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Adobe Adds More Personalized Features to its CDP and Analytics Offerings

Keeping pace with the recent growth in online shopping volume, Adobe has ushered in a new set of analytics features for retailers. These features are now part of Adobe Experience Cloud.

COVID-19 pandemic has changed online shopping behavior forever. We are witnessing an explosive rise of digitalized services that are triggering online shopping habits across channels. What the shoppers want from retailers? Easy to access the gallery, convenient payment modes, and assured post-sales services – all of which synergize to give rise to highly personalized experiences that online shoppers are more than willing to share with their friends and kin. As consumer demands continue to evolve, so do retailer’s fears of losing out to competition and shoppers during peak sales season, like Black Friday and Cyber Monday! To keep retailers on track with the trends, Adobe has added new capabilities in Adobe Experience Cloud.

Here’s what Adobe’s latest report found out on Amazon Prime Day Sales.

Source: Adobe Digital Economy Index.
Source: Adobe Digital Economy Index.

The online user tracking systems are moving away from third-party cookie tracking to advanced first-party data acquisition. This means retailers have a different kind of challenge to manage, apart from understanding customer behavior, product management and competitor analysis in a highly competitive and disruptive marketplace. No wonder, this requires better understanding of how first-party data works and how retailers could better use AI and ML capabilities in these operations.

As digital commerce becomes a dominant channel for business growth, retailers are tasked to deliver the tailored, contextually relevant experiences that consumers have come to expect. Scaling personalized experiences in a world where customers have control over how brands use their data is the next big thing for marketers in any business to tackle. To succeed, brands must put quality first-party data at the center of their customer acquisition and engagement strategy to build trust and deliver brand experiences with only the information customers choose to share.

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The new capabilities include:

Adobe Experience Platform Segment Match

Adobe offers one of the most powerful and AI-driven Customer Data Platform (CDP). In its beta edition, Adobe Experience Platform Segment Match allows brands to expand and synergize their own first-party data and activate it to securely build and refine segment metadata for better insights that can enrich online personalization.

Enhanced Adobe Experience Platform Insights

Adobe Analytics brings it all under one roof to deliver real-time insights based on true 360-degree customer views.

Adding to its Segment Match, Adobe has also announced the availability of Profile, Audience, Activation & License Usage Insights. These insights sync with Adobe CDP to deliver key actionable insights on audience growth and customer analysis trends across channels. These would help brands and retailers drive most engagement during the peak sales season.

Adobe Journey Optimizer with Adobe Experience Manager Assets Essentials

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Customer experience management is a holistic process that starts much before a prospective buyer begins shopping online. And, continues even after a transaction has been made.

Adobe understands this interesting journey and how various touchpoints influence buying behavior across channels. Therefore, Adobe has announced Adobe Journey Optimizer to help companies design, orchestrate, and deliver personalized messages and promotional content based on real-time customer data analysis and intelligence.

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Adobe Sensei AI works in tandem with transactional and behavioral data to address proactively every retailer’s inquiry related to customer demands and needs in real-time.

Adobe Experience Manager Assets Essentials

Adobe Experience Manager Assets Essentials is a swift UI for Journey Optimizer. This serves as a default user experience management for asset that provides simple experience options for marketing and creative professionals.

It also integrates with Adobe Creative Cloud applications.

Result: Creative teams can work in their preferred DevOps and testing environment, fully assisted by machine learning and AI capabilities offered on the Adobe Sensei platform

AI-powered Live Search for Adobe Commerce

Live Search is a highly advanced search function for high-volume stores and online retailers. It offers ‘search-as-you-type’ results powered by Adobe Sensei and Adobe Analytics offered within Adobe Experience Cloud.

Merging Analytics with AI and machine learning brings hidden opportunities and answers to everyone with the click of a button.

This machine learning framework helps reduce tedious, manual merchant tasks, while delivering search results with speed and accuracy based on what the shopper is looking for.

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According to the latest report, Adobe expects the global e-commerce market to hit $4 trillion in 2021. In the first three months of 2021, the e-commerce marketplace has already raked $876 billion. With the new announcements to Adobe Experience Cloud powered by AI and Machine Learning, retailers are best positioned to meet online shopping demands even during a raging pandemic.

[To share your insights with us, please write to sghosh@martechseries.com]

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