Adobe has announced new capabilities for Adobe Analytics, the data and analytics backbone of Adobe Marketing Cloud. The new capabilities include live stream (real-time event firehose), predictive marketing decision trees, new mobile app analytics, and Apple iBeacon support.
"The Adobe Marketing Cloud is the most integrated set of marketing solutions, and it all centers on industry-leading analytics that is second to none," said Bill Ingram, vice president of Adobe Social and Adobe Analytics, in a statement. "Today's news takes the power of Adobe Analytics to a new level, with predictive capabilities and mobile functionality that ensure marketers can maximize both impact and revenue."
New Adobe Analytics functionality includes the following:
- Live stream: Marketers now have access to the full stream of live event data feeding into Adobe Analytics, including real-time data from Adobe Target, Adobe Social, and Adobe Media Optimizer. Live stream will enable marketers to leverage real-time dashboards displaying events as they unfold, in-session remarketing to help when consumers appear stuck in a browsing session, and instant traffic visualizations from a specific channel or referral site.
- Predictive analytics: Using new decision trees in Adobe Analytics, marketers can now predict the most likely decisions a customer will make and influence whether they will buy a product or service, watch a video, or take another desired action. Traits such as geography, gender, and purchase history are factored into predicting a customer's digital journey. Using real-time data visualization, marketers can then personalize live offers to reach their customers with the right information at the right time. Decision trees will enable marketers to create intelligent rules for website targeting and email offers, and to assist call center agents to personalize customer conversations as they are happening.
- Unified segment builder: Marketers can now discover, create, preview, and manage high-value audience segments through the new, sophisticated segment builder. Audience segments are created by dragging and dropping key variables, such as gender, region, average order value, and more. Once created, these audience segments can be shared across solutions through Master Marketing Profile, a core service of Adobe Marketing Cloud, and enable marketers to tailor their campaigns across multiple workflows.
- Mobile app analytics: arketers can now tie successful mobile app downloads to campaigns and attribute actions taken in the app to measure the success of the campaign. This could include information on how users get started using the app, user engagement while in the app, how users share app content via social media, and product purchases, providing deep insights into the lifetime value of app users. Mobile app analytics enables marketers to move their customers from mobile Web sites to high-loyalty app experiences and attribute app usage activity to their campaigns.
- Apple iBeacon support: Adobe is the first mobile provider to measure and respond to user engagement in mobile apps connected to iBeacons in sports stadiums, retail stores, and other external venues. Analytics for Apple iBeacon enables marketers to deliver personalized content or offers to consumers on their mobile devices while they are shopping, browsing a trade show floor, or otherwise moving through the environment connected to iBeacons.
"The new segment builder in Adobe Analytics is enabling the kind of flexibility that a company like Starwood needs to manage the millions of customers that enjoy our 1,200 properties worldwide," said Jen Yacenda, associate director of digital analytics at Starwood Hotels. “We rely on Adobe Analytics to help us better understand the online behaviors of our guests and leverage critical insights to drive future interactions with our customers."