New Adobe Analytics Data Unification and Transition Services

Adobe announced new features for Adobe Analytics that allow brands to unify data and insights across all media types, now including metaverse and streaming media, as well as a data transition service.

The announcement:

Adobe (Nasdaq: ADBE) today announced new services in Adobe Analytics, providing a single workspace for brands to unify data and insights across all types of media, now including metaverse and media continuously. As global brands embrace Adobe Analytics, Adobe has also introduced a new service to seamlessly transfer data from other analytics products while maintaining historical compliance with regulations such as GDPR and CCPA.

“Delivering personalized customer experiences is a top priority for all businesses across all industries, and the key to achieving this is connecting real-time insights into all aspects of the customer journey,” said Amit Ahuja, Vice President senior, 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 retail, 9 of the top 10 US brands rely on Adobe Analytics to understand shopper journeys from selling online to selling in-store. In the travel industry, 8 of the top 10 hotel chains and 7 of the top 10 US airlines rely on Adobe to improve digital services as demand picks up. Adobe Analytics is also operated by 8 of the top 10 financial services institutions, 9 of the top 10 media companies, and 8 of the top 10 healthcare companies. It is also widely used in the public sector and educational institutions.

A single workspace for omnichannel data

As consumer habits change and daily life moves online, brands have had to connect more data sources in areas such as e-commerce, social media and help desks, to make 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 redesigned 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 volume of engagement with 3D objects and immersive experiences, as well as collect interactions across multiple metaverses. This data can then be combined with information on 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 industries such as retail and banking continue to prioritize video and audio content. Adobe is introducing new capabilities today to help brands understand how streaming fits into the overall customer journey. Using Customer Journey Analytics (CJA), teams can link digital media consumption to engagement across other channels like social media, websites, and offline channels. A retailer, for example, can see the types of content that drive social engagement and/or in-store activity, to provide personalization and drive retention efforts.
  • Partner ecosystem: Adobe now offers hundreds of third-party integrations with leading technology solutions, including AppsFlyer, Branch.io, Brightedge, Genesys, Hootsuite, Invoca, and Medallia. Each is accessible on the Adobe Exchange Marketplace, and Adobe now has a community of more than 4,300 active partners across technology vendors, system integrators, agencies, and developers. This allows brands to combine data sources ranging from chatbots to call centers to advertising campaigns with behavioral data from Adobe Analytics to understand customer experience holistically.

Seamless adoption of Adobe Analytics

Adobe today launched a new service that makes it easy for businesses in all industries to switch to Adobe Analytics:

  • Seamlessly bring data together: Brands are sitting on mountains of data as the digital economy continues to grow. With the Bulk Data Insert API now available, teams can move or activate any volume of historical data into Adobe Analytics. It covers any channel online or offline, allowing brands to transfer data sources from point-of-sale devices, CRM systems and mobile apps.

  • 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 gives brands the ability to bypass prep work, while avoiding data destruction. As the data comes in, Adobe Analytics preserves the underlying structure, while suggesting new ways to measure the customer journey. Brands can also retroactively apply dimensions to historical data, such as new attribution models.

Source: WE Communications