Today at Adobe Summit in Las Vegas, Adobe announced some enhancements to its Analytics Suite that are supposed to help marketers understand their customers more deeply, including a new tool to track the entire customer journey, and one to help see the relationship between advertising and marketing success, which is surprisingly harder than you would think to understand.
The first is called Journey IQ, and as the name suggests, the idea is to provide a better understanding of the entire customer journey. That in itself isn’t new. It’s a task that marketing analytics vendors have been trying to solve for more than 10 years.
John Bates, director of product marketing for Adobe Analytics, says that understanding the customer journey can help focus marketing efforts in the future, and this tool is designed to help. “It’s really focused on helping find a complete view of a past experience and helping separate those good experiences or moments from the bad,” he explained.
Adobe wants to provide actionable data and analysis to help users understand what happened as their customers engaged with their site, in order to provide better experiences in the future. For marketing vendors, it’s always about the experience and the more data focused on understanding that experience, the more vendors believe their customers will have greater success.
This solution involves looking at elements like churn analysis, time-lapsed analysis to follow the journey step by step and look back and look forward kinds of analytics, all with a goal of giving marketers as much information as they can to turn that visit into positive action in the future. For marketers, that means you end the journey next time by buying (more) stuff.
The second piece is Adobe Advertising Cloud, a new product which allows marketers to see the connection between their advertising and the success of their marketing campaigns. Given the insight digital advertising is supposed to provide marketers about the ads they are serving, you would think they would be getting that already, but advertising and marketing often operate in technology silos making it hard to put the data together to see the big picture.
Adobe wants to help marketers see the connections between the ads they are serving customers and the actions the customers take when they come to the company web site. It can help give insight and understanding in to how effectively your advertising strategy is translating into consumer action.
Taken together, these two analytics tools are designed to help marketers understand how and why the customer came to the site, what actions they took when they got there, and give deeper insight into why they took an action or not.
In a world where it’s all about building positive customer experiences with the goal of driving more sales and more satisfied customers, understanding these kinds of relationships can be crucial, but keep in mind it’s challenging to understand all of this as it’s happening, even with tools like these.
By Ron Miller