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At this year’s Adobe Summit, the company had lots of news to share, and a pile of new and improved ad tech solutions to show off.
It all boiled down to a couple of big headlines: deeper integration across Adobe’s Marketing Cloud tools, and new solutions for mobile development and data management.
Overhaul to Marketing Cloud
Adobe gave its Marketing Cloud a massive update, adding real-time audience profiling and predictive media planning into the mix. The company’s new Master Marketing Profile puts a human face on data by offering individual profiles for consumers fleshed out with data scrubbed from CRMs and social media.
It also previewed its Marketing Mix Planning tool, which uses algorithms to evaluate everything from TV, PR and print to paid search, display and e-mail marketing. The tool offers up analytics, including forward-looking predictions, for attribution, effectiveness, forecasting, and campaign scheduling.
A new Core Services layer makes data-sharing between tools easier. Marketers can build a campaign profile that harvests data from all six Marketing Cloud tools and makes it available to each of the others. “The audience is created once in any of the solutions,” Adobe vice-president Suresh Vittal explained to VentureBeat. “And then integrated across the cloud to create actionable views of the customer.”
Sharing creative across campaigns and Adobe tools is now easier as well, with the new Shared Assets host space. Marketers need only upload content once, and it’s available throughout Adobe’s platform.
New mobile app development suite
Adobe’s PhoneGap Enterprise offering, which allows mobile developers to design iOS, Android and Windows apps simultaneously, has been integrated into the Marketing Cloud. The goal is for developers to treat mobile devices as manufacturer-agnostic, as they do in desktop. On stage at Adobe Summit, John Mellor, vice-president of strategy and digital marketing, previewed the tool, changing the splash screen for an app across 15 devices on different operating systems via a drag and drop. Using the tool marketers can “update app content, optimize the app post-launch and manage app reviews,” even without development training.
In the mobile sphere, the company also announced support for Apple iBeacon, allowing brands to measure user engagements in apps connected to iBeacons using Adobe Mobile Services 2.0.
SAP deal
Adobe and data enterprise software developer SAP have inked a major deal that will see SAP reselling the Marketing Cloud with its own SAP HANA platform. Using data from both platforms, the two companies are attempting to give marketers a “360-degree view of the customer and relevant transactions across paid, earned and owned channels.”
“SAP HANA gives us an opportunity to rethink entire industries and ultimately help amplify the potential of users from CIOs to CMOs,” said Dr. Vishal Sikka, member of the executive board of SAP AG.
“Together, the Adobe Marketing Cloud and the SAP HANA platform will enable companies to analyze massive data sets across various marketing channels and help engage customers in real time.”
