Posts tagged "Web"

어도비, 독립 리서치기관으로부터 웹 분석 부문 리더로 선정

정진우, 한국어도비시스템즈 디지털 마케팅 총괄 전무


어도비가포레스터리서치(Forrester Research, Inc.)가발표한‘포레스터웨이브: 2014년 2분기웹분석(2014년 5월)’리포트에서웹분석부문리더기업으로선정됐습니다. 어도비마케팅클라우드(Adobe Marketing Cloud)의주요데이터및분석솔루션인어도비애널리틱스(Adobe Analytics)는현재제공중인솔루션(current offering), 전략(strategy), 업계지위(market presence) 등세부문에서가장높은점수를받으며, 종합점수에서 75점만점 66점이라는최고점을기록했습니다.

“포레스터웨이브: 2014년 2분기웹분석리포트” 전문 다운로드

포레스터리서치는이번에발표한리포트에서이번리더기업선정에대해 “어도비는마케팅담당자에게매우유용하고정교한분석이가능하다는점에서많은기대를받고있다”고평가하며,  “어도비는웹분석의영역을디지털마케팅실행에필요한디지털분석으로까지넓혔다”고밝혔다.

이번 보고서에 나타난 어도비의 업계 내 우위는 전 세계 유명 브랜드와 선진 마케팅 담당자들이 어도비 마케팅 클라우드의 핵심 솔루션인 어도비 애널리틱스를 디지털 마케팅 툴로 선호하는 이유를 다시 한 번 보여줍니다.

어도비 애널리틱스를 포함한 어도비 마케팅 클라우드에 대한 보다 자세한 내용은, 아래 링크를 참고하시기 바랍니다.

ž   어도비 애널리틱스

ž   어도비 마케팅 클라우드

The Last Millisecond

Julie Cleeland Nicholls, Director, Communications –  APAC Adobe Systems@jcnsingapore, LinkedIn


In the main conference room, 5000 delegates are watching a stunning visual display on a series of oversized screens that comprise the same square footage as an average house. Adobe SVP and General Manager of Digital Marketing Brad Rencher, is telling the audience that one of his favourite parts of preparing for the annual Adobe Summit over the years is reading the list of the titles that delegates use. Five years ago, there was a heavy representation of the word ‘Web’ in delegates’ designations. Today, he says there are 1,800 distinct titles represented, including ‘Digital Taxonomist’, ‘Content Tzar’ and, as he points out, lots of use of the phrase ‘Omni-Channel’. Omni-Channel, says Brad: it’s the new black.

We’re in the opening keynote session on the morning of the first day of Adobe Summit, the Digital Marketing Conference. Among the delegates from 27 different countries are 120 digital marketers from Asia Pacific, all hearing Brad explain that digital marketing is now a board-level conversation; a strategic imperative no business can afford to ignore.

Brad explains the concept of ‘the last millisecond’. As marketers, we’re tasked with delivering experiences to consumers in a fractional space of time: between the action – every swipe, tag, drag and click – and the decision – to buy, to subscribe, to join, or to leave the page.

To deliver a quality, engaging, in-context experience in that last millisecond, marketers need to overcome not only technology barriers but also organizational ones. “We don’t need more tools,” says Brad, “We just need to work better with what’s available now.  Getting access to the data that will deliver the information we need to build the right experiences can  be a big challenge. We need to get to a point where as marketers, we’re able to access our data at any time, simply and easily.”

Where marketers can connect the dots to deliver in that last millisecond, is where the big results start to happen. With Asia’s fast growth, culture of innovation, and smart marketers, it’s going to be very interesting to see what case studies come out of our region in the months and years ahead, as forward-looking companies engage every touchpoint, to deliver consumer experiences that make a real difference to the business.

Coming soon to Sydney and Singapore: Adobe Digital Marketing Symposium 2013. Register here to receive an invitation.