As a brand, Adobe is synonymous with creating multimedia software like Photoshop, Acrobat, Illustrator, Premiere Pro and After Effects. In 2009, Adobe ramped up its online marketing and analytics efforts by acquiring Utah-based Omniture. The acquisition led to the creation of the Adobe Marketing Cloud and eventually Adobe Analytics Cloud.
At the Adobe Summit in Las Vegas in March, Adobe launched the Experience Cloud. The Adobe Experience Cloud is a set of cloud services, which includes the Adobe Marketing Cloud, the Adobe Advertising Cloud and the Adobe Analytics Cloud. Experience Cloud also integrates with the Adobe Creative Cloud and Document Cloud.
Adobe Marketing Cloud
The Adobe Marketing Cloud enables marketers to craft experiences to distinguish their brands and engage with customers. The Adobe Marketing Cloud product line includes Adobe Experience Manager, Adobe Target, Adobe Campaign, Adobe Social and Adobe Primetime. With these products, brands can personalize, optimize and set up campaigns.
Adobe Advertising Cloud
The Adobe Advertising Cloud is a platform to manage advertising campaigns across traditional TV and digital formats. The Advertising Cloud simplifies the process of delivering search, display and video ads across screens and channels. It is powered by the tools built in Adobe Media Optimizer and TubeMogul — which Adobe acquired in December 2016.
Adobe Analytics Cloud
Adobe Analytics Cloud is a “customer intelligence engine” that empowers businesses to move from insights to actions in real-time by combining audience data across multiple Adobe cloud products. The Adobe Analytics Cloud includes Adobe Audience Manager (data and audience management platform) and Adobe Analytics (applies real-time analytics and detailed audience segmentation across all marketing channels). Adobe Analytics Cloud is built on the Adobe Cloud Platform, which offers APIs and Adobe Sensei machine learning technology.
“What we’re seeing is a tension between two dimensions when it comes to data. The first dimension is ‘time to insights,’ which is how long it takes a customer to interact in some channels on a mobile device, on a website or in a physical store. And how long is it going to take from the time that happens until some kind of insight is developed,” said Jeff Allen, senior director of product marketing at Adobe Analytics in an interview. “And the other dimension is how long did it take me to actually take action based on those insights.”
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