Sep
10
2019
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Latest Adobe tool helps marketers work directly with customer journey data

Adobe has a lot going on with Analytics and the Customer Experience Platform, a place to gather data to understand customers better. Today, it announced a new analytics tool that enables employees to work directly with customer journey data to help deliver a better customer experience.

The customer journey involves a lot of different systems, from a company data lake to CRM to point of sale. This tool pulls all of that data together from across multiple systems and various channels and brings it into the data analysis workspace, announced in July.

Nate Smith, group manager for product marketing for Adobe Analytics, says the idea is to give access to this data in a standard way across the organization, whether it’s a data scientist, an analyst with SQL skills or a marketing pro simply looking for insight.

“When you think about organizations that are trying to do omni-channel analysis or trying to get that next channel of data in, they now have the platform to do that, where the data can come in and we standardize it on an academic model,” he said. They then layer this ability to continuously query the data in a visual way to get additional insight they might not have seen.

Adobe screenshot 1

Screenshot: Adobe

Adobe is trying to be as flexible as possible in every step of the process, and openness was a guiding principle here, Smith said. That means that data can come from any source, and users can visualize it using Adobe tools or an external tool like Tableau or Looker. What’s more, they can get data in or out as needed, or even use your their own models, Smith said.

“We recognize that as much as we’d love to have everyone go all in on the Adobe stack, we understand that there is existing significant investment in other tech and that integration and interoperability really needs to happen, as well,” he said.

Ultimately this is about giving marketers access to a full picture of the customer data to deliver the best experience possible based on what you know about them. “Being able to have insight and engagement points to help with the moments that matter and provide great experience is really what we’re aiming to do with this,” he said.

This product will be generally available next month.

Jul
29
2019
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Adobe’s latest Customer Experience Platform updates take aim at data scientists

Adobe’s Customer Experience Platform provides a place to process all of the data that will eventually drive customer experience applications in the Adobe Experience Cloud. This involves bringing in vast amounts of transactional and interactional data being created across commerce platforms. This process is complex and involves IT, applications developers and data scientists.

Last fall, the company introduced a couple of tools in beta for the last group. Data scientists need familiar kinds of tools to work with the data as it streams into the platform in order to create meaningful models for the application developers to build upon. Today, it made two of those tools generally available — Query Service and Data Science Workspaces — which should go a long way toward helping data scientists feel comfortable working with data on this platform.

Ronell Hugh, group manager at Adobe Experience Platform, says these tools are about helping data scientists move beyond pure data management and getting into deriving more meaningful insights from it. “Data scientists were just bringing data in and trying to manage and organize it, and now we see that with Experience Platform, they are able to do that in a more seamless way, and can spend more time doing what they really want to do, which is deriving insights from the data to be actionable in the organization,” Hugh told TechCrunch.

Part of that is being able to do queries across the data sets they have brought into the platform. The newly released Query Service will enable data scientists and analysts to write queries to understand the data better and get specific answers based on the data faster.

“With Query Service in Adobe Experience Platform, analysts and data scientists can now poll all of their data sets stored in Experience Platform to answer specific cross-channel and cross-platform questions, faster than ever before. This includes behavioral data, as well as point-of-sale (POS), customer relationship management (CRM) and more,” the company wrote in a blog post announcing the new tool.

In addition, the company made the Data Science Workspace generally available. As the name implies, it provides a place for data scientists to work with the data and build models derived from it. The idea behind this tool is to use artificial intelligence to help automate some of the more mundane aspects of the data science job.

“Data scientists can take advantage of this new AI that fuels deeper data discovery by using Adobe Sensei pre-built models, bringing their existing models or creating custom models from scratch in Experience Platform,” the company wrote in the announcement blog post.

Today, it was the data scientists’ turn, but the platform is designed to help IT manage underlying infrastructure, whether in the cloud or on premises, and for application developers to take advantage of the data models and build customer experience applications on top of that. It’s a complex, yet symbiotic relationship, and Adobe is attempting to pull all of it together in a single platform.

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