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Microsoft and Adobe announce availability of joint solutions for customer engagement, new semantic model initiative

by Jason Gumpert
March 21 2017

Adobe + Microsoft 

Following their September 2016 partnership agreement, Adobe and Microsoft are announcing the availability of three integrated customer experience solutions. And the companies revealed plans to lead the development for a new semantic data model for customer engagement that will be developed in conjunction with a larger group of firms.

The new integrated solutions will allow for the combined use of related Microsoft and Adobe solutions: Adobe Campaign with Microsoft Dynamics 365, Adobe Analytics with Power BI, and make Adobe Experience Manager Sites Managed Service available on Microsoft Azure. The two companies had previously announced plans for this partnership in September 2016 at Microsoft Ignite 2016.

According to Microsoft's statement on the solutions, the integration of Adobe Campaign and Microsoft Dynamics 365  "enables enterprises to compile customer insights across various channels, creating a single view of the customer that can be used to personalize experiences across marketing touchpoints." Some of the main capabilities of Adobe Campaign include building integrated customer profiles, using those for targeted segmentation, running contextual email marketing campaigns, and performing real time interaction management.

The two companies also plan to lead an initiative to create a standardized semantic model for customer engagement software "for understanding and driving real-time customer engagement." They are also bringing in the following companies: AppDynamics, Acxiom, Dun & Bradstreet, Qualtrics, Zendesk, [24]7, and MasterCard to develop the new data model and, according to Microsoft's statement, "are committed to building applications based on the common language".

In a statement Microsoft added:

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About Jason Gumpert

As the editor of, Jason oversees all editorial content on the site and at our events, as well as providing site management and strategy. He can be reached at

Prior to co-founding, Jason was a Principal Software Consultant at Parametric Technology Corporation (PTC), where he implemented solutions, trained customers, managed software development, and spent some time in the pre-sales engineering organization. He has also held consulting positions at CSC Consulting and Monitor Group.

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