Adobe Symposium talks digital marketing smarts

The crowd at the Adobe Symposium.

The recent Adobe Symposium in Singapore updated audiences on the latest success stories in digital transformation that leverage the Adobe platform.

"We want to get the innovation in your hands," shared Brad Rencher, Executive VP and GM, Digital Experience, Adobe.

Adobe Analytics Cloud, for example, helps companies combine all the data available on a person using technologies like advanced machine learning and automation to help discover deeper insights.

"It is the first integration between a data management platform (DMP) and analysis," said Steve Hammond, Senior Director of Digital Experience, Adobe. "We analyse behavioural data that's outside the analytics system."

With Analytics Cloud, users can gain contextual insights – understanding how customers are interacting with the brand across multiple touchpoints – as well as actionable insights, he said.

Adobe user HSBC is rethinking the customer experience both at the front end, and behind the scenes. Its HSBC mobile banking app now supports voice commands, for example.

Amy Robson, Senior Product Manager & Regional Evangelist at Adobe, demonstrated how voice support works with the HSBC app in a demonstration populated with fictitious data. She simply asked the app to activate her credit card before travel without having to search for buttons to click, after which she set up a standing instruction to transfer money to her niece on a regular basis.

Hammond during his keynote presentation.

“You need to understand what customers are doing, what channels are driving those interactions, and take action on those insights really quickly,” Robson said.

On the back end, HSBC is able to see how most customers are coming in to the app, which happens to be through travel notifications like Robson's. While typical experience back ends would also capture that she started and finished a payment shortly after, they would not be able to distinguish that two separate customer journeys are involved, whereas Adobe technology such as Attribution IQ is able to make the distinction, Robson said.

Attribution IQ in Adobe Analytics Cloud, introduced in June 2018, delivers 10 models to capture the different ways in which consumers are influenced. According to Adobe, the technology allows users to decide on the impact of channels like social and mobile while showing how this differs with different individuals, products, or creative campaigns.

Robson also showed how Adobe Experience Cloud users can simply drag data to the Analysis Workspace, which offers a canvas for custom analytics, to tease out attributing factors by different parameters such as channel and campaign. "You can get a 'real understanding of who is engaging with your app," she said.

Yip See Wai, Principal Solution Consultant, Adobe, illustrated how the customer experience can be improved with an example from Taj Hotels in Mumbai, India. He is served appropriate advertising and is even able to use his phone to unlock his room after checking in.

The seamless experience is facilitated by Adobe solutions like Adobe Launch, Adobe's tag management system, he said.

"(Adobe Launch) helps to collect data and understand customer behaviour to deliver customised ads," he said. "You can create a unified profile of the person, updated across different teams not just marketing, with the Adobe Cloud platform."

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View photos of the Adobe Symposium on Facebook

Details:

Read the TechTrade Asia blog posts about Adobe's Asia Pacific research on the benefits of being an experience-driven business and on Adobe's refreshed Adobe Campaign