Webinars

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A webinar series designed to provide you with the information you need to achieve insight, action, and uplift for all your marketing initiatives.

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Landing pages that propel visitors toward their goals (and yours)DETAILS Authors Jeff Softley, Director, web analytics & optimization for global eCommerce, Experian Summary Too many marketers focus on acquiring traffic to their site, but neglect the other half of the equation—conversion and customer retention. Smart marketers who want to increase conversion rates and keep customers engaged are using segmentation, targeting and testing to deliver highly relevant content and experiences on every landing page. Duration 60 minutes
Why advertising in silos doesn’t work DETAILS Authors Robin Smith, Sr. Manager of eMarketing, Life Technologies Tim Waddell, Director Product Marketing, Adobe Summary Now more than ever, marketers want to do more with less — which means optimizing and spending advertising dollars where they matter the most. Unfortunately, many marketers have limited visibility into their campaign results, making it difficult to spend marketing dollars in the most productive areas. Smart marketers are consolidating their data into one unified location in order to determine the optimal media mix for their organization. Duration 40 minutes
Adobe® SocialAnalytics: Uncover the business impact of social media DETAILS Authors Chad Warren, Senior Product Marketing Manager for Social Media, Adobe Jeff Jordan, Product Manager, Adobe Summary Adobe® SocialAnalytics is the first solution to tie social media to business results. It delivers the insights that allow marketers to manage their strategy and investments in social media based on measurable outcomes. Find out how to use social media data to make all marketing efforts more effective at driving business results. Duration 40 minutes
Measure and optimize social media for business impact DETAILS Authors Bowen Payson, Manager of online and digital marketing, Virgin America Chad Warren, Senior Product Marketing Manager for Social Media, Adobe Summary Watch how Virgin America turned fans into flyers and see how Adobe SocialAnalytics will change the way you use social media. Duration 32 minutes
Adobe & Dollar Thrifty Automotive Group DETAILS Summary Integrating data into multiple locations is a challenge facing all online marketers today. But those who effectively integrate email, online and offline data, and marketing strategies can see a full view of their customers, enabling them to increase relevance, conversions, and ROI across channels. Duration 60 minutes

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Integrating offline data to boost online results DETAILS Authors Scott Malick, Manager of Digital Advertising, Scottrade Michael Halbrook, Senior Consultant, Adobe Summary Because consumers act across digital and non-digital channels, marketers must integrate multichannel data in order to deliver relevant content, messaging and experiences. Understanding how consumers are interacting with a company across channels can also help marketers allocate online advertising dollars more efficiently and improve marketing ROI. Combining data from online and offline channels allowed Scottrade to optimize online ad spend and design a more accurate revenue contribution model. Duration 60 minutes
Redefining relevance in a era of personalization DETAILS Authors Jerome Richard, Digital Media Team, Murdoch University Hadley Reynolds, Director of Search & Digital Marketplace Technologies, IDC Summary No matter what industry or vertical a company resides in, internal site search should be a priority. Many consumers rely on internal search tools to help them quickly and efficiently navigate their way through a site. When this doesn’t happen users leave a site frustrated and confused. Marketers today have a huge opportunity to leverage analytics data to create relevant search results that instantly connect users to the right information every time. Duration 60 minutes
Creating a picture perfect search experience DETAILS Authors Stephen Favrot, Senior Online Marketing Manager, HP Snapfish Lucilla De Sarlo, Analyst, Forrester Summary Escalating keyword costs combined with increased competition adds to the list of challenges facing search marketers today. Smart marketers are overcoming these challenges by using visitor data and automated bid rules to optimize their keyword campaigns and maximize ROI. Duration 50 minutes
Creating and measuring engaging online content DETAILS Authors Jonathan Tesser, Manager of Audience Optimization, New York Media Michael Greene, Analyst, Forrester Summary The digital publishing industry has faced significant changes over the last few years. More users today are turning to the web to consume traditional content like newspapers, magazines and books; challenging publishers to not only move their businesses online but to optimize content and messaging to met the needs of their digital audiences. Duration 60 minutes
Boosting average order value with automated recommendations DETAILS Authors Scott Cohn, Director of Merchandising & Sales, Bakers Shoes Sucharita Mulpuru, Vice President and Principal Analyst, Forrester Summary Time-strapped consumers are raising their hands, asking online marketers to help them save time and present them with only the products they are interested in when shopping online. Best-in-class marketers are using third party automated recommendations engines to deliver on these expectations. Using solutions like Adobe® Recommendations, marketers can provide customized and relevant product choices to boost customer satisfaction, average order value, and ROI. Duration 50 minutes
Adobe & media agencies DETAILS Authors Colby Cavanaugh, Senior Manager Partner Marketing, ExactTarget Allyson Reagan, eCommerce Analytics Manager, F+W Media Summary Consumers today are in charge. They have the upper hand when deciding what channels, platforms and devices they will use to interact with a brand. The challenge for marketers today is how to break through the chaos of online conversations. This webcast and white paper will show marketers how they can use data to create relevant, trigger based email re-marketing campaigns to communicate, engage and convert online prospects into customers. Duration 50 minutes
Predicting your customers purchase behavior DETAILS Authors Michael Metz, Sr. Director, Web Marketing and Strategy, Cisco Amanda Kahlow, VP Customer Intelligence, Business Online Summary In this webcast and guide, Michael Metz, Senior Director of Web Marketing and Strategy at Cisco, shows how Cisco developed a multichannel engagement scoring model to predict customers’ purchase behavior. Duration 50 minutes
Three tactics to increase online conversions DETAILS Authors Chad Cooper, Manager of web optimization, Marriott Vacation Club Ross Geisel, Audience Development Manger, Hearst Digital Media Allison Clements, Associate Consultant, Adobe Summary Increasing conversions are important to every company, yet a conversion will vary from business to business based on the nature of their goals. This webcast will help marketers identify the most critical conversion metrics for their specific organization, and will also provide a framework to help marketers increase conversions by using segmentation, targeting, and testing to create more relevant and engaging online experiences. Duration 60 minutes
Using display ad targeting to re-engage site visitors DETAILS Authors Scott Jensen, Director, Interactive Marketing, ExtraSpace Storage Sid Chaudhary, Senior Product Manager, Adobe Summary Most website visitors do not convert on the first visit. However, they provide important information that can be leveraged to deliver relevant messages via display ads to increase conversion and reduce overall cost per acquisition. Technology solutions that utilize site data are readily available. Hear about the latest in display ad retargeting and learn how to harness data to drive efficient campaigns. Duration 60 minutes
How search marketing will change through 2014 DETAILS Authors Jimmy Dunn, Online Marketing Manager, Doba Shar VanBoskirk, Vice President, Forrester Summary The search marketing landscape is evolving and increasing in sophistication making search marketers every day tasks increasingly more and more complex. Most marketers are stretched "too thin" and take on too many roles and responsibilities. Smart marketers who use automated technologies and processes are able to overcome these challenges and spend their time on activities that will drive ROI to the bottom line of their organizations. Duration 60 minutes
Building analytics strength for digital dominance DETAILS Authors Brian McManus, Senior Director of Technology, Under Armour Beau Kemeys, Web Analyst, Under Armour Joseph Stanhope, Senior Analyst, Forrester Summary As customers become more and more sophisticated, marketers must adjust and adapt their marketing game to meet these evolving needs and demands. Having a holistic, centralized “hub” for marketers to store data and campaign assets is the first step in delivering and optimizing the customer experience across channels. Duration 70 minutes
Your customers cross channels. Why doesn’t your data?DETAILS Authors Allen Crane, Executive Director of Research and Analytics, USAA Aaron Bird, Group Manager Adobe Insight, Adobe Summary In this webcast and guide, Allen Crane, Executive Director of Research and Analytics at USAA, shows how USAA transformed its approach to customer relationship management using Adobe™ Insight, powered by Omniture™. By identifying cross-channel behavior patterns for specific audience segments, USAA improved online customer satisfaction and put in place trigger campaigns that are producing a 12x higher return on investment compared to online marketing initiatives that rely on self-selection. Duration 50 minutes
Can you measure the value of a Facebook 'like'?DETAILS Authors Justin Ramers, Social Media, Active Network Greg Belkin, Research Analyst, Aberdeen Group Summary Many marketers are investing in social media without accurately measuring and monitoring their social media efforts. Unfortunately most marketers cannot measure their social media activities and are blindly jumping into social media without analyzing the impact it has on their overall business objectives. Smart marketers who invest in analytics data can acquire, retain and engage current and potential customers to maximize the ROI of their currrent and future social media fans, pages and applications. Duration 60 minutes
Announcing: SEO and PPC integration in Adobe SearchCenter+DETAILS Authors Seth Besmertnik, CEO & Co-Founder, Conductor Tim Waddell, Director Product Marketing, Adobe Summary Adobe announces the first-ever paid and organic SEM solution from Adobe SearchCenter+. This new integration allows marketers to view all their paid and organic data side by side, automate based on organic rank scenarios, and use keyword recommendations to boost search marketing ROI. Learn how this integration will help skyrocket SEM results. Duration 60 minutes
Lower call volume and improve customer service DETAILS Authors Nils Engel, Senior Solutions Consultant, Adobe Summary In this webcast and demo, you’ll see how companies with large contact centers are measuring customer interactions across online and offline channels to improve customer service, increase online conversion and save money. Duration 60 minutes
Create social media fans on Facebook & Twitter DETAILS Authors Jeff Wiegand, Social Media, USA Today Brian Watkins, Sr. Social Media Manager, Adobe Summary Are you using the right metrics and strategy to gauge the effectiveness of your social media efforts? Marketers who have a social media measurement strategy in place can determine what social channels and content is the most profitable so they can make sure to focus on these areas to ensure they are not wasting time, money, and resources in low converting areas. Duration 45 minutes
Online testing, targeting, and personalization best practices DETAILS Authors Mary Bannon, Director of Strategic Initiatives, The Washington Post Michael Krypel, Executive Director Adobe Digital, Adobe Summary Today customers expect a rich and engaging online experience, and if your Web site isn’t relevant and doesn’t grab the attention of your site visitors they will go elsewhere to find what they are looking for. Marketers must leverage visitor data, analytics and testing to create richer, more engaging online experiences for their customers. Marketers who leverage web analytics data and testing can monetize site traffic and optimize site pages to increase site conversions and increase site “stickiness.” Duration 60 minutes
How to leverage email, video, and social to maximize spend DETAILS Authors Brian Behunin, Manager Web Analytics, Alaska Airlines Christopher Parkin, Director Genesis Solutions, Adobe Summary Today’s marketers need to not only be investing in multiple channels, but also using analytics as a guideline to determine which channels are the most profitable to invest in. This webcast provides real-world examples of how customers are using analytics to invest in multiple channels, such as email, video, and social media, to maximize their campaign ROI. Duration 50 minutes
Rethinking the role of landing pages in conversion DETAILS Authors James Niehaus, Senior Manager, Web Optimization, Salesforce.com John Broady, Executive Director, Omniture Digital, Omniture Summary For years, marketers have viewed the function of landing pages in simple terms- receive interested visitors, pass them to more meaningful or actionable pages, count the clicks, done. Today, online marketing technology has evolved so that landing pages can be optimized to do a lot more. Duration 60 minutes
Why multi-channel customers are more profitable DETAILS Authors Shankar Mishra, Director customer insight, Travelocity Kristin Mansueto, Team Lead Strategic Accounts, Adobe Summary The days are gone when customers shopped and interacted with businesses through siloed channels. Online customers are now interacting through a multitude of channels sometimes at the same time, and in order for marketers to give each customer the relevant and targeted experience they deserve online marketers must measure and optimize every customer touch-point no matter if it is online or offline. Duration 40 minutes

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