When Adobe made the Omniture purchase, I was concerned that they would just give up on the analytics front and the products would be lost among their publishing tools. As we work with more and more clients and see the Adobe Digital Marketing Suite truly assemble, I’m starting to change my mond. Test & Target is a great platform and the seamless integration and common usability to Analytics makes it a must.
Next up is Adobe Social. If you’re an Adobe Analytics user, Adobe Social is pretty much a mandatory implementation.
Adobe Social is a single product to manage social marketing activities end to end – from buying advertising, to publishing to fans and followers, driving engagement and measuring business outcomes. It represents not only a single solution for a business’s core social marketing activities, but a product that has the advantage of integration with the Adobe Marketing Cloud to bring multi-channel measurement and optimization to the mix. From the Adobe blog.
Adobe lists multiple benefits of Adobe Social:
- Demonstrate social media ROI — Move beyond Likes and shares by connecting social activity to business metrics and identifying which social interactions impact purchase behavior and brand value.
- Optimize your marketing with an end-to-end view of the customer — Use social insights to better understand customer activity and trends. Personalize marketing experiences to reach the right person
with the right content.
- Improve the efficiency of social management processes — Leverage enterprise-level workflow systems to engage audiences globally and respond to customer conversations locally while balancing control and managing governance across the organization.