Adobe adds data-science muscle to its cloud services

New algorithms aim to help brands make better use of their data

Finding insights in an ocean of data has become one of today's most pressing business challenges, and software vendors are rushing to help. The latest is Adobe, which has added a host of algorithms in its cloud services to help brands uncover patterns and put them to work.

Adobe's Creative, Document and Marketing Cloud services already use data science to help brands hone their message to customers, and the algorithms announced Wednesday add more capabilities.

In the Marketing Cloud, for instance, a new auto-allocate capability billed as a "content traffic cop" helps marketers identify the best offers, messaging and creative materials for engaging with customers. An online retailer could use it to determine that a particular promotional video is driving the most purchases, and automatically push that video to more online visitors even as it tests other content.

Users of Adobe's Campaign tool, meanwhile, can now test predictive subject lines through a new beta program. The technology suggests which email subject line will yield the best results from a marketing campaign.

In the Creative Cloud, a new DeepFont capability is like the Shazam music-identification app but for typefaces, Adobe says --users can take a picture of a typeface and learn what it is.

In the Document cloud, new semantic-analysis capabilities allow Acrobat DC users to capture scans or images of documents, for example, and convert them to searchable and shareable PDFs.

Also on Wednesday Adobe, unveiled new advertising capabilities in its Adobe Media Optimizer product, including support for video ads and new analytics tools.

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Katherine Noyes

IDG News Service
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