The most successful brands today are already using data science to create personalized experiences and optimally meet customer needs. Brands are increasingly creating statistical models and algorithms to take their customers' wishes into account. However, complex artificial intelligence (AI) technologies are a real challenge for many companies on the way to creating the best possible customer experience at the right moment.Adobe today announced the development of new functions to optimize data science and algorithms in Adobe Target, part of the Adobe Marketing Cloud. With the help of AI and machine learning, companies can incorporate their own data models and algorithms into Adobe Target to provide their customers with the best possible experience. Adobe has also announced new features in Adobe Target, based on Adobe Sensei, to improve recommendations and targeting, enhance the overall experience and automate the delivery of personalized offers.Customer expectations are high"Customer expectations are now so high that hyper-personalization is no longer just an option, it's a must," says Aseem Chandra, VP Adobe Experience Manager and Adobe Target. "Progressive companies are already developing proprietary algorithms. When these are then integrated into Adobe Target, companies can combine their own expertise with the power of Adobe's AI and machine learning tools to predict what their customers want and give it to them before they have to ask for it - boosting business and brand loyalty. "The ability to bring proprietary algorithms into a leading marketing platform is unprecedented in the industry. Companies benefit from the ability to merge their industry knowledge with the powerful machine learning capabilities of Adobe Sensei and Adobe Target's AI to create personalized customer experiences at scale. For example, a financial services company that has developed its own algorithm to predict which customers are most likely to respond to a particular offer can plug that algorithm into Adobe Target and compare actual traffic with the model calculations to provide customers with the best offer:One-click personalization: With the new Auto-Target feature, marketers can quickly create an unlimited number of variations of personalized customer experiences, whether on websites, in apps or in the IoT. Auto-Target uses Adobe Sensei to determine the optimal customer experience and continuously improves these experiences as a result of new customer actions. For example, a hotel chain can highlight its tropical features and content to customers who are known to prefer warmer climates based on their booking and mobile browsing behavior. This results in stronger customer loyalty and company loyalty.Personalized recommendationsNew recommendation technology in Adobe Target allows companies to maximize the use of customer intent to better predict the content or products a particular customer might need next. Using technology based on natural language processing, personalized recommendations convert customers' actions into language-like signals. These signals are grouped according to commonalities and then used to create tailored customer experiences. For example, a retailer can find out which customers have watched its video on environmentally friendly washing techniques and bought compostable dryer sheets. On this basis, the retailer can then tailor a recommendation on environmentally friendly detergents to the customer or customers. According to preliminary tests, these data science-based enhancements lead to 60 percent better results than other algorithms.Automated offers: Companies can always select the best offer - from hundreds of possibilities - and automatically present it to the right customers at the right moment. For example, a financial services provider could have its mortgage, credit card or online payment offers automatically personalized based on a particular customer's browser history, account status, search terms and other parameters. This ensures that the right offer is made in the right place.Precise targeting: Thanks to the improved integration with the Adobe Analytics Cloud, marketers can target audiences even more precisely by relying on behavioral analytics and audience data for even more granular segmentation. For example, Adobe Target can personalize the experience for a car manufacturer's active customers by accessing insights from the Adobe Analytics Cloud that show, for example, that the majority of this customer group searches for new vehicles via smartphone.what do you think of artificial intelligence in marketing? Your opinion is needed!
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The most successful brands today are already using data science to create personalized experiences and optimally meet customer needs. Brands are increasingly creating statistical models and algorithms to take their customers' wishes into account. However, complex artificial intelligence (AI) technologies are a real challenge for many companies on the way to creating the best possible customer experience at the right moment.Adobe today announced the development of new functions to optimize data science and algorithms in Adobe Target, part of the Adobe Marketing Cloud. With the help of AI and machine learning, companies can incorporate their own data models and algorithms into Adobe Target to provide their customers with the best possible experience. Adobe has also announced new features in Adobe Target, based on Adobe Sensei, to improve recommendations and targeting, enhance the overall experience and automate the delivery of personalized offers.Customer expectations are high"Customer expectations are now so high that hyper-personalization is no longer just an option, it's a must," says Aseem Chandra, VP Adobe Experience Manager and Adobe Target. "Progressive companies are already developing proprietary algorithms. When these are then integrated into Adobe Target, companies can combine their own expertise with the power of Adobe's AI and machine learning tools to predict what their customers want and give it to them before they have to ask for it - boosting business and brand loyalty. "The ability to bring proprietary algorithms into a leading marketing platform is unprecedented in the industry. Companies benefit from the ability to merge their industry knowledge with the powerful machine learning capabilities of Adobe Sensei and Adobe Target's AI to create personalized customer experiences at scale. For example, a financial services company that has developed its own algorithm to predict which customers are most likely to respond to a particular offer can plug that algorithm into Adobe Target and compare actual traffic with the model calculations to provide customers with the best offer:One-click personalization: With the new Auto-Target feature, marketers can quickly create an unlimited number of variations of personalized customer experiences, whether on websites, in apps or in the IoT. Auto-Target uses Adobe Sensei to determine the optimal customer experience and continuously improves these experiences as a result of new customer actions. For example, a hotel chain can highlight its tropical features and content to customers who are known to prefer warmer climates based on their booking and mobile browsing behavior. This results in stronger customer loyalty and company loyalty.Personalized recommendationsNew recommendation technology in Adobe Target allows companies to maximize the use of customer intent to better predict the content or products a particular customer might need next. Using technology based on natural language processing, personalized recommendations convert customers' actions into language-like signals. These signals are grouped according to commonalities and then used to create tailored customer experiences. For example, a retailer can find out which customers have watched its video on environmentally friendly washing techniques and bought compostable dryer sheets. On this basis, the retailer can then tailor a recommendation on environmentally friendly detergents to the customer or customers. According to preliminary tests, these data science-based enhancements lead to 60 percent better results than other algorithms.Automated offers: Companies can always select the best offer - from hundreds of possibilities - and automatically present it to the right customers at the right moment. For example, a financial services provider could have its mortgage, credit card or online payment offers automatically personalized based on a particular customer's browser history, account status, search terms and other parameters. This ensures that the right offer is made in the right place.Precise targeting: Thanks to the improved integration with the Adobe Analytics Cloud, marketers can target audiences even more precisely by relying on behavioral analytics and audience data for even more granular segmentation. For example, Adobe Target can personalize the experience for a car manufacturer's active customers by accessing insights from the Adobe Analytics Cloud that show, for example, that the majority of this customer group searches for new vehicles via smartphone.what do you think of artificial intelligence in marketing? Your opinion is needed!
