Adobe Streamlines Marketing Offerings With New Customer Journey Tool

Adobe is unveiling a new tool designed to let marketers better personalize their messaging to each customer's unique purchase journey. The software giant today announced the launch of a product called Adobe Journey Optimizer, through which brands can bring together various types of customer data in one place and use it to tailor marketing strategies across each step of their purchase path. The tool, which was announced at Adobe Summit this week, is built on Adobe's Experience Platform and integrated with the company's broader machine learning engine, Adobe Sensei. The new offering is designed to tie together much of the functionality of Adobe's existing marketing platform into an easy-to-use, streamlined piece of software, according to Kevin Lindsay, Adobe director of product marketing for customer journey applications. "We've built a high-speed delivery, high-throughput delivery engine, on top of Experience Platform," Lindsay said. "We wanted to build one engagement stack that would make it easy for marketers to do [everything] from building segments and looking at audiences and then designing offers, designing journeys and orchestrating those journeys and then executing on them." A holistic customer profile The optimizer draws on behavioral, transactional and operational data from multiple channels to create a holistic customer profile. It also allows for real-time updates to that profile that can drive decisions for next-step messaging in the moment. These interactions might include outreach like weekly personalized promotional emails or contextualized follow-up ads based on a customer's recent purchases. "This idea of real-time active listening is really key to what we're doing," Lindsay said. "We're paying attention to those signals that are happening in real-time. There's no sort of notion of, 'Alright, let's just kind of wait and see, put this out there and 24 hours from now, when we have enough data, we can decide what to do next.'" Adobe also announced a new digital asset manager tool at the event today that is designed to be more accessible than the company's current enterprise-focused offering. Lindsay said products like these were born out of feedback from customers who say they are looking for more simplified and integrated platforms to use Adobe's marketing products. "Our customers are wanting us to have fewer things that they need to integrate together," Lindsay said. "Our customers are also making investments into Adobe Experience platform as a single source of truth, so they want the applications that they're using to work easily on top of that data, and not require various configurations and integrations to make that happen." Adobe previously debuted an AI-powered marketing analytics app geared specifically towards executives last summer and a virtual analyst tool before that. The Big Trends That Will Influence Creativity in 2021, According to Adobe Stock