• MarTech Today
  • Sections
    • Advertising
    • Marketing
    • Content
    • Social
    • Commerce
    • Sales
    • Analytics
    • Management
    • All
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Social
  • Sales
  • Analytics
  • Mgmt
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • All
  • Events
  • Newsletters
  • Home
Martech: Analytics & Data

Subscribe to MarTech Today to receive news and insights of where marketing, technology, and management converge.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


Adobe pumps up its Marketing Cloud

Adds enhancements in adtech, automatic content targeting, attribution and email subject lines.

Barry Levine on May 11, 2016 at 4:43 pm
  • More
The Adobe Marketing Cloud logo, rendered as 3D

The Adobe Marketing Cloud logo, rendered as 3-D

A lot of clouds are changing their shapes this week.

Following Salesforce’s updates yesterday to its Marketing Cloud, Adobe today unveiled at its Adobe Summit EMEA in London a variety of enhancements for its Marketing, Creative and Document Clouds.

In the Marketing Cloud specifically, the tech giant added a variety of adtech tweaks to Adobe Media Optimizer, which provides campaign management for advertising.

The existing Dynamic Creative Optimization tool, which was based on the company’s acquisition of Tumri ad tech a year ago, can now be guided by audience segments through an integration with the Cloud’s data management platform, Audience Manager.

The company gives the example of an ad about airfares delivered to a web user who researched flights. That user can now be added to a custom segment of frequent flyers and will receive an on-the-fly customized ad for that segment with, say, free seat upgrades.

Media Optimizer can also now buy and optimize standard video display ads on the Web and Facebook, whereas before it could only handle video ads on Facebook. There’s also the new ability to use location data in bidding for search ad impressions on Google, and Adobe Analytics now provides a more complete view of attribution from display and social ad impressions that drive an app install.

The new data science capabilities, Adobe Fellow in Data Science Anil Kamath told me, are part of Adobe’s overall effort to “make our clouds more intelligent.”

The Marketing Cloud’s A/B testing tool, Adobe Target, now has Smarter Allocation capability that will shift the highest-performing content toward incoming visitor traffic, even if the marketer is still testing options.

As an example, the company said, a celebrity video pushing a new line of t-shirts may be driving the most purchases, so it will be shown to more visitors, even though the retailer is still testing out the responses to other content, like newsletters.

Adobe Analytics now offers “propensity scoring” for cart abandonment, one of marketers’ chronic headaches. Based on behavioral and other data, this scoring assesses the likelihood that such users might return to the site, so emails or other marketing can automatically send out incentives like discounts to the most likely returners.

There’s also now what Adobe calls “Predictive Subject Lines,” a beta feature that Kamath described as a kind of word suggestion tool. A marketer writing a subject line might be prompted, for instance, to use the word “sale” instead of “discount” because the former results in more, you know, sales.

Also announced are several enhancements to the Creative and Document Clouds, including the ability to search images via image analysis in Creative Cloud’s Lightroom, such as looking for photos with flowers without having to manually label the pictures.



About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Related Topics

Channel: Martech: Analytics & DataDisplay Advertising & MartechEmail Marketing & MartechMarketing AutomationPredictive MarketingProgrammatic Advertising & Media BuyingVideo

Subscribe to MarTech Today to receive news and insights of where marketing, technology, and management converge.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

ATTEND OUR CONFERENCES

April 15-17, 2020: San Jose

October 6-8, 2020: Boston

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • How Good Partnerships Should Reduce Your Workflow
  • Digital Insights 2019: How marketers confront the obstacles of digital customer engagement
  • 14 Industry Experts on the Future of Attribution
  • The Essential Guide to Protecting Your Ad Spend from Invalid Traffic
  • How to Turn Leads into Repeat Customers
See More Whitepapers

Webinars

  • The Fantastic 5: Emerging strategies to drive conversions & growth
  • CCPA Goes Live in Weeks: Is your marketing measurement ready?
  • 4 Ways to Get Started With Agile Marketing
See More Webinars

Research Reports

  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Enterprise SEO Platforms
  • Call Analytics Platforms
See More Research
Sidebar Inbox Deliverability 2019
Sign up for the NEW MarTech Today.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech West
  • MarTech East

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Advertise
  • Marketing Services
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2019 Third Door Media, Inc. All rights reserved.