As what seems like the entire analytics, optimization, and tech industry makes their way home from Las Vegas, we're taking some time to digest all of the news, the lessons learned, and the fun and reflect.
Adobe continued to push more integration via the Adobe Marketing Cloud as a key differentiator for their customers. Attendees strictly in the analytics and optimization industry tend to complain about Adobe's focus on the Marketing Cloud rather than the products that were a part of the Omniture acquisition. I don't believe this is a fair complaint this year. Let's take a look at where we're seeing innovation from Adobe that will affect Analytics and Target:
Device Co-op – This was one of the stars of Tuesday's keynote. At a high level, the goal is to add a new metric into Adobe Analytics – Persons. This metric will better integrate multiple devices across a single user. This metric won't require that a user logs in to your site on every device, but instead uses Adobe's massive scale in order to create Device Clusters that belong together. I found that the Adobe post on this new feature answered a lot of the questions that followed the keynote.
AT.js Library for Target - Although announced before the conference, Summit was the first opportunity to play with the new Adobe Target library in a hands-on lab with the Adobe team. There is so much excitement around this that the hands-on lab was packed with users looking to bring back some tips, tricks, and best practices to their organization. Here are the highlights:
Wait until early April before you deploy AT.js. Adobe may have technically released the code to their customers last week (access it here), but the product engineers suggested waiting until April when Adobe has a more thorough announcement.
AT.js will be faster, less error-prone, and will load content asynchronously! We'll have some more thorough posts on the AT.js features, but here's the high-level list:
- Faster: Adobe provided some initial stats: almost a full second was shaved off of page load time compared to mbox.js!
- Less error-prone: Target will no longer use blocking calls nor document.write. AT.js has built-in error-handling that ensures the page won't refresh if a response from the Target server is not returned in a timely manner.
- Asynch: Adobe suggests deploying Target in DTM as a best practice. The AT.js file still needs to be loaded Synchronously at Page Top – this ensures there is no opportunity for content flicker. The Asynchronous piece is tied to how the content is returned from Target. The content will load just as if it were another piece of content on the site – it loads when the browser wants it to load.
AEM Integrations - For Adobe customers that own AEM and Analytics, they're going to continue to see tighter integrations between those products. A big focus was on data layer deployment – which will provide a more accurate, consistent, and scalable set of analytics reports!
Real Time Triggers - There was a limited amount of information on this one, but we're excited for the possibilities! The gist seems to focus on pre-built rules that use behavioral data to trigger actions instantly.
The team at Search Discovery had a great week – filled with George Clooney's F-bombs, Mattel's history and future for Barbie, and plenty of hilarious/dirty jokes from Thomas Middleditch. The Vegas background was clearly different from Salt Lake City, but we're already looking forward to Summit 2017!
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