The document summarizes key insights and takeaways that attendees shared from Adobe Summit 2016. Several attendees noted the importance of focusing on customer experience, viewing customers holistically across devices and marketing channels, and applying data and insights to craft compelling customer stories. One insight was about new tools that help marketers better integrate phone call data into their digital marketing strategies.

1. A DOZEN INSIGHTS FROM
2016 ADOBE SUMMIT
Attendees share their most valuable takeaways from this year’s conference

2. In true Las Vegas style, Adobe Summit 2016 went over the
top on digital marketing expertise.
To make sure all that wisdom doesn’t stay in Vegas, we asked
Summit attendees to think back over those three jam-packed
days and share one valuable thing they learned.
Here’s what your digital marketing peers had to say...

3. “I learned thegravitas of a customer-first experiential
approach to digital marketing.”
Top Summit Takeaways
Clare Taylor
Mary Kay

4. “The different sessions I attended around different
ways to attack analytics were reallyhelpful.
A slightshift in the way you are thinking about
a question can reallychange the type of report
you giveto your executives.”
Top Summit Takeaways
Mark Imre
CHG Healthcare Services

5. “Adobe’s Cross-Device Co-op will change the way
we view uniquevisitors and tieall our endpoints together.”
Top Summit Takeaways

6. “Consistent funding from upper levels helps driveand empower
teams to deliver a constant and focused user experience.”
Top Summit Takeaways
Jacob Brooks
MetLife

7. “I learned that,whilewe have plentyof littletricks
to get people’s attention to sell them,nothing is more
valuableto a business than working on establishing real
relationships with them.”
Top Summit Takeaways
Willie Pena
Pena Media Group

8. “Now that Adobe Experience Manager is thedefacto standard of
WEM (web experience management), thepush on Analytics,
Target,Campaign and Mobileis very evident, and this helps meto
create a better roadmapfor mypractice within the organization.”
Top Summit Takeaways
Narasing Rao Akula
Virtusa

9. “To focus on going beyond basic data drilling
and presenting a 360 pictureof thecustomer journey.”
Top Summit Takeaways

10. “Fromthe keynotes, it was great forAbby Wombach to reiterate
how easy itis to be nice, and George Clooney to remind us that we shouldn'tget
caughtup in BS all the time. That beingsaid, the best thing fromSummit was the
reminderthat we need to focus on experiences and cateringtoour customers.
It is not our world to force ourmarketing on users.”
Top Summit Takeaways
Zach Small
Ingersoll Rand

11. “Take what you already know and applyit
in new ways. Craft your story.”
Top Summit Takeaways

12. “One thing that I learned from theSummitis thatthese days
it's allabout customer experience. It's not about technology,
it's not about a product, but it's about how connected customers
feel and the experience they get by using your product.”
Top Summit Takeaways

13. “There's a programmingpackagecalled RSiteCatalyst
that allows you to pulldata fromAnalytics & Reports directly into
an R program.TheShiny R Packageallows you to makeslick-
looking interactive web apps with your data to share online,
instead of using plain old spreadsheets.”
Top Summit Takeaways
Thom Craver
Acronym Media

14. “Even though mobileis projected to drive65 billion calls
to businesses this year from paid search alone, I was surprised
to see how many of theworld’s smartest digitalmarketers arestill
ignoring the phonechannel in their strategy, measurement,
and customer experience.”
Top Summit Takeaways
Kyle Christensen
Invoca

15. To learn how you can get all the rich data from the phone channel into
your marketing cloud so you have a more complete, unified view of your customer,
check out Invoca for Adobe Marketing Cloud.
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