Adobe boosts campaign platform

Adobe has signed a major deal with technology company Gigya to boost its cross-channel campaign management platform, Adobe Campaign, to create what it claims will be “individualised experiences across all channels for every customer”.
Through the deal, it is claimed that websites and mobile applications using Gigya’s registration-as-a-service, social login and social plugins can gain deep, permission-based access to users’ identity data, social graphs, and interests.
This, it says, will enrich Adobe Campaign’s integrated customer profiles, which help marketers refine their marketing campaign segmentation and targeting. Gigya also integrates with Adobe Analytics and Adobe Audience Manager.
With its HQ in Mountain View, California, Gigya has offices in London, Paris, Singapore, Tel Aviv and Melbourne.
Gigya’s vice president of global channels and alliances Patrick McCue said: “Identity has become core to helping marketers understand and build better relationships with their customers.
“Our integration with Adobe Campaign allows businesses to take an identity-driven approach to marketing, and create personalised experiences that produce higher conversion rates and engagement.”