Adobe Introduces New Adobe Experience Platform Innovations
by Ronell Hugh
posted on 09-24-2018
Consumers have more avenues than ever before to engage and interact with brands and they expect personalized experiences across every touchpoint. However, brands are struggling to deliver these experiences because their data is siloed, creating an incomplete view of the customer. Brands must capture, analyze and act on everything they know about their customers in real time in order to deliver the best experience possible.
Adobe Experience Platform, formerly known as Adobe Cloud Platform, is the industry’s first open platform for customer experience management to accelerate business transformation. It synthesizes all customer data in one place, creating a true single view of the customer. Leveraging this unified customer profile and Adobe Sensei, Adobe’s AI and machine learning technology, Experience Platform enables enterprises to fully understand customer behavior and deliver impactful digital experiences in real time.
Today, we’re excited to announce several innovations in Experience Platform that enable brands to do advanced analysis on customer datasets, improve mobile experiences, create custom data models and govern data more effectively.
New Experience Query Service
It’s hard for brands to take the right actions and make the right decisions using siloed datasets. With Adobe’s new Experience Query Service in Experience Platform, data scientists and analysts will be able to pull all of their datasets stored in Experience Platform – including behavioral data as well as point-of-sale (POS), customer relationship management (CRM), and more – and query those datasets to answer specific questions about the data.
Experience Query Service will provide brands with a standard query language to manage the datasets in Experience Platform as well as the querying capabilities to turn those datasets into actions. For example, a retailer can see how a customer’s visit to its website contributed to an in-store purchase and create data models to find new customers that will convert.
Experience Query Service is in beta today and will be available in 2019.
New Adobe Experience Platform Launch for mobile
Mobile app developers struggle to manage and integrate the numerous software development kits (SDKs) required to create a single mobile app – leading to clunky apps that deliver lack luster experiences. At the same time, marketing technology providers struggle to ease the adoption of their technologies into mobile apps.
To address this, Adobe is rolling out new mobile capabilities in Adobe Experience Platform Launch. Now, companies can use Launch as a SDK management system. Customers can create, manage and dynamically deploy changes to their SDKs on their own terms. Mobile app developers and IT professionals can also browse for and activate third-party extensions via an app-store like catalog to augment their mobile app capabilities with one SDK.
Launch for mobile will be generally available in October.
New Data Science Workspace
Uncovering new insights in large datasets can be an incredibly cumbersome process for data scientists. With Adobe’s new Data Science Workspace, data scientists can access their vast datasets in Experience Platform to create and train custom data models, streamlining the data science workflow and significantly shortening the time from data to insights.
Data scientists can leverage Data Science Workspace in two ways. They can use pre-built models that solve common business needs, such as propensity scoring and anomaly detection, and train those models with their company-specific data. Data scientists can also create custom models from scratch to solve needs specific to their businesses. Adobe Sensei automatically pulls key insights from these models, enabling brands to deliver more personalized and targeted digital experiences for customers across touchpoints.
Data Science Workspace is in beta today and will be available in 2019.
New patents on Data Usage Labeling & Enforcement
To help brands better govern their customer data and manage compliance around its use, Adobe introduced plans for a powerful Data Usage Labeling & Enforcement (DULE) framework in Experience Platform. The DULE framework will simplify and streamline the process of categorizing data and creating data usage policies. This will ensure marketing actions that require data will be immediately evaluated based on the data usage policies that need to be applied to it.
Today, we’re excited to announce we’ve been granted two new patents for our data governance framework in Experience Platform. The patents are based on how Experience Platform manages structured metadata to help with governance as well as the policy management system that applies the correct data usage policy to the data used. These patents add a strong data governance foundation to Experience Platform and will enable our customers to govern their experience data more efficiently.
To learn more about Adobe Experience Platform, visit www.adobe.com/experience-platform.html.
Topics: Digital Transformation, Analytics
Products: Advertising Cloud, Analytics, Experience Cloud