Azuqua Launches App Integrations for Adobe Experience Cloud

Azuqua shows first app connectors that enable teams to automate and streamline digital experiences between Adobe solutions and SaaS applications.


Whenever you go online to browse a catalog of products, search for a particular item or brand of item or look for a service, there’s always a lot more going on in the background than you might think. Usually a high number of resources are accessed in order for the whole operation to work smoothly.

There are sometimes dozens or hundreds of data handoffs and handshakes, security functions, system monitoring, hit counters—any number of interactions, even for simply arranging a hotel room or airline ticket.

Companies such as Adobe and Azuqua are two touchpoints among many when we’re talking about using the cloud for buying something. (By the way, the latter’s name is a combination of Azure and aqua; it’s called that because the service sits between the sky and the water, eWEEK was told.)

Seattle-based Azuqua, which specializes in cloud-based business automation, has revealed the availability of three new, API-like resource connectors for Adobe Experience Cloud out of the 200-plus others it has already developed. These provide business users the actual dots to connect in order to create integrations and workflow automations between Adobe and its other key software-as-a-service tools.

These Microsoft Azure connectors (Adobe's cloud runs on Azure, that's why) allow marketing teams to construct the useful integrated online sessions that customers now expect on their phones, in the tablets and in laptop PCs. The connections can be made without developers needing to write additional code for each instance.

Other Azuqua customers include Airbnb, Hubspot and Procter & Gamble, Azuqua Chief Marketing Officer Dan Kogan told eWEEK.

Last week at the Adobe Summit conference in Las Vegas, Azuqua launched several new connectors for Adobe’s Experience Cloud, powered by Adobe I/O Events, to trigger critical actions between applications.

Here are some details:

  • Adobe Experience Manager: Shares updates and changes in content management assets bi-directionally between Adobe Experience manager assets, and sites and project management systems (PMO), such as Workfront and Wrike. Enables conditional actions, such as the triggering of a new asset in Experience Manager Assets to create a task for the digital production team to review and address in Workfront or Wrike. Another scenario includes publishing an asset into Experience Manager and auto-completing the task in Workfront or Wrike.
  • Adobe Analytics Cloud: Ingests data from various marketing sources into Adobe Analytics Cloud to drive up lead conversions. Additionally, to improve the customer experience, Azuqua enables seamless integration with CRM systems to allow CSM teams to complete analysis and follow up.
  • Adobe I/O Events and Adobe Analytics Triggers: Monitors key consumer behaviors and then takes action in near-real time. Builds integrations and automated workflow across multiple systems and teams spanning CRM, marketing automation and customer experience systems in order to address customer issues before they end their buying experience.

“Users can automate simple tasks and eliminate tedious manual data entry to focus on doing their best work,” Kogan told eWEEK.

“This approach is proven to enhance business operations, employee productivity and the overall customer experience. And the best part is we enable people to do this without having to write custom code or needing specialized skills.”

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Chris Preimesberger

Chris J. Preimesberger

Chris J. Preimesberger is Editor-in-Chief of eWEEK and responsible for all the publication's coverage. In his 15 years and more than 4,000 articles at eWEEK, he has distinguished himself in reporting...