UPDATED 13:17 EDT / MARCH 27 2018

CLOUD

With new Experience Cloud updates, Adobe offers a unified customer view

Adobe Systems Inc. set a new sales record last quarter and handily beat analyst expectations thanks to a strong increase in revenue from cloud services. At an event in Las Vegas today, the company unveiled new features aimed at continuing that momentum.

The focus of the upgrade is Experience Cloud, the suite of services that Adobe offers to help brands better engage consumers. The company is updating almost all the major components of the lineup with an emphasis on its data capabilities.

Arguably the biggest highlight is the new Experience Cloud Profile, which turns the different pieces of information a brand possesses about a customer into a unified whole. Adobe said firms can pull in website activity logs, transaction records, sentiment information and even records from offline sources such as their physical stores. They can then analyze it all in aggregate to gain a complete view of how consumers behave across channels.

Adobe provides several ways of exploring customer information in Experience Cloud. One of the newest, which was unveiled today, is a tool called Data Science Workbench. It lets an organization’s analysts create and train custom models to find patterns in areas of interest such as buying activity.

Developers are also receiving new features as part of the update. Adobe is making components of Sensei, a set of artificial intelligence features built into Experience Cloud, available via an application programming interface so they may be incorporated into other services.

The first API in the lineup provides access to algorithms that “increase the speed of content delivery, asset production and content personalization.” Adobe plans to roll out three additional Sensei services in coming months.

The new analytics and AI features are joined by numerous smaller enhancements for marketers. Perhaps the most notable addition is a pair of new self-service design tools that are aimed at helping users put together the graphics needed for their campaigns faster.

The first is an email designer that allows marketers to create promotional messages using templates and ready-made media assets. The other new design tool makes it possible to tweak an advertisement quickly when the text or some other core element needs to be changed in a hurry.

Image: Unsplash

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