Using “big data” collected from Adobe Ana­lyt­ics, search mar­keters lever­ag­ing Adobe Media Opti­mizer (AMO) saw a lift in per­for­mance rang­ing from 7% to 25% lift (with an aver­age of 16%).  This is on top of the cur­rent 20%+ per­for­mance boost AMO is deliv­er­ing over other search man­age­ment methods.

Based on a mod­el­ing process unique to AMO, engagement data related to key­words with low or no con­ver­sion activ­ity, is lever­aged by the AMO algo­rithms to pro­duce more accu­rate pre­dic­tive mod­els which drive greater per­for­mance of key­word port­fo­lios, or cross-channel port­fo­lios with the same cam­paign objec­tive.  Another strong result by using engage­ment data is a 15% increase of rev­enue pro­duc­ing keywords.

This process is pos­si­ble due to the seam­less bi-directional data flow between Adobe Ana­lyt­ics and AMO which uses data already cap­tured and available.The suc­cess of this pro­gram shows that the inte­gra­tions across the Adobe Mar­ket­ing Cloud offers cus­tomers a sig­nif­i­cant advan­tage by link­ing real-time data with deci­sion­ing and opti­miza­tion processes to drive more mean­ing­ful expe­ri­ences for cus­tomers and ulti­mately stronger busi­ness results.

A few key takeaways:

  • 7–25% incremental lift to prior to AMO Opti­miza­tion with an aver­age of 16% [at a 95% confidence interval]
  • New analytics-driven opti­miza­tion pro­duced 15% more rev­enue pro­duc­ing key­words for enter­prise customers
  • Result­ing opti­miza­tion is incre­men­tal to the cur­rent 20%+ ROI ben­e­fit of AMO
  • Updated, patent-pending algo­rithms use ana­lyt­ics engage­ment data to opti­mize dig­i­tal adver­tis­ing spend
  • Tools for mar­keters get more pow­er­ful includ­ing fore­casts and simulations
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