Tracks and Sessions

Sessions by Track

Analytics & Reporting

Why does every good coach stress the fundamentals? Because that's what wins games. Whether you are brand new to SiteCatalyst or a seasoned pro looking to refresh your perspective on web analytics, this session highlights the key features and essential building blocks to maximize your organization's investment in SiteCatalyst. This session looks at: • Getting the most out of calculated metrics and out-of-the-box reports • Managing dashboards to maximize insights across your company • Utilizing classifications to enable rich segmentation This session is for web analysts in all industries. Many principles reviewed are applicable to web analysts of all levels.

Adobe SiteCatalyst 15: Advanced approaches to achieving data-driven euphoria

For those seeking analytical enlightenment, come forth! Explore advanced analytic methods and the exciting new features of SiteCatalyst 15. Learn how you can leverage its power to drive more actionable and data-driven decisions. Learn about: • Effectively using segmentation within your data set to draw out actionable insights • Approaches to estimating the potential impact of analytics results • Taking advantage of cutting-edge SiteCatalyst features and advanced user techniques This session is for web analysts in all industries seeking advanced uses for SiteCatalyst.

Media analytics: Monetize your ideal audience

It's time to move beyond impression proxies and aggregate engagement to improve ad inventory yield and revenue attribution. Media analytics enable you to maximize the value of your key audience segments. Effectively monetized audiences are based on demographics, psychographics, and behaviorally derived personas—not visits and page views. Learn about solutions that uncover the engagement level of your key visitor segments and how to leverage this data across your platforms. Key takeaways include: • Applying demographic data to the digital channel for comparison with traditional channels • How to create and monitor brand relevant personas • Understanding cycles of influence across digital and traditional channels • Using ad delivery, performance, and revenue metrics across digital platforms This session is for web analysts, digital ad sales and operations personnel, and digital marketers with a media or entertainment content focus.

Stop calling me! Reducing call volume (and expenses) through cross-channel analysis

Call centers are becoming an increasingly expensive channel for most companies, and measuring the impact from other channels, such as web, live chat, and IVR, on call centers is a daunting task. Hear how an Adobe customer used Adobe Insight to measure its web properties' impact on its call centers and ultimately reduced call volume from these channels. Using a full optimization lifecycle plan engineered in partnership with Adobe Consulting, this customer has redefined the way it looks at customer service. Highlights: • Using customer analytics to identify individual customer behaviors across channels • Linking multiple channels together to measure impact and cost savings • Developing a "test everything" culture This session is applicable for analysts and executives who need to understand how to measure and optimize a channel's impact on a call center.

What will they choose: Using customer analytics to recommend the right content

Customers' offline transactions speak volumes about what they might be interested in purchasing. An Adobe customer found that leveraging kiosk rental transactions helps bolster loyalty by delivering relevant recommendations to an individual based on the interests and activity of similar customers. Learn how to use Adobe Insight to: • Maximize the relevance to the customer by optimizing remarketed content • Drive more value from your current customer base via targeted offers • Close the loop by measuring the full impact of segmented and relevant messaging This session is for channel analysts and interactive marketers in the retail industry, but the concepts are applicable across all verticals.

Analytics action heroes: Learn digital kung-fu from analytics masters

A panel of leading practitioners from across the country review best practices for performing analysis, optimizing online performance, and driving more value from analytics. These experienced experts reveal their tips, tricks, and power strategies for getting the most out of online analytics efforts. You'll leave this session armed and dangerous with ideas and techniques for driving more value in your role as an analyst. Rub elbows with industry veterans who share: • Power-user tips to raise your analytics game and optimize your business results • Real-world examples that address current online analytics questions • Innovative practices and strategies to get your website to top performance levels This session is for web and digital analysts in all industries.

Introducing Adobe Discover 3: Bye-bye page pathing, hello sequential analysis

To truly understand your audience, you need the complete story—how your audience engages beyond a single session, including the most common journeys they are taking through your marketing touchpoints, across your content, and with your products. Explore the new capabilities of Adobe Discover 3 and how it can help you more efficiently focus your marketing spend, more intelligently present your site content, and more successfully get your customers' to fill their shopping carts. Key takeaways include: • How to move beyond visit path analysis to freeform visitor sequential analysis with no barriers to the dimensions, metrics, and segments that can be built into a single visitor experience • Case studies on how organizations are optimizing ad spend with visitor-based marketing attribution • How to translate disparate visit sessions into true multisession visitor engagement via cross-visit pathing and cross-visit participation analysis This session is for web analysts and interactive marketers in all industries.

Trials and tribulations—tough verdicts in cross-channel attribution

Marketers today are struggling to accurately attribute the impact of all advertising channels on the final conversion to optimize advertising investments and improve campaign performance. Hear how a large enterprise organization used Adobe Insight to integrate digital marketing cost and impression data, website data, and customer data to make informed decisions. Find out how the data was integrated, the attribution verdicts were made, and what the final business impacts were. Learn about: • Integrating multiple data points for a 360-degree view of the customer • Deliberating and choosing the right attribution methods • Reporting the results and taking action on the findings This session is relevant to interactive marketers in B2C industries, but the concepts are applicable across all verticals.

Behavior-based marketing: Driving conversion through personalized, multichannel targeting

While marketers have been doing personalized direct mail and email campaigns for years, most marketing organizations are not offering targeted experiences based on customer behavior across online and offline channels. Even companies that are adept at gauging customers' online preferences usually cannot incorporate offline data into their personalized campaigns. Learn how an Adobe customer consolidates customers' behavioral information from online and offline interactions to optimize conversion programs using Adobe Insight and Adobe Test&Target. Hear how this approach: • Allows more than just a "half the info" view of a customer • Allows segmentation and targeting on many dimensions • Empowers the leap to customer-centric marketing This session is relevant to interactive marketers in B2C industries, but the concepts are applicable across all verticals.

Predictive marketing: No PhD in statistics required!

How do you provide the right content to the right customer at the right time through the right channel? How can you make more confident decisions from your data and become forward looking without having to be a "quant"? Hear how you can simplify predictive marketing solutions and techniques to enhance data analysis and make more intelligent decisions based on statistical modeling. Learn about: • Segmentation and customer response scoring • Forecasting • Attribution and media mix modeling This session is for interactive marketers and web and business analysts in all industries.

Digital governance: Defining a strategic roadmap for data-driven success

For many companies, organizational challenges—not technical issues—impede the success of analytics programs. Unclear strategies, internal politics, budgetary issues, and resource limitations can limit data-driven effectiveness. Successful companies have made an investment in more than just the analytics tools by backing the people and processes behind them. Learn from a panel of online analytics experts about the challenges and triumphs they've experienced in fostering data-driven success within their organizations. In this session: • Discover how Adobe's new maturity model can help your company determine where it thrives and has potential opportunity for growth • Discuss ideas, challenges, and best practices with peers from other organizations This session is for marketing executives sponsoring implementations, managers navigating challenges within implementations that extend beyond technology, and key stakeholders looking to drive the maturation of their organization.

Shopalytics: Where Cyber Monday happens all year long

Get out from under the same old reports and supercharge your retail analytics with this power-packed session of advanced strategies from the industry's best in filling shopping carts and winning returning customers. Through implementation benchmarking, see how your organization compares to the entire retail industry. This session also provides code snippets and example reports to get you started right away. In this session: • Discover new advanced solutions and tricks to yield deeper retail insight • Learn how to practically apply your new-found data • See what foundational tracking every retailer should have in place • Benchmark where your implementation compares to your peers This session is for web analysts and digital marketers with a retail focus seeking to improve online sales.

Tech Track

Web services: Tapping into your reservoir of data

For every data dimension you explicitly track per transaction, the Adobe Digital Marketing Suite records many more dimensions behind the scenes. This means you are sitting on a wealth of digital marketing data that could be influencing your decisions and making you money. Products like Adobe SiteCatalyst and Adobe Discover offer excellent insights about your data, but there are other means to create solutions for custom analysis and process automation. Web services provide a way to tap directly into your data so that you can use it to fuel your own custom applications. Takeaways include: • Overview of the various types of web services available • Valuable solutions that can be implemented using web services • Best practices for consuming the most popular web services • Resources and sample code to get you started quickly on your first project This session is for developers and web analytics professionals with familiarity in designing or building custom applications.

Implementing mobile measurement and analyzing mobile success

Mobile is the fastest growing marketing channel today. Marketers are seeing double- and triple-digit growth in mobile traffic across both mobile web and apps. As your audience shifts to mobile as a means of interaction, you need to understand how users are engaging with your site and apps to drive optimization. Understanding the intent and behavior of mobile users is key to capturing ROI. Takeaways include: • Overview of implementation nuances for measuring mobile devices • How processing rules streamline app implementation and app analytics maintenance • Practical tips and tricks on mobile measurement and reporting in a device-fragmented landscape This is an advanced session for developers or those who are tasked with improving their company's mobile presence.

Implementing Adobe CQ to create optimized customer experiences

Many companies are choosing to re-platform their content management systems with more adaptive and agile technologies. Learn how to use Adobe CQ as part of the Adobe Digital Marketing Suite to gain the agility you need. Explore areas of extensibility for custom development to create highly engaging web and mobile experiences. Takeaways include: • Implementation overview, including system basics, prerequisites, and points of integration • Integration of CQ in the Digital Marketing Suite and integrated workflows with other suite products, such as SiteCatalyst, Test&Target, Scene7, and Adobe Search&Promote • Architectural overview of the CQ content sync framework for deploying existing web content to mobile sites This session is for developers and content management professionals with familiarity in designing and building custom applications.

How to maintain a high-quality Adobe SiteCatalyst implementation

Quality analytics must be accurate, complete, timely, relevant, and automated. Back by popular demand, join our master implementers for a session on best practices. Learn how to assess your reporting and data architecture to gain efficiencies, uncover completeness and accuracy problems, and leverage new features of the Adobe Digital Marketing Suite, including Adobe TagManager, 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.

Advanced social media measurement

Social media is a complex space with lots of data sources and tons of dimensions to measure. Tackle the complexity with technical information on implementing Adobe SiteCatalyst tags into the major social media platforms, such as Facebook, Twitter, YouTube, and Google+. Get code examples and best practices on how to integrate with the available APIs for these platforms as well as identify opportunities for measuring cross-platform visitor behaviors through real-time image beacons. This session provides: • Successful client examples of tracking social media • Code examples of how to interface with social networks using APIs • Code examples of how to add tracking directly to social networks This is an advanced session for developers or those who are tasked with improving their company's social media presence.

Improving conversion with adaptive creative

Real-time optimization of rich media content improves visitor engagement and conversion. Learn how to use and extend the integration available in the Adobe Digital Marketing Suite between Scene7, Test&Target, and Adobe Search&Promote to automate optimizing rich media content throughout your web properties and marketing channels. Hear about: • Scene7 adaptive creative and delivery capabilities, including rich media viewers • Sample use cases of automating the optimization of rich media assets with Test&Target and Adobe Search&Promote • Best practices for adaptive delivery of animated banner content in HTML5 and Adobe Flash environments This is an advanced session for developers or those who are tasked with improving their company's rich media presence.

LAB: How to set up Adobe CQ and develop custom, integrated components

Adobe’s Web Experience Management solution provides a flexible means of managing and delivering dynamic content. Learn how to set up CQ within the Adobe Digital Marketing Suite to serve an optimized web experience. Write custom components to accommodate company-specific requirements and extend core capabilities. This session gets you up and running with CQ and provides an overview of how its components interact with SiteCatalyst and Test&Target. In this hands-on developer lab: •Learn techniques to optimize server setup for changing scale requirements •Write your first custom component and deploy it to CQ •Extend a custom component to feed data to SiteCatalyst and Test&Target This session is for developers of business sites with working knowledge of standard web technologies, such as HTML, CSS, JavaScript, and JSP.

LAB: Building mobile sites using Adobe CQ

Mobile is a key channel for visitor interaction. Using the right technology stack to deliver a relevant and consistent visitor experience is critical to the success of that channel and the ease of ongoing maintenance. Using the Content Sync Framework, CQ delivers existing web content that is automatically adapted across multiple devices. Learn how to develop specific custom components for the mobile channel. In this hands-on developer lab: •Use the Content Sync Framework to leverage web content for mobile •Write custom mobile components for CQ •Test your site on multiple devices using CQ device emulation This session is for developers of business sites with working knowledge of standard web technologies, such as HTML, CSS, JavaScript, and JSP.

LAB: Deploying rich media experiences for increased engagement

We’ve all heard the quote “a picture is worth a thousand words.” Images and video have the power to convey information and engage users unlike any other medium, with proven results in increasing conversion. Adobe Scene7 provides a solution for creating, delivering, and optimizing rich media experiences across all channels and devices. With Scene7, you can combine multiple image views, color sets, videos, 360 spin, and music into a fully integrated tour—all visualized through a rich media viewer. In this hands-on developer lab: •Learn best practices for rich media experiences •Configure a rich media viewer to match your brand look and feel with hundreds of options •Develop a custom rich media viewer with Adobe Flash technology using the Adobe Scene7 Viewer SDK •Develop a custom HTML5 rich media viewer using the Adobe Scene7 Viewer SDK •Integrate the viewer into a web page This session is for developers of business sites who want strategies for deploying rich media experiences that increase engagement and conversion.

LAB: Creating engaging mobile apps with built-in analytics

Would you like to improve the user experience and engagement of your apps? As you invest heavily in native mobile applications, analytics and optimization should not take a backseat in your development. App analytics drives how you optimize your apps to enrich the user experience and ultimately drive conversion. This session provides the tools and hands-on experience needed to integrate Adobe tools in mobile apps. In this hands-on developer lab: •Implement SiteCatalyst measurement for native apps •Streamline app implementation and app analytics maintenance with processing rules •Validate analytics implementation and data quality This lab is for developers of mobile applications or websites with familiarity in standard object-oriented programming and analytics.

LAB: Building behaviorally targeted mobile apps

Marketing and commerce have moved beyond just the website—you need to offer targeted, optimized experiences wherever your customers interact with your brand. In this lab, get hands-on experience implementing the Adobe Digital Marketing Suite of applications for online business optimizations, including Test&Target and Scene7, into your mobile apps. Use native APIs and SDKs to create dynamic, behaviorally targeted experiences in your mobile apps, just like you do on your site. In this hands-on developer lab: •Learn how to utilize a user’s previous activity, interest, or profile to change content in real time in mobile apps •Create customized, dynamic images to display in any type of mobile environment •Learn best practices for mobile app development using Digital Marketing Suite SDKs This lab is for developers of mobile applications or websites with familiarity in standard object-oriented programming and analytics.

LAB: Using Adobe TagManager to increase marketing agility and data accuracy

Learn how to manage all your tags and marketing technologies with Adobe TagManager. If you already have Adobe SiteCatalyst tags placed on your pages, you can leverage that investment by using those tags to deploy and manage all marketing technologies on your site. Learn how to turn your existing tags into tag containers in minutes. Test the tag management process, data governance capabilities, and simplicity of marketing technology enablement. In this hands-on lab: •Implement Adobe TagManager through existing SiteCatalyst tagging on a site •Use the three-stage deployment process to test multiple versions of a single tag container •Enable additional Adobe Digital Marketing Suite and third-party products with a click This session is for developers of business sites with working knowledge of standard web technologies, such as HTML, CSS, and JavaScript.

Web Experience Management

David Letterman has his Top 10. Now see ours: Top 10 must-haves in web content management

Are you finding it harder to compete in the digital age? From delivering personalized web experiences to integrating social aspects into your website, creating and managing content that drives brand awareness and customer demand is challenging. Find out how Adobe's Web Experience Management (WEM) solution helps organizations deliver and improve the customer digital experience by combining the best of both worlds of web content management and web analytics. Examine how to empower marketers and other content creators to control, refine, and optimize their own site content, campaigns, and personalized experiences across various channels and devices. Explore the Top 10 marketing must-haves to get ahead of the competition and how WEM can make your brand shine. Learn how a WEM solution can: • Provide key integrations between analytics and conversion that boost your brand and demand initiatives • Create immersive and personalized experiences for each unique visitor to build customer loyalty and increase revenues • Provide insights into your marketing investments and measure ROI This session is relevant to digital online marketers, web analysts, and line of business managers across all industries.

Is your mobile strategy in a silo? Fixing it is as easy as asking Siri.

By 2013, there will be more mobile devices than desktop computers. Delivering content rapidly to this new primary channel is a strategic imperative for marketing organizations worldwide. Yet enterprises are discovering that providing a consistent brand experience across multiple mobile channels is not as easy as anticipated. Organizations typically have to invest in multiple teams to develop for and test every for phone and browser. Using Adobe CQ, marketing teams can quickly deliver content across a span of web and mobile applications. Learn how to reach customers across any device using the content, marketing, and IT resources that you already have. Explore how to: • Create mobile websites and apps that can span across a multitude of devices using a common platform • Easily push content across a variety of smartphones, tablets, and desktops • Effectively reach target segments through the mobile channel, and create opportunities to market and recommend product offerings This session is for digital marketers, marketing campaign managers, and web architects across all industries.

"Now where did I put that video?"—Unclutter your digital assets

The hidden costs of managing digital assets are painfully evident each time we find a trove of images, audio, video clips, animations, and other rich media assets. Adobe CQ Digital Asset Management (DAM) manages your digital assets while tightly integrating with CQ Web Content Management (WCM) and Adobe Creative Suite. With CQ DAM, digital assets are easy to find, share, tag, revise, and publish, regardless of format or location. Learn why Adobe is a leader in content creation and transforming digital asset management for marketing organizations around the globe. Discover why using Adobe CQ DAM can help you: • Improve consistency and control with workflows that generate asset renditions, thumbnails, watermarks, and metadata • Dynamically deliver digital content with integration to Adobe Scene7 • Easily find digital assets across different sets of users, vendors, and systems within the organization • Repurpose existing assets across mobile, web, and social channels This session is relevant for digital online marketing professionals, web developers, and marketing operations and individuals from Media & Entertainment.

"Where's me pot of gold?" Claim your treasure at the end of the rainbow with an Adobe CQ integration to e-commerce

A consumer purchase is often the result of a complex journey of many touchpoints. The variety of channels through which consumers can browse, research, and buy also means that the web storefront is no longer the only online commerce venue. Merchants are bringing their products and shopping carts to social media and mobile apps, enabling the full cycle of browse to checkout beyond the walls of a web or physical store. Learn how Adobe's WEM solution, integrated with an e-commerce system, can help enhance and complete your customer's purchasing experience and lead you to treasure at the end of the rainbow. By using an integrated commerce solution, explore how to: • Automate and streamline processes and workflows for both enterprise users and customers to increase revenues • Become more agile by effectively managing user-generated content, community feedback, and brand engagement • Measure ROI through real-time analytics with online testing and optimization This session is for digital marketers and web analysts in consumer packaged goods (CPG) and retail industries.

Six weeks of your life back: How cloud technologies can get your online marketing initiative up and running in no time

As marketers, we've all been there. Great marketing campaign idea…check. Social strategy…check. Time to execute the marketing campaign…hmm. That's where it falls flat. How many times have marketing initiatives been held up due to the time it takes to create the actual marketing campaign or website? By extending Adobe CQ into the cloud, marketing teams can take control of their own campaigns by creating, managing, deploying, and scaling their web applications themselves—all in the cloud and in less time. Learn how Adobe CQ is cloud-ready to accelerate time to market and handle peaks in traffic from your wildly successful digital campaign. Understand how extending Adobe CQ into the cloud can: • Enable enterprises to use only the resources and services they need, when they need it • Create application development environments in minutes • Anticipate and deal with peak customer demand with agility • Simplify the deployment of your web projects from development to production This session is for digital marketing professionals, interactive agency developers and integrators, and web developers.

Own your customers! Creating branded social communities

Participation in third-party social networks is a critical first step in developing a social presence and reaching your audience. Are you ready to take the next step and build custom immersive communities, such as forums, ratings, and blogs, to extend your brand and deepen customer relationships? Leverage Adobe CQ Social Communities on your website to: • Integrate with and leverage Facebook and Twitter to drive traffic and recurring visits • Manage content, moderate users, and steer community using a drag-and-drop interface • Coordinate staff effort with workflows and response tools, such as answer templates This session is relevant to corporate social media experts, digital marketers, and social brand managers.

Mobile

Mobile is the glue that connects digital to offline channels

As consumers use their mobile devices to research products and check for prices while shopping, marketers want to know if an in-store purchase was influenced by mobile browsing. Did the consumer decide to purchase the product via the mobile site after researching on their smartphone or from the in-store point-of-sales system? Or did the customer use the research to leave the store and go to a competitor? Using Adobe Insight, analytics from mobile apps and websites can be correlated with analytics from point-of-sales systems to achieve a 360-degree view of the consumer. Learn about: • Benefits of analyzing the mobile consumer in a multichannel world • Analytics that measure the effectiveness of mobile channels in driving conversion • Best practices for connecting and analyzing mobile behavior with offline behavior This session is for mobile strategists, analytics managers, and digital analysts in the retail industry.

Mobile display advertising: Is it effective in reaching my audience?

Analysts project that U.S. marketers will spend $1.6 billion on mobile display advertising by 2015. Learn about the advertising formats available to reach mobile audiences and the analytics for measuring success. Hear recommendations from an Adobe customer about how to plan and buy mobile advertising, and what marketers should consider when allocating spend on this emerging medium. Learn about: • Cutting-edge examples of mobile advertising • Best practices for advertisers seeking to buy mobile display ads • Analytics that help you measure the success of mobile display advertising This session is for mobile marketers and digital marketers across all industries.

Mobile marketing trends in 2012: How do I choose a winning strategy?

Rapid consumer adoption of smartphones and tablets forces every marketer to "think mobile" to maintain brand engagement. Location-based services, QR codes, mobile wallets, and augmented reality provide new opportunities, but are consumers ready? Find out about the key trends in mobile marketing and the mindset for making strategic marketing decisions. Hear first-hand from a panel of Adobe customers about their mobile strategy. Learn about: • Major trends in mobile marketing that are relevant to your business • Areas for investment and future consideration by mobile marketers • Best practices for developing and executing a mobile strategy This session is for mobile strategists, mobile marketers, and digital marketers across all industries.

Social, mobile, and location analytics converge to provide new insights

Yelp, foursquare, shopkick, and Facebook are all competing for social and mobile consumers. According to a survey from ABI research, 73% of mobile users engage with social media. If you're not thinking about mobile optimization of your social media campaigns, you risk audience disengagement. Hear how you can use the analytics provided by social media and mobile channels to drive business success. And see a demonstration of future capabilities for geo-location analysis of social media. Learn about: • Techniques for analyzing social media campaigns with mobile device segmentation • Best practices for convergent analysis of social, mobile, and location-based marketing • Future capabilities for geo-location analysis This session is for digital marketers, mobile strategists, and digital analysts across all industries.

We heard you: New innovations in mobile analytics, powered by Adobe SiteCatalyst

Major customers around the world rely on Adobe SiteCatalyst to provide analytics for their mobile websites, apps, and campaigns. Hear about the new capabilities in mobile that address the business and technical needs requested by our clients. Learn about: • What's new for Adobe SiteCatalyst and mobile analytics • Customer feedback on partnering with Adobe on mobile strategy • Future innovations in mobile solutions This session is for analytics managers and digital analysts across all industries.

Optimize your mobile experience for any device with Adobe Scene7

Smartphones and tablets come in all shapes and sizes, with screen sizes from 4 to 10 inches and varying support for rich media formats. How are you approaching this challenge to support highly engaging user experiences across the expanding range of mobile devices? Find out how Scene7 can help you optimize content for multiple screens to ensure high engagement and conversion. Learn about: • Best practices for optimizing mobile experiences • Emerging trends for immersive mobile experiences, including video and interactive catalogs • Analytics for Scene7 mobile viewers that are integrated with Adobe SiteCatalyst This session is for digital marketers and mobile marketers across all industries.

Conversion

First things first: Optimizing the first-page experience

So you've gotten the customer to your website—now what? Whether it's a new or returning visitor, the first-page experience sets the tone for the entire visit. This initial experience also offers key conversion opportunities when optimized with relevant content for unique visitors through continuous segmentation, targeting, and automated personalization. Cultivating a strong visitor engagement requires an understanding of what customers want and then delivering on those expectations. In this interactive session, learn about: • Leveraging visitor data to deliver engaging, personalized content • Rapidly creating and deploying landing pages to accelerate campaigns • Optimizing the first-page experience through testing, design, and dynamic, relevant content This session is for digital marketers from any industry and assumes familiarity with Adobe Test&Target.

Top 10 web and mobile testing strategies (and how to use 'em)

Landing pages, home page, email, enrollment forms, checkout flow—what's a marketer to do? Today's marketers have the opportunity to test everything to try to get the most out of web and mobile campaigns. But what to test? Where to start? And which tests commonly yield the biggest impact on conversion, engagement, or any other KPI? Nearly half of all digital businesses are now engaged in some degree of testing. As a result, best practices are emerging, and marketers are seeing great results from sure-fire, repeatable strategies. Hear how digital marketers from a variety of businesses use the top testing strategies. You will walk away with: • An understanding of how to prioritize testing efforts • When to use a particular testing strategy to maximize impact • Real-world examples of testing best practices (including mobile!) This session is for digital marketers with a basic understanding of testing fundamentals.

Connecting the dots—powerful profiles for personalization success

When personalizing online experiences, success depends on creating meaningful connections between what you know or can assume about your online audience and your company's offers and content. Whether you're an online retailer, publisher, B2B service provider, or all of the above, you need an effective way to aggregate meaningful data about your customers and prospects and then leverage that data to create relevant, personalized online experiences that engage and convert. Learn how to create and use "universal profiles" that facilitate audience segmentation and targeting. This session covers: • What the profile knows and how it can help you personalize • Augmenting profiles with enterprise and third-party data sources • Examples of leveraging the universal profile to improve your testing and targeting programs This session assumes an understanding of Adobe Test&Target. It is for interactive marketers across industries, but the principles discussed might be of interest to display ad marketers.

Let's get personal: Using targeted recommendations across web, mobile, email, and display

Whether visitors to your web or mobile site are trying to choose a product to purchase, read articles on a trending topic, or find information to solve a problem, they have no tolerance for irrelevant experiences. In fact, they expect you to provide seamless experiences that go beyond basic relevance to deliver targeted products or content that are popular, appeal to their tastes and affinities, and reflect their past behaviors. At the same time, it's your opportunity to optimize the relevance and effectiveness of on-site merchandising and off-site marketing for stronger AOV-enhancing cross-sells and stickier content experiences that drive more ad revenue. In this session: • Learn how to strike the perfect balance between helpful, relevant, and merchandising • Gain practical tips on where, when, and how to use particular types of recommendations on your site • Find out how businesses can combine automated recommendations with other personalization tactics This session is for operators of retail and other business sites who want strategies for deploying personalized recommendations that increase engagement, enable customer purchase decisions, and entice cross-sells.

From Facebook fans to buyers: Rethinking the conversion funnel in the era of social commerce

An outdoor goods retailer recently observed that Facebook traffic was producing an AOV that was 300% higher than its site average. With online retail conversion rates stuck around 3%, e-commerce managers should be pulling out all the stops when it comes to finding new ways to move the needle—even a little bump in conversion can make a huge difference. Just what does it take to get more out of your conversion funnel? The first step is rethinking your definition of the funnel. Although the concept of the funnel remains applicable to any e-commerce interest, social is changing its very shape, and represents a new way of engaging with customers. How is Facebook traffic performing, and how does it differ as a segment? How can social merchandising features improve conversion and basket size? This session explores: • New ways to personalize digital experiences for stronger AOV and loyalty • Emerging social commerce trends • Top 5 on-site social conversion optimization tactics and examples This session is for e-commerce managers and digital and social marketers responsible for conversion strategies or programs.

Targeted discovery—more personalized for higher conversion, GREATER impact

Site search is more than a search box. It is a tool that can help increase sales, deflect calls, and generate leads. Optimized search can also power landing pages and facilitate navigation. Testing the effectiveness of your search implementation does not have to be a guessing game where gut feel becomes good business. Measured testing enables site owners to uncover which optimization measures are most effective at driving higher conversions. Targeting can deliver specific results to particular user groups, ensuring that the right user sees the right message. Using data that you already have, skills that your teams likely already possess, and Adobe solutions, you can guide users, engage them, and facilitate the achievement of their goals. In this session: • Discover how to leverage Adobe's solutions to improve your KPIs by driving relevant search experiences and improving conversion rates • Learn how to use your knowledge of customer segments and profile data to deliver targeted personalized site search and browse experiences • Understand how to capitalize on user-expressed interest and leverage category affinity This session is for digital marketers interested in on-site search functionality and assumes familiarity with Adobe SiteCatalyst and Adobe Test&Target.

Getting to know you: Going from anonymous visitor to loyal customer

Even the best personalization programs are often not addressing huge portions of their online audience because they simply don't know what to present to an anonymous visitor. Worse yet, several personalization programs never get off the ground because of the daunting task of matching relevant offers and content to largely diverse audiences and individuals. Hear how Adobe Test&Target can leverage up to hundreds of data points to automate the personalization of content and offers specifically to individuals while removing the editorial burden from the marketer. Learn about: • How automated personalization to individual online visitors works • Making the most of your prime promotional real estate with automated personalization • Getting the most out of your Test&Target deployment This advanced targeting session is for marketers in retail, financial services, B2B, and high tech, but principles discussed are applicable to several industries.

2012 Conversion ROI All-Stars: True stories on conversion optimization success

The past year presented marketers a host of challenges. The 2012 All-Stars share how they met those challenges and delivered big results to their organizations using Adobe's conversion optimization solutions. Hear success stories showcasing how companies like yours have used Test&Target, Adobe Recommendations, Adobe Search&Promote, and Scene7 to build revenue, create value for their site visitors, and deliver ROI. The presenters share why they were successful and how you could do the same: • Details regarding their successful optimization efforts • Which internal factors and technology were combined to generate success • Top recommendations for driving ROI with Adobe conversion optimization products This session for interactive marketers and marketing executives across industries. It also includes roundtable discussions during which each All-Star organization fields questions and provides deployment details.

Digital marketing optimization: Top tactics for converting visits to leads

Prospective buyers of business technology products and services are not immune to marketing bombardment. Just like consumers, they want to quickly cut through the marketing hype and understand how a company's products and services apply to "me." High-tech marketers are challenged to deliver digital experiences that resonate with businesses, differentiate themselves from their competitors, and ultimately generate qualified leads and accelerate the sales cycle. B2B digital marketers are embracing conversion optimization technology and best practices, from measurement and analysis, vigorous testing of content and experiences, to delivering targeted and personalized digital interactions based on a sound understanding of the business needs of their top segments. In this session: • Identify the top conversion metrics to pay attention to and optimize against • Gain a practical understanding of the top tests you should be running on your site • Learn how to engage visitors—and keep them engaged—utilizing personalization technology This session is for marketers responsible for site optimization. Familiarity with Adobe Test&Target is beneficial but not necessary.

When conversion isn't a purchase: Optimizing for ad revenue and registration

Think conversion isn't relevant to you? Think again. While the term "conversion" is often associated with e-commerce and defined as an online purchase event, other types of businesses consider conversion a key online success metric for driving business at a later date, in a different form, or even offline. For media companies and publishers, social sharing represents a conversion event that increases engagement. For other businesses, conversions are completed event registration forms or new account applications. Learn, compare, and contrast strategies and tactics for optimizing varied conversion metrics, and hear examples of businesses that are meeting their goals by tapping into the power of marketing by the numbers. This session covers: • How personalization and social tactics are changing conversion optimization • Measuring and improving engagement metrics to increase ad revenue • Conversion optimization tactics for increasing sign-ups, registration, and new account applications This session is for digital marketers in media and financial services. Adobe SiteCatalyst and Adobe Test&Target experience is beneficial but not required.

Creating rich, personalized content—no manual assembly required

Consumers today can interact with businesses across multiple devices and channels, and businesses must figure out how to attract, engage, and retain customers when reach and the quality of experiences directly impact success. Delivering rich dynamic experiences and gleaning insight in real time across channels are essential to optimizing marketing efforts and achieving the greatest return on spend. Learn how Adobe enables businesses to combine consumer insights with rich media assets to dynamically construct and deliver personalized experiences that convert. This session covers: • How to streamline workflows in creating relevant online experiences for every individual • Tactics to improve ROI for rich experiences delivered to every channel • Strategies to engage the right consumers with the most relevant content This session is for digital marketers responsible for site optimization and personalization. Adobe Test&Target and Adobe Scene7 experience is beneficial.

Social

"Likes" isn't a business metric—make social media a real business driver

In 2012, most marketers will have access to technology to monitor or measure social media. Yet most marketers will not have a framework in place to measure its value. It's about time you had a plan. Learn how to build a social media measurement strategy that aligns with business objectives, demonstrates the business value of your social media program, and provides the insight that enables you optimize for maximum impact. This sessions provides you with: • A practical framework for measuring social media • Metrics and KPIs for measuring the success of your social media initiatives • Instructions for implementing your measurement program This session is for social media strategists and digital marketers across all industries.

Turn social media buzz into actionable insights

A lot of organizations are monitoring social media to respond to threats and track buzz. But the smart ones know that there's more to just monitoring—that conversations on the social web can tell you a lot about where to find your customers, how to market to them, and what to say when you do. Learn how to move beyond buzz, uncover actionable insights from social media, and turn that intelligence into an effective marketing and messaging strategy. This session highlights: • Making business sense of social media monitoring data • Using your monitoring program for actionable marketing intelligence rather than just buzz • Real-world examples of how companies are optimizing using monitoring insights This session is for social media strategists and digital marketers across all industries.

Personalization powered by social media: What happens when you know more about your customers than they do

Age, gender, relationship status, personal interests, even favorite books and movies—an individual's social profile contains a range and depth of information previously unseen and unavailable to marketers. Learn how to, in a safe, permission-based way, use your visitors' social profile data to enable personalization and targeting, making your digital experiences spot-on relevant and profitable. This session covers: • Using social plug-ins, like Facebook for Websites, to incentivize engagement and obtain better customer insight • Mining social data for insights and creating customer segments used for targeting • Step-by-step instructions on implementing and executing a social media–powered personalization campaign This session is for digital marketers across all industries.

Five ways to use Facebook to crush your competition

There is no shortage of opportunities to reach your customers through social media, but none can touch the scale and capabilities provided by Facebook. So while your competition is out experimenting with other networks, you could be further tapping into 800 million of the most-engaged users on the planet in ways that you didn't know were possible. Learn how, with the right tools and know-how, you can extend the power of Facebook's platform even further and boost traffic, time spent on-site, and conversions. Learn about: • Specific ways to use Facebook's platform to infuse social interaction into your digital experiences • How to get more data, insight, and performance out of tools like the Like button and Facebook Pages • What's new and coming soon from Facebook for businesses This session is for social media strategists and marketing executives across all industries.

Advertising

Multichannel campaign budgeting—finding the right mix

Search, display, and social are the three dominant digital channels for marketers today. Finding the right mix between them can deliver a more successful advertising campaign. Learn how data and sophisticated algorithms are driving smarter budget mixes to help marketers create higher performing multichannel campaigns. Learn about: • Forecasting channel performance with increased spend • Developing an efficient media mix to boost results across channels • Optimizing campaigns after launch to drive incremental performance This session is for advertising and agency professionals.

97% of site visitors don't convert. How successful was your last display retargeting campaign?

Display retargeting is one of the most efficient ways to reach previous visitors with relevant offers while they engage with other sites. Bringing them back to your site increases conversion and reduces overall acquisition costs. Hear how you can align your first-party data with targeting technology to create effective display retargeting campaigns. Learn how to: • Identify high-value retargeting segments large enough to drive volume • Deliver dynamic creative with relevant offers based on behavior • Measure the impact of your retargeting campaigns This session is for advertising and agency professionals.

Giving consumers what they want from a search result—organic or paid

Most consumers don't know the difference between organic and paid listings. And why should they when they just want an answer to a question. Which is why search marketers must understand how their organic and paid listings are working together to deliver the most efficient and relevant traffic to your site. Hear how leading marketers are leveraging organic and paid search information to develop intelligent joint strategies. Learn how to: • Align organic and paid search performance • Create effective bid strategies based on organic activity • Expand keyword sets using organic data This session is for search and social ad marketers and agencies.

Deep dive into data-driven campaign optimization

The collision of data and advanced learning algorithms is no more apparent than in search marketing. However, the need to extend this intelligence across channels is critical for marketers. And that requires effective and flexible models aligned with accurate data. Hear how the creators of Efficient Frontier's market-leading optimization algorithms think about campaign optimization and how you can apply it to your business. This session covers: • Understanding key variables in channel optimization • Gathering the right data to feed the models • Applying advanced optimization to campaigns This session is for advertising and agency professionals with advanced segmentation needs.

Advanced audience segmentation: Combining multiple data sources to create meaningful user profiles

Audience segments are the foundation of any effective advertising campaign. However, the challenge to turn disparate data sources into meaningful and targetable profiles can be overwhelming. Discover some advanced tips and tricks to help understand and manage multiple data sources and the tools available to create rich audience segments. Learn about: • Aligning multiple data sources into a single system • Applying different data sources to define valid segments • Creating segments that map to media buys This session is for advertising and agency professionals.

Attracting more high-value customers through display audience targeting

Finding more consumers that match your best customer profiles is critical for growth. Targeting these desirable customers is more accessible and effective than ever before through data and technology. Learn how you can leverage today's display targeting capabilities to build more efficient and high-performing marketing campaigns. This session covers: • Matching your high-value customers with third-party data • Defining media buys to target segments • Optimizing campaigns to deliver higher return This session is for advertising and agency professionals.

Tracking mobile search campaigns direct and offline sales

We all know that marketing dollars can stretch even further with the right tracking in place. As a result, retailers need to constantly measure online sales. But what about the offline sales generated by the campaign? Learn how to optimize paid search campaigns to drive and effectively measure offline sales and ultimately increase sales both online and offline. Learn about: • Requirements for tracking mobile search campaigns • Building effective mobile search campaigns • Mapping mobile activity with offline sales This session is for search marketing managers and agencies.

Social + Search equals optimized customer engagement

Have you developed a strategy to take advantage of the current interaction between social and search to optimize customer engagement? By capturing, analyzing, and optimizing customer queries and conversations, you can increase your campaign performance. Smart companies also use these insights to drive product innovations, increase brand loyalty, and improve marketing across every sales channel. Attend this session to: • Learn how to align social and search activity • See how advertisers are using customer queries and conversations to increase performance • Understand how to develop shared strategies between social and search teams This session is for search and social ad marketers and agencies.

Media Monetization

The rise of digital video—don't get left behind

Consumption of video content is shifting from television to a range of connected devices, and this trend is only going to accelerate in the coming years. With the increasing use of iOS and Android devices to gaming consoles and connected TVs, audiences are fragmenting rapidly, and soon to follow will be the $80 billion U.S. ad market. Hear about strategies to leverage this seismic shift in consumer behavior. Understand how to: • Approach a fragmenting device landscape • Manage user ad experiences • Monetize digital video content across platforms This session is for publishers who are interested in using or enhancing video content on their sites.

Publishing in the digital age: measuring audiences across devices

As publishing expands across multiple formats and devices, publishers need to understand the diversity and engagement of audiences to express value to advertisers. Learn how Adobe is helping measure and quantify the value of these diverse audiences as they flow across devices and interact with content. This session looks at: • How to measure audiences across web, mobile, and digital magazines • De-duping users across multiple devices and formats • Monetizing the value of audiences through rich profiles This session is for publishers who have content on web, mobile, and digital magazines

Increasing the value of inventory for publishers while driving return for advertisers

Advertisers can now reach high-end consumers with less waste and better return. Hear how leading publishers are enriching their inventory for advertising partners by providing more accurate and meaningful customer segments with first- and third-party data alignment. In this session, learn: • How to package audiences for better return • Quantify audiences and their value • Leverage multiple data sources to enhance audiences This session is for publishers who sell inventory to advertisers