Next-Generation Adobe Analytics Delivers Customer Insights From
Streaming Media and the Metaverse
- New data
sources make Adobe Analytics industry’s first true omnichannel analytics
product
- New Adobe
Analytics service makes the transition from other analytics solutions
seamless
- Brands of
all sizes including Albertsons Companies, Amazon Web Services,
Bridgestone, General Motors, Marriott Hotels, PGA TOUR and Sephora rely on
Adobe Analytics to deliver great customer experiences
Adobe announced new services in Adobe Analytics, delivering a
single workspace for brands to unify data and insights across all media types,
now including the metaverse and streaming media. With global brands adopting
Adobe Analytics, Adobe also introduced a new service to seamlessly transition
data from other analytics products while preserving historical compliance with
regulations such as Global Data Protection Regulation (GDPR) and California
Consumer Privacy Act (CCPA). Brands can drive true omnichannel analysis through Customer Journey
Analytics, for deeper insights on new consumer behaviors.
“Delivering personalized customer experiences is a top priority for
every business in every industry, and the key to making it happen is connecting
real-time insights across all aspects of the customer journey,” said Amit
Ahuja, senior vice president, Adobe Experience Cloud platform and products at
Adobe. “With support for metaverse and streaming media channels, Adobe
Analytics continues to lead the industry as the only true omnichannel analytics
solution for customer engagement.”
Adobe Analytics is the solution of choice across industries, providing
insights for brands to understand the effectiveness of cross-channel
experiences and marketing campaigns. In the retail sector, nine of the top 10
U.S. brands rely on Adobe Analytics to understand shopper journeys that move
from online to in-store. In travel, eight of the top 10 hotel chains and seven
of the top 10 U.S. airlines lean on Adobe to enhance digital services as demand
picks back up. Adobe Analytics is also leveraged by eight of the top 10
financial services institutions, nine of the top 10 media companies and eight
of the top 10 healthcare companies. It is widely used across the public sector
and educational institutions as well.
A Single Workspace for Omnichannel Data
As consumer habits change and more daily life moves online, brands have
had to connect more data sources in areas such as e-commerce, social media and
support centers, to form a clear picture of customer engagement. At the same
time, a growing audience around streaming media and immersive experiences has
created new opportunities for forward-looking teams. Adobe is introducing new
innovations to help brands capitalize on these trends:
- The Metaverse: Adobe Analytics
is at the forefront of supporting data from emerging channels, including voice
assistants and the connected car. Today, Adobe is previewing support for
metaverse analytics, as more brands begin to embrace immersive and 3D
experiences. With a rearchitected platform, Adobe can now seamlessly extend the
reach of Adobe Analytics to new and emerging channels. In the metaverse, brands
will be able to measure and analyze specific events, such as the volume of
engagement with 3D objects and immersive experiences, as well as collecting
interactions across multiple metaverses. This data can then be combined with
insights across other channels like the website or mobile app, to understand
changing consumer preferences. With Adobe Creative Cloud and immersive
design tools like Adobe Substance 3D, Adobe is uniquely positioned to help brands design, deliver, measure and
monetize experiences in the metaverse.
- Streaming media: While streaming
is a key investment for the entertainment industry, other sectors such as
retail and banking continue to prioritize video and audio content. Adobe is
introducing new capabilities today for brands to understand how streaming fits
into the overall customer journey. Through Customer Journey Analytics (CJA), teams
can tie digital media consumption to engagement on other channels like social
media, websites and offline channels. A retailer, for instance, can see the
types of content that drive social engagement and/or in-store activity to
deliver personalization and drive retention efforts.
- Partner ecosystem: Adobe now has
hundreds of third-party integrations with top technology solutions including
AppsFlyer, Branch.io, BrightEdge, Genesys, Hootsuite, Invoca and Medallia. Each
is accessible in the Adobe Exchange marketplace, and Adobe now has a community
of over 4,300 active partners across technology providers, system integrators,
agencies and developers. This enables brands to combine data sources – from
chatbots to call centers to advertising campaigns – with Adobe Analytics
behavioral data to understand customer experiences holistically.
Seamless Adoption of Adobe Analytics
Adobe introduced a new service today that makes it easy for businesses
across industries to switch to Adobe Analytics:
- Seamlessly bring
data together: Brands are sitting on mountains of data, as the digital economy
continues to expand. With the bulk data insertion API now available, teams can
move or activate any volume of historical data into Adobe Analytics. It covers
any online or offline channel, allowing brands to transition data sources from
point-of-sale devices, CRM systems and mobile applications.
- Intelligent data
mapping: Data preparation is a major hurdle for brands during the migration
process, as teams often have to reformat their data to fit a new analytics
platform. Adobe Analytics is providing flexibility for brands to bypass the
preparation work, while also avoiding data destruction. As data comes through,
Adobe Analytics preserves the underlying structure, while also suggesting new
ways to measure the customer journey. Brands can also retroactively apply
dimensions to historical data, such as new attribution models.
Source: adobe media announcement