Adobe Data Science Empowers Brands To Deliver Exceptional Consumer Experiences
March 22 2016 - 12:01AM
Business Wire
Every time an individual makes a choice online or in an app,
it’s a new data point. This data is a goldmine for marketers and
advertisers. That's where data science comes in. Algorithms built
into apps and websites can assess an individual's choices and
tailor a customized experience - and they can spot unexpected
patterns in the activity of large numbers of people, surfacing them
for data scientists to further analyze and for marketers to apply
in their work. Data science not only simplifies digital marketing
processes, it powers the best, personalized experiences for
consumers.
Today at Adobe Summit, Adobe (Nasdaq:ADBE) unveiled a series of
new data science capabilities that further combine the creative
aspect of human intelligence with the analytical power of data
science. The new algorithms in Adobe Marketing Cloud will further
simplify the process of extracting insights from billions of data
points. Over 41 trillion transactions per year including 4.1
trillion rich media requests allow Adobe to bring data science to
life. Marketers can use these insights to make better business
decisions, focus on creating standout content, and benefit from
recommendations and predictions they didn’t even know existed.
The new capabilities complement existing data science features
across all three Adobe Clouds. Data science in Creative Cloud helps
make designers become even better at their craft. Adobe Photoshop
CC, for example, includes capabilities like Facial Recognition,
Content-Aware technologies, and Camera
Shake Reduction. Adobe Document Cloud uses algorithms based on
various image processing techniques for things like PDF boundary
detection and perspective correction when users scan to PDF and
turn scans into editable documents. Across Adobe Marketing Cloud,
the new capabilities join over 40 existing data science
functionalities such as Contribution Analysis, Anomaly Detection,
and Shoppable Video.
“Data science in digital marketing is still young,” said Anil
Kamath, Adobe Fellow, Data Science. “Our algorithms are about
amplifying the great work of marketers and delivering amazing
consumer experiences through personalization, targeting and
segmentation.”
"Consumers today have endless online and offline options to
engage with companies, so we knew that we had to transform our
customer experience to fit that reality,” said Giles Richardson,
head of analytics, Royal Bank of Scotland. “The data science
capabilities in Adobe Creative Cloud, Document Cloud, and Marketing
Cloud amplify our business-wide Superstar DJ program that’s
delighting our customers with real-time, hyper-personalized
experiences from our call centers to our bank branches.”
New data science capabilities in Adobe Marketing Cloud, nearly
all of which are available today, include:
- Making Digital Assets Smarter:
Smart Tag in Adobe Experience Manager now helps marketers find
Creative Cloud assets - images, photos, videos and other visual
digital content - much more easily than ever before. Search powered
by predictive tagging enables brands to better understand the
impact of visual content and to find content without having to
manually tag thousands of images. For example, Smart Tag can take
an image identified by the terms “summer,” “landscape,” and
“children” and then quickly search in Creative Cloud for all images
that match those terms.
- Personalized TV Recommendations:
Today, providers of streaming content make recommendations to
viewers based just on viewing history and purchases within their
closed content environments. New algorithms in Adobe Primetime and
Adobe Target learn from the majority of U.S. households that now
stream TV, film, and live sports content. With Adobe Primetime
Recommendations, the next generation of TV recommendations
will be personalized based on deep contextual insights and granular
video consumption insights. If you watch Barcelona play Real Madrid
on your Apple TV on Saturday, you might benefit from a
recommendation on your Android smartphone on Monday about a program
streaming soccer highlights.
- Segment IQ: Segment IQ in Adobe
Analytics intelligently discovers the overlaps and differences
between sets of target audience segments through automated analysis
of all of the attributes of a segment. Segment IQ then compares and
surfaces the significant behavioral differences between segments
and actionable insights to help advance your business goals. This
gives marketers and analysts new visibility into which segments are
most important to their businesses and allows them to target
overlapping or adjacent segments, making it possible to acquire
customers much more efficiently saving time and budget.
- Your Analytics Personal
Assistant: Adobe Analytics Virtual Analyst surfaces
buried, real-time insights that marketers lack the know-how or
resources to look for. Virtual Analyst learns from your input and
the input of other users, noting and prioritizing important changes
in the data, and surfaces relevant insights that help marketers
make better business decisions. For example, based on patterns of
usage, Virtual Analyst might recognize that revenue is an important
metric for you, and then intelligently combine order, unit,
and social media mentions with your revenue alert. Virtual
Analyst also flags data anomalies hourly and produces simple,
text-based email alerts. Scheduled to ship this fall, a sneak peak
of Virtual Analyst will be shown at Summit Sneaks.
- Predicting Consumer Value With
Confidence: The new "lifetime value decision" feature in Adobe
Target helps marketers predict a path of purchases that leads to
the highest profit from a customer over time. Unlike any test and
target solution on the market today, Adobe Target analyzes past
customers' interactions and recommends new product or service
offers in real-time. Leveraging consumer behavioral data, a
retailer can determine that a sequenced offering of a discount for
a computer, followed by discounts for a monitor and printer,
maximizes profits over a single-package offering.
- Automated Insights for
Advertising: What if the hours each week that marketers spend
creating manual analyses on performance trends for campaigns could
be freed up for more productive uses of their time? Adobe Media
Optimizer Advertising Insights fully automates deep analysis for
key questions and delivers a presentation-ready report in Microsoft
PowerPoint that feature professional-looking statistical charts,
summaries, recommendations and more.
- Predictive Subject
Lines: Email remains the digital marketing engagement
workhorse for driving revenue, yet marketers struggle to
personalize engagement with customers based on known behavior and
interests. A relevant subject line makes all the difference
between deleting and opening an email. Today, Adobe
Campaign unveiled a new automated subject line
capability that analyzes data on "open" rates from previous subject
lines and then suggests subject line content that will
optimize performance. For example, analytics have shown that
including "brand new" rather than "new" in a subject line can
produce higher open rates. Predictive subject lines will be
available in beta in Q3.
About Adobe Marketing Cloud
Adobe Marketing Cloud empowers companies to use big data to
effectively reach and engage customers and prospects with highly
personalized marketing content across devices and digital touch
points. Eight tightly integrated Solutions offer marketers a
complete set of marketing technologies that focus on analytics, web
and app experience management, testing and targeting, advertising,
audience management, video, social engagement and campaign
orchestration. The tie-in with Adobe Creative Cloud makes it easy
to quickly activate creative assets across all marketing channels.
Thousands of brands worldwide including two thirds of Fortune 50
companies rely on Adobe Marketing Cloud.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2016 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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AdobeBrian Domingo, 415-832-2759bdomingo@adobe.comorAdobeStefan
Offermann, 408-536-4023sofferma@adobe.com
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