Con­sumers today engage with brands and com­pa­nies in more ways than ever—via web­sites, social media, mobile devices, ATMs, RFID tags, in-store traf­fic, kiosks, call cen­ters, inter­ac­tive voice response (IVR) sys­tems, and more. All of these inter­ac­tions have two main things in com­mon. First, they gen­er­ate mas­sive amounts of rapidly chang­ing and largely unstruc­tured data. Sec­ond, most avail­able tools used to ana­lyze large vol­umes of data trade off the breadth and depth of the analy­sis with the time it takes to arrive at mean­ing­ful busi­ness insights.

I am pleased to announce that Adobe Ana­lyt­ics received a per­fect score in the recently pub­lished The For­rester Wave: Web Ana­lyt­ics Q2, 2014 report offline chan­nels cat­e­gory. Accord­ing to For­rester, “offline mar­ket­ing and addi­tional dig­i­tal chan­nels can be incor­po­rated into (Adobe Ana­lyt­ics dig­i­tal) data” to “expand the under­stand­ing of the cus­tomers with total life­time value or mar­ket­ing chan­nel pref­er­ence information.”

As mar­keters, mak­ing the deci­sion to allo­cate ad spend is no longer as sim­ple as decid­ing between print, radio, and TV. Now we have an abun­dance of options: Face­book, Twit­ter, YouTube, tablets, smart­phones, search, email, dis­play, online videos, crowd­sourc­ing, web­sites, ecom­merce, m-commerce, online communities—the list goes on and on. Tools like Adobe Ana­lyt­ics can help you make smart deci­sions to allo­cate across all your dig­i­tal and offline channels.

A key capa­bil­ity of Adobe Ana­lyt­ics is its abil­ity to auto­mat­i­cally asso­ciate past behav­ior with attrib­utes col­lected based on new cus­tomer behav­iors. Imag­ine specif­i­cally tying a cus­tomer ID of a newly acquired cus­tomer that vis­ited a site today and map­ping it to that user’s past Web behav­ior that was—until today—associated with an unknown vis­i­tor. This retroac­tive event pro­cess­ing fea­ture allows mar­keters to tie the customer’s value to mar­ket­ing cam­paigns and online con­tent that hap­pened across a broad time span, enabling com­plex cross-channel attri­bu­tion analysis.

I recently spoke about the impor­tance for mar­keters to lever­age enter­prise Big Data to deliver new, action­able insights about cus­tomers at both Adobe Mar­ket­ing Sum­mit EMEA and the Big Data Inno­va­tion Sum­mit. Adobe Ana­lyt­ics’ deep cus­tomer ana­lyt­ics capa­bil­i­ties pow­ered by an advanced data work­bench enable mar­keters to cor­re­late trans­ac­tions and inter­ac­tions across all chan­nels to gain a more com­plete, 360degree view of cus­tomers. The pre­dic­tive mar­ket­ing built into Adobe Ana­lyt­ics allows mar­keters to iden­tify hid­den behav­iors and rec­og­nize pat­terns among Big Data, bring­ing data sci­ence into the mar­ket­ing realm. Advanced capa­bil­i­ties such as audi­ence clus­ter­ing and propen­sity mod­el­ing enable mar­keters to bet­ter tar­get cus­tomers with rel­e­vant mes­sages deliv­ered through the best avenues.

These are just a few of the pow­er­ful online-offline cus­tomer ana­lyt­ics capa­bil­i­ties that Adobe Ana­lyt­ics offers. This is an area of focus for Adobe, and I look for­ward to shar­ing future inno­va­tions that will help improve over­all busi­ness per­for­mance as we release them.