• October 21, 2016
  • By Leonard Klie, Editor, CRM magazine and SmarCustomerService.com

Adobe Adds to Analysis Workspace

Adobe has added new capabilities to its Analysis Workspace, a visual editing platform to deliver, discover, visualize, and share insights.

The goal, according to Jeff Allen, senior director of product marketing for Adobe Analytics, is to "democratize analytics."

A new Flow Exploration capability within Analysis Workspace is expected to help companies visualize customer movement through digital experiences, showing the steps taken from entry point through to conversion or churn. Segments of users can be created based on usage patterns.

This is valuable, according to Allen, because "the first step to delivering great consumer experiences is having an understanding of how people are navigating your digital channels and where they are hitting stumbling blocks."

The new Fallout Analysis in Analysis Workspace enables users to drag, drop, and rearrange steps to better understand at what point users are disengaging, in addition to insight around where they go after the fallout. With this data available, companies can implement the necessary adjustments to not only retain customers but also improve the experience and drive more loyalty. Analysts can also create audience segments from customers who stay in the funnel or those who fall out at any stage for remarketing and personalization.

Also new to Analysis Workspace is starter projects that provide a more natural ramp-up for those trying Analysis Workspace for the first time. Included are out-of-the-box answers to common business questions across the web and mobile apps, as well as templates for specific vertical industries like retail and media and entertainment. "No one should have to be a data scientist to leverage insights to improve their work," Allen says.

In this release Adobe is also rolling out a series of new visualizations and other enhancements to provide users more tools to curate and present insights in ways that resonate most with stakeholders. These include the following:

  • Time-series analysis-Within line graphs, users can now forecast expected future outcomes or automatically detect data anomalies and run contribution analysis in a single click to determine the cause of unexpected performance.
  • Histograms, which will enable users to pinpoint the most valuable and least valuable segments of customers, as well as the distribution of certain behaviors.
  • Date comparisons: At the push of a button, users can now compare data year over year, month over month, or day over day. All of this is presented in a single graphic to visualize the change, while serving up data points around percent changes as well as raw values.

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