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Your marketing data is crucial for understanding when leads are most likely to convert, the type of content they prefer, and their purchasing timing. It provides insights into which marketing campaigns are meeting objectives and offers solutions for improving those that are not. Effective utilization of marketing data requires a platform capable of integrating with CRM, CMS, and other tools, fostering a dynamic conversation with your data. Marketo Engage is presented as a marketing automation solution that learns from your data, linking campaigns to revenue and demonstrating the tangible value of your marketing efforts. Marketo Engage aims to transform raw data into actionable insights, inviting users to engage more deeply with their marketing data through its platform.
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Adobe Campaign streamlines the management of marketing data with its native data management capabilities, allowing for the creation of personalized, dynamic campaigns through the use of clean and reliable data. Data loading into Adobe Campaign is primarily accomplished through flat files, with the platform's workflow engine offering deduplication and matching logic to ensure the uniqueness of records. Other data input methods include APIs for real-time data capture and landing pages for direct customer input. Adobe Campaign can directly access data in databases using federated data access technology when traditional data loading is not feasible, enhancing the flexibility and reach of data management. The platform enables marketers to build targeted campaign segments by querying and filtering any available data, including complex linked tables like delivery and response tracking logs or custom data such as sales transactions, with a user-friendly drag-and-drop query builder. Adobe Campaign allows for the exportation of campaign-specific data (e.g., send and response history) to various systems, including other Experience Cloud solutions or external data warehouses and reporting tools, with automated workflows facilitating the regular transfer of newly captured data.
