Reddit scm musicplayer broken7/1/2023 In Adobe's case, bringing together data from real-time pipelines such as web analytics and other sources to update the existing customer profile is essential to ensure that what's presented to the customer remains consistent and timely. The results can then be delivered in a digital user experience that's plugged in to all the resources of the platform. This provides an API-first, composable foundation for the end-to-end connections, real-time updates and on-demand responsiveness of Frictionless Enterprise. The platform strategy is a common response from vendors as they shift from the monolithic application stacks of old to a flatter, more modular IT architecture that diginomica calls Tierless Architecture. This was an organic investment for us, and the main motivation was, how do you bring in all this data - whether it is website, email, in all different kinds of channels, every way of interaction? You will need to bring it together in one place and stitch that data together to build what we call the unified profile of the customer. This was a real realization and recognition that if we don't build a platform, then you're not going to end up with connected technology. This was the thinking behind the genesis of the Adobe Experience Platform, which - in contrast to the former Marketing Cloud, which grew out of successive acquisitions such as Omniture, Magento and Marketo - has been developed to natively provide a single, real-time customer data platform on which to design and orchestrate customer journeys and then measure and analyze the outcomes. But I think what is now super important is people are realizing that you cannot deliver those things if your technologies are siloed and are not connected. We've spent the last decade saying connected experiences matter. As Anjul Bhambhri, Senior Vice President, Adobe Experience Cloud, puts it: It's gradually dawned that this isn't achievable when each of those channels operates in a separate functional silo. Evolving a connected platformįor several years now, marketing teams have been wrestling with how to ensure a joined-up customer experience that connects across the many different channels through which individuals engage with an organization. I spent the week of the Summit speaking to various executives at Adobe about the steps it's been taking and how they measure up to what's needed. The backdrop to these announcements is Adobe's own journey - just like its peers in the enterprise application space - to modernize its technology architecture and product offerings to adapt to these emerging demands. This, along with the overall event theme of experience-led growth, ties into a core sub-theme of Frictionless Enterprise called the XaaS Effect, in which enterprises continuously engage with customers and iteratively improve their experience and outcomes. Meanwhile, a new product analytics offering extends analysis of the customer journey to encompass the product experience. At the show, Adobe introduced the concept of the content supply chain, in which the processes of content creation and delivery are streamlined in automated workflows to drive speed, scale and accuracy. While the announcements around generative AI stole the headlines, the core theme of Adobe Summit this year was all about joining up end-to-end processes across the marketing function and beyond. The recent Adobe Summit provided a textbook example of how these trends are being expressed in the strategies of leading enterprise technology vendors. One of the biggest challenges here for established businesses is figuring out how to bring their existing IT investments into this new more digitally connected world, and they are looking to their incumbent technology vendors to help them on this path. This is a journey that diginomica calls the move to Frictionless Enterprise, where the goal of digital transformation is to eliminate barriers to rapid action and adaptation. The average enterprise today is racing to join up processes and data across the organization and out to customers.
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