Personalisation & Optimisation at Adobe Summit EMEA 2015
I can’t quite believe I’m writing this blog post – it seems like only a couple of months ago that we were gearing up for the Adobe Summit EMEA 2014 and now we’re already right in the thick of preparation for the 2015 event. We have a great line-up of content, inspirational and thought-provoking speakers, networking opportunities galore and some brilliant entertainment – including Bastille playing at the Summit Party. This year we’ve also got more breakout sessions than ever and we’re including content dedicated to specific verticals such as retail, financial services and automotive to name a few. I’m really pleased to say that we’ve also dedicated one of the nine sessions in the Personalisation & Optimisation (PO) track to retail-specific content and best practice.
We’re always looking for ways to improve the format of the breakout streams, and this year we thought really hard about how to create continuity throughout the track – clearly, as track lead for PO, I want you to attend as many of these sessions as possible, and this year I hope you’ll agree when you look at the track, that each session builds on the last and guides you from an introduction to personalisation, all the way to automated personalisation and then on to some of the latest and greatest thinking in guided optimisation. I should also point out that this is the first year that we’ve allowed attendees to register in advance for the sessions so once you’ve read this summary and checked out the full list on the Summit site, please make sure you login and register for each breakout that you are interested in.
So there are nine sessions in the track and here are some of my highlights from those sessions…
“PO1 Personalisation & Optimisation: Where on earth do I start?” is a great place to start if you’re new to personalisation, or if you’re keen to get some pointers on a framework for personalisation and the types of technology that you’ll need in order to deliver it. We’ve got Martin Firth from RSA (Royal Sun Alliance) talking about the steps that they’ve taken with the brand MORE>THAN to understand who their customers are, how they can recognise them across the various digital properties and give them a relevant personalised experience.
So many of the recent conversations that I’ve had with customers and partners have focused on the three Ps of people, process and product, and more specifically on people and process. Marketing departments are constantly looking to validate that they have the optimal structure internally to succeed with their optimisation efforts, and also to understand if there are better ways to do align themselves. If you are one of those people or you work in, or with, a marketing department, then session “PO3 Delivering on the promise of the Optimisation Organisation” is for you. Blair Keen has a phenomenal amount of expertise in the practice and disciplines of personalisation and optimisation, and has worked with a great deal of people and organisations (large and small). In this session he will share the benefits of this expertise and also discuss some of the guiding principles of the Iterative Optimisation Methodology made popular by Adobe’s own Michael Krypel in his book, “Refining Design For Business”.
Our retail-specific session “PO4 Closing the gap: why it’s time for retailers to rethink personalisation” sees Adobe’s Retail Industry Lead, Michael Klein, join us to present on the trends shaping attitudes to personalisation in retail. Michael will present on the findings from a recent piece of research that Adobe commissioned in to US and European retailers’ attitudes towards and adoption of personalisation practices and technology. Michael will also be joined by the vastly experiences Roman Rock who has for a number years been a lead optimisation expert at a number of the largest names in British and European retail. This session will explore some of the techniques and tactics available to retailers and include a look at the new Adobe Target Recommendations capabilities, which place advanced recommendation algorithms in the hand over every marketer.
In session “PO6 Adobe Target: The optimisation engine of YOUR marketing cloud”, Adobe’s Chris Akhurst will be showing you how you can combine testing and targeting capabilities with your content management platform, your cross-channel marketing tool and your data collection and management applications. This breakout will also feature Sam Hill from BSkyB and Rob Jackson from Adobe’s partner HAVAS/DBi, showing how BSkyB have successfully used Adobe Target and Analytics to deliver personalisation to over 2.7million customers and prospects on the Sky Shop and how HAVAS/DBi helped them to achieve this.
For those interested in letting the machines do some of the heavy lifting when it comes to optimisation and personalisation, sessions “PO7 Diamonds in the rough: Powering up the machine to find your marketing gems” and “PO8 Guided optimisation: Help me help you” will give you some insight in to how to get started and the types of benefits you can expect from these advanced optimisation techniques. Giles Richardson from Royal Bank of Scotland (RBS) and Pradeep Javangula, Adobe’s Head of Engineering for Adobe Target, are consistently voted some of the best speakers at the event and I expect their sessions to fill up fast, so make sure you register for them now. You can find out more about Giles’ session in an upcoming interview that I conducted with him recently that will be published on the blog very shortly.
Other things to look out for include a competition to collect badges from 4 or more of the sessions in order to be entered in to a prize draw and win one of a number of great prizes, the chance to get up close and personal with senior Adobe Target product management and discuss future roadmap and our vision for the solution, and a surprise visit by a “super” new addition to the Target marketing team – I can’t say any more about his at the moment but keep your eyes peeled at the event. This is of course in addition to all of the other great things that go on at Summit like the Summit party, the networking events, the partner-sponsored talks and events. And remember that Summit is a social conference so please get involved in the conversation both at the event itself and on twitter with the hashtags: #AdobeTarget #OptimizationSuperhero #AdobeSummit.
If you haven’t registered for the event there is still time to do that here: Summit Registration and if you have registered but you haven’t selected your breakout sessions yet [this is a new feature this year], then you can do that here: Login to register for sessions. I can’t wait to see you at the event on the 29th and 30th of April.