To help marketers decide what to spend their budgets on, Adobe is previewing Marketing Cloud technology that uses algorithms to provide analytics including effectiveness, forecasting and campaign scheduling across all marketing channels.
Just like any other IT platform, ease of use is key if enterprises are to get the most out of Marketing Cloud.
Adobe has implemented a feature it calls master marketing profile, which gives companies a single view of customers based on and accessible from all parts of Marketing Cloud, according to Mellor. There is also a central repository that lets users share, store and search digital assets including images. Add to that single sign-on and a common user interface.
"Until you get to this level of integration, you haven't really integrated in a way that marketers care about," Mellor said.
The news at Summit conference isn't just product related — SAP and Adobe announced a global agreement targeted at digital marketing for enterprise customers.
SAP plans to resell Adobe Marketing Cloud with the Hana platform. Adobe and SAP will both invest marketing, sales and development resources in the partnership, they said Monday.
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