itb-au logo
Story image

Forrester acknowledges Adobe as a leader in data management

05 Aug 2019

Adobe is amongst the ten most significant vendors in the data management platform space, according to Forrester Wave’s Data Management Platforms in Asia Pacific, Q3 2019 report.

Forrester named Adobe Audience Manager as one of only two leaders in the report. The platform received the highest score possible in product flexibility, product vision, execution road map, market approach, past performance, partner ecosystem, revenue, regional footprint, data management and protection criteria.

Adobe Audience Manager is a DMP that helps brands accelerate customer experience management by creating and activating high-value audiences on any device or channel. 

By consolidating audience information from all available sources, Adobe Audience Manager allows brands to build unique audience profiles to identify the most valuable segments to leverage across digital marketing channels. 

Brands can build seamless integrations across Adobe Experience Cloud so that they can leverage their entire marketing stack and go beyond limited, media-based integrations.

Adobe Experience Cloud helps brands deliver B2C, B2B and B2E experiences across customer touchpoints and channels—all while accelerating business growth. 

Unlike legacy enterprise platforms with static, siloed customer profiles, Adobe Experience Platform empowers companies to understand customers and make data actionable through Adobe Sensei, the company’s AI and machine learning technology.

 “Adobe amplifies marketers’ data capabilities in a broad ecosystem,” the report notes. 

“In addition to native integrations with Adobe Experience Cloud, Audience Manager has dozens of server-to-server integrations with third-party tools for broader marketing purposes. Audience Manager helps customers in [Asia Pacific] leverage their first-party data and actively facilitate second-party data exchanges.”

According to Adobe APAC Experience Business senior director Steve Hammond, brands across Asia Pacific are increasingly understanding how important data-driven marketing is.

"APAC has some of the highest customer expectations in the world, and delivering memorable personalised experiences in the moment has become critical for many brands’ success,” says Hammond. "APAC brands today understand the need for a customer experience management partner.”

“Adobe Audience Manager has established itself as the most comprehensive solution for managing data from across systems for a real-time view of the customer, while also acting as a hub to create a universal customer intelligence and audience activation platform for enterprises around the globe.”

According to Adobe, Audience Manager has nearly doubled its customer base from 2016 to 2018, and current APAC customers include Nine, MG Motor, Asia Miles, Circles Life and TEG Analytics.

Forrester Wave analysed Adobe, BrainPad, Cxense, iPinYou, Lotame, nEqual, Oracle, Salesforce, TalkingData, and TG360 in the report.

Link image
The importance of data resilience in the current cybersecurity climate
Protecting an organisation's data is one of the most crucial functions of any CISO. Strategies should be in place where data is stored securely and cost-effectively.More
Link image
How to choose a cloud communications solution with maximal benefits
The move towards cloud communications is inevitable for most organisations. But choosing a solution with DNA rooted in the benefits of a true cloud offering can go a long way in preventing future headaches.More
Link image
How a major gas firm keeps onshore and offshore staff connected with LoopUp
With almost 2000 staff and many offices around the world, GasLog needed a reliable calling solution. Here’s how it uses LoopUp & Microsoft Teams to keep everyone connected - no matter where in the world they are.More
Story image
Cognizant invests in IIoT with Bright Wolf acquisition
“Companies are increasingly embracing IIoT, and Bright Wolf’s team of senior IIoT architects have delivered the business value others have struggled to achieve. We look forward to this talented team joining Cognizant.”More
Story image
Interview: How iText adapts to the evolution of open source & PDF
“We are unique in the way that we have not built in any limitations to the capabilities of our open source technology when compared to our commercial offering.”More
Story image
Workplace from Facebook study reveals disconnect between frontline and HQ leaders due to COVID
Frontline leaders are being blocked from strategic decision making compared to their HQ counterparts, despite pandemic pressures.More