Yext integrates with Adobe to help brands better distribute data stored in Knowledge Manager

Yext has integrated its business information products with four of the tools within the Adobe Experience Cloud, enabling brands to more seamlessly weave the consistent data stored in Yext into the brand websites, apps and email programs powered by the Adobe software.

“As search transforms from results to answers, the importance of structuring critical brand information to supply verified, direct answers to consumers is only continuing to grow,” said Howard Lerman, Founder and CEO of Yext, in a statement.

The integrations, which involve Adobe Experience Manager, Campaign, Analytics and Target, bring data and assets from Yext and Adobe together in different ways that are designed to enhance the overall result.

How the tools will work together. In Experience Manager, users will be able to power their digital properties with easily-updated information stored within Yext Knowledge Manager, like accurate and comprehensive business data on retail locations, business hours and more. The Yext information also includes relevant semantic markup, enabling it to be more easily found by search engines.

Businesses using Campaign, Adobe’s cross-channel campaign delivery offering, will, through the integration, be able to send customers requests for product and service reviews, which can then be added to their brand’s data stored in Yext Knowledge Manager.

The Adobe Target personalization engine, which uses machine learning to optimize websites and apps, will be integrated into the Yext Pages offering so that businesses can use the Target insights to tweak content and calls-to-action on Yext landing pages and improve conversions.

The partnership also involves using Yext data to enhance Adobe reporting. For example, Yext Pages’ performance will be shown within Adobe Target alongside other channels. Additionally, Yext analytics data — which quantifies brand results from search engines and voice assistants powered by Yext — will be visible in Adobe Analytics, giving customers using both platforms a more holistic view.

Why you should care. If you’re a Yext customer that’s leveraging its tools to ensure your business data is consistent, comprehensive and comes from a single source of truth, the Adobe integration offers you a way to incorporate that data into your own digital properties without developing a second database.

About The Author

Pamela Parker

Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces Martech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land, Marketing Land, MarTech Today and Digital Marketing Depot. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.