Achieving Greater Personalization When Marketing to Prospects and Customers

This is the second of a three-part blog series in which R2i offers insights about Adobe Summit 2019 in Las Vegas—one of the largest digital marketing conferences in the world. Thousands of digital professionals congregated to hear about the latest news, announcements, tips and tricks pertaining to Adobe solutions. In our first blog , we demonstrated how Adobe is helping customers deliver more relevant and more personalized content. In this blog, we focus on improvements for Adobe Experience Cloud tools. 

At Summit 2019, Adobe emphasized how it continues to improve and support existing products. Demonstrating this mission were several sessions that focused on updates for Experience Cloud tools that are helping marketing campaigns achieve greater personalization when connecting with prospects and customers. Here are some of the key updates from those sessions:

- With the variety of data sources available to organizations, it can be difficult to tell a consistent and complete story about user journeys. While not a completely new feature, Adobe recently made additions to the cohort analysis capabilities of Adobe Analytics. Available within Workspace, this type of analysis allows marketing teams to see the behavior of returning site visitors that satisfy certain criteria, such as whether or not visitors that subscribed to an email newsletter returned to the site at a later date to make a purchase. Earlier versions of cohort analysis were basic and offered limited functionality, but that has changed. Analysis now allows for customizing the cohort dimension (which was previously limited to time) by adding multiple metrics and showing churn instead of retention. These additions allow for greater reporting flexibility and different ways to understand user behavior across sessions. - Adobe also made some changes in the past year related to attribution. For example, there has been a fundamental shift in how attribution is reported in Adobe Analytics. Rather than relying on eVar allocation settings, attribution has been moved directly to metrics in a feature named Attribution IQ. One of the breakout sessions briefly described each of the major attribution models and presented common use-cases for each one. All the models have specific benefits and advantages, so it’s nice to be able to use multiple allocation types and compare them side-by-side. The full set of attribution models allows for exploring conversions from several angles and different perspectives.

- There were also announcements relating to Adobe Commerce Cloud, which improves upon the established Magento platform to personalize and optimize online customer experiences. Since Magento was acquired by Adobe in 2018, the two companies have worked closely to integrate their products. The overall goal is to maximize the benefits gained from using Magento, AEM, Analytics, Target, and other products in collaboration with each other. Adobe hopes that the new Commerce Cloud will “make every moment personal and every experience shoppable.” New features related to Adobe Analytics include pre-configured dashboards, AI monitoring, and deep data analysis. The solution also has the ability to integrate with the Amazon marketplace—allowing for product, inventory and order information to be synchronized across channels.

- Launch was introduced last year at Summit 2018 as Adobe’s new tag manager and the successor to DTM. Since its release last spring, Launch has seen widespread adoption and support. While the solution initially began as a fairly basic tool with few features, Launch has now been updated with new capabilities and improvements. For example, after starting with just a handful of integrations in the extension catalog, there are now close to 80 available. In a recent update, Adobe added the ability to compare revision history in a side-by-side view. This allows for easy comparisons between different versions of rules and data elements. Copy functionality is another new addition that opens up the ability to reuse rules and data elements across properties. Private extensions are also available and allow for the creation of an extension that is neither visible nor accessible to the general public.

Connecting at a Deeper Level
All of these developments involving Experience Cloud tools could very well play a key role in helping your company connect with target audiences at a much deeper level. It's all about personalized communications that enable you to tailor messaging that syncs with the needs of your prospects and customers.
Recordings from the Adobe Summit 2019 sessions and keynotes are available to view here. In our next blog about the Summit, we will discuss how Machine Learning and Artificial Intelligence will play a prominent role in the future roadmap of Adobe products. 

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