Ahead of its Adobe Digital Marketing Summit, Adobe announces the addition of cross-visit analytics to its Adobe Digital Marketing Suite.
Adobe
Systems (Nasdaq:ADBE) announced the addition of cross-visit analytics and
other new capabilities to
Adobe
Discover, an advanced analytics and segmentation solution within the Adobe
Digital
Marketing Suite.
Adobe announced the new
software capability a day ahead of the opening of its
Adobe Digital
Marketing Summit, an event for digital marketers and advertisers to learn
about and share key strategies for driving marketing innovation. Cross-visit
analytics enables digital marketers to see a visitors journey within the
marketers Web properties beyond single online sessions, giving those marketers
a more accurate view of the overall visitor experience.
Consumers dont interact
with their favorite sites in discrete, unconnected visits, Matt Langie,
director of product marketing for the
Digital
Marketing Business at Adobe, said in a statement. They do a search and hit
your home page, read reviews, leave, get an email offer, price compare, come
back and finally convert. The diversity and complexity of any one visitors
experience over time yields very different insights than looking at each visit
as a distinct, separate experience. Adobe Discover provides analytics that
mirror the actual visitor experience.
Discover also provides a
clearer understanding of fallout, the reasons why purchases or conversions do
not take place. With insight across visits within their properties, including
why customers leave without converting, companies can more accurately allocate
marketing spend to activities that will generate the most return on investment.
With Adobe Discover, we can
see a visitors experience over multiple visits, Andrew Wathen, Web analyst at
Vodafone,
said in a statement. Cross-visit analytics is giving us new, deeper insights
into how our audiences interact with us onlinewhich of our digital properties
they consume, in what order and over how long, before they engage in a key
event, such as purchase a phone, download a piece of content or sign up for a
new service. We are using these new insights to inform design decisions and
invest in the digital marketing initiatives that are having the greatest
impact.
The newest version of
Discover has also made significant enhancements, allowing analysts to more
quickly dissect and manipulate data across both user segments and time.
With an expanding global
viewership and a large number of digital properties, obtaining a clear picture
of how our content is being accessed is a daunting task, said Francis Lavelle,
director of analytics at
Discovery
Communications, in a statement. Adobe Discover is enabling us to achieve
critical insights quickly and accurately as we better understand our visitors
across visits and time. Thanks to Discover, our digital analysts are leveraging
better attribution models and advanced trending capabilities to more quickly
see the best way forward as we respond to our customers content needs and
appetites.
These updates to
Adobe
Discover are expected to be available in April 2012.
In November 2011, Adobe
announced
a restructuring aimed at helping the company move forward by focusing on two
primary business areas: digital media and digital marketing.
The Adobe Digital Marketing
Suite offers an integrated and open platform for online business optimization,
a strategy for using customer insight to drive innovation throughout the
business and enhance marketing efficiency. The suite consists of integrated
applications to collect and unleash the power of customer insight to optimize
customer acquisition, conversion and retention efforts as well as the creation
and distribution of content. For example, using the suite, marketers can
identify the most effective marketing strategies and ad placements, as well as
create relevant, personalized and consistent customer experiences across
digital marketing channels, such as on-site, display, email, social, video and
mobile. The suite enables marketers to make quick adjustments, automate certain
customer interactions and better maximize marketing return on investment (ROI),
which, ultimately, can positively affect the bottom line.
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