The Adobe Summit is one of the biggest events in digital marketing and customer experience out there. Adobe has been a leader in the space for years, and at Luxus we've been a proud Adobe partner for almost a decade. This year's EMEA Summit delivered as usual, as Adobe showed its continued leadership and clarity of vision in the space. The event was packed with all sorts of exciting content, and below you'll find some highlights from some of the sessions and labs we attended.
As an analyst, I love a thread - something that clearly ties information and a story together to help me process it clearly. And, in line with this, I found every talk I attended at the Adobe Summit related in some way to the declared themes of 'digital experiences' and ‘customer experience’.
I want to share some of what we learnt from three of the ‘customer experience’ sessions that we attended - three areas that the sessions helped us to become more expert in. By ‘more expert’, I mean they helped us and our ability to better assess the right approach to your customer’s best experience; the areas include personalisation, multivariate testing and Adobe Experience Platform.
Valuable highlights on customer experience that we took away:
- A4T (Analytics for Target) integration with Workspace has been transformative for businesses and the way that they present data.
- DHL’s expectation for implementation of a data-driven culture (from data layer to tag implementation and then analysis) is six months - two years is in line with our own experience and work rate.
- Wi-Fi log-in data is being very effectively used to personalise in-store content in retail applications.
- The Adobe Experience Platform is generating a lot of interest and successfully impressing Data Scientists as it continues to roll out new capabilities.
Personalisation in Customer Experience
This initial slide is particularly exciting to me because I worked on the original campaign way back when. I was in different role at the time, felt surrounded by creativity and change, and got to witness first hand the response to the arguably the first large scale physical personalisation campaign.
Now, in 2019 at the Adobe Summit in London, I'm more interested in how personalisation can be carried out with the latest technology. An in-store case study (Sanne Hansen Vincent, Saint-Gobain) on personalisation identified in-store users through Wi-Fi log-in data (which they incentivised). This data linked, in real-time, to their Adobe customer experience ecosystem, and they were able to feed personalised display content to the in-store visitor based on their user profile.
Multivariate Testing (Adobe Target) in Customer Experience
In a later session, a Senior Analyst DHL, presented on the topic ‘From Target to Analytics in a five-course menu’; despite a possible over-use of Jamie Oliver GIFs, this was a very pragmatic and business-focused presentation including realistic advice on how long it will take your business to implement, as well as a focus on the philosophical use of multivariate testing and becoming a data driven culture.
The session focused on how DHL has built a data-driven culture. The speaker discussed that any multivariate testing software is good, but that one of the true benefits to Adobe Omniture using brands is the integrations with Workspace. Demandbase, Decibel and CRM data all integrate into their overall customer picture. Tim is not focused on going into exactly how DHL use Target from an implementation point of view.
DHL relies on their analytics partner to analyse the results and make recommendations partly due to their arguably more objective outlook. As a company that provides analytics expertise from consulting on your tech stack to tag implementation, this is good to hear for us here at Luxus. We also share their approach to using data-driven insights to add value for our customers:
DHL's Customer Experience Philosophy
Business is about people, not tech.
Target helps to establish a data-driven culture.
The goal is to transform data into insights.
The Adobe Experience Platform in Customer Experience
Quite simply, the Adobe Experience Platform is successfully exciting Digital Marketers and Data Scientists, which is even more interesting when you understand that Adobe’s objective is to democratise data science. Not only does their governance-first approach please us in a GDPR-compliant culture, but it includes A/B testing of data models. You can also create segments which are integrated into other Adobe solutions; given that there is currently no consistency of segmentation between Adobe solutions this is great. It also integrates with Project Jupyter (Data Scientists give me a ‘what what!’).
Now, where it stops just relating to making marketers' lives is more exciting, and really relates to customer experience as a whole; the platform is able to ingest your data from multiple sources and use machine learning processes to predict where best to find your customers. This is a tall claim, somewhat less tall than the announcement of a machine learning solution that is amply faster than the current manual processing timeline; one day to extract seven days of data for ML & AI.
All in all the Summit was jammed packed with announcements, engaging content and sessions, hands-on labs, insights around products and partner solutions. We can confidently mark this year's event up as another energising opportunity to engage around the impressive offering that Adobe puts forward in terms of digital experiences, marketing, analytics, and much more!