Our vision at Adobe is to help make the enter­prise smarter. To this end Adobe has invested and con­tin­ues to invest heav­ily in pro­vid­ing world-class pre­dic­tive ana­lyt­ics capa­bil­i­ties designed for the non-quant, empow­er­ing mar­keters and ana­lysts with pow­er­ful data min­ing and machine learn­ing capabilities.

For­rester Research explains that a Web ana­lyt­ics tech­nol­ogy with a per­fect score must pro­vide, by default, “pre­dic­tive ana­lyt­ics within defined prod­uct cam­paign use cases and strategies.”

And here’s where I get to crow a lit­tle. The lat­est For­rester Wave: Web Ana­lyt­ics Q2, 2014 report pro­vided Adobe with a per­fect score in the area of pre­dic­tive ana­lyt­ics. For­rester Research reports, “Adobe has set high expec­ta­tions with its vision of mak­ing sophis­ti­cated ana­lyt­ics avail­able and valu­able to all mar­keters.” This vision is some­thing we are accom­plish­ing in a big way.

A Smarter Enter­prise through Pre­dic­tive Marketing

While exec­u­tives push their busi­nesses to reach higher lev­els of sophis­ti­ca­tion and ana­lyt­i­cal matu­rity, few orga­ni­za­tions have been able to move beyond descrip­tive and sim­ple diag­nos­tic ana­lyt­ics into the world of pre­dic­tive and pre­scrip­tive ana­lyt­ics. Adobe Ana­lyt­ics is ultra-focused on aug­ment­ing the skill set of the dig­i­tal ana­lyst to do the work of a spe­cial­ized quant, or data scientist.

Adobe Ana­lyt­ics offers a robust port­fo­lio of advanced sta­tis­tics, data min­ing, pre­dic­tive mod­el­ing, and machine learn­ing algo­rithms designed to answer the pri­mary ques­tions and chal­lenges of mar­ket­ing. Rather than spend­ing weeks to months man­u­ally prep­ping data for a pre­dic­tive model that ulti­mately is deliv­ered to the busi­ness in the form of a Pow­er­Point pre­sen­ta­tion, Adobe Ana­lyt­ics pro­vides the insights in min­utes in visu­ally rich expe­ri­ences. It then ties the out­put to clear audi­ence acti­va­tion and crit­i­cal mar­ket­ing exe­cu­tion paths across the Adobe Mar­ket­ing Cloud.

Adobe’s cur­rent advanced ana­lyt­ics offer­ing includes the fol­low­ing (but are not lim­ited to):

  • Library of sta­tis­ti­cal formulas/functions for sum­mary sta­tis­tics and inference
  • Anom­aly detec­tion and time-series fore­cast­ing models
  • Data explo­ration capa­bil­i­ties (i.e., cor­re­la­tion matri­ces, mul­ti­vari­ate regres­sion mod­els, and what-if sce­nario simulation)
  • Audi­ence dis­cov­ery across 10, 20, 50, or more fea­tures (i.e., clustering)
  • Audi­ence like­li­hood scor­ing (logis­tic regres­sion, etc.)
  • Audi­ence clas­si­fi­ca­tion for tar­get rules and acti­va­tion (i.e., deci­sion trees)

These pre­dic­tive ana­lyt­ics capa­bil­i­ties can be applied to an ever-expanding num­ber of work­flow sce­nar­ios. This means hav­ing the abil­ity to pro­duce customer-value based mod­els used in deter­min­ing which cus­tomers to engage for a par­tic­u­lar cam­paign and sim­u­la­tions of cam­paign “lift” by tar­get­ing highest-probability customers.

Pre­dic­tion and clas­si­fi­ca­tion model out­puts can be saved imme­di­ately for broader analy­sis, ongo­ing report­ing, and cohort analy­sis. Addi­tion­ally, Adobe Ana­lyt­ics is inte­grated with R and sup­ports model export via the Pre­dic­tive Model Markup Lan­guage (PMML) so you can acti­vate audi­ences through any chan­nel, both online and offline.

Com­bined with our other invest­ments in bet­ter data, more intu­itive expe­ri­ences, and stronger inte­gra­tions, Adobe Ana­lyt­ics pro­vides the most com­pre­hen­sive Web ana­lyt­ics solu­tion in the mar­ket. And that is some­thing to crow about.

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