Adobe adds Attribution IQ, travel industry features and smart speaker targeting
The new features are designed to give marketers finer tools for following customers, directing ads or assigning credit.
Adobe is puffing up its clouds, announcing a variety of improvements to make marketers’ lives easier.
Its Analytics Cloud has updated its attribution solution with Attribution IQ, which the company said is the only solution offering 10 different models for measuring the impact of different marketing efforts.
Senior Product Manager Trevor Paulsen pointed out via email that Analytics has “always offered a few of the basic attribution models, including first, last, linear and participation.”
Attribution IQ, he said, is now part of the Analysis Workspace in the Analytics cloud, allowing marketers to see how attribution “differs between specific campaigns or groups of users, for instance.” It also offers drilldowns, he said, allowing marketers to see how an individual campaign performed, not just channels, and it can assess the attribution impact on segments of users — assuming there is relevant data.