March 21, 2017

Clouds Don't Solve Integration Woes

Adobe Adds Experience Cloud Label to Marketing, Advertising, and Analytics Clouds

Adobe

Adobe made a slew of announcements at its Summit 2017 conference, including "Experience Cloud" as a master label for its Marketing, Advertising, and Analytics Clouds. Not much talk of direct integration among those components, though.  Adobe did discuss connecting them to its Sensei artificial intelligence platform and Creative Cloud. There was one bit of data-related news: Adobe is working with several other vendors to create a standard marketing data model.  This would simplify future integrations.

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Reach Analytics Adds Response Models to Its Automated Predictive Modeling Platform

PR Newswire

All-encompassing suites are one way to approach martech. The other extreme is to collect best-of-breed tools. Reach Analytics would be one of the latter – a fully-automated predictive modeling system that builds look-alike models and has now added campaign response modeling. Reach ingests customer names, addresses, and past campaign responses; automatically cleans, deduplicates, and households them; and appends 600+ data variables from its own sources. It then builds a best-fit predictive model.  In other words, no need for a customer database, although having one would probably improve results.. In addition to scored names, the system provides profiles that highlight factors which most distinguish responders from non-responders.  

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Deloitte Launches DigitalMix to Pull Together Marketing Suites

PR Newswire

If you’re thinking it’s easier to buy one suite than to integrate separate tools, consider this: Deloitte Digital just announced DigitalMix, a “series of pre-defined and pre-integrated solutions that mix together leading cloud and on-premise platforms in the digital domain”.  Deloitte is saying you need multiple tools even if you buy a big suite and that making them work together is complicated enough to be good busienss for Deloitte. Interestingly, Deloitte announced the new offering in two separate press releases, one highlighting its partnership with Adobe and the other about its Salesforce.com relationship. Sounds like one of those comedies where a woman juggles two boyfriends. We don’t know who else Deloitte is, um, working with.

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