The “live stream” technology in Adobe Analytics will allow marketers to pre-build engagement workflows for common scenarios. For example, a brand could “see” shopping cart abandonment in real time and immediately kick off a personalized promotion to help close the deal, such as a retargeted ad on the next website the shopper visits offering free shipping or another goodie. Alternatively, if people are stuck in an onboarding process, a company could initiate an immediate help action.
Adobe is also adding an app-store like exchange as a new core service to its marketing cloud, which it just significantly updated in March. The Exchange had been in beta and is now generally available as a core service across all marketing cloud components.