Thumbnail image for 2014-16-July-Stephan-Dietrich.jpgSay “Adobe” 10 years ago and people would think “pdf” or “Photoshop.” Heck, say “Adobe” five years ago and people would think “pdf” or “Photoshop.”

While those words still come to mind when you hear Adobe today, chances are you are just as likely to think Marketing Cloud.

Adobe has come a long way since its acquisition of Omniture in 2009, which set the groundwork for its current Marketing Cloud.  

With last year's purchase of Neolane, Adobe came one step closer to realizing its goal of bringing the right and left brains of marketing together. Vice President of Adobe Campaign, Americas and Neolane co-founder Stephan Dietrich sat down to discuss the progress made in the first year since the acquisition announcement and the road ahead for the Marketing Cloud.

Perfect Fit

There are acquisitions where you're left scratching your head, but Adobe's buy of Neolane wasn't one of them. Neolane brought the marketing automation piece to Adobe's Marketing Cloud puzzle and helped connect the dots between the online and offline behaviors of potential customers. A partnership with Omniture (since 2008) eased Neolane's integration into the Marketing Cloud.

"A week in we had already merged the sales teams. We quickly merged the marketing teams, the professional service teams, etc. ... everything was done by January (pretty much)." said Dietrich.

What stage is the integration today? Redubbed Adobe Campaign, the former Neolane now integrates with three of the five other solutions which make up the Marketing Cloud: Adobe Analytics, Adobe Target and Adobe Experience Manager. The integration is a work in progress, with plans for deeper and further integration in the works.

A quick refresher on the six solutions that make up the Marketing Cloud:

  • Adobe Analytics -- real time web, social and mobile analytics
  • Adobe Target -- A/B and multivariate testing, rules based targeting
  • Adobe Social -- social listening, publishing and analytics
  • Adobe Experience Manager -- WCM and DAM
  • Adobe Media Optimizer -- media management across channels
  • Adobe Campaign -- cross channel campaign planning and execution, marketing resource management

The Tie that Binds

What ties all six of the solutions together is a shared source of knowledge about customers -- what's called the Master Marketing Profile. Neolane brought this understanding of the customer to the Marketing Cloud. The information available before was limited at best -- some demographic information here, some transactional information there, a little bit of behavioral information mixed in.

The Master Marketing Profile changes this.