It’s been less than six months since Adobe acquired commerce platform Magento for $1.68 billion and today, at Magento’s annual conference, the company announced the first set of integrations that bring the analytics and personalization features of Adobe’s Experience Cloud to Magento’s Commerce Cloud.
In many ways, the acquisition of Magento helps Adobe close the loop in its marketing story by giving its customers a full spectrum of services that go from analytics, marketing and customer acquisition all the way to closing the transaction. It’s no surprise then that the Experience Cloud and Commerce Cloud are growing closer to, in Adobe’s words, “make every experience shoppable.”
“From the time that this company started to today, our focus has been pretty much exactly the same,” Adobe’s SVP of Strategic Marketing Aseem Chandra told me. “This is, how do we deliver better experiences across any channel in which our customers are interacting with a brand? If you think about the way that customers interact today, every experience is valuable and important. […] It’s no longer just about the product, it’s more about the experience that we deliver around that product that really counts.”
So with these new integrations, Magento Commerce Cloud users will get access to an integration with Adobe Target, for example, the company’s machine learning-based tool for personalizing shopping experiences. Similarly, they’ll get easy access to predictive analytics from Adobe Analytics to analyze their customers’ data and predict future churn and purchasing behavior, among other things.
These kinds of AI/ML capabilities were something Magento had long been thinking about, Magento’s former CEO and new Adobe SVP fo Commerce Mark Lavelle told me, but it took the acquisition by Adobe to really be able to push ahead with this. “Where the world’s going for Magento clients — and really for all of Adobe’s clients — is you can’t do this yourself,” he said. “you need to be associated with a platform that has not just technology and feature functionality, but actually has this living and breathing data environment that that learns and delivers intelligence back into the product so that your job is easier. That’s what Amazon and Google and all of the big companies that we’re all increasingly competing against or cooperating with have. They have that type of scale.” He also noted that at least part of this match-up of Adobe and Magento is to give their clients that kind of scale, even if they are small- or medium-sized merchants.
The other new Adobe-powered feature that’s now available is an integration with the Adobe Experience Manager. That’s Adobe’s content management tool that itself integrates many of these AI technologies for building personalized mobile and web content and shopping experiences.
“The goal here is really in unifying that profile, where we have a lot of behavioral information about our consumers,” said Aseem. “And what Magento allows us to do is bring in the transactional information and put those together so we get a much richer view of who the consumers are and how we personalize that experience with the next interaction that they have with a Magento-based commerce site.”
It’s worth noting that Magento is also launching a number of other new features to its Commerce Cloud that include a new drag-and-drop editing tool for site content, support for building Progressive Web Applications, a streamlined payment tool with improved risk management capabilities, as well as a new integration with the Amazon Sales Channel so Magento stores can sync their inventory with Amazon’s platform. Magneto is also announcing integrations with Google’s Merchant Center and Advertising Channels for Google Smart Shopping Campaigns.
By Frederic Lardinois