Adobe Inc. is broadening its strategy to win more corporate customers with a new software system called Experience Platform, which the company is unifying business applications it added in different acquisitions, and connect them with new apps from third-party developers and customers’ other programs.
Adobe shared how Adobe Experience Cloud, powered by Adobe Experience Platform, is integrating workflows between solutions and adding more real-time intelligence powered by Adobe Sensei.
Available globally today, Adobe Experience Platform is an open platform that stitches together data from across the entire enterprise, enabling real-time customer profiles leveraging Adobe Sensei artificial intelligence (AI) and machine learning.
The company’s plan is to help brands keep shoppers coming back by pooling all of their customer data, and improving their artificial-intelligence software for targeting that could send real-time ads and promotions based on a customer’s recent purchases or interests.
The new offering could help a mobile carrier, for example, detect when a consumer is likely to jump to a rival service, and give that customer special attention or discounts to stay.
Adobe Analytics Cloud
Adobe also announced that theAdobe Analytics Cloud, the core system of intelligence and activation for CXM, gets more capabilities to provide accurate and timely insight into cross-channel consumer behavior, along with automated audience segmentation. Now, Adobe Audience Manager, combined with Adobe Experience Platform, delivers a real-time Customer Data Platform (CDP) that brings together known and anonymous data to activate real-time customer profiles across multiple channels throughout the customer journey. New Journey IQ in Adobe Analytics stitches together the full customer journey to ensure the right customers are targeted at the right time. A deeper integration with Adobe Advertising Cloud unites disparate data and inventory solutions, eliminating media silos and ensuring that marketing and advertising efforts are aligned. Additionally, Adobe Analytics has integrated commerce dashboards from Adobe Commerce Cloud.
Adobe Marketing Cloud
Adobe Marketing Cloud has added the B2B marketing automation solution, Marketo Engage, into the Marketing Cloud. First integrations will enable marketers to pull or edit content from Adobe Experience Manager or Adobe Creative Cloud and automatically build target lists to understand the next-best-action to take in B2B sales (Marketo Engage).
Adobe Advertising Cloud
Adobe Advertising Cloud gives brands the functionality needed to plan, buy, measure and optimize advertising. Adobe Advertising Cloud added capabilities to unite and automate cross-channel advertising campaigns, including all forms of video, with brand safety built in. In a new partnership with Roku, Inc., Adobe Advertising Cloud customers can now leverage first-party data — including a brand’s own audience segments gleaned from marketing and advertising efforts via Adobe Analytics Cloud — to target audiences on Roku’s over-the-top TV inventory.
In adition, Adobe and ServiceNow announced plans to enable integrations between Adobe Experience Platform and the ServiceNow Now Platform to enhance Adobe’s real-time customer profiles with ServiceNow’s customer support data. This will create a more comprehensive view of a customer across the entire digital journey, from acquisition to service. Additionally, Adobe Experience Cloud solutions will integrate with the ServiceNow Now Platform, including its Customer Service Management (CSM) solutions.
Adobe is also partnering with Microsoft and LinkedIn will create account-based experiences (ABX) through data integrations and new marketing and sales capabilities. By aligning key data sources to populate account-based profiles, the companies are collectively empowering B2B marketers to easily identify, understand and engage customer buying teams.