Our favourite sessions at the Adobe Summit 2017

adobe summit london 2017

At the beginning of the month, a hoard of Yardies (we’re trying out a few different ways to refer to a collective group of Yard employees – thoughts?) descended upon the Adobe Summit in London for the second year running, ready to absorb as many digital marketing tips and tricks as we could possibly manage.

In order to get the most out of the two days, we mostly attended different sessions – and we thought it would be interesting if some of us selected our favourite session and shared a bit of information about it in this blog post.

adobe summit london favourite sessions

Jac Priestland (Data Services Manager)

Session: Non-stop: Improving productivity with Adobe Analytics tips and tricks hosted by Adobe’s Ben Gaines.

What was it about?

As the title suggestions, this session was all about offering some Adobe Analytics tips and tricks which the audience may not have known beforehand.

Why did I like it?

Going into this session I thought it may be things I already know; however, I was pleasantly surprised.

I mainly learnt how to create more advanced Analytics Workspace projects, such as adding segments to the flow reports, this is going to be really useful feature which I didn’t know existed and will definitely bring greater insight into my projects.

This may sound basic; however, I didn’t realise you can ‘right-click’ on the mouse anywhere in Workspace and it will bring further options up where you can dive deeper into the data.

This session was really helpful as we use Analytics Workspace a lot and I believe it will make our life’s a lot easier knowing these relatively basic tips and tricks.

Lauren Pearson (PR & Marketing Manager)

Session: One of the most interesting sessions I attended was LinkedIn Global Content and Social Media Marketing Leader Jason Miller’s ‘Innovation in content marketing starts with a reality check’.

What was it about?

According to Jason, marketers have long been operating on the basis of a false assertion – the ‘goldfish myth’ that says that any audience won’t be able to concentrate for longer than 8 seconds. Jason started off by pointing out the lack of scientific data backing up this claim and went on to reveal his thoughts on how companies today should actually be choosing to approach their marketing.

Why did I like it?

It was really interesting to see the statistics Jason offered on how long-form content actually tends to massively outperform short-form content when it comes to average shares, despite how often we as marketers are told to focus on so-called ‘snackable content’.

Another myth debunked during the session was that you should be pushing out as much content as possible, with Jason pointing out that if you do too much you’re reducing the chance that your audience will actually be able to keep up with it.

Finally, as a small company it was great to get some actionable tips from the presentation on improving your marketing without increasing your budget, for example we’ll definitely be paying more attention to reusing content and continuing to revise and add value to what we already have to offer our audience.

adobe summit colin firth interview

Paul Newbury (CTO)

Session: Keynote interview with Colin Firth

What was it about?

An interview with Colin Firth!

Why did I like it?

I went to a number of excellent technical sessions over the two days but this was without a doubt my highlight of the event! As a Colin Firth fan and admirer of his work, it was excellent to hear the man talk in a live environment and in such a natural way. The only pity was that he didn’t talk more about Love Actually.

I must confess that I initially thought the idea of Colin Firth (and Frank Lampard for that matter) were utterly unrelated to the order of business, and to an extent I was right. However, what this session did do was inspire and motivate, and it was interesting to learn of the highs and lows of a very successful career and the friends made along the way. This session successfully broke up the otherwise consistent themes and offered something a little different to keep us interested!

Rhys Hogsden (Technical Services Manager)

Session: The session that stood out for me was “Introduction to Launch: The New DTM”, hosted by Jeff Chasin.

What was it about?

This session was essentially a workshop that gave the attendees a first look at the Adobe’s new “Launch” product – which replaces their current tag management system Dynamic Tag Manager (DTM).

It was a hands-on session, which enabled us to go through the basics in the new system. These included adding tags, adding rules/conditions and publishing/approving versions (as well as a few other things).

There was also a very useful Q&A session at the end which allowed people to gain a more in depth understanding of what features will and won’t be included in the initial release, what is in the pipeline and what will not be included.

Why did I like it?

I liked the session because it was directly relevant to what my team and I do day in, day out. We use DTM regularly for our clients so this new system will also be a big part of what we do. I also imagine that it will be more popular than the current DTM system.

Some key points that I took away from the session:

  • Pro – No need to change the page code in order to upgrade
  • Pro – Designed in the same way as Adobe Analytics so ties in to their current product designs
  • Improvement – Working on adding templates for popular technologies
  • Improvement – Extension marketplace will allow contributors to make popular code available to all users, and users will be able to take advantage of these
  • Con – was far from ready in the demonstration, a few things went wrong and a few things didn’t work but it was only in BETA.
  • Con – The release date is end of this year which is quite a while away, and that’s if it doesn’t slip.

If you attended the Adobe Summit this year, were there any sessions that you thought particularly stood out? We couldn’t make them all (unfortunately) so would be very interested to hear from you – you can tweet us @YardDigital.

Leave a Reply

Your email address will not be published. Required fields are marked *