For today’s marketer, tracing a user’s complete customer journey can be a bit like finding a needle in a haystack. In a fragmented media landscape, consumers typically jump across a number of channels – from social ads, to blogs, and even browsing in-store – before they convert.
Piecing together this journey can be complex. Adobe’s 2019 Digital Trends Report revealed that nearly two-thirds of companies struggle with fragmented marketing and customer experience technologies. Yet, modern consumers expect brands to communicate with them in a personalised, real-time manner. However, these kinds of exchanges are built on audience intelligence – granular, user-based intelligence to be exact. As tricky as it may be, marketers must find a way of building these types of profiles if they ever hope to provide their users with the experiences they are demanding.
Finding the needle in the haystack
Today, we announced that Adobe and Software AG have joined forces to create an integrated solution that simplifies the process for brands. With this, brands will be able to transform their Customer Experience Management (CXM) by making it easier to compile real-time, unified, customer profiling.
The integration connects the combined capabilities of Adobe’s Experience Platform and Software AG’s webMethods Integration, and API management services. By joining the two together, users will be able to access customer data from across a range of enterprise systems, via one centralised and actionable real-time customer profile.
Getting to know your customers better
The Adobe Experience Platform already helps build a more complete understanding of the customer and their overall buying journey. Adobe Sensei, an artificial intelligence (AI) engine, which analyses user behaviour to make accurate predictions and future-projections that can inform a brand’s marketing activities, enriches this process. This latest enhancement will equip marketers with even greater insight, tapping into Software AG’s capabilities to establish enterprise-wide connectivity between CRMs and applications, as well as multiple backend systems.
The combined offering lets brands move a customer’s key enterprise data into Adobe Experience Platform via Software AG’s integration platform, resulting in a more complete view of the customer journey. This provides marketers with a robust basis for personalising their customer communication, at scale. Leveraging Software AG’s strength in developing integrated SAP solutions, the partnership will also introduce a new data connector between Marketo Engage and SAP solutions that will seamlessly sync account scoring behavior (e.g. visited key web pages, opened email, attended an event) and other marketing data with sales activity and pipeline data.
A more connected future for CXM
Consumers are demanding that brands speak to them as individuals, and the best brands genuinely want to get to know their users on this basis. This calls for a whole new approach to audience profiling – one that is built on user-centric insight. Adobe is committed to helping brands delight their audiences with compelling experiences based on comprehensive insight, and the partnership with Software AG is just the latest step towards a more informed CXM future. Learn more here, and discover how our joint offering with Software AG can help you gain more control over your data.