Gamification and behavior management platform Badgeville today launched Badgeville for Adobe Marketing Cloud, a series of integrations to enable marketers and analytics professionals to increase audience engagement across Web properties, mobile apps, online stores, and communities.
Adobe, which had retooled its Digital Marketing Suite into the Adobe Marketing Cloud, had restructured its solutions into five key areas—social, analytics, targeting, experience manager, and media optimizer—to simplify technology purchases and rollout for marketers.
With the debut of Badgeville for Adobe Marketing Cloud, marketers now have access to Badgeville's Engagement Mechanics, which span game, reputation, and social mechanics that can lay the groundwork for companies, for example, to award status or recognition to a community participant for creating the most useful or shared content.
Badgeville now integrates with Adobe's SiteCatalyst, a tool that gives marketers access to real-time Web analytics and information. Through a prebuilt connector powered by Genesys Labs, behavior data extracted by Badgeville is automatically rushed into SiteCatalyst.
Likewise, an integration with Adobe's Website optimization tool Adobe Test&Target gives users a way to measure engagement across their audience base. An integration with Adobe Recommendations will give marketers more insight into the best products to surface and recommend at any given time in commerce environments.
What continues to drive marketers, and the development of solutions like Badgeville for Adobe Marketing Cloud, is the ever-changing nature of the multichannel customer. Companies need ways to determine when a Web session began and if it resulted in a sale.
Additionally, it is becoming increasingly important to determine if that user accessed a Web page from a PC, tablet, or smartphone, and how device or experience-specific promotions impacted the purchase process. This provides greater insight into how campaigns, promotions, and offers should be tailored on the fly to capture the sale.