Adobe’s Media Optimizer And Analytics Updates Include New Predictive Modeling Capabilities

adobe-logo-180pxAdobe 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.

Related Topics: Analytics | Channel: Industry | Search Marketing | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!