Data-Driven, History-Aware Remarketing Comes to Adobe
At the National Retail Federation's 105th annual convention and expo this week (aka the "Retail Big Show"), Adobe introduced an exciting addition to its marketing cloud offering.
Retailers will now be able to connect consumers' online behavior with contextual data in order to create (and distribute/send) a user-defined remarketing trigger (that might come, for example, in the form of an email, a push notification or SMS message), which is intended to increase the likelihood of a purchase.
Adobe lets its Marketing Cloud users capture data from Adobe Analytics and then monitor and deliver through its Adobe Campaign product. What this means is that messages can be triggered as the user moves through a website, if they abandon their cart and end the session, or if they exit their browser entirely. Perhaps the best part is that this can happen in real-time (immediately) or after a predetermined interval. What's more, combining remarketing functionality with historical data (past behavior like a purchase, for example) gives retailers some powerful options.
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