Adobe Named the Leader among Digital Intelligence Platform Vendors by Independent Research Firm

Earlier today, we announced that Adobe has been recognized as the only leader in the recently published report The Forrester Wave™: Digital Intelligence Platforms, Q2 2017—the only vendor whose current offering, strategy and market presence scored high enough across 26 evaluation criteria to earn the title of “Leader” in the report.

The “Leader” designation is a familiar position for Adobe. Adobe pioneered the Marketing Cloud category and has had an uninterrupted tenure as a leader in this category since its inception. With the expansion of the roles and requirements placed on marketers, Adobe unveiled Adobe Experience Cloud, a comprehensive set of cloud services designed to give enterprises everything they need to deliver exceptional customer experiences.

Core to any solution designed to facilitate the creation, delivery and optimization of personalized experiences is a purpose-built platform—capable of aggregating, interpreting and taking action on digital intelligence. Adobe Experience Cloud running on the Adobe Cloud Platform excels in this space. Emerging as the leader among Digital Intelligence Platform Vendors in this latest report underscores Adobe’s leadership position when it comes to helping brands deliver exceptional and personalized customer experiences at massive scale.

What is a Digital Intelligence Platform?
According to this latest Forrester report, companies are pushing for digital intelligence platforms to help them “unify the understanding of customer digital interactions and to deliver consistent, continually improving experiences.” These requirements have long been the goals and objectives of digital marketing. Today, every division within a company needs this holistic view of the customer and the ability to act on insight provided.

In this report, Forrester clarifies that “the habit of piecemeal purchasing of digital analytics and optimization technologies in isolation for use by different teams (e.g., marketing, product management, and customer support) stymies attempts to track and keep up with the customer at scale across all digital touchpoints. Enterprises and their vendors are now starting the move toward consolidated technology platforms…”

What are the key pillars of a Digital Intelligence platform?
1. Digital data management technologies
2. Digital analytics technologies
3. Digital engagement optimization technologies

The Forrester Digital Intelligence architecture comprises 15 technology capabilities across these three pillars. These include: data warehousing and tag management (digital data management); application analytics, cross-channel attribution, digital performance management, interaction analytics, IoT analytics, predictive analytics, social analytics, spatial analytics, voice-of-the-customer, and web analytics (digital analytics management); and behavioral targeting, online testing, and recommendations (digital engagement optimization).

In this evaluation of Digital Intelligence platform vendors, vendors were given a series of scores for their ability to integrate and deliver customer value across 26 evaluation criteria, which ultimately graded the strength of their current offering, the strength of their strategy, and their market presence. In the end, Adobe emerged with the highest score for current offering and strategy, and tied for the highest score for market presence. In fact, Adobe received the highest scores possible in nine categories, including cross-channel attribution, social analytics, web analytics, behavioral targeting, online testing, tag management, partner ecosystem, digital intelligence revenue and number of enterprise customers—which we believe is a testament to the robust digital intelligence capabilities provided by Adobe Experience Cloud solutions.

Here’s what Forrester had to say about Adobe specifically:

“Adobe continues to have strength and depth in digital intelligence, primarily for optimizing customer experiences and engagement, all within the framework of its marketing cloud platform in a marketing and eCommerce context. … Looking forward, the vendor aims to continue to entice and extend its customer base through partnerships with Microsoft Azure (to strengthen its appeal to enterprise sales teams) and Adobe Sensei (to focus its AI efforts on scaling customer experiences).”

We’re thrilled to receive the recognition and see it as further validation for our strategy of enabling our customers with Adobe Experience Cloud and the Adobe Cloud Platform to become experience businesses. Adobe has long maintained that data without intelligence is merely history. Data with intelligence is the fuel that drives excellent experiences.

Download the full report from our website HERE.

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