Adobe Goes End-to-End on Social

Platform promises to combine Efficient Frontier, social analytics

More and more marketers are coming around to the idea that social shouldn’t be siloed. Capitalizing on that shift are companies like Google—which acquired marketing software company Wildfire to build out the social portion of its end-to-end marketing platform—and now Adobe.

The latter company has been aggressively assembling what it calls Adobe's Digital Marketing Suite, a growing collection of Web analytics tools. The centerpiece of that suite is Omniture, which Adobe snatched up in 2009. The Omniture deal was followed by last November’s purchase of Efficient Frontier—a digital marketing company which had itself acquired the social marketing startup Context Optional earlier in the year.

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