Adobe Unveils Adobe Experience Cloud at Adobe Summit

A new organization of Adobe solutions focused to bring brands and customers together through more meaningful experiences.

Adobe today unveiled their plans to tackle the challenges organizations face when transforming into an Experience Business.  They are calling it the Adobe Experience Cloud and it is an augmentation of their current Adobe Marketing Cloud.  For the last year Adobe has been stating that we’ve entered the third stage of the customer.  The first being the Back Office Era.  The second being the Front Office Era.  Now we’ve entered the Experience Era, and it is what they call the biggest wave organizations have faced as it relates to an integrated customer experience touching all parts of the organization.

Adobe Experience Cloud

It is no secret that Customer Experience is where organizations are making big bets on how to engage with customers.  Those bets are being made by technology investments in their organizations that are part of a bigger digital transformation.  Adobe CEO, Shantanu Narayen, shared at the Adobe Partner Day, a pre-day which had hundreds of partners present, that he believes there is a $40B technology opportunity that supports the initiatives that Adobe is building software to fulfill.  The Adobe Experience Cloud is the next iteration to make that a reality.

The Adobe Experience Cloud will really be broken down into three clouds.  Each serving a specific role in the total marketing technology and advertising technology ecosystems that support a complete customer experience across devices and mediums.  Simply put, Adobe Experience Cloud is an overarching umbrella for the existing Adobe Marketing Cloud, and the creation of the two new clouds, Analytics and Advertising, with existing tools and the recent acquisition of TubeMogul.  

Adobe Experience Cloud Logo 

Adobe Experience Cloud

Adobe Marketing Cloud 

Adobe Marketing Cloud

Integrated marketing solutions - differentiate brand story, connect with customers on personal level, engage them in moments that matter.

  • Experience personalization & optimization
  • Campaign orchestration & journey management
  • Monetization of video experiences

Solutions Included:

  • Adobe Experience Manager
  • Adobe Target
  • Adobe Social
  • Adobe Campaign
  • Adobe Primetime
Adobe Analytics Cloud 

Adobe Analytics Cloud

Intelligence engine for the enterprise-combine digital and offline data to help brands move from insights to action, smarter and faster. 

  • Big data without boundaries
  • Customer journey context
  • Meaningful measurement
  • Automated audience creation
  • Insights into action

Solutions Included:

  • Adobe Analytics
  • Adobe Audience Manager
Adobe Advertising Cloud 

Adobe Advertising Cloud

Industry’s first end-to-end platform -- manage advertising spanning traditional, TV and all digital formats. 

  • Automated media execution - plan, buy, measure, optimize ad buys
  • Cross-channel
  • Real-time bidding, private marketplace and curated inventory
  • Dynamic creative optimization

Solutions Included:

  • Adobe Media Optimizer - DSP
  • Adobe Media Optimizer - Search
  • Adobe Media Optimizer - DCO

“Leveraging deep customer intelligence, Adobe Experience Cloud gives businesses everything they need to deliver a well-designed, personal and consistent experience that delights customers at every touchpoint.”

Brad Rencher, executive vice president and general manager, Digital Marketing, Adobe

All of these clouds now get the addition of Adobe Sensei to add in artificial intelligence and machine learning to optimize experiences.  Like Watson and Einstein, Adobe Sensei will use the vast amount of data captured by Adobe in an anonymous way to add contextual data to build models that will enhance customer experiences powered through the new Experience Cloud, as well as the Creative Cloud and Document Cloud. 

To combine and have tighter integration with the Creative Cloud, Document Cloud and Experience Cloud, Adobe is also launching the Adobe Cloud Platform, their engine for cross-cloud platform integration.  Adobe Cloud Platform, as partners learned today, provides open APIs, a standard data model, and Adobe Sensei.  All of this is geared for brands to better capture, aggregate, rationalize and understand vast amounts of their own disparate data and then translate that data into singular profiles of their customers.

Finally, Adobe and Microsoft are ramping up their solutions through their new strategic partnership announced last year.  The new offerings include integration with Adobe Campaign and Microsoft Dynamics 365 to bring actionable insights into customers across various channels, Adobe Analytics integration with PowerBI to analyze behavioral data, and Adobe Experience Manager Sites and Azure for cloud delivery.  

More is to be unveiled at Adobe Summit this week with keynotes by product managers and leadership outlining how the Experience Cloud will roll out this year and a peek at customers who have an early view into the platform and are seeing successes.