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9A0-388 - Adobe Experience Manager 6.0 Business Practitioner - Dump Information

Vendor : Adobe
Exam Code : 9A0-388
Exam Name : Adobe Experience Manager 6.0 Business Practitioner
Questions and Answers : 40 Q & A
Updated On : November 9, 2018
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9A0-388 Questions and Answers

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9A0-388 Adobe Experience Manager 6.0 Business Practitioner

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9A0-388 exam Dumps Source : Adobe Experience Manager 6.0 Business Practitioner

Test Code : 9A0-388
Test Name : Adobe Experience Manager 6.0 Business Practitioner
Vendor Name : Adobe
Q&A : 40 Real Questions

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Adobe Adobe Experience Manager 6.0

Adobe completes acquisition of Marketo | killexams.com Real Questions and Pass4sure dumps

Adobe completes acquisition of Marketo

Adobe announced the completion of its acquisition of Marketo, a B2B advertising engagement. With Adobe’s acquisition of Marketo, shoppers will benefit from the aggregate of Adobe journey Cloud’s analytics, personalisation and content material capabilities with Marketo’s lead management, account-based mostly advertising and income attribution expertise, helping corporations further join marketing engagement to revenue growth. Marketo Engagement Platform will become part of Adobe advertising and marketing Cloud, the leader in managing, optimizing and orchestrating cross-channel experiences and campaigns across B2B and B2C use instances in all industries.

Digital transformation has develop into the mandate for executives in every boardroom across the globe. To compete and win today, businesses should give an international-class, end-to-conclusion client event across each touchpoint. Adobe is leading the can charge to reimagine customer journey management (CXM) with Adobe event Cloud, the business’s only end-to-conclusion solution for advertising, promoting, analytics and commerce.

The Marketo Engagement Platform drives business increase with the aid of personalizing complex buyer journeys and uniquely aligning advertising and sales groups throughout each channel. Marketo’s platform is function-wealthy and cloud-native with significant alternatives for integration across Adobe adventure Cloud. Marketo’s ecosystem contains over 500 companions and an engaged marketing neighborhood with over 65,000 members.

“The aggregate of Adobe journey Cloud and Marketo’s Engagement Platform provides an unrivaled set of solutions for offering transformative customer experiences across industries and businesses of all sizes—making every business an event enterprise,” referred to Brad Rencher, executive vice chairman and customary supervisor, Digital experience, Adobe. “Adobe is main the can charge to reimagine client adventure administration, and with Marketo, we’re further offering on this vision.”

“Marketo is the lengthy-standing leader in B2B advertising,” stated Steve Lucas, CEO, Marketo. “As part of Adobe, we see an superb chance to additional speed up Marketo’s momentum and deliver mixed value to marketers worldwide.”

With the acquisition now closed, Marketo CEO Steve Lucas will continue to lead the Marketo crew as a part of Adobe’s Digital experience enterprise, reporting to Brad Rencher.


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Adobe Closes $4.75B Marketo Acquisition, Acquia teams With Elastic route, more information | killexams.com Real Questions and Pass4sure dumps

Newspaper tucked into a door handle on a red wooden door. photo: Julian Stallabrass

Adobe has finalized its $four.75 billion acquisition of Marketo. The groups introduced the advertising and marketing technology mega deal in September and made the deal legit on Halloween. 

The deal may additionally spook rivals within the digital advertising house because it brings together two heavy hitters: Adobe and its power in content material administration, commerce, analytics and inventive capabilities and Marketo with its B2B marketing automation. officials stated in the Halloween unlock that it combines Adobe adventure Cloud’s analytics, personalization and content material capabilities with Marketo’s lead management, account-based advertising and profits attribution technology. 

The Marketo Engagement Platform will become part of Adobe advertising Cloud. The Adobe event Cloud comprises software it really is designed to support agencies with client event management by way of advertising, promoting, analytics and commerce. The Marketo Engagement Platform is cloud-native and has opportunities for integration across Adobe journey Cloud, in keeping with enterprise officers. 

With the acquisition now closed, Marketo CEO Steve Lucas will nonetheless lead the Marketo crew as part of Adobe’s Digital adventure enterprise, reporting to govt VP and GM Brad Rencher.

In other consumer event utility information ...

Acquia, Elastic path accomplice for Headless Commerce

Acquia and Elastic direction this week partnered to combine open source content management and headless commerce solutions. The move combines headless commerce and content know-how, open structures, and APIs by the use of the open supply content management device Drupal and Elastic direction’s enterprise API-first headless commerce platform, based on business officers. 

Key capabilities of a combined Elastic course-Acquia solution encompass flexibility, customized content material experiences and enterprise scale via compliance, security, scalability and governance. TA Digital can be working with each Elastic path and Acquia to present its CommerceFactory solutions to its consumers. 

Evergage Unveils computing device discovering Capabilities

Evergage, which presents personalization know-how, introduced two new desktop-gaining knowledge of innovations: Evergage selections and the Evergage records Science Workbench, which might be designed to latest wealthy customer records maintained within the Evergage platform. With the new Evergage decisions algorithms, businesses can observe synthetic intelligence (AI) to immediately convey content to web site guests, software users and email recipients. It enhances Evergage's desktop-discovering-pushed personalization and advice capabilities by means of Contextual Bandit.

The Evergage information Science Workbench is designed to provide records scientists a method to entry and work with information kept on Evergage servers. Such statistics contains behavioral records, contextual counsel and express survey responses, combined with first- and third-party tips from other methods (e.g., CRMs, e-mail provider providers, statistics warehouses).

GBH Insights Hires Korst, Zeug

GBH Insights, a advertising and marketing method, research and analytics consultancy, named Jeremy Korst as president and former Google managing director Brian Zeug as the most up-to-date member of GBH’s advisory board.

Korst can be chargeable for the enterprise’s strategic marketing and insights observe, concentrated on helping CMOs, chief product officers and other organizational leaders. Korst has been a strategic advisor to GBH, and during this new position will accomplice closely with GBH co-founders CEO Jon Greenwood and Chief analysis Officer Eric Bradlow on common firm and customer building. Korst is a former CMO and product management government with manufacturers including Microsoft, T-mobile and Avalara.

Zeug has event with analytics and measurement practices for Google, Nielsen, Yahoo!, Mars Inc. and Unilever. He was the founder and global director of human truths at Google where he developed a consulting and scale follow that used Google inner records and advanced analytics innovations.

LinkedIn Integrates with Google campaign supervisor

LinkedIn has introduced a dimension integration with Google crusade manager (previously DoubleClick crusade manager), now part of Google marketing Platform. clients might be in a position to view LinkedIn ad efficiency alongside the leisure of their paid spend and get attribution for LinkedIn advertisements throughout all impressions and interactions, measured in a pass-device and cross-platform manner. LinkedIn already launched the mixing for a number of ad formats and now debuts it for sponsored content.

users can see LinkedIn advert performance in campaign supervisor, and use their conversion attribution capabilities for sponsored content material campaigns, including Video, Carousel and Lead-Gen varieties, as well as textual content and “spotlight” Dynamic advertisements. 

Perficient Acquires Elixiter

Perficient, a digital transformation consulting firm, has got Elixiter, a income marketing consultancy that specializes in Marketo marketing automation functions. Elixiter’s advertising automation capabilities and specialized Marketo capabilities will complement the digital agency Perficient Digital, where Perficient has constructed an Adobe apply. The deal obviously makes experience with Adobe’s acquisition of Marketo. 

The acquisition of Elixiter deepens Perficient’s digital advertising and marketing and advertising and marketing automation services, provides about forty consulting, expertise, earnings and frequent and administrative authorities and brings client relationships with Fortune one thousand purchasers across a few industries, in accordance with enterprise officials. Elixiter President and Founder Andrew Hull joins Perficient in a key leadership position.

grey community Acquires Majority Stake in Autumn global

grey community, a WPP business, has agreed to acquire a majority stake in Autumn global, an unbiased social media and digital advertising agency. Autumn global was established in 2005 through Anusha Shetty and Abhay Rajankar as a brand consulting and advertising enterprise. It advises on digital and social media campaigns, influencer and blogger advertising and marketing, online acceptance administration, content advertising, advertising huge records and insights and Command center administration functions (CCMS). Shetty will continue to head the Autumn operations while working carefully with Nirvik Singh, chairman and CEO for grey neighborhood Asia Pacific, center East and Africa.


9A0-388 Adobe Experience Manager 6.0 Business Practitioner

Study Guide Prepared by Killexams.com Adobe Dumps Experts


Killexams.com 9A0-388 Dumps and Real Questions

100% Real Questions - Exam Pass Guarantee with High Marks - Just Memorize the Answers



9A0-388 exam Dumps Source : Adobe Experience Manager 6.0 Business Practitioner

Test Code : 9A0-388
Test Name : Adobe Experience Manager 6.0 Business Practitioner
Vendor Name : Adobe
Q&A : 40 Real Questions

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Great content means great customer experiences – some expert tips | killexams.com real questions and Pass4sure dumps

man in mazeSmart executives use an integrated approach to data use and content creation to ensure high-quality customer experiences.

That was the conclusion of a recent event in London, where digital researchers and practitioners discussed findings from the recently released Digital Trends 2018 report.

The survey from Econsultancy, which polled 13,000 marketing, creative and technology professionals on behalf of technology firm Adobe, found almost half (45%) of organisations rank customer experience as one of their three top priorities.

The research also discovered great customer experiences is not just the responsibility of marketing teams. Organizations implementing a cross-functional approach to customer-led initiatives are almost twice as likely to exceed their business goals.

Here, three experts give their best practice tips for great experiences in a digital age.

Make content the lifeblood of an organization

Sean Donnelly, senior analyst at researcher Econsultancy, said that while customer experience is a strategic priority, there is an “almost maniacal” focus on data collection. He warned executives to be mindful of the fact that customers will not buy from your company because it holds great data or runs smart analytics. Customers purchase because of emotions and relationships, said Donnelly:

Make sure you use data to enable customer centricity – understand who they are. That requires new skills in terms of marrying data analysis with human-centric skills, such as creativity, design and emotional intelligence. That changes the intent of marketing from driving purchases to cultivating relationships. If you want to have relationships with customers, you must understand context and timing from data. And that’s where content comes in.

Donnelly referred to an ongoing evolution in marketing trends, from mass-marketing to product-centric and onto today’s human centric approaches. He said smart firms have recognised they can use data and content to interact with people at a far more granular level through a range of different and often personalised channels:

Enlightened companies are using the mantra of customer experience to structure their capability, invest in technology and deploy their resources. The top-preforming companies are twice as likely as their peers to identify as digital-first organizations. If you want to be successful, there shouldn’t be a distinction between digital marketing and traditional marketing.

Donnelly warned that the number of digital touch points increases 20% year-on-year. He said content must be personalised and it must help people makes decisions across these channels. In fact, Donnelly referred to content as the “lifeblood” of any modern marketing organization:

Your brand isn’t necessarily what your company say it is – it’s increasingly defined by social and open community review platforms. We need to acknowledge the people aren’t afraid to publicly damn you if their experiences aren’t great. Opinions and scores are being curated and aggregated. If a customer sees poor reviews, on a platform like Trust Pilot, they won’t be encouraged. More than 90%t of customers trust these review scores more than traditional advertising.

Create an integrated approach to business insight

James Birchall became manager in data analytics at Santander three years ago and has used his experience to push the benefits of insight across the rest of the organization. With the rise in the number of channels to market, Birchall recognised finance firms could do more with the data they held:

Banks are traditionally volume businesses and employees are used to working with touch points, such as branches and call centres, that don’t include a lot of breadth. Now, with digital analytics, we can pinpoint where experience at certain touch points is failing. We can then add in other sources of information that you hold as a business and change customer experiences in a positive way.

Birchall demonstrated to his business how an investment in data analytics could help executives to identify which projects were likely to boost customer experience. Birchall then helped the rest of the organization to create insight autonomously through the Adobe Analytics platform:

We’ve had to enable the business to self-serve, so that means training the rest of the organisation to understand digital analytics and use Adobe’s services. It’s not enough to have the data – you must know how to use it to improve customer experiences. So, our team offers consultancy to help the rest of the business develop its approach, particularly in relation to advanced data science.

There are now 100 active users of Adobe Analytics across the business every month, while more than 300 staff have been trained in total. Birchall and his team actively monitor how data analytics is used. He said the result is an integrated approach, where data informs business decisions:

We can see our customers’ experiences and we can see the pain points, which means we can facilitate better conversations. The intelligence we have is much more accessible. The days when you produced static reports, and expected people to drill into things, are long gone. Now, we’ve got this data, we’ve got to find more ways to make connections around the business.

Take a pioneering approach

Phil Lewis, director of digital experience at Boden, who joined the business in May 2016, spent a large proportion of 2017 focused on identifying the people, process and technology elements that would help transform the organisation. The firm has recently moved to new offices and has embraced agile modes of working across the organization:

The challenge was to think about how we could make our brand different from other businesses – we wanted to help customers make their purchasing decisions. When you step into a new brand, it’s quite a brave journey. There aren’t many times when customers open themselves up to new brands.

Lewis said the firm has introduced a content management system, in the form of Adobe Experience Manager, to help push creativity into hands of line-of-business workers. As a result, Boden has identified how to boost customer engagement and brand perception in an iterative manner – and Lewis encouraged other executives to be similarly pioneering:

Go back to basics. If you’re not comfortable with your site, and you don’t think your brand shines, you won’t keep customers happy by just adding a nice piece of content. Many sites aren’t designed to handle content and your run the risk of just bolting stuff on. Define what success looks like from a business, project and customer perspective, and identify how you’re going to be different as a brand.

My take

Businesses might be drowning in data, but the most effective organizations are sifting information sources to create new insights. By using data analytics to push content to customers, companies in all sectors can develop strong relationships with customers.

Image credit - Freeimages.com/Svilen Milev


Increased Consumer Expectations For Privacy Could Be A Good Thing For Advertisers | killexams.com real questions and Pass4sure dumps

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Keith Eadie, vice president and general manager at Adobe Advertising Cloud.

As the dust from Facebook’s Cambridge Analytica data breach settles, consumers and legislators alike are asking tough questions around how data is collected and used online -- and whether people should have more control.

Industry reaction to potential legislation has been swift. The Association of National Advertisers recently warned: “Sometimes the cure can make the disease worse.”

While cool heads should prevail and the US should learn from the EU’s experience with the General Data Protection Regulation (GDPR) and forthcoming ePrivacy rules, increased consumer expectations for privacy – whether or not they are enshrined into law – do not have to spell doom for brands that have embraced data-driven marketing and advertising. In fact, it could help marketers in the long run by fueling a flight to quality with cleaner data and an increased emphasis on where ads run – ultimately creating better experiences for consumers.

In advertising, the rise of programmatic buying brought reduced waste and efficiency through automation and better targeting of ads. In the early days, that targeting was primarily fueled by third-party data acquired from outside sources on everything from demographics to shopping behavior. Most advertisers still rely on third-party data because it is easy and cheap – but not necessarily because it always works. Most Americans in a Deloitte survey [PDF] reported that third-party data about them was wrong at least half the time across several categories, including income, demographics, vehicle owned, interests and purchase behavior.

In a privacy-conscious society, advertisers can no longer take for granted where data comes from. Clean and transparent data sources – where consumers either explicitly opt in or better understand the trade-offs, such as when someone signs up for a hotel’s loyalty program and then sees personalized offers – take on increased importance. First-party data will become the new ad targeting fuel. Instead of relying on AI-driven lookalike segments, brands can rely more on data from their own loyal customers giving information in exchange for something they value – all managed in environments they directly control.

Why aren’t brands already effectively doing this at scale already? Some are, but implementation is hard, which is why brands relied on third-party data in the first place. To really make first-party data work, you need technology infrastructure and buy-in across an entire brand organization – including CIOs, CDOs and CTOs to practitioners in product, UI, content development and beyond. GDPR-style legislation could force marketers’ hands to get this right.

First-party data is only great if you have it. For the brands without direct customer relationships, second-party data gained from brands that do is key.

Of course, a shift toward privacy means it’s inevitable that there will be less data overall for marketers to use in marketing and advertising. But that doesn’t have to be a bad thing, as marketers return to neglected fundamentals like contextual targeting and creative excellence.

In terms of context – or where ads run – a flight to quality is long overdue. Any advertiser reading recent headlines on ads running before offensive content knows that user-generated content run amok can undermine brand trust in an instant. Given recent breakthroughs in major broadcasters and OTT providers embracing private marketplaces, advertisers don’t necessarily need to lose scale or targeting with a flight to quality.

Digital ad creative is also due for a renaissance. Ad blocking arose because people hated ads – and went out of their way to get rid of them. Less data available for targeting makes creative all the more important to break through the noise, and it’s likely needed in an industry that has overengineered for direct response metrics such as clicks or site visits.

Ultimately, brands are in the business of delighting their customers and delivering great experiences, not creeping them out or monetizing their data. Privacy can be a positive part of that experience. Think of an airline explaining through a just-in-time notice in its app why access to GPS data is needed to help users find their cars upon returning from a trip.

Respecting privacy builds trust with customers – and that’s good for everyone.

Follow Adobe Advertising Cloud (@AdobeAdCloud) and AdExchanger (@adexchanger) on Twitter.


The next level of marketing maturity on stage at MarTech this October | killexams.com real questions and Pass4sure dumps

I’m going to declare that, as of August 2018, martech has crossed a threshold into maturity.

And by martech, I mean the grand view of martech, the convergence of marketing, technology and management practices across industries — and the hybrid marketing leaders who are driving the strategy and operations of that convergence.

Sure, the marketing technology landscape has advanced tremendously over the past year. I think we’re finally getting our heads around the paradox of simultaneous martech consolidation and expansion.

But, as martech critics are fond of saying, technology is just an enabler (So is oxygen). And that’s true. What’s remarkable is the way the discipline of marketing, writ large, has evolved so dramatically over the past five years to leverage this technology. What used to be the digital tech fringe is now the marketing operations center. It’s hard to fully appreciate big changes when you’re focused on getting stuff done. But there are moments when you lift your head above the fray, look around in amazement and say, “Whoa, we’ve come a really long way.”

That is the exact sensation I had as I was reviewing the agenda for MarTech — coming up October 1-3 in Boston. I’m going to share an in-depth preview of the upcoming MarTech sessions with you here and let you be the judge: Doesn’t this content seem much more mature than it was even just a year ago? (By the way, if you want to actually attend these sessions at MarTech, note that the discounted beta rate on tickets expires September 1 — so now’s the time to reserve a seat before prices go up.)

Again, this is really in-depth… buckle up for a ton of information!

10 MarTech keynotes reflect marketing technology maturityI’ll kick off the conference with an overview of The New, New Rules of Marketing that are being shaped by best-in-class marketing technology and operations processes, strategies and infrastructure. These include:

  • As much as possible: centralize data and decentralize experimentation.
  • The key architectural principle for martech stacks: design for change.
  • The crucial “ops alliance” between marketing, sales and customer service.
  • Distributed analytics and innovation at scale with “citizen technology.”
  • Akamai at MarTech Akamai SVP & CMO Monique Bonner will share her experience in Developing a Martech Strategy that Serves Your Customers & Business. In 2017, Akamai took an inventory of their marketing technology and discovered 80 applications across 175 marketers in need of a cohesive strategy to guide investment. This inspired a multi-year martech journey that included taking a fresh look at governance, procurement and dedicated resources — and a new company mandate: Every decision on tech must align with an external positive impact on customers, as well as an internal positive impact on employees (e.g., productivity, automation, ROI).Aetna at MarTechAetna VP Marketing Technology and Digital Experience Shiva Mirhosseini will deliver a presentation on The Inevitable Convergence of Marketing & Sales Technology. Based on her experience at Aetna, she’ll share ways you can better integrate your marketing and sales ecosystem:

  • Convince your organization to break from the old funnel model and bring marketing and sales enablement teams together.
  • Create a customer-centric organization that holds marketing accountable for designing, operating and scaling a joint technology stack.
  • Leverage your technical teams and CoE (Center of Excellence) to deliver more efficiency across both marketing and sales.
  • Automation Anywhere at MarTech As a late-breaking addition, Automation Anywhere co-founder and SVP Brand Strategy & Culture Architect Neeti Metha will share a talk on Robotic Process Automation. More details to come soon.

    Sarah Cooper at MarTechSarah Cooper, creator of The Cooper Review, writer, comedian, speaker, and author of the best-selling book, 100 Tricks to Appear Smart in Meetings, built her comedy career while working as a user experience designer for companies like Yahoo! and Google. In her keynote, Sarah will take us through her journey, from working in tech to becoming a full-time writer and comedian, discussing both her failures and successes (and more failures). She’ll leave you with a set of tools and questions that will help you to create a career that’s unique to you.

    IBM Watson at MarTechMichael Trapani, one of the leaders of IBM Watson Marketing, will share How AI Will Let Us Be Marketers Again. Smart marketers have always known they need to work with data. But with dozens of channels and endless tools, many of us feel more like data analysts than creative marketers. Michael will present new and exciting ways that AI is clearing our schedules and getting us back to marketing.

    Ogilvy at MarTech CTO of Ogilvy Worldwide Michael Tidmarsh will follow with his thoughts on Where Does Creativity Fit in a Data-Driven World? What we can achieve with a powerful martech stack can make us feel like marketing superheroes, giddy with the excitement of data-inspired possibilities. But customers are still human, and where humans are involved, logic is, at best, only half of the story. Michael will address the role of creativity in the context of a data-driven world, how creativity itself is evolving and what it takes to fuse creativity and data-driven tactics to create new opportunities for success.

    Gartner at MarTech Gartner VP and Distinguished Analyst Andrew Frank will present on How GDPR, Privacy, Identity, and Blockchain Are Shaping the Next Wave in Martech Evolution. He’ll cover the convergence of these four interrelated threads on the future of marketing:

  • How GDPR and privacy concerns are impacting marketing and identity management.
  • What problems blockchain-based identity and advertising models address.
  • How marketers and martech providers can participate in these new models.
  • The Decentralized Marketing Organization at MarTech Jeremy Epstein, author of “The Decentralized Marketing Organization” and CEO of Never Stop Marketing, will push our understanding of the impact of blockchain technologies on marketing even further with a high-energy talk on The Emergence of Crypto-Native Martech: Tools of the Future, Already Here Today. He’ll give you an inside look at:

  • Crypto token generation and distribution engines.
  • Crypto-collectible commerce platforms.
  • Crypto-loyalty platforms.
  • Token-based event promotion tools.
  • Blockchain research and analytics suites.
  • Crypto-token-based prediction protocols.
  • Smart contract creation and auditing tools.
  • Lean Analytics at MarTech Finally, Alistair Croll, author of “Lean Analytics,” will give the closing keynote, Just Evil Enough: Hacking Markets in the Attention Economy. In a wide-ranging presentation to close out MarTech, he’ll look at unorthodox strategies for launching and growing projects — and some of the ethical issues these approaches imply. His blunt take on go-to-market strategy will forever change the way you think about audiences, media and campaigns.

    Marketing Track: Advancing Customer ExperienceIDC at MarTechIDC Research Manager Gerry Murray will present CX Appeal: Elevating from Marketing Ops to CX Ops. He’ll provide an overview of how AI, commerce and consent will transform customer relationships and marketing (yet again). Specifically, Gerry will explore:

  • How to establish CX Ops across marketing and the enterprise.
  • What a CX Ops team looks like.
  • How to lead CX even if you don’t own it, make smarter marketing decisions and deliver performance gains to the business.
  • Examples of how channel marketers can enhance each other’s ability to improve CX and how marketers can extend those practices to other customer-facing departments.
  • Gartner at MarTech Gartner Research Director Bryan Yeager will share 9 Key Insights from Gartner’s Marketing Technology Survey to Help You Prepare for 2019 and Beyond. This past June, Gartner surveyed 500 enterprise marketing leaders in North America and the UK about all things marketing technology: martech team structures, collaboration across the business, adoption status of specific solutions, level of stack utilization, emerging technology investment and much more. Bryan will unpack the top findings to help you benchmark and prioritize your marketing technology activities for 2019 and beyond.

    Dropbox at MarTechDropbox Global Head of Digital Marketing Kady Srinivasan, who previously headed the growth team at Electronic Arts, will discuss Using Martech to Deliver Rapid Growth at Scale. She will share how Dropbox and EA managed the complexity of growth at scale — creating personalized experiences and responding to consumers in real time — addressing key questions such as:

  • How do you deal with complexity and create experiences at scale?
  • What areas of the funnel do you need to focus on for growth vs. scale?
  • What operating processes need to be built to be agile?
  • What experimentation frameworks are the right ones to put in place?
  • What kind of organization do we need to execute against both scale and growth?
  • What marketing technology capabilities do you need to create personalized experiences in real time?
  • Kelley Troia, former head of marketing operations for Whole Foods and Walmart, and Eric Rotkow, managing director of Zee Jay Digital, will present on Marketing Transformation: Lessons from 2 Retail Giants, based on Kelley’s experience and digital transformation frameworks from Eric’s firm.

    Utah Jazz at MarTechUtah Jazz NBA team VP of Analytics and Strategy Craig Sanders and LHM Sports and Entertainment Senior Director of Analytics Jared Geurts will present Breaking Down Data Silos to Increase Sales: The Data Strategy of the NBA’s Utah Jazz. You’ll learn just how the Jazz overcame the challenges of managing data across third-party sites such as Ticketmaster, adopting cross-domain tracking, bridging data silos and pulling data from all sources — including mobile and desktop — to achieve 360-degree views of individuals and deliver personalized marketing campaigns.

    Autodesk at MarTech Autodesk Head of Digital Marketing Siara Nazir will describe How Autodesk Increased Sales with an AI-Powered Chatbot. She’ll explain how Autodesk employed IBM Watson to power their “EVA” chatbot, leveraging persona information paired with SSO customer entitlement detection to provide an experience that has yielded improvements in conversion rates, chat engagement and higher average cart values per subscriber.

    Technology Track: State-of-the-Art MarketingCDP Institute at MarTechDavid Raab, founder of the Customer Data Platform Institute and the man who created the CDP category, will present CDP Cures Baldness: Getting Past the Hype about Customer Data Platforms. This no-nonsense talk will describe major CDP applications, CDP system capabilities, what distinguishes CDPs from other systems, how CDP vendors differ from each other and the most important CDP applications. You’ll leave his session with:

  • A clear understanding of CDP strengths and weaknesses.
  • Knowledge of the situations in which CDP is the right solution.
  • How CDP relates to the rest of your marketing stack.
  • Requirements for successful CDP deployments.
  • Ways to find the best CDP for your business.
  • The truth behind common CDP myths.
  • Salestech Landscape at MarTech

    Nancy Nardin, founder of Smart Selling Tools and co-founder of Vendor Neutral, will give a talk on Everything a Marketer Should Know About SalesTech (But Was Afraid to Ask). Love the martech landscape? Learn about the sales tech landscape, comprising 500 solutions in 43 categories aimed at empowering sales organizations. Nancy will deliver a whirlwind tour of sales tech, the lowdown on how sales tech intersects with the marketing technologies you’re using today and ideas for how marketing can impact revenue generation further along the sales pipeline.

    Dell at MarTech Founder and CEO of CabinetM Anita Brearton, Senior Director of Traffic Acquisition at SmarterTravel (a TripAdvisor Company) Maya Gumennik and Dell Business Enablement & Marketing Automation Bob Petrillo will share their Insights from Inside the Marketing Stack. In this session, you’ll get insights gleaned from hundreds of B2B and B2C stacks, as well as a “deep dive” into the martech stacks at Dell and Smarter Travel.

    You’ll learn how these B2C and B2B companies:

  • Aligned their stacks with business objectives.
  • Selected or built the right anchor platforms for their environment.
  • Established their data strategy.
  • Managed (or failed) to integrate key components of their stack.
  • Dealt with key challenges and the lessons they’ve learned along the way.
  • Addressed the organizational challenges associated with driving stack strategy.
  • Are planning for continued stack and organizational evolution.
  • Ashley Furniture at MarTech Ashley Furniture Senior Director of Marketing Capabilities Michelle Voorhies will present Untangling Your Martech Stack. She’ll discuss how she guided her organization to simplify its marketing stack, removing unnecessary tools and identifying what they needed to buy versus build. Key takeaways will include:

  • Helping you understand if you need a marketing attribution tool or if your business intelligence team can do the same thing for less.
  • Understanding when it makes sense to own your own DMP versus leaning on your agency.
  • Learning how to decide if having multiple tools that help you identify your target audience is better than a single, centralized approach.
  • Microservices for Modern Commerce at MarTech commercetools Chief Product Officer Kelly Goetsch, author of “APIs for Modern Commerce” and “Microservices for Modern Commerce,” both published by O’Reilly, will give a talk on How IT and Marketing Can Use Microservices to Peacefully Co-exist and Serve the Needs of Customers. I’ve been a big advocate of microservices as the future of martech. Microservices allow IT to focus on building and exposing dozens or even hundreds of these “Lego-brick”-style APIs, which let marketing focus on building experiences for customers. In this session, you’ll learn the central characteristics of microservices, how microservices benefit customers, how APIs and microservices intersect, where IT’s responsibilities end — and where marketing’s responsibilities begin.

    Algorithmic Marketing at MarTech Grid Dynamics Director of Industrial AI Practice Ilya Katsov, author of Introduction to Algorithmic Marketing, will present An Algorithmic Approach to Promotion Campaigns. He’ll teach you about automatic decision-making and AI capabilities for marketing and promotion campaigns and how the decisions in these campaigns can be optimized using economic modeling, machine learning and numerical optimization. You’ll gain insights into:

  • A methodology for AI adoption in marketing technology applications.
  • The architecture of software systems that can autonomously optimize and execute promotion campaigns.
  • Data engineering for automated decision-making, as well as extraction of advanced customer and content attributes that help to make smarter targeting decisions.
  • How to optimize your targeting decisions based on business objectives.
  • The difference between static and dynamic optimization of budgeting decisions.
  • How to optimize pricing decisions and promotion parameters.
  • Management Track: The Organizational Capital Behind MartechThe New York Times at MarTechNew York Times Director of Product for Marketing Technology Pamela Della Motta and New York Times VP for Engineering Kristian Kristensen will present Product Management in Martech and How Marketing and Technology Can Work Even Better Together. They’ll share how The New York Times applies modern product management discipline to its marketing technology stack. You’ll learn:

  • The role of the product management team in marketing technology and how it can bridge the divide between marketing and technology.
  • In which organization marketing technology should reside.
  • What marketing can learn from technology — and vice versa — given their vastly different culture and perspectives.
  • How The New York Times’ marketing and technology organizations work better together.
  • LogMeIn at MarTech LogMeIn Director of Marketing Operations Justin Sharaf will share his experience in Building (and Finding) a Marketing Technology Team. Wondering how to build a great marketing technology team? From writing job descriptions to recruiting the right talent, Justin will share lessons from his journey, including:

  • How to pitch a marketing technology team to leadership.
  • Who your first hire should be, and your second… and how you know when your team is complete.
  • Skills or profile types you should look for to build your team.
  • The roles and responsibilities of the team and what responsibilities are out of bounds for the team.
  • How to attract and retain top marketing technology talent.
  • How job-seekers can stand out to hiring managers.
  • Lenati at MarTech Kirk Johnson, partner at Lenati, will present Design Thinking + Martech: The Multiplier Effect. He will walk through real-life applications of applying human-centered design thinking (powerful mindset, repeatable process, specific tools) to marketing technology projects — giving the audience a “hands-on learning” in design thinking (and design doing) style. He’ll cover examples of brands that have put this into practice, including Microsoft, Samsung, T-Mobile, Adobe and Starbucks.

    Pedowitz Group at MarTech The Pedowitz Group Chief Strategy Officer Debbie Qaqish, an expert in marketing ops, will give a talk on The Rise of the Strategic Marketing Operations Function. She’ll explain how the marketing ops charter is rapidly morphing and maturing with a wider set of strategic responsibilities. Based on years of experience working with enterprise marketing teams, she’ll describe:

  • The five stages of maturity to achieve a strategic marketing ops function.
  • Two organizational models that depict a strategic marketing op function.
  • The difference between a regular and a strategic marketing ops group and why it matters to executives.
  • Total Wine & More at MarTech Total Wine & More Director of Marketing Technology Michael Lukich will present Staying Ahead of the Curve: How to Build a Martech Roadmap Your Organization Can Rally Around. Michael will share how his company planned for the future with its marketing technology investments, closely tied to their marketing growth strategy. By the end of his session, you’ll have a clear understanding of how to organize your firm’s own marketing technology landscape and develop a three- to five-year roadmap for your organization. Michael will explore how to:

  • Create a framework specific to your organization.
  • Assess your current state martech capabilities.
  • Identify initiatives to impact your business.
  • Prioritize your efforts based on value and timing.
  • Socialize to gain alignment with key stakeholders.
  • Sonos at MarTech Sonos CMO Joy Howard, General Assembly GM of Credentials Kieran Luke and Casper Senior Vice President of Growth Geoffrey Sanders will discuss Building Marketing Leaders of the Future. Today’sCasper at MarTech marketing leaders have ever-increasing responsibilities across technology, data, multiple media channels, ROI optimization and more. Despite all these duties, there’s an unclear path to leadership in the field.

    General Assembly at MarTechGeneral Assembly’s Marketing Standards Board, a group of marketing leaders across the consumer goods, technology, publishing and education sectors, worked to define excellence in the field and provide transparency into the skills that drive success at each stage of a marketer’s career. In this session, you’ll learn about the Marketing Career Framework and how it can be used in your marketing organization, specifically:

  • How to define clear expectations on the skills needed to make it to leadership.
  • Avoidance of getting trapped in a silo (e.g, expert at SEO or conversion).
  • A standard definition and context around how each role contributes to achieving marketing objectives.
  • How to build well-balanced teams and explain development to high-potential marketers.
  • Help in understanding assessments that correspond with the framework that will be useful to marketing leaders to measure team capabilities, validate new candidate skills and increase diversity in the marketing talent pool.
  • Workshops: 4 Options for In-Depth Martech LearningWorkshopsWant to get a deeper education on important martech topics? We’re bringing back four immersive half-day workshops (additional fees apply) you can attend the afternoon before the conference kicks off:

    The Right Way to Buy Marketing Technology, taught by Tony Byrne of Real Story Group. Nearly everyone attending MarTech is planning to implement a new technology solution in the next year. But what are best practices for evaluating technologies, choosing vendors and getting your colleagues on board with the process? Tony will answer those questions and more.

    Agile Marketing Advantage, taught by Andrea Fryrear of Agile Sherpas and author of Death of a Marketer. The pace of marketing is accelerating. And marketing teams need to keep pace. This workshop will show you how to do just that. Agile marketing pioneer Andrea Fryrear will explain how adopting “agile” and “lean” methods will lead to better marketing results.

    Creating Connected Experiences, taught by Jeff Cram of Connective DX. Want to get the full payoff from your marketing technology investments? Align them with your customer experience strategy and digital execution. Attend this workshop for practical frameworks and models to identify and fix cracks in your digital customer experience.

    Using CDP to Make the Most of Your Customer Data, taught by David Raab of The Customer Data Platform Institute. Most marketers, if you really push them, admit that their data is a mess. If you’re one of them, join CDP guru David Raab for a comprehensive dive into customer data platforms: what they are, why you need one, choosing the right solution and preparing the business case for adoption.

    These workshops sold out at MarTech in San Jose last spring, and the ones for Boston are filling up fast. If you want to join, you should reserve your seat now.

    Sponsored Sessions and 65+ MarTech ExhibitorsMarTech Exhibit HallWe’re very serious about keeping the editorial tracks at MarTech — all the sessions and keynotes you’ve just read about — as vendor-agnostic as possible. Almost all of our editorial speakers are real-world practitioners or recognized independent analysts. No one paid their way onto a panel. There’s no hidden agenda in our editorial agenda.

    That being said, we also recognize that some amazing things happening in marketing today are being created and championed by innovative martech vendors. They have deep expertise, brilliant ideas and remarkable customer success stories to share.

    That’s why we offer a Solutions track along with breakfast and lunch presentations that are explicitly sponsored by martech vendors. We’re grateful for the support these sponsors provide to the MarTech Conference. But we’re even happier that they deliver really fantastic content to the audience in these sessions — because they know that helping you, impressing you and not pitching you is the best way to win your respect.

    In Boston, Workfront and OneTrust, our title sponsors, will be kicking off Tuesday and Wednesday respectively with a delicious breakfast and inspiring keynotes. At lunch, there will be presentations by IBM, Lytics, BlueConic and SAS Institute. And Magnolia will be hosting our networking reception on Tuesday evening.

    In the Solutions track, there will be excellent full-length sessions by Aprimo, LeadData, Path Factory, Tealium, Metadata.io, Merkle, Acquia, Infor, Magnolia and Censhare. Nearby in the Expo Hall, we’ll have the Discover MarTech Theater, running shorter presentations throughout the day. Tony Byrne of Real Story Group will be the host of the theater, giving a series of short power talks on martech vendor management topics such as:

  • The Right Way to Buy Marketing Technology.
  • Visualize Your Martech Stack.
  • Get the Right Vendor Short List.
  • Myths Vendors Tell.
  • The Discover MarTech Theater will also have short presentations and case studies by Pitney Bowes, Dataroma, Allocadia, Treasure Data, SEMRush, NGData, SAS Institute and Workfront. The rest of the Expo Hall will house over 65 leading martech vendors demonstrating their latest innovations, ready to answer your questions face-to-face and eager to learn how they can help you. Here’s the current map of exhibitors (probably a few more will be added by the time I post this): Need to attend MarTech on a budget?You can get an Expo+ pass that will let you meet with all the exhibitors and attend any of the Solutions track sessions and Discover MarTech Theater presentations. You’ll also have access to select networking events. Through September 1, you can buy an Expo+ pass for only $79.

    But if you can afford an All Access pass to the full MarTech event, I’d encourage you to set aside the time and money to invest in expanding your martech mental models and your professional network. You’ll gain new ideas, practices and perspectives to bring back to your organization and increase your firm’s marketing maturity. No other conference delivers this level of real-world, vendor-agnostic martech content. Don’t miss your last chance to attend MarTech in 2018!

    Sign up now — prices go up after September 1Our beta rates are available through September 1. Now is your chance to save $300 off an All Access ticket — or $500 off a combined All Access pass plus a workshop of your choice. Register now, and I’ll see you in October. We’ll celebrate how far the martech profession has come — and the exciting future that awaits us.

    Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

    About The Author Scott Brinker is the president and CTO of ion interactive, a leading provider of landing page management and conversion optimization software. Scott is the conference chair of the MarTech® Conference, a vendor agnostic marketing technology conference and trade show series produced by MarTech Today's parent company, Third Door Media. He also writes a blog on marketing technology, Chief Marketing Technologist. Follow him on twitter via @chiefmartec.


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