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Adobe Experience Cloud: your cheat sheet

◦ What is it?
◦ Overview of the key solutions and features
◦ Why use Adobe Experience Cloud
◦ Could be improved
◦ Future features

What is it?

Adobe Experience Cloud brings together Adobe’s full line of digital marketing solutions, which are subsequently split into three clouds: Adobe Marketing Cloud, Adobe Advertising Cloud, and Adobe Analytics Cloud. The solutions within these various Clouds have been interconnected since 2013. The Adobe suite is one of the most comprehensive on the market.

For the past several years, Adobe has proposed an exhaustive full stack offer to its customers, allowing them to master data’s entire value chain, from media acquisition to activating their CRMCRMCRM (Customer Relationship Management) refers to the methods, services and tools implemented by a brand to maintain and improve the quality of its relationship with its customers, with the aim of winning their loyalty.Learn more base, and including A/B testA/B testAn A/B test is a scientific method which, when applied to marketing, consists in displaying several variants of a same web page to different users. These variants are called versions. The aim of such a test is to compare the performance of the different versions based on a set of predefined KPIs.Learn moreing and data collection.

Overview of the key solutions and features

Adobe Analytics Cloud

Adobe Analytics (AA)
This is one of the most comprehensive webanalyticswebanalyticsWebanalytics is a set of methods whose goal is to gather, measure and analyse data about the audience and visits on a website or mobile app. The discipline aims at helping websites, apps and ads become more efficient by analysing user behaviour, and is therefore a key issue in digital marketing.Learn more (paid) options on the market, as it makes it possible not only to analyse user paths, but also to enrich this data with external sources (CRM, media buying, etc.). Adobe Analytics is positioning itself as a user-friendly solution: simple and quick to set up, and wonderfully ergonomic (Adobe Workspace). All Adobe solutions are connected to Adobe Analytics.

Key perks
◦ Fully-customisable and -shareable reports with just 2 clicks thanks to Workspace
◦ Advanced calculated metricsmetricsMetrics are quantitative measurement indicators that are used to assess campaign performance. The CPC and CPM, bounce rates, and the number of visits are examples of metrics.Learn more and segments
◦ Enriched by external sources
◦ Data treatment in real time or later on
◦ Access to the raw data included
◦ Automatic alerts (Intelligent Alerts)
◦ Statistics-based error detection (Anomaly Detection)
◦ Works independently or as part of the Adobe Cloud

Adobe Launch
In November 2017, Adobe brought out Launch, its new tag management tool to replace DTM (Dynamic Tag Management). Launch is free for Adobe customers and boasts a virtually unlimited library of tags, as any partner can add and manage its tags (Facebook, for example, has already added its tags). Launch is open-source, which means it is fully-customisable, in addition to having very sophisticated built-in abilities.

Key perks 
◦ Unlimited tag library
◦ Synchronous and asynchronous tag management
◦ Makes collaboration easier
◦ Reviewed, corrected, and flexible ergonomics

Adobe Audience Manager (AAM)
Market leader according to the 2017 Forrester Wave report, Audience Manager is Adobe’s Data Management Platform (DMPDMPDMPs (Data Management Platforms) are platforms that centralise and aggregate all data related to a brand's campaigns and customers. They can hold all kinds of data - online, offline, media, CRM, first-party, third-party... A DMP allows for the segmentation of audiences and the redistribution of data to other advertising platforms, to which it is connected. It aims at optimising client experience and advertising efficiency. Also note that DMPs generally exclude any media activation data that would make it possible to identify a specific individual (PII).Learn more). This tool is easy to integrate, and is a way of centralising media, analytics, and CRM data so that they can be used in activation operations. Adobe Audience Manager is also a way to manage data exchangedata exchangeData exchange services are platforms that sell socio-demographic or behavioural data to other platforms (websites, advertising networks, DSPs, SSPs...) through DMPs. Learn more (second-party datasecond-party dataSecond-party data are first-party data owned by an advertiser or a publisher who willingly shares them with another advertiser or publisher. They stem from direct partnerships between advertisers, publishers, or between an advertiser and a publisher.Learn more) or the purchase/sale of third-party datathird-party dataUnlike first- and second-party data, third-party data are gathered by third-party specialists (retargeters, DMPs...). The latter provide this type of data to advertisers and publishers to help them fine-tune their targeting strategy and increase their audience base. Learn more. Last but not least, with the Audience Analytics integration, you can incorporate AAM audience data into any Analytics workflow, and measure the impact of DMP strategies on traffic and conversion.

Key perks
◦ Virtually unlimited input sources
◦ Second-party data can be easily integrated
◦ Third-party data can be bought and/or sold on the Adobe marketplace
◦ Audiences can be created and used later with other Adobe solutions
◦ Audience Analytics integration to measure the impact of your DMP activation scenario
◦ Works independently or as part of the Adobe Cloud


Adobe Advertising Cloud

Adobe Media Optimizer
This is Adobe’s bid management tool. This programmaticprogrammaticProgrammatic advertising refers to the automated buying and selling of ad space. Most of the time, it takes place in real time through platforms such as ad exchanges, DSPs and SSPs.Learn more ad-buying solution is a way to manage bids on search, display, and social, across all devices: mobile, desktop, and even TV.

Key perks
◦ Very powerful algorithmalgorithmAn algorithm is a mathematical process designed to solve a problem or to obtain a result, using a finite number of operations. It can be translated into a computer program thanks to a programming language.Learn more (Adobe claims approx. 20% increase in performance)
◦ Can be synchronised with external solutions (DoubleClick, Marin…)
◦ External data can be imported (CRM, Google Analytics…)
◦ Works independently or as part of the Adobe Cloud

Adobe Marketing Cloud

Adobe Target
This is Adobe’s testing and personalisation solution. A/B and multivariate (MVTMVTMultivariate testing (MVT) is a scientific method which, when applied to marketing, consists in displaying several versions of a web page to different users. These versions are generated by combining different variations of the page elements (texts, images, call-to-action, titles...).Learn more) tests can be carried out and content can be customised, either on desktop or mobile apps. It also offers a product recommendation solution. Adobe Target can work alone, or as part of the Adobe Cloud. It can target audiences from other Adobe tools, and show results in Adobe Analytics.

Key perks
◦ A/B and multivariate tests
◦ Content personalisation
◦ Automatic product recommendation (upsell, cross-sell)
◦ Adobe Target audiences or audiences from Adobe Cloud
◦ Intuitive interface (5 minutes to launch a test carried out in WYSIWYG)
◦ Works independently or as part of the Adobe Cloud

Adobe Campaign
This is Adobe’s cross-channel solution. It is a way to design, assess, and orchestrate communications or marketing actions based on CRM, analytics, or external data. This can be done across multiple channels, including e-mail, telephone, and social networks. Adobe Campaign can work alone or as part of the Adobe Cloud.

Key perks
◦ Decision-making trees and scenario-based campaign creation (workflow)
◦ Cross-channel campaign management
◦ Context-based e-mail campaigns
◦ Data can be imported on- and/or offline
◦ Audiences from Adobe Campaign or from the Adobe Cloud
◦ Works independently or as part of the Adobe Cloud

Adobe Social
This is Adobe’s social media management platform. It is a way to centralise and plan social communication over several hundred networks. It can also analyse semantics (sentiment analysis) so that social actions can at last be connected to business KPIKPIKey Performance Indicators (KPIs) refer to the main indicators that are used to assess the success of a given campaign, in line with the chosen strategy. The generated turnover and the number of pageviews are examples of KPIs. For relevant performance measurement, it is essential to limit the number of selected KPIs (up to a dozen). The challenge for advertisers is thus to assess which indicators are truly indispensable.Learn more. Adobe Social can work alone or as part of the Adobe Cloud.

Key perks
◦ Centralisation and planification of social communication
◦ Network of over 100 partners
◦ Sentiment analysis
◦ Works independently or as part of the Adobe Cloud

And also :

  • Adobe Experience Manager : CMSCMSA Content Management System (CMS) is a software that allows you to create or update the content of a website in a simple and collaborative way. It acts as an intermediary software between the website's interface and its source code.Learn more
  • Adobe Primetime : creating, delivering, and monetising multi-screen video content

Why use Adobe Experience Cloud

The major advantage of the Adobe Experience Cloud suite is the interconnectivity among its different solutions – which is very easy to set up. The system is robust, and has been proven over several years (it was launched in 2013). All its solutions communicate amongst themselves, and enrich one another – with Adobe Analytics as the cornerstone. This synergy gives way to rich possibilities for activation. The Adobe suite can also easily import external data sources. Stack solutions can thus fine-tune their actions, or simply synchronise with external databases. This paves the way for data-based activation. Lastly, Adobe provides particularly impressive client support services. All clients enjoy both level 1 support (general) and level 2 support (more specialised). Support can be reached via e-mail, chat, or telephone, depending on urgency. The cherry on the cake? Over the phone, users can choose local or international support.


Could be improved

Though Adobe is very present on the US market, and is becoming more popular across Asia, it is having difficulty making its mark on the European market. European clients often already have what they need, are perhaps less keen to change, and have more limited budgets. Incidentally, Adobe often jumps straight to its full-stack offer (more costly and requires more commitment), which might frighten potential clients. Adobe’s solutions are rich, and thus require a certain commitment from the teams that set them up and use them. Adobe has redoubled its efforts in recent years to make its products more easily accessible. However, the scope of its products is sometimes seen as a complication rather than an advantage. This is particularly true in Europe, where teams in charge of analytics are often beginners, or understaffed on the advertiser side of things.


Future features

  • Adobe Experience Cloud: programmatic website personalisation
  • Adobe Analytics: more automatic analyses and predictions
  • AttributionAttributionDigital attribution refers to a set of methods whose purpose is to reconstruct the digital journey that has led a client to conversion. This process aims to assess the efficiency of each of the channels used during a marketing campaign.Learn more: more attribution functionalities to come, particularly on Adobe Analytics
  • Adobe Sensei: all Adobe products will benefit from its artificial intelligenceartificial intelligenceArtificial intelligence (often shortened to AI) is a subdiscipline of cognitive science. It refers to the technologies and methodologies that aim at building computer programs mimicking human intelligence and cognitive functions, including both human reasoning and perceptions.Learn more, with “smart” website personalisation thanks to Adobe Target
  • Read about announcements recently made at the annual Adobe Summit

Adobe’s Experience Cloud was the first to arrive on the digital marketing cloud market, and its range is one of the most comprehensive available. However, because it is not free, and intended for professional use, it does not enjoy the same marketing aura as freemiumfreemiumFreemium (a combination of the words "free" and "premium") is a monetisation model which proposes the same product or service in two different versions: the first one is free but contains a limited number of features, while the second one is comprehensive but charged.Learn more models, such as Google’s stack.

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Lan Anh Vu Hong

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Mats Carduner, Adobe Stock & Unsplash

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