How Adobe Wants to Transform Digital Marketing

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Adobe Systems is bringing the cloud and "big data" to digital marketing, CEO Shantanu Narayen told CNBC's "Squawk on the Street" on Thursday.

"We've really positioned ourselves as the big data company for marketers," the Adobe executive said. "As hundreds of billions of dollars moves online, we're the company that helps create that content, deliver that content and help monetize that content."

Narayen added that the next generation of marketing will leverage existing creative content, but it will need to be influenced by data analysis to improve return on investment.