Adobe Analytics is a part of the Adobe Experience Cloud. This suite consists of products that allow marketers to apply detailed segmentation and real-time analytics across different marketing channels.
When using Adobe Analytics, it is now possible to leverage powerful capabilities like Analysis Workspace, Report Builder, Reports & Analytics and Ad Hoc Analysis.
Want to accelerate the value that you can get from Adobe Analytics?
Let’s take a quick look at some of the concepts that can help you with that:
It is a robust and flexible base to build custom projects. In this section, you can gain total control over different segments like metrics, visualization, dimensions and more. All you have to do is drag & drop them on the platform and start getting deep insights about your website performance.
Whether it is a single website or multiple websites or even a subset of different web pages, Report Suite allows you to get end-to-end and independent reporting for them all. Primarily, it is used for a single website, but it can work on the global segment where several sites have been combined to get total numbers.
You can select a specific report suite to use (apart from cases when roll-ups are being used to combine report suites) whenever you log in to access Ad Hoc Analysis, marketing reports, and report builder.
Different characteristics/descriptions of metric data that you can view, break down and even compare in a report represent dimensions. These are non-numeric values and dates which are possible to break down.
Quantifiable information related to website visitors are termed as Metrics. These include views, reloads, click-throughs, units, average time spent, orders, and revenue. These are the very basis for creating reports that allow you to understand data associations.
You can perform parallel comparisons of a variety of data sets for a website. Although Adobe has the capability to capture multiple metrics ‘out-of-the-box’, you can still capture custom events.
Adobe Analytics allows you to create, manage, share and finally apply a range powerful and focused segments to your reports. These segments can be shared across both Analytics products and Experience Cloud.
You can go for a pre-set or define a date range in the calendar. You can either go the calendar section at the panel level or apply them across all panels.
Now that you know about the basic concepts, it is time to explore some capabilities. Let’s take a look:
These data components allow you to structure your reporting. You can add segments, metrics, alerts, date range and more to your projects and reports.
This component incorporates machine learning capability (Adobe Sensei) to your reporting methodology.
You can extend data in Analytics using different ways. These include activity map, marketing channels, classification importer, classification rule builder, and data sources & connectors.
Adobe Analytics allows you to export your data in multiple ways. These include downloading projects in Analysis Workspace, downloading reports in the Report & Analytics section, Data Scheduling, Data Warehousing, Analytics API, Report Builder, and Analytics Data Feed.
You can leverage powerful multi-channel capabilities using Data Workbench. These can be used for the collection, processing, analysis, and visualization of data from both online and offline customer interactions taking place across different data types.
Benefits of Adobe Analytics
Adobe Analytics provides valuable insights that help you maximize your marketing efforts. They include:
- Personalized Experiences
- Content Monetization
- Better Ad Spend
- Campaign ROI
The overall benefits of Adobe Analytics can be discussed in four main categories:
- Web Analytics
- Marketing Analytics
- Predictive Analytics
Let’s take a look at them individually:
1. Web Analytics: It is not enough to measure page views alone. To leverage the power of the web, you must measure traffic sources, customer pathing, content efficacy, and video engagement. You must go beyond knowing ‘who’ is visiting your website and find out ‘why’ they are there doing so. Web analytics helps you answer these questions.
2. Marketing Analytics: Modern day digital marketing has expanded into mobile phones territory as well. The list keeps growing with inclusions like TV, IoT, voice assistants and more. With marketing analytics, you can extract data from multiple sources and bring it together to deliver insights that are meaningful and happening in real-time. Marketing analytics helps you focus on journeys instead of just measurement channels.
3. Attribution: An enterprise collects data from multiple channels, both offline and online. With Adobe Analytics’ attribution, you can understand the value of every email, display ad, view and white paper in a customer’s buyer’s journey. You can find out what’s working and what’s not to put each customer interaction in the right context.
4. Predictive Analysis: The primary objective behind collecting data is to predict the future. Enterprises often fail to leverage customer data to an optimal level. The predictive analysis feature helps you to understand the meaningful insights that are hidden in data patterns. Adobe Analytics helps marketers to improve the bottom line and find patterns that most analysts are not able to identify.
In addition to the aforementioned benefits, Adobe Analytics also boasts a number of features that are favored by digital marketers across the globe. Let’s take a look.
- Detailed dashboards: Get critical customer insights using information like purchasing metrics, campaigns, loyalty programs and more via detailed dashboards.
- Innovative reporting: Derive the best results by leveraging a comprehensive set of existing ready-to-use reports. You can also manage multidimensional analysis of different reports in one workspace.
- Insights in real-time: Keep an eye on your customer’s interaction with the brand in real-time and enable faster personalization.
- Limitless segmentation: Increase the value of your digital visitors by creating precise customer segments with the help of unlimited metrics and dimension combinations. These can be used to compare and identify key performance areas with rich insights.
- Excel integration: Get the capability of exploring data that is in sync with your business requirements. You can collect, process, and analyze data in MS Excel easily.
- Mobile, video, and social analytics: Identify mobile visitors, measure the efficacy of video campaigns and track social media to get a clear idea about the impact of your investment all through this tool.
- Tag management: With Adobe’s dynamic tag management system you can deploy both Adobe and third-party tags within a matter of minutes. This helps reclaim 95% of your time spent in managing tags.
- Pre-built integrations: Use the drag-and-drop feature to integrate different third-party application providers like search and email from a vast ecosystem of existing integrations.
To Wrap Up
We can clearly see that Adobe Analytics is an emerging force with a wide range of possibilities for diving deep into data. Perhaps the only challenge right now is the level of complexity and the cost involved. It is preferred by large enterprises and has proved to be useful by diverting a considerable amount of traffic on their websites.