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.
Read the original post at the Digital Marketing blog.
- Trevor Paulsen
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.
Read the complete post at the Adobe Digital Marketing blog.