I had a great week at Adobe Summit, where I was joined by 12,000 marketing executives. The theme this year was Experience. Adobe pointed out that businesses that are experience driven have higher net promoter scores and revenue than those that do not have an experience focus. They defined Experience as the sum total of interactions with a brand. This aligns with The Relevancy Group research, most particularly findings in our latest consumer research, Handle with Care – Consumer Email Marketing Behaviors.
They went on to define an Experience business as one that 1) knows and respects the customer 2) speaks in one voice 3) the technology is transparent 4) is focused on customer delight
The big announcement was the introduction of Adobe Experience Cloud, an overarching cloud platform that ties together, their Creative, Document, Marketing, Analytics and Advertising Clouds. This unifies the data structure, user interface and includes a number of enhancements to share information across the previously disparate clouds.
They discussed the value of real-time data and their machine learning AI framework Sensei took center stage. Almost every part of their clouds is now or will be benefiting from the Sensei framework. IBM had their event at the same time and similarly was discussing the same things their Watson tool, which TRG’s Nick Einstein writes about here. Adobe Sensei is built into the platform, harvests data across the cloud, compares patterns; creativity, intelligence, content. It also creates a virtual analyst, provides automated anomaly detection and alerting. The Sensei demos were impressive. In one demo in store ads changed based on facial recognition, different offers were displayed based on gender. It was something out of the film The Minority Report.
More Adobe Summit announcements included:
- New, Adobe Advertising Cloud, combines the Media Optimizer products along with recently-acquired TubeMogul offering.
- Experience data model is a common language across their cloud and provides for an open ecosystem, utilizing Adobe I/O.
- Adobe introduced Launch, their next gen tag management system, fast connections at the experience layer. Launch, Adobe’s tag management partners include Facebook, Twitter, Zendesk and more, it offers fantastic reach. This data will also feed into their Adobe Cross Device Co-Op to enhance their Identity Management solution.
- Adobe Cross Device Co-Op growth, Information on 850 million devices are now in the co-op which was announced at the 2016 Adobe summit. That is big year-over-year growth.
- Adobe Analytics now includes a virtual analyst that can spot and analyze anomalies and bring audiences, behaviors & ad data together. Lots of powerful analytics and insights in one place, on one canvas. That’s impressive. The text alerts for anomaly also provides likely root causes. These are smart alerts and this is something that TRG has been advocating for some time. It is great to see this in production.
- Their Advertising Cloud is integrated with the rest of experience cloud, same measures and audiences for re-targeting and on stage, they suggested that they deliver higher match rates.
- They demo’d ability to use first party customer data in a linear TV buying with one click. This is a first and impressive. While this has existed for digital and OTT TV, but never has linear TV buying been so easy to combine with first party data. The targeting potential is enormous.
- New Marketing Cloud: Fluid experiences using fragments content. Snippets that can be used across screens and channels. This should improve the marketer’s ability to test and create more personalized messages and experiences.
- New to Marketing Cloud: Adobe Dreamweaver integrated into Adobe Campaign, one click content dropping, this is a big efficiency gain for email marketers.
- Expanded Adobe and Microsoft partnership, including new integrations with Dynamics CRM, Azure and Power BI.
Their annual summit favorite, Sneaks did not disappoint. Hosted by SNL’s Kate McKinnon it was an entertaining way for Adobe to sneak preview some of the items they currently have in development. The item that seemed to capture everyone’s attention was the ability to inject advertising into VR experiences. Interesting stuff but, future forward for sure.
As always it was great to catch-up with the Adobe team, partners and mutual clients. Thanks to the Adobe AR and Marketing Cloud team for making me feel so welcome.
You can watch the Adobe keynotes and presentations here.
Until next time,