campaign connoisseur

As the universe of channels, touchpoints, and devices continues to expand, cross-channel marketing grows more complex. This advanced session is designed for Adobe Campaign v6 users to maximize their investment through tips and tricks they can use right away in their current solution implementation.  This advanced session is for cross-channel marketers and campaign managers who are proficient in campaign management and digital marketing.

In this session, you will learn the business value and how to implement the following:

  • A/B testing
  • Form Posts to WebApps/JSSP
  • Triggers between Adobe Analytics, Adobe Campaign, and the Marketing Cloud Core Services
  • Offer integrations in Message Center
  • Others
Matthew Rawding
Mathieu Hannouz
S4543 - Advanced tips and tricks with the new dynamic tag management

Explore the new dynamic tag management (DTM) and its redesigned interface that exposes powerful and flexible new features. Get introduced to how to extend and customize the new DTM through extensions and APIs. To benefit most from this session, it’s recommended that attendees have previous hands-on experience working directly in DTM.

Key takeaways:

  • Navigate the new interface
  • Take advantage of new features
Jeff Chasin
Rudi Shumpert
S3913 - Advertising Insights Through Segmented Analytics

Struggling advertisers are overwhelmed with time-consuming manual processes and validation of scattered data sources. This limits budget accountability and channel growth. In contrast, successful advertisers establish a single source of truth and automate basic repetitive reports. This unites the analytics and advertising teams by making more time for advanced segmentation, scalable personalization, and reliable forecasting. Come learn how Adobe’s best advertising clients balance manual & automated approaches through freeform workspaces, shared segments, and ad customizers. We will show specific and actionable examples of ways Adobe’s integration between Analytics, Media Optimizer, and 3rd party partners can accelerate your advertising insights.

In this session, we cover:

  • How a single source of truth simplifies identification and targeting of valuable audience segments
  • How to refine campaigns and personalize creative based on the latest Adobe Analytics integrations and features
  • How to monitor and forecast performance to prove audience-focused advertising strategies are worthwhile
Chris Haleua
David Tzau
TRN07 - AEM Forms Overview - D1

This two-day course, taught by J.P. Terry, will provide an in-depth look at how AEM Forms can help your organization.  Topics include: Form Templates, Adaptive Forms, Responsive Forms, Themes, Client Libraries, Workflows, Database integration, Forms Portals, and AEM Designer and Workbench. Each student will receive a Student Guide based on J.P.'s upcoming Adobe Press book, AEM Forms (2017).  J.P. is the author of three other Adobe Press books including the best-selling Adobe LiveCycle Designer (2013).

James Terry
TRN29 - AEM Overview for Developers and System Administrators - D1

This two-day course is an overview of Adobe’s courseware for AEM Developers and AEM System Administrators. 

Day 1 covers the fundamentals of AEM: the interface, authoring environment, platform, and package manager utility.  It continues with topics from the Developer course, which include the fundamentals of building a custom AEM Website based on templates and components.  This session will provide an understanding of Sling rendering, template creation, adding and using components, implementing navigation, and creating dialog boxes. The day’s goal is to enable you to create and understand basic templates and structure components.

Day 2 looks into AEM as a System Admin, covering the admin interfaces, deployment of author and publisher instances, dispatcher installation and configuration, OSGi configuration, custom logging, replication agents, and setting user permissions. The day’s goal is to introduce you to the philosophy behind AEM and how to administer content using ready-made templates.

Iain Maguire
TRN31 - AEM Overview for Developers and System Administrators - D1Sun

This two-day course is an overview of Adobe’s courseware for AEM Developers and AEM System Administrators. 

Day 1 covers the fundamentals of AEM: the interface, authoring environment, platform, and package manager utility.  It continues with topics from the Developer course, which include the fundamentals of building a custom AEM Website based on templates and components.  This session will provide an understanding of Sling rendering, template creation, adding and using components, implementing navigation, and creating dialog boxes. The day’s goal is to enable you to create and understand basic templates and structure components.

Day 2 looks into AEM as a System Admin, covering the admin interfaces, deployment of author and publisher instances, dispatcher installation and configuration, OSGi configuration, custom logging, replication agents, and setting user permissions. The day’s goal is to introduce you to the philosophy behind AEM and how to administer content using ready-made templates.

Lee Klement
TRN32 - AEM Overview for Developers and System Administrators - D2Mon

This two-day course is an overview of Adobe’s courseware for AEM Developers and AEM System Administrators. 

Day 1 covers the fundamentals of AEM: the interface, authoring environment, platform, and package manager utility.  It continues with topics from the Developer course, which include the fundamentals of building a custom AEM Website based on templates and components.  This session will provide an understanding of Sling rendering, template creation, adding and using components, implementing navigation, and creating dialog boxes. The day’s goal is to enable you to create and understand basic templates and structure components.

Day 2 looks into AEM as a System Admin, covering the admin interfaces, deployment of author and publisher instances, dispatcher installation and configuration, OSGi configuration, custom logging, replication agents, and setting user permissions. The day’s goal is to introduce you to the philosophy behind AEM and how to administer content using ready-made templates.

Lee Klement
S4648 - Air Transat: Taking personalization to new heights with Adobe Campaign

Air Transat, one of the largest integrated tourism companies in the world and the leader in Canada’s holiday travel industry, specializes in air transportation, accommodations, travel packaging, and distribution. Both Air Transat and Transat Vacations use personalization to increase their sales and reputation from email marketing campaigns. 

Hear from Christophe Robert, CRM director for Air Transat, on how he and his team:

  • Use Adobe Campaign to target 20% of Canadians with millions of emails each year
  • Leverage dynamic content and web analytics to send 6,000+ personalized versions of each email campaign 
  • Execute campaigns in 10 languages, across 14 countries, while containing customer fatigue and preventing churn
Stephanie Maziol
Christophe Robert
S3867 - Analytics Idol 2017: Top tips & tricks

The winners of our popular annual Analytics Idol competition share their tips, tricks, and power strategies. Discover why these contestants were voted the best of the year. And information on how to enter your own tips will be available soon!

Today’s hot new analytics talent share:

  • Out-of-the-box thinking on data analysis to optimize your business results
  • Real-world examples that address challenging analytics questions
  • Innovative practices and strategies to get your digital assets singing

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

Eric Matisoff
Robert Adams
Brad Millett
Hila Dahan
Prolet Miteva
David Bressler
S3917 - 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.
 
In this session:

  • Learn how to move beyond paid-only attribution
  • Account for the entire customer journey in your attribution
  • Take home seven analyses, including specific steps and real-world case studies

 

John Bates
Patrick Brown
S3923 - Audience activation: Reach more of your customers

Having a large customer base is fantastic, but reaching them effectively across channels and devices can be challenging. Do you find that the match rates between your audiences and inventory sources are low? Are customers falling out of visibility because they jump across devices or clear their cookies? Learn how you can target your customers more effectively and efficiently, allowing you to reach a much larger audience and deliver them relevant and connected experiences.

Learn about:  

  • Why match rates vary across different technologies and inventory sources
  • How you can increase both match rates and cookie longevity
  • How to deliver targeted media campaigns across channels and devices, without breaking the bank
 
Charles Sherman
Mindy Oliver
Jake Powell
S3904 - Audience Manager & Adobe Analytics: Your data management power couple

With customer data stored across multiple marketing systems, such as ESP, CRM, DSP, and POS, silos develop in terms of marketing messages and team KPIs, ultimately compromising a consumer’s experience with your brand. But these additional marketing systems are not going away because each has its own advantages for powering and activating your brand. Rather, the focus needs to shift into organizing this treasure of first-party data at its core.

In this session, learn about:

  • Implementation – Build a foundation for a data-driven practice that is future proof
  • Customer acquisition – Find new customers based on your existing first-party data assets
  • Demonstration – Delve into 10 advanced tricks to get your data to market fast
Doug Moore
S4201 - Audience Marketplace: Programmatic access to second- and third-party data

Audience Marketplace, a feature within Adobe's data management platform (DMP), lets data providers and buyers self-execute deals with minimum effort. It offers specialized features that vary depending on your role as a data buyer or data seller. You can even be a buyer and a seller at the same time. And if you thought that this couldn’t get any better, Audience Marketplace also takes care of contracts, billing, and payments between data providers and sellers.

In this session:

  • Review data basics to better understand your data assets
  • Learn how Audience Marketplace provides brands with a seamless experience when buying and activating second- and third-party data
  • Understand key use cases for augmenting your first-party data with additional data sources
Becky Siegel
Michael Aburas
Richard Phillips
S4193 - Become a customer caddy: Optimize and personalize for authenticated users

Optimizing and personalizing for anonymous visitors yields huge wins, including greater acquisition through email and offsite campaigns and landing pages, better engagement from personalized offers and recommendations, and increased conversions. You want to extend these capabilities to your authenticated users beyond marketing efforts to provide exceptional customer service, promote mobile features, or improve customer satisfaction, retention, and loyalty. You want to become your customers’ “caddy,” delivering what they need before they need it. But how can you do this in a way that builds rather than jeopardizes the customer relationship?

In this cross-industry panel discussion, learn how companies who effectively personalize in the authenticated space:    

  • Handle sensitive information from a security and best practices perspective for deeper personalization and reporting
  • Use personalization respectfully to grow customer relationships in the authenticated space
  • Increase adoption of services and explore new personalization methods without disrupting customer experiences 
Drew Burns
Jenna Bentley
Lee Carson
Matt Spragins
S4680 - Best practices to avoid common Experience Manager implementation pitfalls

Sidestep common pitfalls with your Adobe Experience Manager implementation by gaining insights from our Customer Care team who understand where customers struggle and how to avoid it.

 In this session, you'll walk away with:

  • A checklist for planning an Experience Manager Assets implementation

  • Mandatory maintenance tasks to perform on your Experience Manager environments

  • Best practices for scalability vs. high availability with your Experience Manager implementations

  • Best practices to leverage the Customer Care teams

This session is for passionate Experience Manager developers, geeks who maintain Experience Manager environments, and Experience Manager implementation partners.

Ameeth Palla
Varun Mehrotra
S4008 - Bring order out of chaos: Machine learning and data science come to DAM

Digital asset management (DAM) is a great tool to centralize operations and bring order to the chaos of digital assets across complex organizations. Unfortunately, many still treat a DAM repository as a static parking lot instead of an intelligent engine to deliver customer experiences. The DAM solution of the future will do much more, from helping automate manual tagging to giving users better insight into how deployed assets drive conversion and increase revenue.

The future of DAM is here. Join us to learn more about how:

  • Leading brands are using analytics to track asset usage and performance
  • Advances in machine learning have automated many manual tasks and can help improve productivity
  • Implementing these features within your organization can save you money and increase revenue

This session is for creative leaders, content managers, and digital marketers that interface with digital asset management.

Jonas Dahl
Mike Carley
Justin Saeheng
S4011 - Building a content marketing powerhouse

Learn what you need to know about content marketing and how it is revolutionizing not only the marketing department but the entire organization. With the explosion of marketing channels and the customers' growing demand for personalized content, marketers face an increasingly complex challenge of delivering personalized and contextually relevant experiences across the customer journey. 

 

This session focus on:

    • What is content marketing and how can your customers benefit from it
    • Tips and tricks on ways to overcome today's challenges around people, processes, and technology
    • What an ideal solution looks like

This session is for all content marketers regardless of industry.

Peter Krmpotic
Andy Betts
S4484 - Building better experiences with emotion technology

Experiences are emotional. So understanding how your customer feels is the next frontier for experience-based marketing. Today, mobile devices, wearables, and the Internet of Things generate huge amounts of emotion-based data, but what do you do with it? Join Rana June, CEO of the bioanalytics firm Lightwave, in a discussion about the potential of emotion tech and how to harness it to build your brand.

Rana June
Adam Justis
L4301 - Building, managing, and updating forms

Adobe Experience Manager Forms eases developing, managing, and processing enterprise forms. Learn about many of its existing capabilities, such as fragments, lazy loading, Adobe Marketing Cloud integration. We'll then dive into new capabilities that shorten the time from concept to delivery of form solutions: back-end system integration, pre-fill services, and theme customization, to name just a few. You'll walk away with a built-out forms solution and an understanding of how the tooling eases the burden on IT.

Key takeaways:

  • Best practices for high-performing integrated forms
  • How to use the Experience Manager Forms framework for back-end integration
  • How to use Experience Manager Forms process integration for forms approval
Steve Monroe
Girish Bedekar
L4363 - Building real-time dashboards with Adobe Analytics

Learn how to use the Real-Time API to construct a basic, fully functional dashboard. All you need is general familiarity with HTML and JavaScript and basic code-editing experience. Exposure to web APIs is helpful but not required.

In this lab:

  • Get a deeper understanding of the real-time reporting capabilities and API interface
  • Build a functional web application that you can use for you own company and report suites
Gary Rogers
Courtney Ferguson
S4041 - Building your mobile-first optimization program

If your company is like others, mobile has emerged as your most important customer touchpoint. While you might understand that you need a mobile-first optimization program, you might not know how to build it. Learn how to build that program to deliver mobile customers the information they need exactly when they need it.

ComHear from leading brands how to:

 

Russell Lewis
S4192 - Build it and they will come: Growing a successful optimization program

Many organizations hear about the big wins of optimization and know they need to get in the game. They buy the optimization solutions, but quickly discover that they don’t know what to do next. US Bank faced this same challenge a few years ago and learned from experience what it takes to field an all-star optimization team, build internal support for the program, and forge strong relationships with different stakeholders and players. It developed processes for devising test ideas, testing those ideas, applying results, and refining learnings through iterative testing. Now the company has a strong, successful optimization program, and optimization permeates the company culture.

In this session, presented by members of the US Bank optimization team, learn how to:

  • Staff an optimization program team and build support for its efforts
  • Develop key partnerships and program processes
  • Expand optimization across the organization and ingrain it in the company culture
Daniel Sheinberg
Gretchen Barrett
Jenna Bentley
S4023 - Business transformation through technology, people, and processes

The next generation of the marketing department needs a structure and resources that support cross-channel marketing. Working in organizational silos is inefficient and also jeopardizes the customer relationship. Marketing resources need a blend of technical expertise fused with business and marketing knowledge.

Learn about:

  • Skills required to support cross-channel marketing tactics and take you into the future
  • Possible organizational structures for your marketing department
  • KPIs and objectives that align marketing teams and resources

This session is for marketing executives and digital marketers across all industries. 

Bruce Swann
Linda Reed
SS3 - Change management and the digital transformation in healthcare

Deciding to transform your digital ecosystem and selecting a platform and partners to help you build it is only half the journey and, often times, the easier half. Managing the transformation internally and overcoming inertia and resistance to change can be the hardest part. Hear from leaders in the healthcare industry describe the impetus behind their digital transformations and how they navigated the treacherous internal waters of change management. 

In this session:

  • Learn best practices
  • Identify potential pitfalls
  • Understand the tasks involved as you transform your digital ecosystem

‚ÄčThis session is for marketing and IT leaders and all change agents in healthcare and other highly regulated industries. 

Thomas Swanson
Jeremy Pincus
Mike Shulof
Ben Zanghi
Tim Howland
Kim Myers
S4888 - Connected Marketing and Sales; better together with Microsoft and Adobe

Research shows that 30% to 40% of the time marketers spend qualifying leads is wasted on leads that do not get pursued by sales, and 20% to 30% of the average salesperson’s time is wasted pursuing improperly qualified leads. Microsoft and Adobe are partnering to build best-of-breed, integrated marketing and sales solutions that create better customer experiences and contribute to top-line growth. 

In this session, learn and see how:

  • Microsoft and Adobe's partnership helps you break down the silos between sales and marketing
  • Microsoft’s approach to sales solutions helps achieve marketing goals
  • Sales technologies, including predictive intelligence, accelerate marketing-qualified leads

This session is for marketers who are tasked with demand generation and revenue accountability.

By attending this session, your information will be shared with Microsoft. 

Bruce Swann
Stephanie Dart
S4360 - Content first. Product second.

In the future, thousands of businesses from around the globe will leverage a content-first, go-to-market strategy. What does this mean? It means that marketers in companies of all sizes are developing content brands and building audiences first and then developing products to sell much, much later in the process. Learn insights from Joe Pulizzi, best-selling author and founder of The Content Marketing Institute and the largest marketing event, Content Marketing World. He'll detail how many of today's most successful businesses started and how they've become some of the fastest growing businesses on the planet. Explore how you can use these strategies to grow your business.

In this presentation, learn about:

  • Running a content-first business
  • Why publishing is the future of marketing
  • Epic content marketing insights
Joe Pulizzi
S4022 - Create meaningful mobile moments throughout the customer journey

Consumers are engaging more and more on mobile devices for shopping, email, browsing, and communicating, marketers. To support the customer journey and provide optimal experiences, marketers need to adopt a mobile-first mentality. 

In this session, learn about:

  • Building a platform for managing mobile moments in the customer journey
  • How Adobe Campaign, along with other Adobe Marketing Cloud solutions, can deliver more meaningful and measurable mobile moments
  • Tips and tricks for incorporating mobile into cross-channel marketing strategies

This session is for digital marketers across all industries.

Shipra Gupta
Eric Knee
L4081 - Creating rich omni-channel experiences with Adobe Experience Manager

Marketers need to quickly adapt and leverage digital content to make a sale through multiple touchpoints. Experience Manager supports marketers in this journey with powerful tools like Content Fragments, which allows authors to create and manage channel-neutral editorial content. Explore the various ways that Experience Manager can enable you to provide dynamic content to every endpoint and solution.

Key takeaways:

  • Introduction to Content Fragments and other related technologies
  • Learn how to use and combine fragment technologies in Experience Manager
  • How external endpoints can consume various fragment technologies in Experience Manager
Martin Buergi
Varun Venkataraman
S4186 - CRO on steroids: How to identify and convert high-value customers

In the realm of cross-channel personalization, the possibilities are seemingly endless as you address content relevance for segments and unique visitors. How do you narrow in on the ones that matter the most? Adobe and Lori Mabe with Sprint outline three data-driven strategies to prioritize your audiences. Learn how to identify and optimize the high-value customer journey with the Adobe Marketing Cloud.

 

Learn how to leverage:

  • KPI Analysis for segment build, optimization and iteration
  • Modeling to determine high-value customers and attributes for personalization
  • Content automation based on profile attributes
Kendra Jenkins
Lori Mabe
S3906 - Cross-Channel Activation with Adobe Audience Manager and Campaign

Activation of audience data becomes powerful with access to authenticated consumer data. But if you don't have an app or a login via your site, how do you connect with your most loyal consumers via email? Using anonymous consumer profiles organized in a data management platform (DMP) can enrich your cross-channel campaigns as well as enable you to power personalized experiences when users are not logged in to your brand's web or mobile properties. Discover the advantages in creating connections between your ESP, cross-channel campaigns, and DMP.

Key takeaways:

  • Understand the unified profile, whether anonymous or authenticated
  • Leverage profile data to create granular audience segments based on your Adobe Campaign data
  • Learn how the data in Adobe Audience Manager can power cross-channel campaigns
Jerry Helou
L3880 - Customer analytics and storytelling with data workbench

Your organization has a lot of rich customer data that's probably hard to access because it's stored across many data silos. Find out what it means to bring data closer together and stitch it for a more comprehensive understanding into customer engagement. Get tips and tricks on how to deliver on consumer insights with Adobe Analytics Premium.
 
In this hands-on lab:

  • See how stitched customer data can drive better business decisions
  • Understand how cross-channel consumer behaviors lead to conversion
  • Learn how to activate your data, making it actionable for marketing operations
Jeremy King
Nils Engel
TRN01 - Data Analysis Using Reports & Analytics - D1

This two-day training course for analysts will help you use Adobe Analytics to find answers to your business questions. You'll learn how the reporting interface and navigation work, how to run reports to get the answers you're looking for and how to configure reports for effective decision-making. You'll also learn how to distribute reports, create useful dashboards and segment your data so you can get the right information to the right people at the right time. 

Dwight Smith
TRN02 - Data Analysis Using Reports & Analytics - D2

This two-day training course for analysts will help you use Adobe Analytics to find answers to your business questions. You'll learn how the reporting interface and navigation work, how to run reports to get the answers you're looking for and how to configure reports for effective decision-making. You'll also learn how to distribute reports, create useful dashboards and segment your data so you can get the right information to the right people at the right time. 

Dwight Smith
TRN04 - Data Analysis Using Reports & Analytics - D2Mon

This two-day training course for analysts will help you use Adobe Analytics to find answers to your business questions. You'll learn how the reporting interface and navigation work, how to run reports to get the answers you're looking for and how to configure reports for effective decision-making. You'll also learn how to distribute reports, create useful dashboards and segment your data so you can get the right information to the right people at the right time. 

Keith Hauser
TRN18 - Data Analysis with Analysis Workspace - Mon

Data Analysis with Analysis Workspace is a one-day course designed to introduce you to Analysis Workspace and get you up and running with this powerful capability within the Adobe Analytics solution. You will learn how the reporting interface and navigation work, how to run reports to get answers to your business questions, and how to configure reports for effective decision-making. You will learn how to share reports, segment your data, and create useful visualizations for analysis.   

Chris Valentine
TRN12 - Data Workbench Fundamentals - Mon

This course provides basic training and credentials for business analysts. You'll develop an understanding of how customers interact with your website as they enter through different marketing channels. You'll also learn how to create visualizations on the data to quickly analyze trends and optimize business processes. 

Brandon Kern
GS1 - Day 1 General Session: Make Experience Your Business

Join Adobe CEO, Shantanu Narayen and GM & EVP, Brad Rencher with guests from National Geographic, T-Mobile, and Microsoft, as we discuss how brands can deliver the experiences that consumers not only expect — but demand, today. Throughout the morning, we’ll demonstrate how marketers and organizations everywhere can harness Adobe Marketing Cloud to Make Experience Your Business. We’ll also look at some exciting innovation that explores the art of what’s possible with Adobe technology, to help inspire the experiences of tomorrow.

Brad Rencher
Shantanu Narayen
Jill Cress
Scott Guthrie
Nick Drake
S3912 - DCO: Programmatic's evolution from ads to experiences

Consumers are demanding more relevant ad experiences. Ad blockers are on the rise. Organic site traffic growth has stalled. Businesses must put the ad experience first to remain relevant. Dynamic creative optimization (DCO) has benefits for all verticals, delivering personalized experiences across the customer journey. 

In this session:

  • Learn about which industry trends are driving the need for better ad personalization
  • Discover dynamic creative tactics to meet advertising goals
  • Explore steps to get started with DCO and build out a program across the marketing funnel
  • Hear from MGM Resorts on how they are using dynamic creative and programmatic ad buying technology to deliver relevant ad experiences

 

Pete Kluge
Megan Estrada
Get More Results