Adobe’s marketing content-testing tools get new mobile and predictive analytics chops

Adobe today announced enhancements to its Adobe Target content testing and personalization platform that give it new predictive analytics and automation chops. Adobe Target is one part of the Adobe Marketing Cloud.

Adobe Target also gets some features that help marketers target messages on more types of devices (think Internet of Things), as well as on devices that are offline.

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Adobe said it’s using predictive analytics to help companies figure out which of their customers might be most responsive to a given marketing message.

A Profiles and Audiences feature lets marketers set up a unified customer profile to store offline data about a customer’s contact with call centers or brick-and-mortar stores. The platform can determine which data points might help predict future purchases, Adobe said.

Adobe also said it has strengthened its platform to reach customers who spend much of their computing time on a mobile device.

The company said its marketing cloud now supports testing, optimization, and personalization on mobile sites, apps, and IoT devices, and in offline locations like stadiums, airports, and hotels. Marketers can use the platform for A/B testing to find out which content and content combinations are working best for those devices and locations.

Adobe said it’s added more automation to its A/B testing tools. The new technology can detect if Content A is proving more appealing than Content B, and can automatically begin directing live traffic to the better experience.

An improved user interface makes it easier for marketers to make content revisions like rich-text and background color editing, image swapping, and HTML editing.

Finally, Adobe said it’s extended the reach of the platform’s testing and optimization tools beyond the marketer’s home page to include acquisition channels, partner sites, and mobile apps.

“These updates in Adobe Target are intended to help every marketer – regardless of skill level – develop effective, real-time testing and optimization activities and expand these activities across all channels and devices,” the company said in a statement.

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Adobe said that it integrates its Adobe Target customer segmentation and targeting technology into its broader marketing tech suite, which includes campaign, customer experience, and data management, as well as programmatic advertising, TV everywhere delivery, social marketing, mobile marketing and analytics.

Adobe said that two-thirds of the Fortune 50 use its marketing cloud.