Adobe Enhances Cloud to Bring New Marketing Capabilities

Adobe has released a slew of new products and enhancements in predictive modeling, real-time analytics, and mobile marketing. These new tools are designed to further improve the Adobe Marketing Cloud.

Adobe Media Optimizer

The new release of Adobe’s digital advertising platform, Adobe Media Optimizer, increases performance by up to 25 percent, according to the company. It does this through new predictive modeling algorithms that optimize campaigns through search, social, and display channels. Adobe revealed the update at the Adobe Summit EMEA digital marketing conference in London.

The redesigned user interface in Media Optimizer enables simplified campaign management and innovative data visualization and controls that quickly implement campaign adjustments, Adobe says.

Further, integration with Adobe Marketing Cloud enhances Media Optimizer’s value with data management, collaboration tools, single sign-on, tag management, and seamless segment sharing, Adobe says.

New features in Media Optimizer include:

  • Next-generation predictive modeling algorithms that use Big Data to predict campaign performance and drive return on investment (ROI) across desktop and mobile 
  • Unified campaign analysis via integration with Adobe Analytics, which enables website engagement data to pass to Media Optimizer while Media Optimizer sends search engine metrics to Analytics 
  • Audience management capabilities, which allow marketers to manage and optimize remarketing lists for Google search ads 
  • A redesigned user interface that makes it easier to set up, adjust, monitor, and optimize campaigns across channels in real time Integration of feed and campaign management, which means retail campaigns can be simplified at scale

Customers include precision laboratory equipment company Thermo Fisher Scientific and computer technology company Lenovo.

According to Tim Waddell, director of product marketing at Adobe Advertising Solutions, Media Optimizer’s modeling capabilities help marketers find the right bid for each keyword to drive the most efficient outcome.

“We know realistically that with conversion rates 3 percent is pretty good. So 97 percent of the time it doesn’t happen and upstream engagement data is really quite powerful,” Waddell says.

“When [customers] engage with the site but don’t convert, there’s a high bounce rate. Now we can look at what content they’re consuming and we can identify potentially valuable terms or ads and start bidding more on those.”

In addition, Waddell says agencies and customers spend a lot of time of manually combining reporting, but the integration with Adobe Analytics means users can access rich reporting, another tool they can use to help understand and show campaign effectiveness. With Adobe Analytics, engagement data is displayed next to each ad unit or keyword.

Adobe Analytics

Adobe also unveiled new capabilities for its Analytics product, which it says helps marketers make precise, data-driven decisions to drive return on marketing spend.

Adobe Analytics now includes:

  • Live stream, which enables marketers to use real-time dashboards displaying events as they unfold, in-session remarketing to help when consumers appear stuck in a browsing session, and instant traffic visualizations from a channel or referral site 
  • Predictive marketing decision trees, which enable marketers to predict the most likely decisions a customer will make and influence whether they will take a desired action 
  • Unified segment builder, which enables marketers to easily create audience segments by dragging and dropping variables like gender, region, and average order value 
  • Mobile app analytics, which enable marketers to tie successful mobile app downloads to campaigns and attribute actions taken in the app to measure the success of the campaign 
  • Apple iBeacon support, which Adobe says enables marketers to deliver personalized content or offers to consumers on mobile devices while they are moving through an environment connected to iBeacons. 

This last feature makes it the first mobile provider to measure and respond to user engagement to mobile apps connected to iBeacons in external venues.

Customers include U.K.-based online fashion and beauty stores ASOS and Starwood Hotels.

The new functionality for Adobe Analytics is expected to be available in spring 2014.

According to Chris Wareham, senior director of product management at Adobe Analytics, the tool’s algorithmic modeling can display spending and help customers identify what to spend in the future if they want to achieve specific goals.

Wareham also says the new live stream capability has been used internally for quite some time, but Adobe is just now making it available to customers so they can have a dashboard with up-to-the-second information about what their own customers are doing. That means users can see pins or products raining down on a map as purchases are made to give an impression of what their consumers are ordering or whether those consumers are ordering multiples of a certain product, Wareham adds.

Adobe Marketing Cloud Exchange

Adobe has also added a new service in Adobe Marketing Cloud, Adobe Marketing Cloud Exchange. This is a marketplace for pre-built integrations and applications between Adobe products and third-party technologies like Google DDM, Microsoft Dynamics CRM, and Tableau that it says further extends the functionality of Adobe Marketing Cloud, integrates additional data sources, and enhances the master marketing profile. Adobe says it is used by more than 1,200 customers.

Adobe Experience Manager Communities

And, finally, Adobe unveiled Adobe Experience Manager Communities for learning, a software-as-a-service (SaaS) offering for creating social communities designed around social learning and field/channel enablement.

Adobe Experience Manager allows marketers and subject matter experts to publish educational content to a community, facilitate knowledge exchange, and measure results, Adobe says.

According to Adobe, the increasing use of mobile devices means there’s also an ever-increasing demand for content accessible across all devices. Experience Manager Communities for learning help ensure the most relevant content is discovered by users, with content recommendations based on user profile information, tags, and activities; a streamlined interface with featured, assigned, recommended, and viewed content; and search that dives into metadata.

Via Experience Manager Communities for learning, social interactivity is enabled while viewing content, so users can add questions, comments, ratings, tags, and other insights without going to another screen or joining a specific forum. That makes it easy to share insights, encouraging knowledge sharing across peers and experts, Adobe says.

Adobe expects Experience Manager Communities for learning to be available this summer.

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