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.