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Adobe launches Experience cloud; announces collaboration with Microsoft

03 Apr 2017

Adobe launched a range of innovative new features to its portfolio at Adobe Summit last month, as the company continues to build its cloud platform. Among them was the new Adobe Experience Cloud, new solutions for enterprises and a collaboration with Microsoft.

The star of the show: Adobe Experience Cloud

Adobe Experience Cloud was born out of the desire to embrace digital disruption, create ‘exceptional’ customer experience and use cloud as the centrepiece

Adobe Experience Cloud, built on the Adobe Cloud Platform, comprises Adobe Marketing Cloud, Adobe Advertising Cloud and Adobe Analytics Cloud. It also integrates with Adobe Creative Cloud and Document Cloud.

“At Adobe, we believe experience is the great differentiator, the make-or-break attribute to ignite life-long customer advocacy and growth,” comments Brad Rencher, executive vice president and general manager of Digital Marketing at Adobe.

 “Leveraging deep customer intelligence, Adobe Experience Cloud gives businesses everything they need to deliver a well-designed, personal and consistent experience that delights customers at every touchpoint.”

Adobe Advertising Cloud is the industry’s first end-to-end platform for managing advertising across TV and digital formats. It includes cross-channel planning, media activation across devices, performance, independence and creative optimisation.

According to the latest Adobe Digital Insights Advertising Report, 47% of respondents named the lack of an integrated data and media buying solution as one of their biggest challenges.

Adobe says it launched Advertising Cloud to serve advertisers and help them better reach consumers. 

“With Adobe Advertising Cloud, brands can centralise all advertising planning and buying through one trusted platform with full transparency into exactly where their ads appear and how effective they are at driving business results,” comments Brett Wilson, vice president and general manager, Advertising at Adobe. 

“We are bridging longstanding media gaps – not just between TV and digital, but also between brand and performance advertising,” Wilson says.

Adobe Marketing Cloud aims to empower marketers to create experience that empower their brands, connect and engage with customers. 

Adobe Analytics Cloud is a customer intelligence engine that provides real-time analytics. It integrates audience data across all Adobe clouds. It provides open APIs, a standard data model and Adobe Sensei.

Better integrations for developers and enterprises

Adobe has announced new developer tools through Adobe I/O, partner integrations with the likes of AppDynamics and Clicktale, and new intelligence features for enterprises, powered by Adobe Sensei.

Adobe Sensei is the intelligence layer in the Adobe Cloud platform. It offers AI and machine learning framework. It can now work with enterprise in areas such as fluid experiences, auto-target, enhanced anomaly detection and contribution analysis.

The company will also be teaming up with Microsoft to launch enterprise solutions focused on transforming the customer experience across Adobe Experience Cloud and Microsoft Cloud. They are also collaborating on the first open industry standard to define and unify language for marketing, sales and services data needed to deliver consistent experiences at scale.

Adobe has also looking into areas such as artificial intelligence, virtual reality and the Internet of Things. 

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