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Forrester acknowledges Adobe as a leader in data management

05 Aug 2019

Adobe is amongst the ten most significant vendors in the data management platform space, according to Forrester Wave’s Data Management Platforms in Asia Pacific, Q3 2019 report.

Forrester named Adobe Audience Manager as one of only two leaders in the report. The platform received the highest score possible in product flexibility, product vision, execution road map, market approach, past performance, partner ecosystem, revenue, regional footprint, data management and protection criteria.

Adobe Audience Manager is a DMP that helps brands accelerate customer experience management by creating and activating high-value audiences on any device or channel. 

By consolidating audience information from all available sources, Adobe Audience Manager allows brands to build unique audience profiles to identify the most valuable segments to leverage across digital marketing channels. 

Brands can build seamless integrations across Adobe Experience Cloud so that they can leverage their entire marketing stack and go beyond limited, media-based integrations.

Adobe Experience Cloud helps brands deliver B2C, B2B and B2E experiences across customer touchpoints and channels—all while accelerating business growth. 

Unlike legacy enterprise platforms with static, siloed customer profiles, Adobe Experience Platform empowers companies to understand customers and make data actionable through Adobe Sensei, the company’s AI and machine learning technology.

 “Adobe amplifies marketers’ data capabilities in a broad ecosystem,” the report notes. 

“In addition to native integrations with Adobe Experience Cloud, Audience Manager has dozens of server-to-server integrations with third-party tools for broader marketing purposes. Audience Manager helps customers in [Asia Pacific] leverage their first-party data and actively facilitate second-party data exchanges.”

According to Adobe APAC Experience Business senior director Steve Hammond, brands across Asia Pacific are increasingly understanding how important data-driven marketing is.

"APAC has some of the highest customer expectations in the world, and delivering memorable personalised experiences in the moment has become critical for many brands’ success,” says Hammond. "APAC brands today understand the need for a customer experience management partner.”

“Adobe Audience Manager has established itself as the most comprehensive solution for managing data from across systems for a real-time view of the customer, while also acting as a hub to create a universal customer intelligence and audience activation platform for enterprises around the globe.”

According to Adobe, Audience Manager has nearly doubled its customer base from 2016 to 2018, and current APAC customers include Nine, MG Motor, Asia Miles, Circles Life and TEG Analytics.

Forrester Wave analysed Adobe, BrainPad, Cxense, iPinYou, Lotame, nEqual, Oracle, Salesforce, TalkingData, and TG360 in the report.