Summary & Key takeaways from Adobe Summit 2014 The Adobe Summit has exploded over the past 3 years as it moved away from the Grand/Little America, where it was still hyper focused on analytics & testing (~2,000 people attending 1-2 years post Omniture acquisition), to a large scale (6,000+ people) pan-digital marketing showcase hosted at the Salt Palace Convention Center. The growth and integration with other tools in their suite has allowed them to shift focus from solely an analytics/optimization product line to a ‘Marketing Cloud’ of tools marketed to the CMO and used across the digital/marketing organization. Here are my top high level takeaways from this year’s Summit: Key themes: Testing, Platform, & Personalization Takeaway #1: Over the past 2 years Adobe has pushed hard on integration & product
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Two weeks ago in Salt Lake City I was lucky enough to have the opportunity to attend and speak at unSummitSLC (I spoke about mobile & cross-channel analytics). unSummit is a half-day, intimate gathering of digital marketers from all over the country and local university students that takes place the day before Adobe Summit each year (this was it’s 3rd year). The idea is to share content/presos about relevant topics in the industry without the pitchiness of many of the presentations at larger conferences. It’s also a great learning platform for students who are interested in analytics (I wish something like this had been around when I was in college!). This was my first unSummit, and I walked away very impressed and inspired by the day. Some of the biggest
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This past week I had the unique opportunity to attend Adobe Summit as a part of the industry but not a part of the Adobe community (currently). In a prior life I worked as a web analytics manager for Adobe and attended Summit as an employee and active user of the Omniture suite, so attending this time with an outside-looking-in viewpoint was quite an experience. Many things have changed since my time at Adobe, and many things remain constant. For me, one of the biggest changes is the push towards the Marketing Cloud (and an active effort to kill the Omniture brand). In many ways, I see the benefits of this type of front-end collaborative interface, but I do have my doubts and concerns. Benefits: Drag & drop flashy interfaces
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