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.