Adobe Experience Cloud Explained

Adobe Experience Cloud
Logo Caption:	Adobe Marketing Cloud icon
Developer:	Adobe^[1]
Operating System:	Windows, Linux, OS X
Language:	Multilingual
Genre:	Software suite, cloud applications
License:	Software as a service

Adobe Experience Cloud (AEC), formerly Adobe Marketing Cloud (AMC), is a collection of integrated online marketing and web analytics products by Adobe.

History

Adobe Experience Cloud is a comprehensive suite that encompasses analytics, social, advertising, media optimization, targeting, web experience management, journey orchestration, and content management services, hosted on Microsoft Azure.

The suite, initially known as Adobe Marketing Cloud, was unveiled in October 2012^[2] as part of Adobe's strategy to phase out the Omniture brand, which it had acquired in October 2009.^{[3] [4]} The suite integrates products from the acquired company, Omniture, along with other services into a unified cloud service.

This integration includes eight main applications: Adobe Analytics, Adobe Target, Adobe Social, Adobe Experience Manager, Adobe Media Optimizer,^[5] Adobe Campaign (both Classic and Standard versions), Audience Manager, and Primetime.

On September 15, 2009, Adobe Systems announced its intention to purchase Omniture, Inc., a company specializing in online marketing and web analytics based in Orem, Utah. The acquisition, valued at $1.8 billion, was finalized on October 23, 2009. Post-acquisition, Omniture's offerings were progressively integrated into what is now known as Adobe's Digital Marketing Business Unit, alongside other acquisitions such as Day Software and Efficient Frontier.

In an effort to enhance its marketing cloud's capabilities, Adobe acquired Satellite TMS from Search Discovery in 2013 and rebranded it as Adobe Dynamic Tag Management (Adobe DTM), laying the groundwork for Adobe Launch. Introduced in 2018, Adobe Launch represents the next evolution in tag management systems developed by the company.

Adobe announced the acquisition of Magento for $1.68 billion on May 21, 2018.^[6] This acquisition aimed to incorporate commerce features into the Adobe Experience Cloud. Later that same year, on September 20, Adobe proceeded to acquire Marketo,^[7] a marketing automation company.

By 2021, Adobe Experience Platform Launch was slated to be integrated into the Adobe Experience Platform as part of a broader suite of data collection technologies.^[8]

Products

• Adobe Experience Manager (AEM)^[9] is an enterprise content management system^[10] and digital asset management.^[11] Before its acquisition, it was formerly known as Day CQ5.
• Adobe Campaign^[12] is an enterprise Digital Campaign Marketing System. The software provides cloud-based, web-services service that manages direct marketing campaigns, leads, resources, customer data and analytics. The software also allows companies to design and orchestrate targeted and personalized campaigns from direct mail, e-mail, SMS, MMS and more.^[13] This software is based on Algorithmic Marketing to provide personalization. The software was formerly known as Neolane. Currently, Adobe has two separate versions of the product in the name of Adobe Campaign Classic (Acquired Neolane Version) and Adobe Campaign Standard, the complete cloud-based version built and developed by Adobe.*
• Adobe Audience Manager (AAM)^[14] is a data management platform. This software is based on algorithmic modeling that allows the use of data science to either expand existing audiences or classify them into personas using lookalike modeling and predictive analytics.^[15]
• Adobe Analytics (formerly Omniture), is a widely used tool for web analytics. The tool allows users to define tags embedded in web pages for tracking purposes in order to create customized metrics that can be used for digital marketing and user behavior analysis. Within Adobe Analytics, a tool called Data Warehouse is also provided for scheduling and delivering raw data by email or to FTP server for further data analysis. Unlike some alternatives such as Google Analytics, Adobe Analytics has no free version.

Notes and References

1. Web site: Adobe Experience Manager as a Cloud Service - Terminology . Experience League, Adobe . August 9, 2022 . Adobe . August 9, 2022 . https://web.archive.org/web/20220809141321/https://experienceleague.adobe.com/docs/experience-manager-cloud-service/content/overview/terminology.html?lang=en#:~:text=AEM%20as%20a%20Cloud%20Service%20currently%20supports%20Azure.%20AWS%20support%20is%20a%20roadmap%20item . live .
2. Web site: 2012-10-24 . Media Alert: Solutions Unveiled for Adobe Marketing Cloud; Provocative New Campaign Launches Adobe Newsroom . live . https://web.archive.org/web/20230821025403/https://news.adobe.com/news/news-details/2012/Media-Alert-Solutions-Unveiled-for-Adobe-Marketing-Cloud-Provocative-New-Campaign-Launches/default.aspx . 2023-08-21 . 2018-10-02 . news.adobe.com . en.
3. Web site: September 16, 2009 . Adobe Buys Omniture, Opens Gate to Advertising . live . https://web.archive.org/web/20140222042407/http://www.forbes.com/2009/09/16/adobe-omniture-advertising-cmo-network-adobe.html . February 22, 2014 . January 13, 2014 . Forbes magazine.
4. Web site: September 15, 2009 . Firm for Analyzing Web Traffic Bought by Adobe for $1.8 Billion . live . https://web.archive.org/web/20171107112224/http://www.nytimes.com/2009/09/16/technology/companies/16adobe.html?_r=0 . November 7, 2017 . January 5, 2014 . New York Times . Associated Press.
5. Web site: Adobe Media Optimizer is now Adobe Advertising Cloud . live . https://web.archive.org/web/20201201131910/https://www.adobe.com/au/advertising/media-optimizer.html . 2020-12-01 . 2021-03-16.
6. News: 21 May 2018 . Adobe to acquire Magento for 1.6B . live . https://web.archive.org/web/20181016064208/https://techcrunch.com/2018/05/21/adobe-to-acquire-magento-for-1-6-b/ . 16 October 2018 . 23 October 2018.
7. News: 20 September 2018 . Adobe buys Marketo for $4.75 billion . live . https://web.archive.org/web/20190806234148/https://www.zdnet.com/article/adobe-buys-marketo-for-4-75-billion/ . 6 August 2019 . 23 October 2018.
8. News: 25 July 2021 . Renamed & Rebranded: Adobe Launch . live . https://web.archive.org/web/20220107102551/https://www.ourpcgeek.com/renamed-rebranded-adobe-launch/ . 7 January 2022 . 7 January 2022.
9. Web site: Adobe Experience Manager . adobe.com . Adobe . 5 December 2018 . 27 May 2020 . https://web.archive.org/web/20200527062002/https://www.adobe.com/marketing/experience-manager.html . live .
10. News: Forrester Names Web Content Management Leaders . 5 December 2018 . CMSWire . 2018-11-16 . 2018-12-06 . https://web.archive.org/web/20181206102255/https://www.cmswire.com/digital-experience/forrester-names-web-content-management-leaders-aprimo-updates-dam-more-news/ . live .
11. News: Gartner's Top 19 Enterprise Digital Asset Management Solutions . 5 December 2018 . CMSWire . 2018-07-03 . 2018-12-06 . https://web.archive.org/web/20181206102326/https://www.cmswire.com/digital-asset-management/gartners-top-19-enterprise-digital-asset-management-solutions/ . live .
12. Web site: Adobe Campaign Manager . adobe.com . Adobe . 20 June 2020 . 20 June 2020 . https://web.archive.org/web/20200620051442/https://www.adobe.com/marketing/campaign.html . live .
13. News: Operational Playbook: Adobe Campaign . Adobe . 2013-05-23 . 2015-08-24 . https://web.archive.org/web/20150824024158/http://www.adobe.com/content/dam/acom/au/marketing-cloud/playbook/Adobe-Campaign.pdf . live .
14. Web site: Algorithmic Models Overview. 2020-08-14. docs.adobe.com. 2020-08-14. https://web.archive.org/web/20200814152048/https://docs.adobe.com/content/help/en/audience-manager/user-guide/features/algorithmic-models/algo-models-overview.html. live.
15. Web site: Adobe to Acquire Workfront. 2021-01-01. news.adobe.com. 2020-12-21. https://web.archive.org/web/20201221125454/https://news.adobe.com/news/news-details/2020/Adobe-to-Acquire-Workfront/default.aspx. live.