Adobe Analytics Cloud Now Powers Deeper Insights into Customer Engagement


Despite the ever-grow­ing vol­ume of data, com­pa­nies still strug­gle with get­ting a true view into the cus­tomer jour­ney – from prospect to pur­chase. High con­sumer expec­ta­tions, cou­pled with the ever-grow­ing amount of con­tent your com­pa­ny is cre­at­ing, along with the screens you need to deliv­er that con­tent to, the online trail gets con­fus­ing fast. While deep analy­sis is the key to dif­fer­en­ti­at­ing from your com­pe­ti­tion, the expe­ri­ences you are deliv­er­ing, based on a com­plete view of the cus­tomer path, is what can make a one-time cus­tomer a long-time customer.

At Adobe Sum­mit, we debuted new inno­va­tions in Adobe Ana­lyt­ics Cloud to give data sci­en­tists and busi­ness ana­lysts a way to map cus­tomer jour­neys more accu­rate­ly than ever before. Build­ing on Adobe Ana­lyt­ics’ lead­er­ship in the indus­try, this new release intro­duces deep­er insights with Jour­ney IQ and new Ana­lyt­ics inte­gra­tions with Adobe Adver­tis­ing Cloud, as well as Peo­ple-Based Des­ti­na­tions in Adobe Audi­ence Man­ag­er. Now brands can acti­vate their audi­ence data with­in major social plat­forms for the first time lever­ag­ing a Data Man­age­ment Plat­form (DMP).

The process of stitch­ing togeth­er a consumer’s offline and online inter­ac­tions to under­stand them holis­ti­cal­ly remains a major chal­lenge for brands. It hin­ders their abil­i­ty to pro­vide con­sis­tent, com­pelling, and con­tin­u­ous expe­ri­ences regard­less of where and when a cus­tomer engages,” said Jeff Allen, senior direc­tor, prod­uct mar­ket­ing, Adobe Ana­lyt­ics Cloud. “With these new indus­try-first capa­bil­i­ties in Adobe Ana­lyt­ics, organ­i­sa­tions will get a more com­plete pic­ture of the entire cus­tomer jour­ney – instantaneously.”

New features in Adobe Analytics include:

  • Deep­er cus­tomer insights: Ana­lyt­ics now shows where brands missed mar­ket­ing oppor­tu­ni­ties, how engage­ment lev­els have evolved over time, as well as details into con­sumer behav­iour before and after spe­cif­ic events. For exam­ple, a com­pa­ny can see what a cus­tomer was doing just pri­or to pur­chas­ing an item, and then what they did right after. New Jour­ney IQ adds pow­er­ful capa­bil­i­ties for slic­ing data by cohorts pri­or to behav­iour­al user analy­ses such as pathing, fall­out, and flow analy­sis. For exam­ple, a retail­er can accu­rate­ly track which brand engage­ments drove a con­sumer to pur­chase more cloth­ing dur­ing a Black Fri­day sale, com­pared to oth­ers who didn’t con­vert, which ulti­mate­ly will help them shape future mar­ket­ing strategies.
  • Stream­lin­ing data and adver­tis­ing work­flows: With mar­ket­ing and adver­tis­ing often oper­at­ing in silos, it’s dif­fi­cult for com­pa­nies to under­stand the full cus­tomer jour­ney. By lever­ag­ing Adobe Adver­tis­ing Cloud, brands can now get insights into how adver­tis­ing dri­ves site behav­iour, by stitch­ing togeth­er paid media engage­ments and on-site actions. A media com­pa­ny, for exam­ple, can instant­ly access deep insights around a spe­cif­ic ad cam­paign, such as which cre­ative or tar­get­ing strat­e­gy drove the best on-site performance.

New features in Adobe Audience Manager include:

  • Pow­er of per­son­al­i­sa­tion across chan­nels: Com­pa­nies know they must ‘mar­ket’ where the con­sumer is, but acti­vat­ing audi­ence data seam­less­ly across chan­nels, includ­ing social net­works, has been chal­leng­ing in terms of work­flow and laten­cy. Adobe Audi­ence Man­ag­er is the only DMP that lets brands bet­ter acti­vate their first-par­ty data in social media plat­forms using hashed first-par­ty iden­ti­fiers. Through new Peo­ple-Based Des­ti­na­tions, an inte­gra­tion with Adobe Expe­ri­ence Plat­form Iden­ti­ty Ser­vice, brands can launch social cam­paigns with robust first-par­ty audi­ence data, to inform media buys with more pre­ci­sion than ever before. For exam­ple, a car deal­er­ship may see con­sumers vis­it­ing the show­room, but not their web­site. With user con­tent and hashed email address­es, a deal­er­ship could tar­get those poten­tial cus­tomers on social net­works, to encour­age vis­its to their site and sub­se­quent pur­chas­es. While data gov­er­nance and pri­va­cy con­trols in the Adobe Expe­ri­ence Plat­form Iden­ti­ty Ser­vice help ensure that the use of con­sumer data hon­ors cus­tomers’ choices.
  • Dis­cov­er­ing insights to expand seg­men­ta­tion: Lever­ag­ing Adobe Sen­sei, our arti­fi­cial intel­li­gence (AI) and machine learn­ing tech­nol­o­gy, Adobe Audi­ence Man­ag­er can now rec­om­mend traits dur­ing the seg­ment-build­ing work­flow to expand audi­ences. These rec­om­mend­ed traits are built upon a patent-pend­ing tech­nique to com­pute sim­i­lar­i­ty scores with a high degree of accu­ra­cy. For exam­ple, a retail­er look­ing to sell win­ter appar­el, will tar­get peo­ple who have pur­chased coats and sweaters in the past. This retail­er can now lever­age AI-pow­ered Trait Rec­om­men­da­tions to tar­get peo­ple who are less obvi­ous, such as those who often pur­chase swimwear in the sum­mer. These real-time sug­ges­tions help brands learn more about their cus­tomers, expand the reach of cam­paigns and improve con­ver­sion rates.

Read about all the lat­est inno­va­tions in Adobe Expe­ri­ence Cloud  from Adobe Sum­mit 2019. Adobe Expe­ri­ence Cloud is the industry’s only end-to-end solu­tion for expe­ri­ence cre­ation, mar­ket­ing, adver­tis­ing, ana­lyt­ics, and com­merce. Unlike lega­cy enter­prise plat­forms with sta­t­ic, siloed cus­tomer pro­files, Adobe Expe­ri­ence Cloud helps com­pa­nies deliv­er con­sis­tent, con­tin­u­ous and com­pelling expe­ri­ences across cus­tomer touch­points and channels—all while accel­er­at­ing busi­ness growth. Indus­try ana­lysts have named Adobe a leader in over 20 major reports focused on experience—more than any oth­er tech­nol­o­gy company.

Analytics, News
Digital Europe

Posted on 03-26-2019

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