Adobe Marketing Cloud (AMC) is a collection of integrated online marketing and Web analytics solutions by Adobe Systems. It includes a set of analytics, social, advertising, media optimization, targeting, Web experience management and content management solutions aimed at the advertising industry and hosted on Amazon Web Services. Like other Adobe Cloud services (e.g., Adobe Creative Cloud), the Adobe Marketing Cloud allows users with valid subscriptions to download the entire collection and use it directly on their computers with open access to online updates.
The Adobe Marketing Cloud collection was introduced to the public in October 2012 as Adobe began retiring the Omniture name it acquired in October 2009. Products of the defunct company were then integrated step by step into the new Cloud service which includes the following six applications: Adobe Analytics, Adobe Target, Adobe Social, Adobe Experience Manager, Adobe Media Optimizer and Adobe Campaign. In November 2013, Adobe Systems introduced mobile features to its Marketing Cloud, making smartphones and other mobile devices new targets for analytics.
Applications
Adobe Analytics
Adobe Analytics is a set of tools for predictive and real-time analytics that can be integrated into third-party sources. It includes the Marketing Reports and Analytics (SiteCatalyst), Ad hoc analysis (Adobe Discover) and Insight applications to help create a holistic view of business activities by transforming customer interactions into insights. This is sometimes called Marketing intelligence. With simple and interactive dashboards and reports, a user can manage and share real-time information which helps identify issues, discover opportunities and measure key performance indicators (KPIs). On October 14, 2013, Adobe revealed a set of new features for data analysis with key metrics identification like real-time reporting, visualization, mobile analytics and conversion.
Adobe Target
Adobe Target is a tool for testing and targeting digital experiences. It includes a user interface, built-in best practices, and robust optimization tools for following site visitors. With its self-learning algorithmic approach it is able to increase conversion and filter results precisely. Adobe Target also uses factorial testing to understand elements for real-time targeted content. Adobe Target uses automated behavioral targeting with acquired data such as IP addresses, time of day, referral URLs and brand affinity. From the anonymous profiles creates, Adobe Target is capable of giving personalized product or content recommendations.
Adobe Social
Adobe Social is a tool for managing social content and social campaigns. It's a comprehensive solution for building stronger connections through data-driven content. It deals with relevant posts, insightful conversations, measurable results, and social activities connected to business. Adobe Social is about the discovery of precise content, social networks and business results.
Adobe Experience Manager
Adobe Experience Manager is a tool that organizes, manages, and delivers creative assets. Its main purpose is to deliver relevant experiences to customers that will build brands, drive demand and facilitate outreach. The user can use templates to create targeted content and publish them securely in the cloud.
Adobe Media Optimizer
Adobe Media Optimizer is a tool that manages, forecasts and optimizes media. It provides a consolidated view of how media is performing together with tools to accurately forecast user media. Media Optimizer helps manage search engine marketing and social campaigns.
Adobe Campaign
Adobe Campaign is an analytics tool that helps users build a personalized experience based on customer habits and preferences. It plans, manages and executes campaigns from a unique environment. Marketers now have an intuitive, automated way to deliver messages over marketing channels. The new Adobe Campaign, formerly Neolane, is now being integrated with Adobe Experience Manager to help predict customers needs.
Adobe Audience Manager
Launch Digital Marketing Video
History
On September 15, 2009, Omniture, Inc. and Adobe Systems announced that Adobe would be acquiring Omniture, an online marketing and web analytics business unit in Orem, Utah. The deal of $1.8 billion, was completed on October 23, 2009, and is now joined by other Adobe acquisitions such as Day Software and Efficient Frontier, as the main components of Adobe's Digital Marketing Business Unit. Around 2012, Adobe withdrew the Omniture brand while its products were being integrated into the Adobe Marketing Cloud.
Reception
Adobe Marketing Cloud as a subscription model has made significant progress in terms of acceptance in the business world. In 2013, Gartner, an information technology research and advisory company, ranked the Adobe's solutions execution ability at the highest position on its Magic Quadrant for Web content management. This distinction is in line with the evolution of its preceding Cloud-based model suite Adobe Creative Cloud which met significant criticism in the beginning.
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