To be successful, you need an online marketing plan that maximizes marketing ROI and aligns with your company’s key business objectives. Learn how to take a strategic approach to assess, identify, and focus on areas of improvement across all your online marketing initiatives. Incremental improvements to your key business metrics turn quickly into dollars and cents, whether that means allocating more ad spend to channels that are most profitable, improving on-site conversion by a few percentage points, or creating a strategy to reengage with customers after they’ve made a purchase. What makes sense for your business? Hear how a major retailer took a hard look at their own systems, processes, and initiatives to develop a strategy that dramatically improved their business.

Learn how one major retailer’s marketing organization:

• Identified areas in which marketing could improve the overall business
• Created a plan to make incremental improvements to critical areas within the business
• Experienced success by having a clear and positive impact on the business

This session covers a methodology to gauge business results of online marketing programs and is relevant to marketing leaders and interactive marketers across all industries.

Maximizing the performance of your online presence ensures that all the marketing spend and effort getting visitors to your site pays off—metrics are as important to the CFO as they are to marketing. CFOs are concerned with financial metrics, and the need to translate and tie online marketing metrics to financial performance is essential. Learn more about which ROI metrics are the most effective to elevate and improve your company’s online conversion by demonstrating tangible results to the business. Product leaders are in the unique position to leverage vast amounts of data to tightly align marketing messages with their company’s key business objectives. Working closely with the marketing organization, the product team ensures that the site is synchronized with the overall brand and marketing programs to ensure maximum conversion of site traffic. However, with so much data and so many metrics, how do you know what to measure and what’s important? Developing the right strategy, measuring the right metrics, and calculating accurate ROI are crucial to ensuring business success.

Learn how to:

• Ensure that the product strategy is aligned with marketing and the company’s key business objectives, using the right metrics to understand what drives business objectives
• Determine which ROI metrics will help make the right product decisions to demonstrate business results
• Assess the state of the overall analytics strategy as it pertains to business objectives

This session covers the Adobe Online Marketing Suite and how to deliver ROI metrics. It is intended for interactive marketers and marketing leaders across all industries, but web analysts might gain relevant information.

Abandoned shopping carts continue to be a major ecommerce challenge for companies, with the average abandonment rate at roughly 70 percent. As part of an overall move to a more sophisticated trigger-based email marketing approach, DEMCO, a library supplies company, has been able to capture significant "lost" revenue through an automated 3-part cart abandonment email program. In this session, you’ll learn how DEMCO leveraged their Adobe Omniture Site Catalyst and Silverpop integration to implement a simple, but highly-effective cart recovery program.

Attend this session to learn:

• How to plan for and sell cart abandonment email programs to management and IT
• The key best practices in email timing, creative and offers
• A step-by-step approach to program implementation - from selling to optimization

This session discusses Adobe Omniture Site Catalyst and Genesis partner integrations, and is specifically designed for ecommerce marketers and marketing executives. Principles discussed are applicable to both B2B and B2C ecommerce companies.

Executing marketing plans and making decisions based on intuition is a thing of the past. In this era of real-time marketing, sophisticated consumers, and economic austerity, businesses cannot afford to blindly execute on marketing plans without the ability to properly quantify them. CMOs and marketers must develop online marketing strategies that can facilitate a dialogue with customers, at the right times, the right places, with the right messages. However, the challenge is not just the development of a strategy. The CMO must demonstrate the value of these initiatives to maximize online marketing ROI, and have visibility into the overall performance of these programs to course correct as needed. An integrated suite of online marketing tools is increasingly becoming a critical success factor for marketers to capture data and generate meaningful analyses. Learn how to navigate online marketing initiatives based on data, rather than intuition. In this session learn about:

• The critical need for CMOs and marketers to capture and translate data to demonstrate and optimize campaign performance.
• The organizational impact this data puts on marketing organizations.
• Best practices and key areas that where marketers should leverage data and technology.

This session provides market insight into the data and analytical needs of CMOs and Sr. Marketing leaders. This session is relevant to Marketing leaders, web analysts and interactive marketers.

Why not tag content for measurement and optimization where it’s managed? The power of content management capabilities, combined with actionable analytics, allows content to be tagged for measurement with Adobe SiteCatalyst while it’s being managed in Day Software. Learn more about Day Software’s analytics capabilities and how they allow you to streamline workflows, gain efficiencies, and take advantage of world-class analytics during the content management process. Learn about Adobe SiteCatalyst integrations with Day Software, such as one-click optimization packages, that allow content managers to understand the performance of automatically tagged website components. Tagging web content upfront provides simplified workflows in the content creation and management processes and insight on the performance of content in the live environment.

Learn about:

• Improved processes and insight with Day Software’s integration with Adobe Site Catalyst
• One-click optimization packages

This session is designed for web analysts and interactive marketers.

Are your marketing decisions yielding the highest ROI? Is your marketing strategy aligned with your company's key business objectives? To be successful, the ability to leverage data from multiple systems and to bring it all together is critical. An integrated online marketing suite provides insight into the performance of all your online marketing initiatives, empowers you to make informed decisions, and ensures the success of your online marketing program.

Learn how the Adobe Online Marketing Suite can help you maximize the value of your online marketing investment with an integrated data platform, rock-solid analytics, and applications that optimize ad spend and conversion.

Learn how to maximize marketing ROI by:

• Understanding the impact marketing has on your key business objectives by bringing together data from multiple systems into one integrated platform
• Optimizing ad spend across and within channels to determine the best allocation of your advertising budget
• Leveraging insight into customer behavior across channels to deliver engaging, relevant experiences that drive conversion

This session is relevant for interactive marketers and web analysts across all verticals.

The publishing industry is not dead—it’s just gone digital. The fragmentation of the web, rapid adoption of new online platforms, additional advertising formats, and multiple consumer devices have created a complex environment. However, the shift to rich Internet content, advertising, and applications offers marketers improved opportunities to engage customers and create stronger brand loyalty. Learn how businesses can create, manage, measure, and monetize online experiences across virtually any platform or device and support a complete end-to-end digital publishing workflow. This session describes how the Online Marketing Suite integration with Adobe Digital Publishing Suite and Adobe Creative Suite allows businesses to monetize digital assets, while accelerating time to market and reducing integration costs.

Learn how leveraging measurement and optimization in the content creation and publishing process can:

• Maximize the ROI of your digital marketing investments
• Provide insight on how consumers are interacting with digital assets to optimize editorial content and drive advertising monetization
• Drive customer engagement by using content in new and exciting ways

This session is relevant to interactive marketers in the media and entertainment industries, with concepts that are applicable across other verticals.

Have you wondered how leading brands market so effectively and efficiently, and how they grow online and offline sales? How do leading companies leverage technology, and people, to overcome road blocks to climb the ladder of business success? Best Buy shares how it went from limited success to powerful increases in conversion, revenue, and innovation. Senior leaders from the Best Buy and Adobe teams reveal how they learned to successfully work together to achieve new levels of productivity, cooperation, and results. Best Buy also shares how they grew beyond focusing just on products and technology, and learned to leverage the most important asset in their business—people.

Hear stories from the Best Buy and Adobe team revealing:

• The challenges Best Buy faced in their trek to success
• How Best Buy and Adobe partnered to overcome key challenges and used these learnings to drive innovation
• Strategies to use data that drives key business decisions

This roundtable discussion is relevant to marketing leaders and interactive marketers. It focuses on the retail industry, but the concepts discussed are applicable across industries.

If you've got email data in one place, online data in another and some offline data somewhere else, this is the session for you. Dollar Thrifty Automotive Group and their agency FKQ will talk about their journey into combining Responsys email information through Adobe Genesis and offline data through Adobe Insight to expand conversion funnel visibility at the top and bottom of the funnel. Dollar Thrifty has already been through several phases of learning and look back on the entire process will share insights on best practices and potential mistakes. If you’re looking for those few actions that you can take back to your office that will immediately produce results, then this is the session for you. This session will help you:

• Learn what we mean by cross-channel behavior, and how to translate and apply it to improve campaign conversions
• Discover how a Cross-Channel Lifecycle Marketing approach can grow revenue, increase marketing efficiency and strengthen customer engagement
• Understand how simplifying the integration of email campaign and web site conversion data facilitates creativity to drive higher revenue

This session discusses Responsys, Adobe Genesis, and Adobe Insight and is applicable to retail, travel/hospitality and any company who has offline data and is appropriate for web analysts, email marketers, ecommerce marketers and marketing executives.

One plus one can equal three when you develop a killer cross-media strategy. Getting it right for one event that takes place every four years requires marketers who are at the top of their game—as was NBC Universal at the Vancouver 2010 Winter Olympics. During the Olympics, NBCU leveraged web, mobile, TV, digital video, and social media to drive engagement during the games, and they determined that additional media channels enhanced consumption of content, rather than diluting it. This session provides a real-world example of how an integrated and strategic cross-media approach helped deliver a gold-medal experience.

Learn how developing a cross-media strategy can help:

• Understand engagement across a number of different channels
• Disseminate real-time data about digital-content consumption to maximize advertising revenue
• Glean insight into consumer behavior to deliver compelling content that drives engagement

This session discusses the Adobe Online Marketing Suite and is relevant for interactive marketers in the media and entertainment industries, but many principles discussed are applicable to other industries.

According to the Gartner Group, in 2010, worldwide mobile application stores’ revenue was expected to reach $5.2 billion, both from end users buying applications and applications generating advertising revenue for their developers. In addition, worldwide cumulative application downloads (free and paid) from app stores was over 10 billion in 2010 and will pass the 50 billion mark during 2012. Given the wide distribution of mobile apps, organizations that are trying to reach a mobile audience must consider measurement, analysis, and optimization. In this session, Adobe shows how to use analytics to improve native mobile applications, and an Adobe customer describes their mobile app development strategy and the results of measuring visitor engagement.

Key takeaways include:

• Best practices for measuring and analyzing app usage
• Cutting-edge solutions for reducing app disengagement
• Benefits of optimizing mobile apps through an actual case study

This session discusses Adobe SiteCatalyst and Adobe Discover, and is specifically designed for web analysts and interactive marketers in all industries.

It’s no surprise that social media is here to stay. What is surprising is how few insights are being uncovered by marketers about social media visitors to their sites. Many marketers are either settling for disappointing returns or still trying to prove ROI from social media initiatives. Social visitors are opening their mouths, and if they have a bad experience on your site, the world will know. Being able to successfully segment social visitors to discover their needs and wants translates into superior customer experiences that will also be shared with the world. Join us as we explore how Adobe Discover can reveal deep insights about your site’s social visitors as well as new, advanced segmentation strategies for optimizing your online business.

Key takeaways include:

• Examples of how organizations have segmented Facebook and Twitter traffic to substantially increase social media visitor value and yield double-digit traffic gains
• How to analyze social visitor interactions to reveal what they really want, need, and expect
• How to identify valuable new segments and increase the value of existing segments
• Maximizing Facebook advertising through effective social segmentation

This session discusses Adobe Discover and is designed for web analysts and interactive marketers in all industries.

Corporate strategy and social media do not have to be mutually exclusive. A recent survey stated that 78% of companies actively use social media, but just 41% say those efforts are part of a strategic game plan. Is it any wonder that a growing number of marketers question social media’s effectiveness? Without analytics and an understanding of the best practices for measuring social media, marketers are left in a lurch when trying to map social media initiatives to the organization’s strategy. Learn how to develop a holistic social media strategy that can deliver more ROI to your organization’s bottom line.

This session looks at:

• Best practices and solutions employed by top companies to increase revenue from social media
• Connecting the dots between social media engagement and on-site conversion
• Important KPIs, metrics, and measurement strategies to consider with your social media efforts
• Emerging trends that will dramatically affect your social media strategy

This session discusses Adobe SiteCatalyst and is designed for web analysts and interactive marketers.

This must-attend session gathers leading experts from across the country to present a power-packed review of advanced online analytic techniques with SiteCatalyst. These experts reveal their tips, tricks, and power strategies for getting the most out of their online analytics.

You will rub elbows with the experts who will share:

• Power-user tips to raise your analytics game and optimize your business results
• Real-world examples that address burning online analytic questions
• Innovative practices and strategies to get your website to top-performance levels

This session covers Adobe SiteCatalyst and is specifically designed for advanced web analysts in all industries seeking advanced user techniques. It covers advanced uses of SiteCatalyst but not technical implementation issues.

Within the digital landscape, nearly every new partner discussion starts with, “Just put this tag on your page.” With publishers and advertisers having an increasing number of tags on each page, the process of managing tags—tag insertion and removal, testing, performance monitoring, troubleshooting—is a huge drain on resources. By deploying a centralized tag management framework, marketers can quickly achieve their business goals while increasing operational efficiency for IT and site operations.

Learn how Adobe and Demdex is addressing these needs:

• Easy one-time deployment of a standard tag
• Ability to traffic unlimited third-party tags
• Robust tag management interfaces
• Extending tag management into data control and audience optimization

The time to engage customers with video is now. Online video has burst forth from the PC onto multiple screens and devices. The flow of video viewership is happening on tablet devices, smartphones, and even Internet-enabled TVs. Effectively measuring customer acquisition and conversion in all these channels substantially increases video monetization. This session covers how these campaigns impact consumer behavior and how to effectively measure your audience’s engagement to identify your most attentive (and profitable!) audience segments.

Learn about:

• Fully interactive video reporting that can be utilized by experienced and novice analysts alike
• How to identify which parts of your videos are most engaging to multiple audience segments
• Comprehensive reporting on ad viewership and engagement out of the box
• How video is driving other non-video online key performance indicators (KPIs)

This session discusses video measurement in Adobe SiteCatalyst and is designed for web analysts and interactive marketers in the media and entertainment industries. However, many of the principles discussed are applicable to other industries.

At first glance, your online campaigns appear to be doing well: Site-wide revenue is up, and everyone is happy. You decide to dig into these campaigns to see which ones are out-performing others. But when you look deeper into your campaign reports, your jaw drops and you begin to sweat. No revenue is tied to these campaigns!

A recent study showed that 65% of online marketers have lost campaign performance data due to a broken analytics implementation, while 63% have delayed launching a new campaign because they couldn't trust the underlying data. The decisions you make regarding your online marketing efforts are only as good as the data they’re based on. Surprisingly, few organizations have a formal QA process around their implementation changes and updates, and it can be difficult to help colleagues and superiors understand variances in the data when they do occur.

In this session, you will:

• Learn how to preemptively catch common implementation errors that could cause your organization to doubt its online data
• Hear about successful techniques to help keep your organization moving forward when data is called into question
• Gain insights and tips regarding a successful, automated web analytics QA process from an Adobe customer using Adobe Digital Pulse.

This session is designed for web analysts and interactive marketers.

So you’ve launched your brand on Facebook. Now what? Most marketers are asking this question as they attempt to connect their brand with the over 600 million active and engaged users on Facebook. What they don’t realize is that with just some slight adjustments to the fundamentals of successful digital marketing and customer relationship management, brands can build an effective presence on Facebook that drives engagement and action, and delivers invaluable insights about your customers.

This session provides:

• A simple framework for building and engaging your fan base—and their friends
• Tools to measure and optimize content so that it drives bottom-line results
• Examples of how to tap into and leverage Facebook’s rich demographic and “interest” data to segment and target your audience inside and outside of Facebook

This session discusses Adobe SiteCatalyst and is designed for web analysts and interactive marketers in all industries.

Learn about the most important mobile marketing strategies emerging in 2011. This session provides an overview of technique, such as mobile sites, apps, ads, and SMS, for reaching a target audience based on the online marketer’s objectives. In addition, an Adobe customer explains how mobile marketing fits within their overall online marketing strategy and their investment rationale for a range of mobile marketing tactics.

Learn about:

• Where marketers are choosing to invest their mobile marketing budgets and why
• The effectiveness of major techniques for reaching mobile audiences
• Best practices for selecting the right mobile marketing strategy

This session discusses Adobe SiteCatalyst and is designed for web analysts and interactive marketers in all industries.

Are you playing to win or just watching from the sidelines? Winning companies share common, fundamental organizational characteristics that enable them to successfully implement, adopt, and leverage their analytics solution to optimize their business. As many companies have discovered, organizational challenges—not technical issues—frequently impede the success of analytics programs. Some organizational issues are caused by internal conflicts, budgetary issues, or resource limitations. Championship firms have made an investment in more than just the analytics tools—they invest in the right players and the right game plan.

Learn about the organizational strategies that will position your company’s analytics for a winning record in 2011:

• Understand how different stakeholders can impact analytics programs and where the highest synergies can occur when key players learn to play together (IT, business owners, project sponsors, analysts)
• Learn about tools for objectively evaluating your company’s “emotional intelligence” as it relates to embracing the proper foundation for analytics success
• See how Adobe’s new capabilities and maturation model can help your company determine where it thrives and has potential opportunity for growth

This session is for marketing executives who are sponsoring implementations, managers who are navigating challenges within implementations that extend beyond technology, and key stakeholders who want to drive the maturation of their organization. The content addresses issues for all industries.

At first glance, your online campaigns appear to be doing well: Site-wide revenue is up, and everyone is happy. You decide to dig into these campaigns to see which ones are out-performing others. But when you look deeper into your campaign reports, your jaw drops and you begin to sweat. No revenue is tied to these campaigns!

A recent study showed that 65% of online marketers have lost campaign performance data due to a broken analytics implementation, while 63% have delayed launching a new campaign because they couldn't trust the underlying data. The decisions you make regarding your online marketing efforts are only as good as the data they’re based on. Surprisingly, few organizations have a formal QA process around their implementation changes and updates, and it can be difficult to help colleagues and superiors understand variances in the data when they do occur.

In this session, you will:

• Learn how to preemptively catch common implementation errors that could cause your organization to doubt its online data
• Hear about successful techniques to help keep your organization moving forward when data is called into question
• Gain insights and tips regarding a successful, automated web analytics QA process from an Adobe customer using Adobe Digital Pulse.

This session is designed for web analysts and interactive marketers.

With 600 Tweets, 34,000 Google searches and 700 Facebook posts per second, marketers are no longer in control of their brands, thanks to the real-time web. Don't despair. The new challenges in digital marketing represent opportunities to evolve from campaign management to conversation management — turning chaos into ROI opportunities. Seamless real-time integrations will not only eliminate the challenges of multiple channels and disjointed databases—it will provide marketers with one view of their customers (and all of their customer data and insights). The key simply lies in establishing data as the new marketing creative.

Key takeaways:

• Definitions and examples of the expanded data requirements of the real-time web
• Best practices discussions about traditional versus emerging marketing and the secret winning data combination
• Approaches to making data actionable in the real-time era
• The new ExactTarget whitepaper: Data is the new Creative of the Real-Time Web

Twitter is an essential tool for sharing information, gathering market intelligence, and building relationships with the people who care about your brand. In this session, you will learn how to use Twitter in unexpected ways to connect with new audiences, drive engagement and support sales.

Twitter Director of Platform Ryan Sarver will:

• Offer practical advice for integrating Twitter into your site.
• Share case studies about how different brands and publishers incorporate Twitter into their Web content.
• Give detailed insight into running a successful campaign on Twitter's Promoted platform.
• Highlight the latest tools for Twitter integration and analytics

Enterprises have many unrelated data sources that make it problematic to understand customer behavior: online properties, data warehouses, CRM systems, call centers, and so on. Typically, a lot of time and resources go into the creation of these rich data repositories. The problem is that each data source represents only a portion of the overall business. Today, marketers need the ability to tie in and centralize data from many systems and use it to optimize additional customer interactions that drive business performance.

Explore how data from various channels can be integrated to allow for rapid analysis and a more complete view of the business:

• Uncover positive (and negative) trends in customer behavior that would have gone unnoticed
• Optimize cross-channel marketing investment to yield higher revenue conversions and increased customer retention
• Rapidly investigate massive volumes of disparate data in real time through powerful visualization techniques

This session discusses Adobe Insight and is designed for business analysts and interactive marketers in all industries.

Why does every good coach stress the fundamentals? Because that’s what wins games. Whether you are brand new to SiteCatalyst or a seasoned pro looking to refresh your perspective on web analytics, this session offers immense value by reviewing the essential fundamentals to maximize your organization’s investment in SiteCatalyst.

This session addresses these essential SiteCatalyst basics:

• Getting the most out of calculated metrics and out-of-the-box reports
• Managing dashboards to maximize the insight across your company
• Key features and benefits for optimizing your business

This session is designed for novice web analysts in all industries, but the principles reviewed are applicable to web analysts of all levels.

Corporate strategy and social media do not have to be mutually exclusive. A recent survey stated that 78% of companies actively use social media, but just 41% say those efforts are part of a strategic game plan. Is it any wonder that a growing number of marketers question social media’s effectiveness? Without analytics and an understanding of the best practices for measuring social media, marketers are left in a lurch when trying to map social media initiatives to the organizations strategy. In this session we will discuss how to develop a holistic social media strategy that can deliver more ROI to your organization’s bottom line.

In this session, we will cover:

• Best practices & solutions that have been employed by top companies to increase revenue from social media
• Connecting the dots between social media engagement and on-site conversion
• Important KPI’s, metrics and measurement strategies to consider with your social media efforts
• Emerging trends that will dramatically affect your social media strategy

This session includes discussion of Adobe SiteCatalyst and is specifically designed for web analysts and interactive marketers.

Billions of dollars have been spent on social initiatives and campaigns that rarely provide measurable, real-world business impact. Customer conversations through social media – in particular, customer opinions, Q&A;, and stories on a brand’s site – provide real-time, 24/7 insights into how consumers use products and relate to brands. By capturing, analyzing and sharing these customer conversations online, you not only drive KPIs like higher conversion rate, larger AOV, and lower return rates. Smart brands also use these insights to fuel product innovations, increase brand loyalty, and improve marketing across every sales channel.

Attend this session to learn:

• How Sears Canada has used online customer conversations impact online KPIs, including conversion, AOV, and more
• How to leverage your customers’ voice to drive results beyond the web, including product development, improved marketing, in-store sales, and more
• The best ways to capture, analyze, and share this vital data across the entire organization

You know what is happening on your website, but can you tell your organization why? Your site visitors have a voice and feel more empowered than ever to share it in our brave new social world—all we have to do is ask. So why not ask them why they are taking paths you never intended them to take? Why not ask them how they feel about your site? When your site visitors are asked the right questions, customer sentiment, combined with analytics, yields tremendous marketing, customer service, and product innovation insights.

Key points addressed:

• Combining qualitative and quantitative data to get the pulse of your customer
• Creating varied survey programs for appropriate customer segment engagement levels
• Combining survey and on-site behavioral data for deep insights

This session discusses Adobe Survey and is designed for web analysts and interactive marketers.

Do you know how much revenue was generated for your business after online visitors left your site? The online channel provides an optimum platform for businesses to reach and interact with customers, but for many customers or types of business it’s not a replacement for the brick-and-mortar experience. Being able to successfully attribute this behavior between a customer’s online interactions and their offline conversions can greatly improve your organization’s ROI opportunities.

Learn how to:

• Understand the impact that your online marketing has on your offline conversions
• Integrate data about the full picture of a customer’s offline value to your business
• Expand your online marketing channel attribution models to include offline conversion
• Explore a true 360-degree customer view

This session discusses Adobe Insight and is designed for business analysts and interactive marketers in all industries.

This must attend session gathers leading experts from across the country to present a power-packed review of advanced online analytic techniques with SiteCatalyst. These experts will reveal their tips, tricks, and power strategies for getting the most out of their online analytics.

In this session, you will rub elbows with the experts who will share:

• Power-user tips to raise your analytics game and optimize your business results
• Real-world examples that address burning online analytic questions
• Innovative practices and strategies to get your website to top performance levels

This session covers Adobe SiteCatalyst and is specifically designed for advanced web analysts in all industries seeking advanced user techniques. This session will cover the advanced uses for SiteCatalyst, but will be limited in review of technical implementation issues.

Segmentation is a common objective for marketers and advertisers. However, it is challenging to create and implement targeted segments with enough scale to impact the bottom line. And the technology to manage the data and choose the right segment attributes can be overwhelming. In this session, learn basic and advanced techniques and strategies that you can apply to your campaigns.

Learn how to increase the value of audience segments that drive meaningful business results:

This session is designed for interactive marketers in the retail, financial services, travel, and hospitality industries.

Retargeting is one of the most efficient and effective ways to communicate with consumers who have expressed interest in your product/site. Precious time is lost if a partner pixel is not in place prior to the start of an online campaign. In partnership with Adobe, AOL's new Audience Syndication solution will streamline the process by synching cookie data with sites deployed with Adobe® SiteCatalyst® to eliminate the need for new pixel implementation. The partnership will also allow for seamless development of advanced advertiser segmentation by mirroring any Adobe segment. Join us toreview best practices in re-marketing based on visitor activity or segmented targeting to achieve your marketing goals.

Learn about:

• Ways to seamlessly connect your audience with the web’s leading data and ad technology platform.
• Deep insights available on your audience by connecting first party data with rich behavioral and demographics data.
• Leveraging the web’s top optimization platform and predictive audience technology to scale your audience and deliver results.

This session is designed for interactive marketers in all industries.

Join this roundtable discussion with leading experts to identify challenges and opportunities in understanding how attribution drives your business. Have an open conversation with your peers about common issues and solutions. You will leave the discussion with new relationships that extend beyond Summit and ideas to leverage an attribution strategy that works best for your business.

This session will help you:

• Effectively define how you can harness attribution
• Determine the right attribution strategy for your business
• Develop methods to implement a strategy within your company

This session is designed for marketing executives in all industries.

Marketing executives need a holistic view of their marketing tactics aligned with results to determine the best possible media mix. But many of the models available are cumbersome, expensive, and deliver underwhelming results. The typical hurdles are disparate tags that need to be reconciled with the multiple data sources that are difficult to merge. However, with a coordinated effort you can now realize a broadened marketing perspective to understand how tactics are working together to achieve specific goals and deliver the most efficient media mix.

Learn how to:

• Define the right ad tagging plan to capture and analyze data
• Create a consolidated data strategy to provide a holistic view
• Determine the best media mix

This session is designed for marketing executives and interactive marketers in all industries.

There has been no way to manage and optimize paid and organic search programs in a single place using a common underlying data set, until now. This session introduces the first-ever paid and organic SEM solution from Adobe SearchCenter + and its partner, Conductor, the No. 1 SEO platform for enterprise offering complete natural search monitoring and analysis. The integration allows you to automatically improve your combined paid and organic search marketing results based on your existing underlying SiteCatalyst data.

Learn how this exciting new SEM solution:

• Measures paid and organic rank, clicks, and, most importantly, revenue in one report
• Automatically optimizes paid bids based on fluctuations in your organic rank
• Expands paid keyword sets based on organic traffic and competitive input

This session is designed for search ad marketers using Adobe SearchCenter + and marketing executives in the retail industry.

About 97% of site 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.

Create and deliver targeted offers based on visitor interests:

• Get techniques to create compelling retargeting campaigns
• Learn about the tools you need to get started or enhance your current campaigns
• Hear a customer case study showing a five-times lift in ROI

This session is designed for marketing executives and display ad marketers in all industries. Products covered include Adobe Test&Target; and Adobe SiteCatalyst.

Despite its pay-for-click model, low bid prices, and deep targeting capabilities, some brands and digital marketing pundits have written off Facebook ads as a failure. They've littered blogs and social networks with talk of low click-through rates and poor conversion. Ironically, all those same elements have been used by search marketers for years to deliver amazing success for brands and are delivering results on Facebook for those making use of them today. It’s time to brush up on tricks from the search marketing playbook to increase the performance of your Facebook ad campaign.

Learn about:

• Repurposing your keyword campaigns to target users based on likes and interests
• Building a creative testing schema that accounts for both copy and image
• Best practices from some of the most successful brands

This session is designed for interactive marketers and search or display ad marketers in all industries.

Search marketers must continuously refine their strategies to adjust for changing engine functionality and the relentless competitive pressure to maintain volume. Marketers strive to find methods to enhance SEM programs to increase performance and drive more traffic. This session presents techniques ranging from basic to advanced that save time, improve efficiency, and drive relevant traffic to your online business.

Gain insight to:

• Defining testing environments to measure and optimize effectively
• Bid management strategies to increase performance to existing campaigns
• Expanding search campaigns beyond the standard search engines

This session discusses Adobe SearchCenter + and is designed for search ad marketers across industries, including retail and financial services.

To present the right message to the right audience, marketers are increasingly depending on data. Gone are the days of using a one-size-fits-all messaging or context as the proxy for audience. The current challenge for advertisers is how to collect and measure the effectiveness of data about their endemic audience while extending those users via partnerships. With the latest technologies, advertisers can now capture and use audience data to dramatically improve the performance of all their messages.

Learn about:

• Capturing data on existing and extended audiences
• Building rich segmentation around those audiences
• Buying inventory targeted to key audience segments
• Powering dynamic content optimization
• Measuring and optimizing the effectiveness of digital media

Every search marketer agrees that keyword expansion is critical to a program’s success while at the same time conceding that it’s time consuming and often gets overlooked. Expansions can be as simple as using the concatenate function in Excel or the Google Adwords keyword tool. But in many cases, this leaves search marketers with more keywords, not necessarily better keywords. In this session, learn about how to efficiently expand and refine keyword campaigns.

Learn about:

• Tactics to leverage data sources with Adobe SearchCenter + to drive campaign success
• Keyword expansion strategies that fit your business
• How to automate keyword expansion based on your specific business requirements

This session is designed for advanced search ad marketers in all industries using Adobe SearchCenter +.

Publishers face constant pressure in an aggressive advertising market where volume continues to grow and inventory rates are dropping. With the demand for better targeting of audience segments becoming the mainstream, publishers must provide their advertisers with effective buying options to meet their business goals. Join us for a discussion to learn how you can use existing data to define high-value audience segments and deliver a more compelling value proposition to your advertisers to generate higher CPMs and more sell-through.

In this session, you will:

• Hear from a leading industry analyst about key trends in publishing
• Understand how to increase the value of inventory to improve CPMs
• Learn about the technology needed to deliver targeted advertising to compete

This session is designed for marketing executives in the media and entertainment industries.

Publishers compete aggressively in a marketplace where advertisers are demanding specific audience segments and increased measurability for every dollar they spend. By actively managing their audience data, publishers can now drive incremental revenue through ad targeting while enabling other digitally addressable channels, including content and creative optimization, email, and search. Additionally, they can take control of their data assets and extend the value of their audience through relationships with strategic partners.

Come learn how Demdex audience optimization solutions can help:

• Aggregate data from first- and third-party sources
• Create superior audience segments
• Deliver enhanced measurement to advertisers
• Power targeting across all digital channels
• Extend and control data rights to increase revenue

Hear from a leading outdoor retailer how to create bid strategies that drive profit. Managing a large set of keywords can be challenging and time consuming, however, with the right framework and tools, advanced search marketers can develop effective campaigns that define and maximize the value of a broad array of keyword groups. Learn how to develop automated portfolio-style algorithms based on ROI, a specific conversion metric, or any key business metric to build a paid search campaign that optimizes profit for your business.

Learn about:

• Advanced analysis of keywords and defining value-based segments
• Optimizing keywords through micro-conversions—what does a keyword really deliver
• Developing bid algorithms based on true business value

This session is designed for search ad marketers using Adobe SearchCenter + in the retail industry.

Now it’s getting personal. These days, everyone has an opinion on the topic of personalization—what it is, what it means, when it’s right, what it costs. Bottom line: personalization is a means to making online experiences more relevant to individuals. How are you leveraging data and technology to build more relevant content and experiences for your visitors, customers, and prospects? This session identifies a spectrum of personalization activities and targeting options that can make your online experiences more relevant and your marketing more profitable.

Learn about:

• How to define personalization for your organization and identify a starting point
• What’s required to fuel some best practice personalization programs
• Which Adobe technologies make personalization happen

This session discusses Adobe Test&Target;, Adobe Test&Target; 1:1, and Adobe Recommendations. It is designed for interactive marketers and marketing executives in various industries.

Remarkably, over 70% of organizations today are still relying on an individual’s gut instinct to determine which content or offer is promoted or featured in their online marketing. The time is past for guessing. The stakes are too high for speculation. No one knows better what your customers and site visitors are looking for than the visitors themselves. Online testing enables marketers to continually improve user experiences and identify top-performing offers based on real-time, real-world evidence gathered from end users voting with their clicks. Get how-to's on effective testing to infuse your online marketing with valuable insights drawn directly from your customers' behavior.

Topics covered:

• How to build and refine effective, iterative testing methodologies
• How and when to leverage A/B and multivariate tests
• How to leverage testing data to fuel additional optimization activities

This session is an introduction to effective testing. It also addresses more-advanced testing strategies as enabled by Adobe Test&Target.; The session is designed for interactive marketers across industries.

Online testing in its various flavors and formats is growing in acceptance, and marketers are more fully realizing its benefits. However, testing is only the first step in any effective experience optimization program. When marketers go no further than running a test, they are often robbing themselves of even greater conversion and engagement improvements. Employing audience segmentation techniques during testing fuels effective content targeting. This session examines how effective content targeting builds relevance and amplifies engagement and conversion gains.

This sessions covers:

• Building audience segmentation into your testing program
• Determining when to include external audience segment data in your optimization efforts
• Making sense of the available targeting options and determining which option to use and when

This session assumes a basic understanding of Adobe Test&Target.; It is designed for interactive marketers across industries. The principles discussed might also be of interest to display ad marketers.

Just what does it take to move online shoppers from the consideration phase of their journey to a purchase decision? There are obviously many factors, but all shoppers will tell you that they want the opportunity to examine that product up close, check out how it looks in their favorite color, and to customize the product to suit their unique needs or tastes. Some shoppers even want to feel as if they’re actually thumbing through a physical catalog. In this session, we’ll discuss how, when the shopper is getting ready to make a decision, these kinds of experiences are proving vital for inspiring the online shopper’s final decision to buy.

Come to this session to:

• Understand how dynamic imaging, product configuration tools, and interactive catalogs can impact conversion
• Learn how rich visual merchandising can be extended to your social and mobile marketing channels
• Hear practical tips and some great results from a leading retailer’s experience with rich media

This session is an introduction to the rich features and broad solution set enabled by Adobe Scene7, and is designed for interactive marketers and marketing executives in retail.

You make considerable investments of time and money to drive search traffic to your site, but what are you doing to increase the odds of converting that traffic? The first step is to understand how your landing pages are performing. Are there certain page types or experiences that convert better than others? Are certain page elements contributing to the success of your landing pages? Are you defining landing page broadly enough to include all first-page experiences? The next step is to target landing page content based on what you know and the successes you’ve experienced. Back by popular demand, this session addresses the top strategies for creating winning landing pages that increase engagement and help your acquisition investments pay off.

Improve your landing page experiences:

• Learn about proven testing strategies for improving landing page effectiveness
• Hear about best practices for building relevant first-page experiences anywhere on your site
• Get insight into tangible gains that can be made through more impactful landing pages

This session includes a workshop where attendees can volunteer a landing page to be evaluated by an expert. The session is designed for interactive marketers across industries.

Back by popular demand! A new crop of all-stars share how they delivered big results to their organizations using Adobe conversion optimization products. Hear how these all-stars used Adobe Test&Target;, Adobe Recommendations, and Adobe Search&Promote; to build revenue, create value for their site visitors, and deliver ROI to their organizations. This session also includes roundtable discussions for each all-star organization to take questions and provide additional details about their deployments.

Presenters will share:

• Details abut their successful optimization efforts
• Which internal factors and technology were combined to generate success
• Top recommendations for driving ROI with Adobe conversion optimization products

This roundtable session discusses Adobe Test&Target;, Adobe Recommendations, and Adobe Search&Promote;, and is designed for interactive marketers and marketing executives across industries.

How do you turn a mountain of data into a relevant offer for an anonymous individual? All too often the answer is, you don’t. Even when marketers know something about their anonymous site visitors, what they know is rarely current and, even more rarely, applied to the customization of an individual user’s experiences. Yet today, marketers are challenged to provide relevant experiences to largely anonymous audiences while balancing editorial calendars and diverse offers. This session discusses how Adobe Test&Target; can leverage up to hundreds of data points to automate the personalization of content and offers to individuals while removing the editorial burden from the marketer, and allowing data plus observed customer behavior dictate which content the customer will see.

This session covers:

This is an advanced targeting session that discusses Adobe Test&Target; and Adobe Test&Target; 1:1. It is designed for marketers and marketing in retail, financial services, and B2B high tech, but the principles discussed are applicable to several industries.

Organizations worldwide are dedicating more and more of their corporate resources to their online marketing activities. With these increases comes increased demands and expectations. A key to meeting these expectations is to improve engagement and conversion rates. Many businesses are now contemplating how to build a plan to improve their organizational alignment and investments to facilitate conversion optimization activities. This session covers best practices for organizations looking to build their first plan or improve their current one for effective conversion optimization.

Learn about optimization’s organizational and technical aspects:

• Which elements and individuals need to be included for an optimization plan to be successful
• Typical areas that are good first targets within your online marketing optimization efforts
• Tips for building a plan with sticking power—how to keep the train on the track

This session addresses the role of Adobe conversion optimization products, and is designed for marketers and marketing executives across industries.

E-tailers and B2C personalization stories are everywhere, but companies that sell to other businesses have been left out. Even though buyers are engaging online, B2B marketers haven’t been able to see the benefits of conversion optimization efforts like B2C. In B2B, you never sell to just one person. You sell to an entire account. In this session we’ll talk about how the new strategy of account-based optimization can increase lead generation, accelerate the sales pipeline, and improve existing customer satisfaction. When you know the company in real-time, you can deliver the most relevant content, target and personalize messages, remove friction from critical lead conversion pages like forms, and align web metrics with meaningful B2B segments like company size and industry. Integrated into SiteCatalyst, Test&Target;, and Adobe CQ5, Demandbase helps these tools work more effectively for B2B.

Attend this session to learn:

• The unique considerations for effective online marketing for B2B companies
• How real-time account identification technology works
• Specific examples for content targeting, lead conversion, and B2B analytics you can apply to your business

This session discusses B2B marketing improvement strategies, and is specificallydesigned for interactive marketers and marketing executives. Principles discussed are applicable to any industry using the web to drive B2B sales and support customers and apply to Adobe SiteCatalyst , Adobe Test&Target; and Adobe Day Content Management products.

Today’s site search users are not tolerant, and they’re not loyal. They have high expectations of your site, and its search and navigation functionality is no exception. Site search has evolved significantly from the early days of database lookups that required customers to be sophisticated searchers. Today, it is no longer good enough to provide a long list of possible results to a visitor’s query. Instead, your customers expect you to interpret their intent, engage them in a dialog, and deliver results in a form that gets them close to achieving their goals in as few clicks as possible. Find out how the new Adobe Search&Promote;—a fusion of Adobe’s best site search and merchandizing functionality—can help you optimize site search experiences to meet your goals and those of your customers.

In this session you will:

• Discover how to leverage your business’s KPIs from revenue to Tweets to drive relevant search experiences that meet business goals
• Learn how you can use knowledge of customer segment or profile data to deliver targeted personalized site search experiences
• Gain insight into how you can be empowered to make immediate marketing or merchandising impact through easy manipulation of business rules

This session is an introduction to Adobe Search&Promote;, and is designed for interactive marketers across industries.

Think conversion isn’t relevant to you? Think again. While the term “conversion” is often associated with e-commerce and defined as an online purchase event, many other types of businesses consider conversion a key online success metric for driving business at a later date in a different form, or even offline. For media companies, “sharing” might represent a conversion event that increases engagement. For other businesses, conversions might be form completions that sales people can follow up on later as leads. In this session, learn about strategies and tactics for identifying and optimizing varied conversion metrics, and hear examples of businesses that are meeting their goals by tapping into the power of online conversion.

Learn about:

• Engagement metrics—what are they and how to measure and improve them
• Strategies for conversion optimization based on KPIs such as registration, email sign-ups, and calls-to-action
• Tips for building a conversion culture into your organization

This session discusses Adobe conversion optimization products, and is designed for interactive marketers in financial services, media and entertainment, travel and hospitality, and B2B high tech.

Since the dawn of e-commerce, retailers have kept a steady eye on one all-important metric: the conversion rate. Over the last decade, we’ve witnessed the cross-industry, average conversion rate rise, fall, and level out at somewhere around 2.5%. So what can online retailers do to squeeze every bit of potential out of their conversion program? They can start by understanding their micro-conversions – those success events that occur throughout their funnel. Once identified, the next step is to test and improve the metrics associated with each micro-conversion that has the potential to drive a customer toward making a purchase. This session examines how you, as an online retailer, should strategically be looking at your conversion funnel and the ultimate conversion event.

Learn practical tips on how to optimize each step the customer takes toward conversion:

• Identify the key stages of the customer journey and how they map to your KPIs and conversion levers
• Get best practices and benchmarks associated with common micro-conversion events
• Hear real examples of conversion optimization strategies and results from a leading retailer

This session discusses how Adobe conversion optimization products facilitate the identification and improvement of your key micro-conversions. It is designed for interactive marketers in retail.

Your customers are seeking relevant experiences to meet their goals, whether they’re in the market for a new pair of shoes, looking for a vacation idea, or want the latest news articles on a particular topic. Often, attempts to personalize site experiences fail to remember this. Instead, businesses leave their opportunities to connect with customer goals completely up to chance. From retailers to travel, media, and financial services companies, businesses should leverage what they know, whether it’s their own metrics, a user’s past behavior, or the wisdom of the crowd, to recommend products and content that truly connects with customers and drives them closer to their goals. This session provides operators of retail and other business sites strategies for deploying a variety of personalized recommendations that increase engagement, enable customer purchase decisions, and entice cross-sells.

Learn:

• How to make use your company’s KPIs to drive relevant automated recommendations
• Practical tips on where, when, and how to use particular types of recommendations on your site
• From a retailer about its successful use of recommendations and results during Holiday 2010

This session highlights Adobe Recommendations, and is designed for interactive marketers across industries.

Remarkably, over 70% of organizations today are still relying on an individual’s gut instinct to determine which content or offer is promoted or featured in their online marketing. The time is past for guessing. The stakes are too high for speculation. No one knows better what your customers and site visitors are looking for than the visitors themselves. Online testing enables marketers to continually improve user experiences and identify top-performing offers based on real-time, real-world evidence gathered from end users voting with their clicks. Get how-to's on effective testing to infuse your online marketing with valuable insights drawn directly from your customers' behavior.

Topics covered:

• How to build and refine effective, iterative testing methodologies
• How and when to leverage A/B and multivariate tests
• How to leverage testing data to fuel additional optimization activities

This session is an introduction to effective testing. It also addresses more-advanced testing strategies as enabled by Adobe Test&Target.; The session is designed for interactive marketers across industries.

Quality analytics must be accurate, complete, timely, relevant, and automated. Join our master implementers for a session on best practices. Learn how to assess your reporting and data architecture to gain efficiencies and uncover completeness and accuracy issues. These ideas will also help your organization drive automation and lower maintenance efforts. Learn how to tackle the puzzle of quality to enhance your measurement and optimization programs.

Takeaways include:

• Framework for consistent repeatable implementation solutions
• Implementation maintenance strategies chart
• Best practices implementation guide

This session is designed for power users and developers who are want to make immediate improvements to their marketing analytics data.

Meta Tags: quality, implementation, automation, analytics, developer, technical, architecture, efficiency, repeatable solutions, power-user

As your business grows, so do your online analytic implementation needs. Use the Online Marketing Suite Data Insertion API and measurement libraries to send data into the Online Marketing Suite outside of JavaScript. These measurement tools can provide greater implementation flexibility by allowing you to operate on multiple platforms and devices (mobile, Internet-enabled TVs, Roku Box, Google TV), integrate external data (Twitter, Alexa, log files), and deliver sensitive metrics (cost of goods, revenue).

Learn about:

• Architectural guidelines for tracking server events
• In-depth implementation guide for server-side measurement
• Java and PHP code examples using server-side measurement libraries

This is an advanced session for developers. It focuses on code-level implementation, such as blending JavaScript and server-side implementations.

Meta Tags: implementation, developer, API, mobile, server-side, SiteCatalyst, Data Warehouse

Note: This lab will be done twice.

Businesses continue to increase investment in native mobile applications. Help your business to improve the user experience and engagement of your apps by learning how to tag apps on all mobile platforms. Adobe’s measurement libraries for iOS, Android, Symbian, and BlackBerry give you the ability to measure mobile engagement wherever it is occurring. This session provides the tools and hands-on experience needed to integrate Adobe’s analytics tools in mobile apps.

In this hands-on developer lab, you will:

• Implement SiteCatalyst tracking on iOS and Android apps
• Implement measurement best practices to enhance reporting on mobile engagement
• Validate your mobile analytics implementation and discover key insights

It's not just your site anymore—you need to offer targeted, optimized experiences wherever your customers interact with your brand. In this lab, get hands-on experience integrating Test&Target; and Adobe Recommendations into your mobile apps, Flash Player applications, and ads. Use native APIs and SDKs for different devices and see what options you have to optimize applications.

In this hands-on developer lab, you will:

• Learn how to change content in real time in mobile apps based on a user’s activity or interest
• Integrate dynamic, targeted marketing content into ads designed for Flash Player without having to recreate or republish anything
• Take home examples and code libraries to share the excitement with your team

Everybody has been asked to do more with less, making automation of repetitive tasks imperative. This sessions reviews use cases and best practices to demonstrate how to save you and your co-workers precious time by automating routine processes such as dashboard distribution and campaign classification. We will provide examples and system designs to help you use platform APIs, including the new REST and traditional SOAP methods.

Takeaways include:

• Code examples on how to interface with the Reporting API via SOAP
• Best practice advice on how to classify campaigns automatically using the SAINT API
• Customer use cases and perspectives on how much time can be saved through automation

This is an advanced session designed for developers or those who want to learn about automating analytic tasks.

Meta Tags: API, developer, code, reporting, automating

Your company is starting to spend considerable budget in social media with very limited visibility to the results. It is critical, therefore, to properly track, analyze, and optimize these efforts to drive ROI. This session provides a technical review of how to implement SiteCatalyst tags into the major social media platforms: Facebook, Twitter, and YouTube. We will review code examples and best integration practices using the available APIs for these platforms. We’ll also identify opportunities for measuring cross-platform visitor behaviors through real-time image beacons.

Takeaways include:

• Client examples of successfully tracking social marketing
• Code examples of how to interface with the Facebook, YouTube, and Twitter APIs
• Code snippets that can be used to add tracking directly to social media

This is an advanced session designed for developers or those who are tasked with improving your company’s social media presence.

Meta tags: Media, social media, Facebook, YouTube, Twitter, technical, code, API, implementation, Advanced, Developer, image beacons

Are you tasked with implementing effective rich media measurement across applications and assets beyond the website? If your company is focused on delivering measurable value through more than just the site, this session reviews the top-five things that you need to know about measuring applications and video. Learn how to tag rich media and video, and how to optimize Adobe Flash Player content using Adobe Test&Target.;

Takeaways include:

• How-to guide for tagging and tracking works within the Flash Platform
• Tips, tricks, and common pitfalls in rich media measurement

This session is designed for marketing program implementers, media industry professionals, power-users, and developers who need to measure the value of rich-media content within their site and across their marketing campaigns.

Meta Tags: Media, Adobe Flash, rich media, online video, Flex, AIR, power-user, developer, Test & Target, optimization, Adobe Digital

Are you a developer looking for ways to automate marketing processes? Or maybe you want to create new value with your organization’s analytics data. This sessions explores the APIs of the Online Marketing Suite platform and builds applications to solidify the concepts. You’ll return home with code in hand and the tools to be a solution ninja within your organization.

In this hands-on developer lab, you will:

• Write code to track server-side actions with SiteCatalyst
• Create an application that uploads SAINT classification data
• Build a solution to pull SiteCatalyst reporting data and format it for a large screen display

Note: This lab will be done twice.

Businesses continue to increase investment in native mobile applications. Help your business to improve the user experience and engagement of your apps by learning how to tag apps on all mobile platforms. Adobe’s measurement libraries for iOS, Android, Symbian, and BlackBerry give you the ability to measure mobile engagement wherever it is occurring. This session provides the tools and hands-on experience needed to integrate Adobe’s analytics tools in mobile apps.

In this hands-on developer lab, you will:

• Implement SiteCatalyst tracking on iOS and Android apps
• Implement measurement best practices to enhance reporting on mobile engagement
• Validate your mobile analytics implementation and discover key insights

cus•tom in•te•gra•tion [kuhs-tuhm in-ti-grey-shuhn]: the potentially painful process of connecting two disparate systems after much travail and agony utilizing arcane tools. In the past, integration solutions have been complex and required too much IT infrastructure to be practical for organizations. In this session, discover how to leverage third-party integration platforms to customize integrations across multiple systems both inside your enterprise and in the cloud. It covers everything from integration use cases to technical details and examples. You’ll walk away with a clear understanding of which tools are available, as well as real-world examples using ETL and cloud integration tools.

Learn about:

• How third-party integration tools, such as Integration Services, Informatica, and Boomi, fit into your analytics organization
• Best practice advice on how to take advantage of custom integration tools
• Custom integration use cases and quick-win examples

This sessions is designed for power users and developers.

Meta Tags: custom integration, third-party integration, tools, cloud integration, technical details, ETL, developer