To significantly enhance marketers’ and data analysts’ abilities to rapidly identify and take action on critical insights for their business, Adobe has unveiled new features and functionality that extend the industry-leading capabilities of Adobe Analytics which plays important role in Adobe Marketing Cloud. New innovations include predictive analytics capabilities, advanced real-time reporting and data visualizations, video analytics advancements and powerful mobile app analytics.
A study by Adobe and CMO Council, the APAC Digital Marketing Performance Dashboard 2012, highlighted that Indian marketers are analytical and strategic in their approach to digital marketing. About 70% of respondents indicated that they are measuring and testing results of digital marketing campaigns. The features and functionalities that we have added to Adobe Analytics help empower Indian marketers with powerful insights through access to in-depth analytics, equipping them to derive better RoI on their marketing campaigns, said Umang Bedi, Managing Director, Adobe South Asia.
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New predictive capabilities enable marketers and data analysts to quickly uncover critical insights through automated Anomaly Detection. Marketers can see their data at a granular level, refreshing as often as every five seconds with the help of advanced real-time reporting.
The new mobile app software developer kit (SDK) enables full access to analyze data collected from mobile apps in Adobe Analytics. Conversion metrics can be useful in identifying app experiences where users get ‘stuck’ and provides guidance for improvements in the app.
New functionality in Adobe Analytics is expected to be available to customers later this quarter.
