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:

  1. 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.

  2. 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!