Adobe infuses IoT data into its marketing cloud
Adobe Systems Inc. has hooked up a plethora of new data sources to its cloud-based engagement platform as part of a sweeping update aimed at enabling advertisers to reach deeper into the connected universe. The landmark launch continues the marketing world’s shift toward multi-dimensional analytics.
It follows hot on the heels of business intelligence giant SAP SE debuting a similar suite that likewise places the emphasis on data variety, promising to tap into an organization’s different systems for a complete view of customers. Shortly before that, Oracle Corp. acquired a top supplier of consumer spending information in a nine-figure deal aimed at providing the same visibility in its own platform.
Adobe’s vision for the new development kit that it’s introducing as part of the launch overlaps with Oracle’s, namely to allow organizations to accurately track individuals across multiple devices and gain a more comprehensive understanding of their activities. But the focus of the update extends far beyond that use case to the bleeding edge of the connected universe.
Adobe Marketing Cloud can now aggregate location data from phones and tablets as well as indoor positioning systems, in particular implementations of Apple Inc.’s iBeacon technology. The company says that the information can help organizations identify traffic patterns and optimize the layout of their locations, whether retail destinations or airports, accordingly.
The data from those on-site sources is also useful for customizing the content on digital signage, which customers can now manage directly through the platform thanks to the addition of a new display management system. The tool pieces together the different metrics used to track a location into a complete picture that Adobe promises can point to the most appropriate messaging for a particular period.
The update continues the theme of comprehensive visibility on the back end with a new collection of services for aggregating data from customer relationship management (CRM) systems as well as more modern channels such as email and mobile ads. Complementing that is a marketplace for organizations to purchase additional information from other Adobe Marketing Cloud users.
Image via Pixabay
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