Adobe Experience Cloud adds support for Hadoop data

Advertisers and agencies that rely on Adobe Experience Cloud for email marketing will now be able to access the Hadoop big-data framework for campaign depth.

Announced at NRF 2018 in New York, the update is part of a series of changes for Adobe Campaign, the digital marketing tool that allows users to personalise campaigns online and offline.

Marketers will be able to access advanced segmentation and personalisation due to the integration of Hadoop in Adobe Campaign, relying on the open-source framework for data storage and processing on commoditised software.

The email marketing capabilities of Adobe Campaign include email automation, predictive open rates, Sensei-enabled subject line suggestions, and multilingual support. The Hadoop connector has the potential to offer users access to a data funnel that adds to email marketing.

In an announcement blog post, Matthew Rawding, the product marketing manager for Adobe Campaign, said that the Hadoop connector “gives marketers easy access to their big data to use how they see fit, opening new ways to personalize and thus drive better experiences.”

Prior to this announcement and upgrade, advertisers and agencies would previously rely on their technical teams to custom build their integrations for Hadoop data, while Adobe only offered native integrations with database vendors such as Oracle, Netezza, Teradata, and SQL Server.