Adobe is a juggernaut in the marketing enablement space, with deep plays in marketing campaign orchestration, web experience, e-commerce, and customer analytics. Software AG is a strong player in the enterprise integration and service bus space. The two firms recently announced a partnership at Adobe Summit EMEA to better help their customers integrate disparate sources of customer data and use this data to drive better insights and real-time decision making.
Specifically, the two firms announced that easy-to-configure data connectors can be leveraged to use Software AG’s integration solution to easily shuttle customer data to and from the Adobe Experience Cloud from other backend systems (such as CRM or ERP solutions).
The move makes sense. A key challenge we see at Info-Tech in the customer experience space is that data silos and fragmentation frustrate the creation of a unified view of the customer. While having both a top-tier solution for marketing orchestration like the Adobe Experience Cloud and a suite of integration tools from a vendor such as Software AG is an expensive proposition, the value generated by being able to better understand customer profiles and target them appropriately using data from multiple backend systems should not be underestimated. The move coincides with other customer experience vendors actively tackling the integration piece as well – for example, Salesforce and their Integration Cloud product.
An enterprise applications practice holds the key to an organization’s technology tool chest. As applications practitioners, it is our responsibility to recognize the compelling events that drive a need for technology change.
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