Adobe, SAP broker deal to help brands track online, offline marketing data

Announced here today at the Adobe Summit, The Digital Marketing Conference, the agreement will see both Adobe and SAP committing marketing, sales and development resources in the partnership. 

 

Greater integration of these offerings will enable companies to analyse data sets across multiple marketing channels and will help brands engage with their customers in real-time, said Dr Vishal Sikka, member of the executive board of SAP AG, Products & Innovation. 

 

By integrating data from online, retail, social and CRM, marketers will be able to target ads faster and more effectively, claimed the two firms. 

 

At the Summit, Adobe also annouced new software developments in its Marketing Cloud suite of services. The key new offering is the Master Marketing Profile, which purports to provide a single view of customers and prospects, updated in real-time with behavioural data from Marketing Cloud itself as well as third-party systems including CRM tools and payment platforms.

 

This single view of the customer allows brands to optimise the customer experience across the board, according to Kevin Lindsay, director of product marketing. The company touts the addition as the only profile that provides enterprise marketers with a view of anonymous and authenticated data in real time. This allows marketers to create audience segments and share them across the tools within Marketing Cloud to deliver personalised, relevant content through ads, web content, social media, email and apps, the company said.

 

While all of the functions offered in this update could have been run independently in the past, this new offering facillitates the "collaboration and smooth hand-off between solutions," said Lindsay. 

 

Other new services included a set of mobile app development solutions that allows developers to create, deliver, manage, measure and monetise apps on the Adobe Marketing cloud; and Marketing Mix Planning which Adobe markets as offering new ways for marketers to track and optimise online and offline advertising.