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Microsoft at Adobe Summit: A "common data schema" and plans for months ahead

by Dann Anthony Maurno
Assistant Editor, MSDW

Scott Guthrie at Adobe Summit 2017Microsoft EVP of Cloud and Enterprise Scott Guthrie took the stage at Adobe Summit in Las Vegas to further describe the goals of the partnership between the firms and the near-term plans. Just this morning, the partners announced the availability of three integrated customer experience solutions and plans to lead the development of a new semantic data model for customer engagement.

Guthrie was introduced by Adobe CTO Abhay Parasnis, who said "I believe it is time for a single language of experience," which Adobe calls the Experience Data Model - the semantic data model described above. Parasnis said Adobe is partnering closely with other industry leaders on the model, "none more so than Microsoft." He went on to describe the model as "a rich and expressive language to share profiles, campaigns, events" and which allows disparate systems to communicate seamlessly.

He called Microsoft EVP of Cloud and Enterprise Scott Guthrie to the stage, who described plans for the partnership in the weeks and months ahead.

Adobe Experience Cloud and Dynamics 365 

Guthrie offered few details but described "many things we're doing on the data side to integrate AI and Machine Learning," advising this is not simply artificial intelligence on top of pockets of data, but "to take all data sources from multiple siloes, some cloud, some on-premise, and manage all data in a more holistic fashion." With a common data schema, the notions of a customer, order or opportunity ...

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About Dann Anthony Maurno

Dann Anthony Maurno is a seasoned business journalist who began his career as International Marketing Manager with Lilly Software, then moved on as a freelancer to write for such prestigious clients as CFO Magazine; Compliance Week;Manufacturing Business Technology; Decision Resources, Inc.; The Economist Intelligence Unit; and corporate clients such as Iron Mountain, Microsoft and SAP. He is the co-author of Thin Air: How Wireless Technology Supports Lean Initiatives(CRC/Productivity Press, 2010).