At Merkle | DIVISADERO we had the opportunity to be Gold Sponsor of the first national client event organized by Adobe in Spain, the Adobe Experience Forum. Adobe is a leading company in the organization of big events (such as the Adobe Summit in Las Vegas and London) and small-scale ones (many workshops and Partner Cafés in which Merkle | DIVISADERO has taken part). This event, aimed at Spanish clients and partners, was highly anticipated, and did not disappoint the attendees.
The event was focused on the relationship between the clients and partner, who both shared the success cases with different Adobe technologies. With the help of the Adobe Experience Cloud stack, clients and partners demonstrated together how to measure the activity of their digital assets, orchestrate the obtained data, and then activate them in several channels, ensuring a perfect user experience.
Juan Manuel Elices, Chief Strategy Officer at Merkle | DIVISADERO, together with Benito Peral, Performance & Loyalty Marketing Manager at Samsung, gave a talk explaining the strategy behind People-Based Marketing focussing on a sophisticated use of data and technology. Through the extensive use of the Adobe Experience Cloud, Samsung has managed to develop a measurable and personalized relationship with its customers, providing them with a real omnichannel experience.
Another point of interest at the event was the presentation of the technologies with which Adobe combines its offer to complete its value proposal. One of them is its partnership with Microsoft, with whom they collaborate at multiple levels, including the activation of offline CRM data through digital mailing campaigns, or the creation of a common data model to facilitate the integration among different sources. Other guests were the recent acquisitions of Adobe - Marketo (marketing automation solution) and Magento (e-commerce platform).
Merkle | DIVISADERO has been an Adobe partner for 12 years, and it was a pleasure to be part of their first Experience Forum.