- Trevor Paulsen
Adobe’s Digital Marketing solutions are now opening doors to predictive marketing optimizations that were previously only available to huge companies that spend millions of dollars constructing complex economic models to explain the reach of their marketing spend. These large models typically include surveys, studies, panels, and hosts of other expensive outside resources to deliver statistical optimization to your marketing budget that will maximize your return on spend.
With Adobe’s recent acquisition of Efficient Frontier and recent advancements in predictive consulting, SiteCatalyst customers are able to unleash the full potential of their web analytics data in ways that have not been possible before.
One particular customer Adobe Consulting recently engaged with wanted to determine how to best allocate their digital marketing budget based on several years of historical performance. Their digital marketing channels included SEO, SEM, affiliates, media advertising, social media, network partners, and email campaigns. Because the performance of these channels had been thoroughly recorded across several years, Adobe Consulting was able to use this data to form statistical performance models around each of these marketing channels.
Read the full blog post at Adobe 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.