Last Octo­ber, our SVP and GM, Brad Rencher, made a big announce­ment on his blog: five core solu­tions within Adobe Mar­ket­ing Cloud. I’m priv­i­leged to work on one of those solu­tions: Adobe Ana­lyt­ics. In this post, I’ll dis­cuss in a bit more depth what Adobe Ana­lyt­ics is, how it will ben­e­fit you, and also why this announce­ment has turned out to be so excit­ing for me and my col­leagues. (You may also want to check out Brad’s keynote from Adobe Sum­mit for more information.)

What are Adobe Ana­lyt­ics Stan­dard and Adobe Ana­lyt­ics Premium?

In his post, Brad said that Adobe Ana­lyt­ics “enables data-driven, multi-channel mar­ket­ing by com­bin­ing the power of action­able ana­lyt­ics and audi­ence seg­men­ta­tion with the dis­trib­uted value of report­ing and shar­ing of key busi­ness analy­sis.” I like to think of it as “the best of all worlds” for any­one who uses data to influ­ence cus­tomer behav­ior. What does this mean in prac­ti­cal terms?

There are actu­ally two fla­vors of Adobe Ana­lyt­ics, one of which will be right for you depend­ing on your ana­lyt­ics and dig­i­tal mar­ket­ing needs.

  • Adobe Ana­lyt­ics Stan­dard com­bines the capa­bil­i­ties of mul­ti­ple ana­lyt­ics tools that have been avail­able from Adobe to date: report­ing and dash­boards (func­tion­al­ity avail­able pre­vi­ously in Site­Cat­a­lyst), ad hoc analy­sis (Dis­cover), Excel dash­board­ing (Report­Builder), a raw data repos­i­tory (DataWare­house), tag man­age­ment (Tag­Man­ager), and data con­nec­tors between Adobe and its part­ners (Gen­e­sis). When you use Adobe Ana­lyt­ics, each of these capa­bil­i­ties will be avail­able to you cen­trally and seam­lessly via Adobe Mar­ket­ing Cloud. You and your col­leagues will be able to do more to gen­er­ate and share insights than ever before.
  • Adobe Ana­lyt­ics Pre­mium includes all of the capa­bil­i­ties men­tioned above, but goes a step far­ther by includ­ing cus­tomer ana­lyt­ics, multi-channel capa­bil­i­ties, and statistical/predictive mod­el­ing (pri­mar­ily deliv­ered through Insight) to pro­vide a more com­plete view of your cus­tomers, allow­ing you under­stand their broader impact on the business.

Exist­ing Adobe Mar­ket­ing Cloud cus­tomers who are using any of the var­i­ous ana­lyt­ics tools won’t be signed up for Adobe Ana­lyt­ics auto­mat­i­cally; how­ever, you can get in on Adobe Ana­lyt­ics any time (at con­tract renewal or sooner) by talk­ing with your account team at Adobe. New cus­tomers will be able to buy Adobe Ana­lyt­ics begin­ning imme­di­ately. Addi­tion­ally, note that many fea­tures of the above-mentioned tools that pre­vi­ously may have required con­tract adden­dums (such as Dis­cover licenses, API tokens, and Trans­ac­tion ID usage) will be included with Adobe Ana­lyt­ics at no addi­tional cost.

Adobe Analytics: Standard and Premium

What does this mean for you: now and in the future?

In the short term, as a user of Adobe Ana­lyt­ics you will con­tinue to use the exist­ing work­flows within indi­vid­ual tools, with the added ben­e­fit of addi­tional capa­bil­i­ties you may not have enjoyed before. You can con­tinue to log in to Adobe Ana­lyt­ics tools as you pre­vi­ously have. Set­tings and user accounts will be unaf­fected in these tools, but var­i­ous Adobe Ana­lyt­ics tools will be inte­grated into Adobe Mar­ket­ing Cloud so that you can col­lab­o­rate and share insights.

The com­ing weeks and months are where things get even more excit­ing. As a Prod­uct Man­ager, the shift to Adobe Ana­lyt­ics and its role in Adobe Mar­ket­ing Cloud helps me iden­tify the most valu­able inte­gra­tions, both within the mar­ket­ing cloud and out­side of it. Our abil­ity to help you influ­ence cus­tomer behav­ior across mul­ti­ple chan­nels will increase. We’re already see­ing cus­tomers move in this direc­tion, and you’ll see the prod­ucts do like­wise. Here are just two exam­ples of how Adobe Ana­lyt­ics data can power action else­where in Adobe Mar­ket­ing Cloud:

  • No mat­ter how insight­ful your ana­lyt­ics are, they are only as good as the action you take with them. Adobe Ana­lyt­ics deliv­ers deep under­stand­ing of emerg­ing trends and seg­ment behav­ior that mar­keters can use with Adobe Tar­get to tai­lor cus­tomer offers and expe­ri­ences in order to drive higher con­ver­sion rates.
  • The evi­dence that social media can truly drive busi­ness results is in the data. Adobe Ana­lyt­ics deliv­ers mar­keters insights into how social media is work­ing, and direc­tion for how and where to tune their efforts to improve results. This infor­ma­tion is used to focus the lis­ten­ing and engage­ment mar­keters per­form in Adobe Social, and, most impor­tantly, to prop­erly attribute the impact of social on the bot­tom line.

The intro­duc­tion of Adobe Ana­lyt­ics also opens up pos­si­bil­i­ties for new ways of think­ing within the ana­lyt­ics space. For exam­ple, you’ll see inno­v­a­tive improve­ments in mobile, video, and pre­dic­tive mar­ket­ing capa­bil­i­ties across all of Adobe Ana­lyt­ics, with the first announce­ment com­ing just last week at Adobe Sum­mit. It allows us to think about ana­lyt­ics and mar­ket­ing holis­ti­cally so that we’re focused on deliv­er­ing solu­tions to your most press­ing prob­lems, rather than fea­ture sets within dis­parate tools (as valu­able as those are). For us, the empha­sis is on always solv­ing the right prob­lem fac­ing ana­lysts and mar­keters, regard­less of where that answer occurs.

It’s a thrilling time to be part of Adobe. I believe you’ll catch that excite­ment as you dig into Adobe Ana­lyt­ics Stan­dard or Adobe Ana­lyt­ics Pre­mium and Adobe Mar­ket­ing Cloud. We’ll be div­ing deeper into all aspects of Adobe Ana­lyt­ics on this blog over the com­ing weeks, so please stay tuned for plenty more news and other goodness!

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