At Cannes Lions this week, the big theme will be around the powerful force that creativity is in today’s world. For Adobe, we couldn’t agree more. However, we also believe that creativity has fundamentally evolved. In a world where consumer expectations are on the rise, with more and more ways to reach people, the most impactful campaigns are informed by deep audience insights.
Brands are under pressure to show that ad and marketing spend are being made in the right places. Deciding the right mix between options such as digital advertising, email and content marketing is a crucial step in allocating resources and informing creative work—but is often done with blinders on. Without the proper data, brands make the wrong investments and risk annoying customers. As consumers embrace more technologies like voice and connected car, this problem will only get worse.
To address this problem for brands, Adobe is introducing Attribution IQ in Adobe Analytics Cloud today at Cannes Lions. It’s a new solution that taps the power of data to fuel marketing strategy and creativity. It removes the reliance on first-touch (such as a search ad, or initial website visit) and last-touch (purchase or similar conversion event) attribution, to better meet the needs of understanding modern consumer behaviour.
Attribution IQ is the only solution in-market that delivers a comprehensive set of ten models to capture the different ways in which consumers are influenced, giving fair credit to the impact of channels like social and mobile, while showing how this differs amongst different individuals. Instead of seeing the first and last scene of a movie, brands can now access the full film.
Take retail as an example, where a typical marketer may focus online attribution on paid search ads (first touch) and cart purchases (last touch). Facing the threat of declining foot traffic and digital competitors, the brand plans to increase marketing spend online and roll out a new creative campaign, but still needs proper justification to warrant their decisions. Through Attribution IQ, retailers can now see that paid and organic social are actually driving customers—particularly female millennials and Gen Z—to revisit and complete cart purchases. In-store data from cash registers can also verify that social media ads are driving more foot traffic as well.
Attribution IQ will be available in Analysis Workspace within Adobe Analytics, enabling marketers to visualize the customer journey and all the points at which they interact with the brand. It builds on Adobe Analytics’ broad support for every channel out there, from desktop web, mobile and social, to voice analytics and the connected car. Analysis Workspace has long given brands the ability and flexibility to truly drill into their data. Instead of simply comparing display versus social ads for instance, users can now see how individual campaigns and even specific keywords performed. This further enhances the integration between Adobe Analytics Cloud and Adobe Advertising Cloud, helping brands make more informed decisions around planning and ad spend.
When we speak with brand leaders, nothing keeps them up more at night than their budgets. Everyone is trying to show business impact and deliver the most impactful campaigns but lack the data to justify investments in areas like social and mobile. With Attribution IQ, we are delivering a flexible way for advertisers and marketers to show where they drove value and move the entire organization beyond simple vanity metrics that ultimately paint an incomplete picture of the customer journey.
Learn more about Adobe Analytics Cloud here.