A DAM is only as successful as the structure around it. However, without the proper preparation, the complexity of a proper DAM implementation can be daunting. Tasks like standardizing metadata taxonomy or designating user roles quickly become overwhelming without an advanced plan in place. Avoid the headache and ensure that you know which steps to take to optimize your DAM implementation.

Join us for this webinar to learn about:

• Why a well-structured implementation plan can lead to a more efficient DAM
• How to lay the building blocks for a successful DAM implementation
• Best practices from real-life DAM implementations

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.

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.

The one constant in marketing is that marketers are under tight deadlines. Adobe Document Cloud ensures that marketers can iterate and deliver essential marketing IP securely and quickly—plans, creative, budgets, you name it. Document Cloud includes Adobe Acrobat, the trusted PDF productivity workhorse for marketing and creative teams, powerful mobile apps, and Adobe Sign, the market-leading e-signing technology and now a key component of Adobe Experience Manager. 

Learn how:

• Acrobat DC and Document Cloud can eliminate paper-based processes to drive marketing decision-making
• Marketers can connect and collaborate with creatives, vendors, and clients
• Adobe Sign can rapidly replace cumbersome paper-based processes to make customer onboarding part of a cohesive all-digital brand experience

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. 

Wouldn’t you love to learn about the experiments that your counterparts run to optimize their websites, mobile sites, and mobile apps? Not just any experiments, though—the ones that drive out-the-roof RPV, amazing AOV, and inconceivably high conversion rates. You’re not the only one. We on the Adobe Target team thrive on hearing how you and other Adobe Target customers use the solution to power huge wins. Every year, in one form or another, we host a contest that uncovers standout optimization stories. This year, we’ve selected winning experiments submitted by five different customers who will describe what they tested, their results, and what they learned. 

Join our fun-filled session to:

•    Hear true tales of mind-blowing optimization experiments
•    Help choose the Grand Prize Winner
•    Get ideas on how to power up Adobe Target and experiment for yourself

Getting users to download your app is just the start. Adobe goes further by  helping you acquire – and retain – high-value app users. Our acquisition capability ties campaigns to user behavior over time to optimize strategies and in-app experiences for your most valued users.

Learn how to:

• Use Adobe’s simplified workflow to track paid, owned, and earned media campaigns

• Understand which campaigns are driving downloads, conversions, lifetime customer value, and revenue

• Engage new and returning users with deep linking

This training will teach you how to use Adobe Analytics ad hoc analysis to drill down deep into your website traffic data. Ad hoc analysis goes beyond day-to-day analytics questions and allows you to explore hidden relationships between your reports. Take segmentation to the next level by applying virtually any segment to any report, revealing the segment's effect on site traffic, paths through your site and conversion. Query the entire data set with unprecedented speed and flexibility.

Prerequisites: It is HIGHLY recommended that you have already gone through the Reports & Analytics User training and Reports & Analytics Advanced Features & Tools before taking this course.

This training will teach you how to use Adobe Analytics ad hoc analysis to drill down deep into your website traffic data. Ad hoc analysis goes beyond day-to-day analytics questions and allows you to explore hidden relationships between your reports. Take segmentation to the next level by applying virtually any segment to any report, revealing the segment's effect on site traffic, paths through your site and conversion. Query the entire data set with unprecedented speed and flexibility.

Prerequisites: It is HIGHLY recommended that you have already gone through the Reports & Analytics User training and Reports & Analytics Advanced Features & Tools before taking this course.

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

Learn about Adobe Audience Manager REST APIs and how to leverage them in your mobile and web applications to create and manage data elements programmatically. With the Adobe Audience Manager Data Management Platform (DMP) you can combine audience information on your visitors from different sources — from your site, your CRM systems, strategic partners, and third-party relationships. You can make these audiences actionable by sending the information to wherever you choose, whether it's your own systems for site customization or to ad networks for ad targeting.

Learn how to:

• Implement Adobe Audience Manager REST APIs
• Set up an API key for authentication
• Work with a sample website that programmatically calls APIs for automated visitor segmentation and activation

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. 

Everything starts with the Adobe Cloud Platform. Discover how the platform plays a role in the experience business, helping you identify, understand, and engage customers and deliver consistent, continuous, and compelling experiences that delight them at every turn. Find out exactly what we mean by platform, including what it is, where it’s heading, how you can get value now and in the future, and even how Adobe partners can get involved. Of course, we won’t just talk about it, but you’ll see it in action.

In this session, learn how:

• Adobe’s data science framework dramatically improves the design and delivery of rich customer experiences
• The platform increases the innovation and value of core services, powering up each solution in the Marketing Cloud
• The Adobe Data platform lets you use all your data and supercharge it for maximum effect 

Take a journey into the future with Ray Wang from Constellation Research and Digital Insights director Tamara Gaffney, who will make predictions courtesy of big data analysis. This year our crystal ball focuses on digital video, social media, advertising, mobile, and commerce trends. Take home a handful of insights to support your strategic plans, bolster your budget requests, and impress your co-workers with your ability to outsmart the competition. Because the more you know about trends today, the better you can plan for the future.

Key takeaways: 

• Insights to align your organization with current trends
• Where video, social media, and mobile are going 
• How to wisely invest your 2017 marketing budget

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

Content authors face growing demand to leverage data to improve the experiences they deliver and to build personalized content for an increasingly fragmented audience landscape. The new version of Experience Manager continues to deepen its integration with Adobe Marketing Cloud solutions and core services like Adobe Target, Adobe Analytics, and dynamic tag management (DTM). 

Learn how to:

• Use and extend Context Hub to make your data available for Marketing Cloud solutions
• Leverage DTM and Context Hub to track data with Adobe Analytics and send data to Adobe Target
• Extend Content Insights for KPI-driven insights on content performance

This session is for a technical audience with some familiarity with Experience Manager.

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.

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

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.

This two-day course is designed for Adobe Experience Manager Architects and Senior Developers to accelerate learning and understanding of recommended practices for AEM 6.2. Participants will gain knowledge of Adobe Experience Manager's architecture design, migration methodologies and recommended practices, and performance optimization. Collaborative exercises will challenge the participants, driving the creation of solution designs and applying them to implementation walk-throughs with their peers.  Note that Adobe strongly recommends interested students take one of the following as a pre-requisite for the Architect Workshop: Extend and Customize Adobe Experience Manager v6.x or Administer and Securely Maintain Adobe Experience Manager v6.x. 

This two-day course is designed for Adobe Experience Manager Architects and Senior Developers to accelerate learning and understanding of recommended practices for AEM 6.2. Participants will gain knowledge of Adobe Experience Manager's architecture design, migration methodologies and recommended practices, and performance optimization. Collaborative exercises will challenge the participants, driving the creation of solution designs and applying them to implementation walk-throughs with their peers.  Note that Adobe strongly recommends interested students take one of the following as a pre-requisite for the Architect Workshop: Extend and Customize Adobe Experience Manager v6.x or Administer and Securely Maintain Adobe Experience Manager v6.x. 

Learn  from the Customer Care team experts how to maximize your toolkit for success with Adobe Marketing Cloud. Our Customer Care team understands customer needs and supports them every day. They'll share insider tips and tricks on how to make Adobe Marketing Cloud work for your company’s business. Get an insider's view of Adobe Marketing Cloud and its range of capabilities.

  Learn about:

• Adobe Marketing Cloud and its various solutions and products, including managing permissions, visitor IDs, shared audiences, and dynamic tag management
• How Customer Care can help with questions like how to adjust settings and make feature requests
• The different sources where to find more information, like blogs, forums, and the knowledge base

This session is for admins of Adobe Marketing Cloud to maximize their toolkit for success. 

Do you know what it takes to be Media Optimizer All-Star? This session covers everything you wanted to know about Media Optimizer but were afraid to ask! We focus on some of its hidden gems that help you drive actionable insights and improve your marketing performance.

Learn how to:

• Identify opportunities through tools like Advertising Insights
• Take advantage of dimensional bidding, such as by device, location, time of day, or day of week)
• Use advanced campaign management to automate building out search and PLA campaigns
• Optimally allocate budgets based on aggregated and anonymized data

At the core of the Experience Business wave is the power of data, made available through trillions of customer interactions across. Yet data alone can only go so far. We need algorithms to continually learn from the data to create rich and seamless experiences for our customers. Adobe recently announced Adobe Sensei, a set of intelligent services built into the Adobe Platform and powers Adobe Marketing Cloud. Get introduced to its core concepts from artificial intelligence  and machine learning and how these technologies are already powering Adobe solutions. We'll explore the underlying technology stack that is used by Adobe's own AI researchers and engineers. 

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.

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.

These days, A/B testing by itself just isn't enough. Your customers demand relevant, rewarding, and engaging content and experiences all the time. To keep up with these experience-driven demands, you must personalize your digital experiences. Go further with personalization than ever before and tap in to the automation and data sciences capabilities of Adobe Target Premium. Learn how to become conversational with our primary data science algorithms, such as residual variance, lifetime value, random forest, content similarity, and collaborative filtering.

In this session:

• Understand how to augment your Adobe Target implementation for powerful data sources, including customer attributes and product parameters for Adobe Target Recommendations
• Launch a recommendations activity and automated personalization activity, and convert an A/B test
• Learn when to use different flavors of personalization and how to leverage the entire Adobe Target technology stack to grow your business

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

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

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

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 3^rd 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

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).

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).

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.

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.

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.

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.

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

Analysis Workspace has changed the game for analysts, the same way Mario changed the game for gaming. You can now path eVars, change allocations on the fly, and use metrics, segments, and dimensions interchangeably. With all these changes to the way data is analyzed, it's time to rethink how to plan an Adobe Analytics variable map (SDR). Join our analytics evangelist and principal analytics consultant who put together a new set of best practices for implementation plans that align with all this new power that resides within the tools. Think of it as the Game Genie for your analytics data!
 
Learn how:

• List props and list vars are like 1-ups
• DTM can be better integrated into your solution design for Fire Flower power
• Props and merchandising eVars still provide value like 100 coins

This session is valuable to all users of Adobe Analytics, especially those familiar with implementation details.

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.

Many apps are used only a few times after download. Mobile messaging, when done right, can reverse this trend by driving users to continually use your app. Adobe provides the tools to create and deliver powerful in-app and push messages.

Learn how to:

• Use Adobe Analytics and the mobile core service to create, deliver, and optimize in-app and push messages for your audience segments

• Use messaging to drive interaction and discovery while users are inside of your app

• Drive traffic back into your app with relevant and targeted notifications

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

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

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

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

You have your data team and you have your marketing team, but one plus one does not necessarily equal “data-driven marketing.” When your CMO gives you a never-been-tested business directive without data to back it up, what is your next move? Where do you start? Using Adobe Media Optimizer and its connected marketing stack solutions allows you to understand the full potential of your company’s data to cultivate your own best practices. Ensuring that all teams can speak the same language produces results that transcend generic industry trends without losing the humanity in your company’s data-driven marketing.

In this session, we cover:

• The importance of identifying a single source of cross-channel truth and how to get there
• Applying Adobe Media Optimizer insights for more than just bid management and using simulations to direct strategy

• Impactful data visualization and identifying when metrics might be playing tricks on you

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 

Adobe Marketing Cloud can help you become an experience business. That sounds awesome, but how? AT&T is re-engineering its organization and leveraging the full power of Marketing Cloud to delight it customers, achieve its business goals, and maybe even make the world a better place. Hear how AT&T laid the ground work for a digital transformation on its journey to becoming an experience business. Find out how you can do the same for your organization.

Learn how to:

• Leverage technology to create the perfect customer experience
• Choose the appropriate technology for the platform
• Re-engineer your organization to become an experience-led business

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.

Take advantage of data-driven marketing opportunities across digital and offline channels, whether for anonymous contacts or authenticated, loyal customers. Discover how the Adobe Audience Manager and Adobe Campaign integration allows organizations like Sky to combine anonymous consumer insights with known, authenticated CRM and PII data to deliver the ideal experience to every customer at every stage of the customer journey.

Session highlights include:

• Key Media & Entertainment industry trends
• How Marketing Cloud supports marketing and ad tech
• How Sky leverages pre-subscribe behaviors to fuel in-life recommendations

This session is for campaign managers and cross-channel marketers of all levels. 

Your mobile customer expects to engage with you in the moment and be delighted with the best performing experience. Mobile apps are highly engaging, yet very expensive to gain adoption and maintain. Delivering a great high-performing mobile web experience is a must. Get an early peek into our innovations to develop Progressive Web Apps.

Learn about:

• Mobile consumption behaviors through the customer journey
• Factors influencing mobile app and mobile web consumption
• Building Progressive Web Apps with AEM
• Benefits of Progressive Web Apps for your mobile business

This session is for marketers responsible for digital and mobile experiences

​With more media fragmentation in the past 3 years than there's been in the past 30, the marketer's job of reaching a brand's desired audience has grown to a challenge of epic proportions. Advertising to today's consumers requires a shift to an audience-first mindset, seamlessly following them across screens, devices, channels, and formats. Hear about the advances made to Adobe's cross-screen software to bridge the current divide in media buying, and from marketers who have made the cross-screen dream a reality for their brands.

In this session:

• Understand what is required to truly plan across all screens
• Hear why brands are shifting from a channel-first to a consumer-first mentality when it comes to planning media
• Learn about the opportunities to move beyond basic demo to control reach and frequency against strategic audiences

This session is in collaboration with TubeMogul.

Unite the power of Adobe Experience Manager Livefyre with the rest of Adobe Marketing Cloud to find and deploy user-generated content (UCG) at all points in the customer journey. Learn how to use Livefyre to find and curate public and UGC and perform rights management.

Key takeaways:​

• Transferring the best UGC to Adobe Assets
• Creating personalized experiences using Livefyre, Experience Manager, and Adobe Target
• Deploying UGC to various endpoints through Adobe Campaign and the Experience Manager Screens capability

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.

New to PhoneGap? We'll introduce you and then get you started on creating a simple mobile app with a variety of different tools. You'll get familiar with the PhoneGap CLI, PhoneGap Desktop App, PhoneGap Developer App, and more. In 90 minutes, walk away with a solid understanding of what PhoneGap is all about and how to use it for your next project.

In this lab:

• Set up a hybrid mobile app development environment
• Preview your app using PhoneGap Developer App
• Learn how to debug hybrid apps on Android and iOS

Get ready to use Experience Manager Communities to create highly engaging online communities for your customers. Explore the power that Experience Manager Communities provides to completely customize your online community to represent your brand and to meet your unique requirements. Walk through setting up the content structure of your site using the Community wizard and predefined templates.

Learn how to:

• Quickly create an enablement site with resources and learning paths
• Customize the site to match your brand and vision
• Set up your community site structure with community groups (sub-sites)

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.

When a financial services firm decided to launch a new online consumer experience they wanted to use the best digital marketing tools and talent available. To do this, they partnered with Adobe consulting and Accenture Interactive to develop a leading-class experience on the Adobe Marketing Cloud. With the marketing cloud, they now execute targeted marketing in real-time while applying deep customer insights. This enables their marketing team to quickly develop and deliver highly relevant content across all the company’s marketing channels. In this session, learn how a cross-discipline team:

• Implemented nearly the entire Adobe Marketing Cloud in less than one year
• Assures accelerated development, review, approval, and use of shared campaign assets
• Leverages robust customer segmentation to run high-performing financial services campaigns

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.

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

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

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:

• Get executive buy-in for a mobile-first program
• Create the right team for your program
• Determine and queue up the personalized experiences customers expect on mobile
• Identify mobile opportunities

Learn how to build and activate a deterministic device graph using Adobe Audience Manager to tell the broader story of cross-device anonymous identity. In this hands-on lab, we take a deep dive into how we achieve the real-time profile stitching via the Profile Link capability. We cover various use cases and solutions, including targeting visitor-stitched audiences for on-site journeys and on-site content and offer customization in a sensitive environment. 

Key takeaways:

• Create a one-time configuration of authenticated identity capture
• View ID mapping exports stitched IDs tied to authenticated profile
• Activate linked audience data across destinations

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

Customers are already voting with their feet – and wallets – against painful experiences. Those arduous travel rituals, purchasing tickets, managing flight reservations, and boarding the aircraft, are all being improved with more efficient and innovative technology solutions. Join David Smith, managing director of Delta Airlines, and Paul Roehrig, chief strategy officer of Cognizant Digital Business, for a fireside chat on best practices, practical insights, and lessons learned from Delta’s own digital journey.

Learn how Delta:

• Creates impact moments by making sure that the right content reaches the right traveler at the right time
• Creates an experience that really matters

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

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. 

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

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

Companies continue to aim to become more data-driven. Accessing Adobe's architecture for clickstream analytics data can be an important piece of that puzzle. You can integrate Adobe Analytics clickstream data with any other dataset in your architecture. Learn how to identify the most important differences between your clickstream options—API, raw data feeds, LiveStream.

In this hands-on lab:

• Understand the differences between the key columns within your Adobe Analytics dataset
• Build a sample dataset of clickstream data for consumption by your external architecture
• Learn best practices for working with this data

Digital marketing isn't just evolving, it's exploding. Marketers are leveraging larger amounts of content across a growing number of channels, resulting in increasing master assets and asset repository. Learn how to cope with massive asset ingestion, and get best practices for managing these assets throughout their lifecycle.

Key takeaways:

• Accurately size your Experience Manager Assets environment
• Tune your Experience Manager Assets environment for optimal performance
• Best practices for Experience Manager Assets

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. 

A solid, digital foundation is imperative for any organization looking to create and deliver engaging digital experiences. It enables organizations to deliver a consistent customer experience using a common set of tools and processes to create and manage audience, personalization, campaigns, and analytics.

Along with technology, organizations must look into streamlining how multiple teams work together to create the future customer experience. As customers travel along their journeys and interact with brands from multiple touchpoints, every department needs to be able to leverage common KPIs, metrics, and insights from data to deliver the most relevant and optimized experiences on any channel. Successful organizations are optimized for productivity, agility, and velocity.

Join us to learn best practices around modern digital foundations and ensuring that technology works in tandem with people and processes.

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

In this course you'll learn how to use report builder to extract the information you need out of Adobe Analytics into Microsoft Excel, so you can then use the strengths of Excel to format and manipulate the data. The class begins with creating a simple request and covers the full functionality of the tool. We start with the Request Wizard and then show you how to calculate date ranges, build data tables and create and save filters. We'll also cover the copy and paste functionality, including multiple request changes. The course finishes with learning how to save, schedule and share your reports. 

Prerequisites: It is recommended that you have thorough knowledge of Adobe Analytics with basic knowledge of Microsoft Excel. It is recommended that you have completed Reports & Analytics User training. 

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.

This two-day course will teach you how to create new web pages based on various templates as well as update and modify content on an Experiencer Manager based website. It also covers how to use additional functionalities such as workflows, campaigns and newsletters, in addition to creating and managing responsive and mobile pages. 

This two-day course will teach you how to create new web pages based on various templates as well as update and modify content on an Experiencer Manager based website. It also covers how to use additional functionalities such as workflows, campaigns and newsletters, in addition to creating and managing responsive and mobile pages. 

Building interactive and responsive multimedia experiences can be difficult given the vast number of platforms and screens. The Adobe Experience Manager Assets and Dynamic Media capabilities offer a framework and suite of components that allow creators and marketers to effortlessly customize and deliver interactive multimedia viewers across all devices. These easy-to-use tools give marketers the power to build rich and scalable multimedia experiences with little to no technical knowledge.

Key takeaways:

• Use Dynamic Media to take a single set of assets and serve unlimited customized variations, including size, color, format, and zoom
• Author and deploy interactive experiences using out-of-the-box viewers and graphical authoring tools
• Develop custom viewers using the HTML5 Dynamic Media SDK for complete control

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

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

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

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

Digital asset management (DAM) systems provide organizations with a single source of truth by consolidating asset storage efforts into one centralized repository. However, without structured and consistent metadata, the value DAM plummets because users can't search for and find the assets they need to do their jobs. Don't let inconsistent or incomplete metadata undercut your DAM.

Learn about:

• Metadata, taxonomy, and search best practices from Adobe customers and experts
• How investing in well-structured metadata can save time and get your assets to market quicker

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

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. 

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. 

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. 

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. 

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.   

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. 

Adobe Campaign Standard was designed with the business user in mind, but its roots are in campaign management. Adobe Campaign Standard is flexible, and you can configure it to adapt to your organization’s data requirements. Ensure that you are making the most of your technology investment by leveraging the robust data management capabilities available within Adobe Campaign Standard.

Learn how to:

• Extend the data model to store customer-specific data
• Import data into new data structures
• Create preconfigured filters for business users to leverage easily

This is a technical lab for Adobe Campaign users and developers who want to become familiar with the more technical aspects of Adobe Campaign Standard.

Analysts and marketers are relying on the data collected from their web properties for making important decisions. Although there are tools in the market that check whether your analytics implementation tracks the right data, you also need to take other factors into account: communications, accountability, and culture. Detecting issues before they go live, and putting some responsibility into the hands of development are just two ways that automated testing can help keep the data valid.

In this lab:

• Build automated tests that check whether your website provides everything you need for your analytics tool
• Create a test framework that plugs into existing infrastructure
• Learn about a ready-to-deploy tool to help your developers avoid breaking tracking

The session is for a semi-technical audience, primarily those responsible for the validity of analytics data.

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If you’ve seen a magazine rack in the past 2 years, you’ve likely seen terms like artificial intelligence and machine learning gracing the covers of magazines from Harvard Business Review to Time. In this session we’ll help you sort through the buzzwords, algorithms and models so you can get to the essence of how data science can move the needle for your organization.

• Learn the difference between machine learning, artificial intelligence and cognitive computing
• Learn a simple way to assess where your organization is today and where you need to invest

Having great insights doesn’t always guarantee that your recommendations will be acted on. Your audience often has cognitive bias and a lack of contextual information that can block good ideas from getting through. Don't let countless insights go to waste—rethink how you’re communicating the data by tapping into the art and science of storytelling to make your data presentations more persuasive, memorable, and actionable.
 
Learn about:

• Storytelling psychology and how it can influence decision-making
• Techniques for building personalized, compelling narratives from your data
• Visualization tips that support and strengthen your key message and findings

This session is for analysts, data-driven marketers, and business executives who want to tell stories from their data to drive action and business value.

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. 

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.

Join Adobe VP of Strategy, Alliances and Marketing, John Mellor and CMO & EVP, Ann Lewnes as we focus on the importance of emotion in designing meaningful and impactful brand experiences. Learn from others who are driving effective change within their organizations to achieve the Experience Business vision and who are great storytellers — including NBA CMO Pam El; Facebook VP, Business & Marketing Partnerships, David Fischer; and Super Bowl MVP Peyton Manning. Prepare to be inspired and delighted throughout the morning, and ready for a fun surprise or two.

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

Developing components and templates from wireframes can be difficult. Get familiar with the process of starting with a wireframe and identifying how many templates and components are required. Learn the role of the local super type template and page-rendering component. And finally, have fun!

Learn how to:

• Deconstruct wireframes into the right number of templates and components for your site
• Work with local and foundation supertypes when creating an Experience Manager web application

You trust Experience Manager to deliver great web experiences, maintain your sites with ease and manage your assets end-to-end. But did you know you can also deliver the same experiences to your mobile apps? 

This technical session will explain how Experience Manager can help you deliver content to your mobile apps through new Experience Manager Content Services functionality.

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Join us to see:

• How structured content from Experience Manager Content Services can engage users with mobile apps across devices
• How to reuse Experience Manager Sites content in your mobile app
• Best practices and examples of workflows for Experience Manager Content Services

This session is for marketers and content creators interested in engaging users with mobile app content.

Australia Post, the country’s postal service, wanted to stay relevant and valued by its customers in this changing world “completely transformed with digital, with our customers being more connected and living at a faster pace.” So the 200-year-old institution had to completely reinvent itself, rolling out a variety of services with a central focus—to make the lives of Australians easier and better. Australia Post built out an experience optimizing platform based on multiple Adobe Marketing Cloud products, including Adobe Target. They now know their customers on a deep, personal level and deliver the experiences that do indeed make life better.

In this session, learn how Australia Post:

• Successfully transformed their digital customer experience
• Built out an experience optimizing platform
• Used Adobe Marketing Cloud to deliver personalized customer experiences  

This two-day Adobe Campaign Standard course showcases the new tablet-friendly UI and allows marketers to create and manage their email campaigns across devices.  The class provides detailed instructions on creating successful email marketing campaigns and subscriptions.  It introduces the Adobe Campaign Standard UI, helps you design email and SMS campaigns, perform A/B testing, manage subscriptions, marketing activities, import audience profiles, and identify user roles and permissions.  

This two-day Adobe Campaign Standard course showcases the new tablet-friendly UI and allows marketers to create and manage their email campaigns across devices.  The class provides detailed instructions on creating successful email marketing campaigns and subscriptions.  It introduces the Adobe Campaign Standard UI, helps you design email and SMS campaigns, perform A/B testing, manage subscriptions, marketing activities, import audience profiles, and identify user roles and permissions.  

This two-day Campaign v6 course helps operational users in marketing departments create and drive multi-channel, multi-target, and personalized campaigns.  This course introduces you to the Campaign UI, helps you implement marketing plans, compose email content, configure and execute email and SMS campaigns, segment and target recipients, design recurring and multi-channel campaigns, and review campaign reports. This course is designed for marketing users who plan and execute campaigns. It is also a prerequisite for developers and IT-staff interested in attending developer-level Campaign courses.

This two-day Campaign v6 course helps operational users in marketing departments create and drive multi-channel, multi-target, and personalized campaigns.  This course introduces you to the Campaign UI, helps you implement marketing plans, compose email content, configure and execute email and SMS campaigns, segment and target recipients, design recurring and multi-channel campaigns, and review campaign reports. This course is designed for marketing users who plan and execute campaigns. It is also a prerequisite for developers and IT-staff interested in attending developer-level Campaign courses.

Is your company still struggling with fragmented technologies, legacy applications, channel proliferation, and data silos? Hear how leading organizations are establishing a single marketing view of the customer. Get the steps necessary to evolve marketing from a succession of impersonal outbound communications to a true cross-channel conversation with customers.

In this session, get:

• Core concepts of the integrated customer profile, including data models, federated data access, ETL processes, and enrichment 
• A checklist for success in building an integrated customer profile with Adobe Campaign 
• Demonstration application of the Integrated Customer Profile throughout the customer journey

This session is for advanced-level digital marketers who are familiar with database marketing. 

Digital technologies have altered how people and businesses interact. Digital forces have created new levels of industry dislocation and are fundamentally changing business economics. To succeed in this environment, organizations must offer compelling experiences, build new expertise, and devise new ways of working. Business leaders face a stark choice: Either digitally reinvent their enterprises or watch their businesses decompose around them. Successful digital reinvention involves reimagining how an organization operates and engages with its environment.

Key takeaways:

• How to respond to disruption with agility and a design-driven approach to navigate challenges as they occur
• Enabling workforces to embrace new ways of working and new strategic priorities
• Sensing and responding to what customers want even before they know they want it

This session is for change agents, strategic thinkers, and innovative business leaders.

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

Successful transformation of a digital marketing strategy depends on thorough planning and smooth execution. However, change management in organizations is a process full of obstacles. Brands need to break down organizational silos, rethink internal processes, and build their teams around delivering engaging experiences. A brand's message must be consistent and personalized across all customer touchpoints.

Learn how to:

• Transform a marketing organization when implementing new technology
• Align teams during digital transformation
• Choose which processes can help you reach your objectives

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

Many companies are facing a moment in which they must adapt to a changing digital landscape and evolving consumer behaviors, or risk being left behind. Customer expectations for engagement are driving the adoption of new data capabilities and technologies within the enterprise, and reshaping digital priorities and infrastructure. 

Customers today must be at the center point of any organization’s business decisions, and Infosys together with Adobe marketing cloud provides unprecedented capabilities in understanding customer preferences and building them into unique possibilities.

Learn how our clients created hyper-personalized and immersive experiences, attributed ROI with precision and leveraged data and enterprise content – to continually exceed customer expectations and business targets. 

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

When US Bank embarked on its digital customer experience transformation journey, we knew we wanted to create our marketing platform with Adobe Marketing Cloud. But the lessons learned along the way gave us new insights into customer’s expectations and business value realization. Hear about US Bank’s experience as a customer of Wipro, in creating new age customer engagement to drive an increased market share.

Learn how to:

• Connect business and IT to increase speed of innovation
• Deliver differentiated customer experience through Disruptive process reimagination
• Gain insights into organizational challenges faced during digital transformation 

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

While transforming customer experiences to meet the growing demands of the connected consumer is critical, the road to getting there can be perilous. Various studies cite failure rates of 70%–80%. In this thought leadership session, we share some of the trends we think are going to change the game in the year to come.

Learn about:

• The patterns of success that have emerged from the thousands of companies that Adobe works with
• What has worked in the area of digital experience
• What are the innovations and resources available to help organization’s increase their success rate

This session is for digital marketers and marketing executives regardless of industry focus.

Whether you’re a seasoned marketer or a new college grad looking to build your digital marketing skillset, you’re required to understand the value of the software tools available to make an enterprise successful. If you’ve ever been too shy to raise your hand and ask, “What is a DMP?”, this is the session for you. We go back to basics but also dig deep into why data management platforms are the bridge to ad and marketing tech, how they help companies manage audience data, and share best practices from Adobe's DMP clients.

In this session, learn:

• The difference between first-, second-, and third-party data
• What a DMP does and doesn’t do and how it enables marketers to create a unified profile
• Best practices for building a team to support DMPs
• Five basic use cases for DMPs across any industry

Practice using the Adobe Mobile SDK to create acquisition campaigns. Learn to target and acquire users who will install and find meaningful engagement in your mobile apps. Use a sample app to configure the SDK to run and track acquisition and engagement campaigns using Adobe acquisition links and deep links. 

Learn how to:

• Build acquisition and engagement link campaigns with Adobe Mobile Services
• Use acquisition, deep linking, and tracking techniques powered by Adobe Analytics
• Measure and analyze the effectiveness of acquisition and post-download app marketing efforts from paid, owned, and earned media

What does it take to gain a holistic view of your customers? Do you know the attributes that make some of your customers worth more than others? How do you find more of them? Hear how Morgan Stanley is driving more intelligent marketing by enhancing the power of first-party data.

In this session, learn:

• The different ways Adobe Analytics helps you identify distinct, actionable segments
• How Adobe Audience Manager amplifies the opportunities identified in Adobe Analytics
• Morgan Stanley’s best practices to drive more valuable leads

This one-day training will teach you how to create Data Elements and Rules in order to fire tags throughout your site. This course teaches how to debug DTM to verify that your tags are working as intended, and how to use Dynamic Tag Management in order to manage tags for your Adobe Marketing Cloud and third-party tools.

Prerequisite: Students should complete the Reports & Analytics Implementation course or have equivalent experience. 

Managing email deliverability is one of the most important parts of an email marketer’s job. With a lot of moving pieces that impact a campaign’s delivery, it’s important to understand the overall landscape, including the more technical details that affect an email’s inbox placement.

In this session, learn:

• Features that impact inbox delivery and placement
• Deliverability tactics to improve email marketing and delivery success
• Adobe Campaign tools that help you manage email deliverability

This session is for technical email marketers and campaign managers who use Adobe Campaign for their email deliveries.

Creating a consistent brand experience that also engages a global audience is no easy task. Your content needs to not only speak the native language but adopt the local culture as well.  

Adobe Experience Manager has given brands a platform to make all of this possible, yet many are still struggling to cut a path through the complexity of localization processes.

In this session, learn how:

• Adobe Experience Manager’s native localization architecture seamlessly extends to leverage specialized translation management tools
• A tech-driven, agile translation strategy can make projects more manageable and teams more accountable
• Learn how brands like IHG and Cognizant have accelerated time-to-market, preserved content quality, and enhanced their decision-making capabilities

This session is most relevant for international marketers, developers, and localization managers from organizations eager to attract global customers with superior web experiences. 

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

Data Workbench (DWB) is an advanced analytical tool that is part of the Adobe Analytics Premium package. It enables you to bring together online behavioral data, display impressions, and paid search behavior with offline CRM and store data. The deep analysis, multi-touch attribution, and predictive modeling within DWB lets users create advanced audience segments that can be targeted via digital channels. Adobe Marketing Cloud and the Adobe Marketing Cloud Visitor ID service enables an integration between DWB and Adobe Audience Manager, allowing marketers to retarget advanced audience segments.

Learn about:

• How to set up DWB and Adobe Audience Manager
• Benefits and top considerations when leveraging this integration
• Bidirectional integration and how you can leverage it with the help of Adobe professional services

The Experience Business wave requires frictionless customer interactions and the transformation data to create clear picture of each and every customer. The aspiration of every financial services institution is to deliver superior cross-channel customer experiences to increase engagement and retention and  drive sales and revenue from digital channels. Transformation and reinvention involve more than just technology. Equally as critical are the people and processes.

Join us as we present:

• Diverse perspectives from leading financial intuitions on their experiences, challenges, and journeys to reinvention
• How Adobe Marketing Cloud components can power data-driven marketing, mobile experiences, and cross-channel marketing
• The latest digital marketing trends for the financial services industry

According to eMarketer, measuring ROI on social remains a top struggle for marketers. Facebook has invested a lot in measurement and attribution over the years, and in turn, it has been rated to return the best yield among all social platforms. Yet marketers are still demanding better measurement as audiences continue to shift toward mobile, especially as they invest advertising dollars across fragmented media. Hear from industry leaders and experts on:

• The trends in consumer behavior across devices
• Facebook’s latest innovation on measurement and attribution that are tied to business outcomes
• The role of Adobe and Facebook in cross-device attribution across channels, including customer insights

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

A digital asset management system is only as good as its metadata, and enterprise asset managers rely on custom metadata schemas to organize their assets. Adobe Experience Manager and Adobe Creative Cloud applications both support custom metadata, but it can be a challenge to create user interfaces in Experience Manager and Creative Cloud. Learn more by exploring how Experience Manger and Creative Cloud store custom metadata.

In this session, we:

• Register a custom namespace in Experience Manager
• Build a custom Metadata Schema panel in Experience Manager to show custom asset metadata
• Build a custom XMP Metadata panel for Creative Cloud desktop applications
• Exchange custom metadata between Creative Cloud and Experience Manager

You could create an eye-catching, relevant, and perfectly targeted email program, but none of that matters if the emails don't make it to the inbox. The email deliverability landscape is ever changing, and the inbox is a constantly moving target. Along with timeless best practices, email marketers need to ensure that they’re informed and up to date on changing policies, ISPs, and emerging threats. Join experts from Adobe Campaign as they discuss the latest in deliverability and how Adobe is prepared to be a best-in-class partner.

Learn about:

• Today's deliverability best practices
• How to set your program up for optimal success rates
• Adobe’s unique approach to deliverability 

This session is for marketers of all levels who are responsible for their organization’s email program. 

Despite the millions of dollars you spend on your brand, one bad experience can be all it takes to lose a customer for good in today’s switching economy. Experience analytics – a synthesis of cognitive computing, data science, and applied psychology – helps shield businesses from this risk. Get to the heart of what’s going through your customers’ minds as they experience your digital channels to deliver the smoothest possible experience.  Hear from AVIS Budget Group on how to get maximum value from experience analytics solutions in order to maximize revenue for your digital platforms.

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

Building great and consistent digital customer experience shouldn’t have to be the most painful marketing activity. It's really hard to start with a blank canvas and build everything into it. Marketers and brands need to provide structure to creativity that can scale across sites, organizations, brands and geographies. We've built AEM to deliver consistent customer experience across connected devices. In this session, you will learn:

• Rich page authoring tools within AEM
• Why you should build experience fragments
• How to manage and use experience fragments to quickly build new pages
• How to track creative assets via collections associated with content fragments 

This session is for creative pros, copy writers, producers, and journey managers responsible for building and scaling digital experiences.

The case for customer obsession is clear. But if we don't understand customers as they digitally engage with our brands, how can we obsess about them and deliver competition-beating experiences? Join guest speaker, James McCormick, principal analyst at Forrester, to discuss insights-driven strategies to provide competitive differentiation by leveraging data, insights, and experience optimization at the speed of customer engagement.

Topics covered include:

•  How to make your CEO care about digital customer insights
•  Digital intelligence: The link between insights and differentiated digital CX
• Which firms are winning with digital intelligence
• How to become insights-driven and digitally intelligent

FranklinCovey is a global leader in performance improvement, helping organizations and individuals achieve results that require a change in human behavior. The company applied this insight and rigor to its own digital transformation, deploying cloud-based customer identity management to knock down silos separating business groups. Now centralizing customer profiles for more than one million identities, FranklinCovey is deepening customer loyalty and advocacy. Blaine Carter, FranklinCovey’s Data Protection Officer, will explain how customer identity management is becoming central to the company’s marketing tech stack. He will be joined by Patrick Salyer, CEO of Gigya, who will talk about how Customer Identity can help:

• Turn anonymous online visitors into known and loyal customers through progressive identity
• Create upsell and cross-sell opportunities by unifying customer identities.
• Ease the burden of meeting varied data protection and privacy regulations around the world.

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

Get tips and tricks on how to create compelling email experiences that look great on every device. Walk away with tactical techniques on coding for the inbox versus the web. Learn how combining research, data, and trends with creativity and design can create email content that looks great and inspires your readers.

In this session, learn:

• Best practices of email design
• Key ways to enhance email marketing by connecting data and creativity with the Adobe Creative Cloud and the Adobe Marketing Cloud
• How you can use Adobe Dreamweaver to design compelling content for emails

This session is for all levels of email and digital marketers across all verticals. 

Leverage your existing AEM investment by extending the use of assets, pages and structured content in mobile apps. The latest version of Adobe Experience Manager allows content creators to reuse assets and pages authored and managed in Experience Manager across mobile apps.

In this lab, learn how to:

• Create and manage mobile app content using Experience Manager Content Services:
  • Reusing individual assets or a group of assets
  • Reusing site pages
• Create and structure JSON endpoints for consumption by mobile apps
• Test and review content and updates on a mobile device

This lab is for marketing technologists, developers and content creators, and anyone interested in improving their mobile app management.

Garmin’s brand was evolving from being known simply as a traditional personal navigation device company to a wider consumer electronics organization competing in multiple verticals, including sports and recreation, wearables, marine, health and wellness, action cameras, and aviation. To achieve digital transformation, Garmin is leveraging Adobe Marketing Cloud to provide more timely, relevant communication and experiences to their customers.

Learn about:

• Garmin’s building blocks for achieving digital transformation
• How Garmin overcame challenges imposed by their legacy ESP with Adobe Campaign
• How the company increased content and campaign velocity with Adobe Experience Manager and Adobe Campaign deep system integrations

This session is for all levels of marketers.

Learn the most efficient path to onboard new developers to Experience Manager. Start by creating a properly structured Experience Manager project that follows best practices. Discover the tooling specific to Java developers and front-end developers. Then dive into how to edit the rendered markup with Sightly and work with the underlying logic with Sling models.

Key takeaways:

• Understand the Experience Manager project structure
• Get introduced to tooling
• Learn how to use Sightly and Sling models

This session is for anybody who’s not afraid to see and touch code, from technical beginners to technical experts.

Anticipation is the new normal for travelers as experience expectations continue to rise for the known customer. With the perishable aspect of travel, transformation change agents must drive internal alignment through data, technology, and an unfailing desire to exceed guest expectations. As one of the most memorable experience enterprises, travel is a cornerstone of life. Marriott International and Carnival shares their journey with a penthouse view.

Key highlights:

• The Journey of Happiness through Travel
• Transformation stories told from the change agents who led them
• Discussion about personalization, machine learning, and artificial intelligence to support the anticipatory services of travel
• Why data is required for a seamless “phygital” experience—the intersection of physical and digital

Does it feel like your creative and marketing departments are speaking different languages? Inefficient collaboration can grind any marketing initiative to a halt as team members are forced to wade through different file storage methods and feedback mechanisms. By aligning the collaborative tools between creatives and marketers, companies can monetize digital assets more quickly, driving operational efficiency and increasing revenue.

Learn how Adobe Creative Cloud and Adobe Experience Manager Assets can:

• Save time by allowing creatives and marketers to search a centralized asset repository
• Reduce asset time-to-market by leveraging content approval workflows between creatives and marketing departments
• Improve engagement by allowing creatives to work from their tools of choice instead of imposing extra systems into their workflows

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

Explore how Heathrow Airport uses Adobe Campaign, Adobe Analytics, and Adobe Target to create, choreograph, and curate the most helpful and inspiring journeys for the 75 million passengers passing through its terminals every year. With huge volumes of infrequent and largely unknown passengers, learn how Heathrow is making the most of every touchpoint, extending the virtual customer journey with a longer takeoff and smoother landing, contextualizing experiences, and driving commercial value.

Uncover how Heathrow Airport:

• Combines digital analytics and campaign management for a unified customer view and advanced segmentation
• Effectively retains customers with targeted content and personalized remarketing messages converting at 28%
• Optimizes and monitors the online experience across a complex estate of multiple sites and touchpoints

This session is for digital marketers of all levels across industries.

Marketers have more resources than ever to drive revenue and build customer relationships through email marketing (no, it's not dead!). But as marketers shift their focus toward achieving goals, targets, and measurable ROI, subscribers have less patience for the same old emails we’ve been sending. Hear how Justine uses email to deliver personal, one-to-one, contextually relevant messages that delight their subscribers and encourage engagement. Learn about the emails that every company should be sending throughout the customer lifecycle.

In this session:

• Get the latest research into consumer email behavior, including the top reasons consumers unsubscribe and mark emails as spam
• See examples of forward-thinking campaigns using interactive elements and gamification in email
• Pick up practical advice for creating emails that get opened, clicked, and stay out of the spam folder

Coca-Cola has numerous brands distributed across localized markets. How can a global brand scale its content creation while providing a personalized and authentic experience to their consumers in different regions? The answer is by leveraging its biggest fans. Lisa Rogers from Coca-Cola shares how to tap into user-generated content and deliver authentic digital experiences across channels. Discover the company's secrets for feeding its content ecosystem and delivering content-rich, personalized sites to over a hundred markets.

This session is for all content marketers regardless of industry.

When Comcast embarked on a journey of digital transformation, the cornerstone of that journey was delivering flawless visitor experiences and using a single source of data truth across their solutions. Realizing that their legacy data architecture inhibited these goals, they embarked on a journey with Adobe consulting to transform their digital marketing toolset.

In this session, Comcast and Adobe consulting explain how they:

• Upgraded a legacy enterprise implementation
• Leveraged a Data Layer and Adobe Dynamic Tag Manager (DTM) to centrally control these solutions
• Holistically used Adobe Target, Adobe Audience Manager, and Adobe Analytics to design, refine and deliver the most impactful personalized customer experiences

Many companies believe a centralized, searchable repository is all that's needed to optimize their digital presence. However, that's only a first step. Delivering consistent, optimized experiences remains daunting unless assets are deployed efficiently to the right audience and across the right channels. Thankfully, at Dell, this is a process they couldn't wait to get started on. Hear how Dell has reimagined DAM as a living, breathing content delivery network.

 In this session, learn about:

• The current state and benefits of DAM at Dell
• Dell's ambition to transform DAM into a robust dynamic content delivery network
• How to leverage Adobe technology to undertake a similar transformation at your own organization

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

Digital transformation is about reimagining how organizations bring together people, data, and processes to create value for their customers and maintain a competitive advantage in a digital-first world. Learn how to be more customer-centric through digital transformation. See how Microsoft has shifted its marketing approach and changed its marketing and sales culture to be more industry- and solution-oriented in its commercial narrative and go to market campaigns.

In this session:

• Learn how to be customer-centric and keep the customer connection alive through digital transformation
• Hear lessons learned from Microsoft as it continues its digital transformation journey
• Find out what is working in digital and global engagement

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

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

How can an in-house agency create a competitive edge for a company? Just look at Prudential. Prudential's in-house agency was created more than 20 years ago, long before “insourcing” became a trend. Launched as an efficiency drive, the in-house team is now a full-service integrated agency that can stand toe-to-toe with the best external agencies. These folks work with Prudential's various businesses to set strategies and execute against them. In this fireside chat, Niharika Shah, VP and head of brand marketing and advertising at Prudential, gives you an inside look at the evolution of the company's in-house agency, the processes and types of people in place, and the resulting benefits.

Sharing is a competitive advantage. This fundamental human behavior that allows us to connect with others and to advance as a species has been central to our survival. And today, it’s central to your business. Join best-selling author and global keynote speaker Bryan Kramer as he shares insights on the art and science of sharing, including its value to your personal and corporate brands. In this thoughtful presentation, Kramer suggests a new way to deliver value in this experience-based world and prompts us to rethink how, what, why, and where we share ideas to influence our global tribe. 

Creating a marketing organization that can be flexible to the omni-channel, always on environment that we live in can be difficult. Having an analytics practice that can follow along can be downright impossible at times. Hear how T-Mobile created a flexible, best-in-class analytics organization to drive their “un-carrier” marketing movement and learn how you can create a more flexible, omni-channel analytics practice.
 
In this session:

• Hear how T-Mobile overcame challenges in setting up an omni-channel analytics practice
• Learn how to best use Adobe Analytics and data workbench to support your greater analytics organization and other external tools, such as Hadoop

Marketing leaders must orchestrate campaigns across a growing number of channels and devices. Each one, when properly aligned, can have a multiplying effect on results. But achieving harmony isn't easy. It takes data-driven insight, the right channels, and laser focused, right time execution. Join Adam Sarner, vice president of research at Gartner, as he discusses the following key issues:

• How to use customer data and analytics to optimize multichannel marketing
• How marketing leaders can orchestrate a continuous, connected multichannel marketing engagement
• Which technologies are most important in executing multichannel campaign management

This session is a thought leadership session for executives and all levels of marketers.

From customer-facing forums to partner knowledge-sharing sites, brands need to create community sites that are immediately functional and scalable. And it's critical that your site is unique, consistent with your brand, and fosters meaningful conversations. Learn tips and tricks using Adobe Marketing Cloud and Adobe Experience Manager to:

• Optimize and build community sites for web and mobile
• Scale a site across new geographies and languages
• Help the people who are important to your business stay current with learning content and social knowledge sharing 
• Intelligently and scalably moderate content to ensure healthy, vibrant participation

User generated content is a tactical weapon to the modern marketer, it’s one of the most powerful content experiences that connects the consumer to your brand at every stage of the customer journey, from awareness, to engagement, conversion, retention and interaction. UGC drives emotional responses through direct 1-to-1 connections with the behaviors and insights that enable brand marketers to deliver the right message at the right time in the right place. In this session you will learn how to maximize content+technology frameworks to drive your brand’s lifetime consumer value.

This session is for content managers and digital marketers regardless of industry.

Digital experiences no longer reside on a computer or a mobile phone; they are everywhere. Every connected device or touch display is an opportunity to connect with your customers and transform the digital experience. In this session, you'll learn how to deliver amazing in-store digital experiences with Adobe Experience Manager Screens: 

In this session, we discuss:

• Considerations when designing for in-store displays
• How to use Experience Manager Screens to scale in-store digital displays
• Ways to increase upsell and cross-sell opportunity by using Screens as the creative canvas

Mobile app marketing is no longer a special project for the digital teams. As customer journeys continue to grow more complex, strategic thinking about mobile apps' place is mandatory. Consequently, mobile teams and Mobile Centers of Excellence (MCOEs) have increasing say in marketing strategy formulation. Understand how mobile teams can draw from simple, yet deep insights into their mobile-centric user journey with Adobe Analytics.

In this session:

• Learn best practices on how mobile teams derive customer insights to boost mobile as a business driver
• See how to use mobile app analytics to drive cross-channel insights and engagement
• Get tips on how to use Analysis Workspace to drive and share cross-functional insights.

You’ve invested your marketing dollars in acquiring today’s connected customer but the buck does not stop here. To engage and retain these customers, with heightened expectations, organizations must continue to deliver seamless, contextually relevant experiences post-purchase as well. However, with compliance forms & documents involved at every step of the customer journey, regulated industries face unique challenges and opportunities to achieve this goal. Join us to learn how you can

• Deliver seamless customer experiences for guided onboarding across devices and channels
• Create up-sell and cross-sell opportunities by inserting personalized offers in periodic customer correspondence such as statements
• Accelerate time to value by empowering business users to manage the multichannel customer experience

This session is for and Customer Experience Managers in Regulated Industries.

Making meaningful connections with your customers builds loyalty and confidence in your brand. Increasing engagement across your site and community means effectively encouraging communication and sharing of knowledge. Learn how to use Adobe Experience Manager and Adobe Marketing Cloud to achieve your community participation goals. 

We explore how to use the platform to:

• Introduce gamification to identify and involve subject matter experts
• Employ data intelligence to bubble up the most relevant and trending content
• Optimize discovery of community content using SEO and search integration
• Easily reuse and redeploy content created on your community across your digital channels

Increased growth for financial services organizations is challenging due to rising customer expectations and technology changing how customers discover, evaluate, and interact with products and services. In addition, marketing, sales, product management, and IT have different goals when addressing these issues. Learn best practices on how to address B2B challenges, and hear how Vanguard successfully used Adobe Analytics to drive growth.

In this session:

• Learn best practices on using Adobe Analytics in the financial services industry
• See how Vanguard created a customizable scoring model with Adobe Analytics that accurately measures success for a variety of business goals
• Take away best practices on how to use Adobe Analytics to drive audience discovery and action 

• Collaborate across channels to plan social content
• Use social data to improve cross-channel marketing strategies
• Increase engagement with a mix of paid, owned, and earned content

The average user has 33 apps on his or her device. Learn how to keep users engaged with your app and stand out above the rest. Get hands-on experience with a strategy that focuses on using both push notifications and in-app messages while leveraging a user's location data when relevant.

In this session:

• Configure an app with push notification and in-app message functionality
• Use Adobe Mobile Services to create and send push notifications and in-app messages, including local notifications, full screen messages, and alert messages
• Implement location tracking, and use location triggers to send mobile messages

The key to increasing Content Velocity is the ability to more effectively create, manage and deliver content based on customer insights and understanding. There's a delicate balance between content and audience, but through better asset management and content insights you can achieve that balance and deliver customer experiences that are consistent, relevant and personalized. If you're a marketer who wants to leverage Adobe Analytics to better understand how your content is performing or an analyst who needs to understand how to use Adobe Experience Manager to gain better understanding of content performance, this session is for you!
 
In this session:
 
·        Learn how to leverage metrics and analysis to drive consensus within your company
·        Understand how to discover content insights to drive meaningful customer experiences
·        See how Adobe Analytics Essentials helps to drive meaningful insights with Adobe Experience Manager.

Like it or not, your television advertising dollars aren’t delivering the way they used to. The same TV investment today reaches far fewer people than 20 years ago, with the heaviest 20% of TV viewers receiving 40% of ad impressions. Although TV continues to be the best way to drive mass consumer reach, the incremental cost grows quickly. Looking at this year's upfronts, media buyers and brands have options: new innovations from TV companies and next-generation technology promises to reach TV audiences more effectively and efficiently. Spoiler alert: It's all about the data.

In this session:

• Understand how the shift in consumer viewing behavior has diluted the economics of traditional TV buying
• Learn about the data revolution is enabling brands and agencies deeper access to audience data
• Hear how progressive marketers have leveraged programmatic TV to enhance their advertising strategies

This session is in collaboration with TubeMogul.

Learn how to create and manage Adobe Cloud integrations with Adobe I/O. Get familiar with the new REST APIs and SDKs available across Adobe Marketing Cloud, Adobe Creative Cloud, and Adobe Document Cloud and how to leverage them in your mobile and web applications. Discover new events that your apps can subscribe to for real-time access to your customer data and content.

Key takeaways:

• Get to know Adobe's REST APIs and SDKs
• How to subscribe to events for real-time data and content access
• Create and manage integrations on the Adobe Cloud Platform

Efficiency. Confidence. Accuracy. Join Adam Greco of Analytics Demystified and Peter Symuleski of NBC News Digital as they discuss how integrating automated digital analytics auditing into your data governance processes can expedite your decision-making and validate your data and for more effective digital marketing strategies. Erika Barber of Adobe will be showcasing a sneak peak into the new Adobe Auditor—a limited feature set of ObservePoint's powerful digital marketing auditor soon to be available within the Adobe Marketing Cloud.

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

You have a good understanding of Dynamic Tag Management (DTM) and at least some direct experience working with Adobe’s Dynamic Tag Management solution. Now get hands-on experience with the new version of DTM with a new, re-designed interface, more power and control, and more flexibility than ever before. Participants will practice implementing Adobe and non-Adobe products.

Learn how to:

• Navigate and leverage the new DTM interface
• Work more efficiently deploying Adobe and non-Adobe tags
• Take advantage of powerful new features in the new version of DTM

How do tech giants stay relevant in a fast-paced dynamic industry in which innovation is a matter of survival? What does innovation mean to tech giants? Learn how Intel and Microsoft approach innovation through the experiences of Intel's Geoff Ivey and Craig Prosser and Microsoft’s Shawn Davis. Hear how their companies transformed their approach, work relationships, and role of supporting technology to create nimble organizations that deliver exceptional customer experiences , creating fans for life. 

Many companies want to engage customers in an online community hosted on their digital properties, but how do you know if it's delivering the desired business objectives and giving you insight to your business. Each customer interaction on your community, whether it’s a comment or a rating, gives you a sense of sentiment from individuals in your community. Learn ways to gain insight into your customer and community objectives using the power of Adobe Marketing Cloud. And then find the advocates and experts who are emerging across your community that can uphold your brand.

We look at:

• Common metrics to measure the vibrancy of your community in the context of your digital properties 
• How to quickly generate custom reports on engagement, like user views, views over time, ratings, engagement, and more 
• Understanding how effectively knowledge is shared and leveraged across the community 

Maximizing the value of your Adobe Marketing Cloud investment is often challenging when dealing with multiple environments or simply transitioning from one tool to another. Adding global integration to this equation presents even more complexity. Effective solutions come from combining a top-notch integration and deployment strategy with a highly skilled orchestration and activation team. Get a real-world glimpse into how KPMG and T-Mobile, with the support of Merkle and Axis41, are realizing the full potential of their Adobe investment to effectively transform and optimize their operations. 
 
As they share their experiences, they’ll reveal:

• Current problems with multiple systems and the consolidation efforts required
• The business model and its unique set of requirements surrounding operation processes 
• Integration, implementation, and tool adoption best practices
• Current successes and future vision

By attending this session, your information will be shared with Merkle and Axis41, a Merkle company.

What do you need to create actionable customer profiles? Learn how Lenovo and others are applying predictive behavioral analytics to unleash a goldmine of information to effectively target customers and gain conversions. To understand your audience, it's vital to have a complete view of the entire customer journey. However, when an organization fails to integrate all its data, it's robbing itself of the knowledge needed to achieve this and be successful digital marketers.

In this session:

• Find out how integrating enterprise and clickstream data in Hadoop can enhance Adobe Marketing Cloud
• Hear stories from leading experts about how they activated this information and started seeing real results

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

Devices don’t buy products—people do. Unfortunately, many marketers launch programs that are only capable of marketing to devices, leading to inaccurate insights on which campaigns perform best and disjointed messaging to consumers.

Learn how Scripps Network is using Device Co-op to tackle these challenges and learn how to deliver:

• Consistent messaging across devices
• People-based insights that impact your business

When Chase began to overhaul its online banking experience, a content-rich website held the key to improving the customer experience and unlocking marketing opportunities. To build an agile content operating model, Chase collaborated with Accenture Digital, delivering one of the largest modern web applications implemented in the industry, supporting over 60 million customers and increasing efficiency for content authors and marketers. 

Learn how a cross-disciplinary team:

• Transformed content workflow by reducing manual handoffs and designing automation features using Adobe Experience Manager to gain efficiency and cost savings
• Simplified the logistics of testing and releasing content
• Functioned as a content as a service nearshore delivery team to drive content production and reduce costs in a regulated environment

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

Achieve your next level of marketing maturity with powerful tips and tricks for Adobe Campaign Standard. From email creation, optimization, and execution to integrated, cross-channel campaigns, get up to speed on how to maximize your Adobe Campaign investment in 2017.

In this session, learn:

• How to create and execute contextual emails with sophisticated testing and targeting
• How to integrate digital channels with your email campaigns
• About the best features to make you more efficient and your campaigns more successful

This session is for email and cross-channel marketers of all levels.

The Tax Preparation category is poised to drive billions of dollars in revenue in 2018, and H&R Block is one of the largest companies in the space. To defend its position in a highly competitive marketplace, drive efficiency, and maximize growth, the company is focused on building an enhanced client experience by leveraging data to better inform media efforts. Come hear how H&R Block successfully implemented, activated, and optimized its media plans using Adobe Audience Manager and how this success can drive growth in years to come.

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

Did you know that China has a lower dropout rate than Russia? Understanding local behaviors allows you to offer experiences that strongly resonate with customers. L’Occitane shares how, along with ContentSquare, it used market-specific behavior analytics to tailor and optimize user experiences across 30 countries with international success. The results are increased engagement, conversion rates, and mobile sales of 15%.

Get actionable insights from L’Occitane on how to:

• Identify market power and pain points
• Adapt to geographical and generational differences
• Convert more through behavioral data optimization

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

A preference center is one of the more powerful tools in a marketer’s toolbox. It allows your customers to explicitly tell you how they want you to communicate with them. However, many marketers choose not to use preference centers, and some brands that use them fail to incorporate the incredibly valuable data into their marketing campaigns.

In this session, learn:

• Considerations and elements for setting up a preference center
• Examples of best-in-class preference centers
• Steps to set-up and initialize your preference center data in Adobe Campaign

This session is for marketers familiar with email marketing and campaign management. 

Customers interact with your brand across multiple touch points. Your app, being the most personal device, needs to remain relevant and aware of your customer’s behavior across multiple touchpoints. Learn how Marriott uses Adobe Marketing Cloud to personalize app experiences across the entire customer journey.

In this session, mobile engagement experts from Marriott and Adobe showcase:

• Real-time, cross-device personalization using Adobe Target with Adobe Audience Manager
• Mobile app testing using Adobe Target with Adobe Analytics
• Ideas for real-time personalized experiences using Adobe Target and Adobe Campaign

Emerging technologies, shifting customer expectations, and unforeseen disruptors are challenging the old way of doing business. The new pace of change feels daunting, and organizations are reacting in different ways. Smart businesses are responding by using an agile approach to develop relevant and unique experiences, improve their speed to market, and deliver digital products at scale. Hear from senior leaders at Marriott as they discuss their journey in creating transformative experiences and business models.
 
Key takeaways:

• Learn how Marriott transformed their business and influenced the entire travel industry through omnichannel digital experiences
• Hear stories of continual organizational evolution using agile methodologies
• Understand how customer-first innovation is succeeding through data and technology investments
• See how omni-channel experiences are being enabled by state-of-the-art micro-services architecture and the Adobe Marketing Cloud 

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

Adobe Campaign Standard was created with the marketing user in mind, in the context of Adobe Marketing Cloud. Now, Adobe Campaign v6 customers can leverage the ease of using Adobe Campaign Standard for digital channels and the rich campaign management functionalities of Adobe Campaign v6. Understand how your organization can leverage the new pre-connection to drive more from your digital marketing programs.

Learn about:

• Use cases for the new pre-connection between Adobe Campaign Standard and Adobe Campaign v6
• Making campaign management data available in Adobe Campaign Standard
• Deploying complex audiences created in Adobe Campaign v6 available in near real time to Adobe Campaign Standard

This session is for advanced Adobe Campaign v6 users and developers interested in leveraging the pre-connection with Adobe Campaign Standard.

This two-day course will teach you how to use the administrative functions in Reports & Analytics in order to manipulate data collection, create and configure Analytics data environments, and manage your analysts. You will learn how to create campaigns, group granular data to create informative reports, and integrate your Reports & Analytics data with offline data in order to understand your business from end to end.

Prerequisites: Students should attend the Reports & Analytics User Training or have significant experience with Reports & Analytics. 

This two-day course will teach you how to use the administrative functions in Reports & Analytics in order to manipulate data collection, create and configure Analytics data environments, and manage your analysts. You will learn how to create campaigns, group granular data to create informative reports, and integrate your Reports & Analytics data with offline data in order to understand your business from end to end.

Prerequisites: Students should attend the Reports & Analytics User Training or have significant experience with Reports & Analytics. 

With a solid understanding of the Adobe Campaign Standard data model and structures, you can use the platform’s API set to expand your organization's use cases on the platform.

In this lab:

• Discover innovative use cases for Adobe Campaign APIs
• Write code that interacts with the APIs to extend use cases
• Experience retrieving data from the APIs and post to Adobe Campaign to ensure a more complete, integrated customer profile

This is a technical lab for advanced Adobe Campaign Standard users and developers. If you plan to participate in this lab, we recommend that you also attend “Extending and configuring Adobe Campaign Standard.”

Dynamic tag management has been a massive hit for our users, but we haven’t been resting on our laurels. Hear about DTM's new features and functionality and how it will make your life easier.  

Join us for this session and you'll leave knowing how to:

• Deploy Adobe and non-Adobe web apps with ease
• Add new, scalable, functionality to your implementations
• Navigate and operate the new DTM

Mobile devices continue to dominate how customers spend their time. But do you know where and how customers are spending their time on your properties and assets? Are your customers on your mobile app? Your mobile website? Or both? Do you have a clear purpose and strategy for each? Understanding how these channels are similar and different is key to ensuring that your customers have a seamless experience.

This session gives you the following takeaways, including deciding who wins the Scuffle on the Strip!

• Understand key use cases and strategies that are best suited for mobile apps and mobile web
• Learn a framework to identify when building a Mobile app that makes sense for your business 
• Identify the right blend of mobile app and mobile web to attract, retain, and engage users

Finally, it’s truly the year of mobile. In the past three years, mobile has surpassed desktop as the primary mode of media consumption, search, and overall usage by consumers worldwide. As growth continues to outstrip every medium—including TV—many brand marketers have begun investing substantial budgets and resources in mobile advertising. While mobile brings forth exciting new marketing opportunities, it also presents a set of challenges not before seen in desktop or television advertising. Join us as we discuss the latest mobile trends and the technology being built to unlock the full potential of advertising to the consumer on the go. 

Learn more about: 

• Where mobile audiences spend the majority of their time and video consumption trends
• How to deliver seamless cross-screen video experiences
• Leveraging mobile-specific signals to reach your audiences with more precision

This session is in collaboration with TubeMogul.

Mobile and millennials go hand in hand. Members of the digital generation use and understand the power of mobile with ease. So it’s no surprise that some of the most innovative mobile companies have millennials at the helm. In this panel discussion, Brian Wong, CEO of Kiip, and Maci Peterson, CEO of Second Thought, talk with mCordis marketer Max Thorpe about starting businesses at a young age and disrupting the market with mobile innovation.

Over 4.7 billion people have access to a mobile device. How are you engaging them? Learn about the different types of mobile data available to today’s digital marketer. Hear how leading brands have leveraged this data to build sophisticated audience segments and how they used these segments to deliver highly personalized content seamlessly across multiple devices.

In this session, learn about:

• What's available in terms of mobile audience data – POI, geo-fencing, in-app, mobile web, third-party providers
• Having a segmentation strategy in the mobile world – location targeting, cross device, app retention, engagement
• Case Studies showing how these segments been used to deliver value

Today’s marketer must provide a connected experience across all channels, resulting in the need for rapid creation of more content, better collaboration across marketing and creative groups, and easier and secure distribution of final assets. Assets need to be discoverable and searchable along the way, calling for governance around metadata and tagging. Explore best practices for sharing and collaborating on assets between creatives and marketers based on Adobe Creative Cloud and Adobe Experience Manager Assets.

This session covers:

• Flow of metadata from Creative Cloud tools to Experience Manager Assets
• Integrations with Adobe InDesign
• Support for 3D content
• Scalable ways for sharing and distributing final assets while ensuring brand consistency and security

This session is for marketers, content creators, and anyone interested in creative-to-marketing workflows for digital assets.

Owned by the Mohegan Tribal Gaming Authority, Mohegan Sun is one of the largest, most spectacular entertainment, gaming, dining, and shopping destinations in the United States. Leveraging valuable visitor data and using Adobe Campaign, Mohegan Sun is delivering effective, personal communications to a vast and diverse customer base.

In this session, Angela Durkee of Mohegan Sun shares how her team:

• Decreased time to market and gained efficiencies executing cross-channel campaigns
• Delivers more effective, personal, and relevant communications through data-driven marketing 
• Continues to advance its marketing strategy with Adobe Campaign

This session is for marketers of all levels. 

Content fuels the success of your digital marketing across the customer journey. Yet in the world of content overload, quality trumps quantity. Understanding your competitive landscape is also important to know how you stack up and where the opportunities for improvement lie. Smart marketers are using search optimization and digital performance marketing to develop the right content for the best channels, improve the user experience, convert prospects and consumers at higher rates, and measure the impact to optimize cross-channel experiences.

In this session, learn how to:

• Create optimized and better-performing content for the best channels
• Beat your competition at every stage of the customer journey
• Measure your results and drive continuous improvement to get more from your budget and increase bottom-line impact

This session is for content marketers and authors regardless of industry or previous SEO experience with Adobe Experience Manager.

Personalized travel is so much more than your food preference on a flight. For some, it involves taking a guided mountaineering adventure. For others, it means staying in a well-located modern hotel while on business or taking the kids on a theme park vacation. When key decision-makers at the German-based travel company DER Touristik understood that visitors across its European travel websites had different dreams to fulfill, the company went all in using Adobe Marketing Cloud to meet the demands. The results? Increased revenue and tripled conversion rates, making the clear case for expanding to its other websites. 

DER Touristik shares how it transformed the way it does business within three months by:

• Building the business case to gain internal buy-in for personalization
• Assembling the right team to do the work
• Implementing Adobe Target with Adobe Analytics in just weeks
• Delivering up-to-the-moment, personalized travel recommendations

Morgan Stanley is a global leader in investment research, but the task of marketing and distributing that content does not come without its challenges in this highly regulated industry. With the help of Adobe Campaign, Neil Sanyal and his team overcame many hurdles to create richer, personalized customer experiences.

In this session, find out about:

• Organizational changes that Morgan Stanley’s research and technology departments undertook to set themselves up for success
• Difficulties they overcame in distributing content due to a number of factors, including data, technology, scale, authorizations, and regulations
• How Adobe Campaign helps them deliver personal customer experiences

The convergence of audience-based advertising across linear and digital TV represents a $94B market opportunity. In order to maximize ad value & efficacy across screens, we'll need a common approach to audience-based transactions that is enriched by data and viewer-level measurement. In this discussion, we address three core tenets that media buyers and media sellers must understand to achieve maximum ROI: Measurement, Identity and Reach.

Do you need clear insights to deliver cross-channel, integrated experiences that resonate with your customers? Are you looking to differentiate your personal brand with a Digital Marketing Accreditation?  Start your journey with this 1-day session that reviews the competencies required for Adobe’s industry-recognized Digital Marketing Accreditation.  Using case studies, you will explore the challenges and solutions that drove business value for multiple organizations.  Digital marketing mastery is critical to your success, so come learn about the pillars of Digital Marketing before your week at Summit. As a bonus, attendees will receive a 50% discount to the one year Digital Marketing Accreditation program.

You have experience with front-end development and implementing marketing or advertising technologies. You have experience with and current working knowledge of HTML, CSS, JavaScript, and MarTech or AdTech tools, tags, or systems. Now get hands-on experience developing with the new Dynamic Tag Management APIs to programmatically add custom functionality to the new dynamic tag management capabilities.

Prerequisite: In order to have the best experience in this lab, we highly suggest that you attend L3842: New Dynamic Tag Management for Developers - Part 1.

Learn how to:

• Add custom functionality programmatically to the new dynamic tag management using the new APIs
• Create and modify rules, data elements, and other system components through API calls

Are you re-platforming your website? If you aren't, you probably will next year. And the amount of frameworks and methodologies to choose from is overwhelming. Discover what the future looks like for your next web re-platforming initiative.

In this technical lecture, we discuss:

• What the hottest trends are in web architecture and design
• Why single-page apps can provide huge benefits as well as huge challenges for your digital marketing implementation
• How Adobe Marketing Cloud is built to support single-page app design

As an analyst, do you find yourself lacking time, and unable to affect all of the potential changes you see in your business? Don't analyze like you're running out of time! Over the past couple of years, Adobe has added dozens of features in Analysis Workspace and elsewhere that can make you more productive by:

• allowing you to do more with your data in one place, rather than jumping between tools,
• making it easier for you to dig deep and find powerful insights quickly, and
• improving how you share insights throughout your organization.

In this session, Adobe Analytics product management will share many of these exciting new capabilities, the tips and tricks that are lurking just beneath the surface, which you can take home and implement into your analysis immediately, and which have the power to put time back in your life so you can drive real change.

Ever wonder what challenges other brands face? Join us as we share best practices and key learnings from managing over hundreds of Experience Manager deployments. We take you through a rollercoaster ride of gut-wrenching deployments that all should have failed but ultimately end up successful, thanks to the experts of the Adobe Experience Manager Managed Services team. Learn how to avoid common pitfalls and sidestep potential land mines.

This session is for technical marketers, practitioners, IT developers, and system architects.

Every few months, a new social platform or digital technology peaks in popularity, presenting both opportunity and frustration for content marketers. It's great to have all these places to put content and establish a brand voice, but issues of scale, resources, and redundancy are practical problems that can be difficult to prioritize and overcome. Join Jeff Petriello, founder of Half Centaur, which specializes in Snapchat Discover channel launches, and former director of creative development at Mashable, as he discusses how to build a team, strategy, and brand that can withstand the fierce winds of change online. 

Replatforming your digital marketing foundation and ensuring a successful transition can be a daunting task. Higher demand for personalization requires that digital experience assembly, measurement, and optimization happen in a seamless orchestration. Get tips on how to leverage the latest innovations of Adobe Marketing Cloud to assemble and optimize digital experiences.

This session showcases how Marketing Cloud can enable:

• Creating amazing omnichannel experiences with Adobe Experience Manager reusable content and experience fragments
• Measuring the impact of customer experiences with Adobe Analytics
• OServing customers exactly what they came for with Adobe Target

This session is for a general audience regardless of industry.

In this one-day course you will learn the core concepts and capabilities of Adobe Target to help you successfully run marketing activities on your site. You will learn how to create A/B and experience targeting tests using the Visual Experience Composer. As part of that process, you'll also learn how to create and use audiences for targeting and reporting purposes, and interpret report results. This course also covers auto-allocate tests, activity conflict resolution, expected behavior, troubleshooting, and strategies for improving your group's maturity as an optimization organization. 

In this one-day course you will learn the core concepts and capabilities of Adobe Target to help you successfully run marketing activities on your site. You will learn how to create A/B and experience targeting tests using the Visual Experience Composer. As part of that process, you'll also learn how to create and use audiences for targeting and reporting purposes, and interpret report results. This course also covers auto-allocate tests, activity conflict resolution, expected behavior, troubleshooting, and strategies for improving your group's maturity as an optimization organization. 

In this one-day course you will learn the core concepts and capabilities of Adobe Target to help you successfully run marketing activities on your site. You will learn how to create A/B and experience targeting tests using the Visual Experience Composer. As part of that process, you'll also learn how to create and use audiences for targeting and reporting purposes, and interpret report results. This course also covers auto-allocate tests, activity conflict resolution, expected behavior, troubleshooting, and strategies for improving your group's maturity as an optimization organization. 

Most marketers think a centralized assets repository is all that’s needed for their digital presence. However, teams are also expected to deliver engaging content more frequently. Efficiently deploying engaging experiences to the right audience and across the right channels remains a challenge without a streamlined content delivery solution.

In this learning session, we’ll show you how to extend the power of your DAM using Dynamic Media (Scene 7) to:

• Reduce workflow steps with master assets and image presets
• Create rich interactive media elements using shoppable media
• Simplify video transcoding and streamline delivery for all device types
• Automate friendly URLs to maximize SEO

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

As more and more consumers move to mobile apps, it's important to provide a well-optimized and personalized experience. Optimizing for mobile doesn’t have to start with complex implementations. In fact, you’ll be surprised to learn about basic mobile optimization strategies that can get you well on your way to winning in mobile engagement.    We'll touch on how to optimize onboarding, monetize your mobile efforts, and re-engage your users with A/B testing and experience targeting.

Learn how to:

• Implement the Adobe Mobile SDK in your app and enable Adobe Target
• Integrate the SDK's Analytics for Target feature
• Use lifecycle metrics, location, and custom data from Adobe Target, Adobe Analytics, and Adobe Audience Manager

Every brand is striving to deliver more personalized experiences. For Marriott, the foundation for this success lies in their ability to leverage data, content and technology to create customer centric, omni-channel experiences.  Come learn how Marriott identifies and delivers these moments to win the hearts, minds, and wallets of their guests.   

Join us for an exploration of:

• Epsilon’s Vision of Personalization
• Marriott’s approach to delivering harmonized experiences
• Marriott’s and Epsilon’s early discoveries and lessons   

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

This one-day course provides you with a basic understanding of the functionality of a Data Management Platform (DMP). It describes how Audience Manager (as a DMP) gathers user data from all the available data sources, creates user profiles, audience segments, uses algorithmic modeling to target new users, and shows how profile merge rules are used to enable cross device targeting. Audience Manager creates reports to measure and optimize the effectiveness of the audience segments. It also introduces Audience Marketplace as a feature within Audience Manager to buy and sell data

This one-day course provides you with a basic understanding of the functionality of a Data Management Platform (DMP). It describes how Audience Manager (as a DMP) gathers user data from all the available data sources, creates user profiles, audience segments, uses algorithmic modeling to target new users, and shows how profile merge rules are used to enable cross device targeting. Audience Manager creates reports to measure and optimize the effectiveness of the audience segments. It also introduces Audience Marketplace as a feature within Audience Manager to buy and sell data

This one-day course is designed for users who require a basic understanding of the Adobe Experience Manager Asset tool. This course demonstrates how users across an organization can manage, store, and access images, videos, documents, and rich media files for use on the web.

This one-day course is designed for users who require a basic understanding of the Adobe Experience Manager Asset tool. This course demonstrates how users across an organization can manage, store, and access images, videos, documents, and rich media files for use on the web.

The media industry continues to evolve alongside the ever-shifting consumption habits of consumers, creating content to match where eyeballs are today. How different age groups consume content and interact with ads is also in constant flux. As virtual reality becomes more mainstream, USA TODAY NETWORK is exploring how to best use the medium in terms of an immersive storytelling tool and a branded platform to bring new experiences to consumers of varied interest. Hear from CMO, Andy Yost, Niko Chauls, head of emerging technology, and Kelly Andresen, head of branded content, on their key learnings of introducing a new medium to their audience and advertisers and how they’re moving forward on setting VR standards for the media industry. 

Overseas Adventure Travel—an international tour operator focused on small group adventure travel for Americans over 50—launched a digital transformation to better engage its customers and become a more customer-centric brand. On this path to transformation, O.A.T. leverages Adobe Campaign to deliver contextually relevant cross-channel communications to improve customer experience and drive business impact.

In this session, learn how Overseas Adventure Travel:

• Chose Adobe Campaign as the backbone for its digital marketing infrastructure and reorganized its operations around it
• Implemented marketing automation in Adobe Campaign to improve marketing ROIs and customer engagement
• Used data across channels to engage customers at key points in their purchasing lifecycle

This session is for email, cross-channel, and digital marketers of all levels. 

The Adobe Marketing Cloud People core service allows you to take full advantage of the platform’s cross-solution capabilities. Through real-world customer success stories, discover how you can share audiences from Adobe Analytics and understand the differences between real-time and composite audiences. Learn how to leverage the new Adobe Target segmentation capabilities and about the upgraded Adobe Target reporting powered by Adobe Analytics.

In this session:

• Learn about the options for creating segments in Adobe Marketing Cloud
• Gain confidence in turning your organization into a personalization powerhouse

This lab is for hands-on users of Adobe Target and Adobe Analytics.

Cutting-edge technology provides new and innovative ways of representing your brand and interacting with customers. And coupled with best-of-breed technology, marketers must be enabled with the skill sets to create engaging customer experiences. To keep up with the increasing demand for content, brands need to work in agile teams, foster collaboration, and bring together content creation, delivery, and optimization into a unified workflow.

Join us to learn how to:

• Collaborate between the teams responsible for content creation, analytics, and optimization
• Develop the soft skills needed for agile digital marketing practice
• Foster learning, communication, and goal-oriented thinking

This session is for a general audience regardless of industry and focuses on the soft skills that leading content-creation teams should exhibit in the workplace.

It’s easy to understand how and where to use digital personalization with retail or travel businesses, but personalization in the healthcare industry presents unique challenges. Hear how some healthcare organizations have taken giant strides in identifying ways that healthcare can apply and benefit from these technologies and deliver exceptional patient experiences.

In this session, Adobe consulting and a major healthcare organization describe how to:

• Build and launch a digital transformation program
• Envision using Adobe Marketing Cloud to drive members from offline interactions to online immersion
• Use Adobe Marketing Cloud to meet goals, like improved member onboarding and new services engagement

Adobe Target is an optimization solution that allows data-driven marketers to rapidly experiment and create high-converting personalized experiences. Find out how the combination of Adobe Audience Manager and Adobe Target can take your personalization initiatives to the next level. Fuel your site-side initiatives with rich audience profile data, and find new customers via algorithmic models based on learnings from Adobe Target.

In this session, learn:

• The basics of Adobe Audience Manager and Adobe Target
• How these solutions can enable you to drive personalization across your web properties
• Advanced tips on the benefits of using a DMP to gain deeper insights into your targeting processes

Whether you are trying to find the next perfect book to read, the next killer TV show or movie to watch, the hottest new fashion accessory, or the next sensational news story - personalized recommendations are critical to a rewarding user experience. These recommendations are also critical for marketers as they embark on a digital transformation to become an Experience Business. Adobe Target is at the forefront of data science and machine learning techniques that empower you deliver personalized, engaging, and rewarding experiences.

In this session, you will learn:

• Latest advancements in Adobe Target Recommendations
• How these can power personalized experiences for all industries - not just retail
• How to leverage recommendations as part of true one to one personalized experiences strategy
• The power of having a single source of truth that supports shared audiences and analytics for all of your testing and personalization activities

Have you ever been frustrated when a small analytics change creates confusion across digital teams or takes months to implement? Learn about the need for a digital foundation and the challenges digital marketing groups face when moving to a more robust cross-solution platform. Hear how AT&T is adopting an analytics enterprise solution as part of its goal to mold its digital business into 80% digital by 2020. A digital foundation leads to quicker time to value and the ease at which a marketer can deliver personalized messages across web, email, and mobile.

In this session, learn about:

• Implementation expectations vs. reality through data layers and user acceptance testing
• The AT&T Ambassador Program in terms of organization and adoption
• Tips on preparing for cross-solution stability across Adobe Marketing Cloud

Programmatic is not about the advertiser, the advertising platform, or the publisher. It's primarily about the busy consumer who is ready to pay attention if shown meaningful, engaging ad content. Programmatic ad buying has moved beyond automation to address how we can bolster the consumer experience.

In this session, we discuss:

• Strengths of programmatic in delivering a good customer experience and the unique challenges it creates
• Ways in which the traditional DSP is evolving
• Pros and cons of managing all automated buying from one platform

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

​This session is in collaboration with TubeMogul.

To reach aggressive revenue goals, Grainger, a Fortune 500 industrial supply company, has turned to its mobile app to help the conversion process. Learn how Grainger was able to perform cross-channel customer journey analysis to determine:

• Revenue (desktop and in-store) influenced by the mobile app
• Best product categories for multichannel shoppers
• Common behaviors for accounts and contacts that are making purchases 

Delivering great digital experiences to customers regardless of their location, language, or culture is crucial for a global business. Is your organization and content ready for this challenge? Global site structure, multiple languages, global versus local translation, machine versus human translation – these are just some of many important aspects to consider when it comes to a successful global content strategy.

In this session:

• Discover how to leverage automation to set up site structures for global content deployment
• Learn hands-on how to use Experience Manager content translation capabilities to deliver better global digital experiences

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

In 2017, CMOs are expected to spend more on technology than CIOs. Today’s successful marketing programs are driven by technology, and the rate of change and speed of innovation is accelerating. To keep up and stay ahead of the competition, you need talent that can help you make the most of data, move faster and create engaging customer experiences. But how do you know what skills gaps exist on your teams and how do you overcome them? Strategic marketing leaders today are rethinking the way they approach hiring and developing their internal talent. Join Pluralsight CEO Aaron Skonnard as he discusses how modern marketing organizations are growing their talent and creating the future in a digital age.

The next wave of digital learning solutions will be driven by the learner experience. Instead of creating a technology learning silo, successful leaders are investing in open source, core platforms that can serve the enterprise. Hear from eLearning experts on why the current learning management systems fall short in terms of mission readiness. Find out how to pivot away from buying technology solutions that address only a single (training and education) challenge.

Session highlights:

• Reimagine distance learning with social and community learning
• Deliver what digital natives need: ready, relevant learning experiences
• Gain insight beyond traditional SCORM Pass/Fail – from video to social and beyond
• Deploy secure, cloud-based learning content as a peer to web, mobile, and publications

This session is for anyone in training and education: chief learning officers, directors of training and education, instructors, instructional system designers, learning technologists.

Who doesn’t want content and digital experiences to be built just for them? Although government leaders have recognized the need to be more customer-centric and create multichannel, digital experiences that are tailored to everyone with whom they engage and communicate, the audience has high expectations. Citizens and government employees alike want increasingly better digital services and experiences. And doing so helps create better processes, increases operational efficiency and, most importantly, a better digital journey for everyone. 

Session highlights:

• ​Tackle new ideas to transform your government operations and turn public services into amazing experiences
• ​Identify best practices for citizen and community engagement across digital platforms
• ​Hear success stories from leading digital professionals on how to approach establishing a solid digital foundation

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One of the endless debates in marketing is if creative ideas truly work better. Art versus science. Brand versus direct. Right versus left. Some consider creative ideas as marketing fluff. When recessions rise or profits plummet, the instinct is to go back to straightforward and logical communications to save the day. This session will prove that emotional ideas impact income more than a straightforward message by using modern studies on the brain and neuroscience, rather than relying on popular case studies or subjective creative examples, to prove that creative ideas work better and that emotional advertising isn't fluffy. It's the right way to communicate with customers. The less risky way to build a business. More than that, it's your best bet to improving the bottom line.

Delivering the right content to the right person when the person wants it is a universal business need and can be particularly challenging when the message revolves around patient care. Hear from ConnectiveRx (formerly PDR) on how Adobe Campaign and Adobe Analytics have enabled the company to monitor proprietary data made up of more than two billion transactions a year. Learn how they are able to match the data to their prescriber network in real time and send messages based on observed behavior, making sure that the messages are reaching the right prescriber when the information is needed.
In this session, learn how:

• Healthcare organizations can build an effective analytics center to support cross-channel marketing
• You can use Adobe Analytics to gain actionable insights to drive personalized messaging in Adobe Campaign
• ConnectiveRx has created a leading omni-channel marketing practice  

Faced with concurrent maintenance of several legacy content management system (CMS) platforms that were driving up costs and creating convoluted, disconnected end-user and business content authoring and publishing experiences, Scholastic knew it was time for a new chapter. Subsequently, a program was launched with a key emphasis on driving loyalty to the Scholastic brand and increasing conversion and engagement on the site, essentially enabling educators across the country to find the right content at the right time on the right device. Hear how Scholastic, supported by Deloitte Digital, scored high marks on an Adobe Marketing Cloud implementation by delivering a refreshed digital experience to teachers, kids, and other end users. 

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

Who said marketers get to have all the fun with A/B testing? The power of Adobe Target is not just in the hands of business users. Unlock the full potential of the Adobe Target stack with our server-side delivery APIs, and take Adobe Target everywhere—isomorphic JavaScript apps, set-top boxes, video game consoles, in-store kiosks, ATMs—while testing everything. Learn about server-side testing and what sets it apart from a traditional implementation

In this hands-on lab:

• Implement Adobe Target on an isomorphic server-side react.js application and integrate it with Adobe Analytics and Adobe Audience Manager
• Learn how to leverage Adobe Target in non-JavaScript applications
• Discover the more than 40 APIs available on our API gateway, Adobe.IO

Site search just might be the unsung hero of your website. Its superpower? Surfacing engaging and relevant content and search results to your visitors on demand. Predicting what customers want before they even know how to spell it. Finding that exact right shade of blue. Roll up your sleeves in this lab to elevate your site search strategy.

In this hands-on lab:

• Get intimate with Adobe Target Search&Promote
• Discover strategies to test and personalize internal site search
• Learn which site search KPIs are most important and how to measure them
• Set up business rules and configure search-ranking indexes

Brands today have more customer data than they know what to do with. Bringing that data together and making it accessible to your organization produces better data-driven decisions. What you might not know is that Adobe Analytics offer a multitude of capabilities and tools to enrich the data that you are already collecting. From data sources and customer attributes, to creative calculated metrics and segments, this session will enable you to go back to your office and impress everyone with your new discoveries.

Learn how to:

• Automatically attribute all your inbound visitors to paid and organic marketing sources
• Transform already-collected data into deeper insights
• Enhance data collected online with offline metadata and events

This advanced session is for analysts and marketers who want to maximize their use of Adobe Analytics.

Zebra is redefining what digital asset management can be. With the acquisition of enterprise business Motorola Solutions in 2014, Zebra Technologies gained thousands of assets and the challenge of managing them. Zebra upped the game when it implemented Adobe Experience Manager Assets to store its assets and catalog, tag, and streamline processes for the web, sales, partners, and internal teams. Learn how Zebra uses DAM to connect siloed business units and increase ROI on multimillion-dollar asset investments. 

Learn how Zebra:

• Uses Experience Manager Assets to manage and distribute more than 80 types of 110,000 unique assets
• Tackles the tradeoffs between the best user experience, governance, and platform stability
• Leverages its DAM strategy to connect business units and measure asset performance

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

When deploying Experience Manager, it's critical that the site structure supports your business and desired customer experience. Reaching customers in different countries and languages adds to the challenge. Learn how to support international sites for multiple languages, mixed translations, and adapted content. We'll walk through creating the structure, translating the site, and publishing. Get familiar with the process of updating content and managing local adaptations.

Key learnings:

• How to create an international site using blueprints, live copies, and language copies
• Best practices for international URLs 
• How to update the source structure and content and iterate to translated sites  

You’ve envisioned a sophisticated optimization and personalization use case. It includes the exact audience to target, the digital channels to employ, and even the micro moments to perfect for that audience on those channels. You see where you want to be, but don’t know the specific steps to take to get there. By helping numerous companies build successful optimization and personalization programs, Adobe Consulting has identified the key steps to transforming an optimization and personalization vision into a tangible result.

Adobe consultant Heather Razukas discusses how you can:

• Execute key steps to make your personalization and optimization dream a reality
• Use the iterative testing approach of optimization to make your personalization efforts more impactful
• Apply personalization to the important audiences you’ve identified through optimization

These days, exciting new technology emerges almost every week, with lots of pressure for businesses to adopt and master everything to stay on the cutting edge. But with every new technology comes a variety of new strategies and best practices, and many marketing teams, from CMO down, are overwhelmed by the sea of change they think they have to swim. In this session, experience data master Rudy Grahn delivers hope by showing how sticking to the basics can help you be successful.

Using technology to evoke emotions and tell to-the-heart stories takes a special talent. St. Jude Children’s Research Hospital uses a unique blend of technology and media to tell the stories of children battling deadly diseases. Over the past three years they have used Adobe Experience Manager and an in-house developed framework to create a robust and engaging media-driven experience to drive volunteer engagement and donations for the hospital. 

Join this discussion to learn how to

• Use technology for storytelling
• Optimize developer and designer workflows to create compelling digital experiences

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

One awesome party, two rockin’ bands. Remember the yummy food trucks from last year? The most popular ones, including Waffle Luv and Cousin’s Maine Lobster, will be back! The Death Cab for Cutie concert starts at 8pm and the OneRepublic concert starts at 9:45. The Bash starts at 7pm in the Linq parking lot.

Take a sneak peek at what’s being developed within Adobe labs. You’ll see demos that touch on everything from predictive modeling, to voice interactions, and marketing for VR.

This year's celebrity host is Kate McKinnon from Saturday Night Live.

Successful commerce experiences don’t happen by accident — they are carefully planned and executed. From the moment visitors arrive, it's essential to welcome them in context and with the right brand voice to ensure a positive experience. The challenge is that shoppers exhibit different needs, biases, and behaviors. As they shop, their intent and selection criteria continuously evolves. The marketing messages that originally lured a visitor to your site might no longer be relevant as they progress through their customer journey.

In this session, learn how to:

• Respond to demanding shoppers and supercharge your commerce deployment to create rich shopping experiences that adapt to the consumer in the context of their journey and moments of truth
• Use the latest omnichannel commerce best practices
• Take advantage of the latest experience-driven commerce capabilities to transform customer experiences

Hybrid applications aren't limited to the APIs that are available in the browser. Learn how to extend an app with plug-ins, manipulate it with hooks, and debug it with the various tools available—all while gaining a thorough understanding of common mobile app development paradigms, popular mobile framework options, mobile UI design patterns, performance tips, and app configurations.

In this lab:

• Extend your app's functionality with plug-ins
• Understand the benefits of single-page architecture
• learn the dos don'ts of developing performant hybrid web apps

By the time you finish reading this sentence, your web architecture will be out of date. Okay, maybe not that fast, but the web is moving at a breakneck pace, and technologies are changing constantly and rapidly. Adobe has built a new implementation library from the ground up to support the modern web and help you adapt to the changing times. AT.JS is a JavaScript library built for single-page applications but works with any platform and framework. Learn how to take advantage of the extension libraries of AT.JS to streamline your deployment of Angular.JS.

Key takeaways:

• Understand the basics of single-page application design
• Deploy Adobe Target on a single-page app web page using the AT.JS library file
• Pick up troubleshooting and debugging tips and tricks to make you an Adobe Target superhero

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 personalization. By using automation, you take human bias out of digital marketing and get better results faster than any human possibly could.

Attend this session to learn about:

• Using automation to make better decisions more efficiently
• The four different types of automation available for use in Adobe Target
• The algorithms and machine learning that Adobe Target automation uses

Take the power of Adobe Target wherever your customers are. Learn how to leverage our Adobe.IO API ecosystem to bring Adobe Target to any Internet-connected device, including set-top boxes, smart TVs, ATMs, call centers, and in-store kiosks. Discover how Adobe Target is powering personalized digital experiences in the IoT.

In this technical lecture:

• Explore some of the Adobe Target 40+ APIs
• Gain critical insights into how you can integrate Adobe Target into your Internet-connected devices
• Hear about the future of IoT development, and get some sneaks at future capabilities

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Thinking of expanding your optimization efforts to mobile? Sure that you’re primed for success? Find out just how prepared you are by playing “Are you ready to become a mobile optimization expert?” In this session, Adobe Target mobile experts test your knowledge of the fundamentals – like mobile metrics, A/B test ideas, and acquisition tactics – to consider when you expand testing and personalization strategies to your customers’ mobile journey. They will fill in the gaps to make sure that you leave with the information you need to start down a path to mobile success.

Listen, learn, and participate in the challenge to discover:

• Knowledge you need to succeed in mobile optimization
• Tried and true tactics to apply to your mobile optimization efforts
• Adobe Target capabilities that can start and keep you on the path to mobile success

By combining Adobe Analytics with Adobe Campaign, marketers make the most of web and mobile analytics to accurately measure performance, automate responses to customers’ online behavior, interests and preferences, and deliver contextually relevant remarketing messages in real time.

In this session, learn about:

• Best practices in combining digital analytics and cross-channel campaign management
• Adobe Analytics and Adobe Campaign integration for real-time remarketing
• Incorporating predictive analytics into cross-channel campaign management

 This session is for intermediate-level digital marketers who are familiar with web analytics and campaign management.

You know your customers, your core message, and are delivering it via all the traditional channels. But is your enrollment experience keeping up? Whether signing up for a bank account or submitting a mortgage loan application, enrollment is the critical point where customers move from consideration to purchase. Delivering standout enrollment experiences in regulated industries increases customer conversion, accelerates digital sales and reduces operational costs. Yet all too often the enrollment experience is fragmented, inefficient, and organizations lack insight into improving these digital interactions. Join this session to learn how:

• Omni-channel enrollment increases conversion from form discovery to submission to correspondence—across desktop, tablet, and mobile
• Enabling automated digital workflows with compliant e-signatures increases processing efficiency and reduces turnaround time
• Analytics power continuous enrollment improvements to drive online conversion and engagement

This session is for digital marketers and IT/Operations managers in regulated industries.

Viewers have come to expect a personalized and holistic TV experience, whether they're watching in the living room or on their mobile phone. To meet this new standard, media companies must use data to deliver the right content at the right time. Hear how to increase viewer engagement and better monetize audiences with video recommendations, automated personalization, and A/B testing.

The growing prevalence of rich customer and audience data have made DMPs invaluable to marketers. Learn how the DMP has evolved from a simple audience activation tool to a powerful customer intelligence platform. Find out how the DMP has empowered marketers to gain a deeper understanding of customers through interaction with their brands across channels and devices. This session builds on and goes beyond DMP 101 and is highly informative for marketing and IT professionals who support marketing organizations.

*Recommended prerequisite session: S3907 – DMP 101: Data management platforms demystified

Key takeaways:

• How DMP technology has impacted digital transformation within the enterprise
• Fostering a culture of collaboration across organizations and functions within the enterprise
• Key use cases and learnings from successful enterprise organizations who have invested in DMP to power customer intelligence initiatives

It can be difficult to stay current on trends happening in the ever-changing mobile landscape. Adobe Digital Insights has compiled key learnings to help you understand the implications of the mobile surge that’s occurring across an increasingly saturated internet. Take a deep dive into the costs of the mobile shift, learn strategies to attract traffic, optimize your website and apps, all derived from over a trillion website visits from Adobe Digital Insights and provided to you so that you can learn what to do for your own business.

Key takeaways:

• Understand the implications of your audience shifting to mobile devices
• Gain an understanding of the competitive landscape and what’s important
• Learn tools and strategies to set your own mobile strategy and capitalize on the change

The updated dynamic tag management gives developers more control, flexibility, and tools. If you're a highly technical DTM user or developer, learn how to leverage the enhanced DTM from the inside out.

You'll leave knowing how to:

• Scale custom code to limitless web properties
• Build and package custom deployments inclusive of multiple web apps
• Deploy these packages at scale across multiple web properties

You have experience with front-end development and implementing marketing or advertising technologies. You have experience with, and current working knowledge of HTML, CSS, JavaScript, and MarTech or AdTech tools, tags or systems. Now get hands-on experience in the new Dynamic Tag Management (DTM) that will unlock capabilities only available in this market-leading tag management solution.

Learn how to:

• Add new functionality to the new DTM
• Set up an effective, efficient development environment
• Use Events, Conditions, Actions, Data Elements and Shared Modules to build new functionality

Please note: This is part 1 of a 2 part lab. You can sign up for part 2 by searching for L4542: New Dynamic Tag Management for Developers.

Join Accenture and Barry Goldstein, Chief Digital Officer of Wyndham Hotels, as they discuss how the modern hospitality industry has been transformed by the digital revolution. Hear firsthand how Wyndham is leveraging digitalization, analytics, and customer insights to reinvent the entire customer journey, from booking to checkout and beyond.

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

Renowned for innovation and craftsmanship, Taylor Guitars is the largest guitar manufacturer in the world. Taylor sells its guitars through a broad dealer network of chain stores and small independent retailers. By leveraging cross-channel campaign management and marketing automation, Taylor has been able to deliver a large brand presence with a small-scale digital marketing team. 

Learn how Taylor Guitars:

• Synchronizes customer data across databases and channels to better know its consumers
• Uses content marketing and promotions to grow its subscriber base
• Has created an innovative SMS campaign to help customers through the purchase process

This session is for marketers of all levels. 

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In this free-form chat with Molly Swenson, CMO of RYOT, and Alan Hart, host of Marketing Today, hear how 360-degree video and VR films have the power to drive empathy and action for causes and brands. We will cover how Molly's work from the White House to American Idol to charities propelled her understanding of active participants vs. passive observers. This knowledge has resulted in Oscar-nominated storytelling and insight on how to hack the ad ecosystem. Molly takes us on a modern-day professional and personal journey, balancing courage and humility along the way. You'll walk away refreshed and inspired.

Achieve the most out of Adobe Campaign with powerful tips and tricks from the Adobe Customer Care team. And find out the best ways to work with Adobe Customer Care to achieve your goals. Learn about:

• Real-time monitoring of active campaigns
• Best practices and data hygiene recommendations when running with workflows
• Security zones
• Database maintenance and performance

This session is for Marketers and Campaign Managers who use Adobe Campaign for their cross channel marketing needs. 

With the increased demand on your organization to prepare for a mobile-first world, having the right tools and technical skills is essential to position your mobile apps for success. Learn the best practices for measuring and analyzing apps, uncovering real-world insights that are only realized during an implementation cycle. With a focus on iOS and Android, we walk through code samples and professional tips and tricks. You'll be able to take these actionable examples and ideas and apply them to your own applications.
 
Key takeways:

• Concrete implementation tips and tricks for the Mobile SDK
• Best practices on how to debug and troubleshoot Mobile SDK implementations
• Learning how to leverage the latest Mobile Core Services integrations for your application

Adobe Analytics engineers and product managers present innovations that could be the next great capability in Adobe Analytics. Get the first look into what’s coming, and provide direct input to the Adobe Analytics roadmap by voting for your favorites!

In this session:

• Impact the future of Adobe Analytics by voting for your favorite top-secret innovations
• Win prizes! – Those volunteers brave enough to state their case will get fabulous prizes
• Learn what you can do to prepare to take advantage of the new analytics innovations

Optimization can fundamentally change the way you do business—how you engage customers, excite them about your brand, and make them return to do business again and again. That’s change that goes well beyond swapping out and testing background images in an offer. It’s using all the information you have about your visitors to anticipate what they want before they know they want it and finding new ways to deliver it. 

Adobe experts lead this session to showcase:

• Novel, creative tests to do today to maximize conversion that you might not yet have on your radar
• How testing innovations enable new, exciting business opportunities
• How these innovations impact internal development practices 

Most optimization maturity models focus on the organizational structure and governance of the program as it ascends to higher levels of maturity. They rarely describe tangible steps your program must take to evolve from ground-level A/B testing to the soaring heights of omni-channel personalization. Ready to take your optimization program to the next level? Learn how WestJet, one of Canada’s leading airline companies, charted a course that enabled its optimization program to evolve into a world-class excursion.

In this session, delivered by WestJet’s optimization lead and Adobe Consulting, discover:

• Areas of turbulence that most optimization programs face as they scale and mature and how to navigate around them
• The current level of your optimization program relative to where you want it to be
• Actionable insights and strategies for building and strengthening your program to take it to new heights

The digital revolution in retail has taken many twists and turns over the past two decades. Are QR codes back in fashion again? With new entries and old cornerstones of retail getting into the direct-to-consumer food game, merging physical and digital retail is more important than ever. In this year’s super session, hear how leading retail industry experts see the future of retail, not only for grocery but all segments of the industry.

Learn how to:

• Take the path to becoming an experience-led retailer
• Organize teams for success
• Deliver innovation for retailer and consumer-packaged goods brands

Don’t touch that dial, don’t skip that ad!  The Media and Broadcast industry’s Digital Transformation brings a sea of change in audience intelligence that impacts advertising, personalization and cross-channel digital experiences. In the Media and Entertainment Super Session you will hear from a number of industry experts successfully navigating their digital transformation and how they’re getting to know their audiences better than they know themselves.

From Rob Mclaughlin of Sky:

Customers and organisations will not tolerate a separation between on & offline experiences and data, they demand an omnichannel reality. The stakes are high, there will be winners and losers as the lines between 'Digital' and the rest of the organisation are removed. Rob will share his vision and evidence for how unified approaches to customer intelligence can bring transformative outcomes.

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The accelerated pace of technology innovation and changing consumer behavior is having a profound impact on business. Customers expect immediate and contextual engagement at every phase of their customer journey, from discovery through purchase and support, which requires a fundamentally different approach. Today's most successful companies are responding by embracing digital transformation initiatives and leveraging experience-driven commerce solutions to turn these challenges into opportunities for growth and differentiation. 

In this session, learn how top brands innovated a traditional business model by deploying a digital transformation strategy leveraging Adobe Experience Manager driven commerce.  

Digital advertising has exploded into a dizzying array of options and considerations that has even the most tech-savvy marketer’s head spinning. In this session we’ll discuss some of the industry’s biggest hot button issues and what can be done when it comes to issues like viewability, fraud, walled gardens, header bidding and VPAID JS. How can we work together to tackle these issues, and what do you need to know about combating these challenges? We’ll cover the top 5 things to know about each topic and the questions you should be asking.

Bring powerful IoT experience to life through Adobe’s serverless platform and tap into the Adobe ecosystem in no time. It’s easy to extend Adobe Analytics with voice commands through Amazon Echo. Learn how to create a voice-based user experience that provides the information you need by simply asking for it.

Get hands-on experience with early-stage Adobe technology. This is a Sneak Lab - technologies featured will only be available during this lab.

Key takeaways:

• Familiarize yourself with Adobe I/O
• Learn how to subscribe to APIs and extend them by creating an Amazon Alexa application
• Get hands-on experience extending an Adobe product, building a production ready application in just 90 minutes

With so much tantalizing social data seemingly available, it’s hard for marketers to know how to apply it to a data-driven marketing approach. Even data availability from one social network to another is confusing. But through all this, your content remains a consistent factor – although the audience matters, your content quality continues to drive success. Learn to think about social as a broadcast channel and how to get the data you need to build audiences and loyalty.  

This session covers:

• How to take control of the social data that you own
• How content performance can influence future content development
• Why you need to upend social marketing strategies to increase loyalty and capture audience segment data

Users have never expected more from their mobile apps. As a developer, learn how to maximize your investment in Adobe Experience Manager and create mobile-optimized components. Get ready to deliver engaging and optimized mobile app experiences that will continue to surprise and delight your users.

In this lab, we cover:

• Reusing existing content across channels (web and mobile apps)
• Creating custom ContentSync export handlers 
• Extending app management capabilities with custom tiles
• Tips and tricks for testing and tuning the mobile experience

This lab is for developers and anyone interested in customizing mobile apps.

Marketers are finally starting to regain control of their ecosystems. It's all thanks to the Open Garden, a new blueprint for a marketing and advertising ecosystem that's connected at the data layer. Open Garden is growing into an unstoppable movement that is allowing marketers to better manage and control their data, using it to drive more-informed analysis and more meaningful, relevant interactions in every channel. Hear from top marketers and industry experts on how Open Garden is changing the game, how it can work for you, and how you can start building your own.

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

The days of consumer loyalty being determined solely from a product are over. Today’s connected consumers want great experiences, and great experiences require marketers to see their consumers not as separate channels or visitors to separate domains but as people.

Come to this session to learn about:

• The value of integrating Adobe products using Marketing Cloud ID Service
• How Shopper's Choice got a big ROI from Adobe Marketing Cloud
• How you can deploy Adobe products to yield large returns on your investment

Contrary to popular belief, data alone is not what drives change — stories do, especially when they are backed by data. In Analysis Workspace, Adobe has added powerful capabilities to help you tell stories that leave a lasting impression and inspire action. Discover how to use Analysis Workspace to create captivating visualizations and tell more compelling stories with your data. Tap into the art and science of storytelling to make your data presentations more persuasive.

In this session, learn how to:

• Set the right foundation for your story
• Bring life to your data through visuals that simplify your message
• Connect your findings with insights and actions
• Empower others to make data-driven decisions

This session is for analysts, marketers, or anyone who is interested in how to tell better stories with data.

Healthcare practitioners struggle to juggle their daily clinical practice while staying current with the latest scientific information. As a result, traditional education channels, such as large medical conferences, are losing appeal, with an expectation that only 20% of conference attendance by 2021 will be in person. Hear how Novartis and Deloitte Digital came together to change the medical education space by taking lessons from the Netflix playbook.

Learn about the Novartis journey and how it was able to:

• Overcome key challenges while building an industry-first, globally accessible, personalized platform for medical education
• Launch a global pilot reaching over 13,000 healthcare practitioners across over 60 countries that exceeded Net Promoter Score industry benchmarks
• Leverage the power and scale of Adobe Marketing Cloud to provide an extensive library of medical information to improve patient care and outcomes

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

More and more, marketers are expected to drive Customer Experience initiatives as well as revenue. However, success will be elusive without tight integration across the entire customer journey, pre-, at, and post-sale. Connected Commerce – the bundling of technologies and services that enable companies to improve customer experiences and drive commerce transactions at any interaction point in the customer journey – is the recipe for success. 

In this session see a live demo showing how Digitas, 3|SHARE and Elastic Path are using Adobe Marketing Cloud to create customer journeys connected by commerce and: 

• Applying agile UX, design and development to accelerate innovation
• Delivering compelling cross-channel experiences aligned to customer journeys
• Optimizing content development and delivery to accelerate the purchase process 
• Leveraging tech and platforms like iOS, Android, Amazon Alexa, for innovative and intuitive revenue-generating experiences

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

We know that you want to get the most out of your Experience Manager Assets investment. But finding the time to track every new innovation isn't easy. Get the latest and ensure that your teams are empowered with the cutting-edge features of a 21st century DAM.

Learn how to:

• Save time by leveraging advances in machine learning to automate metadata entry
• Reduce the burden of content creation by sourcing and redeploying authentic user-generated content
• Increase conversion by adding interactive video experiences to your digital channels

Most organizations are unprepared for the necessary and dramatic shifts in organizational structure and governance, processes, and marketing strategy to support Marketing Cloud solutions. Learn how to do the work before the work and get your company on board to prepare for the digital transformation and foundation, and ensure success as you become an experience business.

In this session, learn:

• Best practices and how-tos in creating a unified digital marketing strategy
• Recommended models for organizational structure and processes to support the tools (the work before the work)
• How to inspire your organization to get on board with a digital foundation and transformation

While many organizations have data scientists and marketers who build predictive models, the majority struggle to incorporate it as an integrated part of their strategy to add value. We explore the current situation in digital marketing organizations and discuss how to avoid common pitfalls. Our three-step maturity framework focuses on how to turn your exciting predictive models into actionable insights and increased ROI.
 
Listen to a customer share examples about how they set up the right business cases when pushing predictive projects, surrounding the following framework:

• Setting up measurements for insights
• Creating a baseline for optimization
• Combining predictive and prescriptive analysis to achieve an ideal personalized customer experience

 This session is for analytics and marketing managers and lead analysts who are pushing the envelope to use predictive in their organizations.

With customer expectations now at an all-time high – and brand loyalty at a historic low – the customer experience has never been more crucial. Even just one negative interaction can annoy, or anger, users and push them to a competing brand. To help some of the world’s leading brands from a wide number of industries, including media and entertainment, healthcare, and travel and hospitality, meet their customers' expectations, Isobar partners with Adobe to deliver branded experiences powered by data. 

Hear how Isobar helps brands deliver smart experiences by tying together its:

•    Deep understanding of customers (including emotional drivers)

•    Ability to organize and connect data across relevant sources and destinations

•    Technical platform capabilities

•    Ability to continuously optimize experiences using a "test and learn” data-driven process. 

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

The lion's share of spending growth in the retail industry comes from digital commerce. The holiday shopping season – particularly Black Friday and Cyber Monday – represent 20% to 30% of annual sales for many retailers. Due to these market conditions, retailers everywhere have increased their focus on their digital channels to understand purchase behavior.  However, going into the holiday season, few retailers experiment with their digital platforms to maintain a seamless shopping experience.

This session explores how:

• Retailers like JC Penny monitor and analyze the holiday peak season in real time using online behavior data
• To react quickly and get ahead of the competition by enhancing the customer experience driving a sense of urgency
• To catch errors early and maintain profitability by monitoring fraud

Join us for the first Adobe Summit Women in Technology panel co-sponsored by PwC and Adobe featuring trailblazing leaders across a variety of disciplines and moderated by PwC's Global & US Cloud Computing Leader, Mike Pearl to discuss their unique approaches to foster innovation, source innovation, cultivate leaders with an innovation mindset, and build a sustainable culture of innovation in an increasingly global environment. 

Speakers include: 

• Cynthia Stoddard, SVP & CIO, Adobe
• Mitra Best, Chief Innovation Officer, PwC
• Joanne Moretti, SVP & CMO, Jabil 
• Cindy Springsteel, VP of Global HR, Adobe 

Moderator: Mike Pearl, Partner, Global & US Cloud Computing Leader, PwC

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

Successful transformation of a digital marketing strategy requires providing a seamless customer experience across all customer touchpoints. However, legacy technology, multiple brands, and a growing set of digital properties are challenges to rethinking how brands are successful in this transformation. Hear how Wyndham Hotel Group embarked on their year-long digital transformation journey and how they reimagined customer engagement on web and mobile, raising conversion and customer loyalty.

Learn about:

• How to embark on digital transformation and replace legacy technology to enable growth
• Strategies to reimagine customer engagement across channels to raise engagement and build loyalty
• The importance of understanding customer preferences and providing personalized experiences

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

You already have all the ingredients for great customer experiences based in insights — data stored in silos across your company. Learn tips, tricks, and examples of how Adobe customers mix those data ingredients, layer different data sources, democratize new insights, and ice it with resulting customer experience improvements. Leave this session ready to enter the kitchen of customer insight-based experiences when you return to your office. Grab your fork and dig in!