Marketing Planning and Metadata Strategy Lab

Adobe Summit Lab Workbook

Lab Introduction

Learn how to structure marketing plans that deliver results. Create dynamic digital marketing plans, develop integrated campaign calendars, and gain deeper insights into performance. Get familiar with Adobe Workfront Planning as you practice structuring marketing work, aligning plans to business goals, and enabling stronger execution and automation across teams.

Goals

After completing this lab, you will walk away with the following knowledge:

• Design a marketing-focused taxonomy framework that supports cross-functional visibility across campaigns, channels, and audiences
• Apply metadata best practices to ensure marketing plans, assets, and calendars are easily searchable, measurable, and insight-ready
• Connect the taxonomy to marketing workflows to power smarter automation, governance, and performance insights across teams