Adobe Announces Predictive Audiences in Adobe Audience Manager
Today, Adobe announces Predictive Audiences in Adobe Audience Manager, leveraging AI and machine learning framework to enable new ways for brands to deliver seamless personalisation at scale. With Predictive Audiences, brands and marketers can maximise the impact of initiatives by:
- Classifying users into distinct audiences to personalise across channels and devices – leveraging Adobe Audience Manager’s identity management capabilities, machine learning will match an unknown user’s tendencies in real-time, against an already known audience, and predict which persona this user should most likely belong to
- Improving intelligence and personalisation for unknown audiences and users who have limited trait associations – a marketer can leverage Predictive Audiences to classify website visitors into different categories, whilst an advertiser can classify unknown audiences by behavioural attributes, to retarget customers on ad platforms with personalised messages to up conversion rates
- Honour the data privacy choices of their customers – privacy-by-design is a fundamental principle, Predictive Audiences adopts Data Export Controls, so marketers can create predictive segments with complete control and auto enforcement on the type of data that is collected and exported. The model also classifies only those users who are opted in, based on their preferences
Multiple brands have already been testing Predictive Audiences in beta, including Sprint. Kevin Day, Martech manager at Sprint, notes the benefits for their team: “Adobe Audience Manager allows Sprint to better understand the needs of customers when they visit our website. The journey of each customer is very clear allowing us to move quickly and provide a personalised experience.”
