Brands Dream Of Data At Adobe Digital Marketing Summit
by Kimberly Maul
"A challenge we've had over the years is that we've had to jump through a lot of hoops to collaborate all this information. The good news is we can track everything and the bad news is we can track everything. How do we get all this information out to all these people? I call it minding the firehose. Being able to collaborate that info across the board and distribute that info is a challenge we've had and I'm excited about the demo I saw."
"Our marketing teams are scattered across the country, and they all have a specific focus on certain sections of our website and certain content, so when you see these boards [in the new UI for the Marketing Cloud], they will be relevant to each person. That's how we can focus on getting the right reports and right information to people across the firm and they can make quicker decisions on that, refining content that leads to higher engagement rates."
As it has done in past years, Adobe hosted "Adobe Sneaks" at the end of the conference, where representatives from the company present interesting innovations and features they are currently working on. As Portlandia's Carrie Brownstein analyzed the Twitter conversation, attendees were able to "vote" for their favorites by tweeting with certain hashtags, and at the end of the presentation, the top Sneak was #SweetEmotion, a new tool for Adobe Social that improved sentiment analysis.
As attendees hit the slopes on Friday, digital marketing may take a backseat, but it will be interesting to see if the excitement for Adobe and its products continues once everyone is home from Utah.