Quick Guide: Personalisation and Optimisation Sessions at Adobe Summit EMEA
With the Personalisation & Optimisation track at Adobe Summit EMEA, we really try to deliver a cohesive set of sessions and labs that provide a meaningful and valuable Adobe Summit experience for attendees. This year is no different and this guide is designed to help you figure out how to best spend your time to maximise the value of that experience — especially important as we’re about to go live with the session favouriting functionality for registered attendees — which means you can start building your agenda for the two days.
To that end, here’s my guide to the Personalisation & Optimisation sessions at Adobe Summit EMEA this year.
The Main Focus Areas for This Year’s Personalisation & Optimisation Sessions
In response to customer interest and challenges, this year our sessions focus on four main areas:
- How to get started with optimisation and build an ongoing, sustainable program
- How automation and algorithms can reveal deeper insights and help you focus on strategy
- How to satisfy the digital cravings of millennials—especially with mobile experiences
- Sharing customer experiences and insights and networking
Getting Started and Building a Sustainable Optimisation Program
Digital marketers often get stuck simply knowing where to start with optimisation. They invest a lot in the tools to launch their program, but then don’t get the return on investment (ROI) that they expected or take a long time to realise that ROI.
PO3: Adobe Target: Redesigned for powerful optimisation and marketer control lets you see how today’s highly approachable, but extremely powerful Adobe Target lets you immediately gain ROI from your optimisation activities.
Once organisations do get started with optimisation, many find it challenging to take their program to the next level. Growth like that requires much more than simply having the right technology in place; it requires the right people, processes and governance. PO8: Clearing hurdles for optimisation success gives you great ideas for overcoming the challenges to maturing your program.
Still others want to learn how to deliver the customer an end-to-end, cross-channel experience through innovative approaches to optimisation. PO2: Holistic experience optimisation at William Hill shows what’s possible with Adobe Target and other solutions and core services in Adobe Marketing Cloud, highlighting how leading betting and gaming company William Hill taps into these offerings to deliver visitors and customers highly personalised experiences.
Using Automation and Algorithms for Deeper Insights and a More Strategic Approach
Many digital marketers want to take their optimisation efforts to a new, higher level by applying data science and using automation and algorithms in their personalisation and optimisation work. PO4: Because you’ve got bigger fish to fry than button colour and PO6: Unleash your inner data scientist with Adobe Target discuss why automation, algorithms and data science are the future of personalisation and optimisation.
Satisfying the digital demands of millennials—especially with mobile experiences
In almost all industries, more visitors and customers are connecting with companies via smartphones. That’s particularly true with the millennial generation. The features unique to mobile devices open up completely new, exciting opportunities for digital marketers to deliver more relevant experiences and offers. PO5: Marketing to Europe’s millennials gives you data and insights about millennials, including why a mobile focus is important if you want to resonate with them.
PO5: Marketing to Europe’s millennials
Sharing customer experiences and insights and networking
These last two sessions, PO1: Exchange ideas, get inspired: A personalisation and optimisation workshop and PO7: Step right up and guess the test winner: WhichTestWon’s Adobe Target Awards EMEA are iterations on two of our most popular sessions from last year. If you want to get your questions answered, meet others working in personalisation and optimisation, or just see what others are doing with testing and optimisation at their company, these are must-attend sessions. See this blog post for more details on the WhichTestWon competition* and how to enter—it’s not too late!
Don’t Forget the Hands-on Labs!
Be sure to look through the Hands-on Labs. There are a some labs focused Adobe Target and others on Personalisation & Optimisation that you may want to sign up for, too!
Please let me know on Twitter @jamiebrighton what you think of the sessions and if you have any questions, and to few the full set of sessions, please visit this page: http://summit.adobe.com/emea/sessions/at-a-glance/#personalisation-and-optimisation
I look forward to seeing you at Adobe Summit 2016 EMEA in London next month!
* Entries for competition close April 14, 2016. Enter the competition here.