One of the buzzwords in the Adobe Marketing Cloud environment for the last year or so has been “Analytics for Target” or A4T for short. It basically means using Adobe Analytics as the reporting tool for Adobe Target activities/campaigns. Why so much excitement about it? If you are optimising/personalising the website with Adobe Target and you have presented your reports to other people in your organisation, and these other people have access to Adobe Analytics, I am sure you have received the following question: why does the visitor count not match between the two tools? Typically, the first answer that comes to mind is that Adobe products are broken. I wonder how many Adobe customers have raised a ticket through client care. The answer requires a bit of understanding: each tool counts the visitors differently and there is a reason for that.
There is an emerging role in the digital marketing landscape: the multi solution architect, or MSA for short. You have probably heard of these forecasts about the labour market of the future, when X% of the job titles do not exist today. I would say that the MSA is one of those new jobs. Two years ago, nobody talked about it. Last year, I could see some need for it, at least in Europe. Now, some of my customers explicitly request one. I can even state that I received a job offer a few months ago for exactly this role.