Three “Don’t Miss” Sessions from Adobe Summit EMEA’s Marketing Track

When we think of Sum­mit, we can’t help but have visions of keynote pre­sen­ta­tions with excit­ing announce­ments, sneak peaks of the lat­est tech out of the Adobe labs, tru­ly inspi­ra­tional speak­ers, and a healthy bit of fun.

Tra­di­tion­al­ly, the seem­ing­ly less glam­orous back-end top­ics have been the realm of HR, legal and pol­i­cy teams, as mar­ket­ing spe­cial­ists focus on spe­cif­ic solu­tions or mar­ket­ing strate­gies at Sum­mit. This year, how­ev­er, with GDPR arriv­ing less than a month after Sum­mit EMEA’s com­ple­tion, mar­ket­ing oper­a­tions are firm­ly in the spot­light for every­one. Adobe is ready to help, pack­ing the cal­en­dar with ses­sions that are sure to fill fast.

As the coor­di­na­tor for the Mar­ket­ing Oper­a­tions track at Sum­mit EMEA, I’m excit­ed by the chal­lenges and oppor­tu­ni­ties GDPR offers. But this track is more than just GDPR: it’s about get­ting to grips with the nit­ty-grit­ty of how to go from big vision to deliv­er­ing bet­ter cus­tomer expe­ri­ences across chan­nels and func­tions. How can you struc­ture your teams, tech, and inter­ac­tions to make tan­gi­ble strides towards real­is­ing that vision and shift­ing everyone’s expe­ri­ence, not just the customer’s?

What I love about this track, and what makes it dif­fer­ent from all the oth­ers, is that it is uber-prac­ti­cal. Sum­mit is real­ly sexy and exciting—and that’s great—but as a Solu­tions Con­sul­tant, what real­ly gets my adren­a­lin pump­ing, and makes a tan­gi­ble impact on every­one we work with, is insight into how to actu­al­ly get stuff done.

Which ses­sions should be top of your list? Here are my three “don’t miss” recommendations:

OP3: Adobe is GDPR ready. Are you?

On May 25, 2018, the Euro­pean Union’s Gen­er­al Data Pro­tec­tion Reg­u­la­tion (GDPR) goes into effect. This is your oppor­tu­ni­ty as a cus­tomer-focused brand to embed pri­va­cy into your cus­tomer expe­ri­ence and build brand loyalty. In this ses­sion Adobe’s Chief Pri­va­cy Offi­cer and lead GDPR prod­uct man­ag­er, Alisa Bergman, along with the Roy­al Bank of Scotland’s Head of Dig­i­tal Solu­tions, Thomas Bark­er, will:

• Share what GDPR is
• Explain the impli­ca­tions of GDPR for your business
• Show­case a new prod­uct built to help brands become GDPR ready
• Pro­vide an overview of Expe­ri­ence Cloud prod­uct roadmap fea­tures to sup­port your GDPR readiness

Join us for 45 min­utes and you’ll leave with a sol­id grasp of GDPR, how it affects your busi­ness, and what you need to do get ready. This ses­sion is a pre-req­ui­site for some of the oth­er ses­sions at Sum­mit, espe­cial­ly those focus­ing on Adobe Audi­ence Man­ag­er, so be sure to arrive ear­ly, as seats will fill fast.

OP11: The Prac­ti­cal­i­ties of Dig­i­tal Trans­for­ma­tion in a Siloed Business

How do you dig­i­tal­ly trans­form an 80-year-old cat­a­logue busi­ness into £1bn dig­i­tal leader? For RS Com­po­nents, a high-ser­vice dis­trib­u­tor for engi­neers, it’s about lever­ag­ing tech­nol­o­gy and democ­ra­tis­ing data to delight cus­tomers and suppliers.

Join Tom Loomes, Head of Dig­i­tal Data & Tech­nol­o­gy, to find out how the RS dig­i­tal teams are lever­ag­ing Expe­ri­ence Cloud solu­tions to col­lab­o­rate around data and auto­mate behav­iour-led activ­i­ties to trans­form the RS experience.

Key take­aways will include:

• Why tech­nol­o­gy and data are fun­da­men­tal to your dig­i­tal transformation
• Col­lab­o­rat­ing teams around data
• Using Expe­ri­ence Cloud solu­tions to auto­mate behav­iour-led activ­i­ties and delight your customers

This is the ses­sion to attend if you have mul­ti­ple Adobe Expe­ri­ence Cloud solu­tions and want to hear some prac­ti­cal, real-life exam­ples about how to lever­age them, from an organ­i­sa­tion who’s doing just that.

OP8: Machine learn­ing on Adobe Cloud Plat­form: Unveil­ing the framework

Learn all about the machine-learn­ing frame­work on Adobe Cloud Plat­form. Sen­sei is the genius behind many of the most pow­er­ful Expe­ri­ence Cloud fea­tures, and cus­tomers and part­ners can both take advan­tage of the Sen­sei machine-learn­ing frame­work. We’ll walk you through a data scientist’s typ­i­cal expe­ri­ence in data dis­cov­ery, data explo­ration, exper­i­ment­ing with mod­els, and build­ing intel­li­gent ser­vices. We will also demon­strate the machine-learn­ing capa­bil­i­ties of Adobe Expe­ri­ence Cloud.

In this session:

• See how a machine-learn­ing pre­dic­tion can be built as an intel­li­gent ser­vice, and how to iter­ate it on ML mod­els in the frame­work to opti­mise pre­dic­tive capabilities
• Explore XDM datasets in the Expe­ri­ence Cloud to pow­er omni-chan­nel ML use cases
• Learn what’s com­ing next and how you can be a part of it

If you’re excit­ed about the future of tech and how it’s chang­ing the way we do mar­ket­ing, you’ll want to get a front row seat at this ses­sion. It’s Sen­sei to the max!

Find out more and reg­is­ter for Adobe Sum­mit EMEA here.