|New Adobe Creative Suite 5 Bridges the Gap between the Art and Science of Marketing|
|Monday, April 19 2010|
Over the past few weeks on Tuesdays with Tukaiz, we’ve been covering the technology and application of Web Analytics and discussing how marketers are relying more on analytics to measure the effectiveness of campaigns and optimize things like advertising and user experience. One of the Web Analytics companies we mentioned, Omniture, was acquired by Adobe last year. Many of us were wondering how Adobe would integrate its Creative Suite products with Omniture’s own products. Last week, we finally got an answer when Adobe unveiled the fifth iteration of its Creative Suite family of products (commonly referred to as CS5) and all of its various packages: Design Standard, Design Premium, Web Premium, Production Premium, and the all-encompassing Master Collection.
Test&Target, Omniture’s testing and optimization product, has been integrated into a panel within Adobe’s Flash tool, while SiteCatalyst, Omniture’s flagship analytics platform, has been integrated with Dreamweaver. These integrations are meant to bring the designer and the marketer closer together by enabling the designer to sync multiple Flash designs, such as online display ads, to Test&Target, as well as build and optimize Web designs to work well with SiteCatalyst. For Test&Target, the marketer can test the different ad versions that a Web visitor receives based on a variety of metrics, such as location and browser type, to see which ad is most effective. A Test&Target user can also change the text of a Flash-based ad, such as a call-to-action, without ever having to open the actual Flash application. This allows for greater flexibility. With CS5 also comes the launch of Omniture SiteCatalyst NetAverages, which aggregates and visualizes analytics information from a pool of Omniture users to give designers insight into the latest trends across the Web. These trends include screen resolution and browser type, which provide designers with useful information to meet the top requirements of Web users.
The Adobe CS5/Omniture integration represents a huge first step in bringing the art and science of marketing together by enabling marketers to test and optimize the performance of their campaigns before launching them to a wider audience. With marketing budgets still tight and a greater push to utilize multiple marketing channels, this type of streamlining will be welcome. It has the potential to enable the tracking and analysis of other mediums within an overall campaign, including print.
Adobe CS5 also has a number of other improvements that make it an attractive upgrade option for organizations that may have passed over CS4. Many of the features in CS5 include tools that help end-users increase productivity. For example:
Adobe’s latest Creative Suite release shows that the company is focusing on increased productivity for end-users, enabling designers to more easily develop interactive designs and interfaces, and ultimately bringing creative and marketing departments closer together to ensure greater organizational alignment and a streamlined workflow. It will be interesting to see how end-users embrace and push these features to their full potential to obtain maximum value and provide the best experience possible.