Responsys Enhances Adobe Integration To Bridge Analytics Data And Campaigns
- Written by Demand Gen Report Team
- Published in Industry News
Responsys, Inc., a provider of on-demand email and cross-channel marketing solutions, announced enhancements to its existing integration with the Adobe Online Marketing Suite, powered by Omniture. Unveiled at the recent Adobe Omniture Summit 2011, the enhancements are aimed at accelerating time-to-market and reducing complexity of cross-channel marketing campaigns.
The update to the Responsys integration is designed to empower marketers by automatically summarizing web analytics data that is captured by Adobe SiteCatalyst, powered by Omniture, into pre-defined audience segments within the Responsys Interact user interface. The integration leverages Adobe Genesis, Adobe’s technology for automating integrations between partner technologies and the Adobe Online Marketing Suite.
“Adobe is focused on working closely with marketers to create valuable and meaningful connections with their target customers,” said John Mellor, Vice President of Strategy and Business Development, Omniture Business Unit, Adobe. “Through our ongoing partnership with Responsys, an accredited Adobe Genesis partner, our customers are better equipped to leverage today’s technology to translate their data into smart business decisions.”
With the new integration, Responsys said its Interact users will have the ability to easily target campaigns based on who has recently browsed, purchased or abandoned a shopping cart on their web site. Responsys has integrated these pre-built audience segments into Responsys Interact’s Filter Designer so that users can build cross-channel targeting rules that combine behavioral attributes from the web site with other channels — for example, prospects that have neither purchased on the web site recently, nor engaged with campaigns on other channels.
“Data is only valuable when it’s actionable and helps our business grow,” said Jonathan Petrino, a marketer with Thomson Reuters. “The Responsys and Adobe integration provides us with the right tools to rapidly identify the most critical segments of our audience and formulate marketing campaigns to easily communicate with them. The insight from this data integration will be critical in allowing us to continue to create deeper relationships with our customers.”
Global brands such as Avery, Dollar Thrifty Automotive Group, Freshpair.com, Intrawest, Onlineshoes.com, and Thomson Reuters currently use Responsys and Adobe to power their data-driven marketing campaigns to increase ROI and make smarter business decisions.