Making data readable

john-batesJohn Bates, Senior Product Manager, Predictive Analytics, Adobe Systems

 

 

 

In 1450 Johannes Gutenberg invented the movable type printing press. The advent of this marvelous mechanical device led to a sharing of general knowledge that had not been seen in the world until that time. Until that point in history only governments, churches and the rich could afford the knowledge that books provided. Suddenly, owning a book was within everyone’s reach. Arguably, having the ability to compile and share knowledge on a larger scale altered Western culture forever. It wasn’t until Melvin Dewy devised his decimal system in 1876 that a system for keeping up with all of these books was standardized; 425 years after books began to become available to everyone.

What does that have to do with Analytics? There are several correlations between Europe after the advent of the printing press and marketing today. The common person in Europe could neither read nor write, the resources were not readily available to the average person. The same could be said for data in today’s world. With the advent of analytics more information is available in a very pure way, but much like reading and writing during the era prior to the Renaissance, there are not enough people who can understand and utilize the data provided. Luckily, no one will have to wait 425 years for a standardized way to organize and understand the data that is so readily available.

Imagine walking into the world’s biggest library and, without the Dewy Decimal System, you have to find several books for a report. It could be done, but not easily, and not productively. Big data presents many of the same challenges to those who do not have the knowledge or a guide to help them reach their goals. Through the use of Adobe’s analytics solution and application of our marketing maturity model and a little coaching it is possible for anyone to:

  • Identify anomalies and know how to interpret and apply the knowledge gained from them.
  • Explore relevant data patterns to replicate success or avoid disaster, streamline business, and make your company more agile than ever.
  • Gain an understanding of how customers leverage Adobe Digital Marketing Cloud to drive even greater success.

Going back to the world’s biggest library, most of you have piles and piles of data that you collect and keep. Big Data contains vast amounts of information about customers, products, and habits that can help you sell advertising, build better customer relationships, or prevent subscription cancellations. Learn how easy it is to identify anomalies, explore relevant data patterns, build audience clustering models, score each customer on their likelihood to complete an action, and optimize your marketing.

The Adobe Digital Marketing Symposium is taking place today at Sydney – follow the conversation via #AdobeSymp

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