LAS VEGAS — There's nothing like the feeling of getting in on a secret, which explains the allure of Summit Sneaks at Adobe Summit here this week. Held the second day of Adobe’s three-day digital marketing conference, it offered a sneak peek at what’s being developed within Adobe labs and gave attendees the chance to vote their favorites for further development.
Steve Hammond, senior director of technical strategy and innovation at Adobe, introduced seven demos that touch on everything from social marketing to predictive modeling. He was joined by celebrity host Thomas Middleditch, the star of HBO's “Silicon Valley.”
What Attendees Saw
To give you the same behind the scenes experience, we'll share the seven showcased technologies:
- Adaptive Store: Using a retail store as an example, Adobe showed off a personal shopper concierge that can make recommendations after scanning shoppers. After a few seconds of analyzing size, preferences and location, the buyer receives suggestions on apparel that best suits his or her needs, fit and personality. By adding items to a smart list on their mobile devices, retailers can use that information at checkout.
- Ad Wearout: Eventually, there comes a time when customers unsubscribe from marketing emails and updates. This product wants marketers to be able to predict that and set individual thresholds for “fatigued” customers. They call it a customer fatigue management tool, and this would let marketers see an overview of the most fatigued customers to the ones who are starting to get annoyed. Knowing this, they can restrict the number of messages to send and avoid bugging customers and ending up in spam folders.
- AEMXD: The application for designers and marketers simplifies building a mobile app. With a few plugs, marketers can publish directly to Adobe Experience Manager mobile and create native mobile apps without dealing with linking assets one by one or working on all the different pages in different screens.
- Dynamic Vids: This builds on Adobe Primetime for marketers and designers who want to manage and personalize ad experiences. In the demo of a sporting goods store, marketers may want to target different ads for customers based on whether they are a biker or skier. With a few simple changes, the same assets, like logos and borders, can be repurposed to tailor those ads for the right kind of buyer.
- Personality AI: This development takes Twitter handles and pulls the user's last 100 tweets to offer up psychographic data. Based on those tweets, it ranks users in five personality trait categories: openness, conscientiousness, extraversion, agreeableness and neuroticism. This gives marketers the potential to target personalities. Websites and apps can use this data to customize what customers see on every page, whether it’s more colors for those more open to that experience or more neutral designs for the counterparts.
- Smart Authoring: In an attempt to change the way marketers write and create content, this tool acts as an editor and asset manager. When writing a blog post, for instance, marketers can plug in content, and associated assets will automatically be pulled from an integrated library. The editor will look at related words and suggest text to remove, if the post is too long or there seems to be unnecessary information.
- X Attribution: This tool allows marketers to measure the impact of every channel, be it desktop, email or mobile. It tracks the customer journey and breaks it down by clicks and opens, and it’s powered by Virtual Analyst, another of Adobe’s new products that monitors your numbers while you’re gone.
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