Tag Archives: Adobe Analytics

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Adobe Analytics Enhanced with Predictive Marketing Capabilities

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By Business Wirevia The Motley Fool

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Adobe Analytics Enhanced with Predictive Marketing Capabilities

Digital Marketers Can Now Quickly Discover High-Value Audiences and Target Those Predicted Most Likely to Convert

SALT LAKE CITY–(BUSINESS WIRE)– Adobe Summit, The Digital Marketing Conference — Adobe Systems Incorporated (NAS: ADBE) today announced a new predictive marketing workflow in Adobe® Analytics, which lets marketers quickly identify and target high value audiences in minutes. Adobe Analytics is a key element of the Adobe Marketing Cloud.

Traditionally marketers have relied on a cumbersome and time-consuming process that requires crunching large quantities of data over weeks or months to help them identify high-value audiences. The complexity and expense of this approach has led some marketers to bypass the use of data analysis altogether and end up defining audiences based on opinions or assumptions.

The new predictive marketing workflow in Adobe Analytics is designed to help marketers and marketing analysts sort through terabytes of data quickly to uncover valuable audiences. In a matter of minutes, the marketer can identify audiences based on shared characteristics and predictively score them according to how likely they are to convert. This allows marketers to then use Adobe Target to create tailored offers best suited to each distinct audience.

“The ability to quickly and consistently unearth critical audience data hidden in multichannel data is essential to marketing,” said Brad Rencher, senior vice president and general manager, Digital Marketing Business, Adobe. “We are saving digital marketers both dollars and time, cutting out weeks or even months of laborious data mining to find the right audiences to target, at the right time and on the right device.”

Predictive Marketing Workflow in Action

The new workflow can help marketers answer critical business questions. For example, the CMO of a car rental company would like to maximize revenue from car rentals in Florida during the winter holiday season. To accomplish this, she needs to know which potential audiences would be most likely to respond to a holiday car rental campaign for Florida. She then leverages Adobe Analytics to analyze terabytes of multichannel data to uncover previously unidentified, high-value audiences, perhaps families of five or more and retired couples from the Midwest, among others. These audiences are ranked by their likelihood of converting, which in this case is defined as the customer actually picking up the car they reserve. Each distinct audience is then seamlessly fed into Adobe Target, another …read more
Source: FULL ARTICLE at DailyFinance

Business, Finance, Occupation & Industry

Adobe Brings New Digital Advertising Solution to Media Agencies and Marketers

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By Business Wirevia The Motley Fool

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Adobe Brings New Digital Advertising Solution to Media Agencies and Marketers

Adobe Media Optimizer Standard Offers Rules-based Solution to Drive Performance of Search Engine Campaigns

SALT LAKE CITY–(BUSINESS WIRE)– Adobe Summit, The Digital Marketing Conference— Adobe Systems Incorporated (NAS: ADBE) today unveiled a standard version of Adobe® Media Optimizer, part of Adobe Marketing Cloud. Adobe Media Optimizer is a digital advertising platform for campaigns across search, display and social media. The new edition, Media Optimizer Standard, delivers a rules-based bidding solution that improves the performance of search engine marketing campaigns through seamless integration with Adobe Analytics. Media Optimizer Standard is designed for media buying agencies, search engine marketing (SEM) agencies and direct advertisers seeking more control and transparency over their campaigns at an economical price point.

Adobe Media Optimizer Standard allows customers to easily manage search engine marketing (SEM) accounts, campaigns, enhanced campaigns, ad groups and keywords using both a flattened view across the top and a familiar hierarchy structure on the left. (Photo: Business Wire)

Media Optimizer Standard offers an interactive dashboard that gives marketers the ability to tie data-driven insights to tactical changes in their ad campaigns across Google, Bing, Yahoo and other search engines. It not only provides a collection of highly interactive reports in one location, but also gives marketers the ability to efficiently manage campaigns, ad groups and keywords directly from the same interface. Additionally, updated Bid Rules functionality allows advertisers to easily set up and control how bids are executed and fully automate the bidding process across search engines.

Several of the existing features in Media Optimizer Premium, the platform best suited for large agencies and enterprises, are also part of the Standard version. Since both Standard and Premium use the same foundation, clients that find the need to upgrade to Premium require no new deployment and are quickly up and running with powerful algorithmic bid optimization. Media Optimizer’s seamless integration with SiteCatalyst® allows advertisers to use Web site data to optimize and better target their campaigns in real-time. All of the advanced campaign management functionalities are also included in Media Optimizer Standard. In addition, media agencies can layer their own services on top of both Media Optimizer solutions including more advanced modeling and analytics services to provide their clients with maximum ROI.

Migration to Adobe Media Optimizer

Adobe also …read more
Source: FULL ARTICLE at DailyFinance