Adobe Marketing Cloud (AMC) is a collection of integrated online marketing and Web analytics products by Adobe Systems. It is a comprehensive marketing solution which enables marketers to measure, personalize and optimize marketing campaigns and digital experiences for optimal marketing performance.

History

Adobe Marketing Cloud includes a set of analytics, social, advertising, media optimization, targeting, Web experience management and content management products[4] aimed at the advertising industry and hosted on Amazon Web Services.[2] Like other Adobe Cloud services (e.g., Adobe Creative Cloud), the Adobe Marketing Cloud allows users with valid subscriptions to download the entire collection and use it directly on their computers with open access to online updates.

The Adobe Marketing Cloud collection was introduced to the public in October 2012 as Adobe began retiring the Omniture name it acquired in October 2009. Products of the defunct company were then integrated step by step into the new Cloud service[3] which includes the following eight applications: Adobe Analytics, Adobe Target, Adobe Social, Adobe Experience Manager, Adobe Media Optimizer, Adobe Campaign, Audience Manager and Primetime. In November 2013, Adobe Systems introduced mobile features to its Marketing Cloud, making smartphones and other mobile devices new targets for analytics.[10][11]

On September 15, 2009, Omniture, Inc. and Adobe Systems announced that Adobe would be acquiring Omniture, an online marketing and web analytics business unit in Orem, Utah.[30] The deal of $1.8 billion, was completed on October 23, 2009, and is now joined by other Adobe acquisitions such as Day Software and Efficient Frontier, as the main components of Adobe's Digital Marketing Business Unit.[32] Around 2012, Adobe withdrew the Omniture brand while its products were being integrated into the Adobe Marketing Cloud.[3][32]

Reception

Adobe Marketing Cloud as a subscription model has made significant progress in terms of acceptance in the business world.[33][34][35][36] In 2013, Gartner, an information technology research and advisory company, ranked Adobe's solutions execution ability at the highest position on its Magic Quadrant for Web content management.[37][38]