Adobe and Microsoft are joining forces to provide product integrations, along with the XDM (Experience Data Model) language for interchanging behavioural and marketing data.
Microsoft has a CRM (customer relationship management) offering dubbed Dynamics 365, but is said to be weak in marketing automation, while Adobe lacks a CRM product to compete with Salesforce, so it makes sense for the two companies to integrate, according to reports by The Register Web site.
Adobe Analytics integrates with Microsoft Power BI for visualisation of how different marketing efforts contribute to the sales pipeline, and Adobe Experience Manager, for managing Web content, can be hosted on Microsoft Azure.
