Adobe Partner Ecosystem Growth Extends Customer Experience Delivery
by Tyler Briggs
posted on 03-27-2018
Let’s be real. The marketing technology landscape is booming. According to Chief MarTech, there are now over 5,300 technology solutions available for marketers to choose from, up 40% from 2016. And while it’s exciting to see the martech community growing and innovating, marketers are left with a smattering of confusing, yet pivotal choices to make when deciding on their DMP, CDP, MAP, CRM, CMS and a variety of other 3-letter acronyms. The real crux of the issue is whether or not all of these data sets within each solution will speak to each other and play together nicely – that’s the only way marketers can turn the massive amounts of data being collected into actionable insights that affect the bottom line.
We get it. And that’s why Adobe introduced the next-generation Adobe Experience Platform, built with the enterprise marketer in mind. Adobe Experience Platform helps our customers connect their data and content, and enables them to take action on that information.
While marketers want their techstacks to have a solid foundation, they also want to be able to connect them together with the tools they use often. Chiefmartech.com put it best, “The upshot of this platformization of marketing is that marketers are able to more easily build best-of-breed marketing stacks. Instead of choosing suite or best-of-breed, many marketers are now taking a suite and best-of-breed approach — using the suites as digital marketing hubs and then augmenting them with a range of more specialized products to bake their own, special marketing and customer experience cake.”
We agree. While Adobe Experience Cloud technology is the leading experience suite, we recognize that without an ecosystem of best-of-breed technology partners, it’s hard to have an extensible platform. Technology, software, and data partners with innovative integrations are a key component to Adobe’s platform success. Through the Adobe Exchange, Adobe’s cross-cloud marketplace for applications and extensions, customers can explore ways to extend the functionality of their Adobe investments. With over 600 partners and application types, let us share with you a few:
Augment existing web and mobile analytics with visitor behavior and in-page interactions through tools like heat maps and video session replay using partners like Clicktale, ContentSquare and Decibel.
Social media management
Hootsuite and Adobe’s integrated solutions allow brands to bring social to their omni-channel campaigns and measure the impact of social interactions throughout the customer journey.
Third-party data & data modeling
Identify and optimize your highest quality audience segments from third-party data providers like Acxiom/LiveRamp, dstillery, Nielson, OneAudience, V12 Data and much more. Check out Adobe Audience Finder to explore all data sets integrated with Adobe Experience Cloud.
Looking for ways to boost your mobile growth? Companies like AppsFlyer and Branch are leading the way in mobile app attribution, mobile measurement, and deep-linking. ThinFilm’s NFC mobile marketing solutions empower brands to connect directly with consumers and deliver unique digital experiences with the tap of a smartphone.
Data validation & campaign tracking
With ObservePoint technology, you can automatically validate your digital data and gain confidence in the numbers that drive your critical business decisions. TrackingFirst automates the tracking analytics behind online marketing campaigns.
Translation software & services
Translation processes can be confusing and difficult. Streamline the localization and translation process directly within Adobe Experience Manager through translation partners like Lionbridge, Smartling and Translations.com.
Create world-class digital shopping experiences on your web and mobile properties, while removing the complexity of risk and compliance. Partners like Digital River, Elastic Path and more do just that.
Voice of customer
Extract, transform, and load
Access, blend, transform, and enrich data from all your critical sources, for meaningful business intelligence and confident, informed decision making. Get flexible data integration and data preparation from partners like TMMData, Informatica and SnapLogic.
These are just a few examples of how Adobe Exchange extends the functionality of Adobe Experience Cloud, allowing for even greater innovation and value realization.
To discover all the applications available to Adobe customers, visit the Adobe Exchange. For technology and data partners who want to build and market their technology through the Adobe Exchange partner program for Experience Cloud, visit the Adobe Exchange partner portal.
Topics: Digital Transformation, Adobe Summit
Products: Experience Platform, Analytics, Audience Manager, Campaign, Experience Manager, Target