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!