Adobe to Open Data Science Capabilities in Adobe Target, Allows
Integration of Brand Algorithms with Adobe Sensei
Company Website:
http://www.adobe.com
SAN JOSE, Calif. -- (Business Wire)
Today’s most successful brands already use data science to personalize
experiences and address customer needs. Brands are increasingly building
internal statistical models and algorithms to tailor experiences and yet
most are not fully leveraging artificial intelligence (AI) technology.
To help with this, Adobe (Nasdaq:ADBE) today announced it will open up
its data science and algorithmic optimization capabilities in Adobe
Target, the personalization engine of Adobe Marketing Cloud. Brands will
be able to insert their own data models and algorithms into Adobe Target
to deliver the best experience to customers. Additionally, the company
announced new capabilities in Adobe Target powered by Adobe Sensei, its
AI and machine learning framework, to further enhance customer
recommendations and targeting precision, optimize experiences and
automate the delivery of personalized offers.
“Consumer expectations have sky-rocketed to the point that hyper
personalization is no longer optional for brands, it’s imperative,” said
Aseem Chandra, vice president, Adobe Experience Manager and Adobe
Target. “Progressive brands are already developing proprietary
algorithms. When integrated into Adobe Target, brands can combine their
own expertise with the power of Adobe’s AI and machine learning tools to
predict what customers want and deliver it before they ask, driving
strong business value and brand loyalty.”
The ability to bring in proprietary algorithms into a leading marketing
platform is a first for the industry. Brands benefit from the ability to
blend their industry expertise with Adobe Sensei’s powerful machine
learning and AI capabilities in Adobe Target to deliver individualized
customer experiences at massive scale. For example, a financial services
company that created its own algorithm to predict which customers are
most likely to respond to an offer can insert that algorithm into Adobe
Target to test live traffic against the model to deliver the best
possible offer to each customer.
In addition, Adobe unveiled new Adobe Sensei capabilities in Adobe
Target to delight customers with more personalized experiences:
- One-Click Personalization: With the new Auto-Target capability,
marketers can rapidly deliver an unlimited number of personalized
customer experience variations across their digital properties
including websites, apps and IoT user interfaces. Auto-Target uses
Adobe Sensei to determine the best experience for each consumer and
continuously optimizes those experiences as the consumer takes
additional actions. For instance, a hotel chain can feature its
tropical properties and content for a reward member, knowing the
individual prefers to travel to warm destinations based on bookings
and mobile app engagement. The result is higher engagement and
increased loyalty.
- Personalized Recommendations: New recommendation technology in
Adobe Target enables brands to leverage consumer intent to better
predict what content and products customers might want next. Using
techniques based on natural language processing, personalized
recommendations convert the actions a consumer takes into word-like
signals. These signals are grouped by commonality and used to deliver
a more tailored customer experience. For example, a retailer can see
that a customer watched its video on eco-friendly laundry techniques
and purchased compostable dryer sheets. It can then provide a tailored
recommendation about eco-friendly laundry detergents. Early test
results show these data science advancements yield a 60 percent
improvement over other algorithms.
- Automated Offers: Brands can ensure the best offer—out of
potentially hundreds—is automatically shown to the right person at the
right moment. For instance, a financial services company can
automatically personalize its mortgage, credit card and online bill
pay offers based on each individual’s browsing paths, account status,
search terms and more. This ensures the correct offer is delivered at
the right step in the journey.
- Precision Targeting: With the enhanced integration with Adobe
Analytics Cloud, marketers can target more precisely by using
behavioral analytics and audience data to inform deeper segmentation.
For example, Adobe Target can personalize experiences to an automotive
brand’s active car-buying audience even more by leveraging an insight
from Adobe Analytics Cloud that indicates that most of these consumers
are using smartphones to research their next vehicle purchase.
Adobe Target, part of Adobe Marketing Cloud, has leveraged AI and
machine learning algorithms for over a decade and is used by major
brands worldwide like AT&T, Lenovo, Marriott and Sprint. Highly
personalized experiences are leveraged across online channels, including
web, mobile, email and more. With Adobe Experience Manager and Adobe
Campaign marketers can seamlessly manage and deliver personalized
content. Integration with Adobe Analytics Cloud and Adobe Advertising
Cloud ensures that every interaction with customers is hyper
personalized. Adobe was recently named the only leader in “The Forrester
Wave™: Digital Intelligence Platforms, Q2 2017” report, and received the
highest scores possible in nine criteria, including behavioral targeting
and online testing.
Helpful Links
About Adobe Sensei
Adobe Sensei is a framework and set of intelligent services built into
the Adobe Cloud Platform which dramatically improve the design and
delivery of digital experiences. Adobe Sensei leverages the company’s
massive volume of content and data assets, as well as its deep domain
expertise in the creative, marketing and document segments, within a
unified artificial intelligence/machine learning framework. To learn
more, visit adobe.com/go/sensei.
About Adobe
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
© 2017 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.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170727005419/en/
Contacts:
Adobe
Holly Little, 415-832-6833
hlittle@adobe.com
Melissa
Chanslor, 415-832-5489
chanslor@adobe.com
Source: Adobe
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