Adobe, Microsoft team up to share sales and marketing data

A screenshot from Adobe Advertising Cloud

Executive vice president and general manager of digital marketing at Adobe, Brad Rencher says: "An exceptional experience is the most important step in a long-term relationship with a customer and requires deep intelligence and wonderful design".

The new Experience Cloud bridges the gap between marketing, advertising, and creative, by being built to work seamlessly with both Adobe's Creative Cloud and Document Cloud suites.

At its flagship customer event in Las Vegas today, Adobe Summit, the creative and marketing services giant has unveiled the next evolution of its cloud-based marketing suite - Adobe Experience Cloud. Be consistent. Be elegant. Forward-looking enterprises already know that a great customer experience is the differentiator that separates market leaders from market laggards.

"At Adobe, we believe experience is the great differentiator, the make-or-break attribute to ignite life-long customer advocacy and growth", said Brad Rencher, executive vice president and general manager, Digital Marketing, Adobe.

Adobe says the new cloud is the largest independent advertising platform that does not have direct ownership in media or content - adding there are "no media markups" and transparent fees ensure that its incentives are always aligned with advertisers.

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Strengthening their partnership announcement from September past year further, Adobe and Microsoft are going to announce their first set of joint services created to help enterprises to transform their customer experience at the Adobe Summit today.

Furthermore, the company introduced new enhancements for its cloud platform, which include new Sensei capabilities for enterprise customers (including Fluid Experiences, Auto-Target, Enhanced Anomaly Detection and Contribution Analysis), as well as new tools and partner integrations available through Adobe I/O (Adobe's cross-cloud developer portal).

Comprised of Adobe Marketing Cloud, Adobe Advertising Cloud and Adobe Analytics Cloud, Experience Cloud is built on Adobe's cloud platform.

The Adobe Advertising Cloud includes three components: Search, TubeMogul's demand-side platform, and what Adobe calls "dynamic creative optimization", which lets marketers change and test what their ads look like, depending on their performance.

By providing end-to-end integration at the platform level, customers can more easily customize their apps, capture behavioral data within the web and mobile apps, and glean insights from across Adobe and Microsoft services as well as any platforms that support the data model, read the press release. Together, these integrated offerings provide brands with everything they need to design and deliver standout experiences. These enterprise offerings are integrated with Adobe Experience Cloud through the Adobe Cloud Platform, Adobe's engine for cross-cloud integration.

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