What is Adobe Experience Cloud?

 Adobe Experience Cloud


adobe experience cloud

The Adobe Experience Cloud, formerly Marketing Cloud, is a comprehensive customer journey management solution for B2B and B2C applications. Through content management, personalization, commerce, and marketing workflows, it can offer customized digital experiences across all customer interactions.

Experience Cloud is offered by Adobe as a cloud-based or on-premises solution. As well as its core functions, the platform provides open APIs for integrating with other enterprise systems. Microsoft, Oracle, Salesforce, and SAP are among the more than 165 app partners on Experience Cloud.

Adobe and Microsoft's partnership allows users of Experience Cloud and Dynamics 365 to align sales and marketing information and identify high-value audience segments. In addition, users can combine behavior data with order history and other customer details to identify their sales lifecycle stage and deliver content at the right time.

Adobe's CRM platform also integrates with social media platforms, such as Facebook, LinkedIn, and Twitter. Social measurement, publishing, and listening functions are available, along with text, mobile app, and social media analytics, as well as predictive publishing that enables users to engage with customers and analyze interactions. Platforms can document this data in a Audience Manager provides users with a variety of ways to create unique audience profiles and track customer interactions.

Experience Cloud was designed for medium and large organizations, and it can support thousands of users. The software runs on Linux, macOS, and Windows, and IT teams can adapt it to other operating systems. This platform is also supported by mobile devices such as Android and Apple offerings.

How does Adobe Experience Cloud work?

Experience Cloud uses five primary data sources:

  1. customer interactions

  2. online transactions, including commerce and support calls

  3. financial records

  4. operational logs and events

  5. third-party databases

These sources and CRM systems can be integrated with Experience Cloud apps from Amazon Web Services, Google, IBM, Microsoft, Oracle, Salesforce, SAP, and ServiceNow.

With Experience Cloud data preparation tools, you can aggregate, normalize, and categorize data sources so that operational and analytics tools can use the data for tasks such as customer personalization, data queries, and machine learning-enhanced analytics. The processed data is then fed into Adobe tools, third-party software, and custom apps.

Due to the CRM's marketing function, particular use cases vary widely. However, tools such as Adobe's Commerce Integration Framework - a programmable extension of Experience Manager experiences -- enable customized digital experiences with data from customer profiles, product catalogs and transaction history.

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