It’s great to have the data, and even bet­ter to tap into it to cre­ate a more holis­tic approach to your mar­ket­ing and out­reach efforts. But, despite ana­lyt­ics dri­ving so much of orga­ni­za­tions’ dig­i­tal suc­cess, many com­pa­nies fail to real­ize the action­able insights emerg­ing from those very same num­bers. But what if you could in a smart, strate­gic way? The end result would, no doubt, be an agile, respon­sive tool that could deftly ana­lyze con­sumer behav­ior, test­ing and tar­get­ing site con­tent in an effec­tive, iter­a­tive way. Beyond that, these same detailed insights could help pri­or­i­tize opti­miza­tion efforts and drive key per­for­mance indi­ca­tors (KPIs).

The power of analytics-driven opti­miza­tion is one KPI we’ll explore in detail at Adobe Sum­mit 2014, in a tar­geted ses­sion designed for dig­i­tal mar­keters, ana­lysts, and other core busi­ness stake­hold­ers. Here, we’ll take a deep dive into the value analy­sis of test­ing results, while seek­ing to unearth valu­able behav­ioral seg­ments along with the ques­tions you need to be ask­ing your­self and your key play­ers when it comes to set­ting and imple­ment­ing effec­tive strat­egy. This ses­sion is going to really raise the bar, and pro­vide action­able next steps to help you and your orga­ni­za­tion develop a truly agile analytics-based opti­miza­tion approach that dri­ves imme­di­ate, mea­sur­able results.

So where to start within your own orga­ni­za­tion? Think about the num­bers. You likely rec­og­nize the value of ana­lyt­ics in your busi­ness. It’s no doubt steer­ing many of your suc­cesses today, and has been the foun­da­tion for promi­nent ini­tia­tives in recent months and years. Alone, real-time ana­lyt­ics can drive immense value to your busi­ness and to its consumers—but as the back­bone to test­ing and opti­miza­tion ini­tia­tives, it can be so much more.

Here’s a sim­ple way to think about the two, alone and in tan­dem: ana­lyt­ics is about iden­ti­fy­ing trends and cor­re­la­tions in data. Opti­miza­tion is more cause and effect than any­thing. Sub­tle, sure, but dis­tinct enough to mean very dif­fer­ent things for your business—and close enough to nat­u­rally work hand-in-hand to max­i­mize engage­ment, loy­alty, con­ver­sion, and value when used together effec­tively.  In silos, as is the case in many com­pa­nies, their value is some­what limited.

At Adobe we rec­og­nized this cross-over need and, this year, will make it even eas­ier for Adobe Tar­get and Adobe Ana­lyt­ics users to share vis­i­tor seg­ments, enabling them to tap into the rich audi­ence ana­lyt­ics data they’ve been culling—and, thanks to Adobe Tar­get, increase rel­e­vance and accu­racy when it comes to tar­get­ing and per­son­al­iz­ing con­tent. There are more oppor­tu­ni­ties than ever to con­nect the right con­sumer to the right dynamic con­tent and infor­ma­tion and, with these com­pre­hen­sive pic­tures of their audi­ences, brands can deliver those right-on experiences—and can pull real-time ana­lyt­ics as to how they’re performing.

The cycle con­tin­ues. Ana­lyt­ics to opti­miza­tion. Opti­miza­tion to ana­lyt­ics. And back again. But this time with more rel­e­vance and more ROI than the last go.

From my van­tage point, the first step is usu­ally the low-hanging fruit. Look­ing at the data, where should I go from a test­ing per­spec­tive? Remem­ber, we’ve got to always be test­ing. But thanks to the ana­lyt­ics, we can start from a smarter place than sim­ply guess-and-check or even a HiPPO-dictated approach. Got some­thing? Good. Let’s say a prod­uct page is per­form­ing par­tic­u­larly well. How can we take the ana­lyt­ics sur­round­ing that page and opti­mize not only that des­ti­na­tion and its social shar­ing func­tion­al­ity, but also the entire site expe­ri­ence? A test is imple­mented, met­rics are tracked, and both the page and the site can be auto­mated and opti­mized accord­ingly and, of course, tracked for future test­ing and opti­miza­tion efforts. But, again, it started from a place of knowl­edge and power—from the num­bers. That’s the power of unit­ing ana­lyt­ics and optimization.

The Sum­mit ses­sion will elab­o­rate on these points and pro­vide com­pre­hen­sive insights on how to get your orga­ni­za­tion on track from an analytics-to-optimization per­spec­tive. We’ll also look at how solu­tions such as Adobe Tar­get and Adobe Ana­lyt­ics can work together to pro­duce unpar­al­leled results that can get your brand to that agile, pre­dic­tive posi­tion that dri­ves mas­sive ROI. Bring your questions—we’ll have answers. And give some thought as to how the two initiatives—analytics and optimization—currently exist within your com­pany, both together and apart. Let’s see what we can do to bridge that gap. 

1 comments
Joannateo
Joannateo

Thanks for the session during summit. It was intense, and very insightful. It makes me want to learn so much more about targeting and get sharper with segmentation as a target novice.Thank you!