With technology at the forefront, the world has been changing faster than ever. The COVID-19 pandemic further accelerated these shifts, plunging all into a digital-first world, and forcing even the most traditional businesses to transform and adopt digital strategies to remotely extend personalized and humanized experiences and services to their customers. <cmsannotation type="cmsannotation" annotationid="Business challenges in the new normal" comment="subhead" text="Business challenges in the new normal">Business challenges in the new normal</cmsannotation> COVID-19 brought with it a tide of uncertainty and disruption for all businesses. Multiple waves of the pandemic and lockdowns were unpredictable, making it harder for businesses to operate. The most practical solution was to go back to the drawing board to devise a customer strategy for the new normal. A customer wants a quick yet uncomplicated experience online -- from browsing products to placing an order, every tap of the process requires attention to detail and personalization by the brand. As consumers continue to raise the bar for experiences they expect in today’s times, it’s becoming table stakes for brands to not only create compelling content but to deliver it to the right customer, at the right time, on the channel of their choice. It’s not just the customer that’s online - back-end operations are also remote today, requiring cutting-edge tools that enable collaboration across teams, vendors, and other parties involved. <cmsannotation type="cmsannotation" annotationid="How Adobe is addressing these challenges" comment="subhead" text="How Adobe is addressing these challenges">How <keyword id="99699" type="COMPANY" weightage="20" keywordseo="Adobe">Adobe</keyword> is addressing these challenges</cmsannotation> At <keyword id="11222369" type="UNKNOWN" weightage="20" keywordseo="Adobe-Summit-2021">Adobe Summit 2021</keyword>, the company introduced new updates to its Adobe Experience Cloud- a collection of digital business products that helps brands deliver real-time data, scalable personalization, and every-channel delivery—all from a single platform, to their customers. “The pandemic has shown that brands that put a laser focus on <keyword id="1284549" type="PERSON" weightage="20" keywordseo="Customer-Experience">customer experience</keyword> management come out in front,” said Anil Chakravarthy, EVP, GM Digital Experience Business at Adobe, while announcing numerous innovations aimed to help brands optimize their digital customer experiences and marketing campaigns. <cmsannotation type="cmsannotation" annotationid="Timely Action" comment="subhead" text="Timely Action">Timely Action</cmsannotation> Due to an accelerated digital transformation journey undertaken during the pandemic, HDFC Bank managed to promptly meet the demands of its customers remotely. It leveraged Adobe Experience Cloud to exponentially increase conversion rates and reduce the time to market by enabling premium self-service and shoppable experiences. <div type="ExtQuote" text="If I were to boil down CX, it’s essentially customer understanding and timely outreach. We transformed our business and eliminated the need for papers. For large enterprises, it’s a collaborative problem-solving activity that requires deep integrations. We teamed up with Adobe to digitize our onboarding and superior customer experience." auname="Deepak Oram, Head, Martech &amp; Automation, HDFC Bank"></div> <div type="Youtube" id="ILfnivnW2Lc" title="HDFC Bank Personalizes the Customer Journey with Adobe Experience Cloud" thumbUrl="https://i.ytimg.com/vi/ILfnivnW2Lc/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Humanising Content" comment="subhead" text="Humanising Content">Humanising Content</cmsannotation> When the 97-year-old automotive brand, MG Motor entered the Indian market three years back, one of the foremost challenges the company had to address was brand awareness. As a digital-first brand, it wanted a platform that would allow customers to have an immersive brand experience online with scalability being another goal. MG Motor India leveraged the power of Adobe Experience Cloud, becoming the first OEM in the automotive space in India to use Adobe Experience Cloud in its entirety to create end-to-end solutions and cover all the customer touchpoints including physical dealerships, dealership websites, social media channels, television commercials, and even community building. <div type="ExtQuote" text="Our evolution journey involved constantly delivering an omnichannel journey for the customer. We emphasized the brand’s old British legacy, which was often considered rebellious. It had a human touch and helped us mould the brand’s image. We have a 5C approach -- content, collaboration and community, conversation, and commerce." auname="Udit Malhotra, Head Of Marketing, MG Motor India"></div> The company uses Adobe Experience Manager to facilitate the flow of content across different devices such as mobile phones, tablets, and desktops, thereby eliminating the need to redesign and recreate content to suit different formats and screens. The digital interactions between the brand and customers across these various channels are captured by Adobe Analytics. The insights gathered from these interactions are then leveraged to further deliver personalized customer experiences using Adobe Target. By using data generated by Adobe Audience Manager, second-party data collected from dealers and dealer websites, and third-party data, MG Motor has successfully been able to, and still continues to increase segment size and reach. <cmsannotation type="cmsannotation" annotationid="The need of the hour" comment="subhead" text="The need of the hour">The need of the hour</cmsannotation> Pharmaceutical giant AstraZeneca was able to leverage cutting-edge tech to roll out a vaccine quickly. It utilised Adobe Experience Manager to create a centralised repository of local data. A master template was set up to simulate the vaccine's action and then synced with localised models to ensure higher acceptability in adults globally. <div type="ExtQuote" text="We needed to serve a different experience depending on the country that was being accessed from. So whether that's the language, the regulatory guidelines that change from jurisdiction to jurisdiction, etc. So each market would need a different experience. However, we also knew that we would need to use the packaging to direct traffic towards the site, so we imprint the URL and give a QR code on the medicine packaging." auname="David Simpson, Head of Global Commercial IT (Digital, Respiratory &amp; CVRM) at AstraZeneca"></div> All businesses are now digital businesses, and they need to continuously reinvent to cater to various expectations from the customers of today. While the situation continues to unfold, there is a need for businesses to invest in their Customer Experience Management (CXM) muscle and integrate the digital elements across the board. Adobe, being a trusted company in this sphere, is well equipped and uniquely positioned to support brands help their customers get what they want and when they want it. DISCLAIMER: This is a sponsored article in partnership with Adobe.

How brands are reimagining customer experience in a digital-first economy

Customer experiences need everything and Adobe is everything leader

<ul><li>Software giant <keyword id="99699" type="COMPANY" weightage="20" keywordseo="Adobe">Adobe</keyword> concluded its annual and the world’s largest digital experience conference last week -- <keyword id="11222369" type="UNKNOWN" weightage="20" keywordseo="Adobe-Summit-2021">Adobe Summit 2021</keyword>. </li><li>Adobe introduced innovations across <keyword id="4491743" type="PERSON" weightage="20" keywordseo="Adobe-Experience-Cloud">Adobe Experience Cloud</keyword>, a comprehensive set of applications that help businesses deliver personalized and relevant digital experiences needed to be successful in today’s digital economy. </li><li>Creating a personalized experience for customers is critical for businesses, but comes with a challenge as most browsers going forward will no longer support cookies.</li></ul>Software giant Adobe concluded its annual and the world’s largest digital experience conference last week -- Adobe Summit 2021. At Summit, Adobe introduced <a href="https://news.adobe.com/news/news-details/2021/Adobe-Summit-2021-Driving-Business-Growth-in-the-Digital-Economy/default.aspx">innovations across Adobe Experience Cloud</a>, a comprehensive set of applications that help businesses deliver personalized and relevant digital experiences needed to be successful in today’s digital economy. Aimed at enabling customers to optimize their customer journey management, these innovations include a range of new enterprise applications such as Adobe Journey Optimizer and Adobe Customer Journey Analytics, a Marketing System of Record through the integration with Workfront, and new Adobe Experience Platform capabilities to deliver real-time personalization at scale. Creating a personalized experience for customers is critical for businesses, but comes with a challenge as most browsers going forward will no longer support cookies. Keeping this in mind, Adobe also introduced <a href="https://news.adobe.com/news/news-details/2021/Adobe-Announces-Industrys-First-CDP-Architected-For-First-Party-Data/default.aspx">industry's first Customer Data Platform (CDP) architected for first party data </a>. This will help marketers manage the entire customer profile and journey seamlessly in one system, without the need for third-party cookies. Additionally, <a href="https://news.adobe.com/news/news-details/2021/Adobe-and-FedEx-Partner-to-Drive-E-commerce-Innovation/default.aspx">Adobe and FedEx announced a new multi-year collaboration</a> starting with the integration of Adobe Commerce with ShopRunner. The partnership will help drive demand, reduce cost and gain customer insights which will unlock a new era of digital experiences built on innovation, speed, and convenience essential in a digital-first economy. <div type="Youtube" id="9hujYTDdBuk" title="Adobe and FedEx partner to reimagine e-commerce experiences" thumbUrl="https://i.ytimg.com/vi/9hujYTDdBuk/mqdefault.jpg"></div> <div type="ExtQuote" text="&quot;The opportunity to partner with Adobe is another step forward in the FedEx journey to create an open, collaborative e-commerce ecosystem that will help brands and merchants deliver seamless experiences for their customers”. “With Adobe’s leadership in customer experiences, the ShopRunner platform and our digital and logistics intelligence, we can increase the competitiveness of brands and merchants and create new possibilities in e-commerce.”" auname="Raj Subramaniam, president and chief operating officer at FedEx"></div> <cmsannotation type="cmsannotation" annotationid="A trillion-dollar opportunity" comment="subhead" text="A trillion-dollar opportunity">A trillion-dollar opportunity</cmsannotation> There's no doubt that e-commerce marketplaces were the most well-equipped to meet new challenges in light of the Covid-19 pandemic. Over the past decade, they've focused on supply chains, digital marketing, e-payment processing, and last-mile delivery. Global commerce continues to see record-breaking growth with US$ 876 billion in the first three months of 2021. That's a YoY growth of 38 per cent, and 2021 could clock up to US$ 4.2 trillion. <div type="ExtQuote" text="Our resilience, which has been tested through pandemics, geopolitical tensions &amp; natural disasters will turn crisis into opportunity. We have seen industries explode in digital adoption from financial services, education, health, government services and of course retail" auname="Simon Tate, President APAC, Adobe"></div> <cmsannotation type="cmsannotation" annotationid="The key to remaining ahead of the competition" comment="subhead" text="The key to remaining ahead of the competition">The key to remaining ahead of the competition</cmsannotation> In an offline world, a user can directly express their preferences, choices, and requirements to a merchant or service provider. A one-to-one meeting has an edge that the digital world is constantly trying to catch up with - personalisation. However, in today’s digital-first world, it is essential for business to transform digitally and re-imagine the entire customer journey to architect for agility. Businesses are required to find new ways to add value with their products and services while ensuring a seamless, personalized experience throughout the customer journey - all while keeping the data entrusted to them by their customers safe and secure. <div type="Video" msid="82518129" hostid="261" title="Customer experiences need everything and Adobe is everything leader" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=82518129"></div> <div type="ExtQuote" text="To survive and thrive, every business has had to rapidly accelerate the transformation to digital. In this environment, customers rightfully expect engaging, personalized digital experiences delivered to them in real-time, in a way that also respects their privacy and delivers value. And brands that are putting a laser focus on customer experience management are coming out in front. Simply put, customer personalization done right drives business growth" auname="Anil Chakravarthy, Adobe's Executive Vice President and General Manager of digital experience business and worldwide field operations"></div> <cmsannotation type="cmsannotation" annotationid="Adobe’s innovations for a digital-first era" comment="subhead" text="Adobe’s innovations for a digital-first era">Adobe’s innovations for a digital-first era</cmsannotation> <div type="ExtQuote" text="We have gone from a world with digital to a digital-first world and there is no going back. Today, every business is a digital business. Asia continues to be an epicentre of digital innovation, from creating marketplaces like Tokopedia and Flipkart that are driving the future of commerce, to social media networks like WeChat and TikTok that are now global" auname="Shantanu Narayen, Chairman, President and CEO of Adobe."></div> The Adobe Experience Cloud consists of a content management system that can offer a customised experience to each customer. Data insights can be collected via <keyword id="4492149" type="COMPANY" weightage="20" keywordseo="adobe-analytics">Adobe Analytics</keyword> and Adobe Audience Manager. A new addition is Adobe Customer Journey Analytics, which provides intelligent alerts for essential insights, making the acquisition process very transparent and open for improvements. The platform is also cloud-ready, so organisations don't have to worry about additional third-party resources to host the suite.Adobe Experience Manager can now help brands create, manage and optimize the content via APIs and automation. For the digital workplace, Adobe Workfront enables more agile, aligned creative work while eliminating work friction and distractions. With all work details, deadlines, collaboration, and resources available in one place, they’re able to deliver content and campaigns with greater speed and efficiency. <cmsannotation type="cmsannotation" annotationid="Adobe is powering Digital Experience for Top Healthcare Brands" comment="subhead" text="Adobe is powering Digital Experience for Top Healthcare Brands">Adobe is powering Digital Experience for Top Healthcare Brands</cmsannotation> Today, in the era of the pandemic, access to healthcare is more important than ever. The healthcare industry has recognised the need to adopt digital channels to reach customers with critical information and services in real-time. Adobe is working with leading healthcare brands to transform their customer experience through Adobe Experience Cloud. At Summit, Adobe announced that it is powering digital experiences for seven of the top 10 healthcare providers, eight of the top 10 healthcare payers and nine of the top 10 pharmaceutical companies – delivering experiences with agility and at scale. As part of the partnership with Adobe, Pfizer is leveraging Adobe Experience Cloud to deepen engagement with physicians and connections with patients. Adobe Analytics helps Pfizer gain customer insights across digital interactions and Marketo Engage powers personalized digital experiences that support physicians, patients and caregivers on their treatment journey. During a conversation between Shantanu and Albert Bourla, Chairman and CEO, Pfizer on Pfizer’s journey of business since the pandemic and how they developed the vaccine, Albert said <div type="ExtQuote" text="It was an impossible task. You must believe it. And not only you must believe it at the top, you must take this belief all the way down to every single person that this is working… To make the impossible possible, you need to have thousands of people believe that they can do it… And it was a glorious demonstration that people never know what they can and cannot do." auname="Albert Bourla CEO of Pfizer"></div> <div type="ExtQuote" text="The pandemic has forever altered how healthcare is delivered, including high consumer expectations for timely and personalized care. Leveraging Adobe Experience Cloud, with privacy and security top of mind, healthcare can be delivered in real-time at scale, with the individualized service that consumers expect today." auname="Anil Chakravarthy, executive vice president and general manager, Digital Experience Business and Worldwide Field Operations, Adobe"></div> <div type="ExtQuote" text="Because health is deeply personal to each consumer, the healthcare experience needs to be tailored to fit the needs of Walgreens Boots Alliance’s 120 million customers and patients. The power of Adobe’s technology allows us to understand our customers and deliver the unique experiences our customers need to live healthy lives." auname="Alyssa Raine, group vice president of Customer Marketing Platforms at Walgreens"></div> Adobe Experience Cloud covers data, insights, customer journeys, e-commerce, content management, marketing workflow, and an ecosystem of partners. For any business, it's an essential combination that offers best-in-class customer experience solutions for the digital era. <div type="Youtube" id="w3eY-fRTCYI" title="Adobe Helps Healthcare Providers Cure the Patient Experience" thumbUrl="https://i.ytimg.com/vi/w3eY-fRTCYI/mqdefault.jpg"></div> To know more, visit here: <ul><li><a href="https://business.adobe.com/summit/adobe-summit.html">Adobe Summit 2021</a></li><li><a href="https://www.adobe.com/in/about-adobe/newsroom.html">Adobe Newsroom</a></li></ul>

Adobe Summit 2021: Empowering a digital-first economy through personalisation

The recently concluded <keyword id="7489392" type="UNKNOWN" weightage="20" keywordseo="Adobe-Summit">Adobe Summit</keyword> showcased new innovations across the Adobe Experience Cloud and demonstrated how businesses can transform their <keyword id="1284549" type="PERSON" weightage="20" keywordseo="Customer-Experience">customer experience</keyword> by engaging with Adobe. Business Insider India caught up with Nitin Singhal, Managing Director, Digital Experience, Adobe India, to find out how the company is enabling businesses to ride the digital experience wave, alongside the company’s vision for the future. Lately, with the onset of a hybrid world, most organizations are accelerating the adoption of digital to become future-ready and offer the relevant consumer experience. How is Adobe working towards redefining this customer experience for organizations? Reflecting on the transformational time that the last year has been, we’ve all experienced the power of digital technology as it has radically changed the way we live, learn, work, and play. In the face of the continuously evolving dynamics and challenges, digital experiences have played a vital role in making every aspect of our lives possible – from keeping families and coworkers connected, to enabling new ways of learning, to powering digital commerce and ensuring continuity of essential business operations. Ours has grown to become a digital-first world, and from here, there is no looking back. <div type="ExtQuote" text="As the digital experiences company, Adobe is powering the digital economy with our continuous innovation, the expertise we have garnered from undergoing our own digital transformation, and our large and diverse set of customers and partners." auname="Nitin Singhal - MD, Digital Experience, Adobe India"></div> Adobe’s mission – to Change the World through Digital Experiences – has never been more relevant than it is today. With Adobe Experience Cloud, we’re powering digital businesses of all sizes, giving them everything they need to design and enable great customer experiences at scale. How is Adobe enabling businesses as the current situation unfolds? The pandemic has accelerated the digital transformation journeys of businesses across industries and ensured that all business strategies are leading with a digital-first approach. In education, digital has unlocked new forms of learning and is removing barriers to access. When teachers had to quickly rescope lesson plans in a remote learning environment, we powered our customers’ online learning support in a matter of days. The telecommunications industry has been mission-critical in providing the infrastructure to keep the world connected and running. Adobe Experience Cloud is enabling telcos to deliver real-time experiences for real-time results – the new reality that every business will need to compete in. Financial institutions have had to reimagine customer transactions in a digital-first world. Adobe is working with HDFC Bank in India to make their banking experience digital, enabling customers to perform an array of actions across devices, from opening a bank account to applying for a loan or managing investments. In healthcare, the convergence of science and technology is enabling transformational patient experiences. Our global teams are working with Pfizer to deliver data-driven experiences for patients and healthcare providers on critical information, such as the latest vaccine developments. In the aviation sector, which has been an early adopter of digital, we helped airlines like IndiGo to further customer experiences, accelerate business decisions through automation and really enable the lives of people during the lockdown. As e-commerce become the primary way to purchase goods, we worked with Nykaa - India’s largest online beauty store, to super charge their ecommerce strategy and deliver personal care items that customers needed at home. These stories are just some examples of Adobe’s reach and impact across every industry and dimension of life. Adobe recently concluded its flagship digital experience conference – Adobe Summit 2021. What was the focus as part of this year’s event and your top takeaways? This year, we transformed Adobe Summit to a digital experience for people around the world and created a platform for brands to become a part of the very relevant conversation around the role of digital in enabling customer experiences. As always, Summit saw a range of strategic announcements from Adobe, many of which will pave the way forward for the industry. We announced the next generation of our Real-time Customer Data Platform (CDP), the only enterprise application architected from the ground up for first-party data- driven customer acquisition and engagement. Adobe Real-time CDP helps brands activate known and unknown customer data to manage the entire customer profile and journey seamlessly in one system, without the need for third- party cookies. We also introduced several innovations across Adobe Experience Cloud, unveiling new enterprise applications with Adobe Journey Optimizer and Adobe Customer Journey Analytics, industry-leading Marketing System of Record through the integration of Workfront, and new Adobe Experience Platform capabilities to deliver real-time personalization at scale. Additionally, we announced new content and intelligent commerce capabilities, including a strategic partnership with FedEx. Discussed much at Summit, why is there a need for a strong partnership between the CIOs and CMOs? It has been over a decade since Adobe created the digital marketing category, foreseeing the convergence of art and science and serving the untapped needs of the CMO. Today, digital marketing has unlocked a new world of data. As businesses rearchitect their systems around the customer, only businesses with a strong partnership between the CMO and the CIO will thrive. <div type="ExtQuote" text="Adobe is bridging CMOs and CIOs to enable compelling experience, regardless of how and where customers choose to interact with the brand. Successful customer experience management requires a confluence of innovative technology, talented people to activate that technology, and new processes to scale the impact." auname="Nitin Singhal - MD, Digital Experience, Adobe India"></div> We have been hearing much about the downfall of third-party cookies. What is Adobe’s vision and plan here to help its customers in a cookieless world? Third party cookies are being phased out and that is set to bring several implications for the marketing industry and digital experience as a whole. As we move into a cookieless future, there will be a greater emphasis from brands on building consumer trust, first-party data will be a priority, and Real-time personalization will take the centre-stage. Adobe thus aims to offer its consumer a direct control of their data while helping them curate personalized brand experiences. While these trends are likely to put marketers in a flux, Adobe has unveiled <a href="https://nam02.safelinks.protection.outlook.com/?url=https%3A%2F%2Fnews.adobe.com%2Fnews%2Fnews-details%2F2021%2FAdobe-Announces-Industrys-First-CDP-Architected-For-First-Party-Data%2Fdefault.aspx&amp;data=04%7C01%7Cjames.anthony%402020msl.com%7Cf3b50894450241487bb108d92bea0bbd%7Cd52c9ea17c2147b182a333a74b1f74b8%7C1%7C0%7C637589106497912871%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&amp;sdata=OJ6eBm1F4UCfh%2BlXZIprZ8pm77mFNw5cO1I7ZkEYvkI%3D&amp;reserved=0">its all new Real-time Customer Data Platform (CDP)</a>. Bringing the industry’s first CDP architected for first party data, it acts as a centralized hub, and helps build a customer's profile over time. As the name suggests, it works real-time and steadily monitors user behavior, leveraging AI and ML to trigger registration or consent from the customers at the right time. With this, we are excited to be partnering with brands to deliver relevant, responsive and respectful experiences through first-party data. What are your thoughts on how the Digital Economy will pan out in the near future? It’s been clearly established that our present and future are all about digital. This digital-first era will continue to shape our lives - from keeping friends, family and colleagues connected, to powering digital commerce and continuity of essential business operations. Looking ahead, digitization will be key to keeping economies and businesses running, and potentially even emerge stronger. <div type="ExtQuote" text="The digital economy will thrive on customer connections and empowerment. Personalized experiences that result in strong engagement and lasting customer relationships will be strategic to long term business growth. Businesses orchestrate scalable digital experiences that enable their customers, partners, and workforce. CXOs must embrace a digital-first mindset and consistently evolve their strategies basis ongoing shifts in customer behaviour and market conditions. Businesses that focus on these aspects will be the winners in the digital economy." auname="Nitin Singhal - MD, Digital Experience, Adobe India"></div>

The digital economy will thrive on customer connections and empowerment, says Adobe India's Nitin Singhal

The internet is decades old, but many of its fundamental aspects remain the same. It's a collection of networks that constantly communicate with each other to create a more extensive worldwide web. Over time, instead of a ticking broadband modem, we now have high-speed fibre-optic broadband that allows for faster data transfer. One fundamental aspect of the internet, embedded in all that data being transferred, has shaped a lot of how we engage with brands - <keyword id="118638" type="PERSON" weightage="20" keywordseo="Cookies">cookies</keyword>. A cookie is a small file that gets stored on your computer and keeps a note of your browsing history or behaviour. From saving your browsing preferences to recording your taste in books, it can do everything. This small functionality completely changed how we use the internet as it enabled developers and by extension brands to know their customers better. <cmsannotation type="cmsannotation" annotationid="How the cookie crumbles" comment="subhead" text="How the cookie crumbles">How the cookie crumbles</cmsannotation> Cookies were a eureka moment for marketing and advertising teams. Instead of relying on mass-marketing tools like outdoor hoardings and televisions, marketers could now understand their customers' needs at an individual level and directly address them. In this digital age, <a href="https://www.businessinsider.in/tech/news/adobe-summit-2021-empowering-a-digital-first-economy-through-personalisation/articleshow/82477417.cms">businesses that have an edge over personalisation win the long-term game</a> and cookies enable automation like never before. However, cookies have been getting a bad name because advertising companies share user metadata with each other for better targeting. These are specifically called third-party cookies (a tracker on websites created by a company other than the website owner) and ad networks depend on them the most. However, with the world gravitating toward securing user identity and data and complying with evolving privacy regulations, companies are now exploring safer methods of ad personalisation, with many exploring cookieless tracking as a solution. <div type="ExtQuote" text="The preservation of our customers' privacy has long been a priority for IBM. With first-party data rising in importance in this new era, we place tremendous value on our close collaboration with strategic partners such as Adobe to put the interests of consumers at the forefront of what we do." auname="Jason Andrews, Vice President for Digital Marketing at IBM"></div> <cmsannotation type="cmsannotation" annotationid="Personalisation minus the privacy concerns" comment="subhead" text="Personalisation minus the privacy concerns">Personalisation minus the privacy concerns</cmsannotation> Over the last few years, brands have realised that privacy is sacrosanct and any data leakage can be detrimental to long-term audience acquisition, growth, and retention. Customers, in turn, expect companies to be more transparent about their data collection practices and cut down on third-party sharing - all the while expecting relevant and personalised communications and experiences. While this challenges the current status quo of the marketing and advertising industry, it also offers an opportunity to those who can think outside the box. Apple and Firefox have already blocked third-party cookies, and Google plans to follow suit soon. What this means is the metadata collected by the cookie shall remain between you (the user) and the website. There's no third-party sharing, helping build a stronger one-to-one relationship. Research from the Winterberry Group and Interactive Advertising Bureau (IAB) shows that spending on first-party tracking is rising. More than half of the respondents have already adjusted their budgeting to accommodate the change. comScore says that 55% of cookies today are overstated, and 35% fail to figure out demographics accurately. Since browsers are now clamping down on cookies, brands will find it difficult to track unknown visitors on their digital properties including websites, in turn, reducing their ability to deliver a personalised experience and target ads. Hence it is becoming important for brands to recalibrate their customer acquisition strategy and prioritise quality permission-based first-party collection to be able to provide customers with most relevant personalised experiences using information customers choose to share. <div type="ExtQuote" text="As consumers, we now expect personalized brand experiences while being in control of the data we share. With Adobe Real-time CDP, we are partnering with brands to deliver relevant, responsive and respectful experiences through first-party data." auname="Anil Chakravarthy, Executive Vice President and General Manager, Digital Experience Business and Worldwide Field Operations at Adobe"></div> <div type="Youtube" id="ZRhaD1pQVPM" title="Adobe Announces Industry’s First CDP Architected For First-Party Data" thumbUrl="https://i.ytimg.com/vi/ZRhaD1pQVPM/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="How is Adobe pioneering a cookie-less future" comment="subhead" text="How is Adobe pioneering a cookie-less future">How is Adobe pioneering a cookie-less future</cmsannotation> <a href="https://news.adobe.com/news/news-details/2021/Adobe-Announces-Industrys-First-CDP-Architected-For-First-Party-Data/default.aspx">Adobe Real-time Customer Data Platform (CDP)</a> is industry’s first CDP architected for <keyword id="11246893" type="UNKNOWN" weightage="20" keywordseo="first-party-data">first party data</keyword>. It acts as a centralised hub for first-party data, and helps build a customer's profile over time. The platform is connected with Adobe Target, a tool that ingests information and makes it easier to orchestrate personalise experiences across the customer journey. As the name suggests, it works in real-time. Adobe CDP steadily monitors user behavior, leveraging artificial intelligence and machine learning to trigger registration or consent from them at the right time. It is also able to incorporate collaboration between brands to expand first party data sets without compromising sensitive user information. Thanks to ‘Segment Match’ - an innovation unveiled at Adobe Summit 2021, an apparel retailer can now team up with a jewellery brand to strategically target customers and offer an in-sync experience. Unlike the current norm, one visit to a clothing e-store won't bombard you with ads from a hundred other sellers. Similarly, businesses can utilise ‘Look-Alike Segments’ to grab customers with similar interests or attributes. It helps create a new database for marketers that can be synced along with Segment Match to give a more detailed outlook. Adobe also launched a B2B edition that lets businesses enter the B2C segment directly. Market insights are the most difficult to find, and this is the massive gap Adobe intends to fill. <cmsannotation type="cmsannotation" annotationid="What does the future hold?" comment="subhead" text="What does the future hold?">What does the future hold?</cmsannotation> Cookies have been an integral part of the internet and we’re not entirely getting rid of them, just finding a middle ground where both personalisation and privacy are achieved. Early adopters have the maximum lead, and with privacy and ethics gaining centre stage, marketers need to revisit their strategies. Privacy is no longer a privilege, but a fundamental right that’s now extended to everyone on the internet. And the companies that understand this sooner, shall excel faster. <div type="ExtQuote" text="Essentially, marketers need to retool their customer acquisition stack in a way that will eliminate the exclusive reliance on third party cookies. While these are not all the things that are changing, what’s not changing is that first party cookies are not going away, and customer acquisition isn’t going away. But how you do this must take consumer privacy and choice into consideration." auname="Amit Ahuja, VP, Experience Cloud Platform &amp; Products, Adobe"></div> To know more about Adobe’s vision to equip businesses in a cookieless world, watch this <a href="https://business.adobe.com/summit/2021/sessions/reaching-customers-in-a-cookieless-world-s951.html">session</a> at Adobe Summit 2021 on demand now. DISCLAIMER: This article is in partnership with Adobe.

Ensuring personalisation in a cookieless world

It's techie Tuesday, buds. I'm Diamond Naga Siu, and I really enjoy cooking and eating food.That's why <a href="https://www.businessinsider.com/photos-daily-routine-google-strategic-partnerships-manager-chef-harrison-hill-2023-3">this Googler is living my dream life</a>. He's a manager at the search giant by day and culinary school student by night. The company even pays a portion of Harrison Hill's tuition for the Institute for Culinary Education in New York.<a href="https://www.businessinsider.com/photos-daily-routine-google-strategic-partnerships-manager-chef-harrison-hill-2023-3">He took Insider behind-the-scenes for a day in his life</a> balancing his day-job responsibilities with his first steps into the world of professional chefs. While I daydream about getting my culinary education partially comped too, let's dive into today's tech.<hr />If this was forwarded to you, <a href="https://www.businessinsider.com/subscription/newsletter/10-things-in-tech">sign up here</a>. Download Insider's app <a href="https://link.insider.com/click/27645591.160803/aHR0cHM6Ly93d3cuaW5zaWRlci5jb20vYXBwP25yX2VtYWlsX3JlZmVyZXI9MSZ1dG1fc291cmNlPVNhaWx0aHJ1JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NvbnRlbnQ9T3BlbmluZ19iZWxs/62667762063d6b9bef0cffb3Bf9c9aa56" target="_blank" rel="noopener">here.</a><hr /><a href="https://www.businessinsider.com/read-layoffs-letter-googlers-sent-sundar-pichai-dont-be-evil-2023-3"></a>1. Googlers tell CEO Sundar Pichai: "Don't be evil." The catchphrase <a href="https://www.businessinsider.com/google-downgrades-dont-be-evil-2018-5">has long been phased out from the company</a>. But more than 1,400 Googlers asked their CEO to continue the spirit of the adage by handling layoffs better.<ul><li>Their open letter highlighted how worker voices were not considered throughout the layoff process. So they gathered Googlers all over the world to ask Pichai to publicly commit to doing better.</li><li>Their first request is to freeze all new hires during the layoff process. Under this point, they also asked the company to allow for "voluntary redundancies and voluntary working time reduction before compulsory layoffs."</li><li>Workers also asked the company to protect Googlers from countries with active conflicts or humanitarian crises. They cited Ukraine as an example and urged Pichai to offer extra support for workers who hold work visas.</li></ul><a href="https://www.businessinsider.com/read-layoffs-letter-googlers-sent-sundar-pichai-dont-be-evil-2023-3">Read the full, anti-evil letter here.</a><hr />In other news:<a href="https://www.businessinsider.com/romance-scams-booming-billions-facebook-instagram-pandemic-isolation-online-dating-2023-3"></a><div type="image" title="A friend request from 'John Doe' is shown with two large, looming eyes behind it." height="1000" width="1333" msid="98865407" hostid="261" sizebytes="22930"></div>2. Romance scams are costing Americans billions. A loneliness epidemic. The rise of online dating. Advances in cryptocurrencies. These have created a perfect storm for online romance scams, Eve Upton-Clark writes for Insider. <a href="https://www.businessinsider.com/romance-scams-booming-billions-facebook-instagram-pandemic-isolation-online-dating-2023-3">Dive into the rise of costly relationship ruses here.</a>3. Target "double-tapper" customers are causing chaos. It's the digital equivalent of cutting in line, but unlike real-world queue-hopping, most people would never realize they're doing it. <a href="https://www.businessinsider.com/target-drive-up-double-tappers-causing-chaos-and-disruption-2023-3">Go inside the daily source of disruption here</a>. 4. Become fluent in talking with ChatGPT. Anna Bernstein trains bots to generate high-quality, accurate writing. She shared three tips on how to get the best results from ChatGPT, including paying attention to your verbs. <a href="https://www.businessinsider.com/how-to-write-better-ai-chatgpt-prompts-according-prompt-engineer-2023-3">Get the full list here.</a>5. Inside the demise of Vice. The media company was once on the edge of a $3.5 billion offer from Disney. But then it all went downhill. Today, Vice Media is scrambling for a buyer, and its future will likely be determined in the coming months. <a href="https://www.businessinsider.com/inside-demise-vice-media-disney-sale-bankruptcy-shane-smith-2023-3">Here's how Vice fell so far, so fast</a>. 6. Meet the AI robots that clean, conduct deliveries, and check inventory. Companies like Lowe's and 7-Eleven recently announced that they'll use robots for a variety of tasks. <a href="https://www.businessinsider.com/stores-like-bjs-lowes-and-walmart-put-robot-helpers-to-the-test-2023-3">Check them out here</a>.7. Teslas saw an uptick in crashes after changing a safety feature. In 2021, the car company swapped out radars for cameras to detect obstacles. This has caused an uptick in accidents, per a Washington Post report. <a href="https://www.businessinsider.com/tesla-uptick-crashes-accidents-elon-musk-removed-radar-autopilot-report-2023-3">More on the crash increase here.</a> Bonus: <a href="https://www.businessinsider.com/tesla-model-y-battery-zero-repairability-insurance-premiums-sandy-munro-2023-3">Tesla Model Y batteries have "zero repairability."</a>8. Mark Zuckerberg is shooting himself in the foot with layoffs. The Meta CEO is on round two of layoffs during his self-proclaimed "year of efficiency." But experts say the job cuts will likely have the opposite effect and drag things down. <a href="https://www.businessinsider.com/meta-layoffs-zuckerberg-productivity-year-efficiency-innovation-2023-3">Dive into the layoff damage here.</a><hr />Odds and ends:<a href="https://www.businessinsider.com/americans-buying-cheaper-ozempic-semaglutide-canada-mexico-pharmacy-2023-3"></a><div type="image" title="A hand reaching across a US flag to an image of a Canadian flag to grab a box of Ozempic and pull it back over the US flag." height="900" width="1200" msid="98865408" hostid="261" sizebytes="50112"></div>9. Americans getting weight-loss drugs from Canada and Mexico. A <a href="https://www.businessinsider.com/how-semaglutide-helps-patients-diabetes-weight-loss-2023-1">prescription diabetes medication has been recently used as a weight-loss drug</a>. But its prices are surging in the US. So many are getting it internationally for cheaper. <a href="https://www.businessinsider.com/americans-buying-cheaper-ozempic-semaglutide-canada-mexico-pharmacy-2023-3">More on the pricey problem here.</a>10. Spotting a stunt double is all in the ears. Skeptics claim Russian president Vladamir Putin has multiple decoys. They even believe his stand-ins have undergone surgery to look like him. <a href="https://www.businessinsider.com/vladimir-putin-ukraine-trip-body-double-conspiracy-theories-ears-2023-3">Check out the body-double biology here.</a><hr />What we're watching today:<ul><li><a href="https://summit.adobe.com/na/" target="_blank" rel="noopener">The Adobe Summit</a> starts today in Las Vegas. Top execs from T-Mobile, Verizon, EY, Eli Lilly, and other major companies will speak at the multi-day event.</li><li>The <a href="https://health.wired.com/" target="_blank" rel="noopener">Wired Health Conference</a> starts today in London. The event highlights changes in how we access and provide healthcare.</li><li>The Interactive Advertising Bureau Europe is hosting a <a href="https://iabeurope.eu/" target="_blank" rel="noopener">conference in Hamburg, Germany on the future of digital advertising</a>.</li></ul><hr />Curated by Diamond Naga Siu in San Diego. (Feedback or tips? Email <a href="mailto:dsiu@insider.com" target="_blank" rel="noopener">dsiu@insider.com</a> or tweet <a href="http://www.twitter.com/diamondnagasiu" target="_blank" rel="noopener">@diamondnagasiu</a>) Edited by Matt Weinberger (tweet <a href="https://twitter.com/gamoid" target="_blank" rel="noopener">@gamoid</a>) in San Francisco and Hallam Bullock (tweet <a href="https://twitter.com/hallam_bullock" target="_blank" rel="noopener">@hallam_bullock</a>) in London.

Google workers tell Sundar Pichai “don’t be evil” while conducting layoffs.

During an interview for an engineering job at a Utah tech company, Trina Limpert was told she was a "risky hire."Although she got the job, Limpert still feels frustrated remembering her first day. As a network engineer, she had to prove herself by showing she could put together computer hardware. The male hires were given no such test and instead received shiny new desktops."When I got in and met everyone else I was working with, I was just as skilled. I was just as qualified," said Limpert, now the CEO of RizeNext, a Utah-based leadership-training consultancy she founded. She believes the only reason she was told she was a "risky hire" was because she's a woman.It wasn't the only time she felt like she was being treated differently than male colleagues in Silicon Slopes, Utah's term for its tech industry. Limpert said she'd been passed over for promotions because people assumed a husband was providing for her, while she watched men get promotions because people assumed they were the primary breadwinners."Sexism exists everywhere," Limpert said. "There's an extra layer here. That's why I chose not to work at startups in Utah. Stereotypes of gender norms are extremely heavy here. There's the expectation you should be at home."Utah has a unique atmosphere in the tech industry. It is ranked <a target="_blank" href="https://www.usnews.com/news/best-states/rankings/economy/employment/job-growth">highest in job growth</a> in the US, and it's projected to be the top state for tech job growth for the next decade, according to <a target="_blank" href="https://www.cyberstates.org/pdf/CompTIA_State_of_the_tech_workforce_2023.pdf">data from The Computing Technology Industry Association</a>.Many people are attracted to Utah because of its job opportunities, reasonable housing prices, abundant natural beauty, and its family-friendly reputation.But unlike many other states with plentiful tech jobs, it ranks abysmally <a target="_blank" href="https://wallethub.com/edu/best-and-worst-states-for-women-equality/5835">low on women's equality data points</a>, according to multiple research reports.Tech-worker transplants have moved to Utah only to be shocked by the culture there, multiple people said. Insider spoke to 22 women who previously or currently work at Utah tech companies. Some asked for anonymity so they could speak freely and to avoid retribution. Their identities are known to Insider.Nearly all of these women said they experienced unequal treatment at their jobs or witnessed other women treated unequally. Several women reported traumatic work experiences and shared personal stories about facing discrimination and sexual harassment."Traditionally, it has been a very conservative state, where women's labor-force participation has been low," Claudia Geist, an associate professor of sociology and gender studies at the University of Utah, told Insider. "There's the expectation that women are primary caregivers. Changing those ingrained perspectives is just difficult."<h2>Fast-paced tech meets family-values conservatism</h2>It's true that statistics and individual experiences can never fully capture a culture, and many Utah tech companies are making efforts to hire and promote more women, as well as offer family-friendly benefits that benefit both men and women.It's also true that women experience similar issues in Silicon Valley and the tech industry at large. Women, for instance, are far less likely to receive <a target="_blank" href="https://www.businessinsider.com/female-founders-bias-diversity-legal-tech-lawyers-women-vc-funding-2021-4">venture-capital funding,</a> while major companies <a target="_blank" href="https://www.businessinsider.com/google-racism-sexism-mental-health-2021-3">including Google</a>, <a target="_blank" href="https://www.businessinsider.com/every-company-that-was-sued-discrimination-and-harassment-lawsuits-2020-2021-1">Uber</a>, <a target="_blank" href="https://www.reuters.com/article/us-microsoft-women-idUSKCN1GP077">Microsoft,</a> and <a target="_blank" href="https://www.businessinsider.com/meta-facebook-pay-gap-hire-more-women-ireland-uk-2023-3">Meta</a> have faced complaints or lawsuits from female employees alleging sexism and unequal pay.But in Utah, these tech-industry tendencies can be more intense, according to the women who spoke to Insider.Silicon Slopes, named for Utah's world-class ski slopes, is headquarters for tech companies like Ancestry, Domo, Entrata, Pluralsight, Qualtrics, and hosts outposts for others like Adobe and a Meta data center. It has a burgeoning startup community fueled by talent from Brigham Young University and the University of Utah.Unlike other states that are havens for tech jobs, such as California, Washington, and New York, Utah has a decidedly politically conservative bent, with four times more <a target="_blank" href="https://vote.utah.gov/current-voter-registration-statistics/">registered Republican voters</a> than registered Democrats.Utah is also the home base of <a target="_blank" href="https://www.churchofjesuschrist.org/study/scriptures/the-family-a-proclamation-to-the-world/the-family-a-proclamation-to-the-world?lang=eng">The Church of Jesus Christ of Latter-day Saints</a>; <a target="_blank" href="https://www.usu.edu/uwlp/files/wp/no-4.pdf">more than 60%</a> of the state's population are members of the church. Mormons, who are heavily represented in Utah's tech scene, also tend to <a target="_blank" href="https://www.pewresearch.org/religion/2009/07/24/a-portrait-of-mormons-in-the-us-social-and-political-views/">lean conservative both socially and politically</a>, which influences the state's tech culture. For example, a member of the church's Quorum of the Twelve Apostles spoke <a target="_blank" href="https://summit.siliconslopes.com/speakers">at the Silicon Slopes Summit conference</a> held last month.Multiple research reports have<a target="_blank" href="https://wallethub.com/edu/best-and-worst-states-for-women-equality/5835"> ranked the state poorly</a> in areas of women's equality. Utah has the third-worst gender pay gap among US states, according to a report by the <a target="_blank" href="https://www.chamberofcommerce.org/gender-pay-gap">US Chamber of Commerce</a>, with the median income for men about 37% higher than it is for women. That's a slightly bigger gap than Washington, home to Seattle's tech hub, but significantly worse than California and New York, where the gap is about 14%.The <a target="_blank" href="https://jobs.utah.gov/blog/post/2022/11/28/utah-s-gender-wage-gap">American Community Survey</a> found that 9.2% of women in Utah and 13.5% of men earn a college degree above a bachelor's, a <a target="_blank" href="https://www.usu.edu/uwlp/files/wp/no-4.pdf">wider gap in educational attainment</a> than in any other state.People in Utah also tend to have larger families, with 28% of the population <a target="_blank" href="https://jobs.utah.gov/blog/post/2022/11/28/utah-s-gender-wage-gap">under the age of 18</a>. Because women often shoulder more childcare duties, particularly in socially conservative societies, <a target="_blank" href="https://jobs.utah.gov/blog/post/2022/11/28/utah-s-gender-wage-gap">62% of women</a> in Utah with children under 6 participate in the labor force, compared to 72% of US women overall.All of these factors influence women's experiences in Silicon Slopes, keeping them from reaching leadership positions while contributing to difficult work experiences, the women Insider spoke to said."Utah is not in a very strong position when it comes to women in business in general, whether you're more in the tech corporate sector or whether you are a woman in small business and entrepreneurship," said Robyn Cohen, the founder and CEO of the W Collective, which focuses on supporting women in tech and venture capital.<h2>The male-bonding boys' club</h2>Michelle Kuo, the head of talent acquisition at JumpSearch, said she experienced culture shock when she relocated to Silicon Slopes. Kuo previously lived in Southern California, where she worked with more women and people of color."Women in general don't get as much opportunity to move up as often unless the company is open-minded and diverse," Kuo said. "For the longest time, culturally, women tend to stay at home. They're basically raised to be a homemaker."Many women — both Mormon and not — described their Utah tech companies as Mormon boys' clubs.Tech companies commonly recruit talent after they complete their two-year missions for the church. The experience of spreading the word about their faith is seen as valuable work experience, particularly for sales teams, some of the women said."If you can sell religion, you can sell anything. That's the joke around why there's so many sales teams based here," one woman said.Sales teams are often dominated by men and "male bonding" outside work is common, which means fewer women participate in out-of-office conversations. "It's really a big boys' club at the end of the day," one woman said.Having been warned for decades by church leaders not to be alone with women other than their wives, many Mormon men won't meet with women one-on-one for lunch or coffee, multiple women said. Such attitudes may be slowly changing but are, for some, still deeply ingrained, <a target="_blank" href="https://www.sltrib.com/news/2017/08/13/no-no-for-a-man-to-have-a-business-lunch-with-a-woman-not-his-spouse-such-thinking-may-be-rooted-in-past-mormon-counsel/">The Salt Lake City Tribune reported in 2017.</a>"There's a feeling of discomfort among men and women working together," said Robbyn Scribner, a cofounder of Tech-Moms, a group that helps women move into the tech industry. "The<a target="_blank" href="https://www.businessinsider.com/trump-laughed-about-the-mike-pence-rule-and-said-his-vp-was-ahead-of-his-time-2022-11"> Mike Pence rule</a> is still alive and well. This comes back to the church. I am a member of the church, but I'm a feminist active member of my church. There's a long-standing policy that men and women should not be alone together if they're not married."Women described instances of not being invited to golf outings, volleyball games, or the gym during lunch. One woman said she was asked to surpass her sales quota, while men on her team hit the gym during lunch once they hit their quotas."The people who got the best territories, these had been guys who had weight-lifting buddies. There was this kind of sense that if you wanted to get ahead, you had to do weight lifting and hunting and boy stuff with the guys," another woman said. "I just felt sort of left behind because I didn't do all that even though my performance was still really high."This salesperson said she started getting fewer sales leads and felt she was getting pushed out after her boss learned she was pregnant. She wanted to move to a different team but was offered entry-level pay for the role."I was so insulted by that, I was like, I'm out of here," she said. "If it was a guy, they would have paid top dollar. They were just looking at me as a way to push me out."One cybersecurity analyst recounted how she had to advocate for maternity leave when she got pregnant at her previous Utah employer. She argued that three months of maternity leave was necessary and had to compare it to how a field worker would need time off to recover from knee surgery."They can't imagine putting kids in day care let alone having a successful woman in the family, being a breadwinner," she said.And there's not much legal help in the state for families seeking childcare help so both parents can work. For instance, a 2020 bill that would provide tax breaks for employers offering childcare benefits <a target="_blank" href="https://www.deseret.com/utah/2020/2/21/21147234/utah-suzanne-harrison-child-care-industry-incentives-business-tax-breaks">has yet to gain traction in the state legislature</a>."Laws to promote more opportunities for women have been diminished because of that focus on how women should focus more on families rather than careers," said Scribner.Then there's "benevolent sexism." This is common everywhere, but especially in more conservative and religious societies where there's more of a divide in gender roles, said Susan Madsen, a Utah State University business professor who has <a target="_blank" href="https://www.usu.edu/uwlp/files/wp/no-4.pdf">led studies</a> on women's equality in Utah.Men may make well-meaning comments like, "Oh, you take more time with your kids, you don't need to go to this event this evening," she said, which leaves women with fewer opportunities for advancement. "It's very subtle but has been shown to impact a woman's advancement and career."<h2>HR policy: Confront the boss who harasses you</h2>Other women described experiences that crossed the line from sexism to harassment.One woman said she often got propositioned by married men who would invite her to hotels. Another said male colleagues would touch her without permission, putting their arms around her back or their hands on her waist."After a while, I learned there was somebody who got kicked out of the company because he did the same thing to another female employee," she said of one of the men who had harassed her. She said she stayed "quiet at the time because I was traumatized. I don't know how to handle it that well."She said most of her colleagues were white, male, and Mormon."Their wives are at home. In the engineering department, it's mostly all male," she continued. "When there's a female, it makes them a target for that because there's not a lot of women they interact with daily."Other women who said they experienced sexual harassment came up against problems when they reported incidents. One woman said she reported sexual harassment, and the company's policy was that she had to confront her harasser, who was a higher-level leader.While she did confront him about it, she received no follow-up from her company until a year and a half later. She had to re-explain to HR what happened and send proof of her previous communications.During that time, her harasser had gotten promoted and was also accused of harassing someone else, she said. He was finally let go more than two years after the incident."I've stayed with the company because I did want to make it work," the woman said. "It's been really frustrating."<h2>How things are changing</h2>John Richards, a managing partner at Startup Ignition Ventures, moved to Utah from Seattle 20 years ago. He said the difference between when he arrived and now is like "night and day." Today, more women are working in tech, and men's attitudes toward women have evolved.Still, he said that Utah's tech industry still has a long way to go, including in closing the pay gap.While Richards said his firm works to recruit women for its entrepreneurship boot camp, women in Utah often leave the workforce to stay home to raise children. And those who don't stay home are still doing the lion's share of domestic work."It's not fair for a lot of women who still do most of the domestic chores at home even if they're working," Richards said. "Working at a tech company in a high-pressure job, and then you also gotta go home and carry a huge burden of domestic responsibilities. That's all changing, but it's changing gradually. Women are under a lot of pressure."Of course, there are some women working in Silicon Slopes who view their companies as equitable workplaces and see positive role models around them."I feel like I'm pretty fortunate," Emily Perkins, a content research manager for Ancestry, said. "I do work with a lot of women, and I do have a manager that's a woman and a CEO that's a woman and a vice president of our company that is a woman. I feel pretty lucky in that regard."Ancestry, one of Utah's most established tech companies, hired the former <a target="_blank" href="https://www.ancestry.com/corporate/newsroom/press-releases/deborah-liu-named-chief-executive-officer-ancestry">Facebook executive Deborah Liu as CEO in 2021.</a>Liu, known for championing diversity in technology, is the cocreator of the Women in Product nonprofit. Ancestry's chief product officer is Heather Friedland, who previously worked at Glassdoor.Ancestry says that 38% of its leadership roles are held by people from diverse communities, which includes women, people of color, LGBTQ+ people, veterans, and people with disabilities. The company didn't break out statistics on women <a target="_blank" href="https://www.ancestry.com/corporate/newsroom/press-releases/ancestry-releases-">in its first diversity report</a>, released last year."We are proud of the female tech leadership at Ancestry, but we know there is still more to do," Ashlee Davis, Ancestry's global head of DEI, said in a statement. "We remain committed to fostering an inclusive workforce that is reflective of our diverse world, and we're proud to partner with other Utah companies that share that commitment."More change may happen for Silicon Slopes because the lack of female representation is having a measurable impact. Limpert said she's gotten calls from executives at Utah companies hoping to go public who've told her that NASDAQ won't work with them because their leadership is made up entirely of white men."The labor market in Utah is extremely tight," Scribner said. "We have to import a lot of talent from other states. A lot of women getting recruited from other areas, other states, look at a company that's all white, Mormon men, and say, 'I don't want to move my life and my family.'"As the state looks to recruit more tech workers, there's a growing awareness that damaging attitudes toward female talent must change."Even though we're the worst state for women's equality, we're not passively looking at it," Madsen, the Utah State University business professor, said. "We're saying, 'No, we need to change.' We want to be really well known for how good we become for girls and women."Got a tip? Contact this reporter via email at <a target="_blank" href="mailto:rmchan@businessinsider.com">rmchan@insider.com</a>, Signal at 646.376.6106, or Telegram at @rosaliechan. (PR pitches by email only, please.)

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