The “Sneaks” from Adobe Summit and Station10’s favourite!
Adobe Summit 2018, they may lure you in by the big names (Anthony Joshua, Victoria Beckham, Shane Smith), but all attendees really care about seeing are the “Sneaks”. No, this isn’t some new band, but where Adobe consultants get to share what their teams have been working on. Ideas that often make any user of Adobe kick themselves for not thinking of it first!
Traditionally compered by a funny celebrity, this year was no different, and Rob Brydon took to the stage – it’s safe to say that technology scares him and he often had a worried look on his face as the speakers were pitching their ideas. But enough about him, all anyone really cares about is what was presented:
- See and Shop: allows marketers to add product information and quick shop links to images; whether it’s Instagram or blog content shoppers will be able to see an item they like and be taken to its purchase page.
- Video Ad AI: bringing machine learning into video ad set-up, helping marketers optimize their content for audiences. (This was the Sneaks that really scared Rob Brydon)!
- Master Plan: harnessing Adobe Sensei to speed up customer experience planning and building.
- Launch It: automating website tagging – this tool would scan the entire website and intuitively tag your website.
- New View: Adobe’s VR concept – bringing tools from the Adobe marketing suite into the VR space. User can see data dimensions alongside their co-workers in a virtual space.
- Experience Analytics: helping users tackle attribution in a “multi-channel” world – it would enable a brand to pull data from multiple sources into one view, within Adobe Analytics.
Unsurprisingly at Station10, Experience Analytics was what got us most excited!
We did, however, have to curb our enthusiasm as Adobe already offers something similar: Data Connectors / Data Feeds / Data Sources. So what would be the difference(s) we hear you ask… Well, it appears to be a much easier process for users to import data from across their channels into Adobe Analytics. Taking the design features of Workspace means users will be able to see their data update in real-time and easily set eVars and events. This may sound like quite a small update, but for anyone that has used Connectors / Feeds / Sources they will know better importability will be a great help, and speed up the process of analyses.
Of course, the real draw is the ability to sync-up the customer journey across multiple channels. We think this will have real benefit for the retail sector, specifically the high street. At a time where profit warnings and seemingly negative reports of the high-street are frequent, a consistent understanding of how customers are interacting between digital and physical store channels will be critical. Take the example used in the Sneaks showcase – we saw a connection between the classification of products and the channel where customers were more likely to purchase. Having sight of this could ensure brands re-assess their available inventory in-store versus online, or re-establishing what their channels must prioritise and offer customers.
We really hope Adobe will take this idea and develop it further. If they were to do this, here our Station10’s 3 “must-haves”:
- Upload ease: this promised feature was what initially drew us in; we don’t want to go through multiple steps to connect additional or offline data. A simple interface and immediate connectivity will ensure we see this as a legitimate upgrade of what’s already available.
- Weighting potential: with the availability of multi-channel metrics within Experience Analytics, the possibility to weigh variables could mean users have the ability to build a holistic model of the customer experience, identifying how the channel mix can impact conversion.
- Customer identification data point clarification: in order to link customers between channels, a customer identification data point is needed. There may be multiple ways a customer is identified, allowing all to be uploaded and used will be useful, depending on the type of analysis you’re looking to do.
We think the Experience Analytics Sneaks could be pushed forward into development given the big questions asked by the retail sector at the moment. What do you think? Were you at Summit? Let us know your favourite Sneak!