Today Adobe kicked off Summit London. With close to 4000 marketers from around the world and hundreds of leading brands in attendance, this years’ digital marketing conference in Europe focuses on how marketers can take the big leap to reinvent themselves and become digital marketers that embrace data and algorithmic technologies to reach their customers with more meaningful content. During the opening session Brad Rencher, SVP of Digital Marketing, and industry thought leaders are introducing innovations to help marketers through this transformation.
New algorithm advancements across Adobe Marketing Cloud now enable marketers to accurately forecast the outcome of advertising campaigns, maximizing performance and optimizing them in real-time. New capabilities help predict and respond to browsing and purchasing behaviors of visitors to web sites. And, Adobe launched Adobe Marketing Cloud Exchange, a new app marketplace that extends the functionality of all six Adobe Marketing Cloud solutions. The main announcements include:
- A major update to Adobe’s digital advertising platform, Adobe Media Optimizer, helps marketers increase the performance of search ad campaigns across Google, Yahoo/Bing and other major search engines by up to 25% across desktops and mobile devices. New audience management capabilities allow users to efficiently manage and optimize remarketing lists for Google search ads and with look-alike modeling, marketers can identify new prospects whose characteristics and behaviors are similar to top customers, further extending the reach of each ad campaign. More in the AMO release.
- A significant new release of Adobe Analytics introduces Live Stream to enable marketers to view sub second, raw customer data and respond in real-time. The live data stream can be broken down to understand micro trends and used in a variety of ways including real-time campaign personalization and insights into live purchasing behaviors. New Decision Trees help predict the most likely decisions a visitor will make while browsing web sites and target them with highly personalized information to complete the purchase of a product or service. More in our Analytics release.
- Adobe Marketing Cloud Exchange, a core service in Adobe Marketing Cloud, is a new marketplace for pre-built integrations and apps between Adobe solutions and third-party technologies like Google DDM, Microsoft Dynamics CRM, and Tableau. It extends the functionality of Adobe Marketing Cloud, integrates additional data sources, and enhances the master marketing profile. The Exchange hosts over 150 apps, is used by more than 1,200 major brand customers worldwide, and was solely built to serve the needs of digital marketers. View the new marketplace.
All new advancements feature intuitive UIs that are consistent across Adobe solutions and make it easy for marketers to leverage big data across the different marketing channels. To learn more about Marketing Cloud, watch the keynotes live or on-demand or get more information about the more than 80 sessions, visit our Summit EMEA site.