Adobe beefs up its analytics. Announces plans to link 1.2B devices

Andrew Birmingham 2016-03-22 Adobe has used the opening of its Summit in Las Vegas to announce a significant upgrade to the analytics offering in its marketing cloud. It has also announced an initiative to help link 1.2 billion devices, allowing for better measurement of cross-channel consumer behaviour. The catch: it has to convince brands to join in on its new “Co-op”. There was little in the announcement to suggest how much progress Adobe has made on that front. First up, though, the analytics announcement comes a week after Google’s major upgrade to its enterprise analytics offering, which is designed to compete with companies like Adobe and other marketing cloud providers. Adobe says the algorithms in Adobe Marketing Cloud make it easier for brands to extract insights from billions of data points. The company…


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