Sessions at a Glance

Opening General Session - The Last Millisecond

In order to create the individualized digital experiences that drive consumers to act, brands have to understand how to optimize the few moments between an action—a click, a tap, a swipe—and an experience. Join Adobe SVP Brad Rencher and special guests as we illustrate how Adobe’s solutions are bringing together the four components of the last millisecond for brands and consumers.

Opening General Session - The Last Millisecond

In order to create the individualized digital experiences that drive consumers to act, brands have to understand how to optimize the few moments between an action—a click, a tap, a swipe—and an experience. Join Adobe SVP Brad Rencher and special guests as we illustrate how Adobe’s solutions are bringing together the four components of the last millisecond for brands and consumers.

Opening General Session - The Last Millisecond

In order to create the individualized digital experiences that drive consumers to act, brands have to understand how to optimize the few moments between an action—a click, a tap, a swipe—and an experience. Join Adobe SVP Brad Rencher and special guests as we illustrate how Adobe’s solutions are bringing together the four components of the last millisecond for brands and consumers.

Opening General Session - The Last Millisecond

In order to create the individualized digital experiences that drive consumers to act, brands have to understand how to optimize the few moments between an action—a click, a tap, a swipe—and an experience. Join Adobe SVP Brad Rencher and special guests as we illustrate how Adobe’s solutions are bringing together the four components of the last millisecond for brands and consumers.

Opening General Session - The Last Millisecond

In order to create the individualized digital experiences that drive consumers to act, brands have to understand how to optimize the few moments between an action—a click, a tap, a swipe—and an experience. Join Adobe SVP Brad Rencher and special guests as we illustrate how Adobe’s solutions are bringing together the four components of the last millisecond for brands and consumers.

Opening General Session - The Last Millisecond

In order to create the individualized digital experiences that drive consumers to act, brands have to understand how to optimize the few moments between an action—a click, a tap, a swipe—and an experience. Join Adobe SVP Brad Rencher and special guests as we illustrate how Adobe’s solutions are bringing together the four components of the last millisecond for brands and consumers.

Opening General Session - The Last Millisecond

In order to create the individualized digital experiences that drive consumers to act, brands have to understand how to optimize the few moments between an action—a click, a tap, a swipe—and an experience. Join Adobe SVP Brad Rencher and special guests as we illustrate how Adobe’s solutions are bringing together the four components of the last millisecond for brands and consumers.

Adobe Media Optimizer: Know your audience: Drive customer acquisition through audience activation

Tired of getting emails, seeing ads, and having recommendations for that book you bought a week ago? Adobe AudienceManager allows brands to consolidate customer data from site analytics, CRM systems, email databases, and third-party data providers. This unified customer profile allows you to understand your customers—their needs, interests, and behavior. By activating this audience in the Adobe Marketing Cloud, brands can increase revenue by delivering the best message to customers. Learn how Conde Nast leveraged the Marketing Cloud to drive magazine subscriptions through audience-powered content optimization.

Adobe Media Optimizer: Bid evolution: Applying advanced attribution models in rules and portfolios

The combination of advanced bid rules and strong portfolio algorithms make Adobe Media Optimizer the most powerful bidding platform in the industry. Learn how customers have improved their bidding strategies by taking advantage of multiple attribution perspectives. Unlock the other 50% of actionable signals from your keywords that are being ignored by simplistic rules or single-metric portfolio objectives. This consistent segmentation framework empowers search marketers to define success with more accuracy than ever before. Discover which patterns you can start applying to your keywords today to improve efficiency and volume potential.

Learn about:

• Nine essential metric filters that bring actionable focus to the largest accounts
• Overcoming the difference between mediocre and great bid automation objectives
• Bridging workflows between manual rules-based and portfolio bidding

This session is relevant to intermediate to advanced search marketers in all industries

The Me channel: Essential keys to personalized marketing effectiveness

Attention marketers: Put the funnel down and slowly back away. Consumers are now in charge! They are connected. They are on the go and armed with information. Yes, there are new rules. When the consumer is king (or queen), the Me channel is the only channel that truly counts. In today’s marketplace, the role of the brand is to enable and optimize the path from research to purchase and facilitate a customer journey that is personalized and relevant. Join Michael Prebenda, senior vice president of consumer strategy at Fidelity Investments, and Mark Taylor, chief operating officer at Rosetta, as they walk through proven tactics for effective personalized marketing and identify ways to succeed in this new environment.

This presentation focuses on:

• Four essential keys used in creating a total customer experience
• Building the Me channel

This session is for digital, mobile, content, and social marketers.

Adobe Social: Twitter's new ads API: How to leverage content to improve reach & targeting

If you’re looking for an innovative way to reach 140 million potential customers, look no further. With a growing user base and high engagement levels, Twitter is better poised to connect brands with consumers than ever before. Join Adobe and Twitter for a comprehensive review of effective content strategies and a demonstration of Twitter’s advertising capabilities. Learn from customers that have capitalized on the platform to build community, mobilize followers, and drive new revenue for their business.

This session covers:

• Best practices for engaging audiences on Twitter
• Twitter advertising: What is it and what can it do for your brand?
• Best practices to improve reach and targeting through earned and paid media strategies

This session is for digital marketers, advertisers, social media marketers, and content creators.

Adobe Media Optimizer: Mobile advertising: Will the return on ad spend meet my expectations?

Industry analysts forecast that U.S. brands will spend over $4 billion on mobile advertising in 2013. Yet this spend level represents only 10% of the total digital ad spend. Given consumers’ adoption and use of smartphones and tablets, the imbalance between media time spent and advertising is clearly an industry problem. However, some marketers are moving forward with mobile-specific campaigns and seeing success with mobile ads in driving customer acquisition.

Key takeaways:

• Trends and industry drivers for mobile advertising via search, display, and messaging
• Examples of mobile-specific campaigns
• Analytics that you can use to determine the ROI for mobile campaigns

This session is for media planners, digital marketers, and mobile marketers across all industries.

Adobe Analytics: Drive your client experience through digital publishing

Hear how Sotheby’s, the world’s oldest and most venerable auction house, delivered one of their most successful marketing programs through mobile apps to extend their brand worldwide, better serve their global clients, and deliver a richer auction experience that brings extraordinary treasures to life.

Learn how to:

• Use app marketing to promote and drive sales while delivering an elegant digital experience for your clients
• Extend your brand through mobile marketing and engagement analysis
• Become a digital leader and maintain prominence for your brand

This session is for CMOs, CDOs, VPs of marketing, and brand owners.

Adobe Analytics: Using advanced customer analysis to fuel customer retention

Exposing the relationships between online interactions and how they impact your offline customer profiles is crucial for successful retention models. Membership organizations can no longer afford to make decisions on web analytics data alone if they want to identify and optimize their membership numbers. Hear how a large organization is effectively segmenting its customers based on their online and offline behavior to retain existing customers, grow new customers, and optimize its marketing.

Learn about:

• Advanced customer segmentation techniques
• Content and marketing targeting strategies based on customer analysis
• How to effectively measure and optimize customer retention models
• Web and customer analytics practices

This session is an Adobe Insight and SiteCatalyst discussion for analytics managers and data strategists.

Adobe Media Optimizer: Know your audience: Drive customer acquisition through audience activation

Tired of getting emails, seeing ads, and having recommendations for that book you bought a week ago? Adobe AudienceManager allows brands to consolidate customer data from site analytics, CRM systems, email databases, and third-party data providers. This unified customer profile allows you to understand your customers—their needs, interests, and behavior. By activating this audience in the Adobe Marketing Cloud, brands can increase revenue by delivering the best message to customers. Learn how Conde Nast leveraged the Marketing Cloud to drive magazine subscriptions through audience-powered content optimization.

Adobe Analytics: Practicing what we preach: How Adobe executes visionary marketing

Learn how the Adobe marketing team has leveraged the Adobe Marketing Cloud to catapult its way up the four phases of the Digital Marketing Sophistication curve. We’ll walk through the attributes of each phase and uncover best practices and practical examples to help you understand how you can use Adobe Marketing Cloud more effectively to grow your business.

Valuable takeaways include how to:

• Measure marketing’s impact on sales beyond traditional web analytics with correct ROI attribution across channels
• Create relevant, personalized experiences on websites, with email, and in display media
• Optimize and automate acquisition efforts in digital media channels, including paid search, display, SEO, and email

This session is for digital marketers, analysts, and executives.

Adobe Analytics: My analytics are bigger than yours: Benchmarking your analytics practice

What do the best of the best attain in terms of mobile traffic, stick rate, social referral, and conversion? Come see how your organization stacks up against the competition. Compare important KPIs and statistics, and benchmark the maturity of your analytics practice. If your organization isn’t best in class yet, this session will teach you how to get there.

In this session:

• Compare important metrics against industry benchmarks for your industry
• Self-assess the maturity of your analytics practice, and benchmark your program against others in your industry
• Receive an interactive app that guides you through the steps to deepen and broaden your organization’s analytics practice

This session is for digital marketers, analysts, and business executives sponsoring analytics programs.

Adobe Analytics: Mobile analytics: Basic techniques for getting started

Now that you’ve launched your mobile websites and mobile apps to engage with smartphone and tablet users, how are you going to measure their effectiveness? Last year, many companies saw visits from mobile devices approaching or exceeding 20% of total online traffic, but how does that translate? It’s time to gain insights on how these mobile channels are driving and influencing business results.

Learn about:

• Setting up report suites for analyzing mobile websites and mobile apps
• Key metrics, dimensions, reports, and dashboards for mobile analytics
• Segmenting mobile audiences using SiteCatalyst

This session is for digital analysts, digital marketers, and mobile marketers across all industries that are new to mobile analytics.

Adobe Analytics: Precision marketing! Optimize your advertising spend using customer value

Witness how a leading online financial services company is effectively optimizing its advertising spend based on the value of the customers being produced. Understanding the types of customers and the overall customer value produced by your marketing can be elusive. Come hear how one bold company is turning the tables and setting the market value of advertising based on the net value of customers being produced.

Learn about:

• Advanced multi-touch and multichannel attribution modeling
• Advanced customer segmentation techniques
• Effectively measuring and optimizing ad spend based on customer segments rather than gross acquisitions

This session is for digital marketers, advertisers, and analysts.

Adobe Analytics: Set it and forget it: Deploying SiteCatalyst for scalability and longevity

Quality analytics must be accurate, complete, timely, relevant, and automated. Back by popular demand, join our master implementer for a session on best practices for achieving quality analytics. Learn how to assess your reporting and data architecture to gain efficiencies, uncover completeness and accuracy problems, and leverage the features of the Adobe Marketing Cloud to fix these issues. These ideas can also help your organization drive automation and lower maintenance efforts. Learn how to tackle the puzzle of quality to enhance your measurement and optimization programs.

Takeaways include:

• Framework for consistent, repeatable implementation solutions
• Implementation maintenance strategies chart
• Best practices implementation guide

This session is for power users and developers who want to make immediate improvements to their marketing analytics data.

The new mobile playbook: Turning big data into big dollars

Merging mobile and big data opens new doors for marketers to deliver personalized mobile experiences that drive revenue growth and ongoing loyalty. CMOs need to think and act like entrepreneurs to capitalize on today’s mobile opportunities. Explore key mobile trends and the convergence of big data and mobile marketing. Discover the essential components of the CMO’s new mobile playbook. Learn how mobile relationship management (MRM) is the answer to cracking the code on mobile ROI and capturing metrics that measure and fuel success.

Learn about:

• Evolving mobile marketing landscape
• Mobile big data and mobile relationship management
• Three pillars of mobile marketing innovation in 2013 and beyond

This session is relevant to marketing executives and digital marketers who are interested in mobile marketing.

Social marketing: Do you have what it takes?

Wondering what it takes to move your social marketing from partially-resourced, under-funded projects to a respected program that delivers results? Truth is, social is playing catch-up to more mature marketing channels. To get there, social media marketing programs must evolve rapidly and sync with the CMOs goals and objectives. If not, those tasked to perform this work will remain challenged by growth goals without the necessary resources to achieve them.

Whether you’re seeking social media buy-in from executives, or you’re trying to evolve your social media marketing program, Deloitte and Adobe will provide you with current marketplace research, supported by MIT, and an Adobe Social overview that will help you legitimize and elevate your social marketing program.

This session focuses on:

• Relevant and upcoming social marketing trends
• Conversations taking place among today’s CMOs re: social
• How Adobe Social can work for you

The Me channel: Essential keys to personalized marketing effectiveness

Attention marketers: Put the funnel down and slowly back away. Consumers are now in charge! They are connected. They are on the go and armed with information. Yes, there are new rules. When the consumer is king (or queen), the Me channel is the only channel that truly counts. In today’s marketplace, the role of the brand is to enable and optimize the path from research to purchase and facilitate a customer journey that is personalized and relevant. Join Michael Prebenda, senior vice president of consumer strategy at Fidelity Investments, and Mark Taylor, chief operating officer at Rosetta, as they walk through proven tactics for effective personalized marketing and identify ways to succeed in this new environment.

This presentation focuses on:

• Four essential keys used in creating a total customer experience
• Building the Me channel

This session is for digital, mobile, content, and social marketers.

Adobe Social: Conversion by design: How social applications drive business results

Did Timeline kill apps? Social applications, once the must-have social accessory, have been push behind the wall—literally. Yet today’s applications are more sophisticated, targeted, and as important as ever. Join creative strategist, Mariam Kahn, and applications product manager, Andy Boylan, for a revival of the Facebook app. With a focus on application strategy and design, this session examines social promotions and demonstrates how they are integral to business success.

Key takeaways:

• How applications drive conversion and revenue for brands
• Considerations and strategies that will invigorate your Facebook presence
• Comprehensive case study on how to build, launch, and optimize social promotions

This session is for social marketers, digital marketers, and advertisers.

Adobe Social: Twitter's new ads API: How to leverage content to improve reach & targeting

If you’re looking for an innovative way to reach 140 million potential customers, look no further. With a growing user base and high engagement levels, Twitter is better poised to connect brands with consumers than ever before. Join Adobe and Twitter for a comprehensive review of effective content strategies and a demonstration of Twitter’s advertising capabilities. Learn from customers that have capitalized on the platform to build community, mobilize followers, and drive new revenue for their business.

This session covers:

• Best practices for engaging audiences on Twitter
• Twitter advertising: What is it and what can it do for your brand?
• Best practices to improve reach and targeting through earned and paid media strategies

This session is for digital marketers, advertisers, social media marketers, and content creators.

The Me channel: Essential keys to personalized marketing effectiveness

Attention marketers: Put the funnel down and slowly back away. Consumers are now in charge! They are connected. They are on the go and armed with information. Yes, there are new rules. When the consumer is king (or queen), the Me channel is the only channel that truly counts. In today’s marketplace, the role of the brand is to enable and optimize the path from research to purchase and facilitate a customer journey that is personalized and relevant. Join Michael Prebenda, senior vice president of consumer strategy at Fidelity Investments, and Mark Taylor, chief operating officer at Rosetta, as they walk through proven tactics for effective personalized marketing and identify ways to succeed in this new environment.

This presentation focuses on:

• Four essential keys used in creating a total customer experience
• Building the Me channel

This session is for digital, mobile, content, and social marketers.

Adobe Target: 10 tips for creating optimized personalized experiences

Consumers are often overwhelmed with irrelevant content and frustrated when they cannot easily find what they want or need. Digital marketers find it challenging to engage a diverse array of visitors on a personal level and present a tailored, functional path through their web or mobile site to successful conversion. They must quickly identify and deliver the most relevant, engaging experience at each critical point of interaction throughout a customer’s journey. We know, we know—easier said than done. But by the end of this session, you will have 10 tips and tricks to make personalization easier and more effective.

Highlights include:

• How to personalize various aspects of your site, including campaigns, search and navigation, and checkout pages
• What and where to test to impact customer engagement
• Examples of no-nonsense personalization that works

This session is for digital optimization managers and digital marketers in all industries.

Adobe Target: Building a superhero optimization organization

Successful optimization organizations require the right methodology, structure, and processes to achieve success and grow. Companies that don’t have the right ingredients in place confront common pitfalls and challenges. Learn how to overcome these obstacles and set the foundation for a successful program that will drive continual learning and, ultimately, an increase in ROI, conversions, and customer loyalty.

This session covers:

• Differences between ad hoc testing and an optimization organization
• Common challenges and how to overcome them
• What it takes to build an optimization culture from the ground up

This session is for digital optimization managers and digital marketers in all industries.

Adobe Target: Different screen, different world: How to optimize your mobile experience

Let’s face it: Your customers are moving to the mobile channel—many companies are seeing 20% or more of visits coming from mobile devices. To stay relevant, your business must offer them the right mobile experiences to meet their fast pace and on-the-go needs. Customers behave and engage differently with digital experiences in the mobile arena, making optimization more important than ever. Testing and optimization helps to better understand your customers’ mobile goals, as well as improve the digital design for touchscreen interactions.

In this session, get tips and tricks for:

• Setting up mobile campaigns with Test&Target
• Implementing code, including our iOS SDK, to test design and execution
• Achieving success with mobile optimization to improve your bottom line

This session is for digital optimization managers and mobile marketing manager in all industries.

The Me channel: Essential keys to personalized marketing effectiveness

Attention marketers: Put the funnel down and slowly back away. Consumers are now in charge! They are connected. They are on the go and armed with information. Yes, there are new rules. When the consumer is king (or queen), the Me channel is the only channel that truly counts. In today’s marketplace, the role of the brand is to enable and optimize the path from research to purchase and facilitate a customer journey that is personalized and relevant. Join Michael Prebenda, senior vice president of consumer strategy at Fidelity Investments, and Mark Taylor, chief operating officer at Rosetta, as they walk through proven tactics for effective personalized marketing and identify ways to succeed in this new environment.

This presentation focuses on:

• Four essential keys used in creating a total customer experience
• Building the Me channel

This session is for digital, mobile, content, and social marketers.

Adobe Experience Manager: 10 hottest new features

Creating and managing content that drives brand awareness and customer demand is challenging. Coupling that with the need to create personalized experiences across a mobile or social channel is an entirely different ballgame. Marketers are scrambling to achieve a competitive advantage and get a leg up on the competition. Discover firsthand the top-10 marketing must-haves that all content marketers and strategists need to get ahead of the competition and how Adobe Experience Manager can make your brand shine.

Learn how the Adobe Experience Manager solution can:

• Manage experience-driven commerce across a multitude of channels to promote conversion and brand advocacy
• Deliver dynamic and personalized video to any mobile device, increasing customer engagement
• Accelerate time to launch of marketing campaigns with unique landing pages and personalized content to win over that first-time visitor

This session is for content marketers and digital marketers in all industries.

Adobe Experience Manager: Mobile and tablets: One size fits all?

We all hear it: According to the numbers, the desktop website is dead. True or not, are you ready for the myriad of devices when the desktop is fully abandoned? Is your audience already mostly mobile, and are you facing mobile-only competitors? Learn how you can make the transition with your customers using a coherent experience across all screen sizes.

Understand how to:

• Ensure that your mobile site has a competitive and coherent presence of your brand
• Make the most out of the mobile device screen and other capabilities
• Apply responsive web design the right way

This session is for mobile marketers and content marketers in all industries.

Adobe Media Optimizer: Add to Cart: Google PLA optimization and best practices using Adobe AdLens

Are you leaving PLA performance on the table? Google’s ever-evolving Product Listing Ads is a huge source of both revenue and frustration. Although these ad units can be troublesome because they rely too heavily on Google’s All Products target, using broad product targeting and guessing at initial bids for new products are not the quick fixes they appear to be. Find out how Adobe AdLens portfolio bid optimization and sparse data modeling can improve your PLA performance.

Learn how algorithmic bidding and a set of best practices can improve PLA performance by:

• Analyzing and managing the relationship between the All Products target and specific targets
• Sparse data modeling to forecast new product performance to determine accurate initial bidding
• Leveraging the most granular target-to-product relationship possible to optimize your entire product catalog at scale

This session is for retail marketing leaders investing in Google PLAs.

Adobe Media Optimizer: Econometric modeling for marketers

Marketers are constantly being asked to measure the efficacy of their programs, be it online, offline, a direct response campaign, a branding effort, or a PR campaign related to a product release. Measuring is often a challenge because the data is either only partially available, totally unavailable, or too many external factors affect the result. Econometric techniques have long been used in economics, social science, and public health to address these kind of issues. Learn how you can apply these techniques, many of which were developed my Nobel prize winners, to marketing problems.

This session discusses:

• Online-offline attribution using macroeconomic data in marketing forecasts
• Measuring the halo effect of TV advertising
• Other analysis methods for more accurate measuring

This session is for advanced advertisers.

Don’t let a good shopping cart get away: Tips for remarketing with email

It’s time to use email to remarket to shopping cart abandoners—from the wish list to the must-do list. With average cart abandonment rates hovering between 60% and 70%, failing to deploy cart remarketing campaigns can mean millions of dollars in lost revenue. Learn how YouSendIt integrated Adobe Genesis and its ESP to deploy its first cart remarketing email in less than 45 days.

Key takeaways:

• Tips for successfully integrating Adobe Genesis and your ESP
• Launching with a phased approach
• Testing and tweaking for optimum conversion

This session is for digital marketers and executives.

Adobe Analytics: SiteCatalyst advanced: The time-saving tips you’re not using

With all of the powerful features in SiteCatalyst, there is a lot to learn in order to get maximum value out of your analytics. In this session, we will share 10 practical tips that you can use immediately to become a master of SiteCatalyst 15.

• How to use SiteCatalyst 15 segmentation to its fullest
• How to save valuable variables using new capabilities in SAINT classifications
• How to ensure that your users get the insights they need by seeing only the metrics that matter This session includes a discussion of Adobe SiteCatalyst and is for web analysts and interactive marketers in all industries.

Adobe Analytics: Technology, people, & processes: Keys to a best-in-class analytics practice

Building a successful analytics practice requires the right mix of analytics tools, processes, and analytics practitioners. Without planning for all these factors, most customers struggle to build successful practices that stand the test of time. Here how Lenovo leadership outlines, plans, and implements the process of building the appropriate infrastructure, which compliments their specific analytics tools and goals. Lenovo discusses the Adobe tools that it leverages, as well as the maturity model it gauges success by.

Learn about:

• Advanced analytics maturity modeling
• Best-in-class analytics practices
• Leveraging multiple Adobe solutions
• Analytics staffing techniques

This session is for CMOs, executives, and strategists interested in Adobe Analytics, Adobe Social, and Adobe Target.

Adobe Analytics: Developing engaging mobile apps with built-in analytics and targeting

As you invest in native mobile applications, analytics and optimization should not take a backseat in your development. Analytics directs how you optimize your app to enrich the user experience and ultimately drive conversion. Get the hands-on experience needed to integrate Adobe’s tools in your mobile apps, and improve the user experience and engagement.

In this hands-on developer session:

• Implement Adobe analytics measurement for native apps
• Learn how processing rules streamline app implementation and analytics maintenance
• Implement Adobe targeting for app optimization
• Validate analytics and optimization implementation

This lab is for developers of mobile applications and websites with a background in standard object-oriented programming and analytics.

Adobe Analytics: What is advanced segmentation? It slices, it dices, but wait there’s more!

Segmenting integrated data provides a more accurate map of where elusive high-value visitors are digitally buried. Understand how segmentation influences remarketing, targeting, analysis, and reporting.

Learn about:

• Effectively using segmentation within integrated data sets to draw out actionable insights
• Taking advantage of cutting-edge segmentation features and advanced user techniques
• Best-practice remarketing and targeting use cases

This session includes a discussion of Adobe SiteCatalyst and is for web analysts and interactive marketers in all industries.

Adobe Analytics: Minority Report comes of age: Predictive customer segmentation

Intelligent customer personalization and segmentation have come of age. By proactively managing your customer through predictive marketing, you can simultaneously analyze hundreds of customer attributes in a matter of minutes to create more relevant customer segmentation and targeting campaigns. View product demos of upcoming features that are guaranteed to help you achieve a clearer picture of your customers and uncover personalization opportunities through intelligent customer segmentation.

Learn about:

• Adobe’s new marketing segment identification product features designed for the digital marketer
• Best practices for algorithmic customer segmentation and targeting
• Examples of how you can immediately leverage predictive customer segmentation to have meaningful, ROI-impacting engagements with each and every customer

This session is for digital marketers and marketing analysts in all industries.

Adobe Analytics: Ins & Outs: Overview of integrating your data with Adobe Marketing Cloud

Combining your Adobe Marketing Cloud data with other sources of data provides a more complete view of your visitors, allowing you to leverage these insights in your analysis and optimization strategies. This session complements Lab 609, “Integrating your data with the Adobe Marketing Cloud.”

In this session, learn about:

• Basic data integration solutions that all organizations should have
• Three methods for integrating your data into the Adobe Marketing Cloud
• The value of integration platforms

This session is for developers and tech-savvy marketers who want to better understand the integration possibilities with the Adobe Marketing Cloud.

Mastering the five disruptive skills of marketing innovators

How do marketing visionaries repeatedly churn out groundbreaking new ideas? Learn what separates Apple’s Steve Jobs, Amazon’s Jeff Bezos, Virgin’s Richard Branson, and other successful innovators from the rest of us. Jeff Dyer, lead author of the business bestseller, The Innovator’s DNA, unlocks the essential secrets of master innovators. Drawing on his research from a six-year study of innovative marketers, executives, and entrepreneurs, he describes five discovery skills that innovators count on to spark innovative ideas. The good news is you can cultivate the same disruptive skills as these creative masters and generate your own breakthrough marketing ideas.

Learn how you can:

• Develop the five skills of disruptive innovators
• Become more creative as a marketer
• Create an environment that fosters more innovation

This session is relevant to marketing executives, digital marketers, and analysts interested in generating more breakthrough innovation.

Adobe Social: Adobe Social 3.0: A technical deep dive into new features and functionality

Get a closer look at Adobe Social during this hands-on product overview. Review core capabilities and new functionality, and learn about how to best leverage Adobe Social to engage customers, amplify reach, and demonstrate social marketing ROI.

This session covers:

• Comprehensive demonstration of Adobe Social
• Deep-dive into new features and functionality
• Best practices and recommended use cases to maximize the benefits of Adobe Social

This session is for digital marketers, social media marketers, community managers, and analysts.

Adobe Social: Content is king: Optimizing social content to engage and convert fans

Gone are the days of measuring social value in fans alone. In this new era, social efficacy is largely attributed to how well brands are able to communicate with and engage customers on social platforms. Discover new tactics and best practices from Chad Parizman, Director of Mobile & Social for Scripps Network and Lauren Friedman, Manager of Community Engagement at Adobe, on how to drive interaction and foster advocacy across all social channels.

This session covers:

• Key engagement stats—defining the metrics that matter
• Why social media is more than just another customer service avenue
• Strategies for ongoing content optimization

This session is for social media managers and strategists, marketing directors, content marketers, and community managers.

Adobe Target: Essentials for building relevant, high-converting entry page experiences

Your first page experience is your opportunity to engage your customer. You worked hard to get them to your site, now you want to ensure that you capture their attention and move them through the funnel. There are countless ways to improve and bring relevance to entry pages, but where should you start and what will have the biggest impact? Join our optimization and personalization experts in reviewing and discussing attendees’ landing pages. From analytics and site review, optimization recommendations, and targeting and personalization strategies, learn how to capture your audience and increase conversion.

This session includes:

• Common first-page mistakes and pitfalls
• An interactive, real-time look at first-page experiences that work and don’t work
• Tips for generating stronger engagement and better click-throughs

This session is for digital optimization managers and digital marketers in all industries.

Adobe Experience Manager: Mobile first: How to build and deliver a consistent multichannel experience

As visitors engage with your brand across multiple channels using multiple devices, they expect a consistent and optimized experience with every interaction. From a mobile first approach, explore best practices and tools, such as Adobe CQ, to support an optimized user experience for the proliferation of devices, platforms and screen sizes.

In this hands-on session, learn about:

• Best practices for building sites that target multiple devices and form factors
• Using adaptive imagery to deliver optimized content across each channel and device
• Delivering the right experience at the right time, regardless of channel or device

This hands-on session is for developers interested in supporting a mobile first strategy.

Adobe Analytics: Technology, people, & processes: Keys to a best-in-class analytics practice

Building a successful analytics practice requires the right mix of analytics tools, processes, and analytics practitioners. Without planning for all these factors, most customers struggle to build successful practices that stand the test of time. Here how Lenovo leadership outlines, plans, and implements the process of building the appropriate infrastructure, which compliments their specific analytics tools and goals. Lenovo discusses the Adobe tools that it leverages, as well as the maturity model it gauges success by.

Learn about:

• Advanced analytics maturity modeling
• Best-in-class analytics practices
• Leveraging multiple Adobe solutions
• Analytics staffing techniques

This session is for CMOs, executives, and strategists interested in Adobe Analytics, Adobe Social, and Adobe Target.

Adobe Target: Your customers want targeting whether they know it or not

Consumers expect—and want—highly relevant digital experiences, but many are suspicious of being targeted because they’ve encountered poor experiences before. In this session, industry experts battle their perspectives on meeting consumer expectations with targeting. Watch and participate in this live debate guaranteed to get you thinking about how personalization meets your customers’ needs and your business goals.

This session covers: • Targeting best practices that work for your customers and you • How, when, and why to use which data types for effective targeting • Examples of targeting that are helping businesses meet business goals

This session is for digital optimization managers and digital marketers in all industries.

Adobe Target: Closing the loop: A personalization blueprint for B2B & lead-gen marketers

Knowing how to execute personalization and content marketing strategies continues to be a challenge for many B2B organizations and lead-generation marketers. With so many tactics at hand, where do you start? How do you make a sustainable program? Organizations are increasingly utilizing optimization strategies to drive customers through the purchase journey. With the ability to leverage multiple data sources and analytics, learn how rigorous testing empowers B2B marketers to build content ideas into effective personalization strategies that increase online conversions and realize enterprise sales.

Key takeaways: • Best practices on developing and optimizing personalization tactics against key lead-generation metrics • How to evolve from testing and targeting for B2B marketing with impact • Examples of successes through content optimization and personalization

This session is for digital optimization managers and digital marketers in B2B industries.

Adobe Experience Manager: Mobile first: How to build and deliver a consistent multichannel experience

As visitors engage with your brand across multiple channels using multiple devices, they expect a consistent and optimized experience with every interaction. From a mobile first approach, explore best practices and tools, such as Adobe CQ, to support an optimized user experience for the proliferation of devices, platforms and screen sizes.

In this hands-on session, learn about:

• Best practices for building sites that target multiple devices and form factors
• Using adaptive imagery to deliver optimized content across each channel and device
• Delivering the right experience at the right time, regardless of channel or device

This hands-on session is for developers interested in supporting a mobile first strategy.

Adobe Analytics: Developing engaging mobile apps with built-in analytics and targeting

As you invest in native mobile applications, analytics and optimization should not take a backseat in your development. Analytics directs how you optimize your app to enrich the user experience and ultimately drive conversion. Get the hands-on experience needed to integrate Adobe’s tools in your mobile apps, and improve the user experience and engagement.

In this hands-on developer session:

• Implement Adobe analytics measurement for native apps
• Learn how processing rules streamline app implementation and analytics maintenance
• Implement Adobe targeting for app optimization
• Validate analytics and optimization implementation

This lab is for developers of mobile applications and websites with a background in standard object-oriented programming and analytics.

Adobe Analytics: Harness the Adobe Marketing Cloud with Adobe TagManager

Learn how to migrate and traffic your site tags in minutes using Adobe TagManager. Test its tag management process, data governance capabilities, and simplicity of enabling marketing technology.

In this hands-on lab:

• Implement Adobe TagManager on a site through existing SiteCatalyst and Test&Target tagging
• Deploy a global mbox
• Use the three-stage deployment process to test multiple versions of a single tag container

This session is for developers of business sites who have working knowledge of standard web technologies, such as HTML, CSS, and JavaScript.

Adobe Marketing Cloud: 1+1=3 Leveraging Adobe CQ integrations with Adobe Marketing Cloud

Get introduced to the basics of integrating a CQ powered website with the Adobe Marketing Cloud. This lab takes you through deploying a CQ website integrated with Adobe SiteCatalyst to collect visitor behavior, showcasing best practices for building an optimized, customer experience based on content-driven data.

This hands-on lab includes integrations with:

• Adobe Test&Target to deliver optimized content based on behavior
• Adobe Recommendations to offer targeted product recommendations
• Adobe Search&Promote to deliver data-driven search results and merchandising
• Adobe Audience Manager to better understand and segment your visitors

This session is for analysts, marketers, and developers who want to explore integrating Adobe Marketing Cloud products.

Digital healthcare trends: Lessons from Blue Cross Blue Shield of Michigan

Marketers everywhere are feeling pressure to deliver excellent customer experiences, but perhaps none more than those in healthcare. As the Affordable Care Act takes effect, more consumers are turning to digital channels to research and manage their healthcare options. Providers are striving to develop robust, easy-to-use, multichannel customer experiences to stay competitive and meet industry standards. To address these challenges head-on, Blue Cross Blue Shield of Michigan teamed with Acquity Group to transform its retail site and offer its customers a new, user-centric digital ecosystem.

Do your customer experiences need help? Join Ketan Joshi, IT director at BCBSM, and Acquity Group client partner, George Haenisch, as they explore digital trends and standards in healthcare and outline how companies in any industry can enhance customer relationships.

This session is for developers, marketers, and executives.

Aligning your web experience program with your largest channel

As a digital marketer, you’ve seen the increasing importance of quality content to drive traffic and conversions. And chances are your largest single channel of traffic is organic search. But how do you align your content strategy with your SEO practice? How can you optimize the search performance of your content as you create it to drive traffic and conversions on your site? What if you could tightly integrate your CMS and SEO technology and processes? BrightEdge, Adobe, and other major brands share innovative new technology, best practices, and real business results from aligning content and SEO optimization. Hear about the challenges brands face, simple steps to success, and quantifiable business results.

This session is for advertisers, digital marketers, marketing executives, and publishers.

Adobe Experience Manager: Mobile first: How to build and deliver a consistent multichannel experience

As visitors engage with your brand across multiple channels using multiple devices, they expect a consistent and optimized experience with every interaction. From a mobile first approach, explore best practices and tools, such as Adobe CQ, to support an optimized user experience for the proliferation of devices, platforms and screen sizes.

In this hands-on session, learn about:

• Best practices for building sites that target multiple devices and form factors
• Using adaptive imagery to deliver optimized content across each channel and device
• Delivering the right experience at the right time, regardless of channel or device

This hands-on session is for developers interested in supporting a mobile first strategy.

Adobe Experience Manager: Build blockbuster mobile apps the easy way!

Is your content more valuable and relevant than your competitors? Do you find yourself competing on price wars online? Instead of joining this rat race, differentiate through a great mobile experience that no one can match. Launching an app successfully involves more than great design and coding. By providing a sticky mobile app that offers a phenomenal user experience, you could earn a spot on the home screen and become part of your audience’s daily routine.

Learn how your mobile app project can:

• Increase your return on existing investments, assets, and processes
• Leverage existing web design and development skills
• Use your content management system and analytics to manage and gradually optimize the experience toward your KPIs This session is relevant for digital marketers in retail and finance. Applicable to other industries as well.

Adobe Experience Manager: Experience-driven commerce: Turning passion into purchase

Differentiating against the lowest-price online store requires making a connection with your customers and engaging them with your products through an immersive, rich media shopping experience—an experience that motivates visitors to buy at the moment of inflection and become a loyal advocate of your brand. Today, many companies invest in rich brand sites that are separate from their e-commerce store. Learn why these sites should become the store, and connect the dots between how your brand inspires customers and their wallet.

Learn how to:

• Power your marketing activities with commerce capabilities
• Create experience-driven commerce to build brand advocacy and loyalty
• Cross-sell and upsell customers at checkout to increase your bottom line

This session is for digital marketers, commerce marketers, content marketers, and mobile marketers in all industries.

Adobe Media Optimizer: Extending analytics: Activating audiences across the enterprise

Brands measure success based on key metrics, such as path to conversion, customer engagement, and revenue generated. But too often this valuable data remains stuck in a series of reports. Adobe AudienceManager, along with the rest of the Adobe Marketing Cloud, allows brands to immediately action this data, drive more revenue, and increase customer satisfaction. Learn how AutoTrader has activated analytics throughout its business, including advertising, content optimization, and partner management.

Adobe Media Optimizer: Privacy past, present, and future

It seems that a week doesn’t go by without a new article reporting on some company within our online ecosystem stepping on a privacy landmine. The FTC, the Commerce Department, the White House, the W3C, the European Commission, and legislators and regulators from around the world have all joined the fray—as well as plaintiff attorneys, consumer advocates, and the press. Explore the current state of global privacy, hear how it’s changing, and learn how it may affect you and your business.

In this session:

• Learn how to spot privacy landmines
• Explore how privacy is evolving
• Understand the privacy landscape

This session is for anyone responsible for deploying technologies that collect information about users.

Adobe Media Optimizer: The Facebook makeover: Turn your campaigns from drab to fab

Successful social campaigns are not a one-size-fits-all. They take more initiative and agility than most people expect. They also require a different mindset than what is needed in search. It’s time to spruce up your social campaigns with a makeover.

Learn about a variety of tactics and strategies that we Like:

• Focus on activities that drive performance
• Leverage advanced advertising features from Facebook
• Create campaigns that are social by design

This session is for beginner to intermediate social advertisers and search marketers transitioning to social advertising.

B2B targeting and personalization: Web engagement and predictive modeling

With buyer engagements shifting online, B2B marketers need to deliver digital experiences that resonate with target businesses, differentiate themselves from their competitors, and accelerate the sales cycle. Web analytics, targeting tools, and predictive analytics are now adapting to the new B2B buyer, and companies are learning how to engage, connect, and model future customer behavior to nurture and accelerate leads to sales. Hear how NetApp has embarked on a journey to connect data from SiteCatalyst, Test&Target, and Demandbase to understand its targets, personalize its web experiences, and predict which accounts are most likely to become customers in the future.

In this session:

• Get top tactics for engagement, conversion, and predicting which companies will buy
• Identify the top conversion metrics to pay attention to and optimize against
• Learn how to engage visitors—and keep them engaged—using personalization technology

This session is for digital marketers and executives.

Adobe Analytics: Weaving together disparate data for customer analytics success

Creating a useful picture of your customers is similar to creating an expert work of art. Successful data artisans start with a vision of the finished piece, architect a design, identify raw materials, and apply their artisanship to produce the final, functional creation. Learn how Travelocity leverages Adobe solutions for weaving a data-driven business insights platform.

Learn about:

• A simple approach to preparing for customer data success across the entire organization
• How to create and manage a platform that increases the agility of generating business insights
• Advantages of stitching together data to improve the customer experience

This session is relevant to analysts and marketers in any industry who are wrestling with defining the value of their resources, or prioritizing them, to develop and manage a customer-centric analysis and optimization program.

Adobe Analytics: Predictive Marketing: Unearthing hidden behaviors and data patterns

Do you remember the last time your business wasted time and resources on a metric movement “wild goose chase” just to find that a 1.8% dip in your metric was not significant after all? Learn how you can separate true signals from the “noise” by using intelligent anomaly detection and contribution analysis. See product demos of how you can use your data to take a proactive approach to managing the future of your business.

Learn about:

• Adobe’s new anomaly detection and contribution analysis capability
• Best practices for managing business expectations and resources through intelligent alerting and KPI forecasting
• Examples of the real, bottom-line impact of taking a proactive approach to managing the future of your business

This session is for digital marketers and marketing analysts in all industries.

Adobe Media Optimizer: Extending analytics: Activating audiences across the enterprise

Brands measure success based on key metrics, such as path to conversion, customer engagement, and revenue generated. But too often this valuable data remains stuck in a series of reports. Adobe AudienceManager, along with the rest of the Adobe Marketing Cloud, allows brands to immediately action this data, drive more revenue, and increase customer satisfaction. Learn how AutoTrader has activated analytics throughout its business, including advertising, content optimization, and partner management.

Adobe Analytics: Analytics rock stars: Roll with the pros to rock your analysis

Come hear top-of-the-chart practitioners from across the country review best practices for performing analysis, optimizing online performance, and driving more value from analytics. These experts reveal their tips, tricks, and power strategies for getting the most out of your analytics efforts.

Jam with industry legends who share:

• Power-user tips to shred through data and optimize your business results
• Real-world examples that address challenging analytics questions
• Innovative practices and strategies to get your digital assets to top-performance levels

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

Adobe Analytics: Advanced techniques for analyzing your mobile channels and tactics

Your organization has made a strategic investment in mobile marketing by providing mobile-optimized experiences for smartphones and tablets. Management seeks to understand the ROI of mobile channels and their contribution to digital success. Consequently, you must analyze how consumers respond to your mobile sites and apps and the effectiveness of tactics, such as mobile search, display ads, SMS, and QR codes.

Learn about:

• Campaign analysis of mobile tactics for acquiring app users and site visitors
• Advanced segmentation of mobile audiences using Adobe Discover
• Analyzing visitors who use multiple devices and channels

This session is for digital analysts, digital marketers, and mobile marketers across all industries that have experience with mobile analytics.

NASCAR’s digital revolution—driving fan engagement

From the sandy beaches of Daytona to a major sports and entertainment powerhouse, NASCAR has evolved tremendously over the past 60 years. This time, the sport’s digital revolution is at the heart of it all. Faced with shifts in demographics, media consumption, fan behavior, and technology, NASCAR seized the opportunity to drive change in its relationship with fans. Through design, personalization, second screens, and virtualization, NASCAR is engaging its fans one-on-one, in scale. Explore how NASCAR embraced change, not only in its digital landscape, but across its entire business.

This session explores:

• Adjusting to a changing business landscape
• Digital’s role in pushing a transformation
• NASCAR’s digital platform as a primary engagement channel for personalized fan engagement

This session is for marketers and marketing executives who are interested in reinventing how they interact with their customers.

Managing the customer journey in a multichannel world

Fostering long-term relationships with customers is more complex in the digital world, but also offers great opportunities. Using mobile in coordination with other digital channels, such as email and social, can help develop customer loyalty. Get actionable tips for designing relevant, permission-based mobile experiences that complement campaigns on other channels.

Key takeaways include:

• Redirecting your marketing efforts toward relationship-first marketing
• Tips for using all key digital channels to improve customer loyalty
• Real examples of great mobile-specific campaigns

This session is for digital marketers and executives.

Adobe Social: Proving social ROI: How to connect social interactions to business results

While we all intuitively recognize that social media influences business, who can prove it? As social becomes increasingly integrated into the marketing fold, it’s important that companies understand the metrics and data required to demonstrate social impact. Marketers must be able to use that data to optimize social campaigns and extract greater benefits from their efforts. Hear from Chris Kahle, Web Analytics Manager for Caesar’s Entertainment and Steve Wirig, Adobe Social Evangelist, to learn how to connect social activity with key performance indicators and inform your social strategy through systematic use of business insights regarding what’s working—and what’s not. Learn how to:

• Get past Like and align social metrics with business KPIs
• Set up your social media management platform to attain business insights
• Leverage business insights to improve performance and measure ROI

This session is for marketing directors, social marketing strategists, and social marketing managers.

Adobe Media Optimizer: Privacy past, present, and future

It seems that a week doesn’t go by without a new article reporting on some company within our online ecosystem stepping on a privacy landmine. The FTC, the Commerce Department, the White House, the W3C, the European Commission, and legislators and regulators from around the world have all joined the fray—as well as plaintiff attorneys, consumer advocates, and the press. Explore the current state of global privacy, hear how it’s changing, and learn how it may affect you and your business.

In this session:

• Learn how to spot privacy landmines
• Explore how privacy is evolving
• Understand the privacy landscape

This session is for anyone responsible for deploying technologies that collect information about users.

Adobe Media Optimizer: The Facebook makeover: Turn your campaigns from drab to fab

Successful social campaigns are not a one-size-fits-all. They take more initiative and agility than most people expect. They also require a different mindset than what is needed in search. It’s time to spruce up your social campaigns with a makeover.

Learn about a variety of tactics and strategies that we Like:

• Focus on activities that drive performance
• Leverage advanced advertising features from Facebook
• Create campaigns that are social by design

This session is for beginner to intermediate social advertisers and search marketers transitioning to social advertising.

Managing the customer journey in a multichannel world

Fostering long-term relationships with customers is more complex in the digital world, but also offers great opportunities. Using mobile in coordination with other digital channels, such as email and social, can help develop customer loyalty. Get actionable tips for designing relevant, permission-based mobile experiences that complement campaigns on other channels.

Key takeaways include:

• Redirecting your marketing efforts toward relationship-first marketing
• Tips for using all key digital channels to improve customer loyalty
• Real examples of great mobile-specific campaigns

This session is for digital marketers and executives.

B2B targeting and personalization: Web engagement and predictive modeling

With buyer engagements shifting online, B2B marketers need to deliver digital experiences that resonate with target businesses, differentiate themselves from their competitors, and accelerate the sales cycle. Web analytics, targeting tools, and predictive analytics are now adapting to the new B2B buyer, and companies are learning how to engage, connect, and model future customer behavior to nurture and accelerate leads to sales. Hear how NetApp has embarked on a journey to connect data from SiteCatalyst, Test&Target, and Demandbase to understand its targets, personalize its web experiences, and predict which accounts are most likely to become customers in the future.

In this session:

• Get top tactics for engagement, conversion, and predicting which companies will buy
• Identify the top conversion metrics to pay attention to and optimize against
• Learn how to engage visitors—and keep them engaged—using personalization technology

This session is for digital marketers and executives.

The future of commerce

Demographic shifts and technology trends are converging in a way that is dramatically changing the nature of the way we buy and sell goods and services for both B2C and B2B companies. Selling to and servicing your customer is now a complex web of interactions that span multiple, proliferating touchpoints. This new reality presents B2C and B2B companies with enormous opportunity, but requires a new strategic mindset. Hear from Brian Walker, hybris’s senior vice president of strategy and former Forrester analyst, how your organization can capitalize on this megatrend that will dominate the CEO agenda for years to come.

This session is for digital marketers, developers, publishers, analysts, and executives.

Adobe Target: Top 5 tests to optimize your social marketing on-site and off

Social is the trending word for digital marketers today. Consumers are embracing social media and communities more and more—71% of consumers are more likely to buy products and services based on social media referrals. Marketers recognize the opportunity to capitalize on this massive shift, but aren’t sure how. This session covers best practice optimization strategies to engage and convert customers throughout your social engagements.

Key takeaways:

• Five testing tactics to make your social marketing count
• Tools to measure and optimize content to drive bottom-line results
• How to leverage social data for personalization on-site

This session is for digital optimization managers and social marketing manager in all industries.

Adobe Target: Ready, set, personalize! Moving from targeting to personalization

Identifying basic customer segments and implementing targeting can be informative and have a strong impact on your bottom line. But how do you go from one-off targeting to personalization? Learn how to build organizational readiness for personalization, develop strategies for leveraging the universal profile, and get clarity on how personalization can drive your content strategy across channels.

Learn how to:

• Overcome organizational challenges and personalization misconceptions
• Map customer experience goals to business objectives
• Develop scalable approaches to personalization that bring together data and content strategies

This session is for digital optimization managers and digital marketers in all industries.

B2B targeting and personalization: Web engagement and predictive modeling

With buyer engagements shifting online, B2B marketers need to deliver digital experiences that resonate with target businesses, differentiate themselves from their competitors, and accelerate the sales cycle. Web analytics, targeting tools, and predictive analytics are now adapting to the new B2B buyer, and companies are learning how to engage, connect, and model future customer behavior to nurture and accelerate leads to sales. Hear how NetApp has embarked on a journey to connect data from SiteCatalyst, Test&Target, and Demandbase to understand its targets, personalize its web experiences, and predict which accounts are most likely to become customers in the future.

In this session:

• Get top tactics for engagement, conversion, and predicting which companies will buy
• Identify the top conversion metrics to pay attention to and optimize against
• Learn how to engage visitors—and keep them engaged—using personalization technology

This session is for digital marketers and executives.

Building a true native mobile app experience

Discover how FirstEnergy Corp., a utility company serving over six million customers across North America, created iOS and Android apps based on Adobe Experience Manager (formerly Adobe CQ) and PhoneGap. Partnering with CITYTECH, Inc., a customer service application was built for each FirstEnergy operating company. In addition to content, the apps features self-service transactional capabilities, such as bill paying, usage data, and outage reporting. Hear the technical approach that was taken, the challenges that were overcome, and the business objectives that were achieved.

This session focuses on:

• The challenge of authoring content on a multipage website that is delivered in real time as a native application
• Designing the native app to look and act like an app—not a browser
• Reusing code across multiple channels: desktop browsers, mobile browsers, and native apps

This session is for marketing executives, digital marketers, and developers.

Adobe Experience Manager: Amplifying conversion between marketing campaigns and commerce

Ever wonder how leading companies drive high conversion rates? Learn how to improve your own conversion on advertising spend through advanced segmentation and retargeting of your landing and product detail pages. Find out directly from an Adobe expert and partner how top organizations connect the activities of their online marketing teams with e-commerce.

Discover how to:

• Drive first-time conversion rates across your site’s visitors through targeted segmentation
• Create immersive and personalized experiences for each unique visitor to build customer loyalty and increase revenues
• Optimize your marketing dollars through highly effective marketing campaigns

This session is for commerce managers, content marketers, and mobile marketers in retail and other relevant industries.

Adobe Experience Manager: Launching a personalized, multichannel campaign is easier than you think

From the initial site visit to an email nurturing campaign, digital marketers must take full advantage of their organization’s content to deliver engaging, effective, and consistent messages across multiple channels. But doing this doesn’t have to cause headaches. Learn how to get the most out of Adobe Experience Manager to execute your multichannel marketing campaign and forget the aspirin.

Discover how to:

• Accelerate time to launch of marketing campaigns with unique landing pages and personalized content
• Design engaging landing pages and microsites with little IT involvement
• Use actionable data to dynamically create personalized campaigns

This session is for content marketers, digital marketers, campaign marketers, and brand marketers in all industries.

Adobe Experience Manager: Seven secrets to making the most of your digital assets

Is your digital asset management house in order? Many organizations are swimming in troves of images, photos, videos, and banners. Hear from Adobe’s global marketing team about strategies for managing your organization’s digital assets. Join this open discussion on best practices for designing workflows, folder structures, metadata, and taxonomies that ensure DAM success.

Key takeaways:

• Best practices on taxonomy, metadata, and tags design
• User adoption strategies for digital asset management
• Designing optimal workflows for digital assets

This session is for brand marketers, content marketers, and digital marketers in all industries.

Adobe Experience Manager: Is your digital asset management strategy ready for multichannel marketing?

Rich media is a critical element of a marketing campaign. From images to videos, digital assets play a central role in building brand and accelerating customer engagement with delightful experiences. Multichannel marketing is also forcing marketers to rethink how they strategize and execute content-heavy marketing campaigns. Learn how marketers are taking new approaches to creating, managing, and delivering digital assets for dynamic multichannel experiences.

Learn how to:

• Accelerate collaboration among creative professionals and content managers
• Transform your organization to get the best ROI out of your digital assets
• Develop strategies to organize your team to produce and use valuable digital assets This session is for creatives, brand marketers, content marketers and digital marketers in all industries

Adobe Target: Creating optimized customer experiences with Adobe CQ

Many companies are choosing to re-platform their content management systems with more adaptive and agile technologies. Adobe CQ deeply integrates with the Adobe Marketing Cloud, allowing you to adopt an agile, optimized and data-driven experience.

This session provides an architectural overview of how CQ integrates with various Marketing Cloud products, including:

• SiteCatalyst
• Test&Target and Adobe Recommendations
• Adobe Search&Promote
• Scene7

This session is for marketers, analysts, and developers interested in understanding how the products within the Adobe Marketing Cloud integrate and simplify workflows.

General Session - Digital Marketing Insight

The rapid growth of digital has created an environment in which innovative and entrepreneurial approaches to digital marketing constantly redefine consumer expectations for all brands. Come be a part of the conversation as John Battelle, Founder and Executive Chairman of Federated Media, and Adam Bain, CRO of Twitter, take the stage to discuss the major forces driving digital—and the impact that digital is having around the globe.

General Session - Digital Marketing Insight

The rapid growth of digital has created an environment in which innovative and entrepreneurial approaches to digital marketing constantly redefine consumer expectations for all brands. Come be a part of the conversation as John Battelle, Founder and Executive Chairman of Federated Media, and Adam Bain, CRO of Twitter, take the stage to discuss the major forces driving digital—and the impact that digital is having around the globe.

General Session - Digital Marketing Insight

The rapid growth of digital has created an environment in which innovative and entrepreneurial approaches to digital marketing constantly redefine consumer expectations for all brands. Come be a part of the conversation as John Battelle, Founder and Executive Chairman of Federated Media, and Adam Bain, CRO of Twitter, take the stage to discuss the major forces driving digital—and the impact that digital is having around the globe.

General Session - Digital Marketing Insight

The rapid growth of digital has created an environment in which innovative and entrepreneurial approaches to digital marketing constantly redefine consumer expectations for all brands. Come be a part of the conversation as John Battelle, Founder and Executive Chairman of Federated Media, and Adam Bain, CRO of Twitter, take the stage to discuss the major forces driving digital—and the impact that digital is having around the globe.

General Session - Digital Marketing Insight

The rapid growth of digital has created an environment in which innovative and entrepreneurial approaches to digital marketing constantly redefine consumer expectations for all brands. Come be a part of the conversation as John Battelle, Founder and Executive Chairman of Federated Media, and Adam Bain, CRO of Twitter, take the stage to discuss the major forces driving digital—and the impact that digital is having around the globe.

General Session - Digital Marketing Insight

The rapid growth of digital has created an environment in which innovative and entrepreneurial approaches to digital marketing constantly redefine consumer expectations for all brands. Come be a part of the conversation as John Battelle, Founder and Executive Chairman of Federated Media, and Adam Bain, CRO of Twitter, take the stage to discuss the major forces driving digital—and the impact that digital is having around the globe.

General Session - Digital Marketing Insight

The rapid growth of digital has created an environment in which innovative and entrepreneurial approaches to digital marketing constantly redefine consumer expectations for all brands. Come be a part of the conversation as John Battelle, Founder and Executive Chairman of Federated Media, and Adam Bain, CRO of Twitter, take the stage to discuss the major forces driving digital—and the impact that digital is having around the globe.

General Session Day 2 - Taking the Leap

Brands everywhere are wrestling with the best ways to balance the pressures of consumer expectations and business demands as they prepare to move fully into digital. John Mellor, VP of Strategy for Digital Marketing, will be joined on-stage by Felix Baumgartner and several trailblazers who are leading the way in digital marketing to discuss why it’s time to take the leap—and why you don’t have to do it alone.

General Session Day 2 - Taking the Leap

Brands everywhere are wrestling with the best ways to balance the pressures of consumer expectations and business demands as they prepare to move fully into digital. John Mellor, VP of Strategy for Digital Marketing, will be joined on-stage by Felix Baumgartner and several trailblazers who are leading the way in digital marketing to discuss why it’s time to take the leap—and why you don’t have to do it alone.

General Session Day 2 - Taking the Leap

Brands everywhere are wrestling with the best ways to balance the pressures of consumer expectations and business demands as they prepare to move fully into digital. John Mellor, VP of Strategy for Digital Marketing, will be joined on-stage by Felix Baumgartner and several trailblazers who are leading the way in digital marketing to discuss why it’s time to take the leap—and why you don’t have to do it alone.

General Session Day 2 - Taking the Leap

Brands everywhere are wrestling with the best ways to balance the pressures of consumer expectations and business demands as they prepare to move fully into digital. John Mellor, VP of Strategy for Digital Marketing, will be joined on-stage by Felix Baumgartner and several trailblazers who are leading the way in digital marketing to discuss why it’s time to take the leap—and why you don’t have to do it alone.

General Session Day 2 - Taking the Leap

Brands everywhere are wrestling with the best ways to balance the pressures of consumer expectations and business demands as they prepare to move fully into digital. John Mellor, VP of Strategy for Digital Marketing, will be joined on-stage by Felix Baumgartner and several trailblazers who are leading the way in digital marketing to discuss why it’s time to take the leap—and why you don’t have to do it alone.

General Session Day 2 - Taking the Leap

Brands everywhere are wrestling with the best ways to balance the pressures of consumer expectations and business demands as they prepare to move fully into digital. John Mellor, VP of Strategy for Digital Marketing, will be joined on-stage by Felix Baumgartner and several trailblazers who are leading the way in digital marketing to discuss why it’s time to take the leap—and why you don’t have to do it alone.

General Session Day 2 - Taking the Leap

Brands everywhere are wrestling with the best ways to balance the pressures of consumer expectations and business demands as they prepare to move fully into digital. John Mellor, VP of Strategy for Digital Marketing, will be joined on-stage by Felix Baumgartner and several trailblazers who are leading the way in digital marketing to discuss why it’s time to take the leap—and why you don’t have to do it alone.

Cross-channel digital marketing: Using data to drive consumer interactions

Data drives relevance, and the more you know about your consumers—their aspirations, motivations, or even just how they prefer to hear from your brand—the more you can deliver what they want. And when you deliver what they want, they’ll continue to remain loyal and engaged over time. Join experts from ExactTarget and Sony Computer Entertainment (PlayStation) to learn how to take action on your consumer data to drive relevant content and interactive conversations to the next level.

Learn how to:

• Leverage your consumer data to drive more relevant content
• Create meaningful conversations across multiple digital channels
• Develop customer engagement practices to build brand loyalty and increase customer lifetime value

This session is for marketers and executives.

Adobe Media Optimizer: Taking display advertising to the next level with prospecting campaigns

The ROI for display advertising retargeting is phenomenal, but the volume of revenue is limited. By using live optimization techniques, you can synchronize ad creative with landing pages to increase clicks and enhance the user experience all the way to the point of conversion, ultimately bringing you new customers at scale and within your cost goals. Discover how to use advertiser data from your website and other systems to define lookalike audiences available from data exchanges, ad network partners and publishers, and delivery dynamic ad units on broad reach sites.

Learn how to:

• Define audiences that boost effectiveness for your prospecting campaigns
• Reach audiences on a broad set of direct, network, and exchange inventory
• Optimize the set of ads that are served on the publisher and your site pages

This session is for advertisers looking to acquire qualified new customers using Display Advertising.

Adobe Media Optimizer: How is digital marketing technology changing your business?

The integration of technology by companies like Adobe and Google is pushing the evolution of advertising and changing the strategies of leading advertisers. Join David Karnstedt, senior VP of Advertising Solutions, for a discussion with some of the most influential and knowledgeable leaders in advertising. Learn how they are evolving their teams and technology platforms to harness the mass of highly actionable data to drive greater returns by engaging customers with meaningful content and offers.

Adobe Analytics: Primetime Video: Player integrated analytics to optimize video value

Implementing players to track video, video ads, and performance metrics is challenging and time consuming, especially across devices. Using simple software development kits, Project Primetime integrates several key Adobe video products and services. Take advantage of Project Primetime to accurately track and visualize core analytics to optimize your investment in video.

Learn how Project Primetime can help you:

• Capture core video analytics that will help increase ROI
• Ease the implementation of core video solution products

This session is for developers and technical leads in the ad operations, analytics, and delivery operations groups in the video publisher sector.

Adobe Media Optimizer: Making social pay: Integrating engagement and ads to deliver results

Social advertising works—it’s just rarely done right. Effective campaigns can generate impressive returns, building awareness, demonstrating brand lift, driving site traffic, and increasing conversion rates. But implementing a successful campaign is far more complicated than in traditional media because it requires cooperation between those who are creating content, distributing it, promoting it, and measuring it. See how to make a social marketing perform, who’s doing it right, and the results that are being delivered.

Learn how companies are using an integrated approach to:

• Deliver advocated messages at scale
• Establish a channel to new and existing customers
• Maximize message distribution
• Increase conversion rates
• Optimize the entire workflow

This session is for marketers, ad buyers, community managers, and analysts.

Adobe Analytics: Using advanced customer analysis to fuel customer retention

Exposing the relationships between online interactions and how they impact your offline customer profiles is crucial for successful retention models. Membership organizations can no longer afford to make decisions on web analytics data alone if they want to identify and optimize their membership numbers. Hear how a large organization is effectively segmenting its customers based on their online and offline behavior to retain existing customers, grow new customers, and optimize its marketing.

Learn about:

• Advanced customer segmentation techniques
• Content and marketing targeting strategies based on customer analysis
• How to effectively measure and optimize customer retention models
• Web and customer analytics practices

This session is an Adobe Insight and SiteCatalyst discussion for analytics managers and data strategists.

Cross-channel digital marketing: Using data to drive consumer interactions

Data drives relevance, and the more you know about your consumers—their aspirations, motivations, or even just how they prefer to hear from your brand—the more you can deliver what they want. And when you deliver what they want, they’ll continue to remain loyal and engaged over time. Join experts from ExactTarget and Sony Computer Entertainment (PlayStation) to learn how to take action on your consumer data to drive relevant content and interactive conversations to the next level.

Learn how to:

• Leverage your consumer data to drive more relevant content
• Create meaningful conversations across multiple digital channels
• Develop customer engagement practices to build brand loyalty and increase customer lifetime value

This session is for marketers and executives.

Increasing fan engagement through digital: NASCAR.com deep dive

Get a look at the new NASCAR.com that just launched in January 2013 on the Sapient EngagedFanSM managed platform. Discover how NASCAR.com is designed to engage fans across channels—web, mobile, and tablet—in an experience tailored to engagement patterns before, during, and after the race. Hear new comprehensive and innovative ways to engage your customers, build loyalty across digital channels, and strengthen customer connections.

In this session:

• Learn how Adobe AEM provides core platform capabilities to manage, deliver, and personalize experiences
• See how you can use Adobe Analytics to understand fan behavior and get insights to enhance the experience
• Hear how Adobe plans to leverage Adobe Target to further target and enhance engagement

This session is especially useful for digital, content, mobile, and social marketers as well as web analysts.

Adobe Analytics: Techniques for optimizing ad inventory with NBC Universal

For media companies, it’s critical to understand what content drives additional page views and content consumption. But that’s only half the story. Content consumption is dependent not only upon page views within a visit, but also visitor return frequency. Come learn innovative techniques used by NBC Universal to improve ad revenue and how viewing visitor level consumption will change the actions taken from your analysis.

• How to calculate and monitor cross-visit content velocity
• Understand which content and visitor segments best accelerate engagement and increase ad revenue
• Maximizing pre-roll impressions while not losing audience
• Optimizing campaigns in real-time to drive up video inventory
• How to measure and sell sponsorships for Live Traffic This session is for web analysts, digital ad sales and operations personnel, and digital marketers with a media or entertainment content focus.

Adobe Analytics: B2B analytics: Connecting online marketing to offline sales

Understanding how online actions impact offline sales continues to be a challenge for many B2B organizations and lead-generation marketers. Discover what a best-in-class, full-funnel solution looks like, and what results are possible after you’ve built one of your own.

This session addresses:

• Key principles for tying online actions to offline revenue
• Common data integration pitfalls to avoid
• Examples of optimizing marketing investment to offline metrics

This session is for web analysts and interactive marketers in all industries.

Adobe Analytics: Retail Analytics: “Wow" your CMO and ignite action.

Move past reporting into data-driven value with best practices from today’s retail analytics leaders to help you reduce attrition points inside and outside your e-commerce funnel. Learn to use analytics to uncover the stories that lie within your data and unite your marketing efforts to gain quantifiable success.

Learn how to:

• Isolate and analyze high-value segments to uncover new revenue opportunities
• Monetize funnel opportunities and illuminate the value of action to reduce friction
• Use analytics to inform demand marketing efforts and promote collaboration

This session is for web analysts and digital marketers with a retail focus seeking to improve online sales.

Adobe Analytics: Primetime Video: Player integrated analytics to optimize video value

Implementing players to track video, video ads, and performance metrics is challenging and time consuming, especially across devices. Using simple software development kits, Project Primetime integrates several key Adobe video products and services. Take advantage of Project Primetime to accurately track and visualize core analytics to optimize your investment in video.

Learn how Project Primetime can help you:

• Capture core video analytics that will help increase ROI
• Ease the implementation of core video solution products

This session is for developers and technical leads in the ad operations, analytics, and delivery operations groups in the video publisher sector.

Adobe Analytics: New innovations for mobile with the Adobe Marketing Cloud

Leading companies around the world trust Adobe for analytics to measure and optimize their mobile channels and campaigns. Hear about the new capabilities in mobile that address the business and technical needs requested by our clients. For example, customers have requested analytic reports for mobile apps that automatically include the best practices from Adobe.

Learn about:

• What’s new for mobile analytics and optimization with the Adobe Marketing Cloud
• Three easy steps to receive “out-of-the-box” mobile app analytics
• Preview of future innovations in mobile solutions

This session is for digital analysts, digital marketers, and mobile marketers across all industries.

Then what happened?—why storytelling matters more than ever

Stories are a core component of human communication. The best have long lives—they are retold, embellished, and adapted to stay relevant as they travel from person to person. Coca-Cola’s Content 2020 manifesto articulates the company’s belief in storytelling and the power of technology to amplify the spread of the very best stories. Neil Bedwell, global head of digital for Coca-Cola, dives deep into what stories mean for the world’s biggest brand and passes on some essential things we all need to do to tell better tales.

In this session:

• Hear why stories are driving Coca-Cola’s brands and business
• Explore how technology has unlocked the power of context
• Get a sneak peak at the next chapter in the Coke story

This session is relevant to marketers who are focused on advertising and branding, as well as content creators and strategists.

Cross-channel digital marketing: Using data to drive consumer interactions

Data drives relevance, and the more you know about your consumers—their aspirations, motivations, or even just how they prefer to hear from your brand—the more you can deliver what they want. And when you deliver what they want, they’ll continue to remain loyal and engaged over time. Join experts from ExactTarget and Sony Computer Entertainment (PlayStation) to learn how to take action on your consumer data to drive relevant content and interactive conversations to the next level.

Learn how to:

• Leverage your consumer data to drive more relevant content
• Create meaningful conversations across multiple digital channels
• Develop customer engagement practices to build brand loyalty and increase customer lifetime value

This session is for marketers and executives.

Adobe Social: One platform. 97 Million Blogs. Why Tumblr matters to your business.

Tumblr is reinventing how the world consumes content by extending brand reach beyond company blogs, empowering marketers to effectively drive affinity, loyalty, and advocacy. Is Tumblr doing this for your brand? Join Rick Webb, COO and co-founder of The Barbarian Group and current head of revenue and marketing at Tumblr, for a crash course on why your company should be using Tumblr … now. Tim Hong of Adobe also provides data-backed recommendations and best practices for how marketers can structure and implement a successful presence on this rising social channel.

This session covers:

• Overview of Tumblr
• How successful brands are using Tumblr
• Best practices on measuring and optimizing your investment in Tumblr

This session is for marketing directors, social marketing managers, community managers, and content creators.

Adobe Social: Getting to know you: Using social data to map the dynamic customer journey

Social media has changed the relationship between marketers and data. Increasingly, marketers look to social analytics to fill attribution gaps between first and last click and better understand customer journeys. Join analyst Susan Etlinger of Altimeter Group to learn how your company can use social analytics to identify where brand loyalties are formed and how buying decisions are made. Empower your business to create a most holistic picture of the customer, influence outcomes, and win big. This session covers:

-- The challenges and opportunities presented by social data -- How companies use social data to understand and measure social ROI -- How social has redefined the customer influence loop -- How your business can use social data to drive meaningful change and increased efficacy

This session is for digital marketers, social marketers, and web analysts

Adobe Media Optimizer: Making social pay: Integrating engagement and ads to deliver results

Social advertising works—it’s just rarely done right. Effective campaigns can generate impressive returns, building awareness, demonstrating brand lift, driving site traffic, and increasing conversion rates. But implementing a successful campaign is far more complicated than in traditional media because it requires cooperation between those who are creating content, distributing it, promoting it, and measuring it. See how to make a social marketing perform, who’s doing it right, and the results that are being delivered.

Learn how companies are using an integrated approach to:

• Deliver advocated messages at scale
• Establish a channel to new and existing customers
• Maximize message distribution
• Increase conversion rates
• Optimize the entire workflow

This session is for marketers, ad buyers, community managers, and analysts.

Adobe Target: Essentials for building relevant, high-converting entry page experiences

Your first page experience is your opportunity to engage your customer. You worked hard to get them to your site, now you want to ensure that you capture their attention and move them through the funnel. There are countless ways to improve and bring relevance to entry pages, but where should you start and what will have the biggest impact? Join our optimization and personalization experts in reviewing and discussing attendees’ landing pages. From analytics and site review, optimization recommendations, and targeting and personalization strategies, learn how to capture your audience and increase conversion.

This session includes:

• Common first-page mistakes and pitfalls
• An interactive, real-time look at first-page experiences that work and don’t work
• Tips for generating stronger engagement and better click-throughs

This session is for digital optimization managers and digital marketers in all industries.

Cross-channel digital marketing: Using data to drive consumer interactions

Data drives relevance, and the more you know about your consumers—their aspirations, motivations, or even just how they prefer to hear from your brand—the more you can deliver what they want. And when you deliver what they want, they’ll continue to remain loyal and engaged over time. Join experts from ExactTarget and Sony Computer Entertainment (PlayStation) to learn how to take action on your consumer data to drive relevant content and interactive conversations to the next level.

Learn how to:

• Leverage your consumer data to drive more relevant content
• Create meaningful conversations across multiple digital channels
• Develop customer engagement practices to build brand loyalty and increase customer lifetime value

This session is for marketers and executives.

Bridging the gap between digital and relationship marketing

Adobe Marketing Cloud enables you to build great web experiences to convert visitors into customers. Extending great web experiences with timely and relevant interaction across all channels results in excellent customer experience and motivates customers to buy from you again. Selligent, a cloud-based multistage dialogue solution allows marketers to design personalized customer interaction across channels and time. The integration of Selligent and Adobe Genesis lets you engage with customers across email, web, social, call center, and any other touchpoint.

This session is for digital marketers and executives.

Adobe Target: Personalized mobile experiences: How mobile and targeting come together

Mobile channels provide new opportunities to personalize experiences that leverage mobile’s unique capabilities. Tablet users want an experience that is optimized for multi-touch gestures, instead of a mouse. And smartphone and tablet users can take advantage of relevant, location-specific content by providing geo-location information. To make the right investments, marketers need to understand the key factors for defining a strategy that leverages mobile targeting and optimization.

In this session, learn about:

• The opportunity cost of not investing in mobile personalization
• Mobile considerations for contextual targeting by device, location, time, and behavior
• How companies across industries are delivering personalized mobile experiences

This session is for digital optimization managers and mobile marketing manager in all industries.

Cross-channel digital marketing: Using data to drive consumer interactions

Data drives relevance, and the more you know about your consumers—their aspirations, motivations, or even just how they prefer to hear from your brand—the more you can deliver what they want. And when you deliver what they want, they’ll continue to remain loyal and engaged over time. Join experts from ExactTarget and Sony Computer Entertainment (PlayStation) to learn how to take action on your consumer data to drive relevant content and interactive conversations to the next level.

Learn how to:

• Leverage your consumer data to drive more relevant content
• Create meaningful conversations across multiple digital channels
• Develop customer engagement practices to build brand loyalty and increase customer lifetime value

This session is for marketers and executives.

Increasing fan engagement through digital: NASCAR.com deep dive

Get a look at the new NASCAR.com that just launched in January 2013 on the Sapient EngagedFanSM managed platform. Discover how NASCAR.com is designed to engage fans across channels—web, mobile, and tablet—in an experience tailored to engagement patterns before, during, and after the race. Hear new comprehensive and innovative ways to engage your customers, build loyalty across digital channels, and strengthen customer connections.

In this session:

• Learn how Adobe AEM provides core platform capabilities to manage, deliver, and personalize experiences
• See how you can use Adobe Analytics to understand fan behavior and get insights to enhance the experience
• Hear how Adobe plans to leverage Adobe Target to further target and enhance engagement

This session is especially useful for digital, content, mobile, and social marketers as well as web analysts.

Responsive design for enterprise websites

Mobile traffic is on the rise and expected to exceed desktop traffic in less than two years. Responsive design offers a solution to staying ahead of the ever-increasing multi-device challenge. Siteworx and Time Warner Cable describe, from concept to execution, how they have successfully architected and implemented a responsive design for TWC’s residential website using Adobe CQ5. Get first-hand benefits and practical recommendations for designing responsively.

Learn about:

• The elements of a responsive content strategy that enables the targeted display of content and functionality based on a user’s device
• Implementing a design methodology that ensures consistent branding across all devices types
• Guidelines for establishing a business plan, from estimating project costs to demonstrating ROI

This session is intended for developers, publishers, digital marketers and marketing executives.

Adobe Experience Manager: Top 5 tips and tricks for video marketing

Marketers adore videos because they easily boost brand engagement and site visits. However, the process of creating, managing, and delivering marketing video across multiple channels can be unnecessarily challenging. Learn how to use Adobe Digital Asset Manager and its rich video capabilities to manage and deliver dynamic video that will entertain your customers on any device and keep them coming back.

Learn how to:

• Create video collaboratively for multiple initiatives
• Organize, browse, and search video with full metadata support
• Deliver dynamic and personalized video to any mobile device This session is for brand marketers, content marketers and digital marketers in M&E, publishing and retail.

Adobe Experience Manager: How to stand out: Survival of the most relevant

There is much fanfare citing the growth in time and money spent online by individuals worldwide. Less attention is given to an equally important area—the explosion of digital content. Herein lies the paradox: While the growth of both areas creates an increasing number of opportunities for organizations to reach their customers, connecting with them has never been harder. Join us to learn how companies are building brand engagement through personalized content and experiences.

Learn how you can:

• Build brand loyalty and engagement with your customers using key concepts and technologies already available to you today
• Create a sustainable competitive advantage that suits your enterprise’s goals and KPIs by delivering personalized experiences to your prospects and customer base
• Avoid the traps of drive-by or canned personalization, and instead create relevant and engaging digital experiences

This session is for content marketers and digital marketers in all industries

Seven things keeping digital marketers up at night

As the role of marketing becomes a critical determinate of a business’s success or failure, delivering results via digital marketing, social media, content, campaigns, and website experiences is a prime requirement. With the focus on the marketing results and not the IT infrastructure of marketing, digital marketers face challenges with speed to market, brand insurance, maximizing the digital spend to increase leads and conversion, and predicting the performance of their digital properties. The Rackspace CMO and an Adobe Marketing executive discuss the issues keeping digital marketers up at night and what to do about them.

This session addresses:

• Cutting through the hype of the digital marketing mix— social media, content, campaigns, SEO, and big data
• Vanity versus reality metrics for marketers
• How and why the cloud matters to today’s marketing professional

This session is for digital marketers and marketing executives.

Adobe Media Optimizer: Supercharge your Adobe Media Optimizer algorithms with Adobe Analytics

Maximizing the effectiveness of your automated marketing algorithms is critical for engaging customers effectively. Hear about volume and performance gains, as well as the simple steps of implementation without retagging your site. Learn how this integration is shared with the social and advertising teams to drive cross-media synergies and optimization of campaigns. Abhishek Pani, principal scientist at Adobe, discusses the potential for mining available Adobe Analytics data to create an even higher performing Adobe Media Optimizer algorithm. Discover how specific test examples improved head and tail terms, leading to increases in prediction accuracy and long-tail performance.

Adobe Media Optimizer: What lies ahead for social advertising themes and trends

Paid social media revenues are predicted to grow from the $4.6 billion cited in 2012 to over $9.2 billion in 2016. These figures account for investments in all facets of paid social media advertising. As marketers and advertisers rationalize this very real advertising channel in their entire paid media mix, new opportunities to reach customers, create engagement, broaden brand awareness, and encourage direct response continue to present themselves. Learn about the upcoming key themes and trends. Discuss strategies for planning for their arrival to fully take advantage of these new paid channel opportunities for consumers and B2B organizations.

Adobe Media Optimizer: Do Not Track: What is it and what do I do with it

Do Not Track—all the top browsers offer it, over 10% of Firefox users select it, and Internet Explorer enables it by default. What it means to you depends on who you ask. The W3C is standardizing it, and the advertising ecosystem has committed to recognizing it. Learn how Do Not Track can impact your business, and what you need to do to work with it.

In this session:

• Learn what Do Not Track means
• Discover how it impacts your use of Adobe products
• Understand how to recognize it

This session is for anyone responsible for deploying profiling technologies that collect information about users.

Adobe Media Optimizer: Managing your message: Taking your audience from prospect to conversion

Every company has access to valuable customer data that frequently goes untapped. This data can be layered to increase the sophistication of a company’s strategies, including speaking to audiences through targeting messaging, all the way through to the point of conversion. Learn about leveraging data to improve branding, increase the effectiveness of targeting, and ultimately improve ROI.

In this session, you will learn:

• How to leverage audience segmentation to increase the value of online messaging
• Methods to improve your online brand
• Strategies to drive higher ROI

This session is for advertisers looking to increase the value of their campaigns.

Adobe Analytics: SiteCatalyst advanced: The time-saving tips you’re not using

With all of the powerful features in SiteCatalyst, there is a lot to learn in order to get maximum value out of your analytics. In this session, we will share 10 practical tips that you can use immediately to become a master of SiteCatalyst 15.

• How to use SiteCatalyst 15 segmentation to its fullest
• How to save valuable variables using new capabilities in SAINT classifications
• How to ensure that your users get the insights they need by seeing only the metrics that matter This session includes a discussion of Adobe SiteCatalyst and is for web analysts and interactive marketers in all industries.

Adobe Analytics: Developing engaging mobile apps with built-in analytics and targeting

As you invest in native mobile applications, analytics and optimization should not take a backseat in your development. Analytics directs how you optimize your app to enrich the user experience and ultimately drive conversion. Get the hands-on experience needed to integrate Adobe’s tools in your mobile apps, and improve the user experience and engagement.

In this hands-on developer session:

• Implement Adobe analytics measurement for native apps
• Learn how processing rules streamline app implementation and analytics maintenance
• Implement Adobe targeting for app optimization
• Validate analytics and optimization implementation

This lab is for developers of mobile applications and websites with a background in standard object-oriented programming and analytics.

Adobe Analytics: Predictive Marketing: Unearthing hidden behaviors and data patterns

Do you remember the last time your business wasted time and resources on a metric movement “wild goose chase” just to find that a 1.8% dip in your metric was not significant after all? Learn how you can separate true signals from the “noise” by using intelligent anomaly detection and contribution analysis. See product demos of how you can use your data to take a proactive approach to managing the future of your business.

Learn about:

• Adobe’s new anomaly detection and contribution analysis capability
• Best practices for managing business expectations and resources through intelligent alerting and KPI forecasting
• Examples of the real, bottom-line impact of taking a proactive approach to managing the future of your business

This session is for digital marketers and marketing analysts in all industries.

Solving the attribution dilemma: Five keys to cross-channel ROI measurement

Over 50% of marketers believe that a perfect attribution model is impossible. In reality, attribution isn’t as much about being perfect but about being right for your company. And with marketers spending an increasing amount of their budgets in digital channels, it’s critical for businesses to accurately report and forecast the impact of each dollar spent. Learn about getting attribution right in your company from our attribution experts.

This session covers:

• How visualization brings big data to life
• The power of a unified view across all channels
• How to interpret and optimize your data

This session is for marketers and CMOs who need to accurately attribute every marketing dollar.

Adobe Analytics: Advanced Discover: Become a master of the segment builder

The customer experience doesn’t happen in a website visit—it’s complex and has many attrition points. It happens across pages, visits, devices, channels, and time. By taking all these variables into account, you can take segment discovery from a combination of events to high-value experiences that re-engage your visitors.

Learn how to: - Employ in-depth ad-hoc analysis tricks - Create apply and share segments based on a sequence of events and defined time intervals between those events - Master all the features of the segment builder tool to easily build advanced segments across multiple channels

This session is for web analysts and interactive marketers in all industries.

Adobe Media Optimizer: Supercharge your Adobe Media Optimizer algorithms with Adobe Analytics

Maximizing the effectiveness of your automated marketing algorithms is critical for engaging customers effectively. Hear about volume and performance gains, as well as the simple steps of implementation without retagging your site. Learn how this integration is shared with the social and advertising teams to drive cross-media synergies and optimization of campaigns. Abhishek Pani, principal scientist at Adobe, discusses the potential for mining available Adobe Analytics data to create an even higher performing Adobe Media Optimizer algorithm. Discover how specific test examples improved head and tail terms, leading to increases in prediction accuracy and long-tail performance.

Adobe Analytics: I want it all! Omnichannel and the power of everything

Too much data! We live in a world where we are surrounded by data. The biggest challenge is getting value from that data. Adobe Analytics to the rescue. Discover techniques for gleaning insights by combining this valuable data in interesting ways. These insights can help you better understand your customer touchpoints as well as determine where to concentrate your resources for maximum value.

Learn how to:

• Get the most value out of your online and offline data
• Determine the best use of your marketing budget
• Use capabilities of Adobe Analytics that you never knew about

This session is for analysts who want to understand the advanced capabilities of Adobe Analytics and incorporate them into their organization’s analytics practice.

Adobe Analytics: Digital readiness: Crush the competition with a data-driven strategy

Successful, data-driven companies know that the secret to analytics nirvana is more than just having the right tools in place. They also focus on the equally essential elements of people, process, strategy, and leadership. Hear from top companies about valuable frameworks, practical tips, and best practices that will enable you to be a change agent and lead the data revolution at your company.

In this session:

• Learn about tools for objectively evaluating your organization’s digital readiness
• Identify ways to be an effective change agent for data-driven success
• Discuss ideas, challenges, and best practices with peers

This roundtable discussion is relevant to business executives who are sponsoring analytics practices, digital analysts navigating the challenges of building an effective analytics program, and key stakeholders looking to drive the data-driven maturity of their organization.

Why branded content will be crowned the next king of advertising

They say “content is king,” but did you know it’s quickly becoming the next big trend in advertising? As brands increasingly look to tweet, post, and drive shares, they are realizing that they also need to have something to say—something worth sharing. We’ll take a brief tour through the history of advertising and show why the shift to content is a natural—and inevitable—progression of advertising for both publishers and brands. Hear how content is reshaping advertising, forcing marketers to rethink how they reach and engage consumers as well as measure success.

Learn about:

• Why you should be investing in content
• How to amplify the reach of your content
• Why native placement (sponsored articles) is the next major category of advertising

This session is relevant to advertisers, publishers, marketing executives, and marketers.

Digital disruption: Coming to an industry or business near you

Digital is not a passing fad. And it’s not just a marketing vehicle. It’s not even something that only lives on a computer screen. Digital is a force that has disrupted “bits” businesses, like music and books. But it will also disrupt “analog” businesses, as people use the power and simplicity of digital tools and platforms to get closer to customers and engage them more deeply. These disruptors will come from nowhere, steal your customers, and change your business for good.

In this session, David Cooperstein helps you:

• Understand what digital disruption is, and what it means to you
• Think like a digital disruptor
• Assess your readiness for digital disruption in your business

This session is for senior marketers and business strategists who want to innovate their way to a new route to success, regardless of industry.

Adobe Media Optimizer: What lies ahead for social advertising themes and trends

Paid social media revenues are predicted to grow from the $4.6 billion cited in 2012 to over $9.2 billion in 2016. These figures account for investments in all facets of paid social media advertising. As marketers and advertisers rationalize this very real advertising channel in their entire paid media mix, new opportunities to reach customers, create engagement, broaden brand awareness, and encourage direct response continue to present themselves. Learn about the upcoming key themes and trends. Discuss strategies for planning for their arrival to fully take advantage of these new paid channel opportunities for consumers and B2B organizations.

Adobe Social: Listen up! How to implement an effective social listening program

A comprehensive approach to listening is a critical element of a social marketing strategy. Successful brands capitalize on social conversations to deliver unprecedented customer support and service, determine trends and topics that matter most to customers, and ultimately turn insights into action. Join leaders in social data usage and innovation, Rebekah King of Kelley Blue Book, Chris Moody of Gnip and Carmen Sutter of Adobe to learn about the tools and tactics available to empower your brand to turn social conversations into game-changing marketing insights.

This session covers:

• Benefits of social listening, use cases, and best practices
• Setting up a listening strategy to capture the data most pertinent to your company
• Using social listening insights to optimize your marketing strategy

This session is for social media managers, digital marketers, community managers, and analysts.

Adobe Social: Measuring the immeasurable: Tactics to quantify the impact of social

Although there is no perfect way to quantify the value of your social programs, you can use many social interactions along the way as stepping stones to proving return on social investments. Back by popular demand, this session offers technical information on how to measure the major social media platforms as well as emerging networks and identify opportunities for measuring cross-domain visitor behaviors through real-time data collection. Get code examples and best practices on how to integrate with the available APIs for these platforms.

Takeaways include:

• Client examples of success tracking social media
• Code examples of how to interface with social APIs
• Code examples of how to add tracking directly to measurable social interactions

This is an advanced session for developers or those who are tasked with measuring the business impact of social initiatives.

Adobe Target: 10 tips for creating optimized personalized experiences

Consumers are often overwhelmed with irrelevant content and frustrated when they cannot easily find what they want or need. Digital marketers find it challenging to engage a diverse array of visitors on a personal level and present a tailored, functional path through their web or mobile site to successful conversion. They must quickly identify and deliver the most relevant, engaging experience at each critical point of interaction throughout a customer’s journey. We know, we know—easier said than done. But by the end of this session, you will have 10 tips and tricks to make personalization easier and more effective.

Highlights include:

• How to personalize various aspects of your site, including campaigns, search and navigation, and checkout pages
• What and where to test to impact customer engagement
• Examples of no-nonsense personalization that works

This session is for digital optimization managers and digital marketers in all industries.

Seven things keeping digital marketers up at night

As the role of marketing becomes a critical determinate of a business’s success or failure, delivering results via digital marketing, social media, content, campaigns, and website experiences is a prime requirement. With the focus on the marketing results and not the IT infrastructure of marketing, digital marketers face challenges with speed to market, brand insurance, maximizing the digital spend to increase leads and conversion, and predicting the performance of their digital properties. The Rackspace CMO and an Adobe Marketing executive discuss the issues keeping digital marketers up at night and what to do about them.

This session addresses:

• Cutting through the hype of the digital marketing mix— social media, content, campaigns, SEO, and big data
• Vanity versus reality metrics for marketers
• How and why the cloud matters to today’s marketing professional

This session is for digital marketers and marketing executives.

The silent killers of your optimization program (and how to stop them)

Is your digital optimization program starting to get out of control? Is the campaign losing credibility and faces possible budget cuts? Could there be a silent killer infecting your optimization program? These silent killers can infect every aspect of a successful program, from integration to test identification, from tagging to targeting. Join industry experts to discuss case studies on how these killers were identified and avoided.

Discussion include:

• Identifying silent killers
• Case studies of silent killers at work and what you can do to prevent them
• Telltale signs to recognize if your program is at risk from silent killers

This session is for digital marketers and executives.

Adobe Target: 2013 Conversion ROI All-Stars: True stories of optimization success

Last year presented marketers a host of challenges. This year’s All-Stars share how they met those challenges and delivered big results to their organizations using Adobe’s targeting and optimization solutions. Come hear success stories showcasing how companies like yours have used Test&Target, Adobe Recommendations, and Adobe Search&Promote to build revenue, create value for their site visitors, and deliver ROI.

The All-Stars presenters share why they were successful and how you could do the same:

• Details regarding their successful targeting and optimization efforts
• Which internal factors and technology were combined to generate success
• Top recommendations for driving ROI with Adobe conversion targeting and optimization solutions

This customer panel discussion is for all digital marketing personnel in all industries.

Adobe Target: Save time and make more money with personalized dynamic content

The pressure is on for marketing to contribute to the bottom line—increase market share, improve operational efficiencies, and enhance digital marketing sophistication to drive revenue growth. In addition, businesses are challenged to deliver rich, engaging, and personalized content across a variety of customer touchpoints. Add to that an uncompromising expectation among customers for speed, quality of experience, and efficiency, and it becomes a tall order to deliver relevant, individualized experiences to each consumer.

In this session:

• Hear how different industries are overcoming the challenge of offer creation under the pressure to personalize
• Gain an understanding of how to leverage your visitor profile data to power dynamic experiences
• Learn how to integrate Scene7 and Test&Target to dynamically assemble assets for personalized marketing offers

This session is for digital optimization managers and digital marketers in all industries.

Adobe Analytics: Developing engaging mobile apps with built-in analytics and targeting

As you invest in native mobile applications, analytics and optimization should not take a backseat in your development. Analytics directs how you optimize your app to enrich the user experience and ultimately drive conversion. Get the hands-on experience needed to integrate Adobe’s tools in your mobile apps, and improve the user experience and engagement.

In this hands-on developer session:

• Implement Adobe analytics measurement for native apps
• Learn how processing rules streamline app implementation and analytics maintenance
• Implement Adobe targeting for app optimization
• Validate analytics and optimization implementation

This lab is for developers of mobile applications and websites with a background in standard object-oriented programming and analytics.

Adobe Experience Manager: Build experience-driven commerce websites—and beyond—with Adobe WEM

Building an e-commerce experience that can differentiate itself on the emotional level requires an extended set of features that can only be provided by a top-notch WEM solution. Learn about the tight integration of Adobe Experience Manager with hybris, a powerful e-commerce platform.

In this hands-on lab:

• Create a sample e-commerce website using an experience-driven approach
• Manage catalog content with hybris

This session is for developers and architects who want to explore the integration of CQ5 with the hybris e-commerce platform.

Adobe Experience Manager: Building unique variations of creative content using Scene7

Reduce the pressure to deliver personalized content to your visitors. Learn how to build creative content that can dynamically pull data attributes from a visitor profile and then assemble and deliver the creative on-the-fly.

In this hands-on lab, experience the complete workflow:

• Create a layered file in Photoshop
• Export the layers to Scene7 and create a tokenized image template
• Use Test&Target profile scripting to perform logic and populate the tokenized values

This session is for designers and developers who want to explore the integration of Test&Target and Scene7.

Adobe Analytics: Ins & Outs: Hands-on with integrating your data with Adobe Marketing Cloud

In this follow-up lab, get hands on with integration! Combine your Adobe Marketing Cloud data with other data sources to gain a more complete view of your visitors. Leverage these insights in your analysis and optimization strategies.

In this lab:

• Build a basic web services client that extracts a SiteCatalyst report
• Build a Boomi integration process that can migrate Salesforce and other structured data into the Adobe Marketing Cloud
• Take away skills that can be applied within your organization

This session is for developers and tech-savvy marketers who want to acquire Adobe Marketing Cloud integration skills.

Seven things keeping digital marketers up at night

As the role of marketing becomes a critical determinate of a business’s success or failure, delivering results via digital marketing, social media, content, campaigns, and website experiences is a prime requirement. With the focus on the marketing results and not the IT infrastructure of marketing, digital marketers face challenges with speed to market, brand insurance, maximizing the digital spend to increase leads and conversion, and predicting the performance of their digital properties. The Rackspace CMO and an Adobe Marketing executive discuss the issues keeping digital marketers up at night and what to do about them.

This session addresses:

• Cutting through the hype of the digital marketing mix— social media, content, campaigns, SEO, and big data
• Vanity versus reality metrics for marketers
• How and why the cloud matters to today’s marketing professional

This session is for digital marketers and marketing executives.

Sparking the Conversation: DuPont and the Global Collaboratory™

DuPont is in its third century of business. It is also using its Science to spark the conversation around some of the world’s most pressing problems, get people involved and find solutions together. Technology is connecting its customers, partners and scientists allowing DuPont to build brand, drive demand and extent its reach.

Learn about: - Leveraging media partnerships to make content more accessible and increase reach - Using social media to build community around thought leadership - Collaborating with customers and partners on market-driven innovation

Adobe Experience Manager: The marketer's guide to solutions for building brands online

You’ve accepted that delivering relevant and personalized experiences for your prospects and customers can create a deeper brand engagement, driving demand and resulting in brand advocacy. The next step is to learn exactly how to do it. How do some companies get to the holy grail of digital personalization and engagement? How do they get customers to immerse themselves in their brand across multiple digital channels? And how can you do this for your own business?

Meet with Adobe experts, who will:

• Walk you through the do’s and don’ts of customer personalization and brand engagement, avoiding the common pitfall of drive-by personalization
• Clearly outline the technologies and methodologies needed to take customers from conversion to brand advocate
• Break down strategies in segmenting your target customer base and applying measurement and optimization techniques to provide ultimate brand experiences

This session is for content marketers and digital marketers

Adobe Media Optimizer: Where are your new customers hiding?

Does finding new customers online feel like you’re playing a game of Where’s Waldo? When marketers go no further than retargeting site visitors, they are losing the opportunity to reach countless new customers. Learn how employing look-alike modeling as part of your acquisition strategy can help expand your addressable market. Hear about how the Adobe Marketing Cloud, featuring Adobe AudienceManager, enables Sony Electronics to better understand its existing audience as well as acquire new customers.

Learn about:

• What is look-alike modeling
• Benefits of look-alike modeling
• Tips for using look-alike modeling effectively

Adobe Media Optimizer: Find your perfect match online: Onboarding offline databases

How can you connect a rich offline user database with your online consumer base? Learn about the end-to-end process of onboarding your offline database, including removing personally identifiable information, finding that user online, and activating the data for targeting and site-side optimization.

Explore tips and tricks to:

• Streamline the data onboarding process
• Increase match rates of data sources
• Extend reach and relevance of target audiences

Adobe Media Optimizer: TV beyond the PC: Monetizing video on connected devices everywhere

Video on demand, linear streaming, and live events each present unique technical challenges for video publishers. Join us to discuss concrete strategies and tactics for streaming and monetizing a broad range of video content types to iPads, Android devices, gaming consoles, connected TVs, and other devices. We will draw on the recent experience of helping Adobe Auditude customers deliver the 2012 Summer Olympics and major league baseball content to viewers everywhere, creating new video experiences that delight and engage consumers and advertisers.

Learn about:

• The TV everywhere ecosystem and what it means for your business
• The video streaming opportunity beyond VOD, specifically linear and live
• Approaches to implementing TV everywhere with VOD, linear, and live on any IP-connected device

This session is for those who want to build a business strategy around distributing and monetizing premium video across IP-connected devices.

Adobe Analytics: Set it and forget it: Deploying SiteCatalyst for scalability and longevity

Quality analytics must be accurate, complete, timely, relevant, and automated. Back by popular demand, join our master implementer for a session on best practices for achieving quality analytics. Learn how to assess your reporting and data architecture to gain efficiencies, uncover completeness and accuracy problems, and leverage the features of the Adobe Marketing Cloud to fix these issues. These ideas can also help your organization drive automation and lower maintenance efforts. Learn how to tackle the puzzle of quality to enhance your measurement and optimization programs.

Takeaways include:

• Framework for consistent, repeatable implementation solutions
• Implementation maintenance strategies chart
• Best practices implementation guide

This session is for power users and developers who want to make immediate improvements to their marketing analytics data.

Adobe Analytics: Technology, people, & processes: Keys to a best-in-class analytics practice

Building a successful analytics practice requires the right mix of analytics tools, processes, and analytics practitioners. Without planning for all these factors, most customers struggle to build successful practices that stand the test of time. Here how Lenovo leadership outlines, plans, and implements the process of building the appropriate infrastructure, which compliments their specific analytics tools and goals. Lenovo discusses the Adobe tools that it leverages, as well as the maturity model it gauges success by.

Learn about:

• Advanced analytics maturity modeling
• Best-in-class analytics practices
• Leveraging multiple Adobe solutions
• Analytics staffing techniques

This session is for CMOs, executives, and strategists interested in Adobe Analytics, Adobe Social, and Adobe Target.

Adobe Analytics: Minority Report comes of age: Predictive customer segmentation

Intelligent customer personalization and segmentation have come of age. By proactively managing your customer through predictive marketing, you can simultaneously analyze hundreds of customer attributes in a matter of minutes to create more relevant customer segmentation and targeting campaigns. View product demos of upcoming features that are guaranteed to help you achieve a clearer picture of your customers and uncover personalization opportunities through intelligent customer segmentation.

Learn about:

• Adobe’s new marketing segment identification product features designed for the digital marketer
• Best practices for algorithmic customer segmentation and targeting
• Examples of how you can immediately leverage predictive customer segmentation to have meaningful, ROI-impacting engagements with each and every customer

This session is for digital marketers and marketing analysts in all industries.

Adobe Analytics: How Japan’s largest retailer uses analytics to drive global expansion

For Rakuten, Japan’s largest retailer, digital analytics is more than a technique to optimize shopping carts, it’s a common language that weaves throughout multiple geographies as a fundamental element of the company’s globalization strategy. By taking a strategic approach to analytics, Rakuten has realized industry-leading results.

In this session, learn about:

• The Rakuten growth principles for data-driven excellence
• Utilizing analytics as a core element of your globalization strategy
• How Rakuten captures and explores big data opportunities

This session is for business executives sponsoring implementations, analysts navigating challenges within implementations that extend beyond technology, and key stakeholders looking to drive the maturation of their organization.

Adobe Analytics: Processing Rules: Control implementations in minutes without writing code

Wish you could make changes to your implementation without drafting up specs and waiting for months to fit into IT’s production schedule? Your wish is granted with Processing Rules. Learn how to make changes to your SiteCatalyst implementation without touching a line of code or rule in your Tag Management System—and eliminate months of unproductive time.

Learn how to:

• Set the value of a variable (prop, eVar, or event) based on information sent in an image beacon
• Update SiteCatalyst variables based on the values of other variables or data points, such as referrer, page URL, or query parameter

This session is intended for web analysts in all industries.

The next normal: How Millennials worldwide are shaping the market

The rising, digital-savvy Millennial Generation (Generation Y) represents both the next opportunity and the next challenge for digital marketers. Viacom presents key findings from its groundbreaking study, The Next Normal, which provides the first global portrait of this complex, highly influential generation comprising 2.5 billion people aged 9 to 30. The research project spanned 24 countries across every continent and tapped into the minds of Millennials through 15,000 interviews, in-depth explorations, and expert contributions and commentaries. Hear about the attitudes, values, aspirations, and perspectives of this important generation of young consumers that will shape marketing in 2013 and beyond.

Learn about:

• What defines this generation from previous generations
• Key attitudes, behaviors, and aspirations of Millennials that can inform marketing efforts
• How Viacom is using these findings to inform its worldwide strategy

This session is relevant to marketing executives, advertisers, publishers, and marketers.

Marketing in a real-time world

New technologies that allow us to connect and communicate with each other in real time pop up every day. Yet marketing organizations are wired for a bygone era when there was the luxury of time. Discover how these new dynamic customer relationships require not only a new mindset, but new skills, capabilities, and organizations.

Learn how you can:

• Anticipate and meet the needs of these dynamic customers
• Create an adaptive organization that can act faster than real time
• Develop the leadership mindset required to inspire and align marketers

This session is relevant to marketing executives, digital marketers, and customer experience professionals interested in developing a deeper relationship with dynamic, connected customers.

Adobe Social: Beyond the Like. How to measure & optimize Facebook's offline impact

Dispel the myth that social media is worthless by putting it into context with your other marketing efforts. Join Sean Bruich, Facebook’s head of measurement research, development, and partnerships, to learn how social media has fundamentally changed the way marketers and analysts think about online advertising. Discover how the most innovative companies are tracking social interactions to offline conversions.

This session covers:

• Best practices for social measurement based on Facebook experiences and research
• Tactical recommendations for optimizing current measurement practices
• The types of content and social campaigns that drive success on Facebook

This session is for analysts, ad buyers, digital marketers, and social media marketers.

Adobe Target: Different screen, different world: How to optimize your mobile experience

Let’s face it: Your customers are moving to the mobile channel—many companies are seeing 20% or more of visits coming from mobile devices. To stay relevant, your business must offer them the right mobile experiences to meet their fast pace and on-the-go needs. Customers behave and engage differently with digital experiences in the mobile arena, making optimization more important than ever. Testing and optimization helps to better understand your customers’ mobile goals, as well as improve the digital design for touchscreen interactions.

In this session, get tips and tricks for:

• Setting up mobile campaigns with Test&Target
• Implementing code, including our iOS SDK, to test design and execution
• Achieving success with mobile optimization to improve your bottom line

This session is for digital optimization managers and mobile marketing manager in all industries.

Adobe Analytics: Technology, people, & processes: Keys to a best-in-class analytics practice

Building a successful analytics practice requires the right mix of analytics tools, processes, and analytics practitioners. Without planning for all these factors, most customers struggle to build successful practices that stand the test of time. Here how Lenovo leadership outlines, plans, and implements the process of building the appropriate infrastructure, which compliments their specific analytics tools and goals. Lenovo discusses the Adobe tools that it leverages, as well as the maturity model it gauges success by.

Learn about:

• Advanced analytics maturity modeling
• Best-in-class analytics practices
• Leveraging multiple Adobe solutions
• Analytics staffing techniques

This session is for CMOs, executives, and strategists interested in Adobe Analytics, Adobe Social, and Adobe Target.

Adobe Target: Revealing the wizard: Behind the curtain with data modeling and algorithms

Want to understand what Test&Target 1:1 and Adobe Recommendations are actually doing and why a particular experience is being presented to your customers? Learn about data modeling and advanced algorithms for the tools you use the most but might understand the least. Hear about the industry problems that Test&Target 1:1 solves and how the models are constantly being improved to deliver the right experience at the right time to your audience.

In this session:

• Understand how data modeling and algorithms are leveraged in Adobe products
• Hear about current and future efforts to improve the algorithms

This session is for tech savvy marketers and developers interested in understanding how and why Adobe products make data-driven decisions.

The future of commerce

Demographic shifts and technology trends are converging in a way that is dramatically changing the nature of the way we buy and sell goods and services for both B2C and B2B companies. Selling to and servicing your customer is now a complex web of interactions that span multiple, proliferating touchpoints. This new reality presents B2C and B2B companies with enormous opportunity, but requires a new strategic mindset. Hear from Brian Walker, hybris’s senior vice president of strategy and former Forrester analyst, how your organization can capitalize on this megatrend that will dominate the CEO agenda for years to come. This session is for digital marketers, developers, publishers, analysts, and executives.

Five steps to transform guesswork to business-building customer experiences

Discover the techniques to create a blueprint for successful digital experiences that drive real-world results based on the insights gleaned from our Razorfish

• Adobe Targeting Readiness Survey. The landscape of digital is changing so fast that companies are struggling to take advantage of targeting capabilities, resulting in missed opportunities to create a holistic customer experience perspective and better business results. Learn how to get ahead by bringing together platform, analytics, channel activation, and experience design to make tangible strides toward better targeting and experiences.

Learn about:

• Levels of targeting sophistication of companies across industries for delivering personalized experiences
• Examples of targeting innovation
• Actionable tactics to move you closer to better experiences

This session is for digital marketing practitioners, executives, and CMOs in all C2B industries.

Adobe Media Optimizer: Where are your new customers hiding?

Does finding new customers online feel like you’re playing a game of Where’s Waldo? When marketers go no further than retargeting site visitors, they are losing the opportunity to reach countless new customers. Learn how employing look-alike modeling as part of your acquisition strategy can help expand your addressable market. Hear about how the Adobe Marketing Cloud, featuring Adobe AudienceManager, enables Sony Electronics to better understand its existing audience as well as acquire new customers.

Learn about:

• What is look-alike modeling
• Benefits of look-alike modeling
• Tips for using look-alike modeling effectively

Adobe Target: Personalization everywhere: Connect the dots and create a path to purchase

Today’s website visitors not only expect relevant content and a highly engaging experience, but they want that content personalized. Online marketers must quickly identify which offers and content are relevant and compelling to their audiences across all critical touchpoints. Learn how to leverage your online and offline data for advanced personalization and targeting strategies to effectively improve your customer’s omnichannel experience and generate increased conversions in all marketing channels and across devices.

This session covers: • How to use your data to create a progressive, cross-channel profile • Strategies for building engagement and higher conversions in a multi-touchpoint world • Adobe innovations that help businesses achieve these personalization concepts

This session is for digital optimization managers and digital marketers in retail, although the concepts apply to other industries.

Adobe Target: Improving your marketing reflexes with last millisecond targeting

While your customers’ digital selves start to reveal themselves with their first interaction with your brand, the more experience you have with a customer, the richer their profile becomes. But does your personalization strategy respond to and anticipate abrupt or unexpected changes in behavior? After all, we know that customers can change their mind, their intentions, and their expectations. With state-of-the-art targeting technology, staying on your toes does not mean hiring a team of statisticians.

In this session:

• Hear about the state of the art in targeting and data-driven personalization
• Learn how math meets marketing when it comes to delivering real-time personalization
• Get a sneak peak of Adobe’s targeting technology from the team who’s building it

This session is for digital optimization managers and digital marketers in all industries and covers advanced targeting techniques.

Adobe Target: Revealing the wizard: Behind the curtain with data modeling and algorithms

Want to understand what Test&Target 1:1 and Adobe Recommendations are actually doing and why a particular experience is being presented to your customers? Learn about data modeling and advanced algorithms for the tools you use the most but might understand the least. Hear about the industry problems that Test&Target 1:1 solves and how the models are constantly being improved to deliver the right experience at the right time to your audience.

In this session:

• Understand how data modeling and algorithms are leveraged in Adobe products
• Hear about current and future efforts to improve the algorithms

This session is for tech savvy marketers and developers interested in understanding how and why Adobe products make data-driven decisions.

The art and science of an Adobe CQ implementation

CQ is the content powerhouse that enables companies to build, author, and publish web sites using a delicate balance of art—the application of brand design and user access control for content delivery, with science—the self-contained system that takes full advantage of a sophisticated technology stack. Using the re-platform of Adobe’s thought leadership site CMO.com, Axis41 will highlight critical “do's and don'ts” for a successful CQ implementation including:

Data migration and information architecture UI/UX design tailored to enable CQ marketing capabilities Solution architecture and CQ development techniques CQ infrastructure and post deployment life cycle

This session is for professionals interested in improving their success with Adobe CQ projects.

Adobe Experience Manager: Content marketing to build passionate subscribers to your brand

Social and mobile channels have completely changed the speed, efficiency, and ease of consumers engaging with each other. This new engagement now correlates to every aspect of our business and has a tremendous impact on brand. To succeed in today’s digital age, digital marketers need to use content to continually engage their audiences— from the first time we meet them, on through the entire customer lifecycle. The job of marketing is no longer to just acquire customers but to create passionate subscribers to our brands.

Learn from Scott Liewehr, President and Principal Analyst for Digital Clarity Group, how to:

• Develop a content marketing strategy that works for your business
• Tell a consistent story that engages your customers
• Determine the right marketing channels to implement

This session is for content marketers and digital marketers.

Adobe Experience Manager: Transforming random social activity into loyalty and revenue

Learn from Adobe professional services and product management experts how NASCAR is using personalized social experiences to drive customer engagement and long-term customer loyalty. Companies face several common challenges in turning their visitors into brand advocates. Hear how NASCAR is applying Adobe products and best practices to overcome these challenges.

Learn how to:

• Use social capabilities to deepen customer experiences
• Drive engagement with rich media
• Optimize your community experience and technology

This session is for content marketers and community marketers.

Summit Sneaks

Summit Sneaks returns this year by popular demand. Join us as we show you what’s being developed within Adobe Labs as a direct result of what we hear from you, our customers, about your most pressing digital needs. You’ll see live demonstrations that touch on everything from social marketing to predictive modeling. Carrie Brownstein, co-creator, co-writer and co-star of Portlandia, will be on-hand to make sure things stay lively.

Summit Sneaks

Summit Sneaks returns this year by popular demand. Join us as we show you what’s being developed within Adobe Labs as a direct result of what we hear from you, our customers, about your most pressing digital needs. You’ll see live demonstrations that touch on everything from social marketing to predictive modeling. Carrie Brownstein, co-creator, co-writer and co-star of Portlandia, will be on-hand to make sure things stay lively.

Summit Sneaks

Summit Sneaks returns this year by popular demand. Join us as we show you what’s being developed within Adobe Labs as a direct result of what we hear from you, our customers, about your most pressing digital needs. You’ll see live demonstrations that touch on everything from social marketing to predictive modeling. Carrie Brownstein, co-creator, co-writer and co-star of Portlandia, will be on-hand to make sure things stay lively.

Summit Sneaks

Summit Sneaks returns this year by popular demand. Join us as we show you what’s being developed within Adobe Labs as a direct result of what we hear from you, our customers, about your most pressing digital needs. You’ll see live demonstrations that touch on everything from social marketing to predictive modeling. Carrie Brownstein, co-creator, co-writer and co-star of Portlandia, will be on-hand to make sure things stay lively.

Summit Sneaks

Summit Sneaks returns this year by popular demand. Join us as we show you what’s being developed within Adobe Labs as a direct result of what we hear from you, our customers, about your most pressing digital needs. You’ll see live demonstrations that touch on everything from social marketing to predictive modeling. Carrie Brownstein, co-creator, co-writer and co-star of Portlandia, will be on-hand to make sure things stay lively.

Summit Sneaks

Summit Sneaks returns this year by popular demand. Join us as we show you what’s being developed within Adobe Labs as a direct result of what we hear from you, our customers, about your most pressing digital needs. You’ll see live demonstrations that touch on everything from social marketing to predictive modeling. Carrie Brownstein, co-creator, co-writer and co-star of Portlandia, will be on-hand to make sure things stay lively.

Summit Sneaks

Summit Sneaks returns this year by popular demand. Join us as we show you what’s being developed within Adobe Labs as a direct result of what we hear from you, our customers, about your most pressing digital needs. You’ll see live demonstrations that touch on everything from social marketing to predictive modeling. Carrie Brownstein, co-creator, co-writer and co-star of Portlandia, will be on-hand to make sure things stay lively.