For marketers looking to deliver personalized digital experiences across channels and devices that increase campaign productivity, Adobe developed a cloud-based, integrated solution, Adobe Experience Cloud. Many of our clients have found success combining analytics, advertising, targeting, web experience management, and content management all in one location. The integration of these vital marketing and analytics tools enables marketers to measure, personalize and optimize campaigns and digital experiences across channels for maximum effect. Additionally, its real-time dashboards and collaborative interfaces effectively contributes to the rapid adoption of this tool.
eClerx Digital are experts in Adobe and offer substantial support to clients looking to optimize their MarTech investment. Our expertise coupled with our proven methodologies across multiple industries means clients can quickly ramp up their learning, allowing for rapid, customized optimization results, faster campaign execution, and improved digital experiences for higher conversion rates. In this post we provide a general overview of the most commonly integrated solutions including: Adobe Analytics; Adobe Target; Adobe Experience Manager; Adobe Media Optimizer; Adobe Campaign.
Adobe Analytics is the data center of the marketer’s world. It aggregates data from multiple digital channels giving the marketer a real-time snapshot of performance. Competitive platforms include Google Analytics, GA 360, IBM DA, and Piwik. Small to mid-sized businesses gravitate towards the free version of Google Analytics. Because enterprise-level organizations with large-scale, integrated campaigns require a more robust system, Adobe Analytics or GA 360 are the preferred premium platforms. It easily displays user journeys and captures retroactive data, making e-commerce data analysis and digital marketing analysis very effective and almost effortless. With all of the data being fed into AA, marketers can prove the efficacy of web content as well as uncover hidden trends and gems of digital behavior.
Adobe Target allows marketers to test multiple experiences and deliver a more personalized digital experience. Applying the scientific method to testing multiple approaches leads to higher conversion and revenue results compared to betting all efforts on one idea or a gut feeling. When all customization options are leveraged to their fullest potential, Adobe Target is possibly the most powerful testing and optimization tool available.
Adobe Experience Manager (AEM) is where marketers and content managers will reap the biggest rewards from an Adobe integration. AEM is a content management system similar to Hubspot or WordPress, but better suited for enterprise organizations. After using Adobe Analytics and testing and optimization through Adobe Target, users can deliver dynamic experiences to their visitors. Enterprise organizations that manage multiple sites, including thousands of pages and millions of visitors across devices, will find AEM’s flexibility unmatched. Small bugs and occasional lag times are forgiven quickly when users within the marketing organization are able to build and manage dynamic content without the need for a technical team.
“Recently eClerx Digital helped a leading US pet retailer to migrate over 1,000 pages and 25,000 assets.“
Adobe Media Optimizer removes the guesswork from paid search and social and display activities by accurately predicting outcomes of proposed changes. Additionally, it offers an intuitive tool for management and automation. Few other competitive platforms come close to AMO’s capabilities. Significant upfront training and learning is required, but the return on investment is realized quickly when insights lead to more competitive bids and better segment targeting.
Adobe Campaign is the tool for enterprise organizations running large-scale campaigns across devices. Adobe Campaign’s functionality, ease of set up and administration are on par with long-established campaign management platforms like Pardot, Marketo or Eloqua. Adobe Campaign’s benefit is its seamless integration with Adobe Analytics and ability to customize almost any feature. This platform is ideal for organizations looking for a customized campaign management tool, but want to avoid long, complicated development times associated with a built-from-scratch CMP.
Marketing and business analytics professionals have countless options to complete data collection, campaign operation and execution, A/B testing, modeling, and more. The power of the Adobe Experience Cloud lies in its seamless integration of all these resources, giving users the ability to view data and make adjustments from one location. Adobe’s current trajectory is based on its robust history of delivering feature-rich platforms that adapt to many business needs. As with any new software platform, there are bugs to be worked out and improvements to the UI yet to be made. Overall, the integration, customization, level of information provided and direction of development make the Adobe Experience Cloud an excellent choice for marketers in enterprise organizations who are responsible for complex campaigns across multiple channels and devices.
More about eClerx Digital
Efficient delivery of the highest quality data to enable better decision making is the cornerstone of our digital analytics solution. To accomplish this, we partner with our clients to create the best overall solution for easy access to relevant data. In some cases, that means creating dashboards that are utilized directly through Adobe Analytics. More commonly, we leverage our extensive expertise in process automation to leverage Report Builder to create dynamic, Excel-based dashboards that are published with the click of a button. eClerx Digital also helps clients take advantage of the flexibility of advanced data visualization tools, such as Tableau and Qlikview.
“Campaign set up has become fairly routine, so companies are freed to spend time on ideation, strategy and optimization. This is where eClerx Digital can help them to get the most from their MarTech investments.“