According to a survey of marketing managers by Gartner, investments in mobile apps and tablet apps are among the top priorities for digital marketers in 2013. Across all business verticals, mobile apps are a key element of a customer loyalty and retention strategy that enables consumers to connect with businesses anytime and anyplace.
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This post is part of a series on setting up and using the Marketing Channel reports. In the previous posts we set up the Marketing Channel rules and renamed the “Internal” rule to “Session Refresh”. The main reason we rename the rule is to lessen confusion between “Internal Campaigns” and “Internal Entries” in Marketing Channels. Internal Campaigns and promotions should never be included in external traffic sources reports. The main reason for this is that we want to see how internal AND external campaigns perform separately, and in another report how they perform together. If they are included in the same report the internal campaign values will overwrite external campaign values and we won’t be able to see how either truly performs.
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I have observed that Adobe Discover at times opens up such a wide range of options that a number of the advanced features do not standout to users. In the below three cases I aim to highlight several of these advanced techniques through a walkthrough of the tool access steps and potential business applications. Discover users that leverage these capabilities can pull in more advanced insights into their reporting and analysis within the same familiar workflow.
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The largest telecommunications provider in Switzerland believes testing is the key to optimizing business via the web.
Swisscom AG continually tests and retests webpages using the Adobe Target solution within Adobe Marketing Cloud. Always striving to deliver the best possible customer experience, no detail is too small for modification. In fact, by using multiple solutions within Adobe Marketing Cloud, Swisscom meticulously measures, monitors, and analyzes every step each visitor makes—from the online marketing channel that brought them to Swisscom through each of the company’s online stores.
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When Adobe needs to optimize bidding for keywords and enhance search engine marketing (SEM) campaigns, Adobe looks no further than its Adobe Marketing Cloud solutions.
“With integrated Adobe Media Optimizer and Adobe Analytics solutions, we could leverage built-in bidding algorithms and real-time analysis for incredible insight and control over our search campaigns,” says Jeff Julian, senior search engine marketing manager at Adobe.
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Over the past year, I’ve been pleased to see that our customers are becoming increasingly more sophisticated with their online personalization strategies. Whenever I meet with leading retailers, banks and media companies, I am blown away by how they are leveraging their analytics data to segment their visitors in order to deliver the most relevant and targeted experience possible. However, with this increasing sophistication come increasing requirements. Marketers are finding more opportunities to deliver dynamic content to visitors, but don’t want it to come at the expense of performance. With a deeper understanding of their audiences and the desire to deliver more targeted experiences, marketers are requiring more control and customization over their personalization strategies. They are also demanding more insight into how these personalization campaigns are performing.
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When Lenovo Australia wanted to increase returns on its digital marketing investments, it turned to Adobe Media Optimizer for Search, Display, and Social, and enlisted the help of consultants from Adobe Digital. By targeting its digital marketing spend across channels, Lenovo Australia achieved impressive results.
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Though it is often viewed as a roadblock, implementing video measurement does not need to be a barrier to success. The most important concept in video implementation is that video measurement is all about the video player. The player will determine how you will implement, what you can implement, and even where the code will be placed. In this post I’m going to provide a general overview that should work for most video players. In future posts I will cover instructions for implementing video measurement for specific video players.
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Read the full blog post at Adobe Digital Marketing Blog.