Adobe tweaks its Analytics tool
October 18, 2013 | Sarah Barmak | Comments
Adobe announced Tuesday a revamp of its leading analytics platform for marketers that is designed to deliver more meaningful insights to businesses from trending information.
The company says the new features of Adobe Analytics (part of its Adobe Marketing Cloud product suite) will dramatically increase efficiency in reporting, improve accuracy of real-time numbers and produce more actionable inferences to marketers.
“They’re focused on allowing the marketer and the analyst to act on their data a lot more quickly than they used to able to do in the past and to do that a lot more accurately than they were able to do in the past,” said Chris Wareham, director product management at Adobe.
A key piece of the analytics upgrade will be Anomaly Detection, a new predictive capability that can be accessed through the Adobe Marketing Cloud interface and in the new Adobe Analytics iOS app. It will surface data points that fall outside the historical norm, delivering valuable insights into trends. The revamp will also mean advanced real-time reports that produce high-granularity data as often as every five seconds.
“There’s a lot of data out there,” said Wareham. “The amount of data [customers] are putting their hands on is not the problem. The problem is being able to generate insights on that data very quickly.”
Improvements to data visualization and breakdowns will help show why a specific trend is taking place. Visualizations of reports will be optimized for display on big-screen monitors in conference rooms.
Another element of the upgrade is new reporting that will specifically show the impact of video across all marketing channels. Overviews will give marketers a snapshot of video engagement and conversion. Another new element, mobile app reports, will show app lifecycle metrics collected through mobile SDKs, GPS location data and in-app conversion.