Adobe is launching its Experience Cloud, which combines parts of its marketing, analytics and content tools, with the aim of broadening its footprint for more roles and functions of an enterprise.
And with the launch of Experience Cloud, Adobe is going to compete more directly with the likes of Oracle and Salesforce, two marketing and analytics players focused on customer experiences.
Kevin Lindsay, head of product marketing for Adobe Target and personalization efforts, said the Experience Cloud recognizes that “this isn’t just about marketing anymore.” The analytics and data driven approaches used by marketers are touching more parts of the business. “As we dig into this further, we can extend personalization into other parts of the business,” said Lindsay.
Other analytics tools to track viewability and performance will be included. Waddell added that Adobe aims to be the Switzerland of advertising tools.
The company detailed new tagging systems, support for third party tracking and new application programming interfaces as well as enhancements for its developer portal.
[Source]
