This month Microsoft was featured prominently at the Adobe Summit in Las Vegas. What was announced and what does this mean for Microsoft and Adobe customers? How will the two companies work together?
The alliance with Microsoft follows a string of product acquisitions by Adobe to gain dominance in the fragmented marketing cloud market. Adobe, Salesforce, Oracle and IBM have spent significant sums on acquiring companies with products to flesh out their online marketing offerings, as show in the figure below from this TFM Insights blog post.
Here are the products sold as the Adobe Marketing Cloud that are most relevant to sales and marketing:
- Adobe Target -- Helps you test the user experience on your website, such as alternative landing pages, to optimize for desired results, such as lead conversions.
- Adobe Analytics -- Suite of web analytics tools which may be extended and customized. Competes with Google Analytics.
- Adobe Campaign -- Marketing automation tools for email and offline channels. Competes with Mailchimp and ClickDimensions.
- Adobe Social -- Social sentiment analysis and coordination of social content and conversations. Similar functions to Microsoft Social Listening and Microsoft Social Engagement. Competes with Hootsuite.
Many details of the Adobe Microsoft alliance have not been released, but here is what we know so far from announcements from both Adobe and Microsoft.
Adobe has chosen Microsoft Azure as their preferred, but not exclusive, cloud vendor. The Adobe Experience Manager Sites Managed Service is now available on Microsoft Azure.
Microsoft Power BI offers connectivity to Adobe Analytics through the Microsoft content pack. This means you can create dashboards and visualizations with Power BI that consume data from Adobe Analytics, as shown below.
|Microsoft Power BI dashboard for Adobe Analytics|