Adobe Summit: Opening Session Second Hour

Continuing on with Adobe’s opening session:
Core Services build out the overall Marketing Cloud experience

• Profiles and audiences
  • Key to the cloud.  A single profile that works across every solution
  • Now it ingests CRM and enterprise data
• Collaboration
• Activation
  • Powered by Dynamic Tag Management
  • Most rapidly adopted digital service Adobe has ever seen.  0 to 2000 in 6 months
  • It keeps the context of the user to determine which services to turn on
• Mobile Services
• Exchange
• Assets
  • Dramatically improves creative workflows by putting creative assets in one central location
  • Now includes shared folder
• Administration

Demo

Tim Showed enterprise customer and marketing data to allow predictive analysis.  Used hotel (Starwood) as the example. (products or key features in bold)

• Customer and Attributes within Profiles and Audiences let you import data from any external source. You can create fields, modify them, delete them, etc.
• Predictive analytics
  • Starwood saw a spike in a luxury property in Arizona
  • Adobe analytics detected the anomaly (booking spike).  Bookings were happening via a hotel feature page.
  • Contribution analysis does regression analysis to figure out what is causing the anomaly.
    • In this case, a golf cart video pushed people to the bookings page
    • It also identified the customer data attributes specific to who is buying and which can be used for future purposes
    • e.g., Adobe says you are all now data scientists.
  • But where is the action coming from this insight?
    • first, those insights become different user segments based on that regression analysis
    • Turn that segment into an audience within the Marketing Cloud
• The audience is now available to the marketing cloud and therefore, to the media optimizer
  • Can create a Phoenician Golf Retargeting campaign.
  • Knowing the audience, you can up the available $$ per prospect
  • Audience manager can analyze the initial prospects segment and find people who look just like them, thus increasing the number of users for the campaign.
    • e.g. take the audience from 42K to 400K
  • Created the campaign via the shared assets manager
  • Then pushed to Adobe Campaign to view and manage the campaign.
    • Note: the UI is much improved from what it was a year ago.
  • The retargeting workflow includes a combination of this audience segment just created elsewhere and then setup the workflow and rules on where and how to interact with the end users.
    • The campaign uses Adobe Assets to grab golf specific media.
• Guest engagement
  • Mobile guests are welcomed with a message on their phone
  • Includes the check in and the use of the phone as the room key
  • Offers are now set to be delivered while on property
  • Adobe Experience Manager

This is another highlight of comprehensive, integrated, and actionable

Interview: Chris Nortion, Vice President CRM Starwood Hotels and Resorts

What do you think about the demo?
Love the power of the Adobe Marketing Cloud. You can’t create that experience by picking off point solutions.  Reached the point where this common integration is key
Digital innovation is in Starwoods blood.  Use a small but highly set of cross-matrixed teams.  Bring them all in during ideation phase.  All these teams, including legal and privacy officers help keep it real but opens everyone up to the art of the possible.
The delta and uber projects helps Starwood help manager the relation from flight to transport to hotel.
The internet of things is fascinating. They have a cool pilot at the Phoenician using in room tablets to drive marketing into the room. It’s more than just offer based marketing.

1. lighting
2. temperature
3. in room dining
4. i-beacons in the hotel.
   1. As you approach the front desk and can be greeted by name and be more proactive

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How do you measure?
This is a key passion for Chris. Try not to hold too many sacred cows. Willing to dump projects that don’t work.  There’s a lot of debate about analytics but it helps to have a positive track record
Tell me about the innovation center Star Lab
Bringing a design led approach so they can innovate at a very fast pace.  it’s more than just a bunch of cool office cubicles and space.  It’s about projects like SPG keyless.  The Apple watch app for this was part of the innovation.  Open the door with the watch.
Just watched a pro-meetings app to allow meetings planner to control the room.  Let’s planners have more control of the surrounding and collaboration with the SPG team.

Mobile

Adobe announces end to end mobile services within the Marketing Cloud.
Demo:

• Uses ESPN as the brand demo
• Use analytics like mobile centric metrics like launches, users, and crash rate
  • can get that data whether it’s built on Adobe technology or not
• using Adobe Analytics can get all sorts of data.
  • 22% of users use  a tablet. (not real data)
• Created an in-app message to create and activate
  • showed this real time
• AEM Apps have some improvements
  • Can make changes to mobile apps
  • Add metadata, setup delivery to specific app stores (ios, Google, etc), etc.
  • Grab screenshots from the asset selector / manager
  • Send to the specific app stores

Coca Cola Demo

• Show Experience manager and where they are deployed
  • this is interesting because content is now deployed to thousands of machines (remember, not real, just a demo)
  • Each dispenser also delivers statistics or web analytics
  • Deploy content changes in real time to these connected machines
• This is an interesting “Internet of things” play here.
  • this can include content on a mega screen inste
  • Did a real time change to the Times Square Coca Cola screen. (really cool)

Under Armor Video and interview
Showed off the store experience with being able to select and customize your apparel choices
Jodi Giles was interviewed.
The entire experience starts with creative cloud.

• Showed Illustrator to change a jacket design.
• Pushed the changed asset from Creative Cloud to Marketing Cloud
• Screens
  • used large touch screens to show design process
  • found assets, flicked them across screens
  • This included a flick of phone to asset manager action.
  • Every product is never on it’s on. Exists in a collection
  • The jacket from Illustrator example was pushed into a collection
  • Showed the sales forecast data pulled from the cloud into AEM
    • this helps to determine how many units to make
    • This is a self-service portal that helps determine factory allotment to make product
• In store view of touch screens
  • Showed the new Steff Curry shoe
  • pick a shoe
  • find the correct size (hooked to store inventory)
  • Pick the right color
  • buy the shoe

AEM Screen

What Adobe just demoed is a new product called AEM screen. It will be available in Q2.

Wrap-up and Feed interview

Cannot predict the future, but can lay the foundation for you, our customers. Adobe Marketing Cloud is focused on Comprehensive, Integrated, and Actionable.
Lauren Bush Lauren is the CEO of feed talked about their work focused on feeding the hungry