This article is a summary of Paul Weiskopf's presentation during the
Omniture Summit in London on May 20th, 2010. Paul Weiskopf is Senior Vice
President Corporate Development at Adobe.
Key messages:
- Adobe Creative Suite enable publishers compelling online experiences. Omniture Summit enables tracking and optimization of the digital assets.
- Adobe + Omniture = Art + Science -> Putting the right content at the right time for the right person, and consequently contribute to reaching business objectives.
- 3 major evolutions happening right now:
- Content to content + applications
- One device to multiscreen (create complexity for marketeers. Goal : creating content once and then making it available to all devices seamlessly). 20 % of Web commerce conducted in Japan through mobile devices now vs 1 % in the United States.
- Creation to creation + optimization
- Adobe has traditionally offered tools to create and deliver content. With the addition of Omniture, Adobe is now able to complete the loop with the analysis and optimization of content. Currently building the digital workflow to enable it.
- Since the acquisition : native integration of SiteCatalyst and Test&Target in the Creative Suite 5.
- In the future, innovations like advanced video segmentation, dynamic targeting of content.
My take:
- The vision makes sense on how the combination of the two companies can create value to their customers. However, there was no mention how the joined two companies could generate also cost savings for the customers, in a market where free web analytics tool are gaining more and more traction, and where economic conditions make every advertiser and e-retailer cost-sensitive.
Note: this post has been written live. Please excuse any typos and brievety.
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