Industry Sessions

Summit breakout sessions include industry sessions that focus on customer stories and solutions for specific industries. Thursday’s 90-minute Super Sessions take a deeper look at how top brands are leveraging Adobe’s cross-solutions to create business successes.

industry sessions schedule industry sessions schedule

Financial Services

  • Description

    Creating consistent, personalized, and high quality customer experiences in financial services is far more difficult when factoring in multiple online and offline channels, higher concerns for privacy, and the need to bring together data from separate legacy systems. Learn firsthand how banks, insurance companies and wealth management firms are using Adobe Marketing Cloud to overcome these challenges to improve cross-channel customer experiences, increase engagement and sales across digital channels.

  • Sessions

    • Super Session: Evolution of financial services in the experience business wave
    • Super Session: Evolution of financial services in the experience business wave

      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

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    • DMP 101: Data management platforms demystified
    • DMP 101: Data management platforms demystified

      Whether youre a seasoned marketer or a new college grad looking to build your digital marketing skillset, youre required to understand the value of the software tools available to make an enterprise successful. If youve 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 doesanddoesnt 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

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    • The Enrollment Experience: A Marketing Imperative for Regulated Industries
    • The Enrollment Experience: A Marketing Imperative for Regulated Industries

      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 correspondenceacross 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.

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    • How to Engage & Retain the Multichannel Customer in Regulated Industries
    • How to Engage & Retain the Multichannel Customer in Regulated Industries

      Youve invested your marketing dollars in acquiring todays 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.

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    • Personalization strategies leveraging a DMP
    • Personalization strategies leveraging a DMP

      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

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    • Mobilize your audience
    • Mobilize your audience

      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 todays 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

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    • The evolution of the data management platform
    • The evolution of the data management platform

      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

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    • How Vanguard drives B2B best practices in the financial services industry
    • How Vanguard drives B2B best practices in the financial services industry

      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

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    • Building a high-velocity digital marketing machine for financial services
    • Building a high-velocity digital marketing machine for financial services

      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 companys 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

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    • Morgan Stanley’s journey to 1:1 customer experiences
    • Morgan Stanley’s journey to 1:1 customer experiences

      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 Stanleys 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

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    • Optimize your asset workflow using dynamic media
    • Optimize your asset workflow using dynamic media

      Most marketers think a centralized assets repository is all thats 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, well 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.

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    • Delivering tomorrow’s optimized customer journey (and the mail) today
    • Delivering tomorrow’s optimized customer journey (and the mail) today

      Australia Post, the countrys 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 focusto 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

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High Tech & B2B

  • Description

    Seismic shifts in digital adoption continue to expand and evolve the role of marketing in high tech organizations. Tech firms look to their marketing organizations to contribute consistently to sales goals, reduce cost-to-serve through intelligent self-serve options, and contribute to innovation objectives. Learn first-hand how tech companies are using Adobe Marketing Cloud solutions to achieve competitive advantage and respond to ever-increasing customer demands for digitally rich and personalized experiences.

  • Sessions

    • Super Session: ˌinəˈvāSH(ə)n/
    • Super Session: ˌinəˈvāSH(ə)n/

      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 innovationthrough the experiences of Intel's Geoff Ivey and Craig Prosser and Microsofts 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.

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    • Attribution revolution: Moving beyond paid to customer journey attribution
    • Attribution revolution: Moving beyond paid to customer journey attribution

      Traditionally, marketing attribution has focused exclusively on measuring the impact of top-of-the funnel paid media while ignoring valuable interactions along the customers 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

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    • Designing an integrated customer profile with Adobe Marketing Cloud
    • Designing an integrated customer profile with Adobe Marketing Cloud

      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.

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    • Is your digital community experience built to deliver business objectives
    • Is your digital community experience built to deliver business objectives

      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 its 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

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    • Fluid Experiences:Re-usable experiences for any channel, screen, and device
    • Fluid Experiences:Re-usable experiences for any channel, screen, and device

      Building great and consistent digital customer experience shouldnt 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.

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    • How to scale content creation via community participation
    • How to scale content creation via community participation

      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

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    • Garmin’s digital transformation story via Adobe Marketing Cloud
    • Garmin’s digital transformation story via Adobe Marketing Cloud

      Garmins 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:

      • Garmins 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.

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    • Becoming an experience business, a true story with AT&T
    • Becoming an experience business, a true story with AT&T

      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

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    • Learn how Scripps Networks does people-based marketing with Device Co-op
    • Learn how Scripps Networks does people-based marketing with Device Co-op

      Devices dont buy productspeople 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

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    • Acquire and retain mobile app users with attribution and deep linking
    • Acquire and retain mobile app users with attribution and deep linking

      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 Adobes 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

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    • How Dell is moving beyond static DAM to dynamic delivery
    • How Dell is moving beyond static DAM to dynamic delivery

      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.

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Retail/eCommerce

  • Description

    Consumer shopping behavior continues to evolve as innovative merchants disrupt (enhance) the traditional shopping experience, and customers are easily wooed away by hot deals and discounts. Retail organizations are challenged to understand the people, process and technology that will keep them ahead of their competition. These sessions will deliver insights and best practices from some of the world’s leading retailers who are transforming their organizations to deliver great experiences across all consumer touch points.

  • Sessions

    • Super Session: Transformation of Retail 2017: From gut instincts to intelligent experience
    • Super Session: Transformation of Retail 2017: From gut instincts to intelligent experience

      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 years 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

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    • Cross-Channel Activation with Adobe Audience Manager and Campaign
    • Cross-Channel Activation with Adobe Audience Manager and Campaign

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

      Key takeaways:

      • Understand the unified profile, whether anonymous or authenticated
      • Leverage profile data to create granular audience segments based on your Adobe Campaign data
      • Learn how the data in Adobe Audience Manager can power cross-channel campaigns

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    • DMP 101: Data management platforms demystified
    • DMP 101: Data management platforms demystified

      Whether youre a seasoned marketer or a new college grad looking to build your digital marketing skillset, youre required to understand the value of the software tools available to make an enterprise successful. If youve 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 doesanddoesnt 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

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    • Mobile App vs. Mobile Web: Who wins the Scuffle on the Strip?
    • Mobile App vs. Mobile Web: Who wins the Scuffle on the Strip?

      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

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    • Personalize more deeply and support business needs with recommendations
    • Personalize more deeply and support business needs with recommendations

      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

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    • Transforming your business with experience-driven commerce
    • Transforming your business with experience-driven commerce

      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.

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    • Audience Marketplace: Programmatic access to second- and third-party data
    • Audience Marketplace: Programmatic access to second- and third-party data

      Audience Marketplace, a feature within Adobe's data management platform (DMP), lets data providers and buyers self-execute deals with minimum effort. It offers specialized features that vary depending on your role as a data buyer or data seller. You can even be a buyer and a seller at the same time. And if you thought that this couldnt 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

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    • Supercharge your commerce experience
    • Supercharge your commerce experience

      Successful commerce experiences dont 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

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    • Personalization strategies leveraging a DMP
    • Personalization strategies leveraging a DMP

      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

      x
    • Mobilize your audience
    • Mobilize your audience

      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 todays 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

      x
    • Garmin’s digital transformation story via Adobe Marketing Cloud
    • Garmin’s digital transformation story via Adobe Marketing Cloud

      Garmins 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:

      • Garmins 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.

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    • The perfect riff: Taylor Guitars harmonizes digital and retail experiences
    • The perfect riff: Taylor Guitars harmonizes digital and retail experiences

      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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Travel & Hospitality

  • Description

    According to recent Adobe research, 56 percent of travel and hospitality marketers believe that the way to differentiate themselves is through convenient, fun, and valuable delivery of guest and traveler experiences. Learn firsthand how top travel and hospitality companies are transforming and personalizing guest experiences, and how Adobe Marketing Cloud is powering these successful organizations to drive profitability, and guest and traveler satisfaction.

  • Sessions

    • Super Session: Guest-centricity delivers on the experience of travel
    • Super Session: Guest-centricity delivers on the experience of travel

      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 experiencethe intersection of physical and digital

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    • Cross-Channel Activation with Adobe Audience Manager and Campaign
    • Cross-Channel Activation with Adobe Audience Manager and Campaign

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

      Key takeaways:

      • Understand the unified profile, whether anonymous or authenticated
      • Leverage profile data to create granular audience segments based on your Adobe Campaign data
      • Learn how the data in Adobe Audience Manager can power cross-channel campaigns

      x
    • DMP 101: Data management platforms demystified
    • DMP 101: Data management platforms demystified

      Whether youre a seasoned marketer or a new college grad looking to build your digital marketing skillset, youre required to understand the value of the software tools available to make an enterprise successful. If youve 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 doesanddoesnt 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

      x
    • Audience Marketplace: Programmatic access to second- and third-party data
    • Audience Marketplace: Programmatic access to second- and third-party data

      Audience Marketplace, a feature within Adobe's data management platform (DMP), lets data providers and buyers self-execute deals with minimum effort. It offers specialized features that vary depending on your role as a data buyer or data seller. You can even be a buyer and a seller at the same time. And if you thought that this couldnt 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

      x
    • Personalization strategies leveraging a DMP
    • Personalization strategies leveraging a DMP

      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

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    • A contest: True tales of mind-blowing optimization
    • A contest: True tales of mind-blowing optimization

      Wouldnt you love to learn about the experiments that your counterparts run to optimize their websites, mobile sites, and mobile apps? Not just any experiments, thoughthe ones that drive out-the-roof RPV, amazing AOV, and inconceivably high conversion rates. Youre 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, weve 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

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Media & Entertainment

  • Description

    Attracting and retaining audiences across every channel and every device is increasingly more complex in the wake of digital disruption and transformation taking place across the media and entertainment industry. TV Everywhere, Direct-to-Consumer, Over the Top (OTT) and Digital Publications require more disciplined measurement, analytics, and data driven marketing — with a focus on audience intelligence and revenue optimization. Join us to hear from top Media companies about their best practices and learn how Adobe Marketing Cloud is powering revenue growth and business success across the industry.

  • Sessions

    • Super Session: Transforming Digital Content & advertising experiences across all channels
    • Super Session: Transforming Digital Content & advertising experiences across all channels

      Dont touch that dial, dont skip that ad! The Media and Broadcast industrys 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 theyre 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 era of personalized TV is here
    • The era of personalized TV is here

      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.

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    • Multiscreen TV advertising: Rethinking the way we transact and measure
    • Multiscreen TV advertising: Rethinking the way we transact and measure

      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.

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    • DMP 101: Data management platforms demystified
    • DMP 101: Data management platforms demystified

      Whether youre a seasoned marketer or a new college grad looking to build your digital marketing skillset, youre required to understand the value of the software tools available to make an enterprise successful. If youve 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 doesanddoesnt 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

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    • Beyond buzzworthy: Unifying marketing & ad tech with Adobe Marketing Cloud
    • Beyond buzzworthy: Unifying marketing & ad tech with Adobe Marketing Cloud

      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.

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    • How Comcast transformed its marketing architecture for business success
    • How Comcast transformed its marketing architecture for business success

      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

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    • Personalization strategies leveraging a DMP
    • Personalization strategies leveraging a DMP

      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

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    • Mobilize your audience
    • Mobilize your audience

      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 todays 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

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    • The evolution of the data management platform
    • The evolution of the data management platform

      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

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    • How T-Mobile drives the data behind the un-carrier movement
    • How T-Mobile drives the data behind the un-carrier movement

      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

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Healthcare

  • Description

    Advances in digital and mobile technology, increased consumer demands for transparency and personalized experiences, the explosion of social media, and changes arising from the Affordable Care Act all present new challenges and opportunities — and marketing and strategy executives are responding. Today, they are pursuing new strategies for communicating with patients, consumers, and physicians to not only connect, but build engagement and lasting relationships. Learn how healthcare companies are using Adobe Marketing Cloud solutions to achieve competitive advantage and respond to ever-increasing customer demands for digitally rich and personalized experiences.

  • Sessions

    • Super Session: Change management and the digital transformation in healthcare
    • Super Session: Change management and the digital transformation in healthcare

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

      In this session:

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

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

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    • Storytelling for engaging experiences: From concept to reality
    • Storytelling for engaging experiences: From concept to reality

      Using technology to evoke emotions and tell to-the-heart stories takes a special talent. St. Jude Childrens 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.

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    • The Enrollment Experience: A Marketing Imperative for Regulated Industries
    • The Enrollment Experience: A Marketing Imperative for Regulated Industries

      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 correspondenceacross 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.

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    • Personalization in healthcare: Enabling relevance in regulated industries
    • Personalization in healthcare: Enabling relevance in regulated industries

      Its 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

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    • Personalization strategies leveraging a DMP
    • Personalization strategies leveraging a DMP

      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

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    • Optimize your asset workflow using dynamic media
    • Optimize your asset workflow using dynamic media

      Most marketers think a centralized assets repository is all thats 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, well 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.

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Government

  • Description

    Re-imagining government begins with a single step. Some of you are in the midst of modernizing government, others are gathering resources to dive into digital transformation, and many more know that your digital experiences can be built better – but don’t know where to begin the journey. Whatever stage you’re in, there is tremendous opportunity in gathering insight into how others are tackling the same types of challenges that you are facing. Adobe Summit offers that opportunity. A sampling of many Summit sessions is outlined below — ranging from personalization to analytics, experience and transformation.

  • Sessions

    • Super Session: Reimagine government: Innovating the digital experience
    • Super Session: Reimagine government: Innovating the digital experience

      Who doesnt 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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    • Data storytelling: Effectively conveying ideas to tough crowds
    • Data storytelling: Effectively conveying ideas to tough crowds

      Having great insights doesnt 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 wasterethink how youre 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.

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    • Connecting people, process, and technology for the win
    • Connecting people, process, and technology for the win

      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.

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    • 10 steps to a successful DAM implementation
    • 10 steps to a successful DAM implementation

      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

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    • One for all: Assemble, optimize, and measure engaging experiences at scale
    • One for all: Assemble, optimize, and measure engaging experiences at scale

      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.

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    • Digital transformation: Best practices to get it right
    • Digital transformation: Best practices to get it right

      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.

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    • Storytelling for engaging experiences: From concept to reality
    • Storytelling for engaging experiences: From concept to reality

      Using technology to evoke emotions and tell to-the-heart stories takes a special talent. St. Jude Childrens 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.

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    • Beyond responsive mobile web: Increase mobile performance with AEM
    • Beyond responsive mobile web: Increase mobile performance with AEM

      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

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    • The Enrollment Experience: A Marketing Imperative for Regulated Industries
    • The Enrollment Experience: A Marketing Imperative for Regulated Industries

      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 correspondenceacross 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.

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    • How to Engage & Retain the Multichannel Customer in Regulated Industries
    • How to Engage & Retain the Multichannel Customer in Regulated Industries

      Youve invested your marketing dollars in acquiring todays 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.

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    • Harmonizing workflows between your creative and marketing teams
    • Harmonizing workflows between your creative and marketing teams

      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.

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    • Create meaningful mobile moments throughout the customer journey
    • Create meaningful mobile moments throughout the customer journey

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

      In this session, learn about:

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

      This session is for digital marketers across all industries.

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    • Orchestration: How Marriott Builds Harmonized Digital Experiences
    • Orchestration: How Marriott Builds Harmonized Digital Experiences

      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:

      • Epsilons Vision of Personalization
      • Marriotts approach to delivering harmonized experiences
      • Marriotts and Epsilons early discoveries and lessons

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

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    • Heathrow Airport: A beautiful journey with Adobe
    • Heathrow Airport: A beautiful journey with Adobe

      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.

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    • Preparing for the future: Tips for building a strong digital foundation
    • Preparing for the future: Tips for building a strong digital foundation

      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

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    • Optimize your asset workflow using dynamic media
    • Optimize your asset workflow using dynamic media

      Most marketers think a centralized assets repository is all thats 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, well 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.

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