Adobe Debuts Updated Media Optimizer, New Analytics Features, Experience Manager Communities

By David Cohen 

AdobeMarketingCloud650Adobe added to its already-robust social marketing offerings with several announcements at its Adobe Summit EMEA 2014 digital marketing conference in London, including a beefed-up new release of Adobe Media Optimizer, new features for the Adobe Analytics portion of its Adobe Marketing Cloud, and the introduction of Adobe Experience Manager Communities designed around social learning and field/channel enablement.

New features in the updated Adobe Media Optimizer include:

  • Next-generation predictive modeling algorithms, which allow marketers to accurately project the performance of campaigns and bolster return on investment by automating budget allocations through campaign simulations and spend recommendations.
  • Website engagement data are passed from Adobe Analytics to Adobe Media Optimizer, while search-engine metrics are sent in the other direction, giving marketers a unified analysis and holistic insights into their campaigns.
  • New audience-management capabilities that allow marketers to efficiently manage and optimize remarketing lists for Google search ads.
  • A redesigned user interface for real-time campaign management, allowing marketers to establish, adjust, monitor, and optimize campaigns.
  • The ability to simplify retail campaigns at scale by managing campaigns and creative assets from a single feed.

Adobe Senior Director of Advertising Solutions Justin Merickel said in a release:

Accurately predicting campaign performance across desktops and mobile platforms is imperative for optimal success in the programmatic ad market. Adobe Media Optimizer is the first solution in the industry to truly pioneer algorithmic optimization. By capitalizing on big data, customers can accurately predict campaign outcomes for maximum return on their investment.

As for Adobe Analytics, new features include:

  • Access for marketers to the full stream of live event data, including real-time data from Adobe Target, Adobe Social, and Adobe Media Optimizer. Real-time dashboards enable users to determine when customers or potential customers are stuck in browsing sessions, and traffic can be visualized from specific channels or referral sites.
  • Predictive analytics based on customer traits including geography, gender, and purchase history, allowing marketers to serve the most appropriate information at the best times, and to use decision trees to create intelligent rules for website targeting and email offers and to assist call-center agents.
  • A new, unified segment builder that allows marketers to easily discover, create, preview, and manage high-value audience segments by dragging and dropping key variables including gender, region, and average order value. These segments can then be shared via Adobe Marketing Cloud’s Master Marketing Profile.
  • Mobile application analytics that enable marketers to tie app downloads and attribute specific actions to campaigns.
  • Support for Apple iBeacon, enabling marketers to deliver specific content to consumers on their mobile devices in locations such as sports stadiums and retail stores.

Adobe Analytics and Adobe Social Vice President Bill Ingram said in a release:

The Adobe Marketing Cloud is the most integrated set of marketing solutions, and it all centers on industry-leading analytics that are second to none. Today’s news takes the power of Adobe Analytics to a new level, with predictive capabilities and mobile functionality to ensure that marketers can maximize both impact and revenue.

And Adobe Experience Manager Communities are a new software-as-a-service offering aimed at allowing marketers and experts on particular subjects to publish educational content to a community, facilitate knowledge exchange, and measure results.

Features include dynamic content recommendations based on user profile information; tags and activities; a streamlined interface with featured, assigned, recommended, and viewed content; and search that dives into metadata.

Assets can be managed and uploaded from a single repository, and integration with the Marketing Cloud Assets folder in Adobe Marketing Cloud is built-in.

The first release of Adobe Experience Manager Communities is available for the iPad.

Adobe said in a release introducing Adobe Experience Manager Communities:

Providing customer-facing employees and a company’s partners with the content and knowledge they need to be effective is increasingly challenging as consumers come armed with information from digital channels and organizations move faster in their introduction of products and services. In addition, the use of mobile devices continues to rise, including for those working in the field, resulting in an ever-increasing demand for content that’s accessible across devices. Simply pushing out content one-way, without the ability to easily solicit feedback or contributions to the content from those consuming it, can result in poor quality. An agile approach is far more effective, where the audience is part of a learning community, and members not only consume content, but offer comments, insights, questions, and even their own content so that knowledge is freely exchanged from peer-to-peer instantly.