Close
  • Latest News
  • Cybersecurity
  • Big Data and Analytics
  • Cloud
  • Mobile
  • Networking
  • Storage
  • Applications
  • IT Management
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
Read Down
Sign in
Close
Welcome!Log into your account
Forgot your password?
Read Down
Password recovery
Recover your password
Close
Search
Menu
eWEEK.com
Search
eWEEK.com
  • Latest News
  • Cybersecurity
  • Big Data and Analytics
  • Cloud
  • Mobile
  • Networking
  • Storage
  • Applications
  • IT Management
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
More
    Home Applications
    • Applications
    • Big Data and Analytics
    • Cloud
    • Innovation
    • IT Management
    • Mobile

    New AI, Analytics Head Global Release of Adobe Experience Platform

    By
    DAVID NEEDLE
    -
    March 27, 2019
    Share
    Facebook
    Twitter
    Linkedin
      ADOBE.conferenceMarch26-2019

      LAS VEGAS–Adobe announced a series of product updates and partnerships March 26 at its annual Adobe Summit. Headlining the announcements is the global release of Adobe Experience Platform (an update to what was earlier called Adobe Cloud Platform).

      Partnerships with Microsoft, LinkedIn and ServiceNow were also announced that are all aimed at improving the personalization and effectiveness of Adobe Experience Platform to marketers and other enterprise users.

      The Adobe Experience Platform is the umbrella term and underlying technology that ties together four Adobe services: Advertising Cloud, Analytics Cloud, Marketing Cloud and Commerce Cloud.

      Among other features, Experience Platform is designed to help companies stitch together data spanning the entire customer journey–including marketing, revenue, creative and commerce–into real-time customer profiles. With real-time profiles, Adobe said companies will be able to offer customers products and services more effectively based on their online activities, purchase history and other criteria.

      Sensei Brings Analytics

      Adobe’s offering includes a layer of artificial intelligence, called Sensei, to help with the personalization.

      “The idea is give customers the right offer at the right time,” Adobe CEO Shantanu Narayen (pictured) said during the opening keynote.

      He shared details of Adobe’s own story of digital transformation, going from a company that primarily sold packaged software, such as Photoshop and Illustrator, that was updated every 12 to 18 months to an online subscription model with frequent feature updates.

      “Customer engagement, particularly in the subscription business, is about driving lifetime value,” said Narayen. “At Adobe we like to say (customer) retention is growth.”

      Improved Analytics with Journey IQ

      Adobe announced a significant update to its Analytics Cloud headed by Journey IQ, a set of Sensei (AI)-powered analysis features for analysts, marketers and other enterprise users to get deeper insights into what actions led to purchase decisions as well as what didn’t work.

      John Bates, Adobe’s director of product management for Analytics Cloud, said the new features are crucial in the new world of mobile app use where pageviews and web visits can’t be measured the same way they were in the desktop era.

      He said early customers, including some in the airline industry, are already leveraging Journey IQ. For example, some are tracking customers’ online behavior leading up to booking and boarding a flight–as well as post-flight–to get insights as to what led to booking the flight, a particular seat and other choices and whether the experience was positive or negative.

      Another use case is giving retailers the ability to accurately track which brand engagements drove a consumer to purchase more clothing during, say, a Black Friday sale, compared to others who didn’t convert.

      “Digital transformation is about seeing the customer holistically,” Bates told eWeek.

      The Power of Partnerships

      Adobe also announced an extension of its partnership with Microsoft and a new integration with LinkedIn (owned by Microsoft). Adobe and Microsoft are now aligning key data sources, including Adobe Marketo Engage and Microsoft’s Dynamics 365, to populate account-based profiles in Adobe Experience Cloud. The idea is to make it easier for B2B marketers and sellers to identify and engage B2B customer buying teams.

      The other big partnership announcement is between Adobe and ServiceNow, which now offers integration between Adobe Experience Platform and the ServiceNow Platform to give marketers and sellers a more comprehensive view of customers across their digital journey.

      Getting Closer to Azure Cloud

      Narayen is scheduled to be “in conversation” with Microsoft CEO Satya Nadella on stage here on March 27. During a press briefing the day before, Narayen teased that one of the things they will discuss is a deeper integration of Adobe’s services with Microsoft’s Azure Cloud.

      “We’ve done the heavy lifting to make sure we run on Azure Cloud,” said Narayen.

      Adobe Summit runs from March 26-28. Adobe said it expects its biggest turnout ever with over 17,000 attendees. While welcoming attendees, Steve Lucas, Adobe Marketo senior vice president of the Digital Experience Business, joked: “This is like the Woodstock of marketing–without drugs.”

      MOST POPULAR ARTICLES

      Android

      Samsung Galaxy XCover Pro: Durability for Tough...

      CHRIS PREIMESBERGER - December 5, 2020 0
      Have you ever dropped your phone, winced and felt the pain as it hit the sidewalk? Either the screen splintered like a windshield being...
      Read more
      Cloud

      Why Data Security Will Face Even Harsher...

      CHRIS PREIMESBERGER - December 1, 2020 0
      Who would know more about details of the hacking process than an actual former career hacker? And who wants to understand all they can...
      Read more
      Cybersecurity

      How Veritas Is Shining a Light Into...

      EWEEK EDITORS - September 25, 2020 0
      Protecting data has always been one of the most important tasks in all of IT, yet as more companies become data companies at the...
      Read more
      Big Data and Analytics

      How NVIDIA A100 Station Brings Data Center...

      ZEUS KERRAVALA - November 18, 2020 0
      There’s little debate that graphics processor unit manufacturer NVIDIA is the de facto standard when it comes to providing silicon to power machine learning...
      Read more
      Apple

      Why iPhone 12 Pro Makes Sense for...

      WAYNE RASH - November 26, 2020 0
      If you’ve been watching the Apple commercials for the past three weeks, you already know what the company thinks will happen if you buy...
      Read more
      eWeek


      Contact Us | About | Sitemap

      Facebook
      Linkedin
      RSS
      Twitter
      Youtube

      Property of TechnologyAdvice.
      Terms of Service | Privacy Notice | Advertise | California - Do Not Sell My Info

      © 2020 TechnologyAdvice. All Rights Reserved

      Advertiser Disclosure: Some of the products that appear on this site are from companies from which TechnologyAdvice receives compensation. This compensation may impact how and where products appear on this site including, for example, the order in which they appear. TechnologyAdvice does not include all companies or all types of products available in the marketplace.

      ×