Sep
10
2019
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Latest Adobe tool helps marketers work directly with customer journey data

Adobe has a lot going on with Analytics and the Customer Experience Platform, a place to gather data to understand customers better. Today, it announced a new analytics tool that enables employees to work directly with customer journey data to help deliver a better customer experience.

The customer journey involves a lot of different systems, from a company data lake to CRM to point of sale. This tool pulls all of that data together from across multiple systems and various channels and brings it into the data analysis workspace, announced in July.

Nate Smith, group manager for product marketing for Adobe Analytics, says the idea is to give access to this data in a standard way across the organization, whether it’s a data scientist, an analyst with SQL skills or a marketing pro simply looking for insight.

“When you think about organizations that are trying to do omni-channel analysis or trying to get that next channel of data in, they now have the platform to do that, where the data can come in and we standardize it on an academic model,” he said. They then layer this ability to continuously query the data in a visual way to get additional insight they might not have seen.

Adobe screenshot 1

Screenshot: Adobe

Adobe is trying to be as flexible as possible in every step of the process, and openness was a guiding principle here, Smith said. That means that data can come from any source, and users can visualize it using Adobe tools or an external tool like Tableau or Looker. What’s more, they can get data in or out as needed, or even use your their own models, Smith said.

“We recognize that as much as we’d love to have everyone go all in on the Adobe stack, we understand that there is existing significant investment in other tech and that integration and interoperability really needs to happen, as well,” he said.

Ultimately this is about giving marketers access to a full picture of the customer data to deliver the best experience possible based on what you know about them. “Being able to have insight and engagement points to help with the moments that matter and provide great experience is really what we’re aiming to do with this,” he said.

This product will be generally available next month.

Mar
26
2019
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Adobe announces two new analytics tools to help marketers fill in the customer picture

Today at Adobe Summit in Las Vegas, Adobe announced some enhancements to its Analytics Suite that are supposed to help marketers understand their customers more deeply, including a new tool to track the entire customer journey, and one to help see the relationship between advertising and marketing success, which is surprisingly harder than you would think to understand.

The first is called Journey IQ, and as the name suggests, the idea is to provide a better understanding of the entire customer journey. That in itself isn’t new. It’s a task that marketing analytics vendors have been trying to solve for more than 10 years.

John Bates, director of product marketing for Adobe Analytics, says that understanding the customer journey can help focus marketing efforts in the future, and this tool is designed to help. “It’s really focused on helping find a complete view of a past experience and helping separate those good experiences or moments from the bad,” he explained.

Adobe wants to provide actionable data and analysis to help users understand what happened as their customers engaged with their site, in order to provide better experiences in the future. For marketing vendors, it’s always about the experience and the more data focused on understanding that experience, the more vendors believe their customers will have greater success.

This solution involves looking at elements like churn analysis, time-lapsed analysis to follow the journey step by step and look-back and look-forward kinds of analytics, all with a goal of giving marketers as much information as they can to turn that visit into positive action in the future. For marketers, that means you end the journey next time by buying (more) stuff.

The second piece, called Advertising Analytics, is a new integration with Adobe Advertising Cloud, which allows marketers to see the connection between their advertising and the success of their marketing campaigns. Given the insight digital advertising is supposed to provide marketers about the ads they are serving, you would think they would be getting that already, but advertising and marketing often operate in technology silos making it hard to put the data together to see the big picture.

Adobe wants to help marketers see the connections between the ads they are serving customers and the actions the customers take when they come to the company website. It can help give insight and understanding into how effectively your advertising strategy is translating into consumer action.

Taken together, these two analytics tools are designed to help marketers understand how and why the customer came to the site, what actions they took when they got there and give deeper insight into why they took an action or not.

In a world where it’s all about building positive customer experiences with the goal of driving more sales and more satisfied customers, understanding these kinds of relationships can be crucial, but keep in mind it’s challenging to understand all of this as it’s happening, even with tools like these.

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