Adobe Helps Marketing Teams Tap Predictive Analytics, Mobile and Video Data

Aiming to make it easier for a broad swathe of people within the marketing department to leverage data, Adobe unveils new features for Adobe Analytics and the Adobe Marketing Cloud.

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Tue, October 15, 2013

CIO — It's no secret that data is becoming more important to the function of marketing. But making that data available to and usable by the marketing department is no mean feat. That's the reasoning behind a slew of new features for Adobe Analytics (part of the Adobe Marketing Cloud) announced by Adobe today.

"You can only push adoption and engagement with analytics so far into an organization with things like ease of use," says Bill Ingram, vice president of Adobe Analytics and Adobe Social. "So we started thinking, how do we take this more advanced technology and help them be more effective without forcing them to become an analyst 'ninja' if you will."

Analytics Automation Helps Organizations Use Data More Effectively

Adobe's answer is to automate the process by placing predictive analytics at the core of its offering in the form of Anomaly Detection. Anomaly Detection—accessible from the Adobe Marketing Cloud interface and in the new Adobe Analytics iOS app for mobile device reporting (or integrated into customized dashboards via open APIs—creates a baseline norm from historical trends and then identifies data points that fall outside that norm. It then issues alerts that ensure that marketers, analysts and data scientists can take note and act upon the information.

"It's the new starting point for virtually every analysis that someone needs to do in an enterprise," Ingram says. "The algorithm analyzes your data and only surfaces things that are anomalous. It's a much easier place to start your analysis."

Anomaly Detection requires a learning period to create a baseline before it's capable of identifying anomalies. Ingram notes that you can feed it historical data, or you can train it on live data, though that process can take between 30 and 90 days, depending on your needs. Once trained, he says, it looks at data that's 24 hours old. However, Ingram noted that as Adobe evolves the feature, it should get closer and closer to real-time anomaly detection.

Adobe has added some real-time features in the latest Adobe Analytics upgrade. This release includes enhanced real-time reporting capabilities intended to give marketers, editors and business users more granular information about content consumption, campaign success and on-site conversion as it happens. Ingram says the data now refreshes as often as every five seconds.

"Adobe continues to deliver new innovations in analytics that make it easier for marketers to do our jobs and prove ROI," says Ben Meacham, Web Analytics and Multi-Variate Testing Manager at Skullcandy. "The new real-time reporting will enable us to get insights into our data faster, which we hope to turn into enhanced revenue opportunities."

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