Adobe Summit 2015 is over and it was terrific. The sessions were tremendously engaging, and the quality of speakers even more so. I got to hear about some new interesting digital marketing strategies and information that made me even more motivated to kick digital ass this year. Here is what I took away from the summit.

Adobe Media Optimizer

I had the opportunity to spend time talking to Drew Peterson about Adobe Media Optimizer and better ways to optimize conversion goals in ever-evolving digital campaigns. I'm excited to put some of the advice into practice.

In addition to talking to Drew, I met with Kendall Williams about Gigya. This was really insightful, since my colleagues Rob, Dan and I have been working on a loyalty rewards program that will include gamification.

Personalization and Optimization

My biggest regret is that I couldn't spend more time on the fantastic personalization and optimization track. There were some amazing sessions, and it would have been great to get more insight on the interesting exchanges between Adobe experts and attendees.

There are so many unknowns with respect to personalization and digital experience marketing. To quote one of the speakers:

Digital experience management is like high school sex; everyone talks about it, but most haven't done it. And the few that have, don't know what the hell they're doing.

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There was one track that stupefied me (in a good way)–mobile development and marketing. The pace at which mobile is moving is ludicrous, and getting an end-to-end mobile strategy right seems very challenging right now. After this summit I feel like focusing 50% of my time on mobile apps and marketing and stop pretending it's so difficult.

Conclusion

Adobe Summit was one of the best conference experiences I've had. I'm definitely going again next year and I'll be dragging some colleagues along. I'm also going to spend a larger part of this year using more data to improve user experiences, and getting into hybrid/mobile apps.

The skiing and snowmobiling after the conference wasn't so painful either :)