We were fortunate enough to bring our team to Adobe Summit in Las Vegas this year. Amongst all the fun events, get togethers, classes, sessions, and discussions this is our team’s collective notes on what we are most excited for coming out of this year’s Summit.
- Identity prioritization customization to hopefully help mitigate shared device profile stitching. On the AJO side, the new simulation tool looks like it will be very helpful for testing new journeys using ML predicted deliveries / pathing on the canvas directly, based on previously executed journeys in AJO.
- New CJA reporting features coming to AJO! With AI making its way into about every product, we are looking forward to seeing how AI Assistant in AJO will change the way we segment and build audiences.
- AI being implemented into workflows across various products will make day to day usage faster and easier. The Gen AI features for rapid activation aren’t quite there yet, but you can tell it will be very soon.
- Exploring the new Adobe Campaign Classic (ACC) UI was very cool, there were many similarities between it and AJO but we are also very impressed they retained some of the more critical ACC features that users are accustomed to.
- We are enthusiastic about the upcoming enhancements to AEP and AJO. While there may not have been any “groundbreaking” announcements, Adobe has introduced thoughtful and relevant updates designed to significantly improve the efficiency of practitioners. Also, the integration of Federated Audience Composition is a much-welcomed addition, offering enhanced flexibility for companies with a well-established data infrastructure and a comprehensive data environment.
- Supported integration between CJA and Python. Now data scientists can take the multi-channel data views out of CJA, apply advanced analytics on audiences using their beloved python scripts rather than be forced to work within the confines of Analysis Workspace, to then re-upload the output as a new data set in AEP for marketers to use within the marketer-friendly Workspace UI. This means everyone works from the same underlying data sets, bringing insights across the org closer together.
- Adobe Mix Modeler will work with AEP. If you’ve already gone through the trouble of getting your data into AEP this tool could finally bring mix modeling in-house rather than having to farm it out to a big firm like Neustar/Neilson/etc. Maybe more orgs will go through the exercise rather than just having the channels fight each other for budget.
- We are also hoping there can be good things to come out of third-party cookie deprecation and the resulting move to real customer identities. Specifically, it could actually be good for privacy hawks since they are going to have to actually identify users, they will know who’s opted out of tracking. They will then be forced to take steps out of the middle towards either real anonymous data sets or know users who really did consent and could withdraw that consent at any time.
We would love to continue a discussion about any of the above or go over how our team can help support your Adobe stack.
