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Kayla Amaral - 03.29.2018

Sagepath's Top 5 Takeaways from Adobe Summit 2018

Adobe Summit 2018, the world’s largest digital marketing conference, has come to a conclusion. This year, over 12,000 attendees made their way to Las Vegas to discuss the latest industry trends and learn valuable skills to create flawless experiences. 

Below are our Top Five Key Takeaways from Adobe Summit 2018:

  1. Make it easy for customers to do business with you

    While the focus was, again, “Make experience your business” the experiences that have the biggest impact are experiences that offer the consumer new utility and ultimately make customers’ lives easier. For example, Marriott rolled out keyless entry allowing loyalty customers to skip the check-in line and head straight to their room as soon as they arrive on-site. Delta rolled out automatic check-in, eliminating some of the stress that comes with impending travel. Throughout your digital transformation journey, it’s important to stay focused on how you are simplifying the experience for your customer.
  2. No new clouds!

    While Adobe Summit 2017 was the year of the cloud, there were no new cloud technologies announced during Adobe Summit 2018. To many folks’ relief, the Adobe Cloud Platform remains as follows:

    Shot of the familiar interface for Adobe Cloud Platform on an overhead screen.

  3. Product integration (between Adobe products) is still relatively immature

    One of my biggest disappointments from Adobe summit 2018 was the lack of investment in product integration. To integrate Adobe Target with AEM Assets, you still need to call a customer support number. Yes, that’s right… pick up the phone and call Adobe. To integrate Adobe Analytics and Adobe Target, it’s an EIGHT-step process:

    Example delineating Adobe's 8-step implementation process.
  4. No one seems happy with their AEM implementation...still

    Unfortunately, I talked to a number of existing AEM clients that still aren’t happy with their implementation of AEM. I especially heard this discontent in labs. It’s important to remember that what you see at Adobe Summit is carefully curated by Adobe. The uses cases have been selected by Adobe R&D to perfectly fit into original simplified use case that was used for development. The data sets are perfectly defined to support the use case. The “packages” that are pre-installed on the computer cover up lots of the hard work.

    However, in the real world, you’re likely 2+ versions behind, you don’t have the ability to just start over on a fresh install every few months when a new version is released, and your use cases are far more complex (and unique) than what could possibly be captured by an Adobe product manager.

    My advice is to appreciate the hands-on experience that the Adobe Summit labs offer and analyze what specific insights and learnings you can take back to your own instance. . .and if you are still too frustrated with your instance of AEM, Sagepath can help. Just shoot me an email at kamaral@sagepath.com.

    View of a meeting breakout session in a hotel ballroom.
  5. GPDR is real. And your business needs to be prepared.

    The General Data Protection Regulation (GDPR) goes into effect on May 25, 2018 and your business needs to be taking steps to get prepared:

    1. Benchmark organizational readiness for GDPR
    2. Define and prioritize requirements for compliance
    3. Plan resources to support GDPR changes
    4. Plan executive-level visibility with detailed reports that demonstrate accountability

    Fines for non-compliance are steep, so if you’re not sure if you’ve adequately prepared, get in touch with Sagepath. We're helping our clients become GDPR-compliant by embedding privacy into customer experiences and ultimately building brand loyalty.

All in all, Adobe Summit 2018 was an exciting mashup of keynotes, sessions, meetings, and parties. We’re so looking forward to collaborating and sharing specifics on next steps with our partners, both familiar and new. If you’d like to learn more insights from Adobe Summit 2018, drop me a line at kamaral@sagepath.com.