It is still all about the data

The glow of the neon lights of Vegas from the 2023 Adobe Summit might be in the past, but all these years later the topic of data and how we get ALL of the data that companies have into a single ecosystem that can be used to derive meaningful value is still at the forefront for just about every company I spoke with last week.

I recall way way way way way back to 2010 at my first Omniture Summit when an industry luminary told me that implementation and data ingestion was a solved problem.? Well, here we are more than a decade later and it is about as far from a solved problem as it can be. Why is this?? Well I can think of a few reasons.

• The applications that we use to work with data have continued to evolve at a rapid pace.
• Browsers and mobile devices have also changed not only what type of data is available, but the rules that govern what data we can even have access to are a moving target.
• Web & Mobile Applications and the CMS & Ecommerce engines that drive them also continue to modify the data landscapes.
• Cookies.? Am I right?
• Offline data continues to grow as a huge asset that companies have in various internal systems and the need to merge that with streaming transactional data is more pressing than ever.

In my session at Adobe Summit last week, with Jim Gordon & Pam Frei https://business.adobe.com/summit/2023/sessions/tips-tricks-use-cases-for-data-collection-and-acti-s426.html we discussed this very topic.? I have always viewed any data collection & ingestion exercise as a two year old toddler that will never not need your attention and care.? There are just too many internal and external factors that are constantly in play to turn your back on it.

If you are interested in other sessions from the 2023 Adobe Summit that dive into the many challenges companies are facing with data, check out these session replays. (not a comprehensive list, just sessions I was able to attend or watch the replays myself)

• Intelligent Resource System for Better Customer Experiences - S431 https://business.adobe.com/summit/2023/sessions/intelligent-resource-system-for-better-customer-ex-s431.html? Brindaa Sanjeevi & Audrey Webb deliver an incredible session where the use case is about supply chain issues, but the underlying use case of how the need for using all the available data is the showstopper here.?
• Migrate to Web SDK for Modern Data Collection [S430] - with Doug Moore and Daniel Wright - https://business.adobe.com/summit/2023/sessions/migrate-to-web-sdk-for-modern-data-collection-s430.html
• 10 Tips to Get Started with Edge Data Collection [S117] - with Jim Klockow and Laura Carroll - https://business.adobe.com/summit/2023/sessions/10-tips-to-get-started-with-edge-data-collection-s117.html
• See Under the Hood of Adobe Experience Platform [S401] - with Pedro Monjo and Akintunde Ajayi - https://business.adobe.com/summit/2023/sessions/see-under-the-hood-of-adobe-experience-platform-s401.html
• 1 Star Journey: CJA Tips & Tricks to Boldly Grow Your Business - S108? Trevor Paulsen - https://business.adobe.com/summit/2023/sessions/star-journey-cja-tips-tricks-to-boldly-grow-your-b-s108.html
• Event Forwarding: Send Your Event Data Anywhere in Real Time - S406 Lokesh Alluri and Travis Jordan https://business.adobe.com/summit/2023/sessions/event-forwarding-send-your-event-data-anywhere-in-s406.html??