How is your dig­i­tal mar­ket­ing depart­ment col­lab­o­rat­ing between dif­fer­ent teams? How can you avoid every team work­ing as a silo on a spe­cific role or just focus­ing on a small part of the big mar­ket­ing mix?

Adobe Mar­ket­ing Cloud inte­grates best of breed tools for ana­lyt­ics, tar­get­ing, Web expe­ri­ence man­age­ment, dig­i­tal asset man­age­ment, audi­ence man­age­ment, cam­paign man­age­ment, and other dig­i­tal pri­or­i­ties for every mar­ket­ing organization.

Mar­ke­teers want their tools to work together seam­lessly, each one focus­ing on its elected area and all together con­tribut­ing to max­i­mize effi­ciency and results. Adobe solu­tions already play together nicely, more and more as “fea­tures” of one plat­form, but mar­ket­ing depart­ments need to have third-party sys­tems and in-house sys­tems be part of the same stan­dard­ized mar­ket­ing col­lab­o­ra­tion platform.

Many Adobe dig­i­tal mar­ket­ing solu­tions are adopt­ing the same com­mon pat­tern to allow inte­gra­tions from other sys­tems. This March, at Adobe Sum­mit 2014, I will present a ses­sion on Inte­grat­ing with Adobe Mar­ket­ing Cloud, pro­vid­ing details on the most com­mon inte­gra­tion use cases as well as some exam­ples of sys­tems inte­grat­ing with mul­ti­ple Adobe Mar­ket­ing Cloud solutions.

The com­mon pattern.

SM1

The ser­vices layer is at the core of Adobe Mar­ket­ing Cloud exten­si­bil­ity. Most of the solu­tions pro­vide ser­vices to get and post resources and data with the Adobe Mar­ket­ing Cloud. For instance, cus­tomers and part­ners inte­grat­ing with Adobe Ana­lyt­ics can lever­age the Enter­prise API and Part­ner API, a set of ser­vices over HTTP to push and pull data with the Adobe Mar­ket­ing Cloud. Adobe Expe­ri­ence Man­ager exposes a core set of REST API directly pro­vided by Apache Sling, the open source, JCR-based, REST­ful Web appli­ca­tion frame­work. The Mar­ket­ing Cloud Expe­ri­ence appli­ca­tion is built on top of the same tech­nol­ogy stack as Expe­ri­ence Man­ager and pro­vides a set of REST API to inte­grate exter­nal sys­tems into the same, stan­dard­ized, mar­ket­ing col­lab­o­ra­tion platform.

On top of the core ser­vices, many inte­gra­tion sce­nar­ios are sup­ported by SDKs and other client libraries. For instance, Adobe Ana­lyt­ics pro­vides JavaScript tag­ging to col­lect valu­able online ana­lyt­ics data from web­sites. Adobe Cam­paign pro­vides an XML based pack­ag­ing sys­tem to define and deploy exten­sions, includ­ing cus­tom data mod­els, cus­tom con­sole screens, and cus­tom processes. The Adobe Mar­ket­ing Cloud Expe­ri­ence appli­ca­tion allow users to share con­tent from third-party sys­tems through a client side, light­weight inte­gra­tion that is easy to embed within any Web application.

Many inte­gra­tions with the Adobe Mar­ket­ing Cloud result in client-side capa­bil­i­ties deliv­ered to exter­nal sys­tems. The Adobe Mar­ket­ing Cloud offers a uni­form, easy to man­age, acti­va­tion sys­tem called Dynamic Tag Man­age­ment to stream­line deploy­ment of mul­ti­ple capa­bil­i­ties and to mul­ti­ple tar­get systems.

In my ses­sion on Inte­grat­ing with Adobe Mar­ket­ing Cloud at Adobe Sum­mit 2014, I will go into the details of this com­mon inte­gra­tion pat­tern, sup­port­ing the pri­mary use cases with some real inte­gra­tion examples.