Adobe Mix Modeler Adobe Summit 2025 Highlights

Adobe Summit 2025 may be over, but the excitement doesn't have to end! Dive into the top Mix Modeler breakout sessions packed with inspiring customer stories, valuable insights, thought leadership, and best practices. Enjoy and share them with your friends and colleagues!

Adobe Mix Modeler sessions

Moving Beyond Buzzwords to Proving ROI with Adobe Mix Modeler

  • Kristen Harris, Director of Marketing Data Strategy and Optimization, H&R Block​
  • Nils Engel, Managing Principal, Expert Solution Consultant, Adobe
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Brands need to prove their marketing operations are profit centers, not cost centers. Proving ROI is tough due to signal loss, data fragmentation, and delays in accessing results. Adobe Mix Modeler offers a solution by helping brands plan their marketing mix, optimize campaign spending in real time, and make confident, data-driven recommendations.

Plan, Reach, Measure, Repeat: How Adobe Transforms Customer Acquisition

  • Will Edmondson, VP, Strategy and Insights, Major League Baseball
  • Shawn Hushman, Senior Director, Marketing Planning & Analysis, Adobe
  • Kiyoshi Ihara, Director, Product Management, Adobe
  • Zoe Nash, Expert Solution Consultant, Adobe
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Proving the value of acquisition marketing efforts in driving business growth is a common challenge. Brands need access to the right technology that demonstrates the value of their acquisition efforts on the rest of the customer lifecycle. Adobe's Customer Acquisition solution addresses this need by enabling brands to measure campaign efficacy, optimize across multiple granularities, define audience targets collaboratively with partners and publishers for maximum reach, and strategically plan media investments for incremental gains.

Practical Magic: How AI Modeling Transforms Marketing Planning and Measurement

  • Whitney Lee, Solutions Consultant, Data & Insights, Adobe
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While AI and machine learning may seem like "magic" and unexplainable to many marketers, it’s all grounded in science and data….and it’s driving incredible results. In this session, we’ll demystify AI, see real-world examples of different types of AI and ML, and explore how Adobe is using AI in our analytics and measurement tools.

From Last-Touch to Incrementality: Adobe Marketing’s Measurement Transformation

  • Matt Scharf, VP, Integrated Analytics and Global Media COE, Adobe
  • Lily Chiu-Watson, Director of Product Marketing, Adobe
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Go behind the scenes on how Adobe marketing increased its contribution to subscription growth by 75% after moving beyond last-touch attribution and building a measurement system that truly reflected marketing’s impact. The journey? A bold, step-by-step transformation that aligned executives, united marketing and finance, restructured agency collaboration, and implemented a sophisticated, future-proof modeling solution.

Marketing Mix Modeling at Adobe: Learn to Predict the Future Like We Did

  • Bowen Wang, Manager, Machine Learning, Adobe
  • Kimberly Leung, Group Product Manager, AI/ML, Adobe
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Discover how Adobe Marketing achieved an 80% increase in return on media spend over five years by overcoming major measurement challenges. Hear from Adobe’s data scientists about their journey — from fragmented, conflicting results to a unified solution called Mix Modeler that quantified the incremental impact of marketing and reliably predicted future ROI. Get a look at the innovative AI/ML techniques Adobe trialed and refined to meet the needs of modern marketers.

Michael Kors and Adobe Mix Modeler: One Year Later

  • Manuel Neto, Vice President of Global Analytics, Capri Holdings
  • Bea Krug, Solution Consultant, Adobe
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Michael Kors is known worldwide for creating luxurious and accessible fashion and accessories. Like most retailers, they're also focused on maximizing marketing budgets and tracking the impact to know where to keep spending in order to see product growth globally. In 2024, Michael Kors partnered with Adobe Mix Modeler to do just that, focusing on how to harness this state-of-the-art AI/ML measurement and planning tool to transform the way the brand and its agency worked together to plan, execute, and measure marketing campaigns. One year later, hear from a key decision-maker and innovative leader at Michael Kors on how this tool is adding value to the business.

Mix Modeler in the News

Mi3

MMM-multitouch data lessons: Coping with massive footfall drops, predicting the next one and why Michael Kors is betting on under 12-month payback from combined MMM-MTA rollout

Read here

MarTech Zone

Digital Transformation in Retail Luxury: An Interview with Manuel Neto at #AdobeSummit

Read here

Inside Retail

Capri’s three-year journey to adopt a ‘data culture’ to drive decision-making

Read here

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