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Adobe Omniture Summit 2011
This March I attended Adobe Omniture Summit for the first time. As I expected it was a conference for individuals who currently using the Adobe Online Marketing Suite and needed assistance in understanding concepts and best practices for use. My hopes for the conference were to understand advanced sitecatalyst and test and target implementation techniques, however I believe Adobe may have wanted us to use their consulting services for those implications.
Upon arrival in Salt Lake City we (my boss and myself) had to acquire transportation via Hertz. When we arrived at the front desk they notified us that the vehicle type that we requested was unavailable so we recieved a complimentary upgrade to a Cadillac DTS. Arriving at our hotel at 1:00 A.M. (Utah time) sleep was imminently following check-in. The next morning, we arrived at the Grand American Hotel which hosted the conference and realized that Adobe and the hotel had put great effort into the details of planning this event. Doors, floormats, walls, and everything else imaginable was embroidered with Adobe branding. Upon check-in we recieved a notification that we recieved a free prize which was an Insignia 5 megapixel camcorder (which was embroidered with Adobe Omniture Summit 2011 on the side).
The keynote wasn’t as compelling and energetic as I had expected for such a large conference (over 2,500 attendees), but was enough to keep my freshly turned east-coast to west-side eyes open.
Breakout sessions followed soon after where I attended “How To Maintain a High-Quality SiteCatalyst Implementation” which brought up very interesting ponits in regards to building a web analytics implementation and code maintenance strategy. The presenter from Ford (Mark Coleman, Digital Optimization and Analytics Manager) shared a document which I thought would be a nice addittion to any web analytics team. (I’ll try to show an example later). Lunch quickly followed the session where I was joined by Analysts from Overstock.com and Forbes.com which ironically were both hit hard by the Google Content Farmer update. I did inquire about how it impacted their businesses but there was little to no reply on the subject.
After this session my boss and I decided it was a great time to take a break and catch up on sleep so we retired to our hotel for a short nap. We awoke with the plan to head back to the conference so we can be taken to the private party where Lenny Kravitz would be playing for us. The amount of food and free drinks in this event were enough to make every attendee pleased at the level of service Adobe delivers to its customers. After a few songs we decided it was time to retire for the evening because the conference and sessions began early the next morning.
Thursday was the last actual day of the conference and I intended to get the most out of it as possible. The keynote with Brad Rencher was much better than yesterday by showing an interesting multi-channel online marketing initiative by PacSun which Adobe helped with. The second presenter John Gerzema was even better who helped the audience understand what digital is doing to individuals and small companies during this recession. The session I attended following the keynote was “Validating Data Integrity Post-Implementation to ensure confidence in your analysis” which obviously discussed how implementations can affect data integrity. I was expecting more discussion about how sample sizes effect the validity of our analytical findings, but the current subject matter still interested me. The folks at McAfee provided an interesting case study of how they implemented their analytics and how their small-business unit had to reach out and work with the rest of the company to ensure their analyitcs tagging processes were following the now new documented process. The idea of documenting and trying to create an analytics implementation process is very important when working with advanced tagging techniques because incorrect tagging or a lack of testing can make your analytics lead you to incorrect assumptions in your analysis.
The following session was about getting the most out of Sitecatalyst “Adobe SiteCatalyst: The Essentials”. The session was basically for beginners (which I did not know beforehand) but allowed me understand how many other analysts and companies weren’t getting the most out of the tool they were paying money for. The presenter focused on calculated metrics, publishing lists, and SAINT classifications (all of which are great tools within SiteCatalyst!).
The next session I attended was the “Let’s Test it –Testing Strategies to Improve Visitor Conversion” which focused on a/b..n and MVT testing. Kripa from Adobe provided the audience with an interesting case-study of Bass Pro Shops. The main takeaway from the presentation was to create an interative testing processes whereby you build off of learnings from previous tests to improve visitor experience and conversion.
Following Kripa’s session our company’s meeting with our personal account executive, account manager, and to my suprise (Kripa) who would be our Adobe Digital consultant. They soon took my boss and myself out to dinner at Bamboza (a very nice American restaraunt in downtown Salt Lake city, Utah). There we met with other companies in the financial industry whom use Adobe Online Marketing Suite products as well as some other members of the Adobe team. The conversation, food, and company were excellent and made me feel blessed to have such a great job working with wonderful people in an exciting industry.
The next day we decided to take it easy and drive through the mountains and get a good glimpse of the beautiful landscape that Utah had to offer. We visited Park City where the ski resorts are, visited the Olympic Park where the olympic games were previously held, and then decided to try to get my boss an iPad back in the city. The flight home to Cincinnati made me think of my future as an analyst, how much learning I have to do, and how blessed I am to have a job in a data-driven organization in a field where data is king when put into context as information and knowledge.