Adobe Summit 2021 - Lincoln Financial on the role of data in

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Summary:
Adobe Workfront customer Lincoln Financial explains how to get value from all the data collected in a marketing system of record
(© WAYHOME studio - shutterstock)
Following Adobe's acquisition of Workfront at the turn of the year, executives at last week's Adobe Summit talked up Workfront as a marketing system of record, as my colleague Jon Reed has outlined. Much of that messaging revolves around the value of digitizing repeatable processes for speed and efficiency, as illustrated in the story of Yellow Shoes, the Disney organization's internal advertising agency. But a system of record is nothing without data. To understand that angle, the story told by Lincoln Financial, another longstanding Workfront customer, is instructive.

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