Summit US is around the corner, so like everyone else, we here at Accrease prepare for which sessions are relevant for us and what announcements we will see to ensure we can include these when working with our clients.
If you have yet to hear, then 'rumours' are that there won't be a Summit in London this year. This only means that there will be more focus on the US one and potentially more EMEA-based clients attending the US one.
Currently, 249 sessions are available if you're attending in person and 28 online. As in previous years, I expect recordings to be available for everyone post-summit. So regardless of whether you'll be attending in person or expecting to watch the recordings afterwards, I've asked our Specialists which sessions they would recommend to help you prioritise in the large selection of sessions. So, let's jump straight into the recommendations:
He has experience in digital analytics since 1996 and spent the last decade getting his hands dirty digging for insights in Adobe Analytics. Remember to check out his blog on www.webbanalys.se.
Meeting the rockstars of Adobe Analytics is always a great way to boost inspiration and learn new ways to work with Adobe Analytics. This has always been my all-time favourite session at Summit as - regardless of my experience in the tool - I always walk away having learned something new. You should definitely take advantage of this session!
Former Consulting Manager at Adobe and Founder of Accrease. Jonas is a Swiss army knife for the Adobe stack, particularly AEP, and often finds himself by a whiteboard drawing the client's architecture around AEP.
I usually focus on sessions that give a deeper understanding of the architecture behind the solutions. I tried looking for a relevant one this year but found no one. Instead, I personally find this session really interesting.
Often, a CDP is only thought of as something for bought media strategies, but to take full advantage of a CDP, it needs to be thought into the entire marketing funnel.
Former Consultant at Adobe - Well experienced in Adobe Campaign and migrations to/deployments of Adobe Journey Optimizer.
At Accrease, we collaborate directly with the product teams for the different solutions we support. And especially when it comes to AJO, as the solution is evolving extremely fast with new releases every month. They can only give us some insights, so the roadmap sessions at Summit are my favourite ones. Understanding the product's direction will allow us to ensure the implementations we plan take any new features into account.
I find optimising the flows and scaling the personalisation using AI fascinating, so my second recommendation is precisely this. Many clients we work with don't have huge teams, so the efficiency and scaling of personalisation come down to working smarter, and I have no doubt AI is a big part of the solution for this.
Marketo specialist unlike any other. Experienced in building digital strategies using technologies like CDP and combining them with Marketing Automation.
I always find it inspiring to hear from clients about what they have achieved using Adobe Stack. What I find even more inspiring is the Adobe on Adobe sessions. I recall they started doing these years ago, and I love seeing how Adobe are using their own solutions - simply because they know all the ins and outs of its products to ensure it fully gains the most from them.
This is an excellent opportunity to gain insights directly from industry experts who have successfully set up a Global Marketing Ops.
My second recommendation is similar to Sharath's. Regardless of whether you have a large team, AI will be part of your workflow one way or the other. I don't necessarily believe that AI will be able to fully automate personalisation or something similar in the near future. But I 100% believe AI will make you and your team more efficient.
Jonas Guldberg Pabst
Campaign specialist, who was raised - not by wolves - but alongside Neolane, which later became Adobe Campaign. A companion of his ever since.
Adobe has announced that they will unveil their new Campaign v8 web user interface (UI) as part of Summit. These two sessions introduce the new interface and how to leverage the power to build customer experiences. As for the new UI, you may have noticed that the documentation has been updated with a few previews.
The new interface is a revolution for marketers and is a good blend of the more sophisticated UI from Campaign Classic and the simple marketer-friendly UI from Campaign Standard.
It will embrace new powerful features and help you elevate campaigns, build audiences, and unleash the true potential of cross-channel experiences through a user-friendly drag-and-drop interface.
This is super exciting news. We here at Accrease look forward to introducing all the new features it gives our customers.
Former Manager at Adobe for Proof of Concepts in EMEA & JAPAC. He has been working with Adobe Analytics since it was known as SiteCatalyst; however, his favourite solution is and always will be Adobe Target.
With Target as my favourite solution, how can I recommend anything besides Target sessions?
The top tips session is my clear winner - if I could watch only one session, it would be this one. Ryan Roberts is a former colleague and friend, and he's been doing similar sessions in previous years and always received high ratings from the attendees. I love his sessions.
During my time with Adobe, I ran a similar session at Summit in London. Needless to say, it was with great sparring and input from Ryan.
Just like Samuel, I enjoy watching the Adobe on Adobe sessions. Combine that with AI, and you have my second favourite session. Not many Adobe Target customers have Target Premium, which allows for using the Recommendation add-on. Most think that it is only relevant if you're an e-commerce site. However, that certainly isn't the case. I'm working with B2B companies that have successfully promoted training videos and FAQ articles.
There you go. These were the recommendations. Check back after Summit, as we'll be providing a summary of the biggest and most important takeaways.