Adobe Marketing Cloud integrations: what you need to know
- Posted: 14th September 2017
Delight your customers with an enhanced digital experience
To deliver real results in today’s fast-paced, competitive world, you need to drive your marketing efforts with actionable customer insights. Armed with this information, you can build personalised campaigns and create superior customer experiences. The Adobe Marketing Cloud makes this possible. It brings all your data and content together, enabling you to manage your content and data through an integrated solution.
Adobe’s Marketing Cloud was built through a combination of the acquisition of leading specialist tools and in-house product development. Each tool started as a standalone solution. Now, they form an integrated suite, offering marketers a comprehensive set of marketing technologies. Adobe Marketing Cloud integrations have created one single platform to facilitate highly effective analytics, web and app experience management, testing and targeting, advertising, audience management, video, social engagement and campaign orchestration.
Adobe Marketing Cloud: core services
Since the Adobe Marketing Cloud is a best-of-breed selection of tools – based on a smorgasbord of technologies and overlapping features, creating only point-to-point integrations misses the point of having an integrated cloud solution. To benefit from a normalised set of features, the Core Services offer a singular entry point to better manage the shared features across the toolset.
Below is the current set of ever-expanding Core Services, which will benefit any implementation based on the Adobe Marketing Cloud. Even if you don’t have the whole suite of products, the services below will be available to you:
People: Adobe Marketing Cloud makes it easier for your teams to share audiences and customer data. This collaborative focus ensures that your brand delivers one seamless experience and delight your customer throughout their buying journey.
Assets: Users can share assets within Adobe Marketing Cloud and Adobe Creative Cloud. This tie-in makes it easy to quickly activate creative assets across all marketing channels.
Activation: Users can easily deploy Adobe Target and Adobe Analytics using Dynamic Tag Management (DTM). For example, triggers like an abandoned basket email, will push the event from Analytics to Adobe Campaign to activate a quick response.
Identity: This service shares a unique visitor ID between all tools for easier integration, cross device recognition, and project orchestration.
Administration: Setting up a single sign-in account makes it easier to use the marketing tools and business users can use their corporate accounts to securely login to the Adobe Marketing Cloud.
Tool-specific Adobe Marketing Cloud integrations
All software in the Adobe Marketing Cloud has its own way of integrating directly with the outside world. This is either file-based or by exposing an Application Programming Interface (API).
Examples of file-based integrations:
- Adobe Campaign can import and export flat files
- Adobe Analytics has a data warehouse feature to exchange files
- Adobe Audience Manager can onboard data via flat files to load traits
Examples of API integrations:
- Adobe Campaign v6 exposes webservices
- Adobe Creative Suite uses REST-based APIs
- Adobe Experience Manager is fully REST-based and everything can be made accessible
- Adobe Target has got a REST API to programmatically retrieve data and create content
- Adobe Analytics has a reporting API to retrieve data and segments
Adobe Analytics has an API explorer, which is an incredibly helpful feature to test integrations, both supporting SOAP and REST, and is available for anyone to use.
Since there are a lot of integration points within the Adobe Marketing Cloud, Adobe provides a single point for developers to share resources and configure integrations: Adobe I/O. This acts as a single-source hub for software developers who want to integrate, extend or create apps and experiences based on Adobe’s products and technologies. This includes all software within the Creative Cloud, Document cloud and Marketing Cloud.
The Adobe I/O initiative is a work in progress. A lot of useful features are available, but some are only available by participating in a beta program and not all features are available for all parts of the Cloud. Since new features are added to the Cloud all the time, expect this to be updated frequently.