Adobe Summit 2014, Changing Landscape for Analysts in Personalization, UX & Marketing
What I learned from Adobe Summit 2014, that changed some of my thinking and left me wondering about the future of digital marketing, analytics & UX.
What is interesting about web analytics is that it’s always evolving, changing and it’s effects trickle down into almost all lines of business. From the Adobe Summit 2014 – I gathered a few key points in my brain (which really can only hold a few at max anyway) and this is what I’ve come up with:
Data Rules – From the seminars I get the idea that data is really the star of the show, we have the information we need to draw conclusive hypothesis for almost all business scenarios. It’s time to get equipped with an intelligent conversation about how real data analysis can be applied to all business channels.
It’s time for new perspectives – Adobe products are empowering Marketing teams to know even more than they’re used to knowing, this could be overwhelming but the key is to embrace it and utilize it, not shrug it away. The data is there to provide not only a way to measure marketing initiatives, but a to qualify new initiatives taking out a lot of the guess-work.
What is Personalization? Algorithms and personalization working on the back end to guide machine learning based marketing initiatives; Targeting consumer segments, keeping a safe ‘control’ group to account for any odd trends and the end result is a win-win! It’s really about creating personalized experiences that have a rock solid model set up – so that data draws the scenarios that result in a real ROI.
Data Analysis & Digital UX – Analysts should be all in analyzing website visitor demos and breaking down targets for all online marketing initiatives and for improved UX. Data scientist need to make more of an effort to realize how their work integrates into the business and have the ability to apply their analysis into actual results and recommendations.
What use is relevant data if it can’t be implemented?
What use is a good idea if can’t be quantified?
Consumers Require Personalization (they’re really pretty smart)- Today’s website visitor has their own specific agenda and doesn’t have time to consider a business perspective of ‘how to engage visitors by increasing page views’ or ‘increase add-on sales and improve ROI per visit’ Visitors don’t think that way – they think ‘where’s the price?’ or ‘does this product offer something different from x product?’ ‘How do I pay my bill?’ Businesses need to curate the experiences from a customer’s perspective because the customer won’t tolerate anything less. It’s the state of UX design today so it’s time to shape up.
What I liked most about the conference is that it really pushed for building better experiences for the end consumer, improving the way products function. So, the key to getting an edge in your market is by simply being better – If website’s aren’t targeting visitors or sending the right message the point is lost very time and it’s likely customer’s are, too. Consumers are smarter, a digital experience must be honest and be up front while offering value added experiences and products. I think that’s a good thing.