Adobe Summit: 2019 Driving the Future of Customer Experience Management
by Digital Europe
Posted on 03-26-2019
Today we kicked off Adobe Summit 2019, the world’s largest conference focused on customer experience management (CXM). We revealed new features and integrations across Adobe Experience Cloud, including the introduction of Adobe Commerce Cloud and Marketo Engage. Additionally, Adobe Experience Platform is now available. We also announced strategic partnerships with ServiceNow, Microsoft, and LinkedIn to accelerate enterprise customer experience management capabilities.
Headlining our conference will be executives leading digital transformation at their companies, including Microsoft CEO Satya Nadella, Best Buy CEO Hubert Joly, Chegg CEO Dan Rosensweig, Intuit CIO Atticus Tysen, and SunTrust Bank CMO Susan Johnson. Also speaking will be Academy Award-winning actress, producer and Draper James founder Reese Witherspoon, as well as New Orleans Saints quarterback Drew Brees—both have led transformative change in their industries. This year’s Summit event will also feature the first-ever Adobe Experience Maker Awards, as well as Marketo’s Revvie Awards, which both celebrate brands driving the world’s best customer experiences.
Adobe Experience Platform
Adobe Experience Platform, now available, is an open and extensible platform that stitches data from across the entire enterprise, enabling real-time customer profiles leveraging Adobe Sensei artificial intelligence (AI) and machine learning. Adobe Experience Platform activates content based on these customer profiles to deliver rich, relevant experiences in real-time. Adobe Experience Platform empowers our global ecosystem, which now includes 13,000 agency, solution and technology partners and more than 300,000 developers.
Our new partnerships with ServiceNow will enable integrations between Adobe Experience Platform and the ServiceNow Platform to enhance Adobe’s real-time customer profiles with ServiceNow’s rich customer support data. This will create a more comprehensive view of a customer across the entire digital journey – from acquisition to service. Additionally, Adobe Experience Cloud solutions will integrate with the ServiceNow Platform, including its Customer Service Management (CSM) solutions. Our partnership with ServiceNow will enable our mutual customers to integrate and leverage digital workflows, service catalogs, intelligent content and knowledge management capabilities.
Our partnership with Microsoft and LinkedIn will create account-based experiences (ABX) through data integrations and new marketing and sales capabilities. By aligning key data sources to populate account-based profiles, together we will collectively empower B2B marketers to easily identify, understand and engage customer buying teams. This partnership will mean a more personalised experience at both the individual and account level on critical marketing and sales platforms like LinkedIn.
Today we also unveiled the next generation of Adobe Sensei, our AI and machine learning technology, that is deeply embedded into Adobe Experience Cloud solutions that companies use to drive deeper insights, real-time decisions and create smarter workflows.
With the general availability of Adobe Experience Platform, new AI services (available in beta) provide the intelligence layer to connect data and content—ensuring brands consistently deliver the right message, on the right channel, at the right time. Adobe Sensei capabilities are now widely accessible to any business.
New Innovation in Adobe Experience Cloud
Today we also shared how Adobe Experience Cloud, powered by Adobe Experience Platform, is integrating workflows between solutions and adding more real-time intelligence powered by Adobe Sensei. The new innovations make cross-channel experience design, delivery and optimisation even more frictionless. Adobe Experience Cloud has seen massive adoption across businesses of all sizes, and is used by the largest travel, media and entertainment, financial services, automotive and telecommunications companies.
Adobe Analytics Cloud, the core system of intelligence and activation for CXM, is adding more capabilities to provide accurate and timely insight into cross-channel consumer behaviour, along with intuitive, automated audience segmentation. Now, Adobe Audience Manager combined with Adobe Experience Platform delivers a Real-time Customer Data Platform that brings together known and anonymous data to activate real-time customer profiles across multiple channels throughout the customer journey. Adobe Analytics with Adobe Experience Platform is giving brands a new way to interpret insights from both online and offline data in real-time. New Journey IQ stitches together the full customer journey to ensure the right customers are targeted at the right time; and a deeper integration with Adobe Advertising Cloud unites disparate data and inventory solutions, eliminating media silos and ensuring that marketing and advertising efforts are aligned. Additionally, Adobe Analytics has integrated commerce dashboards from Adobe Commerce Cloud.
Adobe Marketing Cloud, the foundation to optimise content, activate conversations and personalise experiences for cross-channel journey orchestration, has added the industry’s leading B2B marketing automation solution – Marketo Engage – into the Marketing Cloud. First integrations will enable marketers to seamlessly pull or edit content from Adobe Experience Manager or Adobe Creative Cloud, and automatically build target lists to understand the next-best-action to take in B2B sales (Marketo Engage). Other Adobe Marketing Cloud innovations power content velocity through personalised content delivery with more automated, personalised push notification capabilities (Adobe Campaign); a new intelligent content recommendation engine (Adobe Experience Manager and Adobe Target); and capabilities for automatic video cropping (Adobe Experience Manager).
Adobe Advertising Cloud gives brands the ability to plan, buy, measure and optimise advertising. Adobe Advertising Cloud added capabilities to unite and automate cross-channel advertising campaigns, including all forms of video, with brand safety built in. In a new integration with Roku, Adobe Advertising Cloud customers can now leverage first-party data – a brand’s own audience segments gleaned from marketing and advertising efforts via Adobe Analytics Cloud – to target audiences on Roku’s over-the-top TV inventory.
Finally, we also introduced Adobe Commerce Cloud – built on Magento Commerce and leveraging an ecosystem of more than 300,000 developers. Adobe Commerce Cloud provides an end-to-end solution to optimise both customer experience and business operations by powering integrated and fully managed commerce across all storefronts – physical, digital and virtual. Native integrations with Adobe Experience Cloud including Adobe Analytics and Adobe Experience Manager, as well as added intelligence powered by Adobe Sensei, offer rich insights in commerce dashboards and deliver engaging commerce experiences in real-time.
Be sure to watch this space for preview technology coming out of our R&D labs. We call them “Adobe Sneaks.” The program, hosted by actress and producer Mindy Kaling, will give our Summit audience an exciting—and entertaining—look into the future. Sneaks is a perennial highlight of Summit and audience favorites often become part of future product offerings. If you want to see some of the Sneaks live on stage, follow the stories from our Adobe Instagram channel starting Wednesday at 5:00 p.m. PT. We will also provide videos of all of the Sneak peeks here on the Adobe Blog later this week.
Topics: Digital Transformation, AI, customer experience, Summit US, UK, UK Exclusive, Digital EMEA
Products: Experience Platform