Main Conference Agenda

Analytics rock stars: Roll with the pros to rock your analysis

Come and hear top-of-the-chart practitioners from across the region review best practices for performing analysis, optimising online performance, and driving more value from analytics. These experts reveal their tips, tricks, and power strategies for getting the most out of your analytics efforts. Jam with industry legends who share:

• Power-user tips to shred through data and optimise your business results
• Real-world examples that address challenging analytics questions
• Innovative practices and strategies to get your digital assets to top-performance levels This session is for web and digital analysts in all industries.

Creating a sustainable edge with analytics

There is no shortage of data in the world. But can you say you consistently turn data into insight and insight into better informed decision making? This session will demonstrate how Vodafone has built a digital analytics function to do just that. From technology to capability to process and governance, we will share the four year journey we have been on.

Adobe Experience Manager: 10 hottest new features

Creating and managing content that drives brand awareness and customer demand is challenging. Coupling that with the need to create personalised experiences across a mobile or social channel is an entirely different ball game. Marketers are scrambling to achieve a competitive advantage and get a leg up on the competition. Discover first-hand the top-10 marketing must haves that all content marketers and strategists need to get ahead of the competition and how Adobe Experience Manager can make your brand shine. Learn how the Adobe Experience Manager solution can:

• Manage experience-driven commerce across a multitude of channels to promote conversion and brand advocacy
• Deliver dynamic and personalised video to any mobile device, increasing customer engagement
• Accelerate time to launch of marketing campaigns with unique landing pages and personalised content to win over that first time visitor. This session is for content marketers and digital marketers in all industries.

Mobile advertising: Will the return on ad spend meet my expectations?

Industry analysts forecast that Western European brands will spend over $4.4 billion on mobile advertising by 2016. Yet this spend level represents only a minor share of the total digital ad spend. Given consumers’ adoption and use of smartphones and tablets, the imbalance between media time spent and advertising is clearly an industry problem. However, some marketers are moving forward with mobile-specific campaigns and seeing success with mobile ads in driving customer acquisition. Key takeaways:

• Trends and industry drivers for mobile advertising via search, display, and messaging
• Implications of Google's Enhanced Campaigns
• Analytics that you can use to determine the ROI for mobile campaigns. This session is for media planners, digital marketers and mobile marketers across all industries.

Beyond the Like: Social’s role in a multichannel advertising environment

Dispel the myth that social media is worthless by putting it into context with your other marketing efforts. Join Paddy Power's Johnny Devitt, to learn how social media has fundamentally changed the way marketers and analysts think about online advertising. Discover how the most innovative companies are tracking social interactions to revenue conversions. This session covers: Best practices for social measurement based on Facebook experiences and research Tactical recommendations for optimising current measurement practices The types of content and social campaigns that drive success on Facebook This session is for analysts, ad buyers, digital marketers, and social media marketers.

10 tips for creating optimised personalised experiences

Consumers are often overwhelmed with irrelevant content and frustrated when they cannot easily find what they want or need. Digital marketers find it challenging to engage a diverse array of visitors on a personal level and present a tailored, functional path through their web or mobile site to successful conversion. They must quickly identify and deliver the most relevant, engaging experience at each critical point of interaction throughout a customer’s journey. We know, we know—easier said than done. But by the end of this session, you will have 10 tips and tricks to make personalisation easier and more effective. Highlights include:

• How to personalise various aspects of your site, including campaigns, search and navigation, and checkout pages
• What and where to test to impact customer engagement
• Examples of no-nonsense personalisation that works This session is for digital optimisation managers and digital marketers in all industries.

You are a B2C media company, you just may not have realised

The boundaries between traditional media companies, retailers and brands are becoming increasingly hard to define as each move into each other’s digital territories. Everyone is becoming a media company, everyone is B2C, this is becoming the “new normal” for business and defining a new basis for competition. To win in this new world, you need an enhanced set of digital capabilities. In this session we will look at three key areas that are vital to your success: Content, Commerce and Analytics.

Marketing in the cloud with Swisscom

Switzerland's leading telecom provider discusses the interaction and synergies as well as the challenges within the Adobe Marketing Cloud. Swisscom is currently using many Marketing Cloud components such as Adobe Analytics, Adobe Target, Adobe Experience Manager, Survey, Digital Pulse and more. This presentation will take you through the different stages of the online business optimisation cycle from Project Management, creation, asset Management, delivery, engagement and finally focussing on, analytics & optimisation. Learn how the multiple products work together in a diverse multilingual environment and discover where challenges might be hiding and how to avoid them! Gain valuable insights in order to help you to make better business decisions about how to get the best out of the Adobe Marketing Cloud in order to bring your online strategy forward.

THE DISINTERESTED AUDIENCE

Multi-channel communication and engagement The ethos behind MCR is to surround the customers with channels of choice and relevance, yet brand and marketing budgets are at best the same as they were 10 years ago. What makes matters worse is that the audience places more value in word of mouth rather than marketing. Nevertheless, in these extreme conditions new kinds of models have emerged where brands succeed in pulling youth audiences rather than paying to push to them, where every touch points adds another layer to the customer experience and where mass audiences become mass advocates. Join the debate where Lars Hemming Jorgensen, CEO Vice Media Group Denmark, will present theories and examples of competing in new era of the disinterested audience.

Measuring the immeasurable: Tactics to quantify the impact of social

Although there is no perfect way to quantify the value of your social programmes, you can use many social interactions along the way as stepping stones to proving return on social investments. Back by popular demand, this session offers technical information on how to measure the major social media platforms as well as emerging networks and identify opportunities for measuring cross-domain visitor behaviours through real-time data collection. Get code examples and best practices on how to integrate with the available APIs for these platforms. Takeaways include:

• Client examples of success tracking social media
• Code examples of how to interface with social APIs
• Code examples of how to add tracking directly to measurable social interactions. This is an advanced session for developers or those who are tasked with measuring the business impact of social initiatives.

Mobile Analytics: The best techniques for getting started

Now that you’ve launched your mobile websites and mobile apps to engage with smartphone and tablet users, how are you going to measure their effectiveness? Last year, many companies saw visits from mobile devices approaching or exceeding 20% of total online traffic, but how does that translate? It’s time to gain insights on how these mobile channels are driving and influencing business results. Learn about:

• Setting up report suites for analyzing mobile websites and mobile apps
• Key metrics, dimensions, reports, and dashboards for mobile analytics
• Segmenting mobile audiences using SiteCatalyst This session is for digital analysts, digital marketers, and mobile marketers across all industries that are new to mobile analytics.

How to stand out: Survival of the most relevant

There is much fanfare citing the growth in time and money spent online by individuals worldwide. Less attention is given to an equally important area—the explosion of digital content. Herein lies the paradox: While the growth of both areas creates an increasing number of opportunities for organizations to reach their customers, connecting with them has never been harder. Join us to learn how companies are building brand engagement through personalized content and experiences. Learn how you can:

• Build brand loyalty and engagement with your customers using key concepts and technologies already available to you today
• Create a sustainable competitive advantage that suits your enterprise’s goals and KPIs by delivering personalized experiences to your prospects and customer base
• Avoid the traps of drive-by or canned personalization, and instead create relevant and engaging digital experiences This session is for content marketers and digital marketers in all industries

Bid evolution: Applying advanced attribution models in rules and portfolios

The combination of advanced bid rules and strong portfolio algorithms make Adobe Media Optimizer the most powerful bidding platform in the industry. Learn how customers have improved their bidding strategies by taking advantage of multiple attribution perspectives. Unlock the other 50% of actionable signals from your keywords that are being ignored by simplistic rules or single-metric portfolio objectives. This consistent segmentation framework empowers search marketers to define success with more accuracy than ever before. Discover which patterns you can start applying to your keywords today to improve efficiency and volume. potential. Learn about:

• Nine essential metric filters that bring actionable focus to the largest accounts
• Overcoming the difference between mediocre and great bid automation objectives
• Bridging workflows between manual rules-based and portfolio bidding This session is relevant to intermediate to advanced search marketers in all industries.

Adobe Social 3.0: A technical deep dive into new features and functionality

Get a closer look at Adobe Social during this hands-on product overview. Review core capabilities and new functionality, and learn about how to best leverage Adobe Social to engage customers, amplify reach, and demonstrate social marketing ROI.

Time to burn your marketing content calendar – it’s all real time now.

The fast paced nature of social media means brands need to be prepared to participate in the conversation in real time, all the time. Adjusting content on the fly. Responding to rapidly shifting conversations. Interrupting the customer consideration cycle. Reacting quickly when faced with an emerging crisis. It is about identifying a content opportunity, formulating and creating an idea, then riding on the conversation wave at the peak moment in time. Anything is possible with the right people, processes and platforms in place. Learn how to modify your brand's marketing into real time from a team of experts who will discuss the challenges businesses face and the value that it brings. List of highlights: · Explore how to be opportunistic about real-time engagement · Increase visibility (and awareness) when audiences are most likely to be looking and listening · Learn how to develop customer care or engagement that encourages direct, one to one, after sales support enquiries

Behavioural marketing & how to get your customers to love you

eCommerce is now more multi-channel dependent than ever. Find out how to better integrate your email, web, mobile and social media marketing to deliver outstanding ROI. And how a behavioural marketing approach can drive personalised, multi-channel experiences for your customers that ultimately means they'll love you to death.

The survivors’ guide to privacy

The recent “cookies” law, and a proposed new EU regulation on data protection, are changing the face of privacy and affecting the way companies interact with their consumers. Enhanced transparency and more control are more critical to the success of digital marketing than ever before. How have companies responded to increased consumer privacy concerns so far? And how could new laws impact the way companies address increased privacy concerns in the future? Listen to a panel of leading privacy experts discuss both changing consumer expectations and how they expect privacy regulations to change digital marketing.

The next normal: How Millennials worldwide are shaping the market

The rising, digital-savvy Millennial Generation (Generation Y) represents both the next opportunity and the next challenge for digital marketers. Viacom presents key findings from its groundbreaking study, The Next Normal, which provides the first global portrait of this complex, highly influential generation comprising 2.5 billion people aged 9 to 30. The research project spanned 24 countries across every continent and tapped into the minds of Millennials through 15,000 interviews, in-depth explorations, and expert contributions and commentaries. Hear about the attitudes, values, aspirations, and perspectives of this important generation of young consumers that will shape marketing in 2013 and beyond.

Amplify your mobile presence: Digital Publishing & Renault

Discover how you can amplify your mobile presence and extend your brand’s reach from Renault, who for one of their latest car model, Renault Captur, created an app that tells the story from concept car to the final commercial vehicle. As part of Renault’s mobile strategy, this truly cross-platform application provides a seamless experience across all major devices and platforms and was produced within 1 month only! Hear from the key stakeholders at Renault the reasons behind the app and how this application ties to Renault’s mobile marketing strategy, and allows them to attract and retain high-value customers across a broad array of mobile devices and marketplaces.

1+1=3? Why Adobe Experience Manager + Adobe Marketing Cloud = More

Get introduced to the concepts of integrating an Adobe Experience Manager powered website with the Adobe Marketing Cloud. This lab takes you through deploying an AEM website integrated with Adobe Analytics to collect visitor behaviour, showcasing the best practices for building an optimised, customer experience based on content-driven data. This hands-on lab includes integrations with:

• Adobe Target to deliver optimised content based on behaviour, to offer targeted product recommendations and to deliver data-driven search results and merchandisin. We will also show you how you can better understand and segment your visitors. This session is for analysts, marketers, and developers who want to run online to the Max by integrating Adobe Marketing Cloud products.

Advanced Analytics: The time saving tips you are not using

With all of the powerful features in Adobe Analytics - SiteCatalyst, there is a lot to learn in order to get maximum value out of your analytics. In this session, we will share practical tips that you can use immediately to become a master of SiteCatalyst 15. How to use SiteCatalyst 15 segmentation to its fullest in new ways. How to remove the pain from getting implementation changes done outside of IT release cycles How to ensure that your users get the insights they need by seeing only the metrics that matter This session includes a discussion of SiteCatalyst 15 and is for web analysts and interactive marketers in all industries. Hear also from Brian Egerup Kjærulff, Senior Consultant at Danske Bank, how to apply these tips and others in real life, increase your abilities to self-serve and create real business value in your company using Adobe Analytics.

Experience-driven commerce: Turning passion into purchase

Differentiating against the lowest-price online store requires making a connection with your customers and engaging them with your products through an immersive, rich media shopping experience—an experience that motivates visitors to buy at the moment of inflection and become a loyal advocate of your brand. Today, many companies invest in rich brand sites that are separate from their e-commerce store. Learn why these sites should become the store, and connect the dots between how your brand inspires customers and their wallet. Learn how to:

• Power your marketing activities with commerce capabilities
• Create experience-driven commerce to build brand advocacy and loyalty
• Cross-sell and upsell customers at checkout to increase your bottom line This session is for digital marketers, commerce marketers, content marketers, and mobile marketers in all industries.

Build blockbuster mobile apps the easy way!

Is your content more valuable and relevant than your competitors? Do you find yourself competing on price wars online? Instead of joining this rat race, differentiate through a great mobile experience that no one can match. Launching an app successfully involves more than great design and coding. By providing a sticky mobile app that offers a phenomenal user experience, you could earn a spot on the home screen and become part of your audience’s daily routine. Learn how your mobile app project can:

• Increase your return on existing investments, assets, and processes
• Leverage existing web design and development skills
• Use your content management system and analytics to manage and gradually optimise the experience toward your KPIs This session is relevant for digital marketers in retail and finance. Applicable to other industries as well.

What lies ahead for social advertising themes and trends?

Paid social media revenues are predicted to grow from the $4.6 billion cited in 2012 to over $9.2 billion in 2016. These figures account for investments in all facets of paid social media advertising. As marketers and advertisers rationalise this very real advertising channel in their entire paid media mix, new opportunities to reach customers, create engagement, broaden brand awareness, and encourage direct response continue to present themselves. Learn about the upcoming key themes and trends. Discuss strategies for planning for their arrival to fully take advantage of these new paid channel opportunities for consumers and B2B organisations.

Amnesty International: Global challenges in a digital age

How Amnesty International is leveraging social media, mobile, and other cutting edge digital technology to protect human rights around the world. This session will include success stories as well as tackling the complexities of operating an NGO at global scale in the digital age.

Your customers want targeting whether they know it or not

Consumers expect—and want—highly relevant digital experiences, but many are suspicious of being targeted because they’ve encountered poor experiences before. Marketers are challenged to offer compelling and relevant content that provides customer experience satisfaction while meeting key business objectives. Learn how you can utilise your consumer and performance data to deliver tailored, personalised experiences that resonate with your visitors and drive conversion. This session covers:

• Targeting best practices that work for your customers and you
• How, when, and why to use which data types for effective targeting
• Examples of targeting that are helping businesses meet business goals This session is for digital optimisation managers and digital marketers in all industries.

The campaign crisis: From “surviving” to “thriving” in a new era of marketing.

A marketing sea change is upon us. For decades “the campaign” has been the centre of the marketing universe. Organisations, budgets, metrics and programmes have all been aligned around broad marketing campaigns. But it’s not working. Email conversion rates are down. Display click through rates drop every year. It’s because if look closely, you’ll notice something missing in this approach: The individual customer. Today, marketers face a stark choice. Either cling to campaign centric methods and live with ever declining customer engagement and revenues. Or re-orient your business around building lasting individual relationships with the customer. In this session, Jon Stanesby, Associate Director of Strategic Services at Responsys and James Davey, Director of Direct at Joules Clothing will show you how to put the individual customer at the centre of your marketing strategy by: • Leveraging data across every channel to build robust customer profiles • Designing sophisticated, individualised experiences for every phase of the customer lifecycle • Orchestrating and personalising communications that span email, mobile, and display channels

How the sharing economy is disrupting your day to day business

While living in the heart of Silicon Valley, Loic Le Meur has gathered a unique network of global influencers as curator of Europe's LeWeb conference. He will share his vision of the latest trends in technology that will effect your business in the near future, focusing on the 'Internet of Things' and the new and vibrant 'Sharing Economy', the two most important 2013 trends according to Loic.

Tips & tricks for your analytics implementation

Quality analytics must be accurate, complete, timely, relevant and automated. Join our master practitioner for a session on best practices for achieving quality analytics. Learn how to assess your reporting and data architecture to gain efficiencies, uncover completeness and accuracy problems and leverage the features of the Adobe Marketing Cloud to fix these issues. These ideas can also help your organisation drive automation and lower maintenance efforts. Learn how to tackle the puzzle of quality to enhance your measurement and optimisation programmes. This session is for power users and developers who want to make immediate improvements to their marketing analytics data.

1+1=3? part II

This is the second part of Tech Lab 25702 that started at 14:00 and spanned the coffee break. It is advisable not to join this session at 15:15.

Using advanced customer analysis to fuel customer retention

Exposing the relationships between online interactions and how they impact your offline customer profiles is crucial for successful retention models. Membership organisations can no longer afford to make decisions on web analytics data alone if they want to identify and optimise their membership numbers. Hear how a large organisation is effectively segmenting its customers based on their online and offline behaviour to retain existing customers, grow new customers, and optimise its marketing. Learn about:

• Advanced customer segmentation techniques
• Content and marketing targeting strategies based on customer analysis
• How to effectively measure and optimise customer retention models
• Web and customer analytics practices This session is an Adobe Insight and SiteCatalyst discussion for analytics managers and data strategists.

Turn customers into advocates: Measuring & understanding customer satisfaction across all touch points

Many organisations recognise that building relationships with existing customers is one of the most effective ways to increase revenue and profitability, but monitoring and measuring this relationship and how customer/company interactions affect it, has typically been a complex and subjective process. Increasingly, customer satisfaction is also being recognised as a way to measure organisational performance. In this session we will explore how to consistently measure customer satisfaction (using CSAT or NPS) throughout the user journey and across all interaction channels (in store, call-centre, online etc.); tracking, analysing and comparing CSAT/NPS performance across channels; how to reach out to dissatisfied customers before they leave for a competitor; and how Natural Language Processing can be used to identify and address the root causes of customer dissatisfaction.

The marketer's guide to solutions for building brands online

You’ve accepted that delivering relevant and personalised experiences for your prospects and customers can create a deeper brand engagement, driving demand and resulting in brand advocacy. The next step is to learn exactly how to do it. How do some companies get to the holy grail of digital personalisation and engagement? How do they get customers to immerse themselves in their brand across multiple digital channels? And how can you do this for your own business? Meet with Adobe experts, who will:

• Walk you through the do’s and don'ts of customer personalisation and brand engagement, avoiding the common pitfall of drive-by personalisation
• Clearly outline the technologies and methodologies needed to take customers from conversion to brand advocate
• Break down strategies in segmenting your target customer base and applying measurement and optimisation techniques to provide ultimate brand experiences. This session is for content marketers and digital marketers.

How is digital marketing technology changing your business?

The integration of technology by companies like Adobe and Google is pushing the evolution of advertising and changing the strategies of leading advertisers. Join David Karnstedt, senior VP of Advertising Solutions, for a discussion with some of the most influential and knowledgeable leaders in advertising. Learn how they are evolving their teams and technology platforms to harness the mass of highly actionable data to drive greater returns by engaging customers with meaningful content and offers.

Launching B2C e-commerce with hybris and Adobe

B2C e-commerce best practice session with hybris and Adobe

Personalised mobile experiences: How mobile and targeting come together

Mobile channels provide new opportunities to personalise experiences that leverage mobile’s unique capabilities. Tablet users want an experience that is optimised for multi-touch gestures, instead of a mouse. Smartphone and tablet users can take advantage of relevant, location-specific content by providing geo-location information. To make the right investments, marketers need to understand the key factors for defining a strategy that leverages mobile targeting and optimisation. In this session, learn about:

• The opportunity cost of not investing in mobile personalisation
• Mobile considerations for contextual targeting by device, location, time and behaviour
• How companies across industries are delivering personalised mobile experiences This session is for digital optimisation managers and mobile marketing manager in all industries.

The joy of optimisation: How great content and improved user experiences drive performance.

Are you struggling to identify which elements of your digital content you should test? Is your optimisation programme delivering less improvement than you’d hoped or are you having trouble getting it off the ground at all? Have your site conversion rates plateaued? The question is no longer can you tailor and adapt content, but rather what changes to which audiences will drive the greatest improvement. Join industry experts to discuss best practices, review case studies, and learn how collaboration between creative and analytics significantly improve performance. Learn how: · Balancing quick wins with more complex content changes maximise ROI · Continuous testing reveals customer preferences · Creating great user experiences can revolutionise performance This session is for digital marketers and executives looking to improve content effectiveness and delight their online audiences.

Cross-channel digital marketing: Using data to drive consumer interactions with ExactTarget

Data drives relevance, and the more you know about your consumers’ their aspirations, motivations, or even just how they prefer to hear from your brands’ the more you can deliver what they want. And when you deliver what they want, they’ll continue to remain loyal and engaged over time. Hear from ExactTarget and Sony Computer Entertainment (PlayStation) to learn how to take action on your consumer data to drive relevant content and interactive conversations to the next level. Learn how to: - Leverage your consumer data to drive more relevant content, - Create meaningful conversations across multiple digital channels, - Develop customer engagement practices to build brand loyalty and increase customer lifetime value.

Enabling enterprise design innovation

The challenges large organisations face when trying to innovate are extensive. Overcoming scepticism, inertia, fear of innovation and satisfaction with the status quo are all aspects that need addressing in order to break through with compelling new experiences of your brand for your clients. The approach you take and the design tools you use to light up the way ahead are powerful tools that pave the way forward. In this session we will cover some of the approaches that are working for us at UBS with our new Client Facing platform UBS Neo.

Creating optimised customer experiences with Adobe CQ

Many companies are choosing to re-platform their content management systems with more adaptive and agile technologies. Adobe CQ deeply integrates with the Adobe Marketing Cloud, allowing you to adopt an agile, optimised and data-driven experience. This session provides an architectural overview of how CQ integrates with various Marketing Cloud products, including:

• SiteCatalyst
• Test&Target and Adobe Recommendations
• Adobe Search&Promote
• Scene7. This session is for marketers, analysts and developers interested in understanding how the products within the Adobe Marketing Cloud integrate and simplify workflows.

What is advanced segmentation? It slices, it dices, but wait there’s more!

Segmenting integrated data provides a more accurate map of where elusive high-value visitors are digitally buried. Understand how segmentation influences remarketing, targeting, analysis, and reporting. Learn about:

• Effectively using segmentation within integrated data sets to draw out actionable insights
• Taking advantage of cutting-edge segmentation features and advanced user techniques
• Best-practice remarketing and targeting use cases This session includes a discussion of Adobe SiteCatalyst and is for web analysts and interactive marketers in all industries.

Is your digital asset management house ready for the multichannel experience?

Is your digital asset management house in order? With a myriad of images, banners, and videos scattered amongst an organisation, marketers and content owners must rethink how they execute marketing campaigns and monetise content on a growing set of devices and channels. Consumer demand for rich experiences have made digital assets central to brand and customer engagement and marketers must get it right the first time and every time. Learn how marketers are taking new approaches to creating, managing, and delivering digital assets for dynamic multichannel experiences. Learn how to: Accelerate collaboration among creative professionals and content managers Transform your organisation to get the best ROI out of your digital assets Develop strategies to organise your team and deliver digital assets across channels and devices. This session is for creatives, brand marketers, content marketers and digital marketers in all industries.

Creating sustainable value for UBS with Adobe Experience Manager

Adobe Experience Manager provides a comprehensive set of tools to address a range of marketing requirements. To utilise this potential, the system must be fully embedded within an organisation, leveraging Adobe Experience Manager functionalities across the intranet and internet, in multi-project scenarios. Effective management of this tool enables large companies to coordinate requirements and scope, thereby stream-lining project delivery.

Econometric modelling for marketers

Marketers are constantly being asked to measure the efficiency of their programmes, be it online, offline, a direct response campaign, a branding effort or a PR campaign related to a product release. Measuring is often a challenge because the data is either only partially available, totally unavailable, or too many external factors affect the result. Econometric techniques have long been used in economics, social science and public health to address these kind of issues. Learn how you can apply these techniques, many of which were developed by Nobel prize winners, to marketing problems. This session discusses:

• Online-offline attribution using macroeconomic data in marketing forecasts
• Measuring the halo effect of TV advertising
• Other analysis methods for more accurate measuring. This session is for advanced advertisers.

Taking display advertising to the next level with prospecting campaigns

The ROI for display advertising retargeting is phenomenal, but the volume of revenue is limited. By using live optimisation techniques, you can synchronise ad creative with landing pages to increase clicks and enhance the user experience all the way to the point of conversion, ultimately bringing you new customers at scale and within your cost goals. Discover how to use advertiser data from your website and other systems to define lookalike audiences available from data exchanges, ad network partners and publishers, and delivery dynamic ad units on broad reach sites. Learn how to:

• Define audiences that boost effectiveness for your prospecting campaigns
• Reach audiences on a broad set of direct, network, and exchange inventory
• Optimise the set of ads that are served on the publisher and your site pages This session is for advertisers looking to acquire qualified new customers using

Going global: Scaling your business for social marketing success

Meeting the demands of a global social audience is a head-scratcher. How do you organise your marketing team and structure your external communities for success in social media? How do you manage a consistent brand presence across business units, regions, languages, teams and time zones? Making this happen requires establishing the right roles, processes, systems and strategy across the company. Learn how global brands are organising internally to connect with their customers and get answers to some of the toughest questions companies are facing as they mobilise their social efforts. This session covers:

• Recommended processes to effectively organise internal teams and operationalise social throughout your enterprise
• Organising and managing your social communities globally, ensuring consistency and accountability
• How to measure success and distribute best practices across the organisation This session is for marketing directors and VPs and social marketing strategists.

Building a superhero optimisation organisation

Successful optimisation organisations require the right methodology, structure, and processes to achieve success and grow. Companies that don’t have the right ingredients in place confront common pitfalls and challenges. Learn how to overcome these obstacles and set the foundation for a successful program that will drive continual learning and, ultimately, an increase in ROI, conversions, and customer loyalty. This session covers:

• Differences between ad hoc testing and an optimisation organisation
• Common challenges and how to overcome them
• What it takes to build an optimisation culture from the ground up This session is for digital optimisation managers and digital marketers in all industries.

European consumers – Myths or reality?

Advertising professionals often still categorise the consumer according to traditional perceptions. This presentation reveals the truth about consumers across Europe

• their media habits, video consumption, multi-tasking, attitudes to branding, e-commerce and mobile use. Alain will pose 10 questions to the audience testing their preconceptions of consumers across Europe, he will then reveal the truth about consumers’ digital sophistication using audience segment, regional and national examples. The presentation will use data from Mediascope Europe, widely recognised as the industry standard consumer research study on the European media landscape. Mediascope Europe is a unique example of cross industry collaboration, led by IAB Europe and supported by many leading media companies, local IABs and other trade associations. Mediascope Europe 2012 covers 28 markets with over 50,000 consumer interviews.

Ten lessons learned in delivering transformation for Nissan in Europe

Nissan Europe have been using Adobe technologies to transform them from being a challenger brand in automotive into a brand leader in the digital world. This breakout session is designed to be a pragmatic guide in how to deliver creative innovation that excites across an extraordinarily complex market place. Nissan and Razorfish will share the key brand and technology lessons they have learned in building a multi-channel digital brand leader. The key take-a-ways will cover how to manage complexity. A simple summary of the key learning’s for managing complexity of internal stake holders, multiple customer segments, multiple channels in multiple markets that will serve to provide useful tips and advice for organisations considering similar transformation.

Engaging mobile apps! Developed through built-in analytics and targeting

As you invest in native mobile applications, analytics and optimisation should be driving your development. Analytics directs how you optimise your app to enrich the user experience and ultimately drive conversion. Get the hands-on experience needed to integrate Adobe’s tools in your mobile apps, and improve the user experience and engagement. In this hands-on developer session:

• Implement Adobe Analytics measurement for native apps
• Learn how processing rules streamline app implementation and analytics maintenance
• Implement Adobe Target for app optimisation
• Validate analytics and optimisation implementation This lab is for developers of mobile applications and websites with a background in standard object-oriented programming and analytics.

Customer Analytics: How to survive in a customer driven world

The analytics landscape is evolving towards more data, more complexity and, hopefully, more insights. What was known as "web analytics" a few years ago is now "digital analytics", incorporating more than just the web. "Predictive analytics" are just around the corner. But will "customer analytics" be the next big step? Will it save those of us who embrace the change?

Rethinking product support through forums and crowdsourcing

Learn from Adobe and Philips how to harness the power of the crowd to provide support for products while driving consumer engagement and long-term consumer loyalty. See how Philips will be turning to Social Communities to: Utilise consumer experiences to provide real-world product usage Provide consumers alternatives to traditional support channels Tie consumer experiences to products

How the DAM, key component of a digital platform, is becoming a central piece of an innovative digital marketing strategy?

Through examples with Top Brands, discover how the DAM is the corner stone in collecting, controlling and distributing your company's key assets. How the DAM will be key to maintain brand consistency by repurposing digital assets for different channels and syndications, to create the best experience for customer and reach any touch point. Learn how to take advantage of DAM integration with Adobe Creative Cloud, Adobe Marketing Cloud, InDesign publishing solution through creative workflows and agile processes providing full control and flexibility in designing your content production factory. See how to automate a publication chain that allows you to deliver seamlessly with Adobe Scene 7 your assets with live rendering through your Websites, partner sites, mobile sites or digital signage in Shop.

Add to cart: Google PLA optimisation and best practices using Adobe Media Optimizer

Are you leaving PLA performance on the table? Google’s ever-evolving Product Listing Ads is a huge source of both revenue and frustration. Although these ad units can be troublesome because they rely too heavily on Google’s All Products target, using broad product targeting and guessing at initial bids for new products are not the quick fixes they appear to be. Find out how Adobe Media Optimizer portfolio bid optimisation and sparse data modelling can improve your PLA performance. Learn how algorithmic bidding and a set of best practices can improve PLA performance by:

• Analyzing and managing the relationship between the All Products target and specific targets
• Sparse data modelling to forecast new product performance to determine accurate initial bidding
• Leveraging the most granular target-to-product relationship possible to optimise your entire product catalogue at scale. This session is for retail marketing leaders investing in Google PLAs.

Content is king: Optimising social content to engage and convert fans

Gone are the days of measuring social value in fans alone. In this new era, social efficacy is largely attributed to how well brands are able to communicate with and engage customers on social platforms. Discover new tactics and best practices from seasoned community managers and leading brands on how to drive interaction and foster advocacy across all social channels. This session covers:

• Key engagement stats—defining the metrics that matter
• Why social media is more than just another customer service avenue
• Strategies for ongoing content optimisation This session is for social media managers and strategists, marketing directors, content marketers and community managers.

Essentials for building relevant, high-converting entry page experiences

Your first page experience is your opportunity to engage your customer. You worked hard to get them to your site, now you want to ensure that you capture their attention and move them through the funnel. There are countless ways to improve and bring relevance to entry pages, but where should you start and what will have the biggest impact? Join our optimisation and personalisation experts in reviewing and discussing attendees’ landing pages. From analytics and site review, optimisation recommendations, and targeting and personalisation strategies, learn how to capture your audience and increase conversion. This session includes:

• Common first-page mistakes and pitfalls
• An interactive, real-time look at first-page experiences that work and don’t work
• Tips for generating stronger engagement and better click-throughs This session is for digital optimisation managers and digital marketers in all industries.

Digital gardening

Digital communication changes the way we work, decide, and shop. It also changes the way we need to see brands, consumers and marketing. Dietmar Dahmen will bring us up to speed with current developments and lets us glimpse into the future of digital communications. He will challenge how we see brands, advertising and the job of marketing now and in the future.

Bridge the gap between digital and relationship marketing

With Adobe Marketing Cloud you build great web experiences to convert visitors into customers. Extending great web experiences with timely and relevant interaction across ALL channels, that results in an excellent customer experience, and that's what makes them buy from you again. With the integration of Selligent and Adobe Genesis, you reach exactly that. Selligent is a cloud-based multi-stage dialogue solution allowing marketers to design personalised customer interaction across channels and time. Fuelled by single customer view, it allow you to engage with customers across e-mail, web, social, call center and any other touch point. See in this session how you bridge the gap between digital marketing and relationship marketing by extending Adobe Marketing Cloud with Selligent's customer dialogue solution. It is an end-to-end solution for marketers to optimise the path from the first initial click to a loyal customer.

Revealing the wizard: Behind the curtain with data modeling and algorithms

Want to understand what Test&Target 1:1 and Adobe Recommendations are actually doing and why a particular experience is being presented to your customers? Learn about data modeling and advanced algorithms for the tools you use the most but might understand the least. Hear about the industry problems that Test&Target 1:1 solves and how the models are constantly being improved to deliver the right experience at the right time to your audience. In this session:

• Understand how data modeling and algorithms are leveraged in Adobe products
• Hear about current and future efforts to improve the algorithms. This session is for tech savvy marketers and developers interested in understanding how and why Adobe products make data-driven decisions.

Engaging mobile apps! Part II

This is the second part of Tech Lab 25705 that started at 13:45. It is advisable not to join this session at 14:40.