Adobe’s Vancouver edition of the Digital Experience Makers event was a roaring success with more than 180 digital leaders from over 50 unique brands—including Best Buy, Lululemon, MEC, and many more—coming together at the TELUS Garden Tower.
Right from the start, there was a positive, collaborative energy throughout the Tower as a diverse mix of executives, guests, TELUS staff, and organisers congregated inside and outside the building.
What followed was a series of fireside chats, panel sessions, and keynote presentations that engaged the audience on various topics ranging from digital transformation and CRM to building a brand and creating an integrated digital journey.
Speakers included Thierry Hay-Sabourin, SVP, eCommerce & IT at Best Buy; Natalie Farand, Head of Performance & Analytics at WestJet; and Ryan Holmes, CEO of Hootsuite.
With contributions from our own Business Intelligence Manager, Kuhan Puvanesasingham, these are our five main takeaways from the Digital Experience Makers Event:
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“Digital Transformation” is a misnomer
Organisations need to stop thinking about big transformations but instead think of small, continuous improvement cycles. It’s about bite-sized changes that make the difference between digitally mature organisations and digitally young ones.
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Speed is key
Branching off the idea of small, continuous improvement, we need to start thinking about faster processes in our work—and embrace the idea of a “minimum viable process”. Quickly implementing action might be better than an overly conservative, red-tape-lined process with too many checks and balances.
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Master “small data” before tackling big data
Big data scaling/processing is expensive. Before even thinking about that phrase, ask your clients if they’ve mastered small data. Are they extracting as much as they can from small data? Many companies have trouble selecting the right tech stack and maximising the potential of these tools. Therein lies a good opportunity out West.
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Embrace and experiment
Reducing approval processes around technology efforts (i.e. trying new tech) can really help things move the needle when it comes to progress and innovation.
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Businesses can have two kinds of competitors: product and experience
Brand “A” may have an inferior product than Brand “B” but offer a better online experience. With e-commerce poised to reach $4.5 trillion by 2021 and 46% of consumers preferring to use mobile from research to purchase, it’s important to understand how your online presence can be an important tool for your business’ success.
The event closed out with lunch in the Glowbal Restaurant alongside the ShowMe Experience Zone. At the DAC booth, our Google Home Challenge tested the real-time visibility of brands—highlighting how our unique, performance-oriented offering applies to voice search.
Want to know how we can enhance your business’ visibility down to the hyperlocal level? Contact DAC today.
