I curated this content to give Summit delegates a track dedicated to guiding the digital marketer on how digital marketing can be weaved into the day to day marketing operations of a business. The sixteen sessions cover hot topics like Privacy and Marketing, and digital transformation. An exciting session to highlight is ‘Don’t I know you? Delivering an engaging experience across both online and offline channels’, which is dedicated to demonstrating the use of multiple digital marketing solutions and how they can help provide personalised experiences both online and offline to your clients.
We have included Industry sessions dedicated to Retail, Telco, Media and Entertainment, Financial Services, Travel and Automotive industries with innovative brands such as Vodafone, RyanAir, Volkswagen. These industry focused sessions all run in parallel on the afternoon April 30. We have teamed up with Razorfish and built a Phygital retail shop in session ‘The stores of the future — leveraging digital in the store and online’. However, my favorite session of this track is one for the early birds on April 30,. check out: ‘Dynamic Tag Management: Turn this on now to become an agile marketing ninja’ with Corey Spencer. His demonstration of how to set up DTM shows that tag management really is child’s play!
Below you can find the session descriptions for the Digital Marketing Operations track, if you are interested in attending any of these sessions please login to the Summit App and register for the ones you want to attend before they fill up. I do hope you manage to attend some of these sessions and enjoy your time at Summit.
How a DMP can change your business
Data Management Platforms are the talk of the tech world right now, but what are they and more importantly how can they help you as marketers realise your goals?
During the session we will explain what a DMP is and showcase some real world case studies where customers have seen amazing returns on their investment. From more efficient media buys to significantly increased conversions. This session is not to be missed!
If you’re interested in DMP, I recommending these two blogs: 5 questions to ask yourself before buying a Data Management Platform & Data Management Platforms and Big Data
The evolution of mobile app publishing with Adobe Publish
Get an exclusive unveiling of Adobe Publish, a completely re-imagined mobile app platform that builds upon the foundation of Adobe Digital Publishing Suite (DPS) to bring customers the next generation of mobile app publishing. It will allow you to make mobile apps for phones and tablets without requiring development and to produce and distribute great content in simple, cost-effective and modern ways. See first hand examples of how a native viewing experience, continuous content updates and the enterprise tools required to manage apps across a large organisation will drive deep and lasting reader engagement to your audiences
Privacy and marketing
Join Adobe’s chief privacy officer, Meme Rasmussen, for a discussion on balancing the requirements of privacy with the demands of digital marketing.
Profiles & Audiences: Easing the pain of data-driven marketing
What could be more powerful than knowing exactly who your customers are, what they are like, and what they want? Data makes it all possible. But the processes to gather that data, analyse it and, most importantly, take action on it, can be labour-intensive and involve a lot of handoffs. In this session, we’ll show you how customer examples and best practices that reduce the time and effort required for effect data-driven marketing.
Learn how to:
Identify people uniformly across your analytics and marketing stack
Manage audiences consistently across channels and solutions
Incorporate CRM or offline data to drive further insight and personalisation
Creativity ♥ Data-driven Marketing. Managing Assets across Marketing Cloud
With data-driven personalisation and channel optimisation, demand for digital assets has exploded, adding another level of complexity. Today, creativity meets data-driven marketing. Learn about streamlining your content creation processes to maximise content delivery and monetisation efforts. Adobe provides seamless integrations between Adobe Creative Cloud, Adobe Marketing Cloud, and third-party systems. See how to connect creative work to marketing activities through real-life examples.
Get demonstrations on sharing assets in these use cases:
Public cloud
Private deployment
Creative apps to marketing solutions
Adobe Marketing Cloud to a third-party system
Don’t I know you? Delivering an engaging experience across both online and offline channels
Marketing is complicated. In today’s multi-channel world it’s increasingly more difficult for the marketer to engage and deliver a rich, relevant cross-channel experience, particularly as the consumer transitions between online and offline states. How do you know it’s the same person? How do you insure consistent messaging? How do you move the consumer from an anonymous state to a known, authenticated state?
In this session, you’ll learn how Eurobet, one of Europe’s largest betting companies, uses Adobe technologies to engage with today’s increasingly mobile consumers across online and offline channels, moving them through the funnel, and creating rich, rewarding remarketing opportunities.
Dynamic Tag Management: Turn this on now to become an agile marketing ninja
The Activation core service, powered by dynamic tag management, is more than the industry’s best tag management solution—Activation is the catalyst to unlock the full potential of the marketing technologies you use from Adobe and any other providers. During this session, we walk you through how Activation is used to:
Save time and resources by deploying and triggering any solution through Activation
Act on opportunities more quickly by decreasing IT dependency
Execute and enhance solutions based on user behaviors that go deeper than the page load
Increase confidence in your deployed solutions and their data integrity
Audiences across the Marketing Cloud: Profile and Audiences plus Audience Manager
What could be more powerful than knowing exactly who your customers are, what they are like, and what they want? Data makes it all possible. But the processes to gather that data, analyse it and, most importantly, take action on it, can be labour-intensive and involve a lot of handoffs. In this session, we’ll show you customer examples and best practices that reduce the time and effort required for effect data-driven marketing:
Identify people uniformly across your analytics and marketing stack
Manage audiences consistently across channels and solutions
Incorporate CRM or offline data to drive further insight and personalisation
Buongiorno, Silicon Valley: How an Italian fashion icon made commerce as smooth as silk
In an age where mobile dominates and consumers are digitally-empowered, shoppers today demand engaging, digitally-enhanced experiences that unlock new value. It’s also transformed how retailers sell and consumers buy.
In this session, we’ll explore how one leading Italian fashion icon digitally transformed their business using Adobe Marketing Cloud and commerce technology from Elastic Path. By leveraging Accenture Interactive’s new “Fashion-in-a-Box” solution, this retailer has provided shoppers with personalised, immersive experiences across any channel, emotionally connecting with the customer in a digitally enabled way.
Industry Afternoon
The stores of the future — leveraging digital in the store and online
Consumer behaviours are evolving as technology continues to empower shoppers. Brick-and-mortar stores, once believed to be in peril, have become an integral part of the customer journey. Leading retailers are reinventing the store experience by developing dynamic, data-driven in-store digital experiences to engage shoppers and increase traffic.
This session showcases the best practices in digital marketing for retail in ‘Phy-gtial’ world.
The Journey to Digital Transformation in Financial Services: Choosing the right technology is JUST the beginning
The aspiration of every financial services institution is to deliver superior cross-channel customer experiences to increase customer engagement, retention and more importantly drive sales and revenue from digital channels. Despite all of the significant challenges facing the financial services industry, retail banks, insurance companies and wealth management firms continue to evolve and harness power digital to achieve their goals.
This process of transformation and reinvention is journey that involves more than just technology. Equally as critical are the people and processes needed in conjunction with any new digital technology and capabilities.
This financial services super-session will include:
The latest perspective and digital marketing trends for the financial services industry.
The diverse perspectives from leading financial intuitions on their experiences, challenges and journeys to reinvention.
The discussion of key business topics such as data driven marketing, mobile and cross-channel marketing in delivering superior customer experiences.
Show me the money! Growing revenues and audiences through the digital transformation overtaking the media and entertainment industry
The business models and consumption patterns for media & broadcast have forever changed by the rise of digital. Whereas media companies, broadcasters and studios once controlled the timing, access and marketing of content, consumers now demand access everywhere, have more programming and content choices, and even contribute to content creation. The challenge for media companies today, is not mastering the world of digital media, but mastering of media and content in what is now a fully digital world. In this session, discussions will include how media companies look at most valuable audiences segments across platforms, measure those audiences accurately and leverage data to create optimised consumer experiences.
Telco – Are you re-inventing yourself faster than the industry?
In the space of just a few years the mobile has become the only item you won’t leave home without. In the coming years our dependency will become stronger with the introduction or wearables, connected living, cars, health etc…
To add to the madness operators are merging services grow from mobile through to fixed, broadband and TV and the consumer demands speed that we could only dream of five years ago. Are you reinventing yourself and your business at the same rate?
In this session you will hear from major brands Vodafone & Swisscom on how they have transformed their teams, processes and technology to meet the needs of their end consumers and more importantly stay ahead of the competition. We will then switch gears and look at how Accenture supports the Telco industry in driving change from large transformational projects through to supporting the day to day operation.
Digitally empowering customers across the travel journey
Today’s travelers have more options than ever to control their travel experience, from research and reviews, fare and rate comparisons, through in-journey and post-journey. With channel fragmentation, learn how RyanAir is leveraging digital to deliver customer satisfaction and increase revenue across the travel lifecycle.
Hear more about:
Key challenges and steps for leveraging data and technology to deliver customer satisfaction and business results
The foundational role of data and analytics to drive business transformation
The BIG Automotive shift: Innovator today, oldtimer tomorrow?
The change and disruption that the automotive industry is going through today is intense. From radical development in propulsion technology to rapid advancement in connectivity, this industry has been faced with such transformation in a few years that other industries face in their lifetime. New entrants, new direct-to-consumer sales model and the evolving buying, usage and ownership pattern add fuel to this disruption A perfect opportunity for evolution by mutation or extinction by irrelevance for established Brands.
If you’re interested in this session I recommend you read: The Death of Traditional Automotive Retailing – What’s next?
See you at EMEA Summit! Visit the EMEA Summit website to book your sessions now.
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