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At its flagship customer event in Las Vegas today, Adobe Summit, the creative and marketing services giant has unveiled the next evolution of its cloud-based marketing suite — Adobe Experience Cloud.
Experience Cloud builds on Adobe’s Marketing Cloud solution in an attempt to bring all the functionality you need for marketing and advertising into one place — one system of record, one unified profile of your customers, and one unified user interface to control it all.
Now Experience Cloud is bringing together Adobe’s other Clouds to provide everything needed to manage the customer experience from start to finish.
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Adobe will further its efforts to become a one-stop shop for marketers’ technology needs with the acquisition of video ad buying software company TubeMogul for about $540 million.
Adobe has acquired multiple marketing technology and data companies in recent years, but has lacked the ability to buy video advertising in an automated fashion. The company hopes TubeMogul will help satisfy its clients’ demand on that front, and help it capitalize on a rapidly growing sector of the industry.
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Organisations continuing to operate under the old model, buying point-solution after point-solution for each one of their needs, are never going to truly be successful. This dated strategy results in disjointed, expensive, and confusing 10-foot-tall martech stacks that are scattered over multiple dashboards, adding more confusion than clarity.
This leads me to ask the question, “Does marketing have a shopping addiction?”
The fact is, marketing technology needs an update to meet the changing needs of both marketers and customers. Modern marketers must shake off the mantle of how things have always been done and embrace what’s actually working in the current environment.
New marketing technologies should avoid supporting channel-led initiatives and, instead, seek content- and engagement-led strategies that allow them to achieve their goals.
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Analysis Workspace extends to Adobe Campaign: This new tool provides a flexible “canvas” approach so that data points are easily curated and presented in a way that will resonate with the recipient, while prioritizing performance with analysis at the speed of thought. Analysis Workspace dramatically improves Adobe Campaign’s reporting capabilities.
Predictive Remarketing Capabilities: Adobe now offers marketers a new data science capability in which they can calculate the likelihood of a visitor returning to a website to make a purchase through propensity scoring, then automatically create and send a remarketing trigger, such an email, SMS or push notification.
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Gartner has recognized Adobe Experience Manager Sites as a Leader in Web Content Management (WCM)
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Earlier this year, Adobe took the wraps off its new Adobe Marketing Cloud, touting new data science capabilities like Adobe Analytics' Segment IQ, which uses machine learning to help marketers gain deep insight into audience segments. On Wednesday, Adobe advanced Segment IQ another step with the release of Segment Comparison for Analysis Workspace.
Segment Comparison for Analysis Workspace is the first in what Adobe promises will be a series of audience analysis and discovery tools within Segment IQ. It uses machine learning techniques to perform automated analysis on every metric and dimension to which you have access. Nate Smith, senior product marketing manager, Adobe Analytics, says this allows Segment Comparison to uncover the key characteristics of the audience segments that are driving your company's KPIs.
Once Segment Comparison is trained on your data — which takes virtually no time at all for existing Adobe customers because it can access historical data — Smith says brands can use it to complete a comprehensive segment analysis within minutes with just a few mouse clicks, comparing every dimension, metric or data point between any two segments and automatically discovering the most significant differences between them.
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Adobe unveiled a new integration between the company’s Marketing Cloud and Media Optimizer solutions that it said will enable users to gain insight into their target audiences to engage them through multiple channels. Deeper integration with its Adobe Analytics product also gives users access to buyer behavior data for personalization.
Adobe also announced that its Dynamic Creative Optimization (DCO) solution is now fully integrated across Adobe Marketing Cloud. The company said the integration will give advertisers the ability to leverage audience segments and personalize display advertising. It also enables them to incorporate content from Adobe Experience Manager Assets and other digital asset management systems.
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How does Adobe’s acquisition position them in terms of meeting a marketing teams’ total content needs?
- Creation — Original rendering of text, videos, images, infographics and e-books, for example. Creative Cloud is Adobe’s solution to this core marketing problem and has afforded them historical access to the design-minded marketer. Growing linkages between the creative and marketing cloud bode well for a unified approach to creation.
- Curation — Discovery, acquisition, organization and annotation of third-party content. The Livefyre acquisition adds these capabilities to the company’s arsenal from a UGC standpoint – but leaves room for the addition of common freelancer or vendor sourced content workflow features. The stated intention to integrate Livefyre into Adobe Experience Manager should provide marketers a seamless way to onboard UGC into a variety of publishing outlets and marketing channels.
- Cultivation — Invitation to the community to contribute content on your behalf. Lack of direct community management capability could be a gap, however many marketers use social tools to engage and invite their communities to participate on each respective channel, then using tools like Livefyre to aggregate and publish derivative works (e.g. Facebook, Instagram, Pinterest).
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Livefyre has been acquired by Adobe, which was confirmed by Livefyre’s chief executive Jordan Kretchmer. Adobe plans to integrate the content curation and audience engagement service into its Experience Manager offering and also make it part of its Marketing Cloud. Financial terms of the deal were not immediately disclosed and it’s expected to close within the next few weeks.
A social media content platform, Livefyre enables brands to search Twitter, Instagram, and other networks for content talking about them, their products, or competitors. Perhaps best known as a commenting platform, it has branched out into producing various tools to give customers the flexibility to not only monitor, but engage and monetize the content being published.
Incorporating Livefyre’s technology into Adobe’s offering will give advertisers and publishers more abilities to produce personalized campaigns, including complete access to the Twitter conversation “firehose” — perhaps even to strengthen the Marketing Cloud’s social media marketing toolkit. The combination of the two companies could give brands the ability to manage both ends of the conversation spectrum, from monitoring to conversion and tracking.
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Today at Summit 2016, Adobe has announced a series of new data science capabilities that include a TV recommendation engine, automated insights for advertising, a customer lifetime value prediction system, and predictive subject lines that help optimize emails. These capabilities are focused on using algorithms in a marketing context, extracting insights from billions of data points to help marketers make better business decisions.
But all of these data science-oriented solutions aren’t where the real magic happens. For data science, predictive analytics, and machine learning to work in a business context, you have to make them easy to understand and simple to use.
Enter “Virtual Analyst,” a predictive engine that the company claims will let you benefit from recommendations and predictions you didn’t even know existed. It is available as part of Adobe Analytics and will ship later this year. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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Aviary, the photo editing software development kit Adobe bought last year, has found a home inside Adobe’s social media marketing service.
The move helps tie together Adobe’s biggest priorities: creative stuff and marketing stuff — or, as Adobe calls them, the Creative Cloud and Marketing Cloud. Adobe Social firmly exists under the Marketing Cloud umbrella and was designed specifically for very large companies.
The new feature makes sense for Adobe Social. It’s a simple integration designed for the type of marketers unfamiliar with (or intimidated by) professional editing tools like Photoshop. For those users, Aviary will make it easier to edit photos and add text without leaving their social media manager.
marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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Adobe today announced enhancements to its Adobe Target content testing and personalization platform that give it new predictive analytics and automation chops. Adobe Target is one part of the Adobe Marketing Cloud.
Adobe Target also gets some features that help marketers target messages on more types of devices (think Internet of Things), as well as on devices that are offline.
Adobe said it’s using predictive analytics to help companies figure out which of their customers might be most responsive to a given marketing message.
marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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marketingIO bridges the gap between your MarTech and your in-house experience.
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Adobe enhanced its current marketing cloud leadership position today, announcing record revenue just as key rival Salesforce made major announcements about expansions to its marketing cloud.
The battle is heating up.
Adobe capped off four straight quarter-over-quarter increases in marketing technology revenue with $368 million in revenue. That’s a 27 percent jump from last year’s third quarter, and represents an annual run rate approaching $1.5 billion in marketing cloud revenue — an impressive accomplishment in a largely still nascent market.
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Dark marketing clouds ahead? Let us help you see clearly. Contact us.
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More personalization from Adobe, which is their mantra. That last item is programmatic.
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► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄
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Revenue for the Marketing Cloud in Q4 was $330 million and more than $1.1 billion for the fiscal year, an annual record that occurred because the company exceeded its annual bookings target of 30%. This growth also came from size of transactions, number of solutions adopted by each customer and international growth and expansion in the partner community, according to CEO Shantanu Narayen.
Marketing Cloud recorded 74% growth in companies which have adopted three or more solutions. While retail continues to be strong in this category, Adobe is seeing more interest from financial services companies. Big customer wins in Q4 include: Ford, FedEx, MasterCard, QVC and Morgan Stanley. Adobe also claims 30 trillion data transactions are measured annually within the Marketing Cloud.
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Digest...
There are two core approaches to cross-channel attribution: 1) rules-based (subjective) attribution models, and 2) data-driven/algorithmic (objective) attribution models.
˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅ Receive a FREE daily summary of The Marketing Technology Alert. Subscribe here: goo.gl/xSjgGT (your privacy is protected). ˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄ Although each of the rules-based approaches are fairly straightforward, the algorithmic attribution model used within Adobe Analytics applies advanced statistics and machine learning to objectively determine the fractional impact of each marketing touch along a customers’ journey toward conversion. In an effort to restrain my nerdy side from diving deep into the algorithms, I will simply say that the algorithms we use fall into a class known as multivariate regression and classification models. The real value of using the algorithmic attribution approach instead of the rules-based methods is that you do not have to guess how to allocate the impact of each marketing interaction. You just saved countless hours of trial-and-error guessing.
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Digest...
What it comes down to, Brad Rencher, general manager of Adobe's digital marketing business said, is producing a system which helps marketers make sense of data, share it effectively across functions and put it into action when it matters. ˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅ Receive a FREE daily summary of The Marketing Technology Alert. Subscribe here: goo.gl/xSjgGT (your privacy is protected). ˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄
"Competitively, what we're looking to build is a platform or a system that can basically help organizations work better together so their search marketer, their social marketer and the mobile marketer can actually be friends and work together," Mr. Rencher said. Many marketers still prefer selecting best-in-breed products as opposed to going with a full suite from one company, Mr. Rencher readily admits. But, he said, some are coming around. "I wouldn't say the whole market is coming there, but the early adopters saying, 'You know what, I'm done. Give me the marketing cloud, give me all the capabilities.'"
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Digest...
Adobe has taken a lead in the fast-growing enterprise marketing software sector, according to a Forrester Research report to be published today. Adobe has “distanced itself from the pack” of competitors, said the report, beating out Salesforce.com and six other vendors assessed by Forrester. The ranking was based on 46 criteria covering things like current offerings, product roadmap, and market share. Increasingly, marketers are moving to buy integrated software suites that handle all of these things in one package. However, the traditional large enterprise vendors — Oracle, IBM and SAP — aren’t leading the race to offer enterprise marketing software suites. According to Forrester’s ranking, Adobe and Salesforce have asserted themselves as the two leaders. Forrester defines an enterprise marketing software suite (EMSS) as: an integrated portfolio of marketing technology products that provide analytics, automation, and orchestration of insight-driven customer interactions to support inbound and outbound marketing. ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Digest...
French ad giant Publicis Groupe will deploy the Adobe Marketing Cloud across an agency portfolio that includes B2B digital shop DigitasLBi. The cloud will give Publicis Groupe agencies a unified platform from which to track and assign value to online and offline touchpoints, manage data as well as marketing assets and automate marketing across multiple channels, according to the statement. The news follows a series of acquisitions that have helped Adobe push further into the coveted marketing cloud space—territory hotly pursued by technology companies ranging from IBM, Salesforce, Oracle and HP. Agencies are partnering with technology providers to gain an advantage for their clients—and they are playing a role in helping those providers shape their products. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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![[FREE] Gartner has recognized Adobe as a Leader in Web Content Management (WCM) - Adobe | The MarTech Digest | Scoop.it](https://img.scoop.it/Ve3KyLqjl4s3FcYiuQ8tZPL6dadsvGA8m9WNoVsbzkY=)
So what do you call a Cloud of Clouds? A Clowder won't work: that's a group of cats. Maybe we can get away with the homonym Clouder. Ergo...The Adobe Clouder.
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