Connecting Industry and Academia at the Data Science Symposium

Adobe held its third Data Science Symposium at the Adobe San Jose campus on May 26. This event was aimed at connecting the best minds in academia with the best minds in the marketing industry to solve real marketing problems using cutting-edge data science.

Many people who think about Adobe think of the tools available in our Creative Cloud that help professionals craft content using beautiful videos and images. Our goal with the Data Science Symposium is to help university leaders see that Adobe is also a leader in Big Data and machine learning.

Adobe’s Relationship with Data
Part of the journey of the symposium has been to educate people in academia about the large volume and variety of data that Adobe manages. We have 50-trillion events that we tracked and about five-trillion content assets that we delivered in 2015. We have a large digital-marketing business that powers the digital-marketing organizations of 72 percent of the Fortune 100 companies. Adobe has evolved to become a company that is in the business of using data to help businesses deliver great experiences.

Using Data Science to Create Phenomenal Experiences
For Adobe Marketing Cloud, data science is about understanding the marketing data and content and deploying them in intelligent ways. The Adobe platform layers onto the data and content, and — using intelligent data science-based services — enables marketing organizations to create these wonderful experiences. At the symposium, we presented an overview of the tools available in the Adobe Marketing Cloud, including Analytics to collect data, Campaign to send emails and messages, Experience Manager to run websites and apps, Primetime to run video, Target to provide personalization, Audience Manager to consolidate user profiles, Social to listen in on social messages and publish on social networks, and Media Optimizer to acquire customers.

Data Science and Personalized Experiences
Adobe uses data science to determine how to deliver the right content to the right person at the right time and in the right context. Data science is what helps us understand audiences, content, delivery channels, and context as well as how to combine all of those elements to deliver personalized customer experiences.

Every session at this year’s Data Science Symposium was geared toward engaging with the best minds in academia to collaborate on defining and resolving the marketing worlds’ most interesting data-science problems, presenting us with incredible potential to make real impacts throughout the marketing industry — impacts that would further enable marketers the world over to deliver better experiences to end consumers. It was exceptionally exciting to see so many researchers — from some of the nation’s top universities — eager to join forces and cooperate on these compelling marketing challenges. We look forward to discovering and sharing the exciting solutions that will, undoubtedly, come from these partnerships.

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/web-experience/connecting-industry-academia-data-science-symposium/