Adobe Summit 2018: Top Audience Manager (DMP) Sessions to attend

Adobe Summit is less than 2 months away. The official dates are from the 25^th to the 29^th in Las Vegas but technically speaking, the Summit Sessions kick off on the 27^th.

It can be challenging to figure out the right sessions to attend especially when there are almost 300 sessions to choose from. Yes, you can break them down by one of the seven tracks but if you want to make the most out of the sessions, you need to narrow them down by product. When it comes to Adobe Audience Manager, AAM, you know that I will be looking for the exciting topics that enlighten me on how to get the most out of my Data Management Platform, DMP. Here are my top 11 sessions that I recommend on AAM at Adobe Summit 2018 broken down by day:

Tuesday

1. S138 – Audience Manager at the NFL: Commitment to excellence

I am very excited about this and here is why:

• It is a joint presentation between one of my favorite consultants, Andrew Gutierrez, and a successful client, NFL
• I know that NFL is one of the first adopters for the integrated marketing cloud so it will be nice to hear from them on how the DMP sits in the middle of their stack
• A successful story on the use of Device Co-op and lookalike modelling in AAM

It is on Tuesday at 1 pm.

2. S611 – Adobe is GDPR ready. Are you?

If you don’t know what GDPR is then you should check out my blog on this topic. If your business serves any EU citizens then you would want to attend this session especially when it comes to AAM:

• You will hear it directly from Adobe’s Chief Privacy Officer, Alisa Bergman
• Get to know how Adobe is preparing for GDPR
• Understand what GDPR is and how it can impact your business

It is on Tuesday at 1 pm.

3. S129 – Setting Up Your DMP Center of Excellence

I am so happy that this topic will be discussed at Summit. Many clients struggle in standing up the right teams to leverage the DMP. Here is why you should attend this:

• Nina Caruso, Product Marketing Manager and the AAM Guru will be presenting
• Get to see how clients setup their Center of Excellence around using AAM
• Learn about best practices on how to champion the DMP within your company’s culture

It is on Tuesday at 2:30.

4. S946 – How Samsung’s customer-obsessed marketing delivers impactful experiences

I worked with Samsung my last two years at Adobe and last year this time, we were launching one of the biggest campaigns of the year. There are so many good reasons to attend this session:

• Jesse Laskaris, Head of Data & Marketing Platforms from Samsung, will be presenting this session. This project was Jesse’s baby, where he brought Liveramp and Adobe together to make this happen. It is great to see him share his wisdom with the audience
• Get to see a successful implementation of integrating AAM with a strong device graph such as Identity Link from Liveramp
• Learn how Samsung went beyond just stitching the data but also activating on this data on multiple channels

It is on Tuesday at 4 pm.

5. L758 – Lights, logs, action! Boost ad efficiency with Audience Manager log files

Labs are usually limited space so make sure you book this one quickly. Here is why I picked this:

• Action Logs are still new to AAM and this is a good opportunity to learn how to use them. They are very valuable when it comes to benefiting from your media impressions
• The presenters are top notch AAM engineers
• Hands on is the best way to learn things

It is on Tuesday at 4:30 pm.

6. S131 – Too hot for main stage: Data science and the DMP

I am a bit skeptical about this since we have been hearing about Sensei for a while but maybe this is the time we get to know the real thing. Here is why I recommend this:

• Highlights of upcoming data science initiatives
• Showing value and use cases of algorithmic modelling
• Client perspective on this by Lenovo

It is on Tuesday 5:30 pm.

Wednesday

7. S130 – Customizing your Audience Dashboard

I am very excited for this one. Shoaib will be tackling how to make the most out of Audience Analytics:

• A walkthrough through the new AAM to Analytics Segment Sharing Integration
• How to apply 2^nd and 3^rd party segments from AAM in Adobe Analytics and Analysis workspace
• Understand the use cases that this integration can drive and hear how clients are using it today

It is on Wednesday 8:30 am.

8. L759 – People based marketing with Adobe Audience Manager and Adobe Device Co-Op

Another lab run by AAM Engineers but this time about leveraging Device Co-op within Profile Merge. If you are hands-on type of person, you must sign up for this:

• Learn about how to properly use profile merge
• Learn how to access the device graph within the Device Co-op for application on person and household level
• Learn how to stitch a customer profile across devices via the Co-op

It is on Wednesday at 2:00 pm.

Thursday

9. L760 – Tear down that wall! Bring your audience and analytics data together

Another Audience Analytics session but this time in a Lab format and with amazing teachers, Adam K and Jen Lasser.

• Data-flow enablement and configuration options
• Learn how to map AAM segments and use them in Analysis Workspace
• End to end example of using this integration

It is on Thursday at 10 am.

10. L768 – Implementing Adobe Audience Manager and Customer ID sync using Tags (formerly Adobe Launch)

Tags is Adobe’s newest tag manager. This is a great lab to see how to setup AAM via Tags from end to end:

• Implement AAM, server side forwarding with Declared ID Syncs
• Understand data onboarding based on ID Syncs
• Understand the value of stitching audiences based on customer id

It is on Thursday at 1:30 pm.

11. S134 – Enterprise strategy: Leverage DMPs to drive return on audience (RoA)

During my time at Adobe, I was the MSA for T-mobile as they switched from BlueKai to AAM. It is not easy to replace a DMP in an organization as big as T-mobile but they were very successful doing so. Clayton Smith, Senior Architect from T-mobile will be presenting in this session. Here are few more reasons why I am recommending it:

• Hear it from a client on how to setup a strong DMP practice
• How T-mobile integrated AAM with their Adobe Stack
• Hear about T-mobile’s advanced audience strategy

It is on Thursday at 1:30 pm.

Here is the comprehensive list:

Day	AAM Session	Time
Tuesday	S138 – Audience Manager at the NFL: Commitment to excellence	1 pm
Tuesday	S611 – Adobe is GDPR ready. Are you?	1 pm
Tuesday	S129 – Setting Up Your DMP Center of Excellence	2:30 pm
Tuesday	S946 – How Samsung’s customer-obsessed marketing delivers impactful experiences	4 pm
Tuesday	L758 – Lights, logs, action! Boost ad efficiency with Audience Manager log files	4:30 pm
Tuesday	S131 – Too hot for main stage: Data science and the DMP	5:30 pm
Wednesday	S130 – Customizing your Audience Dashboard	8:30 am
Wednesday	L759 – People based marketing with Adobe Audience Manager and Adobe Device Co-Op	2 pm
Thursday	L760 – Tear down that wall! Bring your audience and analytics data together	10 am
Thursday	L768 – Implementing Adobe Audience Manager and Customer ID sync using Tags	1:30 pm
Thursday	S134 – Enterprise strategy: Leverage DMPs to drive return on audience (RoA)	1:30 pm

Softcrylic will be attending the Adobe Summit and would love to meet you. Sign up below for a 30 minutes free Adobe Consultation at Summit.

Read more from our Data Activation practice here.