Adobe adds intelligence across the board

Every time an individual makes a choice online or in an app, it creates a data point that can be studied by marketers and advertisers. That's where data science comes in. Algorithms built into apps and websites can assess an individual's choices and customise the experience. They can also spot unexpected patterns in the activity of large numbers of people, identifying trends for further analysis and application.

Adobe has unveiled new capabilities at Adobe Summit that further combine the creative aspect of human intelligence with the analytical power of data science, helping to simplify digital marketing processes, and power personalised experiences. The new algorithms in Adobe Marketing Cloud will further simplify the process of extracting insights from billions of data points. Over 41 trillion transactions per year including 4.1 trillion rich media requests allow Adobe to bring data science to life. Marketers can use these insights to make better business decisions, focus on creating standout content, and benefit from recommendations and predictions may not have known existed. 

The new capabilities complement existing data science features across all three Adobe Clouds - the Adobe Marketing Cloud, Creative Cloud and Document Cloud. Data science in Creative Cloud helps make designers become even better at their craft, for example. Adobe Photoshop CC includes capabilities like facial recognition, content-aware technologies, and camera shake reduction. Adobe Document Cloud uses algorithms based on various image processing techniques for things like PDF boundary detection and perspective correction when users scan to PDF and turn scans into editable documents. Across Adobe Marketing Cloud, the new capabilities join over 40 existing data science functionalities such as contribution analysis, anomaly detection, and shoppable video.

“Data science in digital marketing is still young,” said Anil Kamath, Adobe Fellow, Data Science. “Our algorithms are about amplifying the great work of marketers and delivering amazing consumer experiences through personalisation, targeting and segmentation.”

New data science capabilities in Adobe Marketing Cloud include:

Smart Tag in Adobe Experience Manager now helps marketers find Creative Cloud assets - images, photos, videos and other visual digital content - much more easily than ever before. Search powered by predictive tagging enables brands to better understand the impact of visual content and to find content without having to manually tag thousands of images. For example, Smart Tag can take an image identified by the terms “summer,” “landscape,” and “children” and then quickly search in Creative Cloud for all images that match those terms.

Segment IQ in Adobe Analytics intelligently discovers the overlaps and differences between sets of target audience segments through automated analysis of all of the attributes of a segment. Segment IQ then compares and surfaces the significant behavioural differences between segments and actionable insights. This gives marketers and analysts new visibility into which segments are most important to their businesses and allows them to target overlapping or adjacent segments, making customer acquisition more efficient.

Adobe Analytics Virtual Analyst learns from user input, noting and prioritising important changes in the data, and surfaces relevant insights in real-time that marketers lack the knowhow or resources to look for. For example, based on patterns of usage, Virtual Analyst might recognise that revenue is an important metric, and then intelligently combine order, unit, and social media mentions with a revenue alert. Virtual Analyst also flags data anomalies hourly and produces simple, text-based email alerts.

Adobe also announced an end-to-end offering with Adobe Primetime that extends the solution to help drive audience acquisition, engagement and monetisation across every screen and platform at Adobe Summit. The new offering delivers more personalised TV and ad experiences directly to consumers via mobile, laptops and connected devices such as Apple TV, Sony PlayStation, Roku and Microsoft Xbox. With the integration of Adobe’s digital marketing tools, TV networks and pay-TV providers can more effectively package and sell subscription and advertising-based OTT services.

“TV networks and pay-TV providers are eager to capitalise on OTT, but need a comprehensive platform to effectively acquire, engage and monetise viewers,” said Jeremy Helfand, VP, Adobe Primetime. “By integrating Adobe’s advertising, analytics, data management, ad campaign and personalisation engines with the video playback, ad insertion and digital rights management (DRM) capabilities of Adobe Primetime, media companies are transforming their businesses with more personalised and engaging viewing experiences across screens.”

Interested?

Read the TechTrade Asia blog posts on the Adobe Summit announcement overview and how it is expanding its digital marketing portfolio