Adobe moves into the predictive marketing analysis space

03/21/2012 | MediaPost Communications

Adobe's Efficient Frontier acquisition is leading the company to add predictive features based on behavior to its Adobe Digital Marketing Suite, writes Laurie Sullivan. Adobe tested what it now calls Project Midas with an undisclosed retailer leading up to Black Friday last year, discovering that a counterintuitive prediction was correct and allowing the client to make a media-allocation adjustment.

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