Nowadays, efficient customer experience management requires the consideration of many aspects: companies have to be able to integrate data from many departments (marketing, sales, commerce) and channels (on and offline) in order to capture each customer interaction and evaluate it for the benefit of the customer. This evaluation will only prove fruitful if the collected data is analyzed in an intelligent manner and the customers receive offers tailored to their personal needs. Adobe’s answer to this market development is the recently launched Experience Platform. This Expert View will outline Adobe’s strategy and analyze their platform.

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