Analytics news and expert advice every Thursday.
Adobe Analytics Update Aims To Help Marketers Act Faster With Real-Time Visualizations And More
Today, Adobe released a fall update for Adobe Analytics, part of the Adobe Marketing Cloud, with features designed to help marketers more easily identify, communicate and take action on data patterns in real-time. The Adobe Analytics update includes new predictive analytics capabilities and anomaly detection, real-time reporting and data visualizations, as well as additional video and mobile app analytics tools.
“The focus this year has been on how to help marketers put data to work, ” explained Bill Ingram, vice president of Adobe Analytics and Adobe Social, in a phone call last week.
The real-time reporting displays have been reworked to present data in a more simplified fashion, and dashboards can be customized for specific stakeholders. At Adobe, one dashboard is displayed in the operations center to show orders and visits by day while another dashboard is present on all marketers’ screens to provide up-to-date views of current performance. Here’s a look at the war room and marketer dashboards, respectively:
The new anomaly detection provides marketers with real-time view of spikes and dips occurring across any metric without having to run dozens of individual reports. For example, if the display shows orders are down that day, a marketer can click on that point on the graph to dig in and quickly find out why.
In reaction to the growth of mobile apps and video, Adobe has increased emphasis in both of these areas in the new release. Video metrics capture content data every 10 seconds and ad data every 5 seconds to help broadcasters optimize their ad loads. Mobile analytics and app conversion analysis allows marketers to target ads and content based on users’ GPS location when they access an app and track key conversion metrics.
Adobe Analytics is expected to be available to customers later this quarter.