Adobe Enhances Data-Driven Marketing Capabilities

Each time an individual interacts with a brand, it offers marketers a new data point. By observing people’s behavior and patterns both on and offline, we can adjust our interactions accordingly – even automatically. Data-driven marketing offers the ability to inform, predict and deliver experiences that fit perfectly with individual needs and preferences. With consumers’ expectations all-time high, brands must deliver an exceptional, contextually relevant and personalized experience, or risk customers moving on to competitors.

We’re very much focused on providing our customers with data-driven strategies to drive loyalty and retention. Today at &THEN, the annual DMA event, we’re announcing new capabilities that blend our heritage in cross-channel and data-driven marketing including:

• Analysis Workspace extends to Adobe Campaign: Gone are the days of canned reports that fail to drive action within an organization. Analysis Workspace combines Adobe’s creative heritage with data analysis, offering intuitive tools to support data-driven marketing that enables companies to analyze, share and utilize data within an organization. We’re extending this capability from Adobe Analytics to Adobe Campaign, which will be available in Adobe Campaign Standard next month. This new tool provides a flexible “canvas” approach so that data points are easily curated and presented in a way that will resonate with the recipient, while prioritizing performance with analysis at the speed of thought. Analysis Workspace dramatically improves Adobe Campaign’s reporting capabilities.

If, for example, a retailer is promoting its Thanksgiving week deals, Analysis Workspace can surface campaign results in real-time, mapping certain elements together such as click through rates and the effectiveness of bundled offers. This type of insight can help the retailer quickly determine which channels and promotions are driving the desired result and also where course corrections might be needed. This data-driven approach to analyzing campaign performance will lend to better decision-making and overall better marketing. With Adobe Campaign’s new reporting with Analysis Workspace, you don’t have to be a data analyst to quickly and easily identify and act on insights.

• Predictive Remarketing Capabilities: Adobe now offers marketers a new data science capability in which they can calculate the likelihood of a visitor returning to a website to make a purchase through propensity scoring, then automatically create and send a remarketing trigger, such an email, SMS or push notification.

While re-marketing tactics can be effective, it’s still important for the marketer to ensure message is thoughtful, relevant and timely, or risk providing the consumer with a disruptive experience that results in an opt-out. Using remarketing triggers powered by the Adobe, marketers can re-engage with customers across email, SMS, or other channels, at the right time to drive engagement, conversions, brand advocacy and loyalty.

Available today in Adobe Campaign, remarketing triggers encourage people to complete a sale with promotions or coupons based on data captured from Adobe Analytics. If a consumer is searching for tropical vacation destinations online or views a video of a resort in St. Lucia, an online travel company can leverage this immediately with an in-app push notification about the week’s top beach vacation deals, for example. That same travel company can also leverage this knowledge that the individual is interested in tropical vacations versus a back packing hike or sightseeing tour to customize its future email newsletters to that person.

The opportunities for data-driven marketing will continue to grow immensely, as marketers will be able to tap into more data and integrate further than ever before. Consumers’ expectations and experience must go hand-and-hand and data-driven marketing makes this possible.

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/campaign-management/adobe-enhances-data-driven-marketing-capabilities/

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