AutoTrader.com and Adobe Team up to Achieve Business Results

We had the chance to talk with Thomas Gage, senior director of Business Development for AutoTrader.com, and he discussed how they are using Adobe Digital Marketing Suite to deepen insights into multichannel audience behaviors, enhance digital experiences, and expand value for business partners. AutoTrader.com appreciates how Adobe digital marketing solutions empower the company to customize offers and boost engagement. Gage commented, “Adobe enables us to constantly engage our customers with new, relevant content and offers—guiding more people more often down a conversion path.” In fact, with the help of sophisticated testing and analytics capabilities, the company increased landing page conversion by 33% through only one test. AutoTrader.com also improved conversion by as much as 8% through certain pricing adjustments.

For AutoTrader.com, Adobe Digital Marketing Suite solutions enabled the company to transform its relationship with buyers and dealerships from that of an independent vendor to a high-value business partner. Gage said, “Providing data-driven insights and audience management solutions demonstrates the value of doing business with AutoTrader.com and has offered our business partners new sales opportunities.”

The impact Adobe Digital Marketing Suite solutions have already had on AutoTrader.com’s cross-channel marketing efforts is impressive. AutoTrader.com recorded a jump in search traffic from 133% to 1,775% for certain models of vehicles during the Super Bowl. With Adobe solutions, AutoTrader.com not only improved online experiences for visitors, but also created more sales opportunities for its online properties, including its well-known Kelly Blue Book. To learn more AutoTrader.com and it use of Adobe Digital Marketing Suite solutions, click here.

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Read the original post at the Digital Marketing blog.

Using Predictive Analytics to Create Business Intelligence Masterpieces

- Trevor Paulsen

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It is hard to believe that both of these paint­ings were cre­ated by the same artist.  At left, Picasso’s The Old Fish­er­man, dis­plays amaz­ing detail and depth of knowl­edge about the human fig­ure.  At right, Three Musi­cians, presents amaz­ing con­trast and is so sim­ple that it almost seems like any­one could have painted it with­out any train­ing at all, and yet it is the more well-known of the two.  I have often won­dered why that is.

Believe it or not, there is a strong tie in here with web ana­lyt­ics.  The rea­son that the sec­ond image is more pow­er­ful is not because of its sur­face appear­ance; it is the depth of knowl­edge of the artist behind it.

Recently one of our largest media clients asked the Adobe con­sult­ing team to help them iden­tify four to five key user mar­ket seg­ments using pre­dic­tive ana­lyt­ics and the data cap­tured by Site­Cat­a­lyst.  This was an extremely chal­leng­ing task con­sid­er­ing the client has over 80 mil­lion unique vis­i­tors to their site each month, each with unique behav­ior and con­tent affini­ties across many indi­vid­ual vis­its.  It was our task to char­ac­ter­ize each indi­vid­ual user, and then find a way to group these users into use­ful and action­able seg­ments that could be used by the client’s mar­ket­ing team to hone their efforts.

We started by iden­ti­fy­ing the Site­Cat­a­lyst met­rics that were most impor­tant to our client’s rev­enue stream.  Most of these met­rics cen­tered on video mea­sure­ment but we also incor­po­rated visit infor­ma­tion (length of visit, entry time, entry page, etc.), refer­rer infor­ma­tion (includ­ing search key­words), and geo­graphic loca­tion.  We then cre­ated an algo­rithm that could take all avail­able infor­ma­tion from each user and cre­ate a series of user pro­files to which each indi­vid­ual vis­i­tor belongs.

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Read the complete post at the Adobe Digital Marketing blog.