Adobe Adds Cross-Visit Analytics to Digital Marketing Suite
Adobe Systems Incorporated today unveiled the addition of cross-visit analytics and other cutting-edge capabilities to Adobe® Discover, an advanced analytics and segmentation solution within the Adobe® Digital Marketing Suite. Cross-visit analytics enables digital marketers to see a visitor's journey within the marketers' Web properties beyond single online sessions, giving those marketers a more accurate view of the overall visitor experience.
"Consumers don't interact with their favorite sites in discrete, unconnected visits," said Matt Langie, director of product marketing, Digital Marketing Business, Adobe. "They do a search and hit your home page, read reviews, leave, get an email offer, price compare, come back and after all convert. The diversity and complexity of any one visitor's experience over time yields very different insights than looking at each visit as a distinct, separate experience. Adobe Discover provides analytics that mirror the actual visitor experience."
Clearer understanding of fallout
Discover as well provides a clearer understanding of fallout, the reasons why purchases or conversions do not take place. With insight across visits within their properties, including why clients leave without converting, companies can more acurately allocate marketing spend to activities that will generate the most return on investment.
"With Adobe Discover, we can see a visitor's experience over multiple visits. Cross-visit analytics is giving us new, deeper insights into how our audiences interact with us online - which of our digital properties they consume, in what order and over how long, earlier they engage in a key event, just as purchase a phone, download a piece of content or sign up for a new service," said Andrew Wathen, web analyst, Vodafone. "We are using these new insights to inform design decisions and invest in the digital marketing initiatives that are having the greatest impact."
The Adobe® Digital Marketing Suite offers an integrated and open platform for online business optimization, a strategy for using customer insight to drive technology throughout the business and enhance marketing efficiency. The Suite consists of integrated applications to collect and unleash the power of customer insight to optimize customer acquisition, conversion and retention efforts as then as the creation and distribution of content. For instance, using the Suite, marketers can identify the most effective marketing strategies and ad placements also as create relevant, personalized and consistent customer experiences across digital marketing channels, just as onsite, display, e-mail, social, video and mobile. The Suite enables marketers to make quick adjustments, automate certain customer interactions and better maximize marketing ROI, which, ultimately, can positively impact the bottom line.