Adobe said Thursday it had integrated Adobe Analytics into its Audience Manager data management platform (DMP).
The integration makes it easier for marketers to combine first- and third-party data sets to deliver consistent messaging, and marketers can pull execution data back into their reporting tools for a better view of their customers.
“Over the last few years we’ve seen our customers gravitate toward the ability to deliver experiences to customers across every device and channel,” said Ali Bohra, director of strategy and product marketing for Adobe Audience Manager. “We saw the [need] to bring sets of insights closer to systems of action.”
Cruise line Holland America, a subsidiary of Carnival Corp., beta tested the integration. The company wanted to make its site more adaptive and personalized to how a consumer interacts with the brand off-property, said Aaron Fossum, direct of digital analytics at Holland America.
“We want our marketing tied to a conversation with our customers,” he said. “It’s all about segmenting and testing for us.”