Adobe Symposium 2017

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Marketing to the People You Know

Having someone’s contact details is not just an opportunity but also a responsibility.  Whether they are a customer, fan or prospective customer, there is no excuse for interrupting them unless our message is relevant – given everything they have shared about themselves. This track is about understanding your known audience so well that you can orchestrate outbound communication in a way that bridges marketing and customer experience.

Session 1:
Database & Cross-Channel Journey Management

How do you make best use of the data that your customer has given you permission to use? Hear how you can overcome the challenges of bringing together multiple databases and sources of customer data – especially CRM systems. Learn how this data can be leveraged to enhance and augment the customer journey across all channels and touch points.

For email, direct and database marketers.

Agenda

Wednesday, 24 May

Marketing to the People You Know Breakout – 1.15pm–2.35pm
The Interactive Orchestra
IAG Case Study: Enabling Cross Channel Marketing Through Data
Unifying Data - Getting to Know the People in Your Database
* Agenda is subject to change

The Interactive Orchestra

Presented by:
Accenture Interactive and powered by the Adobe Marketing Cloud
Accenture Interactive and Adobe present an orchestral robotics experience redefining the art of what’s possible when you blend rock-solid marketing platforms with emerging technologies.

Liquid customer expectations and the digitisation of everything require a new level of connectivity between marketing, business and technology.

Accenture Interactive, with our laser-focus on helping organisations create the best customer experiences on the planet, is uniquely placed to do this. Join us for an immersive orchestral experience which will showcase the use of data, artificial intelligence, musical composition, mobile applications, real-time visualisations and the marketing cloud.

This presentation is designed for marketing and digital leaders who want to be inspired by how to capture, analyze and respond to customer preferences in real-time and at scale in order to create compelling and enduring human interactions and experiences.
iag Case Study: Enabling Cross Channel Marketing Through Data 

Presented by:
Brent Burgess, Head of Digital, CRM and Group Marketing Technology, iag
Anthony Marquette, Marketing Automation Platform Lead, iag
iag has ambitious plans to lead the digital transformation of the insurance industry by becoming a customer led, data-driven organisation. Having a deeper understanding of the customer will enable iag to deliver products and services that meet their customers' needs and ensure these new offerings are delivered through the right channel at the right time with the right message.

By undertaking a Direct Marketing Transformation project, iag now has the capability to deliver marketing campaigns in days, and in some cases hours. Data and the "single view of customer" has been the foundational capability that has enabled iag to effectively measure marketing campaigns as well as target customers with highly personalised offers across online and offline channels.

Delivering on these outcomes involved bringing together a cross-functional team across marketing, data and technology and applying lean/agile principles. This delivery approach, combined with the data strategy and single view of customer, continues to broadened the possibilities at iag including off-site targeting, personalisation in addition to the benefits of cross-channel marketing.
Unifying Data - Getting to Know the People in Your Database

Presented by:
Kirsten Hall, Campaign Specialist, Fairfax Media New Zealand
Grant Torrie, Acting Chief Marketing Officer, Fairfax Media New Zealand
With more than 2 million online visitors a month to its flagship site stuff.co.nz, Fairfax Media NZ makes daily decisions on how to best segment and target users. Using the power of Adobe Campaign, Analytics and Audience Manager together to enrich customer profiles by bringing known and anonymous data together, they send relevant, compelling offers and focus on continual improvement in marketing performance, enabling Fairfax Media to make the most of every communication with their customers.

In a world where "over marketing" is a significant problem, hear some real life examples of campaigns and practical tips about enriching customer profiles to understand more about your audience and drive response.

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