MS integrates Adobe Campaign into its ERP solution Dynamics 365

The companies will be collaborating on an industry standard to define and unify the language for marketing, sales and services data

Adobe partners Microsoft

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A tech savvy humanBOT, Sharmistha is a professional writer

After launching its Advertiser Cloud solution, Adobe has now integrated its campaign management platform, Adobe Campaign right into Microsoft’s ERP solution — Dynamics 365.

Adobe can now be officially called as an adtech company. Advertiser Cloud allows Adobe’s customers to manage and buy its digital and TV ads.

According to the Adobe and Microsoft, the integration of Adobe Campaign into Dynamics 365, will allow businesses to better align sales and marketing, compile customer insights across various channels, and create personalized experiences for customers.

Building on their strategic partnership from last September at Microsoft’s Ignite Conference, the duo will also design joint solutions to help enterprises transform their customer experiences. These solutions aim to transform cross-channel experiences and campaign orchestration using Adobe Experience Cloud and Microsoft Azure, Dynamics 365 and Power BI.

“Today’s customers have high standards when it comes to brand interactions. Enterprise companies must deliver exceptional experiences at scale or risk losing customers to competitors,” said Abhay Parasnis, Executive Vice President and CTO, Adobe.

“Bringing together Adobe’s and Microsoft’s sales, marketing and customer intelligence solutions enables brands to better understand and engage with their customers across all touch points,” Parasnis added.

In addition, the companies will be collaborating on an industry standard to define and unify the language for marketing, sales and services data needed to deliver digital experiences consistently at scale.

“We believe the combined power of our technologies will allow enterprise businesses to harness their data in new ways, unlocking critical business insights and actionable intelligence,” said Scott Guthrie, Executive Vice President, Microsoft.

Turning data integration into Actionable Insights

The combo of Adobe Analytics and Microsoft Power BI will enable brands to pull behavioral data into Power BI to visualize the impact of campaigns across segments, understand which customer touchpoints are most effective, and turn these insights into actionable, successful outcomes in real-time.

Experience Manager is also made available on Microsoft Azure, which will allow companies deliver personalized web experiences faster and more efficiently no matter where their customers are. So brands can now manage their web content across any screen within Adobe Experience Manager with lower management and resource costs.

Collaboration on an improvised Data Model

The duo has also revealed plans to collaborate on a semantic data model for understanding and driving real-time customer engagement. This model will standardize how data is structured and vastly expedite the process of gaining insights from massive amounts of data.

This new approach is being designed in conjunction with other industry leaders like AppDynamics, Acxiom, Dun & Bradstreet, Qualtrics, Zendesk, [24]7, and MasterCard to build applications based on the common language.

Unveiling Adobe Experience Cloud

Adobe has also introduced significant enhancements to its Cloud Platform that include new Sensei capabilities for enterprise customers as well as new tools and partner integrations to help developers reduce time to market and better integrate Creative Cloud assets into enterprise workflows.

At the Summit today, it launched the Experience Cloud, comprised of the Marketing Cloud, Advertising Cloud and Analytics Cloud. Experience Cloud is built on the Adobe Cloud Platform, leveraging Sensei’s machine learning and artificial intelligence capabilities, and can integrate with Creative Cloud and Document Cloud.

“At Adobe, we believe experience is the great differentiator, the make-or-break attribute to ignite life-long customer advocacy and growth,” said Brad Rencher, Executive Vice President and General Manager, Digital Marketing, Adobe.

“Leveraging deep customer intelligence, Adobe Experience Cloud gives businesses everything they need to deliver a well-designed, personal and consistent experience that delights customers at every touchpoint,” Rencher explained.

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