You’re pumped for Adobe Summit 2019: you have your airplane playlist, packing list, and networking talking points ready to go. But then you realize that you still need to figure out what sessions to go to. Don’t panic! We did the work for you.
We went through the Adobe Summit session schedule and found the top five sessions that digital marketers can’t afford to miss.
From learning how to use offline data to create stellar customer experiences to getting the latest-and-greatest in privacy innovations, here are the five sessions you need on your schedule:
Tuesday, March 26, 04:00 PM – 05:00 PM
Customer experience design begins with data. With consumer calls to businesses expected to climb by 11% this year to 162 billion, not only do phone calls represent a growing part of the buyer journey, the data generated from these one-to-one touch points contains deep customer intelligence. Learn how Bell Canada, partnering with its agency Media Experts, is optimizing media campaigns and personalizing customer experiences by using AI-powered call analytics to detect call conversions, create closed-loop marketing attribution, and activate high-value audiences within Adobe Audience Manager.
- Vicky Guillemette, Sr. Manager, Marketing Communications, Bell Canada
- Ian Dailey, Sr. Director, Product Marketing, Invoca
- Jennifer Douglass, Director, Digital Media Systems, Media Experts
Wednesday, March 27, 08:30 AM – 09:30 AM
Consumers are more informed and vigilant about their personal data than ever before. Marketing responsibly in your data-driven marketing and audience management initiatives can no longer be an afterthought. The tenants of GDPR (General Data Protection Regulation), California Consumer Privacy Act (CCPA), and other privacy-focused industry changes will impact and inform your digital marketing strategy. In this session, we’ll dig deeper into privacy-related implications of device graphs, data collection and retention, and second-party data sharing. Adobe will also talk about the capabilities within Audience Manager, Adobe’s DMP (Data Management Platform) that follow privacy-by-design principles.
- Kunal Chopra, Product Manager, Adobe
- Fatemeh Khatibloo, Featured Speaker, Principal Analyst, Forrester
Wednesday, March 27, 02:00 PM – 03:30 PM
At the heart of digital transformation is the consumer, and the focal point of meeting the evolving needs and demands of the consumer is experience. The aspiration of every financial services institution is to demonstrate how well it understands the needs of its customers through highly relevant and engaging digital experiences. But to do so, the organization must not only connect various internal systems and a range of diverse channels, but connect emotionally with customers. This is a daunting challenge for large, complex organizations that are highly regulated and offer a wide range of products, services, and channels. This session takes a broad look at transformation initiatives that involve people, processes, as well as technology.
- Chris Cutts, Director, Web and Interactive, AIG
- Christopher Young, Director, Industry Strategy Financial Services, Adobe
- Greg Riedel, VP Martech, USAA
Thursday, March 28, 09:30 AM – 10:30 AM
“Netflixication of the Car” and “How the purchase of the car will mark the beginning and not the end of sale” are just some of the insights given by the Key Digital Trends in Automotive conducted by Frost & Sullivan. Besides this Trends sneak, learn from BMW directly how this premium brand applies data, advanced analytics, and marketing automation to achieve a customer-centric lifecycle approach. Hear from one of our customers about how they are aligning the global organization in becoming fully customer-centric and delivering the next-best offer or action to their customers and prospects. BMW describes the three key success factors for a next-best offer approach.
- Axel Heyenga, Industry Strategy Director, Adobe
- Andreas Walter, Head of Customer Insights & Interaction Management, BMW Group
Thursday, March 28, 02:30 PM – 03:30 PM
Until recently, the life sciences industry has been immune from the digital disruption that media, telecoms, financial services, retail, and hospitality have been navigating. But that is changing, and digital disruption driven by consumerization is imminent, if not already underway. Today, life sciences companies are embracing digital experiences, data-driven decision-making, and consumer-centric thinking. Using Adobe Experience Manager to target and deliver the right content in influencer marketing, messaging apps, chatbots, native advertising platforms, and advanced personalization is leading a new wave of initiatives focused on building a connected eco-system of both consumer and healthcare professional solutions.
- Thomas Swanson, Head of Industry Strategy and Marketing – Health & Life Sciences, Adobe
- Jeremy Pincus, Head, Global Digital Marketing Tech, GSK
- Kurt Gottzandt, Director, Platform Architecture, Merkle Inc.