Adobe's Personalization Push

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Adobe is introducing several new features at the &Then/DMA conference this week that focus on helping brands get personalization "right."


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Personalization can be tricky as its requires capturing and taking advantage of customer data. To get it right and make digital experiences relevant to consumers, it's necessary to provide context without being creepy. That requires a rather high-definition view (and understanding) of the customer and a recent integration between Adobe Audience Manager and Adobe Campaign could just make it more viable for today's brands.

The integration will enable marketers to pass data from Campaign to Audience Manager for lookalike modeling, offer data governance to prevent third party data in Audience Manager from mixing with personally identifiable information (PII) in Campaign, and provide "smarter" segementation that will allow both Audience Manager and Campaign to share audiences across channels.

Adobe will also introduce a new email marketing self-assessment tool that will enable brand marketers to identify their enterprises strengths and prioritize focus across four key areas of email marketing: data, content, delivery and strategy. The results will reveals benchmarks comparing a business to its peers.

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