Adobe’s Media Optimizer And Analytics Updates Include New Predictive Modeling Capabilities
Adobe made several product announcements at its customer Adobe Summit EMEA in London today relating to its Media Optimizer and Analytics products.
The company updated the predictive modeling algorithms used by Media Optimizer for campaign optimization across channels. With the integration of Adobe Analytics providing a direct flow of data into Media Optimizer, the modeling is able to provide recommendations based on visitor engagement data on keywords that haven’t converted, for example. Adobe says the new predictive modeling has been shown to increase search campaign performance by up to 25 percent.
Of the focus on flowing Analytics data to Media Optimizer, Lenovo’s senior manager of Web Ecommerce, Christopher Jowsey said in a statement, “the unified analysis and holistic insight into our campaigns using the integration between Adobe Media Optimizer and Adobe Analytics has recently contributed to an 11 percent uplift in search campaign performance.”
Optimizer also now supports Google Remarketing Lists for Search Ads (RLSA).
Adobe Analytics’ spring release includes Live Stream, a firehose of event data from Adobe Analytics, Target, Social and Media Optimizer that allows marketers to see what visitors are doing on their sites in real-time. As an example, marketers can see where users are getting stuck in the funnel and connect with them through in-session retargeting.
A Unified Segment Builder in Analytics helps advertisers build audience segments with drag-and-drop flexibility. New decision tree visualizations for predictive analytics provide a view of predicted paths to conversion from which marketers can set up rules for targeting, email offers, call center automation and personalization.
In a sign that paid analytics solutions are in increasing demand at the enterprise level, Jeff Allen, Director of Product Marketing for Digital Analytics at Adobe, said by phone that they’ve seen a 63 percent increase in customers spending over $1 million a year for Analytics this year. Next year, they expect to be tracking marketers that spending over $10 million.
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