LAS VEGAS — Adobe Summit dazzled under the bright lights in Las Vegas for the first time after a ten year run in Salt Lake City. It lived up to its billing and then some with over 10,000 Adobe followers in attendance. This was my first Adobe Summit, and it was a memorable experience listening to a lineup of keynote speakers which included Adobe CEO Shantanu Narayen’s power of digital experience and Giles Richardson, Head of Analytics for the Royal Bank of Scotland. I was impressed.

The message at this year’s Adobe Summit was clearly about the Experience era. People want memorable experiences. To help achieve these lasting memories, digital experiences have the ability to not only change the way we think to the way we do things but also make it easier than it has ever before across every aspect of our life. In the words of Narayen, digital experiences have to be “provocative, personal, and predictive” –  to captivate customers at every touchpoint, to deliver the experience customers want, and to focus on the endpoint and not the process.

Some of the relevant content pertaining to this theme in the breakout sessions and hands-on labs were personalization and optimization, combining Adobe Target, Audience Manager, and Analytics in the Adobe Marketing Cloud. New features in the Analysis Workspace to auto-allocate in Target and segmenting users in Audience Manager to name a few are measuring and driving the success of campaigns quickly to allow for adjustments. When done in the right place and at the right time, digital experiences can seamlessly connect customers in a real way.

As a member of our Analytics practice at Infield Digital, the message from Giles Anderson resonated with me on how analytics helped transform the bank into an experience business. He shared how the bank used to have a “Firework Culture”, where marketing changes were made by gut feel, then deployed and received quick gestures of congratulations. Through the use of Adobe Experience Manager, Target, and Analytics in the Adobe Marketing Cloud, the bank increased optimization of its digital experience to “Superstar DJs” or journey managers by giving them control to constantly reinvent and push or pull new content based on the data of successful campaigns, thus increasing their tests from 2 to 400 in just one year. With this new approach, they made the digital experiences “provocative, personal, and predictive” for their customers.

For these journey managers, I saw the possibilities abound in the hands-on labs for Adobe Dynamic Tag Management (DTM). Adobe’s own evangelists, Rudi Shumpert and Jeff Chasin, provided advanced techniques to multiple solution integration and use cases for data elements and data layers. In an advanced analytics session, the idea of getting Adobe Analytics data into R by using RSiteCatalyst and sharing analysis over the web with Shiny offered boundless exploration to perform on that data. By implementing DTM for views of the customer’s journey and democratizing the data with rich reports in R, optimization can begin and bring everyone to the table for successful decision making.

There were other wonderful speakers, like Mattel President and COO Richard Dickson and Alma Derricks of Cirque Du Soleil, who inspired us through their business experiences. Each of their stories tells us about how their businesses are transforming and making digital experiences relevant. Provocative. Personal. Predictive. Let’s get to work!