Adobe Symposium 2017

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Customer Intelligence and Audience Management

Experience Businesses understand their audiences and optimize every interaction with them. They work hard to discover meaningful insight from their customer and digital data, then use this insight to reshape the way they engage with their customer. This stream will take a close look at how companies are using data to deliver a new level of personalisation.

Session 2:
Understanding Audiences - Optimising Action

Discover how home-grown businesses are combining offline first-party customer data together with digital data to deliver highly targeted and relevant messaging to their audience. Learn how to establish mutually beneficial 2nd party data alliances and be part of an Australian cross-device initiative that lets you market to people, not devices.

For Analysts and Data Pros.


Wednesday, 24 May

Customer Intelligence and Audience Management Breakout – 3.00pm–4.20pm
Data Commercialisation of the Nine Asset
DMP Discussion: Powering your Business with Audience Data
Data Co-Op
* Agenda is subject to change


Presented by:
Tom Braybrook, Senior Solution Consultant, Adobe Experience Cloud, Adobe
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Presented by:
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Data Commercialisation of the Nine Asset

Presented by:
Angelo Sinibaldi, Head of Data Products, Nine Digital
Data Commercialisation of the Nine Asset.

In 2016, after a careful and measured review of Nine’s Data offering, an extensive business case was put forward to Nine’s leadership team to on-board Audience Manager to its Adobe Marketing Cloud stack.

Nine, prior to its relationship with Audience Manager, suffered from an inability to activate its own 1st Party data and was highly reliant on 3rd Party data providers. Adobe Audience Manager allowed Nine to activate its own data for the first time to create unique Nine Audiences. These new sources of 1st Party data included; Nine Digital Site Visitation; 9Now TV Watch History; PII data collected from over 3 million Australians authenticated users to Australia’s premier catch up TV service.

The new Nine Audiences called ‘9Tribes’ cover over 30 unique audiences across the four pillars that define Nine Entertainment: News/Finance, Sport, Entertainment and Lifestyle. In this 20min keynote, Angelo will discuss how Nine has identified data as a business priority on its journey to becoming an Experience Business, as well as insight into how Nine is leveraging PII data to deliver experiences for both Nine’s partners and audiences that set them apart in industry.
DMP Discussion: Powering your Business with Audience Data

Panel members:
Shannon Fitzpatrick, Operations and Performance Director, Domain Media
Chris Levings, Head of 1:1 & Programmatic, Woolworths Food Group
Sheerien Salindera, Digital & Merchandising Lead, Qantas
Mark Thiele, Executive Manager, Marketing Automation - Digital - Customer Experience, Suncorp Group
Experience Businesses put their customer first. As businesses, they focus on delivering deeply rewarding moments to their customer base by leveraging their most valuable asset, audience/customer data.

They’re businesses that harness behavioural, location, CRM, loyalty, predictive &/or 2nd party data, to deliver cross-device, people-based segmentation at the right time and place to meet and exceed their customers’ expectations.

Pre-Conference Training
Join us for pre-conference training at Adobe Symposium, upskill and continue to move forward in your career.