Adobe Brings More Data Into the Fold

Successful marketing is all about personalization, which is dependent on capturing, consolidating and understanding customer data for actionable strategies. It’s context that enables us to get personalization right and make a brand’s story more relevant to individuals. Yet equally critical is finding that delicate balance of pushing offers and messages to people across channels with a high-definition view of the customer, without overstepping that boundary of “creepiness.”

We’ve been very much focused on continually enhancing Adobe Campaign and delivering new use cases, all centered on meeting our customers’ needs and better empowering them to increase loyalty and retention with data-driven personalization strategies. This week we’ve been discussing this at &THEN, a DMA conference in Boston, and are thrilled to announce:

• Adobe Email Marketing Self-Assessment: Adobe Campaign’s new online self-assessment tool enables marketers to identify their organization’s strengths and prioritize focus areas across four key areas of email marketing: data, content, delivery, and strategy. Simply answer the questions in the assessment and you will be able to instantly view your results including benchmarks comparing your business to your peers. The Email Marketing Self-Assessment can be found at emailmaturitymodel.com and you can further dig into the benchmark data we captured in this report from The Relevancy Group and Adobe. Additionally, check out adobe.com/go/email for our newly launched source of email marketing content.
• Adobe Audience Manager and Adobe Campaign Integration: We recently announced the integration of these two Marketing Cloud solutions, which allows marketers to activate cross-channel experiences. This integration provides marketers with three key ways to gain a high definition view of the consumer:

1. 1. Passing data from Campaign to Audience Manager for lookalike modeling
   2. Data governance to prevent third party data in Audience Manager from mixing with PII in Campaign
   3. Smarter segmentation allowing both solutions to share audiences across channels when applicable.

Adobe customer CBSi spoke recently at the Gartner 360 Summit about their uses of these two solutions to help them stitch together web, email, display, and social experiences.

• Support for Amazon’s Redshift Data Warehouse: Adobe Campaign manages consumer data to create personalized messages across different channels, and we understand there are times where marketers may want to use big data technologies to store and analyze part of the consumers’ information. Take, for example, a retailer that wants to conduct a cross-channel campaign targeting people who have purchased a specific item in the past few months or even years. Adobe Campaign’s new Redshift connector enables customers to store all their transactional data in Amazon Redshift, and seamlessly access the information to segment, target and personalize communications. We’ll continue to unveil more connectors to big data solutions in the future.

As you can tell, we on the Adobe Campaign team are obsessed with data-driven and cross-channel marketing. We have more than a decade of experience in serving email marketers, with nearly all of our customers powering their emails with Adobe Campaign and customers sending billions of emails per year. 650+ customers have adopted Adobe Campaign, and we’re thrilled to welcome new customers including The Container Store, Museum of Fine Arts, Boston and Heathrow Airport. We hope to see you at &THEN.